TRACKING CROCIN

4/5/2014 Discovering the Insights of Brand Crocin

This report is made by students of Great Lakes Institute of

Management, Chennai who try to find the Brand Tracker Index

of Crocin. This is done by finding its Brand Image, Brand Equity

and Brand Value

TRACKING CROCIN

Page 1

Contents

INTRODUCTION ................................................................................................................... 2

Evolution of the brand: ............................................................................................................................ 2

Crocin Heritage Brand & Its Patent ...................................................................................................... 3

MEASURING BRAND IMAGE ............................................................................................... 4

Summary ..................................................................................................................................................... 4

Quantitative Research method ............................................................................................................... 4

Y&R BrandAsset Valuator .................................................................................................................... 4

Brand Strength ....................................................................................................................................... 4

Brand Stature ......................................................................................................................................... 5

Results and Analysis .............................................................................................................................. 6

Qualitative Research Method ................................................................................................................ 8

Laddering ................................................................................................................................................ 8

Recommendation .................................................................................................................................... 10

MEASURING BRAND EQUITY ............................................................................................ 11

Summary .................................................................................................................................................. 11

Brand Equity ........................................................................................................................................... 11

Analysis and Results .............................................................................................................................. 13

Attribute Analysis ................................................................................................................................ 13

Loyalty Analysis .................................................................................................................................. 14

Price Premia Analysis ......................................................................................................................... 15

Leveragability Analysis ..................................................................................................................... 16

Measuring Brand Equity Index ......................................................................................................... 17

Interbrand Model .................................................................................................................................. 18

Recommendation .................................................................................................................................... 20

BRAND VALUE MEASUREMENT ........................................................................................ 21

Calculating Economic Value Added ................................................................................................... 21

Assumptions: ............................................................................................................................................ 22

APPENDIX ......................................................................................................................... 23

Questionnaire 1 ..................................................................................................................................... 23

Questionnaire 2 ..................................................................................................................................... 25

TRACKING CROCIN

Page 2

TRACKING CROCIN D I S C O V E R I N G T H E I N S I G H T S O F B R A N D C R O C I N

INTRODUCTION Crocin is a natural antioxidant chemical compound that is generally found in the flowers of the plants called

crocus and gardenia. It is the diester formed from the combination of dicarboxylic acid crocetin and the

disaccharide gentiobiose. It is deep red in colour and forms an orange solution when dissolved in water.

The brand Crocin is a trusted household healthcare name and has retained its position for over three decades.

Crocin is an over-the-counter drug that is easily available to the patients. It is widely used as an effective cure

for mild-to-moderate pain. It enjoys the trust and confidence of the medical practitioners across the country

and also commands a strong medical equity.

Evolution of the brand:

Crocin, as a brand, has evolved over the years from body ache and a pain relieving medicine to an over the

counter and household drug. It has become a brand of choice and trust. Continuously introducing innovative

products, Crocin has evolved significantly from its first simple 500 Mg paracetamol variant to a range of

product extensions like Crocin Cold & Flu, Crocin Pain Relief and Crocin 650 Mg tablets along with an entire

range of liquid formats specially targeted towards Kids and Children.

Crocin Advance: Crocin Advance is an add-on to its original variant and works up to five times faster than its

regular variant. Crocin Advance with Optizorb technology releases its medicine up to five times faster than

ordinary paracetamol tablets, providing faster and effective relief.

Crocin Pain Relief: This is a clinically proven pain relief drug that contains a slightly higher dose of

paracetamol along with caffeine. It provides quick and effective relief from daily aches and pains.

Crocin Cold and Flu: The special non drowsy formula of Crocin Cold and Flu provides effective and quick

relief from multiple symptoms of cold without inducing one to sleep. This medicine contains paracetamol that

TRACKING CROCIN

Page 3

has analgesic as well as antipyretic properties. It also contains special ingredients which help in relieving

congestion.

