Restor-F vitamins targets "energy seeking teens and adults" who want to be active, free from disease, and have improved function. It competes with Centrum, Clusivol, and Enervon but positions itself as the only multivitamin that contains taurine, chlorella, ginseng, rutin, folic acid, and lecithin. The Philippine vitamin market is estimated at $2 billion, and Restor-F aims for a 0.5% market share of $10 million. Restor-F is a premium priced softgel capsule promoted through the internet and distributed nationwide using a differentiation strategy.

1. 10 Step Marketing Plan
Restor-F Vitamins
CJ Villafuerte
January 2011
CJQV
ASM+PH 2012

2. Outline
I. Primary Target Market
II. Needs, Wants, Demands
III. Competition
IV. Gap, Position, Opportunity
V. Market Size
VI. Product
VII. Promotion
VIII. Price
IX. Place
X. Generic Winning Strategy
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ASM+PH 2012

3. Primary Target Market
 Restor-F PTM are “energy seeking teens and
adults”
 Who want to be:
 Active
 Be free of disease
 Improved Function
 Can choose Centrum, Clusivol, Enervon, etc.
 Gap is all other brands focus on other vitamin
combinations and savings
 The market size is P2 Billion, Restor-F niche is P10
million
CJQV
ASM+PH 2012

4. Marketing Mix & Strategy
 Restor-F softgel capsule
 Is 300% premium
 Uses the internet
 Is distributed nationwide
 Uses a differentiation approach to win

5. Positioning to the Primary Target
Market
Part 1:
Steps 1 to 5

6. Restor-F Primary Target Market are
“energy-seeking adults”
 Demographics (teens & adults, 14-59, M/F, social
class ABC, single/married)
 Lifestyle (studying, just starting work, working,
retired)
 Behavior (one capsule once a day)
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7. Influencing Buyer Behavior
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I will be able to see
my full potential,
if I am healthy.
I have a
responsibility
to be healthy

8. My PTM’s Needs, Wants, Demands
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 Teens & Adults need to fulfill their
responsibilities, self-actualization
 Teens & Adults choose Restor-F over other
vitamins because of price, product mix and
FDA approval
 Teens & Adults expect more energy,
restored performance despite declining
mental and physical function, including
less disease and stress

9. Restor-F has many formidable
competitors
 Direct: Centrum, Stresstabs, Clusivol,
Enervon, Pharmaton, Polynerv etc.
 Indirect: Fad or Healthy Diets/Lifestyles,
Health Drink
 Variables: Age, Price, Packaging, availability,
occasion of use, brand, Product mix
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10. Restor-F: Multivitamin High Priced-
Product with Unique Constituents
Low Price High Price
Modest MultiVitamin
Formulation
Increased MultiVitamin
Formulation
Increased Vitamin
Formulation with
Unique Constituent
CJQV
ASM+PH 2012
Clusivol Enervon
Centrum
Restor-F

11. Restor-F unique positioning is
shown in this competitive map
Centrum Clusivol Enervon Restor-F
Increased Energy ++ ++ ++ ++
Enhanced
Immune System
++ ++ ++ ++
Treatment &
Prevention of
Vitamin/Mineral
Deficiency
++ ++ ++
Maintains strong
bones
++
Restore Efficient
Performance
++
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ASM+PH 2012

12. Restor-F Positions in a
Differentiation Market Opportunity
 Restor-F is the only multivitamin with
comprehensive combination of:
 Taurine Chlorella, Ginseng, Rutin, Folic Acid and
Lecithin
 For adults
 Who want more vigor/stamina, restored mental
and physical function and less disease/stress
 No brand has a similar product combination
 Others focus on low prices and other combinations
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13. Market Size: Competitor Data
 Unilab claims 20% market share of total
Philippine pharmaceutical industry
 Estimate that Vitamin Market share is 5%
 Estimate of P250, 000, 000 Revenue
from Vitamins
 Market Size: P5 Billion
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14. Market Size: Company Data
 Folares Pharmaceuticals, Inc Data:
Restor-F sales at P10M
 Market Share Data: Estimate of 0.5%
market share
 Market Size = P10 M / 0.005 = P2 B
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15. Market Size: Customer Data
 Vitamin Usage:
 61 Million Population 14-64 Age Group take
1 Multivitamin each day at P5.00
 61 x 1 x 5 = $305 Million (at the minimum)
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16. Conclude that vitamin market is …
 Competitor data: P5 Billion
 Company data: P2 Billion
 Usage data: <$305 Million
 Average Market Size: P2, 435, 000, 000
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ASM+PH 2012

17. The Marketing Mix
Strategy
Part 2:
Steps 6 to 10

18. The Vitamin Industry is dominated
by several brands
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ASM+PH 2012

19. Product Description
 Restor-F is a brownish softgel capsule that contains
taurine, Chlorella pyrenoidosa powd, Korean Panax
ginseng, rutin, lecithin, folic acid, retinyl palmitate
(A), thiamine nitrate (B1), riboflavin (B2),
pyridoxine HCl (B6), nicotinamide (B3),
cyanocobalamin (B12), ascorbic acid (C),
cholecalciferol (D3), dl-α-tocopheryl acetate (E),
calcium, iron, zinc. It also contains the following
excipients: Vegetable oil, beeswax and soya oil.
 It is sold in 2 packages (30’s and 100’s)
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20. Price – Close-up is % premium
priced on Generic Brands
 Pack of 30 = P516.09
 Pack of 100 = P1720.29
Restor-F is priced at 300% higher than
leading brands with aim of maximizing
profits through its differentiation
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21. Promotion
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22. Promotion
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23. Competitor Promotion
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24. Competitor Promotion
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25. Competitor Promotion
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26. Distributed Nation-Wide using
Folares Pharmaceuticals, Inc.
 Drug-stores (Mercury)
 Nation-Wide
 Pick-up by Customers
 Cash and credit transaction
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27. Generic Winning Strategy
 Low Cost Producer
 Supply and Distribution Leverage
 Differentiation
 Niche
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28. Restor-F is a Unique
 Restor-F’s main strategy is to
distinguish itself apart from the other
adult vitamin products in the market
 It benefits from uniqueness of the
vitamin combination it offers
 Has an excellent, reasonably-priced
product distributed nation-wide
CJQV
ASM+PH 2012

29. Summary

30. Primary Target Market
 Restor-F PTM are “energy seeking teens and
adults”
 Who want to be:
 Active
 Be free of disease
 Improved Function
 Can choose Centrum, Clusivol, Enervon, etc.
 Gap is all other brands focus on other vitamin
combinations and savings
 The market size is $2 Billion, Restor-F niche is $10
million
CJQV
ASM+PH 2012

31. Marketing Mix & Strategy
 Restor-F softgel capsule
 Is 300% premium
 Uses the internet
 Is distributed nationwide
 Uses a differentiation approach to win

32. References
 Note: Data of the just described
products came from public internet
websites and public sources
 http://folarespharma.com/index.htm
 http://www.unilab.com.ph/
 http://centrum.com/
 http://mims.com

33. 10 Step Marketing Plan
Vitamin Industry
CJ Villafuerte
January 2011
CJQV
ASM+PH 2012