V84 Hypermarketing Cherifer's Growing Marketing Strategy

3. GROWING MARKET STRATEGY
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4. GROWING MARKET STRATEGY
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5. COMPANY PROFILE
April 2002
Multivitamins and food supplements
21st in the IMS Philippine Pharmaceutical Index
Leading corporations by value (2008)
Cherifer, 19th among the leading products by value in the same year

6. PRODUCT PROFILE
Tomas Victorino “Tiny” Meneses
Food supplement with Chlorella Growth Factor (CGF)
Desire to be tall
Cherrys ferrous sulfate, an iron supplement (name of sister)
One of the most prescribed by pediatricians

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8. SOURCE: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources, 2020.
MARKET PROFILE:

9. SOURCE: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources, 2020.
MARKET PROFILE:

10. GROWING MARKET STRATEGY
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12. PRIMARY TARGET MARKET
Demographic
• Millennial parents (25-40 years old)
• Children 0 to 22 years old
• Middle and working class

13. PRIMARY TARGET MARKET
Psychographic
• Food supplements as adjunct to good
nutrition
• Maximize the growth potential of their
children
• Premium value on height

14. PRIMARY TARGET MARKET
Behavior
• Continuous from birth to adolescent
• Daily supplement
• Available in different formulations
• Easy to administer to children
• CHERIFER
• ZINC
• CM-GLUCAN

15. PAINS OF FILIPINO FAMILIES w/ GROWING CHILDREN
• 2nd shortest (Southeast Asia)
163.49 cm (M) and 151.76 cm (F)
• Height is might = success in life
Unano, pandak, bansot
• Basketball and beauty pageants
HEIGHT
REQUIREMENT
At least
5’4 for males
&
5’2 for females

16. NEEDS, WANTS, AND DEMANDS
WANTS
• Brand promise of tangkad
sagad
• Quality CGF + other vitamins
• Complete line of products
from birth to adolescent
• Competitive price
• Attractive packaging
• Ease of administration
• Prescribed by Pediatricians
NEEDS
• Achieve full child’s
potential
• Maximize height
growth
• Respect
• Society
• Job security
• Physiologic needs
DEMANDS
• Maximize child’s
growth potential
• Beginning at birth to
adolescent
• Credible product
• Attractive to kids
• Competitive price

17. UNIQUE SELLING PROPOSITION
• Chlorella Growth Factor (CGF), Taurine, and
Lysine
• Weight-promoting and cell-nourishing
• Maximizing growth potential
• Variants suitable for different ages

18. UNIQUE SELLING PROPOSITION EVOLUTION
We’re a Cherifer Family My Growing Partners Vitamin D is Free
2009 2015 2016

19. UNIQUE SELLING PROPOSITION EVOLUTION

20. UNIQUE SELLING PROPOSITION EVOLUTION

21. UNIQUE SELLING PROPOSITION EVOLUTION
Sa Cherifer may
#Cheriferever
Let’s Vitamins
#Cheri5ever
Grow up with Cherifer
#SanaTall
2017 2019 2020

22. GROWING MARKET STRATEGY
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23. COMPETITORS USP:

24. COMPETITORS USP:

25. TWO MOST CRITICAL VARIABLES FOR CONSUMER CHOICE
PRICE/AGE
MATRIX
0-2 yrs 2-6 yrs 7-12 yrs 10-22 yrs 30-40 yrs
High price
Mid price
Low price
DROPS SYRUP FIT
DROPS SYRUP
DROPS FORTE
PGM
PREMIUM
SYRUP

26. BENEFIT POSITIONING VS BRAND MATRIX
FUNCTIONAL
BENEFITS
CHERIFER GROWEE PROPAN TLC
DROPS FORTE SYRUP PGM PREMIUM DROPS SYRUP DROPS SYRUP FIT
Growth enhancing
Cell nourishing
Weight promoting
Brain development
Boost immunity
Healthy eyesight and skin
Variants suitable for age
Develop strong bones and
muscles
PARITY
DIFFERENTIATION

27. SOURCE: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources, 2020.
PEDIATRIC CONSUMER HEALTH CHANGES IN THE LAST 3 YEARS

28. SOURCE: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources, 2020.
PEDIATRIC CONSUMER HEALTH CHANGES IN THE LAST 3 YEARS

29. SOURCE: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources, 2020.
PEDIATRIC CONSUMER HEALTH CHANGES IN THE LAST 3 YEARS

30. GROWING MARKET STRATEGY
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31. MARKET CHANGES IN THE LAST 12 MONTHS
• Increase immunity in their children
• Preventative approach to health and wellness
• Increased value share gains
• High level of familiarity among consumers
• Continued advertising support

32. SOURCE: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources, 2020.
OPPORTUNITIES FOR GROWTH TO REMAIN COMPETITIVE

33. • More attention in pediatric consumer health
• Preventative health strategies
• Specific positioning
• Immune-boosting functionality
OPPORTUNITIES FOR GROWTH TO REMAIN COMPETITIVE

34. • Convenient and suitable packaging
• Expand range of flavors
• E-commerce
• Online coverage
OPPORTUNITIES FOR GROWTH TO REMAIN COMPETITIVE

36. GROWING MARKET STRATEGY
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