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.