Benadryl cough syrup seeks to determine growth opportunities in rural markets. It was previously an Rx drug but switched to OTC. This resulted in fewer distributors and retailers carrying the brand. The document outlines problems at the company, distributor, and consumer levels including negative publicity, lack of promotion, and consumer unawareness. Suggestions include medical camps to educate consumers, social tie-ups with local clinics, incentives like branded masks, and various promotional methods like wall paintings, tickers, and tie-ins with local media and festivals to increase awareness and trust in the brand in rural areas.

1. BenadrylCoughSyrup
To determine growth opportunities in the rural/ Semi-Rural
market for Cough Syrups.

2. Benadryl –
Brand
Introduction
Benadryl
Cough Syrup
Pfizer
Consumer
Health care
Johnsons &
Johnsons
2007
2
(Rx)
(OTC)

3. Rx toOTC
Switch
resulted to:
3
1.Seldom
prescribed by
doctors
2.No
involvement of
Medical
Representatives
3.Completely
consumer
demand driven.

4. Resulting
changes in the
market setting
4
1. Switch from age old wholesalers – resulting in sudden withdrawal from
thousands of retail outlets.
2. Sudden reduction in the number of wholesalers – 1 distributor in Rural and City
each.
3. Elimination of Medical representatives due to switch from Pharma to OTC.
4. Elimination of Supervisors- Hierarchy involves Sales Officer and then directly a
distributor.
5. Discontinued as a prescribed based drug.

5. Route covered
5
Pandharpur
Mohol
Akluj
Solapur

6. Areas covered
1. Solapur City
2. Pandharpur – Semi Rural
3. Akluj – Semi Rural
4. Mohol
5. Tondle
6. Bondle
7. Lamboti
8. Kondhi
9. Velapur
10. Tungat
11. Penur
6
RURAL

7. Names of
existing
brands:
Standardized
7
1. Corex
2. Tuspel
3. Codistar DX
4. GrillinctusAntiallergic and BM
5. Tuspress
6. Bro-Zedex
7. Blue crossTusQ- DX
8. Adulsa
9. Amrut Pharma

8. 8
Names of
existing
brands:
Generic
1. Chupp - Abbott
2. Terefen
3. Cofdex – Cipla
4. DrydexT
5. Salbunex
6. Swidril
7. Kuff D
8. Amrox
9. Parcough
10. Vericof
11. Alkof

9. Problems
faced by the
brand
Threelevels
 Company level
 Distributor level
 Consumer Level
9

10. Company
Level :
Negative
Reports
10
 A 2007 mishap pertaining to one particular batch of Baby powder
sterilization has led to series of negative reports.
 Loss of Goodwill due to Negative Marketing.
 A corresponding effect on other brands.

11. Distributor
level
11
Mahavir Agencies -
Akluj
VoraWholesalers-
Pandharpur
• Post the switch there has been an added load
on the distributor.
• Lack of supervision.
• Convincing retailers is time consuming.
• Lack of resources to provide promotional
materials and supplies to the connecting
villages.
• Distributor quotes “post an aggressive launch
the advertising fizzes out.”
• Advertising has not penetrated the micro
interiors/rural.
• Competition from the Generic Market.
• No return enquiry for congestion relief.
Sales
Officer
J&J
Distributor

12. Consumer
Level
12
• Sudden non availability of the
brand.
• Little awareness and no education.
• Excessive dependency on the
doctors and retailers.
• Inaccessibility in micro interiors
Tungat
Kavale
Tondle
Pirachi
Bondle

13. Advertising
Samples : Not
an entirely media
dark place
13

14. Promotional
Scope
14
High
Visibility
BUS STOPS
TIN HUTS
FARMS

15. Observations
15
 Persistent dry cough due to climate and occupation.
 Inaccessibility of the brand in micro interiors.
 Extensive dependency on the doctors due to illiteracy.
 Absence of promotional material in medical stores and on streets.
 Availability of media in form of broadcasts and print.
 Scattered clusters of houses.
 Huge sales of Generic medicines from retail counters.
 Diminishing trust in the parent company.
 Benadryl is put up on the same parameter as Codeine and Corex,
which carry Narcotic components.
 Huge gap in sales between off and
seasonal months.

16. Analysis and
suggestions
16
Awareness and Education
Reasons: Increase Goodwill
Self Empowerment
Communicate brand Expertise
Reinforce brand loyalty

17. Awareness and
Education
17
 Medical camps to educate people on:
1. Personal Safety – Promoting masks and it’s usefulness.
2. Differentiation between types of coughs – Highlighting
the variants.
3. Right dose of medication.
4. Near by Health clinics.

18. Why Medical
camps?
 Benadryl is a known brand, even in micro interiors.
 Has heritage and expertise on it’s side.
 Only brand to have launched variants, catering to dry and wet
cough.
 Complements brand’s positioning of being an Expert.
 To promote Good will.
18

19. SocialTie up -
Sanmati
Nursing home
 An NGO that has been into existence for 41 years, at Madha
 Built on 4 acres of land – with 1 acre dedicated to hospital.
 Covers 100 villages, within a radius of 2-10 kms.
 Cough Syrup that’s in circulation at the moment : Euphoria
Healthcare Pvt Ltd, priced at 200/- for 4.5 litres.
19

20. Incentivizing
20
Providing branded Cloth Masks
Reasons: Persistent dry cough
Increase Goodwill
Build Brand trust
Associate trust and care
Reinforce brand loyalty

21. BrandVisibility
21
Two most visible and prominent
structures in all rural settlements:
1. The water tank could be transformed
into a Benadryl bottle.
2. Branding on or near the temple.
Wall painting based on
incentive to assure longevity.

22. Promotional
Opportunities
22
Promotional tickers at rural
medical and clinical outlets.

23. 23
Promotional
Opportunities
• Upcoming Hospitals in
micro interiors
• Developed infra
structure.

24. Scarecrow
24
Long stretch of farms provide good
visibility in rural and semi rural areas.

25. 25
BrandVisibility
RURAL – NO BRANDING SEMI RURAL

26. Broadcast
Media
26
• Tie Ups with
Local channel :
In Channel.
• Promotions on
Radio
channels.

27. Non -
conventional
Media
27
Gadda Annual Fair : Solapur district & Palki at Pandharpur
• Minimum
Expected
population: 4
Lakhs, with
basic
occupation:
Farming.
• Maximum
Media
coverage.
• Crowd hails
from rural and
Semi rural
areas.
• Eg:Volini Free
Samples

28. Non -
conventional
Media
28
Gadda Annual Fair : Solapur district & Palki at Pandharpur
• Minimum
Expected
population: 4
Lakhs, with
basic
occupation:
Farming.
• Maximum
Media
coverage.
• Crowd hails
from rural and
Semi rural
areas.
• Eg:Volini Free
Samples

29. Conclusions
The promotional activities need to be supported by:
 Parallel positive marketing to counter attack competitors.
 A designated third party for promotions and supervision.
 An accessible network of under cutters for timely delivery and
convenience – Cycle responders
 Brand visibility in micro interiors.
29

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