Baby and Kids Range: After having numerous varieties for adults, Crocin pediatric case is a complete range

of antipyretic, analgesic medicines that includes drugs from infants to toddlers to older kids up to 12 years.

The range consists of:

Crocin Drops

Crocin Suspension (120 mg/ 5 ml)

Crocin Suspension Double Strength (240 mg/ 5 ml)

Crocin Heritage Brand & Its Patent

Crocin is a three decade old heritage brand. The generic brand belongs to the anti-pyretic category in India.

It is an over the counter (OTC) drug i.e. It can be bought without doctor’s prescription. The brand is the market

leader in the paracetamol category. Crocin was launched in India 30 years ago by the company Duphar

Interfran Ltd. During its early years, the brand was marketed through the ethical route. The brand was bought

by Smithkline in 1996. The brand was so successful in the market that GSK bought it for a considerable

amount of Rs 45 crore. There was logic behind the brand acquisition. GSK had the brand Calpol in the

prescription market and was a market leader in the Ethical segment. Crocin was proving to be a major threat

for Calpol. So the brand was acquired in order to safeguard the position of Calpol. The Indian

Pharmaceutical market is huge with a valuation of $45 billion in which the OTC segment accounts for a value

of $ 1 Billion i.e. Rs 4500 crore. Crocin is in the analgesic/antipyretic market. The analgesic (pain Killer)

market is a large market with a size of Rs 900 crore and the mild analgesic market is worth Rs 300 crore.

Within the analgesic market there are two types: Aspirin based and Paracetamol based. Paracetamol based

formulations constitute a major part of the market.

TRACKING CROCIN

Page 4

MEASURING BRAND IMAGE

Summary

Crocin is among the oldest and most reputed brands when it comes to OTC drug. In has enjoyed a stable

position in the market and also enjoys huge market share.

There was a time when people were confused about its positioning. The brand which was struggling itself to

break the “fever pill” perception has undergone a repositioning exercise.

Young & Rubicam’s Brand Asset Valuator model is used to measure the brand image of Crocin. This model

helps one measure the strength (stature) and vitality of the brand w.r.t four parameters, viz. knowledge, esteem,

relevance, differentiation. The scores for the parameters are given below:

CROCIN DISPRIN COMBIFLAM VOVERAN SARIDON

Knowledge 49% 19% 14% 5% 13%

Relevance 63% 7% 19% 5% 6%

Esteem 52% 8% 26% 3% 11%

Differentiation 36% 16% 16% 16% 16%

Quantitative research was carried on respondents by an online questionnaire. A sample size of 50 respondents

was taken and data was collected and different scores were calculated to measure Brand Image.

Result showed that brand vitality for Crocin is more than brand stature.

Next, qualitative research - laddering was carried on respondents.

Brand image is the sum of impressions that affect how we perceive a brand, including elements that identify

or distinguish the brand from others, the personality the brand acquires and the benefits it promises. To

calculate the Brand Image both qualitative and quantitave reaseach methods are used.

Quantitative Research method

Y&R BrandAsset Valuator

The brand value of a brand can be determined by using this BAV model that was developed by the

advertising agency Young and Rubicam by applying four factors as below which are further grouped in to

two categories.

Brand Strength

TRACKING CROCIN

Page 5

It is the relationship between a brand’s differentiation and relevance factors which is the yardstick for a

brand’s growth potential: the Brand Strength.

Brand Stature

Esteem and knowledge indicate the involvement with a brand: the Brand Stature. It is the decisive gauge of

the goodwill which a brand enjoys.

In our study, an online questionnaire was prepared and circulated for which responses were collected and

analyzed to arrive at conclusions about CROCIN as a brand. Consumer’s perception of the brand across

all the 4 factors of BAV model is understood. Each factor is then given a weight age of 100% which is

split amongst the questions of same factor accordingly. A score for each of the brands in the study is then

calculated by using the weight age and totaling the number of responses. The final score for brand value

of Crocin was calculated based on the scores of each factor.

