10 step marketing plan

10 Step Marketing PlanRestor-F Vitamins
CJ Villafuerte
January 2011
CJQV
ASM+PH 2012

Outline
Primary Target Market
Needs, Wants, Demands
Competition
Gap, Position, Opportunity
Market Size
Product
Promotion
Price
Place
Generic Winning Strategy
CJQV
ASM+PH 2012

Restor-F PTM are “energy seeking teens and adults”
Who want to be:
Active
Be free of disease
Improved Function
Can choose Centrum, Clusivol, Enervon, etc.
Gap is all other brands focus on other vitamin combinations and savings
The market size is P2 Billion, Restor-F niche is P10 million
CJQV
ASM+PH 2012

Marketing Mix & Strategy
Restor-F softgel capsule
Is 300% premium
Uses the internet
Is distributed nationwide
Uses a differentiation approach to win

Positioning to the Primary Target Market
Part 1:
Steps 1 to 5

Restor-F Primary Target Market are “energy-seeking adults”
Demographics (teens & adults, 14-59, M/F, social class ABC, single/married)
Lifestyle (studying, just starting work, working, retired)
Behavior (one capsule once a day)
CJQV
ASM+PH 2012

Influencing Buyer Behavior
CJQV
ASM+PH 2012
I will be able to see
my full potential,
if I am healthy.
I have a
responsibility
to be healthy

My PTM’s Needs, Wants, Demands
CJQV
ASM+PH 2012
Teens & Adults need to fulfill their responsibilities, self-actualization
Teens & Adults choose Restor-F over other vitamins because of price, product mix and FDA approval
Teens & Adults expect more energy, restored performance despite declining mental and physical function, including less disease and stress

Restor-F has many formidable competitors
Direct: Centrum, Stresstabs, Clusivol, Enervon, Pharmaton, Polynerv etc.
Indirect: Fad or Healthy Diets/Lifestyles, Health Drink
Variables: Age, Price, Packaging, availability, occasion of use, brand, Product mix
CJQV
ASM+PH 2012

Restor-F: Multivitamin High Priced-Product with Unique Constituents
CJQV
ASM+PH 2012
Clusivol
Enervon
Centrum
Restor-F

Restor-F unique positioning is shown in this competitive map
CJQV
ASM+PH 2012

Restor-F Positions in a Differentiation Market Opportunity
Restor-F is the only multivitamin with comprehensive combination of:
Taurine Chlorella, Ginseng, Rutin, Folic Acid and Lecithin
For adults
Who want more vigor/stamina, restored mental and physical function and less disease/stress
No brand has a similar product combination
Others focus on low prices and other combinations
CJQV
ASM+PH 2012

Market Size: Competitor Data
Unilabclaims 20% market share of total Philippine pharmaceutical industry
Annual Enervon Sales of
CJQV
ASM+PH 2012

Market Size: Company Data
Folares Pharmaceuticals, Inc Data: Restor-F sales at P10M
Market Share Data: None
CJQV
ASM+PH 2012

Market Size: Customer Data
Vitamin Usage:
61 Million Population 14-64 Age Group take 1 Multivitamin each day at P5.00
61 x 1 x 5 = $305 Million (at the minimum)
CJQV
ASM+PH 2012

Conclude that vitamin market is …
Competitor data: ---
Company data: None
Usage data: <$305 Million
Actual Data: $2 Billion
CJQV
ASM+PH 2012

The Marketing Mix Strategy
Part 2:
Steps 6 to 10

The Vitamin Industry is dominated by several brands
CJQV
ASM+PH 2012

Product Description
Restor-F is a brownish softgel capsule that contains taurine, Chlorella pyrenoidosapowd, Korean Panax ginseng, rutin, lecithin, folic acid, retinylpalmitate (A), thiamine nitrate (B1), riboflavin (B2), pyridoxine HCl (B6), nicotinamide (B3), cyanocobalamin (B12), ascorbic acid (C), cholecalciferol (D3), dl-α-tocopheryl acetate (E), calcium, iron, zinc. It also contains the following excipients: Vegetable oil, beeswax and soya oil.
It is sold in 2 packages (30’s and 100’s)
CJQV
ASM+PH 2012

Price – Close-up is % premium priced on Generic Brands
Pack of 30 = P516.09
Pack of 100 = P1720.29
Restor-F is priced at 300% higher than leading brands with aim of maximizing profits through its differentiation
CJQV
ASM+PH 2012

Promotion
CJQV
ASM+PH 2012

Competitor Promotion
CJQV
ASM+PH 2012

Distributed Nation-Wide using Folares Pharmaceuticals, Inc.
Drug-stores (Mercury)
Nation-Wide
Pick-up by Customers
Cash and credit transaction
CJQV
ASM+PH 2012

Generic Winning Strategy
Low Cost Producer
Supply and Distribution Leverage
Differentiation
Niche
CJQV
ASM+PH 2012

Restor-F is a Unique
Restor-F’s main strategy is to distinguish itself apart from the other adult vitamin products in the market
It benefits from uniqueness of the vitamin combination it offers
Has an excellent, reasonably-priced product distributed nation-wide
CJQV
ASM+PH 2012

Summary

Restor-F PTM are “energy seeking teens and adults”
Who want to be:
Active
Be free of disease
Improved Function
Can choose Centrum, Clusivol, Enervon, etc.
Gap is all other brands focus on other vitamin combinations and savings
The market size is $2 Billion, Restor-F niche is $10 million
CJQV
ASM+PH 2012

Marketing Mix & Strategy
Restor-F softgel capsule
Is 300% premium
Uses the internet
Is distributed nationwide
Uses a differentiation approach to win

References
Note: Data of the just described products came from public internet websites and public sources
http://folarespharma.com/index.htm
http://www.unilab.com.ph/
http://centrum.com/
http://mims.com

10 Step Marketing PlanVitamin Industry
CJ Villafuerte
January 2011
CJQV
ASM+PH 2012

http://www.hypermarketing2.com	135
http://www.josephdeungria.com	74
url_unknown	4
http://conradvillafuerte.blogspot.com	2
http://translate.googleusercontent.com	1

10 step marketing plan

by cjvillafuerte on Dec 01, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

5 Embeds 216

Statistics

10 step marketing plan — Presentation Transcript