Strepsils: Brand in search of Game Change

Group No. 10
Apurv Gosain 2014139
Diana Godiwalla 201414
2
Dipanjali Biswas 201414
3
Disha Divecha 2014144
Harjas Bakshi 2014148
Joe Thaliath 2014151

Company Background

Problem Definition

Problem Definition

Key factors affecting consumer behavior in the market

Time and money: Lack of availability of time has increased OTC medicine to cate
r day to day elements. People even opt for not approaching to doctor to reduce t
he cost of treatment.

Belief: The belief in self medication has increased and people start treating mino
r elements by themselves for major elements they go to doctor.

Chemist: The importance of chemist has increased. For minor elements like cold
, headache, fever, pain etc. they take the advice of chemist rather than going to d
octor. In small town chemist is treated just like doctor.

Awareness: Increasing awareness among the consumer made them realize that
some medicines and health supplements must be available in the home all the ti
me. Some of OTC medicine has become part of grocery such as Vicks, cough syru
p etc.

Lifestyle: Changing lifestyle lead to development of various lifestyle diseases for

which herbal medicine is best remedy. Due to urban lifestyle there is a large incr
ease in need of ayurvedic products and ingredients like ginger, mint, orange etc.

Campaign: AbMontu Bolega

Strepsils connected itself to Swachh Bharat Abhiyan which aims CLEANING INDIA. This was a step to build its CSR init
iatives as well as marketing efforts using social media engagement and digital media technology.
Strepsils launched the campaign on social media, requesting people to participate by sending images of uncleaned s
treets, grounds, beaches, etc with an assurance to adopt them for cleaning.

Analysis of the campaign

Suggestions

Re-characterize Mr. T as Dr. S in the promotional campaigns for Strepsils Ind

ia

We would like Strepsils to be positioned as a complete solution to mild throat sorenes

s; Dr S will help leverage on that front.

Reposition Strepsils and change the tagline, such that it suggests, Strepsils is th
e Expert/Specialist in the category

Consumers will associate Strepsilss Dr S as a go to person whenever they have a thr

oat ailment.

Reason: The present communication of Strepsils through Mr.T lacks consumer attach
ment. Mr.T has not been able to establish itself as a strong brand cue

Doctor Tips: Every Strepsils pack will carry a special tip telling how one can pr
event throat ailments. These tips will be specially placed inside the wrapper of e
ach Strepsil

Recommendations
Website

Brand Cue

Social Media

Distribution

Promotions

Line extension

New Product

THANK YOU