brand management crocin

BBbb1

[2011]

SUBMITTED

TO:-MR RAHUL

SHARMA

SUBMITTED BY:-

RIAZ AHEMAD

[Pick the date]

[BRAND MANAGEMENT]

BRAND MANAGEMENT CROCIN

Introduction

Powerful brands create meaningful images in the minds of consumers (Keller, 1993), with

brand image and reputation enhancing differentiation and thus potentially having a positive

influence on buying behaviour (Gordon, Calantone and di Benedetto, 1993; McEnally and de

Chernatony, 1999). Branding in consumer markets has been shown to increase a company’s

financial performance and long term competitive position (Mudambi, 2002).

While the power of branding is widely acknowledged in consumer markets, the nature and

importance of branding in industrial markets is under-researched, and in the literature which

does exist, a division of academic thought is apparent.

Many business-to-business (B2B) marketing strategists have claimed that brand-building

belongs in the consumer realm (Lorge, 1998) . Collins argued that industrial products do not

need branding as did Saunders and Watt who claimed that branding was confusing and added

little value to undifferentiated industrial products (Thompson, Knox and Mitchell,

1997/1998). It has also been claimed that the sales-dominated nature of the industrial

marketing environment is so important that brands have no place in a B2B setting

(Rosenbroijer, 2001). Others have claimed that the importance of branding in industrial

contexts has increased (Rosenbroijer, 2001) and that brands can indeed provide a great deal of

value in such an environment (Gordon, Calantone and di Benedetto, 1993; Hague and

Jackson, 1994; Hutton, 1997; Low and Blois, 2002; Michell, King and Reast, 2001; Mudambi,

2002; Mudambi, Doyle and Wong, 1997; Thompson, Knox and Mitchell,

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1997/1998). According to Aaker, in deciding between industrial purchase alternatives, the

decisive factor can in fact be what a brand means to the buyer (Mudambi, 2002).

To date, a sufficient base for a comprehensive model of B2B branding does not exist, nor does

a thorough empirical study of B2B brand equity. This paper will first introduce in conceptual

terms a leading branding model, that by Kevin Keller (1993; 2001; 2003), and then

empirically test its applicability in a B2B context. These are large issues not easily resolved,

but this is the first paper to begin in this important pursuit.

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Briefly overviewed, the first step of the CBBE model is to ensure the correct ‘brand identity’.

Answering the first question customers ask about brands - Who are you? - the purpose is to

create an identification of the brand, and an association with a specific product class or need

(Keller, 2003). The initial step consists of the brand building block, ‘salience’.

The second step answers the customer question - What are you? - by establishing ‘brand

meaning’ in their minds, and linking brand associations with certain properties (Keller, 2001).

Two brand building blocks make up this step - ‘performance’ and ‘imagery’.

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EXPERIENCE

Customer perceptions

Customer service

Actions of sales & delivery people etc.

Brand evolution over the years, changes to any aspect of the brand must reflect the changing

market demands

QUALITY

Tastes & levels of service

Ingredients & raw materials used etc.

Product/service durability

Guarantees and warrantees

Cutting edge technology

IDENTITY

Strong & visible

Memorable names

Logos & colors

Sponsorships

Packaging etc.

Shelf position & display

Vehicle displays and branding

Corporate uniforms

COMMUNICATION

PR & Advertising strategies

Quality letterheads & writing materials.

Internet presence

News Releases, sponsored press articles etc.

Other verbal and non-verbal means used in communicating

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HISTORY OF CROCIN

The history of Crocin is intertwined with the development of paracetamol. In the late 19th

century there was a severe scarcity of quinine, a drug that was then widely administered to treat

fever. This sparked the search for a synthetic substitute which, in turn, led to the discovery of N-

acetyl-p-aminophenol – now popularly known as paracetamol, the active ingredient in Crocin.

By the early 1940s enough work had been done in the laboratories of the world to demonstrate

the clinical safety of this chemical.

In India the history of Crocin goes back more than 40 years when it was first introduced in the

market by Duphar Interfran Limited (now DIL Limited) – a Mumbai-based pharmaceutical firm.

In its early days, Crocin like several other drugs, was a prescriptive and was marketed through

the ethical route.

