Warner-Lambert Ireland Case Analysis
             Thirty percent of the 2.5 million Irish adult citizens smoke cigarettes. In 1989, Irish smokers would spend nearly ₤600 million on 300 million packs of cigarettes. Data from a demographically balanced sample indicates Irish smokers smoke an average of 16.5 cigarettes daily. Though the number of smokers in Ireland had peaked in the late 1970's, that number has been in decline since. There has been a good deal of media coverage on the dangers of smoking as well as anti-smoking campaigns from public health organizations. Additionally, legislative restrictions have been placed on tobacco advertising in Ireland.
             Since the 1950's, the harmful effects of smoking had been researched and documented. The serious health risks associated with smoking are commonly recognized. Through time, smokers become progressively dependant on nicotine and suffer withdrawal symptoms when abstinent. The craving for cigarettes has physical symptoms (stomach cramps & nausea) as well as psychological effects (anxiety & irritability).
             Warner-Lambert Ireland (WLI) is planning the launch of Niconil, a transdermal skin patch (referred to as "the patch") to aid thousands of smokers to quit cigarettes. The patch gradually releases nicotine into the blood steam to alleviate the physical symptoms of nicotine withdrawal. When using the patch along with abstaining from cigarettes, the hazardous tar and carcinogens found in cigarette smoke is eliminated.
             With smoking recognized as a health threat, a variety of smoking cessation methods have been in existence. Aversion therapy and behavior self-monitoring are techniques that had exhibited either short-term successes or required a high degree of self-control. Neither approach addressed the physical aspect of nicotine addiction and withdrawal. It is these physical symptoms that can be the key obstacle for many smokers that attempt to quit. Warner-L...