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Introduction & Product Formulation 
Advertisement 
Distribution 
Research 
Consumer Psychology
About ENO 
Leading Antacid taken for providing instant relief from 
acidity, gastric discomfort & heart burns 
Works in 6 Seconds. Composition: (Per 5g) Svarjiksara 
(Shudh) 2.91g Nimbukamlam (Shushkam) 2.04g 
The brand has come a long way since its launch in 1972 on the 
back of a strong marketing strategy & maintain its leadership 
position 
Instant Relief & Product’s Taste. 
Tag 
Line 
Since 
1972 
Consistent 
positioning
Market Overview 
Total Antacid Market of 
India estimated at Rs 
800 crore 
Powder form-45% 
Liquid & Tablet form-55% 
ENO Powder -41% of 
market share with 30 % 
growth every year 
41%
Product Mix 
6 Flavours -10 gm 
sachets 
Non-sticky, non-chalky 
chewable, handy 
and an effective 
cure for acidity 100gm bottle 
liquid. 
NO medicinal taste
Brands Powder/Price Suspension/Price Tablet/Price 
100 gm- Rs.80/- 
10 gm- Rs.6/- 
170 ml- Rs.68/- 
Per Strip-Rs.8/- 
10 gm- Rs.6/- 170 ml- Rs.56/- Per Strip- Rs.10/- 
N.A 400 ml- Rs.114/- Per Strip- Rs.10/- 
N.A 
30 ml- Rs.40/- 
Per Strip- Rs.15/-
Introduction 
Advertisement 
Distribution 
Research 
Consumer Psychology
Positioning of competitors
Introduction 
Advertisement 
Distribution 
Research 
Consumer Psychology
Distribution 
GlaxoSmithKline Consumer Healthcare Ltd has a strong marketing & distribution 
network in India. 
It has over 600 Distributors. 
Direct coverage of over 750000 retail outlets. 
This gives the company a strategic advantage in the competitive antacid market
Introduction 
Advertisement 
Distribution 
Research 
Consumer Psychology
RESEARCH METHODOLOGY 
Method – The survey was conducted with the 
Chemists, grocery, beetle shops and consumers. 
Type of Questionnaire – open & close ended 
questions 
Research Tool – Questionnaires 
Sample Size – Chemists : 3 
Grocery shops: 3 
Beetle shops: 3 
Consumers: - 20 
Area - Nerul
Observation from Chemist, Grocery & Beetle Shop Corners 
Particulates Medical Shop Grocery Shop Beetle Shop 
Number of Shop 3 3 2 
Antacid Product sold Eno 
(Powder, Liquid & Tablet) 
Gelusil 
Digene 
Sachets 
(Powder) 
Sachets 
(Powder) 
No. of unit sale/day 8-10 5-6 3-4 
No. of 
Distributors/whole seller 
3 1 1 
Frequency of visit for 
taking order 
Alternate Day Weekly Fortnight 
Any Scheme No No No 
Does Customer ask for 
other product if ENO is 
not available 
Such situation usually 
does not arise & 
possibly they move 
nearby shop to get it. 
No No
Interpretation of the observation from Chemist, 
Grocery & Beetle Shop Corners 
S. No Interpretations 
1. The availability of ENO is well maintained throughout each & every corner. 
2. A variety of Antacids are available with chemist along with ENO Variants but in Grocery & 
Beetle shop only Sachets are available. 
Gel Form is not available even in chemist shop. 
3. Volume of sales of ENO sachets in chemist shop almost DOUBLE to that of in Grocery & 
Beetle shop so frequency of visit for order is quite high comparetively. 
4. No scheme in ENO product and High Demand of product suggest that the PULL strategy is 
working well with ENO. 
5. Customer Loyalty is quite high with the Product.
Introduction 
Advertisement 
Distribution 
Research 
Consumer Psychology
Consumer Psychology 
Questionnaire 
Q1)Which product do you prefer for acidity 
Q2)Reason for buying the same 
Q3)Will you buy another product if not available 
Q4)What attribute do you seek before buying a product 
Q5)Do you think granules are more effective then liquids
Consumer Psychology 
Findings 
Sr.No Questions ENO Gelusil Digene Others 
1 Product 
Preference 
50% 20% 10% 20% 
2 Reasons 70%-Instant Relief 
25%-Availability 
5%-Economical 
50%-Dr-suggestion 
30%Brand equity 
20%Attractive 
70%-Dr Suggestion 
Flavours 
3 Loyalty 80% 70% 70% 
4 Attributes Availability, Instant Relief, Flavors, Effective & Economical 
5 ENO used for fermentation purposes.
Fizz continued with new 
flavors…. 
