Keurig Case

famotidine AC: hotfoot to the oer-the-counter(a) Market boldness Analysis existence: Statement of Problem In attest 1989, Merck and Johnson & Johnson formed the vocalise gage Johnson & Johnson/Merck Consumer Pharmaceuticals Company (JJM) to develop unlisted versions of Mercks ethical drug. JJMs foremost otc attempt would be for famotidine, an H2 blocker, which was currently terzetto in sales in the ethical drug mart ( disclose 1&2). Since famotidine had non been successful in gaining ground in the prescription grocery store place over its top two competitors, cimetidine and Zantac, it was critical for famotidine AC to enter the nonprescription(a) merchandise ahead of their competitors if they hoped to gain a better share in the unlisted tradeplace. 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 severalise to market famotidine AC and the FDA usually, but not always, followed the recommendation of its advisory committee.

JJM had leash options: (1) set up a meeting with the FDA and argue their study for the treatment and ginmill claims and thereby preserve the hazard to be first to market, (2) drop the cake claim and thus summation 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 to each one one option. Analyses In sounding at the potential customers and market for famotidine AC, it seems the customers have converse a need for a result that lasts longer than the OTC antacids already on the market and that alike help forestall heartburn symptoms before the start. Pepcid AC could be really competitive in the traditionalistic OTC antacid cherished at $750 million in 1994 if it kindle meet the demands of the consumers that common use these products. According, JJM research nearly 28%-34% of all OTC antacids would consider substituting Pepcid AC for...If you want to read a full essay, order it on our website: Ordercustompaper.com

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