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Product
Management

Hansaplast
Easy Crepe and Wound
Watch
A product offering simulation for wound care category in India

...
Contents

Category analysis

Market share and brand share analysis

Competitor analysis

Market offering
• Product rationa...
Category analysis
The wound care market is more broad-based and hence is differentiated from the medical products market.
...
These trends are explained on the basis of the limited utility of the sticking plasters to only cuts and
bruises. In contr...
Table 3: Forecast Sales of Wound Care by Category: Value 2011-2016 (Rs. Million)

First Aid Kits
Sticking
plasters/Adhesiv...
Category analysis
Johnson and Johnson, owing to its extensive distribution channels even in the rural areas, has been able...
Table 6: Wound Care Brand Shares by Value 2008-2011
Brand

Company

2008

2009

2010

2011

Band-Aid

Johnson & Johnson
(I...
Competitor analysis

As analysis of the major players in the wound care category, except the local players and hospital
pr...
3M
3M Steri-Strip Wound Closure System

A sterile wound closure system that includes one reinforced 3M™ Steri-Strip™ Adhes...
Beiersdorf
Elastic Extra Flexible Plaster
Hansaplast Elastic fabric plasters are suitable for covering all types
of smalle...
Market Offering
Product Rationale

The data above shows that people prefer products that are easy to use and those that ca...
Product Innovation and Product description
Hansaplast-Easy Crepe is a user friendly product which is designed to meet the ...


Hansaplast Wound Watch | Freedom from hassles
A very basic inadequacy of the wound care market is that though it is sat...
Segmentation | Targeting | Positioning
As stated , today time is the biggest asset and obstacles posed by wounds tend to s...
Pricing
The product that we propose to launch is a direct variant of Hansaplast band-aids. Hansaplast Easy Crepe is
bigger...
Respondent
S/N

Will you buy
Easy Crepe?*1

How much are you
willing to pay for
it?*2

Will you buy
Wound Watch?
*3

How m...
Packaging
A prototype of the packaging is attached. It will contain 3 Hansaplast Easy Crepe bandages individually packed i...
Packaging
While our product can be used in both urban and rural setting, distribution will be more skewed towards the
urba...
Launch plan

Phase 1

• Generating Awareness
• Timeframe: 1 month
• PR activities
• Distribution of promotional material t...
The End | Happy Healing!
Product Management

Wound Care

Group 9 | Section B
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Hansaplast Product Innovation

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Transcript of "Hansaplast Product Innovation"

