GROUP-A09

S H E R RY M AT H E W ( 2 0 1 5 0 4 7 )
S H I VA M B H AT I A ( 2 0 1 5 0 4 9 )
S H I VA M L A M B A ( 2 0 1 5 1 1 4 )
S H R AY G E R A ( 2 0 1 5 1 1 6 )
SHREY SAXENA(2015050)
SIDDHANT KAPOOR(2015052)

INTRODUCTION
MNC present over 180 countries
Revenue Growth: 13% Operating Profit : 11%
Revenue in 2011 was $9.5 Billion
Portfolio of Brands : Airwick, Dettol, Disprin, Harpic, Lizol , Mortein , Vanish, Cherry Blossom
Major Investments : High rates of Innovation &
Brand Equity

Sore Throat Lozenges Market is valued at

Indian Rs.5200 mn ( Growth Rate-15%)

Market Competitors : Vicks and Halls

Sales and Distribution : 68% through Non

 Better and
Unchanged
formula
No. 2 in
Pharmacy
Variety of
flavours

Consumer
Perception of
the brand
Absence in
Rural market

Rural Markets
Tie-ups with
schools,
hospitals,
corporate etc

Cough Syrups,
Vaporubs etc.
Home
Remedies
Other cough
syrups, balms,
etc

PAIN POINTS
Generates par or less than attractive performance
Poor share in general trade channels
Convenience drives people with soar throat problem
Strepsils classified as a pure medical product
Poor Communication plot & not able to impact
consumer behaviour
Low trial of the brand
Strepsils perceived to be slow moving and expensive

TU R N A R O U ND ST RATE G Y
Drop the mascot, bring in a Brand Ambassador (preferably a singer)
Promote the company through facebook pages, twitter, online games.

AY U R V ED I C LO Z E N G ES

Change the packaging for it to

position it as candy
Change the shape to oval to
make it look more like a candy
thereby reducing the size
Drop the price to 1 to
eliminate price difference with
its competitors
Introduce packet of multiple
flavours.

NO R MA L LO Z E N G E S

Tie-ups with hospitals, clinics,

doctors will help in improve
the recommendations and
brand trials
Rural market is untapped by
the company. Venturing into
rural markets would help in
boosting sales and help in
generating revenue for the
company
Giving better margins to
chemist will help in increasing
sales

THANK YOU!