Basic Information • Operates in more than 90 countries • German company • Produces 15 different aspirins • Main markets: Germany and USA
No identical products • 6 aspirins available in Germany • 9 aspirins on US market including one for children • Different pain treatment • Aspirin plus C for Germans (Possell) • “extra strength” aspirin for Americans
Package size and availability • 356 tablets in a package on US market • Package on German market includes 100 tablets • In Germany only in pharmacies • In US sold in gas stations and bars
Slogans • “MedizinDeinesLebens” • “Powerful pain relief and so much more.”
Competition • Number one in Germany • Number three in America
Summary 1. Bayer has a long corporate presence in America, 2. Americans consider it to be one of “their own.” 3. No attempt is made to point out that it is a German company. 4. All ads and TV commercials are aimed directly at the American consumer; 5. Ads and commercials stress the long and successful product history 6. Unique feature of preventing heart attacks. 7. Thus, differentiating itself from its direct competitors which are not aspirin based.
Achieved success by acting like a domestic company and taking in consideration particular needs and requirements of consumers.