Multi-branding Decision Advantages:

– (1) MORE SHELF SPACE at the selling area of drug outlets – (2) very few CONSUMERS of a drug product are that loyal to a brand they will NOT TRY ANOTHER COMPANY – (3) creating new brands DEVELOP HEALTHY COMPETITION within the manufacturer’s organization comprising several Product divisions or subsidiary companies – (4) a multibranding strategy positions brands on DIFFERENT BENEFITS AND APPEALS and each brand can ATTRACT a separate following when positioned in several target market segments • Ex. Unilever, P&G