Butorina Basic Information Operates in more than 90 countries German company Produces 15 different aspirins Main markets Germany and USA No identical products 6 aspirins available in Germany ID: 590303
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Slide1
Arina
ButorinaSlide2
Basic Information
Operates in more than 90 countriesGerman companyProduces 15 different aspirins
Main markets: Germany and USASlide3
No identical products
6 aspirins available in Germany9 aspirins on US market including one for childrenDifferent pain treatment
Aspirin plus C for Germans (
Possell
)
“extra strength” aspirin for AmericansSlide4
Package size and availability
356 tablets in a package on US marketPackage on German market includes 100 tabletsIn Germany only in pharmacies
In US sold in gas stations and barsSlide5
Slogans
“Medizin Deines
Lebens
”
“Powerful pain relief and so much more.”Slide6
Competition
Number one in GermanyNumber three in AmericaSlide7
Summary
1. Bayer has a long corporate presence in America,2.
Americans
consider it to be one of “their own.”
3. N
o
attempt is made to point out that it is a German company.
4. All ads and TV commercials are aimed directly at the American consumer;
5.
Ads and
commercials stress the long and successful product history
6. U
nique
feature of preventing heart attacks.
7. Thus, differentiating itself from its direct competitors which are not aspirin based.Slide8
Achieved success by acting like a domestic company and taking in consideration particular needs and requirements of consumers.Slide9
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