1. RESVERATROL PRODUCT
Angela Chang ‧ Stella Wang ‧ Peter Hsieh ‧ Milton Hsieh ‧ Amy Wang ‧ Bank Santatipak
Practical New Product Development and Marketing
DAILY KING
4. BackGround-Found
The English summary, established by Prof.
Ebizuka: He isolated a phenolic compound, by
crystallization alone!!, from an ether soluble
and non-basic fraction of EtOH extracts of
Veratrum grandiflorum Loes fil.
collected in Hokkaido Island.(Takaok, 1939)
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
5. • Trans-resveratrol (4,3′,5′-trihydroxy
stilbene)
• Phytoalexins are antimicrobial and often
antioxidative substances synthesized de
novo by plants that accumulate rapidly at
areas of pathogen infection.
(Langcake P. and R.J. Pryve., 1976)
BackGround- Function in Plant
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
6. ‧ Anti-cancer (Shukla and Singh, 2011),
‧ Extension Yeasts lifespan (Howitz et al.),
‧ Anti-aging (Gruber et al., 2007; Valenzano et al., 2006; Bass et
al., 2007;Agarwal and Baur, 2011 ; Bauer et al., 2004,2006)
BackGround- Function in others
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
7. • Animal experiments (Bauer et al., 2008)
• The past five years, Obesity, Diabetes and Metabolic syndrome
(Jimenez-Gomex et al., 2013)
BackGround- Function in Animal experiments
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
9. GRAPE KING BIO
• Start in Taiwan
• Grow up in China
• Revenue $462million NTD
• Last 5 year average grow up 20% over
• Zhongli City, Taoyuan County , Taiwan
Technology Health Hope
BackGround- Our Company
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
10. • In 1992, Almost People drink wine, and
Found in Wine with more phenolic
compounds.
• In 1993, Many paper found drink Red
Wine can reduce low density
Cholesterol.
BackGround- Conclusion
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
Why we don’t drink Red
wine but use Resveratrol?
12. DAILY KING PRODUCT
NT$40 /unit
30 Packets per box
SIZE: 30 mL
Price: NTD 1,200
30Days
“We are REDEFINING YOUTH “
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
13. DAILY KING PRODUCT
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
Target consumer
• Males & females
• Aged 35-75
• Internet
respondents 30-55
• Face-to-face 56-75
Face-to-face
• Central location
• Respondents aged
56-75
Test Concept
• Our new product
• n=310
14. • With a botanical blend of antioxidants
• DAILY KING is a naturally sweet supplement bursting with
exotic fruit juices.
• It contains a host of powerful ingredients that repair free radical
damage and protect cells against future harm.
• Your cells stay healthier, live longer, and leave you looking and
feeling great.
DAILY KING Feature
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
15. Formulated to provide you with all the protection you need, this delicious and nutritious
gel will infuse your body with youthful vitality and a feeling of overall good health.
DAILY KING superstar ingredient, resveratrol, is accompanied by a supporting cast of other
powerful antioxidants like , grapeseed .
DAILY KING Feature
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
This incredible supplement will jump-start your day!
16. 1. Antioxidants resist oxidative stress and premature aging
2. Anthocyanins support healthy cardiovascular function
3. Essential fatty acids assist in digestive tract function
4. Reinforces a healthy immune system
5. Helps maintain a healthy metabolism
6. Helps boost energy
7. Supports healthy joint function
8. Positive cap-e test results indicate that DAILY KING
penetrates and protects live cells from oxidative damage
DAILY KING BENEFITS
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
17. • Contains a unique , youth-enhancing combination of tioxidants,
anthocyanins, and essential fatty acids.
• Highly bio-available gel from increases absorbability more than
encapsulated products.
• Fresh fruits are flash frozen to lock in nutrients.
• Low in carbohydrates and sugar; only 13 calories.
• Independent lab tests confirm each packet of DAILY KING
contains a total of over 185mg of resveratrol.
DAILY KING FEATURES
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
18. Tablets 10%
Pills 20%
Capsule 30%
Patch 45%
Drinks 50%
Intramuscular 90%
Ionization liquid
drinks
90%
Sublingual
absorption
95%
Suspension Gel
Technology
over 95%
Intravenous 100%
ABSORPTION RATE
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
20. Questionnaire-concept test
(1) Yes (2) No
1.How interested would you be in buying the new product you just read?
