A Case Study On OTC Market

A Case Study
on OTC Market
CASE REVIEW
 If I was Prashanth I would like to suggest Skin care products for OTC
market from the given three segments(Analgesics, Digestive remedies
and Sun care) of Elimbi Pharmaceuticals.
 I would explain why only sun care products in OTC Market by solving
three questions below:
1.Why only Sun care
2.Why not Analgesics and Digestive remedies
3.What strategies increase sales of Sun care products
1.Why only Sun care:
 In todays trend who is not conscious of beauty everyone wants to look fair
no matter what age, gender, region or religion.
 The Elimbi Pharmaceuticals has division in Dermatology therapy so they
had an idea about skin texture ,sensitivity etc. about the skin.
 So, the preparation of formulations based on this would become easy for
Elimbi
 Trying to avoid going out to prevent skin from exposure to sun but that’s
not possible everyone need to go out for education or office or at least to
get Vit D purpose and they exposed to sun and everyone has the feeling
that there skin gets tan and we need make a psychological impact in there
mind that our Elimbi sun care protects there skin from sun burns and
prevents tanning.
2.Why not Analgesics and Digestive remedies:
 Sun care products are more preferred OTC products than Analgesics OTC
products because in peoples mind there was an impression that analgesic
ayurvedic products treat our pains with no side effects and it was difficult
to remove that from there mind.
 Sun care products are more preferred over Digestive remedies because
people are becoming more aware of treating digestion problems with
natural home remedies and they do preferring that, moreover these
digestive problems are caused only when they take spicy foods or unhealthy
diet in this scenario also there was more awareness spreading over about
healthy life style and healthy diet.
 More over these two Analgesics and Digestive remedies are related to
health, people think more about this to change there product to other if the
previous one is curing well.
 We will see the market shares in 2013 of all the three OTC products by
this we can say that sun care ranks top
1. Sun care company(32.4% for Hindustan unilever Ltd.)
2. Analgesics (21.7% for Emami) and
3. Digestive Remedies(24.4% for Dabur India Limited)
 And the analgesics market witnessed a growth of 10% in 2013,
digestive remedies witnessed a growth rate of 8% in 2013 but Sun care
sector saw 16% value growth rate.
 And strategies to promote sun care products into market and creating
influence on consumers mind would be easy compared to Analgesics
and Digestive Remedies that we will see in the following slides.
What strategies increase sales of Sun care products:
 In case it was clearly mentioned that at present sun care products are
more concentrating only on women but these days men also becoming
more beauty conscious my first strategy is based on this to increase sale is
to produce a sun care formulation for men also so that without any gender
issues we can increase sales.
 Second is segment consumers based on Age and based on there skin
texture change the formulation and SPF 30/50/50+ and target them in
market.
 We can promote awareness programmes that how to protect there skin
from sunburns and skin cancers caused by UV A and UV B rays.
 We can promotes our products through Promotional campaigns, TV
advertisements by famous personalities, newspaper adds, ect..
 We can use strategies used by Lakme and Lotus formulations like
high SPF, Herbal ingredients ,Gel based creams which are non sticky
nature and also everyone more concerned about there skin colour
so we also include skin lightening ingredients in formulation so by
this we can increase sales.
 Initially we can give offers or reduce price less than Lakme with
more quality then once consumers shifted to our product and
adapted to this we can gradually increase the price to make more
profits or giving promotional gifts like lipbalm or anyother with
suncare product can also increases sales.
 And promoting our product with quote below creates an impact on
our Elimbic’s sun care product in OTC market.
“Beautiful Skin begins with
exceptional Skin care.”
-ELIMBI SUN CARE
THANK YOU

A Case Study On OTC Market

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