Product details

In 2024, Alina, a recent business graduate, embarked on her first entrepreneurial venture after being approached by her friend Marie, a pharmacist who developed a novel longevity supplement. Together, they established EternaWell Supplements, with Alina taking on the role of Founder and CEO. EternaWell's flagship product is a premium longevity supplement designed to promote healthy aging through a scientifically backed liquid formulation. The product is aimed at an affluent market segment and is positioned as a 'well-aging' solution. Despite having a high-quality product, EternaWell lacks a critical component to market the product: a marketing strategy. Alina faces the challenge of developing an effective digital marketing strategy on a limited budget and under time constraints for a product in a highly competitive market. The case focuses on the key decisions Alina must make regarding which digital marketing channels to prioritize and how to structure the strategy to maximize impact. She also needs to develop target segments, evaluate potential marketing channels, and propose a structured strategic approach for EternaWell's digital marketing efforts.