Advice You - Business

Anheuser-Busch presented three more commercials in the Superbowl, two for Budweiser, the two hundred year old lager beer, and one for the new Budweiser Select brand, which was launched just two years ago, in 2005.

In these

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

three commercials, Anheuser-Busch again demonstrates the pattern of apparently unaccountable advertising, which cannot reasonably be expected to increase market share.

Let us first look at Budweiser, the original lager bran

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

of beer. Amazingly, this brand seems to have a weak Marketing Strategy. Beer, like the light beer market is also very big, with $30 billion in sales. Budweiser is the undisputed market leader of this market, and as such,

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

should be expected to lead the charge to expand the beer market, winning new users from other kinds of beverages.

The same is true of its Advertising Strategy, or there seems to be no advertising strategy at all. The two

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

ommercial featured at the Superbowl are “Dalmatian”, a 60” long one, and a 30” long one. Together, they gave me the impression that this was more advertising just for the sake of advertising.

Let’s look at the first commer

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

ial. Although this is a long commercial, with a whole minute to play with, there is no attempt at any Selling Idea. There is a tag line, that is featured exclusively at the end in a pack shot.

The story is about a white d

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

og that seems to be down and out, hungry and neglected and neglected. As a parade passes through the local main street, the dog notices a dalmatian sitting next to the driver of one of the horse carriages, and the dog eyes

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

he dalmatian enviously. The dog then gets splashed by a car driving through a puddle, and the dirt falling on the dog generates a polka dotted pattern not unlike that of a dalmatian. So the dog joins the carriage on the ot

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

er side of the driver, and eventually gets caressed by the queen of the parade. During the ‘lucky’ end of the commercial, a crooner sings about luck being like a ‘kick in the head’. That’s it. And a ‘super’ saying “King o

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

f Beers” in the pack shot.

The other spot involves sophisticated computer graphics, featuring thousands of crabs on a beach otherwise populated by human beings. One crab notices a bucket with two bottles of Budweiser Sele

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

t sticking out of the ice into the air, and calls all the other crabs to come and move the bucket to a more secluded location on the beach. Then the crabs all gather in front of the bucket with the two bottles and worship w

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

at appears to be a crab-shaped form made up of the bucket and the bottles, with a setting sun behind it, adding a radiance to the bucket/bottles combo. The crabs all then make appropriate worshiping crab-sounds, and motions

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

with their claws, and the whole effect is quite charming. Here again, is the pack shot featuring the Tag Line – “King of Beers”.

Budweiser Select is supposed to be a special premium new brand of beer that is specially fla

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

orful, as its descriptor “Select” would suggest. Although it is supposed to be special, it is priced along with Budweiser and Bud Light, not allowing even price to support its unique reason for being.

The Marketing Strateg

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

of the new beer brand seems to be aimed at the younger market, if only because they take pains to feature the rapper-entrepreneur JayZ and feature highly sophisticated computer graphics. However, as in the case of the main

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

Budweiser advertising, Select’s advertising strategy seems to be unmotivated and lackadaisical.

The single 30” commercial is sophisticated and interesting, if only because it unusual. This spot features Don Shula, the famo

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

s former coach of the Miami Dolphins, and the rapper-entrepreneur JayZ playing a game of American football that is holographically projected on the table between them. They manipulate their respective teams with spoken instr

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

ctions and hand movements. After an initial touchdown, by JayZ’s team, Don’s team scores a field goal, and would have won the game, but a spectator blew the virtual ball back from the virtual goal posts. Don then says that

.

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

their next game will be played in a Dome (ostensibly to avoid spectator generated weather!) and JayZ responds, ‘next time we’ll play for rings (implying Superbowl rings). There is then a pack shot with the select “crown”.

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

Overall, all three commercials, for both the original Budweiser and the new Budweiser Select left me with the impression that there is not much strategic process in the Marketing and Advertising departments at Anheuser-Busch

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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