...incredible how the medicine today differs from the ones back then, including the way it was advertised and the process of it being made. In the nineteenth century, pharmaceutical companies used marketing tools through advertisements directly from the consumer to producer, usually through newspaper ads. Originating in England, patented medicines made their way across to America in the 18th century. A lot of the times these medicines contained morphine, opium, or cocaine and were advertised towards infants and children. The legalities of this marketing were not fully regulated at the time as consumers did not understand the risks in taking certain medicines. The unregulated market finally began to be controlled towards the middle of the century in order to force companies to both make medicines that will actually help the patients taking it and regulate the advertising that comes with it. Last, the comparison of marketing medicines back then is slightly different than the marketing these days. Over 200 years, as a country, we have been able to regulate these medicines with the best interest of the customers in mind. The modes of advertising were mainly from the producer right to the consumer. Then, there were two types of medicines, “ethical drugs” and patented drugs. Patented drugs were not actually patented at the time, but instead had certain secret formulas which the company had a copyrighted trademark. It is safe to say that the ingredients in these medicines sometimes included...
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...alternatives. Furthermore, regulating direct-to-consumer advertising of prescription drugs has a result in increasing economic pressure on pharmaceutical companies. In this article, Lexchin reviews, “after three months on the market, Xenical, a weight loss drug, was prescribed to 78,200 patients and cost $740,000. Similarly, Viagra, an erectile dysfunction drug, was prescribed to 65,000 patients. After one month, Viagra revenue at $1,330,000. Moreover, Celebrex, a pain and inflammation drug were prescribed to 178,400 patients, and cost $2,070,000”...
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...MA Design Management for Fashion Industries Name: Leong Ruoh Shiang Course: Fashion Brand Marketing Course Leader: Anna Watson Case Study: Chinese Herbal Medicine Cosmetics brand, Herborist Topic A International Marketing Strategies of Herborist Abstract This paper attempts to investigate the internationalization process of a Chinese domestic cosmetics brand, Herborist by making a comparison of marketing strategies applied for different countries as a case study. In addition, by gaining understanding on the development of a local brand and analyzing the issues, which block the way for business expansion, suggestions are made for the exploration of future potential market. This case study is mainly based on quantitative research, which was carried out in the form of a questionnaire conducted by 100 local and Malaysian Chinese. Besides from that, secondary data are taken from Internet and based on literatures published in English and Mandarin. The crucial steps for a domestics brand to enter the international arena is by utilizing different or undifferentiated strategy, reinforcing the innovation of Chinese oriental essence and also enhancement on brand awareness. Keywords- Oriental, Domestic cosmetics, International marketing strategy, Market entry, Brand story, France, International business, Marketing Channels 1. Introduction In recent years, it is obviously seen that there is a thriving and robust...
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...| London Metropolitan University - Coursework Coversheet Part 1 - To Remain with the Assignment After Marking Student ID: 11053024 | Module Code: MK1004N | Module Name: Introduction to Advertising (Marketing Communications) | Component: 001 | Description: Case study report of 1500 words | Module Leader: John Goodfellow | Due Date: 18/Nov/2011 | Group Number: S2 | Please enter tutor name: | Guidelines for the Submission of Coursework 1. Print this coversheet and securely attach both pages to your assignment. You can help us ensure work is marked more quickly by submitting at the Undergraduate or Postgraduate Office located where your module is taught. You are advised to keep a copy of every assignment. 2. An email receipt will be sent to your university email address on submission of the coursework at the Undergraduate or Postgraduate Office. 3. You may submit work through the out of hours drop-box at the Undergraduate or Postgraduate Office. A receipt will emailed to your university email address within 3 working days. 4. Coursework deadlines are strictly enforced by the University. Work may be submitted up to 10 working days after the deadline (NB – where the late coursework deadline falls within the University’s Christmas and Easter vacations periods, a generic deadline is set by the University), however please note - if the mark for the late work is required to pass the module, the module will be capped. See http://www.londonmet.ac.uk/coursework-exams...