  1. 1. Product Management Hansaplast Easy Crepe and Wound Watch A product offering simulation for wound care category in India GROUP 9 | SECTION B ROHIT ROHAN TARINI BANDHU PUHOOP AGARWAL MEDHAVI KHANNA DAKSH KALIA ADITI GARDE SOUMYA PREM SIDHARTH UCHIL PROF. ROHIT TRIVEDI | MUDRA INSTITUTE OF COMMUNICATIONS - AHMEDABAD
  2. 2. Contents Category analysis Market share and brand share analysis Competitor analysis Market offering • Product rationale • Product innovation • Need gap analysis Segmenting-Targeting-Positioning Pricing Packaging Distribution Product Launch Product Management Wound Care Group 9 | Section B
  3. 3. Category analysis The wound care market is more broad-based and hence is differentiated from the medical products market. The wound care sector, over the recent times, has been more or less stable as far as the major players are involved. There hasn’t been much activity in terms of mergers and acquisitions in the sector. Also, the prices have remained stable over the last year. Even in the near future, the prices are expected to be stable. Overall sector grew by about 6% in the 2011 and ended up at Rs. 2.4 bn. The gauze, tape and other wound care saw the highest growth of above 6% as compared to the rest of the sector that was below 6%.The total expenditure on health goods and medical services has increased from 1164.3bn to Rs. 2422.4 bn, a jump of over 100%. Within the wound care sector, sticking plasters/adhesive bandages account for Rs. 1687.8 mn out of the total worth of Rs. 2363.0 mn The most growth in the sector since 2006 however has been shown by Gauze,Tape and Other Wound Care, at 48.6%, which is above the sector growth rate of 41.4%. Meanwhile, it is seen that the market for first-aid kits remains negligible in India as the consumers prefer to buy the separate components of the kit individually, rather than in the combined pack. Over the next 5 years, this sector is expected to carry on with the trend of highest growth in Gauze, Tape and Other Wound Care. Overall growth rate of the sector is pegged to be at about 10.1% till 2016. This translates into a constant value CAGR of 2% during this period. Product Management Wound Care Group 9 | Section B
  4. 4. These trends are explained on the basis of the limited utility of the sticking plasters to only cuts and bruises. In contrast, gauze and tape products are now increasingly being used by sports people like athletes and gymnasts, as they can be used to reduce joint pain. The most growth in the sector since 2006 however has been shown by Gauze, Tape and Other Wound Care, at 48.6%, which is above the sector growth rate of 41.4%. Even in the near future, we can expect this sub-sector to be the flag bearer for the entire wound care industry. Meanwhile, it is seen that the market for first-aid kits remains negligible in India as the consumers prefer to buy the separate components of the kit individually, rather than in the combined pack. Table 1: Sales of Wound Care by Category: Value 2006-2011 (Rs. Millions) 2006 2007 2008 2009 2010 2011 First Aid Kits Sticking plasters/Adhesive bandages Gauze, Tape and Other Wound Care 1,217.3 454.2 1300.4 490.9 1401.8 539.3 1497.6 5597.1 1594.2 635.8 1687.8 675.2 Wound Care 1671.5 1791.3 1941.1 2084.7 2230.0 2362.0 Source: Euromonitor Int’l Table 2: Sales of Wound Care by Category: % Value Growth 2006-2011 2010/2011 2006-11 CAGR 2006/11 Total First Aid Kits Sticking Plasters/Adhesive Bandages 5.9 6.8 38.7 Gauze, Tape and Other Wound Care Wound Care 6.2 6.0 8.2 7.2 48.6 41.4 Source: Euromonitor Int’l Over the next 5 years, this sector is expected to carry on with the trend of highest growth in Gauze, Tape and Other Wound Care. Overall growth rate of the sector is pegged to be at about 10.1% till 2016. This translates into a constant value CAGR of 2% during this period. Product Management Wound Care Group 9 | Section B
  5. 5. Table 3: Forecast Sales of Wound Care by Category: Value 2011-2016 (Rs. Million) First Aid Kits Sticking plasters/Adhesive bandages Gauze, Tape and Other Wound Care Wound Care 2011 1687.8 2012 1721.7 2013 1749.7 2014 1773.7 2015 1793.8 2016 1809.9 675.2 704.3 731.2 755.5 775.7 791.6 2362.0 2426.0 2480.9 2529.1 2569.5 2601.5 Source: Euromonitor Int’l Table 4: Forecast Sales of Wound Care by Category: % Value Growth 2011-2016 2011-16 CAGR 2011/16 Total First Aid Kits - - Sticking Plasters/Adhesive Bandages 1.4 7.2 Gauze, Tape and Other Wound Care Wound Care 3.2 1.9 17.2 10.1 Source: Euromonitor Int’l These trends are explained on the basis of the limited utility of the sticking plasters to only cuts and bruises. In contrast, gauze and tape products are now increasingly being used by sports people like athletes and gymnasts, as they can be used to reduce joint pain. Product Management Wound Care Group 9 | Section B
