The question we should be asking ourselves here is how the cream's features can be adapted to fit Thai climate. The best way to do this is by evaluating during a short period of time (up to two weeks) the exact effects of climate and weather on the cream. The team that will evaluate should also consider any possible side effects and chemical transformations that may occur due to the increased humidity in the atmosphere. Further more, the team will analyze whether or not the cream possibly has any side effects on the Thai skin. Indeed, if the cream has only been evaluated on Caucasian skin, for example, with its own characteristics (a larger amount of some elements, corroborated with lower amounts of others), it may prove wrong for other types of skin. All these evaluations are quite important before launching the product, so as to eliminate any possible issues that may arise.
In terms of promotion, basically there are two channels that should be followed: the specialized/medical channel and the population. The first channel implies a direct contact with hospitals and pharmacies. The promotion can be done by publicising different articles in specialized magazines (dermatological etc.) or by launching an oral promotion campaign. In this type of situations, it is usually enough to simply launch the idea in a reduced circle of doctors, who later on, by word of mouth, will proceed to spread the word around. Given the fact that the medical community is usually a closed community, it may be the case that several medical facilities will proceed to using the cream.
At pharmacies, promotion can be done by offering initial free samples, samples that can be tried out by the consumers at home. This type of promotion will also be beneficial for the mass promotion meant to address the second category of customers.
In this first, specialized category, promotion goes hand in hand with distribution. Indeed, it is probably preferred to base one's operations on...
One may suggest that the company, after an initial period of promotion, will only supply a specific set of hospitals and pharmacies.
For the second category of customers, the Thai population in general, there is practically no differentiation in terms of promotion and the promotion means used in non-pharmaceutical products can well be used here as well. First of all, samples can be handed out, not only in pharmacies, but perhaps also in specialized locations where a Neosporin Antibiotic Cream booth can be setup and where demonstrations and explanations can be provided. This will explain the benefits of the cream, the way it works on the wound in order to reduce the risk of infection (quite high in a country with a hot and humid climate) etc.
Second of all, the means of mass communication can be adequately used. The radio may come in handier than the TV in the case of Thailand, but we may also refer to newspapers, to magazines and to advertising in the cities with banners and posters with the product.
In any case, introducing Neosporin Antibiotic Cream to the Thai market is certainly a challenge, but the company can well benefit from (1) the extremely cheap workforce and (2) the increased potential of a market whose purchasing power has been constantly growing over the last years. Understanding country specificity will ensure the success.
Bibliography
1. Gross, Ames. Human Resource Issues in Thailand. Pacific Bridge Inc. Spring 1996. On the Internet at http://www.pacificbridge.com/Publications/ThailandSpring96.htm
2. Yaffe, Hillary. The Efficiency of OTC antibiotic Creams -- Phase II. On the Internet at http://plymouthschools.com/Science/scifair9/abstracts/biology/B58.htm
Gross, Ames. Human Resource Issues in Thailand. Pacific Bridge Inc. Spring 1996. On the Internet at http://www.pacificbridge.com/Publications/ThailandSpring96.htm
