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Presentation TitleMy nameMy position, contact informationor project description

Digene

About the company

Founded in 1888, by a young Chicago based physician, Dr. Wallace Calvin Abbott,the organization has been devoted to discovering new medicines,new technologies and new ways to manage health

Abbott India Limited is one of India's fastest growing pharmaceutical companies and part of Abbott's Global Pharmaceutical business in India

Executive Summary

Results 20142014 Key insights

In Rs Cr. 2014 2015

Sales Target 100 123

Market Share 17% 19%

Successful re-launch of brand Digene in 2014

▪ Brand achieves growth after stagnation of 4 years

▪ Brand franchise successfully extended through entry into high growth category of Powders

▪ Category of Antacids poised to reach Rs.2000 Crores by 2020

▪ Low penetration of the category poses high potential for growth

▪ Prescriptions for Antacids are declining as they lose preference to PPIs

▪ Growths of Gels and Tablets are flattening

Brand Plan devised based on research

variousresearches

variouscities

variousrespondents

depth interviews

HCPs +

Chemists

Fizz launch

Digene Fizz Launch (activities till date)

Sales▪On course to achieve huge monthly sachet sales by Dec’15

Media▪High frequency announcer film▪Aired across all major GEC, News and Movie Channels▪Extensive reach

BTL▪Extensive Visibility across the country

– numerous posters & dangler dispenser

▪Sampling – sachets sampled to retailers and

wholesalers

Digene is the number 2 player in overall antacids

Category evolution continues towards Powders

Reach in chemists similar across segments.

65% of powder sales occur outside of chemistsGel & Tabs growths are stagnating

Powders has evolved to be the biggest segment

Market Share

▪ Eno continues to dominate the Powders’ category with >92% market share

▪ Digene Fizz is at ever highest share (higher than Fastmelt)

▪ Digene Gels – Overtaken Gelusil in Q3’14

Tablets Market Share Gels Market Share

Digene Powder Market Share

Brand Re-launched with multiple improvements

Superior Taste Profile

▪ Existing flavours’ taste profile enhanced with cooling

New Communication

▪ New Thematic commercial ▪ Tactical announcer film for Fizz

Rural Outreach

▪ Increased distribution to smaller towns

Revamped Packaging

▪ Consumer-friendly, less-medicinal look

▪ Replaced glass bottle with PET

Sales team expansion

▪ Expansion of sales force to cater to the OTC market

Product

Consumerization of Brand

Reposition the brand to create emotional connect and strengthen functional connect with the consumers

Existing flavours’ taste profile enhanced with cooling

Price

Place

Promotion

Segmentation and Targeting

India’s population 1360m1360m 1400m1400m

Rs. 2,000CrRs. 2,000Cr

2015 2020

Population suffering from acidity 870m870m

Population taking remedy 830m830m

Total modern remedy users 329m329m

1015m1015m

960m960m

453m453m

Assumptions

Decadal population growth rate of 17.6%

Increase in urbanization from 33.5% in 2015 to 36% in 2020

Increased accessibility & acceptability to drive growth by ~5%

Total Estimated Market

Segmentation and Targeting

Consumer driven Medicinal

“Serious” suffering“Casual” suffering

Target all sufferers of acidity and not only current users of modern remedies

Points of Difference

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bm_kashvi jain_sec b

Marketing

market share digene

market share eno

otc market

brand re

sales target

powder sales

brand plan

total estimated market