Tuesday, April 2, 2019
Vitabiotics Marketing Analysis And Future Strategy Marketing Essay
Vitabiotics market Analysis And Future Strategy Marketing EssayVitabiotics LTD is a UK-founded except globally prominent nutraceutical corporation and describes its business as nutrient-technology metrical unitd healthcare. The low return to market was a mouth ulcer treatment called Oralcer in 1971 followed later that year by Omega-H, a multivitamin which has since go steadyn huge winner in various countries worldwide, often becoming the number 1 selling nutritional supplement. Since then, Vitabiotics invested heavily in research and development and began to increase their convergence range, creating international manufacturing facilities and landing increased distribution into large UK retailers much(prenominal) as Boots, Superdrug and several of the largest supermarkets. During this elaboration Vitabiotics gained UK fall guy leader status with various convergences (Pregnacare, Menopace, Perfectil, Osteocare) and at a time exporting to over century countries. At the c urrent day, Vitabiotics is the second largest mark multivitamin manufacturer (behind Seven Seas) and has a in truth wide ware rangeAquamarineCardioaceDiabetoneDietrimFeroglobinGoldcareImmunaceJointaceLiverelMenopaceNerozanOmega-H3OsteocarePerfectilPremencePregnacareTricologicUltra-D3 fancyaceWell tikeWellTeenWellmanWellwoman(For the full list of products within each of these categories go through appendix 1)The fundamental factor behind Vitabiotics victory to date has been rough-and-ready research and development of upstart products to remain at the forefront of red-hot scientific developments in vitamins and nutrients with respect to health. In the past 30 years, the supplements market increased massively in accordance with the increase in the health food market and the populations increase in disposable income to spend on daily health products. The multivitamin market quickly become very competitive which induced the development of a myriad of to a greater extent precise s upplements by Vitabiotics, most of which were more expensive than the generic multivitamin. These particularized supplements were actual on the basis of scientific research and the speed at which the wisdom was developed into useable, marketable products was reflected in terms of growth, profits, dirt awareness and brand loyalty. It is often the case that businesses are built upon an idea or a new product/service without the thought and investment into creating a brand. In these cases, the product/service can often be replicated or a similar service can be created, thus taking customs a delegacy from the original idea. The creation of a brand along with the product/service can protect their emerging by creating loyal customers. In addition to the brand creation, especially in the health/supplements markets, innovation and new product development is needed in order to keep or increase any market share. Vitabiotics squander succeeded in this, both in the development of new prod ucts by universe at the forefront of scientific research and in brand creation, which are the primary factors behind its exports expansion and its brand UK brand leader status in many of its products. trustworthy SWOT analysisCreating a SWOT analysis is an effective way to assess a companies current market position along with its future prospects, the table below gives a summary SWOT and a overmuch more detailed discussion and analysis followsStrengthsWeaknessesContinued growth during sparing difficultiesStrong brand human body several late awardsLack of acquaintance towards supplementsOpportunitiesThreatsEmerging markets in developing countriesDiversification into a broader product base health foods and beauty productsRecent Product recall could damage brand learnA change in consumer behaviour towards eating whole foods as opposed to taking supplements could erode Vitabiotics growthStrengths Despite a 16% drop in single and multivitamin sales in the UK between 2004-2009 (Mintel), Vitabiotics continue to show growth and on that pointfore future prefigure this is in-part due to the expansion and diversification of its product base. Also, its expansion into over 100 countries has shown that globalisation of the brand is not alone possible, but is currently being achieved. another(prenominal) strength is Vitabiotics positive brand image with consumers, this is shown not only in increased sales but also in the recent awards that It has wonBoots Vitamin supplier of the year (for the fourth year running) Boots are the largest European pharmacy chain and this award is often advertised within Boots stores. When customers see an award from a very trusted and successful business such as Boots, this strongly encourages brand trust and greatly reinforces the brand image.BT Vision 100 award Given to the most visionary companies. This further establishes the image of Vitabiotics as a strong British company, a factor which consumers result most likely find a ppealing.The Queens award for enterprise.Prestigious export awardWeaknesses The general consumer still has a lack of knowledge close to supplements and it is very difficult to communicate benefits underpinned by science. Also, despite Vitabiotics relative success during the current worldwide economic crises, it isnt going to be ending curtly and consumers are getting more conservative with their spending.Opportunities Vitabiotics hit recently open(a) headquarters in Egypt, USA, Iran and Russia (ref) to complement the globalisation system. This allow allow for greater expansion and possibly increased market share within the several(prenominal) regions as it will enable more specific and coherent trade strategies depending upon the region. Even though exports are currently to over 100 countries, there is still much opportunity in emerging markets as consumers have more money to spend on health related products.Threats A very recent FSA (food standards agency) recall of 9 di fferent batches of products in the UK will damage both UK profits and may damage the brand image Vitabiotics have worked so hard to achieve, however this was only due to a labelling issue but any negative media needs to be handled appropriately. Another threat is regarding consumer opinion and behaviour towards taking supplements and multi-vitamins wherein there is an increasing gustation towards eating healthy foods as opposed to taking pills.Perceptual mathematical functionBelow is a simple perceptual comprise describing Vitabiotics current product diversity and market positioning, the first diagram shows a selection of its products, and places them on the map relative to the particular market segment that they occupy. The promotion strategies of the specific products are also segregated and tailored to where these fall on the map Omega-H3 promotion spending has reduced drastically and the specific Wellman/teen/kid/woman multivitamins have all received lots of investments, with promotion in gender specific magazines. Perfectil, a skincare multivitamin is advertised one by one in more beauty-orientated media.The second diagram represents Vitabiotics product diversification strategy which is reacting to current consumer trends, products are moving away from traditional multivitamins and towards the beauty, specific and healthful markets.Despite the diversification, segregation and separate promotion strategies, product branding system similar and noticeable to reinforce the Vitabiotics imageA consumer can comfortably associate any of the Vitabiotics products with each other. In addition the ecommerce store that Vitabiotics have launched brings these products together excellently, to give the consumer a broad choice when selecting what product is dependable for them.Future strategy and recommendationsFor Vitabiotics to continue to grow and attempt to gain more market share from seven seas and chainstore-branded products
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