winners of zenith 13 natural medicine cla

Competitive Landscape AnalysisStudy of Natural Medicine Industry in the US

Market Intelligence & Consulting

Team Name - Chaudhary’s Angels IIFT

2 Market Intelligence & ConsultingZENeSYS Confidential

Table of Contents

Objectives

Approach Used

Industry Analysis

Consumer Analysis

Opportunities & Threats

Research Data


Study Objectives

A positioning report for Gruvolo Botanicals using ZENeSYS Competitive Landscape Analysis to help them get ahead of their

competitors.


ZENeSYS Competitive Landscape Analysis Methodology

• Consumer Preferences

• Natural Medicine Industry Goals

Detailed Secondary Research

• Assess Natural Medicine Companies

• Using a Goals -Preference Matrix

Research assorted Natural Medicine Company sites • Qualitative

observations• Quantitative

assessments

Analysis

• Threats• Opportunities

Synthesis

A set of Natural Medicine Industry Goals and consumer Preferences were determined from news, blogs, websites, social media conversations etc.

Using the Goals and Preferences, we researched Company 1,2,3,4,5 activity on the net and recorded observations

Slides 27 to 64 show the observations and ratings H, M or L on how each Natural Medicine company is meeting its goals along the dimensions of the consumer preferences

By rating the quality of activity seen, we plotted charts to make conclusions on relative performance and generated insights on threats and opportunities.


Analysis of Goals


Company Goals

Using R&D and New Product Development for Commercialization

Maximize product visibility and brand recall

Develop extensive and optimal distribution channels to maximize customer touch-points

Recognition by Independent agencies

Developing an indigenous or sustainable model for procurement


Goal 1- Using R&D and New Product Development for commercialization

Problem – The biggest challenge for a company is to increase the credibility of the 'Natural Medicine' it offers. Solution – Utilizing R&D and testing to increase its credibility not only in the minds of the customers, but also in front of the lawmakers, that will help the industry get accepted in other states as well.

Amazing Grass is the leader

Others• Offer different flavours for same category• Easily dissolvable in water• Good taste (Testimonials)

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Grown on a family run farm in KansasDifferent flavors eg. Chocolate, Vanilla etc., availableAvailable in Energy bars, Raw, Meal form


Goal 2- Maximize product visibility and brand recall Finding – People do not like to compromise on their medical treatments, as such they tend to prefer a 'global' and higher selling brands over smaller ones, even if the composition of the medicines are the same. The Brand of the medicine gives it credibility.

Amazing Grass, Jarrow Formulas are the leaders

Others• Present on all major E-Commerce websites• Endorsed by models• Use Twitter/Facebook/Youtube/Pinterest etc• Contests on facebook

• Amazing grass has own stores as well as easily available in retail stores

• Educates customers on product features and comparisons

• Both use E-Commerce websites to the fullest

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Goal 3- Develop extensive and optimal distribution channels to maximize customer touch-points

Point of Difference – The medicines/products should be available at all medical stores & E-Commerce websites;Waiting time after ordering should be low.

Jarrow Formulas is the leader

Others• Available at retail stores• Sales in most major E-Commerce websites• Bundling done to increase off take with

complementary products

• Testimonials show people shifting from Amazing grass to Jarrow Formulas Green Defense because it is shipped within 3 days, while waiting time for Amazing Grass is more than a week


Goal 4- Recognition by independent agencies

Deterrent – Treatment from Naturopathy is excluded from the Universal Healthcare system.Short Term Solution – Independent agencies certifying the products or its ingredients are a workaround when FDA approval is not given.Long Term Solution – Change in the current Laws, especially in the states where sale of such medicines is banned and ingredients that are not certified by FDA are needed.

Kyolic Kyo Green, Jarrow Formulas are the leaders

Others• Use certifications of USDA organic, CCOF,

ANMA, AHPA etc., to show credibility of claims

• Jarrow honored by NPA West• Moved to form independent Trade Union to

take on FDA’s NDI proposal & was successful in getting changes incorporated in the act


Goal 5- Developing indigenous or sustainableprocurement model What helps – Indigenous development of such plants increases credibility of such medicine (as seen in the case of Natural Medicine in Australia) and also would decrease sourcing costs

Amazing Grass is the Leader

Others• Try to show that their ingredients are grown

following the best industry practices• Are 100% vegan etc.

• Amazing grass is grown in a family farm in Kansas state

• Model in place since decades• Helps achieve lower cost of production and

maintain quality

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Analysis of Consumer Preferences


Consumer Preferences

Competitive Pricing

Effectiveness & no/less side effects

Recognition/Verification

Wide usage/popularity amongst peer groups

Availability


Preference 1: Competitive pricingCompanies in the natural medicine domain need to follow a competitive pricing strategy as these medicines are not covered under insurance

Amazing Grass is the leader

Others

• Others follow bundling model to sell in bulk• Sachets available for travellers and first time users• Leveraging on the parent company’s distribution

channels• Price comparison available vis-a-vis other

products

• Availability of innovative packet sizes and variety to suit all consumer segment

• Self owned farms in Kansas reduces sourcing and logistics cost

• Various discount and coupon offers


Preference 2: EffectivenessRecord proven effectiveness of the product is essential. Also there should not be any side effects or allergies while using in the product

Amazing Grass & Kyo-Green are the leaders

Others

• 90 days money back guarantee scheme to prove effectiveness

• Expert review about the product on its own websites

• Third party blogs and testimonials highlighting its effectiveness

• Special treatment on the proprietary process to ensure perfect blend

• Explicit mention of the products in health magazines and journals

• Good customer feedback on its benefits


Preference 3: Recognition and Certification The effects of Natural Medicines have not yet been scientifically proven and are banned from practice/sale in over 30 states in the US

Source: http://www.fda.gov/Food/DietarySupplements/ucm109764.htm

Jarrow formulas is the leader

Others

• Products verified by independent labs• Awards for innovative and effective

supplements by various authorities• References to studies contacted in the field

with direct implication and benefits of the product

• Award for best practices by Natural product association in the natural medicine category

• Approval for its major products by USDA Organic, CCOF, AHPA

In 2011, Food and Drug Administration came out with The Federal Food, Drug, and Cosmetic Act (the act) that requires manufacturers and distributors who wish to market dietary supplements that contain "new dietary ingredients" notify FDA about these ingredients.

http://www.fda.gov/Food/DietarySupplements/ucm109764.htm




Preference 4: Wide usage and popularity in peer groupThe effects of Natural Medicine are relatively unproven and the concept is new. As such a customer will look for word of mouth/referrals before trying Natural medicine. Hence, ‘Product Endorsement’ is essential

Best practices

• Taste and solubility are major factor for popularity of the product

• Range of variety available for different consumers

• Good customer feedback on common e-portals

• Anecdotes by various users giving complete detail benefits of the products

• Endorsements by celebrities and health practitioners


Preference 5: Easy availabilityThe medicine should be delivered at the shortest time possible when ordered online. Wide availability also gives credibility to the brand as well as medicine

Some reviews on e-commerce websites show that customers have switched their brand of Natural Green Supplements only because it takes a lot of time to be delivered

Amazing Grass & Jarrow formulas are the leaders

Others

• Over the counter availability• Easily found in common e-commerce websites• SKUs differentiators cover wide spectrum of

consumer• Links and pages on social networks

• Tie-ups with physical retail chain store • Own store locators option available• Effectively utilising search engine optimization

(SEO)


Summary of Opportunities and Threats using a Synthesis Matrix


Performance of Natural medicine manufacturers in meeting their goals and delivering on consumer expectations

XMedium No CorrelationHigh Insufficient Information GB = Gruvolo, KKG=Kyolic Kyo green, G= Greenergy, JF=Jarrow

Formulas Green defence, AG= Amazing Grass, GN=Gary Null

Note: Entry as caps indicate stronger correlation. See slide 28 to 82 for more information. ( U – Underwriter , C- Customer)

Competitive Landscape Synthesis Matrix GoalsUse R&D and NPD

for commercialization

Maximize product visibility and brand

recall

Increase customer touch

points

Get recognition by independent

agencies

Develop sustainable

procurement model

Customer Preference G1 G2 G3 G4 G5

Competitive Pricing P1 AG,KKG,jf,g,gn AG,kkg,JF,G,gn gb,AG,KKG,JF,g,gn AG,JF

Effectiveness of product P2 gb,AG,kkg,JF,g,GN ag,kkg,jf,g,gn ag,KKG,g,gn gb,AG,KKG,g,gn

Recognition by independent authority P3 AG,kkg,jf,g ag,jf,g ag,kkg,JF,gn jf

Wide usage/popularity in peer group P4 gb,AG,KKG,JF,G AG,kkg,JF,G,gn ag,KKG,JF,gn,g gb,ag,KKG,JF,gn,g ag,GN,g

Easy Availability P5 AG,kkg,JF,G,gn AG,KKG,JF,g,gn AG,KKG,JF,g,gn ag,JF,gn AG,KKG,jf,g,gn


Summary of Opportunities (gaps seen)

Cell Ref Opportunities Recommendation

G2 x P3Getting recognized by independent authorities to enhance their brand recall/visibility.