In 1996, Duphar Interfran sold the brand to SmithKline Beecham. Soon after, through a

government notification several drug

CROCIN (Paracetamol)

Paracetamol (INN) or acetaminophen (USAN) is a widely used over-the-counter analgesic

(pain reliever) and antipyretic (fever reducer). It is commonly used for the relief of headaches,

other minor aches and pains, and is a major ingredient in numerous cold and flu remedies. In

combination with opioid analgesics, paracetamol can also be used in the management of more

severe pain such as post surgical pain and providing palliative care in advanced cancer patients.

The onset of analgesia is approximately 11 minutes after oral administration of paracetamol, and

its half life is 1–4 hours.

Paracetamol (Crocin - brand name popular in India) and acetaminophen (Tylenol - brand name

popular in the US) are essentially the same. The words acetaminophen and paracetamol both

come from the chemical names for the compound: N-acetyl-para-aminophenol and para-acetyl-

amino-phenol.

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Common brand names for the drug include Tylenol in Brazil, Canada, South Korea and the U.S.,

Paralen in the Czech Republic and Slovakia, Panadol in Taiwan, Australia, Greece, Central

America, Ireland, New Zealand, Pakistan, Malaysia, Hong Kong, the UK, Sri Lanka, Romania,

Portugal, The Netherlands, Finland, Singapore, Kenya, and Hungary, Perdolan in Belgium,

Doliprane, Dafalgan, and Efferalgan in France, Tachipirina and Efferalgan in Italy, Crocin in

India, Gelocatil and Efferalgan in Spain, Benuron in Portugal, Alvedon in Sweden, Panodil

and Pinex in Denmark and Iceland, Acamol, Dexamol and Rokamol in Israel, Pinex and

Paracet in Norway, Depon in Greece, Lekadol and Daleron in Slovenia Plicet and Lekadol in

Croatia , Adol in Oman and Biogesic in Philippines.

While generally safe for use at recommended doses (1,000 mg per single dose and up to 4,000

mg per day for adults, up to 2,000 mg per day if drinking alcohol), acute overdoses of

paracetamol can cause potentially fatal liver damage and, in rare individuals, a normal dose can

do the same; the risk is heightened by alcohol consumption. Paracetamol toxicity is the foremost

cause of acute liver failure in the Western world, and accounts for most drug overdoses in the

United States, the United Kingdom, Australia and New Zealand.

Paracetamol was first marketed in the United States in 1953 by Sterling-Winthrop Co., which

promoted it as preferable to aspirin since it was safe to take for children and people with

ulcers.The best known brand today for paracetamol in the United States, Tylenol, was

established in 1955 when McNeil Laboratories started selling paracetamol as a pain and fever

reliever for children, under the brand name Tylenol Children's Elixir—the word "tylenol" was a

contraction of para-acetylaminophenol. In 1956, 500 mg tablets of paracetamol went on sale in

the United Kingdom under the trade name Panadol, produced by Frederick Stearns & Co, a

subsidiary of Sterling Drug Inc. Panadol was originally available only by prescription, for the

relief of pain and fever, and was advertised as being "gentle to the stomach," since other

analgesic agents of the time contained aspirin, a known stomach irritant. In 1963, paracetamol

was added to the British Pharmacopoeia, and has gained popularity since then as an analgesic

agent with few side-effects and little interaction with other pharmaceutical agents.

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Concerns about paracetamol's safety delayed its widespread acceptance until the 1970s, but in

the 1980s paracetamol sales exceeded those of aspirin in many countries, including the United

Kingdom. This was accompanied by the commercial demise of phenacetin, blamed as the cause

of analgesic nephropathy and hematological toxicity.

The U.S. patent on paracetamol has long expired, and generic versions of the drug are widely

available under the Drug Price Competition and Patent Term Restoration Act of 1984, although

certain Tylenol preparations were protected until 2007. U.S. patent 6,126,967 filed September 3,

1998 was granted for "Extended release acetaminophen particles"

OTHER PROPERIETARY BRAND ASSETS

Brand assets are patents, trademarks & channel relationship. Brand assets will most valuables if

they inhibit or prevent competitors from eroding a customer base & loyalty. These assets can

take several forms of example a trademark will protect brand equity from competitors who might

want to confuse customers buy using a similar name symbol or package. A patent, if strong &

relevant to customer choice, can prevent direct competition. A distribution channel can be

controlled by a brand because of a history of brand performance.

