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 specific
3. Yuvraj Singh ( A Sport Person)
4. Working Professionals
5. Promotion on Doordarshan channel
6. 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 music
Get 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 3

station

Hyderabad Secunderabad 3
Kolkata Bada bazar 3

Mumbai Boriwali station 3

Ahmedabad Helmet crossing 3

 Television market (Ads.)

Advertisement Channel/Locati Adv. length

description on
During commercial Star plus 30 sec
break of Saas Bahu
Serial

During commercial Sony TV and Sab 30 sec

break of Comedy Tv
circus, crime patrol,
CID and Taarak Mehta
ka ooltah chashmah
 Radio Advertisement and News
Paper Advertisment-
Radio station Total duration per Rate per sec
day

Radio mirchi 30 secs 200 INR

(12times)=360 sec

Red FM 30 secs 200 INR

(10times)=300 sec

News paper Total cost for 6 Months campaign

The Times of India 2.7 crores

Divya Bhaskar 3.8 crores

The Economy 3.03 crores

Times
 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 19 Lakhs

cost
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.com
2. www.myrevital.com/nutrients-benefit
s
3. www.business-standard.com
B) 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.