4. World OTC
market
•92.8 bn USD
by 2016
Indian OTC
market
•CAGR of 16.3% to
USD 6.6 bn
Vitamins and
Supplements
•CAGR of 9% to USD
645 mn by 2015
Calcium
Supplements
•CAGR of 8.7%
to USD 69 mn
Market Analysis
9. Positioned as a
supplement that
will build healthy
bones.
Tagline
" Winner have it in
their bones ".
FOR KIDS
AGDAM BAGDAM
TIGHDAM
FOR WOMEN
STAY STRONG
Positioning
14. Promotional strategies used by Calcium
Sandoz
The brand was also promoted in a well known Bollywood movie called Viruddh
The brand communicates the importance of calcium in elderly women
17. The flyover seems to be supported by a single bone, and the simple message
is STRONG BONES, due to Calcium Sandoz
High visual impact
18. Controversies associated with Calcium Sandoz
Launching
the product
with
confusing
brand name
Khatika
Churna-
Calcium
Sandoz
250
• Ayurvedic product
promoted to
allopathic doctors
• Calcium Sandoz 250
which was under
price control was to
be withdrawn and
Replaced by
Khatika Churna
Calcium Sandoz 250
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.
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 syrup
In 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."
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.
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 didn’t stop with a single instance of in the film.
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 osteoporosis
As you can see in the first picture it talks about taking to take a pledge
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 abilities
