IMC campaign for Revital (Ranbaxy)

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IMC campaign for Revital (Ranbaxy)

  1. 1. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 1 Title : IntegratedMarketing CommunicationReport on Revital Subject : IntegratedMarketing Communication Preparedby : Nirav Patel, Keyur Savalia, MiteshShah Submittedto : Ms Manasi Marfatia Stevens Business School, Batch: 2009 - 2011
  2. 2. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 2 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 Segmentsand targetsegmentwithjustification 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
  3. 3. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 3 1. COMPANYDETAIL Name of company : Ranbaxy Pharmaceutical Company Profitability : Rs 1.6 billion profit in last quarter Market share : Ranbaxyisone of the leadingpharmaceutical 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 installedcapacities  Efficienttechnologiesforlarge numberof Generics  Large pool of skilledtechnical manpower  Increasingliberalizationof governmentpolicies Weakness  Fragmentationof installedcapacities  Non-availabilityof majorintermediariesforbulkdrugs  Verylowlevel of BiotechnologyinIndiaandalsoforNew Drug Discovery Systems  Lack of experience inInternationalTrade  Low level of strategicplanningforfuture andalsofortechnology forecasting Opportunity  Agingof the worldpopulation  Growingincomes  Newdiagnosesandnewsocial diseases  Spreadingprophylacticapproaches  Saturationpointof marketisfar away
  4. 4. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 4  Newtherapyapproaches  Newdeliverysystems  Spreadingattitude forsoftmedication(OTCdrugs)  Spreadinguse of GenericDrugs  Globalization  Easierinternational trading  Newmarketsare opening Threats  Containmentof risinghealth-care cost  HighCost of discoveringnewproductsandfewerdiscoveries  Stricterregistrationprocedures  Highentrycost in newermarkets  Highcost of salesandmarketing  Competition,particularlyfromgenericproducts  More potential newdrugsandmore efficienttherapies  Switchingoverformprocesspatenttoproductpatent
  5. 5. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 5 2. CURRENTMARKET ANALYSIS Revital  Revital isa comprehensive dailyfoodsupplement 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 segmentforRevital isSportpersonandotherpersonwhoare 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 brandcarriesthe promise of JiyoJee BharKe (live lifetothe fullest), a message that gets well with the public image of the cricketer.
  6. 6. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 6 Revital Promotion and its Result  In 2005, when Revital's sales growth declined, the Ranbaxy brass figured out that a course correctionwasneeded.Researchshowedthatthe brandwasidentifiedtoo 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 alsohelpedwasthe consumer healthcare division’s strong sales and distribution system spread over 865 towns through over 1,000 distributors.  BrijeshKapil,director, RanbaxyGlobal ConsumerHealthcare,says“We hada samplingcampaign whichsaw12 millionsample capsulesbeingdistributed through magazines in six months time. Simultaneouswasamediaplanwhichannounced a 21-day money back challenging campaign.”  The brand promotionexercisewasalsolocation-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 leveragingthe scientificedge intoafunctional benefit.Direct consumer promotion was done in vegetable markets,chemistoutletsandhightrafficareas.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 perORG IMS, Revital todayisan Rs 140 crore brand  30 copycat brandsin the domesticmarket  Revital enjoys87percent marketshare in itscomparable healthsupplementsegmentandhas continuouslymovedupthe rankamong the top10 brandsinIndia(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%
  7. 7. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 7 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  FamilyLife cycle:Young  Income:more thanRs. 20000 p.m.  Occupation:Professional Psychographic  Social Class:Middle class  Lifestyle:Striver  Personality:Ambitious Behavioral  Occasions:Regular  Benefit:Health
