05/03/2023 OTC Group 6 1

CROCINConsumer and Retail Review

Group 6

05/03/2023 OTC Group 6 2

IntroductionLaunched 31 years ago by Duphar Interfran Ltd. in India

Acquired by GSK for 45 crore in 1996 to safeguard Calpol

Current market leader in OTC Paracetamol based antipyretic/analgesic market

05/03/2023 OTC Group 6 3

Product Formulation

05/03/2023 OTC Group 6 4

PRODUCT FORMULATIONNAME CONTENT DOSAGE

FORMPRICE

Crocin advance Paracetamol IP 500 mg Tablet Rs. 2 per tab

Crocin cold and flu Paracetamol IP 500 mgCaffeine IP 25 mg

Phenylephrine Hcl IP 5 mg

Tablet Rs. 2.5 per tab

Crocin pain relief Paracetamol IP 650 mgCaffeine anhydrous IP 50 mg

Tablet Rs. 2.5 per tab

Crocin suspension Paracetamol IP 120 mg in flavoured syrupy base Suspension Rs. 36 per 60 ml

Crocin suspension DS Paracetamol IP 240 mg in flavoured syrupy base Suspension Rs. 41 per 60 ml

Crocin drops Paracetamol IP 100 mg in flavoured syrupy base Drops Rs. 32 per 15 ml

05/03/2023 OTC Group 6 5

COMPETITORS• Calpol• Saridon• Dcold total• Generic drugs

05/03/2023 OTC Group 6 6

Distribution Channel Manufacturer (GSK)

CNF

Stockist

Semi Stockist

Retailer

05/03/2023 OTC Group 6 7

DistributionField person visit frequency: Minimum once-a-weekSchemes on purchase:

Crocin Advanced: 24+1Crocin Cold n Flu: No schemeCrocin Pain Relief: 9+1

Stockists surveyed: Eastern Sales Agency (SantaCruz), Welcome (Andheri), Shree J Ramesh (Kurla)

Chemists surveyed: 10Bandra, Jogeshwari, Chembur, Vashi, SantaCruz, Mulund,

Thane

05/03/2023 OTC Group 6 8

Advertising• CROCIN ADVANCE.mp4• Crocin: Cold and Flu Max.mp4• Crocin Advance: Weather Change School Film.mp4

05/03/2023 OTC Group 6 9

Consumer Psychology• Crocin scores high on relevance which means that people consider it to be appropriate

and vital to use• Crocin consumer preference is good as a result of good brand building.• It scores relatively low on differentiation which means that people consider all OTC drugs

the same• Product composition does not affect the buying decision of consumer

Consumers Surveyed- 20Why do you prefer Crocin over competitors-• Trust associated with GSK brand• Quick action and long duration of action• A wide range of products are available to cater needs of different customers• Good availability • Heavy promotion and advertising

05/03/2023 OTC Group 6 10

SWOT AnalysisStrength1. Well accepted,

enjoys trust of GSK2. Wide range of

products available in different pack sizes3. Enjoys the strong distribution network

of GSK4. Heavy investment in A&P; brand recall and brand association high

Weakness1. 65% of the brand

usage is for its antipyretic i.e. fevers related use which is a

smaller segment as compared to the pain

killer market2. It faced objections from FDA for some of its campaigns which

were later sorted out

Opportunity1. Target the

alternative channels and promote it

through medical representatives2. Promote the

analgesic benefits more to tap the huge

painkiller market

Threat1. DPCO and NPPA

2. Competition in the market.

3. Most of the time the druggist has the influencing power in

the sale of OTC products

05/03/2023 OTC Group 6 11

Recommendations• Advertisements on Crocin should show the unique features of the

brand• It is relatively well known by respondents. But it also shows that more

awareness for the brand needs to be created for the brand recall in other indications is low• Crocin should do more of ad campaigns and promotional activities to

increase awareness and highlight its differentiating factors