10 STEP<br />Marketing Plan for Restor-F<br />Cristal Ann G. Laquindanum<br />November 2007<br />
5 Steps for Part 1<br />(PTM and Positioning)<br />Restor-F PTM are highly functioning, active, health conscious adults<br...
5 Steps for Part 2<br />(Marketing Mix & Strategy)<br />Restor-Fsoftgel capsule<br />Is 60% premium<br />Uses TV, print, m...
Positioning to the <br />Primary Target Market<br />Part 1:<br />Steps 1 to 5<br />
1. Restor-F primary target market (PTM) are the active and health conscious<br /><ul><li>Demographics: Restor-F’s PTM are ...
Lifestyle: active functioning adults, health conscious who wants to fight off diseases
Behavior: everyday energy boost, quality product with more formulations</li></li></ul><li>2. My PTM’s NWE<br />
2. My PTM’s NWE<br />I will be develop into my best self If I am healthy<br />I’m at the top of my game if I am healthy<br />
2. My PTM’s NWE<br />Active, highly functional adults need…<br /><ul><li>Self-development, recognition, status </li></ul>A...
Indirect: Gym packages, diet pills/drinks/food, health drinks, healthy lifestlye
Variables: age, price, packaging, availability, brand, product mix</li></li></ul><li>3b. Competitive Position Map<br />Pri...
4. Restor-F positions strongly in a niche market opportunity<br /><ul><li>Restor-F is the FIRSTand ONLY multivitamin and m...
TaurineChlorella, Ginseng, Rutin, Folic Acid and Lecithin
This formulation enhances vigor and stamina, increases body’s resistance, and improves body and mind function</li></li></u...
5b. Based on Folaresdata, where Restor-F share is25%, total market size isPhP1.5 billion<br /><ul><li>FolaresPhilippine da...
Folares market share probably is 1%
Then total vitamin supplement market size is Php15million / 0.01 = PhP 1.5 billion</li></li></ul><li>5c. Consumer data ind...
20 million x 1 x PhP5.00 x 365 = PhP3.6 billion</li></li></ul><li>5. Concluded that vitamin supplement market is PhP3 bill...
The Marketing Mix Strategy<br />Part 2:<br />Steps 6 to 10<br />
6a. Vitamin supplement category is dominated by 3 major brands<br />
6b. Product description<br /><ul><li>Restor-F is a the first and only multivitamin and mineral preparation with a COMPREHE...
It is sold in 2 packages (30s and 100s)
Taken one softgel capsule daily </li></li></ul><li>7. Restor-F is 60% premium priced in affordable packs <br />Pack of 30 ...
8a. Promo<br />The best for my health. <br />
8a. Promo<br />The best for my health. <br />
8a. Promo<br />The best for my health. <br />
8b. Competitor promo<br />Mas energy mas happy.<br />I want to be complete.<br />Bawalmagkasakit.<br />
9. Restor-F is distributed nationwide in partnership with other health-related products <br /><ul><li>Drugstores, spas, gy...
Nationwide
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10 step Marketing Plan Restor-F

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10 step Marketing Plan Restor-F

