Crocin was earlier trying to position itself as a pain reliever ( Analgesic) and met with limited success.
Crocin is trying to enter the domain of brands like Vicks Action 500 and D'cold with a new exten
sion Crocin Cold N Flu.The television campaign is already on air.
Watch the TVC here : Crocin Cold N Flu
The execution of the ad is perfect and the message very straight forward. The brand is pitting head on with Vicks Action 500 by emphasizing on the four main symptoms of cold : headache, congested nose, back pain and throat pain. The message is strikingly similar to that of Vicks. However the execution is much more classy that that of Vicks Action 500. That means that Crocin variant is targeting urban crowd with this variant compared to the much more down to earth targeting of Vicks Action 500.
I feel that this time Crocin has got its positioning correct. I checked with a local druggist and to my surprise, the stock was sold out ( its rain out here....) . So the ads seems to have clicked.
One reason for the success of this variant is in the concept called Brand Association. In the Pain relief variant, the brand tried to downplay the brand's primary association with fever. That caused a confusion in the mind of the consumer. How can one take a fever pill for headache ?
This time the variant "Cold N Flu " takes the primary association into its advantage by using the term Flu with the brand name. This rings a bell since we feel that Catching cold is a symptom of catching fever. Hence the customers will feel much more secure by taking a pill which is a combination of ' Fever and Cold " remedy.
This variant is going to create some dent into the market dominated by Dcold and Vicks. I feel we are going to see a lot of sneezing models on television in days to come
Related Brand
Crocin
Crocin is trying to enter the domain of brands like Vicks Action 500 and D'cold with a new exten
sion Crocin Cold N Flu.The television campaign is already on air.Watch the TVC here : Crocin Cold N Flu
The execution of the ad is perfect and the message very straight forward. The brand is pitting head on with Vicks Action 500 by emphasizing on the four main symptoms of cold : headache, congested nose, back pain and throat pain. The message is strikingly similar to that of Vicks. However the execution is much more classy that that of Vicks Action 500. That means that Crocin variant is targeting urban crowd with this variant compared to the much more down to earth targeting of Vicks Action 500.
I feel that this time Crocin has got its positioning correct. I checked with a local druggist and to my surprise, the stock was sold out ( its rain out here....) . So the ads seems to have clicked.
One reason for the success of this variant is in the concept called Brand Association. In the Pain relief variant, the brand tried to downplay the brand's primary association with fever. That caused a confusion in the mind of the consumer. How can one take a fever pill for headache ?
This time the variant "Cold N Flu " takes the primary association into its advantage by using the term Flu with the brand name. This rings a bell since we feel that Catching cold is a symptom of catching fever. Hence the customers will feel much more secure by taking a pill which is a combination of ' Fever and Cold " remedy.
This variant is going to create some dent into the market dominated by Dcold and Vicks. I feel we are going to see a lot of sneezing models on television in days to come
Related Brand
Crocin
The story of Crocin Cold N Flue haven't started recently. It is in the market for many years. It's one of the most tested and trusted brand of GSK. Only thing is it's launched in India recently.
ReplyDeleteGlobaly Crocin is better known as Panadol. Panadol and Panadol Cold N Flu are some of the world's leading paracetamol-based pain relievers. It is sold in more than 85 countries, including India, where it is called Crocin and Colombia where it is marketed as Dolex.The range includes various strengths, products for infants and babies as well as multi-symptom cold relief products.
Then the success of Crocin Cold N Flu, other than what you have mentioned in the blog also can be attributed to its packaging. It has bagged the best packagin in solid dosage catogory award from IPA and Bilcare. Since it's a OTC medicine i think packaging also played the trick.
Then the main competition for Crocin comes from Calpol and other N number of paracetamol tablets. I think it is to escape from these hard competition from paracetamol market, that Crocin has introduced the new variant than tapping the cold and pain market dominated only by few players.
dinnath
ReplyDeleteI agree that crocin and panadol are very old brands. but i feel that this variant is a new one in India may be available globally. thanks for the inputs
as of now the marketing looks like it may all go down the drain as the product seems to have suddenly disappeared from the market. in fact the ad blitzkrieg has led to some serious consumer curiosity which has now been transformed into disappointment in most cases. in fact, i've personally heard chemists claiming that the product's been recalled due to the presence of banned substances in the product. while that may be unfounded it still creates a major dent in brand image
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