Winners of zenith 13 natural medicine cla

Market Intelligence & Consulting

Competitive Landscape Analysis
Study of Natural Medicine Industry in the US

Team Name - Chaudhary’s Angels
IIFT

Table of Contents

Objectives

Approach Used

Industry Analysis

Consumer Analysis

Opportunities & Threats

Research Data

2 ZENeSYS Confidential Market Intelligence & Consulting

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

Research assorted
Natural Medicine Synthesis
• Consumer Company sites • Qualitative
Preferences observations
• Assess Natural • Threats
• Natural Medicine • Quantitative
Industry Goals
Medicine
assessments • Opportunities
Companies
• Using a Goals -
Detailed Preference Matrix
Secondary Analysis
Research

A set of Natural Using the Goals and Slides 27 to 64 show By rating the quality of
Medicine Industry Preferences, we the observations and activity seen, we
Goals and consumer researched Company ratings H, M or L on plotted charts to make
Preferences were 1,2,3,4,5 activity on the how each Natural conclusions on relative
determined from net and recorded Medicine company is performance and
news, blogs, websites, observations meeting its goals along generated insights on
social media the dimensions of the threats and
conversations etc. consumer preferences 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.

12

Amazing Grown on a family run farm in Kansas
Grass is the Different flavors eg. Chocolate, Vanilla etc., 10
leader available
Available in Energy bars, Raw, Meal form
8

6

• Offer different flavours for same category 4
Others • Easily dissolvable in water
• Good taste (Testimonials)
2

0


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 • Amazing grass has own stores as well as
12
Grass, Jarrow easily available in retail stores
Formulas are • Educates customers on product features and
the leaders comparisons 10
• Both use E-Commerce websites to the fullest
8

6

• Present on all major E-Commerce websites
Others 4
• Endorsed by models
• Use Twitter/Facebook/Youtube/Pinterest etc
• Contests on facebook 2

0


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.

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

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


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 • Jarrow honored by NPA West
Green, Jarro • Moved to form independent Trade Union to
w Formulas take on FDA’s NDI proposal & was successful
are the in getting changes incorporated in the act
leaders

• Use certifications of USDA
Others organic, CCOF, ANMA, AHPA etc., to show
credibility of claims


Goal 5- Developing indigenous or sustainable
procurement 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

12
• Amazing grass is grown in a family farm in
Kansas state
Amazing
• Model in place since decades 10
Grass is the
• Helps achieve lower cost of production and
Leader maintain quality
8

6

• Try to show that their ingredients are grown 4
Others following the best industry practices
• Are 100% vegan etc.
2

0


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 pricing
Companies in the natural medicine domain need to follow a
competitive pricing strategy as these medicines are not covered
under insurance

• Availability of innovative packet sizes and
variety to suit all consumer segment
Amazing • Self owned farms in Kansas reduces sourcing
Grass is and logistics cost
• Various discount and coupon offers
the leader

• Others follow bundling model to sell in bulk
• Sachets available for travellers and first time users
Others
• Leveraging on the parent company’s distribution
channels
• Price comparison available vis-a-vis other products


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

Amazing • Special treatment on the proprietary process
Grass & Kyo- to ensure perfect blend
• Explicit mention of the products in health
Green are the magazines and journals
leaders • Good customer feedback on its benefits

• 90 days money back guarantee scheme to
prove effectiveness
Others • Expert review about the product on its own
websites
• Third party blogs and testimonials highlighting
its effectiveness


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

• Award for best practices by Natural product
Jarrow association in the natural medicine category
formulas is
the leader • Approval for its major products by USDA
Organic, CCOF, AHPA

• Products verified by independent labs
• Awards for innovative and effective
Others supplements by various authorities
• References to studies contacted in the field
with direct implication and benefits of the
product

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


Preference 4: Wide usage and popularity in peer group
The 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

• Taste and solubility are major factor for
popularity of the product
• Range of variety available for different
consumers
Best
• Good customer feedback on common e-
practices portals
• Anecdotes by various users giving
complete detail benefits of the products
• Endorsements by celebrities and health
practitioners


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

Amazing
Grass & • Tie-ups with physical retail chain store
Jarrow • Own store locators option available
• Effectively utilising search engine optimization
formulas are
(SEO)
the leaders

• Over the counter availability
Others • Easily found in common e-commerce websites
• SKUs differentiators cover wide spectrum of
consumer
• Links and pages on social networks

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

Summary of Opportunities and Threats
using a Synthesis Matrix


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

Develop
Use R&D and NPD Maximize product Increase Get recognition by
Competitive Landscapecustomer touch sustainable
Goals for visibility and brand Synthesis Matrix independent
procurement
commercialization recall points agencies
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
P2 gb,AG,kkg,JF,g,GN ag,kkg,jf,g,gn ag,KKG,g,gn gb,AG,KKG,g,gn
product

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

Wide usage/popularity
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
in peer group

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

High Medium Insufficient X No Correlation
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)


Summary of Opportunities (gaps seen)

