Group 5 - IMC Campaign For Revital

Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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
1
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
2
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
3
 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
4
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.
5
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 Market Share
(Pack 10)
1 Revital Ranbaxy 75 87%
2 Supractive Piramal 60 4.2%
Healthcare
6
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 Psychographic
 Density: Urban  Social Class: Middle class
 Lifestyle: Striver
Demographic
 Personality: Ambitious
 Age: 22-35 year
 Family Life cycle: Young Behavioral
 Income: more than Rs. 20000 p.m.  Occasions: Regular
 Occupation: Professional  Benefit: Health
7
3. INTRODUCE NEW MARKET OR SEGMENT WE ENTER
Profile of new Segment

 Generation: Generation X, Generation Y
Geographic
 Nationality: Indian
 Country: India Psychographic

 City: Metro size cities like Hyderabad,
Chennai, Bangalore, Delhi,Mumbai
 Social class: Working class, middle class,
 Density: Urban
upper middles, lower uppers, upper
 Climate: Northern, Southern
uppers
Demographic  Lifestyle: Achievers, Strivers, Survivors

 Personality: Compulsive, gregarious,
 Age: More than 12 year authoritarian, ambitious
 Gender: Male, Female
Behavioral
 Family size: 1-2, 2-4 or more
 Family life cycle: young single, young
 Occasions: Regular occasion
married without child, young married
 Benefits: Health
with child, older
 User status: Nonuser
 Income: more than Rs. 20000 per
 User rate: Light user, medium user,
month
heavy user
 Occupation: Corporate women,
 Loyalty status: medium, strong,
Housewives
absolute
 Education: Grade school, College
 Readiness stage: Unaware
graduate
 Attitude toward product: Enthusiastic,
 Race: Asian
positive
8
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
9
Age Structure for 2010 population
Population
Years
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
10
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
11
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.
12
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.
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.
13
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.
14
January Campaign
Print Media Advertisement
No. of Total Print Media

Size of
News Paper Advertisement Advertisement in
Advertisemnet
per Month month
The Times of 121-240 scm 1

India >824 scm 1
121-240 scm 1
Divya Bhaskar 6
>824 scm 1
The Economic 121-240 scm 1

Times >824 scm 1
Hoardings
Total No. of
Metro Cities Location No. of Hoardings
Hoardings
Banglore MG (Brigred) Bus stop 3
Chennai Megestic 3
Delhi New Delhi Railway Station 3
Hyderabad Shikandara bag 3 21
Kolkata Bada Bazar 3
Mumbai Boriwali Hailway Station 3
Ahmedabad Helmet crossing, 3
15
Internet Advertisement
Advertisement Description Location Duration
orkut, facebook,
Top right of homepage 1 month
linkedin, baby-gaga.com
orkut, facebook,
Buttons like Side Bar 1 month
orkut, facebook,
Under Poll or Log In 1 month
Blog for Revital Discussion with Experts Revital Blog 1 month
16
February Campaign
Television Market
For 30 seconds commercial Advertisement
Advertisement Description Location Duration
During Commercial break of
Bidaai, Behenei, Rishta Kya Star Plus 12 spots per month
Kehlata hey
During Commercial break of Baat
Hamari pakki hey, Comedy ka Sony Tv 12 spots per month
daily shop, Mahi way
During Commercial break of
Pavitra Rishta, Sanjog se bani
Zee Tv 12 spots per month
sangigni, Mera naam karegi
roshan
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
17
March Campaign
Literature or Brochures No. of Copies

Preg-card 7*30*100=21000
Diabet-card 7*30*100=21000
Free Sample of Revital

No. of free Total Free
Given to No. Of Doctors
Sample Sample
Gynecologists 7*30=210 10 2100
Diabetologist 7*30=210 10 2100
Calendars to Doctors
No. of Total
Given to No. Of Doctors
Calendars Calendars
Gynecologists 7*30=210 10 2100
Diabetologist 7*30=210 10 2100
18
April Campaign
Mobile Campaign
Frequency of SMS
SMS Title Detail of SMS
Member Non Member
Precaution for diabetics,
Revital-D tips for dibetic patients, 1 sms per weak 1 sms per day
Up date of Diabetics
Sports news, Business
Revital-F 1 sms per weak 1 sms per day
Updates
Precaution during
Revital-P preganacy, tips for 1 sms per weak 1 sms per day
preganant women
May Campaign
Campaign for free Diabetes check up

No. of Days 2 days
Location 7 metro cities
No. of Clinics 35
19
June Campaign
Sponsorship Activities
 Sponsor Girls sport Activities and competition of inter college or inter university sports
 Sponsor Cultural events of colleges and universities
20
8. MEDIA COSTING
News Paper costing
Total Print media Cost

Total Cost for 6 month
News Paper during Entire Campaign
campaign in Rs
in Rs
The Times of India 27770400
Divya Bhaskar 3886200 62501400
The Economic Times 30844800
Total
Hoarding charges Hoarding
Cost
Total
Charges per
Metro Cities Location Duration cost in
Month in Rs
Rs
Banglore MG (Brigred) Bus stop 1 month 45000
Chennai Megestic 1 month 30000

