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    Strepsils Case Study

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    nitishpal008
    The document summarizes a case study on improving sales of Strepsils sore throat lozenges. It found that consumers do not take sore throats seriously and the brand mascot Mr. T is not engaging. Research with 31 respondents found Strepsils is seen as the best remedy for sore throats but its ayurvedic line has lower grocery store sales. Recommendations include using Mr. T in ads showing how he helps people, positioning Strepsils as an ayurvedic remedy, creating social media content, and better retail displays for the ayurvedic line.

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    Strepsils Case Study

    Uploaded by

    nitishpal008
    213 views12 pages
    The document summarizes a case study on improving sales of Strepsils sore throat lozenges. It found that consumers do not take sore throats seriously and the brand mascot Mr. T is not engaging. Research with 31 respondents found Strepsils is seen as the best remedy for sore throats but its ayurvedic line has lower grocery store sales. Recommendations include using Mr. T in ads showing how he helps people, positioning Strepsils as an ayurvedic remedy, creating social media content, and better retail displays for the ayurvedic line.

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    The document summarizes a case study on improving sales of Strepsils sore throat lozenges. It found that consumers do not take sore throats seriously and the brand mascot Mr. T is not engaging. Research with 31 respondents found Strepsils is seen as the best remedy for sore throats but its ayurvedic line has lower grocery store sales. Recommendations include using Mr. T in ads showing how he helps people, positioning Strepsils as an ayurvedic remedy, creating social media content, and better retail displays for the ayurvedic line.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    213 views12 pages

    Strepsils Case Study

    Uploaded by

    nitishpal008
    The document summarizes a case study on improving sales of Strepsils sore throat lozenges. It found that consumers do not take sore throats seriously and the brand mascot Mr. T is not engaging. Research with 31 respondents found Strepsils is seen as the best remedy for sore throats but its ayurvedic line has lower grocery store sales. Recommendations include using Mr. T in ads showing how he helps people, positioning Strepsils as an ayurvedic remedy, creating social media content, and better retail displays for the ayurvedic line.

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    Download as PPTX, PDF, TXT or read online from Scribd
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    Strepsils Case Study

    Flow of the presentation


    Problem Definition Research Overview Analysis

    Conclusion
    Recommendations

    Problem Definition
    Consumers do not take sore throat seriously Brand mascot , Mr T, is not engaging enough Lower share of sales of Strepsils Ayurvedic line through

    grocery stores

    Research Overview
    Research type: Causal Research
    Sample size: 31 respondents Sampling: Convenience sampling Multi-Dimensional-Scaling done to draw a perceptual map of Vicks, Halls and Strepsils

    Analysis

    Awareness and Usage of VICKS, HALLS and STREPSILS


    VICKS Awareness HALLS Awareness

    STREPSILS Awareness

    100%

    Aware

    100%

    Aware

    100%

    Aware

    VICKS Usage
    10% Have not used the brand Have used the brand 87%

    HALLS Usage
    13%

    STREPSILS Usage
    13%

    Have not used the brand


    Have used the brand 87%

    Have not used the brand


    Have used the brand

    90%

    Impulse purchase behaviour of the product category

    Do you purchase VICKS on an impulse?

    Do you purchase HALLS on an impulse

    35% 45% 55% No Yes 65% No Yes

    Do you purchase STREPSILS on an impulse?

    29% No Yes 71%

    The trend of using this product category instead of change


    Have you ever been offered VICKS instead of change by a chemist/grocer? Have you ever been offered HALLS instead of change by a chemist/grocer?

    26% No Yes 74% 68%

    32% No Yes

    Have you ever been offered STREPSILS instead of change by a chemist/grocer?

    19%

    No
    Yes 81%

    Multi Dimensional Scaling

    Dimension 1 Functionality as the extreme left end signifies Candy which is consumed for good taste and is hedonic in nature while the other end stands for Relieves Sore Throat, which is utilitarian. Dimension 2 Constituent is Ayurvedic at one extreme and Allopathic at the other

    Conclusions
    Vicks is positioned in the centre of four variable Breath Freshener, Relieves Sore Throat, Soothing and Cool Feeling

    Strepsils is perceived to be the best remedy for sore throat as it stands closest to Relieves Sore
    Throat in dimension 1 Strepsils is perceived to be as an Allopathic drug by people while Vicks is perceived to be in

    between Allopathic and Ayurvedic


    Soothing is the closest attribute to Relieve Sore Throat Halls is perceived more to be a breath freshener with a cool feeling than a sore throat reliever Variety of Flavours and Good Taste are attributes perceived to be possessed by candies and not in a sore throat reliever

    Recommendations
    Brand Communications using Mr T
    Instead of using animation ads, Mr T should be used around real people and real situations where he is helping people to relieve them of their sore throat problem

    Positioning
    Strepsils should be positioned as Ayurvedic Remedy which provides soothing effect and relieves people of their sore throat problem. The same should be communicated using Mr T through TV ads

    Social Media Campaign


    Creative Videos and other form of ad copies should be created and spread through Social Media which should be entertaining and also provide information to people about seriousness of sore throat problem

    Retail POP display


    Retailers should be encouraged to display Strepsils Ayurvedic Jar of single pack sizes at the POP by offering them higher margins or trade promotions

    THANK YOU

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