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    This document discusses strategies for the over-the-counter calcium supplement brand Calcium Sandoz. It outlines the brand's timeline and milestones, market analysis of the global OTC market and Indian vitamin and supplement market, competitor analysis, demographic targeting, product portfolio across prescription, OTC, and Ayurvedic segments, innovative packaging approaches, positioning as a supplement to build healthy bones, promotional strategies including campaigns for specific days and partnerships with movies, controversies associated with the brand, and results of market research on repurchase behavior, brand recall and awareness.

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    This document discusses strategies for the over-the-counter calcium supplement brand Calcium Sandoz. It outlines the brand's timeline and milestones, market analysis of the global OTC market and Indian vitamin and supplement market, competitor analysis, demographic targeting, product portfolio across prescription, OTC, and Ayurvedic segments, innovative packaging approaches, positioning as a supplement to build healthy bones, promotional strategies including campaigns for specific days and partnerships with movies, controversies associated with the brand, and results of market research on repurchase behavior, brand recall and awareness.

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    Download as PDF, TXT or read online from Scribd
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    7 views21 pages

    Casandozfinal 160728175345

    Uploaded by

    بكرة جاى
    This document discusses strategies for the over-the-counter calcium supplement brand Calcium Sandoz. It outlines the brand's timeline and milestones, market analysis of the global OTC market and Indian vitamin and supplement market, competitor analysis, demographic targeting, product portfolio across prescription, OTC, and Ayurvedic segments, innovative packaging approaches, positioning as a supplement to build healthy bones, promotional strategies including campaigns for specific days and partnerships with movies, controversies associated with the brand, and results of market research on repurchase behavior, brand recall and awareness.

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    © All Rights Reserved
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    of 21

    Strategies for OTC

    Calcium Sandoz

    Presenters:
    Hemali Ganatra- 05
    Riddhi Desai- 03
    Ruqaiya Vasi- 17
    Neither!!!!!
    Strepsils

    FindPrescription
    odd OTC
    Revital
    one out!
    Calcium
    Sandoz
    Timeline and Milestones

    Calcium Katika
    Sandoz churna- Syrup
    woman Calcium
    Ice-cream Discontinued
    and sandoz in UK
    orange 250 mg
    Calcium
    supplement
    flavour 2015
    2009
    2009
    2007
    2004
    2000
    1929
    Market Analysis

    World OTC •92.8 bn USD


    market by 2016

    Indian OTC •CAGR of 16.3% to


    market USD 6.6 bn

    Vitamins and •CAGR of 9% to USD


    Supplements 645 mn by 2015

    Calcium •CAGR of 8.7%


    Supplements to USD 69 mn
    Competitors Analysis

    Competitor Company Market Price (Rs./ Growth


    brands share 30 tablet) rate
    (2004) (%) (2015) (%)
    Shelcal Torrent 28 64 53.1
    (500 mg) pharma
    Ostocalcium GSK 10 71 25
    Citracal Bayer - 58 3
    Calcium Novartis 9 67.50 8.7
    Sandoz
    (500 mg)
    Demographic

    4-8 .years
    Above 35 years.
    9-12 years
    Prescription OTC Ayurvedic

    Calcium Sandoz Prescription For kids:


    Variants Calcium Sandoz Chew(Toffee flavor)
    Calcium Sandoz Forte Calcium Sandoz (for strength)
    Calcium-Sandoz Gramcal Rx OTC Flavours : American icecream,
    Calcium-Sandoz Syrup Chocolate, Orange

    Katika
    Calcium
    churna-
    Sandoz
    Calcium
    Women
    sandoz • Four interesting flavors
    Khatika churna-calcium Sandoz • Strawberry, pineapple, mixed fruit
    250 and lemon
    • 500 mg of calcium with Vitamin D3
    Innovative Packaging
    Positioned as a
    Positioning
    Tagline
    supplement that " Winner have it in
    will build healthy their bones ".
    bones.

    FOR KIDS
    FOR WOMEN
    AGDAM BAGDAM
    STAY STRONG
    TIGHDAM
    Calcium
    Sandoz

    Calcium Sandoz Women 500 mg Calcium Sandoz 250 mg Calcium Sandoz Growth
    Price: Rs.115(30 Tablet) Price: Rs.65 (30 Tablet) Price: Rs.65 (30 Tablet)
    Issues
    Growth Drivers

    Female centric Foray into


    Product New flavours brand taken
    Ayurvedic
    launch introduced OTC segment

    1960’s 2000-2005 2005-2010

    Brand taken Soft chew Pack design


    OTC Formulation updated
    launched
    Promotional strategies used by Calcium
    Sandoz

    For kids:
    Introduced the
    Calcium Sandoz-
    Doremon
    consumer Offer
    Promotional strategies used by Calcium
    Sandoz
    The brand was also promoted in a well known Bollywood movie called Viruddh

    The brand communicates the importance of calcium in elderly women


    Ad campaign for Osteoporosis Day
    Ad Campaign for Women’s Day
    The flyover seems to be supported by a single bone, and the simple message
    is STRONG BONES, due to Calcium Sandoz

    High visual impact


    Controversies associated with Calcium Sandoz

    • Ayurvedic product
    promoted to
    allopathic doctors
    • Calcium Sandoz 250
    Launching Khatika which was under
    the product Churna- price control was to
    with Calcium be withdrawn and
    confusing Sandoz
    Replaced by
    brand name 250
    Khatika Churna
    Calcium Sandoz 250
    Market Research

    Calcium Sandoz

    Repurchase Behaviour 40%

    Sample size:
    10 women
    brand recall 80%

    brand awareness 80%


    Thank You
    Have Strong Bones!!

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