Marketing Plan for "Nature's Harmony"

Dietary supplements are not regulated by any government agency and are becoming increasingly popular among Americans who are concerned about using too many artificial ingredients in their everyday diet. Ginseng, echenacea and St. John's wort are all examples of supplements taken by millions of Americans, but which lack the efficacy studies which are required by products classified as drugs by the Food and Drug Administration (FDA).

Part of the reason that these supplements are gaining acceptance in the market is the aging of the baby boomers. As the population ages, there are increased health problems and perceived health deterioration. Individuals may notice a lapse in their memory skills, or may want to maintain a youthful appearance, or may try to stave off everyday colds in order to remain active. In addition, the baby boomers are reaching their peak income years and are at a point where they can afford to spend considerable sums on products which might have been considered luxuries only a few years ago.

In addition to the demographics of the population, there is also an increased interest in maintaining a healthy diet with as many natural components as possible. Health clubs continue to be popular with baby boomers, but many also seek to gain the benefits of a healthy diet and exercise without investing in either the strenuous activities or in diets which may prove less rewarding than traditional meals. These consumers are looking for a "quick fix" which suppleme

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through aggressive advertising in health magazines and magazines which target women. As many as six teas would be introduced in the first year, with the goal of introducing at least three new teas in succeeding years. Following the lead of brands such as Stash and Celestial Seasonings, the teas will also use direct mail to help build their customer base. During the first year, an extensive Web site will also be developed which will allow individuals to post their own positive experiences with the teas, to learn more about individual ingredients, and to order directly from the Web. Pricing will be a critical factor during the first year, and the teas will be priced competitively with other specialty tea products. Since the goal will be to emphasize the healthful benefits of the teas, marketing personnel will be encouraged to gain shelf space in the supplement sections of supermarkets and drug stores rather than in the tea section. This will also give the product greater exposure and reinforce the idea that it is more than simply another beverage alternative. Distribution will focus on grocery stores and drug stores, with a special sales force dedicated to health food stores. Again, the emphasis is on the potential health be

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