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Ca sandoz final
- 1. Strategies for OTC Calcium Sandoz Presenters: Hemali Ganatra- 05 Riddhi Desai- 03 Ruqaiya Vasi- 17
- 3. 1929 2000 2004 2007 2009 2009 2015 Timeline and Milestones Calcium supplement Katika churna- Calcium sandoz 250 mg Syrup Discontinued in UK Ice-cream and orange flavour Calcium Sandoz woman
- 4. World OTC market •92.8 bn USD by 2016 Indian OTC market •CAGR of 16.3% to USD 6.6 bn Vitamins and Supplements •CAGR of 9% to USD 645 mn by 2015 Calcium Supplements •CAGR of 8.7% to USD 69 mn Market Analysis
- 5. Competitors Analysis Competitor brands Company Market share (2004) (%) Price (Rs./ 30 tablet) Growth rate (2015) (%) Shelcal (500 mg) Torrent pharma 28 64 53.1 Ostocalcium GSK 10 71 25 Citracal Bayer - 58 3 Calcium Sandoz (500 mg) Novartis 9 67.50 8.7
- 6. Demographic Above 35 years. 4-8 .years 9-12 years
- 7. Calcium Sandoz Prescription Variants Calcium Sandoz Forte Calcium-Sandoz Gramcal Calcium-Sandoz Syrup • Four interesting flavors • Strawberry, pineapple, mixed fruit and lemon • 500 mg of calcium with Vitamin D3 For kids: Calcium Sandoz Chew(Toffee flavor) Calcium Sandoz (for strength) Flavours : American icecream, Chocolate, Orange Khatika churna-calcium Sandoz 250 Rx OTC Calcium Sandoz Women Katika churna- Calcium sandoz Prescription OTC Ayurvedic
- 9. Positioned as a supplement that will build healthy bones. Tagline " Winner have it in their bones ". FOR KIDS AGDAM BAGDAM TIGHDAM FOR WOMEN STAY STRONG Positioning
- 10. Calcium Sandoz Women 500 mg Price: Rs.115(30 Tablet) Calcium Sandoz Growth Price: Rs.65 (30 Tablet)Price: Rs.65 (30 Tablet) Calcium Sandoz 250 mg Calcium Sandoz
- 11. Issues
- 12. Growth Drivers Product launch New flavours introduced Foray into Ayurvedic segment Female centric brand taken OTC Brand taken OTC Soft chew Formulation launched Pack design updated 1960’s 2000-2005 2005-2010
- 13. For kids: Introduced the Calcium Sandoz- Doremon consumer Offer Promotional strategies used by Calcium Sandoz
- 14. Promotional strategies used by Calcium Sandoz The brand was also promoted in a well known Bollywood movie called Viruddh The brand communicates the importance of calcium in elderly women
- 15. Ad campaign for Osteoporosis Day
- 16. Ad Campaign for Women’s Day
- 17. The flyover seems to be supported by a single bone, and the simple message is STRONG BONES, due to Calcium Sandoz High visual impact
- 18. Controversies associated with Calcium Sandoz Launching the product with confusing brand name Khatika Churna- Calcium Sandoz 250 • Ayurvedic product promoted to allopathic doctors • Calcium Sandoz 250 which was under price control was to be withdrawn and Replaced by Khatika Churna Calcium Sandoz 250
- 19. Market Research Sample size: 10 women 80% 80% 40% brand awareness brand recall Repurchase Behaviour Calcium Sandoz
- 21. Thank You Have Strong Bones!!
Editor's Notes
- Calcium plays an important role in building stronger, denser bones early in life by keeping bones strong and healthy later in life. Approximately, 99% of the body's calcium is stored in the bones and teeth. The body strives to maintain constant concentrations of calcium in blood, muscle, and intercellular fluids, though less than 1% of total body calcium is needed to support these functions. The remaining 99% of the body's calcium supply is stored in the bones and teeth where it supports their structure.
- In tetany of the newborn (as a supplement to parenterally administered calcium), hypoparathyroidism (acute and chronic), pseudo-hypoparathyroidism, postmenopausal and senile osteoporosis, rickets and osteomalacia. Forte, Gramcal and syrup In 2000, Novartis decided to switch the brand to Over The Counter (OTC) route .At that time , the brand was worth 12 crore. OTC means that the brand is available in all shops and can be sold without prescription. In a statement, Novartis said, "Khatika Curna-Calcium Sandoz@250 is a Proprietary Ayurvedic Medicine, being manufactured under a valid Ayurvedic Licence which contains 250 mg elemental calcium. We have not discontinued the Calcium Sandoz brand. Earlier this was an allopathic drug and we have converted this product to a Proprietary Ayurvedic Medicine by replacing Calcium Carbonate I P with Khatika Curna about four years ago."
- Various promotional strategies were used to promote the brand to consumers, where in for kids they introduced a Calcium Sandoz- Doremon consumer offer giving a free doremon pencil box with Calcium Sandoz big pack. Thus this attracted children to buy the Calcium Sandoz pack.
- The product was rightly placed in the film Viruddh, where an ideal husband offers calcium pellets to his wife to keep her bones healthy. Amitabh Bachchan and Sharmila Tagore powerfully communicated the problem of the message which was woven into the script itself. Which gave a lot of weightage firstly. Secondly, it was to be endorsed by celebrities from the same age bracket and thirdly, the brand was creatively integrated into an emotional scene. “We actually got Amitabh Bachchan asking Sharmila Tagore to take Calcium Sandoz. To which Sharmila asks “Calcium kyun?” and Amitabh says, “It will make your bones stronger”. We also created posters and collaterals incorporating the scene to carry the message across markets. This created the desired surround for the brand and repeated exposure to the message, so that the communication didn’t stop with a single instance of in the film.
- On World Osteoporosis Day Calcium Sandoz did various ad campaigns to promote its product which was specifically targeted for women who are above 40 who have a high prevelance of osteoporosis As you can see in the first picture it talks about taking to take a pledge
- Santoz Calcium makes your bones stronger. And to “support” this they made the pillar of a flyover in India in the shape of a bone. Brand has always been associated with growth, strength and physical abilities