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The most important reason for bringing in the marketing concept is to place the customer needs at the centre of organisations decision making. The need to adopt this approach stems fr

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

om a number of factors, including increased competition, better-informed and-educated customers and, most importantly, changing patterns of demand. Basically it is this change in pa

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

tterns of demand that has given rise to the need to segment markets. Market segmentation can be defined as the process of breaking down the total market for a product or service into

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

distinct sub-groups or segments where each segment may conceivably represent a separate target market to be reached with a distinctive marketing mix. Effective segmentation is achieve

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

d when customers sharing similar patterns of demand are grouped together and where each group or segment differs in the pattern of demand from other segments in the market.

Segmenta

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

ion Bases:

a) Geographic Segmentation consists of dividing a country into regions. If the company is bigger then, these larger regions are then broken down into areas with individual

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

regional manager controlling salespeople in distinct areas. In international marketing, different countries may be deemed to constitute different market segments. With the hair care

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

products geographic segmentation is quite important.

b) Demographic Segmentation is done on the basis of various factors like age, sex, income and social class, education, nationalit

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

y, political, family size and family life cycle. This is quite important for hair care products because different types of people like different types of products at different stage

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

f their life.

c) Behavioural Segmentation takes into account the behavioural pattern of the buyer. Buyers generally have a constant buying habits. They generally buy the same or the

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

similar product and this can be used as the base of segmentation. Such base include usage status,”light”, “medium” and ”heavy users”, Brand loyalty status, where customer can be divi

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

ded depending on their loyalty to a product or a brand, Benefits sought, that determines the principal expectation(s) that a purchaser is seeking from the product and occasions for pu

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

chase.

d) Life Style or Psychographics segmentation is based on the idea that individuals have characteristic patterns of living that may be reflected in the products and brands whic

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

h they purchase.

This company producing hair care products can segment itself in all different ways discussed above just by slightly modifying the product for different target segmen

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

s or market.

Price can be used to support the position of the range of hair care products.

Price is very important part of the marketing mix. The four P’s , Price, Product , Promoti

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

on and Place are the four wheels of effective marketing. All four of these components are quite essential for the successful marketing. Among these the price takes the priority. Pric

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

ng is quite important for Survival, maximizing profit, maximizing market share, maximum market skimming, product quality leadership. Determining demand, price sensitivity.

It is the

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

price that motivates the consumers to buy a particular product mostly in the case of price sensitive products. Similarly price perceives the quality. It is the assumption that cheap p

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

oducts are not good in quality and vice versa. So price can help in positioning the product in a desired market. Because of the various range of hair care products being produced dif

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

ferent price can be set for different range. This will help to position the product in the market and create an image in the mind of the consumer regarding the quality of the product

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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The configurable auditing features available in some automated records management systems. The advantages of using an audit package in conjunction with a records management system are illustrated.

A brochure shows others what you have to offer and if you do not have one, it is time to get one prepared. Afterall, you cannot talk to enough people to get the message across and make good profits. Your brochure speaks for you when you cannot be there.

You are in the middle of an important interview and are confident that you are doing an excellent job of presenting your skills and qualifications for the position. The interviewer asks the next question - and it's a difficult one. You start to sweat as your illustrious visions of landing your dream job are rapidly spiraling away at a breakneck speed. What do you do?

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