Arina Butorina

Basic InformationOperates in more than 90 countriesGerman companyProduces 15 different aspirinsMain markets: Germany and USA

No identical products6 aspirins available in Germany9 aspirins on US market including one for

childrenDifferent pain treatmentAspirin plus C for Germans (Possell)“extra strength” aspirin for Americans

Package size and availability356 tablets in a package on US marketPackage on German market includes 100

tabletsIn Germany only in pharmaciesIn US sold in gas stations and bars

Slogans“Medizin Deines Lebens”“Powerful pain relief and so much more.”

CompetitionNumber one in GermanyNumber three in America

Summary1. 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 history6. 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.

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attention!