imc campaign for revital (ranbaxy)

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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital

Title : Integrated Marketing Communication Report onRevital

Subject : Integrated Marketing Communication

Prepared by : Nirav Patel, Keyur Savalia, Mitesh Shah

Submitted to : Ms Manasi Marfatia

Stevens Business School, Batch: 2009 - 2011

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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 Segments and target segment with justification 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

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1. COMPANY DETAIL

Name of company : Ranbaxy Pharmaceutical Company

Profitability : Rs 1.6 billion profit in last quarter

Market share : Ranbaxy is one of the leading pharmaceutical 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 installed capacities

Efficient technologies for large number of Generics

Large pool of skilled technical manpower

Increasing liberalization of government policies

Weakness

Fragmentation of installed capacities

Non-availability of major intermediaries for bulk drugs

Very low level of Biotechnology in India and also for New Drug Discovery Systems

Lack of experience in International Trade

Low level of strategic planning for future and also for technology forecasting

Opportunity

Aging of the world population

Growing incomes

New diagnoses and new social diseases

Spreading prophylactic approaches

Saturation point of market is far away

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New therapy approaches

New delivery systems

Spreading attitude for soft medication (OTC drugs)

Spreading use of Generic Drugs

Globalization

Easier international trading

New markets are opening

Threats

Containment of rising health-care cost

High Cost of discovering new products and fewer discoveries

Stricter registration procedures

High entry cost in newer markets

High cost of sales and marketing

Competition, particularly from generic products

More potential new drugs and more efficient therapies

Switching over form process patent to product patent

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2. CURRENT MARKET ANALYSIS

Revital

Revital is a comprehensive daily food supplement 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 segment for Revital is Sport person and other person who are 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 brand carries the promise of Jiyo Jee Bhar Ke (live life to the fullest), a message that gets

well with the public image of the cricketer.

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Revital Promotion and its Result

In 2005, when Revital's sales growth declined, the Ranbaxy brass figured out that a course

correction was needed. Research showed that the brand was identified too 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 also helped was the consumer healthcare division’s strong sales and distribution system

spread over 865 towns through over 1,000 distributors.

Brijesh Kapil, director, Ranbaxy Global Consumer Healthcare, says “We had a sampling

campaign which saw 12 million sample capsules being distributed through magazines in six

months time. Simultaneous was a media plan which announced a 21-day money back

challenging campaign.”

The brand promotion exercise was also location-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

leveraging the scientific edge into a functional benefit. Direct consumer promotion was done in

vegetable markets, chemist outlets and high traffic areas. 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 per ORG IMS, Revital today is an Rs 140 crore brand

30 copycat brands in the domestic market

Revital enjoys 87 per cent market share in its comparable health supplement segment and has

continuously moved up the rank among the top 10 brands in India (ORG-IMS).

Revital Competitor Analysis

Sr. No. Brand Name Company Name Price(Pack 10)

Market Share

1 Revital Ranbaxy 75 87%2 Supractive Piramal 60 4.2%

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Healthcare

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

Family Life cycle: Young

Income: more than Rs. 20000 p.m.

Occupation: Professional

Psychographic

Social Class: Middle class

Lifestyle: Striver

Personality: Ambitious

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Behavioral

Occasions: Regular

Benefit: Health

3. INTRODUCE NEW MARKET OR SEGMENT WE ENTER

Profile of new Segment

Geographic

Country: India

City: Metro size cities like Hyderabad,

Chennai, Bangalore, Delhi,Mumbai

Density: Urban

Climate: Northern, Southern

Demographic

Age: More than 12 year

Gender: Male, Female

Family size: 1-2, 2-4 or more

Family life cycle: young single, young

married without child, young married

with child, older

Income: more than Rs. 20000 per

month

Occupation: Corporate women,

Housewives

Education: Grade school, College

graduate

Race: Asian

Generation: Generation X, Generation Y

Nationality: Indian

Psychographic

Social class: Working class, middle class,

upper middles, lower uppers, upper

uppers

Lifestyle: Achievers, Strivers, Survivors

Personality: Compulsive, gregarious,

authoritarian, ambitious

Behavioral

Occasions: Regular occasion

Benefits: Health

User status: Nonuser

User rate: Light user, medium user,

heavy user

Loyalty status: medium, strong,

absolute

Readiness stage: Unaware

Attitude toward product: Enthusiastic,

positive

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4. ANALYSIS OF THE SEGMENT WE WISH TO ENTER

