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Strepsil Case Study

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Company Background

Reckitt Benckiser is a multinational corporation with presencecountries.

Net revenues in excess of 9.5 billion pounds an year.

World’s top household cleaning solution provider.

Core of its business strategy: fabric care, surface care, dishwacare, health care, personal care and food.

Most of its brands are either number 1 or number 2 in their rescategories in India.

Looking to drive an average growth in health and hygiene bcore company by 2016(Currently 67%).

Strepsils is one of the RB’s Powerbrands in Healthcare & is expdeliver higher growth rates

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Market Analysis:- Sore Throat Lozenges market in India is valued at INR 5200 Mn

Market is expected to grow at an impressive rate of more tha

rate. Strepsils brand share in pharmacies from 21% to 26%, howeve

has fallen from 10% to 9%, and the brand stacks at no. 3.

The sore throat lozenges market is led by Vicks with a formida share followed by Halls with a 20%. 

Strepsil brand is a significant #2 player in pharmacy sales withshare, Vicks 40%, Strepsils 26% and Halls 10%.

Of the total sales, 68% comes through non-pharmacy outlets.

Strepsils Ayurvedic was launched in 2008 :- even till date morthe brand’s sale continues to come from the pharmacy chan

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Competitor Analysis:-

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Environmental Analysis:-

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Key Issue in the case:-

It continues to be the no. 3 player in sore throat category.has fallen from 10% to 9%. 

The brand continues to be sold largely through pharmacie

Our competition wins in convenience driven impulse buyinis seen as a medicated product for serious ailments. 

The category leader has presence in close to 65% (1.4 milliwhereas our brand has a much smaller distribution reach (

outlets).  Brand awareness is declining is two centres, inconsistent on

consumer behaviour. 

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Key Issue in the case:-

Weak Brand Campaign (Mr T) Vis-à-vis our competitor w

drive emotional connect.

Suffer on account of non-trial of the brand(89% are awahowever 32% are non-trialists):-

lack of depth of awareness,

Unsatisfied with current brand,

Perception of being expensive

Flavor unavailability

Jar turnover for Strepsils is higher than its competitors

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Recommendation:

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 Thank You