Establishing strong brands for over-the-counter drugs

Establishing strong brands for over-the-counter drugs

Agus W. Soehadi, Contributor, Jakarta

In Indonesia, the pharmaceutical business is one of the most
competitive industries. More than 200 companies fight for a
share of the Rp 17 trillion (US$2 billion) market. Out of 200
companies, the market is dominated by less than 40, while the
rest struggle to survive.

Even for the major players business is not easy. Heavy
promotions with staggering budgets are the order of the day to
support sales of over-the-counter medicines.

In spite of these tremendous efforts, not every non-
prescription brand succeeds in the market. Antis, a liquid for
washing hands, and Notressa, a medicine to relieve stress, are
two examples of failures.

The president director of Sido Muncul, manufacturer of
medicinal herbs, said one of the most vital keys to successful
marketing was gaining the consumers' trust, meaning consumers
actually believe the product is effective. Today, when consumers
are bombarded with advertisements, along with an abundant choice
of products, gaining their trust is a tough challenge for any
pharmaceutical company. Hence, creating a strong brand is
necessary.

A brand's strength is reflected in consumer awareness and
instant recall of the brand. For example, every time a consumer
is exhausted and he or she remembers and purchases a certain
brand to get fit, that brand is categorized in the high awareness
and high recall list. Kratingdaeng and Extra Joss, both energy
drinks, are two examples of this, as consumers easily associate
the brands and their beneficial properties with their own needs.
Therefore, the less a consumer remembers a brand, the lower the
sales.

Some aspects of advertising copy, "key words", "catch phrases"
or "cues", in advertising lingo, make it easier for consumers to
remember brands and thus increase brand awareness and brand
recall. Some of the popular catch phrases are "Just komix it"
from cough medicine Komix, and "A gift for mama" by Irex, the
medicine to enhance masculine prowess. Ease in pronouncing brand
names is also important, like Promag, Inza and Bodrex.

Marketers often use four indicators to measure brand
awareness. The first is top-of-mind, another advertising term,
which means the first few brands that a consumer can instantly
mention when asked about a certain product category.

Second is recognition. If a brand enjoys good recognition, it
means a consumer can easily relate to its main function or
benefits. Indicator number three is choice of purchase. How
frequently a consumer makes the brand the first choice of
purchase or an alternative is another method for measuring brand
awareness. The fourth indicator is choice of consumption.
Although a consumer probably uses a competitor's product at a
certain time, how often he still remembers his first brand, the
brand he generally uses, is an important indicator.

Brand awareness naturally comprises consumers' positive
perceptions, which is termed brand association. High recall and
awareness without such positive association only means that the
brand is the talk of the town while nobody is buying it.

Positive brand association is formed through the superior
features or benefits of a product, called brand performance. This
is vital in maintaining customer loyalty. In fact, to maintain
demanding and fickle customers, brands have to exceed customer
expectations.

While brand performance is attributable to its intrinsic
features, another element -- brand image-cum-personality -- also
helps in many cases. Marketers often use celebrities to convey
this element. Joshua, a child star perceived by the public to be
smart and successful, is used by Sakatonik ABC to promote its
vitamin-filled tonic. Pediasure, producer of high-nutrient
supplements, uses Sherina, another child star and singer. Not
much of an eater but an achiever in studies and a successful
entertainer as well, Sherina has contributed much to the brand
image of Pediasure as a beneficial food supplement.

Whatever approach a marketer uses, there are three criteria to
follow. Each and every attribute of a brand has to enhance its
strength, make it more favorable and emanate a certain uniqueness
that is entirely different from competitors.

Tempra is one good example. In liquid form, it is a favorite
for treating children with fevers. Parents trust it because most
pediatricians recommend the brand.

A conclusion that marketers must arrive at based on these
various examples is that to succeed in marketing, especially with
over-the-counter products, creating strong brand awareness along
with all related attributes is a must. Promotions with huge
figures may be necessary, but only if they produce the intended
results. Otherwise it's a lot of money down the drain. -- The
writer is head of the School of Marketing at the Prasetiya Mulya
Graduate School of Management