Chapter 10 - Product Concept

       Tylenol is very much a consumer product. It is affordable enough so that every one can consume its products. You can purchase single dosage Tylenol products at pretty much any corner store in the country and maybe the world. Tylenol products offer information on the box itself about the benefits of using the product and what it cures. Tylenol has over 30 over the counter products , from children's - arthritis medicine. You can always tell Tylenol by its red coloring on the box. This is Tylenol's flagship product. It does range from rapid release, gel tabs, extra strength and just regular Tylenol. On the boxes you can read things like "#1 doctor recommend", Pain reliever & Fever reducer, contains Acetaminophen. Tylenol is such a recognized brand that almost everyone knows them.

Chapter 18 - Sales Promotion and Personal Selling

             It can be very easy to find promotional pricing for Tylenol products. Do a google search for Tylenol coupons and you are sure to find many. Although sometimes coupons can only be used at certain retailers like Walgreens, and Walmart. If you go on the Tylenol website you can see that they are currently offering $1.00 off any Tylenol products, also if you shop for Tylenol products online at (drugstore.com) the price is up to 20% off retail plus free 2 day shipping. Tylenol does offer promotions especially around the time of recalls and in new emerging markets. For example during the last Tylenol recall customers were encouraged to go online to download a coupon for free Tylenol that could be used at most retailers. If Tylenol is launching in an emerging market such as in Asia were they have been offering coupons for free Tylenol for people to try out. 

            Tylenol is currently offering $5 off its newest product (precise pain relief pads) to introduce it to the market. Anyone willing to try anything that's free? This is a strategy used so that people will try the free product over Tylenol's competition and hopefully Tylenol will gain a new loyal customer. Tylenol does not have its own stores were they can have there own employees use sales tactics to push Tylenol products so it relies on advertising and coupons etc to do the selling for them.

Chapter. 17 - Advertising and Public Relations

Johnson and Johnson has had to cut its Tylenol advertising budget for 2011. After months of recalls I recently visited duane reade were I noticed that there are barely any Tylenol products. Tylenol and Children's Tylenol products historically have had an advertising budget of around $150-200 million, last year the budget was cut almost 80% to $34 million. Johnson & Johnson is focusing its advertising on Precise pain relief gels and patches. They are using usual advertising strategies such a s offering coupons to try the product for free or at a discounted price. Tylenol has a great PR team. Tylenol was hailed in the 80's as a responsible company after many people died from Tylenol bottles contaminated with cyanide. Tylenol immediately recalls all of its products despite loosing billions of dollars in doing so. Tylenol put its customers safety first before profit and they continue to follow the same practice today. Tylenol is such a well known brand that many people would think they don't even need to advertise.

Chapter 15 - Retailing

           On a recent trip to Duane Reade I had the chance to see Tylenol in the store. Duane Reade itself is clean as always well lit. They have a whole side of an aisle dedicated to over the counter medicines like Tylenol and Bayer. Tylenol's red color sticks out more than others. I also notice that Tylenol products take up at least 20-30% of all the products available. Tylenol is front and center so easy to reach and see. I do notice that some of the products are missing due to recent recalls, such as Tylenol cold & flu. Tylenol is getting out its cold/flu medicine in time for the season. It is reported that J&J spend $250,000,000 domestically on Tylenol's advertisement budget.

Chapter 6 - Consumer Decision Making

          Consumers looking for over the counter pain relievers are often faced with many choices. Tylenol, Advil, and Aspirin are the most commonly used pain medications. Consumers often make a choice on which one to choose based on there type of pain, side-effects, doctor recommended, and brand loyalty/trust. Tylenol has often marketed itself to be better than aspirin because it does not upset the stomach. However someone afraid of kidney damage will want to stay away from Tylenol. Tylenol is also the #1 doctor recommended brand especially for children. This can have a great affect on what brand people choose to use since many people trust there doctors. In addition to this Tylenol costs between $1-2 for two tablets which is at most peoples price point. Tylenol is sold at most large stores such as Walmart, Kmart, Duane Reade, Walgreens, CVS, Target, and most gas stations and convenience stores like 7-eleven.

Main benefits of Tylenol:• Relief of muscle aches and joint pain
• Relief for headaches
• Reduction of fever
Main negative side effects of Tylenol:
• Kidney, liver and organ damage
• Negative interactions when taken with alcohol

Main benefits of aspirin:
• Relief of minor aches and pains
• Reduction of fever
• Anti-inflammatory
• Anti-clotting
Main negative side effects of aspirin:
• Gastrointestinal ulcers
• Bleeding in the stomach

Main benefits of Advil:
• Relief of body pain especially arthritis pain
• Reduction of fever
• Anti-clotting
• Relief of pain associated with menstrual cramps
Main negative side effects of Advil:
• Nausea and dizziness
• Gastrointestinal bleeding