Warner: Niconil
...estern Europe market. As a result, their business would be extended to the considerable extent. In addition, dynamic advertising campaign and other marketing activities would establish brand awareness of Niconil firmly, and favorable image of the company would be very helpful for not only maintaining and expanding Niconil market but also WLI's existing and future business in Ireland. Executive SummaryIn 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 seemed to be a more reasonable choice than alternative 2 in terms of huge potential market of Western Europe. WLI assumed that estimated unit sales in Western Europe would increase as much as 25,000 units per year. This estimation indicated huge potentials in Western Europe market, and WLI could export some of its products to the Western Europe market. As a result, their business would be extended to the considerable extent. In addition, dynamic advertising campaign and other marketing activities would establish brand awareness of Niconil firmly, and favorable image of the company would be very helpful for not only maintaining and expanding Niconil market but also WLI's existing and future business in Ireland. Executive SummaryIn 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 negativ...