Volini – A Digital Marketing Strategy by Deepak Narayanswamy
Volini is a pain-relief medicine that has worked its way into Indian households since the time it was founded. Touted as one of the fastest working cures for muscle pain, it is clear that Volini has made its presence felt in the pharmaceutical market.
Deepak Narayanswamy, a student of IIDE, set about to create a new digital marketing strategy for the brand in order for it to be able to crush its competition and grow even further. Read on to know more about Volini Digital Marketing Strategy!
Volini is a pain-relief spray and gel produced by Ranbaxy Laboratories. Founded in 1937 by Ranjit Singh and Dr. Gurbax Singh. Originally, they distributed Japanese vitamins and anti-tuberculosis drugs. Post the second World War, Ranbaxy moved on to produce general pharma products.
Now, Ranbaxy is one of the biggest pharma producers in the country. What started as company that mainly focused on localising and imitating the products of multi-national companies now produces its own formulae and owns several sub-brands, one of which is Volini.
Search Engine Optimisation
Search engine optimisation refers to the usage of particular keywords in order to ensure the maximum amount of traffic on a brand’s website. These keywords are those that have the highest search rates on Google from their target customers. If a website is able to optimise itself based on the search engine’s keywords, then it is certain that they will be able to reach the maximum amount of relevant people.
Some of the most popular keywords for Volini are pain spray, pain gel and best pain relief spray. This means that whenever someone searches for these terms online, Volini’s results are the first that pop up.
Often, brands bid on certain search terms to ensure that when users search these particular terms on the internet, the particular brand’s page pops up as one of the first results. This may be useful for Volini in reference to other words that it could really capitalise on if they were able to be one of the top results.
Some of the suggested bid words for Volini are herbal formula, spray launched, effective, gel, herbal, relief and spray. This ensures that when someone searches for the said terms online, they are bound to encounter Volini’s website as one of the first results. This makes the website more accessible to the people looking for pain relief medicine, which is ultimately the group of people Volini wants most to reach out to. Developing an SEO Strategy has surely benefited Volini Digital Marketing Strategy!
Volini’s main competitor is Moov Spray. Moov is a national-level brand launched in 1986. It is a household name in terms of pain-relief and provides tough competition to Volini, not just in the digital sphere but in terms of sales as well.
When comparing Volini and Moov’s websites, our student found that Moov’s website has better search engine optimisation. While the top keyword for Volini was ‘Volini’, the top keyword for Moov was ‘pain’, which is a more common term and can therefore help more customers access Moov’s website.
It was also found that Volini’s website was incredibly slow and that Moov’s website was much faster and effective.
Social Media Marketing
One of the key factors towards the success of any business these days is social media. And Volini has certainly learned this.
A social media campaigns they could carry out in order to further increase their following is on Facebook, wherein the brand targets users who have a liking for running. They could advertise to this selected range of customers and request them to like their page and to subscribe to newsletters they could send via email. They could even have selfie points at marathon venues which would go directly on the Facebook profiles of their participants!
They could also post training videos on YouTube detailing correct stretching exercises and post-run recovery. Celebrity athlete videos could also be helpful. This would greatly boost Volini Digital Marketing Strategy!
An Email Marketing system that strategically targets Volini’s prime customers is the need of the hour. Our student has come up with a strategy he feels would be of benefit. They have devised an email marketing system that includes:
- Welcome mail
- Newsletters (for participants of upcoming marathons or for those who’ve run marathons)
- Reminder mails
- Performance mails