IMC campaign for Revital (Ranbaxy)

Stevens Business School, Batch: 2009 – 2011 IMC Report on Revital
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Title : IntegratedMarketing CommunicationReport on
Revital
Subject : IntegratedMarketing Communication
Preparedby : Nirav Patel, Keyur Savalia, MiteshShah
Submittedto : Ms Manasi Marfatia
Stevens Business School, Batch: 2009 - 2011

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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 Segmentsand targetsegmentwithjustification 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. COMPANYDETAIL
Name of company : Ranbaxy Pharmaceutical Company
Profitability : Rs 1.6 billion profit in last quarter
Market share : Ranbaxyisone of the leadingpharmaceutical 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 installedcapacities
 Efficienttechnologiesforlarge numberof Generics
 Large pool of skilledtechnical manpower
 Increasingliberalizationof governmentpolicies
Weakness
 Fragmentationof installedcapacities
 Non-availabilityof majorintermediariesforbulkdrugs
 Verylowlevel of BiotechnologyinIndiaandalsoforNew Drug Discovery Systems
 Lack of experience inInternationalTrade
 Low level of strategicplanningforfuture andalsofortechnology forecasting
Opportunity
 Agingof the worldpopulation
 Growingincomes
 Newdiagnosesandnewsocial diseases
 Spreadingprophylacticapproaches
 Saturationpointof marketisfar away

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 Newtherapyapproaches
 Newdeliverysystems
 Spreadingattitude forsoftmedication(OTCdrugs)
 Spreadinguse of GenericDrugs
 Globalization
 Easierinternational trading
 Newmarketsare opening
Threats
 Containmentof risinghealth-care cost
 HighCost of discoveringnewproductsandfewerdiscoveries
 Stricterregistrationprocedures
 Highentrycost in newermarkets
 Highcost of salesandmarketing
 Competition,particularlyfromgenericproducts
 More potential newdrugsandmore efficienttherapies
 Switchingoverformprocesspatenttoproductpatent

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2. CURRENTMARKET ANALYSIS
Revital
 Revital isa comprehensive dailyfoodsupplement 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 segmentforRevital isSportpersonandotherpersonwhoare 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 brandcarriesthe promise of JiyoJee BharKe (live lifetothe 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
correctionwasneeded.Researchshowedthatthe brandwasidentifiedtoo 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 alsohelpedwasthe consumer healthcare division’s strong sales and distribution system
spread over 865 towns through over 1,000 distributors.
 BrijeshKapil,director, RanbaxyGlobal ConsumerHealthcare,says“We hada samplingcampaign
whichsaw12 millionsample capsulesbeingdistributed through magazines in six months time.
Simultaneouswasamediaplanwhichannounced a 21-day money back challenging campaign.”
 The brand promotionexercisewasalsolocation-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
leveragingthe scientificedge intoafunctional benefit.Direct consumer promotion was done in
vegetable markets,chemistoutletsandhightrafficareas.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 perORG IMS, Revital todayisan Rs 140 crore brand
 30 copycat brandsin the domesticmarket
 Revital enjoys87percent marketshare in itscomparable healthsupplementsegmentandhas
continuouslymovedupthe rankamong the top10 brandsinIndia(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
 FamilyLife cycle:Young
 Income:more thanRs. 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 NEWMARKET OR SEGMENT WE ENTER
Profile of new Segment
Geographic
 Country:India
 City:Metro size citieslike Hyderabad,
Chennai, Bangalore, Delhi,Mumbai
 Density:Urban
 Climate:Northern,Southern
Demographic
 Age:More than 12 year
 Gender:Male,Female
 Familysize:1-2,2-4 or more
 Familylife cycle:youngsingle, young
marriedwithoutchild,youngmarried
withchild,older
 Income:more thanRs. 20000 per
month
 Occupation:Corporate women,
Housewives
 Education:Grade school,College
graduate
 Race: Asian
 Generation:GenerationX,GenerationY
 Nationality:Indian
Psychographic
 Social class:Workingclass,middle class,
uppermiddles,loweruppers,upper
uppers
 Lifestyle:Achievers,Strivers,Survivors
 Personality:Compulsive,gregarious,
authoritarian,ambitious
Behavioral
 Occasions:Regularoccasion
 Benefits:Health
 User status:Nonuser
 User rate:Light user,mediumuser,
heavyuser
 Loyaltystatus:medium, strong,
absolute
 Readinessstage:Unaware
 Attitude towardproduct:Enthusiastic,
positive

