This document provides an overview and analysis of the herbal supplement industry for a marketing presentation by Tiffany Peterson and Gabriela Khowploum. Key points include: - The US supplement market is valued at $35 billion annually and is expected to grow to $60 billion by 2021. Herbal supplements are expected to have the largest market share. - Major competitors include Herbalife, Nature's Sunshine, NBTY, and USANA in the US and companies like Arkopharma and Nelsons internationally. A similar product to Immun'age called Zuccari Papaya Pura is sold on Amazon. - Market research on supplement consumers found that over half exercise regularly and trust in supplement safety

1. IMMUN’AGE
SALES & MARKETING FORWARD
Steven Delgado
Gabriela Khowploum
Tiffany Peterson

2. Introductions
Tiffany Peterson
Business Admin. (Marketing)
Hometown: Fair Oaks, CA
Dean’s List
Member of Sigma Beta Delta
Intex Fellow (Summer 2016)
Gabriela Khowploum
Business Admin. (Marketing)
Hometown: Downey, CA
Dean’s List
Member of Sigma Beta Delta
Member of Alpha Kappa Delta
tpeterso@poets.whittier.edu gkhowplo@poets.whittier.edu

3. Industry Review

4. Scale of Supplement Market
Supplement market includes vitamins and minerals (Vitamin D), specialty
supplements (omega-3), herbals and botanicals (ginseng, green tea), and
sports nutrition and weight management (protein based)
Supplement businesses benefit from large manufacturing, marketing and
research or niche/advanced products
Annual retail sales of $35 billion US
68% of adults in the US use dietary supplements

5. Competitive Landscape
Major companies in the industry:
● United States - Herbalife, Nature's Sunshine, NBTY, and USANA
● International - Arkopharma (France), Nelsons (UK), and Tongrentang (China)
● Zuccari Papaya Pura
○ Similarities to Immun’age
○ $48 USD on Amazon.com (30 day supply)
○ Attributes: boost immunity, combat tiredness,
ease digestive problems, anti-aging
○ Italy, Germany, UK & China

6. Industry Growth
Expected to grow to $60 billion US by 2021
Growth is strongest in emerging markets
Botanical supplements are expected to have the largest market share by 2020
WHY? Competitive advantage over vitamins because of perceived safety and
purity of products

7. Research

8. Supplement Consumer Data
Council for Responsible Nutrition
Market
Size
161M US Adults

9. Supplement Consumer Data
Source: Council for Responsible Nutrition
Market
Size
40M US Adults

10. Supplement Consumer Data
Source: Council for Responsible Nutrition
Market
Size
74M US Adults

11. Supplement Consumer Data
Market
Size
51M US Adults
Source: Council for Responsible Nutrition

12. Supplement Consumer Data - Demographic/Behavioral
67% of supplement users exercise regularly (compared to 56% of non-users)
84% of Americans express confidence in the safety, quality and effectiveness of
dietary supplements
Top Reasons:
51% overall health/wellness benefits
27% for immune health
71% of US adults with incomes of $50k+ = 91M
Value is important buying factor

13. Retail Analysis - Observation
Observed four different retailers:
Sprouts, Trader Joe’s, Ralph’s & Herbie’s
Primary focus is on vitamins and protein powder
Supercenters only focus on calcium and vitamin C
Current papaya products only focus on digestive
benefits

14. Retail Analysis - Interview
Herbie’s - “As is, Immun’Age is not a product that would
do well on the shelf.”
Product is too expensive in comparison
Packaging does not stand out
Benefits need to be more sustainable in comparison to
its competitors
Segments are typically both women and men in their
50s or older who have digestive problems

15. Moving Forward

16. Raw Market Size Estimates
51M 165 M
Herbal Supplements Total Supplements
Raw Market Size Estimates with Income @ $100K+
12M 40 M
Herbal Supplements Total Supplements

17. Penetration Analysis @ Sales Goal of 1.2M Units
1.25% .375%
Herbal Supplements Herbal/Specialty/Sports

18. Segmentation
Strategy

19. “Food Protecting ALL People...AND Segments”
Segments
Sales

20. Who are our segments?
● Target households with $100K+ incomes
● Targeted segments based on income and lifestyles:
○ Frequent Travelers
○ Active
○ Internet Savvy
○ Symptoms that Immun’age addresses (utilizing SEARCH - SEO)
■ JET LAG, DIABETES, JOINT PAIN, ARTHRITIS, MENTAL FOCUS,
FATIGUE, ENERGY BOOST, YOGA, STRESS RELIEF, IMMUNITY,
ALZHEIMER'S, ANTI-AGING, SKIN AGING, FREE RADICALS,
INDIGESTION, + MANY MORE!

21. Digital Strategy
Analysis

22. Campaign Components
Consolidate digital presence and focus digital traffic on Immunage.biz
Content and link audit of website for functionality
Continue to build social media presence (Instagram, Twitter)
Consider packaging change to align with website creative
Digital advertising campaign utilizing Facebook Ads & Google Display Network,
and leverage the testimonials/network of social media audience

23. Immun’Age
One convenient packet of Immun’Age each day will rejuvenate you,
prevent jet lag and strengthen your immune system, thanks to high
doses of valuable antioxidants.
Suffering from jet lag? Immun’Age is proven to get you back on your
feet fast.
Win a free month’s supply!
Click here!
JET LAG GOT YOU DOWN?

24. Cost Per Click
Budget $250,000 $0.33 $0.50 $0.75 $1 $2 $3
Conversion
Rate
3% $12,727,273 $8,400,000 $5,600,000 $4,200,000 $2,100,000 $1,400,000
2.50% $10,606,061 $7,000,000 $4,666,667 $3,500,000 $1,750,000 $1,166,667
2% $8,484,848 $5,600,000 $3,733,333 $2,800,000 $1,400,000 $933,333
1.50% $6,363,636 $4,200,000 $2,800,000 $2,100,000 $1,050,000 $700,000
1.10% $4,666,667 $3,080,000 $2,053,333 $1,540,000 $770,000 $513,333
0.50% $2,121,212 $1,400,000 $933,333 $700,000 $350,000 $233,333
Assumptions
Year Budget $250,000 USD
Customer $ Value $560 USD
Cost of Goods Sold Unknown
Digital Marketing & Sales Analysis

25. Discussion