Marketing Proj Moov Final u3p4k

- PREPARED BY: RICHA PATWARI: 16 AKANSHA TIWARI: 50 AMOLA NARAIN: 51 NITIKA PHILLIP: 52

CONTENTS 1

TOPIC PAGE NO. 1)Introduction 3 2)The Backache Specialist 4-5 3)Marketing Mix 6-10 • Product • Price • Place • Promotion 4)STP Strategy 11-15 • Segmentation • Target • Differentiation and Positioning • Moov’s Initial STP Strategy • Moov’s New STP Strategy 5)Competitive Analysis – Focus Group Study 16-20 6)Competitive Analysis – Major Competitor 21-22 • Ranbaxy’s Volini • GSK’s Iodex 7)Conclusion 23 2

INTRODUCTION Moov was launched by the Ahmedabad based Paras Pharmaceuticals Ltd. (PPL) in1986 to establish a national presence for the company. PPL is renowned for launching innovative products & establishing power brands. In 1984 PPL had launched the moderately successful Stop ache, thus Moov turned out to be the first successful venture for the company. In 1986,the time when Moov was launched, the market was dominated by rubs & balms like Iodex, Amrutanjan, Zandu & Relaxyl. These brands were positioned as Multi purpose pain relievers & thus did not have any definite target audience.

PPL was quick to realize the hole in the market. It was estimated that 50-80% of the world's total population suffers from backache. Also, women were found to be most vulnerable to backache. Thus PPL decided to target women in the SEC B and C segment specifically for lower back pain through Moov. Enough brand awareness was created to make people understand that backache could become chronic if left untreated. Thus Moov became the 'backache specialist'. Two years after its launch Moov could command only 0.3% of the market share. This was particularly because of the niche positioning of the product. However, in 2004 Moov was able to command 13% of the Rs.4700 million Indian rubifacient market. Almost all the 4Ps of marketing viz Product,Price, Place, 3

Promotion played turnaround.

a

pivotal role in

bringing about

THE BACKACHE SPECIALIST 20 years since its appearance into the rubefacient category, MOOV has carved a space for itself in the consumer's life and has become synonymous with backaches. Backache results due to strain, fatigue and stress. It can occur while doing everyday tasks like lifting heavy objects, twisting, bending and wrong posture at work or Home. MOOV is the preferred choice as a pain relieving ointment. The specialized Ayurvedic ‘Fast Pain Relief Formula’ with the power of Nilgiri Oil contains other active ingredients such as Tarpin Oil, Oil of Wintergreen and Mint flowers. Moov penetrates deep inside, produces warmth and helps you recover fast. 4

this

MOOV has become the Indian housewife's soul mate by underlining the seriousness of a backache. It has elevated her social status by making her family appreciate her relentless contribution to their well-being, while ignoring her own. MOOV is also available in an aerosol spray. Ideal for consumers with hectic lifestyles, prone to recurring backaches, they can now avail of instant pain relief by means of a spray. Ideal for sports persons, this spray is convenient and easy to use. Part and parcel of daily active life, MOOV reassures s that an effective and immediate painreliever is always within reach. Brand Identity Brand Values : • Uplifter : Besides delivering on the efficacy parameter, Moov has built for itself a core brand value of an 'up-lifter'. Not only from a rational point of view of providing relief from backaches but also from a social standpoint of elevating the Indian housewife from her current status. Moov is the voice of the consumer. It focused communication created brand loyal housewives in a market with fickle loyalties • Emotional Value Propisition : Moov is the reliable family friend, the functional value is to give relief to customers. It is considered to be most trusted and dependable brand. • Functional Value Propisition : Relief • Economic value proposition- more for less • Social driver- elevating the Indian housewife’s current status 5

