Consumer Trends of Drug against Headaches and Pains of the Body Parts - Essay Example

BRAND ANALYSIS PROJECT ON ADVIL INTRODUCTION Advil is world’s best selling ibuprofen prescription drug againstheadaches and pains of the body parts and muscles. It is known for the treatment of body pains ranging from toothaches, headache, back pains, menstrual cramps, and cases of arthritis. Advil is effective for anybody in pain either through the Doctor’s prescription, or through over the counter purchase of the pain reliever (Bixby 1). Advil is the number one pain reliever recommended for athletes in relieving muscle and body pains, such as back pains incurred due to awkward postures of athletes during bike racing. Physicians categorize Advil as an anti-inflammatory drug without steroid content (NSAID). Advil pain reliever is a product manufactured in 1984 by the world’s largest multinational pharmaceutical company known as Pfizer in America (Bixby 1). From 1984 to date, Advil painkiller has faced market competition from other painkiller drugs such as Vanquish and aspirin drugs, with Tylenol being the major competitor in the pharmaceutical market.  REVIEW OF PRODUCT Consumer Trends Advil precipitation drugs have been receiving high demands from local, regional, and international consumers ever since 1984 to 2013. The latter enhances an individual’s perceptions on the positive relieving effects of the ibuprofen products to muscles and body pains. Advil has received numerous endorsements from families, sportsmen and women, and global physicians as the perfect pain reliever in relation to other painkillers in the market. However, the pharmaceutical market research on over-the-counter drugs (Dolcera Conference 51) has proven that, over the Advil’s marketing years in the United States it has met an effective advertisement and sales target, as an outstanding global pharmaceutical product industry. Dolcera provided the market study information on the Advil’s competitive assessment, and advertising study of the prescription drug in the consumer market. From Dolcera Conference analysis by professionals, the compound annual growth of Advil painkiller drug with other OTC drugs in the market, from 2006 to 2014 to be 2.7% with 3.3% of the annual growth between 2006 to 2009, during a constant 2.7% annual growth rate from 2009 to 2014 (Bixby 1). However, new OTC consumer switch approvals from FND, points out Advil painkiller drugs as to receive high pharmaceutical approval over the years from 2007 to date in the consumer markets in USA ("Nurses Drug Alert 63). Advil drug type contains the following ingredients; ibuprofen, pseudoephedrine Hcl and NDA, as to have the highest approval compared to its generic type of ibuprofen containing only NDA the consumer market. The ranking was made in relation to other OTC drugs in the consumer market, such as; Omeprazol tablets, Sodium bicarbonate drugs and Tylenol tablets containing NDA ingredient for pain relieving. In relation to the latter second graphical representation; the numerical1and 2 signifies the two-types of Advil drug tablets in the consumer market. KEY CONSUMER BEHAIVORS Advil as been marketed as the world’s best and long lasting pain reliever compared to other OTC painkiller drugs in the consumer market. Advil manufacturing company’s strategy towards rhetoric marketing campaign of the product have as a result led to an effective consumer attraction and persuasion to purchase Advil drugs in the pharmaceutical competitive market in USA (Kohler 69). The consumer rhetoric and probing posters displayed in media advertisements and billboards, on the quality health effect of Advil painkiller over its competitor drugs, as earned the product high consumer attraction and preference over potential pain killer drugs in the market (Seppa 13). The adjacent pictures show current examples of effective Advil promotional photos, used in a number of advertisements in the US media and websites all over the world. The competition in the analgesics market has ranked Advil painkiller as the best aspirin tablet that has dominated the aspirin market in USA. Advil reputation in the pharmaceutical market as promoted positive consumer behaviors towards the product locally, regionally and internationally. Pharmacists and physicians recommend the administration of Advil tablets to patients or individuals showing pain symptoms (Kohler 71). The latter leads to the consumer preference on Advil tablets for headaches, toothaches, back pains and muscle pains, due to its health reputation to be the quickest and long lasting pain reliever. BRAND ANALYSIS AND COMPARISON WITH OTHER COMPETITORS. A number of respondents from the Dolcera Conference have identified a significant increase in the demand of OTC drugs, amongst the population in the United States and the global international market. The survey made in the past three years, in consideration to the possible reasons from the consumer market and doctors in the country (Heal 113). It is noted that in the current year individuals prefer to use of OTC drugs as compared to the past Three years. Physicians prove Advil drugs to be the best medication for body pains and mild ailment among patients in relation to the latter findings. An insight on OTC drugs usage in USA shows that, these drugs have the greatest market shares over other prescription drugs in the pharmaceutical regional and global market (Heal 113). However, narrowing down to Advil’s close competitor Tylenol tablet a painkiller comparison chart summary is shown in the figure below, which relates Advil ibuprofen tablets to other painkiller drugs in the US pharmaceutical market. The chart outlines Advil drug as the strongest and long lasting pain reliever amongst the rest of the painkillers in the chart. OTC Drugs Chart (With increasing Strength) .    