[BRAND

[2011]
MANAGEMENT]

SUBMITTED
TO:-MR RAHUL
SHARMA
SUBMITTED BY:-
RIAZ AHEMAD
BBbb1
[Pick the date]
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Introduction

Powerful brands create meaningful images in the minds of consumers (Keller, 1993), with
brand image and reputation enhancing differentiation and thus potentially having a positive
influence on buying behaviour (Gordon, Calantone and di Benedetto, 1993; McEnally and de
Chernatony, 1999). Branding in consumer markets has been shown to increase a company’s
financial performance and long term competitive position (Mudambi, 2002).

While the power of branding is widely acknowledged in consumer markets, the nature and
importance of branding in industrial markets is under-researched, and in the literature which
does exist, a division of academic thought is apparent.

Many business-to-business (B2B) marketing strategists have claimed that brand-building

belongs in the consumer realm (Lorge, 1998) . Collins argued that industrial products do not
need branding as did Saunders and Watt who claimed that branding was confusing and added
little value to undifferentiated industrial products (Thompson, Knox and Mitchell,
1997/1998). It has also been claimed that the sales-dominated nature of the industrial
marketing environment is so important that brands have no place in a B2B setting
(Rosenbroijer, 2001). Others have claimed that the importance of branding in industrial
contexts has increased (Rosenbroijer, 2001) and that brands can indeed provide a great deal of
value in such an environment (Gordon, Calantone and di Benedetto, 1993; Hague and
Jackson, 1994; Hutton, 1997; Low and Blois, 2002; Michell, King and Reast, 2001;
Mudambi, 2002; Mudambi, Doyle and Wong, 1997; Thompson, Knox and Mitchell,

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1997/1998). According to Aaker, in deciding between industrial purchase alternatives, the

decisive factor can in fact be what a brand means to the buyer (Mudambi, 2002).

To date, a sufficient base for a comprehensive model of B2B branding does not exist, nor
does a thorough empirical study of B2B brand equity. This paper will first introduce in
conceptual terms a leading branding model, that by Kevin Keller (1993; 2001; 2003), and
then empirically test its applicability in a B2B context. These are large issues not easily
resolved, but this is the first paper to begin in this important pursuit.

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Briefly overviewed, the first step of the CBBE model is to ensure the correct ‘brand identity’.
Answering the first question customers ask about brands - Who are you? - the purpose is to
create an identification of the brand, and an association with a specific product class or need
(Keller, 2003). The initial step consists of the brand building block, ‘salience’.

The second step answers the customer question - What are you? - by establishing ‘brand
meaning’ in their minds, and linking brand associations with certain properties (Keller, 2001).
Two brand building blocks make up this step - ‘performance’ and ‘imagery’.

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EXPERIENCE
Customer perceptions
Customer service
Actions of sales & delivery people etc.
Brand evolution over the years, changes to any aspect of the brand must reflect the changing
market demands
QUALITY
Tastes & levels of service
Ingredients & raw materials used etc.
Product/service durability
Guarantees and warrantees
Cutting edge technology
IDENTITY
Strong & visible
Memorable names
Logos & colors
Sponsorships
Packaging etc.
Shelf position & display
Vehicle displays and branding
Corporate uniforms
COMMUNICATION
PR & Advertising strategies
Quality letterheads & writing materials.
Internet presence
News Releases, sponsored press articles etc.
Other verbal and non-verbal means used in communicating

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HISTORY OF CROCIN
The history of Crocin is intertwined with the development of paracetamol. In the late 19th
century there was a severe scarcity of quinine, a drug that was then widely administered to treat
fever. This sparked the search for a synthetic substitute which, in turn, led to the discovery of N-
acetyl-p-aminophenol – now popularly known as paracetamol, the active ingredient in Crocin.
By the early 1940s enough work had been done in the laboratories of the world to demonstrate
the clinical safety of this chemical.
In India the history of Crocin goes back more than 40 years when it was first introduced in the
market by Duphar Interfran Limited (now DIL Limited) – a Mumbai-based pharmaceutical firm.
In its early days, Crocin like several other drugs, was a prescriptive and was marketed through
the ethical route.
In 1996, Duphar Interfran sold the brand to SmithKline Beecham. Soon after, through a
government notification several drug
CROCIN (Paracetamol)
Paracetamol (INN) or acetaminophen (USAN) is a widely used over-the-counter analgesic
(pain reliever) and antipyretic (fever reducer). It is commonly used for the relief of headaches,
other minor aches and pains, and is a major ingredient in numerous cold and flu remedies. In
combination with opioid analgesics, paracetamol can also be used in the management of more
severe pain such as post surgical pain and providing palliative care in advanced cancer patients.
The onset of analgesia is approximately 11 minutes after oral administration of paracetamol, and
its half life is 1–4 hours.
Paracetamol (Crocin - brand name popular in India) and acetaminophen (Tylenol - brand name
popular in the US) are essentially the same. The words acetaminophen and paracetamol both
come from the chemical names for the compound: N-acetyl-para-aminophenol and para-
acetyl-amino-phenol.

