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Assignment BUS 620
Sifat E Rabbani ID:113 0456 060 Musabbirul Islam ID: 113 0074 660
ANALYZING THE EFFECTIVENESS OF THE MARKETING PROGRAMS OF THE FIG TREE: A CRITICAL INSIGHT
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Executive Summary
This report provides an analysis of the effectiveness of the marketing programs of The Fig Tree and also recommends several areas of improvements for the company. The Fig Tree, established in 1971, provides holistic treatment through herbal products of their own formula in order to cure different critical illnesses & to maintain health & wellness. Its target markets are those who believe in holistic treatment, natural lifestyle and are health conscious with a moderate to high income level in USA and other countries. The core positioning of The Fig Tree is ‘permanent healing with the use of natural methodology’ and ‘word of mouth’ has been proven to be the most effective marketing strategy for The Fig Tree.
The Fig Tree is a U.S. based company and currently has distributorships in several states of USA and UK. The Fig Tree products and services are comparatively expensive, but they serve several purposes at a time, hence considered as economic. For promotional purposes, The Fig Tree holds seminars, teleseminars, webinars, radio shows on a regular basis while offering occasional discounts, seasonal products, discount for customer, yearly retreat program, events sponsored by different groups & institution etc. The Fig Tree has two types of competitors - method-based competitors and product-based competitors. There is no direct conflict between The Fig Tree’s herbal treatment method & other methods of treatment because of the unique treatment procedure provided by The Fig Tree. The other herbal products companies are also not strong competitors for The Fig Tree since it is the only company of its kind that provides customized treatment & complete cure from different illnesses. The Fig Tree’s main strength is the ability to heal permanently without any painful or risky procedure with customized treatment for every customer. The major weakness of the company is lack of effective marketing strategy. The Fig Tree has several options to expand its market share and business by opening branches in different parts of the world. The Fig tree has a great opportunity to become the market leader of herbal product companies just by using an effective marketing strategy as they already have high-quality products & services.
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Table of Contents
Executive Summary
3
Brand description:
6
Brand Elements
8
Mission
9
Vision
9
Segmentation
10
Target market
12
Positioning
13
Positioning Strategy
14
Products and Price
16
Promotion
18
Places & Distribution
19
Packaging
20
Competitors
21
SWOT Analysis
24
Conclusion
28
Recommendations
29
Bibliography
32
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Introduction For every business, whether big or small, whether they provide products, services or a combination of both, Marketing is extremely important in order to build customer relationships as well as to create product/service awareness. Without an effective marketing strategy no business can stand to gain adequate customer attention which equates to revenue loss and no growth. For a company to grow, marketing is the vehicle. Marketing for business is significant for it aids in the growth and profit for the business For successful business marketing, we need to develop a proper business marketing plan, and then gauge its performance for the business growth. Effective marketing allows a business to reach its potential customers by fulfilling their needs at the right time. But the success of a business will depend on the quality of the product or service it offers and the efficient marketing activities it takes to build a strong brand. If any of these two options is missing then the company will fail to create a strong brand in the market and hence will not be successful. That is why we decided to analyze the effectiveness of the marketing programs of the Fig Tree in order to demonstrate the difference of a company’s success with & without an effective marketing. Though The Fig Tree serves better quality in of products and services compared to its competitors, still it is not as successful as it is supposed to be because of the lack of proper and sufficient marketing activities. The Fig Tree, established in 1971, is an alternative health organization dedicated to providing the community with all of their health and nutritional needs. Their elite product line is designed to treat the entire body by targeting every aspect of the system simultaneously. Complementary to their product line, they offer individualized nutritional counseling to help reverse illnesses. With this natural methodology they have cured diseases such as diabetes, cancer, leukemia and many more.
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Brand description: The Fig Tree products and procedures were founded by Dr. Sebi and Maa around the year 1971. Dr. Sebi is an Intra-cellular Therapist, Biochemist, Herbalist, and Naturalist. He is a native of Spanish Honduras. Dr. Sebi along with his wife Maa - A Nutritionist, has personally observed, studied and catalogued herbs in Latin America, Africa, the Caribbean and the United States. As a result, he has successfully created natural compounds from a variety of herbs and natural foods designed for intracellular cleansing and the revitalization of all the cells that make up the human body. Sebi came to the United States as a 20 year old self-educated man who was diagnosed with asthma, diabetes, impotency and obesity. After unsuccessful treatments with conventional doctors, he was lead to an herbalist in Mexico. Finding great healing success from all of his ailments, he began creating natural compounds from herbs and foods geared for intra-cellular cleansing and the revitalization of all the cells that make up the human body. Inspired by his personal healing experience and the knowledge that he gained, he, along with his wife Maa, developed a unique approach to herbalism that is rooted in over 28 years of field research, clinical studies of genetics as well as practical common sense experience. Additionally, Dr. Sebi built the USHA Healing Village located in Honduras, Central America. Hundreds of visitors journey thousands of miles spending weeks at a time. The environment at the Village is 100% natural and peaceful and is surrounded by natural hot springs –all the ingredients necessary for a swift recovery from any pathology/illness. The USHA HERBAL RESEARCH INSTITUTE, the research & manufacturing center of The Fig Tree, is a wellness organization that specializes in the research and development, dissemination of information, about herbal healing modalities and other natural substances. It is in strategic alliance with The Fig Tree Enterprises that specializes in the production, wholesale, retail and distribution of the Electric Cell Food products.
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USHA’s research is focused on the healing modalities and usage of natural foods and vegetation cell food (a.k.a. electric cell food) as a way of understanding basic healing principles of natural reversal and elimination of disease. This herbal therapy is designed especially for an intra-cellular cleansing & cellular regeneration/rejuvenation. In the early years, The Fig Tree had faced many challenges due to their unique service in treating different critical illnesses that were medically incurable. For example, The Fig Tree treatment had successfully Cured AIDS by removing the HIV virus completely from the body in case of a few patients. This had raised various conflicts and even some cases were filed against Dr. Sebi & the company stating that he has claimed a false treatment since AIDS has been declared incurable by the medical society. In that situation, the healed patients went to the court to testify in favor of Dr. Sebi and The Fig Tree treatment and presented their diagnosis reports as proofs. Thus the success of The Fig Tree treatment was flawlessly proven. Such situation took place from time to time and every time the healed customers were always grateful enough to be there to establish the success of the treatment. In 2002, Dr. Sebi & Maa got divorced and Dr. Sebi left The Fig Tree and started working on his own, whereas The Fig Tree & USHA herbal Research Institute was left in the Ownership of Maa & went under management of Maa and Dr. Sebi’s daughters and sons - Weyi Bowman, Usha Bowman & Sesa Bowman. Currently, Dr. Sebi and The Fig Tree are both serving the same products & the service individually, only difference is that Dr. Sebi has revised the original price a few times. Now he has a higher price than The Fig Tree, whereas The Fig Tree is still charging the original price. The Fig Tree has clients of many different backgrounds in different parts of the world. Many celebrities has been benefitted by The Fig Tree products, for example, world renowned celebrity Michael Jackson had used The Fig Tree products for almost an entire year in the year 2004. He was having a lot of health problems & medicinal side effects at that time and was going through several addictions such as pain-killers, certain drugs & alcohols. By using The Fig Tree products, his symptoms were gradually diminishing and his health was getting better. Unfortunately his agents were unethical about paying off for his purchases from Dr. Sebi. Therefore the business relationship with Michael Jackson had to come to an end.
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Brand Elements The Fig Tree is the brand name for the company. It uses a greenish brand logo featuring a fig tree. There are quite a few significance of naming the company as “the Fig Tree”. Figs contain a lot of vitamins and it is said that humans could live on figs alone. It is a very healthy fruit and can be consumed as much one likes. Figs are considered a functional food; they have health benefits beyond the nutrition they offer. Figs contain phenols, which are antioxidants that may help with weight loss and help to protect against cancer and heart disease. Figs also contain fiber, copper, manganese, magnesium, potassium, calcium, and vitamin K. Of all the common fruits, figs are the highest in overall mineral content and are an excellent source of both soluble and insoluble fiber. Thus The Fig Tree, through its brand name, promises natural nutrition & remedy in the best possible way. The Fig Tree’s brand slogan is “A journey of healing…..” since the core benefit of The Fig Tree’s products and services is “permanent healing” from many critical diseases. The brand’s official URLs is www.thefigtreeonline.com. Customers can easily to their website and have a brief history about the company and their products and services. A customer can also chat with The Fig Tree employees in order to get information on the treatment, address concerns while under treatment, fix appointments & order products.
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Mission The mission of Fig Tree is to foster health and wellness and maintain bio-energetic system, bio-mineral balance and "holistic" harmony of our body according to the Laws and Principles of Nature and also is to promote the understanding, preparing, use and standardization of African practice of health restoration and knowledge to the forefront of the healing practices of the world. To this end the USHA Herbal Research Institute mission is to: •
Educate and inform people of African ancestry while embracing the general public on Intra-cellular and Cosmo therapeutic health practices;
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Provide a depository of herbal remedies and other natural techniques and procedures;
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Assist in the distribution of products and information consistent with natural African healing modalities; and
•
Establish therapeutic centers and rejuvenating environments to serve as models for maintenance of natural health.
