SYMBIOSIS INTERNATIONAL DEEMED UNIVERSITY

INTER INSTITUTE COURSE- I Marketing Research

Tutorial 1: Assignment
“CROCIN”

Submitted by
HAOVANGDONGLIEN KIPGEN
DIV: A
PRN: 18010323055
BATCH-2018-2023

SYMBIOSIS LAW SCHOOL, HYDERABAD

IN
February, 2021

Under the guidance of

DR. RAJANIKANTH
(FACULTY INCHARGE)

INTRODUCTION

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The pharmaceutical industry is regarded to be among the developing markets that has
tremendous prospects and future growth. This is one of the industries least influenced by any
type of Crisis. The sector is concerned with the occurrence of different types of diseases and
medicines being manufactured. Our present life as compare to the past is very much stressful,
busy and fast, which seems to be normal now and due to this new type of living, our health is
at risk because different types of diseases whether minor or serious are rising at a tremendous
speed. Hence there is also increase in the pharmaceutical industry. In our country, the
industry is growing at a rapid rate at around 16% per annum and it is expected to be one of
the global market by the year 2020. The pharmaceutical industry in our country is equipped
with the potential to grow very fast in the coming near future.
Over the past 30 years or so, Crocin has cemented its place as one of the most trusted brand
and enjoys a deep medicinal legacy. Crocin is mainly used for the purpose of treating fever
and for normal pain. Since Crocin being an over the counter drugs, it does not require
prescription to purchase one. It is manufactured by the company called GlaxoSmithKline
Pharmaceuticals Ltd. The company was established in 1924 in India. It is one of the oldest
pharma company. The main goal of the company is to better and raise the life quality of life
by increasing lifespan, improve health so people can perform more. Paracetamol is one of the
main ingredients of crocin which is regarded as no. 1 in India. Crocin is not only popular in
India but it is also popular around the world and has been winning multiple awards in the
pharmaceutical industry.
For decades, Crocin relief many people from their pain to millions of its customers around
the world. This service is provided with the utmost safety and swiftly thus earning the trust of
the people. For most people, Crocin is not considered to be a medicine for fever and pain but
rather as an important element which one cannot live without needs to be available at arm’s
length at all times. It has already been tested throughout the times and has been consistently
brings relief and comfort from our little illness and improves our life. It is also considered to
one of the best friend of a mother with child because a drop of its syrup can provide relief to a
child crying in pain. When it comes to adults, it is available in white pills which we can take
without any troubles. There are different products under the brand crocin and it is made
available for every age group from a new born child to a fully grown adult.
Some of the products under the Brand Crocin:
Crocin Pain Relief:
This product is mainly for pain arena. It was launched in the year 2003 and it has been
specially for the purpose of effective pain relief.

Paediatric Range:
Crocin is very cautious when it comes to paediatric range. It has different ranger for every
year from new born up to kids of 13 years old. The one good thing about this product is that
the medicines tastes better and this is good because it is meant for kids and kids don’t like the
traditional taste of medicine.

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Crocin Quick:
Crocin Quick is said to work faster than all the other competition. This is used for the
treatment of fever and mild temperature. Since this is OTC drugs, one does not need
prescription to purchase.

OBJECTIVE AND SOURCES OF DATA:

The brand analysis of Crocin aims to provide the following issues
 The evolution of the brand and its market position in present
 The segmentation of its market, targets and position of the brand
 The present and future market analysis of the brand
 To conduct SWOT analysis on the brand
The above objectives will be achieved using several data, articles, Jounals, website etc.

BRAND ANALYSIS
Background or History of the Brand:
Crocin's background is interconnected with paracetamol creation. There was a significant
shortage of quinine in the late nineteenth century, a medication that had been commonly
prescribed to relieve fever. This started the hunt for a synthetic alternative which led to the
discovery of N-acetyl-p-aminophenol which is now widely referred to as Paracetamol, which
is one of the ingredients of Crocin. Around the 1940s, several work has been done in the
research facilities and laboratories all over the world regarding paracetamol and was thus
considered to be safe for use.
In India the historical backdrop of Crocin can be traced back to over 40 years when it was
first presented in the market by Duphar Interfran Restricted– a Mumbai-based drug firm. In
its initial days, Crocin like a few different medications, was a prescriptive and was promoted
through the ethical course. In 1996, the brand was bought by SmithKline Beecham from
Duphar Interfran. Before long, through government notice, a few medication plans were
taken out from the ethical rundown. Crocin turned into an over-the-counter medication. This
was a blessing in disguise for the brand because after this the brand received huge market.
One other clever move by the brand was the selection of its brand ambassador and it was
none other than Kapil dev. Kapil dev is a person the whole India will know and will be
remembered for what he has done for the country so if such individual is link with a product
then it is obvious that the particular brand will be trusted more by the people.
Crocin is sold about 2 to 2.5 million every single day. That means every single second 30
pills of Crocin is sold. Universally Crocin passes by the name Panadol Crocin has a portion
of 18% in a market that has numerous broadly dispersed brands and a plenty of nearby brands
Dissimilar to different solutions for influenza like side effects, Crocin Cold n' Influenza has

