The Ingredient Branding of the Bitter Agent Bitrex

Waldemar A. Pförtsch.

    Research output: Other contributionCase Studies

    Abstract

    Since 2001, Bitrex has saved the lives of thousands of children around the world. The owner of the brand, pharmaceutical company Macfarlan Smith, has accomplished this by using an Ingredient Branding approach. For the company, this success has meant establishment of sizable businesses in the European and North American markets. Macfarlan Smith is now looking to enter emerging markets, especially markets like China, where very rapid growth in consumption of consumer goods is taking place. Although the danger of child poisoning exists everywhere in the world, the situation is quite different in emerging markets in terms of consumer behavior, market status, and support organizations. How can Macfarlan Smith expand its campaign for child safety and establish a presence for Bitrex in new markets?
    Original languageEnglish
    Number of pages10
    Publication statusPublished - 1 Jan 2009

    Case number

    MKT-14-073

    Case normative number

    MKT-14-073-CE

    Case type

    Field

    Update date

    2016-06-18

    Published by

    China Europe International Business School

    Keywords

    • Brand Management
    • Emerging Market
    • Emerging/Developing Market
    • Ingredient Branding
    • Market Segmentation
    • Pharmaceutical Industry

    Case studies discipline

    • Marketing

    Case studies industry

    • Manufacturing

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