10 step marketing plan restor f

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10 step marketing plan restor f

  1. 1. 10 step marketing plan for RESTOR-F Mariel Angelou A. Parulan November 30, 2010
  2. 2. <ul><li>DEMOGRAPHICS: </li></ul><ul><ul><li>>14 years old </li></ul></ul><ul><ul><li>Males and females </li></ul></ul><ul><ul><li>Classes A to B </li></ul></ul><ul><ul><li>Single or married </li></ul></ul><ul><ul><li>Especially parents </li></ul></ul>1) RESTOR-F ’s primary target market (PTM) MD-MBA 070042 | Mariel Angelou A. Parulan
  3. 3. <ul><li>LIFESTYLE: on-the-go </li></ul><ul><ul><li>Students (i.e. high school students, college students, med students, law students, grad students) </li></ul></ul><ul><ul><li>Professionals (i.e. lawyers, CEO’s, Doctors, etc.) </li></ul></ul><ul><ul><li>Working parents (joggling between work and taking care of the children) </li></ul></ul>1) RESTOR-F ’s primary target market (PTM) MD-MBA 070042 | Mariel Angelou A. Parulan
  4. 4. <ul><li>BEHAVIOR </li></ul><ul><ul><li>1 tab taken daily </li></ul></ul><ul><ul><li>Health conscious people, mindful of their diet, lifestyles and overall health </li></ul></ul>1) RESTOR-F ’s primary target market (PTM) MD-MBA 070042 | Mariel Angelou A. Parulan
  5. 5. 2) RESTOR-F ’s PTM’s Needs, Wants, expectations MD-MBA 070042 | Mariel Angelou A. Parulan I need to be healthy I want to achieve a successful career a
  6. 6. <ul><li>These on-the-go people </li></ul><ul><ul><li>Need a healthy mind and body so that they have adequate energy to accomplish their tasks </li></ul></ul><ul><ul><li>Choose Restor-F because it offers the best and most complete supplements needed for activity-filled days </li></ul></ul><ul><ul><li>Expect to be able to maximize their full potential during work(or school) without delays or problems due to sickness </li></ul></ul>2) RESTOR-F ’s PTM’s Needs, Wants, expectations MD-MBA 070042 | Mariel Angelou A. Parulan
  7. 7. <ul><li>DIRECT </li></ul><ul><ul><li>Centrum </li></ul></ul><ul><ul><li>Enervon </li></ul></ul><ul><ul><li>Clusivol </li></ul></ul>MD-MBA 070042 | Mariel Angelou A. Parulan <ul><li>INDIRECT </li></ul><ul><ul><li>Lifestyle (diet) </li></ul></ul><ul><ul><li>Rest/sleep </li></ul></ul><ul><ul><li>Gyms/health clubs </li></ul></ul><ul><li>VARIABLES: </li></ul><ul><ul><li>formulation </li></ul></ul><ul><ul><li>Effectivity </li></ul></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Safety </li></ul></ul><ul><ul><li>Side effects </li></ul></ul>
  8. 8. <ul><li>Formulation vs. Price </li></ul>MD-MBA 070042 | Mariel Angelou A. Parulan Formulation vs. price Usual supplementation content Ca + Fe + Mg + Zn+ manganese + nicotinamide + Vit A + B1 +B2 + B6 +B12 +C + D2 + E Usual supplementation content Zn + Ca+ Vit B1 + Vit B2 + Vit B6 + Vit B12 + C + Vit E Increased and varied supplement content Vit. A + Vit. DVit. + E + K + C + B1 + B2 + B6 + B12 + Ca + folic acid + niacinamid e + phosphorus + iodine + Fe + Cu + Zn + Ca molybdenum + selenium + nickel + silicon + Vanadium +mn + K + Cl Unique multivitamin supplementation content Vit. A + Vit. D + Vit. E + Vit.C + Fe + Zn + Ca + nicotinamide + taurine + chlorella + lecithin + folic acid + ginseng + rutin High priced (>15/tab) Restor- F (17.20) mid-priced (8-14/tab) Enervon (P 8/tab Centrum (P8.79) Low-riced (<7/tab) Clusivol (P 5.4)
  9. 9. MD-MBA 070042 | Mariel Angelou A. Parulan Improves work effciency Improved immunity Antiaging/as antioxodants Improves circulation Offers sufficient minerals and nutrients Restor-F ++ ++ ++ ++ ++ Clusivol ++ + ++ Enervon ++ + ++ Centrum (-) ++ ++
