IMC campaign for Revital (Ranbaxy)

Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
1
Title : Integrated Marketing Communication Report on
Revital
Subject : Integrated Marketing Communication
Prepared by : Nirav Patel, Keyur Savalia, Mitesh Shah
Submitted to : Ms Manasi Marfatia
Stevens Business School, Batch: 2009 - 2011

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INDEX
Sr No. Content Page Number
1 Company detail 03
2 Current Market Analysis 05
3 Introduction of new segment 08
4 The analysis of new segment 09
5 Segments and target segment with justification 11
6 Re Positioning and justification 12
7 Media Plan 13
8 Media Costing 21
9 Revenue From Campaign 24
10 Conclusion 25
11 Annexure 26

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1. COMPANY DETAIL
Name of company : Ranbaxy Pharmaceutical Company
Profitability : Rs 1.6 billion profit in last quarter
Market share : Ranbaxy is one of the leading pharmaceutical companies in India commanding
a market share of around 5%.
Competition : Major competitors are Bio-Vital, Supraactive
SWOT of Company
Strengths
 Low cost of production
 Large pool of installed capacities
 Efficient technologies for large number of Generics
 Large pool of skilled technical manpower
 Increasing liberalization of government policies
Weakness
 Fragmentation of installed capacities
 Non-availability of major intermediaries for bulk drugs
 Very low level of Biotechnology in India and also for New Drug Discovery Systems
 Lack of experience in International Trade
 Low level of strategic planning for future and also for technology forecasting
Opportunity
 Aging of the world population
 Growing incomes
 New diagnoses and new social diseases
 Spreading prophylactic approaches
 Saturation point of market is far away

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 New therapy approaches
 New delivery systems
 Spreading attitude for soft medication (OTC drugs)
 Spreading use of Generic Drugs
 Globalization
 Easier international trading
 New markets are opening
Threats
 Containment of rising health-care cost
 High Cost of discovering new products and fewer discoveries
 Stricter registration procedures
 High entry cost in newer markets
 High cost of sales and marketing
 Competition, particularly from generic products
 More potential new drugs and more efficient therapies
 Switching over form process patent to product patent

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2. CURRENT MARKET ANALYSIS
Revital
 Revital is a comprehensive daily food supplement that has a balanced combination of vitamins,
minerals and ginseng. Ginseng is a herbal extract, commonly used to added energy and well
being. The dosage of essential nutrients including vitamins A, B -complex, C, D and E, minerals
and other trace elements cover the daily requirements of an individual.
Dose of Revital
 Just one capsule a Day
 The intake should be at the most 2 capsules a day.
 It can be consumed for 2-3 months at a stretch and can ones again be started after 15-20 days.
 Revital can be taken by both male and females over 12 years of age.
 Revital is suitable for diabetics as it does not contain sugar.
REVITAL cap 10's (IRP: rupee 75)
30's (IRP: rupee 180)
Revital Segmentation
 The Target segment for Revital is Sport person and other person who are working. They show in
advertisement that working person use this Revital then the person will healthy.
Revital Target Segment
 The target persons are working professionals who worked for longer period of time. They use
Revital for the refreshment.
Revital Positioning and marketing Strategy
 Revital brand carries the promise of Jiyo Jee Bhar Ke (live life to the fullest), a message that gets
well with the public image of the cricketer.

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Revital Promotion and its Result
 In 2005, when Revital's sales growth declined, the Ranbaxy brass figured out that a course
correction was needed. Research showed that the brand was identified too much with metro or
urban consumers and needed to connect with Bharat.
 Result: the brand promotion shifted to Doordarshan channels with the masses as the target
consumer.
 What also helped was the consumer healthcare division’s strong sales and distribution system
spread over 865 towns through over 1,000 distributors.
 Brijesh Kapil, director, Ranbaxy Global Consumer Healthcare, says “We had a sampling campaign
which saw 12 million sample capsules being distributed through magazines in six months time.
Simultaneous was a media plan which announced a 21-day money back challenging campaign.”
 The brand promotion exercise was also location-specific with a ‘Rural van initiative’ seeing the
company running 100 vans each day in select rural pockets of the country.
 Result: Revital made a successful transition from the prescription to the OTC markets by
leveraging the scientific edge into a functional benefit. Direct consumer promotion was done in
vegetable markets, chemist outlets and high traffic areas. The product distribution is now being
expanded from chemist outlets to general stores to make it a part of the monthly grocery
purchase.
Market analysis for Revital
 As per ORG IMS, Revital today is an Rs 140 crore brand
 30 copycat brands in the domestic market
 Revital enjoys 87 per cent market share in its comparable health supplement segment and has
continuously moved up the rank among the top 10 brands in India (ORG-IMS).
Revital Competitor Analysis
Sr. No. Brand Name Company Name Price
(Pack 10)
Market Share
1 Revital Ranbaxy 75 87%
2 Supractive Piramal
Healthcare
60 4.2%

