Solpadol - a successful case of brand positioning
From: Journal of the Market Research Society(Vol. 39, Issue 3.)
Publisher: Sage Publications, Inc.
Document Type: Article
Length: 5,851 words
Sanofi Winthrop effectively used marketing research for the successful brand positioning of its analgesic drug, Solpadol. This reveals the benefits to be gained in accepting the importance of the softer factors of marketing as revealed by consumer-based research and understanding. The company's marketing research activity reconciled the concepts of market segmentation and multi-brand purchasing by basing market segments on customer needs as affected by particular purchasing occasions.