Perceptual Map for Multivitamin Division - Teen Multi for Boys and Girls

This presentation discusses the perceptual map for the multivitamin division of BLACKMORES, specifically the Teen Multi for Boys and Girls. It compares BLACKMORES with 7 other competitors in the multivitamin category based on nutritional effectiveness and value for money. The presentation also covers the current marketing strategies of BLACKMORES, market segmentation for the Teen Multivitamin, and targeting strategies for BLACKMORES.

BLACKMORES
Name:
ID:
Multivitamin Division – Teen Multi
for Boys and Girls

Perceptual Map
Nutritional Effectiveness
Value for Money
High
High
Low
Low
Perceptual Mapping
indicates Berocca leads the
race in multivitamins

Perceptual Mapping
As part of perceptual mapping, we compare BLACKMORES with 7 other competitors. The
comparison is based on the multivitamin category of each of the competitors
(canstarblue.com.au, 2019).
 We have seen multiple resources on secondary research on top of product reviews for
multivitamin segment.
 The Perceptual mapping has been done based on the Nutritional effectiveness v/s value
for money for that product.
 Berocca has been placed at the highest position as the overall satisfaction index for
Berocca in terms of Nutritional effectiveness, value for money, availability and taste is
the highest among all other multivitamin products.
 Blackmores has good effectiveness but less value for money and similarly, based on the
reviews, the competitors have been ranked as per Canstar Blue’s customer satisfaction
ratings

Current Marketing
Ads on Facebook, YouTube, Television, Billboards, hoardings, and Sports
Events. The company also uses Chatbot for better customer experience.
Blackmores Teen Multi for Guys and Girls is basically a comprehensive multivitamin supplement
that supports key health concerns for the teenage guys and girls that includes school and learning
performance, sports, workouts, and healthy skin balance (blackmores.com.au, 2014)
. Current Marketing of Multivitamins by Blackmores

The Market segmentation is a practice of dividing the target
market into groups that are approachable and relevant to
your company (n.a, 2018).
Market Segmentation would create market based subsets and
would be done based on 4 primary pillars
1. Demographic
2. Geographic
3. Behavioral
4. Psychographic
Segmentation
All 4 segmentations are important for Segmentation
of Teen Multivitamin of Blackmores

Primary Segment
MelbourneGeographic
Demographic
(31-40 Years)
Paul is an Australian, who works as a IT Analyst at one of the research
company, lives in an apartment, he has an average income of $70,000 per
year, he is married, 35 years old, nuclear family, holds a master’s degree in
electronics, more involved in cricket, and Gyming.
Paul is a passionate person, Goes to gym regularly, Heavy spending lifestyle,
Health conscious, Lack of Nutrients reported in recent health check up,
spends lavishly
Behavioral
Real Conservatism, Group of friends, Focus Self esteem, Heavy reader of
newspapers.
Psychographic

Perth Suburbs
Secondary Segment
Geographic
Demographic
(15-30 Years)
Sanya is an Australian, she works as a manager in restaurant, she lives in a
free standing house, she has an average income of $36,000 per year, she is
unmarried, 23 years old, holds a degree in arts and culture, more involved in
sports and health events.
Sanya is an Energetic and possesses sportsmen's spirit, Goes to gym
regularly , Saving orientation (avoids unnecessary expense), Health
conscious, Recently, has gone to small bone surgery of elbow.
Behavioral
Socially aware, Group of friends, Focus on innovation, Light reader of
newspapers, Heavy consumers of media and social networking
Psychographic

Targeting strategy is a next step to the process of segmenting the market. In
Target phase, we select an appropriate segment where the products can be
offered and sold (checking market attractiveness)
Targeting strategy is a process of choosing the potential customer for our
products and how we can sell those products to them. Majorly each and
every company selects a specific segment to target its products.
There are basically 3 types of targeting for the marketing strategies. They are:
• concentrated strategy
• undifferentiated strategy
• differentiated strategy
Target Strategy

 Promotional activities in Gyms across Australia
 Organizing Global Nutritional Summits
 Distribution of Free samples in hospital and Direct Marketing
 Sponsoring Cricket Test Series
 Organizing Medical camps and sessions in corporate organizations
 Promote improved nutritional value in Teen Multi.
 Change the Pricing with special discounts
Targeting for Blackmores
On top to the strategies that are already used by Blackmores to market
‘Teen Multi’, the company can go for the below positioning strategies that
would help to achieve more market share as compared to its competitors.
We will have a Concentrated Targeting Strategy

References
• blackmores.com.au. (2014). Teen Multi for Guys. Retrieved April 13, 2019, from
www.blackmores.com.au: https://www.blackmores.com.au/products/teen-multi-
for-guys
• canstarblue.com.au. (2019). Multivitamins Compared. Retrieved April 13, 2019,
from www.canstarblue.com.au: https://www.canstarblue.com.au/health-
beauty/multivitamins
• n.a. (2018). What is Market Segmentation? Different Types Explained. Retrieved
April 13, 2019, from www.qualtrics.com/: https://www.qualtrics.com/experience-
management/brand/what-is-market-segmentation/