novartis – otrivin case study
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novartis case studyTRANSCRIPT
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Novartis – Otrivin Case
Study
By:Ritika Sood
Sahil KatariaSandeep Bangar
Surbhi Sood
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About Novartis …
Swiss multinational Pharmaceutical Co. Ranked no. 2 in sales (46.806 billion
US$) among worldwide industry in 2010.
Created in 1996 Employs 1,15,000 people in over 140
countries Subsidiaries :Novartis Healthcare
Private Limited, Sandoz Private Limited and Chiron Behring Vaccines Private Limited.
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OTRIVIN…
Otrivin Nasal Spray, priced at Rs 44 for a 10 ml spray bottle.
Can be bought without prescription. Used for relief of nasal congestion in cases
of common cold, sinusitis and rhinitis. Otrivin acts locally inside the nose resulting
in relief from blocked nose within 2 minutes and works for as long as 10 hours.
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OTRIVIN…
The product is positioned to be a part of the cough/cold and allergies segment, estimated Rs 1,550 crore market in India. Of this, the nasal decongestion segment is about Rs 110 crore
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MARKETING STRATERGIES
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OTC, world leader in R&D and marketing of self-medication products.
The main OTC product categories are analgesics, cough, cold, allergy, gastrointestinal, skin care and smoking-cessation treatments, as well as mineral supplements.
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STRATEGY
Pro- active efforts to establish Otrivin’s relationship with key pharma business media influencers.
Sought opportunities to pitch Otrivin strengths and perspective on industry trends
Leveraged strength in reference able customers across industry verticals
Leveraged thought leadership to drive discussions/coverage on the pharmaceutical industry
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MARKETING STRATERGIES
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WORD OF MOUTH
Studies indicate Word of Mouth has 10 times the persuasive power.
15% of mums cited Otrivin as the preferred brand prior to program vs 87% post program.
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KEY OBJECTIVES Enhance corporate image of NOVARTIS
INDIA Create awareness about OTRIVIN
SPRAY Business segments Competitive strengths Benefit to clients Create a recall/preference for Otrivin
Spray among customers
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CHALLENGES
The pharmaceutical industry is extremely technical in nature
Few journalists with right knowledge levels
Already an established brand, challenge was to re launch in different format.
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RESULTS
Raised the desired awareness about Otrivin Spray
Achieved quality and quantity proactive media placements
Communicated key messages to stakeholders
Created a Otrivin favorable core media group
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THANK YOU