2. 5 Steps for Part 1(PTM and Positioning) Restor-F primary target market are the people past their prime Wants good health and supplementation of diet Can choose Revicon, etc. Gap is all other brands focus on not adding alternative The market size of multivitamins + minerals is 2.99 billion. Restor-F niche is 20 million
3. 5 Steps for Part 2(Marketing Mix & Strategy Restor-F is the first multivitamin with Taurine, Chlorella, Ginseng, Rutin, Folic Acid and Lecithin Is 70% premium Uses events, Med Reps and word of mouth Is distributed nationwide Uses a niche approach to win
5. 1. Restor-F primary target market are the people past their prime Demographics (40 – 60, M/F, social class AB, single or married) Lifestyle (Accomplished in life, Competitive, Wants more out of life) Behavior (One tab, once a day, supplementation of diet)
6. Influencing Buyer Behavior When I am healthy I can do a lot more of things I need to have a complete diet
7. 2. My PTM’s NWE Adults need To have playfulness, self-actualization Adults choose Restor-F over other multivitamins because of …. Offering of other “essential” ingredients, ISO accredited, brand Adults expect this when they use Restor-F Better, healthier life, complete in nutrition where they can do more out of life even with their age
8. 3a. Restor-F has many formidable comptetitors Direct: Revicon, Centrum, Enervon Indirect: herbal products, fruit juices, antioxidants Variables: Age, Price, packaging, specific use, convenience of use, availability, brand
9. Restor-F is #1 in niche: high priced product for 40 – 60 years Restor-F Flintstones Centrum Centrum Silver Enervon Ceelin Revicon Price vs. Age Matrix
10. Restor-F unique positioning is shown in this ingredient map Components vs. Brand Many competitors focus only on the basic vitamins and minerals
11. 4. Restor-F positions strongly in a niche market opportunity Restor-F is the only multivitamin and mineral supplement That has taurine, ginseng and chlorella For adults 40 – 60 Who want to feel that they are not yet past their prime No brand has a similar ingredient base Others focus on basic body needs, low price and large segments
12. 5a. Based on data, multivitamins market is P3billion According to the Philippine Pharmaceutical Industry Factbook 7th Edition July 2008
13. 5b. Based on data, multivitamins market is P3billion Data shows that total multivitamins sales are P3billion Restor-F sales are 20 million Total market share is .0066 or >1% of the market
14. 5c. Consumer data indicates a size of P3billion Multivitamin Usage: 10 million Filipinos take in one tab of multivitamins per day which costs around P14 per tab 1 M x 1 x 10 x 365 = P3billion
15. 5. Concluded that market share is >1% Data = P3 billion Company data = P20 million Usage data = P3billion
18. 6b. Product Description Restor-F is a soft gel capsule which contains Taurine 200 mg, chlorella pyrenoidosapowd 150 mg, koreanpanax ginseng 50 mg, rutin 50 mg, lecithin 70 mg, folic acid 250 mcg, Fe 10 mg, Zn 10 mg, Ca 20 mg, vit C 60 mg, vit A 2,700 iu, vit B1 1.8 mg, vit B2 1.8 mg, nicotinamide 30 mg, vit B6 3 mg, vit B12 3 mcg, vit D3 200 iu, vit E 10 iu It comes in two bottles with 30tabs/pack or 100pcs/bottle
19. 7. Price- Restor-F is 60% premium priced in affordable packs Restor-F 30s = P516.09 Restor-F 100s = P1720.29 Restor-F is priced 60% higher than other products in the market with aim of maximizing profits in its niche
20. 8a. Promotions RESTOR-F is the Best! Yan anggamitko! :D Advertising Print Ads Internet advertisements Advertising with Willie in his show Sales Promotions Free samples Direct Marketing Medical representatives
22. 9. Restor-F is distributed nationwide using its distribution network Supermarkets, drugstores, market stalls, convenience outlets Nationwide Pick-up by customers Cash and credit transaction Medical representatives
23. 10. Restor-F is a niche leader Restor-F main strategy is to dominate the niche market of 40 – 60 years who are past their prime It benefits from the unique distribution and advertising of FollaresPharma Has an excellent, premium priced, excellent product distributed nationwide
25. 5 Steps for Part 1(PTM and Positioning) Restor-F PTM are “for those past their prime” Who want to feel they can still do it Can choose Revicon, Enervon, etc Gap is all other brands focus on essential vitamins and minerals with no use of alternative minerals Market size is P 3 Billion
26. 5 Step for Part 2(Marketing Mix & Strategy) Restor-f soft gel capsule Is 60% premium Uses medical representatives and internet advertisments Is distributed nationwide Uses a niche approach to win
