The Brand Plan unites functions such as marketing, sales, and product development outlining what each group needs to do for the brand to be successful while setting goals that operations and finance need to support.

1. BRAND PLAN- Crocin

2. Brand Analysis - CROCIN

3. Crocin Products
Variants in both solid and liquid formats, Dose, Release, Age Groups and Chemical Composition.

4. Promotion and Advertisements

5. Enablers and positives for the products
1. Market Leader- 40-year-old pain reliever brand in India
2. GSK Parent Company- Product Innovation
3. Many SKUs- different packs, dose, composition and age groups.
4. Strong distribution network of GSK- more than 80 countries.
5. High investments in brand recall and association is very high- “Top 100 Most
Trusted Brands” in India

6. Limiters for the product
1. Crocin's market became limited sadly because of its efficacy or popularity as
a drug for fever although it has pain killer properties. 65% of its usage is in
the form of an anti-pyretic.
2. Paracetamol segment is facing intense competition from other generic
tablets.
3. Upon repositioning as an analgesic Crocin faced many objections for it
campaigns by the FDA which were later sorted out.

7. Status of the product in the last few years
1. Crocin : trusted household healthcare name
2. More than 25 million tablets of Crocin are sold each day in India. That’s nearly 25 tablets every
second around the clock.
3. GSK markets five variants of Crocin : Need to re-invent themselves
4. Saridon saw sales grow from Rs 39.4 crore in FY17 to Rs 74.5 crore in FY19. In contrast, Crocin
(including suspensions and tablets of various dosages) saw sales slip from Rs 31.5 crore in FY18 to
Rs 29.3 crore in FY19, according to data from market research firm AIOCD AWACS.
5. Paracetamol brands in India have registered a fall in annual sales growth in value terms in 2017-18.
However, their annual sales in unit terms have comparatively increased in the same period,
indicating a price reduction across brands

8. STP
Segment- OTC Medicine, different dosage based on age.
Target- Masses
Positioning- A paracetamol based analgesic that provides fast, effective
temporary relief of pain and discomfort

9. Ideal Brand Positioning
Most trusted Pain relief brand in India
Dard ho ya bukhaar, crocin lo harr baar

10. Purpose
● An effective remedy for fever and mild-to-moderate pain, Crocin is an over-the-counter drug
and does not require drug and does not require a doctor's prescription t a doctor's
prescription to buy it.
● It wants to become a household healthcare name.
● The target group is the large masses (all age groups)

11. Consistency
Crocin is a heritage brand, steeped in pharmacological history. Over the decades it
has brought relief and a gentle touch of caring hundreds of millions of people -
Quickly and Safely.
For entire generations, Crocin is more than a pain and fever reliever, it is a time-
tested friend that has always helped bring comfort soothe life’s little aches. At
every stage of life there is a Crocin to fall back upon.

12. EMOTIONAL IMPACT
Relevance-Crocin scores high
Familiarity-Good availability, household name.
Innovation- extension of the brand into two new segments of ‘Pain management’
through Crocin-Pain Relief & ‘Common Cold’ through Crocin-Cold & Flu.
Trust- Customers trust GSK and hence trust crocin.

13. Video- Bharosa
https://youtu.be/_734D_GoQ9g

14. BRAND OBJECTIVES
● Brand Loyalty of crocin has 29.03% loyalty over other brands like Saridon,
Combiflam,etc.
● Crocin has 63% relevance over other competitors i.e. customers view it as
appropriate to use.
● Brand Awareness is lower for Crocin thus, the brand requires more
promotional activities and ad campaigns.
● Named one of the “Top 100 Most Trusted Brands in India”

15. DEMOGRAPHIC
Age
Interest areas
Occupation

16. Video- Viswanathan Anand
https://youtu.be/cjSREbVQ9VY

17. NET NEEDS
● Crocin fulfills the need for an inexpensive, affordable analgesic which can
also function as an antipyretic.

18. Market Potential
Units- More than 250 million tablets of Crocin are sold each day in India. That’s
nearly 30 tablets every second around the clock.
Regional Spread- Internationally, Crocin is marketed as Panadol and sells in more
than 80 countries.
Volume- Crocin has a share of 18% in a market that has many nationally
distributed brands and a plethora of local brands. Crocin is India’s leading
analgesic OTC brand with a wide range of variants.

19. Competitor Analysis
The top Crocin competitors:
1. Generic drugs
2. Disprin
3. Combiflam
4. Voveron
5. Saridon
● Market Leader, Volume Leader- Crocin
● Innovators, Product Variety - Generic Ayurvedic Players (Oil, Roll-ons, Spray, Powders,
Chyavanprash, Capsules)
● Price Leaders- Paracip, Dolo-500, Ikopar

20. Competitor Analysis

22. Positioning of Competitors

23. Competitor Analysis

25. Positioning of Competitors