October 2010, Marketing Management

Lozenges: Strepsils in India

Title: Lozenges: Strepsils in India

Publication Date: April 3, 2011

Prepared by: Anil Yadav, 10PT2-06 Puneet Taneja, 10PT2-35 Dr. Punit Ghai, 10PT2-36 Radhey Sham, 10PT2-37 Part-Time Post Graduate Programme in Management October 2010 Batch Management Development Institute Gurgaon

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Contents
Title:1 Lozenges: Strepsils in India......................................................1 Contents...............................................................................2 1 Acknowledgment...................................................................3 2 Introduction.........................................................................4 2.1 Lozenge............................................................................4 2.2 Strepsils...........................................................................4 3 Literature Review..................................................................7 4 Objective and Problem...........................................................8 5 Methodology........................................................................9 6 Analysis, Results, Discussions and Conclusion...........................10 6.1 Analysis..........................................................................10 6.2 Results...........................................................................11 6.3 Discussions......................................................................13 6.4 Conclusion.......................................................................15 7 Implications.......................................................................17 8 Limitations.........................................................................18 9 Future research scope..........................................................19 10 References (List of public sources used).................................20 11 Appendices.......................................................................21 11.1 Survey .........................................................................21 11.2 Survey hard copies .........................................................22

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1 Acknowledgment
We would like to acknowledge and extend our heartfelt gratitude to the following persons who have made the completion of this report possible: Our Professor, Dr. Chimnmaya Kulshrestha for her vital encouragement and support. Our family and friends, for their valuable time and support. And to God, who makes all things possible.

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2 Introduction
2.1 Lozenge
A throat lozenge, cough drop, troche, or cough sweet is a small, medicated sweet intended to be dissolved slowly in the mouth to lubricate and soothe irritated tissues of the throat (usually due to a sore throat), possibly from the common cold or influenza. Cough tablets have taken the name Lozenge, based on their original shape. Lozenges may contain benzocaine, an anesthetic, or eucalyptus oil. Non-menthol throat lozenges generally use either zinc gluconate glycine or pectin as an oral demulcent. Several brands of throat lozenges contain dextromethorphan.

2.2 Strepsils
Strepsils is a line of lozenges manufactured by Reckitt Benckiser in Nottingham, United Kingdom. They come in a variety of flavours and are part of the Boots Healthcare International (BHI) brands that Reckitt Benckiser acquired in 2006. As of 2010, it is the largest-selling sore throat product in the world. From its inception as a sore throat gargle in 1950, the range has grown to a wide range of both lozenges and sprays, giving consumers the choice they want for treating their sore throats.

2.2.1

History

Strepsils was first developed by the famous Boots Company in Britain in 1958. During the 1950s it was established that the chlorination of phenols increased their antiseptic activity and it was suspected that chlorination of benzyl alcohol might form a compound that would also be very effective. This suspicion was confirmed with the development of the compound 2,4 dichlorobenzyl alcohol (Dybenal). Research found that when Dybenal was used in conjunction with a chlorinated phenol derivative developed by Boots, amylmetacresol (AMC), the combination provides an effective formulation. Over the years the integrity of the original Strepsils formulation has been maintained, simply because its effectiveness has not waned. However, the original formulation has been supplemented by the introduction of a few major variants across most markets as well as several local market variants. The first flavour variant to be introduced was Honey and Lemon in 1974. This was followed in the 1980s with the introduction of Orange Vitamin C and Eucalyptus and Menthol. Menthol aids in the treatment of congestion with the inclusion of a double dose of good old Aussie eucalyptus. Over time the Strepsils packaging has been modified to meet the demands of an ever changing market and to maintain a competitive price position. The rising costs of tin plate in the 1980s necessitated the replacement of the famous Strepsils tin with foil blister cartons. Although this meant the demise of a versatile and cherished part of the Strepsils brand heritage, the compensation was an immediate and obvious renewal and updating of the brands image.

