Post on 13-Apr-2017
transcript
Rudog: Attack NutritionMadeline Bell, Youssra Maazia, Eric Schlossman
What is Rudog?Dietitian-inspired multivitamin supplementsNutritional planning services Independently-owned business Incorporates athleticism and good eating
habits to develop an overall healthy lifestyle
The Product: Rudog Right
• Simple, daily supplement• Gluten free and offers vital nutrients to
support• Bone, cardiovascular, and metabolic
health• Antioxidant support• Support fast metabolism
Consumer Analysis
Niches and best target market
Research MethodsSurveys ; design, distributionMarket info: Gallop; SEC reports Interview with Russ Pond and Mary Cabral
Research ResultsSurvey showed that half of respondents take
supplements Same as 2013 Gallup poll results for America
Data suggested that supplement usage increases with athleticism and age Older people take more to supplement deficiencies
in diet
Half said they have gym membership and consider exercise very important to extremely important These same people said they take supplements
Consumer Profiles
Buying Processes Casual Users
Look to satisfy long term needs Get information from readily available sources Price is a motivating factor
Serious Users Always looking for the “edge” Read articles and follow developments in nutrition world Values opinions of like minded individuals Wealthier
Older Users Do not do much voluntary research Supplements often prescribed by physician Less tech savvy, more trusting of face to face communication
Conclusion: Serious UsersFit the game plan for RudogLikely to be interested in product as well as
Rudog’s other servicesWould not appeal to Older Users due to
association with highly athletic peopleCasual Users are likely to be committed to a
multivitamin already and not looking to try a new one
Competitor Analysis
Direct and Indirect
Competitors USANA
Big brand multivitamin producer
Offers incentives for consumers to push products
CVS/Walgreens Pharmacy brand Trusted because of expert
advice Lower cost than big
brands
Kirkland Signature Owned by Costco Generic/Wholesale brand Aimed at families Most mileage for your
dollar
Competitor Profile
Competitors’ Strengths & Weaknesses
USANA StrengthsWorldwide shippingWide product rangeHigh degree of potency WeaknessesDoubts over effectivenessLow perceived value
CVS/Walgreens StrengthsExpert AdviceBrand loyaltyHighly rated customer service WeaknessesNo aggressive marketing campaignHigher cost than wholesale brands
Kirkland Signature StrengthsNation wide distributionCompetitive PricingReward program WeaknessesQuestions on manufacturing processesPerceptions of low quality
Indirect CompetitionHerbal Supplements
Often used for same purpose Not FDA certified They make outlandish claims about effectiveness
Fitness Programs/Gym Memberships People are likely to use other methods to stay
healthy Gym attendance is perceived as more effective
than multivitamins
Environmental analysis Demographic Trends
Younger to middle aged consumers opting out of supplements
Doctors will recommend against taking supplements
Regulatory Trends Labelling regulations Manufacturers are
regulated more than private labels
Economic Trends Significant growth People are still wary of
private label supplements
Market Strategy Product
Rudog should describe product as a true supplement, not a magic “cure-all” pill
Mention that product is best when in conjunction with other provided products
Placement Push product in gyms Try to get more of a physical presence
Promotion Strong social media campaign – partner with athletes Word of mouth = tabling and getting the name out into the community
Price Serious Users are not as concerned with price as perceived quality Premium Pricing in order to attract these consumers