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Common brand names for the drug include Tylenol in Brazil, Canada, South Korea and the U.S.,
Paralen in the Czech Republic and Slovakia, Panadol in Taiwan, Australia, Greece, Central
America, Ireland, New Zealand, Pakistan, Malaysia, Hong Kong, the UK, Sri Lanka, Romania,
Portugal, The Netherlands, Finland, Singapore, Kenya, and Hungary, Perdolan in Belgium,
Doliprane, Dafalgan, and Efferalgan in France, Tachipirina and Efferalgan in Italy, Crocin in
India, Gelocatil and Efferalgan in Spain, Benuron in Portugal, Alvedon in Sweden, Panodil
and Pinex in Denmark and Iceland, Acamol, Dexamol and Rokamol in Israel, Pinex and
Paracet in Norway, Depon in Greece, Lekadol and Daleron in Slovenia Plicet and Lekadol in
Croatia , Adol in Oman and Biogesic in Philippines.
While generally safe for use at recommended doses (1,000 mg per single dose and up to 4,000
mg per day for adults, up to 2,000 mg per day if drinking alcohol), acute overdoses of
paracetamol can cause potentially fatal liver damage and, in rare individuals, a normal dose can
do the same; the risk is heightened by alcohol consumption. Paracetamol toxicity is the foremost
cause of acute liver failure in the Western world, and accounts for most drug overdoses in the
United States, the United Kingdom, Australia and New Zealand.
Paracetamol was first marketed in the United States in 1953 by Sterling-Winthrop Co., which
promoted it as preferable to aspirin since it was safe to take for children and people with
ulcers.The best known brand today for paracetamol in the United States, Tylenol, was
established in 1955 when McNeil Laboratories started selling paracetamol as a pain and fever
reliever for children, under the brand name Tylenol Children's Elixir—the word "tylenol" was a
contraction of para-acetylaminophenol. In 1956, 500 mg tablets of paracetamol went on sale in
the United Kingdom under the trade name Panadol, produced by Frederick Stearns & Co, a
subsidiary of Sterling Drug Inc. Panadol was originally available only by prescription, for the
relief of pain and fever, and was advertised as being "gentle to the stomach," since other
analgesic agents of the time contained aspirin, a known stomach irritant. In 1963, paracetamol
was added to the British Pharmacopoeia, and has gained popularity since then as an analgesic
agent with few side-effects and little interaction with other pharmaceutical agents.

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Concerns about paracetamol's safety delayed its widespread acceptance until the 1970s, but in
the 1980s paracetamol sales exceeded those of aspirin in many countries, including the United
Kingdom. This was accompanied by the commercial demise of phenacetin, blamed as the cause
of analgesic nephropathy and hematological toxicity.
The U.S. patent on paracetamol has long expired, and generic versions of the drug are widely
available under the Drug Price Competition and Patent Term Restoration Act of 1984, although
certain Tylenol preparations were protected until 2007. U.S. patent 6,126,967 filed September 3,
1998 was granted for "Extended release acetaminophen particles"
OTHER PROPERIETARY BRAND ASSETS

Brand assets are patents, trademarks & channel relationship. Brand assets will most valuables if
they inhibit or prevent competitors from eroding a customer base & loyalty. These assets can
take several forms of example a trademark will protect brand equity from competitors who might
want to confuse customers buy using a similar name symbol or package. A patent, if strong &
relevant to customer choice, can prevent direct competition. A distribution channel can be
controlled by a brand because of a history of brand performance.
To be very relevant, assets must be tied to the brand. If distribution is a basis for brand equity, it
needs to be based on a brand rather than on a firm.

