Final Market Plan: Aleve
Executive Summary of Marketing Plan
"The discovery first, Bayer set out to identify the Aleve user. In 1997, the Bayer team hired New York-based CLT Research Associates to conduct 800 in-home interviews, a random sample of men and women aged 18 to 75 who had used a nonprescription pain reliever in the past year. CLT discovered that about 24 percent of those interviewed fell into a segment called "pain