Forze Della Natura
(Force of Nature in Italian)

• An all-encompassing range of supplements containing blends of health enhancing ingredients and healing agents.
 
• Addressing specific health conditions, improved performance requirements, and biological gender differences.

• Dietary Supplements: concentrated sources of nutrients or other substances with a nutritional or physiological effect used to supplement normal diet.

• Include one or more of these dietary ingredients: vitamins, minerals, herbs or other biological material, amino acid and enzyme.
• A common Acronym: VMHS - vitamins, minerals, and nutritional and herbal supplements.

• Main purpose of dietary supplements: To correct nutritional deficiencies and to maintain an adequate intake of certain nutrients.

• Popular Categories: Dietary replacements, disease/condition, immune system, general health and mental/physical performance.

• Supplements Formats: tablets, capsule, powder, liquid, extract and tea.

Marketing Activities and Associated Planning

Considering that Forze Della Natura covers a wide range of products with a multitude of scopes of application, it is essential to treat each product/each product group as a separate marketing entity and identify potential stakeholders in the medical community who, as far as their professional occupation allows, will promote specialty products applicable to their specific medical practice/niche. For example, products designed for male prostate health should be promoted through specialty trade shows and relevant MDs (andrologists). Additionally, we advise organizing for such MD groups product-specific presentations. Such presentations should be organized at least once a month and target various MD practice niches. The table below lists all product groups and envisaged MD groups as per their practice niche through which these products should be promoted.
Herbs Supplement

Key Demographic Groups

Males 25 through 45 (26% of sales)
Males 45 through 60 (35% of sales)
Males 60+ (19% of sales)
Females 35 through 55 (20% of sales)

Overall Demographic Ratio 
in terms of sales
Males (80% of sales)
Females (20% of sales)

Proxy Purchase
Males (10% of sales)
Females (20% of sales)

Existing Market Challenges

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As previously stated, in order for this project to become commercially viable and successful for both companies, it is of utmost importance to conduct preliminary planning activities, without which this endeavor may run the risk of becoming a commercial flop. We, as a responsible supplier, want both companies to thrive and capitalize on the exponential growth of this market rather than come to regret taking on this project in the first place.

Unlike specialized supplement niches, the market of so-called conventional/health supplement products has been actively growing in your Territory since early 2001 with key brands (Solgar, NOW Foods, Herbalife) occupying prime market positions. Moreover, as is the case with Solgar–this brand is getting maximum market exposure and investment backing due to its association and ownership by Bayer Pharmaceuticals (16 on  the list of best performing pharmaceutical companies of 2014).

Market Status Potential

  • Booming market where health is not just a goal – a lifestyle choice and a thriving consumer market
  • 2013 global market valued at $82 billion
  • 5% to 6% expected global growth through to 2017
  • 2014 MENA nutraceutical market is about $2.9 billion – growing at 7% to 8%
  • Dietary supplements remain fastest growing segment of MENA nutraceuticals market
  • 2011 MENA market dietary supplements sales: $142.1 million
  • Expected increase to $205 million by 2017
  • Expected annual growth with forecasted CAGR of 30%

Key Product Groups with Highest Sales 
Potential

  • Male Health (all products)
  • Male Prostate Health (all products)
  • Female Health (all products)

Median Product-to-Market Entry Timeframe

Approximately 6 - 15 months from from the date of order placement to roll-out into specific retail channels subject to the implementation of preparatory marketing events listed in the above.