Stevens Business School, Batch: 2009 – 2011

IMC Report on Revital

Title

:

Integrated Marketing Communication Report on Revital Integrated Marketing Communication Nirav Patel, Keyur Savalia, Mitesh Shah Ms Manasi Marfatia

Subject Prepared by Submitted to

: : :

Stevens Business School, Batch: 2009 - 2011

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Stevens Business School, Batch: 2009 – 2011

IMC Report on Revital

INDEX

Sr No.
1 2 3 4 5 6 7 8 9 10 11

Content
Company detail Current Market Analysis Introduction of new segment The analysis of new segment Segments and target segment with justification Re Positioning and justification Media Plan Media Costing Revenue From Campaign Conclusion Annexure

Page Number
03 05 08 09 11 12 13 21 24 25 26

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IMC Report on Revital

1. COMPANY DETAIL
Name of company Profitability Market share : Ranbaxy Pharmaceutical Company : Rs 1.6 billion profit in last quarter : 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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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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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. 1 2 Brand Name Revital Supractive Company Name Ranbaxy Piramal Healthcare Price (Pack 10) 75 60 Market Share 87% 4.2%

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IMC Report on Revital

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 Psychographic    Social Class: Middle class Lifestyle: Striver Personality: Ambitious

Demographic     Age: 22-35 year Family Life cycle: Young Income: more than Rs. 20000 p.m. Occupation: Professional

Behavioral   Occasions: Regular Benefit: Health

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IMC Report on Revital

3. INTRODUCE NEW MARKET OR SEGMENT WE ENTER

Profile of new Segment
Geographic       Generation: Generation X, Generation Y Nationality: Indian

Country: India City: Metro size cities like Hyderabad,
Chennai, Bangalore, Delhi,Mumbai

Psychographic

Social class: Working class, middle class, upper middles, lower uppers, upper uppers

Density: Urban Climate: Northern, Southern  

Demographic    

Lifestyle: Achievers, Strivers, Survivors Personality: Compulsive, gregarious, authoritarian, ambitious

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       

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

   

Income: more than Rs. 20000 per month Occupation: Corporate women, Housewives Education: Grade school, College graduate Race: Asian

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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 In 2025 : : 7 to 10 million 57 million will be expected

Growth of the diabetic patient segment In urban area      Hyderabad Chennai Bangalore Delhi Mumbai : : : : : : : 10% to 11% growth per year 16.6% growth per year 13.5% growth per year 12.4% growth per year 11.6% growth per year 9.3% growth per year 3% growth per year

In rural area

Diabetics’ patient as per income level   Source Upper income group Lower income group : : : 10% 33%

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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IMC Report on Revital

Age Structure for 2010 population Years 0 – 14 years 15 – 64 years Above 64 years Population In % 31.1% 63.6% 5.3% Male 194725399 386251044 29645909 Female 177026891 364334532 32902889

Source

:

http://en.wikipedia.org/wiki/Demographics_of_India

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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 Profit : : Rs 110 Crore 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.

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Stevens Business School, Batch: 2009 – 2011

IMC Report on Revital

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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IMC Report on Revital

January Campaign
Print Media Advertisement No. of Size of Advertisement Advertisemnet per Month 121-240 scm >824 scm 121-240 scm Divya Bhaskar >824 scm The Economic Times 121-240 scm >824 scm 1 1 1 Hoardings Metro Cities Banglore Chennai Delhi Hyderabad Kolkata Mumbai Ahmedabad Location MG (Brigred) Bus stop Megestic New Delhi Railway Station Shikandara bag Bada Bazar Boriwali Hailway Station Helmet crossing, No. of Hoardings 3 3 3 3 3 3 3 21 Total No. of Hoardings 1 1 1 6 Total Print Media Advertisement in month

News Paper

The Times of India

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Stevens Business School, Batch: 2009 – 2011

IMC Report on Revital

Internet Advertisement Advertisement Description Top right of homepage Location orkut, facebook, linkedin, baby-gaga.com orkut, facebook, linkedin, baby-gaga.com orkut, facebook, linkedin, baby-gaga.com Revital Blog Duration 1 month

Buttons like Side Bar

1 month

Under Poll or Log In Blog for Revital Discussion with Experts

1 month 1 month

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Stevens Business School, Batch: 2009 – 2011

IMC Report on Revital

February Campaign

Television Market For 30 seconds commercial Advertisement Advertisement Description Location During Commercial break of Bidaai, Behenei, Rishta Kya Star Plus Kehlata hey During Commercial break of Baat Hamari pakki hey, Comedy ka Sony Tv daily shop, Mahi way During Commercial break of Pavitra Rishta, Sanjog se bani Zee Tv sangigni, Mera naam karegi roshan

Duration 12 spots per month

12 spots per month

12 spots per month

Radio Advertisement Hours 6 Frequency in min 30 mins Total duration / day 30sec*12times=360 sec Rate/ 10 sec 200 Radio Station 2

For Pregnant Women No. Hoardings 7*30 = 210 Location Gynecology clinic Duration 1 month

For Diabetic Patients No. Hoardings 7*30 = 210 Location Diabetologist Clinic Duration 1 month

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Stevens Business School, Batch: 2009 – 2011

