Novartis – Otrivin Case

Study

By:Ritika Sood

Sahil KatariaSandeep Bangar

Surbhi Sood

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.

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.

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

MARKETING STRATERGIES

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.

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

MARKETING STRATERGIES

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.

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

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.

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

THANK YOU