Novartis Voltaren

15.04.09
 Market size

• OTC market size is worth more than $3.5 million

(Rs 1750 crore)

• Category growth: The category grew by around

0.8% and 4.9% in volume and value respectively
in 2007-08
• Total pain and balm market is estimated to be
worth Rs 450 crore
 Pain Balm market

• 4 Big Players corner half of the category

– Moov
– Iodex
– Amrutanjan
– Zandu Balm
• Seasonality: None
• West is strongest market
• Market Share
– Moov: 12%
– Iodex: 17%
– Amrutanjan: 17%
– Zandu Balm: 19%
 Market Overview
Brands Value Volume Urban Rural
2006-07 2006-07 (% of value) (% value)
in Rs. Crore (in lakh KG)

ZANDU 140 8.63 52% 48%

Paras 79 6.08 70% 30%

MOOV

GlaxoSmithKline 59 4.02 57% 43%

IODEX

Himani 19 1.53 78% 22%

FAST RELIEF

AMRUTANJAN 112 6.69 62% 38%

Total 409
Source:ORG 2006-07
 Volume Value Units
Brands 2006-07 2006-07 2006-07
(in lakh KG) in Rs. Crore No. Crore

ZANDU 8.63 140 8.61

MOOV 6.08 79 3.12

IODEX 4.02 59 2.88

Himani 1.53 19 2.02

FAST RELIEF

AMRUTANJAN 6.69 112 17.95

Total 409

ORG 2006-07
 Category Competitors

Ayurveda Based – Drug Based -

• Amrutanjan Balm • Volini
• Himani Fast Relief
• Zandu Balm
• Iodex
• Moov
Amrutanjan Balm
Amrutanjan Pain Balm

POSITIONING –
Provides instant pain relief.
(Baseline -‘Be Ready’)

COMMUNICATION –
Pain can hit anytime. So be always ready with Amrutanjan Balm
So basically trying to communicate that Amrutanjan comes handy
whenever pain hits.

PRODUCT ATTRIBUTES –
For immediate relief from sprain, lumbago (low back pain), cough,
cold, headache and other complaints.
Amrutanjan Pain Balm

PRODUCT DIFFERENTIATION –
Enriched with active ingredients like Ajowan ka phool, menthol,
chaha ka tel (Cymbopogon citratus) and ganjni ka tel (Rosa
damascena ) as a remedy for all kinds of pain.

SKUs –
Low unit packs (SKUs) of 1.5 gm and 5 gm are available
Himani Fast Relief
Himani Fast Relief

POSITIONING –
Expert in pain management, providing instant relief.
(Baseline -‘Dard Mitaye Chutki Main’)

COMMUNICATION –
Amitabh Bacchan and Sports Personalities – Virendra Sehwag,
Gautam Gambhir etc.

Himani Relief is recognised and identified with Amitabh Bachan one of the
most popular faces in India today.The positive recall catalysed sales, leading
to attractive market status.

PRODUCT ATTRIBUTES –
Applied in instances of muscular, joints and shoulder pains.
Himani Fast Relief

PRODUCT DIFFERENTIATION –
Enriched with active ingredients like Gaultheria Ka Tel, menthol, clove,
ajwain and dalchini as a potent remedy for all kinds of pain targetting
chronic / acute muscular and joint pain patients as well as
sportspersons.

PRICING AND SKUs –

Low unit packs (SKUs) of 2 gm and 5 gm were available at Rs. 2 and Rs. 7

MARKET SHARE –
Himani Fast Relief market share rose to 11% by value with
robust growth coming from MP (18%), UP (16%),
Bihar (17%) and West Bengal (14%).
Zandu Balm
Zandu Balm

POSITIONING –
Ek Balm Teen Kaam

COMMUNICATION –

PRODUCT ATTRIBUTES –
Natural potent pain relievers for minor aches and pains
from sprains, backache and cold.
Zandu Balm

PRODUCT DIFFERENTIATION –
A pain relief balm possessing double unified medication of lavang
and nilgiri. This is a reliable product based on Ayurveda formulation
and a well acclaimed name in the Indian medicine market.

SKUs –
Unit packs (SKUs) of 10 gm and 30 gm are available
Iodex
Iodex
POSITIONING –
Pain should not come in the way of your life.

COMMUNICATION –
A pain relief balm which acts doubly on the pain and provides long-
lasting relief.

PRODUCT ATTRIBUTES –
It competes in the topical balms segment, giving quick relief from
back pains, waist pains, joints pains and sprains.
Iodex

PRODUCT DIFFERENTIATION –
Specialized Ayurvedic ‘Double Power formula’ with the power of
Nilgiri Oil contains other active ingredients such as Tarpin Oil, Oil of
Wintergreen, Clove oil and Mint flowers.
.

SKUs –
Unit packs (SKUs) of 10gm, 20gm and 50gm are available
Moov
Moov
POSITIONING –
The Backache Specialist

COMMUNICATION –
MOOV has become the Indian housewife's soul mate by
underlining the seriousness of a backache. It has elevated her
social status by making her family appreciate her relentless
contribution to their well-being, while ignoring her own.

PRODUCT ATTRIBUTES –
Relieves minor aches and pains of muscles and joints associated
with backache, strains and sprains
Moov

PRODUCT DIFFERENTIATION –
Specialized Ayurvedic ‘Fast Pain Relief Formula’ with the power of
Nilgiri Oil contains other active ingredients such as Tarpin Oil, Oil of
Wintergreen and Mint flowers.

SKUs –
Low unit packs (SKUs) of 15 gm and 25 gm are available
Tiger Balm
Tiger Balm

POSITIONING –
Provides instant relief from headaches.

COMMUNICATION –
Provides instant relief from headaches. Made from Chinese herbal
oils

PRODUCT ATTRIBUTES –
Tiger Balm is a versatile topical herbal medication that can be
used for Arthritis and rheumatism, Muscular and joint pains, Neck
and back pain, Tired feet, Muscular aches caused by stress,
Sprains, Warm up rub prior to exercising, Massage
Tiger Balm

PRODUCT DIFFERENTIATION –
Tiger Balm is a unique blend of the finest quality essential oils. The
active ingredients are camphor, menthol, cajuput oil, mint oil and
clove oil.

SKUs –
Low unit packs (SKUs) of 8 gm and 18 gm are available
Volini
Volini Gel
POSITIONING –
Asli Aaaram

COMMUNICATION –
Volini has quick absorb formula which makes Volini provide ‘Asli
Aaram’.

PRODUCT ATTRIBUTES –
Volini gel spreads easily and quickly disappears to give real pain
relief. It also gives a unique cooling sensation, moderate enough
so that there’s no feeling of burning after applying it.
Volini Gel

PRODUCT DIFFERENTIATION –
It contains ‘Diclofenac’ which relieves pain & inflammation
Methyl Salicylate provides counter-irritant action
Menthol enhances Diclofenac absorption and provides cooling
action. Linseed oil helps in reducing inflammation

SKUs –
Unit packs (SKUs) of 15 gm and 28 gm are available
 Pricing and SKUs

SKUs Moov Iodex Zandu Amrutanjan Volini Tiger Blam

Balm Strong
8 gm - - - - - 21
9 gm - - - 17.50 - -
10 gm - 20 19 - - -
15 gm 26 - - - 35 -
18 gm - - - - - 35
20 gm - 32 - - - -
25 gm 36 - - 37 - -
30gm - - 42 - 67 -
45 gm - - - 60 - -
50 gm 60 60 - - - -