Overview

Cipla was founded by Dr. K.A. Hamied with the vision of making healthcare accessible to all. He was the first Indian to have founded a pharmaceutical company. Cipla, as an organization, has been built brick-by-brick on the foundation of care. Caring For Life has always been and continues to remain the primary purpose.

With a vision of becoming the most preferred consumer healthcare company in India, Cipla Health Limited (CHL – a Cipla subsidiary) has focused on driving innovation and simplifying healthcare by creating solutions that address unmet consumer needs and seamlessly mesh into their lifestyle.

Project Synopsis

ActivKids ImmunoBoosters, a kids’ nutritional supplement in chocolate format, became the first Cipla product to be available in the modern trade. The consumers for ActivKids ImmunoBoosters are children aged 4 years to 10 years. Hence the target market is parents with kids in this age range. This health drink is pitched as a supplement for fussy eaters with Chocolate, being the most favored flavor amongst kids. Omnizon was impanelled to boost sales through product awareness and consumer interactions, highlighting the benefits of the product.

Our Approach

Omnizon took up the general trade promotion in the West of India. This included a sampling of the products, boosting sales through sampling, and creating awareness about the product by highlighting its benefits and uses to fulfill the nutrition gap in growing children. The product was specially targeted to parents of fussy eaters.

Each promoter was given a sales target of 5 packs of MRP Rs. 299 to Rs. 399 per day. The key focus of sampling and sales was through general stores.

The Outcome

Brand awareness and recognition were enhanced.
10 million customer interactions were achieved through this activity.
Sales value of Rs. 38 lakhs was achieved from assigned promoter areas.
Key focus on sales compliance included KPIs of offtake, coverage, execution, SOS (Share of Shelf), and visibility.
The consumers were encouraged to change their brand choice due to highlighted additional nutritional benefits.