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