4.1) Indian diabetic patients segment

Size of the segment

In 2010 : 7 to 10 million

In 2025 : 57 million will be expected

Growth of the diabetic patient segment

In urban area : 10% to 11% growth per year

Hyderabad : 16.6% growth per year

Chennai : 13.5% growth per year

Bangalore : 12.4% growth per year

Delhi : 11.6% growth per year

Mumbai : 9.3% growth per year

In rural area : 3% growth per year

Diabetics’ patient as per income level

Upper income group : 10%

Lower income group : 33%

Source : http://www.dancewithshadows.com/business/pharma/india-diabetes.asp

4.2) Indian Women Segment:

Population of India in 2010: 1.18 billion (Estimated value)

Population of Indian Male in 2010: 610622352

Population of Indian Women: 574264312

Population of Indian Women above 14 years age: 397237421

http://www.dancewithshadows.com/business/pharma/india-diabetes.asp

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Age Structure for 2010 population

YearsPopulation

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

http://en.wikipedia.org/wiki/Demographics_of_India

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5. PROVIDE SEGMENTS. BASED ON SEGMENTS SELECT TARGET MARKETS AND JUSTIFY YOUR CHOICE

Segments

Indian men segment below 14 years age

Indian men segment above 14 years

Indian women segment below 14 years age

Indian women segment above 14 years age

Indian Pregnant women segment

Indian Diabetic patients segment

Indian Sports segment

Selected Segment with Justification

Indian women segment above 14 year:

It is safe to take Revital after 14 years of age

More health conscious

Very less competitor in this segment

Indian Diabetic Patients segment

No such medicine is available for this segment for energy purpose.

It is completely safe for diabetic patient to take Revital with their regular medicines.

New emerging market

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6. SELECT POSITIONING (DIFFERENT FROM CURRENT ONE) AND JUSTIFY THE SAME

Older positioning:

Sports and only men segment

New Positioning:

Indian women segment above 14 years

Indian diabetic segment

Indian pregnant women segment

Justification

The older positioning of Revital is for those men segment whose life is tough and lots of

hardworking life.

While in case of new positioning, Revital is positioned as nutritional supplement which energize

women health and it is safe for diabetic patients also.

Due to new kind of positioning the size of the market is increase and we try to position Revital

as a 1 or 2 tables per day and due to that sales volume will be increase which is not possible in

older positioning.

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7. MEDIA PLAN

Current Media Plan

Advertising Analysis

Target segments are sportsperson. These are highly exposed to TV media. Major advertising

part goes to the TV media.

Media Strategy

Sportsperson are generally like to watch TV.

Advertisement is appeared in cricket match or any sports event.

Television Media

DD Sports

Neo Sports

New Media Plan

Media Plan has mainly five steps.

1. Market Analysis

2. Advertising Analysis

3. Media Strategy

4. Media Scheduling

5. Justification and Summary

Market Analysis

Current Sale : Rs 110 Crore

Profit : Rs 40 Crore

New Segment :

1) Women: Till today Revital only focus on sports person. Our target segment is woman.

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2) Diabetic Patient: In India Diabetic Person increase day by day and Revital is also useful for

them.

Here pricing remains same because this price is affordable to target segment.

Advertising Analysis

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.

Media Strategy

Women are generally like to watch TV. So, we are majorly focused to give advertisement in TV.

We also like to give advertisement in Print, internet and hording.

Media Scheduling

Media scheduling include the various media vehicle and time of ad is given.

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January Campaign

Print Media Advertisement

News PaperSize 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 Bhaskar121-240 scm 1

>824 scm 1

The Economic Times

121-240 scm 1

>824 scm 1

Hoardings

Metro Cities Location No. of HoardingsTotal No. of Hoardings

Banglore MG (Brigred) Bus stop 3

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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

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Internet Advertisement

Advertisement Description Location Duration

Top right of homepageorkut, facebook,

linkedin, baby-gaga.com1 month

Buttons like Side Barorkut, facebook,


Under Poll or Log Inorkut, facebook,


Blog for Revital Discussion with Experts Revital Blog 1 month

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February Campaign

Television MarketFor 30 seconds commercial Advertisement

Advertisement Description Location DurationDuring Commercial break of Bidaai, Behenei, Rishta Kya

Kehlata heyStar Plus 12 spots per month

During Commercial break of Baat Hamari pakki hey, Comedy ka

daily shop, Mahi waySony 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

January Campaign actives are continue.