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

Cell Ref Opportunities Recommendation
Show studies to prove beneficial effects of
Getting recognized by independent
product. Eg: Few companies like Kyolic Kyo Green
G2 x P3 authorities to enhance their brand
and Gary Null’s Green Stuff have independent and
recall/visibility.
sponsored books and studies backing their claims.
Can work to get recognized by independent
authorities to certify their products to be purely
Getting approvals from recognized
G4 x P5 organic. Eg: Amazing Grass has recognitions from
bodies to promote their products.
USDA Organic, Green America, Natural Products
Association, CCOF & Kosher.
Localized sourcing will help reduce product cost.
Working for sustainable and Economies of Scale will further decrease prices. Eg:
G5 x P1 indigenous procurement models to Amazing Grass has a self – owned farm in Kansas
remain price competitive. which it uses to procure wheat grass directly
without relying on suppliers.


Summary of Opportunities (contd..)

Cell Ref Opportunities Recommendation
Only one company working on
Use indigenous substitutes of Chinese botanicals to
recognition from independent
G5 x P3 get FDA approval. Eg: Jarrow’s takes NDI approvals
authorities to certify their procured
for all its ingredients.
ingredients from outside.
Develop plans to source all ingredients locally if
Some of the companies claim not done already. Promote procured and made in
G5 x P4 ingredients sourced and produced in USA tag to attract customers. Eg: Amazing Grass
USA to be their USP. 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
Come up with different products, flavors &
Utilizing R&D and New Product
package sizes. Eg: Companies like Amazing
G1 x P1 Development to remain price
Grass, Kyolic Kyo Green etc. have different
competitive.
pack sizes and flavors priced differently.
Get recognized by independent labs or
Having one’s Manufacturing Process authorities for organic certification, product
G1 x P3 and Product Ingredients recognized by safety recognition. Eg: Amazing Grass has its
Independent Authorities products certified organic by organizations like
USDA Organic, Kosher, CCOF etc.
Ensure adequate commercialization and that
all new products in different package sizes are
Most products are available easily
available across all available retail formats. Eg:
G1 x P5 across a multitude of online/physical
Amazing Grass is found on Amazon, iHerb,
retail stores
DrugStore and a lot of other brick and mortar
stores.


Contd. Summary of Threats (best practices
seen)

Ensure products are available at competitive
prices. Discount coupon codes may be given to
Focusing extensively on pricing products
attract customers. Eg: Amazing Grass products
G2 x P1 competitively to enhance the visibility of
are available at competitive prices on Amazon,
their brands and brand recall.
iHerb, DrugStore etc. Also discount coupons for
the same available on RetailMeNot.
Try to get featured in health magazines. If need
be sponsor studies to prove effectiveness. Can
Working towards getting recognized as also get celebrity endorsements. Eg: In the April
G2 x P2 potent alternatives to conventional 2012 edition of the Marie Claire magazine,
health supplements. Australian supermodel Abbey Lee Kershaw
included Amazing Grass on her list of beauty and
style obsessions.
Try to get favorable customer feedbacks on public
Increase their brand recall and initiate forums like Facebook etc. Initiate discussions on
G2 x P4 product comparisons to attract more comparisons. Eg: Amazing Grass maintains a
customers. regularly updated FaceBook/Twitter page to
educate customers and initiate discussions.

Contd. Summary of Threats (best practices seen)


Get more store presence and increased customer
Going for an optimized supply chain and
touch-points to ensure wider usage of products.
G3 x P4 distribution which helps in wider user
Can also work along the lines of the Affiliate
acceptance.
Program launched by Amazing Grass.

Optimum supply chain ensures greater and
easier availability of products in physical retail
Focusing on easy availability across a chains and major e – commerce portals. Eg:
G3 x P5
multitude of online/physical retail stores Amazing Grass is available on Amazon, iHerb,
DrugStore etc. apart from physical stores and its
own website.
Promote organic content by associating with
Going for Independent recognition to organizations such as USDA Organic, Green
G4 x P2
prove product effectiveness. America, Natural Products Asso., CCOF etc which
provide certifications to Amazing Grass.
Try to get ingredients procured locally or self grow
them to develop a sustainable supply chain model
Companies are favoring Indigenous and
G5x P5 to ensure reliable product availability. Eg:
local procurement
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 & Findings
Detailed 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. 1
Gruvolo Botanicals


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

Goal 1- Spending on R&D and
Preferences New Product Development Score References

http://www.amazon.com/Jarrow-Formulas-
Green-Defense-Servings/dp/B0013OUKM0
http://www.amazon.com/Amazing-Grass-
Superfood-8-5-Ounce-Container/dp/B00112ILZM
http://www.gruvolobotanicals.com/products/gruvo
los-premium-greens
Not covered under insurance. http://www.h2oceanstore.com/tattoo-aftercare-
Priced higher than major s/67.htm
competitors ( Jarrow, Amazing http://www.tattoogoostore.com/category_s/1.htm
Grass, Kyolic Kyo- for dietary #.UTswwFd5o0w
supplements; H2Ocean & Tattoo http://www.gruvolobotanicals.com/products/tatge
P1 - Competitive pricing Goo- for Tattoo care products) L vity-extended-care
Less/No side effects. But,
spending on R&D and NPD not
P2 - Effectiveness & no/less side effects shown. M

