PANADOL | LMD

Q: How have the dynamics of the macroeconomic atmosphere impacted branding basically?

A: Sri Lanka’s macroeconomic atmosphere has a big affect on branding. Fluctuations within the financial system have an effect on client buying energy, confidence, value sensitivity, advertising and marketing methods and market competitors. Manufacturers should adapt to those situations to stay aggressive and meet client wants.

Q: And the way is Sri Lanka’s financial disaster affecting model investments?

A: Owing to the financial disaster, client selections have considerably shifted in the direction of prioritising important wants and searching for reasonably priced choices, leading to a gross sales decline for quite a few manufacturers together with Panadol and thereby impacting its investments. Nonetheless, Panadol stays resolute in its dedication to the wellbeing of the inhabitants.

In response, we adjusted our methods to optimise assets whereas prioritising focused initiatives that strengthen our positioning because the trusted chief in ache reduction. Our focus is on strategic advertising and marketing campaigns to bolster buyer belief.

Regardless of the challenges, we stay dedicated to offering top quality ache reduction options and navigating these unsure instances whereas serving the healthcare wants of the Sri Lankan inhabitants.

Q: How does branding add worth to your organisation?

A: Branding performs a pivotal function in including vital worth to SmithKline Beecham by establishing a definite identification and shaping perceptions within the minds of shoppers. Via branding, we create a singular and recognisable picture that units us aside from rivals in a extremely aggressive market panorama. This differentiation allows us to seize buyer consideration and loyalty.

Furthermore, branding fosters belief and credibility. Our model acts as a logo of reliability and high quality, offering reassurance that our merchandise meet expectations. This belief – constructed over time by means of constant supply of superior services and products, and backed by science – types the inspiration for long-term buyer relationships and significant connections.

Q: What’s your evaluation of Panadol’s model efficiency post-COVID?

A: Publish-COVID, Panadol confronted an preliminary surge in demand resulting from its confirmed effectiveness in managing fever and ache. Nevertheless, Sri Lanka’s subsequent financial disaster impacted disposable incomes and resulted in a gross sales slowdown.

Via strategic measures, we regained misplaced class share and achieved wholesome progress. We optimised operations, managed prices and applied focused advertising and marketing campaigns. By monitoring market traits, we captured new segments. Panadol’s model resilience and buyer loyalty have been instrumental in overcoming challenges.

Q: How do you outline model loyalty?

A: Model loyalty is the sturdy and enduring attachment that prospects have in the direction of a specific model. For Panadol, in its function because the market chief having fun with a 98 % market share, we assess buyer loyalty by means of metrics resembling model consideration, ‘Thoughts of the Customers’ (MOUB) and model fairness. Panadol’s trusted and efficient ache reduction options have gained the loyalty of generations, making it the popular selection for shoppers.

To keep up this loyalty, we concentrate on constantly delivering dependable and revolutionary merchandise that cater to evolving buyer wants. Panadol has a wealthy heritage, having been launched to the native market in 1960. Over time, it has developed into a necessary product within the every day lives of Sri Lankans.

The introduction of Panadol caplets in 1992 exemplifies our dedication to innovation. This transformation from spherical tablets to caplets improved the shopper expertise by making them simpler to swallow whereas sustaining the identical efficacy. It showcases our dedication to assembly buyer wants and enhancing total satisfaction.

By understanding and assembly the ache reduction necessities of our prospects, we proceed to construct and strengthen model loyalty.

“Via branding, we create a singular and recognisable picture that units us aside from rivals in a extremely aggressive market”

Q: What are the longer term plans for Panadol?

A: Our future plans for the Panadol model revolve round upholding our model promise of trusted reduction whereas addressing evolving market calls for. Given the extremely regulated market atmosphere in Sri Lanka, introducing new formulations, codecs, combos and SKUs within the ache reduction class will probably be a gradual journey.

We purpose to innovate and keep on the forefront of developments in ache reduction to ship cutting-edge services and products to Sri Lankan shoppers in collaboration with regulatory authorities. Our major focus is to make sure that Panadol stays the popular selection for trusted reduction, providing revolutionary options that successfully deal with the altering healthcare wants of people in Sri Lanka.

– Compiled by Avanti Samarasekera

Phone 0777 330228  |  Electronic mail dasun.a.yatawara@haleon.com  |  Web site www.haleon.com