Post on 23-Jun-2015
Enervon-E (d-Alpha Tocopherol)Young doesn’t always mean healthy
10 step marketing analysis
Merce Kristin F. TumibayJanuary 2011
Enervon-EYoung doesn’t always mean healthy.
• PTM are young professionals who want to be healthy
• But are exposed to various risk factors (sedentary lifestyle, high fat diet, alcohol drinking, smoking, etc)
• Can choose between Myra-E, Solgar, GNC, Multivitamins to get their vitamin E needs
• Gap lies in the fact that there PTM need to prevent cardiovascular disease before they display the signs/symptoms.
Enervon-EYoung doesn’t always mean healthy.
• Product: Enervon-E (d-Alpha tocopherol)• Price: Mid-range (Php12.00/cap)• Promo: uses print ad• Place: leading drugstores• Uses a generic winning strategy of marketing
to a niche market and using ENERVON’s distribution leverage.
The Ad
PART 1: POSITIONING TO THE TARGET MARKET
Primary Target Market
• Mid twenties to early thirties• Young professionals • With sedentary lifestyles• High stress environment• Poor diet• With vices
Needs Wants Demands
I want to be healthy.
I want to do what my peers are also doing.
I want to have a successful life.
Competition and Competitive Position
Direct Competitors• Myra-E – mainly directed to women• Squibb• Solgar (Healthy Options) Vitamin E • GNC Vitamin EIndirect Competitors• MultivitaminsVariables• price, dose, formulation
Price/Market Class
D C B A
High Price
Low Price
GNC/Solgar
Enervon MV
Enervon-E
Myra-E
Competitive Position
Exercise
Gap
• Young professionals today are exposed to risk factors (such as a sedentary lifestyle, high stress environment, high fat diet, alcohol intake, and smoking) that make them vulnerable to develop cardiovascular diseases.
• Cardiovascular disease is a silent killer – you won’t display signs and symptoms before it is too late.
• Prevention is key!– An antioxidant that fights free radicals, along with
lifestyle changes, prevents heart disease.
Market Size
• Company data – not available• Competitor’s data – not available• Customer’s data – not available
PART 2: MARKETING MIXProduct, Promo, Price, Place
Product
• A vitamin E soft gel capsule that acts as an anti-oxidant to prevent the build-up of cholesterol in the heart, thereby preventing heart disease.
Promo
• Print ad found in MIMS – a drug reference booklet – mainly used by healthcare workers.
• Uses pull of the brand name ENERVON to market – Enervon Vitamin C/ Enervon Multivitamins
Price
• Php12.00 per capsule
Place
• Distributed in leading drugstores nationwide.
Generic Winning Strategy
• Enervon-E’s main strategy is to sell to the niche market of young professionals (mid-20s to early 30s) who are prone to lifestyle-related diseases. (niche)
• It also has the advantage of having popular sister products such as Enervon Multivitamins and Enervon Vitamin C. (distribution leverage)
Enervon-EYoung doesn’t always mean healthy.
• PTM are young professionals who want to be healthy
• But are exposed to various risk factors (sedentary lifestyle, high fat diet, alcohol drinking, smoking, etc)
• Can choose between Myra-E, Solgar, GNC, Multivitamins to get their vitamin E needs
• Gap lies in the fact that there PTM need to prevent cardiovascular disease before they display the signs/symptoms.
Enervon-EYoung doesn’t always mean healthy.
• Product: Enervon-E (d-Alpha tocopherol)• Price: Mid-range (Php12.00/cap)• Promo: uses print ad• Place: leading drugstores• Uses a generic winning strategy of marketing
to a niche market and using ENERVON’s distribution leverage.
Enervon-E (d-Alpha Tocopherol)Young doesn’t always mean healthy
10 step product marketing analysis
Merce Kristin F. TumibayJanuary 2011