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A Brief Study of ENO as an OTC Brand
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Kamal Krishna Singh-18Rohan Chavan-20Reema Jagtap-35Laxmi Sardeshpande-37Saad Shaikh-41Neha Sharma-42
OTC BRAND-ENO
Introduction & Product Formulation
Advertisement
Distribution
Research
Consumer Psychology
About ENO
Leading Antacid taken for providing instant relief from acidity, gastric discomfort & heart burns
Works in 6 Seconds. Composition: (Per 5g) Svarjiksara (Shudh) 2.91g Nimbukamlam (Shushkam) 2.04g
The brand has come a long way since its launch in 1972 on the back of a strong marketing strategy & maintain its leadership position
Instant Relief & Product’s Taste.
Tag Line
Since 1972
Consistent positioning
ENO
Market Overview
Total Antacid Market of India estimated at Rs 800
crore
Powder form-45%Liquid & Tablet form-55%
ENO Powder -41% of market share with 30 %
growth every year
41%
35%
Product Mix
6 Flavours -10 gm sachets
chewable, handy and an effective cure for acidity 100gm
bottle
Non-sticky, non-chalky liquid.NO medicinal taste
Brands Powder/Price Suspension/Price Tablet/Price
100 gm- Rs.80/-
10 gm- Rs.6/-
170 ml- Rs.68/-Per Strip-Rs.8/-
10 gm- Rs.6/- 170 ml- Rs.56/- Per Strip- Rs.10/-
N.A 400 ml- Rs.114/- Per Strip- Rs.10/-
N.A30 ml- Rs.40/-
Per Strip- Rs.15/-
Introduction
Advertisement
Distribution
Research
Consumer Psychology
Sales promotion
Digital media
Print ad
Restaurants
Food courtsSamplingTvcYou tube
ads
Promotional strategy
Positioning of competitors
Kam shuru sirf 6 second me
Express relief in 10 second
Makes your heart burn? Gelusil cools it
Pet ka fire brigade
Acidity ki chutti
Goodbye badhazmi
Introduction
Advertisement
Distribution
Research
Consumer Psychology
Distribution
GlaxoSmithKline Consumer Healthcare Ltd has a strong marketing & distribution network in India.
It has over 600 Distributors.
Direct coverage of over 750000 retail outlets.
This gives the company a strategic advantage in the competitive antacid market
Introduction
Advertisement
Distribution
Research
Consumer Psychology
Method – The survey was conducted with the Chemists,
grocery, beetle shops and consumers.
Type of Questionnaire – open & close ended questions
Research Tool – Questionnaires
Sample Size – Chemists : 3
Grocery shops: 3
Beetle shops: 3
Consumers: - 20
Area - Nerul
RESEARCH METHODOLOGY
Observation from Chemist, Grocery & Beetle Shop Corners
Particulates Medical Shop Grocery Shop Beetle Shop
Number of Shop 3 3 2
Antacid Product sold
Eno (Powder, Liquid & Tablet)
GelusilDigene
Sachets(Powder)
Sachets(Powder)
No. of unit sale/day 8-10 5-6 3-4
No. of Distributors/whole
seller
3 1 1
Frequency of visit for taking order
Alternate Day Weekly Fortnight
Any Scheme No No No
Does Customer ask for other product if ENO is not available
Such situation usually does not arise &
possibly they move nearby shop to get it.
No No
Interpretation of the observation from Chemist, Grocery & Beetle Shop CornersS. No Interpretations
1. The availability of ENO is well maintained throughout each & every corner.
2. A variety of Antacids are available with chemist along with ENO Variants but in Grocery & Beetle shop only Sachets are available.Gel Form is not available even in chemist shop.
3. Volume of sales of ENO sachets in chemist shop almost DOUBLE to that of in Grocery & Beetle shop so frequency of visit for order is quite high comparetively.
4. No scheme in ENO product and High Demand of product suggest that the PULL strategy is working well with ENO.
5. Customer Loyalty is quite high with the Product.
Introduction
Advertisement
Distribution
Research
Consumer Psychology
QuestionnaireQ1)Which product do you prefer for acidityQ2)Reason for buying the sameQ3)Will you buy another product if not availableQ4)What attribute do you seek before buying a productQ5)Do you think granules are more effective then liquids
Consumer Psychology
Findings
Consumer Psychology
Sr.No
Questions ENO Gelusil Digene Others
1 Product Preference
50% 20% 10% 20%
2 Reasons 70%-Instant Relief25%-Availability5%-Economical
50%-Dr-suggestion30%Brand equity20%Attractive
70%-Dr SuggestionFlavours
3 Loyalty 80% 70% 70%
4 Attributes Availability, Instant Relief, Flavors, Effective & Economical
5 ENO used for fermentation purposes.
Fizz continued with new flavors….
Thank You.