This document discusses a marketing plan for the brand Zincovit-N, a multivitamin product. It outlines the members of the marketing team, market analysis which found vitamins and minerals have a 40% market share in the nutritional supplement sector, and objectives to increase sales and brand loyalty. The creative brief discusses targeting women and children over 12 with the message "Stay fit with Zincovit", and a plan to advertise through newspapers, magazines, radio, outdoor media and digital platforms with a total estimated budget of Rs. 34.16 million.

1. MEMBERS:
RUCHITA DHANAWADE
(PM-17-03)
TEJASHREE RAUT (PM-17-20)
LEKHA SHINDE (PM-17-25)
RAVI YADAV (PM-17-31)
MILAN DAJUKKA (PM-17-34)
ZINCOVIT-N

2. I N T R O D U C T I O N

3. MARKET ANALYSIS
Current total mar ket share of IDS - Rs.13,828 Crore
(approx. $2 billion)
Total of 936 formulations
Vitamins & Mineral mar ket share- 40% in IDS & 8%
in IPM
CAGR – 16%
5th largest growing sector
Target customers are middle class population
78% ADOLESCENTS IN Urban India c o n s u me
Vitamins supplements

4. ABOUT T H E BRAND
ZINCOVIT-N
with essential vitaminsMulti vitamin formulations
& minerals
➢Company:
Apex Labs
➢ Highlights:
• No. 1b r a n d of Apex labs
• Total Market share 19%
• Revenue generated annually- Rs. 160 Cr. (AIOCD
Pharmatrac)
• Growth Rate 10%
• 2 0 0 m l bottle Rs.99

5. ABOUT T H E BRAND
➢ Composition:
Carbohydrate, Biotin, C h r o mi u m, Copper, Folic Acid, Iodine,
Magnesium, Manganese, Selenium, Mo lybden u m, Niacinamide,
Vitamin A, Vitamin B1, Vitamin B12, Vitamin B2, Vitamin B5,
Vitamin B6, Vitamin C, Vitamin D3, Vitamin E a n d Zinc
➢ Uses:
Zincovit used to control, prevention, & i mp r o v e me n t of the
m a n y diseases, a n d to also in the treatment of conditions. Th er e
are totals of 50 conditions where Zincovit is used, sometimes as a
Co-prescription.
➢ Side effects:
Zincovit is a multi-vitamin a n d relatively a safe drug. Side effects
are associated if it is c o n s u me d in higher dose, h ere are the
possible side effects d u e to higher dosing include: nausea,
vomiting, constipation etc.

6. OBJECTIVES

7. MARKET OBJECTIVE
• To increase the sales to 180 Crores
• O u t of the total vitamin/minerals/nutrients market,
Zincovit share would be 25%
• To enhance customer relationship
• To i mp r o v e relations with stakeholders
• To increase b r a n d loyalty b y 10%
• Launch new services
• Implementing processes using customers feedbacks
• Offering seasonal gifts for consumers

8. C O M M U N I C A T I O N OBJECTIVE
▪ To m a k e o u r consumers understand the benefits
of VMN in their daily lives
▪ To place Zincovit in consumers m i n d for
i mmuni t y, growth a n d development
▪ To ensure top of m i n d recall
▪ To create a n d reinforce b r a n d association for
overall health
▪ To convince people to use Zincovit daily as a
nutritional suppl ement

9. ZINCOVIT-N
W e present to y o u new Zincovit-N

10. CREATIVE BRIEF

11. MARKET DESCRIPTION
Total of 936 formulations
Vitamins & Mineral mar ket share- 40% in IDS & 8%
in IPM
Competitors of Zincovit – Revital, Amway
Nutralite, Muscletech Platinum
However as per Current reports ,
Leading p h a r m a players Cadila Healthcare Tor r ent
P h a r ma & GSK P h a r ma are in a three-way race to
acquire top-selling zinc-based multivitamin b r a nd
o w n e d by Chennai based Apex Labs

12. K.C.I. & POSITIONING & TARGET
K.C.I.
● Wo m e n think vegetables are e n o u g h as source
for vitamins
● Mothers think green leafy vegetables are
e n o u g h for their child.
POSITIONING
Experts say, Vegetables are not e n o u g h as a source
of Vitamins …..Don’t worry we care for YOU.
STAY FIT WITH ZINCOVIT
TARGET
Wo m e n & Children m o r e than 12 yrs

13. P.O.D. & REASON T O BELIEVE
P.O.D.
Zinc + GRAPEFRUIT SYRUP
REASON TO BELIEVE
We m a k e sure that YOU are provided
with all the required Vitamins a n d
Minerals in correct a m o u n t & y o u a n d
y o u r Taste Buds are left with a Smile
TONALITY
Gentle

14. MEDIA PLANING

15. Where, Which a n d How??????
➢ Where: Maharashtra, Goa, Gujarati
➢ Communication Mix
● Advertising Vehicles
❏ Newspaper
❏ Magazine
❏ Radio
❏ O u t of H o m e
❏ Digital
❏ N o n traditional
❏
● Public Promotions

16. NEWSPAPERS

20. C O S T

23. CINEMAS

25. MAGAZINE
COSTING

26. B O O K COVER
COST
1Re/ book printing
cost

28. RADIO

29. PUBLIC RELATIONS
FOR W O M E N

30. ZINCOVIT-N
SPONSORSHIP - Rs. 10 lakhs
N o of participants expected- 10,000
Additional Expense:
T-shirt - Rs. 3 0 , 0 0 0 (Rs 3 0 / t shirt)
Caps- Rs. 2 0 , 0 0 0 (Rs. 20/cap)
Total Expenses- Rs. 10,50,000

31. ADDITIONAL P R O M O T I O N A L INPUTS
F O R PINKATHON
ZINCOVIT-N

32. FOR CHILDREN

34. O U T O F H O M E
GOA

35. Pune

36. VADODRA

37. Ahmedabad

38. Metro

39. BUS STAND A N N O U N C E M E N T

40. TRAIN

41. SHUTTER PAINT

43. DIGITAL

44. Youtube

45. DIGITAL

46. Facebook

50. FINAL EXPENSES
C O S T BREAK UP
Radio Ad+ Bus stand ad (Making charge) 100000
NEWSPAPER 5 9 9 4 0 0 0
CINEMAS 10584000
MAGAZINE 1143000
PUBLIC RELATIONS 9 7 5 0 0 0 0
RADIO 7 8 0 0 0
O U T O F H O M E 4 6 3 5 0 00
DIGITAL 1880000
TOTAL 3 4 1 6 4 0 0 0

51. “STAY FIT WITH ZINCOVIT..”