switching behaviour in pain releif
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Research Project:Identifying Switching Behaviour in the Pain Relief Category
Background
Research ObjectivesMethodology
Findings and Analysis
Suggestions for GSK
Iodex, launched in 1919, is GSK’s flagship brand One of the leading brands in tropical pain relief product
category Iodex facing stiff competition from brands like Moov, Volini,
Zhandu, etc Global market for OTC sales of topical analgesics was worth
$4.1 billion. (Total pain Management market $29 billion). Industry is expected to grow at a CAGR of 5.5% during
2014-2020.
Background
Objectives
1.
•To identify the switching behaviour in the pain relief category
2.
•To study the perception of consumers towards different formats of tropical pain relief products
3.
•To determine the purchasing and usage pattern of different formats (balms, sprays and gels)
4.
•To assess the competitive landscape for Iodex for each format of pain relief
In depth interviews were conducted. Target population was
Working men and working/nonworking womenAge 30 to 55 yearsGeography – Delhi
Type of research was Qualitative. Average time for the interview – 15 minutes
Methodology
Profile of Respondents
IT professional plays sports
regularly
Physiotherapy 5
Chronic Backache: 4
30-35 35-40 40-45 45-50 50-550
1
2
3
Age Group
Male30%
Female70%
Gender
Service
Teacher
Business
Homemaker
0 1 2 3 4
Profession
“Spray is more volatile, so less effective and doesn’t last long.”
Consumer Responses
“Fast- relief is easily available at my nearby chemist shop.”
“Iodex balm stains my cloth, hence I prefer spray.”
“Is there also a gel for Iodex? I though they only sell balms.”
“Sprays are growing the fastest in comparison to gels or rubs. Largely an urban phenomenon, the growth of sprays is linked to the mushrooming of gyms and the need for instant pain relief when working out”
– Business Standard
People Using Brands Other than Iodex: How Many and Why?
Brand Moov Volini Zandu Balm
Pain Killers
Number of People
4 6 3 8
Reason Trust of the brand is very
high as compared to
any other brand
Spray format is most popular
Brand Image strong due to high exposure and Desi-ness
Complete body ache can only be done away
with pain killers
Switching Behavior
Balm
Gels
Gels
Spray
Sprays
Gels/
Balms
Reason of Switching Target segment Switching
• Non sticky and better absorbed by the skin
• Balm spoils clothes
Predominantly Housewives, one male respondent
• Convenience of applying at all body parts
• Non-sticky and easily evaporated
• Can be used in a hurry
Office going people
• Large amount of spray is used
• Sprays cause irritation in skin and eyes
Old age people
SWOT Analysis
WeaknessesSticky leftover & Strong smellPackaging Design & colorSmall product lineNo Effective Promotion
ThreatsMisuse of Iodex-incidents of consumption with breadsPhysiotherapists recommending cold/hot fermentation for pain relief
SWOT
Competitive Analysis
Competitive Analysis
Factors Iodex Moov Volini
Products Balm, Gel Cream,Gel, Spray Gel,Spray
Packaging Least attractive Attractive (tube) Attractive (tube)
Quick Relief slowest slow fastest
Longer Relief Slowest Slow fast
Smell- stink A lot Less than iodex least
Sticky Most Less than Iodex least
Color soothing Least Comparable (volini) Comparable (Moov)
Value for Money Lowest Comparable (volini) Comparable (Moov)
Image General Backache specialist sprains & strains
Suggestions
Odour SensitivenessImprovement in Packaging Promotional activities at Physiotherapy centresEntry into spray segment
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