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an interesting non-sluggish plan The dynamic fixing in Crocin – Nacetyl-paminophenol –
was found in the1900s.

TARGET MARKET
 The target market is large masses around the world. This is because the product is
needed and wanted by the mass.
 The brand does not specifically target any groups based on age because the brand has
various product for each age group from kids to adults.
 The main target for Crocin are people suffering from fever or mild-moderate
temperature and people who are in need of pain relief.

MARKET SEGMENTATION
Crocin’s market segmentation is both Global and Psychographic.
Global: Crocin has segmented its market from India to the whole world. One of the perks
about Crocin is that it can be used by all age groups so this means it has the opportunity to be
popular not just in India but the whole world. The parent company of Crocin has extend its
scope of the Brand Crocin to effective pain killers now. This means there is also new market
opening for the brand among the analgesic. The dispatch of the new medication tends to the
unmistakable need on the lookout for a solid and effective pain reliever which is delicate on
the stomach, which gives a Unique Selling Proposition.

Psychographic: Crocin can be bought and use by every individual who needs a remedy for
fever, temperature and even pain reliever around the world. It is not limited by place, age or
any other factors.

POSITIONING OF THE BRAND

 The brand introduced different varieties of product like the crocin pain killer
 The brand being owned by one of the oldest pharmaceutical firm (Glaxosmithkline),
is surely expected to be trusted and reliable by the customers than other new drugs.
 There was also price reduction on Crocin by 50% by Glaxosmithkline.
 The advancement of the product with the help of ads both virtual and in newspapers,
alongside the recommendations from the doctors, helped further in the advancement
of the product.
 Crocin will take advantage of its Parent company Glaxosmithkline to position itself.

MARKET ANALYSIS

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PRODUCT
 The product is launch in five different types such as Crocin advance, Crocin cold and
flu, crocin pain killer, crocin suspension, crocin ds and crocin drops.

 The packaging of the product is simple, each product has different colours and details
are all printed on the packaging as to reduce confusion and for information.

 Since it is an OTC, there is no need for doctor’s prescription to buy this product.

 The product is made available all over India and the world.

 The decreased in price and the product being from a trusted and reliable company
makes the product more appealing to the customers.

PRICING
 Crocin is known to have been priced higher than most of the other drugs in its
categories. Due to regulations, the company of crocin which is GSK had to reduce the
price by half of its previous price.

 However, despite the higher price, people still buys this product because it is trusted,
reliable and has been in the market for decades. It has been tested throughout time and
has won.

DISTRIBUTUION
The distribution process of the Brand is as follows:
Firstly, it is manufactured by GSK which is in India so the next step is to ship to its buyers all
over the world so it will be shipped through CNF (Cost Net Freight). After this, a Stockist
will take over and then from him to a semi- Stockist and then finally to a retailer.

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PROMOTION AND ADVERTISING
For a few years now, we have experience the launch of several OTC brands in a very
aggressive way. The companies are not holding back to promote its product. This has led to
celebrities and famous athlete being used as brand ambassador by different companies. One
such act was by GSK who uses Kapil Dev the cricket player as the brand ambassador of its
product namely Crocin.
 According to recent studies, GSK spends almost 1/6th of its income on advertising its
product and for promotion of its product.
 There is also frequent advertising. This will lead to brand recall.
 There is also endorsement by celebrities which is appealing to the customers
 There is also use of very attractive POP for the customers to preferred brand.
 Massive presence of the product on different social media platforms and not just on
TVs and newspapers.

COMPETITOR ANALYSIS
Crocin Vs D Cold Total
D Cold total is manufactured by Paras Pharmaceutical and it is based in Mumbai. Both the
product are from India hence they shared most of the market however Crocin has more
demand outside India in comparison. This is mainly because of the parent company.
Moreover, Crocin cover more aspect of a customers need than its competitors. Even though
both the products are competitors, D Cold total contains one more ingredients than Crocin
and that is phenylephrine

Crocin Vs Saridon
Saridon is also another competitors of Crocin. Just like the ones before, Saridol has more
ingredients than Crocin. saridon is available in India through Piramal Enterprises Ltd.
However, Saridol was previously banned hence giving the advantage to Crocin. the banned
was due to the compositions of the product.

