Brand Analysis:

Blackmores

• The Blackmores Asian regional office is located in Singapore. Their business strategy focuses on superior performance in the key areas of: consumer connectedness, innovation and expertise, global advantage, and people and performance.
• Blackmores is "winning" by being "consumer obsessed" in their strategic approach to consumer connectedness.
• Their innovation and expertise is reflected by continuing to strategically be a "leading influencer" in the global wellness ecosystem.
• Their strategic focus to have a global advantage is to outperform in China and become the leading Australian vitamin and dietary supplement company in Asia.
• They also strategically invest in their people and processes to create a high performing achievement culture.
• Blackmores offers seven innovative brands with 1,500 natural health solutions and services. Their brand strategy is to remain "grounded in consumer trust and purpose" and expand on the strong brand they have in Australia to other markets like Singapore. They are also focusing this year on simplifying their brands and divesting non-core brands.
• Blackmores' marketing strategy this year is to focus more on the customer experience and build upon previous success from their ‘Begin Better Every Day’ regional consumer marketing campaign that has been rolled out across Asia markets.
• The effectiveness of Blackmores' marketing strategy in Singapore can be measured by being the number one vitamin brand, achieving 38% market share, and winning the fish oil category. Blackmores has also been the most trusted vitamin brand in Singapore for the past 5 years.