Vision To be the ultimate solution to different types of health problems through holistic treatment for people all over the world. To accomplish this vision, The Fig Tree is now working on the following strategies – •
To make products available in store, especially the health food stores in NY & others states of the US
•
To expand the alternative health service & counseling nationally
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To expand the Fig tree Products & Services available globally through distributorship & branches
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Segmentation Geographic The Fig Tree is actually U.S. based company which has its only office & outlet in NY. But it has Distributorships in locations such as Georgia, New Jersey, Chicago & a few other states in USA, and in UK. It also has a plan to open a new franchise in Bangladesh in the year of 2012.Though people from all over the world can order their products and services through online, but it takes time to deliver the products to them.
Demographic Age: The products of The Fig Tree are for all ages. For all ages of people can use the products & the treatment, the product dosage may vary based on age. Gender: All the products are usable by male & female equally, with only one particular formula coming in male & female versions, i.e., H1 is a female hormone nouriser whereas T1 is a male hormone nouriser. Income: Since the therapeutic packages are a bit expensive, clients are mostly from middle, upper middle & high income level. But the general product lines are affordable by most people; therefore people from different range of income level are capable of purchasing the products. Occupation: Customers of all kinds of occupations exist. There is a particular occupational group such as construction workers who have experienced health hazards though their working condition and seeking treatment.
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Psychographic Lifestyle: People who maintain natural living & natural remedies in general. Personality: People who choose natural/herbal treatment to avoid critical medical procedures for treatment. For example, a patient who has brain tumor and his option for medical treatment is highly critical & life-threatening, may consider trying out the herbal treatment of The Fig Tree which does not require a risky surgery, yet effective.
Behavioral Occasions: Clients from middle, upper middle & high income level are regular s of company. Since the general product lines are affordable by most people, therefore people from different range of income level are capable of purchasing the products occasionally. Economy: Some people think the products and services are comparatively expensive. But they can serve several purposes at a time, considered as economic. Speed: It takes between 4-6 months on an average to treat most diseases/health problems. Usually a significant improvement is observed between the ends of the 1st month to the end of the 2nd month of treatment. Loyalty status: People who took treatment and services from The Fig tree and maintained its recommendations, tend to become very loyal customers of the company. Attitude: The attitude of the consumers towards products and services is enthusiastic since they find those products and services very useful after suing them for a certain period of time.
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Target market
The major target markets are those who believe in holistic treatment & natural lifestyle and are health conscious. Holistic healing means taking a holistic approach when seeking treatment for imbalances and choosing to live a more balanced lifestyle. What primarily distinguishes holistic healing apart from alternative medicine, complementary medicine, and integrative medicine is that physical health is not necessarily the only focus. Even so, it is often the experience of physical discomfort that will first prompt a person's pursuit of holistic healing. Since the therapeutic packages are a bit expensive, the target customers are mostly the middle, upper middle & high income level. But the general product lines are affordable by most people. Therefore people from different range of income level are capable of purchasing the products and hence can be targeted. The Fig Tree especially targets those people with critical illnesses that do not have complete cure through traditional medical treatment. These people try The Fig Tree treatment as their last resort and as they experience success with The Fig Tree treatment, other non-customers in similar situation becomes convinced to try out The Fig Tree treatment with confidence.
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Positioning Positioning is the act of deg the company’s offering and image to occupy a distinctive place in the mind of the target market. The goal is to locate the brand in the minds of consumer to maximize the potential benefit to the company. A good brand positioning helps guide marketing strategy by clarifying the brand’s essence, what goals it helps the consumer achieve, and how it does so in a unique way. The Fig Tree is more focused on delivering the quality positioning rather than the value positioning. The core positioning of The Fig Tree has been the permanent healing with the use of natural methodology, by which they have cured such diseases as AIDS, Diabetes, cancer, tumor, Leukemia and many others. This is one distinctive benefit they provide compared to the other medical treatments. Other major POD’s of the products and services have been the pain free treatment methods and customization for every customer.
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Positioning Strategy Positioning is a key element of any marketing plan. It permeates the entire marketing mix and should be at the forefront of a business' mind as it tries to gain market share. Positioning is as much an art as a science and helps you win the hearts and minds of consumers. The most unique feature of The Fig Tree treatment is permanent healing from different critical illnesses. Unlike different medical treatment, the fig tree treatment does not suppress the symptoms or go for a removal of any part of the organs, rather eliminates the cause of the illness through detoxification & restores the damaged organs through revitalization. The result is permanent healing, which is very attractive for those customers who have been the victim of prolonged suffering. However, this treatment also has the unique ability to work with the body as a whole, providing a complete cleansing to remove mucus, toxins, acids and poisons that have accumulated in our body over the years. The treatment procedure rather targets the cause of disease, not the symptoms. As a result of working with this healing approach, The Fig Tree has been successful in reversing many basic as well as life-threatening manifestations for the last 40 years. Their elite product line is designed to treat the entire body by targeting every aspect of the system simultaneously. Complementary to their product line, they offer individualized nutritional counseling to help reverse illnesses. With this natural methodology they have cured such diseases as diabetes, cancer, leukemia, AIDS and many others permanently. The Fig Tree formulates their herbal compounds to break up and remove mucus from the cellular level of the entire body. Since the herbs used in the compounds have a natural origin, they continue to release their cleansing properties up to 14 days after they are initially taken. Therefore, following the guidelines of The Fig Tree consultants are equally important as consistently taking their herbs in order to provide customers body with the proper environment to achieve better health & complete cure.
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Over the years, ‘word of mouth’ has been proven to be the most effective marketing strategy for The Fig Tree. Many times new customers, completely unaware of The Fig Tree treatment, do not find it very believable that herbal treatment can be effective enough to treat critical illnesses such as cancer, tumor, sickle-cell anemia etc, even more, treat incurable diseases such as AIDS, Herpes etc. In such situations, customers tend to find it reliable only when they happen to learn the successful experience of their trusted friends & family . The Fig Tree customers tend to get quite enthusiastic as they experience success beyond their expectation and tend to spread the word and share their unique experience with others. New & interested customers thus consider it worth of trying and as they experience the success after the treatment that they were told about, they turn into loyal customers. The Fig Tree holds seminars, teleseminars and webinars on a regular basis. There takes place discussions on health concerns by Maa & different guest speakers each time. The previous & recent customers who attend the seminar also take part in the discussion & share their experience of The Fig Tree products & services. Especially the old customers, who were completely cured from their critical illnesses though The Fig Tree treatment, serve as testimonials which helps promoting The Fig Tree treatment in a very effective way. By serving and promoting this way The Fig Tree has managed to create its core positioning in the mind of the consumer. The Fig Tree has one big advantage over the other competitors. It provides product and service customization for every customer through participatory marketing. Customer relationship is maintained mostly over the phone & emails. The fig Tree has several phone lines where their NY representatives are available Monday to Friday 9.00am to 8.00pm Eastern Standard Time. The customers can get various services from the representatives over the phone such as information on the company and the treatments, address different issues & health suggestion, suggestion on nutritional diet & even the source of healthy food ingredients, to place orders, to track orders, to resolve issues with orders & products, to schedule consultations etc. The official website is www.thefigtreeonline and there are pages in different social networks such as Facebook, MySpace, Twitter for events of the companies and customer s. This is how The Fig Tree has managed to differentiate its image in the minds of its customer
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Products and Price The Fig Tree has a general line of products and a customized therapeutic package for special treatment. Following is a brief description of the major general products and their prices Maya $25 - One of their premier products, The Maya helps rejuvenates the body by nourishing and purifying the blood. Containing 14 diverse organic plants from around the world, the Maya’s main ingredient is iron phosphate which, provides the body with energy and treats illnesses such as Sickle Cell Anemia, poor blood circulation and helps strengthen the immunological system. Nervino $25 – This product nourishes balances and regulates the nervous system. It also reduces stress and reduces pain. The nervous system carries all electrical impulses from the brain to other parts of the body and their nothing that can happen in the body without this involvement. The nervous system becomes imbalance due to stress and different health problems. Nervino works on correcting this imbalance and alleviate pain and distress. Bio I $40 - Created to boost the body’s immune system, Bio I specifically targets the lymphatic system which assists in warding off many common illnesses such as colds, allergies and the flu. Comprised of non-hybrid plants, the Bio I will strengthen and boost the entire body’s defense mechanisms. Bio II $40 - A compliment to the Bio I, the Bio II cleanses the body of toxins produced from eating a non alkaline diet. It removes the buildup of mucus in the entire digestive and renal system; which include major storage organs such as the colon, liver, kidneys and pancreas. Bio I & II $80 (preferably sold together as a kit or can be sold individually) T1 $20 - Specifically designed for the male reproductive system, T1 naturally allows the body to produce the necessary amount of testosterone needed to bring the body’s hormonal system into balance. By providing nourishment to the male endocrine system, the T1 increases male virility in addition to reversing impotence, the effect of hair loss and muscle atrophy; all symptoms commonly associated with aging.
