Enervon-E (d-Alpha Tocopherol)Young doesn’t always mean healthy10 step marketing analysis<br />Merce Kristin F. Tumibay<br...
Enervon-EYoung doesn’t always mean healthy.<br />PTM are young professionals who want to be healthy<br />But are exposed t...
Enervon-EYoung doesn’t always mean healthy.<br />Product: Enervon-E (d-Alpha tocopherol)<br />Price: Mid-range (Php12.00/c...
The Ad<br />
Part 1: positioning to the target market<br />
Primary Target Market<br />Mid twenties to early thirties<br />Young professionals <br />With sedentary lifestyles<br />Hi...
Needs Wants Demands<br />I want to have a successful life.<br />I want to do what my peers are also doing.<br />I want to ...
Competition and Competitive Position<br />Direct Competitors<br />Myra-E – mainly directed to women<br />Squibb<br />Solga...
Gap<br />Young professionals today are exposed to risk factors (such as a sedentary lifestyle, high stress environment, hi...
Market Size<br /><ul><li>Company data – not available
Competitor’s data – not available
Customer’s data – not available</li></li></ul><li>Part 2: Marketing Mix<br />Product, Promo, Price, Place<br />
Product<br />A vitamin E soft gel capsule that acts as an anti-oxidant to prevent the build-up of cholesterol in the heart...
Promo<br />Print ad found in MIMS – a drug reference booklet – mainly used by healthcare workers.<br />Uses pull of the br...
Price<br />Php12.00 per capsule<br />
Place<br />Distributed in leading drugstores nationwide.<br />
Generic Winning Strategy<br />Enervon-E’s main strategy is to sell to the niche market of young professionals (mid-20s to ...
Enervon-EYoung doesn’t always mean healthy.<br />PTM are young professionals who want to be healthy<br />But are exposed t...
Enervon-EYoung doesn’t always mean healthy.<br />Product: Enervon-E (d-Alpha tocopherol)<br />Price: Mid-range (Php12.00/c...
Enervon-E (d-Alpha Tocopherol)Young doesn’t always mean healthy10 step product marketing analysis<br />Merce Kristin F. Tu...
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10 Step Product Marketing Analysis

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Transcript of "10 Step Product Marketing Analysis"

  1. 1. Enervon-E (d-Alpha Tocopherol)Young doesn’t always mean healthy10 step marketing analysis<br />Merce Kristin F. Tumibay<br />January 2011<br />
  2. 2. Enervon-EYoung doesn’t always mean healthy.<br />PTM are young professionals who want to be healthy<br />But are exposed to various risk factors (sedentary lifestyle, high fat diet, alcohol drinking, smoking, etc)<br />Can choose between Myra-E, Solgar, GNC, Multivitamins to get their vitamin E needs<br />Gap lies in the fact that there PTM need to prevent cardiovascular disease before they display the signs/symptoms. <br />
  3. 3. Enervon-EYoung doesn’t always mean healthy.<br />Product: Enervon-E (d-Alpha tocopherol)<br />Price: Mid-range (Php12.00/cap)<br />Promo: uses print ad<br />Place: leading drugstores<br />Uses a generic winning strategy of marketing to a niche market and using ENERVON’s distribution leverage.<br />
  4. 4. The Ad<br />
  5. 5. Part 1: positioning to the target market<br />
  6. 6. Primary Target Market<br />Mid twenties to early thirties<br />Young professionals <br />With sedentary lifestyles<br />High stress environment<br />Poor diet<br />With vices<br />
  7. 7. Needs Wants Demands<br />I want to have a successful life.<br />I want to do what my peers are also doing.<br />I want to be healthy.<br />
  8. 8. Competition and Competitive Position<br />Direct Competitors<br />Myra-E – mainly directed to women<br />Squibb<br />Solgar (Healthy Options) Vitamin E <br />GNC Vitamin E<br />Indirect Competitors<br /><ul><li>Multivitamins</li></ul>Variables<br /><ul><li>price, dose, formulation</li></li></ul><li>GNC/Solgar<br />Enervon-E<br />Enervon MV<br />Myra-E<br />Competitive Position<br />Exercise<br />
  9. 9. Gap<br />Young professionals today are exposed to risk factors (such as a sedentary lifestyle, high stress environment, high fat diet, alcohol intake, and smoking) that make them vulnerable to develop cardiovascular diseases.<br />Cardiovascular disease is a silent killer – you won’t display signs and symptoms before it is too late.<br />Prevention is key!<br />An antioxidant that fights free radicals, along with lifestyle changes, prevents heart disease.<br />
  10. 10. Market Size<br /><ul><li>Company data – not available
  11. 11. Competitor’s data – not available
  12. 12. Customer’s data – not available</li></li></ul><li>Part 2: Marketing Mix<br />Product, Promo, Price, Place<br />
  13. 13. Product<br />A vitamin E soft gel capsule that acts as an anti-oxidant to prevent the build-up of cholesterol in the heart, thereby preventing heart disease.<br />
  14. 14. Promo<br />Print ad found in MIMS – a drug reference booklet – mainly used by healthcare workers.<br />Uses pull of the brand name ENERVON to market <br />Enervon Vitamin C/ Enervon Multivitamins<br />
  15. 15. Price<br />Php12.00 per capsule<br />
  16. 16. Place<br />Distributed in leading drugstores nationwide.<br />
  17. 17. Generic Winning Strategy<br />Enervon-E’s main strategy is to sell to the niche market of young professionals (mid-20s to early 30s) who are prone to lifestyle-related diseases. (niche)<br />It also has the advantage of having popular sister products such as Enervon Multivitamins and Enervon Vitamin C. (distribution leverage)<br />
  18. 18. Enervon-EYoung doesn’t always mean healthy.<br />PTM are young professionals who want to be healthy<br />But are exposed to various risk factors (sedentary lifestyle, high fat diet, alcohol drinking, smoking, etc)<br />Can choose between Myra-E, Solgar, GNC, Multivitamins to get their vitamin E needs<br />Gap lies in the fact that there PTM need to prevent cardiovascular disease before they display the signs/symptoms. <br />
  19. 19. Enervon-EYoung doesn’t always mean healthy.<br />Product: Enervon-E (d-Alpha tocopherol)<br />Price: Mid-range (Php12.00/cap)<br />Promo: uses print ad<br />Place: leading drugstores<br />Uses a generic winning strategy of marketing to a niche market and using ENERVON’s distribution leverage.<br />
  20. 20. Enervon-E (d-Alpha Tocopherol)Young doesn’t always mean healthy10 step product marketing analysis<br />Merce Kristin F. Tumibay<br />January 2011<br />
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