IMC Report on Revital

March Campaign

Literature or Brochures Preg-card Diabet-card

No. of Copies 7*30*100=21000 7*30*100=21000

Free Sample of Revital Given to Gynecologists Diabetologist No. Of Doctors 7*30=210 7*30=210 No. of free Sample 10 10 Total Free Sample 2100 2100

Calendars to Doctors Given to Gynecologists Diabetologist No. Of Doctors 7*30=210 7*30=210 No. of Calendars 10 10 Total Calendars 2100 2100

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Stevens Business School, Batch: 2009 – 2011

IMC Report on Revital

April Campaign

Mobile Campaign SMS Title Detail of SMS Precaution for diabetics, Revital-D tips for dibetic patients, Up date of Diabetics Revital-F Sports news, Business Updates Precaution during Revital-P preganacy, tips for preganant women 1 sms per weak 1 sms per day 1 sms per weak 1 sms per day 1 sms per weak 1 sms per day Frequency of SMS Member Non Member

May Campaign

Campaign for free Diabetes check up No. of Days 2 days Location 7 metro cities No. of Clinics 35

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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

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Stevens Business School, Batch: 2009 – 2011

IMC Report on Revital

8. MEDIA COSTING
News Paper costing

News Paper

Total Cost for 6 month campaign in Rs

Total Print media Cost during Entire Campaign in Rs

The Times of India Divya Bhaskar The Economic Times

27770400 3886200 30844800 62501400

Hoarding charges Charges per Month in Rs 45000 30000 45000 45000 30000 50000 30000 275000 Total cost in Rs

Total Hoarding Cost

Metro Cities Banglore Chennai Delhi Hyderabad Kolkata Mumbai Ahmedabad

Location MG (Brigred) Bus stop Megestic New Delhi Railway Station Shikandara bag Bada Bazar Boriwali Hailway Station Helmet crossing

Duration 1 month 1 month 1 month 1 month 1 month 1 month 1 month

275000*3*6 = 4950000

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IMC Report on Revital

Television Market For 30 seconds commercial Advertisement Advertisement Description During Commercial break of Bidaai, Behenei, Rishta Kya Kehlata hey During Commercial break of Baat Hamari pakki hey, Comedy ka daily shop, Mahi way During Commercial break of Pavitra Rishta, Sanjog se bani sangigni, Mera naam karegi roshan Location Star Plus Sony Tv Duration 12 spots per month 12 spots per month 12 spots per month Rates per month 600000 600000

Television Cost 1800000*5 = 9000000 No. of Months 5 5

Zee Tv

600000 1800000

5

Internet Costing Advertisement Description Top right of homepage Buttons like Side Bar Charges per Click in Rs 0.25 Charges per Month 108000 Total cost in Rs

Total Internet Cost

Location orkut, facebook, linkedin, babygaga.com orkut, facebook, linkedin, babygaga.com orkut, facebook, linkedin, babygaga.com

Duration

1 month

324000*5 = 162000 1 month 0.25 108000 324000

Under Poll or Log In

1 month

0.25

108000

Radio Advertisement Total price/ day 7200 Total price/ month*(In Rs) 7200*30*2 = 4,32,000

Total Cost for Radio Advertisement Radio Station 2

Hours

Frequency in min 30 mins

Total duration / day 30sec*12times=360 sec

Rate/ 10 sec 200

432000*5 = 2160000

6

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Stevens Business School, Batch: 2009 – 2011

IMC Report on Revital

Mobile Advertisement Total SMS per month 15,00,00,000 Rs 1 for 400 SMS Cost for SMS per month 3,25,000 Total cost for Mobile Advertisement 3,25,000*3= 9,75,000

CSR Activities Cost Rs 5000000

Other Promotional Activities Metro Cities Free sample to gynecologists Free sample to Diabetologist Calendars to Gynecologists Calendars to Diabetologists Brochures to Gynecologists Brochures to Diabetologist Posters at Gynecologist clinics Posters at diabetic clinics Diabetic Campaign cost Unit 7*30*10 = 2100 7*30*10 = 2100 7*30*100 = 21000 7*30*100 = 21000 7*30*100 = 21000 7*30*100 = 21000 7*30 =210 7*30 =210 Cost in Rupees 2100*75 = 157500 2100*75 = 157500 2100*50=105000 2100*50=105000 21000*20=420000 21000*20=420000 210*500 = 105000 210*500 = 105000 350000 Charges per Month 315000 210000 840000 210000 350000 19,25,000 Total cost in Rs

Total Cost of 6 months Campaign in 7 metro cities
Media Print media Hoardings Television advertisements Internet Advertisement Radio Advertisement Mobile Campaign CSR Cost Other promotional Cost Total Cost Total Cost of Media in Rs 62501400 4950000 9000000 162000 2160000 975000 5000000 1925000 9,11,73,400

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IMC Report on Revital

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

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Stevens Business School, Batch: 2009 – 2011

IMC Report on Revital

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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IMC Report on Revital

10. ANNEXURE

IMC Campaign
Time Scale: 6 month Month – 1
  Hoarding Newspaper Ad

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Month – 2

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Month – 3

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Month 5 and 6

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IMC Report on Revital

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