Show studies to prove beneficial effects of product. Eg: Few companies like Kyolic Kyo Green and Gary Null’s Green Stuff have independent and sponsored books and studies backing their claims.

G4 x P5 Getting approvals from recognized bodies to promote their products.

Can work to get recognized by independent authorities to certify their products to be purely organic. Eg: Amazing Grass has recognitions from USDA Organic, Green America, Natural Products Association, CCOF & Kosher.

G5 x P1Working for sustainable and indigenous procurement models to remain price competitive.

Localized sourcing will help reduce product cost. Economies of Scale will further decrease prices. Eg: Amazing Grass has a self – owned farm in Kansas which it uses to procure wheat grass directly without relying on suppliers.

Independent Authority Affiliation – Recognition – Approvals – Local Procurement – Price Competitiveness


Summary of Opportunities (contd..)

Cell Ref Opportunities Recommendation

G5 x P3Only one company working on recognition from independent authorities to certify their procured ingredients from outside.

Use indigenous substitutes of Chinese botanicals to get FDA approval. Eg: Jarrow’s takes NDI approvals for all its ingredients.

G5 x P4Some of the companies claim ingredients sourced and produced in USA to be their USP.

Develop plans to source all ingredients locally if not done already. Promote procured and made in USA tag to attract customers. Eg: Amazing Grass and Gary Null’s Green Stuff proudly proclaim of their US only sourcing.


Summary of Threats (best practices seen)

Competitive Pricing – High degrees of promotion – Innovative Product Developments – Recognition – Wide availability – Optimal Supply Chain – Sustainable Procurement

Cell Ref Best Practices Recommendation

G1 x P1Utilizing R&D and New Product Development to remain price competitive.

Come up with different products, flavors & package sizes. Eg: Companies like Amazing Grass, Kyolic Kyo Green etc. have different pack sizes and flavors priced differently.

G1 x P3Having one’s Manufacturing Process and Product Ingredients recognized by Independent Authorities

Get recognized by independent labs or authorities for organic certification, product safety recognition. Eg: Amazing Grass has its products certified organic by organizations like USDA Organic, Kosher, CCOF etc.

G1 x P5Most products are available easily across a multitude of online/physical retail stores

Ensure adequate commercialization and that all new products in different package sizes are available across all available retail formats. Eg: Amazing Grass is found on Amazon, iHerb, DrugStore and a lot of other brick and mortar stores.


Contd. Summary of Threats (best practices seen)


G2 x P1Focusing extensively on pricing products competitively to enhance the visibility of their brands and brand recall.

Ensure products are available at competitive prices. Discount coupon codes may be given to attract customers. Eg: Amazing Grass products are available at competitive prices on Amazon, iHerb, DrugStore etc. Also discount coupons for the same available on RetailMeNot.

G2 x P2Working towards getting recognized as potent alternatives to conventional health supplements.

Try to get featured in health magazines. If need be sponsor studies to prove effectiveness. Can also get celebrity endorsements. Eg: In the April 2012 edition of the Marie Claire magazine, Australian supermodel Abbey Lee Kershaw included Amazing Grass on her list of beauty and style obsessions.

G2 x P4Increase their brand recall and initiate product comparisons to attract more customers.

Try to get favorable customer feedbacks on public forums like Facebook etc. Initiate discussions on comparisons. Eg: Amazing Grass maintains a regularly updated FaceBook/Twitter page to educate customers and initiate discussions.


Contd. Summary of Threats (best practices seen)


G3 x P4Going for an optimized supply chain and distribution which helps in wider user acceptance.

Get more store presence and increased customer touch-points to ensure wider usage of products. Can also work along the lines of the Affiliate Program launched by Amazing Grass.

G3 x P5 Focusing on easy availability across a multitude of online/physical retail stores

Optimum supply chain ensures greater and easier availability of products in physical retail chains and major e – commerce portals. Eg: Amazing Grass is available on Amazon, iHerb, DrugStore etc. apart from physical stores and its own website.

G4 x P2 Going for Independent recognition to prove product effectiveness.

Promote organic content by associating with organizations such as USDA Organic, Green America, Natural Products Asso., CCOF etc which provide certifications to Amazing Grass.

G5x P5 Companies are favoring Indigenous and local procurement

Try to get ingredients procured locally or self grow them to develop a sustainable supply chain model to ensure reliable product availability. Eg: Amazing Grass and Gary Null’s Green Stuff procure from their own farms.


Untapped Opportunities

Complementary avenues which needs to be explored:

Doctors specializing in preventive medicines

Approval and recognition from USDA organic, CCOF, American Natural Medicine Association (ANMA) and American Herbal Product Association (AHPA)

External reviews and feedback for the product

Efficient use of Search engine optimization (SEO) for top of the mind awareness


Synthesis & FindingsDetailed log of research findings for each Company

Goal by Customer Preference


Ranking of the Natural medicine manufacturers through Synthesis Matrix considering the preferences of consumers and company goals

» Amazing Grass

» Jarrow formulas Green Defense

» Kyolic Kyo-Green

» Greenergy

» Gary Nulls’ Greenstuff

» Gruvolo botanicals


Findings on Co. 1Gruvolo Botanicals


For Goal 1 (Spending on R&D and New Product Development) – Gruvolo Botanicals

PreferencesGoal 1- Spending on R&D and

New Product Development Score References

P1 - Competitive pricing

Not covered under insurance.Priced higher than major competitors ( Jarrow, Amazing Grass, Kyolic Kyo- for dietary supplements; H2Ocean & Tattoo Goo- for Tattoo care products) L

http://www.amazon.com/Jarrow-Formulas-Green-Defense-Servings/dp/B0013OUKM0http://www.amazon.com/Amazing-Grass-Superfood-8-5-Ounce-Container/dp/B00112ILZMhttp://www.gruvolobotanicals.com/products/gruvolos-premium-greens http://www.h2oceanstore.com/tattoo-aftercare-s/67.htm http://www.tattoogoostore.com/category_s/1.htm#.UTswwFd5o0w http://www.gruvolobotanicals.com/products/tatgevity-extended-care

P2 - Effectiveness & no/less side effects

Less/No side effects. But, spending on R&D and NPD not shown. M

P3 - Recognition/verificationNo. No tests done on animals etc. FDA has not evaluated. L http://www.gruvolobotanicals.com/pages/disclaim

er

P4 - Usage/popularity in peer groups

Some testimonials given.Blog/Twitter/Youtube not maintained M http://www.gruvolobotanicals.com/pages/testimon

ials

P5 - Availability

Online availability only on shopify.Only tatto care products available in variable content packs. Different SKUs of Premium greens and alka drops not available. L http://www.gruvolobotanicals.com

http://www.gruvolobotanicals.com/pages/disclaimer


http://www.gruvolobotanicals.com/pages/testimonials


http://www.gruvolobotanicals.com/


For Goal 2 (Maximize product visibility and brand recall) – Gruvolo Botanicals

PreferencesGoal 2- Maximize product visibility and

brand recall Score References

P1 - Competitive pricingCompetition very extensive. Available for purchase on own webite and shopify L

http://www.gruvolobotanicals.comhttp://marketplace.shopify.com/search?q=Gruvolo+Botanicals


