ANACINCompetitive AnalysisJennie Ericsson | AP2 | Fall 12
OVERVIEWSource: http://voices.yahoo.com/aspirin-acetaminophen-ibuprofen-differences-3709726.html?cat=71 | Drug store news. ”top 10 OTC/pain relief brands/tablets”. Mintel June 2006. Academy Of Art. San Francisco, CA. 22 Sep 2012Top OTC / Pain Relief BrandsPrivate LabelAdvilTylenolAleveBayer
BAYER / OVERVIEWAspirin - Bayer’s most sold pain relief medicationTrademarked - Aspirin TRMicrosites - Bayer has several branded microsites$546.7 millionSpend on U.S. advertising in 2010
BAYER ASPIRIN / MEDIA TACTICSI am ProHeartBayer launched their “I am ProHeart” campaign in 2012 due to growing awareness thatAspirin can reduce the risk of cancer, heart attack and stroke. The campaign waslaunched with a tv commercial, print ads, branded microsites and social media. Today thecampaign still lives on their microsite and on Facebook.
BAYER ASPIRIN / POSITIONINGI am ProHeartWonderdrug: community for healthy living, where the target can share survivor stories.Aging baby boomers: and their families.
BAYER ASPIRIN / MEDIA TACTICSPain ReliefWith help from MLB (Major League Baseball) Bayer pain relief medication is challenging anyonewho hesitates taking an aspirin for pain relief. The idea of the challenge (which lives on amicrosite) is to share your experience with Aspirin, and at the same time MLB will donate adollar to American Red Cross.http://www.drugstorenews.com/article/bayer-returning-pain-relief-heritage-bayer-aspirin-fast-relief-challengeTVPrintMicrositeBanner & Drop down
Get back in the game: Bayer Aspirin helps you do what you love to doYounger demographic: Those who live an active lifestyle and need a fast treatment when injured.BAYER ASPIRIN / POSITIONINGPain Relief
IMPLICATIONSConsider focusing on one target and connect withthem in a meaningful way.
ADVIL / MEDIA TACTICS80 millionMedia spending (2009)Local publications
ADVIL / POSITIONINGTake action, take Advil: The media strategy is focusing on how Advil can play a role in yourevery day life.
IMPLICATIONSLet’s consider a way for Anacin to be moredigitally connected
TYLENOL / MEDIA TACTICShttp://www.adweek.com/news/advertising-branding/excedrin-and-tylenol-suffer-recall-headache-1432983.5 millionSpend on Ads during 2011TvPrintYoutubeBannerOutdoor
TYLENOL / POSITIONINGInformative and educational: Take your pill rightParents: Primary moms
TYLENOL / ADDITIONALAfter several product recalls and plant shutdowns, Tylenol has had a rough couple of years.In addition, they have continued to lose market share to other pain relief products such asBayer and Advil. This year, however, many products have been coming back to the storeshelves and Tylenol is expected to have all products back by the end of this year.http://0-academic.mintel.com.library.academyart.edu/sinatra/oxygen_academic/search_results/show&/display/id=609809#hit1
IMPLICATIONTake advantage of Tylenol’s stumble.Anacin has an opportunity to capitalize a new marketthat feels let down.
BIGGER IMPLICATIONLet’s be the brand who knows digitaland is willing to have a conversation.Let’s connect with moms and reassurethem that Anacin is right for theirneeds and the needs of their family.Let’s showcase our secret ingredientand explain how caffeine can helpreduce pain faster123