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CROCIN HERITAGE BRAND & ITS PATENT:-

Crocin is a three decade old heritage brand. The brand was once generic to the antipyretic
category in India . The brand is currently sold through Over The Counter (OTC) route. The
brand is the market leader in the paracetamol category.
Crocin was launched in India 30 years ago by the company Duphar Interfran Ltd. During the
early years, the brand was marketed through the ethical route. The brand was bought by
Smithkline in 1996. The brand was so successful in the market that GSK bought it for a
consideration of Rs 45 crore. There was a logic behind the brand acquisition. GSK had the brand
Calpol in the prescription market and was a market leader in the Ethical segment. Crocin was
proving to be a major threat for Calpol. So the brand was acquired in order to safeguard the
position of Calpol.
The Indian Pharmaceutical market is huge with a valuation of $45 billion. The OTC segment
accounts for a value of $ 1 Billion i.e Rs 4500 crore. Crocin is in the analgesic/antipyretic
market. The analgesic (pain Killer) market is a large market with a size of Rs 900 crore and the
mild analgesic market is worth Rs 300 crore. With in the analgesic market there are two types :
Aspirin based and Paracetamol based. Paracetamol based formulations constitute a major part of
the market. Crocin formulations has a 5% share in the total market.

OBJECTIVE OF BRAND AWARENESS

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The ultimate goal of most businesses is to increase sales and income. Ideally, you attract
want to
new custom ers to your products and encourage repeat purchases. Brand awareness
refers to how
aw are custom ers and potential custom ers are of your business and itsWithin
products.
a week after its
introduction, surveys found that more than 90% of US consumers
had heard about the iPhone as a
result of advertising and new s reports. This is exceptionally
high brand awareness. Ultimately,
achieving successful brand awareness means that brand
your is well known and is easily
recognizable. Brand awareness is crucial to differentiating
your product from other similar
products and competitors.
The major components of a plan to develop brand awareness are:
• Identifying and understanding your target customers
• Creating a company name, logo, and slogans
• Adding value through packaging, location, service, special events, etc.
• Advertising
• After-sale follow-up and customer relations management
Targeting the right audience is crucial to your success. O f sim ilar im portance is understanding
that you
need a plan along with specific action that increase awareness of your brand
amongst your
consumers. Throughout the entire process of creating a brand, it is ofimportance
utmost to
consider how what you do will increase brand awareness importance to consider how
what you do will increase brand awareness. It can play a major role in purchasing decisions.
There are few things more worthwhile than investing time in your brand’s awareness.
playIta can
major role in purchasing decisions.

Advertisement is a combination of many Factors so some people recall it by its Uniqueness

and some may recall it by the jingle used in Ad.
The set-up of your sale table,

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The packaging of your product,

The logo and tagline
Creating brand awareness, through a collaborative, well-developed overall image, is essential to
developing brand that achieves maximum benefits.
Slogans and taglines should also be consistent throughout mediums and material.
TV, Magazines, Internet, News paper, Clinics, Chemists have been source of Advertisement
For CROCIN.
TV ads of CROCIN, :- It are the main brands which are recalled by maximum people.

BRAND EQUITY

The term Brand Equity refers to the inherent in a well-known brand name from customer
perspective. Brand Equity is the added value bestowed on the product by the brand name. It can
be conceptualized from the three different perspectives-
At the firm level, it is the incremental cash flow arising from the use of the brand name.
At the trade level, it is the leverage from the use of the brand name.
At the consumer level, it occurs when the consumer is familiar with the brand and holds some
favorable, strong and unique associations in memory.
Consumer based Brand Equity arises from consumer being more likely to be aware of some
brands in addition to possibly preferring some brands over others. Brand equity can also to be
defined as a set of assets (&liabilities) linked to a brand’s name symbol that adds to (or subtracts
from) the value provided by a product/service to a firm and/or to that of firm’s customers.

IMPORTANCE OF BRAND EQUITY:

Building Brand equity has become increasingly important for companies. Brand Equity is
derived from many things including a reputation for Quality & high brand awareness, but the
key element in the association that are evoked in the consumer by the brand name, symbol and
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packing. These associations can be ‘hard’ or functional (plant & machinery), as well as ‘soft’ or
symbolic (brand name). Together these give the brand a “personality”. Thus, just as people have
individual personalities, brands too can develop personality like association if the advertising for
these brands identifies and develops a consistent image that is reinforced overtime.