No. No tests done on animals etc. http://www.gruvolobotanicals.com/pages/disclaim
P3 - Recognition/verification FDA has not evaluated. L er
Some testimonials given.
Blog/Twitter/Youtube not http://www.gruvolobotanicals.com/pages/testimo
P4 - Usage/popularity in peer groups maintained M nials
Online availability only on shopify.
Only tatto care products available
in variable content packs. Different
SKUs of Premium greens and alka
P5 - Availability drops not available. L http://www.gruvolobotanicals.com


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

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

http://www.gruvolobotanicals.com
Competition very extensive. Available http://marketplace.shopify.com/search?q=Gruvolo+Botan
P1 - Competitive pricing for purchase on own webite and shopify L icals

Branding efforts not undertaken. No
sponsored/unsponsored studies
P2 - Effectiveness & no/less side effects 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

Not available on any other e-commerce http://marketplace.shopify.com/search?q=Gruvolo+Botan
websites apart from shopify. High- icals
P5 - Availability placed yet has less sellers L


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

Goal 3- Develop extensive and
Preferences Score References
optimal distribution channels

Prices can be reduced if sales are http://www.gruvolobotanicals.com
increased. Currently sold online http://marketplace.shopify.com/search?q=Gruvol
only on shopify. No sales on o+Botanicals
P1 - Competitive pricing Amazon/eBay etc. M

P2 - Effectiveness & no/less side effects --

P3 - Recognition/verification --

http://www.webmd.com/diet/features/truth-
behind-top-10-dietary-supplements
http://www.alive.com/articles/view/19180/top_10_
supplements
http://tattoo.about.com/cs/beginners/a/blaftercare
.htm
http://www.borntoride.com/new/wordpress/2009/
P4 - Usage/popularity in peer groups Availability Low. So usage is low. L 05/11/the-truth-about-tattoo-aftercare/

Only available on 2 websites. OTC http://marketplace.shopify.com/search?q=Gruvol
P5 - Availability data not available. L o+Botanicals


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

Goal 4- Recognition by law &
Preferences References
insurance agencies
http://www.amazon.com/Jarrow-Formulas-
Green-Defense-Servings/dp/B0013OUKM0
http://www.amazon.com/Amazing-Grass-
Stakes lesses than competitors as Superfood-8-5-Ounce-Container/dp/B00112ILZM
products sold are mostly http://www.gruvolobotanicals.com/products/gruvo
application based herbal products. los-premium-greens
But data not available for efforts http://www.h2oceanstore.com/tattoo-aftercare-
made to get it covered under s/67.htm
insurance etc. http://www.tattoogoostore.com/category_s/1.htm
Pricing very high when compared #.UTswwFd5o0w
with other dietary supplements and http://www.gruvolobotanicals.com/products/tatge
P1 - Competitive pricing 'natural' tattoo care products L vity-extended-care
A perception has been developed
of 'no side effects' from natural http://www.gruvolobotanicals.com/products/gruvo
medicines esp. for medicines for los-premium-greens
treatment of common cold. Not http://www.gruvolobotanicals.com/products/com
P2 - Effectiveness & no/less side effects widely accepted/unknown brand. L mon-cold-formula
More spending on R&D and
testing/certifications will increase
acceptance. Not done yet.
P3 - Recognition/verification Not compliant to FDA's NDI L
Efforts to brand the product very
less. http://www.youtube.com/GruvoloBotanicals
Youtube/Twitter/Blog account are https://twitter.com/tatgevity
P4 - Usage/popularity in peer groups dormant M http://gruvolo.tumblr.com/
http://marketplace.shopify.com/search?q=Gruvol
P5 - Availability Sold online only on Shopify L o+Botanicals


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

Pricing bound to come down with
local sourcing. Data not available
where the 'chinese herbs' are
P1 - Competitive pricing souced from. L

No side effects. Acceptability will
increase if herbs are locally http://www.gruvolobotanicals.com/products/gruvo
P2 - Effectiveness & no/less side effects sourced M los-premium-greens

Not done.
Not certified by FDA under the http://www.gruvolobotanicals.com/pages/disclaim
P3 - Recognition/verification current NDI regulation L er

