Marketing & Branding
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Activity:
21 comments
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last activity : 10 23 2011 04:32:55 +0000
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Brief;-Recently GlaxoSmithKline Asia has launched 'Crocin Advance'. The firm claims to disintegrates faster than the standard Paracetamol tablets and also works faster. Crocin's new innovation comes with ‘OptiZorb' disintegration technology with the aim to speed up the procedure relief.
Company:-GlaxoSmithKline (GSK)
Brand:- "Crocin Advance". (brand extend of crocin). The origin name is "Panadol" is sold more than 85 countries , in India Panadol is known as Crocin While in Colombia known as "Dolex"
USP:- use of‘ "OptiZorb"disintegration technology which five times faster and thus gets to work much more quickly. Easily disperse in stomach and work faster, relief faster. “Due to this advanced technology, the same trusted ingredient, Paracetamol, reaches blood levels much faster and gets to work faster, without compromising on safety parameters and suitability characteristics.”
Ingredients: contains paracetamol 500mg along with super-disintegrants ("OptiZorb") such as alginic acid and calcium carbonate that make it act within five minutes of your having it. Alginic acid is a hydrophilic that draws acidic gastrointestinal fluid into the tablet while calcium carbonate reacts with gastric acid to liberate carbon dioxide to help it disintegrate to provide faster relief.
Benefit:- It can used to lower fever and relieve general pain, such as headache, body ache, toothache, etc. "Pharmacokinetic studies show that the amount of paracetamol absorbed by the body is the same for both Crocin Advance and regular Crocin. The difference is in the time consumed for dispersion and absorption. The new combination disperses five times faster and is absorbed 37% faster than standard tablets.
Strategy:- The campaigning is already started with showing this technology. To stay in competition, consumers are now mostly buy medicine direct from medical stores, O.T.C. market is growing much faster, various health & nutraceutical products are available in market. So, GSK has made innovation and execute the new Crocin advance in market. Today's majority people are keep general medicine with them and they want fast relief from pain because in this fast life, nobody have time. Crocin is well known brand in market and Regular crocin is available by Gsk.
The question is, Will Old crocin remove from market after sometime? Will people buy new crocin brand ? What exactly strategy will use by GSK? The Competitors like D'cold total, dispren, Anacin, Saridon, etc. will break market or Will Crocin Advance success in market? There may be chance of competitors that, they will also come with such innovation.
Share your views.......
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