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...It is with no doubt that the number of drugs our kids has been on a rising trend from time immemorial. The number of kids aged between 6-17 has increased dramatically from 2011-2012 Report from the Center for Disease Control and Prevention (CDC) shows that thousands of children may be receiving psychostimulant medicines. Up-to-date estimates from the NCH statistics also show that there have been exponential growths of kids’ medication from 1988- 1994 with behavioral difficulties (NIH). The trend is no new news for majority of us. The use of such drugs is sanctioned by the parents themselves. Almost all the cases are with the consent of the parents and the prescription of qualified personnel. Most cases of over-medicating kids arise due to cases of bipolar disorders and depression. More than a million kids in the USA are on antipsychotic medication. People argue that the medication help the kids in lifting their bad moods and stabilizing depressive moments for the kid. The growth of drug use can be attributed to the availability of such...
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...Defining the Problem: Since the admittance of Aspirin, the over-the-counter medicine (OCM) market has become highly saturated and highly competitive. One brand struggling to find the white space and remain an all-round market leader is Allround. They remain a frontrunner in many market areas including: brand awareness, brand trials, most frequently purchased, and conversion ratio. Where they start to fall down the market ladder is in their retention ratio. They are trailing by 3.4% in retention, which Allround’s brand assistant believes could be because of “new brands and brands that fill very specific needs often have high retention rates than brands that are mature or not highly targeted” (Pharmasim 20). With the raised competition in the cold medicine department our retention ratio will lower with the abundance of options for the specific consumer. The problem lies in how Allround becomes the retention ratio market leader in a highly competitive market. Another problem falls within the consumer’s health concerns and their access to data through the worldwide web and word-of-mouth. When choosing an OCM product, consumers may look at the ingredients, side effects, and what specifically it will cure and/or treat. Side effects are of specific concern and consumers mostly mentioned “drowsiness due to antihistamines or alcohol” as a “negative side effect” (Pharmasim 17). Allround uses both of these ingredients in their formula. Although trying to promote it as a mostly...
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...argue, consumers today value convenience so highly that they are willing to spend over half of their food budget on meals that require little or no preparation. They regularly eat out, bring home ready-to-eat meals, or have food delivered. This trend is mainly influenced by the media which promotes such behaviors through commercials and popular programs and movies. The media is a major source of information and misinformation on nutritional sources. The media through advertising promotes unhealthy foods rich in sugars, fat, salt as the ideal food choices. According to Fettling, members of the public are regularly bombarded by messages about food in all forms of media: television, the internet, radio, newspapers, and magazines. Many of these messages revolve around food manufacturers marketing their products in the hope that the public will buy them. The manufacturers use very clever techniques such as jingles and claims about a food's special properties. Manufacturers spend a lot of money on advertising because it is a very effective influence on the food choices of viewers (Fettling 2005, 36). The effect of this advertising is very damaging on children and teenagers. This is firstly because children to do not understand that advertising is not necessarily meant to market a good product but might, instead, be intended for pursuing people to buy a product that has proved difficult to sell. New born babies too have not been spared by the media craze. For instance, as Contento (2010)...
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...CHAPTER II HISTORY OF ADVERTISING - - AN OVERVIEW This chapter is devoted to give an overview of the history of advertising in general, in lndia and in Kerala. Section I of this chapter makes a brief review of the history of advertising in general. Section II gives a resume' of the history of advertising in lndia while Section Ill gives a brief account of the history of advertising in Kerala. SECTION - I ORIGIN OF ADVERTISING The origins of advertising lie thousands of years in the past. One of the first known methods of advertising was an outdoor display, usually an eyecatching sign painted on the wall of a building. Archaeologists have uncovered many such signs, notably in the ruins of ancient Rome and Pompeii. An outdoor advertisement excavated in Rome offers property for rent, and one found painted on a wall in Pompeii calls the attention of travellers to a tavern situated in another town. As much as some three thousand years ago Papyrus sheets were used in Thebes in Egypt for announcing the reward for return of runaway slaves .The first advertisement was somewhat in the form of stenciled inscriptions. which were found on earthen bricks prepared by the Babylonians 1 Prepared by BeeHive Digital Concepts Cochin for Mahatma Gandhi University Kottayam about three thousand years before Christ. The bricks carry the name of the temple in which they were used and the name of the king who built it, just as a modern public building which contains a corner stone...
