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In the world of pancakes the leading brand in the industry was Quaker Oats brand Aunt Jeminma Pancakes. In 1956 this well-known company decided to introduce a new prod

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

uct call Aunt Jemima’s New Deluxe Buttermilk Pancakes and expanded its flavors to include cornbread, coffee, and buckwheat. To promote the regular and buckwheat mixes,

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

Examples of combination products may in

and to entice peoples demand for pancakes, they also developed a national advertising campaign themed, “Perfect Pancakes in 10 Shakes.” With this campaign they offere

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

a free shaker upon the return of three box tops, one from each flavor of pancakes. However, this campaign produced unsuccessful results. The problem was that in order

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

to get the free shaker, people had to buy all three mixes. This was entirely to many pancakes for families to eat and they couldn’t just rip off the box tops because

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

Combination pro

he mix would then go bad. Also, once you had the shaker you didn’t need another one; therefore it was a very short-term incentive. The campaign was just not practical.

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

In response to the poor success rate, Quaker Oats introduced a new campaign which allowed a free shaker when you sent in one box top from the New Deluxe Buttermilk Pa

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

cakes. With this change sales jumped from $9000 to $80,000 in the yeas 1956 to 1958. Another direction they could have turned would have been to create variety packs,

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

like you find with cereal. Then they could have turned in all 3 tops but not had an overwhelming amount of pancake mix. This also, would have gotten people to taste al

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

three kinds.

To continue this success in the long run, Quaker Oats need to promote a new Campaign. After the consumers have the shaker the new incentive to Quaker Oa

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

ts should offer is “buy two get one free” deal. However, some people may not already have the shaker, so it should be sold on shelve stores. This way Quaker Oats gain

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

Following aspects would a

financially from the sales of the shakers, the consumers benefit from a free mix, and Quaker maintains the competitive edge over other companies.

In additional to the

dd to the challenges in developing combination products:

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

campaign, “Buy 2 get 1 free,” Quaker Oats needs to continue with new and original advertising and marketing techniques. They need to differentiate their product. This

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

is key during the summer months because sales drop during the summer and increase in the winter, partly due to the fact that pancakes are associated with cold weather

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

nd warm food. For example, they could offer free Christmas cookie cutter designs in every box. They could make coupons for free bottle of Aunt Jemima syrup with a purc

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

hase of the New Deluxe Buttermilk Pancake Mix. They should focus their advertising to mothers and grandmothers because they are the ones buying the product. They could

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

Professional from academic institutions, pharmaceutical industries, health care indust

do this by advertisements in woman’s magazines and television commercials during soap operas. In addition they could put advertisements in Saturday morning cartoons to

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

create interest in the children who will beg their mothers to buy the pancakes.

In conclusion, after they worked out the kinks, the “Perfect Pancakes in 10 Shakes,”

.

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

ampaign was a huge success. Quaker needs to continue to improve their campaign ideas. I feel the introduction of, “but two get one free,” would be successful as well a

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

Companies that provide selfless information through particip

s selling he shaker in stores would add revenue. Creating these new advertising techniques will allow Quaker Oats to have a competitive advantage and increase revenues

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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