This is the right move and will help Cipla to consolidate in this segment. Brand Becoming OTC Novaclox has high equity among the doctors and patients. However, higher success rate lead to complacent behaviour. Representatives too feel that patients and doctors are closely associated with this brand. Suprimox 21 Symbiotic 20 Cipla must improve number of prescriptions per doctor.
Larger coverage gives volume business but return per doctor is going down.
Switching over of Customer to other products Brand switching is very common in a cluttered market. Many brands are competing in the same segment. This has resulted in a situation wherein aggressiveness is important. Introduction of Novaclox - L is a major step to prevent the brand switch. However due to late reaction of Cipla, some doctors have switched over to other products.