  10. 10. <ul><ul><li>Restor-F’s USP : an all-important-in-one multivitamin </li></ul></ul><ul><ul><li>Restor-F positions itself in the market in such a way that it is unique from the other multivitamins </li></ul></ul><ul><ul><li>It is the first and only multivitamin and mineral preparation with a COMPREHENSIVE combination of Taurine Chlorella, Ginseng, Rutin, Folic Acid and Lecithin </li></ul></ul>MD-MBA 070042 | Mariel Angelou A. Parulan
  11. 11. <ul><ul><li>RESTOR-F is approximately 25% of entire product volume of the company which also handles the distribution and marketing or two other products (Folart and Restor Big) </li></ul></ul><ul><ul><li>These three products have a combined volume of P 60 M </li></ul></ul><ul><ul><li>RESTOR-F has a market share of ~P 15 M </li></ul></ul>MD-MBA 070042 | Mariel Angelou A. Parulan
  12. 12. <ul><ul><li>A population (14-64 years old) of 61 million take 1 vitamin each day at P 5.00 each </li></ul></ul><ul><ul><li>61 x 1 x 5 = P 305 M </li></ul></ul><ul><ul><li>Hence, the multivitamin industry is approximated at P 305 M. </li></ul></ul>MD-MBA 070042 | Mariel Angelou A. Parulan
  13. 13. MD-MBA 070042 | Mariel Angelou A. Parulan DIRECT COMPETITION
  14. 14. MD-MBA 070042 | Mariel Angelou A. Parulan DIRECT COMPETITION
  15. 15. MD-MBA 070042 | Mariel Angelou A. Parulan DIRECT COMPETITION INDIRECT COMPETITION
  16. 16. MD-MBA 070042 | Mariel Angelou A. Parulan DIRECT COMPETITION INDIRECT COMPETITION
  17. 17. MD-MBA 070042 | Mariel Angelou A. Parulan Branches located nationwide Area where Restor-F is usually located
  18. 18. <ul><ul><li>This a nutritional supplement containing: </li></ul></ul><ul><ul><li>Important for vigor and stamina to support active functioning in adults and help restore efficient performance in conditions suggestive of declining mental and physical function. </li></ul></ul><ul><ul><li>It enhances recuperative power and aids to increase natural resistance to disease and stress. </li></ul></ul><ul><ul><li>Recommended dosage: 1 soft capsule daily </li></ul></ul><ul><ul><li>(may be taken with or without food) </li></ul></ul>MD-MBA 070042 | Mariel Angelou A. Parulan <ul><ul><ul><li>Taurine 200mg </li></ul></ul></ul><ul><ul><ul><li>Chlorella pyrenoidosa 150mg </li></ul></ul></ul><ul><ul><ul><li>korean panax ginseng 50mg </li></ul></ul></ul><ul><ul><ul><li>Folic acid 250mcg </li></ul></ul></ul><ul><ul><ul><li>Rutin 50mg </li></ul></ul></ul><ul><ul><ul><li>lecithin 70 mg </li></ul></ul></ul><ul><ul><ul><li>Fe 10 mg </li></ul></ul></ul><ul><ul><ul><li>Zn 10 mg </li></ul></ul></ul><ul><ul><ul><li>Nicotinamide 30 mg </li></ul></ul></ul><ul><ul><ul><li>Vitamin A 2,700 iu </li></ul></ul></ul><ul><ul><ul><li>Vitaming B1 1.8 mg </li></ul></ul></ul><ul><ul><ul><li>Vitamin B2 1.8 mg </li></ul></ul></ul><ul><ul><ul><li>Vitamin B6 3 mg </li></ul></ul></ul><ul><ul><ul><li>Vitamin B12 3 mcg </li></ul></ul></ul><ul><ul><ul><li>Vitamin C 60 mg </li></ul></ul></ul><ul><ul><ul><li>Vitamin D3 200 iu </li></ul></ul></ul><ul><ul><ul><li>Vitamin E 10 iu </li></ul></ul></ul><ul><ul><ul><li>Calcium 20 mg </li></ul></ul></ul>
