Cystone - Brand Strategy (Based on Market Study in Mumbai)

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Market study of Cystone, Its brand strategy for further growth. …

Market study of Cystone, Its brand strategy for further growth.
Work presented to Mr. Philippe Haydon, CEO of Himalaya.

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  • 1. LOGO Cystone® Mrudang Thakor MBA Pharmaceuticals Management
  • 2. Contents Brand Facts Research Objective Research Methodology Insights SWOT Marketing Strategy
  • 3. Brand Facts Name Cystone Use Herbal medicine for Kidney stone management Year of Launch 1943 (70 Years) Price Rs 85/- Current Position 1st Position in herbal Kidney stone management category Market Value Rs.27.8 Cr Value Growth rate 23.5% Volume Growth rate 15.6% SKU Cystone Syrup 100ml Cystone Syrup 200ml Price of SKU Rs. 75/- Rs. 115/- Source: AIOCD, Jan 2013
  • 4. Disease Facts  12% of Indian people have Kidney stone in their life time.  People who live in Hot climates are at higher risk of Kidney Stones.  In India “STONE-BELT” occupies, Maharashtra, Gujarat, Punjab, Haryana, Delhi and Rajasthan. Reference : Pearde. M, Calhoun E. Urolithiasis in Urologic disease. American Journal for public health services. 2004;54:p no 19-21.
  • 5. Disease Facts  Kidney stones are more likely to develop in men than in woman.  The highest incidence of kidney stone is in 30-45 years of age group.  50 Percent of the patients have the reoccurrence of the kidney stones. Reference : Sandy Graig. The metabolic syndromes and uric acid nephrolithiasis. Journal of Urology . 2003;61(8):12-14.
  • 6. Cystone’s Performance in “STONE BELT” State MAT 2012 (Cr.) Value Gr. (%) Volume Gr. (%) Gujarat 2.6 14.6 7.9 Mumbai 1.3 10.3 3.3 Marathwada 1.3 -1.0 -7.4 Vidarbha 1.0 10.2 3.2 Rajasthan 1.0 41.6 31.6 Delhi 0.4 3.3 -3.4 Haryana 1.1 46.1 37.1 Punjab 2.0 57.6 48.6 Source: AIOCD Jan 2013
  • 7. Research Objective “To understand the perception of various stakeholders and recommend a marketing strategy for CYSTONE.”
  • 8. Research Methodology Primary Research Tool Used: a)Direct interviews through structured questionnaire b) Ms Excel STAKEHOLDERS INTERVIEWED DOCTORS:200 RETAILERS:50 STOCKISTS:5 PATIENTS:25 Put graph
  • 9. Speciality wise break up No. Speciality NO. OF RESPONSES % 1 Non MBBS 118 59 2 MBBS 56 28 3 MD Medicine 26 13 4 Total 200 100 Sr. No Qualification No of Responses % 1 BAMS 29.50 2 BHMS 12.50 3 GFAM 5.00 4 LCEH 5.00 5 GCEH, MRSH 2.50 6 DASF 1.50 7 BAMS CCH 1.00 8 BAMS CCH CGO 1.00 9 BAMS, MBA HEALTH CARE 0.50 Write every speciality
  • 10. Speciality Wise Break up BAMS MBBS BHMS MD GFAM LCEH OTHERS 59 56 25 25 10 10 15 29.50 28.00 12.50 12.50 5.00 5.00 7.50 NO. OF RESPONSES % GCEH, MRSH 5 DASF 3 BAMS CCH 2 BAMS CCH CGO 2 BAMS, MBA HEALTH CARE 1 MD, DNB 1 BAMS, CCH 1 TOTAL 15 N= 200
  • 11. Sample Break up 53% 19% 17% 12% WESTERN SUBURBS THANE HARBOUR CENTRAL N= 200 Zone Wise 69% 31% MALE FEMALE Gender Wise
  • 12. LOGO Doctors’ Insights N=200
  • 13. Q1. Doctor, how many patients come with kidney stone problem in a week? 28% 14% 12% 12% 9% 8% 7% 7% 5% 1% 1-2 PATIENTS 2 PATIENSTS VERY FEW 2-3 PATIENTS HARDLY ANY COMES 1 PATIENT 3 PATIENTS 3-4 PATIENTS 1 OR 2 IN A MONTH 4 PATIENTS N= 200 Occurrence of Kidney stone is very high. Opportunity !