MARKETING MIX Marketing Mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market. It consists of everything the firm can do to influence the demand for its product. The many possibilities can be collected into four groups of variables known as ‘the four Ps’: Product, Price, Place and Promotion. PRODUCT Product means the goods-and-services combination the company offers to the target market. PPL introduced various innovative product attributes for Moov. The product was sold as a stain free ointment quite in contrast to the black gooey appearance of pain relief balms like Iodex. It is a specialized 100% ayurvedic medicine. The active ingredients were oil of wintergreen, tarpin oil, nilgiri oil and mint flowers to 6

provide soothing warmth and to relieve pain. The product was differentiated through innovation and packaging. New variants of the product were introduced. Also, the product was sold in the contemporary pack-tube with carton- which made it easy to use. The range of the products were from 25 gm regular pack, 15 gm graders pack, 50 gm family pack for t families, 5 gm economy pack to Moov spray. In 2002 Moov Spray was launched with targeted Men and had a catchy tagline, ‘Jab koi na ho saath’ which meant when you are alone and unattended, self application of an ointment is inconvenient so the spray helped overcome the sense of helplessness, and also enhanced the brand image. Moov spray was perceived as an instant relief. PPL sold 1 million cans in 2 years. Recently, Moov underwent line extension and launched Moov Neck and Shoulder which targets the Younger Working Class. It was available in 15gm & 30 gm tube form and 35 gm spray bottles. PRICE Price is the amount of money customers must pay to obtain the product. It is the sum of all the values that customers give up in order to gain the benefits of having or using a product or service. Like most Paras products, Moov was also formulated based on the perceived needs and requirements of the common man. Thus, Moov followed a low price strategy. It initially targeted the middle class Indian housewives and thus was a mass-market product. In order to make it more affordable, instead of 25 gm tubes Moov was launched in 5 gm economy tube too in 2000. It increased the household penetration of the product significantly. It provided value for money by 7

strategizing ‘more for less’. Still its prices were more as compared to its major competitor, Ranbaxy’s Volini. The pricing strategy of Moov is as follows: • One tube of 15 gm costs Rs. 33/• One tube of 25 gm costs Rs. 38/•

One tube of 50 gm costs Rs. 60/-

• One container of spray of 35 gm costs Rs. 70/• One container of spray of 80 gm costs Rs. 110/-

PLACE Place includes the company activities that make the product available to target consumers. Moov has excellent market penetration and is available in the remotest of places. It has a strong distribution channel, the products were distributed to depots (every state), wholesalers, retailers (primarily chemists). It has touted a chemist presence of around 95%. Later the channels were expanded to include grocery shops and malls. Separate salesmen were recruited to directly take orders from grocery stores to ensure maximum reach to consumers. Also, in order to broaden its distribution coverage in interior markets Moov employed 1200 additional wholesalers. By 2008 it had a reach of 1 Million retailers. The following table shows the market share of Moov and one of its competitors, Iodex all over India and also in different parts of India.

All India

IODEX

MOOV

46%

36%

8

North

41%

41%

East

30%

42%

West

56%

30%

South

48%

33%

Moov and one of its competitors Iodex are the most popular products in this segment with Iodex recalled by 45 percent of the population followed by Moov which was marginally less at 33 percent. Iodex commanded highest market share (46 percent) in this segment followed by Moov (36 percent). The east zone is dominated by Moov and in the north, the market is shared equally by Iodex and Moov . Iodex was the market leader in the south and west zone. Moov has seen maximum growth in West at 19.8 percent per annum followed by South at 11.1 % whereas, Iodex has encountered declining growth in all the regions . Overall growth rate of Iodex stands at -16.7 percent .The loss in the market share of Iodex is associated with the market capitalization of Moov & Ranbaxy‘s Volini. PROMOTION Promotion means activities that communicate the merits of the product and persuade target customers to buy it. Moov is widely recognized for its excellent communication strategy. The messages are very crisp and clear with definite impact on the target audience. Promotional campaigns over the years: 1993: ‘Aah se aha tak’(from pain to relief) was the ad 9

campaign. 1997: Researchers found that customers considered heat as integral to the relief process. Thus, ad campaign used was ‘chain ki garmahat’ (soothing warmth). 2000: Increased penetration to make Moov accessible to larger sections of the society. Also, 5 gm economy tubes were introduced to make Moov more affordable. 2001: They came up with the famous ment ‘Rama ki aah’ set in a t family set-up. 2002: Moov spray was launched which targeted males. It introduced a new tagline ‘Jab Koi Na Ho Saath’. This further enhanced their brand image. Later in 2002, Paras Pharma introduced a new tagline ‘Aapke ghar mein kaun rehta hai? Kamardard ya Moov?’ 2004: Research revealed that Moov should be used as a regular habit. It encouraged consumers to use Moov often. 2007: An ment with tagline ‘1 minute Moov ki Maalish’ was broadcasted. PACKAGING PPT has successfully fought the onslaught of the market majors and emerged as a significant player by investing in packaging innovation.