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Reason for new Segment
 Currently Revital is in Maturity Phase. Now the sales remain almost constant for revital.
 Launch of new category under Revital help company to go back in growth stage through new
market.
 This new market is growing very high rate. So, for next few years revital is in growth stage.
Market segmentation is based on following things:
Geographic
 Density: Urban
Demographic
 Age: 22-35 year
 Family Life cycle: Young
 Income: more than Rs. 20000 p.m.
 Occupation: Professional
Psychographic
 Social Class: Middle class
 Lifestyle: Striver
 Personality: Ambitious
Behavioral
 Occasions: Regular
 Benefit: Health

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3. INTRODUCE NEW MARKET OR SEGMENT WE ENTER
Profile of new Segment
Geographic
 Country: India
 City: Metro size cities like Hyderabad,
Chennai, Bangalore, Delhi,Mumbai
 Density: Urban
 Climate: Northern, Southern
Demographic
 Age: More than 12 year
 Gender: Male, Female
 Family size: 1-2, 2-4 or more
 Family life cycle: young single, young
married without child, young married
with child, older
 Income: more than Rs. 20000 per
month
 Occupation: Corporate women,
Housewives
 Education: Grade school, College
graduate
 Race: Asian
 Generation: Generation X, Generation Y
 Nationality: Indian
Psychographic
 Social class: Working class, middle class,
upper middles, lower uppers, upper
uppers
 Lifestyle: Achievers, Strivers, Survivors
 Personality: Compulsive, gregarious,
authoritarian, ambitious
Behavioral
 Occasions: Regular occasion
 Benefits: Health
 User status: Nonuser
 User rate: Light user, medium user,
heavy user
 Loyalty status: medium, strong,
absolute
 Readiness stage: Unaware
 Attitude toward product: Enthusiastic,
positive

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4. ANALYSIS OF THE SEGMENT WE WISH TO ENTER
4.1) Indian diabetic patients segment
Size of the segment
 In 2010 : 7 to 10 million
 In 2025 : 57 million will be expected
Growth of the diabetic patient segment
In urban area : 10% to 11% growth per year
 Hyderabad : 16.6% growth per year
 Chennai : 13.5% growth per year
 Bangalore : 12.4% growth per year
 Delhi : 11.6% growth per year
 Mumbai : 9.3% growth per year
In rural area : 3% growth per year
Diabetics’ patient as per income level
 Upper income group : 10%
 Lower income group : 33%
Source : http://www.dancewithshadows.com/business/pharma/india-diabetes.asp
4.2) Indian Women Segment:
 Population of India in 2010: 1.18 billion (Estimated value)
 Population of Indian Male in 2010: 610622352
 Population of Indian Women: 574264312
 Population of Indian Women above 14 years age: 397237421

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Age Structure for 2010 population
Years
Population
In % Male Female
0 – 14 years 31.1% 194725399 177026891
15 – 64 years 63.6% 386251044 364334532
Above 64 years 5.3% 29645909 32902889
Source : http://en.wikipedia.org/wiki/Demographics_of_India

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5. PROVIDE SEGMENTS. BASED ON SEGMENTS SELECT TARGET MARKETS
AND JUSTIFY YOUR CHOICE
Segments
 Indian men segment below 14 years age
 Indian men segment above 14 years
 Indian women segment below 14 years age
 Indian women segment above 14 years age
 Indian Pregnant women segment
 Indian Diabetic patients segment
 Indian Sports segment
Selected Segment with Justification
Indian women segment above 14 year:
 It is safe to take Revital after 14 years of age
 More health conscious
 Very less competitor in this segment
Indian Diabetic Patients segment
 No such medicine is available for this segment for energy purpose.
 It is completely safe for diabetic patient to take Revital with their regular medicines.
 New emerging market

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6. SELECT POSITIONING (DIFFERENT FROM CURRENT ONE) AND JUSTIFY
THE SAME
Older positioning:
 Sports and only men segment
New Positioning:
 Indian women segment above 14 years
 Indian diabetic segment
 Indian pregnant women segment
Justification
 The older positioning of Revital is for those men segment whose life is tough and lots of
hardworking life.
 While in case of new positioning, Revital is positioned as nutritional supplement which energize
women health and it is safe for diabetic patients also.
 Due to new kind of positioning the size of the market is increase and we try to position Revital as
a 1 or 2 tables per day and due to that sales volume will be increase which is not possible in
older positioning.