  • 14. Speciality wise break up N= 200 1-2 PATIENTS 2 PATIENTS VERY FEW 2-3 PATIENTS HARDLY ANY COMES 31.25 14.5 10.4 4.1 12.5 31.1 16.0 14.8 13.2 10.4 31.8 13.6 10.0 9.1 4.5 CP NON GPs GP
  • 15. Q.2 Doctor, may I know which Ayurvedic medicines do you prescribe for Kidney stone problem? N= 200 n= 595 233 189 67 45 16 13 14 6 8 4 0 50 100 150 200 250 Neeri- emerging as the Competitor.
  • 16. Q.3 Doctor, Have you ever prescribed Cystone? 91.5 8.5 YES NO
  • 17. Doctor’s Voice “Only CYSTONE comes to my mind When it comes to Kidney stone” -Dr. Atul Shah, BAMS, Bhandup, (12) “I have been prescribing CYSTONE since very long, and I am very happy with the results” -Dr. B.J. Patel, MBBS, Vile Parle (E), (16) “I have been prescribing Cystone because I have got results from every single patient. More over Himalaya MRs are also regular, so I prescribe it regularly.” -Dr. Sunanya Kare, BAMS, Thane, (23)
  • 18. Q.3 Doctor, May I know how does Cystone work? 52% of the doctors don’t know how Cystone works, still they prescribe it ! 0 5 10 15 20 25 30 DON’T KNOW COMPLEX MECHANISM OF ACTION PREVENTS STONE FORMATION IN THE URINARY TRACT IT CONVERTS LARGE STONES INTO SMALLER STONES WHICH PASSES THROUGH URINE REDUCING THE CONCENTRATION OF STONE FORMING SUBSTANCES IN THE BLOOD AND EXPELLING THEM FROM THE BODY NORMALIZES ACIDIC URINE INCRESES URINE OUTFLOW REDUCING OXIDATIVE STRESS, WHICH IS IMPLICATED IN URINARY STONE FORMATION 27 25 15.5 15.5 8 6.5 2 0.5 N= 200
  • 19. Speciality wise break up N= 200 DON’T KNOW COMPLEX MECHANISM OF ACTION PREVENTS STONE FORMATION IN THE URINARY TRACT REDUCES PAIN AND INFLAMMATION REDUCING THE CONCENTRATION OF STONE FORMING SUBSTANCES IN THE BLOOD AND EXPELLING THEM FROM THE BODY CONVERTS LARGE STONES INTO SMALLER STONES WHICH GETS PASSED THROUGH URINE 27.9 23.3 16.3 7.0 6.9 13.9 29.6 22.4 14.4 12.8 4 15.2 12.5 30.0 15.0 7.5 20 5 CP NON GP GP
  • 20. Doctor’s Voice “You can not explain everything. Important thing is that it gives results ! I am not bothered at all how it works.” -Dr. Vibhakar Adhvaryu, MBBS, Thane, (29) “It has got various herbs in it. Himalaya has made sure that Each herb plays role in removal of Kidney stone” -Dr. Deepti Shah, BAMS, Malad, (8)
  • 21. Q.4 Doctor, May I know how does Cystone look? SR NO COLOR OF CYSTONE NO. OF RESPONSE % 1 I DON’T KNOW 46 23 2 WHITE 33 16.5 3 OFF WHITE 26 13 4 GREEN 23 11.5 5 COULD NOT ANSWER 23 11.5 6 PALE YELLOW 20 10 7 WHITE BOTTLE, GREEN LABLE 17 8.5 8 REDDISH BROWN 12 6 9 TOTAL 200 100 0 5 10 15 20 25 23 16.5 13 11.5 11.5 10 8.5 6
  • 22. Q.5 Are there any side effects of CYSTONE? If YES, what are they? N= 200 Almost all the doctors believe Cystone does not have any side effects. Yes 1% No 99% “One of my patient had allergic reaction because of Cystone” Dr Sadananda,MD,CP, Mahim(16)
  • 23. Q.6 Doctor, according to you how long the treatment should continue? 18% 11% 11% 11% 6% 6% 6% 5% 4% 4% 4% 16% AS LONG AS PATIENT WANTS TO CONTINUE DEPENDS ON THE INDICATION FOR WHICH IT IS PRESCRIBED. USUALLY IT IS 4-6 MONTHS 4-6 MONTHS 4-5 MONTHS 2-3 MONTHS MINIMUM 2 MONTHS FOR SOME BENEFITS. UNTIL STONES ARE GONE TILL STONE GETS PASSED 5-6 MONTHS MINIMUM FOR 2 MONTHS MINIMUM 3 MONTHS OTHERS N= 200 33% Doctors said treatment should continue for 4-6 Months. 29% Doctors believe that treatment should continue till stones gets passed.