P4 - Usage/popularity in peer groups --

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


Findings on Co. 2
Amazing Grass


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

Goal 1- Spending on R&D and New Product
Preferences Development Score References

Production costs higher since they take longer to http://amazinggrass.com/product_info/3664/Compare-Our-Greens-to-Other-
produce. Still maintains a very competitive price vis a vis Greens.html, http://blog.healthkismet.com/amazing-grass-green-superfood-
H
other similar companies. Available in different and review, http://www.amazon.com/s/ref=nb_sb_noss_1?url=search-
P1 - Competitive pricing innovative packet sizes, targeting all groups. alias%3Dgrocery&field-keywords=amazing+grass
https://secure.amazinggrass.com/product_info/3663/Harvesting-
Better than tray grown grass and harvested once in 200
Process.html, http://amazinggrass.com/product_info/3664/Compare-Our-
days during its nutritional peak. Their POD is their
Greens-to-Other-Greens.html,
proprietary process. Right from growth to harvesting,
http://amazinggrass.com/product_info/5427/Compare-Wheat-Grass-and-
capturing and locking nutrition value. Extreme care
Tray-Grown-Grass.html,
taken under a closely controlled process and packaging H
http://www.betterwayhealth.com/blog/category/amazing-grass-superfood/,
is done in highest quality Pharma grade containers. R&D
http://search.proquest.com/business/docview/457125111/13CB4A9046725A
in Commercialization - They sell it in a powder form you
9F9EE/1?accountid=33465,
P2 - Effectiveness & no/less mix with water or juice, pills and energy bars & have a
https://secure.amazinggrass.com/in_the_press/6801/May-2012---US-
well defined product line.
side effects Business-Executive-Summer-Issue.html
http://amazinggrass.com/product_info/5427/Compare-Wheat-Grass-and-
The product performances and comparison with tray Tray-Grown-Grass.html,
grown grass were verified by independent labs . Has also https://secure.amazinggrass.com/in_the_press/6555/March-2012---
H
been awarded for its innovative and effective Delicious-Living-Magazine-.html,
supplements. https://secure.amazinggrass.com/in_the_press/6554/January-2012---Taste-
P3 - Recognition/verification 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 https://secure.amazinggrass.com/in_the_press/6801/May-2012---US-
H
P4 - Usage/popularity in peer range of products are eagerly sought after. It has also Business-Executive-Summer-Issue.html
gone for NPDs to improve the taste of the products.
groups
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,
Varied product designs and SKUs have helped in their
H http://www.drugstore.com/search/search_results.asp?N=0&Ntx=mode%2Bm
availability to all customer categories with varied needs.
atchallpartial&Ntk=All&srchtree=1&Ntt=amazing+grass&Go.x=-827&Go.y=-
105&CSRFToken=8zkLF%2BGrwv%2FvxZjeWrTrI97YMh5w5Y74qd36kvDwBCw
P5 - Availability %3D


For Goal 2 Maximizing Product Visibility–
Amazing grass
Preferences Goal 2- Maximize product visibility and brand recall Score References

http://www.amazon.com/s/ref=nb_sb_noss_2?url=search-alias%3Dgrocery&field-
Customers are willing to pay higher for a green organic
keywords=energy+drinks&rh=n%3A16310101%2Ck%3Aenergy+drinks,
product like Amazing Grass in the broad energy drink
P1 - Competitive pricing H http://www.retailmenot.com/view/amazinggrass.com,
segment. At the same time, brand visibility enhanced by
http://www.couponcabin.com/coupons/amazing-grass/,
attracting customers with discount offers and coupons.
http://www.couponchief.com/amazinggrass
Has been stated to be more effective than conventional
medicines which may be cumbersome. Also some of these http://www.betterwayhealth.com/blog/category/amazing-grass-superfood/,
P2 - Effectiveness & no/less
are said to contain nutrients unavailable in conventional M http://www.antioxidants-for-health-and-longevity.com/superfood-powders.html,
side effects foods and are claimed to be gluten free. However, a definite http://experiencelife.com/article/supergreens/, http://amazinggrass.com/faq.html
comparison study remains to be done.
Certified by the Orthodox Jewish Congregation of America. To
be Kosher certified requires stringent control of raw
http://amazinggrass.com/product_info/5425/Kosher-Certified.html,
materials. Not FDA Approved. However, it does have
P3 - Recognition/verification certifications from USDA Organic, Green America, Natural M http://en.wikipedia.org/wiki/Kosher_foods,
http://www.killerstartups.com/ecommerce/amazinggrass-com-amazing-grass/
Products Association, CCOF etc certifying it to be organic &
natural
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,
Wide recognition of brand among customers, celebrities and
https://secure.amazinggrass.com/in_the_press/6553/April-2012---Marie-Claire-
P4 - Usage/popularity in peer health practitioners. Many health magazines have
H Magazine.html, http://www.amazon.com/s/ref=nb_sb_noss?url=search-
groups recommended Amazing Grass. Amazing Grass publicises its
alias%3Dhpc&field-
direct to customer model. Good reviews in general.
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
http://amazinggrass.com/locations.html,
The brand enjoys high visibility across different websites. Not http://www.amazon.com/s/ref=nb_sb_noss_1?url=search-alias%3Dgrocery&field-
only the brand is sold by many well known physical store keywords=amazing+grass, http://www.iherb.com/search?kw=amazing+grass&x=-
P5 - Availability chains, but it enjoys price and product feature comparability H 803&y=-154#none,
options on third party websites and enjoys very good http://www.drugstore.com/search/search_results.asp?N=0&Ntx=mode%2Bmatchall
reviews. partial&Ntk=All&srchtree=1&Ntt=amazing+grass&Go.x=-827&Go.y=-
105&CSRFToken=8zkLF%2BGrwv%2FvxZjeWrTrI97YMh5w5Y74qd36kvDwBCw%3D