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Moov rewrote the rules of the game by packaging in a contemporary, international pack – a tube with a carton – and a feminine color to appeal to the Indian woman. It was offered in laminated tubes which have a good ‘feel’ and maintain their attractiveness throughout the life of their contents. 5gm economy packs of Moov were also introduced in 2000, focussing on value and convenience for the consumers. Introduction of Moov sprays in 2002 made it feasible to use it when one is alone.

STP STRATEGY . Select customers to serve

Decide on a value proposition

Segmentation Divides the total market onto smaller segments Targeting Select the segment or segments to enter

Differentiation Create value for targeted custome r 11

Differentiate the market offering to create superior customer value Positioning Position the market offering in the minds of target customers

Segmentation : There is no single way to segment a market. A marketer has to try different segmentation variables (alone or in combination) to find the best way to view the market structure since buyers in any market defer in their wants, resources, locations, buying attitudes and buying behaviour, through market segmentation companies and firms divide large heterogeneous markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs. There are three different types of segmentation strategies: 1. Undifferentiated Segmentation : A product is developed and marketed for the entire consumer population, sending the same promotional message to everyone. 2. Concentrated Market Segmentation : A marketing segmentation strategy whereby a product is developed and marketed for a very well-defined, specific segment of the consumer population. The marketing plan will be a highly specialized one catering to the needs of that specific consumer segment 3. Differentiated Market Segmentation : A market segmentation strategy wherein a product is developed, designed and marketed for more than one consumer segment. It designs more than one promotional message, with each communicating different benefits 12

Targeting : After evaluating different segments, the company must decide which and how share common needs or characteristics that the company decides to serve. A target market consists of a group of buyers who share common needs and characteristics that the company decides to serve . Differentiation and Positioning : A product’s position is the way the product is defined by consumers on important attributes- the place the product occupies in the consumer’s minds relative to competing products .Consumers position products with or without the help of marketers . But marketers do not want to leave their products ‘s positions to chance. They must plan positions that will give their products the greatest advantage in selected target markets , and they must design marketing mixes to create these planned positions. In other words , Positioning is arranging for a product to occupy a clear , distinctive and desirable place relative to competing products in the minds of target customers. Moov’s Initial STP Strategy : It differentiated itself against Iodex as a colourless ointment in a tube and attacked Iodex with its positioning as a "stain-free" option. From that it has moved on to “Ek minute MOOV ki malish” proposition for its consumers. MOOV provides a single offer to the consumer of "pain relief" versus the multiple benefits being offered by other competing creams in the marketplace. This has also helped it become a market leader 13

Moov’s Market Segmentation Strategy : Concentrated Market Segmentation Moov’s segment : Pain Moov’s target segment : Backpain Moov’s target audience : The middle class Indian housewife Moov’s Positioning : The “Backache Specialist” Differentiation adopted by Moov: MOOV came to be a non stain packed in a laminated tube . It changed the old avatar of the gooey black balm which was in an unattractive black bottle . It was stain free , counter – irritant , less sticky , colour soothing ( white that symbolized purity ) , and had a cooling sensation that gave instant relief Moov’s New STP Strategy : MOOV was perceived by the consumers as a leader in the Pain Relief Balm segment. It needed to broaden its customer base without diluting its “backache” focus. The focus has now shifted to the “Physically Active” adult . Moov’s Market Segmentation Strategy : Differentiated Market Segmentation Moov’s segment : Pain Moov’s target segment : Backpain Moov’s target audience : The “Physically Active Adult” but retained the housewife as core Moov’s Positioning : Strengthening the Housewife bond by becoming her Inner Voice. 1993 : Paras Pharmaceuticals invested in creating awareness about seriousness of backaches. They re14