Branding efforts not undertaken. No sponsored/unsponsored studies available. L http://www.gruvolobotanicals.com/pages/disclaimer

P3 - Recognition/verification Not done. FDA approval not done. L http://www.gruvolobotanicals.com/pages/disclaimer

P4 - Usage/popularity in peer groups Not many testimonials/advertising done. L http://www.gruvolobotanicals.com/pages/testimonials

P5 - Availability

Not available on any other e-commerce websites apart from shopify. High-placed yet has less sellers L


http://www.gruvolobotanicals.comhttp/marketplace.shopify.com/search?q=Gruvolo+Botanicals





For Goal 3 (Develop extensive and optimal distribution channels) – Gruvolo Botanicals

PreferencesGoal 3- Develop extensive and optimal distribution channels

Score References


Prices can be reduced if sales are increased. Currently sold online only on shopify. No sales on Amazon/eBay etc. M


P2 - Effectiveness & no/less side effects --

P3 - Recognition/verification --

P4 - Usage/popularity in peer groups Availability Low. So usage is low. L

http://www.webmd.com/diet/features/truth-behind-top-10-dietary-supplementshttp://www.alive.com/articles/view/19180/top_10_supplementshttp://tattoo.about.com/cs/beginners/a/blaftercare.htmhttp://www.borntoride.com/new/wordpress/2009/05/11/the-truth-about-tattoo-aftercare/

P5 - AvailabilityOnly available on 2 websites. OTC data not available. L






For Goal 4 (Recognition by law & insurance agencies) – Gruvolo Botanicals

PreferencesGoal 4- Recognition by law & insurance agencies

References


Stakes lesses than competitors as products sold are mostly application based herbal products. But data not available for efforts made to get it covered under insurance etc.Pricing very high when compared with other dietary supplements and 'natural' tattoo care products L

http://www.amazon.com/Jarrow-Formulas-Green-Defense-Servings/dp/B0013OUKM0http://www.amazon.com/Amazing-Grass-Superfood-8-5-Ounce-Container/dp/B00112ILZMhttp://www.gruvolobotanicals.com/products/gruvolos-premium-greens http://www.h2oceanstore.com/tattoo-aftercare-s/67.htm http://www.tattoogoostore.com/category_s/1.htm#.UTswwFd5o0w http://www.gruvolobotanicals.com/products/tatgevity-extended-care


A perception has been developed of 'no side effects' from natural medicines esp. for medicines for treatment of common cold. Not widely accepted/unknown brand. L

http://www.gruvolobotanicals.com/products/gruvolos-premium-greens

http://www.gruvolobotanicals.com/products/common-cold-formula

P3 - Recognition/verification

More spending on R&D and testing/certifications will increase acceptance. Not done yet.Not compliant to FDA's NDI L


Efforts to brand the product very less.Youtube/Twitter/Blog account are dormant M

http://www.youtube.com/GruvoloBotanicalshttps://twitter.com/tatgevityhttp://gruvolo.tumblr.com/

P5 - Availability Sold online only on Shopify Lhttp://www.gruvolobotanicals.comhttp://marketplace.shopify.com/search?q=Gruvolo+Botanicals





http://www.youtube.com/GruvoloBotanicals







For Goal 5 (Developing an indigenous or sustainable model for procurement) – Gruvolo Botanicals

Preferences

Goal 5- Developing an indigenous or sustainable model for

procurement Score References


Pricing bound to come down with local sourcing. Data not available where the 'chinese herbs' are souced from. L


No side effects. Acceptability will increase if herbs are locally sourced M

http://www.gruvolobotanicals.com/products/gruvolos-premium-greens


Not done.Not certified by FDA under the current NDI regulation L


P4 - Usage/popularity in peer groups --

P5 - AvailabilitySupply chain will develop with localisation. Not done yet. L


Findings on Co. 2Amazing Grass


For Goal 1 Focused spending on R&D & NPD– Amazing grass

PreferencesGoal 1- Spending on R&D and New Product

Development Score References


Production costs higher since they take longer to produce. Still maintains a very competitive price vis a vis other similar companies. Available in different and innovative packet sizes, targeting all groups.

Hhttp://amazinggrass.com/product_info/3664/Compare-Our-Greens-to-Other-Greens.html, http://blog.healthkismet.com/amazing-grass-green-superfood-review, http://www.amazon.com/s/ref=nb_sb_noss_1?url=search-alias%3Dgrocery&field-keywords=amazing+grass


Better than tray grown grass and harvested once in 200 days during its nutritional peak. Their POD is their proprietary process. Right from growth to harvesting, capturing and locking nutrition value. Extreme care taken under a closely controlled process and packaging is done in highest quality Pharma grade containers. R&D in Commercialization - They sell it in a powder form you mix with water or juice, pills and energy bars & have a well defined product line.

H

https://secure.amazinggrass.com/product_info/3663/Harvesting-Process.html, http://amazinggrass.com/product_info/3664/Compare-Our-Greens-to-Other-Greens.html, http://amazinggrass.com/product_info/5427/Compare-Wheat-Grass-and-Tray-Grown-Grass.html, http://www.betterwayhealth.com/blog/category/amazing-grass-superfood/, http://search.proquest.com/business/docview/457125111/13CB4A9046725A9F9EE/1?accountid=33465, https://secure.amazinggrass.com/in_the_press/6801/May-2012---US-Business-Executive-Summer-Issue.html


The product performances and comparison with tray grown grass were verified by independent labs . Has also been awarded for its innovative and effective supplements.

H

http://amazinggrass.com/product_info/5427/Compare-Wheat-Grass-and-Tray-Grown-Grass.html, https://secure.amazinggrass.com/in_the_press/6555/March-2012---Delicious-Living-Magazine-.html, https://secure.amazinggrass.com/in_the_press/6554/January-2012---Taste-for-Life-2012-Essentials-Award-Winner-Best-Supplement.html


Amazing grass was well accepted and its popularity has grown significantly ever since its inception. Its wide range of products are eagerly sought after. It has also gone for NPDs to improve the taste of the products.

H https://secure.amazinggrass.com/in_the_press/6801/May-2012---US-Business-Executive-Summer-Issue.html

P5 - Availability

Varied product designs and SKUs have helped in their availability to all customer categories with varied needs. H

http://www.amazon.com/s/ref=nb_sb_noss_1?url=search-alias%3Dgrocery&field-keywords=amazing+grass, http://www.iherb.com/search?kw=amazing+grass&x=-803&y=-154#none, http://www.drugstore.com/search/search_results.asp?N=0&Ntx=mode%2Bmatchallpartial&Ntk=All&srchtree=1&Ntt=amazing+grass&Go.x=-827&Go.y=-105&CSRFToken=8zkLF%2BGrwv%2FvxZjeWrTrI97YMh5w5Y74qd36kvDwBCw%3D


For Goal 2 Maximizing Product Visibility– Amazing grass

Preferences Goal 2- Maximize product visibility and brand recall Score References


Customers are willing to pay higher for a green organic product like Amazing Grass in the broad energy drink segment. At the same time, brand visibility enhanced by attracting customers with discount offers and coupons.

H

http://www.amazon.com/s/ref=nb_sb_noss_2?url=search-alias%3Dgrocery&field-keywords=energy+drinks&rh=n%3A16310101%2Ck%3Aenergy+drinks, http://www.retailmenot.com/view/amazinggrass.com, http://www.couponcabin.com/coupons/amazing-grass/, http://www.couponchief.com/amazinggrass


Has been stated to be more effective than conventional medicines which may be cumbersome. Also some of these are said to contain nutrients unavailable in conventional foods and are claimed to be gluten free. However, a definite comparison study remains to be done.