TRACKING CROCIN

Page 6

Results and Analysis

The result of the data collection has been tabulated below:

CROCIN DISPRIN COMBIFLAM VOVERAN SARIDON

Knowledge 49% 19% 14% 5% 13%

Relevance 63% 7% 19% 5% 6%

Esteem 52% 8% 26% 3% 11%

Differentiation 36% 16% 16% 16% 16%

Findings clearly show that Crocin scores well on all the 4 parameters- differentiation, relevance, esteem and

knowledge.

TRACKING CROCIN

Page 7

The power grid of the above brands is as shown:

TRACKING CROCIN

Page 8

Finally, after finding out the different pillars of BAV for crocin, we plot it in as shown

Crocin scores high on relevance which means that people consider it to be appropriate and vital to use. It

scores relatively low on differentiation which means that people consider all th OTC drug same. It scores

relatively well on knowledge and esteem. But it also shows that more awareness for the brand needs to be

created for the brand. The graph also shows that brand vitality is more that brand stature for crocin.

Qualitative Research Method

Laddering

Laddering is an interview technique to find the subconscious reasons of why a particular task if preferred. It

helps one get the subconscious reasons of doing particular task. The interview starts with the interviewer

asking the question “Did you like the movie”, interviewee replies, “I like the movie because I like its storyline”,

why did you like storyline, reply, “I liked the storyline because it was about how a person from rags to riches”

and the questions keep on building up. The format which is followed is

Interviewer: "Why x?"

Subject: "Because z"

Interviewer: "Why z?"

Subject: "Because b"

Interviewer: "Why b?"

TRACKING CROCIN

Page 9

After this process, the interviewer reaches to the cognitive reason behind the task. The express goal of

determining sets of linkages is to find the key perceptual elements across the range of attributes (A),

consequences (C), and values (V). From these questions dominant connections can then be graphically

represented in a tree diagram, termed a hierarchical value map (HVM).

In our case, when we went to ask questions regarding consumption of Crocin, most of them replied that they

take consume as they want to relieve pain. When asked further that why they want to get relieved from pain,

as they wanted to do their own work. The majority replied that they want to do their part of work because

first they don’t like others doing their work second they don’t trust others who do their work. The cognitive map

is as sketched below.

TRACKING CROCIN

Page 10

Recommendation

Crocin scores high on relevance which means that people consider it to be appropriate and vital to

use.It scores relatively low on differentiation which means that people consider all th OTC drug same.

Advertisements on crocin should show the unique features of the brand. It needs to know the customer

well.

It scores relatively well on knowledge and esteem. But it also shows that more awareness for the

brand needs to be created for the brand as recall is low.

Crocin should do more of ad campaigns and promotional activities to increase awareness and

highlight its differentiating factor

TRACKING CROCIN

Page 11

MEASURING BRAND EQUITY

Summary

We measure brand equity by using three metrics – loyalty, price premia and levergability. We have developed

a model which deals with the above three criteria. The study was conducted on a sample size of 40. The

instrument used for data collection was face-to-face structured interview and online questionnaire. In our model

we measured Brand Equity as what consumers’ hold in their head about a brand, and how that affects their

behavior. A comparative study was done with four other competitors of CROCIN (Disprin, Combiflam, Voveron

and Saridon) across the three metrics. At first comparative study was done for all the five brands of OTC drug

for Consumer loyalty and Price Premium i.e. what consumers do or feel. Then it was done for leveragability in

the same way and the brand equity index was thus calculated using the three.

Crocin is a clear favorite amongst the people and the positioning followed by GSK for this brand is in line with

what the consumers want. Hence we can conclude that, Crocin should continue as market leader in the coming

years.