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H1 $20 - Targeting the entire female reproductive system, H1 is the all in one product to help eliminate all of the symptoms associated with menopause such as moodiness, hot and cold flashes, depression and low libido. The H1 also creates a healthy and stable environment within the female reproductive organs to help regulate the menstrual cycle and assist with fertility. Drink Electra (Sea Moss) $25 - This nutritious drink is comprised of different land and sea vegetables mainly sea moss (Irish moss) meant to provide the body with 102 minerals and contains large traces of Potassium phosphates and Calcium. A great substitute in place of milk for people on non-dairy diets (comes in powder form).
Eva Salve $20 - An all natural based ointment infused with many natural herbs and essential oils, the Eva Salve cures many diseases associated with the skin which is the largest organ of our body.
This multi-purpose cream has treated and eliminated eczema, acne and psoriasis while
also promoting circulation and reversing the effects of arthritis pain. Nutritional Program Package- Their elite product line, this therapeutic package is designed to treat the entire body by targeting every aspect of it simultaneously. Through an Intracellular Cleansing and Revitalization of the cells, the NP program uses the “Bio-Mineral Balance” approach to healing. With this natural methodology they have cured such diseases as AIDS, Diabetes, Cancer, Leukemia and many others. This package is available only through personalized consultation and must be maintained along with the suggested diet.
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Promotion Monthly Seminars: The Fig Tree holds a seminar once every month. In the seminar, there are discussions on health concerns by Maa & different guest speakers each time. The previous & recent customers who attend the seminar also take part in the discussion & share their experience of The Fig Tree products & services. Especially the old customers, who were completely cured from their critical illnesses though The Fig Tree treatment, serve as testimonials which helps promoting The Fig Tree treatment in a very effective way. There is also a cooking demonstration on how to make a healthy while delicious dish, a different dish each time that is comfortable for the current season. The food is served to the guests as a sampler. General line of the products is sold during the seminar as well, at times there are special offers. Seasonal products: Seasonal items are promoted that are highly beneficial for that particular season only. For example, the seasonal product of The Fig Tree right now is Tupoli, which is designed to combat the symptoms of spring allergies by removing the mucus that is triggered by histamines causing runny nose, sneezing and asthma attacks. In addition to being a natural decongestant, Tupoli will also cleanse the intestinal region leaving the colon lighter and cleaner for the spring season. Occasional discount: The Fig Tree offers discounts during different occasions such as – 4th of July, Thanksgiving, Christmas etc. Discounts range from 10% up to 50% by offering by one get one free. Clients are called on their phones & emailed before the discount period and many of them tend to stock up on their favorite items during the discounted period Teleseminars & webinars: Similar to the monthly seminars, there are Teleseminars & webinars where customers can discuss & communicate over the phone & website. Information on different health concerns & healthy diet are discussed while answering different questions of the attendees. This is an excellent opportunity for out of state residents who are unable to attend the seminars. Other promotional activities: There are some other promotional activities that the Fig Tree performs, such as weekly Radio Show, Special Discounts for customer, yearly retreat program, events sponsored by different groups & institution etc.
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Places & Distribution
The Fig Tree is an U.S. based company which has its only office & outlet in NY. But it has Distributorships in locations such as Georgia, New Jersey, Chicago & a few other states in USA, and in UK. The Fig Tree’s current distribution strategy targets different health food stores such as•
Sunbathe Herbal Marketing in New Jersey,
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Soul Brother's Boutique in Ney York,
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Sevananda Natural Foods in Georgia and few other places.
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Individuals working as distributors in different cities of USA & UK.
Distribution for The Fig Tree is based on consumer demand. The Fig Tree is now working on expanding the number of retailers in the US and other countries. The Fig Tree’s distributorship is currently in progress for countries such as Canada, Japan, Australia, the Caribbean Islands etc. It also has a plan to open a franchise in Bangladesh towards the end of the year 2012.
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Packaging Currently, The Fig Tree is selling products that come in several types of bottles & jars with labels with the logo of the company. The labels have product description, instructions and a brief idea on the ingredients. The color and design of these bottles are quite on the average side. Most of the products come in the choice of capsules and liquids. The capsules that are used to contain the herbs is natural vegetation capsules and thus not unhealthy like the regular capsule coatings. The capsules come in plastic bottles with the total weight of 8oz each. The liquid items come in glass bottles in order to keep the herbal solutions fresh for a long time and only herbal preservatives are used in the liquid solutions. The total weight of each of them is 1lb. The only item that comes as a powder is the Drink Electra and comes in a 1lb plastic jar. The skin nourishing eva salve ointment also comes in a plastic jar.
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Competitors Competitor analysis in marketing management is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context to identify opportunities and threats. Profiling coalesces all of the relevant sources of competitor analysis into one framework in the of efficient and effective strategy formulation, implementation, monitoring and adjustment. The Fig Tree has two types of competitor, method-based competitor and Product-based competitor.
Method-based competitors The Fig Tree, being a provider of herbal treatment has competitors those use other methods of treatment such as traditional medical treatment, homeopathy, naturopathy etc. Sometimes customers choose a certain method over others due to their knowledge & preference. It is necessary for The Fig Tree to create enough awareness & educate people on the reasons why herbal treatment of The Fig Tree should be preferable over other methods of treatment. Although companies using other methods of treatments are competitors of The Fig Tree, they are not strong competitors due to the unique treatment procedure provided by The Fig Tree & the fact that their treatment at times start from the point where other types of treatments have failed. Also, there is no conflict between The Fig Tree’s herbal treatment & other methods of treatment, The Fig Tree welcomes medical diagnosis in order to better identify the illness & keep track of progress made through The Fig Tree treatment.
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Product-based competitors The Fig tree also has competitors within its methodology of herbal treatment. There are different companies offering herbal remedies & herbal nutritional supplement, for example –Best Herbal Cures, Nature’s way, Nature’s secret, Herbal answers etc. These companies provide herbal products, some of which are one herbal ingredient & some are combined herbs intended to serve certain purposes such as liver detoxification, energy & endurance, immune system booster, cough & cold formulas etc to. Some of them are described below in brief.
Nature’s Way Nature’s Way is one of America’s leading companies of herbal medicines that is also in business over 40 years. It has been a preeminent provider of health and healing through the power of nature. Being a pioneer, they have developed an impressive list of “firsts” among major dietary supplement companies. Many of these innovations initiated by Nature’s Way have shaped how America thinks about natural medicine. As one of the most technologically advanced supplement manufacturers in the United States, they try to continue to push the boundaries forward on quality research, testing and introducing new ingredients. They offer over 500 nutritional and natural products, including single herbs and herbal extracts, homeopathic remedies, vitamins, minerals and specialty products such as Whole Food Energizer, probiotics, Ginkgold, EfaGold, essential fatty acids, Thisilyn® liver formulas etc. Their company logo—the green leaf seen their product packaging and on their web site features a motto: “Trust the Leaf.” They strive to produce the very best and have worked hard to build trusting relationships with their retailers and with the customers.
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Best Herbal Cures At Best Herbal Cures, they provide a range of complementary holistic therapies, wellness products and pure nutritional supplements that nourish, stimulate and rebalance, encourage customers body to work more efficiently and heal naturally, enabling them to enjoy greatly improved health benefits and well-being. Although not as successful as Nature’s way, they do have many of their products available nationwide.
Nature’s Secret Nature’s Secret, the leader in cleansing products, offers a range of quality products in both the domestic and international marketplace. They claim their products rank amongst the elite. At Nature’s Secret they believe that total body wellness is the key to overall health. Their medical system is organized – from cardiologist to dermatologist; they have a doctor for nearly every body part. At Nature’s Secret, they develop life-changing products using this whole-body philosophy. Using delicate mixtures of healing herbs and botanicals, they treat imbalance itself, not just the symptoms of imbalance.
Although quite established in the herbal product market, none of these companies have exclusive items & services like The Fig Tree, nor has the customized package for individual customers for complete cure from different critical health problems. In The Fig Tree, A customer first consults with a consultant of the company either in person or over the phone. Then based on the consultation, a package is designed specifically for that person in order to reverse the illness. The detoxification products of The Fig Tree cleanses the entire system using the intra-cellular cleansing method and removes mucus, toxins, acids, viruses etc. The revitalizing products work on nourishing the cells all over the body by provides vitamins & minerals. Thus The Fig Tree treatment ensures optimum achievement for health & wellness, while permanently healing critical diseases such as AIDS, herpes, tumors, cancer etc. which has not been possible by any of the herbal product companies mentioned above.
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SWOT Analysis Strength •
Permanent healing from different critical diseases.
