Assurance Drug Company has developed a promising new nonprescription tablet to relieve the symptoms of allergy sufferers. The idea has successfully passed the screening and idea evaluation stages of the company's newproduct development process. The company has also completed concept tests and produced some tablets. Now, the head of the newproduct development group has sent the following memo to the marketing department. "Our laboratory tests have satisfied the Food and Drug Administration criteria and we are ready to move ahead with a final test market prior to commercialization. I want you to start thinking about this now. If the product does well in the test market, we will need to develop the rest of the marketing mix. We will want to come up with an attentiongetting package design-one that will really stand out on a drugstore shelf. We will also need to decide on the brand name we would use in a national distribution. For now, we will just price the product in the test market at the same price as our cold tablets. So final pricing decisions will also need to be made. And, of course, we will need to decide what type of promotion to use and what message we want to get across to potential customers. I wanted to alert you to these exciting developments so that you could be getting your ideas together. We want to be ready to move quickly into commercialization if the test market is successful.” Problem _______ Recommendation

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

See similar textbooks

Related questions

Concept explainers

Question

100%

2. Assurance Drug Company has developed a promising new nonprescription tablet to relieve the symptoms of allergy sufferers. The idea has successfully passed the screening and idea evaluation stages of the company's newproduct development process. The company has also completed concept tests and produced some tablets. Now, the head of the newproduct development group has sent the following memo to the marketing department. "Our laboratory tests have satisfied the Food and Drug Administration criteria and we are ready to move ahead with a final test market prior to commercialization. I want you to start thinking about this now. If the product does well in the test market, we will need to develop the rest of the marketing mix. We will want to come up with an attentiongetting package design-one that will really stand out on a drugstore shelf. We will also need to decide on the brand name we would use in a national distribution. For now, we will just price the product in the test market at the same price as our cold tablets. So final pricing decisions will also need to be made. And, of course, we will need to decide what type of promotion to use and what message we want to get across to potential customers. I wanted to alert you to these exciting developments so that you could be getting your ideas together. We want to be ready to move quickly into commercialization if the test market is successful.” Problem ___________________________________________ Recommendation ____________________________________

Expert Solution

Trending now

This is a popular solution!

Step by step

Solved in 2 steps

SEE SOLUTION Check out a sample Q&A here

Knowledge Booster

Learn more about

Need a deep-dive on the concept behind this application? Look no further. Learn more about this topic, marketing and related others by exploring similar questions and additional content below.

Similar questions