1. Arina Butorina

2. Basic Information Operates in more than 90 countries German company
Produces 15 different aspirins
Main markets: Germany and USA

3. No identical products 6 aspirins available in Germany
9 aspirins on US market including one for children
Different pain treatment
Aspirin plus C for Germans (Possell)
“extra strength” aspirin for Americans

4. Package size and availability
356 tablets in a package on US market
Package on German market includes 100 tablets
In Germany only in pharmacies
In US sold in gas stations and bars

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

6. Competition
Number one in Germany
Number three in America

7. Summary
1. 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 history 6. Unique feature of preventing heart attacks. 7. Thus, differentiating itself from its direct competitors which are not aspirin based.

8. Achieved success by acting like a domestic company and taking in consideration particular needs and requirements of consumers.

9. Thank you for your attention!