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Leiner & loratadine

This article was originally published in The Tan Sheet

Executive Summary

Company's "goal is to create marketing programs to enable [its loratadine] retail private label sales to exceed 30% of the market," which it anticipates "to be $500 mil.," firm says. Leiner expects to ship its generic version of Schering-Plough's OTC Claritin in mid-July (1"The Tan Sheet" Feb. 10, 2002, p. 8). Company notes it will support initial loratadine offering by conducting "in-store promotions and regional advertising in conjunction with [its] retail consumers." Leiner will consider manufacturing, marketing other forms of loratadine at a later date, firm adds, noting that, overall, it expects "to introduce into the market new innovative products...that will generate $100 mil. in gross sales" in 2003...

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