Strepsils Case Study

Problem Definition

Research Overview

Analysis

Conclusion

Recommendations

Flow of the presentation

Consumers do not take sore throat

seriously

Brand mascot , Mr T, is not engaging

enough

Lower share of sales of Strepsils

Ayurvedic line through grocery stores

Problem Definition

Research type: Causal Research

Sample size: 31 respondents

Sampling: Convenience sampling

Multi-Dimensional-Scaling done to draw a

perceptual map of Vicks, Halls and Strepsils

Research Overview

Analysis

Awareness and Usage of VICKS, HALLS and STREPSILS

100%

VICKS Awareness

Aware

100%

HALLS Awareness

Aware

100%

STREPSILS Awareness

Aware

13%

87%

HALLS Usage

Have not used the brand

Have used the brand

13%

87%

STREPSILS Usage

Have not used the brand

Have used the brand

10%

90%

VICKS Usage

Have not used the brand

Have used the brand

Impulse purchase behaviour of the product category

55%

45%

Do you purchase VICKS on an impulse?

No

Yes

65%

35%

Do you purchase HALLS on an impulse

No

Yes

71%

29%

Do you purchase STREPSILS on an impulse?

No

Yes

The trend of using this product category instead of change

74%

26%

Have you ever been offered VICKS instead of change by a chemist/gro-

cer?

No

Yes32%

68%

Have you ever been offered HALLS instead of change by a chemist/grocer?

No

Yes

81%

19%

Have you ever been offered STREPSILS instead of change by a chemist/grocer?

No

Yes

Multi Dimensional Scaling

Dimension 1 ‘Functionality’ as the extreme left end signifies ‘Candy’ which is consumed for good taste and is hedonic in nature while the other end stands for ‘Relieves Sore Throat’, which is utilitarian.

Dimension 2 ‘Constituent’ is Ayurvedic at one extreme and Allopathic at the other

Vicks is positioned in the centre of four variable Breath Freshener,

Relieves Sore Throat, Soothing and Cool Feeling

Strepsils is perceived to be the best remedy for sore throat as it

stands closest to ‘Relieves Sore Throat’ in dimension 1

Strepsils is perceived to be as an Allopathic drug by people while

Vicks is perceived to be in between Allopathic and Ayurvedic

‘Soothing’ is the closest attribute to Relieve Sore Throat

Halls is perceived more to be a breath freshener with a cool feeling

than a sore throat reliever

Variety of Flavours and Good Taste are attributes perceived to be

possessed by candies and not in a sore throat reliever

 

Conclusions

Brand Communications using Mr T Instead of using animation ads, Mr T should be used around real

people and real situations where he is helping people to relieve them of their sore throat problem

Positioning Strepsils should be positioned as ‘Ayurvedic Remedy’ which

provides soothing effect and relieves people of their sore throat problem. The same should be communicated using Mr T through TV ads

Social Media Campaign Creative Videos and other form of ad copies should be created

and spread through Social Media which should be entertaining and also provide information to people about seriousness of sore throat problem

Retail POP display Retailers should be encouraged to display Strepsils Ayurvedic Jar

of single pack sizes at the POP by offering them higher margins or trade promotions

Recommendations

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