Mhttp://www.betterwayhealth.com/blog/category/amazing-grass-superfood/, http://www.antioxidants-for-health-and-longevity.com/superfood-powders.html, http://experiencelife.com/article/supergreens/, http://amazinggrass.com/faq.html


Certified by the Orthodox Jewish Congregation of America. To be Kosher certified requires stringent control of raw materials. Not FDA Approved. However, it does have certifications from USDA Organic, Green America, Natural Products Association, CCOF etc certifying it to be organic & natural

M http://amazinggrass.com/product_info/5425/Kosher-Certified.html, http://en.wikipedia.org/wiki/Kosher_foods, http://www.killerstartups.com/ecommerce/amazinggrass-com-amazing-grass/


Wide recognition of brand among customers, celebrities and health practitioners. Many health magazines have recommended Amazing Grass. Amazing Grass publicises its direct to customer model. Good reviews in general.

H

http://search.proquest.com/docview/457125111?accountid=33465, http://www.lifestylemirror.com/beauty/eight-cleanse-friendly-buys/, https://secure.amazinggrass.com/in_the_press/6801/May-2012---US-Business-Executive-Summer-Issue.html, https://secure.amazinggrass.com/in_the_press/6553/April-2012---Marie-Claire-Magazine.html, http://www.amazon.com/s/ref=nb_sb_noss?url=search-alias%3Dhpc&field-keywords=amazing+grass&rh=n%3A3760901%2Ck%3Aamazing+grass, https://secure.amazinggrass.com/in_the_press/5124/December-2009---Oprah-and-Friends-Share-Their-Favorite-Cold-Remedies.html, https://twitter.com/leannrimes/status/22357193596608512

P5 - Availability

The brand enjoys high visibility across different websites. Not only the brand is sold by many well known physical store chains, but it enjoys price and product feature comparability options on third party websites and enjoys very good reviews.

H

http://amazinggrass.com/locations.html, http://www.amazon.com/s/ref=nb_sb_noss_1?url=search-alias%3Dgrocery&field-keywords=amazing+grass, http://www.iherb.com/search?kw=amazing+grass&x=-803&y=-154#none, http://www.drugstore.com/search/search_results.asp?N=0&Ntx=mode%2Bmatchallpartial&Ntk=All&srchtree=1&Ntt=amazing+grass&Go.x=-827&Go.y=-105&CSRFToken=8zkLF%2BGrwv%2FvxZjeWrTrI97YMh5w5Y74qd36kvDwBCw%3D

http://amazinggrass.com/product_info/5425/Kosher-Certified.html




For Goal 3 Develop extensive Product channels– Amazing grass


Score References


The products are sold across various online portals and heavy discounts are available in some of them. Products are competitively priced at source as well as by retailers to boost sales. They also sell through brick and mortar stores.

H

http://www.amazon.com/s/ref=nb_sb_noss_1?url=search-alias%3Dgrocery&field-keywords=amazing+grass&rh=n%3A16310101%2Ck%3Aamazing+grass, http://amazinggrass.com/locations.html, http://www.iherb.com/search?kw=amazing+grass&x=-803&y=-154#none, http://www.drugstore.com/search/search_results.asp?N=0&Ntx=mode%2Bmatchallpartial&Ntk=All&srchtree=1&Ntt=amazing+grass&Go.x=-827&Go.y=-105&CSRFToken=8zkLF%2BGrwv%2FvxZjeWrTrI97YMh5w5Y74qd36kvDwBCw%3D, http://www.vitaminshoppe.com/search/controller?N=0&Ntk=SiteSearch&Ntt=amazing%20grass&Nty=1&D=amazing%20grass&Ntx=mode+matchallpartial&Dx=mode+matchall&cm_sp=typeahead-_-0|amazing%20grass-_-n|P2 - Effectiveness & no/less

side effects

No correlation No Correlation


No correlation No Correlation


Amazing grass has expanded both nationally and internationally. Ventured into Canada by tying up with various store chains.

M http://m.newhope360.com/ingredients-general/amazing-grass-launches-nationwide-canada

P5 - Availability

The products are very easily available. Can be purchased directly either from their websites or many of the e - commerce portals at good discounts. Even available in US, Australia and Canada through certified distributors.

H

http://www.amazon.com/s/ref=nb_sb_noss_1?url=search-alias%3Dgrocery&field-keywords=amazing+grass&rh=n%3A16310101%2Ck%3Aamazing+grass, http://amazinggrass.com/locations.html, http://www.iherb.com/search?kw=amazing+grass&x=-803&y=-154#none, http://www.drugstore.com/search/search_results.asp?N=0&Ntx=mode%2Bmatchallpartial&Ntk=All&srchtree=1&Ntt=amazing+grass&Go.x=-827&Go.y=-105&CSRFToken=8zkLF%2BGrwv%2FvxZjeWrTrI97YMh5w5Y74qd36kvDwBCw%3D, http://www.vitaminshoppe.com/search/controller?N=0&Ntk=SiteSearch&Ntt=amazing%20grass&Nty=1&D=amazing%20grass&Ntx=mode+matchallpartial&Dx=mode+matchall&cm_sp=typeahead-_-0|amazing%20grass-_-n|

http://amazinggrass.com/locations.html















For Goal 4- Work with other players to get Natural medicines covered under insurance– Amazing grass

PreferencesGoal 4- Recognition by law &

insurance agencies Score References


Is not working together with other players to get naturopathy and natural medicines get recognized by law or insurers or HMOs. In fact, even the pricing is higher than conventional health supplements.

L

http://www.amazon.com/s/ref=nb_sb_noss?url=search-alias%3Daps&field-keywords=energy+drinks, http://www.drugstore.com/search/search_results.asp?N=0&Ntx=mode%2Bmatchallpartial&Ntk=All&srchtree=1&Ntt=energy+drinks&Go.x=-827&Go.y=-105&CSRFToken=8zkLF%2BGrwv%2FvxZjeWrTrI97YMh5w5Y74qd36kvDwBCw%3D


Wheatgrass products as a whole are being recognized as important health supplements comparable to or better than conventional health supplements. This is expected to translate to greater sales. Though a combined effort from the industry is missing.

Mhttp://www.energiseforlife.com/wordpress/2009/05/22/wheatgrass-health-benefits/, http://www.hippocratesinst.org/wheatgrass/benefits-of-wheatgrass, http://www.greenhealthcanada.com/Benefits_of_Wheatgrass.html


Wheat grass's major components - Phytonutrients and Carotenoids are recognized by the USFDA to protect against Cancer, Cardiovascular Diseases and Cellular Damage. Also FDA subscribes to the importance of Folic Acid & Vitamin C, other chief ingredients of Amazing Grass. However, Amazing Grass plays little role in this.

M http://www.livestrong.com/article/426607-phytonutrient-foods/, http://www.tasty-nuggets.com/glos.news/3ds.heltclaims.html


Wheat grass in any form is widely recognized to be extremely useful for the body for a variety of reasons ranging from combating cancer to avoiding cardiovascular diseases etc. Wheat grass is supported by both consumers as well as practitioners. However, its use as a natural madicine remains contested.

Mhttp://www.mywheatgrass.com/wheatgrass-uses.shtml, http://www.cancer.org/treatment/treatmentsandsideeffects/complementaryandalternativemedicine/dietandnutrition/wheatgrass, http://www.foodalive.org/articles/wheatgrass.htm

P5 - Availability

Wheat grass products are widely available on a variety of platforms. However, their sales can be further increased if the industry players come together to propogate the use or there is some kind of a body/association.

M

http://www.amazon.com/s/ref=nb_sb_noss?url=search-alias%3Daps&field-keywords=wheat+grass, http://www.iherb.com/search?kw=wheat+grass&x=-803&y=-154#none, http://www.drugstore.com/search/search_results.asp?N=0&Ntx=mode%2Bmatchallpartial&Ntk=All&srchtree=1&Ntt=wheat+grass&Go.x=-827&Go.y=-105&CSRFToken=8zkLF%2BGrwv%2FvxZjeWrTrI97YMh5w5Y74qd36kvDwBCw%3D

http://www.livestrong.com/article/426607-phytonutrient-foods/

http://www.livestrong.com/article/426607-phytonutrient-foods/


For Goal 5- Sustainable model for procurement–Amazing grass

PreferencesGoal 5- Developing an indigenous/sustainable

procurement model Score References


Grower direct model allows the company to price its products more competitively H https://secure.amazinggrass.com/in_the_press/6801/May-201

2---US-Business-Executive-Summer-Issue.html, greenfestivals.org/exhibitors/amazing-grass, http://m.newhope360.com/health-conditions/new-green-superfood-drink-mix-features-organic-chocolate


Grown in nutritionally superior, fertile midwest soil, best known for growing cereal grasses. Family owned farm in Kansas, US. Sustainable procurement.