  8. 8. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 8 3. INTRODUCE NEWMARKET OR SEGMENT WE ENTER Profile of new Segment Geographic  Country:India  City:Metro size citieslike Hyderabad, Chennai, Bangalore, Delhi,Mumbai  Density:Urban  Climate:Northern,Southern Demographic  Age:More than 12 year  Gender:Male,Female  Familysize:1-2,2-4 or more  Familylife cycle:youngsingle, young marriedwithoutchild,youngmarried withchild,older  Income:more thanRs. 20000 per month  Occupation:Corporate women, Housewives  Education:Grade school,College graduate  Race: Asian  Generation:GenerationX,GenerationY  Nationality:Indian Psychographic  Social class:Workingclass,middle class, uppermiddles,loweruppers,upper uppers  Lifestyle:Achievers,Strivers,Survivors  Personality:Compulsive,gregarious, authoritarian,ambitious Behavioral  Occasions:Regularoccasion  Benefits:Health  User status:Nonuser  User rate:Light user,mediumuser, heavyuser  Loyaltystatus:medium, strong, absolute  Readinessstage:Unaware  Attitude towardproduct:Enthusiastic, positive
  9. 9. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 9 4. ANALYSIS OF THE SEGMENT WE WISH TO ENTER 4.1) Indian diabetic patients segment Sizeof the segment  In 2010 : 7 to 10 million  In 2025 : 57 millionwill be expected Growthofthe diabeticpatient segment In urban area : 10% to 11% growth per year  Hyderabad : 16.6% growthperyear  Chennai : 13.5% growthperyear  Bangalore : 12.4% growthperyear  Delhi : 11.6% growthperyear  Mumbai : 9.3% growth peryear In rural area : 3% growth per year Diabetics’patient as per income level  Upper income group : 10%  Lowerincome group : 33% Source : http://www.dancewithshadows.com/business/pharma/india-diabetes.asp 4.2) Indian Women Segment:  Populationof Indiain2010: 1.18 billion (Estimatedvalue)  Populationof IndianMale in2010: 610622352  Populationof IndianWomen: 574264312  Populationof IndianWomenabove 14yearsage: 397237421
  10. 10. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 10 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
  11. 11. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 11 5. PROVIDE SEGMENTS.BASEDON SEGMENTS SELECTTARGETMARKETS AND JUSTIFY YOUR CHOICE Segments  Indianmensegmentbelow14 yearsage  Indianmensegmentabove 14years  Indianwomensegmentbelow 14yearsage  Indianwomensegmentabove 14 yearsage  IndianPregnantwomensegment  IndianDiabeticpatientssegment  IndianSportssegment Selected Segment with Justification Indianwomensegment above14year:  It issafe to take Revital after14 yearsof age  More healthconscious  Verylesscompetitorinthissegment IndianDiabeticPatientssegment  No suchmedicine isavailable forthissegmentforenergypurpose.  It iscompletelysafe fordiabeticpatienttotake Revital withtheirregularmedicines.  Newemergingmarket
  12. 12. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 12 6. SELECTPOSITIONING(DIFFERENTFROM CURRENTONE) ANDJUSTIFY THE SAME Older positioning:  Sportsand onlymensegment New Positioning:  Indianwomensegmentabove 14 years  Indiandiabeticsegment  Indianpregnantwomensegment Justification  The older positioning of Revital is for those men segment whose life is tough and lots of hardworking life.  While incase of newpositioning,Revital ispositionedasnutritional supplement which energize women health and it is safe for diabetic patients also.  Due to newkindof positioningthe size of the marketisincrease andwe tryto positionRevitalas a 1 or 2 tables per day and due to that sales volume will be increase which is not possible in older positioning.
  13. 13. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 13 7. MEDIAPLAN Current Media Plan AdvertisingAnalysis  Target segmentsare sportsperson.These are highlyexposedtoTV media.Majoradvertisingpart goesto the TV media. MediaStrategy  Sportspersonare generallyliketowatchTV.  Advertisementisappearedincricketmatchor anysports event. TelevisionMedia  DD Sports  NeoSports New MediaPlan MediaPlanhas mainlyfive steps. 1. Market Analysis 2. AdvertisingAnalysis 3. MediaStrategy 4. MediaScheduling 5. JustificationandSummary Market Analysis  Current Sale : Rs 110 Crore  Profit : Rs 40 Crore  NewSegment : 1) Women:Till todayRevital onlyfocusonsportsperson.Ourtargetsegmentiswoman. 2) DiabeticPatient:InIndiaDiabeticPersonincrease daybydayand Revital isalsouseful for them.  Here pricingremainssame because thisprice isaffordabletotargetsegment.
