Warner-Lambert
Executive Summary
In early 1990, Warner-Lambert Ireland planned to launch an innovative new product named Niconil, which was made for people who would like to quit smoking. Niconil would be the first patch-type product in the smoking cessation market in Ireland. While existing smoking cessation products of the other companies had not been successful due to the concerns about negative side effects, Warner-Lambert executives had an optimistic view that Niconil would be recognized as a safe and effective product by prospective consumers. In fact, results obtained through preliminary market research seemed to support their optimistic views. Nevertheless, there were critical problems that should be solved before launching the product as follows:
Which pricing strategy would be appropriate for the new product?
What would be the most effective marketing communication strategy for the new product?
Because effective pricing strategy would be directly related to the companies' actual......
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Approximate Word Count: 2353
Approximate Pages: 10 (250 words per double-spaced page)
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