A Brief Study of ENO as an OTC Brand

1. OTC BRAND-

2. Introduction & Product Formulation
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Distribution
Research
Consumer Psychology

3. About ENO
Leading Antacid taken for providing instant relief from
acidity, gastric discomfort & heart burns
Works in 6 Seconds. Composition: (Per 5g) Svarjiksara
(Shudh) 2.91g Nimbukamlam (Shushkam) 2.04g
The brand has come a long way since its launch in 1972 on the
back of a strong marketing strategy & maintain its leadership
position
Instant Relief & Product’s Taste.
Tag
Line
Since
1972
Consistent
positioning

4. Market Overview
Total Antacid Market of
India estimated at Rs
800 crore
Powder form-45%
Liquid & Tablet form-55%
ENO Powder -41% of
market share with 30 %
growth every year
41%

5. Product Mix
6 Flavours -10 gm
sachets
Non-sticky, non-chalky
chewable, handy
and an effective
cure for acidity 100gm bottle
liquid.
NO medicinal taste

6. Brands Powder/Price Suspension/Price Tablet/Price
100 gm- Rs.80/-
10 gm- Rs.6/-
170 ml- Rs.68/-
Per Strip-Rs.8/-
10 gm- Rs.6/- 170 ml- Rs.56/- Per Strip- Rs.10/-
N.A 400 ml- Rs.114/- Per Strip- Rs.10/-
N.A
30 ml- Rs.40/-
Per Strip- Rs.15/-

7. Introduction
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Distribution
Research
Consumer Psychology

9. Positioning of competitors

10. Introduction
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Distribution
Research
Consumer Psychology

12. Distribution
GlaxoSmithKline Consumer Healthcare Ltd has a strong marketing & distribution
network in India.
It has over 600 Distributors.
Direct coverage of over 750000 retail outlets.
This gives the company a strategic advantage in the competitive antacid market

13. Introduction
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Distribution
Research
Consumer Psychology

14. RESEARCH METHODOLOGY
Method – The survey was conducted with the
Chemists, grocery, beetle shops and consumers.
Type of Questionnaire – open & close ended
questions
Research Tool – Questionnaires
Sample Size – Chemists : 3
Grocery shops: 3
Beetle shops: 3
Consumers: - 20
Area - Nerul

15. Observation from Chemist, Grocery & Beetle Shop Corners
Particulates Medical Shop Grocery Shop Beetle Shop
Number of Shop 3 3 2
Antacid Product sold Eno
(Powder, Liquid & Tablet)
Gelusil
Digene
Sachets
(Powder)
Sachets
(Powder)
No. of unit sale/day 8-10 5-6 3-4
No. of
Distributors/whole seller
3 1 1
Frequency of visit for
taking order
Alternate Day Weekly Fortnight
Any Scheme No No No
Does Customer ask for
other product if ENO is
not available
Such situation usually
does not arise &
possibly they move
nearby shop to get it.
No No

16. Interpretation of the observation from Chemist,
Grocery & Beetle Shop Corners
S. No Interpretations
1. The availability of ENO is well maintained throughout each & every corner.
2. A variety of Antacids are available with chemist along with ENO Variants but in Grocery &
Beetle shop only Sachets are available.
Gel Form is not available even in chemist shop.
3. Volume of sales of ENO sachets in chemist shop almost DOUBLE to that of in Grocery &
Beetle shop so frequency of visit for order is quite high comparetively.
4. No scheme in ENO product and High Demand of product suggest that the PULL strategy is
working well with ENO.
5. Customer Loyalty is quite high with the Product.

17. Introduction
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Distribution
Research
Consumer Psychology

18. Consumer Psychology
Questionnaire
Q1)Which product do you prefer for acidity
Q2)Reason for buying the same
Q3)Will you buy another product if not available
Q4)What attribute do you seek before buying a product
Q5)Do you think granules are more effective then liquids

19. Consumer Psychology
Findings
Sr.No Questions ENO Gelusil Digene Others
1 Product
Preference
50% 20% 10% 20%
2 Reasons 70%-Instant Relief
25%-Availability
5%-Economical
50%-Dr-suggestion
30%Brand equity
20%Attractive
70%-Dr Suggestion
Flavours
3 Loyalty 80% 70% 70%
4 Attributes Availability, Instant Relief, Flavors, Effective & Economical
5 ENO used for fermentation purposes.

20. Fizz continued with new
flavors….
Thank
You.