  6. 6. Category analysis Johnson and Johnson, owing to its extensive distribution channels even in the rural areas, has been able to maintain its stronghold over the market with a value share of 71%. The next competitor Beiersdorf India Ltd. only musters up a share of 21%. However, it has priced its product Hansaplast 25% lower than Johnson and Johnson’s Band-Aid to counter their strong communication and the established brand name. It works to their advantage as the consumers are highly price sensitive. The rest of the market is filled with a few domestic players, amongst which Bengal Surgicals Ltd. is the most notable. The communication strategy is intense on the part of both the big players, but while Johnson and Johnson focuses on the mothers, Beiersdorf India Ltd. is targeting children. Table 5: Wound Care Company Shares by Value 2007-2011 2007 2008 2009 2010 2011 Johnson and Johnson (India) Ltd. Beiersdorf India Ltd. 70.7 18.0 70.7 18.3 70.8 18.5 70.8 19.3 70.7 20.9 Others Total 11.4 100.0 11.1 100.0 10.7 100.0 10.0 100.0 8.4 100.0 Source: Euromonitor Int’l Product Management Wound Care Group 9 | Section B
  7. 7. Table 6: Wound Care Brand Shares by Value 2008-2011 Brand Company 2008 2009 2010 2011 Band-Aid Johnson & Johnson (India) Ltd. 58.5 58.3 57.5 56.3 Hansaplast Beiersdorf India Ltd. 11.3 11.4 11.9 13.0 Others 30.2 30.3 30.6 30.7 Total 100.0 100.0 100.0 100.0 Source: Euromonitor Int’l Over the past few years, Beiersdorf has been slowly and steadily gaining market share. In 2007, when it had 18% of the market share, Johnson and Johnson (India) Ltd. was at 70.7%. However, while Johnson and Johnson (India) Ltd. has maintained its stronghold on its share, Beiersdorf has been able to capture the share held by small players and increase its share to almost 21%. Its brand Hansaplast has been able to snatch some of the share in the market away from the Johnson and Johnson (India) Ltd. brand Band-Aid between 2008 and 2011. Thus, while Band-Aid’s share fell from 58.5% in 2008 to 56.3 in 2011, the share of Hansaplast increased from 11.3% in 2008 to 13% in 2011. Thus, there has been a gradual shift in the market share over the past few years. Johnson and Johnson (India) Ltd. is the leader in the market with a share of 70.7%. The next largest player, with a market share of 20.9%, is Beiersdorf India Ltd. Small domestic players make the rest of the market with a combined share of 8.4% Product Management Wound Care Group 9 | Section B
  8. 8. Competitor analysis As analysis of the major players in the wound care category, except the local players and hospital products we have looked at players like Johnson & Johnson, Beiersdorf, and3M. Johnson & Johnson Band Aid Wash Proof: Key Product Features:      It is an antiseptic ready-to-use bandage Medicated pad contains Benzalkonium Chloride 0.5 % w/w Special non-stick cover present on the center pad prevents the pad from sticking to the wound. Air holes allow air to pass through the medicated area and help to cure the wound faster. Stays better on the skin in water Key Benefits   Helps heal upto 50% faster as compared to uncovered wounds. Blends beautifully with skin Band Aid Flexi: Key Product Features:     It is an antiseptic ready-to-use bandage Medicated pad contains Benzalkonium Chloride 0.5 % w/w Stretchable protection: New stretchable backing material Hypoallergenic adhesive: Skin friendly adhesive helps leave no sticky residue. Key Benefits   Provides Continuous Protection: For hard to bandage areas like elbows, knees and fingers. It helps cuts to heal 50% faster as compared to uncovered wounds Product Management Wound Care Group 9 | Section B
