Stevens Business School, Batch: 2009 – 2011

IMC Report on Revital

Title
:
Integrated Marketing Communication Report on Revital Integrated Marketing Commun
ication 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 Annexur
e
Page Number
03 05 08 09 11 12 13 21 24 25 26
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Stevens Business School, Batch: 2009 – 2011
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 pharmaceutic
al companies in India commanding a market share of around 5%. Competition : Majo
r competitors are Bio-Vital, Supraactive
SWOT of Company
Strengths Low cost of production Large pool of installed capacities Efficient te
chnologies 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 interme
diaries 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 s
trategic 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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IMC Report on Revital

New therapy approaches New delivery systems Spreading attitude for soft medicati
on (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
ucts and fewer discoveries Stricter registration procedures High entry cost in n
ewer markets High cost of sales and marketing Competition, particularly from gen
eric products More potential new drugs and more efficient therapies Switching ov
er 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 t
o added energy and well being. The dosage of essential nutrients including vitam
ins 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. Rev
ital 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 tim
e. 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 tha
t 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 tar
get 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 sampli
ng campaign which saw 12 million sample capsules being distributed through magaz
ines 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-s
pecific with a ‘Rural van initiative’ seeing the company running 100 vans each day i
n select rural pockets of the country. Result: Revital made a successful transit
ion from the prescription to the OTC markets by leveraging the scientific edge i
nto a functional benefit. Direct consumer promotion was done in vegetable market
s, 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 monthl
y 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 bran
ds in India (ORG-IMS).
Revital Competitor Analysis
Sr. No. 1 2 Brand Name Revital Supractive Company Name Ranbaxy Piramal Healthcar
e 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 ne
xt few years revital is in growth stage.
Market segmentation is based on following things:
Geographic Density: Urban Psychographic Social Class: Middle class Lifestyle: St
river 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 up
pers
Density: Urban Climate: Northern, Southern
Demographic
Lifestyle: Achievers, Strivers, Survivors Personality: Compulsive, gregarious, a
uthoritarian, 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: Lig
ht user, medium user, heavy user Loyalty status: medium, strong, absolute Readin
ess stage: Unaware Attitude toward product: Enthusiastic, positive

Income: more than Rs. 20000 per month Occupation: Corporate women, Housewives Ed
ucation: 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 expec
ted
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 y
ear 3% growth per year
In rural area
Diabetics’ patient as per income level Source Upper income group Lower income grou
p : : : 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 Ind
ian 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 Po
pulation In % 31.1% 63.6% 5.3% Male 194725399 386251044 29645909 Female 17702689
1 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 CH
OICE
Segments
Indian men segment below 14 years age Indian men segment above 14 years India
omen segment below 14 years age Indian women segment above 14 years age Indian P
regnant 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 w
ith 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 wome
n segment
Justification
The older positioning of Revital is for those men segment whose life is tough an
d lots of hardworking life. While in case of new positioning, Revital is positio
ned as nutritional supplement which energize women health and it is safe for dia
betic patients also. Due to new kind of positioning the size of the market is in
crease 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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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 Sportsp
erson 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 targ
et 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. S
o, 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 adverti
sement 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 1
21-240 scm >824 scm 121-240 scm Divya Bhaskar >824 scm The Economic Times 121-24
0 scm >824 scm 1 1 1 Hoardings Metro Cities Banglore Chennai Delhi Hyderabad Kol
kata 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 A
dvertisement in month
News Paper
The Times of India
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IMC Report on Revital
Internet Advertisement Advertisement Description Top right of homepage Location
orkut, facebook, linkedin, baby-gaga.com orkut, facebook, linkedin, baby-gaga.co
m 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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IMC Report on Revital
February Campaign
Television Market For 30 seconds commercial Advertisement Advertisement Descript
ion Location During Commercial break of Bidaai, Behenei, Rishta Kya Star Plus Ke
hlata hey During Commercial break of Baat Hamari pakki hey, Comedy ka Sony Tv da
ily 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 Dur
ation 1 month
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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=21
0 7*30=210 No. of Calendars 10 10 Total Calendars 2100 2100
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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 Upda
tes Precaution during Revital-P preganacy, tips for preganant women 1 sms per we
ak 1 sms per day 1 sms per weak 1 sms per day 1 sms per weak 1 sms per day Frequ
ency of SMS Member Non Member
May Campaign
Campaign for free Diabetes check up No. of Days 2 days Location 7 metro cities N
o. 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 univers
ity 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 300
00 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 Descript
ion During Commercial break of Bidaai, Behenei, Rishta Kya Kehlata hey During Co
mmercial break of Baat Hamari pakki hey, Comedy ka daily shop, Mahi way During C
ommercial break of Pavitra Rishta, Sanjog se bani sangigni, Mera naam karegi ros
han 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 Si
de 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, baby
gaga.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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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 samp
le to Diabetologist Calendars to Gynecologists Calendars to Diabetologists Broch
ures 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 2
100*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 Rad
io Advertisement Mobile Campaign CSR Cost Other promotional Cost Total Cost Tota
l Cost of Media in Rs 62501400 4950000 9000000 162000 2160000 975000 5000000 192
5000 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 Popu
lation = 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 Mo
bile 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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IMC Report on Revital
9. CONCLUSION
Our target segments are women. These are highly exposed to TV and Print med
o, 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 advert
isement 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 du
ring 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 w
ill show in 18 times in a day in 3 different channels. Women majorly read the Di
vyabaskar, Economics times and Times of India. We will give advertisement in tha
t newspaper. Women are also part of social networking site like www.orkut.com, w
ww.facebook.com etc and we give our advertisement on these king of website. Hoar
dings will be placed near Satellite, Thaltej, University road and C.G Road due t
o 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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IMC Report on Revital
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IMC Report on Revital
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Month – 2
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IMC Report on Revital
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Month – 3
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IMC Report on Revital
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IMC Report on Revital
Month 5 and 6
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