Marketing Analysis

For the field research of OTC remedies, our group chose Nyquil Cold and Flu liquid capsules. To conduct our research on our Nyquil brand, we visited two different retail locations; a grocery store (Sobeys) and a drugstore (Lawton’s Drug). What we found in terms of product, price, promotion and place of Nyquil Cold and Flu liquid capsules at these two locations shared some similarities and differences.

Our Product

As the name suggests, Nyquil Cold and Flu is a liquid capsule OTC remedy for multi-symptoms of cold and flu. On the front face of the box, it is written that Nyquil is a multi-symptom relief which contains: antihistamine, cough suppressant, pain relief and fever reduction. Having these essential ingredients in their product covers many of the symptoms which come from colds and flu and one of the key benefits of choosing this brand. Another benefit that can be found with Nyquil Cold and Flu liquid capsules is that it is fast acting. With consumers looking for fast acting, multi-symptom relief especially during the flu season, Nyquil possesses key benefits in which consumers need and want.

Field Research

The two places in which we conducted our field research were a Sobeys Grocery and a Lawton’s Drugstore. These two stores were both located on top of Larry Utech, Bedford. Within a minute walking distance of Sobeys and Lawton’s, there was also a Shoppers Drug Mart, and within a short drive of these locations was also a Pharmasave. Considering that these stores are closely located to a massive and a quickly developing subdivision (Bedford, Ravines), there is big potential for business in this area. As well, having so many drugstores in the area poses much competition.

Sobeys (grocery store):

At Sobeys, the Nyquil Cold and Flu liquid capsules were found in the pharmacy section along with various other OTC remedies.

As seen in the picture above, our product was found on the fourth shelf from the top out of six. When I was in the store looking for our...