A brand can have high quality, or value as a tradable asset, for many reasons. According to
Aaker, brands have equity because they have high awareness; many loyal consumers; a high
reputation for perceived quality; proprietary brand assets such as access to scarce distribution
channels or to patents; or kind of brand associations (such as personality association)
The BRAND EQUITY OF CROCIN has been produces by :-

As far as a customer is concerned, Crocin is still perceived as a drug for fever( antipyretic) rather
than as a pain killer(analgesic).

Approaches to measure brand loyalty are-

 Behavior measures.
 Switching costs.
 Measuring satisfaction.
 Linking of the brand.
 Commitment.

The brand roped in Kapil Dev to endorse the brand. The high profile ad campaign gave a new
life to the brand. The brand also came out with variants like Crocin Quik that boasted of faster
relief . Quik was essentially a concentrate of the classic Crocin. Crocin also came out with
Crocin 1000 aiming at patients having arthritis. Crocin is promoted as an ethical product.
The British company, which has decided to extend the 40-year old Crocin brand to pain killers, a
category which generates the highest number of prescriptions from doctors.

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CROCIN is a easy remembering name which has been affixed in mind of customer and it does
have maximum brand Equity

MARKET (BRAND EQUITY OF CROCIN)

It is unlikely that any research can ever throw up how many people might be sick in the world on
any one day with flu, headache, a sniffling cold or a minor body ache. But if even 0.50% were,
the world would have 33 million people reaching out for a paracetamol, more than once every
day.
A paracetamol is one of the world's most widely used, over-the-counter (OTC) medicines and
can be administered with complete safety, in therapeutic dosages, without side-effects normally
associated with non-steroidal anti-inflammatory drugs (NSAID).
The Indian analgesic and anti-pyretic market is a huge one, growing at 9.50% per annum
(Source: MAT, April 2009). Not many would believe that this market actually harbours 62
nationally distributed analgesics and over 100 local brands. So in an environment as competitive
as this, a single brand cornering 18% of the market in the systemic analgesics category is
astonishing. Even more astonishing is the fact that Crocin.
– India's largest selling over-the-counter analgesic actually grew 21% in 2008.

CROCIN

Crocin has been a trusted family name for over three decades and enjoys a strong medical
heritage. An effective remedy for fever and mild-to-moderate pain, Crocin is an over-the-counter
drug and does not require a doctor's prescription to buy it.
Over the last few years Crocin has seen a series of new initiatives like new packaging with a 3-D
hologram seal - a protection seal - and new launches like Crocin Pain Relief and Crocin
Suspension Double Strength.

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Crocin Pain Relief

Launched in 2003, this is Crocin's new offering in the pain arena. Specially formulated for
effective pain relief, it contains 650 mg of Paracetamol and 50 mg of Caffeine.
Paediatric (Children's) Range

Crocin paediatric range is a complete range - there is one for every age group, from infants to
toddlers to older kids up to 12 years.
Every pack label has an accurate dosing table. To enable ease of administration and accuracy of
dose, the packs are provided with new & user friendly dosing devices such as a measuring cup
and a dropper. Crocin paediatric range also has tasty flavours that help in facilitating better
patient compliance and hence better results.
The paediatric range consists of 3 variants differentiated on the basis of age: Crocin Drops in a
Peppermint flavour - suitable for children in the age group of 0-1 years; Crocin Suspension in a
Strawberry flavour - suitable for children in the age group of 1-5 years; and Crocin Suspension
Double Strength in a Mixed fruit flavour - suitable for children in the age group of 5-12 years.

Crocin Quik
Crocin Quik is a breakthrough paracetamol formulation, "that gets to work TWICE AS FAST as
regular paracetamol tablets". It is India's fastest acting paracetamol tablet.
Crocin has been a trusted family name for over three decades and enjoys a strong medical
heritage. An effective remedy for fever and mild-to-moderate pain, Crocin is an over-the-counter
drug and does not require a doctor's prescription to buy it.

