Published on April 27, 2014
‘’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 station 3 Hyderabad Secunderabad 3 Kolkata Bada bazar 3 Mumbai Boriwali station 3 Ahmedabad Helmet crossing 3
Television market (Ads.) Advertisement description Channel/Location Adv. length During commercial break of ‘’Saas Bahu Serial’’ Star plus 30 sec During commercial break of Comedy circus, crime patrol, CID and Taarak Mehta ka ooltah chashmah Sony TV and Sab Tv 30 sec
Radio Advertisement and News Paper Advertisment- Radio station Total duration per day Rate per sec Radio mirchi 30 secs (12times)=360 sec 200 INR Red FM 30 secs (10times)=300 sec 200 INR News paper Total cost for 6 Months campaign The Times of India 2.7 crores Divya Bhaskar 3.8 crores The Economy Times 3.03 crores
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 cost 19 Lakhs 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-benefits 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.
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