PANADOL
Q: How have the dynamics of the macroeconomic environment impacted branding in general?
A: Sri Lanka’s macroeconomic environment has a significant impact on branding. Fluctuations in the economy affect consumer purchasing power, confidence, price sensitivity, marketing strategies and market competition. Brands must adapt to these conditions to remain competitive and meet consumer needs.
Q: And how is Sri Lanka’s economic crisis affecting brand investments?
A: Owing to the economic crisis, consumer choices have significantly shifted towards prioritising essential needs and seeking affordable options, resulting in a sales decline for numerous brands including Panadol and thereby impacting its investments. Nevertheless, Panadol remains resolute in its commitment to the wellbeing of the population.
In response, we adjusted our strategies to optimise resources while prioritising targeted initiatives that strengthen our positioning as the trusted leader in pain relief. Our focus is on strategic marketing campaigns to reinforce customer trust.
Despite the challenges, we remain committed to providing high quality pain relief solutions and navigating these uncertain times while serving the healthcare needs of the Sri Lankan population.
Q: How does branding add value to your organisation?
A: Branding plays a pivotal role in adding significant value to SmithKline Beecham by establishing a distinct identity and shaping perceptions in the minds of consumers. Through branding, we create a unique and recognisable image that sets us apart from competitors in a highly competitive market landscape. This differentiation enables us to capture customer attention and loyalty.
Moreover, branding fosters trust and credibility. Our brand acts as a symbol of reliability and quality, providing reassurance that our products meet expectations. This trust – built over time through consistent delivery of superior products and services, and backed by science – forms the foundation for long-term customer relationships and meaningful connections.
Senior Brand Manager
Q: What is your assessment of Panadol’s brand performance post-COVID?
A: Post-COVID, Panadol faced an initial surge in demand due to its proven effectiveness in managing fever and pain. However, Sri Lanka’s subsequent economic crisis impacted disposable incomes and resulted in a sales slowdown.
Through strategic measures, we regained lost category share and achieved healthy growth. We optimised operations, managed costs and implemented targeted marketing campaigns. By monitoring market trends, we captured new segments. Panadol’s brand resilience and customer loyalty were instrumental in overcoming challenges.
Q: How do you define brand loyalty?
A: Brand loyalty is the strong and enduring attachment that customers have towards a particular brand. For Panadol, in its role as the market leader enjoying a 98 percent market share, we assess customer loyalty through metrics such as brand consideration, ‘Mind of the Users’ (MOUB) and brand equity. Panadol’s trusted and effective pain relief solutions have gained the loyalty of generations, making it the preferred choice for consumers.
To maintain this loyalty, we focus on consistently delivering reliable and innovative products that cater to evolving customer needs. Panadol has a rich heritage, having been introduced to the local market in 1960. Over the years, it has evolved into an essential product in the daily lives of Sri Lankans.
The introduction of Panadol caplets in 1992 exemplifies our commitment to innovation. This transformation from round tablets to caplets improved the customer experience by making them easier to swallow while maintaining the same efficacy. It showcases our dedication to meeting customer needs and enhancing overall satisfaction.
By understanding and meeting the pain relief requirements of our customers, we continue to build and strengthen brand loyalty.
“Through branding, we create a unique and recognisable image that sets us apart from competitors in a highly competitive market”
Q: What are the future plans for Panadol?
A: Our future plans for the Panadol brand revolve around upholding our brand promise of trusted relief while addressing evolving market demands. Given the highly regulated market environment in Sri Lanka, introducing new formulations, formats, combinations and SKUs in the pain relief category will be a gradual journey.
We aim to innovate and stay at the forefront of advancements in pain relief to deliver cutting-edge products and services to Sri Lankan consumers in collaboration with regulatory authorities. Our primary focus is to ensure that Panadol remains the preferred choice for trusted relief, offering innovative solutions that effectively address the changing healthcare needs of individuals in Sri Lanka.
– Compiled by Avanti Samarasekera
Telephone 0777 330228 | Email dasun.a.yatawara@haleon.com | Website www.haleon.com
