Iodex

1. IODEX 1919 2011

2. History 'Pain should not come in the way of your life‘ A heritage brand in India since 1919, Iodex continues to be amongst the most trusted brands in India. One of the leading brands in the topical pain relief segment with a range of variants that provide quick & effective relief from head, neck, back joint and muscular pain.

3. Facts Launched in an old fashioned glass bottle Sticky, black, foul smelling balm 2010 launched Iodex Headfast Coming in Plastic Bottle, translucent colored balm, smells the same

4. Research Findings Largest group of users were women suffering from backaches While Strains & Sprains are occasional occurrences from accidents, Backache is an everyday problem caused by routine activities Need for a backache specialist occurred  Moov divided the market by usage Quickly Replaced Iodex as the market leader

5. Product Description New Plastic Pack Quick Action Fast Relief “Gets to work in 5 minutes” No time for Pain Utility: Pain relief Balm for sprains, strains and body pain Translucent green balm Strong smell Sticky Leaves Stain Color combination: Green, Yellow, White & Red

6. Existing Market Segment For the masses (Bottom of the Pyramid) For those in need of quick action & pain relief For all those who prefer marketed products over home remedies and have access to it Everyone who is suffering from any kind of pain

7. For a 10g Plastic Pack M.R.P : 20 Rs/- Cost per piece: 09 Rs/- Profit per Piece: 11 Rs/- Targeted Sales for 2010: 11- 50 Lac Actual Sales: 25 Lac

8. Marketing Strategy Document

9. Marketing Mix Strategy Product Novelty in product: No stains, non-sticky, Odorless Availability: Tube, Spray, Plastic pack, IODEX patches (band-aids), IODEX mattresses, Pillows, Belts (for Neck & Back), IODEX Fermentation Packs & IODEX Soap Small packs (sachets) Applicators

10. Price Spray, Plastic pack, tube : Competitive Mattress Pillow Belts Fermentation Pack Patches Applicator: 70 Rs/- Penetration

11. Place Spray, Plastic pack, Applicator, Fermentation Pack & Tube: PAN India Mattress, Pillow & Belts: Initially in metro cities Stand Alone IODEX stores in Metro cities GSK Marketing Network & Reach

12. Promotion Print Ad Campaign TVC’s PR CSR: IODEX products priced low for farmers & employees Digital: (FB, twitter) IODEX page to discuss problems of consumers Radio Activities & Tie-ups: Hockey/Athletics/Football. Tie-up with Fevicol

13. Print Ad

14. Print Ad

15. Print Ad

16. PR Some Ideas to generate good PR: Sponsoring Indian Hockey Team and build customized IODEX chairs & stands for players to relax and talk about its effectiveness Organizing Sports events/Kids camp IODEX stand alone stores providing all sort of pain relief solutions under one roof with doctors and other facilities Communicating Do’s and Don'ts when in pain, to the public in malls, villages, Pain relief camps etc.