Aleve

Aleve

In 2004 Viox was taken off the market because of the risk of heart attack to patients using Viox (FDA, 2004). In 2005, Bextra was recalled for the same reason (FDA, 2005). This left the market wide open for Aleve. Aleve is an over the counter form of naproxen. Naproxen is used to relieve pain, tenderness, swelling and stiffness caused by osteoarthritis and rheumatoid arthritis (Anonymous, 2012). This marketing plan for Aleve will include an executive summary of the marketing plan, company overview, description of target market, description of competitors, description of the product, marketing budget, decription of location of the company, pricing strategy, and summary of implementation.

Executive Summary

This marketing plan will include information on different areas. These areas are company overview, overview, decription of target market, deecription of competitors, decription of the product, marketing budget, decription of location of the company, pricing strategy, and summary of implementation. Company overview will include description and history of the company. Decription of target market includes demographics and consumer behaviors (Mullins and Walker, 2010). An address of the company will be given. Pricing stragtegy includes information on how prices will be set (Mullins and Walker, 2010). Summary of implementation gives information on how the marketing plan will be implemented.

Company Overview

Bayer Health Care makes thje product Aleve. Bayer Health care is a company that operates globally (Bayer HealthCare, 2012). While the main headquarters is located in Germany, two divisions are located in the US (Bayer HealthCare, 2012). The Animal Health and Pharmaceuticals division are also located in Germany (Bayer HealthCare, 2012). Local companies handle product disturbution and have close contact with the customer and authorities in various countries (Bayer HealthCare, 2012). Bayer HealthCare combines global activities of the Animal...