Main Subject - Business

It seems like more and more often companies have been concentrating on a single aspect of the fundamental four P’s of advertising and marketing. Day after day we see posters, outdoor boards an

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

d special offers sent out from thousands of brands across the nation. All this clutter can turn into white noise in the mind of the customer and lead them, inevitably, to ignore the message. 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

romotion doesn’t end with these quirky TV commercials or an eye catching print ad with an offer to win a cruise; it really comes to life through the use of exciting promotional products.

Prom

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

tion, as a tactic in a marketing campaign, communicates important information to the public and helps achieve the overall objectives of the entire campaign. Promotion can include anything from

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

personal selling and a sales force to traditional advertising and public relations. Within all these sub categories lays plenty of opportunity to incorporate a strong promotional product prog

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

Combination pro

am. Traditionally, tradeshows and industry expos use promotional products more often; however why not enhance these other categories with a promotional product?

PepsiCo did just that with a c

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

ampaign known for its advertising and merchandising. During the Cola Wars of the late 1990’s, PepsiCo designed a fully-integrated international marketing campaign the encouraged and used all c

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

tegories of Promotion. The campaign, known as Pepsi Stuff, encouraged customers to collect Pepsi Point by collecting the points from specially marked Pepsi cans and fountain drinks and purchas

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

ing the Points for 10 cents per point. Participants used the pointed to purchase merchandise for the PepsiCo empire. To successfully diffuse this idea, PepsiCo used celebrity sponsored print,

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

elevision, outdoor, in-store, Internet and catalogue advertising along with top-quality promotional products.

The traditional advertising coupled with promotional products led to extensive pu

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

blicity for the PepsiCo company and helped it to establish itself as a leader in the cola industry. According to various critics, the Pepsi Stuff campaign significantly surpassed Coca Cola Com

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

Following aspects would a

pany’s marketing and advertising campaigns for the Atlanta Summer Olympics. It also allowed for PepsiCo to gain two points of share over the Coca Cola Company.

The Pepsi Stuff campaign, with

dd to the challenges in developing combination products:

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

ts merchandise giveaway, started in 1996 and generated enough participation and revenues to continue into the next several years. The campaign ran again in last October and now included “virtu

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

al awards” like downloadable music. This campaign now serves as a classic example of both the marriage between the online and off-line advertising and use of merchandising and promotional prod

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

cts.

Obviously, a successful marketing mix needs a larger and more distinct approach in order for your brand message of a campaign to work. Including promotional products serves as a great wa

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

y to diversify and broaden a marketing campaign. You can achieve various campaign objectives like sales increases, increasing brand perception or introducing a new product can all succeed by i

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

Professional from academic institutions, pharmaceutical industries, health care indust

tegrating a promotional product as an informational medium. Think about including simple giveaways like pens and baseball hats to generate higher awareness and recognition. Rather than the mes

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

sage falling into the background with television commercials and outdoor boards, your message can stay fresh and top of the mind with your audience with promotional products.

Promotional prod

.

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

cts reinforce the message heard in the various tradition media used in the categories of the four P’s. Using them can definitely enhance the exposure of your brand and in some cases put you mi

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

Companies that provide selfless information through particip

les ahead of the competition. Stay in the marketing mix and include promotional products to break away from traditional advertising and incorporate more active participation from your audience

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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Corporate gift programs have been a success in the organizations that implemented it, and it has become a good management practice. With this new concept of employee gifts catching up in a big way, a market has been created for newer and more lucrative gifts. The present market has created a wide variety of options of gift ideas for the corporate houses to choose from. The gift ideas come in a broad range of price brackets as well, to cater to all the needs of a corporate organization, however big or small.

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