Parke-Davis to extend Benadryl brand name
By Ananth Iyer | 22 Apr 1999
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Parke-Davis (India) Ltd is planning to extend its popular cough syrup brand name Benadryl to formulations for treatment of the common cold. The company is also exploring the possibility of converting Benadryl, an Rs 40-crore product, as an over-the-counter (OTC) item.
The Rs 185-crore company is now in the process of developing anti-cold products besides evaluating the need for changes in the cough products segment.
According to Rohinish Hooda, Parke-Davis (India)'s director, consumer health products division, the increasing incidence of asthma and cough has changed the demography of the cough syrup market, resulting in the failure of plain cough syrups to address the dual problem. Though the market for cough preparations is growing in absolute volumes, the number of cough patients associated with other complications that cannot be solved by taking just a cough syrup is also on the rise. Parke-Davis, therefore, considers it necessary to address the problem and develop necessary formulations. At the same time it will add on the cold segment.
National sales of cough and cold products are around Rs 570 crore, of which cough preparations account for Rs 400 crore. Annual growth in the anti-cold segment has been 15 per cent. Benadryl is the second largest cough preparation in India, with a market share of 7 per cent. Pfizer's Corex is the brand leader.
Benadryl was one of the first brands to be converted from prescription to OTC category in the United States. Hooda is optimistic that in India too the brand will soon be classified as an OTC product.
Industry experts say that the switch to OTC can help an organisation double brand sales within three years, possibly because of avenues of promotion in the mass media. OTC brands can be advertised, while prescription products are under an advertising ban. Benadryl, being a household name, qualifies as an OTC drug.
Parke-Davis started its OTC division in India in 1995, handling prescription brands that had the potential to be converted to OTC. Its popular Gelusil brand is currently being advertised in the mass media in West Bengal. The company expects to complete its national rollout by end of the current calendar year or by the middle of next year. Other brands with an OTC potential are skin lotion Caladryl, food supplement Ferradol and laxative Agarol.
The Rs 185-crore company is now in the process of developing anti-cold products besides evaluating the need for changes in the cough products segment.
According to Rohinish Hooda, Parke-Davis (India)'s director, consumer health products division, the increasing incidence of asthma and cough has changed the demography of the cough syrup market, resulting in the failure of plain cough syrups to address the dual problem. Though the market for cough preparations is growing in absolute volumes, the number of cough patients associated with other complications that cannot be solved by taking just a cough syrup is also on the rise. Parke-Davis, therefore, considers it necessary to address the problem and develop necessary formulations. At the same time it will add on the cold segment.
National sales of cough and cold products are around Rs 570 crore, of which cough preparations account for Rs 400 crore. Annual growth in the anti-cold segment has been 15 per cent. Benadryl is the second largest cough preparation in India, with a market share of 7 per cent. Pfizer's Corex is the brand leader.
Benadryl was one of the first brands to be converted from prescription to OTC category in the United States. Hooda is optimistic that in India too the brand will soon be classified as an OTC product.
Industry experts say that the switch to OTC can help an organisation double brand sales within three years, possibly because of avenues of promotion in the mass media. OTC brands can be advertised, while prescription products are under an advertising ban. Benadryl, being a household name, qualifies as an OTC drug.
Parke-Davis started its OTC division in India in 1995, handling prescription brands that had the potential to be converted to OTC. Its popular Gelusil brand is currently being advertised in the mass media in West Bengal. The company expects to complete its national rollout by end of the current calendar year or by the middle of next year. Other brands with an OTC potential are skin lotion Caladryl, food supplement Ferradol and laxative Agarol.
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