  19. 19. <ul><ul><li>Mechanism of action </li></ul></ul>MD-MBA 070042 | Mariel Angelou A. Parulan Taurine , an amino acid, aids in optimum visual and auditory function and neuromuscular coordination, improves blood circulation and provides cardioprotection by affecting calcium ion equilibrium in the sarcolemma, enhances sperm motility by blocking membrane lipid peroxidation. Chlorella (Immune System/CVS): Chlorella changes high or low body functions back to normal. It helps remove harmful substances from the blood and destroy cancer cells by stimulating the immune system through macrophage stimulation. Korean Panax ginseng (CNS/Immune System/Reproductive System): Ginseng contributes to prolonged cell life (anti-aging properties) through increase in DNA, RNA and protein synthesis. Its tonic and antioxidant properties improves the regulation of immunological function, increases alertness and agility, helps the body to adapt to stress and corrects adrenal and thyroid dysfunctions. Rutin (Circulatory System): Rutin prevents easy bruisability and atherogenesis by protecting the capillaries, the tiniest blood vessels in the body. It reduces capillary fragility and increases tissue oxygenation. It is used in the treatment of varicose veins, hemorrhoids, night cramps and other circulatory problems.
  20. 20. <ul><ul><li>Mechanism of action </li></ul></ul>MD-MBA 070042 | Mariel Angelou A. Parulan Lecithin (CNS/CVS): Lecithin protects against cardiovascular disease by preventing cholesterol and other fats from depositing and accumulating on the walls of the arteries. It also dissolves existing fatty deposits and promotes normal processing of fats and cholesterol. It is also beneficial on memory, thinking ability and muscle control and helps in the prevention and treatment of gallstones Folic aid (CNS/CVS/Immune System): Folate as an essential co-factor in DNA and RNA synthesis, fosters the birth of healthy new cells. It prevents fetal neural tube defects, helps treat mental retardation and protects against cancer. By regulating homocysteine levels, it helps in the treatment of atherosclerosis.. Vitamin E (Immune System/CVS): Tocopherol, one of the many antioxidant agents, acts as a cellular shield against cancer-causing substances by preventing the formation of toxic oxidation products in the cells. It boosts the immune system, protects against cardiovascular diseases and increases sexual and athletic prowess. Zinc (CNS/Immune System): Zinc is a whole-body mineral needed for protein synthesis. Zinc is a principal protector of the immune system, a major disease fighter. It contributes to the production of healthy sperm cells and is used in treating and preventing infertility. It is also used in treating acne..
  21. 21. <ul><ul><li>Mechanism of action </li></ul></ul>MD-MBA 070042 | Mariel Angelou A. Parulan Vitamin A (Immune System/Eyes): Retinol though principally known for its function in maintaining proper vision, also boosts immunity and speeds wound healing. As an antioxidant, it protects against cancer, fights skin disorders and prevents aging of skin. Vitamin B1 (Brain/CVS/Cells): Vitamin B1 is used in treating neurological disorders and heart diseases. It helps metabolise carbohydrates to maintain high energy levels for sharper minds and protects against alcohol-related metabolic imbalances. Vitamin B2 (Cells): Riboflavin, the yellow vitamin, is important in proper cell respiration and in quenching the toxic exhausts of this inner energy-producing function. It protects exercisers from antioxidant damage and boosts athletic performance. Nicotinamide (CVS/Cells): Protects against cardiovascular diseases by lowering bad cholesterol levels in the body. It also protects against and detoxifies pollutants, alcohol and narcotics.
