These case studies show positioning in action and illustrate how it can overcome the challenges and obstacles discussed in previous chapters.
Detailed Case Study #1: Positioning With Power Beats the Odds
As is detailed in the following, in 2004 the marketing team at AstraZeneca (AZ) approached Adient, a division of CommonHealth (now Ogilvy Health), seeking ways to boost their $1 billion/year Toprol-XL franchise. Toprol-XL (metoprolol succinate extended-release tablets) was one of the most successful blood pressure medications in the United States.
[NOTE: As of this writing, the product continues to be marketed under that brand name, although it is now sold by a different pharmaceutical manufacturer ...
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