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The Fig Tree has one big advantage over the other competitors. It provides product customization for every customer. A customer first consults with The Fig Tree consultants and based on the consultation, a package and a diet is customized for that particular customer.
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The Fig Tree products can be used as medicinal substitutes that have no side effects unlike the medicines.
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Pain free yet effective treatment methods.
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Easy to consult with The Fig Tree’s consultants as they can choose from the options of in-person consultation & over the phone consultation. The customized package can be obtained in person or ordered over the phone while general products can be obtained from the website as well as in-person & over the phone
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Customers can fix appointment with the consultants by calling The Fig Tree from any part of the world.
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The Fig Tree provides multipurpose products which differentiate them from their market competitors. Some of their products are quite versatile and serve dynamic benefits. Their formula consists of a number of special ingredients collected from different parts of the world. Usually the other companies’ herbal products consists one or a few ingredients, each of which product only serve limited benefits & generalized solutions.
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Not only The Fig Tree provides treatment & nutritional supplement, it also educates people about health & wellness through different events.
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The Fig Tree provides discount to their customer who are willing to share their experience of The Fig Tree products & services working as a testimony of successful treatment to the new & interested customers.
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Weakness •
The Fig Tree products consist of ingredients from different parts of the worlds, some of which are very rare, some are difficult to collect & some are only seasonal. Therefore, at times, certain products are either low in stock or even out of stock for sometime which creates inconvenience and delay in service for the customers.
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Although The Fig Tree provides high quality products & excellent customer care in of consultation, it has poor Marketing Strategy which failed to create the appropriate brand awareness that the products & service are worth of.
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The Fig Tree has customers in different states of the USA & in different countries and has a great opportunity to increase its market share not only nationally but also globally. Unfortunately it has not yet taken any step to utilize it.
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The Fig Tree, being a company with high quality products that has been in business over 40 years now, is not yet very well known only because it has failed to practice proper marketing activities and broad-spectrum of promotion.
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The Fig Tree’s media advertising is practically nonexistent. The company primarily relies on word of mouth and public relations to raise awareness of its products. However, this method alone is not capable of raising the targeted brand awareness.
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The Fig Tree is a customer centered company. They are more focused on customer’s needs and demands but they are not at all concerned about their market competitors. Competitors should be identified and monitored to keep themselves updated on the recent market scenario. For example, The Fig tree has failed to present attractive packaging in compare to its competitors.
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Opportunity
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The Fig Tree has a great opportunity to become the leading herbal product company not only nationally but also globally by applying an effective marketing strategy since it already has unique & high quality products & treatment,
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The Fig Tree has several opportunities to increase its market share & clients both nationally & globally. To accomplish this opportunity, The Fig Tree is currently working on expanding distributorships & opening new franchises in different countries of the world including Bangladesh.
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The Fig Tree can raise its brand awareness by making its general product line available in the health food stores nationwide like its competitors do. Aside from gaining new customers and serving existing customers, this will also help gaining attention of customers of the competitors and will enhance brand awareness.
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The company is more focused on the customer service & less concerned in paying attention to develop the design, size and shape of these bottles. By improving the packaging of the products, it would be possible to gain higher attention of potential new customers.
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Threats •
The unique formula of The Fig Tree products were created by Dr. Sebi & Maa through years of research & field study. The Fig Tree needs to be very careful in maintaining the secrecy of the formula so it does not get stolen by other individual or companies. This is one reason why The Fig Tree is very careful in hiring staff and prefers to keeps a smaller & trustworthy workforce. This situation creates lower human resources than required to carry out the activities of the business in the internal sectors.
•
Since some ingredients of the products are rare, seasonal & difficult to collect, there is a risk of low supply for a high demand if there is an expansion of the market share & clients.
•
Medical institutions & doctors misinterpreting the herbal treatment for lack of knowledge on this treatment method and at times due to the tendency of rivalry.
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Conclusion
After analyzing The Fig Tree as a brand we can state that The Fig Tree is a unique brand with high-quality products and services and has a satisfied clientele. The Fig Tree has potential to become the market leader of the herbal products and treatments. Although it has been in business for over 40 years now, it has not achieved the recognition it deserves neither the brand awareness that it is capable of creating. Our critical marketing analysis on The Fig Tree has shown that the reason The Fig Tree has not been able to establish itself as a strong brand despite its high quality products & services, is significantly because of its lack of proper marketing strategy. There are certain other obstacles, such as, people’s lack of understanding on natural treatment and the fact that herbal treatment is highly effective in curing illnesses, rivalry of other treatment methods especially traditional medical treatment, inconsistency in the availability of all the ingredients in a vast amount for mass market etc. But the poor marketing activities outweigh these obstacles and it is essential that The Fig Tree establishes an effective marketing strategy as well as apply it consistently.
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Recommendations After analyzing the effectiveness of The Fig Tree’s marketing programs, we have come up with the following recommendations to develop a suitable marketing strategy for the company which will help establishing The Fig Tree as a strong brand in the Market and achieve the position and success that it has potential of. The areas where The Fig Tree needs to focus on are -
Advertising The Fig Tree media advertising is practically nonexistent. The company does not utilize television or magazines ments like most of its competitors. Although it organizes seminar, radio shows, teleseminars and webinars from time to time to create brand awareness and also to provide necessary information to the customers, it primarily relies on word of mouth and public relations as its primary marketing tool. However, these programs cannot be sufficient in effectively raising strong brand awareness. In order to implement effective advertising, the company needs to identify the proper means in the media. Instead of advertising in the mainstream media outlets, The Fig Tree should rather focus on alternative media outlets that are more related to the specialized service of The Fig Tree. For instance, television commercials should be undertaken, but at the same time the company should buy time-slots for selected programs and seminars. Taking part in the channels and that focus on health-concerns would be perfect for highly effective ment for The Fig Tree. Magazines would also be an effective medium for print advertising. Special magazines such as Experience Life Magazine, Fitness Magazine, Natural Health Magazine, and other alternative health or treatments magazines will provide highly efficient media coverage for The Fig Tree products & services. Other areas where The Fig Tree could have effective advertising opportunities include billboards, vast online ment etc. The company must improve their existing website and make it more attractive while informative in different aspects.
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Segmentation We feel the company should look closely at different segmentations and use those elements to expand in certain areas even more than they primarily would, depending on the number of people in its target market that live there. To accomplish this task they have to expand their market share and business outside of the USA. They can open franchises in different locations of the world.
Distribution While The Fig Tree is constantly trying to expand the number of vendors and retailers it works with, we feel there are many other areas in which the company could expand with success. We think it needs to expand more Outside New York. There are many places in other states and countries where Fig Tree products and services can be sold successfully. The Fig Tree does have the vision to expand its products distribution all over world which needs adequate efforts by the company in order to plan and execute successfully.
Positioning We believe The Fig Tree’s positioning appeals to those who believe in holistic treatment & natural lifestyle and are health conscious by marketing itself as a “permanent healing” treatment choice. While maintaining this position, we believe The Fig Tree should expand its target market to individuals indulging in additional forms of the treatment advantages that is not emphasized as much. Researches show that the people of today’s world are very health conscious and have trust on natural treatment methods. This is why The Fig Tree needs to be seen not only as a natural treatment method which can cure any critical diseases permanently but also something that anyone could feel comfortable trying.
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Packaging Development Packaging is very important in marketing communication to catch the eye of the customers, to express something about the company and also to create brand awareness. The Fig Tree should develop its packaging. It can change the shape & design of the containers into something more attractive. They can also improve the labels of the containers and may add health tips on the labels and thus make it more appealing.
Promotion The Fig Tree can obtain the following promotional programs while maintaining their current promotional activities on a more frequent basis – •
The Fig Tree can hold awareness programs at different schools, companies & other institutions on a regular basis in order to educate people on the effectiveness of natural lifestyle & natural treatment while raising brand awareness.
•
The Fig Tree can target the celebrity society as their desired market. Since most celebrities are more health-conscious than regular people while more prepared to spend money & efforts on highly effective products & services, The Fig Tree should focus on encouraging them to try out its products. This will not only bring a loyal clientele but also help advertising The Fig Tree products & treatments through the real-life experience of the celebrities.
•
The already existing once a year retreat program can be made seasonal and more exclusive by offering trips to natural environment in both USA & in different countries.
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The Fig Tree needs to have an urgent delivery system for its NY customers, since there are customers who are very ill and needs products immediately at times but is unable to go to the Fig Tree office soon enough.