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2.2.2

Recent Development

In the 1990s, Strepsils has developed line extensions which provide the consumers with more treatment options for sore throats. In 1994, Strepsils Plus Anaesthetic Lozenges were launched. The introduction of a very effective local anaesthetic, Lignocaine, provided improved pain relief to complement the proven efficacy of the original Strepsils formula. Compared to Benzocaine, the anaesthetic used by many of Strepsils competitors, Lignocaine provides longer lasting relief from a smaller dose. It is suitable for more severe, painful sore throats. The success of Strepsils formulations, however, is not just due to the effectiveness of the pharmaceutical ingredients but also the developers ability to present them in pleasant tasting lozenges. Strepsils Plus is no exception and comes in a cooling mint flavour. The latest development has seen the release of Strepsils Sugar Free with a herbal lemon flavour. This is just as effective as the rest of the Strepsils range, and suitable for those looking after their teeth or their calorie intake.

2.2.3

Promotion

One of the key elements in the continued strength of Strepsils has been the discipline shown in the way the brand values of Strepsils are presented. Strepsils positioning across all markets has never wavered. Strepsils, now as always, is a palatable, comfortable, reliable and very effective way to soothe a sore throat.

2.2.4

Brand Values

A throat lozenge, by its very nature, will always be a grudge purchase. Not surprisingly, consumers do not spend much time thinking about or comparing the different brand promises of throat lozenges while they are healthy. When consumers have a sore throat, it makes sense for them to want a product they can be sure will soothe the discomfort, be reasonably palatable and will help reduce the bacteria which can cause sore throats. The genius of Strepsils Works as a brand promise is the fact that it is demonstrably true. Strepsils brand values have been built and strengthened with the passage of time. More than anything else, it is these values which have seen Strepsils maintain its position as the first choice for sufferers of a sore throat since 1958.

2.2.5

Strepsils in India

Following the acquisition of Boots Healthcare brands Strepsils, Clearasil and Sweetex late last year, the Rs 1,200-crore Reckitt Benckiser India put them on the fast track. In the initial phase, Reckitt overhauled two brands - throat lozenges Strepsils and anti-acne cream Clearasil - with new positioning, communication, packaging and variants, "We have planned significant investments for the brands, to take them

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to leadership positions in the categories concerned." These brands were being marketed and sold by the Boots-Piramal joint venture till September 2006. The 40-year-old Strepsils was repositioned as a first aid formula for the throat. The company had set aside a budget of Rs 10-15 crore for marketing to be spent on the two brands. A similar relaunch exercise was undertaken for sugars substitute Sweetex, its third brand, in following year. Meanwhile, Nurofen analgesics, which was added to the UK-based Reckitt Benckiser's portfolio following its 1.9 billion pounds takeover of Boots Healthcare, was brought to India the following year. After exceeding its turnover target for year 2006 by Rs 200 crore (it did Rs 1,200 crore, exceeding its original target of Rs 1,000 crore), Reckitt Benckiser India had set a higher double-digit growth target. "Momentum is picking up and we plan to improve our rate of growth this year." On HLL's strategy to reposition Lifebuoy as a germ fighter and occupy the space which the Rs 350-crore Dettol had ruled all these years, "We are not taking Unilever lightly." Admitting that Lifebuoy had eaten into Dettol's market share to a small extent, "We plan to add variants to Dettol with thorough consumer insights."

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3 Literature Review
The Boots India Ltd. established its products Burnol (Antiburn), Brufen (AntiInflammatory) and Digene (Antacid). Boots was also manufacturing and selling Strepsils in India, in strip packing in late 1970s. At that time Vicks was available over the counter and was packed in a rectangular green cartoon having a poly pack of 12 droplets. Vicks was very successful in establishing its droplets in a segment where customer can ask for it; no need of medical prescription. Consumer used to get associated with the Vicks Brand as Vicks was successful in establishing its other products for the cure of common cough and cold. Rather Vicks used the advt. Vicks ki goli lo, khich khich dur karo so no need to go to doctor for common cough and cold. Strepsils follow the suit, by placing its advt. in the form of a lion trying to roar but due to sore throat it could mutter only Meow and then it pops up a Strepsils and it starts roaring again. People connected with the advt. instantaneously. It was an effort to make Strepsils at par with Vicks as perception of the people about Strepsils was of a medicinal tablet due to its Strip Packing so not to use at your own. This advertisement started generating volumes but at the same time Doctors stopped prescribing Strepsils as now it has segmented itself in the over the counter segment. After placing the Strepsils in a particular segment; Boots thought of placing a new product in the segment which can be entertained and prescribed by the Doctors also.

