Frontline Rabies promo

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what is the problem you have with this promo? I think it is another way Merial is showing an effort to support the vet channel. I do think that it will be over before it gains any traction. Clients only need rabies at best once a year so unless they need rabies in the next 60 days it will not really help vets sell frontline. merial should commit to this for 12mos so that vets can have time to offer to all clients and effectively market and advertise.
 






I call on 78 clinics. 7 don't like it, the rest think it is either the best thing that they've ever seen any company do or they are grateful for the program but neutral...participating but only moderately excited. Hardly a joke if you ask me.

We beg our marketing people to do something novel and they do. What are your marketing people doing, cutting the price in half or spiffing a distributor. This CONTINUES to be why we have double the share of anyone else. EVEN TODAY.
 






Introducing FiproGUARD™ and FiproGUARD™ PLUS – the first retail generic equivalent to Frontline® and Frontline Plus® for dogs and cats. FiproGUARD™ and FiproGUARD PLUS™ contain the active ingredients used in Frontline® and Frontline Plus®.*Available approximately 4/15/2011. Pre-order to ensure quick delivery.**
 






Merial is selling as much Frontline product as they can as they both prepare to launch a new product (already approved in US and Europe)* and trying to minimize the looming damage from competitors' complete and in some areas superior fipronil based product lines. Vets will be stuck with a lot of fipronil in a box that was sold to them waaay above market value and diversion won't be an option much longer as OTC demand dries up. Heartgard vs "generics" analogy again? Not analagous business case. And this new Merial product...well I'm a competitor who is not losing sleep about it.

*http://www.ema.europa.eu/ema/index....edicines/medicines.jsp&mid=WC0b01ac058008d7aa
 






Consumers don't know what Fipronil is, there are lots of products today in OTC that compare themselves to Frontline Plus and Consumers don't bite and never have. People who would otherwise buy Hartz will upgrade to the brands that claim to be the same or better than Frontline. Some think they're getting Frontline since they think they're buying a product with the active ingredient (methoprene) but Frontline will still be the #1 product at the end of the day. Some share loss? Sure. Lots of share loss? Nope.
 






Anonymous said:
Consumers don't know what Fipronil is, there are lots of products today in OTC that compare themselves to Frontline Plus and Consumers don't bite and never have. People who would otherwise buy Hartz will upgrade to the brands that claim to be the same or better than Frontline. Some think they're getting Frontline since they think they're buying a product with the active ingredient (methoprene) but Frontline will still be the #1 product at the end of the day. Some share loss? Sure. Lots of share loss? Nope.
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Seems like a highly improbable scenario based on questionable assumptions. I wouldn't want to be a company that underestimates and dismisses the intelligence of the consumer.
Do you believe consumers can read? "The first retail generic equivalent to Frontline Plus® for dogs, FiproGuard™ Plus contains Fipronil and (S)-methoprene – the active ingredients used in Frontline Plus® for dogs."
 






Anonymous said:
Seems like a highly improbable scenario based on questionable assumptions. I wouldn't want to be a company that underestimates and dismisses the intelligence of the consumer.
Do you believe consumers can read? "The first retail generic equivalent to Frontline Plus® for dogs, FiproGuard™ Plus contains Fipronil and (S)-methoprene – the active ingredients used in Frontline Plus® for dogs."
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wow someone on this site took the time to use the trademarks sounds like someone at sergents is on here and the LQA from there company is giving them things to copy and past
 






Anonymous said:
Seems like a highly improbable scenario based on questionable assumptions. I wouldn't want to be a company that underestimates and dismisses the intelligence of the consumer.
Do you believe consumers can read? "The first retail generic equivalent to Frontline Plus® for dogs, FiproGuard™ Plus contains Fipronil and (S)-methoprene – the active ingredients used in Frontline Plus® for dogs."
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I agree, now days the consumer knows more. I have heard three people in the office already today ask for the generic. One even told me the web site address. The other knew it was Sargents. Fiproguard was a good name because Frontline always brought attention to the chemical name as a way to further differentiate between "the pill" and advantage.
 






Anonymous said:
Vets will be stuck with a lot of fipronil in a box that was sold to them waaay above market value and diversion won't be an option much longer as OTC demand dries up.

Merial has always had a no questions asked return policy and always will. There will be no clinics "stuck with a lot of fipronil" unless they're buying from one of the cut rate generic guys.