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7. MEDIA PLAN
Current Media Plan
Advertising Analysis
 Target segments are sportsperson. These are highly exposed to TV media. Major advertising part
goes to the TV media.
Media Strategy
 Sportsperson are generally like to watch TV.
 Advertisement is appeared in cricket match or any sports event.
Television Media
 DD Sports
 Neo Sports
New Media Plan
Media Plan has mainly five steps.
1. Market Analysis
2. Advertising Analysis
3. Media Strategy
4. Media Scheduling
5. Justification and Summary
Market Analysis
 Current Sale : Rs 110 Crore
 Profit : Rs 40 Crore
 New Segment :
1) Women: Till today Revital only focus on sports person. Our target segment is woman.
2) Diabetic Patient: In India Diabetic Person increase day by day and Revital is also useful for
them.
 Here pricing remains same because this price is affordable to target segment.

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Advertising Analysis
 Our target segments are women. These are highly exposed to TV and Print media. So, we are
focusing on it. Major advertising part goes to the TV and Print media.
Media Strategy
 Women are generally like to watch TV. So, we are majorly focused to give advertisement in TV.
We also like to give advertisement in Print, internet and hording.
Media Scheduling
 Media scheduling include the various media vehicle and time of ad is given.

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January Campaign
Print Media Advertisement
News Paper
Size of
Advertisemnet
No. of
Advertisement
per Month
Total Print Media
Advertisement in
month
The Times of
India
121-240 scm 1
6
>824 scm 1
Divya Bhaskar
121-240 scm 1
>824 scm 1
The Economic
Times
121-240 scm 1
>824 scm 1
Hoardings
Metro Cities Location No. of Hoardings
Total No. of
Hoardings
Banglore MG (Brigred) Bus stop 3
21
Chennai Megestic 3
Delhi New Delhi Railway Station 3
Hyderabad Shikandara bag 3
Kolkata Bada Bazar 3
Mumbai Boriwali Hailway Station 3
Ahmedabad Helmet crossing, 3

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Internet Advertisement
Advertisement Description Location Duration
Top right of homepage
orkut, facebook,
linkedin, baby-gaga.com
1 month
Buttons like Side Bar
orkut, facebook,
1 month
Under Poll or Log In
orkut, facebook,
1 month
Blog for Revital Discussion with Experts Revital Blog 1 month

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February Campaign
Television Market
For 30 seconds commercial Advertisement
During Commercial break of
Bidaai, Behenei, Rishta Kya
Kehlata hey
Star Plus 12 spots per month
During Commercial break of Baat
Hamari pakki hey, Comedy ka
daily shop, Mahi way
Sony Tv 12 spots per month
During Commercial break of
Pavitra Rishta, Sanjog se bani
sangigni, Mera naam karegi
roshan
Zee Tv 12 spots per month
Radio Advertisement
Hours Frequency in min Total duration / day Rate/ 10 sec Radio Station
6 30 mins 30sec*12times=360 sec 200 2
For Pregnant Women
No. Hoardings Location Duration
7*30 = 210 Gynecology clinic 1 month
For Diabetic Patients
No. Hoardings Location Duration
7*30 = 210 Diabetologist Clinic 1 month

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March Campaign
Literature or Brochures No. of Copies
Preg-card 7*30*100=21000
Diabet-card 7*30*100=21000
Free Sample of Revital
Given to No. Of Doctors
No. of free
Sample
Total Free
Sample
Gynecologists 7*30=210 10 2100
Diabetologist 7*30=210 10 2100
Calendars to Doctors
Given to No. Of Doctors
No. of
Calendars
Total
Calendars
Gynecologists 7*30=210 10 2100
Diabetologist 7*30=210 10 2100

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April Campaign
Mobile Campaign
SMS Title Detail of SMS
Frequency of SMS
Member Non Member
Revital-D
Precaution for diabetics,
tips for dibetic patients,
Up date of Diabetics
1 sms per weak 1 sms per day
Revital-F
Sports news, Business
Updates
Revital-P
Precaution during
preganacy, tips for
preganant women
May Campaign
Campaign for free Diabetes check up
No. of Days 2 days
Location 7 metro cities
No. of Clinics 35

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June Campaign
Sponsorship Activities
 Sponsor Girls sport Activities and competition of inter college or inter university sports
 Sponsor Cultural events of colleges and universities

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8. MEDIA COSTING
News Paper costing
News Paper
Total Cost for 6 month
campaign in Rs
Total Print media Cost
during Entire Campaign
in Rs
The Times of India 27770400
62501400Divya Bhaskar 3886200
The Economic Times 30844800
Hoarding charges
Total
Hoarding
Cost
Metro Cities Location Duration
Charges per
Month in Rs
Total
cost in
Rs
275000*3*6
= 4950000
Banglore MG (Brigred) Bus stop 1 month 45000
275000
Chennai Megestic 1 month 30000
Delhi
New Delhi Railway
Station
1 month 45000
Hyderabad Shikandara bag 1 month 45000
Kolkata Bada Bazar 1 month 30000
Mumbai
Boriwali Hailway
Station
1 month 50000
Ahmedabad Helmet crossing 1 month 30000

