I. Manix’s origins
For a few years, in addition to its contraceptive use, another role of the condom has been added: to protect against sexually transmitted diseases, especially AIDS. But the fact is that only one brand became a leader on the French market: Durex. And this, without any advertising; because in 1987; the French law bans advertisement about male condom.
However, thirty years after the appearance of Durex, another brand of condoms establishes itself in France. Name: Manix. Designer: Degan laboratories. Characteristics: the thinness of its latex, what enables him to pride itself to be the finest on the market.
The advertising being always prohibited, and Durex particularly well established, Manix struggles to be known. The brand then starts with promotional events and sampling on a very targeted and extremely user population: the prostitutes. Without hesitation, from 1990, to go into a new distribution circuit: supermarket. The leader’s actions, Durex, as the challenger’s ones, Manix, change nothing though; and in 1997, only 3 customers out of 10 can name and ask for a specific condoms’ brand when they enter a pharmacy.
And yet Manix interests: with 18.7% of the French market of condoms in value in pharmacies and 22.9% in supermarkets, the brand had obviously succeeded in imposing itself.
Direct consequence: in 1998, Degan laboratories steps down and Manix is sold to the Australian brand Ansell, world leader of latex medical products, more particularly surgical gloves.
Owner of ten other brands of condoms in Europe, and wishing to keep this strategy of local brands contrary to what Durex does, world brand, Ansell then changes nothing neither about the positioning of Manix, nor its manufacture, entrusted to the Japanese Okamoto.
Ansell changes nothing… but make a major decision: to insert Manix in advertising. The Manix communication was hitherto exclusively oriented towards the prescribers, mainly pharmacists. But in 1997, the global market of condoms stagnates: after the arrival of a new treatment against AIDS was announced, based on a Combination Therapy, the troops were demobilized… Manix being behind Durex, as well in market shares as in notoriety, it had to take action by working to create preference for its brand.
This is, indeed, the right moment: after years of crisis, French people seem to come back, in 1998, to their first loves, the sensual pleasures. Thus they place, for 70% of them, the sex among their priorities and, for 55%, the pleasure as their first motivation to make love.
II. Advertising campaigns
In 1997, when Manix contacted its advertising agency, the market’s environment was:
At the beginning of the 1900s, there was a “sexual revolution” in New York City. During this time, sexual acts and desires were not hidden, but instead they were openl...
Nevertheless, it must “defend” its current market share if not increase it, by maintaining premium quality and develop innovative products. The marketing mix strategies will effectively achieve targeted revenue and profitability in the near future.
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...s: each was licensed to a much larger firm because the originator firm lacked the capability to market the drug. the larger analysis of blockbuster drugs showed that this thread is common across blockbusters that originated with smaller firms. The largest firms appear to hold a significant advantage in commercialization—they are highly effective at extracting the value of innovative drugs . The study suggests some qualified reasons for skepticism that the end of the blockbuster era will bring a major upheaval in the industry. Large firms’ advantage in commercialization suggests that they may maintain their dominant position. Marketing of pharmaceuticals may move from broad-based to targeted approaches, but a company with a broad reach may still have an advantage in identifying markets for niche drugs and commercializing the drugs within those more narrow market
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Advertisements are all over the place. Whether they are on TV, radio, or in a magazine, there is no way that you can escape them. They all have their target audience who they have specifically designed the ad for. And of course they are selling their product. This is a multi billion dollar industry and the advertiser’s study all the ways that they can attract the person’s attention. One way that is used the most and is in some ways very controversial is use of sex to sell products. For me to analyze this advertisement I used the rhetorical triangle, as well as ethos, pathos, and logos.
2000: The Burberry Prorsum menstheyar line is launched. The renegotiated Japanese licenses with Mitsui and Sanyo take effect.
McTigue Pierce, L. (2005, July). Pfizer: Growth amid adversity. Food & Drug Packaging, 69, p. 60.
Tylenol's 1982 ordeal has become a classic example of a successful crisis management. Johnson & Johnson faced a major crisis when their leading pain-killer medicine, extra-strength Tylenol, was found to have caused the fatalities of seven people in Chicago, Illinois. It was reported that unknown suspect or suspects took the product off store shelves, tampered it with deadly cyanide and returned to the shelves. As a result, seven people died and consumers lost confidence and panicked over hearing the news of this incident. Tylenol received massive media coverage which led to an expeditious communication of event to the public. Johnson & Johnson (J & J) took a huge financial hit when it had to recall and destroy approximately $100 million dollars worth of inventory in addition to the loss incurred by the company when the public reacted to the incident (Campbell et. al., n.d.). Tylenol's approach was to pull off the products as quickly as possible, stopped production, cooperated with the investigation and the media and halted all forms of advertisement or marketing of the product. Furthermore, Johnson's & Johnson's took the initiative to protect and improve their product packaging which allowed them to regain the public's confidence and paved the way for improved tamper-resistant packaging now used by myriad of manufacturing companies. The fatalities occurred between September 29th to October 1st of the year 1982 and by November, Tylenol had already reintroduced the product with improved tamper-resistant packaging. To regain the public's attention and confidence, Johnson's & Johnson's launched a dynamic marketing campaign to put the product's name before the public.
The mass production of consumer products has given rise to excessive use of branding. Due to increase in competition between companies that produce similar products, companies now aim to differentiate their product from others by solidifying their brand identity and creating awareness about their brands. The utilization of such branding strategies would not be much of a concern if they were only restricted to consumer products like food, clothing, beverages (Coke, Pepsi), etc. However, the influence of these strategies extends well beyond that. Even pharmaceutical companies have undertaken the approach of Direct-To-Consumer Marketing strategies where they target millions of healthy Americans by exposing them to persuasive commercials in the hope that they would buy the drugs sold by these pharmaceutical “brands”. This approach is very contrasting to the strategies used by pharmaceutical companies in the past. Previously, when patients needed medical attention, they would consult their doctors who would prescribe an appropriate medication for curing their illness. Due to this, pharmaceutical companies would target their marketing to medical professionals and doctors by promoting their drugs at conferences and in medical journals. However, today they have started using Direct-To-Consumer marketing strategies that entail consumer advertising, which directly target the consumers. The purpose of this research paper is to analyze the ways in which pharmaceutical companies use Direct-To-Consumer marketing for selling ailments to healthy customers and disillusion them into believing that they have a disease. To support this argument, the research paper will touch upon various marketing strategies that pharmaceutical companies use to creat...
Schmidt, Ruth., & Pioch, Elke A. (2005). Community pharmacies under pressure - can branding help? International Journal of Retail & Distribution Management, 33(6/7), 494-504. Retrieved on January 2014 from Proquest at http://search.proquest.com.ezproxy.trident.edu:2048/docview/210942979
Despite there being a stable state established in the market of pampers, there have been variations in the way that the products of this company have been demanded from their manufacturing companies (Christopher, 2016). On having a closer look at the differences and swings in the way that demand is made in this organization, it was clearly found out that the differences in demands were greatly affected by the ordering practices of the product retailers. The way that wholesalers, and other product distributors acquired the product also resulted to some variations being experienced in the market (Simchi-Levi, Simchi-Levi, & Kaminsky,
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