10 step Marketing Plan Restor-F

10 STEP
Marketing Plan for Restor-F
Cristal Ann G. Laquindanum
November 2007

5 Steps for Part 1
(PTM and Positioning)
Restor-F PTM are highly functioning, active, health conscious adults
Who want to boost their mental & physical function
Can choose Enervon, Centrum, and Clusivol
Gap is all others are low cost
The market sizeof vitamin supplement is PhP3B. Restor-F niche is PhP15M

5 Steps for Part 2
(Marketing Mix & Strategy)
Restor-Fsoftgel capsule
Is 60% premium
Uses TV, print, membership packages
Is distributed nationwide
Uses a niche the best among the rest

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

1. Restor-F primary target market (PTM) are the active and health conscious
Demographics: Restor-F’s PTM are 13 years old and above, M/F, social class ABC, single or married
Lifestyle: active functioning adults, health conscious who wants to fight off diseases
Behavior: everyday energy boost, quality product with more formulations

2. My PTM’s NWE

2. My PTM’s NWE
I will be develop into my best self If I am healthy
I’m at the top of my game if I am healthy

2. My PTM’s NWE
Active, highly functional adults need…
Self-development, recognition, status
Active adults choose Restor-F over other vitamin supplement because of…
More vitamins and nutrients in its formulation, added health boost, quality
Active adults expect these when they take Restor-F…
More vigor and stamina, boost mental and physical function, increase natural resistance to disease and stress

3a. Restor-F has many formidable competitors
Direct: Centrum, Clusivol, Enervon, Stresstabs, etc.
Indirect: Gym packages, diet pills/drinks/food, health drinks, healthy lifestlye
Variables: age, price, packaging, availability, brand, product mix

3b. Competitive Position Map
Price vs. Quantity and Quality of Formulation
CLUSIVOL
CENTRUM
ENERVON
RESTOR-F

4. Restor-F positions strongly in a niche market opportunity
Restor-F is the FIRSTand ONLY multivitamin and mineral preparation with a COMPREHENSIVE combination of
TaurineChlorella, Ginseng, Rutin, Folic Acid and Lecithin
This formulation enhances vigor and stamina, increases body’s resistance, and improves body and mind function

5a. Based on data, vitamin supplement market is PhP3 billion

5b. Based on Folaresdata, where Restor-F share is25%, total market size isPhP1.5 billion
FolaresPhilippine data: Restor-F sales is PhP15M
Folares market share probably is 1%
Then total vitamin supplement market size is Php15million / 0.01 = PhP 1.5 billion

5c. Consumer data indicates a size of PhP 3.6 billion
Vitamins Usage:
20 million Filipinos take vitamin supplement once a day which costs around PhP5.00 per capsule/tablet
20 million x 1 x PhP5.00 x 365 = PhP3.6 billion

5. Concluded that vitamin supplement market is PhP3 billion
Competitor data = PhP 3 B
Company data = PhP 1.5 B
Usage data = PhP 3.6 B

The Marketing Mix Strategy
Part 2:
Steps 6 to 10

6a. Vitamin supplement category is dominated by 3 major brands

6b. 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

7. Restor-F is 60% premium priced in affordable packs
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.

8a. Promo
The best for my health.

8b. Competitor promo
Mas energy mas happy.
I want to be complete.
Bawalmagkasakit.

9. Restor-F is distributed nationwide in partnership with other health-related products
Drugstores, spas, gyms, fitness centers
Nationwide
Pick-up by customers
Cash and credit transaction

10. Restor-F is a niche lead
Restor-F’s main strategy is to dominate the niche market of 13 and above, highly functioning, active adults.
It benefits from partnership with other health-related products and services.
It is best known for its unique additional formulation.

SUMMARY

5 Steps for Part 1
(PTM and Positioning)
Restor-F PTM are highly functioning, active, health conscious adults
Who want to boost their mental & physical function
Can choose Enervon, Centrum, and Clusivol
Gap is all others are low cost
The market sizeof vitamin supplement is PhP3B. Restor-F niche is PhP15M

5 Steps for Part 2
(Marketing Mix & Strategy)
Restor-Fsoftgel capsule
Is 60% premium
Uses TV, print, membership packages
Is distributed nationwide
Uses a niche the best among the rest

10 STEP
Marketing Plan for Restor-F
Cristal Ann G. Laquindanum
November 2007

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10 step Marketing Plan Restor-F

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10 step Marketing Plan Restor-F — Presentation Transcript