Case Analysis—Warner-Lambert Ireland: Niconil

Executive Summary

Warner-Lambert, an international pharmaceutical and consumer products company in Ireland, planned to launch a new product in 1990 called Niconil which was made for those people who would like to quit smoking. Niconil were different than the existing smoking cessation products in the market. Managers of the company believed that Niconil had many competitive advantages over its competitors and were very confident of the product. But there were some arguments about pricing strategy and marketing communication: Should Niconil be priced at a premium over cigarettes or on a par with cigarettes?What kind of advertising and promotion method they should use? Before launch the product in the market, Warner-Lambert managers need to decide the most effective pricing strategy and communication program in order to make Niconil successful.

Smoking Cessation Market

In 1989, 30% of the 2.5 million Irish adult citizens......

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Title: Case Analysis—warner-Lambert Ireland: Niconil
Approximate Word Count: 2753
Approximate Pages: 12 (250 words per double-spaced page)

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