Identifying switching behavior in the pain relief category

ADVANCED MARKETING RESEARCH

Introduction

• Pain relievers are medicines that reduce or relieve headaches, sore muscles, arthritis, or other aches and pains.

• There are many different pain medicines like balm, gel or spray, and each one has advantages and risks.

• Some types of pain respond better to certain medicines than others and each person may also have a different response to a pain reliever.

Introduction

• Pain management market is estimated to be Rs 2,500 crore, growing at a pace of 16-20 per cent per annum (as of 2014).

• Customer’s situation, attitude, product availability, level of awareness and ease of accessibility can be some factors that influence product choice.

• Identify perception and attitude towards different formats of pain relief products.

• Purchase and usage patterns of the different formats.

• Identify reason for using specific formats.• Identify reason for switching from one format

to another.• Explore switching patterns.

Objectives

Research suitability

Exploratory Research

GSK has to understand target respondents’ attitudes, opinions and behavior associated with different formats of pain relief products.

GSK has to give a new angle to the existing positioning of Iodex.

No new formats of Iodex are being launched, Perception related to the same has to be studied.

GSK has to study a wide variety of perspectives in a short period of time.

Open ended questions can indicate important trends and opinions for further research to launch new formats of Iodex

• 4 groups will be formed.• 2 groups each for males and females.• Further categorization based on age and income level.• Time allotted: 45-60 minutes• Size: 6-8 PAX (per group)• Profile: Sec A&B, 35-50 years• Purpose: listing out the factors broadly which affect decision

making for each group.

FOCUS GROUP DISCUSSIONS

• To be held after focus group discussions.• Questionnaire will be based on analysis of results from

Group discussions.• Questions will be kept open ended.• Sample size: 18-20 PAX.IN DEPTH

INTERVIEWS

Research Methodology

To observe the pattern and reasons why people switched from one variant to another, we decided to include following in our research:1. Mature men- desk job / field job2. House makers

Sample Plan

SEC MALES FEMALES TOTAL

A 8 6 14

B 8 6 14

TOTAL 16 12

FOR MALES (for each group):

AGE GROUP

35-40 40-45 45-50 TOTAL

FIELD JOB 2 1 1 4

DESK JOB 1 1 2 4

TOTAL 3 2 3 8

FOR FEMALES (for each group):

AGE GROUP

35-40 40-45 45-50 TOTAL

HOMEMAKER 2 2 2 6

Proposal(4 days)

Sampling(2 days)

Field Work(14days)

Analysis & Report(3 days)

28th July ’15

19th August ’15

6th August ’15

1st August

’1522nd

August ’15

Secondary Research &

analysis(3 days)

3rd August ’15

Project Timeline

THANKYOU