Strategic communications in dietary supplement marketing - a case study of the marketing of coenzyme q10 supplements.

摘要

The dietary supplement industry, as a category, has one of the highest cumulative market values in the U.S., one that is rapidly increasing despite the economy's fluctuations in recent years. The following thesis will begin with overviews of the dietary supplement industry, important governing bodies and organizations and relevant legislation. It will then analyze the current state of dietary supplement marketing. For this purpose, the author will use the marketing of Coenzyme Q10 (CoQ10) supplements as the case study subject and analyze it with respect to the 6 "P"s of marketing (product, packaging, price, place, promotion and people). A labeling analysis will be conducted to examine the content of the labels of 14 representative CoQ10 supplement products on the market. Based on the research conducted by the author, suggestions for communication strategies and tactics will be made following the Strategic Planning Model.