10 step marketing plan

10 STEPMarketing Plan for Restor-F
Russell Rivera
November 2010

5 Steps for Part 1(PTM and Positioning)
Restor-F primary target market are the people past their prime
Wants good health and supplementation of diet
Can choose Revicon, etc.
Gap is all other brands focus on not adding alternative
The market size of multivitamins + minerals is 2.99 billion. Restor-F niche is 20 million

5 Steps for Part 2(Marketing Mix & Strategy
Restor-F is the first multivitamin with Taurine, Chlorella, Ginseng, Rutin, Folic Acid and Lecithin
Is 70% premium
Uses events, Med Reps and word of mouth
Is distributed nationwide
Uses a niche approach to win

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

1. Restor-F primary target market are the people past their prime
Demographics (40 – 60, M/F, social class AB, single or married)
Lifestyle (Accomplished in life, Competitive, Wants more out of life)
Behavior (One tab, once a day, supplementation of diet)

Influencing Buyer Behavior
When I am healthy I can do a lot more of things
I need to have a complete diet

2. My PTM’s NWE
Adults need
To have playfulness, self-actualization
Adults choose Restor-F over other multivitamins because of ….
Offering of other “essential” ingredients, ISO accredited, brand
Adults expect this when they use Restor-F
Better, healthier life, complete in nutrition where they can do more out of life even with their age

3a. Restor-F has many formidable comptetitors
Direct: Revicon, Centrum, Enervon
Indirect: herbal products, fruit juices, antioxidants
Variables: Age, Price, packaging, specific use, convenience of use, availability, brand

Restor-F is #1 in niche: high priced product for 40 – 60 years
Restor-F
Flintstones
Centrum
Centrum Silver
Enervon
Ceelin
Revicon
Price vs. Age Matrix

Restor-F unique positioning is shown in this ingredient map
Components vs. Brand
Many competitors focus only on the basic vitamins and minerals

4. Restor-F positions strongly in a niche market opportunity
Restor-F is the only multivitamin and mineral supplement
That has taurine, ginseng and chlorella
For adults 40 – 60
Who want to feel that they are not yet past their prime
No brand has a similar ingredient base
Others focus on basic body needs, low price and large segments

5a. Based on data, multivitamins market is P3billion
According to the Philippine Pharmaceutical Industry
Factbook 7th Edition July 2008

5b. Based on data, multivitamins market is P3billion
Data shows that total multivitamins sales are P3billion
Restor-F sales are 20 million
Total market share is .0066 or >1% of the market

5c. Consumer data indicates a size of P3billion
Multivitamin Usage:
10 million Filipinos take in one tab of multivitamins per day which costs around P14 per tab
1 M x 1 x 10 x 365 = P3billion

5. Concluded that market share is >1%
Data = P3 billion
Company data = P20 million
Usage data = P3billion

The Marketing Mix Strategy
Part 2:
Steps 6 to 10

6a. Multivitamins category is dominated by 3 major brands

6b. Product Description
Restor-F is a soft gel capsule which contains Taurine 200 mg, chlorella pyrenoidosapowd 150 mg, koreanpanax ginseng 50 mg, rutin 50 mg, lecithin 70 mg, folic acid 250 mcg, Fe 10 mg, Zn 10 mg, Ca 20 mg, vit C 60 mg, vit A 2,700 iu, vit B1 1.8 mg, vit B2 1.8 mg, nicotinamide 30 mg, vit B6 3 mg, vit B12 3 mcg, vit D3 200 iu, vit E 10 iu
It comes in two bottles with 30tabs/pack or 100pcs/bottle

7. Price- Restor-F is 60% premium priced in affordable packs
Restor-F 30s = P516.09
Restor-F 100s = P1720.29
Restor-F is priced 60% higher than other products in the market with aim of maximizing profits in its niche

8a. Promotions
RESTOR-F is the Best! Yan anggamitko! :D
Advertising
Print Ads
Internet advertisements
Advertising with Willie in his show
Sales Promotions
Free samples
Direct Marketing
Medical representatives

8b. Competitor promo

9. Restor-F is distributed nationwide using its distribution network
Supermarkets, drugstores, market stalls, convenience outlets
Nationwide
Pick-up by customers
Cash and credit transaction
Medical representatives

10. Restor-F is a niche leader
Restor-F main strategy is to dominate the niche market of 40 – 60 years who are past their prime
It benefits from the unique distribution and advertising of FollaresPharma
Has an excellent, premium priced, excellent product distributed nationwide

Summary

5 Steps for Part 1(PTM and Positioning)
Restor-F PTM are “for those past their prime”
Who want to feel they can still do it
Can choose Revicon, Enervon, etc
Gap is all other brands focus on essential vitamins and minerals with no use of alternative minerals
Market size is P 3 Billion

5 Step for Part 2(Marketing Mix & Strategy)
Restor-f soft gel capsule
Is 60% premium
Uses medical representatives and internet advertisments
Is distributed nationwide
Uses a niche approach to win

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10 step marketing plan

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10 step marketing plan — Presentation Transcript