Hhttp://amazinggrass.com/product_info/3664/Compare-Our-Greens-to-Other-Greens.html, http://amazinggrass.com/gallery/5307/-Family-Farm,-Kansas,-USA.html

P3 - Recognition/verificationLess Information L Less Information


Retailers mention Amazing Grass's US origin in the passing. Company also emphasizes the 'Produced & Made in America' tag.

Mhttp://www.iherb.com/Amazing-Grass-Green-SuperFood-Antioxidant-Berry-Drink-Powder-7-4-oz-210-g/35730, http://livesuperfoods.com/amazing-grass-organic-amazing-trio.html, http://www.vijuvenate.com/b-amazing-grass.html

P5 - Availability

Prompt delivery of medicines close to the area of procurement (US) H http://amazinggrass.com/faq.html

https://secure.amazinggrass.com/in_the_press/6801/May-2012---US-Business-Executive-Summer-Issue.html,%20greenfestivals.org/exhibitors/amazing-grass






Findings on Co.3Kyolic Kyo Green


For Goal 1 Spending on R&D & NPD– Kyolic Kyo-Green

Preference Goal 1- Spending on R&D and New Product



Various e-portals selling the product with different varieties and offers. Variety of packages are available. H

http://www.kyolic.com/product/category/greens/http://www.vitacost.com/kyolic-kyo-green-energy-powdered-drink-mix-10-ozhttp://www.supplementcentral.com/green-foods-super-foods?filter:manufacturer=wakunaga


Good reviews mentioning the product benefits from customers as well as experts. However, some article says that there is no actual benefit of the product M

http://www.kyolic.com/product/category/kyo-green/http://www.iherb.com/Wakunaga-Kyolic-Kyo-Green-Harvest-Blend-Powdered-Drink-Mix-6-oz-172-5-g/4588http://www.medscape.com/viewarticle/562177


No FDA approval.. Flagship product is USDA organic approved but mention about the kyo -green approval M

http://www.kyolic.com/product/category/greens/http://www.seacoast.com/topic.php?health=usda+certified+organic+kyolic+garlic+supplementshttp://www.naturalproductsinsider.com/Buyers-Guide.aspx?li=34277


Lot many testimonials given. Individual feedbacks from customers are positive with good recommendations across channels H

http://www.amazon.com/Kyolic-Kyo-Green-Energy-Powdered-Drink/dp/B000ZMIKGYhttp://www.vitacost.com/kyolic-kyo-green-energy-powdered-drink-mix-10-ozhttp://www.wholefoodsmagazine.com/supplements/features/feeling-great-greens

P5 - AvailabilityStore locators option available on website. Easily available on other e-commerce websites as well H http://www.kyolic.com/stores/customers/search/

http://www.kyolic.com/product/category/greens/

http://www.vitacost.com/kyolic-kyo-green-energy-powdered-drink-mix-10-oz


http://www.supplementcentral.com/green-foods-super-foods?filter:manufacturer=wakunaga

http://www.supplementcentral.com/green-foods-super-foods?filter:manufacturer=wakunaga

http://www.kyolic.com/product/category/kyo-green/

http://www.iherb.com/Wakunaga-Kyolic-Kyo-Green-Harvest-Blend-Powdered-Drink-Mix-6-oz-172-5-g/4588


http://www.medscape.com/viewarticle/562177

http://www.kyolic.com/product/category/greens/

http://www.seacoast.com/topic.php?health=usda+certified+organic+kyolic+garlic+supplements

http://www.seacoast.com/topic.php?health=usda+certified+organic+kyolic+garlic+supplements

http://www.naturalproductsinsider.com/Buyers-Guide.aspx?li=34277

http://www.naturalproductsinsider.com/Buyers-Guide.aspx?li=34277

http://www.amazon.com/Kyolic-Kyo-Green-Energy-Powdered-Drink/dp/B000ZMIKGY




http://www.wholefoodsmagazine.com/supplements/features/feeling-great-greens


http://www.kyolic.com/stores/customers/search/


For Goal 2 Maximizing Product Visibility– Kyolic Kyo Green

Preference Goal 2- Maximize product visibility and


P1 - Competitive pricingBetter visibility, leveraging on parent brand. Various discount offers available. H

http://www.amazon.com/Kyolic-Kyo-Green-Energy-Powdered-Drink/dp/B000ZMIKGYhttp://www.swansonvitamins.com/kyolic-kyo-green-10-oz-pwdrhttp://www.dietpillcritic.com/diet-pills/kyo-green-energy/http://www.ebay.com.au/itm/KYOLIC-Kyo-Green-Drink-Powder-2-8-oz-/250829529268?pt=LH_DefaultDomain_0&hash=item3a669ae0b4


Studies to prove effectives doneHowever side effects are mentioned on website M

http://www.kyolic.com/category/milestones/http://www.iherb.com/Wakunaga-Kyolic-Kyo-Green-Harvest-Blend-Powdered-Drink-Mix-6-oz-172-5-g/4588http://www.wholefoodsmagazine.com/supplements/features/feeling-great-greens

P3 - Recognition/verificationNo FDA approval. Clearly mentioned on website L http://www.kyolic.com/product/category/kyo-green/


Advertising done. Good Customer feedback.No clear mention of its benefits M

http://www.amazon.com/Kyolic-Kyo-Green-Energy-Powdered-Drink/dp/B000ZMIKGYhttp://books.google.co.in/books?hl=en&lr=&id=FQYAAAAAMBAJ&oi=fnd&pg=PA18&dq=kyolic+kyo+green&ots=EBqMvLRF01&sig=uyHMSddUMh-ayKamvtpfqFNJwYc#v=onepage&q=kyolic%20kyo%20green&f=falsehttp://www.dietpillcritic.com/diet-pills/kyo-green-energy/

P5 - Availability

Better availability on e-commerce websites along with their own store locator. Comparison among various product on third party websites H

http://www.kyolic.com/stores/customers/search/http://www.swansonvitamins.com/kyolic-kyo-green-10-oz-pwdr



http://www.swansonvitamins.com/kyolic-kyo-green-10-oz-pwdr

http://www.dietpillcritic.com/diet-pills/kyo-green-energy/

http://www.ebay.com.au/itm/KYOLIC-Kyo-Green-Drink-Powder-2-8-oz-/250829529268?pt=LH_DefaultDomain_0&hash=item3a669ae0b4

http://www.ebay.com.au/itm/KYOLIC-Kyo-Green-Drink-Powder-2-8-oz-/250829529268?pt=LH_DefaultDomain_0&hash=item3a669ae0b4

http://www.kyolic.com/category/milestones/








http://books.google.co.in/books?hl=en&lr=&id=FQYAAAAAMBAJ&oi=fnd&pg=PA18&dq=kyolic+kyo+green&ots=EBqMvLRF01&sig=uyHMSddUMh-ayKamvtpfqFNJwYc







For Goal 3 Develop extensive and optimal distribution channels– Kyolic Kyo Green

Preference Goal 3- Develop extensive and optimal

distribution channelsScore References


Effective use of internet to increase touch points. Variety of schemes also available on these e-

commerce websites M

http://www.kyolic.com/stores/customers/search/http://www.harvestmoonhealthfoods.com/kykyhabl6oz.htmlhttp://www.healthpricer.com/kyo-green-compare-prices/4649937.html


--


--


Good customer feedback on various portals which acts as source for selling of the product

H


P5 - Availability

Extensive channel employed for easy availability.

