2010-McCann China-Rebranding and Portfolio Extension of Gold Theragran

Building A Mega-Brand For Gold Theragran

Multi Vitamins

May 7th, 2010

Creating Demand

Demand Creation is the new success factor - Need for top line revenue for sustained growth

- Demand Economy

- Harder than ever to cut through

Supply Chain assumes demand is a given - But demand creation is the critical success factor

Introducing the Demand Chain

- Takes discipline of Supply Chain to Demand Creation

- Connects marketing communications to the business model

- Gets best of Disciplines all the way through

Demand Creation demands …

BIG Ideas

that unite the go-to-market process

… from business vision to market performance

We call these “Demand Ideas”

Demand

Idea

The Demand Idea has the potential to drive business growth

… if it drives the business vision all the way through to the

go-to-market planning

Demand

Idea

Brand

Platform

Demand

Vision

The Demand Idea needs to seamlessly integrated

with the Business Vision and the Brand Platform …

… and seamlessly integrated in the go-to-market plan

Demand

Idea

Brand

Platform

Demand

Vision

Demand

Creation

Engagement

Strategy

Putting it together…

How do we leverage the power of our brand assets?

How do we prioritize

audiences, channels,

discipline roles?

Where will we source growth?

What are the actual demand

creation programs?

What is the idea that will cut through to

create demand?

Demand

Vision Brand

Platform

Demand

Idea

Engagement

Strategy

Demand

Creation

Demand Chain for Gold Theragran

Where will we source growth?

Demand Vision

Our Vision

Providing optimal health

solutions at every stage of life

Our Task

• Develop a Gold Theragran ‘mega brand’ strategy that can;

• Underpin business growth across categories and consumer needs

• Guide the development of our ‘mega brand’ towards our vision

• Help define the key elements of the new ‘mega brand’ identity

• Determine the communication messages required at each step towards

our vision

• Stipulate milestones at which we can measure our progress

Why Do We Need A Mega Brand Strategy?

Current Practice

• Multiple ‘stand alone ‘ brands result in brand proliferation

• Meaning too little investment dispersed over too many products

Result

• Lack of brand clarity and consistency in our business

• Lack of bonding with our consumers

• Brand owners have to make a choice - get big, get niche or get out

Brand Scope

Demand Opportunity

Demand Performance

Demand Team Goals

How strong are we?

Sales and share

Customer penetration and growth

Brand image and marketing tracking

Category and segment outlook

Where can we grow demand?

Category and environmental factors

Key audiences

Core business, new products

Brand marketing assets

How will we get there?

Demand creation vision

Key marketing strategies and initiatives

Critical success factors

Marketing Driver priorities

What stands in our way?

Competitive threats

Customer attitudes and behavior

Distribution, partner, internal issues

What keeps us up at night?

What business are we in?

Business definition

Core categories, segments, competitors

Key sub-brands, products, services

Demand Barriers

Verifying the objective with Demand Health Check

Brand Scope – what business are we in?

Health Vitalization & Rehabilitation

Nutritional Supplements

Multivitamins

Gold Theragran

In the Business of Health Vitalization

• Gold Theragran today

• For several years the leading MV brand in China

• Perceived as;

– A trustworthy brand

– Accessible

– For all the family

– “Provides all the vitamins and minerals I need”

Source - Multivitamins Usage & Attitude Study 2006

Demand Performance – how strong are we?

All Key Ingredients From Which To Build A “Mega Brand”

However…

• Has recently felt the intense heat of competitive pressure

• From more affordable local brands and the more ‘vocal’ Centrum

• Previous GT Users

Now Use Key Reasons For Switching

• Centrum 24% “contains multiple MVs”, Advertising” “WOM”

• Golden Partner 22% “advertising”, better value” “promotions”

• Supa Vita 13% “better value”, “advertising”

• Amway Nutrilite 9% “scientific expertise”, “personal attention & care”

• NB – June 05 Data prior to Nutrilite Double X launch


Why Are They Leaving?

Pack size of brands used most often

Theragran Gold

30 tablets 50%

60 tablets 18%

100 tablets 32%

Centrum

30 tablets 24%

60 tablets 64%

90 tablets 12%

21 SuperVita

30 tablets 19%

60 tablets 70%

90 tablets 11%

Competitors Perform Better Than GT In Sales Of larger 2 month pack formats –

Meaning Higher Initial Sales Value Per Customer


A compelling fact…

• This helps us identify the key marketing

challenges.

• Measures how well we move customers

from simply aware of the brand to

“bonded”/loyal to the brand.

• When compared with other brands, shows

us where we are under/over-performing

Awareness

Trial

Regulars

Bonded

Purchase Funnel Analysis

How Effective Are We At Nurturing Loyal Customers?

• Aware: All who are spontaneously aware of Theragran

• Trialists: All who have ever tried TG

• Regulars: Used last 6 months or more

• Bonded: Use TG more than any other brand

Awareness

Trial

Regulars

Bonded

Purchase Funnel Definitions

Some Basics

Definitions adapted from 2010 TG U&A, China Report

GT Purchase Funnel


Awareness 67% (unaided)

Bonded 20% 75% of regulars

Trial 36% (54% of total awareness)

Regulars 25% 69% of total trialists)

• GT most effective at converting

awareness into trial –but fails to covert

to regular/bonded.

