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THE PHARMA REVIEW (MAY - JUNE 2012)

OTC Drugs vs Prescription Drugs Branding vs Any Other Category Branding

Alpana Parida

Abstract: ___________ ki goli lo, khich, khich duur karo” “Yeh kya haal bana rakha hai, kuch lete kyun nahin? __________li?”
If you have grown up in the days when TV was Chitrahaar, The World This Week and Imran Khan galloping on a saddle-less horse selling soap, you will know that the gaps in the above sentences belong to Vicks and Coldarin respectively.
Yes, those were the days of less fragmentation, etc but for these brand lines to have withstood the test of time and hazy memories, tells us that there is something they did amazingly right. They recognized the power of branding in a category otherwise left to the doctor and the chemists’ wisdom; they used the concept of consumer pull. If they needed the pull 20 years ago, do OTC drugs need the pull today? Rhetorical question, right?

 

 

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