The brand equity index of Crocin is 0.9894

Brand Equity

Brand Equity measures the ability of the brand to manage the changed market condition. It is the added

value endowed on products and services, which may be reflected in the way consumers, think, feel, and act

with respect to the brand. Thus, Brand Equity is an important intangible asset to the firm that has psychological

and financial value. Because it is an intangible asset, it is not easy to measure. In simpler terms it can be

defined as the value premium that a company realizes from a product with a recognizable name as

compared to its generic equivalent. Companies can create brand equity for their products by making them

memorable, easily recognizable and superior in quality and reliability.There are different models to measure

it but none of them is perfect. Brand equity can be broadly categorised as brand awareness, brand

association, brand identity, brand loyalty and percieved value.

TRACKING CROCIN

Page 12

All the models define their own method to measure the Brand Equity by measuring the three Brand Equity

metrics:

Loyalty - Brand loyalty, in marketing, consists of a the commitment of the comsumer to repurchase or continue

using the same brand.

Price Premia – The willingness of the consumers to pay a premium for the brand

Leveragability – It represents the brand‘s ability to stretch from one offering to another

We have developed a model which deals with the above three criteria. The study was conducted on a sample

size of 40. The instrument used for data collection was face-to-face structured interview and online

questionnaire. In our model we measured Brand Equity as what consumers’ hold in their head about a brand,

and how that affects their behavior. A comparative study was done with four other competitors of CROCIN

(Disprin, Combiflam, Voveron and Saridon) across the three metrics. At first comparative study was done for

all the five brands of toothpaste for Consumer loyalty and Price Premium i.e. what consumers do or feel. Then

it was done for leveragability in the same way and the brand equity index was thus calculated using the

three.

TRACKING CROCIN

Page 13

Analysis and Results

Given below are the different findings for the brand equity measurement of our brand Crocin with

competitors.

Attribute Analysis

We checked the importance of different attributes listed below for an OTC drug:-

Non-drowsy formula

Very effective

No side effects

Worth its price

Is Trustworthy

The importance of different factors is shown in the table.

Non-drowsy formula 16%

Very effective 22%

No side effects 18%

Worth its price 23%

Is Trustworthy 21%

TRACKING CROCIN

Page 14

Crocin scores high on all the attributes.

Loyalty Analysis

We use the Colombo Morrison model to measure the loyalty of the brands. The findings of the data collection

are shown below:-

Brands Purchase 3 Purchase 2 Purchase 1 None Loyalty

Crocin 6 3 3 5 29.03%

Disprin 0 3 9 4 16.13%

Combiflam 4 5 3 6 26.88%

Voveron 0 3 9 10 16.13%

Saridon 1 2 9 8 17.20%

Then we assign weights to each purchase i.e. 3 for purchase 3, 2 for purchase 2, 1 for purchase 1 and 0 for

none. Then we found the loyalty score for each of the brand. As we can see, the loyalty score for Crocin is the

highest among the brands but the score is not very high.

TRACKING CROCIN

Page 15

Price Premia Analysis

Now we check the brands ability to charge a premium using the Van Westendorp Model. The question uses

the following statements to test the price sensitivity of the brands:-

Whatever it costs

Even if it costs more than any other brand

I wouldn't buy it at all

Price sensitivity of different brands is shown below.

TRACKING CROCIN

Page 16

The ability to charge price premia is explained by the price premia index given below:-

Disprin

Combiflam Voveron Saridon Crocin

0.2481 0.1269 0.1654 0.1865 0.3308

Leveragability Analysis

Through this analysis, we check the elasticity of the brand across the following categories:-

Head ache syrup

Water based drop

Inhaler

Medical information website

Medical equipment

Pain relief spray

Energy drink

The categories have been sub divided into two classes namely Associated and No relation

Associated

Head ache syrup

Water based drop

TRACKING CROCIN

Page 17

Inhaler

Pain relief spray

No relation

Medical information website

Medical equipment

Energy drink

The scores for different brands across different categories is shown below:-

Crocin with a score of 2.35 is the most elastic brand when compared to its competitors. But none of the 5

brands are elastic enough to extend into new categories. Combiflam is the most inelastic brand.

