Market disruption is now a bigger issue that will end up driving bigger but outdated businesses aground. About 9years ago when my organisation an NGO into social marketing introduced Misoclear (Misoprostol 200mcg) for the management of postpartum haemorrhage(PPH) in Nigeria, we were the only competitor to the originator brand which was not even positioned for the indications our brand is positioned for. All the policy, marketing, promotional work was done and it was included in the country's essential drugs list. Presently, we have more than 30brands in the open market (genuine and fake) competing for market share. Our sales volume in the 3years have forced us to different direction for solution to our problem.
1. We are adding more products into our portfolio so we can maximise the use of our marketing resources.
2. We have franchised sales responsibilities for the established brands to another organisation which have made payment for products much easier because we are only having one mega customer who even pays before we supply servicing the other customer category.