8/12/2019 Markmag

1/1

11211806 MARKMAG

Maria Samantha R. Abalos June 3, 2014

K32 TH 7:30am-9:00am SWOT Analysis

STRENGTH WEAKNESS

HiA is cheaper per tablet, 15% below the leader

Central Luzon, Eastern and Western Visayas andSouth Mindanao increased sales

Majority sold in Mercury where more outlets in

GMA

Total awareness increased to 82% in the Fight

Aging form Within with Edu

Functional message was understood

Advantage is lessened in 12s at 12% discount,

further reduced to 8% in 100 packRetailers lack the incentive to stock HiA in bigger

quantities, may lead to out-of-stock.

Totals sale in first half of 2008 were below same

period last year (85%)

Phase-out of 30s bottle was not replaced by other

SKU

12s has taken a huge drop in sales of 2007-2008

Overly dependent on GMA due to income and

media reach

Top-of-Mind 2% below competitive brands with

Myra 7%

Total awareness 82% below competitorsBrand trial only 6%

Cell regeneration was not understood by the

market in The Next You with Sharon

HiA has difficulty in owning the position

Takeaway: Have it All offers cheaper per tablet

price than leading brands and has an effective

functional message of fighting form with in.

Takeaway: Have It All brand faces low brand trial of

6% and awareness level of 82% below other

competitor, where promotions are heavily relied

upon GMA because of income and media reach. It

also faces channel supplying problems such as

when phase-out bottles of 30s were not

immediately replace by other SKUs in 2008. Pricing

disadvantages also increase when selling in 12s

and 100s pack, thus retailers are less motivated tostock HiA in greater quantity.

OPPORTUNITIES THREATS

Among the target age group of 40+yrs, 69% making

changes in their life

Health needs of target group are aging skin, low

endurance, vulnerability to diseases (Proneness to

diseases), Hypertension, hear, Alzheimers and

cataract.

Top five brands gains market share

Centrum and Enervon accounts for 53% share

Top 5 brands have substantial ad and promotions

support in primetime

GMA performed below forecast

Small resellers drop sales due to SKU pricing and

incentives

Competition has increased marketing pressure such

as Centrum Silber and lower pricing form herbal

supplements.Takeaway: 69% of target group 40+yrs are making

changer in their life where health needs and

concerns of the group are aging skin, low

endurance, vulnerability to diseases (Proneness to

diseases), hypertension, hear, Alzheimers and

cataract.

Takeaway: GMA promotions performed below

forecast and small resellers drop sales due to SKU

pricing and incentives.