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Glycodin syrup OTC

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SHUBHAM MANTRI

Glycodin is a cough syrup launched in 1930 by Alembic Pharmaceuticals. It was switched from prescription to over-the-counter in 2002. While it was a Rs. 10 crore brand in 2000, it now faces competition from other cough syrups. The product formulation was changed in 2015 when codeine was replaced. It is marketed for cough, cold, and respiratory infections, and sold for Rs. 60 for 50 ml and Rs. 91.60 for 100ml primarily through chemists and doctors with some advertisement and promotion. Lack of consumer awareness and promotional activities are identified as key issues.

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GLYCODIN COUGH SYRUP RUCHITA SHETYE (PM-17-24) SHUBHAM MANTRI(PM-17-35)
Introduction Brand name Glycodin Company Alembic Pharmaceuticals Launched in 1930 Switched from Rx to OTC- 2002 Turnover Rs. 10 Crore (2002)
History Rs. 10 Cr brand in 2000 Facing major competition from Phensydryl, Benadryl, Corex, DCold, Ascoril Banned FDCs in 2015 Relaunched the product by replacing codeine with dextromethorphan, terpene hydrate, menthol, syrup glycerin base. Tablet- paracetamol, phenylpropanolamine, caffeine
Consumers Perception
Glycodin syrup OTC
Glycodin syrup OTC
Glycodin syrup OTC
Glycodin syrup OTC
Glycodin syrup OTC
Glycodin syrup OTC
Glycodin syrup OTC
Glycodin syrup OTC
Chemists Perception
Glycodin syrup OTC
Glycodin syrup OTC
Glycodin syrup OTC
Glycodin syrup OTC
Glycodin syrup OTC
Doctor
Glycodin syrup OTC
Glycodin syrup OTC
Glycodin syrup OTC
Glycodin syrup OTC
Marketing Mix Product Cough and cold, Respiratory tract infections, expectorants, throat irritation Price 50 ml for Rs. 60 100ml for Rs. 91.60
Place Chemists and Doctors Promotion Advertisement 12+1= 13 https://www.youtube.com/watch?v=md- wY2yoF9Q
Key Learnings Lack of Consumer awareness Absence of promotional inputs at the retailers Lack of promotion through TV commercials Excessive dependency on doctors and chemists
Suggestions High visibility- Advertisements, Promotional Inputs Increase awareness- medical camps, Upcoming hospitals in micro interiors Promotions through commercial advertisements like TV Ads Social Tie-ups- Nursing Homes, NGOs Promotional Stickers at chemist outlets
Secure shelf space for your product Monitor and preserve brand equity Free samples at crowded places like annual fairs
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Glycodin syrup OTC

  • 1. GLYCODIN COUGH SYRUP RUCHITA SHETYE (PM-17-24) SHUBHAM MANTRI(PM-17-35)
  • 2. Introduction Brand name Glycodin Company Alembic Pharmaceuticals Launched in 1930 Switched from Rx to OTC- 2002 Turnover Rs. 10 Crore (2002)
  • 3. History Rs. 10 Cr brand in 2000 Facing major competition from Phensydryl, Benadryl, Corex, DCold, Ascoril Banned FDCs in 2015 Relaunched the product by replacing codeine with dextromethorphan, terpene hydrate, menthol, syrup glycerin base. Tablet- paracetamol, phenylpropanolamine, caffeine
  • 24. Marketing Mix Product Cough and cold, Respiratory tract infections, expectorants, throat irritation Price 50 ml for Rs. 60 100ml for Rs. 91.60
  • 25. Place Chemists and Doctors Promotion Advertisement 12+1= 13 https://www.youtube.com/watch?v=md- wY2yoF9Q
  • 26. Key Learnings Lack of Consumer awareness Absence of promotional inputs at the retailers Lack of promotion through TV commercials Excessive dependency on doctors and chemists
  • 27. Suggestions High visibility- Advertisements, Promotional Inputs Increase awareness- medical camps, Upcoming hospitals in micro interiors Promotions through commercial advertisements like TV Ads Social Tie-ups- Nursing Homes, NGOs Promotional Stickers at chemist outlets
  • 28. Secure shelf space for your product Monitor and preserve brand equity Free samples at crowded places like annual fairs