For Goal 3 Develop extensive Product channels–
Amazing grass
Goal 3- Develop extensive and
optimal distribution channels

The products are sold across various
http://amazinggrass.com/locations.html, http://www.iherb.com/search?kw=amazing+grass&x=-
online portals and heavy discounts
803&y=-154#none,
are available in some of them.
http://www.drugstore.com/search/search_results.asp?N=0&Ntx=mode%2Bmatchallpartial&Ntk=All&src
Products are competitively priced at H
htree=1&Ntt=amazing+grass&Go.x=-827&Go.y=-
source as well as by retailers to
105&CSRFToken=8zkLF%2BGrwv%2FvxZjeWrTrI97YMh5w5Y74qd36kvDwBCw%3D,
boost sales. They also sell through
http://www.vitaminshoppe.com/search/controller?N=0&Ntk=SiteSearch&Ntt=amazing%20grass&Nty=1
brick and mortar stores.
&D=amazing%20grass&Ntx=mode+matchallpartial&Dx=mode+matchall&cm_sp=typeahead-_-
P1 - Competitive pricing 0|amazing%20grass-_-n|

No correlation No Correlation
P2 - Effectiveness & no/less
side effects

No correlation No Correlation
P3 - Recognition/verification
Amazing grass has expanded both
nationally and internationally.
M http://m.newhope360.com/ingredients-general/amazing-grass-launches-nationwide-canada
P4 - Usage/popularity in peer Ventured into Canada by tying up
groups with various store chains.
The products are very easily
http://amazinggrass.com/locations.html, http://www.iherb.com/search?kw=amazing+grass&x=-
available. Can be purchased directly
803&y=-154#none,
either from their websites or many
http://www.drugstore.com/search/search_results.asp?N=0&Ntx=mode%2Bmatchallpartial&Ntk=All&src
of the e - commerce portals at good H
htree=1&Ntt=amazing+grass&Go.x=-827&Go.y=-
discounts. Even available in US,
105&CSRFToken=8zkLF%2BGrwv%2FvxZjeWrTrI97YMh5w5Y74qd36kvDwBCw%3D,
Australia and Canada through
http://www.vitaminshoppe.com/search/controller?N=0&Ntk=SiteSearch&Ntt=amazing%20grass&Nty=1
certified distributors.
&D=amazing%20grass&Ntx=mode+matchallpartial&Dx=mode+matchall&cm_sp=typeahead-_-
P5 - Availability 0|amazing%20grass-_-n|


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

http://www.amazon.com/s/ref=nb_sb_noss?url=search-alias%3Daps&field-
Is not working together with other players to get
keywords=energy+drinks,
naturopathy and natural medicines get recognized by
L http://www.drugstore.com/search/search_results.asp?N=0&Ntx=mode%2Bmatch
law or insurers or HMOs. In fact, even the pricing is
allpartial&Ntk=All&srchtree=1&Ntt=energy+drinks&Go.x=-827&Go.y=-
higher than conventional health supplements.
105&CSRFToken=8zkLF%2BGrwv%2FvxZjeWrTrI97YMh5w5Y74qd36kvDwBCw%3D
P1 - Competitive pricing
Wheatgrass products as a whole are being recognized
as important health supplements comparable to or http://www.energiseforlife.com/wordpress/2009/05/22/wheatgrass-health-
better than conventional health supplements. This is M benefits/, http://www.hippocratesinst.org/wheatgrass/benefits-of-wheatgrass,
P2 - Effectiveness & no/less expected to translate to greater sales. Though a http://www.greenhealthcanada.com/Benefits_of_Wheatgrass.html
side effects combined effort from the industry is missing.
Wheat grass's major components - Phytonutrients and
Carotenoids are recognized by the USFDA to protect
against Cancer, Cardiovascular Diseases and Cellular
http://www.livestrong.com/article/426607-phytonutrient-foods/,
Damage. Also FDA subscribes to the importance of M
http://www.tasty-nuggets.com/glos.news/3ds.heltclaims.html
Folic Acid & Vitamin C, other chief ingredients of
Amazing Grass. However, Amazing Grass plays little
P3 - Recognition/verification role in this.
Wheat grass in any form is widely recognized to be
extremely useful for the body for a variety of reasons http://www.mywheatgrass.com/wheatgrass-uses.shtml,
ranging from combating cancer to avoiding http://www.cancer.org/treatment/treatmentsandsideeffects/complementaryand
M
cardiovascular diseases etc. Wheat grass is supported alternativemedicine/dietandnutrition/wheatgrass,
P4 - Usage/popularity in by both consumers as well as practitioners. However, http://www.foodalive.org/articles/wheatgrass.htm
peer groups its use as a natural madicine remains contested.
http://www.amazon.com/s/ref=nb_sb_noss?url=search-alias%3Daps&field-
Wheat grass products are widely available on a variety
keywords=wheat+grass, http://www.iherb.com/search?kw=wheat+grass&x=-
of platforms. However, their sales can be further
803&y=-154#none,
increased if the industry players come together to M
http://www.drugstore.com/search/search_results.asp?N=0&Ntx=mode%2Bmatch
propogate the use or there is some kind of a
allpartial&Ntk=All&srchtree=1&Ntt=wheat+grass&Go.x=-827&Go.y=-
body/association.
P5 - Availability 105&CSRFToken=8zkLF%2BGrwv%2FvxZjeWrTrI97YMh5w5Y74qd36kvDwBCw%3D


