Analysis of Supermarket and Pharmacy –

Commonality : Listerine is a fast moving product which accounts for about 60% of the store mouthwash
sales. The sales are constant and stores interviewed kept around 10 – 12 pieces of the product. The
product commands a certain level of brand image and customers do not often buy a substitute product.
The “Original” variant is the slowest moving variant in the category. Cool mint and peppermint are
popular variants. Retail margins on the product are low.

Differences : SKUs held by pharmacies are 80ml and 250ml which is consistent with consumer
purchasing behavior. Consumers interviewed who buy listerine from pharmacies tend to purchase
250ml bottles ( points to individual or sporadic use)

Supermarkets tend to keep 500ml, 750ml SKUs which is again consistent with consumer purchasing
behavior. Consumers interviewed who buy listerine from supermarkets tend to purchase 500ml bottles (
points to family use and hence the bulk purchase)

You generally tend to buy products used by the entire family in supermarkets and that could be the
reason for the stocking of larger quantity SKUs at supermarkets

Listerine is usually a fast moving product and caters to ~60% of OTC mouthwashes. The inventory is
filled regularly/weekly which shows it is a fast-moving product. Additionally, it commands a 60% volume
share vis-à-vis OTC mouthwashes sale. Majority of the consumers specifically ask for Listerine due to
strong brand image leading to brand loyalty.

Dentist –

In continuation of the discussion with JnJ brand manager on listrene and subsequent analysis of the
conversation, the biggest challenge listerene or OTC mouthwash industry in wider penetration in Indian
markets was due to lack of wider dentist community support. The dentists being the biggest influencers
in oral hygiene and thus inspire consumer purchasing behaviour.

The dentists on being asked their apprehensions behind prescribing shared the following pointers:

1. Because OTC are more of a branding stuff while sometimes, we look for proper medicated ones
which work for specific purpose.
2. Also OTC are readily available, so the importance of a prescription is lost. It is like going to a
doctor and if the doctor prescribes an OTC the patient wonders if there was a need for a
doctor's prescription and visit, a feeling shared by many dentists.
3. However, if a OTC mouthwash is solving a specific purpose, dentist don't find any harm in
recommending as a second line of treatment especially Dr Reddy's.
4. Furthermore, if the patients have a positive review on a brand and then the dentists are happy
in recommending it.