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Definition
of Megabrand
According
to AstraZeneca, a megabrand is a product that has the following
characteristics:
- Reaches
$1 billion in annual sales by year two of launch and is
clearly destined to achieve peak sales of several billion
dollars
- Requires
a rapid global roll-out to around 60 countries within
that two-year period
-
Needs a huge marketing investment. The marketing commitment
that AstraZeneca surmises is necessary is $450 million
- $1 billion in the first two years of launch, with 25%
of that being spent pre-launch (and in addition to development
spending). The commercial risk inherent in such an investment
is significant and suggests that only the very largest
companies can participate at this level.
02 Mar 2000,
Copyright IMS HEALTH |
