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History
The history of Crocin is intertwined with the
development of paracetamol. In the late 19th
century there was a severe scarcity of quinine,
a drug that was then widely administered to
treat fever. This sparked the search for a
synthetic substitute which, in turn, led to the
discovery of N-acetyl-p-aminophenol now
popularly known as paracetamol, the active
ingredient in Crocin. By the early 1940s
enough work had been done in the
laboratories of the world to demonstrate the
clinical safety of this chemical.
In India the history of Crocin goes back
more than 40 years when it was first
introduced in the market by Duphar Interfran
Limited (now DIL Limited) a Mumbai-based
pharmaceutical firm. In its early days, Crocin
like several other drugs, was a prescriptive
and was marketed through the ethical route.
In 1996, Duphar Interfran sold the brand to
SmithKline Beecham. Soon after, through a
government notification several drug
colds category by launching Crocin Cold n' Flu.
Crocin Cold n' Flu has a unique non-drowsy
formula comprising paracetamol, caffeine
and phenylephrine. This gives
effective relief from multiple
symptoms like nasal congestion
(stuffy nose), headache, body
ache, sore throat pain and chills.
Crocin Cold n' Flu currently has a
market share of 4.20% (MAT 2009)
and is the fastest growing brand within
the Crocin basket.
Crocin is, today, not just India's number
one brand, it has also featured in the Top 100
brands in the Brand Equity listing. In the
industry itself it has won several awards. The
India Star award was conferred upon it for the
Best Packaging. The Indian Pharmaceutical
Association (IPA) in alliance with Bilcare
Research awarded Crocin Cold n' Flu for the
Achievements
GlaxoSmithKline (GSK) is one of the
world's foremost pharmaceutical companies.
It was born out of the merger of
GlaxoWellcome and SmithKline Beecham in
December 2000.
Crocin also marketed as Panadol in
more than 80 countries is the leading
paracetamol brand in India. Over the years
GSK has grown the brand laterally adding a
number of variants.
Crocin Pain Relief was launched in 2003
with a superior formulation that contained
650mg of paracetamol and 50mg of
caffeine. In 2007, Crocin entered into the
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SUPERBRANDS
Product
A paracetamol simply means that the drug
delivers the dual benefit of both a pain reliever an analgesic and a fever reducer an antipyretic. Paracetamol works by suppressing an
enzyme that is responsible for the production of
a substance called prostaglandins which are
important mediators for inflammation, pain
and fever.
Prostaglandins were first isolated as far back
Recent
Developments
While Crocin was leaping
up the sales chart, GSK
had planned several
brand extensions. The
rapid mutation of viruses
and the fact that crossborder travel had
multiplied many times
also meant that viruses
now had the opportunity
Promotion
Advertising life-saving drugs in all
parts of the world contravenes the
code of ethical practices. However,
OTC drugs are aggressively
advertised with each brand
seeking its share-of-pocket.
After its acquisition of
Crocin in 1996, GSK developed a new
communications strategy. In those days
several aspirin-based analgesics and
paracetamols were readily available. However,
research had shown that extended usage of
these drugs tended to cause severe side-effects
such as liver toxicity, gastrointestinal bleeding,
gastritis, liver-related problems and dizziness,
amongst others (Source: MedlinePlus, January
2007). Crocin at recommended dosage was a
safe drug with virtually no reported side-effects.
GSK used this knowledge by positioning Crocin
on the safety and easy-on-the-stomach planks
but steering clear of its other benefit: the drug's
analgesic property. Further, fever claim could not
be advertised as it
featured in the list of
diseases and conditions
in the Drugs and Magic
Remedies (Objectionable
Advertisement) Act. All
mass media activities for
Crocin were put into low
key by the end of 1999.
However, by then a
number of new
formulations had been
introduced. This had the
expected result of
further fragmenting the
market and taking away
shares from Crocin.
The new drugs were
perceived to be very
effective and offered
consumers a kind of safe
remedy since they all
came with the
recommendations of
doctors. Crocin was,
therefore, up against a
Brand Values
Crocin is a heritage brand, steeped in
pharmacological history. Over the decades it has
brought relief and a gentle touch of caring to
perhaps hundreds of millions of people quickly
and safely.
For entire generations, Crocin is more than a
pain and fever reliever, it is a time-tested friend
that has always helped bring comfort and
soothe life's little aches.
It has also been a mother's first line of
defence. As infants, the single drop of Crocin
syrup she administered brought quick relief; to
children it was the spoon of fruity suspension
and for adults the magic white pill. At every
stage of life there was a Crocin to fall back
upon.
www.gsk-india.com
Things you didnt know about
Crocin
Crocin sells more than 2.50 million pills each
day.That's nearly 30 every second, around-theclock
Internationally Crocin goes by the name
Panadol
Crocin has a share of 18% in a market that has
many nationally distributed brands and a
plethora of local brands
Unlike other remedies for flu-like symptoms,
Crocin Cold n' Flu has a unique non-drowsy
formulation
The active ingredient in Crocin N-acetyl-paminophenol was discovered in the early
1900s
SUPERBRANDS
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