I'm not worried about Generics. Frontline is a premium product that attracts premium buyers. premium buyers stick with brand names, not generics across just about every category. Will some defect? Of course. But I agree that the brands most at risk are the ones that have always positioned themselves as cheap like Hartz and Seargents. Low end buyers will "trade up" to a frontline generic because they can. The new Hyundai Genesis (the one that looks like a Mercedes) is rated by many analysts as good or better than a Mercedes - but Benz owners aren't flocking to the Hyundai showrooms - the Toyota or Isuzu drivers that aspire to drive a Mercedes are the ones upgrading.

Plus, Merial has the formulation patent for several more years and we don't yet know how well these products are going to be made or how much volume they will have, regardless of the molecules that they contain. It might stink like promeris or it might drench the dog. If that's the case and the experience isn't the same pet owners will be even less likely to defect - again unless they're using one of the bargain brands and they are willing to trade up for better flea and tick control.
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Anonymous said:
Anonymous said:
Vets will be stuck with a lot of fipronil in a box that was sold to them waaay above market value and diversion won't be an option much longer as OTC demand dries up.

Merial has always had a no questions asked return policy and always will. There will be no clinics "stuck with a lot of fipronil" unless they're buying from one of the cut rate generic guys.

I'm not worried about Generics. Frontline is a premium product that attracts premium buyers. premium buyers stick with brand names, not generics across just about every category. Will some defect? Of course. But I agree that the brands most at risk are the ones that have always positioned themselves as cheap like Hartz and Seargents. Low end buyers will "trade up" to a frontline generic because they can. The new Hyundai Genesis (the one that looks like a Mercedes) is rated by many analysts as good or better than a Mercedes - but Benz owners aren't flocking to the Hyundai showrooms - the Toyota or Isuzu drivers that aspire to drive a Mercedes are the ones upgrading.

Plus, Merial has the formulation patent for several more years and we don't yet know how well these products are going to be made or how much volume they will have, regardless of the molecules that they contain. It might stink like promeris or it might drench the dog. If that's the case and the experience isn't the same pet owners will be even less likely to defect - again unless they're using one of the bargain brands and they are willing to trade up for better flea and tick control.
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You must be from the marketing department in the ivory tower or R&D and have never really been in a clinic! To compare the Frontline purchaser to the car purchaser makes it even more ironic! The person with the parked Benz in front of the Vet is the person who not only will not buy Frontline, but B**ches about the cost of the vaccines! They buy it at Costco or Hartz at Target. YOUR consumer is the person driving the beat up car or van with a roll of hundreds in their wallet and will shell them out for whatever you recommend with little thought to price.
The best Frontline clinics are the clinics in the middle of a rural town, not the suburban clinics, where the clients DO price shop.
Frontline is in trouble only if the rural Vets bring in the generic and recommend it.
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Vets have been gettin screwed by Frontline being sold over the counter for years. And dont even try to say that it is "diverted" product. Costco cant buy pallets of diverted product. It doesnt matter what the promo is, once they find out there is a vet labeled alternative it is all over for Frontline.
 












Anonymous said:
Anonymous said:
Vets will be stuck with a lot of fipronil in a box that was sold to them waaay above market value and diversion won't be an option much longer as OTC demand dries up.

Merial has always had a no questions asked return policy and always will. There will be no clinics "stuck with a lot of fipronil" unless they're buying from one of the cut rate generic guys.

I'm not worried about Generics. Frontline is a premium product that attracts premium buyers. premium buyers stick with brand names, not generics across just about every category. Will some defect? Of course. But I agree that the brands most at risk are the ones that have always positioned themselves as cheap like Hartz and Seargents. Low end buyers will "trade up" to a frontline generic because they can. The new Hyundai Genesis (the one that looks like a Mercedes) is rated by many analysts as good or better than a Mercedes - but Benz owners aren't flocking to the Hyundai showrooms - the Toyota or Isuzu drivers that aspire to drive a Mercedes are the ones upgrading.

Plus, Merial has the formulation patent for several more years and we don't yet know how well these products are going to be made or how much volume they will have, regardless of the molecules that they contain. It might stink like promeris or it might drench the dog. If that's the case and the experience isn't the same pet owners will be even less likely to defect - again unless they're using one of the bargain brands and they are willing to trade up for better flea and tick control.[/QUOTE

There's a few more Toyota drivers than mercedes drivers these days. Terrible analogy! I think we all know merial is in trouble. Certifect to the rescue??
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