Main Subject - Business

There’s nothing different about my product. How am I going to sell it?

Between the product and the consumer exists the vital differentiating element; the advertising agency and its creative and commercialising ability. The

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

product, as uniform as it may be, can be managed and propelled into the consumer market from the expert hand of the agency. If the market is extremely well researched and there is a considered and inquisitive approach from

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

Examples of combination products may in

the agency, certain insights and intricacies about the product and the market can be discovered. Essentially the agency deepens their knowledge of the product and its environment and then can explore for a differentiating

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

characteristic that can be exploited; even twins have different fingerprints so a good agency can find a Unique Selling Point. With the knowledge comes the ability to concertedly create communications that have not been pre

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

viously done and hence can be original, engaging and have a lingering after-taste on the consumers. For example in the car market where many products are similar on price and quality, people recognise and desire certain car

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

Combination pro

s due to the effectiveness and creativity of the advertising. VW, Toyota, Alfa Romeo, Honda and Mitsubishi are similar in price and in their advertising activity yet VW are far the more recognised and popular.

Through havi

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

ng a very motivated and inspired approach other avenues and markets that produce great results can become apparent. For example if competitors are marketing a product to a certain market it may be fruitful looking to other

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

potential markets and categories of people. Looking at the deodorant market, Lynx/Axe have clearly identified and executed ads that have exhausted certain markets. However sports brands like Physio Sport and Adidas that sel

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

l a similar product, have focused attention towards the sports-minded market and attack their consumers via men’s lifestyle and health magazines e.g. Men’s Health.

Consequently it is clear that the possibilities of reachin

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

g the consumers are innumerable, and thus other forms of media that competitors are not using should also be explored. If the competitor only uses a few forms of media such as TV and print, then pursuing poster, radio, spon

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

sorship and promotion may create greater recognition. For example the N-Power Cricket coverage and Ford Super Sunday Sky football allow product and brands to enter people’s homes and lifestyles directly. These different app

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

Following aspects would a

roaches can rapidly differentiate a product from similar competitors and make it more salient and desirable and thus increase sales.

Creating a more integrated solution such as having a website and developing good customer

dd to the challenges in developing combination products:

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

relationship marketing can consolidate the brand-consumer relationship in respect of competitors. Therefore a website, call centres and direct mail that can offer product advice, product guarantees and efficient after sale

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

s service can prove to be the persuading element for consumers looking for a reliable and secure purchase and allows the brand to linger for a longer period in the consumers’ memory.

In some instances the brand’s history a

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

nd reputation may be the most effective avenue to pursue, as a reliable, efficient and historically quality brand can sell the product through their brand personality. Hitachi may produce a DVD player more capable than a So

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

ny DVD, however highlighting the consistent reliability of Sony’s products can sway consumers.

Certain advertising techniques using creative ideas such as Coca-Cola insistently pursuing colour, logo and word association th

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

Professional from academic institutions, pharmaceutical industries, health care indust

rough semiotics where red and white and ‘enjoy’ are Coca-Cola have set them apart from Pepsi-Cola and allowed them to dominate the market and sales. Also using famous personalities can increase the saturation of the product

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

image into the market, this has proved very successful for instant brand identification and popularity, e.g. Vinny Jones and Bacardi, David Beckham and Vodafone and Michael Jackson/Britney Spears for Pepsi.

Finally the mo

.

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

st integral element in selling such a product is the manner in which the agency utilises their full creative arsenal and potential. If the agency creates a campaign that understands the product and communicates it in an ori

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

Companies that provide selfless information through particip

ginal, imaginative, considerate and thoroughly engaging execution that inspires and persuades consumers and is also considerably better than the competitors’ communication, then selling the product becomes not so difficult.

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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This article intends to address the commercial loan process and how one begins a business and sustains growth and prosperity. Starting a business for the first time can seem like one of the most difficult things you do but if you view it as a process and not a destination, the journey will be far more pleasurable and the rewards, more sweet. If you are starting a business or venturing a major project, you will need an actual business plan.

As a nation, we have become obsessed with the trivial behavior of entertainment personalities. When the major spokeswomen of a national talk show air their differences, have we gone too far? Recent radio talk shows stars have been fired and the same should be true of television.

Industry statistics show that >60% of ERP implementation starts historically fail. Does this mean that you are doomed from the start? Of course not, if you learn from the mistakes of others. So the pertinent question is what are the main causes of ERP failure and what can be done to prevent this from happening to you?

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