• This might be related to Gold

Theragran underperforming its

competitors in sales of larger pack

sizes

Centrum Purchase Funnel


• Centrum is more effectively converting

regular users into “bonded” brand

loyalists

• Possibly partly related to its strength in

larger – 2month dose formats.

• Also possibly effective positioning as

“the once a day capsule for all your

MV needs”





Amway Nutrilite Purchase Funnel


• Amway Nutrilite is the strongest of all

brands in converting trialists into

regulars and then regulars into

loyalists.

• Perhaps highlighting both the

strengths & weaknesses of Amway’s

personal sales approach.

• I.E. Limited distribution makes it more

difficult for consumers to try Amway;

but the one – one sales approach may

engender loyalty





21 Supervita Purchase Funnel

Source:2010 TG U&A, China Report

• Average on key measures

• Higher trial rates than Centrum and

Nutrilitie – possibly because of

attractive pricing

• Less effective at nurturing

loyal/bonded consumers – possibly

21 Supa Vita is attracting a more

price conscious, more promiscuous

consumer





• Key Issues

• Gold Theragran lacks the momentum needed to regain category leadership

• GT enjoys strong brand awareness and trial, but is failing to convert this to

brand loyalty (with new consumers)

• The brand is under image pressure from the more contemporary Centrum

and price pressure from 21 Supa Vita and Golden Partner

• Centrum is also using pricing strategy to drive 60’s (2 month) pack sales and

thus lock in customers for and build loyalty.

• GT on the other hand needs to move away from its reliance on 30 sales

Summarising the Purchase Funnel

• Key Opportunities

• Revitalize GT’s brand positioning to occupy a more contemporary, modern

lifestyle solutions platform.

• Reclaim the nutritional “high ground” of the MV expert providing specialized

solutions for all life stages.

• In doing so reframe Centrum as a less specialized, non-expert brand that

offers “one size fits all” solutions

Lay the foundations of a long term mega brand platform that can

1. Enable GT to regain category leadership and momentum

2. Underpin business growth in new and adjacent categories and product

segments

Demand Opportunity – Where can we grow demand?

In Summary, The Task Is To Re-Inject TG With……

• Key roadblocks

• Pressure from Centrum, Amway Nutrilite on top and 21 Supervita

below

• Imagery of an old and aging brand

• No perceived competitive point of difference

Demand Barriers – What stands in our way?

Demand Team Goals – How will we get there?

Phase 3: Enhancing the Nutrition Core

Phase 2: Enlarging the Nutrition Core

Phase 1: Reestablishing the Nutrition Core

2010 2011 20013 2014

A phase-by-phase approach

Roadmap to Success

Phase 1: Reestablishing the Nutrition Core • Identifying the key brand(s) forming the

key strength of the portfolio

• Reestablishing and communicating the

imagery for the nutrition core

Phase 2: Enlarging the Nutrition Core • Adding nutritional breadth and depth to the

core by introducing new products in the

portfolio

Phase 3: Enhancing the Nutrition Core • Adding more dynamism to the portfolio

through introduction of more variants

• Enhancing the nutritional stature of the brand

2010 2011 20013 2014

Brand Platform

How do we leverage the power of our brand assets?

Marketing Target

• Adults age 18-60 (core communication range 28-38)

• Married with or without children,

• Mid – High income (HH RMB 4000+ p.m)

• College/ university educated

• Professional, managers and white collar workers

• Their daily life is jammed packed with work, study, meetings,

appointments, socialising and playing.

Their Contemporary Quest Is:

TO GET MORE OUT OF LIFE

• Means being able to achieve what you want from life

• Getting more differs by lifestage

– For a kid it means keeping up with/outperforming peers in sports, games

and school

– For Teens its about doing more every day

– For a 20 y.o female it’s more energy & excitement now

– For the expecting/Young mother it’s about maintaining optimal health

because there are now two of you to care for

– For the retired couple it’s about having the energy to start out on a “ new”

life course

GETTING MORE

OUT OF LIFE

Motivators And Barriers To Getting More

GETTING

MORE OUT OF

LIFE

Time Poverty

Time is increasingly

our most precious

resource Unhealthy Eating Skipped meals and

reliance on fast food

Positively Aging

Society

Desire to more out of

the ‘mature’ years

Return To Nature Renewed interest in

the natural

①

Wellness

Health-actualization”

Is the new frontier

②

③

④

⑤

Health Awareness

& Information Seekers

Actively seek news and

information on health

issues

⑥

Source – McCann Pulse 2010


GETTING

MORE OUT OF

LIFE

Time Poverty


our most precious

resource

①


Time squeeze Busy lives reduce quality and quantity of time

work family

friends

keeping in touch

keeping fit

keeping in control

commuting

hobbies

cooking

cleaning

washing

ironing

tidying up

re-decorating

paying bills

filling in forms

shopping

eating

drinking

partying

holidays



GETTING

MORE OUT OF

LIFE

Time Poverty


our most precious



①

②


Mealtimes are eroded by time pressure

24:00

6:00

12:00

18:00

Many do not

usually eat

breakfast

lunch breaks

get shorter

Working late

means grabbing

takeaway instead of

cooking at home

SSource – McCann Pulse 2010


GETTING

MORE OUT OF

LIFE

Time Poverty


our most precious



Return To Nature Natural products &

ingredients as an

antidote

①

②

③


To Counter Poor Eating Habits Consumers are

becoming “Gourmet Accountants”

