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The Aleve Launch (B)
Parry, Mark E.; Fehskens, Katie Case M-0556 / Published May 18, 1998 / 4 pages.
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Product Overview

In this, the second part of a two-case series on the launch of over-the-counter pain relievers, the P&G launch plan for Aleve and results of that launch are discussed. Aleve was launched in June 1994 with an annual marketing budget of $100 million. Initial results were astonishing. Within one week, supermarket scanner data indicated that Aleve was available in 92% of monitored stores. By August, Aleve's market share was 6.5%. After four months, Aleve was tied with Excedrin for third place in the category.


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  • Overview

    In this, the second part of a two-case series on the launch of over-the-counter pain relievers, the P&G launch plan for Aleve and results of that launch are discussed. Aleve was launched in June 1994 with an annual marketing budget of $100 million. Initial results were astonishing. Within one week, supermarket scanner data indicated that Aleve was available in 92% of monitored stores. By August, Aleve's market share was 6.5%. After four months, Aleve was tied with Excedrin for third place in the category.

  • Learning Objectives