This document outlines the marketing plan for Biovit-M, a nutritional supplement brand, for 2010. It begins with an executive summary of the brand and market analysis including PEST, SWOT, competitor analysis, and market research. The research found an opportunity for growth in the nutritional supplements market. The plan defines the brand's vision as becoming the #1 beauty supplement brand by 2015. Key strategies include targeting consumers aged 18-40 through promotion to dermatologists, samples, and social media. Sales forecasts and budgets are provided with the goal of reaching 2.5 million in sales by 2010.

1. BIOVIT-MMarketing Plan 20101

2. Executive Summary2

3. Executive SummaryBiovit-M belongs to nutritional supplement market for healthy skin, nails & hairs. Biovit-M has a value 0.8M with 0.08% of market share of total market 987M which going by (2.62)% OLY.In this brand plan we see topic which includes PEST analysis, Market analysis, SWOT analysis, Competitor analysis, Porter’s analysis , Research, Brand objectives, & Market Strategies.The PEST tells us overall scenario is in favor because economic condition improving, as inflation rate is declining. SWOT help to identify area of product improvement. Market research identified the drop out Rx and market opportunity because only 8 % consumer using nutritional supplement because their doctor recommended it while 92 % market are opportunity. These analysis help to build Biovit-M of 2.5 M in 2010.The Market strategies to build & drive the brand is happen by identification of perceptualmapping which identified the actual area to play. This area back by Positioning, by positioning we will be focusing on target audience & customers; mainly both gender of 18-40 yr anddermatologist & G.Ps only in 1st year. This focusing is narrow because of initial phase of launch and we want to build heritage of brand infront of prescriber & user. So that separate identity of brand will develop. Promotion mix design accordingly to help on building brand.3

4. situation Analysis4

5. PEST AnalysisPolitical

6. Deficient regulatory environment and the recently heightened security risk will continue to pose major barriers to sales in the country

7. Social

8. Today people are more health conscious

9. Introduction of a social insurance program has been discussed, no real progress has been made to date

10. Social network communities

11. Economic

12. Pakistan inflation rate is almost 14.2%*

13. Economy growth rate accelerate is 2.7% *

14. Technological

15. New advancement in beauty segment

16. New innovation in beauty products5

17. Market DefinitionNutritional supplement for the deficiency of Vitamins & Mineral6

18. SWOT AnalysisStrengthAluAlu packagingSugar freeOpportunitiesPeople are more conscious about their beauty.Vitamins supplement after registration should be treated as a OTC *Product Shortage of EpiviteSingle direct playerMarket growing with negative trendWeaknessLarge pack sizePack is not visible in shelfThreatsEpivite have high SOVTop of mind recall among dermatologistHigh price than Epivite7

19. SWOT Analysis of EpiviteStrengthCorporate imageHighly skill sales teamStrong penetration on derma segmentLow price that Biovit-MOpportunitiesPeople are more conscious about their beauty.Vitamins supplement after registration should be treated as a OTC *Unavailability of Biovit-M Only single direct playerMarket growing with negative trendWeaknessNo sugar freeBottle packFocus only for skinNegative market growth of EpiviteThreatsSugar free Biovit-MEmphasis on beauty nutritional supplement8

20. Market SegmentationMarket SegmentationNutritional supplement required for skin, nail, & hairVitamins supplements

21. Vitamins & Minerals supplementsPatient SegmentCompeting Categories9

22. Porter’s Five Forces AnalysisIndustry CompetitorsLong-established industries GSK (Epivite, Theragrant-M, & Revitale-M)

23. Abbott (Optilets)

24. Pfzier (Centrum)Threat: High10

25. Competitor AnalysisMAT ~ 01/2010Total Market Size: 987 M with (2.62) % of GOLY11

26. Research on Vitamins & Mineral Usage..40% of consumers surveyed in a major global study claim to use Vitamins &Dietary Supplement products but less that 60% of these are regular daily users.The survey, undertaken online across 52 countries by market research business12

27. Research on Vitamins & Mineral UsageThe role of healthcare professionals in driving usage of Vitamins & DietarySupplements is relatively low, certainly compared to levels identified in previousNielsen surveys exploring over-the-counter (OTC) medicines. The level of usageas a result of advice from a doctor or healthcare professional is also relativelylow, with only 18% of users claiming to be doing so because of this advice.However, the influence of the doctor is high in a number of countries, especiallyIndia, Pakistan, Egypt, Israel, Argentina, Mexico and four European countries(France, Belgium, Italy & Spain). 13

28. Vision & Objectives14

29. Brand VisionTo make Biovit-M as no.1 brand in beauty nutritional supplement market by 2015.To establish Biovit-M as product of choice for Skin, Hair, and Nail nutritional supplement.15

30. ObjectivesQualitativeTo Build brand imageTo build Biovit-M as first line beauty nutritional supplement in skin, hair, & nail by expand market and gain market shareQuantitativeTill Dec 2010, we make Biovit-M a product of 2.5 million. 16

31. Market Strategy17

32. Perceptual mapping Skin, Hair, & Nail multivitamins & mineralsEPIVITEBiovit-MCENTRUMNutritional supplementBeautyREVITALE MTHERAGRAN MOPTILETS MMultivitamins & minerals18

33. Brand Essence & Positioning Beauty matter’sBiovit-M gives complete nutrition, what your skin, nail, & hair need19

34. Brand PersonaSincerityWholesomeExcitementImaginativeSpirited20

35. Product Life cycleBiovit-MLaunched by 9 months ago21

36. Segment Prioritisation MatrixHighDermatologistG.PsBeauty Saloons*RMOsHOSegment AttractivenessNetworking communities*Gynecologist*Pediatrician*LowHighLowBrand Strength22

37. Target AudienceMale & FemaleWHO: Age: teen – 40 yearWHEN: Need nutritional supplement for beautiful skin, nail, & hair23