Itch Guard PDF
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ITCH GUARDPresented Kishori KedAshwini Nit
SagarTeli (A
M Ph+MBA (Phar
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ITCH- consumer understan
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The Existing Market
Products used vary from personal care products to OTC to Rx
General
Talcum Powder
Antiseptic Creams& Lotions
Prickly HeatPowder
Cold Creams
Lotions
OTC Products
B-Tex
Sapat
Soframycin
Mycoderm
Rx Products (in serious itc
Betnov
Zole-
Fluco
Canes
Quadrid
Cand
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“Daad ki khujli
”Ringworm, pimples
and fungal infections
Rx- for serious
itches
•Launched in 1946
•Major ingredient is
Salicylic acid•Key drawbacks – there
is a burning sensationwhen applied & leaves ascar mark
B-Tex
•Launched in 1897
•Major ingredient are
Salicylic acid andClotrimazole
•A non-staining,vanishing and soothingointment
Sapat
•Launched in 1979
•For treating itching and
infections particularlyfor private areas
Quadriderm
The Existing Market
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Paras created the category of ‘SItch’ in India by launching I
Guard
One of the top 10
medicated skincare OTC brands in
India
Connotrelation to
Appeali
Asso
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Product characteristicsComposition: each
100g contains:
• Clotrimazole I.P.1%w/w
• Methyl Paraben I.P.0.1%w/w
• Propyl Paraben I.P.0.1%w/w
• Cream base
SKUs15g tube
25g tube
5g sache
New Packaging
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Indian OTC Marketsize $ 2.4 billion in
2015 with growthrate of 9%
Dermatologicalsegment was 14%
($0.34 B)
Itchguard is MarketLeader in itch sweat
segment with 40% (60cr) ofINR 150 cr market
Market Share
#source – Nicholus Halls DB6 Gobal OTC Database
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Product timeline
Productlaunch
1998
Icy coolformulalaunche
d
2009
Parashandsover
brand toRB
2010
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Changing hands
In 2010, RB buy ParasPharmaceuticals
Limited for INR 32.6billion.
RB’s growth strategy inconsumer health care.
RB wanted a fifoothold in the
market
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Product timeline
Parashandsover
brand to
RB
2010 Launch ofpowder2010Lains2011
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Price
• 15g: Rs. 50
• 25g: Rs. 67• 5g sachets:
Rs. 10
Itch Guard
• 5mg: Rs.49
• 10mg: Rs. 90
Quadriderm
15g: Rs.48
Itchmosol
• lotion 12ml:
Rs. 27• Malam 7g:
Rs. 22
Sapat
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Place Strategy
Effectivepromotion
Pullstrategy
RB hasextensivecoverage
Almost 5Lretailers directly
covered
But efforts onlyfor new
productsLow margins
Not a productof choice of
retailers
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Promotion
TVC Social media Prin
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1998
Launch
Jock itchspecialist
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First campaign
Best creative
awards -
itichguard.com
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1998
Launch
Jock itchspecialist
2001
Socialembarrassment
2002
Increase usage
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Khujli karne ki
“Jagah No. ”
Focus out from the
“jock”
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1998
Launch
Jock itchspecialist
2001
Socialembarrassment
2002
Increase usage
2005
Appeal to
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2006
Focus onintensity
2008Exaggeration
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2006
Focus onintensity
2008Exaggeration
2009
Newcommunication
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2006
Focus onintensity
2008Exaggeration
2009
Newcommunication
2014Clotrimazole
mention
20
Triple
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Social Media Marketing
Customer engagement Community
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=
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Khujli ke Kisse
Personification oused for scrat
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Satirical Recall
P i d h di
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Print and other media
SWOT
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SWOT • Brand awareness
• Brand recall
• Appealing promotion• Good distribution
Strength
• Low retailer margins
• No push for retailers
Weakness
•
Anti-itch is a high growthsegment
• Exploring bottom of the pyramid
• Leverage umbrella marketing
Opportunities
•
Other generic productsoffering higher retailer
margin
• Cheaper products
Threats
ANSOF T h l
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ANSOF
MarketPenetration:
• Sachets
• Itch GuardPowder
• Insect bite gel
ProductDevelopment:
• Createdcategory of‘Sweat itch’ in
India
Technology
L o w
H i g h
Low
High
I n n o v
a t i o n
Market Impac
M k
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Market survey
57 43
34%
14%15%
11%
26%
About the itching problem
I don’t suffer
Do Nothing
Use Itch Guard
Go to the doctor
Use other remedy
34%
25%
25%
8%8%
Apart from Itch
46%
36%
18%
If I would suffer
Candid Powder
Talcum
Ring Guard
48%
26%
9%
4%13%
Other reme
H d I h G
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How do you rate Itch Guar
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Effectiveness Smoothness Cooling effect Availability Price
8 %
1 0 %
8 %
1 0 %
8 %
2 %
0 %
2 %
0 %
4 %
4 5 %
4 3 %
3 9 %
2 7 %
4 5 %
3 5 %
3 5 %
3 9 % 4
1 %
3 3 %
1 0 % 1
2 %
1 2 %
2 2 %
1 0 %
Unsatisfactory
Poor
Average
Good
Very good
P i
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Perception
0%
20%
40%
60%
80%
yes no
Men's only
0%
10%
20%
30%
40%
50%
60%
70%
khujli The green
cactus
Cooling
effect
Ad Jingle
What comes to your mind?
0%
50%
100%
yes no
Jock Itch only
A wound
shape itchy
wound on
neck
usually!!
The
tinealesion
C l i
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Conclusion5 Key steps to OTC Success
1. Consumer Psychology- understand needs
2. Product formulation
3. Creative advertising
4. Deeply penetrated distribution network
5. Efficient field force
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Thank you!!!