New Delhi Railway 275000*3*6
Delhi 1 month 45000
Station = 4950000
Hyderabad Shikandara bag 1 month 45000 275000
Kolkata Bada Bazar 1 month 30000

Boriwali Hailway
Mumbai 1 month 50000
Station
Ahmedabad Helmet crossing 1 month 30000
21
Television Market Television Cost

1800000*5 =
For 30 seconds commercial Advertisement
9000000
Rates per
Advertisement Description Location Duration No. of Months
month
During Commercial break of Bidaai, Behenei, 12 spots per
Star Plus 600000 5
Rishta Kya Kehlata hey month
During Commercial break of Baat Hamari 12 spots per
Sony Tv 600000 5
pakki hey, Comedy ka daily shop, Mahi way month
During Commercial break of Pavitra Rishta,
12 spots per
Sanjog se bani sangigni, Mera naam karegi Zee Tv 600000 5
month
roshan
1800000
Total
Internet Costing Internet
Cost
Charges Charges Total
Advertisement
Location Duration per Click per cost in
Description
in Rs Month Rs
orkut, facebook,
Top right of
linkedin, baby- 1 month 0.25 108000
homepage
gaga.com 324000*5
orkut, facebook, = 162000
Buttons like Side Bar linkedin, baby- 1 month 0.25 108000 324000
gaga.com
orkut, facebook,
Under Poll or Log In linkedin, baby- 1 month 0.25 108000
gaga.com
Total Cost for

Radio Advertisement Radio
Advertisement
Total
Total
Frequency Total duration / Rate/ 10 Radio price/
Hours price/
in min day sec Station month*(In 432000*5 =
day
Rs) 2160000
30sec*12times=360 7200*30*2
6 30 mins 200 7200 2
sec = 4,32,000
22
Mobile Advertisement
Cost for SMS per Total cost for Mobile

Total SMS per month
month Advertisement
3,25,000*3=
15,00,00,000 3,25,000
9,75,000
Rs 1 for 400 SMS
CSR Activities
Cost Rs 5000000
Other Promotional Activities

Charges per Total cost
Metro Cities Unit Cost in Rupees
Month in Rs
Free sample to gynecologists 7*30*10 = 2100 2100*75 = 157500
315000
Free sample to Diabetologist 7*30*10 = 2100 2100*75 = 157500
Calendars to Gynecologists 7*30*100 = 21000 2100*50=105000
210000
Calendars to Diabetologists 7*30*100 = 21000 2100*50=105000
Brochures to Gynecologists 7*30*100 = 21000 21000*20=420000 19,25,000
840000
Brochures to Diabetologist 7*30*100 = 21000 21000*20=420000
Posters at Gynecologist clinics 7*30 =210 210*500 = 105000
210000
Posters at diabetic clinics 7*30 =210 210*500 = 105000
Diabetic 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
23
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
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
24
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.
25
10. ANNEXURE
IMC Campaign
Time Scale: 6 month
Month – 1
 Hoarding
 Newspaper Ad
26
27
28
Month – 2
29
30
31
Month – 3
32
33
34
Month 5 and 6
35
36

Group 5 - IMC Campaign For Revital

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

Title : Integrated Marketing Communication Report on

Subject : Integrated Marketing Communication

Prepared by : Nirav Patel, Keyur Savalia, Mitesh Shah

Submitted to : Ms Manasi Marfatia

Stevens Business School, Batch: 2009 - 2011

Sr No. Content Page Number

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

9 Revenue From Campaign 24

Name of company : Ranbaxy Pharmaceutical Company

 New therapy approaches

2. CURRENT MARKET ANALYSIS

REVITAL cap 10's (IRP: rupee 75)

30's (IRP: rupee 180)

Revital Target Segment

Revital Positioning and marketing Strategy

Revital Promotion and its Result

Market analysis for Revital

Revital Competitor Analysis

Reason for new Segment

Market segmentation is based on following things:

3. INTRODUCE NEW MARKET OR SEGMENT WE ENTER

Profile of new Segment

 Country: India Psychographic

Demographic  Lifestyle: Achievers, Strivers, Survivors

4. ANALYSIS OF THE SEGMENT WE WISH TO ENTER

4.1) Indian diabetic patients segment

Growth of the diabetic patient segment

 Hyderabad : 16.6% growth per year

In rural area : 3% growth per year

Diabetics’ patient as per income level

 Upper income group : 10%

4.2) Indian Women Segment:

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

Age Structure for 2010 population

5. PROVIDE SEGMENTS. BASED ON SEGMENTS SELECT TARGET MARKETS

Selected Segment with Justification

Indian women segment above 14 year:

Indian Diabetic Patients segment

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

Current Media Plan

New Media Plan

Media Plan has mainly five steps.

Print Media Advertisement

No. of Total Print Media

The Times of 121-240 scm 1

The Economic 121-240 scm 1

Banglore MG (Brigred) Bus stop 3

Delhi New Delhi Railway Station 3

Hyderabad Shikandara bag 3 21

Kolkata Bada Bazar 3

Mumbai Boriwali Hailway Station 3

Ahmedabad Helmet crossing, 3

For Pregnant Women

7*30 = 210 Gynecology clinic 1 month

For Diabetic Patients

No. Hoardings Location Duration

Literature or Brochures No. of Copies