To be very relevant, assets must be tied to the brand. If distribution is a basis for brand equity, it

needs to be based on a brand rather than on a firm.

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CROCIN HERITAGE BRAND & ITS PATENT:-

Crocin is a three decade old heritage brand. The brand was once generic to the antipyretic

category in India . The brand is currently sold through Over The Counter (OTC) route. The brand

is the market leader in the paracetamol category.

Crocin was launched in India 30 years ago by the company Duphar Interfran Ltd. During the

early years, the brand was marketed through the ethical route. The brand was bought by

Smithkline in 1996. The brand was so successful in the market that GSK bought it for a

consideration of Rs 45 crore. There was a logic behind the brand acquisition. GSK had the brand

Calpol in the prescription market and was a market leader in the Ethical segment. Crocin was

proving to be a major threat for Calpol. So the brand was acquired in order to safeguard the

position of Calpol.

The Indian Pharmaceutical market is huge with a valuation of $45 billion. The OTC segment

accounts for a value of $ 1 Billion i.e Rs 4500 crore. Crocin is in the analgesic/antipyretic

market. The analgesic (pain Killer) market is a large market with a size of Rs 900 crore and the

mild analgesic market is worth Rs 300 crore. With in the analgesic market there are two types :

Aspirin based and Paracetamol based. Paracetamol based formulations constitute a major part of

the market. Crocin formulations has a 5% share in the total market.

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OBJECTIVE OF BRAND AWARENESS

The ultimate goal of most businesses is to increase sales and income. Ideally, you want to attract

new customers to your products and encourage repeat purchases. Brand awareness refers to how aware

customers and potential customers are of your business and its products. Within a week after its

introduction, surveys found that more than 90% of US consumers had heard about the iPhone as a

result of advertising and news reports. This is exceptionally high brand awareness. Ultimately,

achieving successful brand awareness means that your brand is well known and is easily

recognizable. Brand awareness is crucial to differentiating your product from other similar

products and competitors.

The major components of a plan to develop brand awareness are:

• Identifying and understanding your target customers

• Creating a company name, logo, and slogans

• Adding value through packaging, location, service, special events, etc.

• Advertising

• After-sale follow-up and customer relations management

Targeting the right audience is crucial to your success. Of similar importance is understanding that you

need a plan along with specific action that increase awareness of your brand amongst your

consumers. Throughout the entire process of creating a brand, it is of utmost importance to

consider how what you do will increase brand awareness importance to consider how

what you do will increase brand awareness. It can play a major role in purchasing decisions.

There are few things more worthwhile than investing time in your brand’s awareness. It can play a

major role in purchasing decisions.

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Advertisement is a combination of many Factors so some people recall it by its Uniqueness

and some may recall it by the jingle used in Ad.

The set-up of your sale table,

The packaging of your product,

The logo and tagline

Creating brand awareness, through a collaborative, well-developed overall image, is essential to

developing brand that achieves maximum benefits.

Slogans and taglines should also be consistent throughout mediums and material.

TV, Magazines, Internet, News paper, Clinics, Chemists have been source of Advertisement

For CROCIN.

TV ads of CROCIN, :- It are the main brands which are recalled by maximum people.

BRAND EQUITY

The term Brand Equity refers to the inherent in a well-known brand name from customer

perspective. Brand Equity is the added value bestowed on the product by the brand name. It can

be conceptualized from the three different perspectives-

At the firm level, it is the incremental cash flow arising from the use of the brand name.

At the trade level, it is the leverage from the use of the brand name.

At the consumer level, it occurs when the consumer is familiar with the brand and holds some

favorable, strong and unique associations in memory.

Consumer based Brand Equity arises from consumer being more likely to be aware of some

brands in addition to possibly preferring some brands over others. Brand equity can also to be

defined as a set of assets (&liabilities) linked to a brand’s name symbol that adds to (or subtracts

from) the value provided by a product/service to a firm and/or to that of firm’s customers.

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IMPORTANCE OF BRAND EQUITY:

Building Brand equity has become increasingly important for companies. Brand Equity is

derived from many things including a reputation for Quality & high brand awareness, but the key

element in the association that are evoked in the consumer by the brand name, symbol and

packing. These associations can be ‘hard’ or functional (plant & machinery), as well as ‘soft’ or

symbolic (brand name). Together these give the brand a “personality”. Thus, just as people have

individual personalities, brands too can develop personality like association if the advertising for

these brands identifies and develops a consistent image that is reinforced overtime.