H

http://www.shopwiki.com/l/Greenergy-%E2%80%93-Green-Drink-%E2%80%93-Green-Powder-~-Superfoodhttp://www.harvestmoonhealthfoods.com/kykyhabl6oz.htmlhttp://www.allstarhealth.com/f/kyolic-kyo-green_energy_(powder).htmhttp://www.healthpricer.com/kyo-green-compare-prices/4649937.html


http://www.harvestmoonhealthfoods.com/kykyhabl6oz.html


http://www.healthpricer.com/kyo-green-compare-prices/4649937.html




http://www.shopwiki.com/l/Greenergy-%E2%80%93-Green-Drink-%E2%80%93-Green-Powder-~-Superfood




http://www.allstarhealth.com/f/kyolic-kyo-green_energy_(powder).htm





For Goal 4- Recognition by law & insurance agencies– Kyolic Kyo Green

Preference Goal 4- Recognition by law &

insurance agenciesScore References


Low significance found in reduction in prices due to any acknowledgment or recognition by independent authorities L http://books.google.co.in/books?id=FraTlNJZuRQC


Clear mention of benefits of using the product in health journals, magazine and books. H

http://www.virtuvites.com/shop/wakunaga_kyo-green_10oz.htmlhttp://books.google.co.in/books?hl=en&lr=&id=a3q5KuFj104C&oi=fnd&pg=PP3&dq=kyolic+kyo+green&ots=T-4v_AGwiI&sig=vWIsSNaq__9izmfdcCyLY2I-A_chttp://www.wholefoodsmagazine.com/supplements/features/feeling-great-greenshttp://books.google.co.in/books?id=2s_q2y_J3rwC&pg=PA577&lpg=PA577&dq=kyo+green+competitors&source=bl&ots=cS42xSNbw_&sig=o9mHtqF_iiAtlJhtb-Xvudfcw2k&hl=en&sa=X&ei=9z47UavZKcz-rAeo4IHgCA&ved=0CEgQ6AEwBTgU#v=onepage&q=kyo%20green%20competitors&f=falsehttp://books.google.co.in/books?id=FraTlNJZuRQC


Direct references to product in research materials.No extensive recognition on the benefit of the product M

http://www.logan.edu/mm/files/LRC/Senior-Research/1994-Dec-18.pdfhttp://books.google.co.in/books?id=FraTlNJZuRQC


Clear references of the product in health magazines by customers using the product H

http://books.google.co.in/books?hl=en&lr=&id=FQYAAAAAMBAJ&oi=fnd&pg=PA18&dq=kyolic+kyo+green&ots=EBqMvLRF01&sig=uyHMSddUMh-ayKamvtpfqFNJwYc#v=onepage&q=kyolic%20kyo%20green&f=false

P5 - AvailabilityLow involvement by other parties for ease of availability L http://www.harvestmoonhealthfoods.com/kykyhabl6oz.html

http://books.google.co.in/books?id=FraTlNJZuRQC

http://www.virtuvites.com/shop/wakunaga_kyo-green_10oz.html

http://books.google.co.in/books?hl=en&lr=&id=a3q5KuFj104C&oi=fnd&pg=PP3&dq=kyolic+kyo+green&ots=T-4v_AGwiI&sig=vWIsSNaq__9izmfdcCyLY2I-A_c






http://www.logan.edu/mm/files/LRC/Senior-Research/1994-Dec-18.pdf




For Goal 5- Sustainable model for procurement– Kyolic Kyo Green

Preference Goal 5- Developing an indigenous or sustainable model for

procurement References

P1 - Competitive pricingNo clear efforts to reduce prices through ingredients mix

L http://www.iherb.com/Wakunaga-Kyolic-Kyo-Green-Harvest-Blend-Powdered-Drink-Mix-6-oz-172-5-g/4588

P2 - Effectiveness & no/less side effectsMention of benefits of the ingredients used in the product by experts H

http://www.livestrong.com/article/333102-what-are-the-benefits-of-kyo-green/http://www.dietpillcritic.com/diet-pills/kyo-green-energy/

P3 - Recognition/verification Not approved under FDA’s NDI regime. Contains Lead. L http://www.kyolic.com/product/category/kyo-green/

P4 - Usage/popularity in peer groupsBarley Grass and Wheat Grass used for the product are sourced from Japan. L http://www.nutritiongeeks.com/kyo-gree

n-10/kyo-green.html

P5 - Availability

Lot of third party websites mentioning its proprietary blend. Explicit details of the benefit of the ingredients used in the product H

http://www.allstarhealth.com/f/kyolic-kyo-green_energy_(powder).htmhttp://www.nutritiongeeks.com/kyo-green-10/kyo-green.htmlhttp://www.swansonvitamins.com/kyolic-kyo-green-10-oz-pwdrhttp://www.nutritionjungle.com/kyolic-kyo-green-powdered-drink-mix.aspx




http://www.livestrong.com/article/333102-what-are-the-benefits-of-kyo-green/

http://www.livestrong.com/article/333102-what-are-the-benefits-of-kyo-green/





http://www.nutritiongeeks.com/kyo-green-10/kyo-green.html








http://www.nutritionjungle.com/kyolic-kyo-green-powdered-drink-mix.aspx

http://www.nutritionjungle.com/kyolic-kyo-green-powdered-drink-mix.aspx


Findings on Co. 4Jarrow Formula’s Green Defense


For Goal 1 (Spending on R&D and New Product Development) – Jarrow Formulas Green Defense




A tad bit expensive as compared to a few competitorsCheaper than Gruvolo's Premium Greens M

http://www.amazon.com/Jarrow-Formulas-Green-Defense-Servings/dp/B0013OUKM0http://www.amazon.com/Amazing-Grass-Superfood-8-5-Ounce-Container/dp/B00112ILZM

P2 - Effectiveness & no/less side effects Effective. No proven side effects. H

P3 - Recognition/verificationNot FDA approvedHonoured by NPA West M

http://newhope360.com/supply-news-amp-analysis/jarrow-formulas-honored-natural-products-association-west


Better formula & better taste than competitors has made it popular;Easily dissolves in water H

http://www.iherb.com/product-reviews/Jarrow-Formulas-Green-Defense-with-Resveratrol-Powder-6-35-oz-180-g/128/http://www.swansonvitamins.com/jarrow-formulas-inc-green-defense-super-green-foods-180-grams-pwdr

P5 - Availability

Easily available online on Amazon, drugstore, iHerb etc. OTC availability-goodLess number of SKUs H

http://www.drugstore.com/jarrow-formulas-green-defense/qxp271014http://www.iherb.com/product-reviews/Jarrow-Formulas-Green-Defense-with-Resveratrol-Powder-6-35-oz-180-g/128/http://www.vitacost.com/jarrow-formulas-green-defense#nutritionFacts


For Goal 2 (Maximize product visibility and brand recall) – Jarrow Formulas Green Defense

PreferencesGoal 2- Maximize product visibility and



Customers are willing to pay a little extra for the taste & easy solubility of the productSuch features of the product are advertised H


P2 - Effectiveness & no/less side effects Honoured by NPA West M

http://newhope360.com/supply-news-amp-analysis/jarrow-formulas-honored-natural-products-association-west


Run-in with FDA over NDI guidance; product not FDA evaluatedHonoured by NPA West M

http://newhope360.com/supply-news-amp-analysis/jarrow-formulas-honored-natural-products-association-westhttp://www.naturalproductsinsider.com/news/2011/12/jarrow-ndi-guidance-is-new-rule-in-disguise.aspx

P4 - Usage/popularity in peer groups Customer reviews are favorable H


P5 - Availability

Not so much a 'higher' placed brand, but easily available in stores and online.Sponsered studies available H

http://www.jarrow.com/product/334/Green_Defensehttp://www.nutraingredients.com/Research/Grape-seed-extract-shows-cancer-promise-Mouse-study


For Goal 3 (Develop extensive and optimal distribution channels) – Jarrow Formulas Green Defense