launched Moov as the ‘backache specialist’. 1999: Moov identified their target consumer groups through research. They gathered further insights into the Indian housewife and deepened their understanding of its core consumers. Now it focused on physically active adults too. 2001: The target was the physically active adult but MOOV retained the housewife as core . MOOV came up with the famous ment ‘ Rama ki aah ‘ set in a t family set –up dramatized a housewife ‘s tireless commitment towards her highly dependent family. 2002: MOOV targeted male section of society by introducing the Moov Spray. An ment featuring that even without the aid of their spouse, the working man after work could apply the ointment alone . The tagline for the same was “Jab Koi Ho na Saath” In 2002, the company introduced another tagline “Aapke ghar mein kaun rehta hai?” “Kamardard ya Moov?” (Who lives in your house – Backache or Moov). This communication graduated Moov from a pain reliever to a housewife's soul mate In 2007, they introduced the tagline “1- Minute, Moov ki Maalish”. This shifted the positioning of the brand from “relief” to “preventive relief”. It Increased Use(from pain to prevention), Increased s(focus on family) and Increased Usage(from 1 finger tip-full Moov to 10 finger tips-full maalish). The 3 pronged positioning approach adopted by Moov : 1. Focus on Key Segment It positioned as back pain reliever , not for general pain. It was positioned as the “The Backache Specialist”. They wanted to focus rather than follow the leader. The company was successful in occupying the vacant 15

position of “Backache”. Iodex and Boroline lost out on market shares essentially due to complacency that had crept into their marketing . Iodex introduced many new products worldwide , but in India continued as the smelly black pain balm for years 2. Offer Better Solutions than Existing MOOV specialized in back pain relief in a non messy and non staining tube . 3. Value for money More for the same price was used as a strategy which followed remarkable success . MOOV priced competitively but provided more quantity - consumer satisfaction. However , recent statistics show that since Volini has been introduced , market share of MOOV is declining . We will see this in our flaws in the analysis ahead.

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COMPETITIVE ANALYSIS – FOCUS GROUP STUDY We conducted a focus group study among a certain group of people who faced backache problems occasionally to study the differences and preferences between MOOV, Iodex and Volini. We have tabulated the results as follows : 1. Among MOOV, Volini and Iodex, which balm provides quicker pain relief? a) MOOV – 7 b) Volini – 10 c) Iodex – 3

QuickerPain Relief Iodex 15% MOOV 35% Volini 50%

2. Among MOOV, Volini and Iodex, which cream stings more? a) MOOV - 4 b) Volini – 2 17

c) Iodex – 11 d) Don’t know – 3

StingingSensation Don't Know 15% MOOV 20% Volini 10% Iodex 55%

3. Among the three creams, which provides relief for a longer period of time? a) MOOV - 6 b) Volini - 12 c) Iodex – 2

Iodex 10%

LastingRelief Moov 30% Volini 60%

4. Among MOOV, Iodex and Volini, which cream takes 18

more time for the skin to absorb? a) MOOV - 5 b) Volini - 2 c) Iodex – 13

Takesmoretimeto absorbbyskin Moov 25% Iodex 65%

Volini 10%

5. Which of these three creams has less odour? a) MOOV – 4 b) Volini – 10 c) Iodex – 2 d) Don’t know – 4

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LessOdour Don't Know 20% Moov 20% Iodex 10% Volini 50%

6. Among MOOV, Volini and Iodex, which of these creams is less sticky? a) MOOV - 6 b) Volini - 12 c) Iodex – 2

Iodex 10%

LessSticky Moov 30% Volini 60%

7. Among MOOV, Volini and Iodex, which is more colour soothing ( more appealing )? a) MOOV (white colour) - 8 20

b) Volini (white colour) - 10 c) Iodex (black colour) – 2

Iodex 10%

ColourSoothing

Moov 40% Volini 50%

8. Among the three creams- MOOV, Volini and Iodex, which provides more value for money? a) MOOV – 8 b) Volini – 9 c) Iodex – 3

