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.