  9. 9. 3M 3M Steri-Strip Wound Closure System A sterile wound closure system that includes one reinforced 3M™ Steri-Strip™ Adhesive Skin Closure and one 3M™ Tegaderm™ Transparent Dressing. The Steri-Strip wound closure system combines the wound closure benefits of Steri-Strip skin closures with the barrier protection of 3M™ Tegaderm™ Transparent Dressings into one convenient product. Key Benefits:  Less scarring when compared to staples or sutures.  Enhances patient comfort and less chance of infection than with sutures or staples.  Fast application.  Comfortable to wear.  Reduces likelihood of skin irritation. 3M Steri-Strip Adhesive Skin Closure Sterile skin closure strips that are made of a porous, non-woven backing coated with a pressuresensitive, hypoallergenic adhesive and reinforced with polyester filaments for added strength. Reinforced Steri-Strip skin closures provide general wound support for increased tensile strength and finer wound edge approximation. K eBenefits  Convenient to use.  Less scarring when compared to staples or sutures.  Enhanced patient comfort and less chance of infection than with sutures or staples.  Fast application.  Comfortable to wear.  Reduces likelihood of skin irritation.  Keeps wound protected, Steri-Strip closure secure, and allows patient to shower or bathe.  Reduces need for dressing changes. Product Management Wound Care Group 9 | Section B
  10. 10. Beiersdorf Elastic Extra Flexible Plaster Hansaplast Elastic fabric plasters are suitable for covering all types of smaller wounds. The material stretches with the skin's movements. The non-stick woundpad protects and cushions the wound. The strong adhesion ensures that the plaster stays in place. The plasters are available: - as strips in different sizes which seal all around the wound and - as dressing length which can be cut to the ideal size Universal Water Resistant Plaster Hansaplast Universal plastic plasters are suitable for covering all types of smaller wounds. The material is breathable and is water-repellent. The non-stick woundpad protects and cushions the wound. The strong adhesion ensures that the plaster stays in place. The plasters are available:   as strips in different sizes which seal all around the wound and as dressing length which can be cut to the ideal size Fast Healing Antibacterial Plaster Hansaplast Fast Healing plasters speed up the healing process by up to 50% and are suitable for covering all types of smaller wounds, even those after minor surgery. These plasters utilize advanced technology and have a woundpad containing antiseptic silver to help prevent infection. For optimal healing results, the plaster should be worn for several days. The thin, waterproof material seals around the wound to protect it from bacteria. The woundpad made with a skin friendly polyurethane material selectively absorbs wound fluid while keeping the wound moist, thus accelerating healing and reducing the risk of scarring. The antiseptic silver woundpad helps to prevent infection. The strong adhesion ensures that the plaster stays in place for several days. The plasters are available as strips in different sizes for optimal healing. Product Management Wound Care Group 9 | Section B
  11. 11. Market Offering Product Rationale The data above shows that people prefer products that are easy to use and those that can be accommodated in their daily routine, when it comes to wound-care products for healing cuts and bruises. The convenience of using wound care products and the increasing need to be “on the go” for daily routines without hindrance from cuts and bruises are two major factors which are expected to escalate demand for wound care in the times to come. Table 1 below shows that wound care products are predicted see a CAGR of 2% in constant value terms over the forecast period, as sticking plasters have become much more accepted, with consumers now have the habit of using them for cuts, bruises and pain. With value sales having previously declined by an annual average of 2% in constant value terms over the review period, the forecast period’s 2% CAGR represents a significant improvement. Gauze, tape and other wound care is expected to see higher growth in the forecast period. Growth will be attributable to consumers buying gauze and tape products to treat joint pains, and increased usage of these products by sportspeople. The average unit prices of wound care products are predicted to remain stable in the forecast period. Product Management Wound Care Group 9 | Section B
  12. 12. Product Innovation and Product description Hansaplast-Easy Crepe is a user friendly product which is designed to meet the rising trend towards selftreatment for minor wounds. When an injury is to severe to be just covered by a bandage and is not so grave that it requires surgical treatments, then it is feasible to self-treat the injury. Hansaplast Easy Crepe includes a stretchable nylon gauze with an attached cotton layer with adhesive on the sides to make for easy sticking. It specifically serves the purpose of covering limb wound when they are on the verge to heal and therefore shaped like a band accordingly. As on add-on Hansaplast will also launch a Hansaplast water-wrap, a