1. BenadrylCoughSyrup To determine growth opportunities in the rural/ Semi-Rural market for Cough Syrups.

2. Benadryl Brand Introduction Benadryl Cough Syrup Pfizer Consumer Health care Johnsons & Johnsons 2007 2 (Rx) (OTC) 3. Rx toOTC Switch resulted to: 3 1.Seldom prescribed by doctors 2.No involvement of Medical Representatives 3.Completely consumer demand driven. 4. Resulting changes in the market setting 4 1. Switch from age old wholesalers resulting in sudden withdrawal from thousands of retail outlets. 2. Sudden reduction in the number of wholesalers 1 distributor in Rural and City each. 3. Elimination of Medical representatives due to switch from Pharma to OTC. 4. Elimination of Supervisors- Hierarchy involves Sales Officer and then directly a distributor. 5. Discontinued as a prescribed based drug. 5. Route covered 5 Pandharpur Mohol Akluj Solapur 6. Areas covered 1. Solapur City 2. Pandharpur Semi Rural 3. Akluj Semi Rural 4. Mohol 5. Tondle 6. Bondle 7. Lamboti 8. Kondhi 9. Velapur 10. Tungat 11. Penur 6 RURAL 7. Names of existing brands: Standardized 7 1. Corex 2. Tuspel 3. Codistar DX 4. GrillinctusAntiallergic and BM 5. Tuspress 6. Bro-Zedex 7. Blue crossTusQ- DX 8. Adulsa 9. Amrut Pharma 8. 8 Names of existing brands: Generic 1. Chupp - Abbott 2. Terefen 3. Cofdex Cipla 4. DrydexT 5. Salbunex 6. Swidril 7. Kuff D 8. Amrox 9. Parcough 10. Vericof 11. Alkof 9. Problems faced by the brand Threelevels Company level Distributor level Consumer Level 9 10. Company Level : Negative Reports 10 A 2007 mishap pertaining to one particular batch of Baby powder sterilization has led to series of negative reports. Loss of Goodwill due to Negative Marketing. A corresponding effect on other brands. 11. Distributor level 11 Mahavir Agencies - Akluj VoraWholesalers- Pandharpur Post the switch there has been an added load on the distributor. Lack of supervision. Convincing retailers is time consuming. Lack of resources to provide promotional materials and supplies to the connecting villages. Distributor quotes post an aggressive launch the advertising fizzes out. Advertising has not penetrated the micro interiors/rural. Competition from the Generic Market. No return enquiry for congestion relief. Sales Officer J&J Distributor 12. Consumer Level 12 Sudden non availability of the brand. Little awareness and no education. Excessive dependency on the doctors and retailers. Inaccessibility in micro interiors Tungat Kavale Tondle Pirachi Bondle 13. Advertising Samples : Not an entirely media dark place 13 14. Promotional Scope 14 High Visibility BUS STOPS TIN HUTS FARMS 15. Observations 15 Persistent dry cough due to climate and occupation. Inaccessibility of the brand in micro interiors. Extensive dependency on the doctors due to illiteracy. Absence of promotional material in medical stores and on streets. Availability of media in form of broadcasts and print. Scattered clusters of houses. Huge sales of Generic medicines from retail counters. Diminishing trust in the parent company. Benadryl is put up on the same parameter as Codeine and Corex, which carry Narcotic components. Huge gap in sales between off and seasonal months. 16. Analysis and suggestions 16 Awareness and Education Reasons: Increase Goodwill Self Empowerment Communicate brand Expertise Reinforce brand loyalty 17. Awareness and Education 17 Medical camps to educate people on: 1. Personal Safety Promoting masks and its usefulness. 2. Differentiation between types of coughs Highlighting the variants. 3. Right dose of medication. 4. Near by Health clinics. 18. Why Medical camps? Benadryl is a known brand, even in micro interiors. Has heritage and expertise on its side. Only brand to have launched variants, catering to dry and wet cough. Complements brands positioning of being an Expert. To promote Good will. 18 19. SocialTie up - Sanmati Nursing home An NGO that has been into existence for 41 years, at Madha Built on 4 acres of land with 1 acre dedicated to hospital. Covers 100 villages, within a radius of 2-10 kms. Cough Syrup thats in circulation at the moment : Euphoria Healthcare Pvt Ltd, priced at 200/- for 4.5 litres. 19 20. Incentivizing 20 Providing branded Cloth Masks Reasons: Persistent dry cough Increase Goodwill Build Brand trust Associate trust and care Reinforce brand loyalty 21. BrandVisibility 21 Two most visible and prominent structures in all rural settlements: 1. The water tank could be transformed into a Benadryl bottle. 2. Branding on or near the temple. Wall painting based on incentive to assure longevity. 22. Promotional Opportunities 22 Promotional tickers at rural medical and clinical outlets. 23. 23 Promotional Opportunities Upcoming Hospitals in micro interiors Developed infra structure. 24. Scarecrow 24 Long stretch of farms provide good visibility in rural and semi rural areas. 25. 25 BrandVisibility RURAL NO BRANDING SEMI RURAL 26. Broadcast Media 26 Tie Ups with Local channel : In Channel. Promotions on Radio channels. 27. Non - conventional Media 27 Gadda Annual Fair : Solapur district & Palki at Pandharpur Minimum Expected population: 4 Lakhs, with basic occupation: Farming. Maximum Media coverage. Crowd hails from rural and Semi rural areas. Eg:Volini Free Samples 28. Non - conventional Media 28 Gadda Annual Fair : Solapur district & Palki at Pandharpur Minimum Expected population: 4 Lakhs, with basic occupation: Farming. Maximum Media coverage. Crowd hails from rural and Semi rural areas. Eg:Volini Free Samples 29. Conclusions The promotional activities need to be supported by: Parallel positive marketing to counter attack competitors. A designated third party for promotions and supervision. An accessible network of under cutters for timely delivery and convenience Cycle responders Brand visibility in micro interiors. 29 30. 30 31. 31