10 Step Product Marketing Analysis
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10 Step Product Marketing Analysis

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