The “credits & debits” approach

Fish

Fruit juice

Dietary &

MV Supplements

Mineral water

Fast Food

MSG

Instant Noodles

Too much oil

Debits Credits

Vegetables



GETTING

MORE OUT OF

LIFE

Time Poverty


our most precious



Positively Aging

Society




the natural

①

②

③

④


Positive Ageing

• Over 50’s realise that they have 20-30 years

more of active life ahead and want to make the

most of it

• Retirement is no longer just a short period of

living with children’s families

• Rather it is a time when they can explore new

interests and activities

• They can’t imagine not doing something …

• ‘I work as a volunteer for three different charity

groups.’ --- Male NLB



GETTING

MORE OUT OF

LIFE

Time Poverty


our most precious



Positively Aging

Society




the natural

①

②

③

④

⑤

Health Awareness




issues


We Increasingly Seek Out Health

Information

• 63% of women and 51% of men claim to be

interested in health information on diet, exercise

and nutrition,

• 61% of women and 53% of men say they are

very conscious of the nutritional value of meals.

July 2010 – Xinhua News, TNS Survey On Health Awareness


GETTING

MORE OUT OF

LIFE

Time Poverty


our most precious



Positively Aging

Society




the natural

①

Wellness

Health-actualization”

Is the new frontier

②

③

④

⑤

Health Awareness




issues

⑥

The new frontier

wellness

From Health to Wellness

• Feeling healthy or specifically, the absence of illness is not enough

• Because of the need to combat increasing stress

• A recognition of need to provide for ones-self

• The desire to have enough energy to achieve everything they’ve set

out to do

• People now expect positive wellness – a everyday feeling of vitality


• How Do Multi-Vitamins Help In Their Quest

For Wellness

– Reinforce their immune system

– More quickly overcome sickness or sub health

– Replenish vitamins lost through daily living

– Revitalize after exertion

– Simply to maintain good health

Core Drivers (TG U&A 2010)

Brand Platform

Towards A Mega Brand Strategy For

Gold Theragran

Brand

Vision Demand

Idea

Demand Idea

Platform

Brand

Position

The Selling Strategy for Gold Theragran

“A trusted, but

unexciting vitamin

supplement”

“A trusted brand

providing ‘Optimal

Health solutions at all

stages of life”

Conceptual Target:

Core Desire:

Role of the Brand:

Compelling Truth:

First,

Who Are We Speaking To?

Conceptual Target

• “Life Embracers”

• They are;

– Males/females aged 20 – 65

– Single and married with/without children

– Too many responsibilities, not enough time

– Health conscious and keen to stay at their peak

– Realise that a good diet and exercise along may not be

enough to give them all the vitality they need

What do “Life Embracers" want?

Their Core Desire

• To get more out of life

• They can’t afford to feel less than their absolute best

• Because every moment is a chance to do something positive

• They want to escape from being the gourmet accountants

• Expand their wellness endeavors

What role can Gold Theragran play in enabling “Life

Embracers” to get more out of life?

Role of The Brand

Role of The Brand

Gold Theragran enables you to live at your

peak every minute of every day

Role Of The Brand Gold Theragran Is About Providing More

Category

Status Quo

More Vitality

to get more

out of life

Replaces lost

vitality

Gold Theragran

----------------------------------------------------

Enhancement

Restoration

Why is Gold Theragran uniquely

capable of delivering on this promise?

Compelling Truth

…Because it’s in our DNA!

• Gold Theragran is the original MV supplement

• Gold Theragran has more than 20 Years of experience in developing the

highest quality multivitamin supplements to provide for the nutritional needs

of Chinese consumer

• Because GT works to maintain Holistic Wellness - its unique vitality

formulation works to revitalise both the body and the mind

• Which satisfies your everyday demand of nutrients supplement, and helps to

sustain your physical and mental vitality to be active

Most importantly because Gold Theragran and the other Theragran

brands are the only MV supplements tailored to the specific needs of

most of the life-stages

Selling Strategy: Gold Theragran Mega Brand

Conceptual

Target:

Core Desire:

Role of the

Brand:

Compelling

Truth:

Brand Objective:

“A trusted brand providing

optimal health solutions at all

life stages”

“Demand Idea”

Theragran Gold enables you to live at your peak every

minute of every day

Demand Idea:

“Life Embracers”

•Trust & reassurance of the pioneer

•Scientifically developed and tested

• Specially formulated for the unique needs of your lifestage

•Because participants enjoy life more than spectators

Brand Position:

A trusted supplement

To get more out of life

Demand Idea

What is the idea that will cut through to create demand?

Our Manifesto

In world full of opportunity and challenge

... we provide the vitality to live every moment

• We believe that...

• life is for living

• not just from 9 to 5 but 24/7

• We want to...

• democratize the joy of life

• Put the LIFE back into living

Our battle cry is...

The chance to LIVE every moment is a human right !

