Executive Summary In early 1990, Warner-Lambert Ireland planned to launch an innovative new product named Niconil, which was made for people who would like to quit smoking. Niconil would be the first patch-type product in the smoking cessation market in Ireland. While existing smoking cessation products of the other companies had not been successful due to the concerns about negative side effects, Warner-Lambert executives had an optimistic view that Niconil would be recognized as a safe …showed first 75 words of 2353 total…

…showed last 75 words of 2353 total…indicated huge potentials in Western Europe market, and WLI could export some of its products to the Western Europe market. As a result, their business would be extended to the considerable extent. In addition, dynamic advertising campaign and other marketing activities would establish brand awareness of Niconil firmly, and favorable image of the company would be very helpful for not only maintaining and expanding Niconil market but also WLI's existing and future business in Ireland.