Among the categories, head ache syrup and water based drops is the most vulnerable while energy drink

category is most inelastic.

If the check the scores of the brands in associated and no relation category, Crocin is most elastic.

Measuring Brand Equity Index

Weights Metrics Crocin Disprin Combiflam Voveron Saridon

0.333 Loyalty 0.2903 0.1613 0.2688 0.1613 0.1720

0.333 Price premia 0.3308 0.2481 0.1269 0.1654 0.1865

0.333 Leveragability 2.35 2.06 1.67 1.98 1.87

BEI 0.9894 0.8223 0.6879 0.7681 0.7421

Based on the values we have calculated, the brand equity index of Crocin is 0.9894.

Brands

Head ache

syrup

Water based

dropInhaler Pain relief spray

Medical

information

website

Medical

equipmentEnergy drink

Crocin 3.525 3.5 2.35 2.5 1.8 1.875 1.675 2.35

Disprin 3.05 2.925 1.975 2.2 1.775 1.5 1.4 2.06

Combiflam 2.36 2.156 2.1 1.78 1.92 1.3 1.57 1.67

Voveron 2.98 2.85 1.98 2.22 1.76 1.83 1.58 1.98

Saridon 2.35 2.125 1.98 2.22 1.76 1.83 1.58 1.87

Brand

Leveragability

score

Associated No relation

TRACKING CROCIN

Page 18

Interbrand Model

Focus on: Brand Strength

Our experience shows that brands that are best placed to keep generating demand and profit into the future

are those performing strongly (relative to competition) across a set of ten factors, shown below.

Four of these factors are internally driven, and reflect the fact that great brands start from within. The

remaining six factors are more visible externally, acknowledging the fact that great brands change their

world.

Internal factors

Clarity

Clarity internally about what the brand stands for and its values, positioning, and proposition; clarity, too

about target audiences, customer insights, and drivers. Because so much hinges on this, it is vital that these are

articulated and shared across the organization.

Commitment

Internal commitment to brand, and a belief internally in the importance of brand. The extent to which the

brand receives support in terms of time, influence, and investment.

Protection

How secure the brand is across a number of dimensions: legal protection, proprietary ingredients or design,

and scale or geographical spread.

Responsiveness

The ability to respond to market changes, challenges, and opportunities. Internally, the brand should have a

sense of leadership and a desire and ability to constantly evolve and renew itself.

External factors

Authenticity

The brand is soundly based on an internal truth and capability. It has a defined heritage and a well-

grounded value set. It can deliver against the (high) expectations that customers have of it.

Relevance

The fit with customer/consumer needs, desires, and decision criteria across all relevant demographics and

geographies.

Differentiation

The degree to which customers/consumers perceive the brand to have a differentiated positioning distinctive

from the competition.

Consistency

The degree to which a brand is experienced without fail across all touch points or formats.

TRACKING CROCIN

Page 19

Presence

The degree to which a brand feels omnipresent and is talked about positively by consumers, customers, and

opinion formers in both traditional and social media.

Understanding

The brand is not only recognized by customers, but there is also an in-depth knowledge and understanding of

its distinctive qualities and characteristics. (Where relevant, this will extend to consumer understanding of the

company that owns the brand.)

The weights which are assigned and the values which we got are as follows:

Clarity – weights assigned (10%) – 3.01

Commitment - weights assigned (10%) – 4.11

Protection - weights assigned (10%) – 3.98

Authenticity - weights assigned (15%) – 4.35

Responsiveness - weights assigned (10%) – 3.78

Relevance - weights assigned (12%) – 4.12

Differentiation - weights assigned (15%) – 3.52

Consistency - weights assigned (5%) – 4.27

Presence - weights assigned (5%) – 3.04

Understanding - weights assigned (15%) – 2.89

We check the brands across the components of the model on a 5-point scale. The score for each component is

added and divided by the maximum achievable value (50).