Because once you experience the thrill of living life at its peak; you won’t settle for anything less … and can’t even imagine life without that glow of Gold Theragran Vitality

Gold Theragran Demand Idea

“The Life Enabler”

Selling Strategy: Gold Theragran Mega Brand

Conceptual

Target:

Core Desire:

Role of the

Brand:

Compelling

Truth:

Brand Objective:

“A trusted brand providing

optimal health solutions at all

life stages”

Life Enabler

Theragran Gold enables you to live at your peak every

minute of every day

Demand Idea:

“Life Embracers”

•Trust & reassurance of the pioneer

•Scientifically developed and tested

• Specially formulated for the unique needs of your lifestage

•Because participants enjoy life more than spectators

Brand Position:

A trusted supplement

To get more out of life

Brand Vision Video Here

Engagement Strategy

How do we prioritize audiences, channels, discipline roles?

Designing A Mega Brand Architecture

Architecture Steps

1. IDENTIFY THE CORE

• That which is the purest and most authentic offering of the brand’s benefits

• BUILD from the CORE and strengthen the backbone.

3. SCOPE PLATFORM

• Which products lie in and out of the brand’s scope

• How do we evolve Theragran Gold’s future portfolio

2. RANGE PLATFORM

• Viable vs. Ideal Ranges

• How will we organise the brand into clear range platforms

4. PORTFOLIO HIERARCHY:

• How will we name and differentiate each product to

make it as simple as possible for consumers to find

what they need?

Step 1: Identify the Core

1. IDENTIFY THE CORE

• That which is the purest and most authentic offering of the brand’s benefits

• BUILD from the CORE and strengthen the backbone.

Progressive

Caring

Trustworthy

Gold Theragran Is The Natural Core Of

The New Megabrand

Gold Theragran

• The improved, updated

version of the original MV

supplement in China

• Full range of vitamins +

minerals suitable for all

people

• Provable nutritional promises

• Most widely known, tried and

trusted

Of the range

Step 2: Range Platform

2. RANGE PLATFORM

• Viable vs. Ideal Ranges

• How will we organise the brand into clear range platforms

Current Range of Products

• Currently no one single defining platform

Age Range

Kids Adults All Ages

Ingredient Range

Vitamin Combinations Specific Vitamins

Format Range

Drops Others Chew Tabs Tablets

http://www.foodpix.com/Login/Advise.asp



Some Issues

• Lacking clear consumer-need based segmentation

• End benefits of the specific range not visible

Ideal Range Platform for Gold Theragran

• Need-State based differentiation

ESSENTIALS

SPECIALS

• ‘GT Essentials’ is the range of

multivitamin (and/or

combination) products for

optimal daily living

• Tailored to the specific needs

of your life stage (i.e infants,

kids, teens, adults, elders)

• ‘GT Specials’ is the range of

multivitamin (and/or

combination) products

developed to meet specific

conditions/needs of the

consumer

• Will automatically be

segmented by the

conditions/needs (e.g.

pregnancy, stress release,

immunity, memory &

concentration)

//Shahcf0001/exchange/GT PRE 12.07/GT Brand vision.wmv


Products on the Range Platform

• Teenagers

• Elders

• Stress

• Elders

• Bone Health

• Heart Health

• Good Sleep

Current

Products

Potential

Additions

ESSENTIALS SPECIALS




But before that…

We should get a clear perspective on the boundaries of extension

How?

Step 3: Scope Platform

3. SCOPE PLATFORM

• Which products lie in and out of the brand’s scope

• How do we evolve Theragran Gold’s future portfolio

Clarifying the Current and Future Brand Scope

Out of Scope

Stretch

Extension

Core

New

Categories

Adjacent

Categories

Core

Category

Within The Lifetime

Of the Vision of 5 Years:

1. What’s CORE?

2. Where can we EXTEND?

3. Are we going to

STRETCH into new

categories and

businesses?

4. What’s OUT OF SCOPE?

Current Brand Scope

Out of Scope

Stretch

Extension

Core

New

Categories

Adjacent

Categories

Core

Category


Current Brand Scope - Issues

• New products have been launched ad-hoc

• And a clear definition of what types of products lie within and

outside of the future brand scope

Future Brand Scope

Out of Scope

Stretch

Extension

Core

New

Categories

Adjacent

Categories

Core

Category

Existing/New MV &

Supplement Products

• GT Essentials Range

• Segmented by age groups

Existing/New Nutritional

Products (MV and/or other

products like TCMs, Minerals)

• GT Specials Range

• Segmented by ingredient

Products that do not provide a

concrete nutritional benefit

• Body building supplements

• Energy drinks

Existing/New Specialist MV &

Supplement Products

• GT Specials Range

• Segmented by conditionsSPECIALS

ESSENTIALS



Step 4: Portfolio Hierarchy 4. PORTFOLIO HIERARCHY:

• How will we name and differentiate

each product?

• How will the final portfolio look?

Portfolio Naming Strategy

• GT Essentials

• Names to be kept simple

– Directly connecting the products with the age groups

– GT Adults, GT Kids etc.

