How can Moringa benefit you Group 1 Austin

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How can Moringa benefit you? Group 1 Austin Leefers Yezid Navas Yasmin Saif Mahak Hamid Hafiz Hassan • • • Increased energy Greater alertness Better endurance Increased focus Mental clarity 47 anti-oxidants 36 anti-inflammatories 25 multi-vitamins 30% protein 7 times the vitamin C from oranges • 4 times the calcium found in milk • 4 times the vitamin A found in carrots

Willingness to pay per capsule bottle (in AED) UAE Market Size & Demand Projected market Demand Curve 140 120 Do you currently consume dietary supplements ? 120 100 90 80 60 60 40 20 Yes 47% No 53% 0 20% 30% 40% 50% 60% percent of 'Yes' Answers 70% • There is currently 47% of the sample consuming dietary supplements such as Moringa. The market is growing and is attractive. • There is up to 63% willingness to buy the product depending in the price. The data shows that there is a great potential market in Dubai, and that there is people whiling to buy the product depending on the price.

Key Benefits & Competitive Advantage Attribute Ranking The differentiating factor for Moringa is that it contains no additives and the vitamins come out of the leaves. Being natural is important to customers, this makes Moringa have a competitive advantage. Reduced Disease risk Focus Energy Protein Antiaging Natural Multivitamin 0% 5% 10% 15% 20% 25% 30% 35% 40% According to the market research the selling point for Moringa should be : • The multivitamin aspect. • The 100% Natural product with no additives & chemicals. • Other attributes should be mentioned but not pushed as hard.

Projected market Demand Curve (capsules) Projected Market Demand Curve (Powder) 140 120 100 90 80 60 60 40 20% 40% 60% percent of 'Yes' Answers 80% Willingness to pay per capsule bottle (in AED) Pricing Strategy 250 200 150 100 50 0 30% 35% 40% 45% percent of 'Yes' Answers For the Moringa capsules the pricing strategy should be competitive pricing: • 90 AED for the 120 capsules bottle. • 180 AED for the 250 capsule bottle. For the powder Moringa the pricing strategy should be skim pricing: • Starting at 200 AED for an 8 oz powder bag. • Down up to 120 AED for an 8 oz powder bag. 50%

Identifying the Target Market Important characteristics of the target population The fact that people currently consume dietary supplements are likely to try Moringa, shows that the product is appealing and has a competitive advantage in the market. currently consuming suplements More income level Going often to the doctor Being a Male Being Older 0% 2% 4% 6% 8% 10% 12% percentage of influence to the buying behaviour 14% • People that had consumed vitamins before are more willing to try Moringa • The higher the income the more likely they are to try Moringa. • People with health concerns (# of visits to the doctor) are more willing to try Moringa. • Gender and Age will not determine Moringa consumption in Dubai.

Recommendation • Both Moringa products should be introduce thanks to great market potential of dietary supplements • A combination of skim and competitive pricing should be use to introduce the products. • The product should be promoted as a 100% natural multivitamin. And push thru online channels. • The early adopters should be targeted at the moment of introducing the product (Pregnant women, Athletes, heath concerned individuals). doctors and pharmacists will be key actors to push the product.

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