CORE ISSUES
Individual branding v/s brand extension Choice of promotional tools
Product :
Specially
Pricing:
Daily Consumption Price for GoldPartner was above 2 Yuan which was much higher than most brands in the multi-vitamin market (0.8 - 1.5 Yuan) Priced as calcium supplementing product rather than multi-vitamin product They did not lower the price as they considered it to be too risky
designed for Chinese people Product Line: 3 different offerings catering to the following segments: Children, middle aged & senior citizens and Women GoldPartner adopted box packaging same as Nao Bai Jin creating confusion Product taste not as nice as others ; sub-optimal taste of the childrens product had affected its multiple purchase
Promotion:
TV commercials on China Central Television (CCTV) convey three messages1. Fear: Problems due to inadequate amounts 2. Scientific solution: Developed by experts from CNS 3. Concerned about people Sponsored the CCTV Goldpartner Model Contest Advertising for Goldpartner focused on product benefits and positioned the product as a health solution. 3
Marketing Mix
Place:
Initially, Goldpartner relied heavily on the pharmaceutical sales channel Increasing use of Gift advertising, focus shifted to use of departmental stores Displayed on the healthcare food counter, while the other multi-vitamin brands were sold through OTC drug counter
Centrum
2nd in terms of sales Priced 30-40% lower than Goldpartner Cu and P content Two segments- children & adult Lower daily consumption price
Gold Theragran
Priced 50% lower than Goldmaster Cu and P content Two segments- children & adult
21 Super Vita
Was in market for a decade Heavy usage of soft articles Frequent TV advertising Cu and P content All 3 market segments with same brand and same product with specific advertisements
FINDINGS
No specific brand association Lack of strong functional recognition Unable to establish itself as a unique product category Positioning Conflict
Finding 1
Finding 2
CONTD.
No POD established Made the Price Disadvantage more prominent No new POD being developed/communicated Product Category- Sales dependent more on advertising
Finding 3
Finding 4