Leisa secret
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Rapid Nutrition India aims to establish the 'Leisa's Secret' brand in the Indian market by 2015, focusing on weight management through innovative programs and high-quality products. The company, headquartered in Australia, has a strong international presence and aims to capitalize on India's growing nutraceutical market, while also addressing challenges such as lack of awareness and high pricing. The marketing strategy includes engaging the medical community and utilizing various promotional activities to enhance consumer trust and reach.
Leisa secret
- 1. Rapid Nutrition India Launch Phase & Way Forward 20 20 20This project has been stalled recently due to FSSAI situation in India in 2014. 2012
- 2. Rapid Nutrition : Credentials
- 3. Agenda • Nutraceuticals in Australia • Rapid Nutrition Key offices • Global Alliances • Key Milestones => Geared ahead on fast track • Key International Agreements • Some International Quality Certifications • Media • Consumer engagement videos • Rapid Nutrition India • India Head Credentials
- 4. Australia-Nutraceuticals • Australia commands world’s highest standard in nutraceuticals . • Nutraceuticals from australia command high respect in global market • FDA of the world refer to Australian FDA for basing their models. • Rapid Nutrition under such stringent controls has flourished with its highest standard products and have exported them to over a dozen high value markets internationally.
- 5. RAPID NUTRITION: Global Offices Head Quartered in Australia : Regional Head quarters: Americas : RNL USA Limited 108 West 13th Street, Willmington, 19801 Delaware, United States UK : Rapid Nutrition Plc Office 11 10 Great Russell Street London, United Kingdom WC1B 3BQ Phone: +61 7 3200 4222 Email: info@rapid-nutrition.com India : 14, 15, IDA, Balanagar, Hyderabad. Andhra Pradesh. 500 037. India.
- 6. Global Presence : Formal distribution agreements
- 7. Journey 2001 2004 1st Export to China Exports to Saudi arab, Iran, Korea 2005 2007 Enters Ireland market Enters Egypt and Chezkoslovakia 2008 2010 Enters Singapore 2011 Funded by US govt. Takes Equity in Motivate-USA 2012 $3 Billion 6 acquisitions in pipeline IPO (In process) Organic Organic & Inorganic 2015 Merger in USA listed company: GMND: $1.5 BILLION
- 8. Some of the Global Agreements Al Kahira Pharmaceuticals; Egypt Noosh Dorou Teb Iran Western for Trading and Contracting Establishment; Saudi Arab Essential living; Singapore Verimark; South Africa Global Medical Company; UAE
- 9. Some International Quality Certifications Chez Korea Thai U.K.Australia
- 10. In Media: TV Commercials
- 11. INDIA STORY… Vision & stakeholders Objectives Understanding Indian market and areas of focus Our plan Our investment plan
- 12. Vision • To be a committed leader in weight management and establish the brand-Leisa secret as a household name in India by 2015. • We would achieve this vision by engaging and adding knowledge value and assisting in achieving weight management objectives to key stake holders in the ecosystem: Consumer Trainers & Gym owners Medical Fraternity Retailers Nutritionist s
- 13. Objective • To make Leisa’s secret Brand: A) A commercial success from year 1 B) A Brand equity success from year 2 C) A household brand by year 3
- 14. Market Driver Challenges Trends 2012: INR 12000 Cr. 2015: INR 24,000 Cr. Drivers: Increasing shift towards preventive therapies Increase in disposable income Increasing shift towards self-medication Increase in healthcare spending Ageing population Pharma retail growth Challenges: Lack of standardization High pricing Lack of awareness Marketing and distribution challenges Functional Nutrition (Foods) : DHEA, Omega 7, Weight management, etc. Fortified nutrition : Isopure, Ensure, Yakult,etc. International Tie ups : Guardian – GNC, Neulife-Multibrands Ayurvedic nutrition : Himalaya range, Dabur nutrition range 27% current growth Nutri-Cosmeceuticals : A sunrise category Understanding The Indian Weight loss Market Trust Competition
- 15. Why Will this market grow- i
- 16. Why Will this market grow- ii A much Larger Market in waiting The Latent market 2 to 4 times existing market
- 17. Where do we focus ? I take vitamin E for my skin I take GNC meal replacement for my weight management I take GNC products for my good health and looks. My spa takes care of me My fitness is by Neulife omega capsules My doctor is the best guide. I don’t follow TV ads I am happy with Olay organic extracts range
