Topical Analgesics- Marketing of OTC Volini, Moov, Voltaren Over-the-counter medicines or drugs marketing They can be sold directly to the consumer without the benefit of a prescription from a medical professional.

1. MARKETING OF OTC
Topical Analgesic

2. MARKET
SCENARIO

3. GLOBAL MARKET SCENARIO
Million in 2021
$26,298.79
$33,640.61
Million in 2027
CAGR:4.5%
From 2022 to 2027

4. Increasing demand of OTC
analgesics and Cost
efficiency of OTC drugs
Growing geriatric
population
Increasing sports related
injuries
Covid-19 pandemic
GROWTH DRIVERS FOR INDUSTRY

5. MARKET SEGMENTATION
Drug Type
Non-opioids, Opioids
Formulation
Cream
Patch
Spray
Gel
Type
OTC and Prescription
Analgesics

6. FASTEST GROWING SEGMENT
ASIA
PACIFIC
TOPICAL ANALGESIC MARKET-GROWTH
RATE BY REGION

7. INDIAN MARKET SCENARIO
in 2019
Rs.4,200 Cr
CAGR:10.3%
Rs.5,000 Cr
in 2023

8. NOVARTIS
KEY PLAYERS
JOHNSON &
JOHNSON
GLAXOSMITHKLINE
RECKITT BENCKISER
GRP

9. KEY BRANDS IN THE MARKET
12-13% MARKET
SHARE
Market leader in
cream section
55% MARKET
SHARE
Market leader in
spray section
40% MARKET
SHARE
In spray section

10. KEY BRANDS IN THE MARKET
WORLD’S NO.1 OTC
TOPICAL ANALGESIC
BRAND
Market leader in
patch section

11. VOLINI- History
2014
Sun Pharma Acquired
100%
All-stock deal
Present
1961 2008
34 % from
Ranbaxy
products

12. MILESTONES
2014- BRAND
AMBASSADORS
2010-CROSSED 100 Cr.
2011- No.1 in
CHEMIST CHANNEL
1994- LAUNCH-
SPRAY- More effective
from every angle
2007- SWITCH TO
OTC
2015- MORE EFFECTIVE-
spray launch
01
02
03
04
05
06

13. 1. No.1- Doctor recommended brand
2. Scientifically formulated
3. 90 percent- found VOLINI better
4. QUICKER, BETTER, LONG-LASTING
BRAND
MESSAGE

14. Age 10+
Male and Female
Tier 2 cities and above
Middle and above
4 types of segments- 4 products
Common- Go-getter attitude
TARGET
SEGMENTATION
Psychographic- people who want
instant relief
Doctor’s no.1
#1 Pain Relief spray
POSITIONING
S T P

15. Volini- Which colour ?

16. Volini- Which colour ?
All of the above

17. VOLINI
❖ Diclofenac anti-inflammatory
❖ Methyl Salicylate provide relief,
reduce redness
❖ Quick nano-absorb formula
❖ VOLINI GEL VOLINI SPRAY
❖ Rs. 10 (4g) Rs. 61 (15g)
❖ Rs. 200 (75gm) Rs. 123 (40g)

19. Rs.165 (55gm)
Athletes
Sports-person
GENDER
Men
AGE
15-35
PROFESSION
VOLINI
MAXX

20. Rs.89 (20g)
AGE
55+
BENZYL
ALCOHOL
METHANOL
12+ hours
VOLINI JOINT
XPERT

22. #NoTimeForPain
294 posts and 6,054 followers
Average 1 or 2 posts per day
Heavier promotion on Facebook
for Volini Joint Xpert

23. Factory to depots (every state) to
wholesalers /stockists to retailers
Emphasis on chemists
Overseas distribution- NRI market
Online distribution
PLACE

24. KEY LEARNINGS
JOINT
XPERT
● Geriatric
Target
Wider net
PRO PREMIUM
● Doctor’s
trust
● Go-
getters
● Scientific
● Perception
● Popular
Ambassador
CORE MAXX

