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Success: Bufferin Premium

  • February 2015
  • -
  • GlobalData
  • -
  • 18 pages

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Summary
Brands can significantly benefit from developing an in-depth understanding of the reasons for the success and failure of new product launches or marketing campaigns. This case study outlines how Lion Corporation adapted a premium branding that is currently popular in the food and drink sector in Japan into OTC medicine.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

Reasons To Buy
- Why is Bufferin Premium considered an interesting case of success?

- What consumer insight underpins this success?

- Which consumer trends have these product innovations capitalized on?

- What can I learn from the success of Bufferin Premium?

Key Highlights
Bufferin Premium is the latest and top end antipyretic analgesic variety from the long-established Bufferin brand, which mainly appeals to female consumers in their 30s.

"Premium" was a keyword of the food and drink sector in Japan during 2014, particularly after a tax increase in April; Lion has captured this rising trend and used it for an OTC product.

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