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  Presentation Title My name Myposition, contact information or project description Digene
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  About the company Foundedin 1888, by a young Chicago based physician, Dr. Wallace Calvin Abbott, the organization has been devoted to discovering new medicines, new technologies and new ways to manage health Abbott India Limited is one of India's fastest growing pharmaceutical companies and part of Abbott's Global Pharmaceutical business in India
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  Executive Summary Results 2014 2014Key insights In Rs Cr. 2014 2015 Sales Target 100 123 Market Share 17% 19%  Successful re-launch of brand Digene in 2014 ▪ Brand achieves growth after stagnation of 4 years ▪ Brand franchise successfully extended through entry into high growth category of Powders ▪ Category of Antacids poised to reach Rs.2000 Crores by 2020 ▪ Low penetration of the category poses high potential for growth ▪ Prescriptions for Antacids are declining as they lose preference to PPIs ▪ Growths of Gels and Tablets are flattening
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  Brand Plan devisedbased on research various researches various cities various respondents depth interviews HCPs + Chemists
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  Fizz launch Digene FizzLaunch (activities till date) Sales ▪On course to achieve huge monthly sachet sales by Dec’15 Media ▪High frequency announcer film ▪Aired across all major GEC, News and Movie Channels ▪Extensive reach BTL ▪Extensive Visibility across the country – numerous posters & dangler dispenser ▪Sampling – sachets sampled to retailers and wholesalers
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  Digene is thenumber 2 player in overall antacids Category evolution continues towards Powders Reach in chemists similar across segments. 65% of powder sales occur outside of chemists Gel & Tabs growths are stagnating Powders has evolved to be the biggest segment
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  Market Share ▪ Enocontinues to dominate the Powders’ category with >92% market share ▪ Digene Fizz is at ever highest share (higher than Fastmelt) ▪ Digene Gels – Overtaken Gelusil in Q3’14 Tablets Market Share Gels Market Share Digene Powder Market Share
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  Brand Re-launched withmultiple improvements Superior Taste Profile ▪ Existing flavours’ taste profile enhanced with cooling New Communication ▪ New Thematic commercial ▪ Tactical announcer film for Fizz Rural Outreach ▪ Increased distribution to smaller towns Revamped Packaging ▪ Consumer-friendly, less- medicinal look ▪ Replaced glass bottle with PET Sales team expansion ▪ Expansion of sales force to cater to the OTC market
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  Product Consumerization of Brand Reposition the brand to create emotional connect and strengthen functional connect with the consumers  Existing flavours’ taste profile enhanced with cooling
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  Price
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  Place
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  Promotion
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  Segmentation and Targeting India’spopulation 1360m1360m 1400m1400m Rs. 2,000CrRs. 2,000Cr 2015 2020 Population suffering from acidity 870m870m Population taking remedy 830m830m Total modern remedy users 329m329m 1015m1015m 960m960m 453m453m Assumptions Decadal population growth rate of 17.6% Increase in urbanization from 33.5% in 2015 to 36% in 2020 Increased accessibility & acceptability to drive growth by ~5% Total Estimated Market
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  Segmentation and Targeting Consumerdriven Medicinal “Serious” suffering“Casual” suffering Target all sufferers of acidity and not only current users of modern remedies
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  Points of Difference