26. Origin - Paras Pharmaceuticals
Ltd
● Founded in the early 1980s by three
brothers – Girsh, Devendra and
Darshan Patel
● Consciously stayed away from pharma
segment, OTC focus
● Brands were created based on distinct
consumer insights and out-of-the-box
thinking
● Paras Pharmaceuticals was sold to the
UK-headquartered Reckitt Benckiser
plc in 2010

27. History
● Moov was Paras most successful brand.
● Launched in 1986 as a pain relief ointment.
● ‘Without the problem of stain’ associated with the
market leader – Iodex (from Glaxo SmithKline).
● While Iodex was black in colour and was sold in a
bottle.
● Moov was white-coloured (symbolized purity) and was
available in a tube, thus making it more convenient to
use, less sticky , and had a cooling sensation

28. History
Moov was initially launched as an ointment for knee joint pain and it did not do as well as expected.
Positioning of top brands-
Multipurpose Focus
Gap Analysis- Balm Market

29. History
Chairman Girish Patel’s favourite spare time
activity- Dispense medicines from chemist
counters,
get hands-on feedback from consumers.
Research findings-
• 13% Indian homes use 'Rubs' or 'Balms'
• Majority body aches- back related
• Women more prone to backache
• Lower backache suffering- perpetual
• Backaches ignored, aggravated

30. History
● It was re-launched as a specialist for back pains, while Iodex and Zandu were offered as general
pain relief balms.
● This changed its course and made Moov Paras Pharma most successful and flagship brand.

31. STP
● Pain ● Segment- Back
Pain
● Audience-
physically active
adult, but retain
the housewife as
core
● 'The Backache
Specialist‘
● Lamitube, Stain
free,
Counterirritant,
(soothing warmth)
● Gives voice to
women
Segmentatio
n
PRO PREMIUM
Targeting Positioning

32. Product
● Contemporary, international pack
● Lami-tube with a carton
● Feminine colour to appeal to Indian
women
● Range- 25gm regular pack,15gm up-
graders pack, 50gm family pack for joint
families, 5gm economy
pack, Moov spray

33. Product
It was later launched in a spray variant,
i.e., Moov Spray.
A Moov STRONG with Diclofenac for all
types of acute pain while the original
Moov was essentially for back pains.

34. Product Extension

35. Price

36. Place
● Factory to depots (every state) to wholesalers
/stockists to retailers, primarily chemists
● "Expanding coverage to grocery outlets / malls is
crucial, otherwise there will be considerable wastage in
advertising“ Darshan Patel
● 1,200 additional stockists to broaden distribution
coverage in interior markets
● Salesmen recruited to directly book orders from
grocery shops to expand channel coverage

37. Promotion
● Invest in creating awareness about seriousness
of backaches. Focus on the 'backache specialist‘.
● Positioning- 'Chain ki garmahat' (soothing warmth)
● “1- Minute, Moov ki Maalish
● 'Aah se aha tak' (from pain to relief)
● Consumer research into aches, pains & the
emotional trauma helped redefine & reposition in
sync with the changing times
● Aggressive TV advertising, based on market research, & a
deep understanding of consumer behaviour

38. Advertisement- Rama ki
Aah

39. Advertisement- Aap ke Ghar Me
Kaun Rehta Hai…

40. Advertisement- Aap ke Ghar Me
Kaun Rehta Hai…

41. Advertisement- Moov
Spray- Line extension
● 2002- Moov spray (aerosol) launched
● Communication target- Male
● Exploited the occasion-based usage
positioning- 'Jab koi na ho saath' (When
you are alone and unattended, self
application of an ointment is
inconvenient'),
● Help overcome sense of helplessness,
enhance brand image
● Perceived as instant relief 1 million cans
in 2 years

