The document provides an overview and analysis of educational content on competitor vitamin and supplement websites. It analyzed 2,121 products across 10 websites and gathered both quantitative and qualitative data. Key findings included a lack of standardized formatting, central themes, and consumer engagement among competitors. Recommendations for Vitamins.com and Puritan's Pride included emphasizing mechanisms of action, scientific substantiation, and a modern, personable identity. The presentation concluded with acknowledging partners and opening the floor to questions.

1. D2C Competitive Analysis
August 3, 2017
James Allen
Aryn Brondolo
Julia Cavaluzzi
Kelly De Naples
Matthew Forelli
Rebecca Hayman
Sonia Jacob
Kiley Jarymiszyn
Nicolas Saint Remy
Conner Wynne
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2. The World of Ecommerce is Evolving...
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Scope of
Project
● Research how direct online competitors use educational content to educate
consumers about products
● Provide actionable recommendations for Vitamins.com and Puritan’s Pride
to help communicate educational content
Why?
● Vitamins.com soon to be released
● Puritan’s Pride website soon to be re-modeled
How?
● Analyzed 2,121 products on 10 different websites
● Gathered quantitative and qualitative data on educational content

3. Q&A Session
Conclusion
Recommendations
Competitive Qualitative Analysis
Competitive Quantitative Analysis
Project Overview
Agenda
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4. Project Overview
4
Marketplaces E-Commerce Small Vitamins
Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session

5. Quantitative
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6. Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session
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7. Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session
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8. Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session
8

9. Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session
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10. Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session
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11. Qualitative
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12. Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session
12
Company Strengths Weaknesses
● Information for each product is
easily laid out on the page
● Target's descriptions for each
item are very different. There is
no central theme
● Helpful browsing categories
● Amazon does not have a
standardized format to display
information on products
● Clearly divided product
sections
● No unifying voice or identity
Marketplaces
Central Theme: No standardized format between products. No central theme.

13. Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session
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Company Strengths Weaknesses
● Emphasis on homegrown,
family-run business
● Influx of information; cluttered
● Expiration dates listed for every
product
● Outdated, aesthetically
unappealing appearance
● Focus on the consumer ● Inconsistent level of
interactiveness amongst pages
● Swanson comparison between
products
● Fairly antiquated; not engaging
E-Commerce
Central Theme: Information based. Lack of consumer engagement.

14. Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session
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Company Strengths Weaknesses
● Highly personalized/educational ● Small amount of SKUs
● Specialized doctors who
designed individual protocols ● Higher priced than competitors
● Modern website design ● Small target market
Small Vitamin
Central Theme: Transparency

15. 15
Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session

16. 16
Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session

17. 17
Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session

18. Recommendations
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19. Recommendations
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Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session

20. theSkimm
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Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session

21. 21
Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session
Tasty Videos

22. 22
Chatbots: Computer programs that run through Facebook Messenger and other messaging apps to inform or answer any questions a consumer may have.
Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session
Chatbot

23. Chatbot
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Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session

24. Brain Games
Two Major Trends
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Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session

25. Types of Games
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Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session

26. 26
Pro - Bio - Tic
Probiotics: Many bacteria and other organisms live in our bodies normally. "Friendly" bacteria such as acidophilus and lactobacillus can help us break
down food, absorb nutrients, and fight off "unfriendly" organisms that might cause diseases such as diarrhea.
Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session
Decipher

27. Decipher
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Pro - Bio - Tic
Probiotics: Many bacteria and other organisms live in our bodies normally. "Friendly" bacteria such as acidophilus and lactobacillus can help us break
down food, absorb nutrients, and fight off "unfriendly" organisms that might cause diseases such as diarrhea.
Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session

28. Key Takeaways
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Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session

29. Acknowledgements
Sonia Jacob
University of the Sciences
Intern, Nutrition and Scientific Affairs
Carina Kern
Manager, Nutrition and Scientific Affairs
Kathy Tobiasen
Vice President, Customer Care PP
Stacey Parla
Senior Manager, Web Content
Kenn Brown
Manager, Audio/Visual, IT
Stephanie Grey
Senior Manager, Talent Acquisition
Jaime Cranor
Specialist, Talent Acquisition
and The Nature’s Bounty Company
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Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session

30. Q&A Session
Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session
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31. Appendix
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32. Project Overview
32
Project Overview
Competitive
Quantitative
Analysis
Competitive
Qualitative
Analysis
Recommendations Conclusion Q&A Session

33. Puritan’s Pride and Vitamins.com Background
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34. AARP Brain Game: Sleight of Hands
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35. Definitions of Categories
● Mechanism of Action: How does this product support your health? How does it
react with your body to provide benefits?
● Quality: Description of being GMP, NSF, USP certified or involving the terms
purity, potency, and/or integrity.
● Ingredients Origins: Where the ingredient derived from or naturally occurs from
(example: from India; from citrus fruits).
● Do Not Contain: List of ingredients that are not contained in product. This includes
ingredients such as eggs, milk, fish, soy, tree nuts, GMOs etc.
● Science Substantiation: Clinically proven, scientifically proven, articles, research
studies.
● Why this product/brand?: Competitive advantage over another company.
● Vehicles for Communication: Website, social media, outlets, or link to
manufacturer’s website.
● Benefits: Why do we need this product?
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36. Care/of Quiz
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● Should they recommend
widely accepted products
or lesser known,
traditionally used herbs?
● Questions about diet,
exercise, age, gender, and
lifestyle affect your results.
● Choosing goals/specific
areas of health narrows the
scope of the consumer.

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38. ChatBot Backup Link
https://app.botsociety.io/s/59774665c800430e0042
ba27?b=59774665c800430e0042ba26
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39. The Basics
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- Benefits, Why This Product/Brand?, Vehicles for Communication, Does not
Contain, and Mechanisms of Action
- Scientific Substantiation: Where we’ll win
- Modern, aesthetically pleasing
- Strong, personable identity

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41. Works Cited
AARP. "AARP Brain Games." Sleight of Hands | AARP My Staying Sharp. N.p., n.d. Web.
AMA. "How E-newsletter TheSkimm Acquired 3.5 Million Subscribers." AMA. N.p., n.d. Web.
Basu, Tanya. "How Recipe Videos Colonized Your Facebook Feed." The New Yorker. The New Yorker, 19 June 2017. Web.
Coldewey, Devin. "What Are Chatbots? And Why Does Big Tech Love Them So Much?" NBCNews.com. NBCUniversal News Group, 11 May 2016. Web.
Elm. "Microlearning: Strategy, Examples & Applications." ELearning Mind. N.p., 14 May 2017. Web.
HubSpot. "2017 Marketing Statistics, Trends & Data - The Ultimate List of Marketing Stats." HubSpot. N.p., n.d. Web.
Taub, Alexander. "A Daily Newsletter You'll Want To Actually Open: TheSkimm." Forbes. Forbes Magazine, 19 July 2012. Web.
VideoAmigo. "Vital Statistics." Tasty YouTube Channel Analytics / Stats - VideoAmigo - Rise Above Your Rivals. N.p., n.d. Web.
Vidooly. "Tasty Social Video Stats, Channel Statistics & Analysis | Vidooly." Vidooly.com. N.p., n.d. Web.
VidStats. "Tasty YouTube Video Stats." YouTube Stats by VidStatsX.com (YouTube Statistics Website). N.p., n.d. Web.
Web Presence Solutions. "25 Email Marketing Statistics to Know in 2017." Web Presence Solutions - Digital Marketing, SEO Services. N.p., 05 Feb. 2017.
Web. 26 July 2017.
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