• GT Specials

• Names should convey the direct benefits of the products

– Providing hints to the consumer need/condition

– GT Nurture (Pregnancy), GT Immunize (Vitamin C)

Key Sub-Brands and their Names

• Megabrand: Gold Theragran

• GT Essentials – Infants

• GT Essentials – Kids

• GT Essentials – Teenagers

• GT Essentials – Adults

• GT Essentials – Elders

• GT Specials – Nurture (Pregnancy)

• GT Specials – Relax (Stress)

• GT Specials – Energize (Sports)

• GT Specials – Regain (Hospitalization)

• GT Specials – Immunize (Cold & Flu)

• GT Specials – Strengthen (Bone Health)

• GT Specials – Complete (MV + Minerals)

• GT Specials – Vitalize (Ginseng Plus)

• GT Specials – Save Heart (Omega Plus)

• GT Specials - Beautify (Skin Optimization)

ESSENTIALS SPECIALS



Gold Theragran Mega Brand Architecture 2010 Gold Theragran Mega Brand Architecture 2010

Out of Scope

Stretch

Extension

Core

New

Categories

Adjacent

Categories

Core

Category

GT

Kids

GT

Infants

GT

Teenagers

GT

Adults

GT

Elders

GT

Regain

GT

Energize

GT

Immunize

GT

Nurture

GT

Relax

GT

Omega

Plus

GT

Ginseng

Plus

GT

Beautify

GT

Strengthen

GT

Complete

GT

Sp

ec

ials

GT

Es

se

nti

als

GT – The Life Enabler

Caring, Progressive, Trustworthy

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Out of Scope

Stretch

Extension

Core

New

Categories

Adjacent

Categories

Core

Category



GT

Es

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GT

Kids

GT

Infants

GT

Teenagers

GT

Adults

GT

Elders

GT

Regain

GT

Energize

GT

Immunize

GT

Nurture

GT

Relax

GT

Save

Heart

GT

Vitalize

GT

Beautify

GT

Strengthen

GT

Complete


















Out of Scope

Stretch

Extension

Core

New

Categories

Adjacent

Categories

Core

Category

GT

Kids

GT

Infants

GT

Teenagers

GT

Adults

GT

Elders

GT

Regain

GT

Energize

GT

Immunize

GT

Nurture

GT

Relax

GT

Save

Heart

GT

Vitalize

GT

Beautify

GT

Strengthen

GT

Complete

GT

Sp

ec

ials

GT

Es

se

nti

als



Gold Theragran Mega Brand Architecture 2010

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How & When

Demand Creation

What are the actual demand creation programs?

Making It Real

Implementing The New Mega Brand

• How will

• The portfolio be spread by introduction of new brands

• The communication unfold

Phase by Phase Approach

Phase 3: Completing The Portfolio

Phase 2: Growing the Nutrition Core


2010 2011* 2012* 2013

* Certain changes in the timelines are made further to our discussion

Objective: To reestablish the new brand image,

promise and values

Objective: To enlarge the portfolio via two new variant

ranges– Essentials & Specials

Objective: To enhance the portfolio through introduction of beyond-

vitamins products


Objective: To reestablish the new brand

image, promise and values

2010 2011* 2012* 2013

Phase 1: Portfolio Scope

• New Launch:

• No new launch

• Alignment:

• All products promoted under one roof of Gold Theragran without

discrimination of Essentials and Specials

• Though the packaging to be as per the final architecture

Gold Gold TheragranTheragran Mega Mega BraBrand nd ArcArchitecthitecture ure 20102012

Out of Scope

Stretch

Extension

Core

New

Categories

Adjacent

Categories

Core

Category

GT

Kids

GT

Infants

GT

Teenagers

GT

Adults

GT

Elders

GT

Regain

GT

Energize

GT

Immunize

GT

Nurture

GT

Relax

GT

Omega

Plus

GT

Ginseng

Plus

GT

Beautify

GT

Strengthen

GT

Complete

GT

Sp

ec

ials

GT

Es

se

nti

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Out of Scope

Stretch

Extension

Core

New

Categories

Adjacent

Categories

Core

Category



GT

Kids

GT

Infants

GT

Adults GT

Immunize

GT

Es

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nti

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G

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Phase 1: Communication Layout

Conceptual Target: “Life Embracers”

Marketing

Barriers Advertising PR Relationship

Marketing Online Event/

Promotion

Selling Idea: “Life Enabler”

Channels for addressing each barrier

GT is old fashioned

(not for me)

Other products

provide more MVs

I thought, all

supplements have

pretty much the

same stuff inside

Nutrition Corners in

Supermarkets and

sampling

Nutrition Corners in

Supermarkets

‘Ask our

experts’ on

website

Media

Education

Symposium

GT Essentials

Differential (MV

for different life

stages) story

Exposure to the

whole portfolio

of MVs

New brand

imagery TVC

and PA

Launch Press

Conference &

News Releases

Nutrition ‘Gold Club’

and monthly

newsletter ’Gold’

building the need

for vitamins/

minerals

E-releases – pop-

ups, ads, mailers

Portfolio

introduction AV at

the Nutrition

Corners

Phase 1: Key Tactics

• Launch the mega brand identity

• Promote the portfolio of Existing Essentials and Specials as a whole,

leaving room for independent tactical promotions

• GT Nurture ad releases in motherhood magazines

• GT Immunize ad releases in cold season


• Build credibility for the new promise and values (progressive, caring,

trustworthy) via proof points;

– GT’s complete MV solutions with its unique anti-oxidant vitality formulation

enabling you to enjoy contemporary life to the fullest

– GT has more experience in providing Chinese consumer with ‘Essential

Nutrition” than any other brand (i.e. GT established the category )

– Making GT the most trusted MV supplement product


• Build range awareness and understanding

• Build awareness of the GT difference.

