A complete marketing plan for GNC- Philippines targeted to increase their brand awareness and re-position the store from a Sports nutrition retailer to complete Family nutrition retailer.

1. GNC
Marketing Plan
Live Well.
LT 2B: Akash Tyagi | Akshay Kalley | Anya Felix | Pooja Sharma | Vinay Potti

2. 1. Issues at hand
2. Strategy and Customer profile
3. Survey results and research findings
4. Four Ps
a) Product – Current and Recommendations
b) Pricing – Current and Recommendations
c) Place – Current and Recommendations
d) Promotions – Current and Recommendations
5. Final Analysis
Table of Contents

3. Low Sports Low
brand nutrition market
awareness perception share
Issues faced

4. Industry Size:- 706 million pesos
GNC’s Revenues:- 217 million pesos
GNC’s market share:- 31 % following Healthy
Options 58%.
Market Dynamics Source:- SEC data 2011

5.  GNC wants to be a top of the mind Health and
nutrition brand and cater to the nutritional needs
of a complete family.
Strategic Goal

6. Customers

7. Health conscious:- Athletes, sportsmen, yuppies etc.
Body Image conscious: Yuppies, , celebrities, body builders.
Nutritional deficient: Expecting women, children, older people.
Who are we serving?

8. Body
Health Nutritional
image
conscious deficient
conscious I want to look I am deficient
I want to be
better, slim and in nutrients and
healthy and fit.
muscular. feel weak.
I seek I seek pleasure I want to be
confidence in and confidence strong and
strength. in looks. stress free.
Define and understand

9. Age group Gender Spending Intent
under 15 below 500
20-30 Male 500-1000
30-40 Female 1000-2000
40 and above 2000 above
• Online with a sample of 60
• Interviews with target customer
Supplement Preference Brand awareness Buying behavior
Vitamins/Minerals
Retail stores
Protein bases Yes
Online
Herbal No
Super market
Antioxidants
Pharamacist
Know the customer.

10.  Target customers lie in age group of 20-40 who face stressful lifestyle.
 46% of customers are looking for nutrition supplements like Vitamins.
 70% of sample population is not taking any supplements currently.
 Mostly users are daily consumers.
 Only 43% of sample population is aware of GNC brand of which mostly
perceive it as a Sports nutrition brand.
 A majority 75% of sample population consider consuming a supplement
in future of which 54% is willing to buy GNC products in future.
 Majority of sample consider usage of food supplements safe.
 Majority of users currently buy from retail outlets as there are few
channels available like online in Philippines.
 97 % of the sample population has never used a GNC product.
Research Insights

11. GNC
HO
HE
Philippines nutraceutical market

12.  Brand Awareness
o Brand perception
o Brand value
 Reach
o Availability
o Distribution channels
o Store size and layout
 Product Quality
o Effectiveness
o Safety
 Variety
o Quantity
o Number of SKUs
o Assortments
Key Success Factors

13. GNC Philippines has around 500 SKU’s whereas GNC America has
around 5000.
FDA approval required every time a new product is launched
Seven categories of nutrition products available in Philippines:
1. Vitamins and Minerals
2. Sports Nutrition
3. Herbs
4. Accessories
5. Dietary Supplements
6. Cosmetics
7. Others
GNC’s Product Categories

14. Current Focus

15. Minerals Iron Supplements Multivitamins
Herbal Supplements
Recommended New Focus

16. • Enhance the retail literacy of the store employees
• Create a comprehensive database of customers
• Extend Customer service
• Introduction of Trial packets and Smaller size of all
products (14 Tablets instead of the current size.)
Product Strategy

17. GNC is doing Our suggestion
Health-conscious Has products but no Come up with
customers targeted smaller sizes of
promotional plans product packs and
hence market share put more effort in
is low. this section as there
is a growing demand.
Image Conscious Has a variety of Continue
Customers Products and also
introduced smaller
packets to suit the
country’s purchasing
patterns
New Product Strategy

18. High
GNC
AVAILABILITY
Healthy
Options
Health
Express
Low
LOW HIGH
PRICE
Positioning

19. Currently renovating their stores
No. of Stores 34
Location Ayala Malls, SM, Robinsons, some supermarkets
Store Size 25 – 75 sq metres
Average No. of Store Personnel 2
Sales per SQM per day P354.10
On-line store YES
Delivery YES (no additional charge, 2-3 days)
P L A C E

