10 step marketing plan restor f

10 step marketing plan for

RESTOR-FMariel Angelou A. Parulan

November 30, 2010

DEMOGRAPHICS: >14 years old Males and females Classes A to B Single or married Especially parents

MD-MBA 070042 | Mariel Angelou A. Parulan

1) RESTOR-F’s primary target market (PTM)

LIFESTYLE: on-the-go Students (i.e. high school students,

college students, med students, law students, grad students)

Professionals (i.e. lawyers, CEO’s, Doctors, etc.)

Working parents (joggling between work and taking care of the children)



BEHAVIOR 1 tab taken daily Health conscious people, mindful of

their diet, lifestyles and overall health



2) RESTOR-F’s PTM’s Needs, Wants, expectations


I need to be healthy

I want to achieve a successful career a

These on-the-go people Need a healthy mind and body so that

they have adequate energy to accomplish their tasks

Choose Restor-F because it offers the best and most complete supplements needed for activity-filled days

Expect to be able to maximize their full potential during work(or school) without delays or problems due to sickness

2) RESTOR-F’s PTM’s Needs, Wants, expectations


DIRECT Centrum Enervon Clusivol


INDIRECT Lifestyle (diet) Rest/sleep Gyms/health clubs

VARIABLES: formulation Effectivity Price Safety Side effects

Formulation vs. Price


Formulation vs. price

Usual supplementation content

Ca + Fe + Mg + Zn+ manganese + nicotinamide + Vit A + B1 +B2 + B6 +B12 +C + D2 + E

Usual supplementation content

Zn + Ca+ Vit B1 + Vit B2 + Vit B6 + Vit B12 + C + Vit E

Increased and varied supplement content

Vit. A + Vit. DVit. + E + K + C + B1 + B2 + B6 + B12 + Ca + folic acid + niacinamid e + phosphorus + iodine + Fe + Cu + Zn + Ca molybdenum + selenium + nickel + silicon + Vanadium +mn + K + Cl

Unique multivitamin supplementation contentVit. A + Vit. D + Vit. E + Vit.C + Fe + Zn + Ca + nicotinamide + taurine + chlorella + lecithin + folic acid + ginseng + rutin

High priced (>15/tab)

Restor- F (17.20)

mid-priced (8-14/tab)

Enervon (P 8/tab

Centrum (P8.79)

Low-riced (<7/tab)

Clusivol (P 5.4)


Improves work effciency

Improved immunity

Antiaging/as antioxodants

Improves circulation

Offers sufficient minerals and

nutrients

Restor-F ++ ++ ++ ++ ++

Clusivol ++ + ++

Enervon ++ + ++

Centrum (-) ++ ++

Restor-F’s USP: an all-important-in-one multivitamin

Restor-F positions itself in the market in such a way that it is unique from the other multivitamins

It is the first and only multivitamin and mineral preparation with a COMPREHENSIVE combination of Taurine Chlorella, Ginseng, Rutin, Folic Acid and Lecithin


RESTOR-F is approximately 25% of entire product volume of the company which also handles the distribution and marketing or two other products (Folart and Restor Big)

These three products have a combined volume of P 60 M

RESTOR-F has a market share of ~P 15 M


A population (14-64 years old) of 61 million take 1 vitamin each day at P 5.00 each

61 x 1 x 5 = P 305 M Hence, the multivitamin industry is

approximated at P 305 M.



DIRECT COMPETITION


DIRECT COMPETITION

INDIRECT COMPETITION


Branches located nationwide

Area where Restor-Fis usually located

This a nutritional supplement containing:

Important for vigor and stamina to support active functioning in adults and help restore efficient performance in conditions suggestive of declining mental and physical function.

It enhances recuperative power and aids to increase natural resistance to disease and stress.

Recommended dosage: 1 soft capsule daily (may be taken with or without food)


Taurine 200mg Chlorella pyrenoidosa 150mg korean panax ginseng 50mg Folic acid 250mcg Rutin 50mg lecithin 70 mg Fe 10 mg Zn 10 mg Nicotinamide 30 mg

Vitamin A 2,700 iu Vitaming B1 1.8 mg Vitamin B2 1.8 mg Vitamin B6 3 mg Vitamin B12 3 mcg Vitamin C 60 mg Vitamin D3 200 iu Vitamin E 10 iu Calcium 20 mg

Mechanism of action


Taurine, an amino acid, aids in optimum visual and auditory function and neuromuscular coordination, improves blood circulation and provides cardioprotection by affecting calcium ion equilibrium in the sarcolemma, enhances sperm motility by blocking membrane lipid peroxidation.

Chlorella (Immune System/CVS): Chlorella changes high or low body functions back to normal. It helps remove harmful substances from the blood and destroy cancer cells by stimulating the immune system through macrophage stimulation.

Korean Panax ginseng (CNS/Immune System/Reproductive System): Ginseng contributes to prolonged cell life (anti-aging properties) through increase in DNA, RNA and protein synthesis. Its tonic and antioxidant properties improves the regulation of immunological function, increases alertness and agility, helps the body to adapt to stress and corrects adrenal and thyroid dysfunctions.

Rutin (Circulatory System): Rutin prevents easy bruisability and atherogenesis by protecting the capillaries, the tiniest blood vessels in the body. It reduces capillary fragility and increases tissue oxygenation. It is used in the treatment of varicose veins, hemorrhoids, night cramps and other circulatory problems.