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4 Objective and Problem

Boots named the product Chirana and to give a feel of its medicinal value; it was packed in a set of four tablets in aluminum/strip packing. The colour of Chirana was Dark Orange and it was available only in one colour means every effort was towards placing the new product in the segment where buyer purchased as per prescription. The samples of Chirana were liberally distributed among the Doctors and Private Practitioners. But unfortunately product was neither hit among doctors nor among masses. After few years Boots India kept Strepsils only and discontinued with Chirana. But Boots with its experience started coming out with various flavours and changed its packaging style to suit the taste of masses.

Still a lot is desirous on part of Boots as P&G was successful in establishing Vicks as its Brand for various products being used for curing common cold and cough. People do recognize these with the name Vicks, very few know the name behind the Brand.

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5 Methodology
We have used primary methodology. 73 respondents were surveyed. The statistics were analysed and conclusion of the results came from perception of the people based on age, profession and gender. Refer Appendix for Survey.

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Lozenges: Strepsils in India

6 Analysis, Results, Discussions and Conclusion

6.1 Analysis
Marketing the business is about how it is positioned to satisfy the markets needs. There are four critical elements in marketing the products and business. They are the four Ps of marketing.

6.1.1

Product

The right product satisfies the needs of target customer. Product refers to the goods and services you offer to your customers. Apart from the physical product itself, there are elements associated with your product that customers may be attracted to, such as the way it is packaged. Other product attributes include quality, features, options, services, warranties, and brand name. Thus, you might think of what you offer as a bundle of goods and services. Your products appearance, function, and support make up what the customer is actually buying. Here, The Boots India Ltd. established its lozenge, Strepsils, in strip packing in late 1970s. The product was meant to serve the Indian consumer by providing a quick and easily available remedy for seasonal sore throat and other related health problems. It had the desired contents, quality, taste and other attributes to attract the consumers. But with the passage of time, Boots could not catch up with the competitors and could not creat a brand name for itself. Probably the lacklustre approach by Boots and its inability to meet the consumers demands with changing times led to its gradual downfalls and all its products started diminishing from market. This happened not only with Strepsils, which was outdone by Vicks, but also with other products of Boots such as Digene, Burnol and Brufen.

6.1.2

Price

The right product offered at the right price. Price refers to how much you charge for your product or service. Determining your products price can be tricky and even frightening. Many small business owners feel they must absolutely have the lowest price around. So they begin their business by creating an impression of bargain pricing. However, this may be a signal of low quality and not part of the image you want to portray. On the contrary, Boots started with a price differentiating its product from other similar products. But it could not keep pace with the reducing price demands when other low price substitutes entered into the market. It remained unsuccessful in sensing the changing consumer demands and changing competitive environment and could not switch to a suitable pricing strategy. Its products price remained higher than that of other alternates available in the market. Hence, it took a toll on Boots market share.

6.1.3

Place

The right product at the right price available in the right place to be bought by customers. Place refers to the distribution channels used to get your product to your customers. What your product is, will greatly influence how you distribute it.

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If, for example, you own a small retail store or offer a service to your local community, then you are at the end of the distribution chain, and so you will be supplying directly to the customer. Businesses that create or assemble a product will have two options: selling directly to consumers or selling to a vendor. Boots lauched its product Strepsils as a prescription drug and it was sold through medical practitioners as a prescribed medicine in early years after launch. Very soon, it started selling directly through counters and came out of the perceived image of a prescription drug. People started getting it conveniently from all pharmacy stores without prescription and they started connecting with it.

