2. Creating Demand
Demand Creation is the new success factor
- Need for top line revenue for sustained growth
- Demand Economy
- Harder than ever to cut through
Supply Chain assumes demand is a given
- But demand creation is the critical success factor
Introducing the Demand Chain
- Takes discipline of Supply Chain to Demand Creation
- Connects marketing communications to the business model
- Gets best of Disciplines all the way through
3. Demand Creation demands …
HUGE Ideas
that unite the go-to-market process
… from business vision to market performance
We call these “Demand Ideas”
4. Demand
Idea
The Demand Idea has the potential to drive business growth
… if it drives the business vision all the way through to the
go-to-market planning
6. … and seamlessly integrated in the go-to-market plan
Demand
Idea
Brand
Platform
Demand
Vision
Demand
Creation
Engagement
Strategy
7. Putting it together…
How do we
leverage the
power of our
brand assets?
How do we
prioritize
audiences,
channels,
discipline roles?
Where will we
source growth?
What are the
actual demand
creation
programs?
What is the idea
that will cut
through to
create demand?
Demand
Vision
Brand
Platform
Demand
Idea
Engagement
Strategy
Demand
Creation
Demand Chain for Gold Theragran
10. Our Task
• Develop a Gold Theragran ‘mega brand’ strategy that can;
• Underpin business growth across categories and consumer needs
• Guide the development of our ‘mega brand’ towards our vision
• Help define the key elements of the new ‘mega brand’ identity
• Determine the communication messages required at each step towards
our vision
• Stipulate milestones at which we can measure our progress
11. Brand Scope
Demand Opportunity
Demand Performance
Demand Team Goals
How strong are we?
Sales and share
Customer penetration and growth
Brand image and marketing tracking
Category and segment outlook
Where can we grow demand?
Category and environmental factors
Key audiences
Core business, new products
Brand marketing assets
How will we get there?
Demand creation vision
Key marketing strategies and initiatives
Critical success factors
Marketing Driver priorities
What stands in our way?
Competitive threats
Customer attitudes and behavior
Distribution, partner, internal issues
What keeps us up at night?
What business are we in?
Business definition
Core categories, segments, competitors
Key sub-brands, products, services
Demand Barriers
Verifying the objective with Demand Health Check
12. Brand Scope – what business are we in?
Health Vitalization & Rehabilitation
Nutritional Supplements
Multivitamins
Gold Theragran
In the Business of Health Vitalization
13. • Gold Theragran today
• For several years the leading MV brand in China
• Perceived as;
– A trustworthy brand
– Accessible
– For all the family
– “Provides all the vitamins and minerals I need”
Source - Multivitamins Usage & Attitude Study 2007
Demand Performance – how strong are we?
All Key Ingredients From Which To Build A “Mega Brand”
14. However…
• Has recently felt the intense heat of competitive pressure
• From more affordable local brands and the more ‘vocal’ Centrum
15. • Previous GT Users
Now Use Key Reasons For Switching
• Centrum 24% “contains multiple MVs”, Advertising” “WOM”
• Golden Partner 22% “advertising”, better value” “promotions”
• Supa Vita 13% “better value”, “advertising”
• Amway Nutrilite 9% “scientific expertise”, “personal attention & care”
• NB – June 05 Data prior to Nutrilite Double X launch
Source - Multivitamins Usage & Attitude Study 2007
Why Are They Leaving?
16. Pack size of brands used most often
Theragran Gold
30 tablets 50%
60 tablets 18%
100 tablets 32%
Centrum
30 tablets 24%
60 tablets 64%
90 tablets 12%
21 SuperVita
30 tablets 19%
60 tablets 70%
90 tablets 11%
Competitors Perform Better Than GT In Sales Of larger 2 month pack formats –
Meaning Higher Initial Sales Value Per Customer
Source - Multivitamins Usage & Attitude Study 2007
A compelling fact…
17. • This helps us identify the key marketing
challenges.
• Measures how well we move customers
from simply aware of the brand to
“bonded”/loyal to the brand.
• When compared with other brands, shows
us where we are under/over-performing
Awareness
Trial
Regulars
Bonded
Purchase Funnel Analysis
How Effective Are We At Nurturing Loyal Customers?
18. • Aware: All who are spontaneously aware of Theragran
• Trialists: All who have ever tried TG
• Regulars: Used last 6 months or more
• Bonded: Use TG more than any other brand
Awareness
Trial
Regulars
Bonded
Purchase Funnel Definitions
Some Basics
Definitions adapted from 2007 TG U&A, China Report
19. GT Purchase Funnel
Definitions adapted from 2007 TG U&A, China Report
Awareness 67% (unaided)
Bonded 20%
75% of regulars
Trial 36%
(54% of total awareness)
Regulars 25%
69% of total trialists)
• GT most effective at converting
awareness into trial –but fails to covert
to regular/bonded.
• This might be related to Gold
Theragran underperforming its
competitors in sales of larger pack
sizes
20. Centrum Purchase Funnel
Definitions adapted from 2007 TG U&A, China Report
• Centrum is more effectively converting
regular users into “bonded” brand
loyalists
• Possibly partly related to its strength in
larger – 2month dose formats.
