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In June 1955, countertops in Tokyo and Osaka drugstores were buried
in "Ichoyaku Marin", a new medicine for stomach and intestinal
problems. Two or three times a day, Kobayashi Daiyakubo salesman
would visit, and each time bring Marin, ask about sales, and urge
shopkeepers to expand provisions for the medecine. In one shop the
counter was full of Marin, and the owner would help customers, looking
out from between mountains of Marin.
Head
office at Kobayashi Daiyakubo was overflowing with battlefield-like
energy. Saburo Kobayashi was like the head of an army, scolding
and encouraging his employees, tenaciously on the phone, always
urging and requesting the pharmacies to encourage sales. Marin's
advertising was also increased markedly. Not only was it in the
newspapers, but radio was widely used for advertising. Marin became
a radio sponsor, and Chiyoko Shimakura, at the time of her debut,
also took a role in an advertisement. Marin was the first new product
that Kobayashi Daiyakubo had bet their fortunes on since its establishment.
It wasn't that Kobayashi Daiyakubo did not have other similar medicines.
They made "Kobayashi Isan," "Hiotamin" and several
others. Marin was reformulated based on know-how from these products,
and with a modern name and packaging, was planned to be their epoch-making
new product. Furthermore, it was the first medicine developed after
the war by the Kobayashi manufacturing devision. With the success
of this product, Saburo Kobayashi was hoping to bring the manufacturing
group up to the level of the wholesale group.
The development of Marin was Saburo's project, and his factory
manager, who was a pharmacist, helped him with it. Initially the
product name under the Ministry of Health and Welfare Permit was
"Marin", but customers could not tell what it was for,
so they applied for a name change to "Ichoyaku Marin",
indicating its use, and received the new permit the following month.
It was a very effective product, and there was plenty of advertising.
The whole company was behind sales, but Marin's life span was short.
In addition to the market for this sort of medicine being saturated
and there being several other strong rival products around, Marin
had an unexpected flaw for which it was forced to withdraw from
the market. The formula for Marin would later be improved, but at
the end of 1958, production was suspended.
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