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...