Advice Pool - Business

I love Pepsi. It’s that slightly sweeter taste and the all-American logo combined with the non-conformist stateme

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

nt that, well, it’s not Coke.

Yet Pepsi has been consistently #2, and there’s nothing wrong with being #2 if that

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

Examples of combination products may in

s your goal. But Pepsi’s goal is to be the #1 preferred brand (notice I didn’t say ‘taste’ – we all took the Peps

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

i taste test and they’re still #2) with members of the eponymously titled Pepsi Generation – an age group that the

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

seemingly stretch from year to year.

As of late, Pepsi has employed Pop-Culture icons to represent their brand :

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

Combination pro

Britney, Big n’ Rich, AROD and Jeff Gordon to name a few. Yet none of them seem to capture Coke’s ageless, timel

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

ss wave of emotion brought on by a 6 year-old boy and Mean Joe Green. That commercial touched all of our senses;

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

the agony of defeat, a fan’s elation with their idol, a friendship being forged between generations and a refreshi

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

g beverage that made everything ok. Coke continues to focus on the experience, while Pepsi focuses on taste.

Whi

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

ch is why I cringe every time I go to a restaurant that only carries Pepsi products; Sure, I’m happy, but what of

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

those who prefer Coke? The waiter/waitress always asks if you would like a beverage before ordering, and an overw

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

Following aspects would a

elming majority of people reply, “I’ll have a Coke.” The wait staff them replies with the brand kiss of death:

<

dd to the challenges in developing combination products:

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

b>“Is Pepsi ok?”

Is it ok? It’s like saying ‘no we don’t have Coke, but will you settle for this sub-par bev

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

rage?” And because they ask this way, the customer always reluctantly answers ‘yeah, I guess.’

For every restaur

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

ant, there should be an in-house Pepsi Brand Champion - someone who will train all restaurant employees on Pepsi’s

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

passion, core values, culture and more importantly, how to make it preferred! Instead of making it the red-headed

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

Professional from academic institutions, pharmaceutical industries, health care indust

step child on the menu, they should wear buttons that read, ‘We Proudly Serve Pepsi Products’. There should be a

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

branded way to respond to the unavoidable Coke question. There should be Pepsi soda glasses and other branded mat

.

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

erials so that it’s no surprise to the customers. People do not choose restaurants because of the soda they carry

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

Companies that provide selfless information through particip

so Pepsi needs to step up and educate it’s captured audience on why they should be the choice of every generation

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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