1. OVER - THE - COUNTER (OTC) Pain Medicine Name of Brand Generic identity Dosage RELIEF SCORE Uses Best Uses complications Anacin Bufferin aspirin 81 mg 325 mg 1 Minor aches and pains minor aches and pains aspirin allergy and asthmatic conditions Tylenol acetaminophen 500 mg 2 Headache Fever, aspirin allergies, and arthritis. Liver damage Advil ibuprofen 200 mg 2.5 Aches and body pains Fever, aches and body pains aspirin allergy and stomach upset Economic Scan on Advil Drug The costs of painkiller drugs in the consumer and pharmaceutical market rating are the same all through the painkiller drug brands. The pricing of painkiller drugs such as Advil and Tylenol are based on the drug’s power and volume. However, the generic forms of the above drugs are much cheaper to the consumers than the original types (Greenlaw 73). It is only the customer’s preference of the type of painkiller that dictates the drug to be bought. Advil pharmaceuticals limited remains as the best selling painkiller industry in the pharmaceutical and consumer market based on the research findings. Advil Drug Competitive Scan Advil painkiller leads in the pharmaceutical and consumer market as earlier discussed, due to its effective product advertisement and promotional strategies (Greenlaw 75). In comparison of Advil painkiller to Tylenol, it stands out to be the only pharmaceutical product that makes use of the appropriate product promotion and customer motivational strategies in the market (Willis 170). The latter is quite apparent from its posters and media advertisement, which incorporates the effective use of marketing campaign strategies such as the use of; hyperbole, metaphors and rhetoric questions in showing their drugs strength in relieving body pains and patients mild ailments. The relieving power within Advil painkillers, which is effectively illustrated in their posters, persuades individuals in the country to buy Advil tablets in comparison to other available painkillers in the market. For example, the above poster shows a woman having an ample sleeping session after taking a dose of Advil tablets for her body pains, which were hindering her from sound sleep (Greenlaw 77). However, the second picture shows an individual’s happy moment after acquiring Advil tablets, which gives him a positive perception of getting well after taking the required dosage of the painkiller. These advertisement skills enable Advil painkiller tablets to compete favorably with other potential pharmaceutical products in the market. The latter makes Advil stand out in the consumer market more than Tylenol painkiller. Social Network Scan It is quite apparent that Advil pharmaceutical company has gone digital since the onset of the 21st century (Finley 31). The latter fact is supported by the diverse ways in which Advil manufacturers and product promotional team, is working hand-in-hand to advertise the health benefits of ibuprofen painkiller to consumers through social network sites such as Facebook, Twitter, YouTube, Skype and Instagram (Finley 33). It is through social media that Advil manufacturing fraternity uses to promote their products in the consumer markets, which as a result has led to the high consumer preferences on Advil drug medication rather than the use of Tylenol tablets for relieving aches and body pains. Targeting and Market Segmentation Strategy The product is targets vast geographical region around the world and different groups. It also focuses on the behavior of consumers and patients who are likely to use the drug. The marketing strategy does not much emphasis on the how the product is to be marketed especially to the users of the drugs. The target market for this product is mainly young adults who have access to over the counter medication (OTC). They essentially have proper knowledge of the product and can use it appropriately. This market image is associated with the outcome associated with the use of the product Advil Regulatory Scans Advil tablets have a chemical composition of ibuprofen, propionic acid, and analgesic NSAID (Reed et al. 49). The composition is what brings the relieving effect of the drug to muscle pains, back pains, and headaches. Thus, the pharmaceutical industry behind the manufacturing and production of Advil painkiller always monitor and ensure that the required or specific amount of the chemical ingredients are added, in order to avoid the addition of toxic levels of the chemicals ("Nurses Drug Alert 64). The regulatory strategy makes ibuprofen tablets safe for human health. Brand Recommendations 1. Advil drug manufacturing company should consider expanding their consumer market, through embracing strategies aimed at exporting their drug products all over the world and in developing countries. Hence, the issue occurs because they have the best advertising and product promotion method, which as a result has attracted a large global consumer market (Reed et al. 51). The latter has increased the demand Advil painkiller medications all over the continent. 2. Advil drug manufacturing company should also work to promote the production of original painkiller tablets as opposed to the generic types. The latter is because long-term usage of generic drugs for medicinal purposes leads to mild side effects to consumers. 3. Finally, Advil product promotion team should enhance the use of rhetoric marketing campaign strategies in advertising the drug’s quality health effect (Reed et al. 51). The marketing technique would promote the gradual customer or consumer market attraction, and the effective customer persuasion to purchase Advil painkillers over other major competitors in the market, such as Tylenol. 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