  14. 14. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 14 Advertising Analysis  Our targetsegmentsare women.These are highlyexposedtoTV and Printmedia.So,we are focusingonit.Major advertisingpartgoesto the TV andPrintmedia. Media Strategy  Womenare generallylike towatchTV.So,we are majorlyfocusedtogive advertisementinTV. We alsolike togive advertisementinPrint,internetandhording. Media Scheduling  Mediaschedulinginclude the variousmediavehicle andtime of adisgiven.
  15. 15. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 15 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
  16. 16. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 16 Internet Advertisement Advertisement Description Location Duration Top right of homepage orkut, facebook, linkedin,baby-gaga.com 1 month Buttons like Side Bar orkut, facebook, linkedin, baby-gaga.com 1 month Under Poll or Log In orkut, facebook, linkedin,baby-gaga.com 1 month Blog for Revital Discussion with Experts Revital Blog 1 month
  17. 17. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 17 February Campaign Television Market For 30 seconds commercial Advertisement Advertisement Description Location Duration 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
  18. 18. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 18 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
  19. 19. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 19 April Campaign Mobile Campaign SMS Title Detail of SMS Frequency of SMS Member Non Member Revital-D Precautionfor diabetics, tips for dibetic patients, Up date of Diabetics 1 sms per weak 1 sms per day Revital-F Sports news, Business Updates 1 sms per weak 1 sms per day Revital-P Precaution during preganacy, tips for preganant women 1 sms per weak 1 sms per day May Campaign Campaign for free Diabetes check up No. of Days 2 days Location 7 metro cities No. of Clinics 35
  20. 20. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 20 June Campaign Sponsorship Activities  SponsorGirlssport Activitiesandcompetitionof intercollege orinteruniversitysports  SponsorCultural eventsof collegesanduniversities
  21. 21. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 21 8. MEDIACOSTING 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
  22. 22. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 22 Television Market Television Cost For 30 seconds commercial Advertisement 1800000*5 = 9000000 Advertisement Description Location Duration Rates per month No. of Months DuringCommercial breakof 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
  23. 23. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 23 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
  24. 24. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 24 10. Revenue Generation from Campaign From Mobile Campaign MinimummemberforSMS Subscriber = 1% of Metro citiesPopulation = 40,07,375 Charges for SMS Subscriptionfor month is Rs 10 Total Revenue generationpermonth = Rs 10 * 40,07,375 = Rs 4,00,73,750 Total Revenue fromMobileCampaignduring6mix Campaign = Rs 4,00,73,750 * 3 = Rs 12,02,21,250 Cost of entire Campaign = Rs 9,11,73,400 Total Revenue generatedDuringCampaign = Rs 12,02,21,250 Profit Aftercompletionof Entire Campaign = Rs 2,90,47,850
  25. 25. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 25 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.  Womenare generallylike towatchTV.So,we are majorly focused to give advertisement in TV. We also like to give advertisement in Print, internet and hording.  In TV mediawe majorly give advertisement in Star Plus, ZEE TV, and Sony Tv during evening to between 6pm to 10pm.  We wouldlike toshowouradvertisementinstartingof breakbecause atthattime flippingisnot 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.  Womenare alsopart of social networkingsite like www.orkut.com,www.facebook.com etc and we give our advertisement on these king of website.  Hoardingswill be placednearSatellite,Thaltej, University road and C.G Road due to high traffic on these places.
  26. 26. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 26 10. ANNEXURE IMC Campaign Time Scale: 6 month Month – 1  Hoarding  Newspaper Ad
  27. 27. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 27
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  29. 29. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 29 Month – 2
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  32. 32. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 32 Month – 3
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  35. 35. Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 35 Month 5 and 6
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