Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital 1 Title : Integrated Marketing Communication Report on Revital 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
1
Title : Integrated Marketing Communication Report on
Revital
Subject : Integrated Marketing Communication
Prepared by : Nirav Patel, Keyur Savalia, Mitesh Shah
Submitted to : Ms Manasi Marfatia
Stevens Business School, Batch: 2009 - 2011
Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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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
Healthcare
60 4.2%
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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
Behavioral
Occasions: Regular
Benefit: Health
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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
Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital