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10 step marketing plan


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10 step marketing plan

  1. 1. 10 STEPMarketing Plan for Restor-F<br />Russell Rivera<br />November 2010<br />
  2. 2. 5 Steps for Part 1(PTM and Positioning)<br />Restor-F primary target market are the people past their prime<br />Wants good health and supplementation of diet<br />Can choose Revicon, etc.<br />Gap is all other brands focus on not adding alternative <br />The market size of multivitamins + minerals is 2.99 billion. Restor-F niche is 20 million<br />
  3. 3. 5 Steps for Part 2(Marketing Mix & Strategy<br />Restor-F is the first multivitamin with Taurine, Chlorella, Ginseng, Rutin, Folic Acid and Lecithin<br />Is 70% premium<br />Uses events, Med Reps and word of mouth<br />Is distributed nationwide<br />Uses a niche approach to win<br />
  4. 4. Positioning to the Primary Target Market<br />Part 1:<br />Steps 1 to 5<br />
  5. 5. 1. Restor-F primary target market are the people past their prime<br />Demographics (40 – 60, M/F, social class AB, single or married)<br />Lifestyle (Accomplished in life, Competitive, Wants more out of life)<br />Behavior (One tab, once a day, supplementation of diet)<br />
  6. 6. Influencing Buyer Behavior<br />When I am healthy I can do a lot more of things<br />I need to have a complete diet<br />
  7. 7. 2. My PTM’s NWE<br />Adults need<br />To have playfulness, self-actualization<br />Adults choose Restor-F over other multivitamins because of ….<br />Offering of other “essential” ingredients, ISO accredited, brand<br />Adults expect this when they use Restor-F<br />Better, healthier life, complete in nutrition where they can do more out of life even with their age<br />
  8. 8. 3a. Restor-F has many formidable comptetitors<br />Direct: Revicon, Centrum, Enervon<br />Indirect: herbal products, fruit juices, antioxidants<br />Variables: Age, Price, packaging, specific use, convenience of use, availability, brand<br />
  9. 9. Restor-F is #1 in niche: high priced product for 40 – 60 years<br />Restor-F<br />Flintstones<br />Centrum<br />Centrum Silver<br />Enervon<br />Ceelin<br />Revicon<br />Price vs. Age Matrix<br />
  10. 10. Restor-F unique positioning is shown in this ingredient map<br />Components vs. Brand<br />Many competitors focus only on the basic vitamins and minerals <br />
  11. 11. 4. Restor-F positions strongly in a niche market opportunity<br />Restor-F is the only multivitamin and mineral supplement<br />That has taurine, ginseng and chlorella<br />For adults 40 – 60<br />Who want to feel that they are not yet past their prime<br />No brand has a similar ingredient base<br />Others focus on basic body needs, low price and large segments <br />
  12. 12. 5a. Based on data, multivitamins market is P3billion<br />According to the Philippine Pharmaceutical Industry <br />Factbook 7th Edition July 2008 <br />
  13. 13. 5b. Based on data, multivitamins market is P3billion<br />Data shows that total multivitamins sales are P3billion<br />Restor-F sales are 20 million<br />Total market share is .0066 or >1% of the market<br />
  14. 14. 5c. Consumer data indicates a size of P3billion<br />Multivitamin Usage:<br />10 million Filipinos take in one tab of multivitamins per day which costs around P14 per tab<br />1 M x 1 x 10 x 365 = P3billion<br />
  15. 15. 5. Concluded that market share is >1%<br />Data = P3 billion<br />Company data = P20 million<br />Usage data = P3billion<br />
  16. 16. The Marketing Mix Strategy<br />Part 2:<br />Steps 6 to 10<br />
  17. 17. 6a. Multivitamins category is dominated by 3 major brands<br />
  18. 18. 6b. Product Description<br />Restor-F is a soft gel capsule which contains Taurine 200 mg, chlorella pyrenoidosapowd 150 mg, koreanpanax ginseng 50 mg, rutin 50 mg, lecithin 70 mg, folic acid 250 mcg, Fe 10 mg, Zn 10 mg, Ca 20 mg, vit C 60 mg, vit A 2,700 iu, vit B1 1.8 mg, vit B2 1.8 mg, nicotinamide 30 mg, vit B6 3 mg, vit B12 3 mcg, vit D3 200 iu, vit E 10 iu<br />It comes in two bottles with 30tabs/pack or 100pcs/bottle<br />
  19. 19. 7. Price- Restor-F is 60% premium priced in affordable packs<br />Restor-F 30s = P516.09<br />Restor-F 100s = P1720.29<br />Restor-F is priced 60% higher than other products in the market with aim of maximizing profits in its niche<br />
  20. 20. 8a. Promotions<br />RESTOR-F is the Best! Yan anggamitko! :D<br />Advertising<br />Print Ads<br />Internet advertisements<br />Advertising with Willie in his show<br />Sales Promotions<br />Free samples<br />Direct Marketing<br />Medical representatives<br />
  21. 21. 8b. Competitor promo<br />
  22. 22. 9. Restor-F is distributed nationwide using its distribution network<br />Supermarkets, drugstores, market stalls, convenience outlets<br />Nationwide<br />Pick-up by customers<br />Cash and credit transaction<br />Medical representatives<br />
  23. 23. 10. Restor-F is a niche leader<br />Restor-F main strategy is to dominate the niche market of 40 – 60 years who are past their prime<br />It benefits from the unique distribution and advertising of FollaresPharma<br />Has an excellent, premium priced, excellent product distributed nationwide<br />
  24. 24. Summary<br />
  25. 25. 5 Steps for Part 1(PTM and Positioning)<br />Restor-F PTM are “for those past their prime”<br />Who want to feel they can still do it<br />Can choose Revicon, Enervon, etc<br />Gap is all other brands focus on essential vitamins and minerals with no use of alternative minerals<br />Market size is P 3 Billion<br />
  26. 26. 5 Step for Part 2(Marketing Mix & Strategy)<br />Restor-f soft gel capsule<br />Is 60% premium<br />Uses medical representatives and internet advertisments<br />Is distributed nationwide<br />Uses a niche approach to win<br />