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OBH
Brief, obhhhhh - Coggle Diagram
OBH
Brief
Market Growth
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Diantara format obat batuk botol dan sachet kenaikkan lebih cepat yang sachet, namun setelah Maret 2020 growth obat batuk botol melonjak efek panic buying karena COVID-19
Distribusi Growth 2019
- +19% Pharmacy
- +10% Mini Market
- +1% GT
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Market Position:
- Komix (31%)
- OBH Combi (14%)
- Vicks (10%)
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Key Challenges
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Diversifying product portfolio, how to reach new audience
Creating differences in a functional category that has regulations limitation in claim and consumer less involvement.
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Job to be done
OBH Combi doesn’t want to be perceived as the old brand, but wants to talk beyond that is relevant with younger audiences.
Less relevant to younger audiences 20 - 35 years old, as the brand perceived for the middle age/older one.
Diversifying product portfolio, how to reach new audiences.
Driving penetration for different variants. (sachet, bottles, ibu dan anak).
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OBH Combi Anak
Produk
Variants:
- Strawberry
- Orange
- Apple
- Honey
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Objective
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Top site for mothers, community, KOLs
Kompetitor
Komix
Ingredients:
- Dextromethorpan
- Guafenesin
Image:
- Young
- Casual
- Immature
- Middle-Lower Class
- Relaxed
Produk:
- Komix 4 Flavors Variants
- Komix 2 Herbal Variants
Main Focus:
- Sachet format
- Massive Availability (GT)
- ATL
- Digital
- Massive BTL Program (jalan sehat)
- Strong in secondary city
- Fokus menjual sachet karena lebih murah
Vicks
Ingredients:
- Dextromethorpan
- Doxylamin Succianate
Produk:
- Obat Batuk Botol Dewasa dan Anak
- Obat Batuk Sachet Dewasa dan Anak
Image:
- Upper Classes
- Educated
- Executive
- Young but mature guy
Main Focus:
- ATL
- Digital
- Store Presence
TVC :
- TVC sudah berjalan lebih dari 3 tahun
- Pada TVC mereka hanya menunjukkan mengkonsumsi 1 sachet saja sementara pada aturan pakai sekali minum 2 sachet namun mereka takut pikiran konsumen dosis Vicks sachet tidak lebih baik dari Komix.
Drugs Regulation
Dots Sign:
- Red Dot: Obat dibeli di Apotik harus dengan resep dokter
- Blue Dot: Produk dapat di beli di Apotik tanpa harus menggunakan resep dokter namun penggunaanya harus diperhatikan
- Produk dapat dibeli di warung dan mini market tanpa menggunakan resep dokter.
- Peraturan terbaru BPOM tidak lagi memperbolehkan warung-warung menjual obat
- Obat yang masih menjual sudah memiliki kontrak sebelum peraturan baru dibuat
Brand's DNA
Trusted Indonesian Cough Syrup Brand:
- No.1 in bottle format
- No.1 in Pharmacy Channel
- 100% Total Awareness
- +47 Years Established Brand
Consumer Opinion
Local Jewel:
- Long time established
- Trusted reputable brand
- Cross generation legacy
Comforting:
- OBH = Kental (kenyataanya tidak terlalu kental)
- Menghangatkan
- Natural, Less chemical (Peraturan BPOM tidak boleh mengatakan suatu produk itu natural)
Good Efficiacy:
- Quickly reducing cough
- Relieving throat easily
- In 1-2 Days
Approachable:
- Familiar Brand
- Available Everywhere (Apotik)
- Friendly, classic, humble
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Product
Adults
Batuk Berdahak
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Packs:
- Bottle 100ml
- Sachet 7.5ml
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Top 5 SKU's:
- OBH Combi Batuk Berdahak Menthol 100ml
- OBH Combi Batuk Flu Menthol 100ml
- OBH Combi Batuk Flu Menthol 60ml
- OBH Combi Anak Strawberry 60ml
- OBH Combi Anak Orange 60ml
Background
As the market leader in the cough syrup category is 6% increasing within 4 years (started from 2015 to 2019).
In YTD Mar 2020, the numbers are increasing 14 % in bottle format and 4 % in sachet format. But in May and June 2020 the market of cough syrup just declined from March 2020, because of covid 19 pandemic
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Target Audience
Modern Young Family
Friendly:
- Warm
- Calm
- Initiative
- Adaptable
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Character:
- Active
- Smart
- Young but mature
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