A brand can have high quality, or value as a tradable asset, for many reasons. According to

Aaker, brands have equity because they have high awareness; many loyal consumers; a high

reputation for perceived quality; proprietary brand assets such as access to scarce distribution

channels or to patents; or kind of brand associations (such as personality association)

The BRAND EQUITY OF CROCIN has been produces by :-

As far as a customer is concerned, Crocin is still perceived as a drug for fever( antipyretic) rather

than as a pain killer(analgesic).

Approaches to measure brand loyalty are-

Behavior measures.

Switching costs.

Measuring satisfaction.

Linking of the brand.

Commitment.

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The brand roped in Kapil Dev to endorse the brand. The high profile ad campaign gave a new

life to the brand. The brand also came out with variants like Crocin Quik that boasted of faster

relief . Quik was essentially a concentrate of the classic Crocin. Crocin also came out with

Crocin 1000 aiming at patients having arthritis. Crocin is promoted as an ethical product.

The British company, which has decided to extend the 40-year old Crocin brand to pain killers, a

category which generates the highest number of prescriptions from doctors.

CROCIN is a easy remembering name which has been affixed in mind of customer and it does

have maximum brand Equity

MARKET (BRAND EQUITY OF CROCIN)

It is unlikely that any research can ever throw up how many people might be sick in the world on

any one day with flu, headache, a sniffling cold or a minor body ache. But if even 0.50% were,

the world would have 33 million people reaching out for a paracetamol, more than once every

day.

A paracetamol is one of the world's most widely used, over-the-counter (OTC) medicines and

can be administered with complete safety, in therapeutic dosages, without side-effects normally

associated with non-steroidal anti-inflammatory drugs (NSAID).

The Indian analgesic and anti-pyretic market is a huge one, growing at 9.50% per annum

(Source: MAT, April 2009). Not many would believe that this market actually harbours 62

nationally distributed analgesics and over 100 local brands. So in an environment as competitive

as this, a single brand cornering 18% of the market in the systemic analgesics category is

astonishing. Even more astonishing is the fact that Crocin.

– India's largest selling over-the-counter analgesic actually grew 21% in 2008.

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CROCIN

Crocin has been a trusted family name for over three decades and enjoys a strong medical

heritage. An effective remedy for fever and mild-to-moderate pain, Crocin is an over-the-counter

drug and does not require a doctor's prescription to buy it.

Over the last few years Crocin has seen a series of new initiatives like new packaging with a 3-D

hologram seal - a protection seal - and new launches like Crocin Pain Relief and Crocin

Suspension Double Strength.

Crocin Pain Relief

Launched in 2003, this is Crocin's new offering in the pain arena. Specially formulated for

effective pain relief, it contains 650 mg of Paracetamol and 50 mg of Caffeine.

Paediatric (Children's) Range

Crocin paediatric range is a complete range - there is one for every age group, from infants to

toddlers to older kids up to 12 years.

Every pack label has an accurate dosing table. To enable ease of administration and accuracy of

dose, the packs are provided with new & user friendly dosing devices such as a measuring cup

and a dropper. Crocin paediatric range also has tasty flavours that help in facilitating better

patient compliance and hence better results.

The paediatric range consists of 3 variants differentiated on the basis of age: Crocin Drops in a

Peppermint flavour - suitable for children in the age group of 0-1 years; Crocin Suspension in a

Strawberry flavour - suitable for children in the age group of 1-5 years; and Crocin Suspension

Double Strength in a Mixed fruit flavour - suitable for children in the age group of 5-12 years.

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Crocin Quik

Crocin Quik is a breakthrough paracetamol formulation, "that gets to work TWICE AS FAST as

regular paracetamol tablets". It is India's fastest acting paracetamol tablet.

Crocin has been a trusted family name for over three decades and enjoys a strong medical

heritage. An effective remedy for fever and mild-to-moderate pain, Crocin is an over-the-counter

drug and does not require a doctor's prescription to buy it.

Over the last few years Crocin has seen a series of new initiatives like new packaging with a 3-D

hologram seal - a protection seal - and new launches like Crocin Pain Relief and Crocin

Suspension Double Strength.