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Over the last few years Crocin has seen a series of new initiatives like new packaging with a 3-D
hologram seal - a protection seal - and new launches like Crocin Pain Relief and Crocin
Suspension Double Strength.
Crocin Pain Relief
Launched in 2003, this is Crocin's new offering in the pain arena. Specially formulated for
effective pain relief, it contains 650 mg of Paracetamol and 50 mg of Caffeine.
Paediatric (Children's) Range
Crocin paediatric range is a complete range - there is one for every age group, from infants to
toddlers to older kids up to 12 years.
Every pack label has an accurate dosing table. To enable ease of administration and accuracy of
dose, the packs are provided with new & user friendly dosing devices such as a measuring cup
and a dropper. Crocin paediatric range also has tasty flavours that help in facilitating better
patient compliance and hence better results.
The paediatric range consists of 3 variants differentiated on the basis of age: Crocin Drops in a
Peppermint flavour - suitable for children in the age group of 0-1 years; Crocin Suspension in a
Strawberry flavour - suitable for children in the age group of 1-5 years; and Crocin Suspension
Double Strength in a Mixed fruit flavour - suitable for children in the age group of 5-12 years.
Crocin Quik

Crocin Quik is a breakthrough paracetamol formulation, "that gets to work TWICE AS FAST as
regular paracetamol tablets". It is India's fastest acting paracetamol tablet.

STRENGTH AND FAVOURABILITY OF CROCIN:-

Crocin although a generic name in the paracetamol segment faces an interesting problem. 65%
of the brand usage is for its antipyretic i.e fever related use. The antipyretic segment in the OTC
is very small with a size of Rs 30-40 crore. In the painkiller market which is large, Saridon leads
the pack in the OTC segment.
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Crocin's market became limited sadly because of its efficacy or popularity as a drug for fever
although it had pain killer properties. Sometimes success can become a limiting factor for further

growth. The paracetamol segment is witnessing competition from the generic

tablets. Most of the time the druggist has the influencing power in the sale of OTC products.
During the 1990's if Crocin was a generic name for paracetamol tablets, the situation is different
now with consumers asking for Paracetamol rather than Crocin.
Crocin was in the maturity stage of its product lifecycle in 2000 with the sales stagnating. There
was intense competition from generic products and other brands.Paracetamol became a
commodity with little scope for differentiation. The brand then went into Market Development
Mode in 2003 by repositioning the brand as an analgesic. The brand roped in Kapil Dev to
endorse the brand. The high profile ad campaign gave a new life to the brand. The brand also
came out with variants like Crocin Quik that boasted of faster relief . Quik was essentially a
concentrate of the classic Crocin. Crocin also came out with Crocin 1000 aiming at patients
having arthritis. Crocin is promoted as an ethical product

Crocin had its fair share of problems from the " Watch Dogs". Typically when a brand moves
from Ethical to OTC and embarks on brand building , there is going to be someone who will cry
foul. Crocin faced objections from FDA for some of its campaigns but those were later sorted
out.

As far as a customer is concerned, Crocin is still perceived as a drug for fever( antipyretic) rather
than as a pain killer(analgesic). It will take a lot of money and time to change that perception.

PERCEIVED QUALITY: “Quality is the patent protection we have got.”

- James Robinson
CEO, American express

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Perceived quality can be defined as the customers perception of overall quality or superiority of
a product or service with respect to its intended purposes, relative to alternatives. Perceived
quality is first perception by customers. It thus differs from several related concepts. Such as:
Actual or objective quality- the extend to which the products or services delivers superior
service.
Product based quality- the nature & quantity of ingredients, features or service included.
Manufacturing quality, conformance to specification the “ Zero Defect” goal.
Brand Values
Crocin is a heritage brand, steeped in pharmacological history. Over the decades it has brought
relief and a gentle touch of caring to perhaps hundreds of millions of people – quickly and
safely.