  • 24. Speciality wise break up AS LONG AS PATIENT WANTS TO CONTINUE DEPENDS ON VARIOUS FACTORS USUALLY IT IS 4-6 MONTHS 4-6 MONTHS MAXIMUM ONE MONTH 2-3 MONTHS 21.7 15.2 10.9 21.7 10.9 28.3 13.2 11.3 17.0 11.3 35.5 25.8 25.8 6.5 3.2 GP NON GP CONSULTANT Consultants believe Cystone should be taken for 4-6 months. GPs are not in favour of taking it for a longer time.
  • 25. Doctors Voice “Ideally it should be taken for longer duration, but I prescribe One tablet thrice a day for One month, and it shows good results.” Dr. Ramesh Parekh, MBBS, Vile Parle (E) (22) “Ideally it depends on the size of stone, So there is not definite duration of therapy. It can vary from 4-6 months to virtually life long” Dr. Navalkar, MD, Borivali W(24)
  • 26. NO SIDE EFECTS LOTS OF TRIALS AVAILABLE IN FAVOUR EXCELLENT QUALITY AND ELEGANCE OF PRODUCT HIMALAYA PRODUCT OLD BRAND TRUSTED BRAND DID NOT ANSWER AFFORDABLE PRICE HOUSEHOLD NAME FOR KIDNEY STONE WELLKNOWN NAME WELL KNOWN NAME FOE KIDNEY STONE COMPLETE RANGE OF PRODUCTS BY HIMALAYA ALMOST OTC BRAND 18.9 17.5 15.9 10.1 6.6 6.0 6.0 5.2 4.7 4.1 2.5 1.4 1.1 Opportunity! Only 17% Doctors are aware of various clinical trials available in favour of Cystone. N= 200 n= 365 Q.7 Doctor, May I know what is the strength of CYSTONE? Leverage on Brand Name
  • 27. Speciality wise break up 15.9 15.2 21.2 9.1 12.7 22 17.7 15.4 12.4 12.3 16.7 21.3 8.3 6.9 13.0 0.0 5.0 10.0 15.0 20.0 25.0 NO SIDE EFECTS LOTS OF TRIALS AVAILABLE IN FAVOUR EXCELLENT QUALITY AND ELEGANCE OF PRODUCT HIMALAYA PRODUCT OLD AND TRUSTED BRAND GP NON GP CP N= 200 n= 365
  • 28. Doctors Voice “Sure Cure… That too without any side effect ! -Dr. Vimal Shah, BAMS, Borivali, (10) “Himalaya has lots of clinical trials data which gives me confidence to Rx Cystone! -Dr. Vibhakar Adhvaryu, MBBS, Thane, (24) “The name itself is catchy and easy to remember, When I hear of Kidney stone, CYSTONE comes to mind first !” -Dr. Chetan Chotalia, LCEH, Dharavi, (30)
  • 29. N= 200 n= 257 Q.8 Doctor, May I know what is the weakness of CYSTONE? 23% 22% 21% 19% 9% 7% LONGER DURATION OF TREATMENT MANY PATIENTS DISCONTINUE THE TREATMENT BECAUSE IT TAKES LONG TIME TO SHOW RESULTS CANT SAY COULD NOT ANSWER SO MANY ALLOPATHIC REPLACEMENTS AVAILABLE MRs HAVE POOR PRODUCT KNOWLEDGE 45% Of the doctors said that Cystone shows result only if taken for longer duration. Allopathic medicines- Competitor !
