Restor-F (10 step marketing plan)

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10 Step Marketing Plan by Kathlene Marie Barcelona, Cristal Ann Laquindanum, Mariel Angelou Parulan, Russ Rivera, Conrad Josef Villafuerte

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Restor-F (10 step marketing plan)

  1. 1. 10 Step Marketing Plan Restor-F Barcelona | Laquindanum | Parulan | Rivera | Villafuerte ASMPH
  2. 2. 5 STEPS for Part 1(Primary Target Market and Positioning) Restor-F’s primary target market are the energy-seeking teens and adults Gap is all other brands focus on other vitamin combinations and low cost The vitamin supplement market is PhP 4 B, Restor-F’s niche is PhP 15 M Who wants to experience their body’s full potential Can choose Enervon, Clusivol, and Centrum ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  3. 3. 6 9 5 STEPS for Part 2(Marketing Mix and Strategy) Restor-F is a soft gel capsule Is distributed nationwide 7 10 Uses the winning strategy of being the best and being “beyond complete” Is 60% premium 8 Uses direct promotions and media advertisements ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  4. 4. 10 Step Marketing Plan Restor-F Positioning to the Primary Target Market Part 1: Steps 1 to 5 ASMPH
  5. 5. Restor-F’s primary target market are the energy-seeking teens and adults Demographics:Restor-F’s PTM are 14 years old and above, M/F, social class AB, single or married Lifestyle:for those in their prime, active and accomplished adults; health conscious teens and adults who wants to fight off diseases and who wants more out of life Behavior: everyday energy boost, quality product with more formulations, dietary supplements ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  6. 6. Restor-F’s primary target market’s needs, wants, and expectations ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  7. 7. Restor-F’s primary target market’s needs, wants, and expectations My body is my temple. I will be able to see my full potential, if I am healthy. I’m competitive. I’m at the top of my game if I am healthy. ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  8. 8. Restor-F’s primary target market’s needs, wants, and expectations There’s always a NEED to be healthy in body, mind, and soul. Not only a healthier life, but to maximize their full potential and to perform at their finest. Teens and adults WANT a diet supplement that is complete. One that provides the most adequate and important vitamins and minerals,and one of best quality at the right price. Primary target market EXPECTS to boost their physical and mental function. Not only to ward off disease and stress but to increase vigor and stamina. ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  9. 9. a. Restor-F’s has many giant competitors. Direct: Centrum, Clusivol, Enervon, Stresstabs, etc. Indirect: Gym packages, diet pills/drinks/food, health drinks, healthy lifestyle Variables: age, price, packaging, availability, brand, product mix ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  10. 10. b. Competitive Position Map Price vs. Quantity and Quality of Formulation CLUSIVOL ENERVON CENTRUM RESTOR-F ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  11. 11. b. Competitive Position Map ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  12. 12. Restor-F’s positions strongly in a differentiation market strategy Restor-F is the FIRSTand ONLY multivitamin and mineral preparation with a COMPREHENSIVE combination of: Taurine Chlorella, Ginseng, Rutin, Folic Acid and Lecithin This formulation enhances vigor and stamina, increases body’s resistance, and improves body and mind function ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  13. 13. Restor-F’s positions strongly in a differentiation market strategy Restor-F is beyond COMPLETE. ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  14. 14. a. Based on data, the vitamin supplement market is PHP 3 BILLION. ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  15. 15. b. Based on Folares data, where Restor-F’s share is 25%, total market size is PhP1.5 B. RESTOR-Fis approximately 25% of entire product volume of the company which also handles the distribution and marketing of two other products (Folart and Restor Big) These three products have a combined volume of P 60 M FolaresPhilippine data: Restor-F sales is PhP 15M Folaresmarket share probably is 1% Then, the total vitamin supplement market size is Php 15 million / 0.01 = PhP 1.5 billion ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  16. 16. c. Based on consumer data, the multivitamin industry is PhP 7.3 BILLION. There are about 40 million Filipinos aged 15-60 years old. Source: Philippines Statistical Yearbook, 2000 Vitamins Usage: IF 40 million Filipinos take a vitamin supplement once a day everyday which costs around PhP5.00 per capsule/tablet, THEN 40 million x 1 x PhP 5.00 x 365 = PhP 7.3 billion ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  17. 17. ASMPH Based on data, the vitamin supplement market is about PHP 4 BILLION. Competitor data = PhP 3 B Company data = PhP 1.5 B Usage data = PhP 7.3 B Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  18. 18. 10 Step Marketing Plan Restor-F The Marketing Mix Strategy Part 2: Steps 6 to 10 ASMPH
  19. 19. 6 a. The vitamin supplement category is dominated by three major brands. Centrum Enervon Clusivol ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  20. 20. 6 b. Product Description 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. It is sold in 2 packages (30s and 100s) Taken one softgel capsule daily ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  21. 21. 6 b. Product Description Belongs to the class of multivitamins and minerals Used as dietary supplements Manufactured and distributed by Folares Pharmaceuticals ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  22. 22. 7 6 Restor-F is 60% premium priced in quality packs. PhP 19 per capsule Pack of 30 = P516.09 Pack of 100 = P1720.29 Restor-F is priced 60% higher than the three vitamins supplement in the market with the aim of maximizing profits in its niche. ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  23. 23. 8 7 6 a. Promotions Exclusive membership cards ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  24. 24. 8 7 6 a. Promotions Direct promotions at conventions ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  25. 25. 8 7 6 a. Promotions Online ads ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  26. 26. 8 7 6 a. Promotions Online ads ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  27. 27. 8 7 6 a. Promotions Online ads ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  28. 28. 8 7 6 a. Promotions Sports events ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  29. 29. 8 7 6 a. Promotions ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  30. 30. 8 7 6 a. Promotions Beauty spa ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  31. 31. 8 7 6 a. Promotions Relaxing spa The best for my health. ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  32. 32. 8 7 6 a. Promotions Gym membership ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  33. 33. 8 7 6 a. Promotions Key strategy for RESTOR-F : Directed promotions Conversion of indirect competitors into complements ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  34. 34. 8 7 6 b. Competitor Promotions More energy mas happy. I want to be complete. Bawalmagkasakit. ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  35. 35. Drug-stores (Mercury) Nation-Wide Pick-up by Customers Cash and credit transaction 8 9 7 6 Distributed nationwide using Folares Pharmaceuticals, Inc. ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  36. 36. 8 9 7 6 10 Restor-F’s generic winning strategy is to be “beyond complete” Restor-F’s main strategy is to dominate the niche market of 13 and above, highly functioning, active adults. It benefits from direct promotions It is best known for its unique additional formulation. Emphasize on QUALITY and long-term benefits of the product ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  37. 37. 10 Step Marketing Plan Restor-F SUMMARY ASMPH
  38. 38. 5 STEPS for Part 1(Primary Target Market and Positioning) Restor-F’s primary target market are the energy-seeking teens and adults Gap is all other brands focus on other vitamin combinations and low cost The vitamin supplement market is PhP 4 B, Restor-F’s niche is PhP 15 M Who wants to experience their body’s full potential Can choose Enervon, Clusivol, and Centrum ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  39. 39. 6 9 5 STEPS for Part 2(Marketing Mix and Strategy) Restor-F is a soft gel capsule Is distributed nationwide 7 10 Uses the winning strategy of being the best and being “beyond complete” Is 60% premium 8 Uses direct promotions and media advertisements ASMPH Barcelona | Laquindanum | Parulan | Rivera | Villafuerte
  40. 40. 10 Step Marketing Plan Restor-F Barcelona | Laquindanum | Parulan | Rivera | Villafuerte ASMPH

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