6.1.4

Promotion

Informing potential customers of the availability of the product, its price and its place. Promotion refers to the advertising and selling part of marketing. It is how you let people know what youve got for sale. The purpose of promotion is to get people to understand what your product is, what they can use it for, and why they should want it. You want the customers who are looking for a product to know that your product satisfies their needs. Boots took the route of promoting its product through Television in order to gain access to regional as well as national consumers. It placed its advertisement in which a lion tries to roar but due to sore throat it could mutter only Meow and then it pops up a Strepsils and it starts roaring again. People connected with the advt. instantaneously. It was an effort to make Strepsils at par with Vicks.

6.2 Results
We found the following results after our analysis

Among the adolescent users, we find that the percentage of lozenges users is more as compared to other age group caterories. This can be attributed to their easy access to market and kind of easy, convenient and readymade remedy that lozenges offer for their health problem. Further to this, its their propensity to use the lozenges as a mouth freshner after smoking that leads this age groups inclination towards the usage of lozenges.

As depicted by the data, consumers are greatly concerned about the availability of the product. More readily a product is available, more the

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consumers become accustomed to the product and hence more they become inclined towards it when it comes to a purchasing decision. In the case presented, we can very easily differentiate between Vicks and Strepsils in terms of availability. Vicks is available at every ciggarette shop, grocery shops, pharmacy stores, general stores. On the contrary, its very hard to find Strepsils at any other place than pharmacy stores. This makes Vicks an easy option for the consumers and hence it supercedes Strepsils in terms of sales.

As shown in the survey results, a major percentage of people base their decision to choose a product on the fact whether they can associate themselves with other established product with the same brand name. Vicks capitalised on this as they had other products with the same brand name Vicks such as Vicks Vaporub whereas strepsils did not have any such edge to cash on.

Taste/flavour also plays a role in developing a penchant of a product in consumers mind. This majorly depends upon the availability of the product when taste of two products is similar. Secondly, Vicks came up with many falvours such as ginger, orange, mint etc. thus exceeding Strepsils, which was in the market with same taste and flavor for years.

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Different age groups surveyed gave a noticeable weightage to price of the product also. Strepsils, in comparison to Vicks, is costly and hence score low when it comes to consumers choice.

6.3 Discussions
The Boots India Ltd. established its products Burnol (Antiburn), Brufen (AntiInflammatory) and Digene (Antacid). Boots was also manufacturing and selling Strepsils in India, in strip packing in late 1970s. At that time Vicks was available over the counter and was packed in a rectangular green cartoon having a poly pack of 12 tablets. Vicks was very successful in establishing its cough tablets in a segment where customer can ask for it; no need of medical prescription. A similar life-cycle, as seen with human beings, is seen in the case of products. The product life cycle goes through multiple phases, involves many professional disciplines, and requires many skills, tools and processes. Product life cycle (PLC) has to do with the life of a product in the market with respect to business/commercial costs and sales measures. The four main stages characteristics are:
1.

of

product's

life

cycle

and

the

accompanying

Market introduction stage- At the Introduction (or development) Stage market size and growth is slight. it is possible that substantial research and development costs have been incurred in getting the product to this stage. In addition, marketing costs may be high in order to test the market, undergo

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launch promotion and set up distribution channels. It is highly unlikely that companies will make profits on products at the Introduction Stage. Products at this stage have to be carefully monitored to ensure that they start to grow. Otherwise, the best option may be to withdraw or end the product. Here, The Boots India Ltd. established its lozenge, Strepsils, in strip packing in late 1970s. The product was introduced keeping in mind the market size, consumers needs and potential for the product. It was meant to serve the Indian consumer by providing a quick and easily available remedy for seasonal sore throat and other related health problems. It had the desired contents, quality, taste and other attributes to attract the consumers. Strepsils started off very well as a prescription drug and people started consuming the lozenge believing in the quality, content and efficacy of the medicine. Growth stage- The Growth Stage is characterised by rapid growth in sales and profits. Profits arise due to an increase in output (economies of scale)and possibly better prices. At this stage, it is cheaper for businesses to invest in increasing their market share as well as enjoying the overall growth of the market. Accordingly, significant promotional resources are traditionally invested in products that are firmly in the Growth Stage.
2.

