Date post: | 15-Apr-2017 |
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05/03/2023 OTC Group 6 1
CROCINConsumer and Retail Review
Group 6
05/03/2023 OTC Group 6 2
IntroductionLaunched 31 years ago by Duphar Interfran Ltd. in India
Acquired by GSK for 45 crore in 1996 to safeguard Calpol
Current market leader in OTC Paracetamol based antipyretic/analgesic market
05/03/2023 OTC Group 6 3
Product Formulation
05/03/2023 OTC Group 6 4
PRODUCT FORMULATIONNAME CONTENT DOSAGE
FORMPRICE
Crocin advance Paracetamol IP 500 mg Tablet Rs. 2 per tab
Crocin cold and flu Paracetamol IP 500 mgCaffeine IP 25 mg
Phenylephrine Hcl IP 5 mg
Tablet Rs. 2.5 per tab
Crocin pain relief Paracetamol IP 650 mgCaffeine anhydrous IP 50 mg
Tablet Rs. 2.5 per tab
Crocin suspension Paracetamol IP 120 mg in flavoured syrupy base Suspension Rs. 36 per 60 ml
Crocin suspension DS Paracetamol IP 240 mg in flavoured syrupy base Suspension Rs. 41 per 60 ml
Crocin drops Paracetamol IP 100 mg in flavoured syrupy base Drops Rs. 32 per 15 ml
05/03/2023 OTC Group 6 5
COMPETITORS• Calpol• Saridon• Dcold total• Generic drugs
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Distribution Channel Manufacturer (GSK)
CNF
Stockist
Semi Stockist
Retailer
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DistributionField person visit frequency: Minimum once-a-weekSchemes on purchase:
Crocin Advanced: 24+1Crocin Cold n Flu: No schemeCrocin Pain Relief: 9+1
Stockists surveyed: Eastern Sales Agency (SantaCruz), Welcome (Andheri), Shree J Ramesh (Kurla)
Chemists surveyed: 10Bandra, Jogeshwari, Chembur, Vashi, SantaCruz, Mulund,
Thane
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Advertising• CROCIN ADVANCE.mp4• Crocin: Cold and Flu Max.mp4• Crocin Advance: Weather Change School Film.mp4
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Consumer Psychology• Crocin scores high on relevance which means that people consider it to be appropriate
and vital to use• Crocin consumer preference is good as a result of good brand building.• It scores relatively low on differentiation which means that people consider all OTC drugs
the same• Product composition does not affect the buying decision of consumer
Consumers Surveyed- 20Why do you prefer Crocin over competitors-• Trust associated with GSK brand• Quick action and long duration of action• A wide range of products are available to cater needs of different customers• Good availability • Heavy promotion and advertising
05/03/2023 OTC Group 6 10
SWOT AnalysisStrength1. Well accepted,
enjoys trust of GSK2. Wide range of
products available in different pack sizes3. Enjoys the strong distribution network
of GSK4. Heavy investment in A&P; brand recall and brand association high
Weakness1. 65% of the brand
usage is for its antipyretic i.e. fevers related use which is a
smaller segment as compared to the pain
killer market2. It faced objections from FDA for some of its campaigns which
were later sorted out
Opportunity1. Target the
alternative channels and promote it
through medical representatives2. Promote the
analgesic benefits more to tap the huge
painkiller market
Threat1. DPCO and NPPA
2. Competition in the market.
3. Most of the time the druggist has the influencing power in
the sale of OTC products
05/03/2023 OTC Group 6 11
Recommendations• Advertisements on Crocin should show the unique features of the
brand• It is relatively well known by respondents. But it also shows that more
awareness for the brand needs to be created for the brand recall in other indications is low• Crocin should do more of ad campaigns and promotional activities to
increase awareness and highlight its differentiating factors