Brian Gordon

Vice-President, Marketing
 Strategic
Opportunities:
Product Line and
Positioning
Strategic Opportunities:
Product Line and Positioning

• General Review
• Competitive Review
• Immunotec Positioning Issues &
Requirements
• Product Line Positioning Strategies
• A Growth Strategy
General Review
Background
• Approximately twelve years as science based company
• Historical reliance on one product
• New product intros were either “strategic” or “spontaneous”

Recent Developments (last 12-18 months)

• Shifted stronger focus to recruitment
• Developed introductory sales materials and tools
• Communicated growth objective: $500M sales revenue goal
in
3-5 years
Competitive Review
Competitive Advances
• The number of Network Marketing (NM) companies listed under
“nutritional supplements” from the DSA membership directory: 73
• Health & Wellness is a dynamic NM category. Successful self
promotion attracts new distributors and customers
• Immunity is fast becoming a specialized segment within H & W
• “Immunity-related” products are finding their way into many
product lines, with claims of antioxidant properties
• Companies have become very marketing-savvy, and many create a
compelling “story” of innovation about the breakthrough advances
of their products, although not scientifically supported (or
supportable)
Competitive Review
Competitive Threat Summary
• Market share divided among many companies with non-
efficacious products
• False and misleading claims could dilute Immunocal’s
message of real efficacy
• Huge MLM companies can execute efficiently just
because of the number of distributors
Conclusions
• Still a wide open market; no need for immediate
concerns
• Category awareness speeding up: window of
opportunities
don’t last forever. Time is NOW!
Immunotec Positioning Issues
Considerations:
• Immunotec –and its flagship product Immunocal- are
literally rooted by the “immuno” preface, a specific
reference to immunity
• As a leader in the immune segment of the Health &
Wellness industry, this leadership refers exclusively
to Immunocal
• Immunotec markets 13 products ; 11 of which are
not directly related to immunity [and/or not currently
positioned to enhance or support the immune
system]
Critical Positioning
Requirements
~ie: Define & Explain Ourselves
Immunotec
• Immunotec must leverage that it created
the immunity category, and generate
recognition that it is “an immunity
company”
Immunocal
• Immunocal must be positioned as
“Authentic Leaders” (science based,
clinically efficacious, medically endorsed)
to achieve a sustainable competitive
advantage as efficacious and trustworthy
Critical Positioning
Requirements
~ie: Define & Explain Ourselves

All Other Supporting Products

• Immunotec ‘s products must share
Immunocal’s core value of enhancing
immunity (but that’s not a story we’ve
been telling)

New Product Development

• New products must be “strategic”, and
link to health improvement and
immunity
Critical Positioning
Requirements

Positioning Challenge Defined

To create an air-tight competitive advantage for Immunocal
and have all existing products (and any new products) - all
relate to how Immunotec is the leader in the immune
segment of the Health & Wellness market.
Critical Positioning
Requirements
Step 1. Corporate Tagline
Assessment
Current Tagline: IMMUNOTEC®
Your Key to Living Well
Key Strengths:
• Copy-written to support both the financial opportunity
and the health benefit
• Inclusively gives indirect support to all products and
brands (“can’t-miss” approach)
• Credible and not overstated
Critical Positioning
Requirements
Current Tagline: IMMUNOTEC®
Your Key to Living Well
Key Weaknesses
• No reference whatsoever to immunity (ignores our specific
strength)
• A non-specific claim: “Living Well” has no direct link to
company’s category
of business
• No hint as to product benefits or the value proposition
• Subdued tagline claim; not aggressive or assertive

Conclusion
• While not an unacceptable tag line, it can’t be considered
to be optimal
Critical Positioning
Requirements
New Tagline
Immunotec®
OPTIMIZING YOUR IMMUNITY, WELLBEING
AND WEALTH
Rationale:
• Delivers and asserts promises which are specific
• Directly leads with cornerstone assertion of “optimizing your
immunity”, alluding to the benefits of the flagship product
• Secondarily addresses the umbrella of “wellbeing”, under which a
broad variety of products may be categorized; making
understandable reference to the Health & Wellness category
• Is anchored by the financial opportunity
Critical Positioning
Requirements
Immunotec®
OPTIMIZING YOUR IMMUNITY, WELLBEING
AND WEALTH

Positioning the Tagline

Critical Positioning
Requirements
Step 2. Corporate Positioning
Stance
Formal Positioning Stance for
Immunotec
i. Primary
Immunotec is the Authentic Leader in distributing
natural products that are scientifically and clinically
proven to directly* enhance your immune system
ii. Secondary
Immunotec is a trusted distributor (or marketer, or
seller) of dietary supplements that enhance and support
your immune system and/or your wellbeing
Product Portfolio
Canadian audience:
That was a nice
chart, eh?

U.S. audience:
That was a nice
chart, huh?
Now, let’s get real:
What is our fundamental
objective?
GR O WTH
How can this be expressed?
1. Higher revenues
2. Incremental earnings
3. More residual income / money in my pocket
4. Supplementary profits
5. Positive variance to the EBITDA: Earnings
Before Interest,
Taxes, Depreciation, & Amortization
Q: Which # above most represents the way you think about
“growth” for yourself?
My “More Residual
Guess: Income /
Money
When you individually make more money,in My Pocket
Immunotec grows. ”

So, what are some ways we can drive

growth?
• Geographical expansion: North American,
International
• Generate more sales among existing and new
customers
• More recruiting
Generate More Sales Among
Existing and New Customers
2 MAIN STRATEGIES:
Strategy Number 1: Increase Consumption
ie: Get people to buy [ie: Consume! ] more of what they’re
already buying / consuming. Examples:

• I know you take 1 package of Immunocal per day, but you

should consider taking 5 per day (Is this easy to convince?)
• I know you take 1 tbsp of Cherry before bed for a good
night’s rest,
but if you take 2 more before a boring business
presentation, you can sleep right through it!
• I know you take F.I.T.T to replace your lunch meal, but why
don’t you take F.I.T.T for ALL your meals, and give up food
completely!
Generate More Sales Among
Existing and New Customers
Q: How easy is it to get people to
BUY & CONSUME more of what
they already buy and consume?

If you eat a chocolate bar every day, and then

you find out one store sells your favorite one at
50% off, what happens. (You buy a bunch at
one time… eat 2 per day for the first 2 or 3
days, then go back to eating 1 per day… and
shop for chocolate less frequently). Is “a good
deal” sustainable for residual income?
 Generate More Sales Among
Existing and New Customers
Strategy Number 2: Cross Sell
ie: Get people to try something new, and add to their order.
Examples:

Have you ever tried mixing 2 tablespoons of Cherry Juice/Concentrate

in with your Immunocal; it’s unbelievable! Take it in the evening and g
a great sleep along with great immune function!
Do you eat beets, broccoli and bananas every day? Do you eat
Cauliflower, Cucumbers and Chlorella every day? Have you considered
a multivitamin to support all your nutritional requirements the easy wa
Ever get stressed? Have you tried PNT 200 to really ease the symptom
Ever have trouble focusing in the afternoons? Give yourself an edge
with Xtra Sharp herbal & mineral supplement
 Income Example: Sell $2.00 per
day in additional product per
person

NOTE: Building 4 wide (signing up 1 more person on your “first-line” of

business) and then coaching “Duplication” = Over 260% MORE
MONEY!
Generate More Sales Among
Existing and New Customers
Offer the products. Tell of their
“clinical efficacy” and superiority. Tell
of their link to directly enhance,
indirectly enhance or indirectly support
a strong immune system.

MAKE MORE MONEY!