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E-Folder - Buzz Marketing: Marketing To Non-Marketable Customer
Buzz marketing, also known as ‘word-of-mouth marketing’, ‘guerilla marketing’ or ‘stealth marketing’ is an art of human kind to involve the trendsette
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
rs in any community to carry the brand’s message, thus creating an interest in, and a demand for, the brand with no overt advertising.
Nirmalya Kumar
Nirmalya Kumar
; 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
, professor of marketing, director of center for marketing and co-director of A.V. Birla India at London Business School.
When Dietrich Mateschitz fo
When Dietrich Mateschitz fo
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
mulated the drink “Red Bull” in 1987 for Australian market, bars initially refused to stock it, seeing it as more of a medicinal drink than a mixer. H
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
owever snowboarders and clubbers soon recognized the boost it gave them. They started to bring it with them to non – alcohol bars and pubs.
Red Bull
Red Bull
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
as mastered the buzz marketing. In the 8 sales area in US, the representative scouts for the hot spot. They distributed their branded refrigerator and
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
some goodies to the bars and clubs. If other conventional establishments ask for Red Bull, they refuse them to retain the credibility and uniqueness
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
f their community and clubbers. To connect this community, Red Bull use to organize a two – week annual music festival.
Red Bull first marketing tech
Red Bull first marketing tech
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
nique was to distribute and target the teenagers and college goers. They went where these guys goes. Then Red Bull went around the cities full of Red
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
ull cars and distributed the drinks to anybody who need energy- Free, the construction workers, Athletes and all.
Coke and Pepsi recognized a new seg
Coke and Pepsi recognized a new seg
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
mentation of their market and tried to capture it with big marketing budget. They created energy drinks. But after millions of write off they are dist
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
ance number 3 and 4. Red Bull is still the king of energy drink with 65% of market and that is with the fraction of their spending.
Five years back o
Five years back o
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
internet, Google started it operation in the dorm of two Stanford guys (You do not need to know there name, I guess) they created a system for search
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
and marketed it on net with minimal of advertising. End result, after 3 years they become numro uno in search – marketing in the presence of heavy sp
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
nders like Yahoo, overture etc
That the power of Buzz marketing. Gone are the days when you write a Cheque for your ad agency and agency will do the
That the power of Buzz marketing. Gone are the days when you write a Cheque for your ad agency and agency will do the
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
marketing. According to Philip Kotler, advertising is a lazy way of marketing and branding. You outsource almost everything, even your brand’s underga
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
ments. Traditional marketer thinks that job is over. But buzz marketing is an engaging art of marketing. It is a hard way to market a product and serv
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ices. Most of marketers do not like it. Because they like their comfortable air-condition rooms.
But in real world, you can’t close your eyes and thi
But in real world, you can’t close your eyes and thi
.
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
k that your competitor will take pity on you. They are here to eliminate you. Buzz marketing is not a pass?’ anymore. It is here and happening.
CEOs,
CEOs,
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
be aware, if your people are saying they need different budget for branding, marketing and sales. Think again, someone is not ready to move his butts
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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