For Goal 5- Sustainable model for procurement–
Amazing grass

Goal 5- Developing an indigenous/sustainable
Preferences procurement model Score References

https://secure.amazinggrass.com/in_the_press/6801/May-
2012---US-Business-Executive-Summer-Issue.html,
Grower direct model allows the company to
H greenfestivals.org/exhibitors/amazing-grass,
price its products more competitively
http://m.newhope360.com/health-conditions/new-green-
superfood-drink-mix-features-organic-chocolate
P1 - Competitive pricing
Grown in nutritionally superior, fertile http://amazinggrass.com/product_info/3664/Compare-Our-
midwest soil, best known for growing cereal Greens-to-Other-Greens.html,
H
P2 - Effectiveness & no/less grasses. Family owned farm in Kansas, US. http://amazinggrass.com/gallery/5307/-Family-Farm,-Kansas,-
side effects Sustainable procurement. USA.html

Less Information L Less Information
http://www.iherb.com/Amazing-Grass-Green-SuperFood-
Retailers mention Amazing Grass's US origin in
Antioxidant-Berry-Drink-Powder-7-4-oz-210-g/35730,
the passing. Company also emphasizes the M
P4 - Usage/popularity in peer http://livesuperfoods.com/amazing-grass-organic-amazing-
'Produced & Made in America' tag.
groups trio.html, http://www.vijuvenate.com/b-amazing-grass.html
Prompt delivery of medicines close to the area
H http://amazinggrass.com/faq.html
P5 - Availability of procurement (US)


Findings on Co.3
Kyolic Kyo Green


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

Preference Development Score References

http://www.kyolic.com/product/category/greens/
http://www.vitacost.com/kyolic-kyo-green-energy-powdered-
Various e-portals selling the product with different drink-mix-10-oz
varieties and offers. Variety of packages are http://www.supplementcentral.com/green-foods-super-
P1 - Competitive pricing available. H foods?filter:manufacturer=wakunaga

Good reviews mentioning the product benefits http://www.kyolic.com/product/category/kyo-green/
from customers as well as experts. However, http://www.iherb.com/Wakunaga-Kyolic-Kyo-Green-Harvest-
P2 - Effectiveness & no/less side some article says that there is no actual benefit of Blend-Powdered-Drink-Mix-6-oz-172-5-g/4588
effects the product M http://www.medscape.com/viewarticle/562177

http://www.kyolic.com/product/category/greens/
http://www.seacoast.com/topic.php?health=usda+certified+o
No FDA approval.. Flagship product is USDA rganic+kyolic+garlic+supplements
organic approved but mention about the kyo - http://www.naturalproductsinsider.com/Buyers-
P3 - Recognition/verification green approval M Guide.aspx?li=34277

http://www.amazon.com/Kyolic-Kyo-Green-Energy-
Powdered-Drink/dp/B000ZMIKGY
http://www.vitacost.com/kyolic-kyo-green-energy-powdered-
Lot many testimonials given. Individual feedbacks drink-mix-10-oz
from customers are positive with good http://www.wholefoodsmagazine.com/supplements/features/
P4 - Usage/popularity in peer groups recommendations across channels H feeling-great-greens

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


For Goal 2 Maximizing Product Visibility–
Kyolic Kyo Green

Preference brand recall Score References

http://www.amazon.com/Kyolic-Kyo-Green-Energy-Powdered-
Drink/dp/B000ZMIKGY
http://www.swansonvitamins.com/kyolic-kyo-green-10-oz-pwdr
http://www.dietpillcritic.com/diet-pills/kyo-green-energy/
Better visibility, leveraging on parent http://www.ebay.com.au/itm/KYOLIC-Kyo-Green-Drink-Powder-2-8-oz-
P1 - Competitive pricing brand. Various discount offers available. H /250829529268?pt=LH_DefaultDomain_0&hash=item3a669ae0b4
http://www.kyolic.com/category/milestones/
http://www.iherb.com/Wakunaga-Kyolic-Kyo-Green-Harvest-Blend-
Studies to prove effectives done Powdered-Drink-Mix-6-oz-172-5-g/4588
P2 - Effectiveness & no/less side However side effects are mentioned on http://www.wholefoodsmagazine.com/supplements/features/feeling-great-
effects website M greens