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March Campaign

Literature or Brochures No. of CopiesPreg-card 7*30*100=21000

Diabet-card 7*30*100=21000

Free Sample of Revital

Given to No. Of DoctorsNo. of free

SampleTotal Free

SampleGynecologists 7*30=210 10 2100Diabetologist 7*30=210 10 2100

Calendars to Doctors

Given to No. Of DoctorsNo. of

CalendarsTotal

Calendars

Gynecologists 7*30=210 10 2100

Diabetologist 7*30=210 10 2100

January, February Campaign actives are continue.

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April Campaign

Mobile Campaign

SMS Title Detail of SMSFrequency of SMS

Member Non Member

Revital-D

Precaution for diabetics,

tips for dibetic patients,

Up date of Diabetics

1 sms per weak 1 sms per day

Revital-FSports news, Business

Updates1 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 upNo. of Days 2 days

Location 7 metro citiesNo. of Clinics 35

January, February, March Campaign actives are continue.

January, February, March, April Campaign actives are continue.

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June Campaign

Sponsorship Activities

Sponsor Girls sport Activities and competition of inter college or inter university sports Sponsor Cultural events of colleges and universities

Public Relation Activities BySupport NGO like SEWA, Save GirlSupport and sponsor activities of Doctors, Chemist and Intermediates' Of distribution channel associations

January, February, March, April, May Campaign actives are continue.

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8. MEDIA COSTING

News Paper costing

News PaperTotal 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 chargesTotal

Hoarding Cost

Metro Cities Location DurationCharges per Month in Rs

Total cost in

Rs275000*3*6 = 4950000

Banglore MG (Brigred) Bus stop 1 month 45000 275000

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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

Television Market Television Cost

For 30 seconds commercial Advertisement1800000*5 =

9000000

Advertisement Description Location DurationRates per

monthNo. of Months

During Commercial break of Bidaai, Behenei, Rishta Kya Kehlata hey

Star Plus12 spots per

month600000 5

During Commercial break of Baat Hamari pakki hey, Comedy ka daily shop, Mahi way

Sony Tv12 spots per

month600000 5

During Commercial break of Pavitra Rishta, Sanjog se bani sangigni, Mera naam karegi

roshanZee Tv

12 spots per month

600000 5

1800000

Internet CostingTotal

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-

1 month 0.25 108000 324000

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gaga.com

Buttons like Side Barorkut, facebook, linkedin, baby-

gaga.com1 month 0.25 108000

Under Poll or Log Inorkut, facebook, linkedin, baby-

gaga.com1 month 0.25 108000

Radio AdvertisementTotal 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

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 ActivitiesCost 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 = 157500315000

19,25,000Free sample to Diabetologist 7*30*10 = 2100 2100*75 = 157500Calendars to Gynecologists 7*30*100 = 21000 2100*50=105000

210000Calendars to Diabetologists 7*30*100 = 21000 2100*50=105000Brochures to Gynecologists 7*30*100 = 21000 21000*20=420000 840000Brochures to Diabetologist 7*30*100 = 21000 21000*20=420000

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Posters at Gynecologist clinics 7*30 =210 210*500 = 105000210000

Posters at diabetic clinics 7*30 =210 210*500 = 105000Diabetic 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

10. Revenue Generation from Campaign

From Mobile Campaign

Minimum member for SMS Subscriber

= 1% of Metro cities Population

= 40,07,375

Charges for SMS Subscription for month is Rs 10

Total Revenue generation per month

= Rs 10 * 40,07,375

= Rs 4,00,73,750

Total Revenue from Mobile Campaign during 6 mix Campaign

= Rs 4,00,73,750 * 3

= Rs 12,02,21,250

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Cost of entire Campaign

= Rs 9,11,73,400

Total Revenue generated During Campaign

= Rs 12,02,21,250

Profit After completion of Entire Campaign

= Rs 2,90,47,850

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.

Women are generally like to watch TV. So, we are majorly focused to give advertisement in TV. We also like to give advertisement in Print, internet and hording.

In TV media we majorly give advertisement in Star Plus, ZEE TV, and Sony Tv during evening to between 6pm to 10pm.

We would like to show our advertisement in starting of break because at that time flipping is not 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. Women are also part of social networking site like www.orkut.com, www.facebook.com etc and

we give our advertisement on these king of website. Hoardings will be placed near Satellite, Thaltej, University road and C.G Road due to high traffic

on these places.

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10. ANNEXURE

IMC Campaign

Time Scale: 6 month

Month – 1

Hoarding

Newspaper Ad

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Month – 2

30


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Month – 3

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Month 5 and 6

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