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Advice You - Globalizing a Brand Requires Different Thinking
Grab Opportunity
Many well established national and regional brands see global expansion as the golden egg. The promise of new emerging consumer markets in many of the world’s burgeoning economic regions is a great lure for these brands. China and India, for ex
Many well established national and regional brands see global expansion as the golden egg. The promise of new emerging consumer markets in many of the world’s burgeoning economic regions is a great lure for these brands. China and India, for ex
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
ample, have emerging middle class consumer markets that look to provide many consumer brands (US and European) with the opportunity to grow market share.
To navigate these fertile markets and increase your market share it is important that you understand brand dynamics. Sadly,
To navigate these fertile markets and increase your market share it is important that you understand brand dynamics. Sadly,
; 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
any manufactures do not. They will plow these new waters with the same reckless brand management that has led them to believe that their domestic success is a result of something other than heavy advertising spending. Understanding how a brand’s permission sets the stage for fut
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ure success in the market is essential, and the lessons are even more telling when you move the brand into a different culture.
Global Brand Strategy
The root of your brand essence and strategy is found in the belief system of the target audience you are tryin
Global Brand Strategy
The root of your brand essence and strategy is found in the belief system of the target audience you are tryin
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
to influence. It is not an amalgam of product benefits, category descriptors, or “branded colors.” When customers choose a particular brand, within a category of offerings, they choose to purchase a brand that seems connected to their own sense of self. The more closely the DNA
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
of the brand resembles the genetic makeup of the target, the more apt they are to prefer it, the greater that attraction, and the greater are your margins.
When you think about a foreign culture (foreign to your own current success) you can quickly see why understanding the pr
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
ceptive underpinnings of that culture are the keys to your success.
Case In Point
Here is a prime example. When P&G launched its low suds Ariel soap detergent (its high-end European brand) in Egypt many years ago, they believed that their brand was tied up in
Case In Point
Here is a prime example. When P&G launched its low suds Ariel soap detergent (its high-end European brand) in Egypt many years ago, they believed that their brand was tied up in
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
efficacy (in other words, they had no brand at all). Worse still, they simply cloned the advertising from successful European (read British) commercials from the period. Lacking any REAL brand DNA, P&G sold its low-suds detergent with the same dramatic dynamic that worked so wel
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
in the UK. Here is the plot:
The Commercial
YOUNG WIFE: Wife has switched to Ariel.
NOSEY MOTHER-IN-LAW: Mother-in-law barges in and chastises the young wife for the choice saying, "I always use (insert ge
The Commercial
YOUNG WIFE: Wife has switched to Ariel.
NOSEY MOTHER-IN-LAW: Mother-in-law barges in and chastises the young wife for the choice saying, "I always use (insert ge
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
neric brand here)."
YOUNG WIFE: Wife washes two loads, one using Ariel, and the other using "NOSEY MOTHER-IN-LAW ‘s detergent" and they compare the results.
The winner — Ariel out-cleans "NOSEY MOTHER-IN-LAW ‘s brand".
YOUNG WIFE: Wife washes two loads, one using Ariel, and the other using "NOSEY MOTHER-IN-LAW ‘s detergent" and they compare the results.
The winner — Ariel out-cleans "NOSEY MOTHER-IN-LAW ‘s brand".
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
OSEY MOTHER-IN-LAW: Mother-in-law retreats with her tail between her legs.
YOUNG WIFE: Wife is the hero.
It was too bad no one bothered to find out that in Egypt, mother-in-law is an honored person. She is seen as an authority and help —
YOUNG WIFE: Wife is the hero.
It was too bad no one bothered to find out that in Egypt, mother-in-law is an honored person. She is seen as an authority and help —
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
not the meddlesome stereotype that we find in Europe. The result… the launch was a major flop.
No REAL Brands
In the absence of REAL brand, the brand management team was forced to look for solutions based on efficacy and they failed miserably. The cleaning pr
No REAL Brands
In the absence of REAL brand, the brand management team was forced to look for solutions based on efficacy and they failed miserably. The cleaning pr
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
cess in Egypt was amazingly complicated and time consuming. The wife, who’s been responsible for the washing, would spend hours each day cleaning the family wash. She would mix detergents, shred bars of soap, and mix a cacophony of ingredients that would baffle a scientist. She
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
would boil the clothes, hand ring them, wash them in a machine, and put them through a host of other processes that took half a day. Finally, she would proudly hang the wash out on the back clothesline for the admiration of the neighbors. Her result— amazingly clean clothes and
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
full day of labor.
A Cultural Bias Will Lead You Awry
From the cultural bias of the European brand managers, it seemed like a great idea to "BRAND" Ariel as the laundry detergent that “saves you time” (for the same result). The idea was that busy WIFE
A Cultural Bias Will Lead You Awry
From the cultural bias of the European brand managers, it seemed like a great idea to "BRAND" Ariel as the laundry detergent that “saves you time” (for the same result). The idea was that busy WIFE
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
m> would gladly forgo the complicated and time-consuming ordeal that she currently employed for faster results. Sounds like a no-brainer.
The problem is that no one looked at the preceptive underpinnings in the culture. They assumed that the values found in European and America
The problem is that no one looked at the preceptive underpinnings in the culture. They assumed that the values found in European and America
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
culture were universal and that the Egyptian housewife coveted these same values. They were wrong.
Once again, the brand launch floundered. It turned out that difficulty of process and complicated chemistry was one of the ways in which the Egyptian housewife measured her value
Once again, the brand launch floundered. It turned out that difficulty of process and complicated chemistry was one of the ways in which the Egyptian housewife measured her value
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
to her family.
Don't Make The Mistake
Without such an ordeal, she felt less valuable. Even though the outcome was the same, amazingly clean clothes, the cumbersome and time consuming process was preferred because it reinforced a value that said 'the harder I
Don't Make The Mistake
Without such an ordeal, she felt less valuable. Even though the outcome was the same, amazingly clean clothes, the cumbersome and time consuming process was preferred because it reinforced a value that said 'the harder I
.
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
ork, the more valuable I am."
This is a great case in point, one whose lessons on brand development are far reaching. It certainly demonstrates how important it is to delve deeply into the DNA of your target audience when expanding into new cultures. It also demonstrates that b
This is a great case in point, one whose lessons on brand development are far reaching. It certainly demonstrates how important it is to delve deeply into the DNA of your target audience when expanding into new cultures. It also demonstrates that b
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
rand management, for the most part, is not BRAND management, It’s product management. Had the discipline of looking at a brand as a reflection of a customer’s beliefs and values instead of product attributes been part of the P&G culture, they never would have made these mistakes
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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