Should Ranbaxy Launch an Energy Candy in India?
(7 pages of text)
Case (Pub Mat)
This case chronicles the growth and evolution of Revital, the bestselling vitamin and mineral supplement in India. The Indian nutraceutical market was booming, as the growing economy and increasingly demanding job requirements were pushing young Indian consumers to look for products like energy drinks, energy candy and health supplements. Stressful work conditions and lifestyle changes were resulting in an increased incidence of chronic disorders, and more and more consumers were taking nutraceuticals as a preventive measure. No company had launched an energy candy in the Indian market and imported brands were of limited availability. The case explores the possible options for Ranbaxy — one of the largest pharmaceutical companies in India —with brand expansion opportunities for Revital through introducing Revital energy candy. Should Ranbaxy introduce an energy candy in the Indian market? If so, should it be a brand extension of Revital or a new brand altogether?
This case is designed for use in an MBA-level marketing course in segments on brand management, analysis of business opportunities, marketing strategy and product and brand management. It offers students a valuable opportunity to apply marketing theories to support their analysis of a potential business opportunity and, in so doing, build a rigorous and persuasive understanding of branding concepts such as brand equity, brand equity creation and using brands as platforms for growth. Students will also learn the pros and cons of brand line extension and the impact of cannibalization in such an event. The key teaching objectives are:
- Competitive analysis for new business opportunities.
- Understanding segmentation, targeting and positioning for new products.
- Understanding different branding concepts.
- Analyzing the pros and cons of brand line extension.
India, Large, 2013
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