[lit-ideas] Re: Pharma Spies
- From: Paul Stone <pas@xxxxxxxx>
- To: lit-ideas@xxxxxxxxxxxxx
- Date: Thu, 02 Jun 2005 14:17:58 -0400
>Andreas: The real problem is a marketing problem: the makers of Viagra
>spent $300 million dollars
>last year in promoting Viagra and they managed to raise sales by 1%. One
>single percent.
>That's a devastating marketing failure. The market is maxed out; everyone
>who wants it
>already has it, and the rest don't need it or don't want it.
The same could be said for Coke, Nike, McDonald's. All the biggies need to
MAINTAIN not attract. Other than kids who are just becoming conscious,
there's no one who suddenly decides "hey, I need a break today" and goes to
McDonald's. But they may KEEP going because of the ongoing onslaught of
being reminded they need one.
In many niches, the branding of america is finished. Now, it's all about
maintaining. If Viagra was for kids (in some cases I guess it might be for
younger experimenters) then they would be getting new users. As it is, the
tremendous marketing is just to retain, not to influence new users.
Eventually supply and demand will equilibriate the market. Right now,
Viagra is probably in trouble [because of the alternatives] until the
'truth' comes out and those in need of EF (erectile function) remember "oh,
yeah, Viagra could help" because V was first on the block. The box is open,
there will always be boner juice until we perfect cloning. Then, the women
will dispose of all men and V will be unnecessary.
until that time,
paul
##########
Paul Stone
pas@xxxxxxxx
Kingsville, ON, Canada
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