Isabelle Faye L.

Gutierrez
11339799
Based on the case study, HavitAll is a multivitamin that fights common degenerating
illnesses such as Alzheimers, Cardiac Problems, and Catarac. It is manufactured by
Unilab, the biggest pharmaceutical company in the Philippines. It targets both Male and
Female aged 40 and above since most degenerating diseases start at 40 years old. The
company first campaigned with Sharon Cuneta and received 55% awareness. It then
increased to 82% when it was sponsored by Edu Manzano. The sales performance of
HavitAll in terms of SKU, has decreased from 2007 to 2008. The box of 100s decreased
from 230 to 155; the pack of 12s decreased from 60 to 22; the bottle of 30s was phased
out in 2008. The total of the decrease was 415 to 177. In terms of location, majority of
the sales are from Metro Manila with 68% however, in 2008 it decreased by 6%. In
terms of channel, majority of sales were from Mercury Drugfrom 51% it increased to
65%. However in 2008, the resellers dropped to 0% from 29%. Only 2% from the FGD
group mentioned that HavitAll is their top of mind brand. Of that 2% only .6% used it for
trials; of the .6%, only .5% considered using it constantly. Competitors of the brand are
Pharmaton, Stresstab, and Myra E.; its indirect competitors include Centrum, Enervon
C, and Herbal Vitamins.
Its SWOT are the following:
STRENGTH
-Multivitamin created by UniLab, biggest
pharmaceutical company in the
Philippines.

WEAKNESS
-Communication of Cell
Regeneration/Keeping the Cells young
was confusing

-Contains Bioflanoids, CoQ10, Luten to

-Sharon Cuneta as the spokesperson

enhance cell regeneration

-Fights degenerative diseases that start at
40 y/o

made the consumers confused. Perceived

it as women only brand
-Hard time establishing relevance and
ownership

- Healthy early awareness level 55%

-Fight Aging from Within campaign was
better compared to the other brands
Physical well being campaign. It
increased awareness to 82%
-Cheaper than Centrum (TOM Brand)
OPPORTUNITY
-Has the potential to sponsor events for
the interviewed individuals, such as
Zumba since they actively change their
lifestyle in terms of diet, exercise, and
habits.

THREAT
-Cosmetic and Herbal Competitors

-Continue the Fight Aging From Within

Ad since it increased awareness to 85%

-2% considered it as TOM. Of the 2%, .

6% used as trial, of the .6%, .5% only
considered continuing

-Entry of more competitors

-85% awareness instead of 100%

The takeaway for strength, is that it contains BioFlanoids, CoQ10, and Luten that
enhances cell regeneration. In terms of weakness, the brand is having a hard time
establishing relevance and ownership of the market. Opportunitythe company should
continue to promote the Fight Aging From Within campaign. The weakness of the
brand is that it is having a hard time establishing itself because it lacks relevance to the
target market. Finally for threat, it only has a percentage of 2 as a top of mind brand.
The Problem with the brand is that lacks it lacks reactions from consumers, there is
already a high level of awareness however only 2% consider it as a TOM brand.

However, given that problem, HavitAll has the opportunity to sponsor more events such
as Zumba Classes because based on the FGD group, most of the people constantly
change their lifestyle in terms of health, diet, and exercise. It increases awareness at
the same time gains more interaction from the target market.
In terms of Advertising HavitAll, should continue with the Fight Aging from
Within campaign, however they should use more celebrities other than Edu Manzano
for example use Albert Martinez as a sponsorit could increase sales since Albert
Martinez is a well known celebrity. They should also set up brochures in offices and
advertise in business magazines. With regards to sales promotions, free samples
should be set in offices, sponsored some doctors, and in Zumba classes. The product
should also add more organic ingredients since the consumers are more health
conscious given that there are also herbal multivitamins. In terms of price, it should not
be changed since it is cheaper than the TOM brand (Centrum). Finally, in terms of
distribution, the company should target resellers since it has 0% sales from resellers.