| In 2003, U.S. residents spent an estimated {dollar}19 billion on dietary supplements. To enable my client, To Your Health (TYH), a multivitamin company based out of Dallas, attain success, I conducted an exhaustive research on its consumers and competitors. My project contains five sections of research: industry analysis, company analysis, multivitamin benefits and user demographics and psychographics, a user and non-user survey and a content analysis of T.V. and magazine advertisements.; The demographic and psychographics information shows multivitamin use higher among women who are non-Hispanic Caucasian, in good health, have a lower body mass and have more than a high-school education and that individuals use a vitamin to fill nutrient gaps, ease the fear of getting ill and to improve physical health. This information and additional findings in the project were used to create recommendations for TYH's advertising/marketing strategies that will enable it to increase consumers and sales revenue. |