No FDA approval. Clearly mentioned on
P3 - Recognition/verification website L http://www.kyolic.com/product/category/kyo-green/
http://www.amazon.com/Kyolic-Kyo-Green-Energy-Powdered-
Drink/dp/B000ZMIKGY
http://books.google.co.in/books?hl=en&lr=&id=FQYAAAAAMBAJ&oi=fnd&
Advertising done. Good Customer pg=PA18&dq=kyolic+kyo+green&ots=EBqMvLRF01&sig=uyHMSddUMh-
P4 - Usage/popularity in peer feedback. ayKamvtpfqFNJwYc#v=onepage&q=kyolic%20kyo%20green&f=false
groups No clear mention of its benefits M http://www.dietpillcritic.com/diet-pills/kyo-green-energy/
Better availability on e-commerce
websites along with their own store
locator. Comparison among various http://www.kyolic.com/stores/customers/search/
P5 - Availability product on third party websites H http://www.swansonvitamins.com/kyolic-kyo-green-10-oz-pwdr


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

Goal 3- Develop extensive and optimal
Preference Score References
distribution channels

http://www.kyolic.com/stores/customers/search/
Effective use of internet to increase touch points. http://www.harvestmoonhealthfoods.com/kykyhabl6oz.
Variety of schemes also available on these e- html
commerce websites http://www.healthpricer.com/kyo-green-compare-
P1 - Competitive pricing M prices/4649937.html

--
P2 - Effectiveness & no/less side effects

--
http://www.iherb.com/Wakunaga-Kyolic-Kyo-Green-
Good customer feedback on various portals which Harvest-Blend-Powdered-Drink-Mix-6-oz-172-5-
acts as source for selling of the product g/4588
P4 - Usage/popularity in peer groups H
http://www.shopwiki.com/l/Greenergy-%E2%80%93-
Green-Drink-%E2%80%93-Green-Powder-~-
Superfood
http://www.harvestmoonhealthfoods.com/kykyhabl6oz.
Extensive channel employed for easy availability. html
http://www.allstarhealth.com/f/kyolic-kyo-
green_energy_(powder).htm
http://www.healthpricer.com/kyo-green-compare-
P5 - Availability H prices/4649937.html


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

Preference Score References
insurance agencies

Low significance found in
reduction in prices due to any
acknowledgment or
recognition by independent
P1 - Competitive pricing authorities L 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.wholefoodsmagazine.com/supplements/features/feeling-
great-greens
http://books.google.co.in/books?id=2s_q2y_J3rwC&pg=PA577&lpg=P
A577&dq=kyo+green+competitors&source=bl&ots=cS42xSNbw_&sig=
o9mHtqF_iiAtlJhtb-Xvudfcw2k&hl=en&sa=X&ei=9z47UavZKcz-
Clear mention of benefits of rAeo4IHgCA&ved=0CEgQ6AEwBTgU#v=onepage&q=kyo%20green%
using the product in health 20competitors&f=false
P2 - Effectiveness & no/less side effects journals, magazine and books. H http://books.google.co.in/books?id=FraTlNJZuRQC
Direct references to product in
research materials.
No extensive recognition on http://www.logan.edu/mm/files/LRC/Senior-Research/1994-Dec-18.pdf
P3 - Recognition/verification the benefit of the product M http://books.google.co.in/books?id=FraTlNJZuRQC
Clear references of the http://books.google.co.in/books?hl=en&lr=&id=FQYAAAAAMBAJ&oi=f
product in health magazines nd&pg=PA18&dq=kyolic+kyo+green&ots=EBqMvLRF01&sig=uyHMSd
by customers using the dUMh-
P4 - Usage/popularity in peer groups product H ayKamvtpfqFNJwYc#v=onepage&q=kyolic%20kyo%20green&f=false
Low involvement by other
P5 - Availability parties for ease of availability L http://www.harvestmoonhealthfoods.com/kykyhabl6oz.html

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

Goal 5- Developing an indigenous or sustainable model for
Preference References
procurement

http://www.iherb.com/Wakunaga-Kyolic-
No clear efforts to reduce prices through ingredients mix Kyo-Green-Harvest-Blend-Powdered-
P1 - Competitive pricing L Drink-Mix-6-oz-172-5-g/4588

http://www.livestrong.com/article/33310
2-what-are-the-benefits-of-kyo-green/
Mention of benefits of the ingredients used in the product by http://www.dietpillcritic.com/diet-
P2 - Effectiveness & no/less side effects experts H pills/kyo-green-energy/
http://www.kyolic.com/product/category/
P3 - Recognition/verification Not approved under FDA’s NDI regime. Contains Lead. L kyo-green/
Barley Grass and Wheat Grass used for the product are sourced http://www.nutritiongeeks.com/kyo-
P4 - Usage/popularity in peer groups from Japan. L green-10/kyo-green.html

http://www.allstarhealth.com/f/kyolic-
kyo-green_energy_(powder).htm
http://www.nutritiongeeks.com/kyo-
green-10/kyo-green.html
http://www.swansonvitamins.com/kyolic-
Lot of third party websites mentioning its proprietary blend. kyo-green-10-oz-pwdr
Explicit details of the benefit of the ingredients used in the http://www.nutritionjungle.com/kyolic-
P5 - Availability product H kyo-green-powdered-drink-mix.aspx


