Extraordinary Genius

The most popular pharmaceutical brand in China currently wasBing City Pharmaceutical. The second was the Band-Aid, and the third was Janssen.

The second and third brands were joint ventured. They wereall owned by a US pharmaceutical giant. This Pharmaceutical Giant was Johnsonand Johnson!

Johnson and Johnson were one of the top 5 Pharmaceuticalcompanies in the world, and it had the most extensive variety of products. A lotof their businesses was into health and medical care products manufacturing.

Janssen had patents, and Bing City Pharmaceutical Enterprisecould not imitate its products. But Band-aid was different. It was just an adhesivebandage or medical plaster. The technology involves was very simple.

In Feng Yu’s previous life, the newspapers had reported thepurpose of band-aids were to stop bleeding and prevent infection. It does nothelp to heal the wounds. It might even slow the healing process of the wound.Unless it was the special band-aids produced by Yunnan Baiyao. But it was verycostly and going to the hospital to clean up the wounds was cheaper.

This was why the band-aid had the biggest market share ofthe medical plaster market. Feng Yu had not seen other compet.i.tors. Maybe therewere compet.i.tors, but no one was willing to buy their products.

The people in the current era tend to believe that popularproducts were better. Band Aid was the most famous medical plaster, and mostsome of the people do not even know the product was called medical plaster.They called that product band-aid!

Although there was nothing wrong with it, Feng Yu felt thatmedical products should be known by its name and not a brand of a company. Hedoes not want to let Johnson and Johnson earn all the money. Why can’t thismedical plaster be Bing City’s Pharmaceutical Enterprises’ popular product?

From Feng Yu’s view, Band Aid was only a type of medicalplaster, and it was the old fashion design where there was a small non-adhesiveabsorbent pad in the center. It was not waterproof and had airtight.

The funniest part was that many consumers thought that BandAid was the original product and other medical plasters were imitation goods!Even when the effects of the products were the same and other brands werecheaper, but consumers will not buy other brands.

Feng Yu could let Bing City Pharmaceutical Enterpriseproduce medical plasters which were waterproof and breathable. The medicalplasters could still be printed with cartoon designs. With the reputation ofBing City Pharmaceutical Enterprise, Feng Yu was not worried that consumerswill think that his medical plasters were imitations.

Also, the cost of medical plasters was very low. In thecurrent era, the cost was not more than 10 cents RMB, but the retail pricecould reach 1 RMB. The profits were huge!

Although the distributors and retailers will get a cut, FengYu was confident that the wholesale price of Band-aid was more than 40 centsper piece. That was at least 3 times the cost!

Band-Aids had brought enormous profits to Johnson andJohnson.Just China alone, Band-Aidcontrols more than 98% of the market share!

This was a simple business, but others could not enter. Itwas mainly because of the branding. But Bing City Pharmaceutical have no issuewith their branding. Feng Yu does not have high requirements. He set his goalto be 30% of the market share this year. He will advertise on the media, andwith his sales distribution channels, it should not be a problem to overtakeBand-Aid and becomes China’s top medical plaster brand!

Thus, Feng Yu told the General Manager of Bing CityPharmaceutical Enterprise to develop their own medical plaster. Their plastersmust not be the same as Band-Aids.

Band-Aid was browned in color. This color was chosen to makeit not too noticeable when used on the skin. So, Feng Yu decided to be theopposite of Band-Aid. His plasters must be as colorful as possible.

The ones who use plasters the most were children. Mostadults do not mind small cuts or wounds, and it was the children that fall orinjured themselves more often. They were young, and people will notice theirplasters no matter what color it was.

Feng Yu’s plaster must be colorful, and they can even printcartoon characters on it. Regardless of children and young girls, they willlike it. Also, medical plaster must be waterproof.

This way, people will not be afraid of getting their woundswet, and if the weather is warm, their sweat will not come into contact withtheir wounds.

Also, these breathable plasters are more suitable forathletes.

When Feng Yu told the leaders at Bing City PharmaceuticalEnterprise about his ideas, all of them felt he was a genius.

This medical plaster market was vast, and if they succeed,it will bring in at least 10 million RMB profits annually.

The cost of production was also very low. Even if they fail,their losses will not be a lot. But if they succeed, their profits will bema.s.sive. Low risk, high profits. There was no reason why they should notproduce medical plasters.

Of course, to compete with Band-Aid for the market share,they must educate the consumers that this product was called Plasters and notBand-Aid. Band Aid was only the brand name. This will lower Band Aid’s brandinfluences.

Bing City Pharmaceutical Enterprise’s medical plaster brandmust be easily remembered by the consumers and must demonstrate the differencesfrom Band-Aid.

But after many rounds of brainstorming, no one was satisfiedwith the suggestions. Feng Yu wanted to name the plaster as Huatou Brand, b.u.t.the leaders told him that this name will not be approved.

Tai Hua Brand? Feng Yu felt it does not sound nice. He had lotsof products under the Tai Hua brand, and it will not be suitable to use Tai Huaon medical products. It will not elevate the brand status and might even causethe brand reputation to fall.

As for Wind and Rain, Aiwa was not possible. These were electricappliances’ brand, and if they were to use these brands on medical products, itmight bring down the reputation of Bing City Pharmaceutical Enterprise.

In the end, no one could think of a suitable brand name. WuZhigang suggests that they might as well use Bing City Pharmacy and name it asBing City Pharmacy Medical Plaster. They do not need to register this brandname if they use this name. Also, it will not be good to have many brand namesunder Bing City Pharmaceutical Enterprise.

All the top management staffs felt this was a goodsuggestion and agreed to it. The designs of the plasters were handed over toLiu Michael and his team. That was also Feng Yu’s company.

The cartoon characters will use Journey to the West’s MonkeyKing. Everyone felt that Monkey king as the main character should be enough.Who would want to stick a Pigsy plaster on themselves? Sha Wujing or Sandy, andTripitaka will not be suitable too.

But Feng Yu told Liu Michael and his team to design Pigsy asa cute character. His ears could be designed as his wings. A piglet with wings.Sandy can also be designed as a fierce character and Tripitaka can be designedas a kind and benevolent look. The white dragon can be designed as a handsomeman. He was the third son of the Dragon King and princes should be handsome infairy tales.

There can also be other characters like Bull Demon King, RedBoy, and Guanyin from the story. All the characters in the story must beincluded. The characters could be handsome, pretty, cute or fierce looking. Itmust be designed to be loved by children and adults!

Feng Yu believed that with this series of plaster, children will want to stick the plasters even they do nothave wounds or cuts. It will just be like stickers.

This cartoon waterproof medical plasters will be Feng Yu’sweapon to compete with Band-Aid!

Translator’snotes:

Hua Tuo

tothe West

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