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Presentation TitleMy nameMy position, contact informationor project description

Digene

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About the company

Founded in 1888, by a young Chicago based physician, Dr. Wallace Calvin Abbott,the organization has been devoted to discovering new medicines,new technologies and new ways to manage health

Abbott India Limited is one of India's fastest growing pharmaceutical companies and part of Abbott's Global Pharmaceutical business in India

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Executive SummaryResults 2014 2014 Key insights  In Rs Cr. 2014 2015

Sales Target 100 123

Market Share 17% 19%

Successful re-launch of brand Digene in 2014▪ Brand achieves growth after stagnation of 4 years▪ Brand franchise successfully extended through

entry into high growth category of Powders▪ Category of Antacids poised to reach Rs.2000 Crores

by 2020▪ Low penetration of the category poses high potential

for growth▪ Prescriptions for Antacids are declining as they lose

preference to PPIs▪ Growths of Gels and Tablets are flattening

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Brand Plan devised based on research

variousresearches

variouscities

variousrespondents

depth interviews

HCPs +

Chemists

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Brand Re-launched with multiple improvements

Superior Taste Profile

▪ Existing flavours’ taste profile enhanced with cooling

New Communication

▪ New Thematic commercial ▪ Tactical announcer film for Fizz

Rural Outreach

▪ Increased distribution to smaller towns

Revamped Packaging

▪ Consumer-friendly, less-medicinal look

▪ Replaced glass bottle with PET

Sales team expansion

▪ Expansion of sales force to cater to the OTC market

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Digene is the number 2 player in overall antacids

Category evolution continues towards Powders

Reach in chemists similar across segments. 65% of powder sales occur outside of chemists

Gel & Tabs growths are stagnating

Powders has evolved to be the biggest segment

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Market Share

▪ Eno continues to dominate the Powders’ category with >92% market share

▪ Digene Fizz is at ever highest share (higher than Fastmelt)

▪ Digene Gels – Overtaken Gelusil in Q3’14

Tablets Market Share Gels Market Share

Digene Powder Market Share

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Fizz launch – Brand Extension

Digene Fizz Launch (activities till date)

Sales▪On course to achieve huge monthly sachet sales by Dec’15

Media▪High frequency announcer film▪Aired across all major GEC, News and Movie Channels▪Extensive reach

BTL▪Extensive Visibility across the country

– numerous posters & dangler dispenser

▪Sampling – sachets sampled to retailers and

wholesalers

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Product

Consumerization of Brand

Reposition the brand to create emotional connect and strengthen functional connect with the consumers

Existing flavours’ taste profile enhanced with cooling

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Price

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Place

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Promotion

High frequency announcer filmAired across all major GEC, News and Movie ChannelsAverage reach of 55 at 3+ ~15,000 spots aired

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Segmentation and Targeting

India’s population 1360m 1400m

Rs. 2,000Cr

20152015 20202020

Population suffering from acidity 870m

Population taking remedy 830m

Total modern remedy users 329m

1015m

960m

453m

Assumptions

Decadal population Decadal population growth rate of 17.6%growth rate of 17.6%

Increase in Increase in urbanization from urbanization from

33.5% in 2015 to 36% in 33.5% in 2015 to 36% in 20202020

Increased accessibility Increased accessibility & acceptability to drive & acceptability to drive

growth by ~5%growth by ~5%

Total Estimated MarketTotal Estimated Market

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Segmentation and Targeting

Consumer driven Medicinal

“Serious” suffering“Casual” suffering

Target all sufferers of acidity and not only current users of modern remedies

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Major Competitor

Awareness

EnoEno DigeneDigeneBrand Salience

21

25

32

44

80

99

14

15

22

30

64

98

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Marketing Mix of ENO v/s Digene

Product

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Marketing Mix of ENO v/s Digene

Price

Rs 6

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Marketing Mix of ENO v/s Digene

Place

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Marketing Mix of ENO v/s Digene

Promotion

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Multiple Competitive Frame of Reference

DIGENE :•Instant Relief•Provides proof of its effect•Recommended by Experts•Well advocated by family/ friends•No issues as such with availability

•Not very popular wrt taste

ENO :•Flavors / Taste•Slight differentiation on relief•Good advertising

•Not long-lasting•Not easily available

GELUSIL:•Long lasting relief•Recommended by doctors•Popular brand, with good ads•Safe to use

•Lack of more convenient packs •Not found very easy to consume•Availability an issue

PUDIN HARA•Preventive, multi-purpose•Natural, good flavor

•Lack of more convenient packs/(pack sizes)

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Points of Parity

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Points of Difference

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Perceptual Map

Performance

Security

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