In 2005 the Indian OTC segment was Rs it could be considered as Rest 17000 crores if cosmeceuticals & neutraceuticals are also included. The CAGR for Indian OTC markets is currently hovering between 12 and 15% and this is much faster than OTC market growth of most development countries. The OTC Market in India in 2007 ordain be around Rs. 6000 & 20000 crores. As per Euro RSCG India,OTC market is hovering around Rs. 2800 crores.
2. Says Adarsh Somani. Director of Kopran which launched the Smyle Sore Throat Reliever in 2003. "The Reliever was not well received initially due to its gargle-and-gulp process. It took us some time to establish this product. We invested a lot in advertising and in building up the concept." A trend-setter in its ads constructed around Kaun Banega Crorepati the Smyle race became the talk of ad circles. The advertisement presented a child actor answering aquestion. "Which is the best cough out syrup?" The challenge was asked by a express resembling that of Amitabh Bachchan on KBC. The child's answer. "Smyle Sore Throat Reliever," wins him a crore of rupees. The ad helped alter the product a national brand
3. FMCG major Procter and Gamble (P&G) India has emerged as a winner in the OTC category by implementing various promotion programmes for Vicks (Vaporub cough drops and Vicks Action 500). Their Mass Consumer communicate programme was a first-of-its-kind initiative that not only displayed the product but also allowed consumers to undergo its cause first hand at small towns and villages stores and cinema halls. Recalls Rahul Malhotra the company's continue ofMarketing. "Regulations do not accept marketers to sample allopathic drugs outside a medicate hold on. In the early eighties our company hit upon a unique mass sampling idea. We released an ad in leading dailies which had a tear-off coupon at the furnish. Readers could exchange the coupon for two free Vicks challenge 500 (VA500) caplets from the chemist store. This hit initiative helped VA500 generate mass trials overnight."
4. P&G also conceptualised the House of Vicks a answer display for chemists to hold on Vicks products so as to change magnitude product visibility. Converting Vicks Inhalers into trinket key-chains proved a good campaign for the brand too
5. In 1999. Kopran had put up a 2 km-long banner starting from Nariman Point up to the Marine Drive Flyover in Mumbai. The publicity event which was timed to coincide with the one-day cricket be nearby gave the affiliate an additional audience of 6,000 people. The event also received appropriate coverage in a few newspapers as Kopran had also provided TV screens on the pavement for cricket-lovers who could not get tickets into the stadium.
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