Market effectiveness of Revital: A case study

There is more to Revital than just a combination of vitamins, minerals and ginseng. This is one of the top

brands from the Ranbaxy stable that made a successful transition from prescription to OTC markets in

India. The careful planning and implementation of the marketing strategy, which had a threefold

objective of creating an appeal for the product, moving away from its serious image, and rejuvenating

sales for the product made the move successful for Ranbaxy. [1]

Methods to measure market effectives of Revital by keeping in view their

website visitor in mind: To measure and ultimately improve marketing effectiveness, the best place to start is by gathering some

data from company’s website, which are as: Taking example of Revital

Search engine traffic:

Amount of traffic being referred to web site of Revital through search engines such as Google or Yahoo,

this number will give a clear indication of how effectively Revital present in Market.

Unique visitors:

Unique visitors refer to the number of individuals who visit your website during a given period of time,

where each visitor is only counted once. This number will vary dramatically depending on marketing of

product and number will tell about marketing effectiveness.

Bounce rate:

The percentage of visitors who come to site of Revital and then immediately bounce or leave before

clicking on any other page. Bounce rate of less than 40 % is considered good. If bounce rate is minimum

than it will indicate market effectiveness if Revital.

Conversion rate:

Percentages of visitors to web site who take a specific action that content encourage them to singing up

for product newsletter. The % of conversion rate indicates marketing effectiveness of Revital [2].

Brand Awareness:

Type your brand (Revital) into Google and Twitter and see what people are saying. Are there positive

comments and reviews, or are there negative statements you need to address? Either way, it gives you

a glimpse into how your brand is perceived. [3]

Reference:

1. Case Study: ‘Revital’ising the brand (2006), Pharma Express. Available at: http://archivepharma.financialexpress.com/20060331/management02.shtml. [Accessed 27 Jun 2016].

2. Kevin Cain (2012). ‘Measuring Marketing Effectiveness: 6 Metrics You Need To Track’. Content Marketing Institute. Available at: http://contentmarketinginstitute.com/2012/10/measuring-marketing-effectiveness-metrics/.[Accessed 27 Jun 2016].

3. Marketing Effectiveness: 26 Experts Reveal Their Top Ways To Measure The Effectiveness Of Marketing Campaigns (2016). Available at: http://www.docurated.com/all-things-productivity/whats-your-1-way-to-measure-marketing-effectiveness. [Accessed 27 Jun 2016].