Is There Money In Mouth Pain?
Donna KotronisMcCann-Erickson andMichael LeibermanMultivariate Solutions
The brand described in this case study is one of roughly four key players that dominate the US over-the-counter (OTC) topical analgesic mouth pain reliever category, and also compete with a myriad of small unadvertised brands in the tooth and gum aisle.
Recently, the brand had suffered from an eroding base of its regular strength users and the loss of significant sales for the canker sore ailment occasion to a new competitor. This competitor is a new brand entry that launched a cold...