10 step marketing plan for Restor-F

10 Step Marketing Plan Restor-F Barcelona | Laquindanum | Parulan | Rivera | Villafuerte ASMPH

5 STEPS for Part 1(Primary Target Market and Positioning) Restor-F’s primary target market are the energy-seeking teens and adults Gap is all other brands focus on other vitamin combinations and low cost The vitamin supplement market is PhP 4 B, Restor-F’s niche is PhP 15 M Who wants to experience their body’s full potential Can choose Enervon, Clusivol, and Centrum ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

6 9 5 STEPS for Part 2(Marketing Mix and Strategy) Restor-F is a soft gel capsule Is distributed nationwide 7 10 Uses the winning strategy of being the best and being “beyond complete” Is 60% premium 8 Uses direct promotions and media advertisements ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

10 Step Marketing Plan Restor-F Positioning to the Primary Target Market Part 1: Steps 1 to 5 ASMPH

Restor-F’s primary target market are the energy-seeking teens and adults Demographics:Restor-F’s PTM are 14 years old and above, M/F, social class AB, single or married Lifestyle:for those in their prime, active and accomplished adults; health conscious teens and adults who wants to fight off diseases and who wants more out of life Behavior: everyday energy boost, quality product with more formulations, dietary supplements ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

Restor-F’s primary target market’s needs, wants, and expectations ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

Restor-F’s primary target market’s needs, wants, and expectations My body is my temple. I will be able to see my full potential, if I am healthy. I’m competitive. I’m at the top of my game if I am healthy. ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

Restor-F’s primary target market’s needs, wants, and expectations There’s always a NEED to be healthy in body, mind, and soul. Not only a healthier life, but to maximize their full potential and to perform at their finest. Teens and adults WANT a diet supplement that is complete. One that provides the most adequate and important vitamins and minerals,and one of best quality at the right price. Primary target market EXPECTS to boost their physical and mental function. Not only to ward off disease and stress but to increase vigor and stamina. ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

a. Restor-F’s has many giant competitors. Direct: Centrum, Clusivol, Enervon, Stresstabs, etc. Indirect: Gym packages, diet pills/drinks/food, health drinks, healthy lifestyle Variables: age, price, packaging, availability, brand, product mix ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

b. Competitive Position Map Price vs. Quantity and Quality of Formulation CLUSIVOL ENERVON CENTRUM RESTOR-F ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

b. Competitive Position Map ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

Restor-F’s positions strongly in a differentiation market strategy Restor-F is the FIRSTand ONLY multivitamin and mineral preparation with a COMPREHENSIVE combination of: Taurine Chlorella, Ginseng, Rutin, Folic Acid and Lecithin This formulation enhances vigor and stamina, increases body’s resistance, and improves body and mind function ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

Restor-F’s positions strongly in a differentiation market strategy Restor-F is beyond COMPLETE. ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

a. Based on data, the vitamin supplement market is PHP 3 BILLION. ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

b. Based on Folares data, where Restor-F’s share is 25%, total market size is PhP1.5 B. RESTOR-Fis approximately 25% of entire product volume of the company which also handles the distribution and marketing of two other products (Folart and Restor Big) These three products have a combined volume of P 60 M FolaresPhilippine data: Restor-F sales is PhP 15M Folaresmarket share probably is 1% Then, the total vitamin supplement market size is Php 15 million / 0.01 = PhP 1.5 billion ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

c. Based on consumer data, the multivitamin industry is PhP 7.3 BILLION. There are about 40 million Filipinos aged 15-60 years old. Source: Philippines Statistical Yearbook, 2000 Vitamins Usage: IF 40 million Filipinos take a vitamin supplement once a day everyday which costs around PhP5.00 per capsule/tablet, THEN 40 million x 1 x PhP 5.00 x 365 = PhP 7.3 billion ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

ASMPH Based on data, the vitamin supplement market is about PHP 4 BILLION. Competitor data = PhP 3 B Company data = PhP 1.5 B Usage data = PhP 7.3 B Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

10 Step Marketing Plan Restor-F The Marketing Mix Strategy Part 2: Steps 6 to 10 ASMPH

6 a. The vitamin supplement category is dominated by three major brands. Centrum Enervon Clusivol ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

6 b. Product Description Restor-F is a the first and only multivitamin and mineral preparation with a COMPREHENSIVE combination of … for vigor and stamina to support active functioning in adults and help restore efficient performance in conditions suggestive of declining mental and physical function. It enhances recuperative power and aids to increase resistance to disease and stress. It is sold in 2 packages (30s and 100s) Taken one softgel capsule daily ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

6 b. Product Description Belongs to the class of multivitamins and minerals Used as dietary supplements Manufactured and distributed by Folares Pharmaceuticals ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

7 6 Restor-F is 60% premium priced in quality packs. PhP 19 per capsule Pack of 30 = P516.09 Pack of 100 = P1720.29 Restor-F is priced 60% higher than the three vitamins supplement in the market with the aim of maximizing profits in its niche. ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

8 7 6 a. Promotions Exclusive membership cards ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

8 7 6 a. Promotions Direct promotions at conventions ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

8 7 6 a. Promotions Online ads ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

8 7 6 a. Promotions Sports events ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

8 7 6 a. Promotions ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

8 7 6 a. Promotions Beauty spa ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

8 7 6 a. Promotions Relaxing spa The best for my health. ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

8 7 6 a. Promotions Gym membership ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

8 7 6 a. Promotions Key strategy for RESTOR-F : Directed promotions Conversion of indirect competitors into complements ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

8 7 6 b. Competitor Promotions More energy mas happy. I want to be complete. Bawalmagkasakit. ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

Drug-stores (Mercury) Nation-Wide Pick-up by Customers Cash and credit transaction 8 9 7 6 Distributed nationwide using Folares Pharmaceuticals, Inc. ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

8 9 7 6 10 Restor-F’s generic winning strategy is to be “beyond complete” Restor-F’s main strategy is to dominate the niche market of 13 and above, highly functioning, active adults. It benefits from direct promotions It is best known for its unique additional formulation. Emphasize on QUALITY and long-term benefits of the product ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

10 Step Marketing Plan Restor-F SUMMARY ASMPH

5 STEPS for Part 1(Primary Target Market and Positioning) Restor-F’s primary target market are the energy-seeking teens and adults Gap is all other brands focus on other vitamin combinations and low cost The vitamin supplement market is PhP 4 B, Restor-F’s niche is PhP 15 M Who wants to experience their body’s full potential Can choose Enervon, Clusivol, and Centrum ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

6 9 5 STEPS for Part 2(Marketing Mix and Strategy) Restor-F is a soft gel capsule Is distributed nationwide 7 10 Uses the winning strategy of being the best and being “beyond complete” Is 60% premium 8 Uses direct promotions and media advertisements ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte

10 Step Marketing Plan Restor-F Barcelona | Laquindanum | Parulan | Rivera | Villafuerte ASMPH

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10 step marketing plan for Restor-F

by Cristal Ann Laquindanum on Jan 09, 2011

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10 step marketing plan for Restor-F — Presentation Transcript