CENTRUM PERFORMANCE

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CENTRUM PERFORMANCE

• Sean Rodgers-McKee
• Pekka Seppänen
• Sravanthi Sridhar
• Vicky Tran
• Jolanta Twarowska

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Overview

• Wyeth Consumer Healthcare produces Centrum
• Wyeths Product Line also includes Advil,
  ChapStick, Dimetapp, and Robitussin
• Wyeth Consumer Healthcare operates in over 65
  countries
• The division had sales of 2.5 billion in 2004
  and is the fifth largest over-the-counter health
  products company in the world.

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About Centrum

• Focus
• Adult multivitamins
• Centrums brands
• Generic
• Silver
• Performance

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Centrum Performance

• Specially formulated with an active 28 vitamins,
  minerals and herbs
• a balanced and complete multivitamin that helps
  energize body and mind
• now with more B-vitamins that help unlock your
  energy
• Also with Ginseng and Gingko to help your body
  cope with physical stress
• Made for
• Sportsmen/Sportswomen
• People who lead busy lives

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Objectives

• Increase convenience for consumers with new
  packaging
• Change Generation Ys perspective of Centrum
• Ultimately create a loyal generation of Centrum
  users so they use other varieties of Centrum as
  they get older.

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SWOT Strengths

• CURRENT SITUATION

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SWOT Weaknesses

• CURRENT SITUATION

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SWOT Opportunities

• CURRENT SITUATION

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SWOT Threats

• CURRENT SITUATION

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Competitors
PharmavitesNature Made
Bayers ONE A DAY
GlaxoSmithKlines GERITOL
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Target Market

• Demographic
• Ages 18-24
• Generation Y
• Both Genders
• Psychographic
• Athletic
• Involved in NCAA programs
• Geographic
• On-Campus Housing
• 4-Year Universities in California

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Financial Informantion

• Total Revenue of Centrum 657,100,000
• Centrums revenues compared to Wyeths Total
  Revenue 3.2288
• Centrums revenues compared to total Healthcare
  Products Revenue 25.97

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Total Revenue of Centrum in 3-year- comparison

• 2006 657.1 millions
• 2005 634 millions
• 2004 616.6 millions

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Marketing Budget for Centrum

• Centrums Total Revenue is 65,710,000
• 10 of revenue 10 of 657,100,000
• 65,710,000

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New Centrum Performance

• What are the changes?
• New Labels/Packaging
• More Advertisements

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Proposed Product
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Brand New Packaging

• Modernizing an Old Product
• Keeping up with trends

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New Packaging
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New Centrum Performance

• Why are there Changes?
• Motivate more College Athletes to be healthier
• Expand into a new market segment

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Comparing Labeling
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Event Description

• March Madness
• Ads in Gyms
• Ads at Athletic Events (Basketball, Volleyball
  games)
• Free Samples in Bookstore
• Facebook
• Magazine/Newspaper Ads
• TV Commercials

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Marketing
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