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Bibliography www.thefigtreeonline.com www.wikipedia.com http://davesgarden.com/guides/articles/view/1787/ http://www.naturesway.com/ http://www.bestherbalcures.net/ http://www.naturessecret.com/ http://www.ehow.com/info_8273086_definition-positioning-strategy-marketing.html http://www2.elc.polyu.edu.hk/cill/eiw/report_conclusion.htm
Special thanks to - Sesa Bowman: Marketing Manager of The Fig Tree
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Sifat E Rabbani ID:113 0456 060 Musabbirul Islam ID: 113 0074 660
ANALYZING THE EFFECTIVENESS OF THE MARKETING PROGRAMS OF THE FIG TREE: A CRITICAL INSIGHT
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Executive Summary
This report provides an analysis of the effectiveness of the marketing programs of The Fig Tree and also recommends several areas of improvements for the company. The Fig Tree, established in 1971, provides holistic treatment through herbal products of their own formula in order to cure different critical illnesses & to maintain health & wellness. Its target markets are those who believe in holistic treatment, natural lifestyle and are health conscious with a moderate to high income level in USA and other countries. The core positioning of The Fig Tree is ‘permanent healing with the use of natural methodology’ and ‘word of mouth’ has been proven to be the most effective marketing strategy for The Fig Tree.
The Fig Tree is a U.S. based company and currently has distributorships in several states of USA and UK. The Fig Tree products and services are comparatively expensive, but they serve several purposes at a time, hence considered as economic. For promotional purposes, The Fig Tree holds seminars, teleseminars, webinars, radio shows on a regular basis while offering occasional discounts, seasonal products, discount for customer, yearly retreat program, events sponsored by different groups & institution etc. The Fig Tree has two types of competitors - method-based competitors and product-based competitors. There is no direct conflict between The Fig Tree’s herbal treatment method & other methods of treatment because of the unique treatment procedure provided by The Fig Tree. The other herbal products companies are also not strong competitors for The Fig Tree since it is the only company of its kind that provides customized treatment & complete cure from different illnesses. The Fig Tree’s main strength is the ability to heal permanently without any painful or risky procedure with customized treatment for every customer. The major weakness of the company is lack of effective marketing strategy. The Fig Tree has several options to expand its market share and business by opening branches in different parts of the world. The Fig tree has a great opportunity to become the market leader of herbal product companies just by using an effective marketing strategy as they already have high-quality products & services.
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Table of Contents
Executive Summary
3
Brand description:
6
Brand Elements
8
Mission
9
Vision
9
Segmentation
10
Target market
12
Positioning
13
Positioning Strategy
14
Products and Price
16
Promotion
18
Places & Distribution
19
Packaging
20
Competitors
21
SWOT Analysis
24
Conclusion
28
Recommendations
29
Bibliography
32
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Introduction For every business, whether big or small, whether they provide products, services or a combination of both, Marketing is extremely important in order to build customer relationships as well as to create product/service awareness. Without an effective marketing strategy no business can stand to gain adequate customer attention which equates to revenue loss and no growth. For a company to grow, marketing is the vehicle. Marketing for business is significant for it aids in the growth and profit for the business For successful business marketing, we need to develop a proper business marketing plan, and then gauge its performance for the business growth. Effective marketing allows a business to reach its potential customers by fulfilling their needs at the right time. But the success of a business will depend on the quality of the product or service it offers and the efficient marketing activities it takes to build a strong brand. If any of these two options is missing then the company will fail to create a strong brand in the market and hence will not be successful. That is why we decided to analyze the effectiveness of the marketing programs of the Fig Tree in order to demonstrate the difference of a company’s success with & without an effective marketing. Though The Fig Tree serves better quality in of products and services compared to its competitors, still it is not as successful as it is supposed to be because of the lack of proper and sufficient marketing activities. The Fig Tree, established in 1971, is an alternative health organization dedicated to providing the community with all of their health and nutritional needs. Their elite product line is designed to treat the entire body by targeting every aspect of the system simultaneously. Complementary to their product line, they offer individualized nutritional counseling to help reverse illnesses. With this natural methodology they have cured diseases such as diabetes, cancer, leukemia and many more.
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Brand description: The Fig Tree products and procedures were founded by Dr. Sebi and Maa around the year 1971. Dr. Sebi is an Intra-cellular Therapist, Biochemist, Herbalist, and Naturalist. He is a native of Spanish Honduras. Dr. Sebi along with his wife Maa - A Nutritionist, has personally observed, studied and catalogued herbs in Latin America, Africa, the Caribbean and the United States. As a result, he has successfully created natural compounds from a variety of herbs and natural foods designed for intracellular cleansing and the revitalization of all the cells that make up the human body. Sebi came to the United States as a 20 year old self-educated man who was diagnosed with asthma, diabetes, impotency and obesity. After unsuccessful treatments with conventional doctors, he was lead to an herbalist in Mexico. Finding great healing success from all of his ailments, he began creating natural compounds from herbs and foods geared for intra-cellular cleansing and the revitalization of all the cells that make up the human body. Inspired by his personal healing experience and the knowledge that he gained, he, along with his wife Maa, developed a unique approach to herbalism that is rooted in over 28 years of field research, clinical studies of genetics as well as practical common sense experience. Additionally, Dr. Sebi built the USHA Healing Village located in Honduras, Central America. Hundreds of visitors journey thousands of miles spending weeks at a time. The environment at the Village is 100% natural and peaceful and is surrounded by natural hot springs –all the ingredients necessary for a swift recovery from any pathology/illness. The USHA HERBAL RESEARCH INSTITUTE, the research & manufacturing center of The Fig Tree, is a wellness organization that specializes in the research and development, dissemination of information, about herbal healing modalities and other natural substances. It is in strategic alliance with The Fig Tree Enterprises that specializes in the production, wholesale, retail and distribution of the Electric Cell Food products.
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USHA’s research is focused on the healing modalities and usage of natural foods and vegetation cell food (a.k.a. electric cell food) as a way of understanding basic healing principles of natural reversal and elimination of disease. This herbal therapy is designed especially for an intra-cellular cleansing & cellular regeneration/rejuvenation. In the early years, The Fig Tree had faced many challenges due to their unique service in treating different critical illnesses that were medically incurable. For example, The Fig Tree treatment had successfully Cured AIDS by removing the HIV virus completely from the body in case of a few patients. This had raised various conflicts and even some cases were filed against Dr. Sebi & the company stating that he has claimed a false treatment since AIDS has been declared incurable by the medical society. In that situation, the healed patients went to the court to testify in favor of Dr. Sebi and The Fig Tree treatment and presented their diagnosis reports as proofs. Thus the success of The Fig Tree treatment was flawlessly proven. Such situation took place from time to time and every time the healed customers were always grateful enough to be there to establish the success of the treatment. In 2002, Dr. Sebi & Maa got divorced and Dr. Sebi left The Fig Tree and started working on his own, whereas The Fig Tree & USHA herbal Research Institute was left in the Ownership of Maa & went under management of Maa and Dr. Sebi’s daughters and sons - Weyi Bowman, Usha Bowman & Sesa Bowman. Currently, Dr. Sebi and The Fig Tree are both serving the same products & the service individually, only difference is that Dr. Sebi has revised the original price a few times. Now he has a higher price than The Fig Tree, whereas The Fig Tree is still charging the original price. The Fig Tree has clients of many different backgrounds in different parts of the world. Many celebrities has been benefitted by The Fig Tree products, for example, world renowned celebrity Michael Jackson had used The Fig Tree products for almost an entire year in the year 2004. He was having a lot of health problems & medicinal side effects at that time and was going through several addictions such as pain-killers, certain drugs & alcohols. By using The Fig Tree products, his symptoms were gradually diminishing and his health was getting better. Unfortunately his agents were unethical about paying off for his purchases from Dr. Sebi. Therefore the business relationship with Michael Jackson had to come to an end.
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Brand Elements The Fig Tree is the brand name for the company. It uses a greenish brand logo featuring a fig tree. There are quite a few significance of naming the company as “the Fig Tree”. Figs contain a lot of vitamins and it is said that humans could live on figs alone. It is a very healthy fruit and can be consumed as much one likes. Figs are considered a functional food; they have health benefits beyond the nutrition they offer. Figs contain phenols, which are antioxidants that may help with weight loss and help to protect against cancer and heart disease. Figs also contain fiber, copper, manganese, magnesium, potassium, calcium, and vitamin K. Of all the common fruits, figs are the highest in overall mineral content and are an excellent source of both soluble and insoluble fiber. Thus The Fig Tree, through its brand name, promises natural nutrition & remedy in the best possible way. The Fig Tree’s brand slogan is “A journey of healing…..” since the core benefit of The Fig Tree’s products and services is “permanent healing” from many critical diseases. The brand’s official URLs is www.thefigtreeonline.com. Customers can easily to their website and have a brief history about the company and their products and services. A customer can also chat with The Fig Tree employees in order to get information on the treatment, address concerns while under treatment, fix appointments & order products.
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Mission The mission of Fig Tree is to foster health and wellness and maintain bio-energetic system, bio-mineral balance and "holistic" harmony of our body according to the Laws and Principles of Nature and also is to promote the understanding, preparing, use and standardization of African practice of health restoration and knowledge to the forefront of the healing practices of the world. To this end the USHA Herbal Research Institute mission is to: •
Educate and inform people of African ancestry while embracing the general public on Intra-cellular and Cosmo therapeutic health practices;
•
Provide a depository of herbal remedies and other natural techniques and procedures;
•
Assist in the distribution of products and information consistent with natural African healing modalities; and
•
Establish therapeutic centers and rejuvenating environments to serve as models for maintenance of natural health.
