Boehringer Ingelheim - Zantac
The CompanyBoehringer Ingelheim is one of the world’s 20 leading pharmaceutical companies. They are dedicated to researching, developing, manufacturing and marketing therapeutic products for human and veterinary medicine.
The Task
At the time of hiring Addison Whitney, Warner Lambert, a division of Pfizer, was considering licensing Zantac®, a well known prescription ulcer drug now marketed by Boehringer Ingelheim. The objective of the project was to assess the Zantac brand equity and determine leveraging opportunities in 16 potential over the counter (OTC) categories.
The Addison Whitney Solution
Research & Analysis
Addison Whitney conducted a proprietary valuation system to determine the potency of the Zantac brand among two groups -- ulcer patients and people with minor digestive problems that take over-the-counter remedies. Ideation sessions were conducted to gauge how well the Zantac brand might extend into other types of digestive-related and broad-based remedies.
Brand Strategy
Our brand strategy team found the Zantac brand carried a significant measure of positive brand equity. Furthermore, the brand was strong enough to successfully transfer its brand equity from the prescription to the OTC marketplace. Based on the results of the study, three primary extension opportunities were recommended to the client.
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