Crocin Pain Relief

Launched in 2003, this is Crocin's new offering in the pain arena. Specially formulated for

effective pain relief, it contains 650 mg of Paracetamol and 50 mg of Caffeine.

Paediatric (Children's) Range

Crocin paediatric range is a complete range - there is one for every age group, from infants to

toddlers to older kids up to 12 years.

Every pack label has an accurate dosing table. To enable ease of administration and accuracy of

dose, the packs are provided with new & user friendly dosing devices such as a measuring cup

and a dropper. Crocin paediatric range also has tasty flavours that help in facilitating better

patient compliance and hence better results.

The paediatric range consists of 3 variants differentiated on the basis of age: Crocin Drops in a

Peppermint flavour - suitable for children in the age group of 0-1 years; Crocin Suspension in a

Strawberry flavour - suitable for children in the age group of 1-5 years; and Crocin Suspension

Double Strength in a Mixed fruit flavour - suitable for children in the age group of 5-12 years.

Crocin Quik

Crocin Quik is a breakthrough paracetamol formulation, "that gets to work TWICE AS FAST as

regular paracetamol tablets". It is India's fastest acting paracetamol tablet.

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STRENGTH AND FAVOURABILITY OF CROCIN:-

Crocin although a generic name in the paracetamol segment faces an interesting problem. 65% of

the brand usage is for its antipyretic i.e fever related use. The antipyretic segment in the OTC is

very small with a size of Rs 30-40 crore. In the painkiller market which is large, Saridon leads

the pack in the OTC segment.

Crocin's market became limited sadly because of its efficacy or popularity as a drug for fever

although it had pain killer properties. Sometimes success can become a limiting factor for further

growth. The paracetamol segment is witnessing competition from the generic

tablets. Most of the time the druggist has the influencing power in the sale of OTC products.

During the 1990's if Crocin was a generic name for paracetamol tablets, the situation is different

now with consumers asking for Paracetamol rather than Crocin.

Crocin was in the maturity stage of its product lifecycle in 2000 with the sales stagnating. There

was intense competition from generic products and other brands.Paracetamol became a

commodity with little scope for differentiation. The brand then went into Market Development

Mode in 2003 by repositioning the brand as an analgesic. The brand roped in Kapil Dev to

endorse the brand. The high profile ad campaign gave a new life to the brand. The brand also

came out with variants like Crocin Quik that boasted of faster relief . Quik was essentially a

concentrate of the classic Crocin. Crocin also came out with Crocin 1000 aiming at patients

having arthritis. Crocin is promoted as an ethical product

Crocin had its fair share of problems from the " Watch Dogs". Typically when a brand moves

from Ethical to OTC and embarks on brand building , there is going to be someone who will cry

foul. Crocin faced objections from FDA for some of its campaigns but those were later sorted

out.

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As far as a customer is concerned, Crocin is still perceived as a drug for fever( antipyretic) rather

than as a pain killer(analgesic). It will take a lot of money and time to change that perception.

PERCEIVED QUALITY: “Quality is the patent protection we have got.”

- James Robinson

CEO, American express

Perceived quality can be defined as the customers perception of overall quality or superiority of a

product or service with respect to its intended purposes, relative to alternatives. Perceived quality

is first perception by customers. It thus differs from several related concepts. Such as:

Actual or objective quality- the extend to which the products or services delivers superior

service.

Product based quality- the nature & quantity of ingredients, features or service included.

Manufacturing quality, conformance to specification the “ Zero Defect” goal.

Brand Values

Crocin is a heritage brand, steeped in pharmacological history. Over the decades it has brought

relief and a gentle touch of caring to perhaps hundreds of millions of people – quickly and safely.

For entire generations, Crocin is more than a pain and fever reliever, it is a time-tested friend that

has always helped bring comfort and soothe life's little aches.

It has also been a mother's first line of defence. As infants, the single drop of Crocin syrup she

administered brought quick relief; to children it was the spoon of fruity suspension and for adults

the magic white pill. At every stage of life there was a Crocin to fall back upon.

A paracetamol simply means that the drug delivers the dual benefit of both a pain reliever - an

analgesic and a fever reducer – an anti-pyretic.

Paracetamol works by suppressing an enzyme that is responsible for the production of a

substance called prostaglandins which are important mediators for inflammation, pain and

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fever.Prostaglandins were first isolated as far back as 1935 but it was not till 1971

pharmacologists were able to that aspirin-based drugs could their production. The discovery seen

as a significant breakthrough and suddenly opened the floodgates for a host of new compounds.