  • 30. Doctor’s Voice… “MR knows only what is there on Visual Aid. He was unable to answer, When I asked him “For which kind of stones Cystone can be given?” Dr. S.G. Borkar, CP, Dadar (W) (24 ) “Now a days patients wants quick relief. Cystone requires to be taken for longer duration. So Even though I Rx Cystone to my patients, They simply stop taking it after 15- 20 Days” -Dr. Ramesh Parekh, MBBS, Vile Parle (E) (22)
  • 31. “I don’t prescribe Cystone, It doesn’t shows results” - Dr Sadananda,MD,CP, Mahim(16) “Cystone is usually purchased directly by the patients, but many times I get prescriptions from Dr. Sadananda.” -Aum Chemist Mahim Even though they prescribe Cystone, they suffer from stigma of prescribing Ayurvedic medicines, and they avoid to accept that they prescribe Ayurvedic Medicines. Prescribing Ayurvedic Medicines is a Stigma !
  • 32. 24% 19% 12% 10% 9% 4% 3% 2% 2% 2% 2% 12% ONCE A MONTH HARDLY COMES DON’T COME TWICE A MONTH ONCE IN 1-2 MONTHS ONCE IN 2-3 MONTHS ONCE A WEEK 2-3 TIMES A MONTH ONCE IN 2 MONTHS ONCE IN 2-3 MONTHD DID NOT ANSWER OTHERS Q.9 Doctor, how often does the Himalaya MR visits you in a month? N= 200 31% of the doctors are not visited by MRs. Worry ! Only 5% of the Doctors are visited more than 2 times in a month. 34% doctors are met either once or twice a month by Himalaya MR
  • 33. Doctor’s Voice “I still remember my internship days when Himalaya people use to come to hospital and detail their brands on projector! But as of now none of their MR visits me, still I Rx their brands.” Dr. Arpit Thakkar, BAMS, Ghatkopar, (2)
  • 34. N= 200Q.10 Doctor, Can you recall something about their promotional message ? None of the doctor could recall about the Promotional message. “How much things a doctor can remember? I prescribe CYSTONE, but remembering promotional message is impossible.” Dr. Ajit Chikhlikar, MD, Dadar W, (22)
  • 35. Q.11 Doctor, Can you recall the price of CYSTONE? N= 200 DID NOT RECALL MUST BE AROUND 100 APROX 90 BETWEEN 70 TO 90 ABOVE 60 ABOVE 100 APROX 85 50% 19% 7% 5% 5% 4% 4% Perceived Value is more compared to its MRP. Consider price hike.
  • 36. Q.12 Doctor, what will you prescribe if the CYSTONE is not available in the market? N= 200 CONTINUE WITH ALLOPATHIC MEDICINE LOTS OF OTHER MEDICINES AVAILABLE I WILL SHIFT TO THEM NEERI LOTS OF OTHER MEDICINES AVAILABLE OTHER BRANDS LIKE NEERI, CALCURI ETC. 33% 30% 17% 12% 9%
  • 37. Speciality wise break up CONTINUE WITH ALLOPATHIC MEDICINE LOTS OF OTHER MEDICINES AVAILABLE I WILL SHIFT TO THEM NEERI CONTINUE PRESCRIBING DIURETICS, PAIN KILLERS ETC. OTHER BRANDS LIKE NEERI, CALCURI ETC. 37.5 23.4 17.2 12.5 9.4 17.9 35.8 26.9 7.5 11.9 42.6 30.9 7.4 14.7 4.4 CP NON GP GP
  • 38. LOGO Patient’s Insights N= 25
  • 39.  45% patients said that they were advised to take Cystone by their relatives/friends.  Patients taking Cystone, were also taking various allopathic medicines prescribed by their doctor.  70% of the patients were taking Cystone since more than a month.  All of them were happy taking Cystone, and satisfied with results.
