Research Project:

Identifying Switching Behaviour in

the Pain Relief Category

Background
Research
Objectives
Methodology
Findings and Analysis
Suggestions for GSK

Background
Iodex, launched in 1919, is GSKs flagship brand
One of the leading brands in tropical pain relief
product category
Iodex facing stiff competition from brands like
Moov, Volini, Zhandu, etc
Global market for OTC sales of topical
analgesics was worth $4.1 billion. (Total pain
Management market $29 billion).
Industry is expected to grow at a CAGR of 5.5%
during 2014-2020.

 To assess the competitive landscape for Iodex for each

format of pain relief
To determine the purchasing and usage pattern of
different formats (balms, sprays and gels)
To study the perception of consumers towards different
formats of tropical pain relief products
To identify the switching behaviour in the pain relief
category

4.

3.

2.

1.

Objectives

Methodology
In depth interviews were conducted.
Target population was
Working men and working/nonworking women
Age 30 to 55 years
Geography Delhi

Type of research was Qualitative.

Average time for the interview 15
minutes

Profile of Respondents
Age Group
3

Gender

Male; 30%

1
0

30-35

35-40

40-45

45-50

50-55

Female; 70%

Physiotherap
y
5

Profession
Homemaker
Business

Chronic
Backache: 4

Teacher
Service

IT
professional
plays sports
regularly

Consumer Responses
Spray is more volatile, so less effective and
doesnt last long.
Fast- relief is easily available at my nearby
chemist shop.
Iodex balm stains my cloth, hence I prefer
spray.
Is there also a gel for Iodex? I though they
only sell balms.
Sprays are growing the fastest in comparison to gels or rubs. Largely an urban
phenomenon, the growth of sprays is linked to the mushrooming of gyms and the
need for instant pain relief when working out
Business Standard

People Using Brands Other than

Iodex: How Many and Why?
Brand

Moov

Volini

Zandu
Balm

Pain
Killers

Number
of
People
Reason

Trust of the
brand is
very high as
compared to
any other
brand

Spray
format is
most
popular

Brand Image
strong due
to high
exposure
and Desiness

Complete
body ache
can only be
done away
with pain
killers

Switching Behavior
Reason of Switching

Target
segment
Switching

Non sticky and

better absorbed by
the skin
Balm spoils clothes

Predominant
ly
Housewives,
one male
respondent

Convenience of
Office going
applying at all body
people
parts
Non-sticky and easily
evaporated
Can be used in a
hurry
Large amount of
spray is used
Sprays cause

Old age
people

SWOT Analysis

Competitive Analysis

Competitive Analysis
Factors

Iodex

Moov

Volini

Products

Balm, Gel

Cream,Gel,
Spray

Gel,Spray

Packaging

Least attractive

Attractive
(tube)

Attractive
(tube)

Quick Relief

slowest

slow

fastest

Longer Relief

Slowest

Slow

fast

Smell- stink

A lot

Less than iodex

least

Sticky

Most

Less than Iodex

least

Color soothing

Least

Comparable
(volini)

Comparable
(Moov)

Comparable
(volini)

Comparable
(Moov)

Backache
specialist

sprains &
strains

Value for Money Lowest

Image

General

Suggestions
Odour Sensitiveness
Improvement in Packaging
Promotional activities at
Physiotherapy centres
Entry into spray segment