Keurig Case

famotidine AC: hotfoot to the all over-the-counter(a) Market boldness Analysis invention: Statement of Problem In edge 1989, Merck and Johnson & Johnson formed the vocalise run a risk Johnson & Johnson/Merck Consumer Pharmaceuticals Company (JJM) to develop otc versions of Mercks prescription(prenominal). JJMs first-year over-the-counter attempt would be for famotidine, an H2 blocker, which was currently terzetto in sales in the prescription mart ( picture 1&2). Since famotidine had not been successful in gaining ground in the prescription foodstuff place over its top two competitors, cimetidine and Zantac, it was critical for famotidine AC to enter the otc grocery storeplace ahead of their competitors if they hoped to gain a better share in the over-the-counter(a) mart. However, the problem that JJM was cladding that in July 1994, advisors to the FDA had recommended against allowing JJM to sell famotidine AC as an OTC medication. JJM needed FDA approval in score to market famotidine AC and the FDA usually, but not always, followed the recommendation of its advisory committee.

JJM had tierce options: (1) set up a meeting with the FDA and argue their persona for the treatment and ginmill claims and thereby preserve the probability to be first to market, (2) drop the cake claim and thus affix the chances of being first to market, or (3) give up the opportunity to be first to market and improve their chances of FDA approval by collecting additional info to support their claims. See Exhibit 3 listing pros and cons of to from each one one option. Analyses In smell at the potential customers and market for famotidine AC, it seems the customers have pack a need for a result that lasts longer than the OTC antacids already on the market and that alike help counteract heartburn symptoms before the start. Pepcid AC could be really competitive in the tralatitious OTC antacid valued at $750 million in 1994 if it kindle meet the demands of the consumers that typical use these products. According, JJM research just about 28%-34% of all OTC antacids would consider substituting Pepcid AC for...If you want to observe a full essay, order it on our website: Ordercustompaper.com

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