Upload
sameer-mathur
View
633
Download
2
Embed Size (px)
Citation preview
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
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
Brand Plan devised based on research
variousresearches
variouscities
variousrespondents
depth interviews
HCPs +
Chemists
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
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
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
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
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
Promotion
High frequency announcer filmAired across all major GEC, News and Movie ChannelsAverage reach of 55 at 3+ ~15,000 spots aired
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
Segmentation and Targeting
Consumer driven Medicinal
“Serious” suffering“Casual” suffering
Target all sufferers of acidity and not only current users of modern remedies
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)