Restor-F targets adults past their prime seeking supplementation through unique ingredients like taurine and ginseng. Its niche is the 20 million person market for higher-priced multivitamins for 40-60 year olds. It distributes nationwide and uses medical representatives and advertising to promote its premium soft gel capsule and dominate its niche market.

1. 10 STEPMarketing Plan for Restor-FRussell RiveraNovember 2010

2. 5 Steps for Part 1(PTM and Positioning)Restor-F primary target market are the people past their primeWants good health and supplementation of dietCan choose Revicon, etc.Gap is all other brands focus on not adding alternative The market size of multivitamins + minerals is 2.99 billion. Restor-F niche is 20 million

3. 5 Steps for Part 2(Marketing Mix & StrategyRestor-F is the first multivitamin with Taurine, Chlorella, Ginseng, Rutin, Folic Acid and LecithinIs 70% premiumUses events, Med Reps and word of mouthIs distributed nationwideUses a niche approach to win

4. Positioning to the Primary Target MarketPart 1:Steps 1 to 5

5. 1. Restor-F primary target market are the people past their primeDemographics (40 – 60, M/F, social class AB, single or married)Lifestyle (Accomplished in life, Competitive, Wants more out of life)Behavior (One tab, once a day, supplementation of diet)

6. Influencing Buyer BehaviorWhen I am healthy I can do a lot more of thingsI need to have a complete diet

7. 2. My PTM’s NWEAdults needTo have playfulness, self-actualizationAdults choose Restor-F over other multivitamins because of ….Offering of other “essential” ingredients, ISO accredited, brandAdults expect this when they use Restor-FBetter, healthier life, complete in nutrition where they can do more out of life even with their age

8. 3a. Restor-F has many formidable comptetitorsDirect: Revicon, Centrum, EnervonIndirect: herbal products, fruit juices, antioxidantsVariables: Age, Price, packaging, specific use, convenience of use, availability, brand

9. Restor-F is #1 in niche: high priced product for 40 – 60 yearsRestor-FFlintstonesCentrumCentrum SilverEnervonCeelinReviconPrice vs. Age Matrix

10. Restor-F unique positioning is shown in this ingredient mapComponents vs. BrandMany competitors focus only on the basic vitamins and minerals

11. 4. Restor-F positions strongly in a niche market opportunityRestor-F is the only multivitamin and mineral supplementThat has taurine, ginseng and chlorellaFor adults 40 – 60Who want to feel that they are not yet past their primeNo brand has a similar ingredient baseOthers focus on basic body needs, low price and large segments

12. 5a. Based on data, multivitamins market is P3billionAccording to the Philippine Pharmaceutical Industry Factbook 7th Edition July 2008

13. 5b. Based on data, multivitamins market is P3billionData shows that total multivitamins sales are P3billionRestor-F sales are 20 millionTotal market share is .0066 or >1% of the market

14. 5c. Consumer data indicates a size of P3billionMultivitamin Usage:10 million Filipinos take in one tab of multivitamins per day which costs around P14 per tab1 M x 1 x 10 x 365 = P3billion

15. 5. Concluded that market share is >1%Data = P3 billionCompany data = P20 millionUsage data = P3billion

16. The Marketing Mix StrategyPart 2:Steps 6 to 10

17. 6a. Multivitamins category is dominated by 3 major brands

18. 6b. Product DescriptionRestor-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 iuIt comes in two bottles with 30tabs/pack or 100pcs/bottle

19. 7. Price- Restor-F is 60% premium priced in affordable packsRestor-F 30s = P516.09Restor-F 100s = P1720.29Restor-F is priced 60% higher than other products in the market with aim of maximizing profits in its niche

20. 8a. PromotionsRESTOR-F is the Best! Yan anggamitko! :DAdvertisingPrint AdsInternet advertisementsAdvertising with Willie in his showSales PromotionsFree samplesDirect MarketingMedical representatives

21. 8b. Competitor promo

22. 9. Restor-F is distributed nationwide using its distribution networkSupermarkets, drugstores, market stalls, convenience outletsNationwidePick-up by customersCash and credit transactionMedical representatives

23. 10. Restor-F is a niche leaderRestor-F main strategy is to dominate the niche market of 40 – 60 years who are past their primeIt benefits from the unique distribution and advertising of FollaresPharmaHas an excellent, premium priced, excellent product distributed nationwide

24. Summary

25. 5 Steps for Part 1(PTM and Positioning)Restor-F PTM are “for those past their prime”Who want to feel they can still do itCan choose Revicon, Enervon, etcGap is all other brands focus on essential vitamins and minerals with no use of alternative mineralsMarket size is P 3 Billion

26. 5 Step for Part 2(Marketing Mix & Strategy)Restor-f soft gel capsuleIs 60% premiumUses medical representatives and internet advertismentsIs distributed nationwideUses a niche approach to win