Mục lục I. Company Introduction 4 1. History 4 2. Vision 5 3. Mission 5 II. ProductService 6 Product 6 1. Herbalife lose weight, gain weight 6 2. Herbalife supports digestion 7 3. Herbalife beauty, antiaging 7 4. Herbalife antiaging products 7 5. Herbalife bodybuilding 8 6. Products supporting bones and joints 8 7. Supplementary products for cardiovascular health care 8 8. Other products 9 Service 10 III. Customer Segmentation 11 IV. Pricing Strategies 11 Competitive Pricing 11 Premium Pricing 11 Psychological pricing 12 Geographical pricing 12 Bundle pricing 13 V. Channel Strategies 14 Channel Model 14 Indirect Channel Marketing 14 Multilevel Marketing 14 Through wholesalers Retailers 16 Direct Channel Marketing 16 Retail Strategies 17 1. Demandside Positioning Strategies 17 2. Channel model of Herbalife: 19 3. Retail strategies of Herbalife 19 About retailers of Herbalife: 19 Herbalife’s Retail Strategies : 20 Wholesale Strategies 22 UpstreamDownstream Integration Strategies 26 Upsteam Integration Strategies 26 Hebalife’s manufacturing: 26 Production process: 26 Upstream strategies: 27 Downstream Integration Strategies 28 VI. RecommendationSuggestion 28 VII. Reference list 28
TRƯỜNG ĐẠI HỌC KINH TẾ TÀI CHÍNH – KHOA KINH TẾ – REPORT MARKETING CHANNEL STRATEGY Instructor: Lưu Thanh Thủy Class: B01E Members: Hồ Đắc Thiên Ân Nguyễn Hoàng Huy Nguyễn Tường An Trần Minh Anh Dương Ngọc Liên Hương Phùng Gia Bình Lê Hà Thùy Nhi Lê Thị Thanh Thúy Ho Chi Minh City January 6, 2021 Content I Company Introduction History Vision .5 Mission II Product/Service .6 Product Herbalife lose weight, gain weight .6 Herbalife supports digestion Herbalife beauty, anti-aging Herbalife anti-aging products Herbalife bodybuilding Products supporting bones and joints .8 Supplementary products for cardiovascular health care 8 Other products Service .10 III Customer Segmentation 11 IV Pricing Strategies .11 Competitive Pricing 11 Premium Pricing 11 Psychological pricing 12 Geographical pricing 12 Bundle pricing 13 V Channel Strategies .14 Channel Model 14 Indirect Channel Marketing 14 Multi-level Marketing 14 Through wholesalers/ Retailers .16 Direct Channel Marketing 16 Retail Strategies .17 Demand-side Positioning Strategies 17 Channel model of Herbalife: 19 Retail strategies of Herbalife 19 About retailers of Herbalife: 19 Herbalife’s Retail Strategies : 20 Wholesale Strategies .22 Upstream/Downstream Integration Strategies .26 Upsteam Integration Strategies 26 Hebalife’s manufacturing: 26 Production process: 26 Upstream strategies: .27 Downstream Integration Strategies .28 VI Recommendation/Suggestion 28 VII Reference list 28 I Company Introduction History Herbalife Company was established in Los Angeles in 1980, is a unit specializing in the production of functional foods Currently, Herbalife has been operating for nearly 40 years and has offices in over 80 countries and is trusted by millions of customers In particular, Herbalife is a line of nutritional food products derived from natural herbs, suitable for all users and does not bring side effects when using the product Founder Mark R Hughes - L.A Headquarters Live - Los Angeles, California, USA - Key employee Rich Goudis (CEO) - In 11/ 2009, Herrbalife officially comes to Viet Nam which is in the big cities Herbalife is committed to a long-term operation in Vietnam Currently, we have Head Office in some big cities: HCM, Hanoi, Danang and freight forwarding centers in Binh Duong and Herbalife Viet Nam is the 71st member of Herrbalife global Telling to the vision, mission and the values which the Herbalife commited with the customer Vision Improve the quality of life Movement of living healthy and active thanks to balanced nutrition “Changing people’s lives” They want to change people lives with the multi-level Marketing and people’s health Herbalife make the customer can earn money by theirselves through multi-level Marketing Beside that, Herbalife tries to make a diversified nutrition for the people Mission “To change people’s lives by providing the best business opportunities in direct selling and the best nutrition and weight-management products in the world” Their vision takes to this mission You can see