42. MOOV Expands its Messaging
Beyond the ‘Overworked Housewife’

43. MOOV Expands its Messaging
Beyond the ‘Overworked Housewife’

44. Social Media Marketing
● Traditionally, Moov has relied heavily on television
for the Moov advertising journey followed by print
and outdoor. The homegrown brand has not
aggressively explored the digital marketing avenues
with little presence on social media platforms like
Instagram and Twitter.
● Apart from amplifying the user-generated content,
the brand also adopted influencer marketing roping
in stars like Arjun Rampal, Gautam Gambhir, and
Reshmi Rai. The TikTok campaign preceded the
launch of Moov Advanced Gel with Diclofenac.

45. Brand Ladder

46. Consumer has strong loyalty & attachment, also creating active
engagement via www.moovneckandshoulder.com
Independent, caring, warmth, security
Female, reliable,
middle class, smart
High awareness:
Backache, neck and
shoulder specialist
High performance product
giving desired result
Product expert in its category
and trustworthy
CBEE Pyramid of MOOV

47. Paras has created innovative category according to perceived needs of common
men and women, and has successfully built a Brand MOOV with a strong brand
equity.

48. Voltaren
The Joy of Movement

49. Voltaren
● Current parent company - GSK
● Launched by Novartis in India in 2014
A unique Emulgel formulation :
➔ instant relief from body pain
➔ speeding up recovery
➔ helping consumers get back to their daily routine.
Voltaren Emulgel, available in more than 130 countries.

50. Voltaren
★ Active ingredient is diclofenac, a powerful nonsteroidal anti-
inflammatory (NSAID) inhibiting pain-signaling chemicals.
★ The Voltaren range includes oral (tablet and liquid capsules) and
topical (applied to the skin) treatments.
★ The diclofenac in topical as gels or medicated patches, works by
penetrating deep through the skin, relieving pain and reducing
inflammation directly at the source.

51. Voltaren-Rx to OTC switch
● Approved by the FDA after data proved that the product was
safe and effective for self medication as directed in the proposed
labelling.
● Voltaren- Diclofenac sodium, effective to treat arthritis pain.
Thus, as voltaren was safe it could be used as an alternative to for
people suffering from OA.
Better alternative to oral medication for OA
However, Voltaren may take upto 7 days to work.

52. Voltaren
● Joint pain specialist
● Unique formula of
cream+gel
● Male and female
● Middle Aged to
older patients-
Mainly people with
joint pain/physical
activity
● #1 Painkiller
worldwide
● Scientifically
backed product-
Doctors
recommended
Segmentatio
n
PRO PREMIUM
Targeting Positioning

53. Product
API- Diclofenac.
Diclofenac -relieve pain and reduce inflammation (swelling).
Unique technology-The Emulgel technology
● Cream+gel
Gel penetrates deeply into the skin enhancing delivery of diclofenac to the site of
pain
Voltaren EmulGel- 1%
Voltaren Arthritis Pain
Voltaren Extra Strength

54. Place
Available in 130+ countries globally
Widely available in pharmacies
Online Pharmacies
Also available on online stores like Amazon

55. Price
Rs. 88 for 30mg tube
Rs 47 for 15mg tube

56. Promotion
Voltaren Emulgel
★ Cooling
★ moisturising effect
★ no strong odours.
Promoted as an alternative to pills for OA.
#1 Brand pain relief recommended by doctors for OA.
Brand Ambassador- Farhan Akhtar

57. Advertisements

58. Advertisement

60. Voltaren Success Story
Voltaren launched an innovative arthritis-friendly, mobile-first website
experience, which was tested and validated by feedback from real arthritis
patients.
Built with unique arthritis-friendly features and offered holistic support.
Accessibility features such as voice search, voice-enabled chatbots, large tap
targets, scalable font sizes, and the ability to view hands-free content via videos
and head gesture scroll.
Brand to become No. 1 in the external analgesics category within three weeks of
launch.

61. Thank You