Vision To be the ultimate solution to different types of health problems through holistic treatment for people all over the world. To accomplish this vision, The Fig Tree is now working on the following strategies – •
To make products available in store, especially the health food stores in NY & others states of the US
•
To expand the alternative health service & counseling nationally
•
To expand the Fig tree Products & Services available globally through distributorship & branches
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Segmentation Geographic The Fig Tree is actually U.S. based company which has its only office & outlet in NY. But it has Distributorships in locations such as Georgia, New Jersey, Chicago & a few other states in USA, and in UK. It also has a plan to open a new franchise in Bangladesh in the year of 2012.Though people from all over the world can order their products and services through online, but it takes time to deliver the products to them.
Demographic Age: The products of The Fig Tree are for all ages. For all ages of people can use the products & the treatment, the product dosage may vary based on age. Gender: All the products are usable by male & female equally, with only one particular formula coming in male & female versions, i.e., H1 is a female hormone nouriser whereas T1 is a male hormone nouriser. Income: Since the therapeutic packages are a bit expensive, clients are mostly from middle, upper middle & high income level. But the general product lines are affordable by most people; therefore people from different range of income level are capable of purchasing the products. Occupation: Customers of all kinds of occupations exist. There is a particular occupational group such as construction workers who have experienced health hazards though their working condition and seeking treatment.
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Psychographic Lifestyle: People who maintain natural living & natural remedies in general. Personality: People who choose natural/herbal treatment to avoid critical medical procedures for treatment. For example, a patient who has brain tumor and his option for medical treatment is highly critical & life-threatening, may consider trying out the herbal treatment of The Fig Tree which does not require a risky surgery, yet effective.
Behavioral Occasions: Clients from middle, upper middle & high income level are regular s of company. Since the general product lines are affordable by most people, therefore people from different range of income level are capable of purchasing the products occasionally. Economy: Some people think the products and services are comparatively expensive. But they can serve several purposes at a time, considered as economic. Speed: It takes between 4-6 months on an average to treat most diseases/health problems. Usually a significant improvement is observed between the ends of the 1st month to the end of the 2nd month of treatment. Loyalty status: People who took treatment and services from The Fig tree and maintained its recommendations, tend to become very loyal customers of the company. Attitude: The attitude of the consumers towards products and services is enthusiastic since they find those products and services very useful after suing them for a certain period of time.
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Target market
The major target markets are those who believe in holistic treatment & natural lifestyle and are health conscious. Holistic healing means taking a holistic approach when seeking treatment for imbalances and choosing to live a more balanced lifestyle. What primarily distinguishes holistic healing apart from alternative medicine, complementary medicine, and integrative medicine is that physical health is not necessarily the only focus. Even so, it is often the experience of physical discomfort that will first prompt a person's pursuit of holistic healing. Since the therapeutic packages are a bit expensive, the target customers are mostly the middle, upper middle & high income level. But the general product lines are affordable by most people. Therefore people from different range of income level are capable of purchasing the products and hence can be targeted. The Fig Tree especially targets those people with critical illnesses that do not have complete cure through traditional medical treatment. These people try The Fig Tree treatment as their last resort and as they experience success with The Fig Tree treatment, other non-customers in similar situation becomes convinced to try out The Fig Tree treatment with confidence.
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Positioning Positioning is the act of deg the company’s offering and image to occupy a distinctive place in the mind of the target market. The goal is to locate the brand in the minds of consumer to maximize the potential benefit to the company. A good brand positioning helps guide marketing strategy by clarifying the brand’s essence, what goals it helps the consumer achieve, and how it does so in a unique way. The Fig Tree is more focused on delivering the quality positioning rather than the value positioning. The core positioning of The Fig Tree has been the permanent healing with the use of natural methodology, by which they have cured such diseases as AIDS, Diabetes, cancer, tumor, Leukemia and many others. This is one distinctive benefit they provide compared to the other medical treatments. Other major POD’s of the products and services have been the pain free treatment methods and customization for every customer.
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Positioning Strategy Positioning is a key element of any marketing plan. It permeates the entire marketing mix and should be at the forefront of a business' mind as it tries to gain market share. Positioning is as much an art as a science and helps you win the hearts and minds of consumers. The most unique feature of The Fig Tree treatment is permanent healing from different critical illnesses. Unlike different medical treatment, the fig tree treatment does not suppress the symptoms or go for a removal of any part of the organs, rather eliminates the cause of the illness through detoxification & restores the damaged organs through revitalization. The result is permanent healing, which is very attractive for those customers who have been the victim of prolonged suffering. However, this treatment also has the unique ability to work with the body as a whole, providing a complete cleansing to remove mucus, toxins, acids and poisons that have accumulated in our body over the years. The treatment procedure rather targets the cause of disease, not the symptoms. As a result of working with this healing approach, The Fig Tree has been successful in reversing many basic as well as life-threatening manifestations for the last 40 years. Their elite product line is designed to treat the entire body by targeting every aspect of the system simultaneously. Complementary to their product line, they offer individualized nutritional counseling to help reverse illnesses. With this natural methodology they have cured such diseases as diabetes, cancer, leukemia, AIDS and many others permanently. The Fig Tree formulates their herbal compounds to break up and remove mucus from the cellular level of the entire body. Since the herbs used in the compounds have a natural origin, they continue to release their cleansing properties up to 14 days after they are initially taken. Therefore, following the guidelines of The Fig Tree consultants are equally important as consistently taking their herbs in order to provide customers body with the proper environment to achieve better health & complete cure.
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Over the years, ‘word of mouth’ has been proven to be the most effective marketing strategy for The Fig Tree. Many times new customers, completely unaware of The Fig Tree treatment, do not find it very believable that herbal treatment can be effective enough to treat critical illnesses such as cancer, tumor, sickle-cell anemia etc, even more, treat incurable diseases such as AIDS, Herpes etc. In such situations, customers tend to find it reliable only when they happen to learn the successful experience of their trusted friends & family . The Fig Tree customers tend to get quite enthusiastic as they experience success beyond their expectation and tend to spread the word and share their unique experience with others. New & interested customers thus consider it worth of trying and as they experience the success after the treatment that they were told about, they turn into loyal customers. The Fig Tree holds seminars, teleseminars and webinars on a regular basis. There takes place discussions on health concerns by Maa & different guest speakers each time. The previous & recent customers who attend the seminar also take part in the discussion & share their experience of The Fig Tree products & services. Especially the old customers, who were completely cured from their critical illnesses though The Fig Tree treatment, serve as testimonials which helps promoting The Fig Tree treatment in a very effective way. By serving and promoting this way The Fig Tree has managed to create its core positioning in the mind of the consumer. The Fig Tree has one big advantage over the other competitors. It provides product and service customization for every customer through participatory marketing. Customer relationship is maintained mostly over the phone & emails. The fig Tree has several phone lines where their NY representatives are available Monday to Friday 9.00am to 8.00pm Eastern Standard Time. The customers can get various services from the representatives over the phone such as information on the company and the treatments, address different issues & health suggestion, suggestion on nutritional diet & even the source of healthy food ingredients, to place orders, to track orders, to resolve issues with orders & products, to schedule consultations etc. The official website is www.thefigtreeonline and there are pages in different social networks such as Facebook, MySpace, Twitter for events of the companies and customer s. This is how The Fig Tree has managed to differentiate its image in the minds of its customer
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Products and Price The Fig Tree has a general line of products and a customized therapeutic package for special treatment. Following is a brief description of the major general products and their prices Maya $25 - One of their premier products, The Maya helps rejuvenates the body by nourishing and purifying the blood. Containing 14 diverse organic plants from around the world, the Maya’s main ingredient is iron phosphate which, provides the body with energy and treats illnesses such as Sickle Cell Anemia, poor blood circulation and helps strengthen the immunological system. Nervino $25 – This product nourishes balances and regulates the nervous system. It also reduces stress and reduces pain. The nervous system carries all electrical impulses from the brain to other parts of the body and their nothing that can happen in the body without this involvement. The nervous system becomes imbalance due to stress and different health problems. Nervino works on correcting this imbalance and alleviate pain and distress. Bio I $40 - Created to boost the body’s immune system, Bio I specifically targets the lymphatic system which assists in warding off many common illnesses such as colds, allergies and the flu. Comprised of non-hybrid plants, the Bio I will strengthen and boost the entire body’s defense mechanisms. Bio II $40 - A compliment to the Bio I, the Bio II cleanses the body of toxins produced from eating a non alkaline diet. It removes the buildup of mucus in the entire digestive and renal system; which include major storage organs such as the colon, liver, kidneys and pancreas. Bio I & II $80 (preferably sold together as a kit or can be sold individually) T1 $20 - Specifically designed for the male reproductive system, T1 naturally allows the body to produce the necessary amount of testosterone needed to bring the body’s hormonal system into balance. By providing nourishment to the male endocrine system, the T1 increases male virility in addition to reversing impotence, the effect of hair loss and muscle atrophy; all symptoms commonly associated with aging.