• Also possibly effective positioning as
“the once a day capsule for all your
MV needs”
Awareness 52% (unaided)
Bonded 13%
93% of regulars
Trial 21%
(40% of total awareness)
Regulars 14%
67% of total trialists)
21. Amway Nutrilite Purchase Funnel
Definitions adapted from 2007 TG U&A, China Report
• Amway Nutrilite is the strongest of all
brands in converting trialists into
regulars and then regulars into
loyalists.
• Perhaps highlighting both the
strengths & weaknesses of Amway’s
personal sales approach.
• I.E. Limited distribution makes it more
difficult for consumers to try Amway;
but the one – one sales approach may
engender loyalty
Awareness 33% (unaided)
Bonded 6%
100% of regulars
Trial 8%
(24% of total awareness)
Regulars 6%
75% of total trialists)
22. 21 Supervita Purchase Funnel
Definitions adapted from 2007 TG U&A, China Report
• Average on key measures
• Higher trial rates than Centrum and
Nutrilitie – possibly because of
attractive pricing
• Less effective at nurturing
loyal/bonded consumers – possibly
21 Supa Vita is attracting a more
price conscious, more promiscuous
consumer
Awareness 42% (unaided)
Bonded 10%
77% of regulars
Trial 18%
(43% of total awareness)
Regulars 13%
72% of total trialists)
23. • Key Issues
• Gold Theragran lacks the momentum needed to regain category leadership
• GT enjoys strong brand awareness and trial, but is failing to convert this to
brand loyalty (with new consumers)
• The brand is under image pressure from the more contemporary Centrum
and price pressure from 21 Supa Vita and Golden Partner
• Centrum is also using pricing strategy to drive 60’s (2 month) pack sales and
thus lock in customers for and build loyalty.
• GT on the other hand needs to move away from its reliance on 30 sales
Summarising the Purchase Funnel
24. • Key Opportunities
• Revitalize GT’s brand positioning to occupy a more contemporary, modern
lifestyle solutions platform.
• Reclaim the nutritional “high ground” of the MV expert providing specialized
solutions for all life stages.
• In doing so reframe Centrum as a less specialized, non-expert brand that
offers “one size fits all” solutions
Lay the foundations of a long term mega brand platform that can
1. Enable GT to regain category leadership and momentum
2. Underpin business growth in new and adjacent categories and product
segments
Demand Opportunity – Where can we grow demand?
26. • Key roadblocks
• Pressure from Centrum, Amway Nutrilite on top and 21 Supervita
below
• Imagery of an old and aging brand
• No perceived competitive point of difference
Demand Barriers – What stands in our way?
27. Demand Team Goals – How will we get there?
Phase 3: Enhancing the Nutrition Core
Phase 2: Enlarging the Nutrition Core
Phase 1: Reestablishing the Nutrition Core
A phase-by-phase approach
2007 2008 2009 2010+
28. Roadmap to Success
Phase 1: Reestablishing the Nutrition Core
• Identifying the key brand(s) forming the
key strength of the portfolio
• Reestablishing and communicating the
imagery for the nutrition core
Phase 2: Enlarging the Nutrition Core
• Adding nutritional breadth and depth to the
core by introducing new products in the
portfolio
Phase 3: Enhancing the Nutrition Core
• Adding more dynamism to the portfolio
through introduction of more variants
• Enhancing the nutritional stature of the brand
2007 2008 2009 2010+
30. Marketing Target
• Adults age 18-60 (core communication range 28-38)
• Married with or without children,
• Mid – High income (HH RMB 4000+ p.m)
• College/ university educated
• Professional, managers and white collar workers
• Their daily life is jammed packed with work, study, meetings,
appointments, socialising and playing.
32. • Means being able to achieve what you want from life
• Getting more differs by lifestage
– For a kid it means keeping up with/outperforming peers in sports, games
and school
– For Teens its about doing more every day
– For a 20 y.o female it’s more energy & excitement now
– For the expecting/Young mother it’s about maintaining optimal health
because there are now two of you to care for
– For the retired couple it’s about having the energy to start out on a “ new”
life course
GETTING MORE
OUT OF LIFE
33. Motivators And Barriers To Getting More
GETTING
MORE OUT OF
LIFE
Time Poverty
Time is increasingly
our most precious
resource Unhealthy Eating
Skipped meals and
reliance on fast food
Positively Aging
Society
Desire to more out of
the ‘mature’ years
Return To Nature
Renewed interest in
the natural
①
Wellness
Health-actualization”
Is the new frontier
②
③
④
⑤
Health Awareness
& Information Seekers
Actively seek news and
information on health
issues
⑥
34. Motivators And Barriers To Getting More
GETTING
MORE OUT OF
LIFE
Time Poverty
Time is increasingly
our most precious
resource
①
35. Time squeeze
Busy lives reduce quality and quantity of time
work
family
friends
keeping in touch
keeping fit
keeping in control
commuting
hobbies
cooking
cleaning
washing
ironing
tidying up
re-decorating
paying bills
filling in forms
shopping
eating
drinking
partying
holidays
36. Motivators And Barriers To Getting More
GETTING
MORE OUT OF
LIFE
Time Poverty
Time is increasingly
our most precious
resource Unhealthy Eating
Skipped meals and
reliance on fast food
①
②
37. Mealtimes are eroded by time pressure
24:00
6:00
12:00
18:00
Many do not
usually eat
breakfast
lunch breaks
get shorter
Working late
means grabbing
takeaway instead of
cooking at home
38. Motivators And Barriers To Getting More
GETTING
MORE OUT OF
LIFE
Time Poverty
Time is increasingly
our most precious
resource Unhealthy Eating
Skipped meals and
reliance on fast food
Return To Nature
Natural products &
ingredients as an
antidote
①
②
③
39. To Counter Poor Eating Habits Consumers are
becoming “Gourmet Accountants”
The “credits & debits” approach
Fish
Fruit juice
Dietary &
MV Supplements
Mineral water
Fast Food
MSG
Instant Noodles
Too much oil
DebitsCredits
Vegetables
Source – March 2007 McCann Pulse: Health & The Chinese Consumer
40. Motivators And Barriers To Getting More
GETTING
MORE OUT OF
LIFE
Time Poverty
Time is increasingly
our most precious
resource Unhealthy Eating
Skipped meals and
reliance on fast food
Positively Aging
Society
Desire to more out of
the ‘mature’ years
Return To Nature
Renewed interest in
the natural
①
②
③
④
41. Positive Ageing
• Over 50’s realise that they have 20-30 years more of
active life ahead and want to make the most of it
• Retirement is no longer just a short period of living
with children’s families
• Rather it is a time when they can explore new
interests and activities
• They can’t imagine not doing something …
• ‘I work as a volunteer for three different charity groups.’
