Vitabiotics Marketing Analysis And Future Strategy Marketing Essay

Vitabiotics Marketing Analysis And Future Strategy Marketing stressVitabiotics LTD is a UK-founded exactly globally prominent nutraceutical corporation and describes its business as nutrient-technology based healthcare. The first product to commercialise was a mouth ulcer treatment called Oralcer in 1971 followed later that year by Omega-H, a multivitamin which has since translaten huge success in various countries worldwide, often becoming the number 1 exchange nutritional supplement. Since then, Vitabiotics invested heavily in research and development and began to increase their product range, creating international manufacturing facilities and landing increased distribution into large UK retailers such as Boots, Superdrug and several(prenominal) of the largest supermarkets. During this expansion Vitabiotics gained UK brand leader status with various products (Pregnacare, Menopace, Perfectil, Osteocare) and now export to over coulomb countries. At the current day, Vitabiotic s is the second largest branded multivitamin shaper (behind Seven Seas) and has a very wide product rangeAquamarineCardioaceDiabetoneDietrimFeroglobinGoldcareImmunaceJointaceLiverelMenopaceNerozanOmega-H3OsteocarePerfectilPremencePregnacareTricologicUltra-D3VisionaceWellkidWellTeenWellmanWellwoman(For the full list of products within each of these categories see appendix 1)The fundamental component behind Vitabiotics success to date has been effective research and development of in the altogether products to remain at the forefront of new 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 more(prenominal) specific supplements by Vitabiotics, most of whi ch were more expensive than the generic multivitamin. These specific supplements were developed on the basis of scientific research and the speed at which the acquisition was developed into useable, marketable products was reflected in terms of harvest-feast, profits, brand awareness and brand loyalty. It is often the case that businesses are built upon an idea or a new product/ run 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 fetching custom away from the original idea. The creation of a brand along with the product/service can nourish their future(a) 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 deal. Vitabiotics claim succeeded in this, both in the development of new products by being at the forefront of scien tific research and in brand creation, which are the primary factors behind its exports expansion and its brand UK brand leader status in legion(predicate) of its products.Current 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 much more detailed discussion and analysis followsStrengthsWeaknessesContinued growth during economic difficulties well brand image several recent awardsLack of knowledge towards supplementsOpportunitiesThreatsEmerging markets in developing countriesDiversification into a broader product base health foods and lulu productsRecent Product recall could damage brand imageA change in consumer behaviour towards eating healthy 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 t herefore future promise this is in-part due to the expansion and diversification of its product base. Also, its expansion into over one C countries has shown that globalisation of the brand is not only possible, but is currently being achieved. Another 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 publicise 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 will most in all likelihood find appealing.The Queens award for enterprise.Prestigious export award Weaknesses The general consumer still has a lack of knowledge about supplements and it is very difficult to go through benefits underpinned by science. Also, despite Vitabiotics relative success during the current worldwide economic crises, it isnt going to be ending soon and consumers are getting more button-down with their spending.Opportunities Vitabiotics have recently opened headquarters in Egypt, USA, Iran and Russia (ref) to complement the globalisation dodging. This will allow for greater expansion and possibly increased market share within the respective regions as it will enable more specific and coherent marketing 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 different batches of products in the UK will damage both UK profits and may damage t he 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 imprint and behaviour towards taking supplements and multi-vitamins wherein there is an increasing preference towards eating healthy foods as opposed to taking pills.Perceptual MapBelow is a sincere perceptual map 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 separately 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 remains similar and noticeable to reinforce the Vitabiotics imageA consumer can easily associate degree 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 right 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