Aleve Marketing Plan



Aleve Marketing Plan

Company Overview

In recent light of the Johnson and Johnson recall of their Tylenol product that cost them over $900 million in sales, and the U.S. Food and Drug Administration recall of Vioxx and Bextra, Aleve seems to be the over the counter pain reliever that many consumers are choosing to trust. Sales for the Bayer product Aleve have rose a large 24% since the first of 2011 and continue to increase because of the Tylenol scare. This paper will discuss a summary marketing plan for the product Aleve and how it will be implemented to be beneficial to Bayer Corporation. Aleve is the product that got known as the all-day long and strong product. However, as the times comes that Bextra and Vioxx got taken off the shelves of the retail market; thus, Aleve has taken over. Moreover, Aleve got known as the over-the-counter medicine (OTC). Furthermore it gets recognized that Bayer Corporation took over Aleve after P&G was not able to transfer Aleve ahead of a 6 percent market share. Thus, it can be get termed that the producer of Aleve is Bayer.

Executive Summary of Marketing Plan

Bayer Consumer Care, a division of Bayer Healthcare is headquartered in Morristown, New Jersey. Bayer Consumer Care is among the largest over-the-counter healthcare product companies in the world. Created in 1994, this division acquired Sterling Winthrop (another over-the-counter drug company), which returned to them the rights to the Bayer aspirin name and trademark in North America. In January 2005, Bayer Consumer Care acquired Roche Consumer Health Corporation giving them the rights to the Aleve product. Aleve is an over-the-counter pain reliever that contains 200 mg of naproxen and 20 mg of sodium to help your body absorb it faster (Mullins & Walker, 2010).

Through these acquisitions, Bayer has become a giant corporation. Over 3,000 employees run 14 manufacturing sites in 11 different countries. They produce over 10,000 different products in healthcare, nutrition and high tech materials. Bayer's mission statement “Bayer is an inventor company with a long tradition of research. Applying science major global challenges, to deliver innovation, customer satisfaction and market needs. Our emphasis on innovation is the key to maintaining or obtaining a leading position in every market we serve. He is also the basis for improving the lives of many millions of people: When you work in a sustainable and accept its role as a socially and ethically responsible corporate citizen - and a commitment to our values ??Bayer - to create benefits for the society in which we live. Science for a better life: a promise that we will do everything for our partners” (bayer.com).

Description of Target Market

The ideal customer for Aleve is between the ages of 18 to 75 that are looking for an over-the-counter pain reliever that has a longer lasting effect and at a lower dosage. Customers typically suffer from joint pain, back pain, headaches, or muscle pain and have tried many different over-the-counter remedies that do not give them very much ...