In fact, Sune Bergström, Bengt Samuelsson and John Vane, the three biochemists who first

discovered this fact received the Nobel Prize for medicine in 1982.

However, in 1953 – exactly half way between the isolation of prostaglandins as the carriers of

pain and the discovery of their inhibitors – paracetamols began to be marketed in the United

States by Sterling-Winthrop as a safer drug than aspirin; they were seen as being gentle on the

stomach and had few side-effects. In 1963, paracetamol was added to the British Pharmacopoeia.

UNIQUE SELLING PROPOSITION

While Crocin was leaping up the sales chart, GSK had planned several brand extensions. The

rapid mutation of viruses and the fact that cross-border travel had multiplied many times also

meant that viruses now had the opportunity.

of infecting more people. Mild forms of flu and colds were becoming more frequent with more

people. A growing market for a safe OTC drug that could combat this discomfort was very

apparent. This led GSK to launch Crocin Cold n' Flu. The new drug offered relief from multiple

symptoms of colds such as blocked nose, headache, body ache and mild fever. The major

differentiator was that unlike most other medicines in this space

India's best-known paracetamol brand, Crocin, has a presence in the alleviation of fever, pain and

cold with its three variants – Crocin, Crocin Pain Relief and Crocin Cold n' Flu. While most of it

is sold in tablet form, Crocin is also delivered in oral liquid dosage form for paediatric use. The

paediatric formulation is available in the form of peppermint-flavored drops for infants and a

strawberry and mixed fruit flavored suspension for children between the ages of one and twelve.

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BRAND ASSOCIATIONS:

“A man is known by the company he keeps.”

- Anonymous

The underlying value of brand name is often based upon specified associations linked to it. It is

anything ‘linked’ in memory to a brand. The associations not only exit but also have a level of

strength. A link to brand will be stronger when it is based on many experience or exposures to

communications, rather than few. It will also be stronger when a network of other links supports

it.

GSK has been found promoting Crocin Pain Relief , its recently launched brand , using

electronic advertisement. Each Crocin Pain Relief tablet marketed in colourful aluminium strips

of 10. After its acquisition of in 1996, GSK developed a new communications strategy. In those

days several aspirin-based analgesics and paracetamols were readily available. However,

research had shown that extended usage of these drugs tended to cause severe side-effects such

as liver toxicity, gastrointestinal bleeding, gastritis, liver-related problems and dizziness,

amongst others (Source: MedlinePlus, January 2007). Crocin at recommended dosage was a safe

drug with virtually no reported side-effects. GSK used this knowledge by positioning Crocin on

the safety and easy-on-the-stomach planks but steering clear of its other benefit: the drug's

analgesic property

A brand image is a set of associations, usually organized in some meaningful way. Positioning is

closely related to the associations & image concepts except that it implies a frame of reference,

the reference point usually being competition. A “brand positioning” does reflect how people

perceive a brand; however, “positioning strategy” can also be used to reflect how a firm is trying

to be perceived.

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The strategic value of brand associations:

The underlying value of a brand name is its set of associations, it’s meaning to people.

Associations represent bases for purchase decision and for brand loyalty.

Crocin sells more than 2.50 million pills each day.That's nearly 30 every second, around-the-

clock.Internationally Crocin goes by the name Panadol,Crocin has a share of 18% in a market

that has many nationally distributed brands and a plethora of local brands

Unlike other remedies for flu-like symptoms, Crocin Cold n' Flu has a unique non-drowsy

formulation,The active ingredient in Crocin – N-acetyl-p-aminophenol – was discovered in the

early 1900s.

Promotion Advertising life-saving drugs in all of the world contravenes the code of ethical

practices. However, OTC drugs are aggressively advertised with each brand seeking its share-of-

pocket. After its acquisition of in 1996, GSK developed a new communications strategy.

In those days several aspirin-based analgesics and paracetamols were readily available.

However, research had shown that extended usage of these drugs tended to cause severe side-

effects such as liver toxicity, gastrointestinal bleeding, gastritis, liver-related problems and

dizziness, amongst others (Source: MedlinePlus, January 2007).

