Business Case Studies & Business Publications

The Aleve Launch (B)

Parry, Mark E., Fe...

Case

The Aleve Launch (B)

Parry, Mark E.; Fehskens, Katie

M-0556 | Published May 18, 1998 | 4 pages Case

Collection: Darden School of Business

Product Details

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.