The document analyzes the marketing strategy for Enervon-E, a vitamin E supplement aimed at young professionals. It identifies the target market as mid-20s to early-30s professionals prone to lifestyles exposing them to cardiovascular risk. Competitors include Myra-E and vitamins from Solgar and GNC. Enervon-E positions itself as a preventative measure for heart disease. The marketing mix involves print ads, a mid-range price of $12 per capsule, and distribution in drugstores. The strategy focuses on this niche market while leveraging the brand recognition of other Enervon products.

1. Enervon-E (d-Alpha Tocopherol)Young doesn’t always mean healthy10 step marketing analysis Merce Kristin F. Tumibay January 2011

2. Enervon-EYoung doesn’t always mean healthy. PTM are young professionals who want to be healthy But are exposed to various risk factors (sedentary lifestyle, high fat diet, alcohol drinking, smoking, etc) Can choose between Myra-E, Solgar, GNC, Multivitamins to get their vitamin E needs Gap lies in the fact that there PTM need to prevent cardiovascular disease before they display the signs/symptoms.

3. Enervon-EYoung doesn’t always mean healthy. Product: Enervon-E (d-Alpha tocopherol) Price: Mid-range (Php12.00/cap) Promo: uses print ad Place: leading drugstores Uses a generic winning strategy of marketing to a niche market and using ENERVON’s distribution leverage.

4. The Ad

5. Part 1: positioning to the target market

6. Primary Target Market Mid twenties to early thirties Young professionals With sedentary lifestyles High stress environment Poor diet With vices

7. Needs Wants Demands I want to have a successful life. I want to do what my peers are also doing. I want to be healthy.

9. Gap Young professionals today are exposed to risk factors (such as a sedentary lifestyle, high stress environment, high fat diet, alcohol intake, and smoking) that make them vulnerable to develop cardiovascular diseases. Cardiovascular disease is a silent killer – you won’t display signs and symptoms before it is too late. Prevention is key! An antioxidant that fights free radicals, along with lifestyle changes, prevents heart disease.

11. Competitor’s data – not available

13. Product A vitamin E soft gel capsule that acts as an anti-oxidant to prevent the build-up of cholesterol in the heart, thereby preventing heart disease.

14. Promo Print ad found in MIMS – a drug reference booklet – mainly used by healthcare workers. Uses pull of the brand name ENERVON to market Enervon Vitamin C/ Enervon Multivitamins

15. Price Php12.00 per capsule

16. Place Distributed in leading drugstores nationwide.

17. Generic Winning Strategy Enervon-E’s main strategy is to sell to the niche market of young professionals (mid-20s to early 30s) who are prone to lifestyle-related diseases. (niche) It also has the advantage of having popular sister products such as Enervon Multivitamins and Enervon Vitamin C. (distribution leverage)

18. Enervon-EYoung doesn’t always mean healthy. PTM are young professionals who want to be healthy But are exposed to various risk factors (sedentary lifestyle, high fat diet, alcohol drinking, smoking, etc) Can choose between Myra-E, Solgar, GNC, Multivitamins to get their vitamin E needs Gap lies in the fact that there PTM need to prevent cardiovascular disease before they display the signs/symptoms.

19. Enervon-EYoung doesn’t always mean healthy. Product: Enervon-E (d-Alpha tocopherol) Price: Mid-range (Php12.00/cap) Promo: uses print ad Place: leading drugstores Uses a generic winning strategy of marketing to a niche market and using ENERVON’s distribution leverage.

20. Enervon-E (d-Alpha Tocopherol)Young doesn’t always mean healthy10 step product marketing analysis Merce Kristin F. Tumibay January 2011