BUS30024 Advanced Innovative Business Practice : Food is Essential to

Introduction:

Initially, Naturehouse was established in the year 1986 by the Revuelta Family, who were the very first owners before other investors joined in. Being business group from Spain, Naturhouse is a company owned by a group working in the fields of nutrition and diet. Today, the company has an exclusive business model referred to as the ‘Naturhouse Method’ which involves a combination of their food supplements sales, personal advice to their clients, and follow up services from their qualified specialists. From its very beginning in the year 1992, where they started their first shop in Victoria, Spain, Naturhouse provided its services to over four million people in the world today. In addition, Naturhouse is presently located and operational in 27 countries, and as of the end of 2014, had 1,954 centres globally that are both franchised as well as directly operated by the company’s management (Naturhouse 2017).

Naturhouse is distinctly recognized given that it is the only diet food company that has remained to be present all through the entire value chain; from customer assessment going back along the chain of sales, followed by manufacturing, and finally to product development, which is the initial stage. The company has over 20 years’ experience in the fields of diet and nutrition (Naturhouseusa.com 2017).

Launch Strategy

Food is essential to every individual. Nutritional properties found in food is essential to satisfy dietary needs to people and makes sure they live a healthy life. This has led to food being recognized as prevention of many diseases. Increase in body weight has been identified to be a common risk factor for obesity and non-communicable diseases. Moreover, in the world today, millions of people on average die due to obesity cases every year. Most literature proposes that high incidence of physical inactivity and obesity can lead to numerous social, individual and environmental factors (Samuels et al. 2003) .In addition, unhealthy food is easily available, both in terms of accessibility and cost. Most consumers find it difficult to locate fresh and healthy food near there working places, they end up taking unhealthy food. With an increase in obesity in the society, the Naturhouse company is beginning to research its problems and they are busy taking action to address the solution to people by creating a healthier food environment. This has led to an improvement of health through the food environment. Advanced tactic in improvement of food choices should occur across the country, be it parks, hospitals or even schools (Borg Buontempo, Busuttil and Gauci 2014 p. 17).

A significant feature of any business idea is the marketing plan. Its marketing process includes understanding, meeting and finding the customer’s needs in addition to building the public awareness of the brand. For example, a company launch its product by planning, doing its research, having a knowledgeable team as well as skilled. The product must achieve the desires of consumers by providing the emotional connection through its brand and promise. Most consumers in the market demand products that satisfy them in many ways: Its functions, quality, price and status. The common goal of this project is to decrease uptake of excess sodium and calories while increasing the intake of nutritious foods (Keller, Parameswaran, and Jacob 2011).

Naturhouse Company should create a successful strategy to target various customers, businesses by creating a new products that will increase its profit. After seeing the population of people living with obesity and diabetic, the company should locate the area that has big population of people with this conditions and target their market. After establishment of the nutritional product, the company should employ a team of representatives that will market the products to the physicians by giving them effective knowledge about the use of the nutrition products. This leads to the company employing a more aggressive sales strategic way. The representatives have to be aggressive in sales in order to increase the visits in hospitals to encourage doctors to prescribe the drugs, hence increase in sales. Additionally, the team also targets the chemists, shopping malls and small shops by providing them with the products together with pamphlets that contain enough knowledge about the products. They should also explain the consumers about the products in order the information can reach the consumers effectively. In the shopping malls and supermarkets, the company should expand its business by putting a shelf containing the products that will advertise its firm. Moreover, the company should have more field strength to remind their products every time to the customers. Its field force should have good facts of the product and offers and good with the customers. This force pushes the doctors to their products (Aaker 2008).

Naturhouse Company should also sell it nutritional products through social media. In this sector, mobile sales technology comes in, where the consumer has read all the nutritional requirements in a certain product and he or she is satisfied with the product and contact the company. Value communication apps that are made specifically around the health economic indication related to a particular product and consumer can be made and accessed on multiple devices for example the laptop or I pad. Crucially at a time of cost-restraint, pharmaceutical companies are able to advance and adjust to these tools in-house, saving money and time (Kotler and Zaltman 1971).

Naturhouse Company should also motives its workers by increasing their salaries and bonuses in response to their hard work capabilities. This pushes the workers to work hard in advertising and selling of the product hence increasing of the sales. The company should also partner with its neighboring company to gain more brand awareness thus increase in sales. Moreover, the company should also educate people living with diabetes and obesity on how to use the products and its effectiveness. The packaging of the product should also contain enough information that is displayed in different ways; should have a drawing of the body parts that affect supplements, letters to contribute playfulness in terms of kids living with diabetes and obesity to encourage them to take the product. The company should also launch its products by testing it with specific group of people such as physician. This builds the companies credibility and targets the expertise (Crawford and Di Benedetto 2008).

The company can also advertise its products by launching, creating awareness through media such as television. This can lead to increase in the use of drugs to places where it has not reach. This awareness can be made through interviews, advertisement and marketing. This information will create customer satisfaction and increase its needs. During competition and high in demand, the company should lower the price of the product to attract more consumers thus increase in sales (Kotler and Zaltman 1971).

To sum up, production of new products in to the market, gives the company its objectives to present it to the market. The company has to first develop a project and have an effective marketing strategy. Communication is first the most important aspect in marketing strategy in that, the products has to reach faster to the consumers and increase in market demand. Information about the products has to reach to the consumers in different aspects of communication (Fill 2005).

References:

Aaker, D.A., 2008. Strategic market management. John Wiley & Sons.

Borg Buontempo, D., Busuttil, D. and Gauci, D. (2014). ed. Food and Nutrition Policy and Action Plan for Malta. 2015-2020. 1st ed. pp.16-31.

Crawford, C.M. and Di Benedetto, C.A., 2008. New products management. Tata McGraw-Hill Education.

Fill, C., 2005. Marketing communications: engagements, strategies and practice. Pearson Education.

Keller, K.L., Parameswaran, M.G. and Jacob, I., 2011. Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.

Kotler, P. and Zaltman, G., 1971. Social marketing: an approach to planned social change. The Journal of Marketing, pp.3-12.

Naturhouseusa.com. (2017). ABOUT US – Natur House. [online] Available at: https://naturhouseusa.com/about-us [Accessed 14 Apr. 2017].

Naturhouse. (2017). Naturhouse | Naturhouse extends its operations to 27 countries with the opening of its first establishment in Switzerland -. [online] Available at: https://www.naturhouse.com/en/naturhouse-extends-its-operations-to-27-countries-with-the-opening-of-its-first-establishment-in-switzerland/ [Accessed 14 Apr. 2017].

Samuels, S.E., Craypo, L., Dorfman, L., Purciel, M. and Standish, M.B., 2003. Food and beverage industry marketing practices aimed at children: Developing strategies for preventing obesity and diabetes. San Francisco, CA: The California Endowment.