20. GNC VS Competitors
Direct Indirect
GNC Healthy Health Mercury Watsons
Options Express Drug
No. of Stores 34 17 14 700+ 170
Location Ayala Malls, Ayala Malls, Ayala Malls, Most malls, SM, major
SM, Robinsons, SM, High-end SM, Robinsons major roads, roads, office
supermarket commercial commercial buildings,
areas areas
Store Size 25 – 75 sqm 150 - 250 sqm 30 -150 sqm --- ---
Average No. of 2 4 2 --- ---
Store
Personnel
Sales (2011) P216,708,991 P406,316,397 P39,970,978 P85,447,677,560 P10,044,238,598
Sales per SQM --- ---
per day 354.10 350.19 151.06
On-line store YES NO NO YES NO
Delivery YES NO YES NO NO
(free, 2-3 days) (Quick Delivery21
limited to Metro 10% charge, 50-55
Manila mins)

21. 60%
Mercury
v GNC
Source: Trade sources and market observation
http://www.ats.agr.gc.ca/ase/5843-eng.htm

22. Internal Strengths Weaknesses
1. Most number of stores 1. Not much variety or option of
amongst its direct products in store
competitors 2. High rent expense
2. Good location 3. 2-3 day delivery
3. Big, organized, and clean 4. Store personnel not much
stores aware or knowledgeable of
4. On-line store with delivery their products
External 5. Exclusive member deals and
updates
6. No Delivery charge
Opportunities S1-S2-O1: Open stores at non- O3-W3: Outsource delivery
1. More alternative locations traditional areas such as service for quicker response time
available – commercial area commercial area of high-end to customer for those who don’t
of condominiums and office condominiums , offices for mind the extra cost
buildings, schools, fitness closer reach to customers S1-W2: Form partnerships with
centers S3-O3: Use new technology in Health Clubs and Fitness centers
2. Availability of delivery the store like a BioPhotonic
services scanner as free service to
3. Availability of new health customers
devices
Threats S4-T2: Create software to track W1-T1: Sell GNC products (own
1. Drugstores having the similar products bought and send rack/booth) in Mercury
products automatic reminder on W4-T1: Provide better product
2. Proliferation of Multilevel replenishment. knowledge and health trend
direct selling training and tests to sales
personnel

23. Existing
High
Store Image Healthy GNC
Healt Options
h
Expr
ess
Low
Low High
Reach
NEW

24. Existing
High
Physical Store
GNC Healthy
Options
Healt
h
Image
Expr
ess
Low
Low High
Customer Service
NEW

25. • Technology usage like • Closer reach and
bio scanners, BMI convenience to
software to measure customers via online,
customer needs. Save their
time mobile and residential
Know
their needs avenues to all major
cities.
Inform and • Sell GNC products
provide (own rack/booth) in
• Email Newsletter and their needs
reminder to customers. Mercury, fitness
centres, health clubs
• Improve the expertise and
competence of sales team and • Provide an option for
nutritional specialists. quick delivery with
additional charge
Be the AVENUE to healthier living
Strategy for PLACE

26. Currently renovating their stores
Pricing

27. HIGH
GNC
MEDIUM
Healthy Options
Price
Health Express
Due to lower brand awareness GNC is
not able to capture the market, price
LOW
being a threshold.
LOW MEDIUM HIGH
Brand Awareness
Positioning : Price V/s Quantity

28. • Continue with the same pricing strategy for
GNC.
• Keep the premium pricing to maintain the
brand image.
• Higher discounts of 40% to brand
mascots/key influencers by issuing Platinum
cards.
Pricing Recommendation

29. Revenue growth
for GNC Effective Pricing
strategy
Customer buy
products at Motivation for
premium prices independent
dealers to deliver a
great buying
experience
Attract more
customers
Pricing Behavior

30. PROMOTION

31. o Print ads
o Billboards
o Coupons and Vacation promos
(Lucky draws through membership)
o E-Mail marketing
o Social Media – Facebook Pages and
Twitter handle
o Campaigns targeting gyms and
sports oriented customers
Promotion – Current Scenario

32. Why GNC does not command the market in the vitamins and minerals products?
Important factors for the
Promotion
Not a top of Brand Awareness
People
the mind
unaware
brand in this Recommendations from
about benefits
sector trusted sources
General Health and
Confusing Entry barriers Nutrition Awareness
for new
information customers
leading to Target Market
owing to
poor choices complexity
Promotion

