ABOUT HEALTH BY HABIT

Health by Habit is a vitamin supplement brand currently based and manufactured in New Zealand. With a mission and motto declaring “Expert Science, Made Simple,” Health by Habit consists of premium formulations developed by experts and approved by registered naturopaths & nutritionists. Upon taking One vitamin-a-day, everyday, it provides the proper nutrients every human needs to live a genuinely healthy lifestyle. 

Health by Habit is known for its range of 17 essential vitamins inspired by real life. As you can see here, they range from the Multis, formulated to deliver a blend of vitamins and minerals to men and women, to the Benefits, here to resolve nutrient shortfalls with premium blends of active ingredients, to the Heroes, single ingredient powerhouses from nature’s backyard.

STRATEGY #1: ORGANIC CONTENT

We categorized our organic content into (1) the official social media platforms of Health by Habit and (2) social media content created by ordinary consumers. 

(1) Official Social Media Content

We plan to launch Health by Habit’s official social media platforms in May 2021, one month before the actual launch of the product at Walmart in June 2021, for one reason: to generate conversation around Health by Habit’s message, #genuinelyhealthful. If Health by Habit is able to produce engaging content around a topic that our Millennial market cares for, namely their health and wellbeing, we will be able to generate positive perception and interest around the product itself that will contribute directly to initial sales.

There are 7 essential topics we would like to see covered in Health by Habit’s social media, categorized into blue and pink above. The blue topics are designed to generate discussion around our message #genuinelyhealthful. The pink topics are designed to directly promote our product.

(2) User-Generated Content

At the same time, we will have users create content to help promote our brand and join in on the fun. With our Instagram Hashtag challenge, participants will upload photos sharing what they do to stay #genuinelyhealthful. We will also host TikTok challenges with celebrity ambassadors, with themes ranging from self-care question-answer relay to fitness competitions.

STRATEGY #2: POP-UP STORE

This will not be your typical pop-up store: here is where Health by Habit’s partnership with the Global Health Institute as well as its vitamin brand comparison campaign will come to life.

The Health by Habit Pop-up Store is designed to launch in June 2021 and should last for around 6 months. Visiting a pop-up store is intended to be an interactive, attractive experience for consumers to gain trust in and a positive perception of the brand.

Location Strategy

We plan for the pop-up stores to be located near our Year 1 retailers to encourage consumers to enter the retailer and make their purchases. We propose that licensed health experts, or even our brand ambassadors, be present at the pop-up stores to give personalized advice to consumers on which Health by Habit vitamin would fit best with their needs. Visitors will also be able to participate in a sampling and taste testing vitamin brand comparison with the health expert at their side to explain Health by Habit’s unique benefits. Finally, consumers will be able to directly select purchases and receive a selection statement which will allow them to make the payment and receive the product in the retailer next door.

Global Health Institute Partnership

The pop-up store is where Health by Habit’s partnership with the Global Health Institute comes to life. We have chosen this institute in particular due to its vision to improve global health and mission to strengthen high-impact global health research, which aligns with the #genuinelyhealthful message of genuine and scientific care for our consumers’ health. At the pop-up store, consumers will be able to learn about the partnership and the work the Global Health Institute does. All selections made at the pop-up store will be partially donated to the Global Health Institute. The objective is to make the consumer feel good about their purchase and ultimately about being a supporter of Health by Habit.

+ More

Additional perks to add to the experience include a free Health by Habit swag bag of merchandise, as you can see sampled on the right, for the first 50 visitors, as well as an instagrammable background to encourage visitors to take photos with, of course, hashtag genuinelyhealthful!

STRATEGY #3: PAID CONTENT

(1) Social Media Ads

Instagram, TikTok, and Facebook will be our platforms for any paid media ads. To the left (Slide 2), you can see a mockup sample of a PAID Facebook ad; this will allow new audiences to familiarize themselves with our products.

(2) TV Ads

We will also produce 15-20 second Cable and YouTube Ads. We are confident that TV advertisements are the way to go, and will benefit our marketing efforts greatly.

