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Novartis Case Study by Whiz Consulting

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Novartis India launches Otrivin in a Nasal Spray format in India in the OTC category; Otrivin Nasal Spray, priced at Rs 44 for a 10 ml spray bottle, will be available at chemist stores. It can be …

Novartis India launches Otrivin in a Nasal Spray format in India in the OTC category; Otrivin Nasal Spray, priced at Rs 44 for a 10 ml spray bottle, will be available at chemist stores. It can be bought without a prescription; Otrivin will now be available as a topical nasal decongestant in a modern easy-to-use direct acting spray format, used for the relief of nasal congestion in cases of common cold, sinusitis and rhinitis; The nasal spray can also be used as a dropper; Otrivin acts locally inside the nose resulting in relief from blocked nose within 2 minutes and works for as long as 10 hours helping a person with a blocked nose to keep pace with his/her normal routine. - A complete PR Exercise Case Study for PAN India Level.

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  • 1. NOVARTIS – CASE STUDYOver-the-Counter (OTC) is a world leader in the research, development, productionand marketing of self-medication products that do not require prescriptions. Ourproducts are designed for the in-home treatment and prevention of medicalconditions and ailments as well as the enhancement of overall health and well-being.The main OTC product categories are analgesics, cough, cold, allergy,gastrointestinal, skin care and smoking-cessation treatments, as well as mineralsupplements.Novartis India launches Otrivin in a Nasal Spray format in India in the OTC category;Otrivin Nasal Spray, priced at Rs 44 for a 10 ml spray bottle, will be available atchemist stores. It can be bought without a prescription; Otrivin will now be availableas a topical nasal decongestant in a modern easy-to-use direct acting spray format,used for the relief of nasal congestion in cases of common cold, sinusitis and rhinitis;The nasal spray can also be used as a dropper; Otrivin acts locally inside the noseresulting in relief from blocked nose within 2 minutes and works for as long as 10hours helping a person with a blocked nose to keep pace with his/her normal routineOtrivin has been the market leader in the Nasal Decongestantcategory, and has beentrusted by health care professionals for severaldecades. It is now available as an OTCnasal decongestant in spray form that acts directly by constrictingthe blood vessels inthe nasal tissues leading to relief from nasalcongestion. Otrivin formulationcomprises of Xylometazoline 0.1% and is indicated for thesymptomatic relief ofnasal congestion due to colds, seasonal and perennialallergic rhinitis and sinusitis.Theproduct is positioned to be a part of the cough/cold and allergies segment,anestimated Rs 1,550 crore market in India. Of this,the nasal decongestion segmentis about Rs 110 crore.© Copyright 2009 Whiz Consulting I All Right Reserved
  • 2. KEY OBJECTIVES Enhance corporate image of NOVARTIS INDIA Create awareness about OTRIVIN SPRAY Lineage Business segments Core customers Capabilities Competitive strengths Benefit to clients Create a recall/preference for Otrivin Spray among customersCHALLENGES The pharma industry is extremely technical in nature Few journalists with right knowledge levels Already a established brand challenge was to re launch in different format.STRATEGY Pro- active PR efforts to establish Otrivin’s relationship with key pharma business media influencers Sought opportunities to pitch Otrivin strengths and perspective on industry trends Leveraged strength in reference able customers across industry verticals Leveraged thought leadership to drive discussions/coverage on the pharma industryRESULTS Raised the desired awareness about Otrivin Spray Achieved quality and quantity proactive media placements Communicated key messages to stakeholders Created a Otrivin favorable core media group© Copyright 2009 Whiz Consulting I All Right Reserved
  • 3. MEDIA CLIPS© Copyright 2009 Whiz Consulting I All Right Reserved

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