Branding and IMC of Zincovit for Rx to OTC switch

Branding and IMC of Zincovit for Rx to OTC switch

1. MEMBERS: RUCHITA DHANAWADE (PM-17-03) TEJASHREE RAUT (PM-17-20) LEKHA SHINDE (PM-17-25) RAVI YADAV (PM-17-31) MILAN DAJUKKA (PM-17-34) ZINCOVIT-N

2. INTRODUCTION

3. MARKET ANALYSIS Current total market share of IDS - Rs.13,828 Crore (approx. $2 billion) Total of 936 formulations Vitamins & Mineral market share- 40% in IDS & 8% in IPM CAGR – 16% 5 th largest growing sector Target customers are middle class population 78% ADOLESCENTS IN Urban India consume Vitamins supplements

4. ABOUT THE BRAND ZINCOVIT-N with essential vitamins Multi vitamin formulations & minerals Company: Apex Labs Highlights: No. 1 brand of Apex labs Total Market share 19% Revenue generated annually- Rs. 160 Cr. (AIOCD Pharmatrac) Growth Rate 10% 200 ml bottle Rs.99

5. ABOUT THE BRAND Composition: Carbohydrate, Biotin, Chromium, Copper, Folic Acid, Iodine, Magnesium, Manganese, Selenium, Molybdenum, Niacinamide, Vitamin A, Vitamin B1, Vitamin B12, Vitamin B2, Vitamin B5, Vitamin B6, Vitamin C, Vitamin D3, Vitamin E and Zinc Uses: Zincovit used to control, prevention, & improvement of the many diseases, and to also in the treatment of conditions. There are totals of 50 conditions where Zincovit is used, sometimes as a Co-prescription. Side effects: Zincovit is a multi-vitamin and relatively a safe drug. Side effects are associated if it is consumed in higher dose, here are the possible side effects due to higher dosing include: nausea, vomiting, constipation etc.

6. OBJECTIVES

7. MARKET OBJECTIVE To increase the sales to 180 Crores Out of the total vitamin/minerals/nutrients market, Zincovit share would be 25% To enhance customer relationship To improve relations with stakeholders To increase brand loyalty by 10% Launch new services Implementing processes using customers feedbacks Offering seasonal gifts for consumers

8. COMMUNICATION OBJECTIVE To make our consumers understand the benefits of VMN in their daily lives To place Zincovit in consumers mind for immunity, growth and development To ensure top of mind recall To create and reinforce brand association for overall health To convince people to use Zincovit daily as a nutritional supplement

9. ZINCOVIT-N We present to you new Zincovit-N

10. CREATIVE BRIEF

11. MARKET DESCRIPTION Total of 936 formulations Vitamins & Mineral market share- 40% in IDS & 8% in IPM Competitors of Zincovit – Revital, Amway Nutralite, Muscletech Platinum However as per Current reports , Leading pharma players Cadila Healthcare Torrent Pharma & GSK Pharma are in a three-way race to acquire top-selling zinc-based multivitamin brand owned by Chennai based Apex Labs

12. K.C.I. & POSITIONING & TARGET K.C.I. Women think vegetables are enough as source for vitamins Mothers think green leafy vegetables are enough for their child. POSITIONING Experts say, Vegetables are not enough as a source of Vitamins …..Don’t worry we care for YOU. STAY FIT WITH ZINCOVIT TARGET Women & Children more than 12 yrs

13. P.O.D. & REASON TO BELIEVE P.O.D. Zinc + GRAPEFRUIT SYRUP REASON TO BELIEVE We make sure that YOU are provided with all the required Vitamins and Minerals in correct amount & you and your Taste Buds are left with a Smile TONALITY Gentle

14. MEDIA PLANING

15. Where, Which and How?????? Where : Maharashtra, Goa, Gujarati Communication Mix Advertising Vehicles Newspaper Magazine Radio Out of Home Digital Non traditional ❏ Public Promotions

16. NEWSPAPERS

17. COST

18. CINEMAS

19. MAGAZINE COSTING

20. BOOK COVER COST 1Re/ book printing cost

21. RADIO

22. PUBLIC RELATIONS FOR WOMEN

23. ZINCOVIT-N SPONSORSHIP - Rs. 10 lakhs No of participants expected- 10,000 Additional Expense: T-shirt - Rs. 30,000 (Rs 30/ t shirt) Caps- Rs. 20,000 (Rs. 20/cap) Total Expenses- Rs. 10,50,000

24. ADDITIONAL PROMOTIONAL INPUTS FOR PINKATHON ZINCOVIT-N

25. FOR CHILDREN

26. OUT OF HOME GOA

27. Pune

28. VADODRA

29. Ahmedabad

30. Metro

31. BUS STAND ANNOUNCEMENT

32. TRAIN

33. SHUTTER PAINT

34. DIGITAL

35. Youtube

36. DIGITAL

37. Facebook

38. FINAL EXPENSES COST BREAK UP Radio Ad+ Bus stand ad (Making charge) 100000 NEWSPAPER 5994000 CINEMAS 10584000 MAGAZINE 1143000 PUBLIC RELATIONS 9750000 RADIO 78000 OUT OF HOME 4635000 DIGITAL 1880000 TOTAL 34 1 64000

39. “STAY FIT WITH ZINCOVIT..”