Aleve Marketing Plan

Marketing Plan for Aleve

Managerial Marketing Bus 620

3/12/12

Company Overview

Bayer Healthcare is “among the world’s foremost innovators in the field of pharmaceutical and medical products. The healthcare divisions mission is to research, develop, manufacture and market innovative products that improve the people and animals of the world. Bayer is a global enterprise with core competencies in the fields of health care, nutrition and high-tech materials. The company’s products and services are designed to benefit people and improve their quality of life. At the same time Bayer creates value through innovation, growth and high earning power.” (www.bayer.com) The Bayer group sells over 5,000 products. Some popular brands in the healthcare division include: Beta feron, Yasmin (YAZ), and Kogenate. Two of Aleve’s competitors in the arthritis pain prevention market were Vioxx and Bextra. They were both taken off market by the FDA because the risks of cardiovascular disease from using these products. Once these products were off the market, the sales of Aleve rose by 24%. Several of the FDA panel members recommended the use of Aleve as a method of pain relief before trying such products as Vioxx and Bextra before taking any product known as a cox-2 inhibitor. It has been noted that all pain relievers, with the possible exception of naproxen – also known as Aleve, seem to increase the risk of heart attacks. (nytimes.com)

Executive Summary

My marketing plan is to re-launch Aleve now that Vioxx and Bextra have been taken off of the market due to their contribution to cardiovascular disease. Aleve has been recommended to take their place as a pain killer. I plan on summarizing what Aleve is, who uses it, where you can buy it and what the cost of marketing will be to bring awareness to consumers about the product. If Aleve is successful in its “All Day Strong. All Day Long” tagline, more consumers may switch to using Aleve rather than the competition such...