Is there money in mouth pain?

This is a case study for an unnamed brand within the analgesic sector for mouth pain relief. The authors describe action taken, prompted by the arrival of a new and highly successful competitor.

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...

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