Company: Merck & Co., Inc.

was established in Darmstadt, Germany by Heinrich

Emanuel Merck. It was the worlds largest pharmaceutical company and had an
impressive line of human drug therapies. Most of the drugs launched had quickly
risen to number one position globally in its category. The company ranked high
on the list of most admired companies and never had a government imposed
drug recall. They tended to rely more on their own research of new products.

Competitors:
Context: The Company has come up with a new product, PROPECIA, to cure male
pattern hair loss. With the launch, they plan to enter and take advantage of
direct to consumer advertising. With FDA allowing the broadcast of
advertisements without full disclosure, they had multiple options on how to
market their product directly to consumers. However, due to other product
launches, a decision had to be taken about advertising strategy to avoid
PROPECIA becoming a tertiary detail.
Additional Questions