that Herbalife wants to make people become more important to Herbalfie’s system The people can earn money, the people can be healthy It’s all depended on Herbalife’s product Business result: In 2017, the enterprise with the largest revenue was Herbalife Vietnam One Member Limited Company with more than 2,000 billion VND, accounting for 25.62% In 2020 - Herbalife Vietnam was honored with the top 100 sustainable businesses in Vietnam by 2020 as assessed by the Vietnam Chamber of Commerce and Industry (VCCI) Although the number of participants accounted for only 6.21% of the market, Herbalife Vietnam has the largest revenue with more than 2,000 billion VND, accounting for 25.62% of the total industry revenue II Product/Service Product Herbalife lose weight, gain weight Herbalife gain weight and lose weight is the main product line, outstanding of Herbalife If you are trying to gain weight or lose weight without ever reaching results, Herbalife Products for weight gain is the optimal solution, with many outstanding advantages Some of the combos that Herbalife recommends to use for good results: weight loss Herbalife F1 Vitamin Herbalife formula Protein diet foods (PPP) Herbal Tea Concentrate Herbal Tea Concentrate for weight loss NRG Tea gain weight Herbalife F1 Vitamin formula PPP protein food Herbalife Aloe Concentrate Herbalife Aloe Tea Herbalife supports digestion Herbalife products to support digestion help provide fiber to improve digestion, enhance absorption, enhance intestinal motility to help limit constipation, poor absorption Typical Herbalife products support digestion: Herbalife Active Fiber Complex Mixed Fiber; Herbalife Aloe Concentrate Herbal Tea Concentrate Herbalife beauty, anti-aging In addition to nutritional products, for effective beauty and anti-aging, Herbalife has released the Herbalife Skin cosmetic set - skin rejuvenation in seven days The beauty suite includes products that work for your skin almost instantly, Herbalife products give you a smooth, toned complexion in the first week of use Some of Herbalife Skin comprehensive skin care products: Facial Cleanser (including types of dry skin and oily skin) Herbalife Skin Soothing Aloe Cleanser Herbalife Skin Energizing Herbal Toner Water Herbalife Skin Replenishing Night Cream Herbalife Skin Daily Glow Moisturizer Herbalife anti-aging products Standing in front of the busy modern life with work, people not have enough time to take care of themselves Along with that is the impact from the environment, the air, the water, the unclean foods, which greatly affect the health of each person Especially the women, traces of old age quickly appeared, taking away the youth From those needs of life, Herbalife has launched Hydrolyzed Collagen Beuty Powder drink, which helps to take care of new health, bring high efficiency and save time Herbalife bodybuilding Herbalife has developed a line of fitness nutrition products to help athletes, trainees improve health, develop muscle Herbalife bodybuilding products are also naturally sourced, making it the perfect source of nutrition for those who work out The Herbalife Nutrition Bodybuilding: Herbalife 24 Rebuild Trength: used after training Herbalife 24 Hydrate Nutritional Mix: is used during exercise Herbalife Fomular Sport F1 nutritional blend used before training or at any time of day Products supporting bones and joints Osteoarthritis affects the quality of daily life of patients the most, with many different manifestations such as arthritis, degenerative joint disease making people suffering from this disease more troublesome Therefore, Herbalife has launched a set of products that support bones ... Herbalife lose weight, gain weight .6 Herbalife supports digestion Herbalife beauty, anti-aging Herbalife anti-aging products Herbalife. .. weight loss NRG Tea gain weight Herbalife F1 Vitamin formula PPP protein food Herbalife Aloe Concentrate Herbalife Aloe Tea Herbalife supports digestion Herbalife products to support digestion... people to lose weight This set of effective Herbalife products, including herbalife f1 milk, herbalife f2 vitamin blend, herbalife PP protein powder and herbalife concentrated aloe vera juice provides