Marketing Design and Innovation at the Regaine Products (GC041)

Table of Contents

Task A: Critics on product design and innovation.

1.0 Introduction.

1.1 Company background.

1.2 Introduction to the chosen product

1.3 Why Regaine is considered as an innovative product

1.4 Evolution of Regaine.

1.4 Target customers segment of Regaine.

1.5 Competitiveness of Regaine in marketplaces.

2.0 The benefits and value derived by the clients or customers or recipients.

2.1 Benefits the Regaine provides to the consumers in meeting their changing needs.

2.2 Values the Regaine provides to consumers addressing their needs.

2.3 Benefits and values change overtimes.

3.0 The uniqueness of Regaine’s design elements.

3.1  Shape, color, design, features of Regaines with their relevancy and usefulness to the consumers

3.2 How Regaine’s design changed over time to meet customer needs.

4.0 Brand appeal in contemporary markets.

4.1 Brand position of Regaine in customer minds compared to competitors.

4.2 Regaine’s brand position in terms of competitors.

4.3 Competitive advantage gained by the brand.

5.0 Conclusion.

6.0 Reference

Task A: Critics on products design and innovation

1.0 Introduction

In the past, many companies had been able to survive in a competitive market with limited innovations only focusing on the quality of products and update them at a certain level. Although this method is still applied in some products’ lifecycles, some trends have emerged which drive to improve the innovation process. Globalization and outsourcing are pushing the organization to improve its effectiveness and efficiencies in the innovation process to reduce costs and improve productivity (Kotler et al., 2012).

Customer needs and expectations also drive the level of innovation in competitive markets. In this current digital world, consumers are more informed and have alternative options for the buying process, and they prefer the products which improve continually and make their life comfortable and easier. Only innovation can differentiate the products from the competitors and can meet customer needs (Beckman and Barry, 2008).

This report has evaluated and analyzed the way of innovation of a particular product called “Regaine” developed and manufactured by Johnson & Johnson. The critic has characterized how the product has altered over time to meet consumers’ expectations. Then, the critic has evaluated the benefits and values of the product derived by consumers, and the uniqueness of the product’s design elements such as design, shape, relevance, usefulness, etc. Finally, the report has assessed the brand appeal of the product relating to its competitors.

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1.1 Company background

Regaine was first developed by the Upjohn Company. Upjohn Company was a pharmaceutical manufacturing organization established in 1886 in the US by a pharmacist called Dr.William E. Upjohn. The company was mainly formed to manufacture friable pills. The company merged with Pharmacia AB in 1995 and disclosed as Pharmacia & Upjohn. The company merged again in 1996 with Monsanto and took the name “Pharmacia”. The remainder of Upjohn is owned today by a person called “Pfizer”. Pharmacia & Upjohn sold their many brands including Regaine (Rogaine) to Johnson & Johnson in 1997 (Hogg, 2012).

Today the Regaine (Rogaine) product is developed and manufactured by Johnson & Johnson.  Johnson & Johnson is a US-based multinational company, which has been manufacturing medical devices, consumer packaged goods, and pharmaceutical products since 1886 (Johnson & Johnson, 2015).

1.2 Introduction to the chosen product

Regaine has been a famous brand developed by Upjohn Company and is now owned, developed and manufactured by Johnson and Johnson. Regaine is also marketed as Rogaine in some countries including the US. Regaine’s active ingredients, Minoxidil, has been medically proven to treat hereditary hair loss.

It has been the only non-prescription product, which is applied topically twice a day. It supports reducing hair loss in both males and females who have got signs of hereditary balding (Jonny, 2014). A consumer survey (C-Star, 2003)  on 7000 men discloses that 80% of users notice a difference in hair loss and 40% notice renewed growth of hair using this particular product.

1.3 Why Regaine is considered as an innovative product

According to Sarah (2014), Regaine’s active ingredient Minoxidil was used first as high blood pressure medication named “Loniten”. The patients who were using this drug started to notice increased new hair growth on the scalp which had been balding for a long time. Then, many people who had balding or were having problems with hair loss started to take this high blood pressure medication and were surprised by the new hair growth……………

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