5. • American multinational medical devices, pharmaceutical
and consumer packaged goods manufacturer.
• Founded in 1886, headquartered in New Brunswick, New
Jersey
• Includes some 250 subsidiary companies with operations in
60 countries and products sold in over 175 countries
• CEO - Alex Gorsky (Apr 26, 2012- Present) started career
as a sales representative with Janssen Pharmaceutica Inc.
in 1988
9. BRANDING
Brand Mantra: ‘Deeper Clean than Brushing
Alone’
Points of Parity:
• Colgate Plax, Scope and Oral B - Mouthwash
and oral hygiene industry
• Offers an instant relief from bad breath, instills
freshness, provides a day’s worth of
confidence and assures complete and efficient
cleanliness
Points of Difference:
• Characteristic tinge that Listerine leaves in the mouth.
• Customized variants
• USP of Germ Kill
10. Substantiators :
• Only mouthwash liquid that offers a unique mix of eucalyptol,
thymol, menthol and methyl
• Every variant is free from preservatives and harmful chemicals
• Low price compared to all of its competitors
• Maintaining the characteristic look and taste, which resonates well
with Indian consumers
Value/Personality:
• Cognitive values like toughness, honesty and consistency
• Gives the perception of versatility
• A new component of morning cleansing routine and a promise of
stable health
• Visually soothing and a long lasting benefit
11. PROMOTION
• Informative advertising (1929)
• Persuasive Advertising (Brand Awareness):
• Reminder and Reinforcement Advertising:
• Social Media Marketing:
• Direct Marketing:
12.
13.
14. PRODUCT MIX
Sun Pharma
Branded
Generics Speciality Over-the-
counter
(OTC)
VMS-
Vitamins,
Minerals and
Supplements
REVITAL
REVITAL
LIQUID
REVITAL
WOMAN
REVITAL
SENIOR
REVITALITE
Cholesterol
control
CCA-
Cough,
Cold &
Allergy
ANALGESIC-
Topical
VOLINI
GEL
VOLINI
SPRAY
VOLINI
ACTIV GEL
Anti-
retrovirals
(ARVs)
Active
Pharmaceutical
Ingredients
(APIs)
Intermediates
Product Line Depth
Product Line Length
Product Mix Width
