Marketing in OTC was worth Rs 14,000 and accounted for almost 20% of the total pharmaceutical market in 2018. It is expected to grow rapidly over the next few years (10-15% per year). Multinationals are already well established, but domestic pharmaceutical companies are starting to grow aggressively. FMCG players are also doing their best to expand their presence.
2 Ways marketing in OTC is different from FMCG
First
Consider the challenge of building an emotional connection with the first consumers. As all of us are keenly aware, the functional value of our products is usually commercialized, so emotional connections are important.
Consumers can build positive emotional relationships with FMCG products through direct use or promotional communication. Kellogg’s breakfast cereals can evoke a sense of family unity and country health, while detergent powder conveys a sense of accomplishment in daily work success, a touch of mountain freshness to the home, and a sense of family care. can do. FMCG ads are usually good at celebrating context, rituals of use, and long-term positive emotional benefits.
Personal and household cleaning brands are involved in both cleaning rituals and end results. Foaming agents are not added to cleaning products, not because they are functionally useful, but because they act as a mental trigger for the consumer that something is being cleaned. Consumers are making good progress in completing their daily tasks.
Marketing in OTC and FMCG are aimed at making everyday life even better. Dirty dishes may not be fun, but the dishwashing liquid FMCG commercial is the end of a successful family dinner before discussing the benefits of lemon aromas, effective non-greasy results, and work sensations. Great to step into the context of. Dishwashing liquid is not advertised as a solution to the problem, but in the context of improving people’s daily lives.
Second
Consider the role of impulse buying. As for FMCG, it reacts immediately to the marketing of OTC stimulus in the store. I succumbed to the deliciousness of Cadbury chocolate wrappers, discounted bulk purchases of laundry detergent, or the smell of an in-store bakery, but there was no prejudice to buy these items. On the other hand, if you have constipation after eating a full Christmas turkey, or after having too much beef Rendang for Hari Raya, you may jump to a “2 to 1” laxative offer at other times. Is almost nonexistent. Of course, there is always an opportunity to capture the fear of not being ready when the worst happens.
The underlying reason is, fortunately, most of us have headaches, flushing, constipation, allergies, flu, while meeting constant functional and emotional needs (eg, need to drink daily) or emotional needs. It means that I sometimes suffer from joint pain. The need to buy and / or consume consumer goods such as milk, peanuts, bread, Coca-Cola, toilet paper, and lots of chocolate (eg, distractions, entertainment, sense of accomplishment, etc.).
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