water resistant plastic membrane with velcroto serve asa protective covering for the bandaged wound. The two innovations suggested: 1) 2) Hansaplast Easy Crepe – Heal it easy (the main product) Hansaplast Wound Watch- Keep it dry (an add-on accessory to Easy Crepe) Need Gap Analysis An effort was made to deduce the need gaps that may exist in the wound care category amongst consumers and the following were identified as the major wants for the product offering:  Hansaplast Easy Crepe | Convenience and feasibility Most people view repeated visits to hospitals for wound-dressings to be not only an added cost but also a time consuming activity. In injuries where the first two or three dressings are administered by the doctors and thereafter can be self-administered, the act of going to the hospitals/clinics is seen as a waste. Medical materials like cotton, gauze and antiseptics are easily available in any household or are accessible in a nearby market. But the act of administering the dressing to oneself at home can be a messy and unhygienic task – often assumed to not be of the same assurance level that the doctor promises. Also, such injuries usually conceded on the limbs/joint areas which are always inevitably moving. So in such situations, the administered dressing may not be very steadfast and may leave the wound unprotected due to recurring movements. This is a hassle for patients and to avoid such frivolous dressings, they prefer getting such dressings from a physician. Therefore, due to a lack of a suitable alternative, patients comply with repeated visits to the doctors for additional dressings. Product Management Wound Care Group 9 | Section B
  13. 13.  Hansaplast Wound Watch | Freedom from hassles A very basic inadequacy of the wound care market is that though it is saturated with waterproof bandages for minor cuts and bruises, there is no such proposition for more serious wounds and surface-injuries. Patients very often have a common complaint of not being able to take care of their basic personal hygiene because the delicate gauze and cotton that covers their wound is a hindrance to routine activities. The act of tying common ‘poly-ethene bags’ around injuries to protect them is often suggested as a makeshift domestic remedy. However, even this protection does not keep the wound safe and is subject to hygiene issues, especially during activities like taking a bath or performing chores in the kitchen. The problem is worse in the case in the case of limb injuries. Product Management Wound Care Group 9 | Section B
  14. 14. Segmentation | Targeting | Positioning As stated , today time is the biggest asset and obstacles posed by wounds tend to slow down individuals , causing major inconvenience. Given the hectic life that working individuals in urban and semi-urban areas lead , it is increasingly becoming difficult to take out time for personal health care. Self-treatment which is quick and easy to administer is a boon for this category of targeted consumers. To be more specific , even children and sports people benefit significantly because they constitute one such segment that is literally “on the move” Demographically, SEC B1 , B2 and A1 ( Tier 1 , 2 and 3) would be the target of the two products conceived. Age-wise segmentation would be futile , though one can assume that children and older people have a greater tendency to suffer injuries and are basic consumers of all wound care products. OUR APPROACH In order to gauge the receptivity of this product , an attempt was made to draw a convenient sample (given time and space constraints) that spans all age groups and asked two distinct questions- a) Whether or not they would see any value in purchasing such a product , and b) What would be the maximum price they would be willing to pay for the two products conceived of. Depending upon these responses , we arrived at the conclusion that the need gaps identified were valid. ____________________________________________________________________________________ NOTE: We recognize the fact that are method of conducting this research was not as thorough , but in order to proceed further with pricing and packaging strategies we needed an unbiased view of individuals not associated with the management of this product. The responses have been put strictly to theoretical use and have been used to shape the strategies we shall be discussing hereon. Product Management Wound Care Group 9 | Section B
