VitalGreen

Market Situation

The vitamin market in Thailand is continuously growing due to increasing consumer demand following the COVID-19 pandemic. Popular vitamins include Vitamin C, D, and Zinc, commonly used to boost the immune system. The expansion of online platforms has made these products more accessible to consumers. Additionally, there is a growing trend of consumers seeking eco-friendly and high-quality products.

PESTEL Analysis

- Political: Government policies that support health supplements and strict FDA regulations.

- Economic: Growth in middle- to high-income consumers who are willing to spend on health products.

- Social: Consumers are more health-conscious and focused on disease prevention, leading to increased demand for vitamin supplements.

- Technological: Development of new, innovative products that cater to specific consumer needs, including AI-designed vitamin formulas.

- Environmental: Interest in products with recyclable packaging and natural ingredients.

- Legal: Strict regulations regarding the certification of quality and safety for supplements sold in Thailand.

Brand Development Goals

- Brand Identity

- Use eco-friendly packaging to reduce waste.

- Build the image of a company that cares about both the environment and consumers, from the logo to the products.

- Awareness

- Leverage digital marketing through social media platforms like Facebook, Instagram, and TikTok.

- Collaborate with health or beauty influencers to enhance brand visibility and awareness.

- Differentiation

- Develop products that emphasize natural ingredients, free from chemicals, with biodegradable packaging, and design a brand experience that is modern and environmentally conscious.

Target Customer and Insight

Primary Target

- Working professionals (ages 25-45)

These individuals lead urban lifestyles, working in jobs that require high energy with little time to focus on health.

- Income: Middle to high income, willing to invest in high-quality products for long-term health.

- Behavior: They actively seek information about health and safety, favoring vitamins that boost energy, support immunity, and help the body recover from work stress.

Insight

This group desires convenient and safe products that provide long-term health benefits. They value investing in health products that don't require much time and help improve both health and productivity.

Secondary Target

- Parents (ages 30-45)

Parents seeking supplements for their children, focusing on products that support development and immunity.

- Concern: Quality and safety of products for children, including chemical-free, certified, and naturally sourced ingredients.

- Preference: Products that taste good and are easy for children to consume, such as gummies or chewable vitamins.

Insight

Parents want their children to grow up healthy and strong, seeking child-friendly vitamins designed for their needs and in convenient formats, such as chewable or liquid vitamins.

4P and IMC

- Product: VitalGreen offers special vitamin formulas using natural ingredients, free from chemicals.

- Price: Set pricing aligned with the target market, focusing on value in terms of quality and results.

- Place: Available through pharmacies, supermarkets, and a wide range of online platforms.

- Promotion: Use social media and online advertising to communicate health benefits through educational content.

IMC: Combine online communication, social media, collaboration with health experts, and influencers focusing on health to promote the product.

Marketing and Brand Evolution

- Increase customer engagement.

- Build a loyal customer base.

- Establish the brand as credible by offering high-quality and natural products.

- Create lasting relationships with consumers.

- Utilize marketing strategies aligned with health trends.