To calculate the RBI (Role of Brand index), we add the component scores without assigning weights to it and

then it is divided by 50.

To calculate the BSS (Brand Strength score), we add the component scores by assigning weights to it and then

it is divided by 5.

Crocin

SUM(with weights) 3.9619

SUM(without weights) 37.07

RBI 74.14%

BSS 79.24%

TRACKING CROCIN

Page 20

Recommendation

BEI of the brand is not high due to its low loyalty index, price premia index. The brand is not also

elastic to leverage its ability to extend into new categories.

It has not understood the customer well which would otherwise have added value to the brand

Brand needs to increase the loyalty among the customers which is only possible by brand awareness

and differntiation.

But relatively crocin is doing well, it should try and maintain its hold in the market.

TRACKING CROCIN

Page 21

BRAND VALUE MEASUREMENT

Calculating Economic Value Added

Now let’s calculate the Brand Valuation of the selected brand.

(As balance sheet for Crocin wasn’t available we did the Brand Valuation of its parent company GlaxoSmithKline

Pharmaceutical Limited, India)

(Amounts in Rupees Lakhs)

GlaxoSmithkline 2013 2014 2015 2016 2017 2018

Revenue from

operations 256,269.27 281,896.20 310,085.82 341,094.40 375,203.84 412,724.22

Expense 205,435.03 223,924.18 244,077.36 266,044.32 289,988.31 316,087.26

EBIDTA 50,834.24 57,972.01 66,008.46 75,050.08 85,215.53 96,636.96

Tax (33%) 16,775.30 19,130.76 21,782.79 24,766.53 28,121.12 31,890.20

NOPAT 34,058.94 38,841.25 44,225.67 50,283.55 57,094.40 64,746.77

Capital 165.51 182.06 200.27 220.29 242.32 266.56

Capital WIP 6,186.01 6,742.75 7,349.60 8,011.06 8,732.06 9,517.94

Intangible

Earnings 4,214.97 4,636.47 5,100.11 5,610.13 6,171.14 6,788.25

Role of Brand

Index 74%

TRACKING CROCIN

Page 22

Branded

Earnings 3,124.98 3,437.48 3,781.22 4,159.35 4,575.28 5,032.81

Brand Strength

Score 79.24%

Brand Discount

Rate 6%

Discounted

Brand Earnings 2,937.48 3,231.23 3,554.35 3,909.79 4,300.76 4,730.84

NPV of (1-5

Years) 18,277.04

Long Term

Growth Rate 2%

Brand Value

beyond 5 years 2,365.42

Total Brand

Value 20,642.47

Assumptions:

As balance sheet for Crocin wasn’t available we did the Brand Valuation of its parent company

GlaxoSmithKline Pharmaceutical Limited, India

RBI and BSS values considered same for Crocin and GSK

Growth rates projected are as per report by McKinskey

Discount rate has been found referring to S Curve of Brand Risk rate vs Brand Strength Score.

Based on the above assumptions, brand value of GlaxoSmithKline Pharmaceutical Limited, India is Rs.

20,642.47 Lakhs.

TRACKING CROCIN

Page 23

APPENDIX

Questionnaire 1

1. Name:

2. Gender:

3. Occupation:

4. Age:

5. What are the 2 brands that come to your mind when you think of over-the-counter (OTC) drug for

headache/body ache?

6. What are the 2 brands that come to your mind when you think of over-the-counter (OTC) drug for

cough n cold?

7. What are the 2 brands that come to your mind when you think of over-the-counter (OTC) drug for pain

relief?

8. What are the 2 brands that come to your mind when you think of over-the-counter (OTC) drug for

fever?

