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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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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
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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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
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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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
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>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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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
Internet Advertisement
Advertisement Description Location Duration
Top right of homepageorkut, facebook,
linkedin, baby-gaga.com1 month
Buttons like Side Barorkut, facebook,
linkedin, baby-gaga.com1 month
Under Poll or Log Inorkut, facebook,
linkedin, baby-gaga.com1 month
Blog for Revital Discussion with Experts Revital Blog 1 month
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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
10. ANNEXURE
IMC Campaign
Time Scale: 6 month
Month – 1
Hoarding
Newspaper Ad
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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
Month – 2
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Month – 3
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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
Month 5 and 6
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Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital