Keurig Case

famotidine AC: Racing to the over-the-counter(a) Market boldness synopsis Introduction: Statement of Problem In March 1989, Merck and Johnson & Johnson organise the vocalise venture Johnson & Johnson/Merck Consumer Pharmaceuticals Company (JJM) to develop OTC versions of Mercks prescription. JJMs kickoff OTC attempt would be for famotidine, an H2 blocker, which was presently terzetto in sales in the prescription grocery (Exhibit 1&2). Since Pepcid had not been successful in gaining groundwork in the prescription market place over its bring in two competitors, cimetidine and Zantac, it was critical for Pepcid AC to grave the OTC market ahead of their competitors if they hoped to gain a break off share in the OTC market. However, the problem that JJM was facing that in July 1994, advisors to the FDA had recommended against allowing JJM to sell Pepcid AC as an OTC medication. JJM demand FDA approval in order to market Pepcid AC and the FDA usually, but not alwa ys, followed the recommendation of its advisory committee.

JJM had three options: (1) distinguish up a meeting with the FDA and argue their case for the treatment and ginmill claims and thereby preserve the opportunity to be first to market, (2) drop the prevention claim and thus increase the chances of organism first to market, or (3) give up the opportunity to be first to market and improve their chances of FDA approval by compendium additional data to support their claims. See Exhibit 3 listing pros and cons of to each one option. Analyses In looking at the potential customers and market for Pepcid AC, it seems the customers have express a ne! ed for a result that lasts longer than the OTC antacids already on the market and that alike help prevent pyrosis symptoms before the start. Pepcid AC could be very belligerent in the traditional OTC antacid valued at $750 million in 1994 if it kindle meet the demands of the consumers that typical exercise these products. According, JJM research approximately 28%-34% of all OTC antacids would recall substituting Pepcid AC for...If you want to get a full essay, order it on our website: BestEssayCheap.com

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