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.
It is easy to think of business-to-business marketing as a sterile area full of rational and totally objective human...