For entire generations, Crocin is more than a pain and fever reliever, it is a time-tested friend that
has always helped bring comfort and soothe life's little aches.
It has also been a mother's first line of defence. As infants, the single drop of Crocin syrup she
administered brought quick relief; to children it was the spoon of fruity suspension and for adults
the magic white pill. At every stage of life there was a Crocin to fall back upon.
A paracetamol simply means that the drug delivers the dual benefit of both a pain reliever - an
analgesic and a fever reducer – an anti-pyretic.
Paracetamol works by suppressing an enzyme that is responsible for the production of a
substance called prostaglandins which are important mediators for inflammation, pain and

fever.Prostaglandins were first isolated as far back as 1935 but it was not till 1971
pharmacologists were able to that aspirin-based drugs could their production. The discovery seen
as a significant breakthrough and suddenly opened the floodgates for a host of new compounds.
In fact, Sune Bergström, Bengt Samuelsson and John Vane, the three biochemists who first
discovered this fact received the Nobel Prize for medicine in 1982.
However, in 1953 – exactly half way between the isolation of prostaglandins as the carriers of
pain and the discovery of their inhibitors – paracetamols began to be marketed in the United
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States by Sterling-Winthrop as a safer drug than aspirin; they were seen as being gentle on the
stomach and had few side-effects. In 1963, paracetamol was added to the British Pharmacopoeia.

UNIQUE SELLING PROPOSITION

While Crocin was leaping up the sales chart, GSK had planned several brand extensions. The
rapid mutation of viruses and the fact that cross-border travel had multiplied many times also
meant that viruses now had the opportunity.
of infecting more people. Mild forms of flu and colds were becoming more frequent with more
people. A growing market for a safe OTC drug that could combat this discomfort was very
apparent. This led GSK to launch Crocin Cold n' Flu. The new drug offered relief from multiple
symptoms of colds such as blocked nose, headache, body ache and mild fever. The major
differentiator was that unlike most other medicines in this space

India's best-known paracetamol brand, Crocin, has a presence in the alleviation of fever, pain
and cold with its three variants – Crocin, Crocin Pain Relief and Crocin Cold n' Flu. While most
of it is sold in tablet form, Crocin is also delivered in oral liquid dosage form for paediatric use.
The paediatric formulation is available in the form of peppermint-flavored drops for infants and
a strawberry and mixed fruit flavored suspension for children between the ages of one and
twelve.

BRAND ASSOCIATIONS:

“A man is known by the company he keeps.”

- Anonymous

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The underlying value of brand name is often based upon specified associations linked to it. It is
anything ‘linked’ in memory to a brand. The associations not only exit but also have a level of
strength. A link to brand will be stronger when it is based on many experience or exposures to
communications, rather than few. It will also be stronger when a network of other links supports
it.
GSK has been found promoting Crocin Pain Relief , its recently launched brand , using
electronic advertisement. Each Crocin Pain Relief tablet marketed in colourful aluminium strips
of 10. After its acquisition of in 1996, GSK developed a new communications strategy. In those
days several aspirin-based analgesics and paracetamols were readily available. However,
research had shown that extended usage of these drugs tended to cause severe side-effects such
as liver toxicity, gastrointestinal bleeding, gastritis, liver-related problems and dizziness,
amongst others (Source: MedlinePlus, January 2007). Crocin at recommended dosage was a safe
drug with virtually no reported side-effects. GSK used this knowledge by positioning Crocin on
the safety and easy-on-the-stomach planks but steering clear of its other benefit: the drug's
analgesic property
A brand image is a set of associations, usually organized in some meaningful way. Positioning is
closely related to the associations & image concepts except that it implies a frame of reference,
the reference point usually being competition. A “brand positioning” does reflect how people
perceive a brand; however, “positioning strategy” can also be used to reflect how a firm is trying
to be perceived.

The strategic value of brand associations:

The underlying value of a brand name is its set of associations, it’s meaning to people.
Associations represent bases for purchase decision and for brand loyalty.
Crocin sells more than 2.50 million pills each day.That's nearly 30 every second, around-the-
clock.Internationally Crocin goes by the name Panadol,Crocin has a share of 18% in a market
that has many nationally distributed brands and a plethora of local brands
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Unlike other remedies for flu-like symptoms, Crocin Cold n' Flu has a unique non-drowsy
formulation,The active ingredient in Crocin – N-acetyl-p-aminophenol – was discovered in the
early 1900s.

