Group 12 Nicholas La Mastra Vu Le Alexis Mills Carla Merida Sorgul Taha

1. Group 12 Nicholas La Mastra Vu Le Alexis Mills Carla Merida SorgulTaha

2. VitaGum

3. Problem Today's busy lifestyle often forces people to eat fast food or convenient meals that unfortunately are not rich in the vitamins and nutrients that our body requires.

4. Solution Chewing gum line by Trident that contains multivitamins

5. Statistics on Vitamins • Approximately 44 percent of Americans use some type of vitamins or other dietary supplement, according to a 2010 article by Cathy Becke • Vitamins help prevent deficiencies and are good meal supplements.

6. VitaGum Product • Product • 12 piece package in three flavors • Peppermint • Spearmint • Fruity Fantasic • Contains 12 essential vitamins to supplement a healthy balanced lifestyle

7. 12 Essential Vitamins Vitamin A (Retinol) Vitamin D (Cholecalciferol/Calciferol) Vitamin C (Ascorbic Acid) Vitamin E (Alpha-Tocopherol) Vitamin B1 (Thiamine) Vitamin B2 (Riboflavin) Vitamin B6 (Pyridoxine) Vitamin B12 (Cobalamin) Niacin (Nicotinic Acid/Nicotinamide) Pantothenic Acid Biotin Folic Acid

8. Market Strategy Product Strategy VitaGum Price Strategy Promotion Strategy Place Strategy

9. Product Strategy Brand name • VitaGum by Trident Target Market • Ages18-45 • Healthy • Taste Packaging • Must stand out Features • Vitamins • All around oral hygiene

10. Price Strategy • Pricing options- Trident • Market Share: 23.8 percent • Average Price: $4 for a 3-pack Discounts • Offer 3-4 packs for a discounted price • Student discounts on college campuses

11. Promotion Strategy Promote product awareness • Advertising through Media (Facebook, Twitter, TV) • Get a celebrity to endorse it • Sponsor an event

12. Promotion Strategy Sales Promotion • Offer a limited time buy one get one free • Promotional coupons in newspapers and magazines • Donate a percent of sales to a certain charity

13. Product Placement • All distribution channels • Vitamin retailers ex. GMC and Vitamin Shoppe • Grocery store chains (Tom Thumb, Wal-Mart) • College campus book stores/ cafeterias • Gas station chains (Exxon, Valero) • Vending machines • Malls

14. SWOT Strengths • More affordable than vitamin pills • Trident has the largest market share for gum • Notable brand recognition Weakness • High presence of competition • New concept

15. SWOT Opportunities • Emerging markets worldwide • The demand for functional gum with health benefits Threats • Competition may develop similar strategies • Aggressive price comparison with other gum makers

16. Porter’s Five Forces Low, few products like VitaGum High, similar products can be made from different gum makers High, several different gum companies High, consumers can take any other form of vitamin supplements Low, only a few such as vitaball, vitamingum

17. 62% of surveyed consumers are not currently taking any multivitamins • 71% of surveyed consumers would rather take their vitamins in gum form • 65% of surveyed consumers are interested in upping their vitamin intake

18. Market Analysis Vitamin & Dietary Supplement spending in US 2001-2011

19. Market Analysis Trident leads the United States gum market with 23.8 percent share, followed by Orbit with a 20.6 percent share according to SymphonyIRI Group, a market research firm. Stride commands a 9.9 market share.

20. Market Analysis • GIA (Global Industry Analysts) released a report that projected gum market to reach $23 billion by year 2017. • The demand for functional gum with health benefits and nutraceuticals will help drive this trend. • The growing health consciousness of adult consumers provides a new opportunity for innovation. • Consumers are becoming more health and calorie conscious, surge in sugarless gum and medicated gum are expected to continue into the future.

21. Market Analysis • Though mature, the gum market continues to transition into the role of a value-added product. • GIA said future market growth should come from the continued development of value-added gum varieties such as nutraceutical gum and biodegradable gum with health and environmental benefits expand traditional market frontiers, enabling sound growth

23. VitaGum Vitamize Your Life!

24. Vitamins • Vitamins are what aid your bodily functions such as your metabolism, growth and energy production. • There are two main categories of vitamins, water-soluble and fat-soluble. • Nutritional supplements are a reliable and safe way to meet these nutritional goals, provided that attention is given to the accepted limits of dosage.

25. Statistics on Vitamins • Vitamin supplements are important for certain groups of people, including vegans, pregnant or nursing women, elderly people, people with conditions that interfere with vitamin absorption, women with heavy menstrual periods and people who consume less than 1,600 calories per day, according to the Mayo Clinic

26. Vitamin & Supplement Market Analysis • Although vitamins and supplements are often considered nondiscretionary purchases, the industry has grown at a steady clip over the past five years.

27. Factors • The aging population • Reduced levels of employed and insured Americans • Increasing consumer concerns toward health. Growth is forecast to continue over the next five years, especially as disposable incomes recover, though competition from imports and manufacturers' move to cheaper labor-cost countries will restrain significant revenue increases.

28. Projected Growth • Growth is forecast to continue over the next five years, especially as disposable incomes recover, though competition from imports and manufacturers' move to cheaper labor-cost countries will restrain significant revenue increases.

29. Gum Market Analysis • The GIA report found the proportion of new gums with high content of a specific nutrient was estimated at 11.5% in 2010 in the U.S., a significant rise compared to less than 5% share in the previous year • According to GIA reports, value-added gum segment is one of the most promising sectors in the gum industry and is positioned to be a driving growth force in the overall global gum market.

30. Gum Market Analysis • While chewing gum is relatively popular in the United States, GIA report also indicated that international markets in India, China, and Taiwan hold untapped potential. The compound growth rate for these regions is estimated to be 5.7 percent through 2017.

31. Sources Joanna Cosgrove. (April 9, 2012). The Market for Nutraceutical Gums. In www.nutraceuticalsword.com. Retrieved March 26, 2013, from http://www.nutraceuticalsworld.com/contents/view_online-exclusives/2012-04-09/the-market-for-nutraceutical-gums/. Andrew Adam Newman. (February 8, 2011). New Gums With Vitamins, Herbs, and Varied Claims. In www.nytimes.com. Retrieved March 26, 2013, from http://www.nytimes.com/2011/02/09/business/media/09adco.html?_r=0. Madison Park. (April 13, 2011). Half of Americans Use Supplements. In www.cnn.com. Retrieved March 26, 2013, from http://www.cnn.com/2011/HEALTH/04/13/supplements.dietary/index.html. (December 29, 2012 Saturday ). Shedding light on Vitamin D. The Advertiser (Australia), Retrieved from www.lexisnexis.com/hottopics/lnacademic Mehta, Vishal. "Trident 360 Integrated Marketing Campaign." Trident 360 Integrated Marketing Campaign. N.p., 8 May 2008. Web. 16 Apr. 2013.