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Advice You - Preparation of the Marketing Campaign
Promotional Strategies
Keyword Concepts: promotion strategies
Promotion: It's a basic element of the marketing mix and includes all forms that secure communication
Keyword Concepts: promotion strategies
Promotion: It's a basic element of the marketing mix and includes all forms that secure communication
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
between a firm and its public to bring about a favorable buying situation and achieve a Long-Distance confidence in the firm and the product or service it provides. P
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
omotion both influences and it's influenced by the other marketing mix variables.
Promotional strategies
Promotion strategies are made up by combining three alterna
Promotional strategies
Promotion strategies are made up by combining three alterna
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
tives:
1) marketing of the same physical product everywhere,
2) adapting the physical product for foreign markets and
3) designing a different physical product wit
1) marketing of the same physical product everywhere,
2) adapting the physical product for foreign markets and
3) designing a different physical product wit
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
the same, adapted or different messages.
The six promotional strategies most commonly used are:
1) Same product - same message:
When marketers find that the marke
The six promotional strategies most commonly used are:
1) Same product - same message:
When marketers find that the marke
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
s hardly vary with respect to product and consumer attitudes, they can offer the same product and use the same promotional appeals in all markets.
The easiest and mo
The easiest and mo
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
st profitable strategy is that of product and communication extension. The same product or service is sold worldwide using the same sales message.
The "product-commu
The "product-commu
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
ication extension" strategy has great appeal to most international companies because of the enormous cost savings associated with this approach. Important among these
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
are the substantial economies resulting from the standardization of marketing communication.
E.g: Avon, Maidenform and A.T. Cross follow this strategy.
2) Same pro
E.g: Avon, Maidenform and A.T. Cross follow this strategy.
2) Same pro
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
uct - different message:
When a product or service covers a different need or serves a different function under similar or identical conditions to those in the centr
When a product or service covers a different need or serves a different function under similar or identical conditions to those in the centr
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
l market, the only adjustment required is in marketing communications. The same product may satisfy a different need or be used differently elsewhere. The product may
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
remain the same, but a different message is required.
The only additional costs are in identifying the different functions the firm's offering will service in forei
The only additional costs are in identifying the different functions the firm's offering will service in forei
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
n markets and in reformulating advertising, sales promotion, and other dimensions of market communications around the newly identified functions.
E.g.: Honda appeals
E.g.: Honda appeals
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
to American people as a pleasure vehicle but in Brazil Honda displays its product as a means of transportation.
3) Product adaptation - same message:
In cases wher
3) Product adaptation - same message:
In cases wher
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
the product serves the same function but must be adapted to different conditions the same message is used with another product.
E.g.: McDonald's followed this appro
E.g.: McDonald's followed this appro
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
ch when it adapted the physical characteristics of its hamburgers to the different taste and user conditions of different countries while still advertising on a stand
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
ard basis.
4) Product adaptation - message adaptation:
When both product use and buying habits are unlike of those of home country, both the message and the product
4) Product adaptation - message adaptation:
When both product use and buying habits are unlike of those of home country, both the message and the product
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
must be modified though many basic attributes may remain constant, bringing economies of scale in the functions concerned with those attributes.
5) Different product
5) Different product
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
- same message:
The company produce a very distinct product for the markets where potential customers cannot afford the product as manufactured in the firm's home c
The company produce a very distinct product for the markets where potential customers cannot afford the product as manufactured in the firm's home c
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
untry, but maintains the promotional message.
6) Different product for the same use - different message:
The use of a different product requires a different message
6) Different product for the same use - different message:
The use of a different product requires a different message
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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