  15. 15. Pricing The product that we propose to launch is a direct variant of Hansaplast band-aids. Hansaplast Easy Crepe is bigger, treats more severe injuries and is a value addition to the ordinary local made gauze bandage. As mentioned above in the category analysis, we know that wound care is a very price sensitive segment. The price offering then becomes the most important part of this product. We have analyzed the psychological aspects of the customers, keeping in mind the reference prices and perceived prices. Industry conditions and more importantly the estimated cost of our product offering is kept in mind to decide on an appropriate product price. The pricing we thought would be perfect is the Perceived value > Price > variable cost modelling. We conducted a small survey to know the perceived value of our product in minds of the customers. Our respondents were a set of college students and a few housewives. Out of the 30 respondents we surveyed around 22 customers were ready to shell a maximum threshold price of 70-80 rupees for a pack having three Easy Crepe bandages with one Wound Watch. The two main concerns raised during the pricing of our product were the water-shielding capacity of the Wound Watch; and the quality of the Easy Crepe when a low price tag was suggested. We inferred the perceived value of a pack having a set of three bandages and one water-proof wrap to be around 80 rupees. The estimated production, manufacturing, packaging cost of the product is given below:  Average cost of a cotton gauze bandage role is 4 rupees. (source: Market research)  Since it is a nylon bandage, we estimated its cost will be around 7 rupees per medium sized bandage that we plan to make (source: Market research)  Cost/unit of manufacturing the product with the sterilized cotton and adhesives at the end - ~12 rupees. (source: Market research)  Cost per unit of water wrap with thick water resistant material - 8 rupees. (source: Market research)  Packaging cost per unit- 5 rupees. (source: Market research)  Promotion cost and distribution cost – depends on the company strategy  Total estimated cost of ‘3 bandages and 1 water wrap’- (12x3)+(8)+(5)= 49 (exclusive of promotion and distribution costs)  Profit margin/unit – 5% (source: standard profit margin on products at Beiersdorf is 5%(approx.))  Moreover, our product is a new product entering in the market. Keeping the Penetration Pricing strategy in mind, a necessary strategy for price-sensitive markets and to discourage competitors to enter the market; and stability of the product and the long term prospects of the product, we propose that the product should be mark-priced around 60 rupees per unit.  Marked price of the product (inclusive of approx. promotion and distribution costs)- ~60 rupees/unit Product Management Wound Care Group 9 | Section B
  16. 16. Respondent S/N Will you buy Easy Crepe?*1 How much are you willing to pay for it?*2 Will you buy Wound Watch? *3 How much are you willing to pay for it?*4 How much are you willing to pay for a combo pack?*5 1 Yes 40 Yes 15 45 2 Yes 35 Yes 15 50 3 No 35 No 15 45 4 Yes 45 Yes 15 50 5 Yes 50 No 20 70 6 Yes 50 No 25 75 7 Yes 60 Yes 20 80 8 No 30 Yes 15 40 9 No 30 Yes 15 40 10 Yes 35 No 15 45 11 Yes 35 No 20 50 12 Yes 45 No 15 55 13 Yes 50 Yes 15 65 14 Yes 50 No 15 65 15 No 55 Yes 10 65 16 Yes 50 No 25 70 17 Yes 55 Yes 20 75 18 Yes 60 Yes 20 80 19 No 45 Yes 30 75 20 No 50 Yes 20 60 21 Yes 50 No 25 65 22 Yes 45 No 15 55 23 Yes 35 No 25 40 24 Yes 40 Yes 20 45 25 Yes 35 Yes 20 45 26 Yes 40 Yes 20 45 27 Yes 50 No 35 70 28 No 45 No 25 65 29 Yes 50 No 30 70 30 Yes 50 Yes 30 75 Table 7 : Data survey conducted amongst 30 people with a mix of students and housewives. *1 – Product description was given to the respondents *2 – Respondents were asked to quote a maximum price *3 - Product description was given to the respondents *4 - Respondents were asked to quote a maximum price *5 – Respondents were asked to quote a maximum price for a 3+1 combo Product Management Wound Care Group 9 | Section B
  17. 17. Packaging A prototype of the packaging is attached. It will contain 3 Hansaplast Easy Crepe bandages individually packed in moisture retentive material to keep the medicine in the bandage dry. There will be 3 sizes- small, medium and large with the given dimensions Small – 2”x 2” Medium – 2”x 4” Large – 2” x 6” Outer package Inner package Wound Watch The Wound Watch will be packaged in cylindrical plastic containers similar to the crepe bandage ones in since these are reusable and will require storage for longer duration. The expected cost for both of these packaging materials is around Rs 4 to Rs 5. Product Management Wound Care Group 9 | Section B