--- Male NLB
42. Motivators And Barriers To Getting More
GETTING
MORE OUT OF
LIFE
Time Poverty
Time is increasingly
our most precious
resource Unhealthy Eating
Skipped meals and
reliance on fast food
Positively Aging
Society
Desire to more out of
the ‘mature’ years
Return To Nature
Renewed interest in
the natural
①
②
③
④
⑤
Health Awareness
& Information Seekers
Actively seek news and
information on health
issues
43. We Increasingly Seek Out Health
Information
• 63% of women and 51% of men claim to be
interested in health information on diet, exercise
and nutrition,
• 61% of women and 53% of men say they are
very conscious of the nutritional value of meals.
July 2006 TNS Survey On Health Awareness
44. Motivators And Barriers To Getting More
GETTING
MORE OUT OF
LIFE
Time Poverty
Time is increasingly
our most precious
resource Unhealthy Eating
Skipped meals and
reliance on fast food
Positively Aging
Society
Desire to more out of
the ‘mature’ years
Return To Nature
Renewed interest in
the natural
①
Wellness
Health-actualization”
Is the new frontier
②
③
④
⑤
Health Awareness
& Information Seekers
Actively seek news and
information on health
issues
⑥
46. From Health to Wellness
• Feeling healthy or specifically, the absence of illness is not enough
• Because of the need to combat increasing stress
• A recognition of need to provide for ones-self
• The desire to have enough energy to achieve everything they’ve set
out to do
• People now expect positive wellness – a everyday feeling of vitality
47. How Do Multi-Vitamins Assist Their Quest For
Wellness?
• Reinforce their immune system
• More quickly overcome sickness or sub health
• Replenish vitamins lost through daily living
• Revitalize after exertion
• Simply to maintain good health
Source – Category Core Drivers (TG U&A 2007)
49. Brand
Vision
Demand
Idea
Demand Idea
Platform
Brand
Position
The Selling Strategy for Gold Theragran
“A trusted, but
unexciting vitamin
supplement”
“A trusted brand
providing ‘Optimal
Health solutions at all
stages of life”
Conceptual Target:
Core Desire:
Role of the Brand:
Compelling Truth:
51. Our Conceptual Target
“Life Embracers”
• They are;
– Males/females aged 20 – 65
– Single and married with/without children
– Too many responsibilities, not enough time
– Health conscious and keen to stay at their peak
– Realise that a good diet and exercise along may not be
enough to give them all the vitality they need
53. To get more out of life
• They can’t afford to feel less than their absolute best
• Because every moment is a chance to do something positive
• They want to escape from being the gourmet accountants
• Expand their wellness endeavors
54. What role can Gold Theragran play in enabling
“Life Embracers” to get more out of life?
Role of The Brand
55. Role of The Brand
Gold Theragran enables you to live at your
peak every minute of every day
56. Role Of The Brand
Gold Theragran Is About Providing More
Category
Status Quo
More Vitality
to get more
out of life
Replaces lost
vitality
Gold Theragran
----------------------------------------------------
Enhancement
Restoration
57. Why is Gold Theragran uniquely
capable of delivering on this promise?
The Compelling Truth
58. …Because it’s in our DNA!
Gold Theragran is the original MV supplement
Gold Theragran has more than 20 Years of experience in developing the
highest quality multivitamin supplements to provide for the nutritional needs
of Chinese consumer
Because GT works to maintain Holistic Wellness - its unique vitality
formulation works to revitalise both the body and the mind
Which satisfies your everyday demand of nutrients supplement, and helps to
sustain your physical and mental vitality to be active
Most importantly because Gold Theragran is the only MV
range of supplements tailored to the specific needs of most of
the life-stages
59. Developing the Selling Strategy: Gold Theragran Mega Brand
Conceptual
Target:
Core Desire:
Role of the
Brand:
Compelling
Truth:
Brand Objective:
“A trusted brand providing
optimal health solutions at all
life stages”
“Demand Idea”
Theragran Gold enables you to live at your peak every
minute of every day
Demand Idea:
“Life Embracers”
•Trust & reassurance of the pioneer
•Scientifically developed and tested
• Specially formulated for the unique needs of your lifestage
•Because participants enjoy life more than spectators
Brand Position:
A trusted supplement
To get more out of life
63. We want to...
• democratize the joy of life
• Put the LIFE back into living
64. Our battle cry is...
The chance to LIVE every moment is a human right !
