Brand Plan for Calpol

SWOT analysis
Strengths-
1. Well accepted brand
2. Wide range of dose in variety of packs
3. Strong distribution network
4. Economic for its users
5. Availablity of various dosage forms according to age
of consumers
 SWOT analysis
Weakness-
1. Used as antipyretic which is just a small segment of
painkiller market
2. FDA took an objection against promotion campaign
Opportunities-
3. Target alternative channels and promote through
medical representatives
4. Promote analgesic benefit to tap larger markets
 SWOT analysis
Threats-
1. Pricing regulations such as DPCO and NPPA
2. Competition
3. Influencing chemist in OTC scale
 Marketing objectives
• Increase brand recall
• Covering a large consumer market
• Covering all the demographics of consumers
especially relating to age
• The medicine should be economic
• Having a strong and widespread distribution
network
 PESTEL analysis
Political –legal
1. Major reforms in country’s drug policy
including altered licensing and price control
Economic
1. Sluggish growth of US market
2. Increased competition causing price erosion
3. Generic adoption reaching saturation
 PESTEL analysis
Technological
1. Advances such as AI, 3D printing and
nanotechnology are greatly affecting
pharmaceutical industry in a positive way
Environmental
2. Various issues such as pollution, effluent
discharge and
 PESTEL analysis
Social
1. Increasing aging popluation
2. Altered population composition