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Nicholas Hall's New Paradigms for OTC 2009
Nicholas Hall Group, Aug 2009, Pages: 198
This essential guide for OTC marketers explores how to maximise on the OTC opportunities available, ultimately concluding with Nicholas Hall's personal Global Vision for OTC. Topics covered include: Engaging with the Consumer, Switch, New Technology / R&D, Distribution, Pharmacy, Direct Marketing, Brand Management, Competition, M&A, Case Studies of Success and The Ideal OTC Organisation.
“In the five years since Nicholas Hall first set out the New Paradigms for OTC the global market has seen a considerable amount of change and consolidation.“ The mass market has driven sales in one direction, and Pharmacy Point-of-Care in another. The first steps towards Advisory OTCs have been taken, and Rx-to-OTC switches have created megabrands like Claritin, Mucinex and Prilosec. Above all, Emerging Markets have provided astonishing rates of growth.
“But now we are facing a recession, the true length and depth of which is impossible to forecast. So where does that leave the New Paradigm?“ There are opportunities even in distress. Acquisition prices will tumble, and there will be substantial gains for any company that is fully aligned to consumer needs and expectations. Marketing will need to focus on ‘Less is More', in terms of offering value-for-money, smaller packs and utility packaging. “This report is far from doom and gloom. It's a powerful message of hope for the future. It's all about helping marketers move on, reach out and win the opportunities. Which is why it will be inspiring reading for senior marketing managers and those working in business development.“ This report aim is to stimulate the change that will drive success.
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