65. Because once you experience the thrill of living life at its peak;
you won’t settle for anything less … and can’t even imagine life
without that glow of Gold Theragran Vitality
67. Selling Strategy: Gold Theragran Mega Brand
Conceptual
Target:
Core Desire:
Role of the
Brand:
Compelling
Truth:
Brand Objective:
“A trusted brand providing
optimal health solutions at all
life stages”
Life Enabler
Theragran Gold enables you to live at your peak every
minute of every day
Demand Idea:
“Life Embracers”
•Trust & reassurance of the pioneer
•Scientifically developed and tested
• Specially formulated for the unique needs of your lifestage
•Because participants enjoy life more than spectators
Brand Position:
A trusted supplement
To get more out of life
71. Architecture Steps
1. IDENTIFY THE CORE
• That which is the purest and most authentic offering of the brand’s benefits
• BUILD from the CORE and strengthen the backbone.
3. SCOPE PLATFORM
• Which products lie in and out of the brand’s scope
• How do we evolve Theragran Gold’s future portfolio
2. RANGE PLATFORM
• Viable vs. Ideal Ranges
• How will we organise the brand into clear range platforms
4. PORTFOLIO HIERARCHY:
• How will we name and differentiate each product to
make it as simple as possible for consumers to find
what they need?
72. Step 1: Identify the Core
1. IDENTIFY THE CORE
• That which is the purest and most authentic offering of the brand’s benefits
• BUILD from the CORE and strengthen the backbone.
73. Progressive
Caring
Trustworthy
Gold Theragran Is The Natural Core Of
The New Megabrand
Gold Theragran
• The improved, updated
version of the original MV
supplement in China
• Full range of vitamins +
minerals suitable for all
people
• Provable nutritional promises
• Most widely known, tried and
trusted
Of the range
74. Step 2: Range Platform
2. RANGE PLATFORM
• Viable vs. Ideal Ranges
• How will we organise the brand into clear range platforms
75. Current Range of Products
• Currently no one single defining platform
Age Range
Kids Adults All Ages
Ingredient Range
Vitamin Combinations Specific Vitamins
Format Range
Drops OthersChew Tabs Tablets
76. Some Issues
• Lacking clear consumer-need based segmentation
• End benefits of the specific range not visible
77. Ideal Range Platform for Gold Theragran
Need-States based differentiation
ESSENTIALS SPECIALS
• ‘GT Essentials’ is the range of
multivitamin (and/or
combination) products for
optimal daily living
• Tailored to the specific needs
of your life stage (i.e infants,
kids, teens, adults, elders)
• ‘GT Specials’ is the range of
multivitamin (and/or
combination) products
developed to meet specific
conditions/needs of the
consumer
• Will automatically be
segmented by the
conditions/needs (e.g.
pregnancy, stress release,
immunity, memory &
concentration)
78. Products on the Range Platform
• Teenagers
• Elders
• Stress
• Elders
• Bone Health
• Heart Health
• Good Sleep
Current
Products
Potential
Additions
ESSENTIALS SPECIALS
80. Step 3: Scope Platform
3. SCOPE PLATFORM
• Which products lie in and out of the brand’s scope
• How do we evolve Theragran Gold’s future portfolio
81. Clarifying the Current and Future Brand Scope
Out of Scope
Stretch
Extension
Core
New
Categories
Adjacent
Categories
Core
Category
Within The Lifetime
Of the Vision of 5 Years:
1. What’s CORE?
2. Where can we EXTEND?
3. Are we going to
STRETCH into new
categories and
businesses?
4. What’s OUT OF SCOPE?
82. Current Brand Scope
Out of Scope
Stretch
Extension
Core
New
Categories
Adjacent
Categories
Core
Category
83. Current Brand Scope - Issues
• New products have been launched ad-hoc
• And a clear definition of what types of products lie within and
outside of the future brand scope
84. Future Brand Scope
Out of Scope
Stretch
Extension
Core
New
Categories
Adjacent
Categories
Core
Category
Existing/New MV &
Supplement Products
• GT Essentials Range
• Segmented by age groups
Existing/New Nutritional
Products (MV and/or other
products like TCMs, Minerals)
• GT Specials Range
• Segmented by ingredient
Products that do not provide a
concrete nutritional benefit
• Body building supplements
• Energy drinks
Existing/New Specialist MV &
Supplement Products
• GT Specials Range
• Segmented by conditions
SPECIALS
ESSENTIALS
85. Step 4: Portfolio Hierarchy
4. PORTFOLIO HIERARCHY:
• How will we name and differentiate
each product?
• How will the final portfolio look?
86. Portfolio Naming Strategy
• GT Essentials
• Names to be kept simple
– Directly connecting the products with the age groups
– GT Adults, GT Kids etc.
