Brand: Nature’s Resource
Company: Pharmavite, LLC
Problem/Opportunity:
Pharmavite had decided to bring herbal products into the Mass market and hired Hazlin to accomplish the task. The new line was to be contract manufactured by a major health food store supplier who was simultaneously trying to launch their own herb line into Food/Drug/Mass. Pricing versus the supplier’s own branded line required a price/promotion strategy that allowed no budget for consumer advertising.
Solution:
Beginning the project in January, Hazlin launched the 26 SKU Nature’s Resource line at a May sales meeting creating what would become a $50 million business and the #1 line of Mass Market Herbs. Hazlin successfully built the brand around a price strategy, competing with the supplier’s built-in margin advantage. The distribution and consumer sales footrace was won by Nature’s Resource because Hazlin understood trade expectations and built a superior consumer promotion program.
KEYWORDS
- Strategic Problem Solving
- New Product Development
- New Formula Development
- Package Design
- Cost Reduction
- Nutritional Formula Development
- Science-Based Claims
- FDA Regulatory Compliance
- Branding
- Corporate Strategy & Business Plans
- Scientific Claim Support
- Sales
- Financial Planning
- Retail Distribution
- Sales Force Organization
- Advertising & Promotion
- Package Label Copy & Design
- Sales & Distribution
- Herbs & Ayurveda
- Natural & Organic Ingredients
- Vitamins & Dietary Supplements
- Entrepreneurial – Start-up