– I.E. products that are specially formulated for different lifestage needs

– “Because TG knows that different people have different nutrition needs depending

on their lifestage or condition”

• GT’s tailored solutions represent a progressive step change from the ‘one size

fits all’ approach of other MV brands

Phase 2: Growing the Nutrition Core

Objective: To enlarge the portfolio by

providing the two dimensions – Essentials &

Specials

2010 2011* 2012* 2013


• New Launches:

• New launches in both Essentials and Specials

– Essentials: GT Essentials Teenager, GT Essentials Elders

– Specials: GT Specials Relax, GT Specials Energize

• Alignment:

• Products to be separated officially into Essentials and Specials

• Some earlier essentials to be migrated into Specials (GT Specials

Nurture, GT Specials Immunize, GT Specials Regain) in the Adjacent

Categories

Gold Gold Theragran Theragran Mega Mega BraBrand nd ArcArchitecthitecture ure 20102012

Out of Scope

Stretch

Extension

Core

New

Categories

Adjacent

Categories

Core

Category

GT

Omega

Plus

GT

Ginseng

Plus

GT

Beautify

GT

Strengthen

GT

Complete

GT

Sp

ec

ials

GT

Es

se

nti

als



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Out of Scope

Stretch

Extension

Core

New

Categories

Adjacent

Categories

Core

Category



GT

Es

se

nti

als

G

en

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GT

Kids

GT

Infants

GT

Teenagers

GT

Adults

GT

Elders

GT

Regain

GT

Energize

GT

Immunize

GT

Nurture

GT

Relax

GT

Kids

GT

Infants

GT

Teenagers

GT

Adults

GT

Elders

GT

Regain

GT

Energize

GT

Immunize

GT

Nurture

GT

Relax

c

c

c

c

c












• Launch the identity of the ranges – Essentials and Specials

• Promote the ranges separately

• Build awareness and understanding of the specials range

• Establish the need for and understanding of different solutions for different

conditions.

– E.G. In winter you may need to boost your Vitamin C intake in addition to fulfilling

your daily MV needs

– Gingko is known to help increase blood circulation in the brain thus aiding

concentration and memory

• Further enhancing our nutritional expertise and progress towards the stated

vision of number 1 in nutritional health.



Marketing



Promotion



“GT is no different

from the other

brands available”

“Why do I need a

special supplement”

“I’m healthy and

therefore do not

have any specific

requirement of

vitamins”

Consumer friendly

information on

website

Free Sampling

Free Sampling ‘Ask our

experts’ on

website

Media

Education

Symposium

Conditions (for

available brands)

to be mentioned

Benefits of

specific vitamins

for life-stage

and condition

built-in the TVC

and PA

Introduction to

GT Essentials

and Specials

Launch Press

Conference &

News Releases


and monthly


building the need

for vitamins/

minerals

Detailed introduction

to Essentials &

Specials on website

Phase 3: Completing The Portfolio

Objective: To enhance the portfolio through

introduction of beyond-vitamins products

2010 2011* 2012* 2013


• New Launches:

• New category products (MV plus minerals, TCMs or Naturals) to be

introduced

– GT Specials Strengthen, GT Specials Complete, GT Specials Vitalize, GT

Specials Save Heart, GT Specials Beautify

• Introduction in MV (only) Specials to depend on market condition and

demand

• Less scope of further expansion of Essentials category

• Alignment:

• Products to be kept separate in Essentials and Specials

Gold Gold Theragran Theragran Mega Mega BraBrand nd ArcArchitecthitecture ure 2013

Out of Scope

Stretch

Extension

Core

New

Categories

Adjacent

Categories

Core

Category

GT

Kids

GT

Infants

GT

Teenagers

GT

Adults

GT

Elders

GT

Regain

GT

Energize

GT

Immunize

GT

Nurture

GT

Relax

GT

Omega

Plus

GT

Ginseng

Plus

GT

Beautify

GT

Strengthen

GT

Complete

GT

Sp

ec

ials

GT

Es

se

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als



Ge

ne

ric

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ine

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Ms / N

atu

rals

Mu

ltiv

ita

min

s

On

ly

Out of Scope

Stretch

Extension

Core

New

Categories

Adjacent

Categories

Core

Category



GT

Kids

GT

Infants

GT

Teenagers

GT

Adults

GT

Elders

GT

Regain

GT

Energize

GT

Immunize

GT

Nurture

GT

Relax

GT

Save

Heart

GT

Vitalize

GT

Beautify

GT

Strengthen

GT

Complete G

T E

ss

en

tia

ls

Ge

ne

ric

Pu

rpo

se

C

om

bin

ations

GT

Sp

ec

ials

S

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P

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inations

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On

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c c

c c c

















• Launch of new products with addition of Minerals, TCMs or Naturals

• Reaping the new earned superiority (complete portfolio) empower the

consumers through education

• Evolve and consolidate our nutritional leadership platform with new

messages and activities

• Seek expert brand endorsement, endorse grass roots community health

programmes, sports sponsorship, Olympics “guerilla marketing” activities



Marketing



Promotion



“Why do I need

additional

ingredients with

vitamins?”