  22. 22. <ul><ul><li>Mechanism of action </li></ul></ul>MD-MBA 070042 | Mariel Angelou A. Parulan Vitamin B6 (Immune System/Glands/Reproductive System): Pyridoxine plays an important role in the production of red blood cells and the cells of the immune system. It is essential for normal nucleic acid and protein synthesis. It relieves symptoms of premenstrual tension, cures some forms of infertility and protects against metabolic imbalances caused by oral contraceptives Vitamin B12 (CNS/Immune System): Cyanocobalamin energizes both the body and mind. It alleviates neuropsychiatric disorders and prevents mental deterioration. It is essential in the growth and maintenance of cells and helps protect against smoking-induced cancer. By aiding folic acid in its function, it maintains the health of the central nervous system. It is also used to supplement vegetarian/macrobiotic diets Vitamin C (Immune System/Reproductive System): Ascorbic acid helps protect the body from susceptibility to colds and infections that affect soft tissues by boosting performance of the immune system. It speeds wound healing, counteracts asthma, combats gum diseases and helps overcome male infertility. Vitamin D (Immune System/Skeletal System): Cholecalciferol helps protect against osteoporosis by helping the bones of the body to absorb calcium better. Also, it enhances immunity and protects against cancer.
  23. 23. <ul><ul><li>Mechanism of action </li></ul></ul>MD-MBA 070042 | Mariel Angelou A. Parulan Calcium (CVS/Skeletal System): Calcium is needed in maintaining proper bone density and strength. Calcium helps in preventing and treating osteoporosis. It is also used in treating high blood pressure. By controlling muscular contractions, it helps relieve leg cramps Iron (Immune System/RBC/Brain): Iron is responsible for giving blood its healthy bright red color and prevents and cures iron-deficiency anemia. It stimulates immunity, boosts physical performance and prevents learning disorders in children.
  24. 24. <ul><ul><li>Belongs to the class of multivitamins and minerals </li></ul></ul><ul><ul><li>Used as dietary supplements </li></ul></ul><ul><ul><li>Packages available: </li></ul></ul><ul><ul><ul><li>In 30’s </li></ul></ul></ul><ul><ul><ul><li>In 100’s </li></ul></ul></ul><ul><ul><li>Manufactured and distributed by Folares Pharmaceuticals </li></ul></ul>MD-MBA 070042 | Mariel Angelou A. Parulan
  25. 25. <ul><ul><li>P 19.00/cap </li></ul></ul><ul><ul><li>Pricing strategy: perceived-value pricing </li></ul></ul>MD-MBA 070042 | Mariel Angelou A. Parulan Restor-F Clusivol Enervon Centrum P 19.00 P 4.76 P 4.95 P 8.62
  26. 26. <ul><ul><li>P 19.00/cap </li></ul></ul>MD-MBA 070042 | Mariel Angelou A. Parulan Restor-F Clusivol Enervon Centrum P 19.00 P 4.76 P 4.95 P 8.62
  27. 27. <ul><ul><li>P 19.00/cap </li></ul></ul>MD-MBA 070042 | Mariel Angelou A. Parulan Restor-F Clusivol Enervon Centrum P 19.00 P 4.76 P 4.95 P 8.62
  28. 28. <ul><ul><li>P 19.00/cap </li></ul></ul>MD-MBA 070042 | Mariel Angelou A. Parulan <ul><li>Restor-F > other multivitamins </li></ul><ul><li>Value of the brand (status) </li></ul><ul><li>Value of the product itself </li></ul>Restor-F Clusivol Enervon Centrum P 19.00 P 4.76 P 4.95 P 8.62
