PowerPoint Presentation

Strategies for OTCCalcium SandozPresenters:Hemali Ganatra- 05Riddhi Desai- 03Ruqaiya Vasi- 17

Calcium plays an important role in building stronger, denser bones early in life by keeping bones strong and healthy later in life.Approximately, 99% of the body's calcium is stored in the bones and teeth.The body strives to maintain constant concentrations of calcium in blood, muscle, and intercellular fluids, though less than 1% of total body calcium is needed to support these functions.The remaining 99% of the body's calcium supply is stored in the bones and teeth where it supports their structure.1

Neither!!!!!Find odd one out!Prescription OTC

Timeline and Milestones

Calcium supplementKatika churna-Calcium sandoz250 mgSyrup Discontinued in UKIce-cream and orange flavour

Calcium Sandoz woman

In tetany of the newborn (as a supplement to parenterally administered calcium), hypoparathyroidism (acute and chronic), pseudo-hypoparathyroidism, postmenopausal and senile osteoporosis, rickets and osteomalacia.Forte, Gramcal and syrupIn 2000, Novartis decided to switch the brand to Over The Counter (OTC) route .At that time , the brand was worth 12 crore. OTC means that the brand is available in all shops and can be sold without prescription.In a statement, Novartis said, "Khatika Curna-Calcium Sandoz@250 is a Proprietary Ayurvedic Medicine, being manufactured under a valid Ayurvedic Licence which contains 250 mg elemental calcium. We have not discontinued the Calcium Sandoz brand. Earlier this was an allopathic drug and we have converted this product to a Proprietary Ayurvedic Medicine by replacing Calcium Carbonate I P with Khatika Curna about four years ago."

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Market Analysis

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Competitors Analysis

Competitor brandsCompanyMarket share (2004) (%)Price (Rs./ 30 tablet)Growth rate (2015) (%)Shelcal (500 mg)Torrent pharma286453.1OstocalciumGSK107125CitracalBayer-583Calcium Sandoz (500 mg)Novartis967.508.7

Demographic

Above 35 years.4-8 .years9-12 years

Calcium Sandoz Prescription VariantsCalcium Sandoz ForteCalcium-Sandoz GramcalCalcium-Sandoz SyrupFour interesting flavors Strawberry, pineapple, mixed fruit and lemon500 mg of calcium with Vitamin D3 For kids: Calcium Sandoz Chew(Toffee flavor)Calcium Sandoz (for strength) Flavours : American icecream, Chocolate, Orange

Khatika churna-calcium Sandoz 250

Prescription OTC Ayurvedic

Innovative Packaging

Positioned as a supplement that will build healthy bones.Tagline " Winner have it in their bones ".FOR KIDSAGDAM BAGDAM TIGHDAMFOR WOMENSTAY STRONG

Positioning

Calcium Sandoz Women 500 mg

Price: Rs.115(30 Tablet)

Calcium Sandoz Growth

Price: Rs.65 (30 Tablet)Price: Rs.65 (30 Tablet)

Calcium Sandoz 250 mg

Calcium Sandoz

Issues

Growth DriversProduct launchNew flavours introducedForay into Ayurvedic segmentFemale centricbrand taken OTCBrand taken OTCSoft chew FormulationlaunchedPack design updated1960s2000-20052005-2010

Promotional strategies used by Calcium Sandoz

Various promotional strategies were used to promote the brand to consumers, where in for kids they introduced a Calcium Sandoz- Doremon consumer offer giving a free doremon pencil box with Calcium Sandoz big pack. Thus this attracted children to buy the Calcium Sandoz pack.13

Promotional strategies used by Calcium Sandoz

The product was rightly placed in the film Viruddh, where an ideal husband offers calcium pellets to his wife to keep her bones healthy. Amitabh Bachchan and Sharmila Tagore powerfully communicated the problem of the message which was woven into the script itself. Which gave a lot of weightage firstly. Secondly, it was to be endorsed by celebrities from the same age bracket and thirdly, the brand was creatively integrated into an emotional scene. We actually got Amitabh Bachchan asking Sharmila Tagore to take Calcium Sandoz. To which Sharmila asks Calcium kyun? and Amitabh says, It will make your bones stronger.We also created posters and collaterals incorporating the scene to carry the message across markets. This created the desired surround for the brand and repeated exposure to the message, so that the communication didnt stop with a single instance of in the film. 14

Ad campaign for Osteoporosis Day

On World Osteoporosis Day Calcium Sandoz did various ad campaigns to promote its product which was specifically targeted for women who are above 40 who have a high prevelance of osteoporosisAs you can see in the first picture it talks about taking to take a pledge 15

Ad Campaign for Womens Day

Santoz Calcium makes your bones stronger. And to support this they made the pillar of a flyover in India in the shape of a bone. Brand has always been associated with growth, strength and physical abilities17

Controversies associated with Calcium SandozAyurvedic product promoted to allopathic doctorsCalcium Sandoz 250 which was under price control was to be withdrawn and Replaced by Khatika Churna Calcium Sandoz 250

Market ResearchSample size: 10 women

Thank You Have Strong Bones!!