Glycodin syrup OTC

How Alembic pharma brand Glycodin converted to OTC brand

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 , D’Cold , Ascoril Banned FDCs in 2015 Relaunched the product by replacing codeine with dextromethorphan, terpene hydrate, menthol, syrup glycerin base. Tablet- paracetamol, phenylpropanolamine, caffeine

4. Consumers Perception

5. Chemists Perception

6. D octor

7. Marketing Mi x Product Cough and cold, Respiratory tract infections, expectorants, throat irritation Price 50 ml for Rs . 60 100ml for Rs . 91.60

8. Place Chemists and Doctors Promotion Advertisement 12+1= 13 https://www.youtube.com/watch?v=md-wY2yoF9Q

9. 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

10. 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

11. Secure shelf space for your product Monitor and preserve brand equity Free samples at crowded places like annual fairs

12. Thank You