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Overcoming challenges facing the
Omega-3 industry in Asia: Insights from a home-grown fish oil brand
Rajen M
CEO
Holista Colltech
Omega 3 – The Good Truth
Essential … needs to be consumed every day for health and well being
Growing body of evidence
Manufacturer sophistication
Market sophistication
Consumer sophistication
Research sophistication
Product sophistication
The Hard Truth
Omega 3 becoming commodity
Consumers are ”desensitized to price and quality”
Growing market challenges participants
More players emerge:
- manufactures
- brand players
Pricing and margins
Challenges Of Mass Markets
Channel Challenges
Retail Pharmacies are challenging each other in pricing
Discounting and price wars raging
Bulk buying chains squeeze manufacturers
Bulk (wholesale pharmacies) emerge
Online business models eliminate the need for pharmacies
Multi-level marketing models grow
PRISTIN – The Brand
The PRISTIN Vision
“It's very easy to be number one: find the guy who is
number one, and score one point higher than he does.”
― Paul Kalanithi,
When Breath Becomes Air
Keeping PRISTIN Going
Keeping PRISTIN Going
Keeping PRISTIN Going
Keeping PRISTIN Going
Staying No. 1
“Do what no one else can do and you will become what
no one else can become.”
― Matshona Dhliwayo
The CORE Pristin Story
Purity
Concentration
Innovation
Going Up The Value Curve
Increasing purity
Increasing innovation
Increasing price
Increasing the range
Building Credibility
Co-brand with EPAX
Only brand that states the manufacturer on the pack
Money back guarantee on purity
1,000,000 ringgit challenge
Establishing A Brand
Unique identity
Brand that stands for something
Unique online presence
Database marketing
Surveys with pharmacists
Medical endorsement
Building Credibility
Public relations
Media engagement
Media writing
Online campaign
EPAX – The Co Brand
World’s largest fish oil manufacturer
Leader in refining fish oil
Constantly improving purity
Leader in industry practices
Norway heritage
Building Credibility
Line Extensions
GOLD MOPL
Nielsen
School of Pharmacy
University Of Science Malaysia
"No.1 Pharmacist's Choice“Latest Universiti Sains Malaysia (USM) survey
shows that Malaysia *No.1 fish oil brand is
recommended by pharmacists more than any
others brand. More importantly, the same
survey showed that PRISTIN® is the brand
most used by pharmacists themselves.
*USM for Pharmacist Studies Survey, May 2011
(Sample survey: 200)
Campaigns
Coming Next … Growing Faster Than
The Market
More on purity
More challenges
More relations with the end customer
Secretariat for Malaysian Wellness Society
People Behind The Brand
“Strive to be more than number one—strive to be
the greatest number one.”
― Matshona Dhliwayo
Thank You
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