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H1 $20 - Targeting the entire female reproductive system, H1 is the all in one product to help eliminate all of the symptoms associated with menopause such as moodiness, hot and cold flashes, depression and low libido. The H1 also creates a healthy and stable environment within the female reproductive organs to help regulate the menstrual cycle and assist with fertility. Drink Electra (Sea Moss) $25 - This nutritious drink is comprised of different land and sea vegetables mainly sea moss (Irish moss) meant to provide the body with 102 minerals and contains large traces of Potassium phosphates and Calcium. A great substitute in place of milk for people on non-dairy diets (comes in powder form).
Eva Salve $20 - An all natural based ointment infused with many natural herbs and essential oils, the Eva Salve cures many diseases associated with the skin which is the largest organ of our body.
This multi-purpose cream has treated and eliminated eczema, acne and psoriasis while
also promoting circulation and reversing the effects of arthritis pain. Nutritional Program Package- Their elite product line, this therapeutic package is designed to treat the entire body by targeting every aspect of it simultaneously. Through an Intracellular Cleansing and Revitalization of the cells, the NP program uses the “Bio-Mineral Balance” approach to healing. With this natural methodology they have cured such diseases as AIDS, Diabetes, Cancer, Leukemia and many others. This package is available only through personalized consultation and must be maintained along with the suggested diet.
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Promotion Monthly Seminars: The Fig Tree holds a seminar once every month. In the seminar, there are discussions on health concerns by Maa & different guest speakers each time. The previous & recent customers who attend the seminar also take part in the discussion & share their experience of The Fig Tree products & services. Especially the old customers, who were completely cured from their critical illnesses though The Fig Tree treatment, serve as testimonials which helps promoting The Fig Tree treatment in a very effective way. There is also a cooking demonstration on how to make a healthy while delicious dish, a different dish each time that is comfortable for the current season. The food is served to the guests as a sampler. General line of the products is sold during the seminar as well, at times there are special offers. Seasonal products: Seasonal items are promoted that are highly beneficial for that particular season only. For example, the seasonal product of The Fig Tree right now is Tupoli, which is designed to combat the symptoms of spring allergies by removing the mucus that is triggered by histamines causing runny nose, sneezing and asthma attacks. In addition to being a natural decongestant, Tupoli will also cleanse the intestinal region leaving the colon lighter and cleaner for the spring season. Occasional discount: The Fig Tree offers discounts during different occasions such as – 4th of July, Thanksgiving, Christmas etc. Discounts range from 10% up to 50% by offering by one get one free. Clients are called on their phones & emailed before the discount period and many of them tend to stock up on their favorite items during the discounted period Teleseminars & webinars: Similar to the monthly seminars, there are Teleseminars & webinars where customers can discuss & communicate over the phone & website. Information on different health concerns & healthy diet are discussed while answering different questions of the attendees. This is an excellent opportunity for out of state residents who are unable to attend the seminars. Other promotional activities: There are some other promotional activities that the Fig Tree performs, such as weekly Radio Show, Special Discounts for customer, yearly retreat program, events sponsored by different groups & institution etc.
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Places & Distribution
The Fig Tree is an U.S. based company which has its only office & outlet in NY. But it has Distributorships in locations such as Georgia, New Jersey, Chicago & a few other states in USA, and in UK. The Fig Tree’s current distribution strategy targets different health food stores such as•
Sunbathe Herbal Marketing in New Jersey,
•
Soul Brother's Boutique in Ney York,
•
Sevananda Natural Foods in Georgia and few other places.
•
Individuals working as distributors in different cities of USA & UK.
Distribution for The Fig Tree is based on consumer demand. The Fig Tree is now working on expanding the number of retailers in the US and other countries. The Fig Tree’s distributorship is currently in progress for countries such as Canada, Japan, Australia, the Caribbean Islands etc. It also has a plan to open a franchise in Bangladesh towards the end of the year 2012.
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Packaging Currently, The Fig Tree is selling products that come in several types of bottles & jars with labels with the logo of the company. The labels have product description, instructions and a brief idea on the ingredients. The color and design of these bottles are quite on the average side. Most of the products come in the choice of capsules and liquids. The capsules that are used to contain the herbs is natural vegetation capsules and thus not unhealthy like the regular capsule coatings. The capsules come in plastic bottles with the total weight of 8oz each. The liquid items come in glass bottles in order to keep the herbal solutions fresh for a long time and only herbal preservatives are used in the liquid solutions. The total weight of each of them is 1lb. The only item that comes as a powder is the Drink Electra and comes in a 1lb plastic jar. The skin nourishing eva salve ointment also comes in a plastic jar.
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Competitors Competitor analysis in marketing management is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context to identify opportunities and threats. Profiling coalesces all of the relevant sources of competitor analysis into one framework in the of efficient and effective strategy formulation, implementation, monitoring and adjustment. The Fig Tree has two types of competitor, method-based competitor and Product-based competitor.
Method-based competitors The Fig Tree, being a provider of herbal treatment has competitors those use other methods of treatment such as traditional medical treatment, homeopathy, naturopathy etc. Sometimes customers choose a certain method over others due to their knowledge & preference. It is necessary for The Fig Tree to create enough awareness & educate people on the reasons why herbal treatment of The Fig Tree should be preferable over other methods of treatment. Although companies using other methods of treatments are competitors of The Fig Tree, they are not strong competitors due to the unique treatment procedure provided by The Fig Tree & the fact that their treatment at times start from the point where other types of treatments have failed. Also, there is no conflict between The Fig Tree’s herbal treatment & other methods of treatment, The Fig Tree welcomes medical diagnosis in order to better identify the illness & keep track of progress made through The Fig Tree treatment.
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Product-based competitors The Fig tree also has competitors within its methodology of herbal treatment. There are different companies offering herbal remedies & herbal nutritional supplement, for example –Best Herbal Cures, Nature’s way, Nature’s secret, Herbal answers etc. These companies provide herbal products, some of which are one herbal ingredient & some are combined herbs intended to serve certain purposes such as liver detoxification, energy & endurance, immune system booster, cough & cold formulas etc to. Some of them are described below in brief.
Nature’s Way Nature’s Way is one of America’s leading companies of herbal medicines that is also in business over 40 years. It has been a preeminent provider of health and healing through the power of nature. Being a pioneer, they have developed an impressive list of “firsts” among major dietary supplement companies. Many of these innovations initiated by Nature’s Way have shaped how America thinks about natural medicine. As one of the most technologically advanced supplement manufacturers in the United States, they try to continue to push the boundaries forward on quality research, testing and introducing new ingredients. They offer over 500 nutritional and natural products, including single herbs and herbal extracts, homeopathic remedies, vitamins, minerals and specialty products such as Whole Food Energizer, probiotics, Ginkgold, EfaGold, essential fatty acids, Thisilyn® liver formulas etc. Their company logo—the green leaf seen their product packaging and on their web site features a motto: “Trust the Leaf.” They strive to produce the very best and have worked hard to build trusting relationships with their retailers and with the customers.
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Best Herbal Cures At Best Herbal Cures, they provide a range of complementary holistic therapies, wellness products and pure nutritional supplements that nourish, stimulate and rebalance, encourage customers body to work more efficiently and heal naturally, enabling them to enjoy greatly improved health benefits and well-being. Although not as successful as Nature’s way, they do have many of their products available nationwide.
Nature’s Secret Nature’s Secret, the leader in cleansing products, offers a range of quality products in both the domestic and international marketplace. They claim their products rank amongst the elite. At Nature’s Secret they believe that total body wellness is the key to overall health. Their medical system is organized – from cardiologist to dermatologist; they have a doctor for nearly every body part. At Nature’s Secret, they develop life-changing products using this whole-body philosophy. Using delicate mixtures of healing herbs and botanicals, they treat imbalance itself, not just the symptoms of imbalance.
Although quite established in the herbal product market, none of these companies have exclusive items & services like The Fig Tree, nor has the customized package for individual customers for complete cure from different critical health problems. In The Fig Tree, A customer first consults with a consultant of the company either in person or over the phone. Then based on the consultation, a package is designed specifically for that person in order to reverse the illness. The detoxification products of The Fig Tree cleanses the entire system using the intra-cellular cleansing method and removes mucus, toxins, acids, viruses etc. The revitalizing products work on nourishing the cells all over the body by provides vitamins & minerals. Thus The Fig Tree treatment ensures optimum achievement for health & wellness, while permanently healing critical diseases such as AIDS, herpes, tumors, cancer etc. which has not been possible by any of the herbal product companies mentioned above.
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SWOT Analysis Strength •
Permanent healing from different critical diseases.