Crocin at recommended dosage was a safe drug with virtually no reported side-effects. GSK

used this knowledge by positioning Crocin on the safety and easy-on-the-stomach planks but

steering clear of its other benefit: the drug's analgesic property. Further, fever claim could not

be advertised as it featured in the list of diseases and conditions in the Drugs and Magic

Remedies (Objectionable Advertisement) Act. All mass media activities for Crocin were put into

low key by the end of 1999.

However, by then a number of new formulations had been introduced. This had the expected

result of further fragmenting the market and taking away shares from Crocin.

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The new drugs were perceived to be very effective and offered consumers a kind of safe remedy

since they all came with the recommendations of doctors. Crocin was, therefore, up against a

mind set that believed that there was no tangible reason to go back to it.

Crocin decided to return to the formula that had been tried and successfully tested in

international markets for its best-selling drug, Panadol.

It developed 'slice of life' advertising showing real people in real situations for real reasons

reaching out for a Crocin. The results have been spectacular. Crocin has won back its pre-

eminent position in the market and registered a stunning 21% growth in sales.

.

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BRAND STRATEGY:-

A COST LEADERSHIP STRATEGY is based on the concept that you can produce and

market a good quality product or service at a lower cost than your competitors. These low

costs should translate to profit margins that are higher than the industry average. Some of

the conditions that should exist to support a cost leadership strategy include an on-going

availability of operating capital, good process engineering skills, close management of

labor, products designed for ease of manufacturing and low cost distribution.

Crocin complies Low Cost Leadership.

Maximum people remember the Ads by “Information/message given by the

advertisement”, rather that others aspects. “Uniqueness of Ads” is also seen as a major

contributor to recall Ads to the public.

(MERA BHAROSA –CROCIN PAIN RELIEF)

Most people prefer to see OTC Ads “through TV medium” and the second preferred

medium is “through chemists”.

OTC drugs which are promoted by “Doctor as a Brand Ambassador” are more liked by

people.

People are most influences by the Company Brand image of OTC drug.

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People also somewhat bother about the Product Brand name and benefits sought from the

OTC drugs.

People rated Highly Influenced with Brand name of OTC drugs.

people were somewhat influenced by the frequency of Ad Campaigns

people have ranked “General awareness and education Programs in highly

influenced” option,.63% of respondents are highly influenced with this type of programs.

Packaging of the product is also somewhat influence the choice of the product

Also advertising affects the liking and choice of products for general public

Respondents also influenced with the overall attraction of the ads

Doctors also play role in suggesting OTC medicines to people and influence the purchase

pattern of consumers.

CONCLUSION

I have tried in this project to show some branding techniques that benefits to countries as well as

the steps for creating a country branding program have also been discussed. It must be said

however, that putting all these steps into practice, and hiring professional branding experts to

manage such a program may still not guarantee that the country will attract investors, nor will the

country experience the desired image change. This is because of the existence of other

extenuating factors in the environment; these factors may include global economic downturn.

Also, the market forces of demand and supply of global capital play a major role in determining

where investors give their money. This is coupled with the actions of other competing countries,

because in international business investments, there are no sentiments; investors seek maximum

yield, return and security on their investments, which only a politically and economically stable

country may guarantee.

Brand awareness is a marketing concept that measures consumers' knowledge of a brand's

existence. At the aggregate (brand) level, it refers to the proportion of consumers who know of

the brand.

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http://en.wikipedia.org/wiki/Brand


BIBLIOGRAPHY

Naresh Malhotra, Research Methodology, Pearson Publishers

Medicine Net Inc, healthcare Media publishing company, June 2004, A catering theory of

Generic and OTC medicines available at

http://www.medterms.com/script/main/art.asp?articlekey=33073

Baker Malcolm, The Journal of Finance, Vol. lix, No.3, June 2004, A catering theory of

……….available at www.people.........................................

http://www.naturalnews.com/010315_advertising_drugs_doctors.html

http://www.piribo.com/publications/sales_marketing/branding/

pharmaceutical_branding_strategies.html

Books On internet:

Health Care in the New Millennium by Ian Morrison

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http://www.piribo.com/publications/sales_marketing/branding/pharmaceutical_branding_strategies.html

http://www.piribo.com/publications/sales_marketing/branding/pharmaceutical_branding_strategies.html

http://www.naturalnews.com/010315_advertising_drugs_doctors.html

http://www.people/

http://www.medterms.com/script/main/art.asp?articlekey=33073


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