Mechanism of action


Lecithin (CNS/CVS): Lecithin protects against cardiovascular disease by preventing cholesterol and other fats from depositing and accumulating on the walls of the arteries. It also dissolves existing fatty deposits and promotes normal processing of fats and cholesterol. It is also beneficial on memory, thinking ability and muscle control and helps in the prevention and treatment of gallstones

Folic aid (CNS/CVS/Immune System): Folate as an essential co-factor in DNA and RNA synthesis, fosters the birth of healthy new cells. It prevents fetal neural tube defects, helps treat mental retardation and protects against cancer. By regulating homocysteine levels, it helps in the treatment of atherosclerosis..

Vitamin E (Immune System/CVS): Tocopherol, one of the many antioxidant agents, acts as a cellular shield against cancer-causing substances by preventing the formation of toxic oxidation products in the cells. It boosts the immune system, protects against cardiovascular diseases and increases sexual and athletic prowess.

Zinc (CNS/Immune System): Zinc is a whole-body mineral needed for protein synthesis. Zinc is a principal protector of the immune system, a major disease fighter. It contributes to the production of healthy sperm cells and is used in treating and preventing infertility. It is also used in treating acne..


Vitamin A (Immune System/Eyes): Retinol though principally known for its function in maintaining proper vision, also boosts immunity and speeds wound healing. As an antioxidant, it protects against cancer, fights skin disorders and prevents aging of skin.

Vitamin B1 (Brain/CVS/Cells): Vitamin B1 is used in treating neurological disorders and heart diseases. It helps metabolise carbohydrates to maintain high energy levels for sharper minds and protects against alcohol-related metabolic imbalances.

Vitamin B2 (Cells): Riboflavin, the yellow vitamin, is important in proper cell respiration and in quenching the toxic exhausts of this inner energy-producing function. It protects exercisers from antioxidant damage and boosts athletic performance.

Nicotinamide (CVS/Cells): Protects against cardiovascular diseases by lowering bad cholesterol levels in the body. It also protects against and detoxifies pollutants, alcohol and narcotics.

Mechanism of action


Vitamin B6 (Immune System/Glands/Reproductive System): Pyridoxine plays an important role in the production of red blood cells and the cells of the immune system. It is essential for normal nucleic acid and protein synthesis. It relieves symptoms of premenstrual tension, cures some forms of infertility and protects against metabolic imbalances caused by oral contraceptives

Vitamin B12 (CNS/Immune System): Cyanocobalamin energizes both the body and mind. It alleviates neuropsychiatric disorders and prevents mental deterioration. It is essential in the growth and maintenance of cells and helps protect against smoking-induced cancer. By aiding folic acid in its function, it maintains the health of the central nervous system. It is also used to supplement vegetarian/macrobiotic diets

Vitamin C (Immune System/Reproductive System): Ascorbic acid helps protect the body from susceptibility to colds and infections that affect soft tissues by boosting performance of the immune system. It speeds wound healing, counteracts asthma, combats gum diseases and helps overcome male infertility.

Vitamin D (Immune System/Skeletal System): Cholecalciferol helps protect against osteoporosis by helping the bones of the body to absorb calcium better. Also, it enhances immunity and protects against cancer.

Mechanism of action


Calcium (CVS/Skeletal System): Calcium is needed in maintaining proper bone density and strength. Calcium helps in preventing and treating osteoporosis. It is also used in treating high blood pressure. By controlling muscular contractions, it helps relieve leg cramps

Iron (Immune System/RBC/Brain): Iron is responsible for giving blood its healthy bright red color and prevents and cures iron-deficiency anemia. It stimulates immunity, boosts physical performance and prevents learning disorders in children.

Mechanism of action


Belongs to the class of multivitamins and minerals

Used as dietary supplements Packages available:

In 30’s In 100’s

Manufactured and distributed by Folares Pharmaceuticals

P 19.00/cap

Pricing strategy: perceived-value pricing


Restor-F Clusivol Enervon Centrum

P 19.00 P 4.76 P 4.95 P 8.62

P 19.00/cap



P 19.00 P 4.76 P 4.95 P 8.62

P 19.00/cap



P 19.00 P 4.76 P 4.95 P 8.62

Restor-F > other multivitamins Value of the brand (status) Value of the product itself

Online Ads


Online Ads Events and experiences:

Health events: fun-runs, triathlons School events




Promo To tie-up with coffee shops To tie-up with healthy food products in

groceries




Promo To tie-up with coffee shops To tie-up with healthy food products in

groceries Public relations

Make the product known in different corporate groups


Key strategy for RESTOR-F : Directed promotions Conversion of indirect competitors into

complements


ADVERTISMENTS

TAG LINES

Available nationwide But in all mercury drug stores only


Directed promotions: To increase exposure of the product in

relation to common communication medium where of PTMs are exposed to

Emphasize on QUALITY and long-term benefits of the product


1. PTM: on-the-go population 2. NWE: who want to achieve success

with well-maintained health3. Competitors: Centrum, Enervon,

Clusivol4. Opportunity: most vitamins include

only the basic vitamins and minerals5. Market size: multivitamins is a P 305 M

industry


1. Restor-F multivitamins2. Pricing strategy used is perceived-

value pricing3. Use of online ads, events, tie-ups,

public relations 4. Available nationwide5. Focus on directed promotions as

marketing strategy and to focus on the product’s USP: an all-important-in-one multivitamin


10 step marketing plan for

RESTOR-FMariel Angelou A. Parulan

November 30, 2010

10 step marketing plan restor f

Documents