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...argue, consumers today value convenience so highly that they are willing to spend over half of their food budget on meals that require little or no preparation. They regularly eat out, bring home ready-to-eat meals, or have food delivered. This trend is mainly influenced by the media which promotes such behaviors through commercials and popular programs and movies. The media is a major source of information and misinformation on nutritional sources. The media through advertising promotes unhealthy foods rich in sugars, fat, salt as the ideal food choices. According to Fettling, members of the public are regularly bombarded by messages about food in all forms of media: television, the internet, radio, newspapers, and magazines. Many of these messages revolve around food manufacturers marketing their products in the hope that the public will buy them. The manufacturers use very clever techniques such as jingles and claims about a food’s special properties. Manufacturers spend a lot of money on advertising because it is a very effective influence on the food choices of viewers (Fettling 2005, 36). The effect of this advertising is very damaging on children and teenagers. This is firstly because children to do not understand that advertising is not necessarily meant to market a good product but might, instead, be intended for pursuing people to buy a product that has proved difficult to sell. New born babies too have not been spared by the media craze. For instance, as Contento...
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...A1. Considering all the facts, the most feasible option is to develop oncology services and building space for it within Trinity Community Hospital. The facts are as follows: Currently, Trinity Community Hospital (TCH) does not offer any formal oncology, orthopedic, or cardiology programs. There are no cancer specialists at TCH; however, there are a few cardiologists and orthopedic surgeons that maintain privileges at the hospital. Little work is done at TCH for orthopedic services, as the specialty groups are located to a competing facility. There are also several orthopedic groups interested in opening practices near the hospital. Several cardiology services around the hospital offer more sophisticated services than at TCH, drawing most of the cardiology patients away from the hospital. There is no oncology services mentioned. In terms of competition, there are two hospitals within close proximity. One has strong orthopedic and cardiology programs, but a poorly organized oncology program. The second hospital also has a strong orthopedic program and existing cardiology program. This hospital also has a poorly organized oncology program. Building space for oncology service will allow patients to easily coordinate with services already within the hospital and make use of the newly improved and more developed resources within Trinity Community Hospital. The Community Health Needs Assessment identified that the orthopedic cases are expected to rise by over 46%, inpatient joint...
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...hospital or hospital system. Hospital Service Industry O Hospitals are institutions comprising basic services and personnel usually departments of medicine and surgery that administer clinical and other services for specific diseases and conditions, as well as emergency services. Hospital Service Industry O Hospital services cover a range of medical offerings from basic health care necessities or training and research for major medical school centers to services designed by an industry-owned network of such institutions as health maintenance organizations (HMOs). The mix of services that a hospital may offer depends almost entirely upon its basic missions or objectives. Number of companies/industry members Types and Distribution Hospitals in the Philippines, Sept. 30, 2011 (PHA Members) based on the Philippine Hospital Association Philippines Level 1 Level 2 Level 3 Level 4 Total Government 352 276 41 51 720 Private 423 432 191 74 1120 1840 Hospital Category O Level 1- Primary Hospital - equipped with services capabilities needed to support licensed physician rendering services in Medicine, Pediatrics, Obstetrics and Minor Surgery. Hospital Category O Level 2 - Secondary Hospital - equipped with the services capabilities needed to support licensed physicians rendering services in the fields of Medicine, Pediatrics, Obstetrics and Gynecology, General Surgery and other ancillary services. Hospital Category O Level 3 - Tertiary Hospital - is fully ...
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...Coco-Cola Vintage Ad Elizabeth Hamilton Professor Smith Devry University March 28, 2014 Coco-Cola Vintage Ad Throughout its history Coco-Cola has always managed to use advertising as a powerful tool to create that special atmosphere in the minds of consumers that differentiates Coco-Cola from just some generic cola. In the past it was also extremely effective in advertising its product gaining a lot of market share and getting to the top of the market in terms of sales. The essay analyzes a vintage advertisement according to the rhetorical appeals of logos, ethos, and pathos and notes that Coco-Cola effectively uses appeals to authority, logic and emotions to make Coke a lifestyle, not just a drink. The vintage ad analyzed in the essay is a print ad that features the title Coco-Cola and the following text “Is a delightful palatable healthful beverage. It relives fatigue and is indispensable for business and professional men, students, wheelmen, athletes. It relieves mental and physical exhaustion. Is the favorite drink for ladies when thirsty, weary, despondent… Sold in bottles and at soda fountains for 5 cents. Newest refreshing drink in the world”. Clearly, the ad has many claims that nowadays would be consider illegal, inappropriate and simply false, yet back in the days, it was an example of what marketing was about : selling it at all cost even if it meant lying to the consumers. Although, to be fair, many other things, like heroine, morphine, cocaine and LSD were...