Promotion Advertising life-saving drugs in all of the world contravenes the code of ethical
practices. However, OTC drugs are aggressively advertised with each brand seeking its share-of-
pocket. After its acquisition of in 1996, GSK developed a new communications strategy.
In those days several aspirin-based analgesics and paracetamols were readily available.
However, research had shown that extended usage of these drugs tended to cause severe side-
effects such as liver toxicity, gastrointestinal bleeding, gastritis, liver-related problems and
dizziness, amongst others (Source: MedlinePlus, January 2007).
Crocin at recommended dosage was a safe drug with virtually no reported side-effects. GSK
used this knowledge by positioning Crocin on the safety and easy-on-the-stomach planks but
steering clear of its other benefit: the drug's analgesic property. Further, fever claim could not
be advertised as it featured in the list of diseases and conditions in the Drugs and Magic
Remedies (Objectionable Advertisement) Act. All mass media activities for Crocin were put into
low key by the end of 1999.
However, by then a number of new formulations had been introduced. This had the expected
result of further fragmenting the market and taking away shares from Crocin.

The new drugs were perceived to be very effective and offered consumers a kind of safe remedy
since they all came with the recommendations of doctors. Crocin was, therefore, up against a
mind set that believed that there was no tangible reason to go back to it.
Crocin decided to return to the formula that had been tried and successfully tested in
international markets for its best-selling drug, Panadol.

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It developed 'slice of life' advertising showing real people in real situations for real reasons
reaching out for a Crocin. The results have been spectacular. Crocin has won back its pre-
eminent position in the market and registered a stunning 21% growth in sales.

BRAND STRATEGY:-

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• A COST LEADERSHIP STRATEGY is based on the concept that you can produce and
market a good quality product or service at a lower cost than your competitors. These
low costs should translate to profit margins that are higher than the industry average.
Some of the conditions that should exist to support a cost leadership strategy include an
on-going availability of operating capital, good process engineering skills, close
management of labor, products designed for ease of manufacturing and low cost
distribution.
• Crocin complies Low Cost Leadership.
• Maximum people remember the Ads by “Information/message given by the
advertisement”, rather that others aspects. “Uniqueness of Ads” is also seen as a major
contributor to recall Ads to the public.
• (MERA BHAROSA –CROCIN PAIN RELIEF)
• Most people prefer to see OTC Ads “through TV medium” and the second preferred
medium is “through chemists”.
• OTC drugs which are promoted by “Doctor as a Brand Ambassador” are more liked by
people.
• People are most influences by the Company Brand image of OTC drug.

• People also somewhat bother about the Product Brand name and benefits sought from the
OTC drugs.
• People rated Highly Influenced with Brand name of OTC drugs.
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• people were somewhat influenced by the frequency of Ad Campaigns

• people have ranked “General awareness and education Programs in highly
influenced” option,.63% of respondents are highly influenced with this type of
programs.
• Packaging of the product is also somewhat influence the choice of the product
• Also advertising affects the liking and choice of products for general public
• Respondents also influenced with the overall attraction of the ads
• Doctors also play role in suggesting OTC medicines to people and influence the purchase
pattern of consumers.

CONCLUSION
I have tried in this project to show some branding techniques that benefits to countries as well as
the steps for creating a country branding program have also been discussed. It must be said
however, that putting all these steps into practice, and hiring professional branding experts to
manage such a program may still not guarantee that the country will attract investors, nor will
the country experience the desired image change. This is because of the existence of other
extenuating factors in the environment; these factors may include global economic downturn.
Also, the market forces of demand and supply of global capital play a major role in determining
where investors give their money. This is coupled with the actions of other competing countries,
because in international business investments, there are no sentiments; investors seek maximum
yield, return and security on their investments, which only a politically and economically stable
country may guarantee.
Brand awareness is a marketing concept that measures consumers' knowledge of a brand's
existence. At the aggregate (brand) level, it refers to the proportion of consumers who know of
the brand.

BIBLIOGRAPHY

 Naresh Malhotra, Research Methodology, Pearson Publishers

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 Medicine Net Inc, healthcare Media publishing company, June 2004, A catering theory
of Generic and OTC medicines available at
 http://www.medterms.com/script/main/art.asp?articlekey=33073
 Baker Malcolm, The Journal of Finance, Vol. lix, No.3, June 2004, A catering theory of
……….available at www.people.........................................
 http://www.naturalnews.com/010315_advertising_drugs_doctors.html
 http://www.piribo.com/publications/sales_marketing/branding/pharmaceutical_branding_
strategies.html

Books On internet:
Health Care in the New Millennium by Ian Morrison

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