SITUATIONAL ANALYSIS

Strepcof is a pharmaceutical product released by a multinational consumer goods company,

Reckitt Benckiser Inc. which is also the maker of the famous ‘Strepsils”. It is an oral medicine
containing Guaifenesin used to reduce chest congestion caused by the common cold, flu, or
chronic bronchitis, in short to treat cough. The product was released on early 2000’s and has
produced a TV Commercial entitled “Heist” and it’s the only TVC you could search up online.
But now, Strepcof is unavailable in the market.

The History of Strepcof and the Reasons why it went out of market:
Strength

 The product was co-related to another popular product of RB Inc. which is the Strepsils
 The TV Commercial is entertaining, it appealed to the market.
 Good product selling idea

Weakness
 Failure to emphasize its competitive advantage to the market
 The brand did not leave great impact or a noticeable to the minds of the consumers
 Failure to get advertise more
 No strong connotation of effectiveness

PROBLEM COMPLAN MUST SOLVE

 How will we give a new face to the product (Strepcof)/ How will we re-launch the
product?
 Determining the Big Idea
 Allocating the 60-million budget for the advertisement of the product
 Selecting the best media and creative materials to be used