  18. 18. Packaging While our product can be used in both urban and rural setting, distribution will be more skewed towards the urban market. This is because urban consumers are more likely to change their dressing themselves. Additionally they are also more likely to value hygiene and convenience than rural consumers. Hence, with the focus set on an urban environment, the below mentioned key distribution centres have been identified. These can be easily reached with Beiersdorf Hansaplast’s existing extensive distribution network. Chemists/Pharmacies Trends show that the chemists/pharmacies are expected to remain the main distribution channel for consumer healthcare products in the country. There has been a marginal increase in the number organized chained pharmacies but traditional independent chemists still have a much larger presence compared to them. According to the Indian Retail Druggists and Chemists Association, in 1978, there were roughly 10,000 distributors and 125,000 retail pharmacies in India. Today, the total number of stockists in India is around 65,000 and the number of pharmacies is about 550,000, an increase of around 6 and 4 fold, respectively. Keeping this in mind, our focus will be on getting the product to this sector. Stores which keep OTC brands on their shelves Easy Crepe is a product which can find a place in every family’s first-aid kit. Hence, the distribution channel should ensure that this product is available easily in places where a family shops on a regular basis. Stores like Health and Glow which keep OTC brands and medicines on their shelves are a perfect fit. This will make the product available to consumers who have no urgent need of the product. Wound watch , as an add-on accessory will also find place on the same shelf as Easy Crepe. Hospitals and hospital dispensaries Another key distribution point for will be hospitals and hospital dispensaries. A doctor’s recommendation is vital to the product’s success. Also, since our consumer is expected to make a visit to the doctor for the first dressing of the wound and then use EasyCrepe for subsequent dressings, it is critical that Easy Crepe be available in the hospital. An added bonus would be to get hospitals to use Easy Crepe for the first dressing as well , and suggest Wound watch for wound protection Supermarkets Like other adhesive bandages, the products can be made available to the consumer in supermarkets like FoodWorld, Spar, Spencers etc. These stores are frequented regularly by potential consumers who have no immediate use of the product and would like to buy it for use in case of emergencies. Mass merchandisers These have dedicated sections to health and hygiene. Mass merchandisers like Big Bazaar are a one stop shop for an increasing number of urban SEC B1, B2 families and by placing our product on these shelves; we ensure that a consumer not looking to buy the product is made aware of its presence Online Retail In metropolitan cities, there is a growing number of online retail shops like atmydoorstep.com etc. A tie up with them would ensure that our product reaches our customer’s doorstep. Since it’s an OTC product, there is no issue of prescriptions or incorrect usage. There is also a small emerging online community dealing with medical supplies. HealthKart.com, 3gchemists.com are other online stores that Hansaplast can tie up with to deliver Easy Crepe and Wound Watch directly to its end user. Product Management Wound Care Group 9 | Section B
  19. 19. Launch plan Phase 1 • Generating Awareness • Timeframe: 1 month • PR activities • Distribution of promotional material to chemists, doctors etc • Participation in medical conferences • Product will be made available only to select chemists and hospitals Phase 2 • Interest generation • Timeframe: 2 month • Promotional advertisements in print and on TV, web banners on Beiersdourf website. • Promotional/Sample packs for doctors and hospitals • Product will be made available in the market. Phase 3 Phase 4 Product Management •Generating the need •Medical representatives will educate doctors on benefits of Easy Crepe in an attempt to get them to use and recommend Easy Crepe. •Action •A promotional offer only for the launch •Offer includes a combo pack •A pack of Easy Crepe and Wound Watch sold together at a launch price of 60. Wound Care Group 9 | Section B
  20. 20. The End | Happy Healing! Product Management Wound Care Group 9 | Section B

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