Swot Analysis Of Crocin: SWOT Analysis For Brand Strategy

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II.
a. SWOT ANALYSIS OF CROCIN:
CROCIN
Company GSK
Category HEALTHCARE
Sector OTC
Tagline The trusted paracetamol
USP Fast acting analgesic and antipyretic
STP
Segment Antipyretic and Analgesic segment
Target Masses
Positioning Safe for all age groups.
A paracetamol based analgesic and antipyretic that provides fast, effective, temporary relief of pain and discomfort.
SWOT
Strength • Strong brand image – global presence in more than 80 countries
• Associated trust with parent company having global presence.
• Different formulations for different set of consumers
• Strong brand recall due to heavy investment in promotions and advertising
• Strong distribution network of GSK
Weakness • Although having both antipyretic and analgesic properties mostly perceived and used for fever relief (antipyretic) which is a smaller segment of market than the analgesics.
• Objections from FDA for some of its campaigns tarnished its image temporarily although they were later sorted out.
• Drug pricing authority imposed a fine of approx. 54 crores in 2014 for excessive pricing of Crocin advance and the prices were slashed to half which did affect the brand image temporarily.
Opportunity • Promotion through medical representatives
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It remained without any real competition for almost half a century. In 1940, Reckitt &Colman began developing a soluble aspirin product for relief of fever, pain and inflammation. Disprin was successfully launched in 1948. Disprin was launched in 1948 and the brand name was chosen to link active ingredient of Aspirin with its dissolving nature. It became an international brand in 1950’s across globe. There were only few packaging changes done like initially Disprin was packaged in a distinctive glass bottle with cotton wool inserted at the top and then reckitt and colman developed first aluminium foil

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