“I don’t need any

multivitamins or

nutritional

supplements.”

“I already take other

brand and I’m happy

with it.”

Consumer friendly

information on

website

Consumer Nutrition

Seminars with the

help of KOLs


and monthly


and brand building


and monthly


In-hospital

Deficiency Check

Camps

In-hospital

Consumer

Education Tools –

posters, leaflets,

booklets

‘Ask our

experts’ on

website

‘Promotion E-

mailers

Media

Education

Symposium

Benefits of

vitamins built-in

the TVC and PA

Gold Theragran

Differential

Communication

in the TVC and

PA

TVC building up

the story for

additional

ingredients

To Summarize

•Getting moreout of life

• Life Embracers

•GT as Core

•Range – Essentials& Specials

•Extensions – Core,Adjacent & New

•Mega brandarchitecture

•Mega brandstrategy andnew demand

•Establish, Enlargeand Enhance theNutrition Core

•Portfolio SpreadOut

•CommunicationLayout

• Life Enabler

Demand

Vision Brand

Platform

Demand

Idea

Engagement

Strategy

Demand

Creation

Demand Chain for Gold Theragran

GT Team Structure

John Cahill

Asia Director

Amar Urhekar

Managing Director

David Shen Business Director

John Gregg Strategic Planning Director

Golden Chen

Account Director

Jenny Zhu

Account Manager

Kevin Lee Creative Director

Hero Gong

Art Director

Jeky Shao

Sr. Copywriter

Zhang Song

Sr. Designer

Rahul Pawar

Strategic Planner

Cherry

Censorship Beijing

Account Service Strategy Creative Service

Andy An

Account Executive

Terry Xu

Censorship Shanghai

Eileen Lee

Medical Copywriter

Dedicated Brand Team

Biodata of Account Service Team

Amar Urhekar Country Manager, Greater China

A Pharmacy graduate with Management qualifications, Amar has been in the healthcare/communications industry for close to 10 years.

Amar started his career as medical representative before moving into the product management in the pharmaceutical industry. He has worked extensively in mainline advertising as well as healthcare communications.

First employee of McCann Healthcare in India in early 2001 build the India operation. In-depth experience and knowledge on all aspects of the healthcare advertising business. He is widely experienced across Rx, OTC, Rx to OTC switches, social service marketing.

After setting up a robust and well oiled agency in India, Amar has now moved as Country Manager for McCann Healthcare China, his primary role is to build, sustain and grow the agency into a leadership position in China.

Key clients he has worked are the likes of Nestle, GSK, J&J Vision Care, USAID/WHO, Pfizer, Bayer, Janssen Pharmaceuticals, Novartis , Dr. Reddys laboratories, Nicholas Piramal and US Vitamins.

Prior to joining McCann Erickson, China, John worked for

over 17 years as a strategic planner with Ogilvy & Mather and Dentsu in Sydney, London, New York, Paris, Milan, Frankfurt, Singapore, Thailand and Tokyo.

He has worked on a very wide range of product and service

categories ranging from OTC & RX, to beverages, personal

care , automotive to sportswear, etc. Some of the pharmaceutical/healthcare he has worked include Johnson &

Johnson, SanofI Aventis, Rocher, Merck, Pfizer, GSK,

Novatis, Astra Zenica, Abbott and Eli Lilly

John is regular columnist for Marketing UK, Campaign Brief Asia and Media Magazine Asia, where he writes on the issues

and challenges facing both Chinese and Multi-National brands

in their quest to build brand equity in the world’s fastest moving

market.

John Gregg McCann WorldGroup Greater China – Head Of Strategic Planning

David Shen Business Director

David joined McCann Healthcare in the year 2000.

The key brands that David has worked on include Xenical (anti-obesity), Robitussin (OTC cough remedy), Seretide (asthma therapy), Heptodin (Hepatitis B), Avandia (diabetes), Propecia (male hair loss treatment).

David is one of the OTC experts in the agency as he has experience in all aspects of building successful OTC healthcare products and services.

David has a good sense of branding and gained abundant experience in healthcare communications across all targets, including KOLs, doctors, pharmacists and patient/ consumers.

The OTC brands he had been deeply involved with are Robitussin (C&C), Clarityne (allergy), Kiddi (paediatric vitamin), Talcid (GI).

A Management Graduate with marketing specialization has short but extensive healthcare experience across various brands, categories and clients.

Having an experience of Sales and Marketing Management in pharmaceutical and banking industry, Rahul joined Healthcare Advertising when it was in early shaping stages in India and was one of the first members who set up McCann Healthcare in India in early 2001.

Gained a comprehensive operations and strategic planning experience on various categories while working on USAID/WHO project, Pfizer and Nestle brands.

Rx & OTC products, health management & education services marketing and social service campaigns are some of the key areas of experience.

Key clients worked on are : GSK, Nestle, Pfizer, Janssen-Cilag, USAID/WHO and US Vitamins.

Rahul Pawar Strategic Planner

Golden Chen Account Director

Golden graduated from Sichuang University with a Bachelor degree in biotechnology. He has one year working experience at research house. Is good at to touch consumer insight. Has worked with many local and multinational advertising agencies, including BBDO and Meikao. Golden has a vast experience of mass media and OTC brands. In his prior assignments he’s worked on clients like Bayer, GSK, TianHe, Kao, Hitachi, Taisho, Target Media, Alibaba.com, Taobao.com.

