Solpadol - a successful case of brand positioning

This paper reports a case history where market research contributed to changing the brand positioning of an analgesic drug, Solpadol.
  

Solpadol - a successful case of brand positioning1

Graham Hurrellthen Sanofi Winthrop, now with Rhne Poulenc Rorer Ltd andMartin Collins & Wendy Sykes City University Business School andVaughan WilliamsResearch in Focus

INTRODUCTION

In this paper we seek to describe how market research contributed to changing a brand from an also-ran into a star performer. The brand in question is Solpadol, a prescription-only analgesic drug (pain killer) from Sanofi Winthrop.

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