• GT Specials
• Names should convey the direct benefits of the products
– Providing hints to the consumer need/condition
– GT Nurture (Pregnancy), GT Immunize (Vitamin C)
91. Making It Real
Implementing The New Mega Brand
• How will
• The portfolio be spread by introduction of new brands
• The communication unfold
92. A staged Approach
Phase 3: Completing The Portfolio
Phase 2: Growing the Nutrition Core
Phase 1: Reestablishing the Nutrition Core
Objective: To reestablish the new brand image,
promise and values
Objective: To enlarge the portfolio via two new variant
ranges– Essentials & Specials
Objective: To enhance the portfolio through introduction of beyond-
vitamins products
2007 2008 2009 2010+
93. Phase 1: Reestablishing the Nutrition Core
Objective: To reestablish the new brand
image, promise and values
2007 2008 2009 2010+
94. Phase 1: Portfolio Scope
• New Launch:
• No new launch
• Alignment:
• All products promoted under one roof of Gold Theragran without
discrimination of Essentials and Specials
• Though the packaging to be as per the final architecture
95. Gold Theragran Mega Brand Architecture 2010Gold Theragran Mega Brand Architecture 2006
Out of Scope
Stretch
Extension
Core
New
Categories
Adjacent
Categories
Core
Category
GT
Kids
GT
Infants
GT
Teenagers
GT
Adults
GT
Elders
GT
Regain
GT
Energize
GT
Immunize
GT
Nurture
GT
Relax
GT
Omega
Plus
GT
Ginseng
Plus
GT
Beautify
GT
Strengthen
GT
Complete
GTSpecials
GTEssentials
GT – The Life Enabler
Caring, Progressive, Trustworthy
Generic
Purpose
Combinations
Specific
Purpose
combinations
Multivitamins
PlusMinerals/
TCMs/Naturals
Multivitamins
Only
Out of Scope
Stretch
Extension
Core
New
Categories
Adjacent
Categories
Core
Category
GT – The Life Enabler
Caring, Progressive, Trustworthy
GT
Kids
GT
Infants
GT
Adults
GT
Immunize
GTEssentials
Generic
Purpose
CombinationsGTSpecials
Specific
Purpose
combinations
Multivitamins
PlusMinerals/
TCMs/Naturals
Multivitamins
Only
GT
Regain
GT
Nurture
96. Phase 1: Communication Layout
Conceptual Target: “Life Embracers”
Marketing
Barriers Advertising PR
Relationship
Marketing
Online Event/
Promotion
Selling Idea: “Life Enabler”
Channels for addressing each barrier
GT is old fashioned
(not for me)
Other products
provide more MVs
I thought, all
supplements have
pretty much the
same stuff inside
Nutrition Corners in
Supermarkets and
sampling
Nutrition Corners in
Supermarkets
‘Ask our
experts’ on
website
Media
Education
Symposium
GT Essentials
Differential (MV
for different life
stages) story
Exposure to the
whole portfolio
of MVs
New brand
imagery TVC
and PA
Launch Press
Conference &
News Releases
Nutrition ‘Gold Club’
and monthly
newsletter ’Gold’
building the need
for vitamins/
minerals
E-releases – pop-
ups, ads, mailers
Portfolio
introduction AV at
the Nutrition
Corners
97. Phase 1: Key Tactics
• Launch the mega brand identity
• Promote the portfolio of Existing Essentials and Specials as a whole,
leaving room for independent tactical promotions
• GT Nurture ad releases in motherhood magazines
• GT Immunize ad releases in cold season
98. Phase 1: Key Tactics
• Build credibility for the new promise and values (progressive, caring,
trustworthy) via proof points;
– GT’s complete MV solutions with its unique anti-oxidant vitality formulation
enabling you to enjoy contemporary life to the fullest
– GT has more experience in providing Chinese consumer with ‘Essential
Nutrition” than any other brand (i.e. GT established the category )
– Making GT the most trusted MV supplement product
99. Phase 1: Key Tactics
• Build range awareness and understanding
• Build awareness of the GT difference.
– I.E. products that are specially formulated for different lifestage needs
– “Because TG knows that different people have different nutrition needs depending
on their lifestage or condition”
• GT’s tailored solutions represent a progressive step change from the ‘one size
fits all’ approach of other MV brands
100. Phase 2: Growing the Nutrition Core
Objective: To enlarge the portfolio by
providing the two dimensions – Essentials &
Specials
2007 2008 2009 2010+
101. Phase 2: Portfolio Scope
• New Launches:
• New launches in both Essentials and Specials
– Essentials: GT Essentials Teenager, GT Essentials Elders
– Specials: GT Specials Relax, GT Specials Energize
• Alignment:
• Products to be separated officially into Essentials and Specials
• Some earlier essentials to be migrated into Specials (GT Specials
Nurture, GT Specials Immunize, GT Specials Regain) in the Adjacent
Categories
102. Gold Theragran Mega Brand Architecture 2010Gold Theragran Mega Brand Architecture 2008
Out of Scope
Stretch
Extension
Core
New
Categories
Adjacent
Categories
Core
Category
GT
Omega
Plus
GT
Ginseng
Plus
GT
Beautify
GT
Strengthen
GT
Complete
GTSpecials
GTEssentials
GT – The Life Enabler
Caring, Progressive, Trustworthy
Generic
Purpose
Combinations
Specific
Purpose
combinations
Multivitamins
PlusMinerals/
TCMs/Naturals
Multivitamins
Only
Out of Scope
Stretch
Extension
Core
New
Categories
Adjacent
Categories
Core
Category
GT – The Life Enabler
Caring, Progressive, Trustworthy
GTEssentials
Generic
Purpose
CombinationsGTSpecials
Specific
Purpose
combinations
Multivitamins
PlusMinerals/
TCMs/Naturals
Multivitamins
Only
GT
Kids
GT
Infants
GT
Teenagers
GT
Adults
GT
Elders
GT
Regain
GT
Energize
GT
Immunize
GT
Nurture
GT
Relax
GT
Kids
GT
Infants
GT
Teenagers
GT
Adults
GT
Elders
GT
Regain
GT
Energize
GT
Immunize
GT
Nurture
GT
Relax
c
c
c
c
c
103. Phase 2: Key Tactics
• Launch the identity of the ranges – Essentials and Specials
• Promote the ranges separately
• Build awareness and understanding of the specials range
• Establish the need for and understanding of different solutions for different
conditions.
