switching behaviour in pain releif

Research Project:Identifying Switching Behaviour in the Pain Relief Category

Background

Research ObjectivesMethodology

Findings and Analysis

Suggestions for GSK

Iodex, launched in 1919, is GSK’s flagship brand One of the leading brands in tropical pain relief product

category Iodex facing stiff competition from brands like Moov, Volini,

Zhandu, etc Global market for OTC sales of topical analgesics was worth

$4.1 billion. (Total pain Management market $29 billion). Industry is expected to grow at a CAGR of 5.5% during

2014-2020.

Background

Objectives

1.

•To identify the switching behaviour in the pain relief category

2.

•To study the perception of consumers towards different formats of tropical pain relief products

3.

•To determine the purchasing and usage pattern of different formats (balms, sprays and gels)

4.

•To assess the competitive landscape for Iodex for each format of pain relief

In depth interviews were conducted. Target population was

Working men and working/nonworking womenAge 30 to 55 yearsGeography – Delhi

Type of research was Qualitative. Average time for the interview – 15 minutes

Methodology

Profile of Respondents

IT professional plays sports

regularly

Physiotherapy 5

Chronic Backache: 4

30-35 35-40 40-45 45-50 50-550

1

2

3

Age Group

Male30%

Female70%

Gender

Service

Teacher

Business

Homemaker

0 1 2 3 4

Profession

“Spray is more volatile, so less effective and doesn’t last long.”

Consumer Responses

“Fast- relief is easily available at my nearby chemist shop.”

“Iodex balm stains my cloth, hence I prefer spray.”

“Is there also a gel for Iodex? I though they only sell balms.”

“Sprays are growing the fastest in comparison to gels or rubs. Largely an urban phenomenon, the growth of sprays is linked to the mushrooming of gyms and the need for instant pain relief when working out”

– Business Standard

People Using Brands Other than Iodex: How Many and Why?

Brand Moov Volini Zandu Balm

Pain Killers

Number of People

4 6 3 8

Reason Trust of the brand is very

high as compared to

any other brand

Spray format is most popular

Brand Image strong due to high exposure and Desi-ness

Complete body ache can only be done away

with pain killers

Switching Behavior

Balm

Gels

Gels

Spray

Sprays

Gels/

Balms

Reason of Switching Target segment Switching

• Non sticky and better absorbed by the skin

• Balm spoils clothes

Predominantly Housewives, one male respondent

• Convenience of applying at all body parts

• Non-sticky and easily evaporated

• Can be used in a hurry

Office going people

• Large amount of spray is used

• Sprays cause irritation in skin and eyes

Old age people

SWOT Analysis

WeaknessesSticky leftover & Strong smellPackaging Design & colorSmall product lineNo Effective Promotion

ThreatsMisuse of Iodex-incidents of consumption with breadsPhysiotherapists recommending cold/hot fermentation for pain relief

SWOT

Competitive Analysis

Competitive Analysis

Factors Iodex Moov Volini

Products Balm, Gel Cream,Gel, Spray Gel,Spray

Packaging Least attractive Attractive (tube) Attractive (tube)

Quick Relief slowest slow fastest

Longer Relief Slowest Slow fast

Smell- stink A lot Less than iodex least

Sticky Most Less than Iodex least

Color soothing Least Comparable (volini) Comparable (Moov)

Value for Money Lowest Comparable (volini) Comparable (Moov)

Image General Backache specialist sprains & strains

Suggestions

Odour SensitivenessImprovement in Packaging Promotional activities at Physiotherapy centresEntry into spray segment