PreferencesGoal 3- Develop extensive and optimal

distribution channelsScore References

P1 - Competitive pricingPrices almost half as that of Gruvolo, as product sales are much higher H

http://www.amazon.com/Jarrow-Formulas-Green-Defense-Servings/dp/B0013OUKM0http://www.amazon.com/Amazing-Grass-Superfood-8-5-Ounce-Container/dp/B00112ILZMhttp://www.gruvolobotanicals.com/products/gruvolos-premium-greens

P2 - Effectiveness & no/less side effects -- P3 - Recognition/verification --


Yes, product is popular. Both amongst reviewers and researchers. H

http://www.selfgrowth.com/articles/My_Top_5_Supplement_Recommendations_for_Men_and_Women.html

http://www.iherb.com/product-reviews/Jarrow-Formulas-Green-Defense-with-Resveratrol-Powder-6-35-oz-180-g/128/

http://www.swansonvitamins.com/jarrow-formulas-inc-green-defense-super-green-foods-180-grams-pwdr

P5 - Availability

User reviews suggest that the product is delivered within a week.Also brings down cost therefore increasing its appeal H

http://www.drugstore.com/jarrow-formulas-green-defense/qxp271014http://www.iherb.com/product-reviews/Jarrow-Formulas-Green-Defense-with-Resveratrol-Powder-6-35-oz-180-g/128/http://www.vitacost.com/jarrow-formulas-green-defense#nutritionFacts









For Goal 4 (Recognition by law & insurance agencies) – Jarrow Formulas Green Defense

PreferencesGoal 4- Recognition by law & insurance

agencies Score References

P1 - Competitive pricingNot FDA evaluated because of non NDI appliance. L

P2 - Effectiveness & no/less side effects does not comply to FDA's NDI L

P3 - Recognition/verificationProposed new Supplement Trade Association after NDI H http://www.nutraingredients-usa.com/Regulation/Jarrow-Rogovi

n-proposes-new-supplement-trade-association-There-s-no-need-say-existing-associations

P4 - Usage/popularity in peer groupsThough not evaluated by FDA, still sells in large numbers M


P5 - AvailabilityProposed new Supplement Trade Association after NDI H

http://www.nutraingredients-usa.com/Regulation/Jarrow-Rogovin-proposes-new-supplement-trade-association-There-s-no-need-say-existing-associations

http://politicsandabundantliving.blogspot.in/2012/06/fda-revising-ndi-draft-thanks-to-jarrow.html













For Goal 5 (Developing an indigenous or sustainable model for procurement) – Jarrow Formulas Green Defense

PreferencesGoal 5- Developing an

indigenous/sustainable procurement model Score References

P1 - Competitive pricing Already competitively priced H

http://www.amazon.com/Jarrow-Formulas-Green-Defense-Servings/dp/B0013OUKM0http://www.amazon.com/Amazing-Grass-Superfood-8-5-Ounce-Container/dp/B00112ILZM

P2 - Effectiveness & no/less side effects Procurement plan not known L

P3 - Recognition/verificationYes. Under NDI such ingrediants are evaluated and certified M http://www.fda.gov/Food/DietarySupplements/ucm109764.htm

P4 - Usage/popularity in peer groups Ingrediants sourced from across the world L

P5 - Availability

Availability of product is not as problem as seen from reviews but ingrediants are not indigenous M




Findings on Co. 5Greenergy : Energizing Green Drink Powder


For Goal 1 Focused spending on R&D & NPD– Greenergy



P1 - Competitive pricingCommercialization done for traveler.Rates are still not as competitive. M

http://www.energyfirst.com/Greenergy


No side effects as other mega vitamins.Still lack of initiatives to explicitly mention its effectiveness M

http://www.getgreenergy.com/vegetable-health.htmhttp://www.youtube.com/watch?v=SWBgWtw71dUhttp://www.dietspotlight.com/greenergy-by-energyfirst-review/

P3 - Recognition/verificationNo FDA approvalVarious regulatory authority mentioned. NPA certified M

http://www.getgreenergy.com/vegetable-health.htmhttp://www.functional-fitness-facts.com/high-quality-dietary-supplements.html


Good customer feedback. Various individual feedbacks citing their own benefits availed from the product H http://tinymuscles.com/2011/greenergy-my-gree

n-organic-energy-drink/

P5 - AvailabilitySachets of $1.49 launchedFlexibility in packaging helped in its reach H



http://www.getgreenergy.com/vegetable-health.htmhttp:/www.youtube.com/watch?v=SWBgWtw71dU




http://www.dietspotlight.com/greenergy-by-energyfirst-review/


http://www.getgreenergy.com/vegetable-health.htm


http://www.functional-fitness-facts.com/high-quality-dietary-supplements.html

http://www.functional-fitness-facts.com/high-quality-dietary-supplements.html

http://tinymuscles.com/2011/greenergy-my-green-organic-energy-drink/

http://tinymuscles.com/2011/greenergy-my-green-organic-energy-drink/



For Goal 2 Maximizing Product Visibility– Greenergy



Bundling used for competitive pricing.Effectively used parent brand channels to market the product.90 days money back guarantee scheme

Hhttp://www.energyfirst.com/Green-Drink-Powderhttp://www.energyfirst.com/Greenergy

P2 - Effectiveness & no/less side effectsTestimonials and blogs mentioning its positives.However, most of them are on their own website

M http://www.getgreenergy.com/superfood-success.htm

P3 - Recognition/verification Marketing efforts taken to show benefits of the product. M http://www.ncbi.nlm.nih.gov/pubmed/20700612http://www.getgreenergy.com/vegetable-health.htm

P4 - Usage/popularity in peer groupsThird party channels for increased usage. Links of the parent website added to these channels

H http://voices.yahoo.com/greenenergy-energizing-superfood-blend-371733.html

P5 - AvailabilityNo store locator mentionedSEO not effectively utilized for third party search

Mhttp://www.shopwiki.com/l/Greenergy-%E2%80%93-Green-Drink-%E2%80%93-Green-Powder-~-Superfoodhttp://www.permalean.com/Greenergy_PermaLean

http://www.energyfirst.com/Green-Drink-Powder



http://www.getgreenergy.com/superfood-success.htm

http://www.getgreenergy.com/superfood-success.htm

http://www.ncbi.nlm.nih.gov/pubmed/20700612

http://www.ncbi.nlm.nih.gov/pubmed/20700612



http://voices.yahoo.com/greenenergy-energizing-superfood-blend-371733.html

http://voices.yahoo.com/greenenergy-energizing-superfood-blend-371733.html




http://www.permalean.com/Greenergy_PermaLean

http://www.permalean.com/Greenergy_PermaLean


For Goal 3 Develop extensive Product channels– Greenergy

PreferencesGoal 3- Develop extensive and optimal distribution

channels Score References


Effective use of internet to increase touch points. However, lack of price comparison and store

locators M



--


--


Reviews from users on various blogs and e-platforms

M

http://voices.yahoo.com/greenenergy-energizing-superfood-blend-371733.htmhttp://www.energyfirst.com/Green-Drink-Powder

P5 - Availability

OTC data not availableDifficulty in finding the product on common e-portals

M






For Goal 4- Work with other players to get Natural medicines covered under insurance– Greenergy




Data not available for efforts made to get it covered under insurance etc. however, efforts taken for indirect referencing L



Expert comments added on the website. However mild response from third parties M

http://www.dietspotlight.com/greenergy-by-energyfirst-review/http://www.getgreenergy.com/vegetable-experts.htm


No clear approach on approvals. Indirect references only given L



Even though the there is no direct recognition of the product by any regulatory authority there still a demand in the market for the product. M

http://www.energyfirst.com/Green-Drink-Powderhttp://voices.yahoo.com/greenenergy-energizing-superfood-blend-371733.html?cat=5

P5 - Availability No such efforts made L





http://www.getgreenergy.com/vegetable-experts.htm

http://www.getgreenergy.com/vegetable-experts.htm





http://voices.yahoo.com/greenenergy-energizing-superfood-blend-371733.html?cat=5




For Goal 5- Sustainable model for procurement–Greenergy



P1 - Competitive pricingLittle effort taken by company to differentiate on the basis of ingredients L

P2 - Effectiveness & no/less side effects Positives of ingredients mentioned M

http://voices.yahoo.com/greenenergy-energizing-superfood-blend-371733.html?cat=5http://www.energyfirst.com/Add-GreenergyP3 - Recognition/verification None L


Mention of all US made product on the company website. Banking on indigenous content and manufacturing M


P5 - AvailabilityLeveraging on the simple formula mix of the product for wider usage. M

http://www.permalean.com/Greenergy_PermaLeanhttp://www.energyfirst.com/Green-Drink-Powder




http://www.energyfirst.com/Add-Greenergy

http://www.energyfirst.com/Add-Greenergy




Findings on Co. 6Gary Null’s Green Stuff


For Goal 1 Focused spending on R&D & NPD– Gary Null




Higher Priced than peers. Low on innovation in coming out with different products and pack sizes.