•
The Fig Tree has one big advantage over the other competitors. It provides product customization for every customer. A customer first consults with The Fig Tree consultants and based on the consultation, a package and a diet is customized for that particular customer.
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The Fig Tree products can be used as medicinal substitutes that have no side effects unlike the medicines.
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Pain free yet effective treatment methods.
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Easy to consult with The Fig Tree’s consultants as they can choose from the options of in-person consultation & over the phone consultation. The customized package can be obtained in person or ordered over the phone while general products can be obtained from the website as well as in-person & over the phone
•
Customers can fix appointment with the consultants by calling The Fig Tree from any part of the world.
•
The Fig Tree provides multipurpose products which differentiate them from their market competitors. Some of their products are quite versatile and serve dynamic benefits. Their formula consists of a number of special ingredients collected from different parts of the world. Usually the other companies’ herbal products consists one or a few ingredients, each of which product only serve limited benefits & generalized solutions.
•
Not only The Fig Tree provides treatment & nutritional supplement, it also educates people about health & wellness through different events.
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The Fig Tree provides discount to their customer who are willing to share their experience of The Fig Tree products & services working as a testimony of successful treatment to the new & interested customers.
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Weakness •
The Fig Tree products consist of ingredients from different parts of the worlds, some of which are very rare, some are difficult to collect & some are only seasonal. Therefore, at times, certain products are either low in stock or even out of stock for sometime which creates inconvenience and delay in service for the customers.
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Although The Fig Tree provides high quality products & excellent customer care in of consultation, it has poor Marketing Strategy which failed to create the appropriate brand awareness that the products & service are worth of.
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The Fig Tree has customers in different states of the USA & in different countries and has a great opportunity to increase its market share not only nationally but also globally. Unfortunately it has not yet taken any step to utilize it.
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The Fig Tree, being a company with high quality products that has been in business over 40 years now, is not yet very well known only because it has failed to practice proper marketing activities and broad-spectrum of promotion.
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The Fig Tree’s media advertising is practically nonexistent. The company primarily relies on word of mouth and public relations to raise awareness of its products. However, this method alone is not capable of raising the targeted brand awareness.
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The Fig Tree is a customer centered company. They are more focused on customer’s needs and demands but they are not at all concerned about their market competitors. Competitors should be identified and monitored to keep themselves updated on the recent market scenario. For example, The Fig tree has failed to present attractive packaging in compare to its competitors.
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Opportunity
•
The Fig Tree has a great opportunity to become the leading herbal product company not only nationally but also globally by applying an effective marketing strategy since it already has unique & high quality products & treatment,
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The Fig Tree has several opportunities to increase its market share & clients both nationally & globally. To accomplish this opportunity, The Fig Tree is currently working on expanding distributorships & opening new franchises in different countries of the world including Bangladesh.
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The Fig Tree can raise its brand awareness by making its general product line available in the health food stores nationwide like its competitors do. Aside from gaining new customers and serving existing customers, this will also help gaining attention of customers of the competitors and will enhance brand awareness.
•
The company is more focused on the customer service & less concerned in paying attention to develop the design, size and shape of these bottles. By improving the packaging of the products, it would be possible to gain higher attention of potential new customers.
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Threats •
The unique formula of The Fig Tree products were created by Dr. Sebi & Maa through years of research & field study. The Fig Tree needs to be very careful in maintaining the secrecy of the formula so it does not get stolen by other individual or companies. This is one reason why The Fig Tree is very careful in hiring staff and prefers to keeps a smaller & trustworthy workforce. This situation creates lower human resources than required to carry out the activities of the business in the internal sectors.
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Since some ingredients of the products are rare, seasonal & difficult to collect, there is a risk of low supply for a high demand if there is an expansion of the market share & clients.
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Medical institutions & doctors misinterpreting the herbal treatment for lack of knowledge on this treatment method and at times due to the tendency of rivalry.
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Conclusion
After analyzing The Fig Tree as a brand we can state that The Fig Tree is a unique brand with high-quality products and services and has a satisfied clientele. The Fig Tree has potential to become the market leader of the herbal products and treatments. Although it has been in business for over 40 years now, it has not achieved the recognition it deserves neither the brand awareness that it is capable of creating. Our critical marketing analysis on The Fig Tree has shown that the reason The Fig Tree has not been able to establish itself as a strong brand despite its high quality products & services, is significantly because of its lack of proper marketing strategy. There are certain other obstacles, such as, people’s lack of understanding on natural treatment and the fact that herbal treatment is highly effective in curing illnesses, rivalry of other treatment methods especially traditional medical treatment, inconsistency in the availability of all the ingredients in a vast amount for mass market etc. But the poor marketing activities outweigh these obstacles and it is essential that The Fig Tree establishes an effective marketing strategy as well as apply it consistently.
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Recommendations After analyzing the effectiveness of The Fig Tree’s marketing programs, we have come up with the following recommendations to develop a suitable marketing strategy for the company which will help establishing The Fig Tree as a strong brand in the Market and achieve the position and success that it has potential of. The areas where The Fig Tree needs to focus on are -
Advertising The Fig Tree media advertising is practically nonexistent. The company does not utilize television or magazines ments like most of its competitors. Although it organizes seminar, radio shows, teleseminars and webinars from time to time to create brand awareness and also to provide necessary information to the customers, it primarily relies on word of mouth and public relations as its primary marketing tool. However, these programs cannot be sufficient in effectively raising strong brand awareness. In order to implement effective advertising, the company needs to identify the proper means in the media. Instead of advertising in the mainstream media outlets, The Fig Tree should rather focus on alternative media outlets that are more related to the specialized service of The Fig Tree. For instance, television commercials should be undertaken, but at the same time the company should buy time-slots for selected programs and seminars. Taking part in the channels and that focus on health-concerns would be perfect for highly effective ment for The Fig Tree. Magazines would also be an effective medium for print advertising. Special magazines such as Experience Life Magazine, Fitness Magazine, Natural Health Magazine, and other alternative health or treatments magazines will provide highly efficient media coverage for The Fig Tree products & services. Other areas where The Fig Tree could have effective advertising opportunities include billboards, vast online ment etc. The company must improve their existing website and make it more attractive while informative in different aspects.
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Segmentation We feel the company should look closely at different segmentations and use those elements to expand in certain areas even more than they primarily would, depending on the number of people in its target market that live there. To accomplish this task they have to expand their market share and business outside of the USA. They can open franchises in different locations of the world.
Distribution While The Fig Tree is constantly trying to expand the number of vendors and retailers it works with, we feel there are many other areas in which the company could expand with success. We think it needs to expand more Outside New York. There are many places in other states and countries where Fig Tree products and services can be sold successfully. The Fig Tree does have the vision to expand its products distribution all over world which needs adequate efforts by the company in order to plan and execute successfully.
Positioning We believe The Fig Tree’s positioning appeals to those who believe in holistic treatment & natural lifestyle and are health conscious by marketing itself as a “permanent healing” treatment choice. While maintaining this position, we believe The Fig Tree should expand its target market to individuals indulging in additional forms of the treatment advantages that is not emphasized as much. Researches show that the people of today’s world are very health conscious and have trust on natural treatment methods. This is why The Fig Tree needs to be seen not only as a natural treatment method which can cure any critical diseases permanently but also something that anyone could feel comfortable trying.
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Packaging Development Packaging is very important in marketing communication to catch the eye of the customers, to express something about the company and also to create brand awareness. The Fig Tree should develop its packaging. It can change the shape & design of the containers into something more attractive. They can also improve the labels of the containers and may add health tips on the labels and thus make it more appealing.
Promotion The Fig Tree can obtain the following promotional programs while maintaining their current promotional activities on a more frequent basis – •
The Fig Tree can hold awareness programs at different schools, companies & other institutions on a regular basis in order to educate people on the effectiveness of natural lifestyle & natural treatment while raising brand awareness.
•
The Fig Tree can target the celebrity society as their desired market. Since most celebrities are more health-conscious than regular people while more prepared to spend money & efforts on highly effective products & services, The Fig Tree should focus on encouraging them to try out its products. This will not only bring a loyal clientele but also help advertising The Fig Tree products & treatments through the real-life experience of the celebrities.
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The already existing once a year retreat program can be made seasonal and more exclusive by offering trips to natural environment in both USA & in different countries.
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The Fig Tree needs to have an urgent delivery system for its NY customers, since there are customers who are very ill and needs products immediately at times but is unable to go to the Fig Tree office soon enough.
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Bibliography www.thefigtreeonline.com www.wikipedia.com http://davesgarden.com/guides/articles/view/1787/ http://www.naturesway.com/ http://www.bestherbalcures.net/ http://www.naturessecret.com/ http://www.ehow.com/info_8273086_definition-positioning-strategy-marketing.html http://www2.elc.polyu.edu.hk/cill/eiw/report_conclusion.htm
Special thanks to - Sesa Bowman: Marketing Manager of The Fig Tree
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