Strepsils started off as a prescription drug and it grew when it started selling through counters. People started getting it conveniently from all pharmacy stores without prescription and they started connecting with it. Strepsils was growing and people had accepted the brand.

Maturity stage- The Maturity Stage is, perhaps, the most common stage for all markets. it is in this stage that competition is most intense as companies fight to maintain their market share. Here, both marketing and finance become key activities. Marketing spend has to be monitored carefully, since any significant moves are likely to be copied by competitors. The Maturity Stage is the time when most profit is earned by the market as a whole. Any expenditure on research and development is likely to be restricted to product modification and improvement and perhaps to improve production efficiency and quality.
3.

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Saturation and decline stage- In the Decline Stage, the market is shrinking, reducing the overall amount of profit that can be shared amongst the remaining competitors. At this stage, great care has to be taken to manage the product carefully. It may be possible to take out some production cost, to transfer production to a cheaper facility, sell the product into other, cheaper markets. Care should be taken to control the amount of stocks of the product. Ultimately, depending on whether the product remains profitable, a company may decide to end the product.
4.

In the case presented here, Boots saturation or decline may be attributed to inability to react to the changing competitive environment. As the market share dropped, it was acquired by Reckitt Benckiser. We strongly feel that whenever Boots' competitors came up with other substitues it just shied away instead of repositioning its products or coming up with new improved products or placing a new product in the market segment which was it was already present in. Instead, Boots withdrew itself whether its the case of Brufen, Burnol or Digene.

6.4 Conclusion
We sifted through the product history of both Vicks and Strepsils and compared the origin, penetration, product differentiation, promotion and pricing strategy opted by both products. In our opinion initially Boots India correctly identified the needs of the consumers and to satisfy those needs Strepsils was originated. Through its Marketing Strategy it was hit among the consumers and picked up very well. But after that, Strepsils could not keep pace with its competitors and with the changing market scenario kept on loosing its share to other major competitors. Based on our survey, we conclude the following1.

Product- Apart from the products effectiveness, People also weigh different flavors that come with lozenges. The competitors entering later into the market caught up this aspect and came up with various flavors in their lozenges whereas on the other hand Strepsils followed later on and could not sustain its competitive advantage. By the time Strepsils sensed this, major chunk of customers had moved to the competitors product owing to the availability of various flavors. Place- Strepsils could not correctly identify all the places where it should have been available to its target consumers. Its still available, majorly, at pharmacy stores or we can convincingly assert that it is perceived by the consumers to be available only at medical stores. As the survey indicates, availability of the product also plays a great role in the success of a product. On the contrary, its major competitor Vicks and other brands can be readily found on aplenty at the pan/cigarette shops. Price- As indicated by the survey, a major proportion of people give weightage to the price of lozenge. People perceive that the product available at pervasive cigarette shops is cheaper than the product available mostly at the medical shops. The actual situation is in sync with consumers perception. The scant availability of Strepsils at easily accessible outlets coupled with its price has led to the overall decline in its market share.

2.

3.

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4.

Promotion- Although people get a lot of information about lozenges from media but we have seen from the survey that the major promotion medium for lozenges is word of mouth and a persons past experience. Since Strepsils presence is very less as compared to other competitors product, people have started perceiving that it is available only at medical stores and therefore, lesser number of people are getting exposed to the product. This has taken a toll on Strepsils market share.

Our conclusion in this regard is, Strepsils could have maintained its market share and stayed in competition by focusing on the above mentioned aspects. Other competitors, who entered later in the market spotted the need of the day and captured the market by working on all important 4Ps.

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7 Implications
Following can be the implications of our research Based on the consumer preference of taste, Price & also the vailibilty of lozenges a new category or space of lozenges could be created by Reckitt & Beckinson. People who filled in the survey & others who are directly/indirectly influenced by our research report tend to give attention to lozenges category & may be more aware about brand existence & usage pattern of lozenges. Here the product lifecycle of complete product is discussed, so the company can actually target the stage which is really affecting the sales of stepsils vis a vis Vicks & take the corrective action.

