Scenario:

The Healthy Portion drink has been selling well and it seems to have attracted a loyal following with a number of regular customers. You have been chatting to some customers about their reasons for their repeat business. Whilst a number of them simply buy the drink because they like the taste and feel it is healthy for them, a large number of them sincerely believe that consumption of the drink allows them to reduce or maintain their weight. Some of them have even indicated that they are able to eat whatever they like because, as long as they have a HP drink each day, they will not put on any weight. In the light of this unexpected benefit, you engaged the services of a talented chemist who has developed a process for incorporating the herb into a diet pill. You believe that there might be a wonderful way for you to diversify your business and to enter the complementary medicine market for diet supplements.

To enter this market may take considerable investment and time. Accordingly, you need to assess the marketing strategy for this new venture.

Required:

Develop a marketing plan using the 4Ps that addresses the issues involved in pursuing the new venture of introducing the diet pill.