Health Impact launches new vitamin C product for trendy market, Sido Healthy Gummy, yummy orange piece jelly

Business Press Releases Friday November 26, 2010 08:46
Bangkok--26 Nov--PR FOCUS

Health Impact launches new vitamin C product, Sido Healthy Gummy, yummy orange piece jelly with promising trend to attract health-conscious consumers. Products have been launched through pharmacy countrywide. Its unique selling points are the appealing taste, convenient form, and 60-milligram Vitamin C added in each piece that is sufficient for daily intake. Below-the-line marketing strategy is applied under the concept “Enjoy Life, Enjoy Health”, expecting to capture significant market share in over 500 million-Baht of the total Vitamin C market and 12 million-Baht sales volume in the first year. This year, sales volumes are achieved in all quarter and company is confident that sales of year end can exceed 300 million Baht.

Pharmacist Kannika Ekkasak, Marketing Director of Health Impact Co., Ltd. revealed that health-conscious trend is shifted in such a way that focuses on more comfort of people to enjoy lives. Not only tablet or capsule vitamin, various kinds of food supplements in forms of vitamin-added beverages are currently available in the market. Among huge 3,900 million-Baht vitamin market, vitamin C accounts for over 500 million Baht, thus attracting Health Impact Company to join the competition. Company has launched Sido Healthy Gummy, initiating new form of vitamin in orange-piece jelly to avoid tablet or capsule forms of product and respond to the pleasant consumption needs of health-conscious consumers. Sido Healthy Gummy is the tasty orange-piece jelly with 60-milligram vitamin C/piece. The product has been distributed in pharmacy countrywide with first-year sales target of 12 million Baht.

Despite the fact that vitamin C market competitiveness is intense, most concerned businesses offer tablet or capsule. Therefore, jelly vitamin C is considered new product in less competitive market. Health Impact has anticipated the opportunity to gain a promising market share of 390 million Baht, targeting modern moms with children of 3-10 years, as primary customers; and the young generation that focuses on health consciousness and trendy products, as secondary customers. In the first year, 30% of sales is allocated for the budget, devided between 50% above-the-line strategy through printed advertising to capture target, and 50% below-the-line under the concept “Enjoy Lives Enjoy Health” through promotion in many communities such as office buildings, shopping centers, schools, and health centers countrywide.

Pharmacist Kannika also shared that Sido Healthy Gummy is the product that Health Impact offers as a new form of vitamin C, 30 pieces per box (orange-piece shape), 3 grams each, 145 Baht per box, 60-milligram vitamin C which is sufficient for daily vitamin C intake, the suggested requirement of 60 milligram of RDA/day. Brand concept of Sido Healthy Gummy is the new alternative of health-conscious people, in form of enjoyable, tasty, and healthy product, thus promoting life enjoyment. It is considered a success of Health Impact that changes traditional vitamin C consumption to new one and responds to the needs of new, trendy generation markets which are likely to grow significantly.

In spite of economic crisis and environmental disasters affecting overall domestic food supplement market, the sales volume is not greatly affected as most of Health Impact’s products serve niche market. Sales volume contribution includes 35% joint and bone product, 20% hair-root nourishment, 5% Nulin, 30% export, and 10% others. Once Sido Healthy Gummy vitamin C jelly was launched, it will be monitored for 2 months to add more product line in health-conscious group, under the concept ”Enjoy Lives, Enjoy Health”, in case that market responsiveness is acceptable. However, Health Impact is confident that 300-million target can be achieved. Next year, more market penetration is expected and new product will be launched to expand the customer base, as well as focusing on marketing activities to increase frequency in terms of advertising, PR, so as to build brand awareness in consumers’ minds. Pharmacist Kannika concluded.

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