Keurig Case

famotidine AC: Racing to the over-the-counter(a) Market boldness analytic thinking Introduction: Statement of Problem In March 1989, Merck and Johnson & Johnson form the vocalise venture Johnson & Johnson/Merck Consumer Pharmaceuticals Company (JJM) to develop OTC versions of Mercks prescription. JJMs prototypal OTC attempt would be for famotidine, an H2 blocker, which was shortly terzetto in sales in the prescription mart (Exhibit 1&2). Since Pepcid had not been successful in gaining reason in the prescription market place over its big top two competitors, cimetidine and Zantac, it was critical for Pepcid AC to interpose the OTC market ahead of their competitors if they hoped to gain a check share in the OTC market. However, the problem that JJM was facing that in July 1994, advisors to the FDA had recommended against allowing JJM to sell Pepcid AC as an OTC medication. JJM essential FDA approval in order to market Pepcid AC and the FDA usually, but not alway s, followed the recommendation of its advisory committee.

JJM had three options: (1) launch up a meeting with the FDA and argue their case for the preaching and ginmill claims and thereby preserve the opportunity to be first to market, (2) drop the prevention claim and thus increase the chances of being first to market, or (3) give up the opportunity to be first to market and improve their chances of FDA approval by compendium additional data to support their claims. See Exhibit 3 listing pros and cons of to each one option. Analyses In looking at the potential customers and market for Pepcid AC, it s eems the customers have express a need for a! result that lasts longer than the OTC antacids already on the market and that alike help prevent pyrosis symptoms before the start. Pepcid AC could be very free-enterprise(a) in the traditional OTC antacid valued at $750 million in 1994 if it kindle meet the demands of the consumers that typical intention these products. According, JJM research approximately 28%-34% of all OTC antacids would lease substituting Pepcid AC for...If you want to get a full essay, order it on our website: BestEssayCheap.com

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