Thank 
You.

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ENO

  • 2. Introduction & Product Formulation Advertisement Distribution Research Consumer Psychology
  • 3. About ENO Leading Antacid taken for providing instant relief from acidity, gastric discomfort & heart burns Works in 6 Seconds. Composition: (Per 5g) Svarjiksara (Shudh) 2.91g Nimbukamlam (Shushkam) 2.04g The brand has come a long way since its launch in 1972 on the back of a strong marketing strategy & maintain its leadership position Instant Relief & Product’s Taste. Tag Line Since 1972 Consistent positioning
  • 4. Market Overview Total Antacid Market of India estimated at Rs 800 crore Powder form-45% Liquid & Tablet form-55% ENO Powder -41% of market share with 30 % growth every year 41%
  • 5. Product Mix 6 Flavours -10 gm sachets Non-sticky, non-chalky chewable, handy and an effective cure for acidity 100gm bottle liquid. NO medicinal taste
  • 6. Brands Powder/Price Suspension/Price Tablet/Price 100 gm- Rs.80/- 10 gm- Rs.6/- 170 ml- Rs.68/- Per Strip-Rs.8/- 10 gm- Rs.6/- 170 ml- Rs.56/- Per Strip- Rs.10/- N.A 400 ml- Rs.114/- Per Strip- Rs.10/- N.A 30 ml- Rs.40/- Per Strip- Rs.15/-
  • 7. Introduction Advertisement Distribution Research Consumer Psychology
  • 8.
  • 10. Introduction Advertisement Distribution Research Consumer Psychology
  • 11.
  • 12. Distribution GlaxoSmithKline Consumer Healthcare Ltd has a strong marketing & distribution network in India. It has over 600 Distributors. Direct coverage of over 750000 retail outlets. This gives the company a strategic advantage in the competitive antacid market
  • 13. Introduction Advertisement Distribution Research Consumer Psychology
  • 14. RESEARCH METHODOLOGY Method – The survey was conducted with the Chemists, grocery, beetle shops and consumers. Type of Questionnaire – open & close ended questions Research Tool – Questionnaires Sample Size – Chemists : 3 Grocery shops: 3 Beetle shops: 3 Consumers: - 20 Area - Nerul
  • 15. Observation from Chemist, Grocery & Beetle Shop Corners Particulates Medical Shop Grocery Shop Beetle Shop Number of Shop 3 3 2 Antacid Product sold Eno (Powder, Liquid & Tablet) Gelusil Digene Sachets (Powder) Sachets (Powder) No. of unit sale/day 8-10 5-6 3-4 No. of Distributors/whole seller 3 1 1 Frequency of visit for taking order Alternate Day Weekly Fortnight Any Scheme No No No Does Customer ask for other product if ENO is not available Such situation usually does not arise & possibly they move nearby shop to get it. No No
  • 16. Interpretation of the observation from Chemist, Grocery & Beetle Shop Corners S. No Interpretations 1. The availability of ENO is well maintained throughout each & every corner. 2. A variety of Antacids are available with chemist along with ENO Variants but in Grocery & Beetle shop only Sachets are available. Gel Form is not available even in chemist shop. 3. Volume of sales of ENO sachets in chemist shop almost DOUBLE to that of in Grocery & Beetle shop so frequency of visit for order is quite high comparetively. 4. No scheme in ENO product and High Demand of product suggest that the PULL strategy is working well with ENO. 5. Customer Loyalty is quite high with the Product.
  • 17. Introduction Advertisement Distribution Research Consumer Psychology
  • 18. Consumer Psychology Questionnaire Q1)Which product do you prefer for acidity Q2)Reason for buying the same Q3)Will you buy another product if not available Q4)What attribute do you seek before buying a product Q5)Do you think granules are more effective then liquids
  • 19. Consumer Psychology Findings Sr.No Questions ENO Gelusil Digene Others 1 Product Preference 50% 20% 10% 20% 2 Reasons 70%-Instant Relief 25%-Availability 5%-Economical 50%-Dr-suggestion 30%Brand equity 20%Attractive 70%-Dr Suggestion Flavours 3 Loyalty 80% 70% 70% 4 Attributes Availability, Instant Relief, Flavors, Effective & Economical 5 ENO used for fermentation purposes.
  • 20. Fizz continued with new flavors…. Thank You.