33. Traditional Promotions
 Free Magazines targeted to affluent
CREATE people like Urban Living, Southern
Buzz Living, Multi Sport
Increases reach of target
audience
RETAIN TARGET  Promote the slogan “Live Well”
existing the right
customers customers  Helps in strategic shift from
specialty retailer to a branded
retailer focused on wellness and
self-care.
ACQUIRE
new  Increase the presence of images
customers advocating a lifestyle image
 Below the line advertising
Promotion - Recommendations

34. Social Media is an important aspect of promotion for GNC Philippines
• Philippines is the World leader in Social Network Penetration
• Target customers for GNC are in A Segments who are active online
users
Social Media Facts Courtesy : Burst Media

35. • Identify Key Influencers
Step 1
• Focus on supporting them
Step 2
• Encourage feedback
Step 3
• Continue the engagement and track the
Step 4 impact
Social Media Promotion Strategy

36. Early
Find the places and groups where products
adopters such as vitamins and minerals are discussed
online
Identify the most influential people among
Active in Have a lot
those groups
Blogging, Key of pull in
reviews, Influencers their
posts community Find niche audience who are not using the
product but for whom the product is a good fit
Use paid social media monitoring solutions
Share their
own
Research Perform rigorous research in online market
findings
STEP 1 : Identify Key Influencers

37. • Reasons why • Provide free
they don’t buy samples which
GNC vitamins they can test
• How GNC can • Support through
help make a conversation
better purchase
decision
Understand Support
Leverage Soft Sell
• Notify the • Make sure all the
quality of the benefits of the
product product are
justifying the communicated
premium pricing
STEP 2 : Focus on Supporting the groups

38. Engage the influencers
• Encourage them to submit reviews for eg. Video Blogs
EXPECTED RESULTS
• The buzz generated by them resonates better with the customers
than the hardselling campaigns
•Helps spread awareness of the vitamin supplements and its uses
Surrender control over online discussions
• Enables Brand familiarity and recognition along with Traffic
• GNC has good quality products which will speak for itself
• The whole process helps in humanizing the brand and even those
• With the freedom of speech, the reviewers can discuss connects
benefits whichtargeted customers
well with the GNC cannot
• Highly Loyal Customers
Empower the influencers
• Help them build their online communities
STEP 3 : Encourage Feedback

39.  Monitor for online mentions of the product
 Address the pain points mentioned by the influencers
 Geo Target the discounts to the members in Social network
based on area
 Provide coupon codes to the influencers who can share with
their audiences. This also helps in tracking the sales
Increased brand awareness leads to cross-selling other GNC
products to the customers
STEP 4 : Continue Engagement and Acquisition

40. Health Conscious Individuals:
• Creating awareness through various engagement channels like social media
groups, focused clubs in gyms, etc.
• Gathering customer needs through technology usage like Bio sensor equipment,
kiosks and frequent surveys.
• Educating the customers about usage, safety, precautions and benefits of GNC
products by help of trained employees and group sessions.
• Promoting GNC products in gyms, schools, colleges and fests.
• Advertising the benefits of GNC products in health magazines like Men’s health,
Health today and Summit Media and mostly in Free magazines.
• Providing freebie campaigns in events and shopping malls.
• Increasing the reach to young professionals by opening mobile sales avenues.
Recommendations

41. Nutricient deficient Individuals:
• Develop influencers in communities like FB groups, Fitness clubs, Kitty parties.
• Focus on females as they decide family needs majorly.
• Promotional efforts following Amway method of involving household franchisee
to increase the reach.
• Provide trial packs in retail avenues, coupons to highly involved people in
communities and GNC clubs.
• Kiosks in retail stores to help customer learn about their nutritional needs.
• Develop expert sales professionals instead of only nutritional experts for various
retail channels.
• Tie up with big pharmacy stores like Mercury drug to increase reach, visibility as
they are the primary choice of people.
Recommendations

42. Projected Increase in Brand Awareness: 33%
to 60-70%
Projected Increase in Reach: 70% of
potential target market
Projected impact on GNC’s market share:-
45 %
Projected Market Dynamics

43. • http://www.euromonitor.com/consumer-health-in-the-philippines/report
• http://www.gnc.com.ph/home/products
• http://www.watsons.com.ph/web/ph/health?p_p_id=BANNER
• http://www.mercurydrug.com/aboutus/privacypolicy.html
• http://www.healthyoptions.com.ph/products#books-and-bulk/buy-the-bulk
References