(3) Ambassador Partnerships

Content creators can promote products in their own content, and influencers with a loyal fan base who share our values for health and wellbeing are sure to attract relevant attention for our product. Therefore, we propose gaining the ambassadorship of both health experts and influencers. Such experts and influencers may include but are not limited to Dr. Sanjay Gupta and fitness Youtubers such as Chloe Ting and Cassey Ho.

(4) #GenuinelyHealthful Fireside Chat

This is essentially a live talk show with Health by Habit ambassadors, who have credentials in health and wellbeing. Health by Habit’s biggest brand loyalists will earn opportunities to sit in the live audience while the fireside chats are aired on Instagram Live and YouTube. Who exactly these brand loyalists are will be determined by the number of points consumers have on their Health by Habit membership app.

(5) YouTube Vlogs

Youtube influencers may create vlogs showcasing their experience with Health by Habit over a period of time, similar to the video we see here created by fitness YouTuber Natacha Oceane.

(6) Sponsorships: YouTube & TikTok

Sponsored content on YouTube might look like what we see here (Slide 7): this is a video created by YouTuber Alivia D’Andrea on the topic of “How to glow up in quarantine.” This is a good way to indirectly advertise the benefits of a product to a group of people who trust and look up to the influencer’s opinion.

Sponsored content on TikTok would be suitable for health experts and would be similar to the videos we see on Slide 8.

(6) Behind-the-Scenes Content

Behind-the-scenes videos on the filming of our advertisements with our influencers could be a way to attract the attention of the influencers’ existing fan base. The goal here is to create familiarity and positive emotion around Health by Habit as a brand.

(7) Press Releases

Finally, press releases would be created at the time of new SKU launchings and retail expansions in Years 2 and 3 to reach the general public beyond social media and to distribute more detailed information about our expansions.

STRATEGY #4: MEMBERSHIP

The purpose of Health by Habit membership is to encourage and establish long-lasting brand loyalty from consumers. This is especially important given that the Millennial Market has relatively lower brand loyalty.

Consumers would be able to purchase attractive membership cards that link directly to a mobile application, where they can conveniently view the points they gain from product purchases and uploading product reviews on Amazon.

Their points could be cashed in for product promotions and coupons, the opportunity to attend #GenuinelyHealthful Fireside Chats live, and merchandise.

STRATEGY #5: BRAND MERCHANDISE & PARTNERSHIPS

We want our users to live the genuinely healthful lifestyle through everyday activities. Our merchandise will include tote bags, water tracker bottles, fitness weights and more!

These Health by Habit independent merchandise will officially begin to be sold in Year 2 so that we have some time to generate fans for the brand in Year 1. This way, consumers will be attracted to buying our merchandise. We also plan to include some of these merchandise in our exclusive swag bags at the pop-up store in Year 1. 

Beyond releasing our own brand merchandise, we also look forward to working with other brands with similar values. This includes partnerships with well-known athlete companies like Lululemon and Nike, as well as sustainable brands like Patagonia. Collaborations with them can help us gain attention from our partners’ fans.

HBH SALES CHANNELS — LAUNCH TIMELINE & TOTAL BUDGET

We planned our sales and budget for the next 3 years, including retail expansions and SKUs for different sales channels.

(1) Product Launch

Our product will launch a month after another at Walmart, grocery chains, and Amazon under different pricing strategies. Walmart will have the lowest priced products with grocery chains at a higher price point and Amazon hosting exclusive bundle options. The Health by Habit website will also be utilized to market and sell each of the 17 distinct SKUs at a low price and with customization options. Doing so allows us to disintermediate retailers and attract users to our site.

(2) In-Store Activation

We will be holding samplings for consumers to taste the products and have nutritionists who will be available to educate and answer any questions related to the Health by Habit supplements.

(3) Sales Forecast

We created detailed charts with estimated values to show our sales forecast for Years 1 through 3, accounting for fluctuating sales during holiday seasons versus slower months. Some factors that contribute to the sales growth shown include the addition of Walmart online in Year 2 and the expansion into retailers with each coming year, in combination to all our marketing efforts.

(4) Budget 

We have $200K to spend on our campaign. We plan to allocate around half of our budget on opening 50 pop-up store locations since hosting a successful opening can help us reach our target audience. We allocated the rest to mainly paid media campaigns, sampling events, and other benefits for our members.