From October 1st, all drugs' outer packaging must change to new packaging. The area of single word in the brand name can't exceed a half of the area of single word in generic name. Generic name are more obvious, while the brand name is weakened. And in drug label, the area of registered trademark can't exceed one fourth of the area of single word in generic name.
With the implement of the rule, the old packaging can't be used. Enterprises usually deposit a number of old packaging and this will bring damage to enterprises.
But the enterprises think they can afford to lose money, while the most damage is the advertisement and marketing strategy will get huge influence. From now, it's not easy for the enterprises to find a good way to build outstanding image by the advertisement of brand and trademark. The experts thought the famous enterprises and famous brand will get bigger damage.
A manager of Hainan Asia Pharmaceutical Co., Ltd. said many enterprises have been changing the marketing strategy after the implement of the rule. In some period of the future, for Hainan Asia, the mainpoint of marketing shoudn't foucs on a certain product, but on the enterprise's image.
This year the packaging of Hainan Asia's anti-cold drugs "KuaiKe" and "Xiao KuaiKe(for children)" have be the new packaging: the generic name " Compound Parartamot and Amantadine Lydrochlide" locates at the most outstanding position of the outer packaging, and a superman image is on the on both sides of outer packaging. Undoubtedly Hainan Asia wants to repalce the brand with the superman image to built unique image. The superman has a catchy name "Mr. KuaiKe".
It was known some enterprises adopted the same way as "Mr. KuaiKe". One pharmaceutical enterprise located in Shenzhen and The Walt Disney Company had reached a agreement that the enterprise can use the image of Mickey Mouse on their packaging of durgs and healt products for Children, and The Walt Disney Company will take 10% of sales value as license fee. It can be predicted that more enterpriese will erect their special "prolocutors" of drugs.