Tylenoll – a Brand Boycott

Tylenol, Motrin and Benadryl were banned for some time. However they may come back to drugstores what is this all about? It is a bout the brand of these medications.

A brand stays in the quality safety and efficacy of a medicine. The Tylenol medicine belongs to the Johnson & Johnson Company. This company has registered millions of children and adults that used this medicine along the past ten months. According to these latest data and to the fact that the McNeil factory that used to make these drugs has closed, the adult population in need for these dugs has suffered a shortage of these medicines. Due to this they try to respond to everyone’s needs but no longer have the same brand.

According to Siegel, Johnson & Johnson have to try and make the best to improve their brands as cheap producers take over their market. “”Over the last four months, there’s been rather high demand from our retail clients to increase production,” said Doug Boothe, CEO of Actavis Inc.(U.S.), a division of Iceland-based Actavis Group, the fourth-largest maker of private label prescription and generic drugs.” Therefore, the gaps that are created in these months are the perfect opportunity to get their private labels on the market of drugs and grab the market percentage from those from Johnson & Johnson.

Lately, until this company deals with this issue, the drugstore chain does its bets to meet the demand for cold and pain drugs with other private label brands. The radio ad that referred to such private drug makers, as “brands you can trust”, was believed to be indirectly referring to the Johnson & Johnson situation. They however tried to repair the situation by saying that from a strategically point of view, in such a situation, when a big brand has problems, it is the perfect opportunity for the rival brands to steal their market.

Despite of this, Passikoff is optimistic about the Tylenol comes back. As they have a long history, it is more then six time possible that buyers would prefer them rather than other new brands. This will at least happen with the loyal buyers.

While not everyone is so sure of this fact, as buyers that have started buying a cheaper product that has the same effects will not put it aside for a more expensive one, “The Tylenol situation has opened the door to people asking,’ Do I really need this brand?’” Russ Meyer, the chief strategy officer for Landor Associates said.