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IODEX1919

Presented by:Deepika Yadav(253)

Argha Chakraborty(248)Manasvi Baweja(32)

Amitraj Choudhury(243)

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.

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

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

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

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

Product Description

New Plastic PackQuick ActionFast 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 smellSticky

Leaves StainColor combination:

Green, Yellow, White & Red

Price• Spray, Plastic pack, tube : Competitive

• Mattress• Pillow• Belts• Fermentation Pack• Patches

• Applicator: 70 Rs/-

Penetration

Price Description

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

Place• PAN India: Spray, Plastic pack, Applicator,

Fermentation Pack & Tube• Initially in metro cities : Mattress, Pillow & Belts• Stand Alone IODEX stores in Metro cities• GSK Marketing Network & Reach

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

Marketing Strategy Document

StrengthsTrusted name since 90 yrs

GSK marketing network

Strong Brand Recall

In top 3 preferences of

consumers

OpportunitiesTherapeutic Range

Office going youth/peopleMassage Parlors Sports Industry

WeaknessesSticky leftover & Strong smell

Packaging Design & colorSmall product line

No Effective Promotion

ThreatsYoga & Reiki

gaining popularity

Misuse of IodexPhysiotherapist

s recommending

cold/hot fermentation for pain reliefSWOT

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