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Digene

About the company
Founded in 1888, by a young Chicago based physician, Dr. Wallace Calvin Abbott,
the organization has been devoted to discovering new medicines,
new technologies and new ways to manage health
Abbott India Limited is one of India's fastest growing pharmaceutical companies
and part of Abbott's Global Pharmaceutical business in India

Executive Summary
Results 2014
2014 Key insights
In Rs Cr. 2014 2015
Sales Target 100 123
Market Share 17% 19%
 Successful re-launch of brand Digene in 2014
▪ Brand achieves growth after stagnation of 4 years
▪ Brand franchise successfully extended through
entry into high growth category of Powders
▪ Category of Antacids poised to reach Rs.2000 Crores
by 2020
▪ Low penetration of the category poses high potential
for growth
▪ Prescriptions for Antacids are declining as they lose
preference to PPIs
▪ Growths of Gels and Tablets are flattening

Brand Plan devised based on research
various
researches
various
cities
various
respondents
depth
interviews
HCPs +
Chemists

Brand Re-launched with multiple improvements
Superior Taste Profile
▪ Existing flavours’ taste profile
enhanced with cooling
New Communication
▪ New Thematic commercial
▪ Tactical announcer film for Fizz
Rural Outreach
▪ Increased distribution to smaller towns
Revamped Packaging
▪ Consumer-friendly, less-
medicinal look
▪ Replaced glass bottle
with PET
Sales team expansion
▪ Expansion of sales force to cater to the
OTC market

Digene is the number 2 player in overall antacids
Category evolution continues
towards Powders
Reach in chemists similar across segments.
65% of powder sales occur outside of chemists
Gel & Tabs growths are stagnating
Powders has evolved to be the biggest segment

Market Share
▪ Eno continues to dominate the
Powders’ category with >92% market
share
▪ Digene Fizz is at ever highest share
(higher than Fastmelt)
▪ Digene Gels – Overtaken Gelusil in
Q3’14
Tablets Market Share Gels Market Share
Digene Powder Market Share

Fizz launch – Brand Extension
Digene Fizz Launch (activities till date)
Sales
▪On course to achieve huge monthly sachet
sales by Dec’15
Media
▪High frequency announcer film
▪Aired across all major GEC, News and
Movie Channels
▪Extensive reach
BTL
▪Extensive Visibility across the country
– numerous posters & dangler
dispenser
▪Sampling
– sachets sampled to retailers and
wholesalers

Product
Consumerization of Brand
 Reposition the brand to create
emotional connect and
strengthen functional connect
with the consumers
 Existing flavours’ taste profile
enhanced with cooling

Price

Place

Promotion
High frequency announcer
film
Aired across all major GEC,
News and Movie Channels
Average reach of 55 at 3+
~15,000 spots aired

Segmentation and Targeting
India’s population 1360m1360m 1400m1400m
Rs. 2,000CrRs. 2,000Cr
20152015 20202020
Population suffering
from acidity 870m870m
Population taking
remedy 830m830m
Total modern remedy
users 329m329m
1015m1015m
960m960m
453m453m
Assumptions
Decadal populationDecadal population
growth rate of 17.6%growth rate of 17.6%
Increase inIncrease in
urbanization fromurbanization from
33.5% in 2015 to 36% in33.5% in 2015 to 36% in
20202020
Increased accessibilityIncreased accessibility
& acceptability to drive& acceptability to drive
growth by ~5%growth by ~5%
Total Estimated MarketTotal Estimated Market

Segmentation and Targeting
Consumer driven Medicinal
“Serious” suffering“Casual” suffering
Target all sufferers of acidity and not only
current users of modern remedies

Major Competitor
AwarenessAwareness
EnoEno DigeneDigene
Brand SalienceBrand Salience
21
25
32
44
80
99
14
15
22
30
64
98

Marketing Mix of ENO v/s
Digene
Product

Marketing Mix of ENO v/s
Digene
Price
Rs 6

Marketing Mix of ENO v/s
Digene
Place

Marketing Mix of ENO v/s
Digene
Promotion

Multiple Competitive Frame of
Reference
DIGENE :
•Instant Relief
•Provides proof of its effect
•Recommended by Experts
•Well advocated by family/ friends
•No issues as such with availability
•Not very popular wrt taste
ENO :
•Flavors / Taste
•Slight differentiation on relief
•Good advertising
•Not long-lasting
•Not easily available
GELUSIL:
•Long lasting relief
•Recommended by doctors
•Popular brand, with good ads
•Safe to use
•Lack of more convenient packs
•Not found very easy to consume
•Availability an issue
PUDIN HARA
•Preventive, multi-purpose
•Natural, good flavor
•Lack of more convenient packs/(pack sizes)

Points of Parity

Points of Difference

Perceptual Map
Performance
Security