M

http://www.amazon.com/Green-Stuff-Powder-Grams-Gary/dp/B0045J6KME/ref=sr_1_1?ie=UTF8&qid=1362856601&sr=8-1&keywords=gary+null+green+stuff, http://www.luckyvitamin.com/p-252304-gary-nulls-green-stuff-powder-30-servings-500-grams?redirect=1


The manufacturing and processing is very tightly controlled and great use of technology in production noted. The effectiveness is contested as opinions are divided.

Hhttp://www.youtube.com/watch?v=4GBIhBH3LMA, http://www.nutritionaltree.com/reviews/natural-food/green-products/reviews-gary-null-inc_green-stuff-powder.aspx


FDA not approved. While some of Gary Null's other products are Kosher and USDA Organic approved, Green Stuff doesn’t mention anything like that

L http://www.tommykvitamins.com/Store/pc/Green-Stuff-200gram-Gary-Null-p9323.htm


Available on Self Website and few others. Commercialization is low with fewer SKUs. Recently came out with a modified change of taste, was not really appreciated by customers.

Lhttp://www.gnhealthyliving.com/scripts/prodView.asp?idproduct=900, http://www.amazon.com/Green-Stuff-Powder-200-Grams/product-reviews/B00013YYOY

P5 - Availability

Available on Self Website and few others. Commercialization is low with fewer SKUs. M

http://www.gnhealthyliving.com/scripts/prodView.asp?idproduct=900, http://www.amazon.com/Green-Stuff-Powder-Grams-Gary/dp/B0045J6KME/ref=sr_1_1?ie=UTF8&qid=1362856601&sr=8-1&keywords=gary+null+green+stuff, http://www.luckyvitamin.com/p-252304-gary-nulls-green-stuff-powder-30-servings-500-grams?redirect=1


For Goal 2 Maximizing Product Visibility– Gary Null



Customers are charged a premium for organic health supplements. However, some websites are offering discounts to reduce prices. Gary Null regularly features on TV shows, comes out with books and CDs to raise brand equity and recall of his products.

M

http://www.tommykvitamins.com/Store/pc/Green-Stuff-300-Vcaps-Gary-Null-p9324.htm, http://www.amazon.com/s/ref=nb_sb_noss_1?url=search-alias%3Dhpc&field-keywords=gary+null+green+stuff, http://en.wikipedia.org/wiki/Gary_Null


Although Gary Null is a well known figure in the field of nutrition and health supplements, there is a mixed response to Green Stuff within customers. Gary Null attracted negative publicity by suing his own company over a product.

M

http://www.youtube.com/watch?v=4GBIhBH3LMA, http://www.nutritionaltree.com/reviews/natural-food/green-products/reviews-gary-null-inc_green-stuff-powder.aspx, http://www.aolnews.com/2010/05/01/gary-null-the-health-guru-who-sued-his-own-supplement/


None of his products are USFDA Approved. It is not known whether Green Stuff is USDA Organic Approved or approved from some other organization

L None


Product not very widely used. Very few product reviews found. Green Stuff has low value as a brand. Lack of tasty alternatives also pointed out as a major cause.

M

http://www.amazon.com/s/ref=nb_sb_noss_1?url=search-alias%3Dhpc&field-keywords=gary+null+green+stuff, http://www.nutritionaltree.com/reviews/natural-food/green-products/reviews-gary-null-inc_green-stuff-powder.aspx#unreadreviews

P5 - Availability

Green stuff not available in major e - commerce websites like Iherb and Drugstore. Reduces brand recall and visibility. Also not available in any certified retail partner stores.

M



For Goal 3 Develop extensive Product channels– Gary Null


Score References


Products are not competitively priced. Neither are they available on all major e - commerce portals. Even OTC sales through physical stores is absent.

M



No correlation No correlation


No correlation No correlation


Wide usage restricted by the number of retail chains or online stores selling the product.

M


P5 - Availability

Other green energy drinks are more widely available compared to Green Stuff from Gary Null, which is restricted to a few online/physical stores. Major online portals like iHerb and Drugstore do not carry it.

M



For Goal 4- Work with other players to get Natural medicines covered under insurance– Gary Null




Is not working together with other players to get naturopathy and natural medicines get recognized by law or insurers or HMOs. In fact, even the pricing is higher than conventional health supplements.

L

http://www.amazon.com/s/ref=nb_sb_noss?url=search-alias%3Daps&field-keywords=energy+drinks, http://www.drugstore.com/search/search_results.asp?N=0&Ntx=mode%2Bmatchallpartial&Ntk=All&srchtree=1&Ntt=energy+drinks&Go.x=-827&Go.y=-105&CSRFToken=8zkLF%2BGrwv%2FvxZjeWrTrI97YMh5w5Y74qd36kvDwBCw%3D


Although Barley Grass is recognized as being extremely good for health, Green Stuff as a product does not enjoy the same except a few customer reviews. It has not been recommended by nutrition experts and practitioners.

Mhttp://www.naturalnews.com/031226_barley_grass_nutrition.html, http://www.gogreen.net.nz/barleygrass-nutrients.htm, http://www.mortersupplements.com/green-barley-grass-juice-powder/health-benefits.html


Barley grass, one of the major components of Green Stuff, does get recognized by USFDA as being useful against heart diseases but there has been no recognition to Green Stuff as a product.

M http://www.raysahelian.com/barley.html


The product enjoys limited recommendation in peer groups except hardcore health practitioners. This is primarily on account of lack of variants and flavors.

M http://www.nutritionaltree.com/reviews/natural-food/green-products/gary-null-inc_green-stuff-powder.aspx

P5 - Availability

Green stuff appears to be one of the not very hot selling products from Gary Null and is available in limited outlets and online stores. The sales can be increased if the players come together to form a body/association to educate people on the benefits of organic drinks.

M



For Goal 5- Sustainable model for procurement–Gary Null




Inside US procurement does not translate into lower prices. Company procures from fields of UTAH.

L http://www.amazon.com/Green-Stuff-Powder-Grams-Gary/dp/B0045J6KME/ref=sr_1_1?ie=UTF8&qid=1362856601&sr=8-1&keywords=gary+null+green+stuff, http://www.youtube.com/watch?v=4GBIhBH3LMA


Claims to be good for health and one of the best natural sources available. Banks on indigenous procurement. However, few customer reviews and indepenent studies support the claim.

M http://www.youtube.com/watch?v=4GBIhBH3LMA

P3 - Recognition/verificationNone L None


Retailers mention Green Stuff's US origin in the passing. Company also emphasizes the 'Produced & Made in America' tag.

Hhttp://www.luckyvitamin.com/p-252304-gary-nulls-green-stuff-powder-30-servings-500-grams, http://www.youtube.com/watch?v=4GBIhBH3LMA

P5 - Availability

Despite having indigenous procurement and prouction of Green Stuff, the numberof variants and the number of outlets where the products are available is pretty low.

M


http://www.amazon.com/Green-Stuff-Powder-Grams-Gary/dp/B0045J6KME/ref=sr_1_1?ie=UTF8&qid=1362856601&sr=8-1&keywords=gary+null+green+stuff,




http://www.youtube.com/watch?v=4GBIhBH3LMA


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