Tiêu đề Reckitt_global_challenge_2023_National Winning Deck.pdf ✅

DETTOL KE DHULE Arjun Raj Anushka Anil Rastogi Ashutosh Nagaria IMT Ghaziabad
The brand feels like a comforting hug, but customers need a strong and effective solution for quick pain relief, not just emotional comfort. SITUATION Prevalence of chronic diseases, which lead to a growing demand for analgesics used by people suffering from chronic and severe pain. Chronic Diseases COVID-19-related symptoms such as muscle or body aches drove the demand during the pandemic. Covid-19 CURRENT BRAND EQUITY Decline in consumers across SEC A and B BRAND PERCEPTION OF BEING A WARM HUG NOT ALIGNING WITH CONSUMERS, THEY WANT SOMETHING STRONGER. 83% Indian women have painful periods forcing them to take painkillers 80% Millennials will pay a premium for natural and organic products 63% said that odor is an important factor when choosing a product Secondary Research: Analysed existing market data and industry reports. 83% Feel residue left is an inconvenience 69% Feel products have a very strong smell 74% Women avoid pain- killers fearing long-term side effects Primary Research: Conducted an online survey with 156 people between the age of 20-55 years across geography. "Embarrassment from the odour of pain-relief solutions hinders usage before social interactions, impacting self-presentation and confidence.” HUMAN INSIGHT PROBLEM STATEMENT Affluent and young consumers feel Moov is an old brand (my mother’s/ aunt’s brand), while there are younger more, efficacious brands out there. Positive Experiences Negative Experiences PAIN POINTS Perception as old brand Effective Pain relief Very strong smell Fast Absorption Formula Vishal Kumar Me-too generic pain relief solutions provide extremely high margins to chemists for referring them, which leads to a loss in Market share and Volume.
Positioning ourselves as the "Apple" of pain relief category. NO BRAND PULL IN TERMS OF POD, WE BRING IT BY NEW PRODUCTS. Brand Parent Company Market Share (Spray, Gel) Retailer Margin Source of Volume Variants Sun Pharma Cipla Reckitt Benckiser 30%, 10% 15%, 20% 20%, 20% 24-27% 36-40% 17-18% Doctor’s Recommendation + Brand Pull Retailer Push Brand Pull Volini (gel and spray) Maxx (spray only) Xpert (gel only) Omnigel (gel and spray) Moov (gel and spray) Strong (gel and spray) Sales Volume = Brand Pull + Retailer’s push Moov will differentiate itself from the competitors through POD. No differentiating factors across the products present. Mother’s touch Doctor prescribed Brand Driven Retailer Driven PERCEPTUAL MAP Brand NCCS target Reach of Chemists (in lakhs) Volini Sec A & B 3.25 Omnigel Sec B & C 4.9 Moov Sec A & B 4.2 Revolutionizing Wellness PAIN RELIEF BRAND METRICS