Professional Documents
Culture Documents
The UK launch
Case story- Part 1
Table of contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Naturvits - the Ayanda consumer brand . . . . . . . . . . . . . . . . . . . . . . . . . . 4
ConCordix - a winning technology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Naturvits four smarter choices for your health . . . . . . . . . . . . . . . . . . . 6
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7
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7
7
7
PR strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Free Samples and launch event . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
About Ayanda . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Introduction
In 2013 we decided to develop a range of products to be launched under our new brand, NaturVits. In this
case story we will describe why we initiated the project, how we planned it, why the timing was right and
how we executed the launch.
We will, of course, also walk you through the NaturVits product range and show the benefits the products offers the consumers. And we will briefly explain how ConCordix, our new game changing delivery
format, was a key factor in creating this product range.
The marketing decisions, the instruments and elements deployed to get maximum impact on the UK market will be outlined as well as the importance of a well thought out social media strategy.
When The Case Story - Part Two is released in Q1 2014 we will conclude on our process and findings as
well as revealing some of the interesting figures and numbers from the fist 3 month on the UK market.
ConCordix - a winning
technology
Although ConCordix is a completely new and groundbreaking technology we knew instantly that we had
developed a winning technology - a game changer.
One of the key properties that separate ConCordix from other traditional delivery formats is the ability
to combine oil based and water based substances. This property is enabling us to deliver the EPA and
DHA omega-3 fatty acids both faster and in higher dosage than conventionally seen. From the long list of
benefits and advantages attached to ConCordix we list a few here:
Delivers both essential fatty acids and vitamins
Ensures better uptake of EPA and DHA omega-3 fatty acids
Enhancesed compliance
Chewable
No water required
No reflux
Great taste
Sugar free
Natural flavours
We recognized the uniqueness of ConCordix and wanted to make a case of our own to promote the potential of this new technology. So to convincingly claim that ConCordix truly is the next generation in
dietary supplements, we put our confidence to test. We decided to develop 4 specific NaturVits supplement products to be launch in the UK in December 2013.
This product is the smarter choice for keeping kids healthy. The tasty experience and the
appetizing looks make children love to eat NaturVits every day, which is exactly what
ensures the long term benefits of omega-3 and vitamin D3.
NaturVits Omega-3 with vitamin D3 effectively contributes to protect skin against the
ageing effect of the suns UV radiation1 . The enhanced uptake via ConCordix superior
delivery format will also effectively contribute to the normal maintenance of the immune
system and boost health in general.
NaturVits Vitamin D3
NaturVits Vitamin D3 contributes to your health in a series of proven ways. Bones, muscles, teeth and blood all receives a measurable positive effect when you take Vitamin D3
as a daily food supplement.
NaturVits CoQ10
2 Haug I J et al, Bioavailability of EPA and DHA delivered by gelled emulsions and soft gel capsules,
Eur. J. Lipid Sci. Technol. 2011, 113, 137-145
NaturVits
The main reasons
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If the employees dont know your brand and products they will
NaturVits Vitamin D3
NaturVits Vitamin D3 is an easy, tasty way to ensure you get your daily dose
of vitamin D3. Bones, muscles, teeth and blood all receives a measurable
positive effect when you take Vitamin D3 as a daily food supplement.
Flavour: Lemon
Contributes to:
normal absorption/utilisation of calcium and phosphorus
normal blood calcium levels
the maintenance of normal bones
the maintenance of normal muscle function
the maintenance of normal teeth
the normal function of the immune system
NaturVits CoQ10
Benefits:
Promotes a healthy heart
provide the essential omega-3 fish oils with a daily dose of vitamin D3 that
wellbeing.
Omega-3Flavour:
and vitamins
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omega-3 oils. You dont even need to take them
with water.
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Great
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any natural
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next As
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the NaturVits sales process.
Tutorial
WIN
1000
30 chewable tablets
from just 11.99 a month
or only 40 pence pr. day
naturvits.co.uk
Your
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postcard_handout_HB_148x105_ARJ_v1.indd 1
LOVED
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November
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In November Holland & Barrett
the first in No water required
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UK to launch these game changing products
launch of NaturVits.
4 NEW
VITAMINS
No more difficulties
swallowing large tablets or capsules:
NaturVits requires no water and you
only need one to get your daily dose
17/10/13 11.12
Handout
17/10/13 11.12
PR strategy
Our strategy was to combine traditional PR with online advertising, e-commerce and a focus on social
media as well. We wanted to create some basic awareness of the products and the brand and make the
news of NaturVits spread by word of mouth and on social platforms. We had some channels available via
Holland & Barrett but we knew we wanted to push the demand with additional channels and media.
Free Samples and launch event
As mentioned above we new we had a winning product if we just could get people to try it out. The logical
conclusion from this fact was to give out free samples. The strategy is to create an army of ambassadors
from whom the message will spread. We will launch a country wide campaign with distribution of free
product samples, events and competitions in order to attract an interested audience.
PR targeted the different consumer segments
We invited the press to The Holland & Barrett yearly show case, where they introduce new products from
their stores. We have furthermore sent out approximately 150 samples to different medias together with a
targeted press release for the different media profiles (health, kids, beauty etc.) for maximum relevance to
the editors and journalists. The strategy was to inspire the health magazines to take up the health benefits and for the beauty magazines to write about the positive effects relevant NaturVits products will have
on your skin etc.
Dedicated press website
For the convenience of the journalists and editors we developed a website exclusively handling distribution
of press kits, with pictures, product information, launch strategy and other details. The press website also
acted as hub for signing up to the show case and for requesting product samples for reviewing the
product and so forth.
Naturvits.co.uk
Launching a new nutraceutical brand and creating a customer demand
Naturvits on Facebook
11
The NaturVitsTM
Case Story - Part Two
Expected ultimo Q1 2014.
12
About Ayanda
We are a Norwegian based leader in third-party contract manufacturing for the nutraceutical industry with
a cutting edge high quality profile.
Using state-of-the-art production facilities, and only the freshest ingredients we produce turnkey products
and customized dietary supplements of the highest quality.
Flexible formula design and a proactive 360 support, from initial research to sales and marketing, give our
customers a head start.
Telephone +47 77 75 99 00
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