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...TABLE OF CONTENTS 1.0 EXECUTIVE SUMMARY 3 1.1 CURRENT ACTIVITIES 3 1.2 IMMEDIATE FUTURE ACTIVITIES 3 1.3 VISION 4 1.4 MISSION STATEMENT 4 1.5 COMPANY GOALS AND OBJECTIVES 4 1.6 BUSINESS PHILOSOPHY 4 2.0 SITUTATION ANALYSIS 5 2.1 GENERAL COMPANY DESCRIPTION 5 2.2 MARKET SUMMARY 6 2.2.1 MARKET TRENDS 6 2.2.2 MARKET GROWTH 6 2.2.3 MARKET DEMOGRAPHICS 6 2.2.4 TECHNOLOGICAL FORCES 6 2.2.5 POLITICAL LEGAL REGULATIONS 7 2.3 SWOT ANALYIS 8 2.3.1 STRENGTHS 8 2.3.2 WEAKNESSES 8 2.3.3 OPPORTUNITIES 8 2.3.4 THREATS 9 2.4 PRODUCT OFFERING 9 3.0 COMPETITIVE ANALYSIS 10 3.1 COMPETITORS 11 3.2 COMPETITOR ANALYSIS 12 4.0 SPECIFIC BUSINESS GROWTH OBJECTIVES 17 4.1 NICHE 17 4.2 STRATEGY 17 4.3 PROMOTION 17 5.0 FINANCIAL ANALYSIS 21 5.1 SALES PROJECTIONS 22 5.2 PROFIT AND LOSS STATEMENT 23 1.0 EXECUTIVE SUMMARY Sonal Holdings Kenya Limited was incorporated in 2002 and commenced operations in April of the same year. The company was started by Mr. Paresh Dodhia- a young and simple innovative, dedicated and hardworking pioneer business entrepreneur. The company was incorporated to trade in wide range of pharmaceutical products, household goods and general merchant trading. Noticing an ever increasing in demand for the over the counter (O.T.C) pharmaceutical products, the company has since manufactured and marketed, through its suppliers, its branded products which are gaining...
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...Bottom of Form |Read full version essay Case Analysis : Pharma Industry | |Case Analysis : Pharma Industry | |Print version essay is available for you! You can search Free Term Papers and College Essay Examples written by students!. | |Join Essays24.com and get instant access to Case Analysis : Pharma Industry and over 30,000 other Papers and Essays | | | | | |Category: Business | |Autor: anton 06 June 2011 ...
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...THE SNEAKY WORLD OF ADVERTISING: PREYING ON OUR YOUTH The Sneaky World of Advertising: Preying on our Youth Liberty University Abstract Advertisers spend billions of dollars annually to promote their products. They are constantly researching the best stratagies to make their marketing dollars as effective as possible. The latest strategies advertisers have begun to use include targeting children in various ways. The biggest group they are currently targeting are the grade school age kids. These tactics are not intended to be good for our children. The intention is for companies to make money. The Sneaky World of Advertising: Preying on our Youth In the past, marketers have targeted mothers to influence them to make purchases for their children. This trend has changed. With the increasing exposure children have to television, they have become marketer’s main targets. According to Dr. Victor C. Strasburger of the University of New Mexico School of Medicine: Children and adolescents spend more time watching television than in any other activity except sleeping, and more time from age 2 to 18 in front of the television set (15 000 to 18 000 h) than in the classroom (12 000 h). By the time today's children reach age 70, they will have spent a total of 7 years of their lives watching television. Dr. Strasburger goes on to say that children will be exposed to over fourteen thousand sexually suggestive images, thousands of images portraying alcohol and...
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