‘’Revital Case Study’’ - Perfect example of Unique Marketing Strategy(Revital- Ranbaxy Laboratories)

Presented by- Piyush A. Bafna ID.No.- 2013H146077H

Subject- Pharmaceutical Administration and Management

Introduction-

-Revital is a comprehensive daily food supplement that has a balanced combination of vitamins, minerals and ginseng.-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. (FMCG Products)

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)

Contest- Do you know ?

Actual Marketing Strategy-1. Three television commercials ads ( Wake up

ad, Bhangra ad and Govind ad)2. ‘Rural van initiative’ – Location specific3. Yuvraj Singh ( A Sport Person)4. Working Professionals 5. Promotion on Doordarshan channel6. 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 more Money)• 10 capsules- 75 Rs.• 30 capsules- 180 Rs.Total savings (INR)= 45 Rs.

Do you need Revital? Take this simple test and find out.

MOBILE MARKETING-:

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 musicGet free Health tips

Get Discounts on health checkup

Marketing strategy at its Best-

Hoardings-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 ooltah chashmah

Sony TV and Sab Tv 30 sec

Radio Advertisement and News Paper Advertisment-

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 Product-

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

Fan Page on Social Networking Sites-

Health campaign in Malls-

Advertisements in Public Places-

Get a Chance to Workout with Yuvi-

Concluding remarks-

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)

References-

A) Webpages-1. www.myrevital.com2. www.myrevital.com/nutrients-benefits3. www.business-standard.comB) Articles-1. P R Bhatt, Global Strategy for Growth, Journal of Case Research.2. Strategies for Revitalizing the Products; by J Seth and G Morrison.