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Abstract
Omega-3s are essential fatty acids that humans cannot synthesize. These acids must therefore be necessarily be ingested through food (as food complements or added in products widely such as butter). For years, the Omega-3 have been known for their qualities and their role in preventing cardiovascular diseases. Their benefits are recognised scientifically in a number of humans health. Recently, new health benefits have been discovered for Omega-3 of marine origin. Unfortunately, in an increasingly polluted world, it is becoming harder to obtain high-quality fish oil. As a consequence, EPAX, an international standard, was created to ensure that the Omega-3 are of an optimal quality and purity. Food containing Omega-3 belongs to the growing functional food market. The value of this market was 4.6 billion euros in 2006 and the experts estimated that it rose to 5.3 billion euros in 2011 (+15% over 5 years). Given the attractiveness of this market, many players have entered the product category, increasing the industry’s competition. The Laboratories Borla Montaigne conceive and distribute innovative, safe and effective food supplements offering effective solutions to human health issues. In this perspective, the company has established a Scientific Committee to ensure the products developed by the company are safe and effective. The company pays a special attention to the packaging of its products. Indeed, products should reflect the professional, meticulous image as well as the company’s expertise in the health industry. The company’s products are organized into two ranges of food supplements: the 'Nerivik' range includes products for joint disorders; the 'Omega-3' range is more generic. The company has developed a new product 'Neriv Formula One' that needs to be launched in the market using an effective marketing strategy. Teaching objectives: This case study gives the opportunity to learners to design and think about an innovative, effective marketing strategy to launch a new product. Student Level: Suitable to beginners in Marketing-Prerequisite: Fundamentals of merchandising.
French language
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Abstract
Omega-3s are essential fatty acids that humans cannot synthesize. These acids must therefore be necessarily be ingested through food (as food complements or added in products widely such as butter). For years, the Omega-3 have been known for their qualities and their role in preventing cardiovascular diseases. Their benefits are recognised scientifically in a number of humans health. Recently, new health benefits have been discovered for Omega-3 of marine origin. Unfortunately, in an increasingly polluted world, it is becoming harder to obtain high-quality fish oil. As a consequence, EPAX, an international standard, was created to ensure that the Omega-3 are of an optimal quality and purity. Food containing Omega-3 belongs to the growing functional food market. The value of this market was 4.6 billion euros in 2006 and the experts estimated that it rose to 5.3 billion euros in 2011 (+15% over 5 years). Given the attractiveness of this market, many players have entered the product category, increasing the industry’s competition. The Laboratories Borla Montaigne conceive and distribute innovative, safe and effective food supplements offering effective solutions to human health issues. In this perspective, the company has established a Scientific Committee to ensure the products developed by the company are safe and effective. The company pays a special attention to the packaging of its products. Indeed, products should reflect the professional, meticulous image as well as the company’s expertise in the health industry. The company’s products are organized into two ranges of food supplements: the 'Nerivik' range includes products for joint disorders; the 'Omega-3' range is more generic. The company has developed a new product 'Neriv Formula One' that needs to be launched in the market using an effective marketing strategy. Teaching objectives: This case study gives the opportunity to learners to design and think about an innovative, effective marketing strategy to launch a new product. Student Level: Suitable to beginners in Marketing-Prerequisite: Fundamentals of merchandising.