– E.G. In winter you may need to boost your Vitamin C intake in addition to fulfilling
your daily MV needs
– Gingko is known to help increase blood circulation in the brain thus aiding
concentration and memory
• Further enhancing our nutritional expertise and progress towards the stated
vision of number 1 in nutritional health.
104. Phase 2: Communication Layout
Conceptual Target: “Life Embracers”
Marketing
Barriers Advertising PR
Relationship
Marketing
Online Event/
Promotion
Selling Idea: “Life Enabler”
Channels for addressing each barrier
“GT is no different
from the other
brands available”
“Why do I need a
special supplement”
“I’m healthy and
therefore do not
have any specific
requirement of
vitamins”
Consumer friendly
information on
website
Free Sampling
Free Sampling‘Ask our
experts’ on
website
Media
Education
Symposium
Conditions (for
available brands)
to be mentioned
Benefits of
specific vitamins
for life-stage
and condition
built-in the TVC
and PA
Introduction to
GT Essentials
and Specials
Launch Press
Conference &
News Releases
Nutrition ‘Gold Club’
and monthly
newsletter ’Gold’
building the need
for vitamins/
minerals
Detailed introduction
to Essentials &
Specials on website
105. Phase 3: Completing The Portfolio
Objective: To enhance the portfolio through
introduction of beyond-vitamins products
2007 2008 2009 2010+
106. Phase 3: Portfolio Scope
• New Launches:
• New category products (MV plus minerals, TCMs or Naturals) to be
introduced
– GT Specials Strengthen, GT Specials Complete, GT Specials Vitalize, GT
Specials Save Heart, GT Specials Beautify
• Introduction in MV (only) Specials to depend on market condition and
demand
• Less scope of further expansion of Essentials category
• Alignment:
• Products to be kept separate in Essentials and Specials
107. Gold Theragran Mega Brand Architecture 2010Gold Theragran Mega Brand Architecture 2010
Out of Scope
Stretch
Extension
Core
New
Categories
Adjacent
Categories
Core
Category
GT
Kids
GT
Infants
GT
Teenagers
GT
Adults
GT
Elders
GT
Regain
GT
Energize
GT
Immunize
GT
Nurture
GT
Relax
GT
Omega
Plus
GT
Ginseng
Plus
GT
Beautify
GT
Strengthen
GT
Complete
GTSpecials
GTEssentials
GT – The Life Enabler
Caring, Progressive, Trustworthy
Generic
Purpose
Combinations
Specific
Purpose
combinations
Multivitamins
PlusMinerals/
TCMs/Naturals
Multivitamins
Only
Out of Scope
Stretch
Extension
Core
New
Categories
Adjacent
Categories
Core
Category
GT – The Life Enabler
Caring, Progressive, Trustworthy
GT
Kids
GT
Infants
GT
Teenagers
GT
Adults
GT
Elders
GT
Regain
GT
Energize
GT
Immunize
GT
Nurture
GT
Relax
GT
Save
Heart
GT
Vitalize
GT
Beautify
GT
Strengthen
GT
CompleteGTEssentials
Generic
Purpose
CombinationsGTSpecials
Specific
Purpose
combinations
Multivitamins
PlusMinerals/
TCMs/Naturals
Multivitamins
Only
c c
ccc
108. Phase 3: Key Tactics
• Launch of new products with addition of Minerals, TCMs or Naturals
• Reaping the new earned superiority (complete portfolio) empower the
consumers through education
• Evolve and consolidate our nutritional leadership platform with new
messages and activities
• Seek expert brand endorsement, endorse grass roots community health
programmes, sports sponsorship, Olympics “guerilla marketing” activities
109. Phase 3: Communication Layout
Conceptual Target: “Life Embracers”
Marketing
Barriers Advertising PR
Relationship
Marketing
Online Event/
Promotion
Selling Idea: “Life Enabler”
Channels for addressing each barrier
“Why do I need
additional
ingredients with
vitamins?”
“I don’t need any
multivitamins or
nutritional
supplements.”
“I already take other
brand and I’m happy
with it.”