(1) Definitely would buy (2) Probably would buy
(3) Might would buy (4) Probably not buy (5) Definitely not buy
2.Which statement describes how much you “like” or “dislike” the product?
(1)Like extremely (2) Like very well (3)Like quite well
(4)Like slightly (5) Do not like at all
3.Considering the price of product as shown, which statement best describes how you feel about
(1)very good value(2) Fairly good value (3)Average value
(4)Somewhat poor value (5) Very poor value
4.Dose this product can solve problems or fulfill needs you have now?
the value of money of this product?
21. (1) Extremely believe (2) Very believe
(3) Somewhat believe (4) Slightly believe (5) Not at all believe
Questionnaire-concept test cont’d
5. Assuming this product was available in your area, which statement best describes how
soon after you become aware that it is available would you make the decision
(1) Within one month (2) Between one to 3 months
6. How does this product compare to other offerings now on the market?
(1) Better than other products now on the market
7. How believable, in general, do you think the product offering is?
(3)Between 3 to 6 months (4) Between 6 to 9 months
(5) Between 9 to12 months (6) Between 1 to 2 years
(2) The same as other products now on the market
(3) Worse than other products now on the market
22. (1) Definitely would recommend (2) Probably would recommend
Questionnaire-concept test cont’d
8.At what types of stores would you expect this new product would be sold?
(1)Supermarket (2) Pharmacy/Drugstore (3) Watson
(4) Convenience store (5) Online
9. How likely would you recommend this product to friends?
(1) Definitely would recommend (2) Probably would recommend
10.If friends recommend this product to you, how you likely would you but it?
(3) Might or might not recommend (4) Probably would not recommend (5) Definitely would not recommend
(3) Might or might not recommend (4) Probably would not recommend (5) Definitely would not recommend
24. Consumer survey data
Concept Data: Total Sample (after adjusting for)
Data collection method – Internet vs. Face to Face
Brand Leader Test Product
(n=296) (n=310)
Unit Price (30-Days Supply NT$1,200 NT$1,200
Concept Purchase Intent
Definitely would buy 13.50% 15.90%
Probably would buy 30.5 31.4
Might/Might not buy 34 33
Probably would not buy 18.0 15.1
Definitely would not buy 4.0 5.6
Overall Liking Mean 3.8 4.1
Price/Value 3.4 3.3
Uniqueness 3.1 3.6
Compared to other Similar
Products
Better 45% 52%
Same 21 20
Not as good 34 28
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
26. Marketing Plan-Distribution
Special Store Chain Drugstore Pro-Drugstore Hypermarket Internet
North 30 150 150 45 3 30
Middle 4 50 52 25 1 11
South 6 50 51 25 2 12
East 5 1 12 0 3
Distribution/Total 40/47 255/370 254/473 107/167 6/10 56/69
%channel
weighted
20% 12.5% 12.5% 10% 15% 17.5% 12.5%
%EoY ACV 87% 75% 75% 70% 65% 90% 100%
channel
weighted* ACV
17.4% 9.375% 9.375% 7% 9.75% 15.75% 12.5%
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
27. Media type 35-75 (Age Range)% Weighted
TV 19.1 22.05
News papers 18.5 21.36
Magazine 11.7 13.51
Broadcast 19.7 22.74
Outdoor 17.6 20.32
Internet 8.8
Movie 4.4
Data Resource ：2013 Taiwan Media Agency Association 1GRP=7000NT
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
Marketing Plan-Distribution
28. CHANNEL MARKET SHARE % LENGTH COST
TTV 3.18 15seconds commercial
(p.m2000-2100)
45,000
FTV 6.78 37,500
SETTV 3.47 37,500
ETTV 3.32 40,500
Total 160,500
28
Marketing Plan-Media&GRP-TV
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
Year 2014 2015
Month 10 11 12 1 2 3 4 5 6 7 8 9
Times 30 30 30 20 20 20 20 20 20 20 20 20
GRP (160,500*270)/7000=43,335,000/7000=6190