Valuefor money Iodex 15%

Moov 40%

Volini 45%

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COMPETITIVE ANALYSIS – MAJOR COMPETITORS : Ranbaxy’s Volini : a) The current scenario reveals that consumers are preferring volini as compare to Moov because Volini is cheaper to Moov . b) Second reason , Moov gives relief for a smaller period of time as compared to Volini that gives lasting warmth and relief . Moov stings a lot . It is very strong and thick and therefore , does not spread easily . It takes time to absorb. c) Also Moov smells more than Volini. Volini is in gel form whereas Moov is in ointment form. This further reinforces the customer’s perception that Volini is more effective. Insights :  Ranbaxy launched Volini with a campaign that tried to put the brand directly against the market leader Moov. The brand used the tagline "Asli Pain Reliever"( meaning Real Pain Reliever) indirectly mentioning that Moov is not a real pain reliever. The competitors took the brand and the ad to the court and Ranbaxy had to amend the ment. So now the brand has the tagline " Asli Aaram " meaning " Real Relief ". 22



Also Ranbaxy’s ment of comparing Volini with a purple coloured unnamed pain reliever was considered to be infringement of the mark owned by Paras Pharamceuticals as its product Moov was identified by the public at large with that colour. Ranbaxy was directed to change the colour of the packet in its ment that was being compared with Volini

GSK’s Iodex : Though Moov has overtaken Iodex from its leadership position in the pain relief market, some of the reasons why Moov performed better than Iodex have been explained. a) MOOV launched its ointment in tubes as compared to Jars in transparent color. Iodex came in an old-fashioned glass bottle, Moov was launched in a slick tube. b)

On the other hand Iodex was sold in black color. While Iodex was a sticky, black, foul smelling balm, Moov was a white, fragrant cream.

c) While strains and sprains were occasional occurrences from accidents, backaches were everyday problems caused by routine activities. Moov repositioned itself as a “Backache Specialist”. It divided the market by usage - Moov became the solution for backaches, while Iodex became the solution for sprains and strains. Moov began to be used more frequently as backaches were more frequent than sprains and strains. More Moov was used, since the larger surface area of the back needed application of more cream 23

Iodex extended its brand in 2004 by launching a variant for multi purpose use with the name Iodex Double Power, which has double the pain fighting ingredients that give quick relief from back pain, wrist pain, t pain, muscle strains and sprains. It faced stiff competition from Moov as Moov had already positioned itself as the quickest pain reliever from backache.

CONCLUSION Critical Success factors for Moov :  Innovative packaging  Product delivered on the promise of desired relief  Projected as a part and parcel of daily active life, reassuring s that an effective & immediate pain-reliever was always within reach  Focused on backaches as specialist, others addressed general body sprains, pains, aches  The most preferred remedy for backaches, extended to pains Some Suggestions with regard to the 4P’s: 1. Product : An ointment that gives complete relief should give complete relief . Specialists should work on the composition of the ointment so as to provide long lasting relief . Moov should be able to provide quick & everlasting relief within 10 – 15 minutes. Also , the smell should not be strong and ointment should be less sticky . If worked upon all this , PPL would be able to capture more market 24

share . 2. Promotion & Advertising : Moov should look beyond the drab concept of showing backaches while trying to win the trust of consumers . Earlier , there was a certain amount of freshness and consumer connect in the Moov ads , but too much of the same thing , with no conceptual innovation begins to jar . This old strategy is not going to work since customers love variety and will not buy the concept every time . Hence , MOOV needs to break the clutter and innovate on the advertising strategies by hiring new Ad agencies and it will surely emerge as a winner.

BIBLIOGRAPHY  www.docstoc.com/docs/1078405/Moov  www.idoub.com/doc/2302952/Case-MoovBackache-Badshah www.internationaldrugmart.com 

www.paraspharma.com

 www.globalspec.com  Principles of Marketing : A South Asian Perspective – Philip Kotler, Gary Armstrong, Prafulla Y Agnihotri, Ehsan Ul Haque

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