Consumer friendly
information on
website
Consumer Nutrition
Seminars with the
help of KOLs
Nutrition ‘Gold Club’
and monthly
newsletter ’Gold’
and brand building
Nutrition ‘Gold Club’
and monthly
newsletter ’Gold’
In-hospital
Deficiency Check
Camps
In-hospital
Consumer
Education Tools –
posters, leaflets,
booklets
‘Ask our
experts’ on
website
‘Promotion E-
mailers
Media
Education
Symposium
Benefits of
vitamins built-in
the TVC and PA
Gold Theragran
Differential
Communication
in the TVC and
PA
TVC building up
the story for
additional
ingredients
110. To Summarize
• Getting more
out of life
• Life Embracers
• GT as Core
• Range – Essentials
& Specials
• Extensions – Core,
Adjacent & New
• Mega brand
architecture
• Mega brand
strategy and
new demand
• Establish, Enlarge
and Enhance the
Nutrition Core
• Portfolio Spread
Out
• Communication
Layout
• Life Enabler
Demand
Vision
Brand
Platform
Demand
Idea
Engagement
Strategy
Demand
Creation
Demand Chain for Gold Theragran
112. John Cahill
Asia Director
Amar Urhekar
Managing Director
David Shen
Business Director
John Gregg
Strategic Planning Director
Golden Chen
Account Director
Jenny Zhu
Account Manager
Kevin Lee
Creative Director
Hero Gong
Art Director
Jeky Shao
Sr. Copywriter
Zhang Song
Sr. Designer
Rahul Pawar
Strategic Planner
Cherry
Censorship Beijing
Account Service Strategy Creative Service
Andy An
Account Executive
Terry Xu
Censorship Shanghai
Eileen Lee
Medical Copywriter
Dedicated Brand Team
114. Amar Urhekar
Country Manager, Greater China
A Pharmacy graduate with Management qualifications, Amar
has been in the healthcare/communications industry for close to 10
years.
Amar started his career as medical representative before moving into
the product management in the pharmaceutical industry. He has
worked extensively in mainline advertising as well as
healthcare communications.
First employee of McCann Healthcare in India in early 2001 build the
India operation. In-depth experience and knowledge on all aspects of
the healthcare advertising business. He is widely experienced
across Rx, OTC, Rx to OTC switches, social service marketing.
After setting up a robust and well oiled agency in India, Amar has
now moved as Country Manager for McCann Healthcare China,
his primary role is to build, sustain and grow the agency into a
leadership position in China.
Key clients he has worked are the likes of Nestle, GSK, J&J Vision
Care, USAID/WHO, Pfizer, Bayer, Janssen Pharmaceuticals,
Novartis , Dr. Reddys laboratories, Nicholas Piramal and US
Vitamins.
115. David Shen
Business Director
David joined McCann Healthcare in the year 2000.
The key brands that David has worked on include
Xenical (anti-obesity), Robitussin (OTC cough remedy),
Seretide (asthma therapy), Heptodin (Hepatitis B),
Avandia (diabetes), Propecia (male hair loss treatment).
David is one of the OTC experts in the agency as he has
experience in all aspects of building successful OTC
healthcare products and services.
David has a good sense of branding and gained abundant
experience in healthcare communications across all
targets, including KOLs, doctors, pharmacists and patient/
consumers.
The OTC brands he had been deeply involved with are
Robitussin (C&C), Clarityne (allergy), Kiddi (paediatric
vitamin), Talcid (GI).
116. Prior to joining McCann WorldGroup, John Gregg worked for 15
years in senior strategic planning roles with Ogilvy & Mather, and
Dentsu in Australia, the United Kingdom and China and Japan.
He has worked with clients across a many categories including
automotive, IT and Digital, B2B, fashion, luxury goods, OTC & RX,
beverages, personal care and sportswear.
Brands/clients with which he has worked include Astra Zeneca, Pfizer,
GSK, Nestle, Unilever, Ford, LVMH, MasterCard and Timberland.
John is regular columnist for Media Magazine Asia, where he writes on
the challenges facing both Chinese and Multi-National brands in their
quest to build brand equity in the world’s fastest moving market.
He has won numerous advertising and marketing effectiveness awards
including the prestigious UK IPA Effectiveness Awards, the Asian
Marketing Effectiveness Awards and the Effies.
John Gregg
McCann WorldGroup Greater China – Chief Strategy Officer
117. A Management Graduate with marketing specialization has
short but extensive healthcare experience across various brands,
categories and clients.
Having an experience of Sales and Marketing Management in
pharmaceutical and banking industry, Rahul joined Healthcare
Advertising when it was in early shaping stages in India and was
one of the first members who set up McCann Healthcare in
India in early 2001.
Gained a comprehensive operations and strategic planning
experience on various categories while working on
USAID/WHO project, Pfizer and Nestle brands.
Rx & OTC products, health management & education
services marketing and social service campaigns are some of
the key areas of experience.
Key clients worked on are : GSK, Nestle, Pfizer, Janssen-Cilag,
USAID/WHO and US Vitamins.
Rahul Pawar
Strategic Planner
118. Golden Chen
Account Director
Golden graduated from Sichuang University with a Bachelor
degree in biotechnology.
He has one year working experience at research house.
Is good at to touch consumer insight. Has worked with many local
and multinational advertising agencies, including BBDO and
Meikao.
