Ranxbary Energy Candy

Q1. Is it appropriate for Ranbaxy to Launch Energy Candy?

• Yes Ranbaxy has to launch Energy Candy because:• Ranbaxy Energy Product “Revital” is already in market

• Revital is India’s largest selling Vitamins & Minerals

Supplement in the OTC segment

• It is also among the Top 5 OTC brands of India

• Ranbaxy has market share of 3.8% & Generic sale of $465

Million

• Having big Portfolio and Top OTC brand holder, if Ranbaxy

launch Energy Candy it will be successful

Reason for Launching Energy Candy• Indian’s Highest Population age (25-54) years which is

40.6% of whole India Population

• No local energy candy available in market, only imported candies POW Energy Mint & Hero Energy Mint present which is not available in everywhere

• People have to import or delivery online which is costly

• Ranbaxy have large distribution network all over the India

• If Ranbaxy produce locally it will be less expensive & accessible

28%

18%

41%

7%6%

India Demographic Profile

0-14 Years

15-24 Years

25-54 Years

55-64 Years

65 Years & Above

Q2. Should Ranbaxy launch the energy candy as Brand Extension of Revital or develop new Brand of Energy Candy?

• Ranbaxy has to do Brand Extension of Revital:• Brand attribute is already associated with Energy supplement which will create +ve

effect because of strong brand image

• Perceived Quality will be +ve because:

• Revital is Quality product and used as energy supplement

• It will be the fit between the Original & extension product

• The transfer of perceived quality of brand will be enhanced

• The new brand extension is category based processing

• Product may be consider as Transfer

Q3. What should be the Segmentation, Targeting & Positioning of this Energy candy?

Target Market: Age from 15-54 Years holding (41+18=59)% of Indian population

Men, Women and Young Children28%

18%

41%

7%6%

India Demographic Profile

0-14 Years

15-24 Years

25-54 Years

55-64 Years

65 Years & Above

Market Segmentation Description

DemographicAge

25-54 Years• The energy candy market is primarily targeting adults. • Adults are the ones who are purchasing these bars for themselves or

family members. • Adults use energy bars as fuel for physical activity or as mid-day

snacks. • In addition, adults are aware of the nutritional benefits of consuming

energy bars.

Gender

Males & Women: • Energy bars were primarily designed because consumer typically

engage in more strenuous activities• Want to reduce Office Stress and gain more energy to get back to work• During exercise when they lost energy• Want to reduce stress during examination

Values

Health, Wellness, and Nutrition: • Energy Candy are not only consumed for fuel, but also because of their

nutritional benefits. • These consumers are generally very conscience about the foods they

eat. • They value eating whole grains and natural and organic foods. • Energy bar consumers are concerned about the ingredients, and they

do not want a bar with preservatives.

Market Segmentation Description

Behavioral:Usage Rate

Usage rate varies with each type of user. • Serious endurance athletes generally consume more energy candy than

the average person. • They may even need more than one during their session if they are

exercising for over an hour. • Moderate athletes will only need one for when they exercise. • In addition, so will people on-the-go who only eat energy candy as a

mid-day snack.

Occasions

Energy candy are generally consumed at three different times: • Before exercise, during exercise, and after exercise. • Each period will require a different type of bar to provide the correct

fuel.

Positioning of Energy Candy• Like Ranbaxy Position it self in different

with different starts like

• Revital for Women with Brand Icon of

Sherlyn_Chopra

• Revital for Man with Salman Khan

• Revital for Seniors

• Consumer will perceive same image as

Revital already build in the market

Q4. Evaluate perceived possible obstacles to success

• Competitors like:

• Nutricharge,

• Supractiv,

• Nutrilite

• Dabur Nutrigo

• These competitors may produce their product against Ranbaxy Energy Candy

• FMCG sector may also produce their energy candies

• Imports of Energy Candy may increase