A product concept is a general idea of the product you want to create or market. (How you want to define your brand)
The idea is transmitted on 3 levels
· What the brand says
· What it shows
· The atmosphere created
The product concept must fulfill the following criteria:
· Product concept must produce satisfaction and position attitude change needed to achieve the communication strategy and objectives.
· It must be as specific and singular as possible (don’t mix concepts and create confusion).
· It must be believable and must have an effect on the viewer
As brand managers, we must ensure the creation of good innovative product concepts (direct product concepts) that can help the sales force build a successful brand image in the pharma market.
Each and every pharma company must ensure that they create product concepts relevant to achieve brand success.
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