29. PAPER SIZE COST
Apple Daily 十全批( 全十批) 600,000
China Times 280,000
Liberty Times 480,000
273,000United Daily News
Total 1,633,000
29
Marketing Plan-Media&GRP-Paper
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
Year 2014 2015
Month 10 11 12 1 2 3 4 5 6 7 8 9
Times 4 4 4 4 4 4 2 2 2 2 2 2
GRP (1,633,000*36)/7000=58,788,000/7000=8398
30. PAPER Reading Rate% SIZE COST
CW Magazine 4.2 (Full page/NTD) 260,000
Business Weekly 6.5 265,000
Common health 3.1 140,000
Evergreen N/A 120,000
Total 785,000
30
Year 2014 2015
Month 10 11 12 1 2 3 4 5 6 7 8 9
Times 4 4 4 4 4 4 2 2 2 2 2 2
GRP (785,000*36)/7000=28,260,000/7000=4037
Marketing Plan-Media&GRP-Magazine
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
31. CHANNEL AREA Percentage LENTH COST
News98 16.8%
KL,TP (Weighted=1,419 thousand p)
3,200-6,000/wave 4,800
Hit Fm 20.1%
TC,CH,NT (Weighted=1,337 thousand p)
3,000-13,500/wave 8,000
KISSRADIO 52.0%
KH,PT (Weighted=1,084 thousand p)
1,400-4,800/wave 3,000
Uforadio 7.3%
Taiwan (Weighted=6,057 thousand p)
4,000-14,000/wave/MON-SAT
4,000-6,000/wave/SUN
9,000
Total 24,800
31
Year 2014 2015
Month 10 11 12 1 2 3 4 5 6 7 8 9
Times 20 20 20 20 20 20 20 20 20 20 20 20
GRP (24,800*240)/7000=5,952,000/7000=850
Marketing Plan-Media&GRP-Broadcast
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
32. MODE SIZE COST
Taipei MRT
Light box
150,000~220,000
Times/Face/19,000
Visible size 116(W)*176(H)cm
200,000
Kaohsiung MRT
Light box
160,000 +25,000 Class A stations
(S small Light box/1face)
185,000
Total 385,000
32
Year 2014 2015
Month 10 11 12 1 2 3 4 5 6 7 8 9
Times 1 1 1 1 1 1 1 1 1 1 1 1
GRP (385,000*12)/7000=4,620,000/7000=660
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
Marketing Plan-Media&GRP- Transportation
33. MEDIA MODE GRP
TV TTV, FTV, SETTV, ETTV 6190
News Paper Apple Daily, China Times
Liberty Times, United Daily News
8398
Magazine CW Magazine, Business Weekly
Common health, Evergreen
4037
Broadcast News98, Hit Fm
KISSRADIO, Uforadio
850
Transportation Taipei MRT
Kaohsiung MRT
660
Total 20135
Marketing Plan-Media&GRP- Total GRP
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
35. Marketing Sales Promotion
1 Year Package ,
give you 10%
discount
Buy 1 Year Package ,
give you other month
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
37. Consumer survey data
Concept Data: Total Sample (after adjusting for)
Data collection method – Internet vs. Face to Face
Brand Leader Test Product
(n=296) (n=310)
Unit Price (30-Days Supply NT$1,200 NT$1,200
Concept Purchase Intent
Definitely would buy 13.50% 15.90%
Probably would buy 30.5 31.4
Might/Might not buy 34 33
Probably would not buy 18.0 15.1
Definitely would not buy 4.0 5.6
WPI 15.8 16.9
Overall Liking Mean 3.8 4.1
Price/Value 3.4 3.3
Uniqueness 3.1 3.6
Compared to other Similar
Products
Better 45% 52%
Same 21 20
Not as good 34 28
Conversion rate
44.8%
18.3
8.8
5.4
5.5
WPI
7.1232%
5.7462
2.904
0.8154
0.308
16.9%
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
38. 11,997,962 * 6.24% * 1.1 823,540.1 * 36% * 4 * 1.2
=823,540.1 =1,423,077.3
※Trail Rate = WPI * avg Y1 weighted ACV * AW = 16.9% *56.81%*65%=6.24%
Total
volume
Trial volume Repeat volume
Target universe Trial rate Trial unit Triers Repeat rate Repeat unitRepeats / reapter
Analysis & Forecast
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
42. 1. Have Resveratrol better than other fruit
2. 35-75 people got more ad in Broadcast
3. Marketing Total cost $ 140,955,000 NTD
4. Sales Revenue $1,752,361,572 NTD
5. Profit $822,843,864 NTD
6. Should get more track in 56-76 age
Conclusion
Practical New Product Development and Marketing Team 1 － Resveratrol Product Daily King