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4. ANALYSIS OF THE SEGMENT WE WISH TO ENTER
4.1) Indian diabetic patients segment
Sizeof the segment
 In 2010 : 7 to 10 million
 In 2025 : 57 millionwill be expected
Growthofthe diabeticpatient segment
In urban area : 10% to 11% growth per year
 Hyderabad : 16.6% growthperyear
 Chennai : 13.5% growthperyear
 Bangalore : 12.4% growthperyear
 Delhi : 11.6% growthperyear
 Mumbai : 9.3% growth peryear
In rural area : 3% growth per year
Diabetics’patient as per income level
 Upper income group : 10%
 Lowerincome group : 33%
Source : http://www.dancewithshadows.com/business/pharma/india-diabetes.asp
4.2) Indian Women Segment:
 Populationof Indiain2010: 1.18 billion (Estimatedvalue)
 Populationof IndianMale in2010: 610622352
 Populationof IndianWomen: 574264312
 Populationof IndianWomenabove 14yearsage: 397237421

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Age Structure for 2010 population
Years
Population
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

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5. PROVIDE SEGMENTS.BASEDON SEGMENTS SELECTTARGETMARKETS
AND JUSTIFY YOUR CHOICE
Segments
 Indianmensegmentbelow14 yearsage
 Indianmensegmentabove 14years
 Indianwomensegmentbelow 14yearsage
 Indianwomensegmentabove 14 yearsage
 IndianPregnantwomensegment
 IndianDiabeticpatientssegment
 IndianSportssegment
Selected Segment with Justification
Indianwomensegment above14year:
 It issafe to take Revital after14 yearsof age
 More healthconscious
 Verylesscompetitorinthissegment
IndianDiabeticPatientssegment
 No suchmedicine isavailable forthissegmentforenergypurpose.
 It iscompletelysafe fordiabeticpatienttotake Revital withtheirregularmedicines.
 Newemergingmarket

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6. SELECTPOSITIONING(DIFFERENTFROM CURRENTONE) ANDJUSTIFY
THE SAME
Older positioning:
 Sportsand onlymensegment
New Positioning:
 Indianwomensegmentabove 14 years
 Indiandiabeticsegment
 Indianpregnantwomensegment
Justification
 The older positioning of Revital is for those men segment whose life is tough and lots of
hardworking life.
 While incase of newpositioning,Revital ispositionedasnutritional supplement which energize
women health and it is safe for diabetic patients also.
 Due to newkindof positioningthe size of the marketisincrease andwe tryto positionRevitalas
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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7. MEDIAPLAN
Current Media Plan
AdvertisingAnalysis
 Target segmentsare sportsperson.These are highlyexposedtoTV media.Majoradvertisingpart
goesto the TV media.
MediaStrategy
 Sportspersonare generallyliketowatchTV.
 Advertisementisappearedincricketmatchor anysports event.
TelevisionMedia
 DD Sports
 NeoSports
New MediaPlan
MediaPlanhas mainlyfive steps.
1. Market Analysis
2. AdvertisingAnalysis
3. MediaStrategy
4. MediaScheduling
5. JustificationandSummary
Market Analysis
 Current Sale : Rs 110 Crore
 Profit : Rs 40 Crore
 NewSegment :
1) Women:Till todayRevital onlyfocusonsportsperson.Ourtargetsegmentiswoman.
2) DiabeticPatient:InIndiaDiabeticPersonincrease daybydayand Revital isalsouseful for
them.
 Here pricingremainssame because thisprice isaffordabletotargetsegment.

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Advertising Analysis
 Our targetsegmentsare women.These are highlyexposedtoTV and Printmedia.So,we are
focusingonit.Major advertisingpartgoesto the TV andPrintmedia.
Media Strategy
 Womenare generallylike towatchTV.So,we are majorlyfocusedtogive advertisementinTV.
We alsolike togive advertisementinPrint,internetandhording.
Media Scheduling
 Mediaschedulinginclude the variousmediavehicle andtime of adisgiven.

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

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Internet Advertisement
Advertisement Description Location Duration
Top right of homepage
orkut, facebook,
linkedin,baby-gaga.com
1 month
Buttons like Side Bar
orkut, facebook,
linkedin, baby-gaga.com
1 month
Under Poll or Log In
orkut, facebook,
linkedin,baby-gaga.com
1 month
Blog for Revital Discussion with Experts Revital Blog 1 month

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

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March Campaign
Literature or Brochures No. of Copies
Preg-card 7*30*100=21000
Diabet-card 7*30*100=21000
Free Sample of Revital
Given to No. Of Doctors
No. of free
Sample
Total Free
Sample
Gynecologists 7*30=210 10 2100
Diabetologist 7*30=210 10 2100
Calendars to Doctors
Given to No. Of Doctors
No. of
Calendars
Total
Calendars
Gynecologists 7*30=210 10 2100
Diabetologist 7*30=210 10 2100