Golden has a vast experience of mass media and OTC brands. In his
prior assignments he’s worked on clients like Bayer, GSK, TianHe,
Kao, Hitachi, Taisho, Target Media, Alibaba.com,
Taobao.com.
119. Jenny Zhu
Account Manager
Jenny has more than 4 years working experience in 4A
advertising agency.
She has been worked in BBDO, M&C Saatchi and Saatchi
& Saatchi before she took the chance to join McCann
healthcare.
Her previous clients are B&Q, Hutchison Whampoa
Properties(SH), Coco-cola-Heaven & Earth, Six
Continental, Standard Chartered, Shanghai Jahwa
and General Mills.
In healthcare, she worked on Robitussin from Wyeth-
Whitehall two years back. She is now serving healthcare
clients like Bayer Consumer Heathcare, GSK Vaccines, etc.
120. Andy An
Senior Account Executive
Andy An joined McCann Healthcare Shanghai recently this year.
Andy graduated from Renmin University of China, Beijing,
majored in Commodity Science, and got his MBA degree in
Shanghai Jiao Tong University.
He has more than three years working experience in advertising
fields. Being from local agency, Andy has good understanding of
local market and consumers. Prior to be an advertising man, Andy
worked as teacher (East China Normal University), TV reporter
(Beijing TV station Education Channel ), and joint owner of a
technical consulting agency in Beijing.
122. Kevin Lee
Creative Director
Kevin originally graduated from law school, and now has
10 years experience in advertising and produced
extensive communication programs for MNC and Local
clients in China. He also serves as KEY resource for
developing TVC and Mass Media communications
for McCann Healthcare North Asia.
Starting his career as a RADIO JOKCEY, Kevin has
moved up in life, understanding the pulse of the consumer,
be it the mother, father, the kid, Kevin’s creative is music
to his varied target audience.
He has been worked for multi-national pharmaceutical
companies like GSK, Bayer, Nestlé, Xian Janssen,
Novartis, etc.
123. John Gu
Traffic & Production Manager
John has joined Torre Lazur McCANN since year 2001, his
position was CME account executive at beginning and worked on
accounts from anti-obesity to health foods such as vitamins,
calcium tablet and milk powder.
He was be transferred and promoted be a Traffic &
Production Manager to in charge of the creative job allocation,
cost and time control and all sorts of production including the
TVC and still photo shooting since May 2004.
The key clients he is working include; like Ajinomoto, Tamron,
Sunstar, Taitai, Nestle and Xuele.
124. Hero Gong
Art Director
Hero is very experienced in art direction and
creative ability, as well as in control of the
visual and creative implementation.
He has won the award of China Advertising
Competition.
The brands he is working on are include; Bayer
(GI), Sunstar (oral care products), TaiTai
(Women health product), GSK (Hepatitis),
Marvelon (oral contraceptive).
125. Jeky Shao
Senior Copywriter
Jeky has four years experiences in creative. Especially he has been
copy writing for direct marketing materials for medical and
healthcare products and services for two years.
The brands that Jeky has been worked on including GSK Vaccines,
Sunstar (oral care), Bayer (Antiacid), MSD (BPH),
MINSHENG pharmaceutical (multi-vitamins), QIANJIN
pharmaceutical, CHERY Automobile, CANON, China Mobile
Communication, etc.
In his professional career, Jeky has won couple of advertising
awards, including China EFFIE and CAF.
126. Eileen Lee
Medical Education/Copywriter
A B.M. graduated from Shanghai Second Medical
University. Eileen started her career as a pediatrician
serving in Shanghai Children’s Medical Center for
five years.
Eileen then moved to the pharmaceutical industry from
1999 and worked for Boehringer Ingelheim for
almost 6 years. Her business in BI cover clinical
research, drug regulatory affairs and product
management as well .She has worked closely with
medical professionals and public health
authorities.
Eileen joined McCANN this year as a Medical
Education/Copywriter to help to set up the state-of-
art CME program for our target clients and developing
advertorial contents for OTC brands.
127. Song Zhang
Senior Designer
Song started his art designing career in Beijing five years back.
He has plenty working experience in designing for brands like
Lenovo (IT) , Quanjude (Food & Restaurants), Huiyuan
(Juice), etc.
He is professional in photographing, and to supervise and organize
the implementation of photography shooting and management.
After joining McCann Healthcare early this year, he has already
been worked on Shenwei Pharma (CVD), Bayer (anti-acid),
Xian Janssen (antibiotics & anti-depression), Ajinomoto
(Seasoning).
128. The intellectual property contained within this document remains the sole and exclusive property of McCann-Erickson Healthcare Worldwide, a
division of McCann-Erickson WorldGroup. This information is provided to the attendees on the undertaking that any recommendations, conclusions,
advice or strategies proposed or referred to herein shall not be implemented, adopted or actionable by the attendees and their respective agencies in the
absence of a sealed agreement between McCann-Erickson Healthcare Worldwide and the attendees. Acceptance and perusal of this documentation is
premised upon the implied guarantee that such information shall not be copied, shared or otherwise dealt with in a manner inconsistent with the rights
of McCann-Erickson Healthcare Worldwide as owner, without the express, advance and written authority of McCann-Erickson Healthcare Worldwide.
Thank you . . .