  • 40. Patient’s Voice… “I was suggested to take Cystone by one of my friends- He also had Kidney stone few years back. I have been taking it since 3 months, and I am satisfied with its results” Mr. Mohan Upadhyaya (44) Vile Parle E “Dr. Paresh Navalkar Prescribed me Cystone. I have been taking it along with the other allopathic medicines” Mrs. Suvarna Bapat (49) Borivali W
  • 41. LOGO Retailer’s Insights N= 50
  • 42.  92% of the retailers said that Cystone is the fastest moving Ayurvedic medicine for Kidney Stone followed by Neeri.  74% of the retailers said that Cystone- Tablet sells more than syrup.  45% of the Retailers said that medical representatives visit them once a month.  Out of total sale of Cystone,65% sales is by repeat purchase.
  • 43. LOGO Stockist’s Insights N= 5
  • 44.  60% of the stockists said that sale of Cystone is same in last 6 months. Medical Representatives visit them once a month. Cystone tablet is the fastest selling SKU.
  • 45. LOGO Brand SWOT
  • 46. Strength 1. 70 Years old brand (1943), Trusted Name. 2. Category Leader 3. LOTS OF CLINICAL DATA AVAILABLE IN FAVOUR 4. Himalaya image and equity among doctors and patients 5. No price barrier- No DPCO. 6. High repeat purchase, almost OTX brand 7. Household name for Kidney Stone.
  • 47. Weakness 1. Frequency of MRs- Needs to be increased. 2. Lack of aggressiveness on the field 3. Longer duration of treatment, chances are high that therapy is discontinued 4. Doctors could not remember promotional message. 5. Takes long time to show results.
  • 48. Opportunity 1. Increasing occurrence of Kidney stones 2. Increasing awareness of Ayurveda among patients. 3. Apart from Kidney Stones, also useful in indications like… A. Preventing recurrence of urinary tract infections B. Treating burning urination. C. Treatment of non-specific urinary tract infections (urethritis, cystitis, pielita) D. Treatment of gout E. Treatment of urinary incontinence in women. 4. Rx to OTC switch- Taking advantage of its trustworthiness among patients. 5. Increase the price 6. Target the intern doctors
  • 49. Challenge 1. Grow the category and continue to remain No.1. 2. First preference of Kidney Stone problem is Allopathic medicines. 3. Shift from Allopathic to Ayurvedic is difficult, but possible. Awareness has to be spreaded across patients and doctors as well. 4. To promote Cystone as an adjuvant treatment along with Allopathic treatments.
  • 50. LOGO Brand Recommendations
  • 51. Strategy Pricing Strategy Strategy at Brand Level Strategy at Promotional Level
  • 52. Strategies at Promotional Level Differentiate in Doctors’ Chamber Promotional Level “Seeing is believing” campaign Show the packaging, elegance of the product. Make doctors FEEL the quality of Himalaya Products. 1. Strike emotional connect with Doctors 2. Better product knowledge 3. Best detailing Award 4. Better Incentives 5. CYSTONE award for best performing MR 6. Leverage Himalaya’s strong image Build promotional message based on Clinical trials, and aggressively promote the brand.
  • 53. Strategy at BRAND LEVEL Brand Level B E C D AIncrease the coverage of Consultants. Website Launch Bill boards, Magazine ads Use of Social Media Celebration of World Kidney Week (14th March- 20th March) Consider Price Hike Create awareness that Cystone can be taken as an Adjuvant with Allopathic medicines.
  • 54. LOGO
  • 55. Project By : Mrudang Thakor, MBA Pharmaceutical Management, NMIMS, Mumbai (2011-13) Mob. 8460408839 Guide : Dr. Tarun Gupta Professor Emeritus, NMIMS, Mumbai. This work was presented to Mr. Philippe Haydon, CEO Himalaya on March 18th 2013 at NMIMS, Mumbai.