Esomar Report Essay

8262 Words Jan 16th, 2013 34 Pages
Insights into OTC and Pharmacy as presented at the ESOMAR Global Healthcare Conference

Contents
Consumer Decision Making: 4 “How potent is my potion?” Intuitive judgments in consumer decision making for OTC products
- By Anjali Puri, Director, Customized Products & Services Group, Asia Pacific and co-author, Sumeet Saluja, General Manager, Marketing at Glaxo SmithKline Consumer Healthcare

Fast Moving Consumer Goods and OTC products: Zoom on marketing effectiveness
- Abstract by Erk Maassen, and Robert Buckeldee

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Author: Anjali Puri
Director, Customized Products & Services Group, Asia Pacific The Nielsen Company 2nd Floor, Block B, Sri Rama Deevana, No. 21, Ulsoor Road, Bangalore – 560042, India email:
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The framework has two components 1. 2. Narrative building and memory reconstruction interviewing methods that attempt to draw out the mental shortcuts that consumers use to make choices, and the moments of truth when choices are reconsidered. A focus on the nature of intuitive logic that exists (or can potentially be created) in a specific ailment / product group, and which can influence decision rules in the category.

Drawing from research on consumer decision-making conducted across a variety of self-medication categories, from fever to pain relief, cold relief and antacids, the paper discusses differences in the intuitive logic across categories and its implications on consumer decision-making – arguing that stronger intuitive logic provides consumers a better ‘handle’ to judge the potency of their potions, and marketers a means to establish a more direct connection with consumers. 4

‘How potent is my potion?’ Intuitive judgments in consumer decision making for OTC products
Creating change in today’s marketplace is a challenge in any category, with rising clutter levels and tuned-out consumers. Marketers across categories have been grappling for quite some time now with ‘autopilot’ brand choices,

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