Crocin Vs Calpol
Crocin and Calpol are both manufactured by the same company that is GSK. Even tho they
have certain similarities, there are also difference. For example a Calpol is not yet an OTC so
doctor’s Prescription is required to buy one. This gives Crocin the advantages it needs to
dominate the market and more over there are also difference in its compositions and
ingredients.

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SWOT ANALYSIS
STRENGTH
 Crocin is well accepted by the Global market and is trusted because of its parent
company GSK brand.
 The parent company GSK has massive presence when it comes to pharmaceutical
products and therefore Crocin benefits from this.
 One other strength of Crocin is its diversity. Several products comes in different sizes,
according to the needs of the customers.
 Since being associated with a big company, there is very massive distribution network
of Crocin.
 As we have discussed before, the company of Crocin invested heavily in the
promotion and advertisement of its product thus resulting in very high brand recall.

WEAKNESS
 2/3rd of the brand is dedicated to remedy for fever related illness hence has a small
market as compare to other remedy such as main killer market.
 The brand faced objections from Food and Drugs Administration (FDA) but they
were fixed in the future.

OPPORTUNITY
 Crocin brand targets different channels and promotion is also done through medical
representatives.
 The brand focuses more on the pain killer products to attract the huge pain killer
market.

THREATS
 Pharma products are subjected to very strict legal regulations and therefore any minor
mistakes in the quality or the contents of the packaging can have strong implications.
 Competition is very high in this particular market.

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FUTURE OF THE BRAND
Crocin has become India's biggest selling over the-counter pain relieving – really developed
21% in 2008 colds classification by dispatching Crocin Cold n' Influenza. Crocin Cold n'
Influenza has an exceptional non-sleepy recipe involving paracetamol, caffeine and
phenylephrine. This gives successful alleviation from different indications like nasal
blockage (stodgy nose), migraine, body hurt, sore throat torment and chills.
Crocin Cold n' Flu currently has a market share of 4.20% (MAT 2009) and is the fastest
growing brand within the Crocin basket. Crocin is, today, not just India's number one brand,
it has also featured in the Top 100 brands in the Brand Equity listing. In the industry itself it
has won several awards. The selection was made on parameters such as aesthetic appearance,
uniqueness, branding, shelf-appeal, display, regulatory compliance, anti-counterfeit features,
brand recall and colour scheme.

INTERPRETATIONS AND CONCLUSION

Crocin has done nothing but proven to the world that it is one of the most trusted and reliable
over the counter drugs in the world. This is because it has been in the pharmaceutical market
for about three decades now and it is time tasted product. It offers to provide the peole with
exactly what they need. Thus launching different products which deals with different needs of
its consumers. It has shifted from just making remedy for fever to now pain killers. Since the
brand has association with GSK one of the oldest pharmaceutical firms, it received a huge
round of trust from its customers and it is also thought to be reliable. Crocin does not just
stop there but instead manufactured new products that will work twice as fast as their
previous products.
The future of Crocin looks to be very promising because the market will not go away and the
brand is also established as one of the brand which can be trusted and reliable and moreover,
the massive network of distribution of GSK will be of great benefits to crocin. It will allow
the brand to enter new markets, where it can show its potential more.
The brand investigation of Crocin, shows that how significant is to break down and study the
market, to have the option to make legitimate and precise presumptions with respect to the
market conduct. Doing so will upgrade the odds of a brand to do well between all the rivals in
the market both for the current circumstance and future as well.

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REFERENCES
 https://www.slideshare.net/gauravandhansare/crocin-otc-brand-analysis-consumer-
and-retail-review-2015

 http://marketingpractice.blogspot.in/2007/01/crocin-your-trusted-paracetamol.html

 http://www.business-standard.com/article/companies/after-crocin-advance-
calpolunder-regulatory-lens-114032800981_1.html

 http://archivepharma.financialexpress.com/20110315/management03.shtml

 http://www.businesstoday.in/magazine/special/oldest-mnc-in-india-glaxosmithkline-
gsk/story/194626.html

 https://www.academia.edu/30089988/Crocin_PPT

 https://www.scribd.com/document/319272251/Crocin-Marketing-Strategy

 https://www.exchange4media.com/marketing-news/crocin-quick-gives-gsk-a-
headache-18005.html

APPENDICES

FIGURE ONE : Logo of Crocin

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Figure TWO: Different products of Crocin

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