Keurig Case

famotidine AC: Racing to the over-the-counter(a) Market boldness depth psychology Introduction: Statement of Problem In March 1989, Merck and Johnson & Johnson organize the vocalise venture Johnson & Johnson/Merck Consumer Pharmaceuticals Company (JJM) to develop OTC versions of Mercks prescription. JJMs firstborn OTC attempt would be for famotidine, an H2 blocker, which was soon terzetto in sales in the prescription marketplace (Exhibit 1&2). Since Pepcid had not been successful in gaining grime in the prescription market place over its crystalise two competitors, cimetidine and Zantac, it was critical for Pepcid AC to wear the OTC market ahead of their competitors if they hoped to gain a violate 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 involve FDA approval in order to market Pepcid AC and the FDA usually, but not a lways, followed the recommendation of its advisory committee.

JJM had three options: (1) secure up a meeting with the FDA and argue their case for the give-and-take and ginmill claims and thereby preserve the opportunity to be first to market, (2) drop the prevention claim and thus increase the chances of existence 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, i t seems the customers have express a need fo! r a result that lasts longer than the OTC antacids already on the market and that alike help prevent heartburn symptoms before the start. Pepcid AC could be very warlike in the traditional OTC antacid valued at $750 million in 1994 if it kindle meet the demands of the consumers that typical habituate these products. According, JJM research approximately 28%-34% of all OTC antacids would flip substituting Pepcid AC for...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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