Primedia Unlimited’s X/procure® business has demonstrated its ability to launch a new product into an already well established market.
“Building brand awareness within a market that has already reputable products is not easy but it is possible,” says X/procure®’s MD JD Henderson. “We were able to demonstrate this when we launched Activo Mozitec into the malaria medication segment. The added hurdle that we had to overcome was launching into a market where the competing brands had the advantage of competitive pricing.”
The campaign which began earlier this year, was scheduled to run for a period of three months on X/procure®’s procurement software, targeting pharmacists and dispensing doctors to build awareness of the product.
The campaign was supplemented with additional in-store advertising initiatives and external communication which had an overall positive impact on sales results.
“Due to the increase in sales overall during the subsequent months of this campaign, it was decided by Activo to renew for an additional three months,” says JD.
“Timing is critical. It was important to launch before the traditional malaria summer season, before competitors started their own advertising campaigns. It was this tactic, combined with solid sales results that prompted the advertiser to extend the initial campaign.”