Marketing report

Assignment

BUS 620

Sifat E Rabbani

ID:113 0456 060

Musabbirul Islam

ID: 113 0074 660

North South University

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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 premium 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 terms 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

log into 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 users 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 designing 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 members. 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 upcoming events of the companies and customer feedbacks.

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 premium 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 support 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 premium 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 support 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.

• The Fig Tree products can be used as medicinal substitutes that have no side effects

unlike the medicines.

• Pain free yet effective treatment methods.

• 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.

• 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.

• Although The Fig Tree provides high quality products & excellent customer care in terms

of consultation, it has poor Marketing Strategy which failed to create the appropriate

brand awareness that the products & service are worth of.

• 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.

• 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.

• 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.

• 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,

• 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.

• 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.

• 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 advertisements 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 advertisement 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 advertisement 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.

• 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

Marketing report

Documents

Transcript of Marketing report