Rudog: Attack NutritionMadeline Bell, Youssra Maazia, Eric Schlossman

What is Rudog?Dietitian-inspired multivitamin supplementsNutritional planning services Independently-owned business Incorporates athleticism and good eating

habits to develop an overall healthy lifestyle

The Product: Rudog Right

• Simple, daily supplement• Gluten free and offers vital nutrients to

support• Bone, cardiovascular, and metabolic

health• Antioxidant support• Support fast metabolism

Consumer Analysis

Niches and best target market

Research MethodsSurveys ; design, distributionMarket info: Gallop; SEC reports Interview with Russ Pond and Mary Cabral

Research ResultsSurvey showed that half of respondents take

supplements Same as 2013 Gallup poll results for America

Data suggested that supplement usage increases with athleticism and age Older people take more to supplement deficiencies

in diet

Half said they have gym membership and consider exercise very important to extremely important These same people said they take supplements

Consumer Profiles

Buying Processes Casual Users

Look to satisfy long term needs Get information from readily available sources Price is a motivating factor

Serious Users Always looking for the “edge” Read articles and follow developments in nutrition world Values opinions of like minded individuals Wealthier

Older Users Do not do much voluntary research Supplements often prescribed by physician Less tech savvy, more trusting of face to face communication

Conclusion: Serious UsersFit the game plan for RudogLikely to be interested in product as well as

Rudog’s other servicesWould not appeal to Older Users due to

association with highly athletic peopleCasual Users are likely to be committed to a

multivitamin already and not looking to try a new one

Competitor Analysis

Direct and Indirect

Competitors USANA

Big brand multivitamin producer

Offers incentives for consumers to push products

CVS/Walgreens Pharmacy brand Trusted because of expert

advice Lower cost than big

brands

Kirkland Signature Owned by Costco Generic/Wholesale brand Aimed at families Most mileage for your

dollar

Competitor Profile

Competitors’ Strengths & Weaknesses

USANA StrengthsWorldwide shippingWide product rangeHigh degree of potency WeaknessesDoubts over effectivenessLow perceived value

CVS/Walgreens StrengthsExpert AdviceBrand loyaltyHighly rated customer service WeaknessesNo aggressive marketing campaignHigher cost than wholesale brands

Kirkland Signature StrengthsNation wide distributionCompetitive PricingReward program WeaknessesQuestions on manufacturing processesPerceptions of low quality

Indirect CompetitionHerbal Supplements

Often used for same purpose Not FDA certified They make outlandish claims about effectiveness

Fitness Programs/Gym Memberships People are likely to use other methods to stay

healthy Gym attendance is perceived as more effective

than multivitamins

Environmental analysis Demographic Trends

Younger to middle aged consumers opting out of supplements

Doctors will recommend against taking supplements

Regulatory Trends Labelling regulations Manufacturers are

regulated more than private labels

Economic Trends Significant growth People are still wary of

private label supplements

Market Strategy Product

Rudog should describe product as a true supplement, not a magic “cure-all” pill

Mention that product is best when in conjunction with other provided products

Placement Push product in gyms Try to get more of a physical presence

Promotion Strong social media campaign – partner with athletes Word of mouth = tabling and getting the name out into the community

Price Serious Users are not as concerned with price as perceived quality Premium Pricing in order to attract these consumers