Itch Guard PDF

ITCH GUARD Presented by: Kish Ki shori ori Kedi edia a (A (A007 007)) Ashwi Ash wini ni Ni Nits tsur ure e (A0 (A010 10)) SagarTeli SagarT eli (A016) M Ph+MBA (Pharma (Pharmaceuti ceutics) cs)

ITCH GUARD Presented by: Kish Ki shori ori Kedi edia a (A (A007 007)) Ashwi Ash wini ni Ni Nits tsur ure e (A0 (A010 10)) SagarTeli SagarT eli (A016) M Ph+MBA (Pharma (Pharmaceuti ceutics) cs)

ITCHITC H- con consum sumer er und unders erstan tanding ding

The Existing Market General Talcum Powder Antiseptic Creams & Lotions Prickly Heat Powder Cold Creams

OTC Products

Rx Products (in case of serious itch)

B-Tex

Betnovate

Sapat

Zole-F

Soframycin

Flucort

Mycoderm

Canestal

Lotions

Quadriderm Candid

Products used vary from personal care products to OTC to Rx

The Existing Market B-Tex

Sapat

Quadriderm

Products were not specifically formulated to provide relief from sweat itching. NEED GAP • Launched in 1946 • Major ingredient is

• Launched in 1897 • Major ingredient are

Salicylic acid • Key drawbacks – there is a burning sensation when applied & leaves a scar mark

Salicylic acid and Clotrimazole • A non-staining, vanishing and soothing ointment

Daad ki khujli

“

”

Ringworm, pimples

• Launched in 1979 • For treating itching and

infections particularly for private areas

Rx- for serious

Paras created the category of ‘Sweat Itch’ in India by launching Itch

Guard

Associative brand

One of the top 10 medicated skin care OTC brands in India

Connotes relation to itch

Impactful

Appealing

Fits well with product feature

Product characteristics SKUs

Composition: each 100g contains:

15g tube 25g tube 5g sachets

• Clotrimazole I.P.

1%w/w • Methyl Paraben I.P. 0.1%w/w • Propyl Paraben I.P. 0.1%w/w • Cream base

New Packaging

 Market Share Indian OTC Market size $ 2.4 billion in 2015 with growth rate of 9%

Dermatological segment was 14% ($0.34 B)

Itchguard is Market Leader in itch sweat segment with 40% (60cr) of INR 150 cr market

Product timeline

1998

Product launch

2009

Icy cool formula launche d

2010

Paras hands over brand to RB

Changing hands

In 2010, RB buy Paras Pharmaceuticals Limited for INR 32.6 billion.

RB’s growth strategy in

consumer health care.

RB wanted a firmer foothold in the OTC market

Product timeline 2010

Paras hands over brand to RB

2010

Launch of powder

2011

Launch of insect bite

Price Itch Guard

• 15g: Rs. 50 • 25g: Rs. 67 • 5g sachets:

Rs. 10

Quadriderm

Itchmosol

Sapat

• 5mg: Rs.49 • 10mg: Rs. 90

15g: Rs.48

• lotion 12ml:

Rs. 27 • Malam 7g: Rs. 22

Apollo itch prevention cream

25g: Rs.50

Place Strategy Effective promotion

RB has extensive coverage

Pull strategy

Almost 5L retailers directly covered

But efforts only for new products

Not a product of choice of retailers

Low margins

Promotion

TVC

Social media

Print ads

1998 Launch Jock itch specialist

First campaign “ITCH”

Best creative awards itichguard.com

Focused on Sweat itch in groin area of men.

1998 Launch 2002

Jock itch specialist

Increase usage

2001 Social embarrassment

Focus out from the Khujli karne ki “Jagah No. ”

“jock”

1998 Launch 2002

Jock itch specialist

Increase usage

2001

2005

Social embarrassment

Appeal to kids

2006 Focus on intensity

2008 Exaggeration

2006

2009

Focus on intensity

New communication

2008 Exaggeration

2006

2009

Focus on intensity

New communication

2015 Triple action

2008

2014

Exaggeration

Clotrimazole mention

Social Media Marketing

Customer engagement

Community

=

Khujli ke Kisse

Personification of objects used for scratching

Satirical Recall

Print and other media

SWOT  •

•

•

•

Brand awareness Brand recall Appealing promotion Good distribution

Strength •

•

•

Anti-itch is a high growth segment Exploring bottom of the pyramid Leverage umbrella marketing

Opportunities

•

•

Low retailer margins No push for retailers

Weakness •

•

Other generic products offering higher retailer margin Cheaper products

Threats

Technology matrix

ANSOF 

    h    g    i    H

Market Penetration: • Sachets • Itch Guard

Powder • Insect bite gel

Product Development: • Created

category of ‘Sweat itch’ in

India

   n    o    i    t    a    v    o    n    n    I    w    o    L

Low High

Market Impact

 Market survey About the itching problem

Apart from Itch Gauard

I don’t suffer 26%

34%

Do Nothing Use Itch Guard

11%

Go to the doctor 15%

14%

8% 8% 25% 25%

Use other remedy

If I would suffer 57

34%

Candid Powder Talcum Ring Guard B-Tex Super Other

Other remedies

43 Candid Powder

18% 46% 36%

Talcum Ring Guard

4%

Candid Powder

13% 9% 26%

48%

Talcum Ring Guard B-Tex Super Other

How do you rate Itch Guard?    %    5    4

45%

   %    3    4

   %    1    4

   %    %    9   9    3   3

40%

   %    5    3

35%

   %    5    4

   %    5    3

   %    3    3

Unsatisfactory

   %    7    2

30%

Poor

   %    2    2

25%

Average

20%

Good

15% 10% 5%

   %    8

   %    0    1

   %    2

   %    0    1

   %    0

   %    2    1

   %    2    1    %    8

   %    2

   %    0    1

   %    8    %    4

   %    0

0% Effectiveness

Smoothness Cooling effect

Availability

Price

   %    0    1

Very good

Perception What comes to your mind? 70% 60% 50% 40% 30%

The tinea lesion A wound shape itchy wound on neck usually!!

Men's only? 80% 60%

females

40%

males

20% 0% yes

no

Jock Itch only?

20% 100% 10%

females 50%

males

0% khujli

The green cactus

Cooling effect

Ad Jingle

0% yes

no

Conclusion 5 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