- 18. Focus: Functional Nutrition INR 10,0000+ (Plastic surgery) INR 3501-10,000 - Cosmetology procedures INR 1501-3500 Speciality stores INR 501-1500 (Organized retailing – super stores) INR 101-500 (Standard retailing to organized retailing fortifiied nutrition INR 1-100 (mass unorganized retailing) Nutreceutical players Nutri-Cosmeceutical players Ranbaxy, Dabur, Himalaya,etc Ranbaxy, Dabur, Pfizer, Abbott,British Biologicals Nutrilite-Amway, Herbalife, British Biologicals GNC, Nestle, Neulife, Natures, Pharmaceutical majors Natures, GNC, Sebachem (Piramal), Olay Yves Rocher, Sebastian, Imported range Allergan , Ranbaxy, OHPL, Keraskin Basic nutrition- M asses H ealth Conscious nutrition Advanced nutrition – recom m endation based sales INR 1500- 15000
- 19. Body Structure Weight Management Body Contouring Skin Structure Management Focus: Functional Nutrition: Body Structure
- 20. Rapid increase of Weight management solutions
- 21. Some of the audited weight loss categories : Growth upwards of 100%
- 22. Key Observations 1. Unorganized market 2. Market ruled by MLM companies, distributors and leading trainers 3. There are local manufacturers in low cost segment 4. Distributors cover top end pricing area 5. All top end area is addressed by imported nutritional range 6. Consumers are confused as there is no education. 7. Purchases are done by reference of influencers- trainers, nutritionists 8. Awareness is at its lowest. 9. No formal presence of any international player. 10.Trust amongst consumers is fragmented. No brand leader per se
- 23. Customer : Female/ Age 30-39 Yrs. Female Weight loss active need Instant gratification Time availability: Low Word-of- mouth: High Influenced by trial offers
- 24. Customer segments: Analysis 18 - 22 22 - 29 30 - 39 40 + College Dating Entertainment Window shopping: Malls Professional life Relationship Travel Entertainment Shopping: Malls, modern trade, etc Children & family Professional life Neighborhood House / car Entertainment Shopping Children education Family Professional life Health issues Society & networks Shopping DECISION MOMENTS NEEDS CHALLENGES RELATIONSHIP SITUATION KEYLIFEEVENTS AGE - High aspirational value to look good - Instant gratification: Expectation - Gossip: Social (buzz) currency - Staying healthy avoiding health challenges - Hormonal changes - Setting an example - Making decisions (homemaker) - Pre-marriage (threshold): Anxiety and confused state of mind - Post-marriage: Identify crisis but happy - Increased (high) responsibility: Family and/or professional - Extremely busy - Loyalty is high if effective / useful - Attention or lack of it - Sensitive about health info sharing - Fertility concern - Adherence - Peer influence (high) - Early adopter (makers or breakers) - Time constrain & peer influence (high) - Time constrain & peer influence (low) - Skeptical: Challenge to win trust CONFUSED BUILDING MAINTAINING and/or PROTECTING
- 25. Promotions • India’s first ORGANIC bioactive for weight loss • Dial-up “safety” factor: USP • Program vs. product approach • India’s first weight loss program supported by medical fraternity. Positioning :
- 26. Program Helpline Expert consulting Med advisory board Education program QUIT program Nutritionist / DietitianProgram approach Organic Bioactive
- 27. Weight Loss Program Kit 30 Days Supply Each of : Premium Meal Replacement Energize Resist Advanced Thermo Welcome Kit •Product Manual •Guide •General Information Brochure •First Free Consultation Voucher •Monitoring Chart •CD with Exclusive Recipes & Customized Diet Charts Product
- 28. Online Pull Need based standard info TG User generated info Utility info (Widgets, applications etc.) Networking Content for visitor education Offline Pull Event/ Community Driven Online Push Target Consumer driven sites / e-tournaments Viral Emails Offline Push FOL Show Press media www.leisassecret.in Custom Landing pages/ micro sites Custom Landing pages/ micro sites Hybrid Marketing: WOL = Weight opinion leadersWOL = Weight opinion leaders BUILD CRITICAL MASS TollFree Text Based SALES
- 30. ADVERTISEMENTS
- 31. Advertisements The Hindu – Metro Plus (Chennai & Bangalore) – 28th Sept 2012 The Tribune (Chandigarh)– 30th Sept 2012
- 32. Delhi Times – TOI (Teasers and Main Ad, 1st 2nd & 3rd October respectively)
- 33. (Bangalore Times – TOI (Teasers and Main Ad, 4th , 5th & 6th October respectively)
- 34. Bombay Times – TOI (Teasers and Main Ad, 5th 7th & 8th October respectively)
- 35. Ahmedabad Times – TOI (Teasers and Main Ad, 7th , 8th & 9th October respectively)
- 36. Delhi Times – TOI (Gurgaon Jacket, 7th October)
- 37. Dainik Tribune – Chandigarh, 14th Oct Nav Bharat Times – New Delhi, 14th Oct
- 38. MEDIA ENGAGEMENT
