Cold Turkey: How a giant cigarette took Nicorette to brand leadership

The case describes a campaing that sought to make Nicorette the number one NRT brand by end of 2001, as measured by sales/market share and brand/advertising KPIs.

Cold Turkey

How a Giant Cigarette Took Nicorette to Brand Leadership

BUSINESS CONTEXT AND OBJECTIVE

Context

In 2000, Nicotine Replacement Therapy (NRT) was one of the fastest growing (10%pa) and most profitable categories in pharmacy. The total category was worth $56 million (Source: IMS data)

The market was dominated by two brands, Nicabate from Glaxo SmithKline (GSK) and Nicorette from Pharmacia.

In the NRT category Nicabate was market leader with a value share of 55%, Nicorette was number 2 with 45% share. (Source:IMS data MAT July 2001)

The key business problem for Pharmacia was that NRT users were purchasing on...

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