Bayer Marketing Plans for Vitamins Products in China

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MBA 616 International Marketing BAYER CONSUMER CARE DEVELOP 2 BRANDS WITH NEW SERVICES TO SUPPORT THE EXPANSION TO CHINA AND LIBERIA Dr. Jennifer Bailey Prepared by: Trang Huynh Virginia (U.S.), June 11, 2012 I. COMPANY OVERVIEW BAYER CONSUMER CAREBayer is a global enterprise with core competencies in the fields of Bayer is a global enterprise with core competencies in the fields of .Bayer AG is a global corporation that produces products in the healthcare, nutrition and high tech materials areas designed to benefit and improve the quality of life for its consumers. Bayer AG was founded in Barmen (today a part of Wuppertal), Germany in 1863 by Friedrich Bayer and his partner, Bayer (which is also referred to as Bayer Group) has some 315 operating companies worldwide” (Bayer AG, 2011). Lead by President and CEO, Gregory S. Babe, Bayer has become a giant in the pharmaceutical market. Bayer Consumer Care, a division of Bayer HealthCare, is headquartered in Morristown, New Jersey, USA. With 2005 sales of €2,355 million, Bayer Consumer Care is among the largest over-the-counter (OTC) healthcare products companies in the world. The division was created in 1994, following the acquisition of the North American OTC drug business of Sterling Winthrop, which expanded the Company's product portfolio. The acquisition returned to Bayer the North American rights to Bayer Aspirin®, as well as the rights to the Bayer name and trademark in North America. It also led to the company's U.S. name change in April 1995 from Miles Inc. to Bayer. In January 2005, Bayer Consumer Care completed the acquisition of Roche Consumer Health (RCH). As a result of the merger, the division now has more than 6,400 employees around the globe. The division now ranks among the top three OTC consumer health organizations in the world, with a presence in more than 120

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