Frito-Lay's Case

Pharmacia & Upjohn, Inc.: minoxidil Hair Growth Treat custodyt fortune SUMMARY Since 1988, minoxidil Hair Regrowth Treatment had been sold as a ethical drug drug in joined States of America (USA). As the lone(prenominal) medically authorize hair regrowth sermon, minoxidil has enjoyed cumulative gross gross sales of $700 one thousand thousand in the USA and exceeded $1 billion general since its inception. minoxidil was approved for sales without ethical drug or otc (OTC) by the U.S. fare and dose Administration (FDA) on February 9, 1996. The attach to has further communicate for FDA for a three-year period of trade exclusivity for non-prescription Rogaine under the Waxman-Hatch Amendments to the U.S. Food, Drug and Cosmetic Act prescriptions. With the launch of nonprescription(prenominal)(prenominal) Rogaine expected in April 1996, the company pursued a tight deadline in ordinance to ensure Rogaine rear end be cursorily and widely for sale to the co nsumers. Extensive marketing programs for Rogaine had been outlined, which targeted men and women aged 25 to 49. Rogaine would be positioned as the and medically proven hair regrowth treatment that was available OTC. infract packages with different instruction and apparatus would be made available for men and women and priced at $29.50, approximately half(prenominal) of Rogaines prescription price for one-month supply.

Rogaine would be made available widely in the pharmacies and hair-care section of food, drug and mass-merchandise retail outlets. Estimated marketing spending of $75 million was allocated for the number one six-month period of the Rogaine and rela! ted Progaine shampoo. More than half of the cipher would be allocated to consumer advertising. sell store buyers of health and beauty aid were also told by Rogaine officials that the brand had retail sales potential of $250 million per year. However, Pharmacia & Upjohn, Inc had been notified by the FDA that it had been denied the marketing exclusivity of nonprescription Rogaine on April 5, 1996.  STATEGIC ISSUES AND...If you want to get a fully essay, order it on our website: OrderCustomPaper.com

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