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Should Ranbaxy Launch an Energy Candy in India Case Solution & Answer

This case describes the growth and evolution of Revital, vitamins and minerals for success in India. Indian nutraceuticals market was booming, as economic growth and the requirements of more demanding work, pushed the young Indian consumers looking for products such as energy drinks, candy and health supplements energy. Stressful working conditions and changes in lifestyle have been reflected in an increase in the incidence of chronic diseases, more and more consumers are taking nutraceuticals as a preventive measure. No company had launched an energy candy market in India and imported brands is limited availability. The case explores options for Ranbaxy – one of the largest pharmaceutical companies in India, with the possibility of expansion of the brand through the introduction of Revital Revital sweet energy. If Ranbaxy introduce energy candy market in India? If so, what should be an extension of the brand Revital or all brand new?
by
Sandeep Puri,
Subhajit Bhattacharya,
Harsh Ahmera
Source: Ivey Publishing
10 pages.
Date Posted: November 29, 2013. Prod #: W13511-PDF-ENG
If Ranbaxy Start a Candy energy in India? Case Solution

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