Business Ethics Case Study - Tylenol

As the brand manager for Allround cold medicine, there were many decisions regarding product formulation, strategy, line extensions and product launches over the company’s last 10 periods. The brand was focused on remaining a profitable, mature product family within the cold medicine category, but also maintaining a premium brand image.

Loads of information was given out and assisted many people. Information like this can also help the law enforcement officers on duty considering they are receiving this and can perform tasks to spread that news and help the community.

The competitors of our product would be Tylenol. The product was developed by McNeil Laboratories. The major ingredient in their medication is acetaminophen. The company was bought by Johnson & Johnson in 1959. They began advertising to many health professionals. They are a company that has many different brands of drugs that serve children up to adults. Their product is said to work by being able to elevate the body’s overall pain threshold so that an individual who takes this medication will feel less pain.

available to any shareholder who could not attend the live webcast and they would be instructed

Johnson and Johnson, commonly called J&J for short, is one of the world's well known, largest, most decentralized and most diversified health care companies. Since 1887, Johnson and Johnson has been producing, manufacturing and selling products related to human health and well-being. Today J&J has over 200 autonomous operating companies and do business globally specializing in consumer products, medical devices and diagnostics, and pharmaceuticals. Consumer products are the company's most recognizable segment, including popular brands like Tylenol, Johnson and Johnson Baby Shampoo and Band-Aid. The medical devices and diagnostics segment manufactures products including surgical equipment

First, their lack of emotion shows that news coverage was very straight forward and to the point. They read through the teleprompter like a flat lined story. If this occurred today, I know I would see news reporters expressing the news in a more passionate manner, depending on how they would like to steer the information given. One statement that was given from a news anchor from NBC News was, “In Downtown Dallas, President Kennedy was shot in Downtown Dallas. His wife was next

When J&J realized that their Tylenol capsules caused the deaths of four Chicagoans, they immediately initiated a recall of all Tylenol products, and spread the news by any means possible. Cars with sirens and loudspeakers drove through the city and suburbs of Chicago, urging residents to throw away any Tylenol capsules they might have. Schools were contacted, and they instructed students to bring all Tylenol products to the school nurse. News flashes were initiated to warn people of the Tylenol danger as well, and all stores were instructed to remove Tylenol products from their shelves. Removing the products was a gutsy move, not only because it was dangerous to the company by recalling so much products, but there was also a fear that the killer

Social media and web coverage allow the community to stay connected in emergency situations through forums for family and friends. Traffic and road closings can be posted by viewers in real time to assist the broadcasters as well as

This happened on two occasions, the first in 1982 and the second in 1986. These episodes could have been devastating to the McNeil company by drastic decrease in consumption of the Tylenol products. The McNeil company rallied to the situation to counter this possible decrease in consumption. According to "Laurels: The National Business Hall of Fame", Tylenol's share in the one billion dollar analgesic market commanded thirty-five percent of the market before the 1982 incident. At the time of these episodes, consumer trust was damaged and market share decreased to seven percent. By February 1983, Tylenol had regained a twenty-four percent share of the market(Diary of an Amazing Comeback). In the 1990's, Tylenol again reached its thirty-five percent of the market which at this time accounted for a two billion dollar market(Laurels: The National Business Hall of Fame, Fortune). By regaining their share of the market, this demonstrated that the consumers had faith in the McNeil company's ability to produce safe and trustworthy products, i.e. Tylenol, for their comfort and happiness.

Tylenol, an over the counter prescription product from Johnson & Johnson, was one of the top brands in the analgesic market. Within the company, it was also a large income earner that commanded nearly 15% of the company’s total profits. That being the case, the 1982 crisis was not only a big blow to the brand, but also to the company as a whole. The crisis jeopardized the company’s existence; putting at risk a multi million investment which the investors had a lot of faith in. Irrespective of whether the crisis was due to malicious acts from ill motivated criminals or not, the company had to act swiftly to counter the legal issues which were ensuing and mitigate huge impending losses. It was really a trying moment for the top management of Johnson & Johnson and more so to the CEO, James Burke, who faced the toughest test of his managerial career during this time. Though the crisis was amicably solved, there were some legal issues that were imminent and some valuable lessons learnt from the episode.

The problematic issue for Bristol-Myers was to position its new aspirin drug to the potential customers and decide a good price which can not only make it acceptable by the customers, but also give a fair profit to the company. In other words, the company had to formulate an effective marketing and promotional strategy for its new drug, Datril. The company was not merely willing to establish its new brand in the analgesic market; the main issue was to establish this new brand in the presence of a strong competitor, Tylenol.

Consumers do not always evaluate prices objectively. Often a referenced price is a known and available price, like that of a competitor. Pricing Datril at par with Tylenol and advertising it as a new substitute with same features may have been a fraught tactic in a short-run test environment. Market penetration and share take time and is unknown. Additionally, a price war could have ensued with Tylenol due to cost differences especially in advertising.

While they may have access to the conversation transcription via the cell service provider, having multi-channel call center recording equipment in the center could save time, and improve information sharing security. Capturing voice, text and radio communications empowers contact center administrators to review conversations while responding to FOIA requests after certain events and to share data files with need-to-know response teams and other agencies. In a case like the one detailed above, operators have to relay essential information to law enforcement, first responders, the cell phone service providers and other people in route to the area. Instant retrieval and file encryption capability built into public-safety answering points (PSAPs) make it possible to share audio files with multiple agencies quickly and accurately, without compromising client

| * Card phones * Activated by a pre-programmed card for the holder making calls lasting a specific number of minutes * Paging and voice mail services * Allowed subscribers to receive and leave messages for other subscribers * New telecom infrastructure using radio transmission between outstations and central platform * Central platform routed calls to TTCL, which would direct calls to local, long-distance and international. TTCL levy a charge for directing each call

It therefore comes as no surprise that James Burke, CEO of Johnson & Johnson creator of Tylenol founded the PDFA in 1989. Ostensibly, he was trying to save lives, and in fact the PDFA may have had something to do with the temporary drop in teenage drug abuse during the early 90s. But in the meantime, instead of putting