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Television Market Television Cost
For 30 seconds commercial Advertisement
1800000*5 =
9000000
Rates per
month
No. of Months
During Commercial break of Bidaai, Behenei,
Rishta Kya Kehlata hey
Star Plus
12 spots per
month
600000 5
During Commercial break of Baat Hamari
pakki hey, Comedy ka daily shop, Mahi way
Sony Tv
12 spots per
month
600000 5
During Commercial break of Pavitra Rishta,
Sanjog se bani sangigni, Mera naam karegi
roshan
Zee Tv
12 spots per
month
600000 5
1800000
Internet Costing
Total
Internet
Cost
Advertisement
Description
Location Duration
Charges
per Click
in Rs
Charges
per
Month
Total
cost in
Rs
324000*5
= 162000
Top right of
homepage
orkut, facebook,
linkedin, baby-
gaga.com
1 month 0.25 108000
324000Buttons like Side Bar
orkut, facebook,
linkedin, baby-
gaga.com
1 month 0.25 108000
Under Poll or Log In
orkut, facebook,
linkedin, baby-
gaga.com
1 month 0.25 108000
Radio Advertisement
Total Cost for
Radio
Advertisement
Hours
Frequency
in min
Total duration /
day
Rate/ 10
sec
Total
price/
day
Radio
Station
Total
price/
month*(In
Rs)
432000*5 =
2160000
6 30 mins
30sec*12times=360
sec
200 7200 2
7200*30*2
= 4,32,000

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Mobile Advertisement
Total SMS per month
Cost for SMS per
month
Total cost for Mobile
Advertisement
15,00,00,000 3,25,000
3,25,000*3=
9,75,000
Rs 1 for 400 SMS
CSR Activities
Cost Rs 5000000
Other Promotional Activities
Metro Cities Unit Cost in Rupees
Charges per
Month
Total cost
in Rs
Free sample to gynecologists 7*30*10 = 2100 2100*75 = 157500
315000
19,25,000
Free sample to Diabetologist 7*30*10 = 2100 2100*75 = 157500
Calendars to Gynecologists 7*30*100 = 21000 2100*50=105000
210000
Calendars to Diabetologists 7*30*100 = 21000 2100*50=105000
Brochures to Gynecologists 7*30*100 = 21000 21000*20=420000
840000
Brochures to Diabetologist 7*30*100 = 21000 21000*20=420000
Posters at Gynecologist clinics 7*30 =210 210*500 = 105000
210000
Posters at diabetic clinics 7*30 =210 210*500 = 105000
Diabetic Campaign cost 350000 350000
Total Cost of 6 months Campaign in 7 metro cities
Media Total Cost of Media in Rs
Print media 62501400
Hoardings 4950000
Television advertisements 9000000
Internet Advertisement 162000
Radio Advertisement 2160000
Mobile Campaign 975000
CSR Cost 5000000
Other promotional Cost 1925000
Total Cost 9,11,73,400

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10. Revenue Generation from Campaign
From Mobile Campaign
Minimum member for SMS Subscriber
= 1% of Metro cities Population
= 40,07,375
Charges for SMS Subscription for month is Rs 10
Total Revenue generation per month
= Rs 10 * 40,07,375
= Rs 4,00,73,750
Total Revenue from Mobile Campaign during 6 mix Campaign
= Rs 4,00,73,750 * 3
= Rs 12,02,21,250
Cost of entire Campaign
= Rs 9,11,73,400
Total Revenue generated During Campaign
= Rs 12,02,21,250
Profit After completion of Entire Campaign
= Rs 2,90,47,850

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9. CONCLUSION
 Our target segments are women. These are highly exposed to TV and Print media. So, we are
focusing on it. Major advertising part goes to the TV and Print media.
 Women are generally like to watch TV. So, we are majorly focused to give advertisement in TV.
We also like to give advertisement in Print, internet and hording.
 In TV media we majorly give advertisement in Star Plus, ZEE TV, and Sony Tv during evening to
between 6pm to 10pm.
 We would like to show our advertisement in starting of break because at that time flipping is not
done.
 The advertisement will show in 18 times in a day in 3 different channels.
 Women majorly read the Divyabaskar, Economics times and Times of India. We will give
advertisement in that newspaper.
 Women are also part of social networking site like www.orkut.com, www.facebook.com etc and
we give our advertisement on these king of website.
 Hoardings will be placed near Satellite, Thaltej, University road and C.G Road due to high traffic
on these places.

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10. ANNEXURE
IMC Campaign
Time Scale: 6 month
Month – 1
 Hoarding
 Newspaper Ad

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28

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Month – 2

30

31

32
Month – 3

33

34

35
Month 5 and 6

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IMC campaign for Revital (Ranbaxy)

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