- 39. PR/Media Communication Objective • To build on safety and efficacy of the weight loss program • To communicate the benefits of a long term weight loss maintenance of individuals completing a structured weight loss program • To improve the quality of life by adopting a regular & healthy regime of safe and sure weight loss programme • To launch Leisa’s Secret as a comprehensive weight loss programme across the target market Communication Strategy • Media sensitizing and engaging experts • Story building on relevant topics • Exploring story opportunities • Studies • Continued Nutritionists Education (CNEs)
- 40. Environment Building The Times of India The HinduVartha Sanjeevani Nai Duniya Trinity Mirror Gloria Rajasthan Patrika New Indian Express
- 42. CNE – Chennai – Sept 11, 2012 • Organized by the Anna Adarsh Women’s College, Chennai and Panacea Health Education on September 11, 2012 • Exclusive sessions for the nutritionists were conducted talking about ‘Difficult Case Meeting’ on obesity Deccan Chronicle Trinity Mirror Vidhuthali Teekhadir Media Release for CNE
- 43. Chennai & Bangalore CNE - Snapshots Chennai CNE on 11th Sep’12 – attended by 100 Nutritionists, Post graduate Nutrition students and lecturers from college. Bangalore CNE on 12th Oct’12 – attended by 30 practicing Nutritionists
- 44. Official Launch and Chairman’s visit to India • Official launch ceremony in line with Founder & Chairman of Rapid Nutrition, Mr. Simon St. Ledger’s visit to India. • Press meet along with Seminar on Obesity to Positivity • Organized in Delhi and Mumbai • On 3rd , and 4th Oct 2012 respectively Financial Chronicle Business Bhaskar Business Standard News.in Chennaivision.com
- 45. Seminar: Obesity to Positivity New Delhi, 3rd Oct 2012 Mumbai, 4th Oct 2012
- 46. Health Writer’s Workshop – October 5 Health writers workshop was organized at Bangalore where a study on workplace obesity was released.
- 47. Health Writer’s Workshop – October 5 Vijay VaniPunjab Kesari Sakshi Media Coverage Nav Bharat Times Hindustan Nav Bharat Times
- 48. Health & Beauty Expo 2012 - Gurgaon Organized at MGF Metropolis Mall Gurgaon • Between 12th – 14th October 2012 • Jointly organized by The Grey Cell (ToI group) & Via Media Health • First ever marketing and branding effort from Leisa’s Secret by participating in the event Communication Objective • Brand Engagement • Consumer Engagement • Brand Promotion
- 49. Health & Beauty Expo 2012 - Gurgaon
- 50. World Obesity Week – FM Campaign (17th – 20th October) • 98.3 FM (Radio Mirchi) Campaign on World Obesity Awareness Week from 16th Oct to 19th Oct with following messages being aired:- All the below mentioned spots got Aired between two slot timings:- Morning – 7am to 11am (Total 8 slots) Evening – 5pm to 10pm (Total 8 slots) Spot 1 – 25 seconds FVO: This World Obesity Awareness Week, take a pledge to be fitter, healthier and prettier with Leisa’s Secret. Anchor: Leisa’s Secret. 4 way, Advanced weight loss Programme which is safe, organic backed by Nutritionists. To know more and for free Nutritionist consultation near your home log onto www.leisassecret.in or call toll free no. 1800-102-1035
- 51. Spot 2 – 25 seconds FVO: This World Obesity Awareness Week, know your health score through Leisa’s secret way. Anchor: Get in touch with Liesa’s secret Nutritionist to know how healthy you are, pick up the phone and call us at toll free no. 1800-102-1035 and win exciting prizes too. To know more about Liesa secret 4 way, Advanced weight loss Programme which is safe, organic and backed by Nutritionists log onto www.leisassecret.in Spot 3 – 25 seconds FVO - Skipped my meals but still failed to lose weight. God pls help Anchor: Do not call God, call Leisa’s secret Nutritionist for free consultation. This World Obesity Awareness Week, embrace the Leisa’s Secret 4 way Advanced weight loss Programme which is 100% safe, organic backed by Nutritionists . To know more log onto www.leisassecret.in or call toll free no. 1800-102-1035.
- 52. Spot 4 – 25 seconds FVO - Walked, jogged and stretch myself beyond my abilities but still failed to lose weight. God pls help Anchor: Do not call God, call Leisa’s secret Nutritionist for free consultation. This World Obesity Awareness Week, embrace the Leisa’s Secret 4 way Advanced weight loss Programme which is 100% safe, organic backed by Nutritionists. To know more log onto www.leisassecret.in or call toll free no. 1800-102-1035. Spot 5 – 25 seconds Empanelled Nutritionist Byte:- FVO – Dr. Manjiri, well known Nutritionist of ( City Name) is with us on World Obesity Awareness Week, to share her thoughts on healthy wt. loss Dr. Manjiri: For healthy weight loss one should follow these 4 approaches together: increasing BMR, creating calories deficit, controlling cravings and taking sufficient vitamins and minerals. FVO: To know about these 4 approaches call Leisa’s secret nutritionist at toll free no. 1800- 102-1035 or log onto www.leisassecret.in
- 54. Thank You