The diversification of Boehringer Ingelheim, Ltd. through the launch of Dixarit in the United Kingdom


The paper traces the steps that were taken in the formulation of the marketing strategy of Dixarit, a new product for the prophylactic treatment of migraine. It describes the planned research programme, the development of promotional concepts, their testing and eventual selection, up to the launch of the product into a market of which the company had no experience.

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