Assignment task:
Respond to a peer who has not yet received a reply. Offer another marketing idea to build awareness for your peer's new product during the introduction phase of the product life cycle.
A new product for Kirkland signature that I recommend is a soft gel prenatal/postnatal vitamin for women. This product will include DHA, EPA, and fish oil. This will include all of the supplementation that woman is suggested to take during pregnancy to avoid additional supplements to be taken with a regular prenatal vitamin.
I believe that this product will be successful for the company because they currently do not have a prenatal on the market. They would also complete with the popular brand Nature's Made Prenatal vitamins with DHA and EHA. Omega-3s are also used to produce breast milk after delivery of a baby. Mothers become more exhausted with each additional pregnancy. Research has shown that including EPA and DHA in a pregnant woman's diet has a good impact on the baby's visual and cognitive development. Omega-3 fatty acids are beneficial for the pregnancy process itself. Increased intake of EPA and DHA has been found to reduce the risk of preeclampsia, avoid preterm labor and delivery, and may boost birth weight. Lack of omega-3s also raises the mother's risk of developing depression. Having one supplement that can give a pregnant or postpartum mother all the supplementation she needs for her and her baby at a good value will be a good selling point.
A marketing idea for building awareness among pregnant and postpartum mothers in the introduction phase of the vitamin would be to include samples in hospitals and clinics near a Costco. Or also providing samples at the warehouse on the weekends in the supplement aisle. This gives the new product exposure and we can promote the benefits of an all in one supplement.
Reference:
E. (2021, April 27). Omega-3 Fish Oil and Pregnancy. American Pregnancy Association.