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 and
South 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 pack
Retailers 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 competitors
Brand 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 to
stock 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.