Publications
Publications
- February 1987 (Revised January 1989)
- HBS Case Collection
SmithKline Consumer Products: The Contac Relaunch
Abstract
In March 1986, a tamperer contaminated CONTAC Cold Capsules, SmithKline Consumer Product's most popular product. To relaunch CONTAC after withdrawing it from the market, the management team had to present a plan of action to the corporation board. They knew CONTAC's 25 year-old brand franchise was built on its image as a capsule with "tiny time pills" inside, yet also recognized that media reports were turning public sentiment against all capsules. Technology that would reduce capsule vulnerability or produce a solid caplet alternative was available only through competitors. Consumer and trade promotions decisions also had to be made, and the pricing implications of the relaunch costs addressed. The relaunch had to be in place by August 1 of the same year if it was to be at all successful.
Keywords
Citation
Kosnik, Thomas J. "SmithKline Consumer Products: The Contac Relaunch." Harvard Business School Case 588-046, February 1987. (Revised January 1989.)