  29. 29. <ul><ul><li>Online Ads </li></ul></ul>MD-MBA 070042 | Mariel Angelou A. Parulan
  30. 30. <ul><ul><li>Online Ads </li></ul></ul><ul><ul><li>Events and experiences: </li></ul></ul><ul><ul><ul><li>Health events: fun-runs, triathlons </li></ul></ul></ul><ul><ul><ul><li>School events </li></ul></ul></ul>MD-MBA 070042 | Mariel Angelou A. Parulan
  31. 31. <ul><ul><li>Online Ads </li></ul></ul><ul><ul><li>Events and experiences: </li></ul></ul><ul><ul><ul><li>Health events: fun-runs, triathlons </li></ul></ul></ul><ul><ul><ul><li>School events </li></ul></ul></ul><ul><ul><li>Promo </li></ul></ul><ul><ul><ul><li>To tie-up with coffee shops </li></ul></ul></ul><ul><ul><ul><li>To tie-up with healthy food products in groceries </li></ul></ul></ul>MD-MBA 070042 | Mariel Angelou A. Parulan
  32. 32. <ul><ul><li>Online Ads </li></ul></ul><ul><ul><li>Events and experiences: </li></ul></ul><ul><ul><ul><li>Health events: fun-runs, triathlons </li></ul></ul></ul><ul><ul><ul><li>School events </li></ul></ul></ul><ul><ul><li>Promo </li></ul></ul><ul><ul><ul><li>To tie-up with coffee shops </li></ul></ul></ul><ul><ul><ul><li>To tie-up with healthy food products in groceries </li></ul></ul></ul><ul><ul><li>Public relations </li></ul></ul><ul><ul><ul><li>Make the product known in different </li></ul></ul></ul><ul><ul><ul><li>corporate groups </li></ul></ul></ul>MD-MBA 070042 | Mariel Angelou A. Parulan
  33. 33. <ul><ul><li>Key strategy for RESTOR-F : </li></ul></ul><ul><ul><ul><li>Directed promotions </li></ul></ul></ul><ul><ul><ul><li>Conversion of indirect competitors into complements </li></ul></ul></ul>MD-MBA 070042 | Mariel Angelou A. Parulan ADVERTISMENTS TAG LINES
  34. 34. <ul><ul><li>Available nationwide </li></ul></ul><ul><ul><li>But in all mercury drug stores only </li></ul></ul>MD-MBA 070042 | Mariel Angelou A. Parulan
  35. 35. <ul><ul><li>Directed promotions: </li></ul></ul><ul><ul><ul><li>To increase exposure of the product in relation to common communication medium where of PTMs are exposed to </li></ul></ul></ul><ul><ul><li>Emphasize on QUALITY and long-term benefits of the product </li></ul></ul>MD-MBA 070042 | Mariel Angelou A. Parulan
  36. 36. MD-MBA 070042 | Mariel Angelou A. Parulan
  37. 37. <ul><ul><li>PTM: on-the-go population </li></ul></ul><ul><ul><li>NWE: who want to achieve success with well-maintained health </li></ul></ul><ul><ul><li>Competitors: Centrum, Enervon, Clusivol </li></ul></ul><ul><ul><li>Opportunity: most vitamins include only the basic vitamins and minerals </li></ul></ul><ul><ul><li>Market size: multivitamins is a P 305 M industry </li></ul></ul>MD-MBA 070042 | Mariel Angelou A. Parulan
  38. 38. <ul><ul><li>Restor-F multivitamins </li></ul></ul><ul><ul><li>Pricing strategy used is perceived-value pricing </li></ul></ul><ul><ul><li>Use of online ads, events, tie-ups, public relations </li></ul></ul><ul><ul><li>Available nationwide </li></ul></ul><ul><ul><li>Focus on directed promotions as marketing strategy and to focus on the product’s USP : an all-important-in-one multivitamin </li></ul></ul>MD-MBA 070042 | Mariel Angelou A. Parulan
  39. 39. 10 step marketing plan for RESTOR-F Mariel Angelou A. Parulan November 30, 2010

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