Brand Management: Tylenol

Table of Contents

Acknowledgements……………………………………...….. 0 3

Introduction………………………………………………..... 0 4

History……………………………………………………….. 05

SWOT analysis……………………………………………... 06

Strategic Brand Objectives………………………………… 07

Branding Strategies…………………………………….…... 08

Targeting and Positioning…………………………………...10

Marketing Programs………………………………….…… 12

Recommendations………………………………………….. 14

Annexure……………………………………………………. 15

Acknowledgement

All praise belongs to Allah almighty, who gave me the ability and skills to work on this report. Further, I would like to thank our respected teacher, Mr. M.A.Butt whose immense knowledge have led me to complete this report. As a matter of fact, it is his knowledge and teaching style that have contributed the most to this report. Furthermore, I would like to thank my class mates whose guidance has led me to complete this report and has developed an ear-to-finger converter to complete this report.

Introduction

I have been hired by Johnson and Johnson as a brand management consultant to work out on the following case. As a matter of fact, this case belongs to Telynol which is the success story of the J&J.

It was introduced by Mc Neil Laboratories which soon acquired the non-prescription status in 1959.J&J promoted Tylenol tablet as a substitute for aspirin when allergic reactions occurs. Hence, over the next 15 years sales of Tylenol grew gradually. And by 1974 the sales had reached $50 million or 10% of the market share. The brand’s share in the pain relief market grew to 37% in 1982. There were two reasons. Firstly, introduction of Extra Strength Tylenol in tablet and capsule form and secondly, there was a 40 million media campaign by J&J that focused on two different messages. First, the “hospital” campaign and the other one was, “hidden camera” campaign.

All the success converted into a downfall when J&J faced a huge crisis. Hence, it was found out that numerous bottles of Extra-Strength Tylenol capsules contain...