Background

An M brand changes labs and you want this change to be reflected in your sales analyses.

2 approaches are possible:

  • The first classic approach consists of reassigning the M brand products to the new laboratory owning the brand and this over the entire sales history of the brand.
  • The second approach, which is more risky in terms of analysis and monitoring over time, consists of keeping the assignment of the trademark to the old laboratory before the date of assignment and also of taking into account the monitoring of the trademark for the new owner laboratory from the date of assignment.

Type of monitoring n°1: reassignment of the trademark to the new owner laboratory

Principle

The idea is that all the products that belonged to the old laboratory will be transferred to the new one.

How can this be done?

To do this, you will go through an OpenHealth process called MAM, for Modifications of Assignment of Terms and Conditions, to transfer the assigned trademark to the new laboratory.

You will find all the details in the article below: http://success.openhealth.fr/en/articles/4164818

Following this operation, all the brand's products will then be assigned to the new laboratory.

Example

You wish to analyse the sales in your market following a brand sale over 4 months.

Consider that your market is composed of 3 brands for 2 laboratories.

Brand 2 for laboratory 1 is sold to laboratory 2 at the end of the 2nd month.

Laboratory 1 is also the owner of brand 1.

Laboratory 2 is also the owner of trademark 3.

In this followed type, we consider that the sales of brand 2 over the whole history are now assigned to the new laboratory, as in the example below :

When you analyse your sales, there is a form of regularity in your market monitoring, both in absolute and relative terms:

The advantages of this method is to have a continuity of your analysis results over time and that your follow-up is with a unique information, understood and shared by all, as well as better understood over time.

Advantages

You maintain continuity in your analyses in absolute, relative and evolutionary terms.

This follow-up also allows you to better measure the impact of the brand's transition to the new laboratory following the purchase.

Risks

It is to not have the photo of the laboratory's development following the passage of the brand between the 2 laboratories.

Type of follow-up n°2 : Assignment of the brand to the old and new laboratory

Principle

The idea is that the former laboratory owning the trade mark retains the sales of the trade mark until a certain date T, and then the sales of that trade mark are allocated to the new laboratory from T+1 onwards.

How can this be done?

This is done by duplicating the products and defining activation dates for each of the products at their laboratory.

Example

Let's take the same example as above, but consider that sales of brand 2 are allocated to laboratory 1 for the first 2 months, then to laboratory 2 for the last 2 months.

We will then have a sales follow-up as below :

When you analyse your sales, you will no longer have regularity in your market monitoring with dummy evolutions and involutions, both in absolute and relative terms with potential very strong variations before and after the switch of the brand from laboratory 1 to laboratory 2:

Advantages

The only advantage is to have an accurate picture of the sales of each laboratory.

Risks

The tracking of the brand concerned over time is then no longer valid at all and does not allow you to measure the impact of the brand's transition to the new laboratory after purchase.

You lose all continuity in your analyses in absolute, relative and evolutionary terms, creating possible erroneous decision-making impacts, both in marketing and commercial terms.

This discontinuity will be reflected in all your indicators, both in terms of performance (sales value, absolute, market share, etc.) and in advanced indicators (numerical distributions and values, average sales, etc.).

For your operational teams, there is a high risk that this information of multiple assignments will be lost over time and thus misunderstood.

Finally, this leads to a form of complexity in your monitoring that you will need to know how to maintain over time.

Time and cost

This process requires the creation of technical code in our system, and requires maintenance over time, as well as additional control in the database and in the applications of The HUB platform.

The standard turnaround time is 5 working days.

This process is a personalised option, which generates an additional cost to your subscription, fixed by a quotation.

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