9. Which pain relief medicine do you use?

a. Crocin

b. Disprin

c. Combiflam

d. Voveron

e. Saridon

10. What do you think is very important when you buy an OTC drug? Please rank (1st to 6th) the

following:

a. Price

b. No side effects

c. Effectiveness

d. Non-Drowsy Formula

e. Quality

f. Trust

TRACKING CROCIN

Page 24

11. Based on the brand you use, please rank the following (1-6):

a. Price

b. No side effects

c. Effectiveness

d. Non-Drowsy Formula

e. Quality

f. Trust

12. If you consider Crocin as a brand, rate the following attributes in order of preference:

1 2 3 4 5 6

Price ❏ ❏ ❏ ❏ ❏ ❏

No side effects ❏ ❏ ❏ ❏ ❏ ❏

Effectiveness ❏ ❏ ❏ ❏ ❏ ❏

Non Drowsy formula ❏ ❏ ❏ ❏ ❏ ❏

Quality ❏ ❏ ❏ ❏ ❏ ❏

Trust ❏ ❏ ❏ ❏ ❏ ❏

13. Which is the medicine brand, you will recommend your friend for pain relief?

a. Crocin

b. Disprin

c. Combiflam

d. Voveron

e. Saridon

14. Which brand do you think is popular?

Strongly

Agree

Agree Neutral Disagree Strongly

Disagree

TRACKING CROCIN

Page 25

Crocin ❏ ❏ ❏ ❏ ❏

Disprin ❏ ❏ ❏ ❏ ❏

Combiflam ❏ ❏ ❏ ❏ ❏

Voveron ❏ ❏ ❏ ❏ ❏

Saridon ❏ ❏ ❏ ❏ ❏

15. What will you buy if Crocin is out of stock?

a. Purchase a different brand

b. Purchase it from a different store

c. Delay purchase

Questionnaire 2

1. Name:

2. Gender:

3. Occupation:

4. Age:

5. Which brand would u associate with the following attribute?

Price No side

effects

Effectivenes

s

Quality Trust Non-drowsy

formula

Crocin ❏ ❏ ❏ ❏ ❏ ❏

Disprin ❏ ❏ ❏ ❏ ❏ ❏

TRACKING CROCIN

Page 26

Combiflam ❏ ❏ ❏ ❏ ❏ ❏

Voveron ❏ ❏ ❏ ❏ ❏ ❏

Saridon ❏ ❏ ❏ ❏ ❏ ❏

6. Out of the last 5 purchases, how many times have you purchased the following brands?

Purchase 1 Purchase 2 Purchase 3 None

Crocin ❏ ❏ ❏ ❏

Disprin ❏ ❏ ❏ ❏

Combiflam ❏ ❏ ❏ ❏

Voveron ❏ ❏ ❏ ❏

Saridon ❏ ❏ ❏ ❏

7. If the following brand enters into the following categories, how would u rate your acceptance?

Head ache

syrup

Water based

drop

Inhaler Medical

information

website

Medical

equipment

Pain relief

spray

Energy drink

Crocin ❏ ❏ ❏ ❏ ❏ ❏ ❏

Disprin ❏ ❏ ❏ ❏ ❏ ❏ ❏

TRACKING CROCIN

Page 27

Combiflam ❏ ❏ ❏ ❏ ❏ ❏ ❏

Voveron ❏ ❏ ❏ ❏ ❏ ❏ ❏

Saridon ❏ ❏ ❏ ❏ ❏ ❏ ❏

8. Kindly tell us which of the following statement describes how likely it is for you to buy a strip of

Crocin (15 tablets).

Whatever it costs Even if it costs more than any

other brand

I wouldn't buy it at all

Crocin ❏ ❏ ❏

Disprin ❏ ❏ ❏

Combiflam ❏ ❏ ❏

Voveron ❏ ❏ ❏

Saridon ❏ ❏ ❏

9. With respect to Crocin answer the following questions

Strongly

Agree

Agree Neutral Disagree Strongly

Disagree

Crocin has a high reputation ❏ ❏ ❏ ❏ ❏

TRACKING CROCIN

Page 28

Crocin is a prestigious brand ❏ ❏ ❏ ❏ ❏