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April Campaign
Mobile Campaign
SMS Title Detail of SMS
Frequency of SMS
Member Non Member
Revital-D
Precautionfor diabetics,
tips for dibetic patients,
Up date of Diabetics
1 sms per weak 1 sms per day
Revital-F
Sports news, Business
Updates
Revital-P
Precaution during
preganacy, tips for
preganant women
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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June Campaign
Sponsorship Activities
 SponsorGirlssport Activitiesandcompetitionof intercollege orinteruniversitysports
 SponsorCultural eventsof collegesanduniversities

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8. MEDIACOSTING
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 27770400
62501400Divya Bhaskar 3886200
The Economic Times 30844800
Hoarding charges
Total
Hoarding
Cost
Metro Cities Location Duration
Charges per
Month in Rs
Total
cost in
Rs
275000*3*6
= 4950000
Banglore MG (Brigred) Bus stop 1 month 45000
275000
Chennai Megestic 1 month 30000
Delhi
New Delhi Railway
Station
1 month 45000
Hyderabad Shikandara bag 1 month 45000
Kolkata Bada Bazar 1 month 30000
Mumbai
Boriwali Hailway
Station
1 month 50000
Ahmedabad Helmet crossing 1 month 30000

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Television Market Television Cost
For 30 seconds commercial Advertisement
1800000*5 =
9000000
Rates per
month
No. of Months
DuringCommercial breakof Bidaai,Behenei,
Rishta Kya Kehlata hey
Star Plus
12 spots per
month
600000 5
During Commercial break of Baat Hamari
pakki hey, Comedy ka daily shop, Mahi way
Sony Tv
12 spots per
month
600000 5
During Commercial break of Pavitra Rishta,
Sanjog se bani sangigni, Mera naam karegi
roshan
Zee Tv
12 spots per
month
600000 5
1800000
Internet Costing
Total
Internet
Cost
Advertisement
Description
Location Duration
Charges
per Click
in Rs
Charges
per
Month
Total
cost in
Rs
324000*5
= 162000
Top right of
homepage
orkut, facebook,
linkedin, baby-
gaga.com
1 month 0.25 108000
324000Buttons like Side Bar
orkut, facebook,
linkedin, baby-
gaga.com
1 month 0.25 108000
Under Poll or Log In
orkut, facebook,
linkedin, baby-
gaga.com
1 month 0.25 108000
Radio Advertisement
Total Cost for
Radio
Advertisement
Hours
Frequency
in min
Total duration /
day
Rate/ 10
sec
Total
price/
day
Radio
Station
Total
price/
month*(In
Rs)
432000*5 =
2160000
6 30 mins
30sec*12times=360
sec
200 7200 2
7200*30*2
= 4,32,000

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Mobile Advertisement
Total SMS per month
Cost for SMS per
month
Total cost for Mobile
Advertisement
15,00,00,000 3,25,000
3,25,000*3=
9,75,000
Rs 1 for 400 SMS
CSR Activities
Cost Rs 5000000
Other Promotional Activities
Metro Cities Unit Cost in Rupees
Charges per
Month
Total cost
in Rs
Free sample to gynecologists 7*30*10 = 2100 2100*75 = 157500
315000
19,25,000
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
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

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10. Revenue Generation from Campaign
From Mobile Campaign
MinimummemberforSMS Subscriber
= 1% of Metro citiesPopulation
= 40,07,375
Charges for SMS Subscriptionfor month is Rs 10
Total Revenue generationpermonth
= Rs 10 * 40,07,375
= Rs 4,00,73,750
Total Revenue fromMobileCampaignduring6mix Campaign
= Rs 4,00,73,750 * 3
= Rs 12,02,21,250
Cost of entire Campaign
= Rs 9,11,73,400
Total Revenue generatedDuringCampaign
= Rs 12,02,21,250
Profit Aftercompletionof Entire Campaign
= Rs 2,90,47,850

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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.
 Womenare generallylike towatchTV.So,we are majorly focused to give advertisement in TV.
We also like to give advertisement in Print, internet and hording.
 In TV mediawe majorly give advertisement in Star Plus, ZEE TV, and Sony Tv during evening to
between 6pm to 10pm.
 We wouldlike toshowouradvertisementinstartingof breakbecause atthattime flippingisnot
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.
 Womenare alsopart of social networkingsite like www.orkut.com,www.facebook.com etc and
we give our advertisement on these king of website.
 Hoardingswill be placednearSatellite,Thaltej, University road and C.G Road due to high traffic
on these places.

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

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28

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Month – 2

30

31

32
Month – 3

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34

35
Month 5 and 6

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IMC campaign for Revital (Ranbaxy)

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