Main Subject - Business

There is no disagreement that effective branding through ‘use of a name, term, symbol or design, or a combination of these’ (Quester et al, 2001) can create brand awareness and recognition in t

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

he quickest manner. Companies use different kinds of ‘Brand Name’, that is, a word, letter or a group of words such as AOL, Intel Pentium III etc to project their companies. Sometimes such word

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

Examples of combination products may in

, symbols or marks are legally registered and copy righted to a single company known as trademarks ( for product oriented companies) and service marks ( for service offering companies) (Perreau

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

lt & McCarthy, 2000).

However in any form, branding can be used to create brand familiarity among consumers in terms of brand recognition and brand preference (Papers4you.com, 2006). The advan

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

age of using branding effectively is both for consumers as well as marketers. For instance it becomes easy for a customer to choose preferred brand among 1000s of other items just because of fa

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

Combination pro

mous well recognized symbol, word or trade mark that can not be possible with out effective branding (Quester et al, 2001). For instance imagine you are driving down the road with hunger and su

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

denly you see a symbol ‘M’ on a sign board with red background and yellow font. It is not difficult to realize that McDonalds is waiting for you, easily manifest effective projection of McDonal

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

ds’ through brand symbol ‘M’. Similarly imagine buying a computer accessory and among thousands of unknown brands, suddenly you observe ‘Intel ®’ sign. A quick reminder will prompt that it’s a

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

ell known brand symbol that you observe common everywhere in media and at your own computer.

Now keeping these examples in mind, it is obvious that marketers can cash in such advantages as wel

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

l (Papers4you.com, 2006). One best way to use word and symbols is while launching new products under same brand names (Quester et al, 2001). For instance, as every one is aware of ‘Coca Cola ™’

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

, any new soft drink introduced under this brand name has highly probable chance to achieve awareness and attention of coca cola lovers. Similarly it is quite often that no matter ‘ IBM’ entere

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

Following aspects would a

in so many IT related services after initially famous for IBM computers but whenever you observe its trade mark of ‘IBM’ written in horizontal lines, consumer is not bothered about checking th

dd to the challenges in developing combination products:

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

e background of the company. So as a result it also saves huge promotion costs that a company with less famous brand names and symbols needs to incur.

To conclude discussion, the outcome of ef

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

ective branding can be seen in terms of ‘brand equity’ that is the value of a brand in terms of its perceived brand awareness, recognition, loyalty and associations from customers. To give the

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

advantage of effective branding, the brand equity of the Coca Cola brand is valued $ 43 Billion, IBM brand at $ 18 billion and Kodak’s at $ 12 billion (Kotler & Armstrong, 1999).

References

K

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

tler, P & Armstrong, G, (1999), ‘Principles of Marketing’, Eight Edition, New Jersey: Prentice- Hall Inc

Quester, P, G, McGuiggan, R, L, McCarthy, E, J & Perreault, W, D (2001), Basic Marketin

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

Professional from academic institutions, pharmaceutical industries, health care indust

g- A Managerial Perspective’, Australia: McGraw Hill Book Company Australia Pty Limited

Papers For You (2006) "P/M/457. What is successful branding?", Available from http://www.coursework4you

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

co.uk/sprtmrk31.htm [19/06/2006]

Papers For You (2006) "P/M/270. A consistent brand identity can only exist as a result of a well planned advertising strategy, which has clearly stated commun

.

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

ication effects and one which considers exposure to appropriate target audiences and positioning strategies. Discuss", Available from elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

rk31.htm">Papers4you.com [19/06/2006]

Perreault, W, D & McCarthy, E, J, (2000), ‘Essentials of Marketing- A Global Management Approach’ International Edition, USA: McGraw Hill Companies In

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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Distribution is the process of purchasing, storing, and distributing products when required. Wholesale distribution is the process of purchasing the products directly from the suppliers or manufacturers and reselling them to the retailers without transforming them in any way. They products are stored in warehouses and sold when there is a demand.

Client testimonials are one of the most powerful marketing tools you can use. Learn how they can help you attract new clients, increase customer confidence and generate a positive “buzz” about you and your business.

In today’s fast paced world, many small business computer consultants are wrapped up in their daily fire fighting activities at their client’s location and have almost no time to attract new opportunities or build strong strategic alliances.

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