  1. 1. 10 STEP<br />Marketing Plan for Restor-F<br />Cristal Ann G. Laquindanum<br />November 2007<br />
  2. 2. 5 Steps for Part 1<br />(PTM and Positioning)<br />Restor-F PTM are highly functioning, active, health conscious adults<br />Who want to boost their mental & physical function <br />Can choose Enervon, Centrum, and Clusivol<br />Gap is all others are low cost<br />The market sizeof vitamin supplement is PhP3B. Restor-F niche is PhP15M<br />
  3. 3. 5 Steps for Part 2<br />(Marketing Mix & Strategy)<br />Restor-Fsoftgel capsule<br />Is 60% premium<br />Uses TV, print, membership packages<br />Is distributed nationwide<br />Uses a niche the best among the rest <br />
  4. 4. Positioning to the <br />Primary Target Market<br />Part 1:<br />Steps 1 to 5<br />
  5. 5. 1. Restor-F primary target market (PTM) are the active and health conscious<br /><ul><li>Demographics: Restor-F’s PTM are 13 years old and above, M/F, social class ABC, single or married
  6. 6. Lifestyle: active functioning adults, health conscious who wants to fight off diseases
  7. 7. Behavior: everyday energy boost, quality product with more formulations</li></li></ul><li>2. My PTM’s NWE<br />
  8. 8. 2. My PTM’s NWE<br />I will be develop into my best self If I am healthy<br />I’m at the top of my game if I am healthy<br />
  9. 9. 2. My PTM’s NWE<br />Active, highly functional adults need…<br /><ul><li>Self-development, recognition, status </li></ul>Active adults choose Restor-F over other vitamin supplement because of…<br /><ul><li>More vitamins and nutrients in its formulation, added health boost, quality</li></ul>Active adults expect these when they take Restor-F…<br /><ul><li>More vigor and stamina, boost mental and physical function, increase natural resistance to disease and stress </li></li></ul><li>3a. Restor-F has many formidable competitors<br /><ul><li>Direct: Centrum, Clusivol, Enervon, Stresstabs, etc.
  10. 10. Indirect: Gym packages, diet pills/drinks/food, health drinks, healthy lifestlye
  11. 11. Variables: age, price, packaging, availability, brand, product mix</li></li></ul><li>3b. Competitive Position Map<br />Price vs. Quantity and Quality of Formulation<br />CLUSIVOL<br />CENTRUM<br />ENERVON<br />RESTOR-F<br />
  12. 12. 4. Restor-F positions strongly in a niche market opportunity<br /><ul><li>Restor-F is the FIRSTand ONLY multivitamin and mineral preparation with a COMPREHENSIVE combination of
  13. 13. TaurineChlorella, Ginseng, Rutin, Folic Acid and Lecithin
  14. 14. This formulation enhances vigor and stamina, increases body’s resistance, and improves body and mind function</li></li></ul><li>5a. Based on data, vitamin supplement market is PhP3 billion<br />
  15. 15. 5b. Based on Folaresdata, where Restor-F share is25%, total market size isPhP1.5 billion<br /><ul><li>FolaresPhilippine data: Restor-F sales is PhP15M
  16. 16. Folares market share probably is 1%
  17. 17. Then total vitamin supplement market size is Php15million / 0.01 = PhP 1.5 billion</li></li></ul><li>5c. Consumer data indicates a size of PhP 3.6 billion<br />Vitamins Usage:<br /><ul><li>20 million Filipinos take vitamin supplement once a day which costs around PhP5.00 per capsule/tablet
  18. 18. 20 million x 1 x PhP5.00 x 365 = PhP3.6 billion</li></li></ul><li>5. Concluded that vitamin supplement market is PhP3 billion<br />Competitor data = PhP 3 B <br />Company data = PhP 1.5 B <br />Usage data = PhP 3.6 B <br />
  19. 19. The Marketing Mix Strategy<br />Part 2:<br />Steps 6 to 10<br />
  20. 20. 6a. Vitamin supplement category is dominated by 3 major brands<br />
  21. 21. 6b. Product description<br /><ul><li>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.
  22. 22. It is sold in 2 packages (30s and 100s)
  23. 23. Taken one softgel capsule daily </li></li></ul><li>7. Restor-F is 60% premium priced in affordable packs <br />Pack of 30 = P516.09<br />Pack of 100 = P1720.29<br />Restor-F is priced 60% higher than the three vitamins supplement in the market with the aim of maximizing profits in its niche. <br />
  24. 24. 8a. Promo<br />The best for my health. <br />
  25. 25. 8a. Promo<br />The best for my health. <br />
  26. 26. 8a. Promo<br />The best for my health. <br />
  27. 27. 8b. Competitor promo<br />Mas energy mas happy.<br />I want to be complete.<br />Bawalmagkasakit.<br />
  28. 28. 9. Restor-F is distributed nationwide in partnership with other health-related products <br /><ul><li>Drugstores, spas, gyms, fitness centers
  29. 29. Nationwide
  30. 30. Pick-up by customers
  31. 31. Cash and credit transaction</li></li></ul><li>10. Restor-F is a niche lead<br /><ul><li>Restor-F’s main strategy is to dominate the niche market of 13 and above, highly functioning, active adults.
  32. 32. It benefits from partnership with other health-related products and services.
  33. 33. It is best known for its unique additional formulation. </li></li></ul><li>SUMMARY<br />
  34. 34. 5 Steps for Part 1<br />(PTM and Positioning)<br />Restor-F PTM are highly functioning, active, health conscious adults<br />Who want to boost their mental & physical function <br />Can choose Enervon, Centrum, and Clusivol<br />Gap is all others are low cost<br />The market sizeof vitamin supplement is PhP3B. Restor-F niche is PhP15M<br />
  35. 35. 5 Steps for Part 2<br />(Marketing Mix & Strategy)<br />Restor-Fsoftgel capsule<br />Is 60% premium<br />Uses TV, print, membership packages<br />Is distributed nationwide<br />Uses a niche the best among the rest <br />
  36. 36. 10 STEP<br />Marketing Plan for Restor-F<br />Cristal Ann G. Laquindanum<br />November 2007<br />

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