Most industries have a specific “Market Leader” (e.g. Apple, Facebook, Google etc), while I wouldn’t necessarily say these are “inertia” brand products, their popularity coupled with heavy utilization can later on move them into that category. This presentation focuses on the “Life Sciences” industry where you have a number of brands in that “inertia” space and pretty much are market leaders based on years of use and reputation (e.g. Lipitor, Fentanyl, Warfarin etc). These products don’t require much “Marketing Muscle”….yet they are utilized almost exclusively.
If you are a newer entry to the market how do you un-seat an “inertia” brand? I’ll attempt to explain how in this example presentation, the “inertia” product is BRAND “A”