Findings on Co. 4
Jarrow Formula’s Green Defense


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

http://www.amazon.com/Jarrow-Formulas-Green-Defense-
A tad bit expensive as compared to a few Servings/dp/B0013OUKM0
competitors http://www.amazon.com/Amazing-Grass-Superfood-8-5-
P1 - Competitive pricing Cheaper than Gruvolo's Premium Greens M Ounce-Container/dp/B00112ILZM
P2 - Effectiveness & no/less side
effects Effective. No proven side effects. H

Not FDA approved http://newhope360.com/supply-news-amp-analysis/jarrow-
P3 - Recognition/verification Honoured by NPA West M formulas-honored-natural-products-association-west

http://www.iherb.com/product-reviews/Jarrow-Formulas-Green-
Better formula & better taste than Defense-with-Resveratrol-Powder-6-35-oz-180-g/128/
competitors has made it popular; http://www.swansonvitamins.com/jarrow-formulas-inc-green-
P4 - Usage/popularity in peer groups Easily dissolves in water H defense-super-green-foods-180-grams-pwdr

http://www.drugstore.com/jarrow-formulas-green-
defense/qxp271014
Easily available online on Amazon, Defense-with-Resveratrol-Powder-6-35-oz-180-g/128/
drugstore, iHerb etc. OTC availability-good http://www.vitacost.com/jarrow-formulas-green-
P5 - Availability Less number of SKUs H defense#nutritionFacts


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

Customers are willing to pay a little extra for Defense-with-Resveratrol-Powder-6-35-oz-180-g/128/
the taste & easy solubility of the product http://www.swansonvitamins.com/jarrow-formulas-inc-green-
P1 - Competitive pricing Such features of the product are advertised H defense-super-green-foods-180-grams-pwdr

P2 - Effectiveness & no/less side http://newhope360.com/supply-news-amp-analysis/jarrow-
effects Honoured by NPA West M formulas-honored-natural-products-association-west

http://newhope360.com/supply-news-amp-analysis/jarrow-
Run-in with FDA over NDI guidance; product formulas-honored-natural-products-association-west
not FDA evaluated http://www.naturalproductsinsider.com/news/2011/12/jarrow-
P3 - Recognition/verification Honoured by NPA West M ndi-guidance-is-new-rule-in-disguise.aspx

Defense-with-Resveratrol-Powder-6-35-oz-180-g/128/
http://www.swansonvitamins.com/jarrow-formulas-inc-green-
P4 - Usage/popularity in peer groups Customer reviews are favorable H defense-super-green-foods-180-grams-pwdr

Not so much a 'higher' placed brand, but http://www.jarrow.com/product/334/Green_Defense
easily available in stores and online. http://www.nutraingredients.com/Research/Grape-seed-
P5 - Availability Sponsered studies available H extract-shows-cancer-promise-Mouse-study


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

http://www.amazon.com/Jarrow-Formulas-Green-
Defense-Servings/dp/B0013OUKM0
http://www.amazon.com/Amazing-Grass-Superfood-8-5-
Ounce-Container/dp/B00112ILZM
Prices almost half as that of Gruvolo, as http://www.gruvolobotanicals.com/products/gruvolos-
P1 - Competitive pricing product sales are much higher H premium-greens
effects --
P3 - Recognition/verification --
http://www.selfgrowth.com/articles/My_Top_5_Supplemen
t_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-
P4 - Usage/popularity in peer Yes, product is popular. Both amongst green-defense-super-green-foods-180-grams-pwdr
groups reviewers and researchers. H
http://www.drugstore.com/jarrow-formulas-green-
defense/qxp271014
http://www.iherb.com/product-reviews/Jarrow-Formulas-
Green-Defense-with-Resveratrol-Powder-6-35-oz-180-
User reviews suggest that the product is g/128/
delivered within a week. http://www.vitacost.com/jarrow-formulas-green-
Also brings down cost therefore defense#nutritionFacts
P5 - Availability increasing its appeal H


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

Goal 4- Recognition by law & insurance
Preferences agencies Score References

Not FDA evaluated because of non NDI
P1 - Competitive pricing appliance. L
effects does not comply to FDA's NDI L

http://www.nutraingredients-usa.com/Regulation/Jarrow-
Proposed new Supplement Trade Rogovin-proposes-new-supplement-trade-association-There-s-
P3 - Recognition/verification Association after NDI H no-need-say-existing-associations

Though not evaluated by FDA, still sells in http://www.selfgrowth.com/articles/My_Top_5_Supplement_Re
P4 - Usage/popularity in peer groups large numbers M commendations_for_Men_and_Women.html

http://www.nutraingredients-usa.com/Regulation/Jarrow-
Rogovin-proposes-new-supplement-trade-association-There-s-
no-need-say-existing-associations
Proposed new Supplement Trade http://politicsandabundantliving.blogspot.in/2012/06/fda-
P5 - Availability Association after NDI H revising-ndi-draft-thanks-to-jarrow.html


Winners of zenith 13 natural medicine cla

Winners of zenith 13 natural medicine cla

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