Jenny Zhu Account Manager

Jenny has more than 4 years working experience in 4A advertising agency.

She has been worked in BBDO, M&C Saatchi and Saatchi & Saatchi before she took the chance to join McCann healthcare.

Her previous clients are B&Q, Hutchison Whampoa Properties(SH), Coco-cola-Heaven & Earth, Six Continental, Standard Chartered, Shanghai Jahwa and General Mills.

In healthcare, she worked on Robitussin from Wyeth-Whitehall two years back. She is now serving healthcare clients like Bayer Consumer Heathcare, GSK Vaccines, etc.

Andy An

Senior Account Executive

Andy An joined McCann Healthcare Shanghai recently this year.

Andy graduated from Renmin University of China, Beijing,

majored in Commodity Science, and got his MBA degree in

Shanghai Jiao Tong University.

He has more than three years working experience in advertising

fields. Being from local agency, Andy has good understanding of

local market and consumers. Prior to be an advertising man, Andy

worked as teacher (East China Normal University), TV reporter

(Beijing TV station Education Channel ), and joint owner of a

technical consulting agency in Beijing.

Biodata of Creative Team

Kevin Lee Creative Director

Kevin originally graduated from law school, and now has 10 years experience in advertising and produced extensive communication programs for MNC and Local clients in China. He also serves as KEY resource for developing TVC and Mass Media communications for McCann Healthcare North Asia.

Starting his career as a RADIO JOKCEY, Kevin has moved up in life, understanding the pulse of the consumer, be it the mother, father, the kid, Kevin’s creative is music to his varied target audience.

He has been worked for multi-national pharmaceutical companies like GSK, Bayer, Nestlé, Xian Janssen, Novartis, etc.

John Gu Traffic & Production Manager

John has joined Torre Lazur McCANN since year 2001, his position was CME account executive at beginning and worked on accounts from anti-obesity to health foods such as vitamins, calcium tablet and milk powder.

He was be transferred and promoted be a Traffic & Production Manager to in charge of the creative job allocation, cost and time control and all sorts of production including the TVC and still photo shooting since May 2004.

The key clients he is working include; like Ajinomoto, Tamron, Sunstar, Taitai, Nestle and Xuele.

Hero Gong Art Director

Hero is very experienced in art direction and creative ability, as well as in control of the visual and creative implementation.

He has won the award of China Advertising Competition.

The brands he is working on are include; Bayer (GI), Sunstar (oral care products), TaiTai (Women health product), GSK (Hepatitis), Marvelon (oral contraceptive).

Jeky Shao Senior Copywriter

Jeky has four years experiences in creative. Especially he has been

copy writing for direct marketing materials for medical and

healthcare products and services for two years.

The brands that Jeky has been worked on including GSK Vaccines,

Sunstar (oral care), Bayer (Antiacid), MSD (BPH),

MINSHENG pharmaceutical (multi-vitamins), QIANJIN

pharmaceutical, CHERY Automobile, CANON, China Mobile

Communication, etc.

In his professional career, Jeky has won couple of advertising

awards, including China EFFIE and CAF.

Eileen Lee Medical Education/Copywriter

A B.M. graduated from Shanghai Second Medical

University. Eileen started her career as a pediatrician

serving in Shanghai Children’s Medical Center for

five years.

Eileen then moved to the pharmaceutical industry from

1999 and worked for Boehringer Ingelheim for

almost 6 years. Her business in BI cover clinical

research, drug regulatory affairs and product

management as well .She has worked closely with

medical professionals and public health

authorities.

Eileen joined McCANN this year as a Medical

Education/Copywriter to help to set up the state-of-

art CME program for our target clients and developing

advertorial contents for OTC brands.

Song Zhang Senior Designer

Song started his art designing career in Beijing five years back.

He has plenty working experience in designing for brands like Lenovo (IT) , Quanjude (Food & Restaurants), Huiyuan (Juice), etc.

He is professional in photographing, and to supervise and organize the implementation of photography shooting and management.

After joining McCann Healthcare early this year, he has already been worked on Shenwei Pharma (CVD), Bayer (anti-acid), Xian Janssen (antibiotics & anti-depression), Ajinomoto (Seasoning).

The intellectual property contained within this document remains the sole and exclusive property of McCann-Erickson Healthcare Worldwide, a

division of McCann-Erickson WorldGroup. This information is provided to the attendees on the undertaking that any recommendations, conclusions,

advice or strategies proposed or referred to herein shall not be implemented, adopted or actionable by the attendees and their respective agencies in the

absence of a sealed agreement between McCann-Erickson Healthcare Worldwide and the attendees. Acceptance and perusal of this documentation is

premised upon the implied guarantee that such information shall not be copied, shared or otherwise dealt with in a manner inconsistent with the rights

of McCann-Erickson Healthcare Worldwide as owner, without the express, advance and written authority of McCann-Erickson Healthcare Worldwide.

Thank you . . .

2010-McCann China-Rebranding and Portfolio Extension of Gold Theragran

Health & Medicine

demand demand creation

demand ideas

demand health check

services demand barriers

business vision

brand assets

brand proliferation

business growth