Download Multimedia The Cold Truth about Stuffy Nose Relief -- Alka

Multimedia
1. The Cold Truth about Stuffy Nose Relief -- Alka-Seltzer Plus Night Cold & Flu. Video –
Bayer AlkaSeltzerPlus. (2012, September 27). YouTube. Retrieved November 13, 2012,
from http://www.youtube.com/watch?v=668ufoaCPB4
Recommended Resources
Websites
1. Broadcasting System Inc.. (n.d.). CNN.com - Breaking News, U.S., World, Weather,
Entertainment & Video News. CNN.com - Breaking News, U.S., World, Weather,
Entertainment & Video News. Retrieved November 14, 2012, from http://www.cnn.com
2. Economist Newspaper Limited. (n.d.). The Economist - World News, Politics,
Economics, Business & Finance. The Economist - World News, Politics, Economics,
Business & Finance. Retrieved November 14, 2012, from http://www.economist.com
3. LP. (n.d.). Bloomberg - Business, Financial & Economic News, Stock Quotes.
Bloomberg - Business, Financial & Economic News, Stock Quotes. Retrieved November
14, 2012, from http://www.bloomberg.com
Discussions
To participate in the following discussions, go to this week's Discussion link in the left
navigation.
1. Good Will in Price Bidding
Sometimes, a bidder on a work contract may bid lower than what would maximize
his/her profit from the contract and the reason for that is to create goodwill (to increase
expected future business from the buyer). How would you value the goodwill that is
obtained in this way?
Guided Response:
Think about an example that pertains to you. If there is expected goodwill would you be
prepared to bid lower to get a contract? Explain your reasons. In 300 words or more,
please, provide your response to the above discussion question. Respond substantively to
at least two of your classmates’ postings. Substantive responses use theory, research, and
experience or examples to support ideas and further the class knowledge on the
discussion topic.
2. New Production Introduction
Bayer Schering Pharma AG, Germany owns the Alka-Seltzer, which was launched in
1931 and was meant for relief of minor aches, pains, inflammation, fever, headache,
heartburn, sour stomach, indigestion, and hangovers. The Alka-Seltzer Plus was a spinoff of the original medicine, meant to relieve colds and flu.
The company has recently introduced a new and improved Alka-Seltzer Plus, as
described in the TV ad: “The Cold Truth”, (please, watch the ad listed in the Required
Readings)
The ad shows that Alka-Seltzer Plus fights cough, body aches, runny nose, sneezing and
fever, just like Vicks NyQuil does, but it also now can fight congestion, unlike NyQuil.
Explain how the new Alka-Seltzer Plus has been quality- and price-positioned in an
existing market. In your opinion, has Bayer positioned their product appropriately in the
market for cold and flu symptoms relief products? Would you advise Bayer to use a
skimming or a penetration pricing strategy? Explain your reasoning.
How do you think Proctor and Gamble, the company who produces Vicks NyQuil,would
respond to the ad?
Guided Response:
In 300 words or more, please, provide your response to the above discussion question. If
Bayer is currently making normal profits on most of the products in its product line, but
is making pure profits on its new Alka-Seltzer Plus with decongestant, what should Bayer
do to increase its profits? Respond substantively to at least two of your classmates’
postings. Substantive responses use theory, research, and experience or examples to
support ideas and further the class knowledge on the discussion topic.