‘’Revital Case Study’’ - Perfect example
of Unique Marketing Strategy
(Revital- Ranbaxy Laboratories)
Presented by- Piyush A. Bafna
Subject- Pharmaceutical Administration
-Revital is a comprehensive daily food supplement that
has a balanced combination of vitamins, minerals and
-Ranbaxy entered the OTC segment with Revital in
October 2002 after carefully assessing global trends
and market potential.
-The Product was made available in Large numbers in
not only Pharmacy stores but also in retail stores.
Views of Experts on Revital Marketing-
-According to Ranjit Kapadia, (analyst in research
institution) said that Revital is positioned as a Perfect
mix of product, promotion and price.
-Brijesh Kapil, director said that ‘We had a sampling
campaign which saw 12 million sample capsules being
distributed through magazines in six months time’
(21 days money back guarantee)
Actual Marketing Strategy-
1. Three television commercials ads ( Wake up
ad, Bhangra ad and Govind ad)
2. ‘Rural van initiative’ – Location specific
3. Yuvraj Singh ( A Sport Person)
4. Working Professionals
5. Promotion on Doordarshan channel
6. Mobile Marketing ( Free sample of Revital and
also get free recharge)
By More Save More-
In this campaign, Capsules were sold on concept
i.e. like (if you by More capsules you will save
• 10 capsules- 75 Rs.
• 30 capsules- 180 Rs.
Total savings (INR)= 45 Rs.
Do you need Revital? Take this simple
test and find out.
Your account has been recharged…
What about you? Get recharged with REVITAL.
Show this message to any chemist and get a
FREE sample of REVITAL. Jiyo Jee Bhar Ke…
Get free music
Get free Health tips
Get Discounts on health checkup
Marketing strategy at its Best-
Metro cities Location No. of Hoardings
Banglore MG Bus stop 3
Chennai Megestic 3
Delhi New delhi railway station 3
Hyderabad Secunderabad 3
Kolkata Bada bazar 3
Mumbai Boriwali station 3
Ahmedabad Helmet crossing 3
Television market (Ads.)
Advertisement description Channel/Location Adv. length
During commercial break of
‘’Saas Bahu Serial’’
Star plus 30 sec
During commercial break of
Comedy circus, crime patrol,
CID and Taarak Mehta ka
Sony TV and Sab Tv 30 sec
Radio Advertisement and News Paper
Radio station Total duration per day Rate per sec
Radio mirchi 30 secs (12times)=360 sec 200 INR
Red FM 30 secs (10times)=300 sec 200 INR
News paper Total cost for 6 Months campaign
The Times of India 2.7 crores
Divya Bhaskar 3.8 crores
The Economy Times 3.03 crores
Total Cost Spent For Marketing the
Media Total Costs ( INR)
Print media 6.2 Crores
Hoardings 49 Lakhs
TV Advts. 90 Lakhs
Internet Advts. 16 Lakhs
Radio Advts. 21 Lakhs
Mobile Campaign 9.7 Lakhs
CSR Cost 50 Lakhs
Other Promotional cost 19 Lakhs
Total cost 9.11 Crores
1. According to ORG-IMS reports , Revital
continuously moved up the rank among the
top 10 brands in India.
2. It has also appeared among the top five
brands in the Indian OTC market (Nicholas
Hall yearbook 2009)
1. P R Bhatt, Global Strategy for Growth, Journal
of Case Research.
2. Strategies for Revitalizing the Products; by J
Seth and G Morrison.