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Article Title:
How To Create A Global Retail Brand On A Shoe String!

Article Description:
>From Fanfare to Flop can be a very short time in Brand and 
Product launches. History shows that as many as 9 out of 
every 10 product launches end up as financial failures.

Additional Article Information:
768 Words; formatted to 65 Characters per Line
Distribution Date and Time: Tue Apr  4 03:52:12 EDT 2006

Written By:     Gerard Brandon
Copyright:      2006
Contact Email:  mailto:[EMAIL PROTECTED]

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How To Create A Global Retail Brand On A Shoe String!
Copyright © 2006 Gerard Brandon
Guru Manager

>From Fanfare to Flop can be a very short time in Brand and 
Product launches. History shows that as many as 9 out of 
every 10 product launches end up as financial failures.

Major corporations such as Proctor & Gamble had 12 of its' 250+ 
products on the market in 2002 generating more than half their 
revenue and a greater share of profits.

Big pharmaceutical companies live or die on a single blockbuster 
drugs that contribute disproportionate amounts of revenue and 

With an average of 700 brands being launched every year into more 
than 2.3 million existing brands around the world currently being 
tracked, the chances of creating an international impact with a 
single brand are exceptional.

To have all three brands from one small company achieve that goal 
within three years, not limited by the amount of financial and 
personnel resources available, when the estimated cost of 
creating a global brand is over $500 million, Alltracel 
Pharmaceuticals PLC has used less than $10 million inclusive to 
build all three with a marketing team of four.

Getting your brand or message across in an ever increasing media 
buzz even in your local vicinity can be expensive, so how much do 
you need to put your stamp on the world?

Gazillions!!!!!!! Right? Wrong

It is possible to engage psychological tactics to get access to 
the expensive real estate of your customers' brain. The easiest 
way to explain this is through an example and one where I played 
a significant role. Although the technology describes the 
benefits in wound care, the process represents a breakthrough in 
areas like cardiovascular health and Cosmeceuticals.

Alltracel has a patented platform technology called 
PolyAnhydroGlucuronicAcid or "PAGA". The benefit in wound care is 
that it stops bleeding.

Creation of the Brand

The first part of the exercise involved the creation of a Brand 
that would name and describe what it actually is. Micron sized 
Dispersed Oxidized Cellulose. By use of the acronym MDOC it was 
possible to achieve the first brand and clever association with 
health. To further this process it was a logical step to break 
it up to achieve M-DOC!

Add in the "Stops Bleeding" benefit and you have a 
problem/solution and target audience. Introduce innovative 
delivery mechanisms such as Spray on Bandages - with M-DOC, 
Blotting technology - with M-DOC which is similar thin film 
technology like Pfizers' PocketPaks breath and another brand 
"Blotter" and you now have a reason why retailers got excited and 
took the product. Next throw in an impregnated "Band-Aid" like 
adhesive dressing with M-DOC inside and you have a 5 SKU range of 
products and a completely new "Stops Bleeding Category". This not 
only enhanced the range of products available in the First Aid 
section of retail and drug-stores, but also increased revenues 
with new value added products in what was for many years a 
dormant category.

Faced with competition that could wipe the floor with the 
Alltracel products, the way forward was to work within the 
industry rather than against each company. This was done by 
co-branding with existing brands and retailer brands. Alltracel 
licensed the technology on a non-exclusive basis and delivered 
added value to all new users of the M-DOC technology.

This can be seen by walking into any Boots Plc retail outlet in 
the UK and in the First Aid section there are Boots own Brand 
"Stops Bleeding range with MDOC technology being promoted along 
side. This spread to the US where CVS, Rite-Aid, Walgreens and a 
multitude of other drug-stores in 2005 had products with M-DOC. 
This spread to have products in more than 300,000 outlets around 
the world in Europe, Asia and the US markets.

Now having said this, building a brand is still a long term 
exercise and wound care is a big market with small margins. 
Creating a Brand requires the ability to deliver a promise.

M-DOC delivers the benefit of the science and not just the 

People buy benefits. They want value and need to see results. 
Retailers need increased revenue from existing dormant product 
ranges. M-DOC delivers all of the above. Alltracel staked its' 
claim on a very intensive, highly competitive and potentially 
dangerous product launch platform and delivered on its' promise 
to deliver.

The future will tell the true worth of the brand value in 
Alltracel, but ultimately innovation is not just about product 
development, it requires creative marketing and not as much money 
as you think!

PocketPaks is a registered trademark of Pfizer Inc. Band-Aid is a 
registered trademark of Johnson & Johnson. M-DOC and Blotter are 
registered trademarks of Alltracel Pharmaceuticals PLC.

Gerard Brandon is editor of <a href="";>Guru Manager 
Toolkit</a> Founder and former CEO of Alltracel Pharmaceuticals 
Plc, with multiple partners and suppliers in China. Guru Manager 
provides Entrepreneurs interactive tools for building their 
global business.



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