IODEX

1919

2011

History

• 'Pain should not come in the way of your life‘

• A heritage brand in India since 1919, Iodex continues to be amongst the most trusted brands in India.

• One of the leading brands in the topical pain relief segment with a range of variants that provide quick & effective relief from head, neck, back joint and muscular pain.

Facts

• Launched in an old fashioned glass bottle• Sticky, black, foul smelling balm• 2010 launched Iodex Headfast• Coming in Plastic Bottle, translucent colored balm,

smells the same

Research Findings

• Largest group of users were women suffering from backaches

• While Strains & Sprains are occasional occurrences from accidents, Backache is an everyday problem caused by routine activities

• Need for a backache specialist occurred Moov divided the market by usage Quickly Replaced Iodex as the market leader

Product Description

New Plastic PackQuick ActionFast Relief

“Gets to work in 5 minutes”No time for Pain

Utility: Pain relief Balm for sprains, strains and body

pain

Translucent green balm

Strong smellSticky

Leaves StainColor combination:

Green, Yellow, White & Red

Existing Market Segment

• For the masses (Bottom of the Pyramid)• For those in need of quick action & pain relief• For all those who prefer marketed products over

home remedies and have access to it• Everyone who is suffering from any kind of pain

For a 10g Plastic PackM.R.P : 20 Rs/-Cost per piece: 09 Rs/-Profit per Piece: 11 Rs/-Targeted Sales for 2010: 11- 50 LacActual Sales: 25 Lac

Marketing Strategy Document

StrengthsTrusted name since 90 yrs

GSK marketing network

Strong Brand Recall

In top 3 preferences of

consumers

OpportunitiesTherapeutic Range

Office going youth/peopleMassage Parlors Sports Industry

WeaknessesSticky leftover & Strong smell

Packaging Design & colorSmall product line

No Effective Promotion

ThreatsYoga & Reiki

gaining popularity

Misuse of IodexPhysiotherapist

s recommending

cold/hot fermentation for pain reliefSWOT

StrengthsCreated a niche

for backacheOnly player in fragrant white

creamEasily

distinguishable in the shelves

आह से� आह� तक is engraved in

consumer’s minds & is a synonym of backache & pain

relief

OpportunitiesSpecial formula for headaches &

SprainsDifferent TG- Growing backache

problems amongst youth and men

WeaknessesDoesn’t give a feeling of a pain

relief cream because of its color/fragrance

Self application for backache is difficult

ThreatsIODEX coming up with new innovations,

extending their product lineYoga & Reiki

gaining popularity

Physiotherapists recommending

cold/hot fermentation for

pain reliefSWOT

Marketing Mix Strategy

Product

• Novelty in product: No stains, non-sticky, Odorless• Availability: Tube, Spray, Plastic pack, IODEX patches

(band-aids), IODEX mattresses, Pillows, Belts (for Neck & Back), IODEX Fermentation Packs & IODEX Soap

• Small packs (sachets)• Applicators

Price

• Spray, Plastic pack, tube : Competitive• Mattress• Pillow• Belts• Fermentation Pack• Patches

• Applicator: 70 Rs/-

Penetration

Place• Spray, Plastic pack, Applicator, Fermentation Pack &

Tube: PAN India• Mattress, Pillow & Belts: Initially in metro cities• Stand Alone IODEX stores in Metro cities• GSK Marketing Network & Reach

Promotion

• Print Ad Campaign• TVC’s• PR• CSR: IODEX products priced low for farmers & employees

• Digital: (FB, twitter)IODEX page to discuss problems of consumers

• Radio• Activities & Tie-ups: Hockey/Athletics/Football. Tie-up

with Fevicol

Print Ad

Print Ad

Print Ad

PR

Some Ideas to generate good PR:

Sponsoring Indian Hockey Team and build customized IODEX chairs & stands for players to relax and talk about its effectiveness

Organizing Sports events/Kids camp IODEX stand alone stores providing all sort of pain relief solutions

under one roof with doctors and other facilities Communicating Do’s and Don'ts when in pain, to the public in

malls, villages, Pain relief camps etc.