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8 Limitations
We selected the primary method of data collection and carried out a survey in the form of a questionnaire. There could be following limitations while carrying out entire exercise:

Since we are working professionals, we did not find enough time to approach the respondents and get the survey filled in front of us. We could not communicate the actual intent and purpose of the survey and hence our conclusion may not be perfectly aligned with the actual thoughts of the users. The subject and product choosen by us might have looked miniscule and also is used in case of seasonal health problems. Moreover, the price is less as compared to other commodities. Hence, we found it difficult to creat an interest among the respondents while giving their opinion on the choices. We did not have enough to time go and make the respondents understand the questions completely. Therefore, result might have been different from what we have concluded. We could not cover the intended no. of respondents. In case of large no. of respondents, result could have been more coherent and closer to reality. Due to the time constraints, data was collected for small sampe size. Bigger sample size would have helped us to analyse the results better.

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9 Future research scope

We carried out the research on the usage of lozenges, & our main focus was usage pattern of strepsils against the usage of vicks. So our study can actually be helpful in future course in following ways:

So our current study can give kickstart to detail study for launching a new product in the empty space of the category. Other brand in lozenges category say Halls, could reposition its product as per the market space, consumer preference & growth factors.

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10 References (List of public sources used)

http://www.superbrands-brands.com/volII/brand_strepsils.htm http://en.wikipedia.org/wiki/Strepsils

http://www.rb.com/Media-investors/Category-performance/Health-Care
http://articles.economictimes.indiatimes.com/2007-04-19/news/28441187_1_reckittbenckiser-india-dettol-global-brands

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11 Appendices
11.1 Survey
A throat lozenge, cough drop, troche, or cough sweet is a small, medicated sweet intended to be dissolved slowly in the mouth to lubricate and soothe irritated tissues of the throat (usually due to a sore throat), possibly from the common cold or influenza. Cough tablets have taken the name lozenge, based on their original shape.

This questionnaire is purely for the academic purposes. The personal details or the results of the questionnaire will not be divulged. Name Gender Profession Age

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Are you over cautious about your health? In case of mild cough and cold, do you prefer to go to a doctor? In not then, do you take medication at your own? In case of cough, do you prefer to have home-made remedies? Do you go to Chemist to get any Expectorant/Anticough? Or do you purchase medicines off the shelf? Have you heard about Lozenges tablets e.g? Strepsils /Vicks/Halls? Do you use them? If yes then how frequently do you use them? Do you keep them with you all the time? Sometimes prefer to use them as Mouth-freshener. Your source of information regarding Lozenges Do you have a preferred brand for lozenges? If yes, please rate as per preferences, i.e. 1/2/3? If any child in your family is having mild cough/cold, do you try home remedies first? If any child in your family is having mild cough/cold, do you consult doctor first? If any child in your family is having mild cough/cold, do you prefer lozenges? How often do you let your child have these Lozenges? If yes, please specify the brand Your preferences about lozenges are through: a Advertisements (media) b Friends c Attracted due to packaging Due to some other associated d product e Past experience f Brand loyalty

Yes Yes Yes Yes Yes Yes Yes Yes Occasionally Occasionally Occasionally Word of mouth Yes Vicks Yes Yes Yes Yes Vicks

No No No No No No No No Regularly Regularly Regularly Media No Halls No No No No Halls Literature Strepsils

Strepsils

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21 22 23 24 25 26 27

g Perceived effectiveness Do you think colour of lozenges contribute towards your preferences? If yes, then which colour do you prefer? Does taste/flavour of tablet matter? Does size of the tablet matter? Do you feel, the lozenges prices are reasonable? Do you check the ingredients of the tablet? I love __________ because

Yes Yes Yes Yes Yes Yes Vicks

No No No No No No Halls

Strepsils

11.2 Survey hard copies

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