The Integrated Marketing Communications Business Plan

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MARKET BACKGROUND

1. Market and Trend Analysis:

Economic Trends

- The Canadian economy has a large burden when dealing with health expenses. Government expenditures on health in 2015 was $95, 493.0 (Euromonitor, 2016)

- There is a growing trend with governments creating policies that redirect the responsibility to the citizens. In order to evade expensive medical treatments; selfmedication and preventative care are becoming the popular option. (Euromonitor, 2014)

- With the global unemployment rate decreasing there are more positions being generated in Canada. It is a competitive market, but one that is yielding higher incomes. As a direct result, consumers are spending more on the upkeep of their health. Consumer expenditure on health goods and medical services for 2015 was $46,620.50 (Euromonitor, 2016). With workloads increasing, Canadians are finding it more difficult to find harmony between personal time and work, therefore creating a stress filled life.

- Over-the-counter, or more popularly known as OTC, has become a key service consumers rely on. Regardless of the price the demand does not fluctuate. There are many categories in regards to health that have had an influx in OTC demand; digestive remedies, analgesics and sleep aids are among the main health concerns. (Euromonitor, 2014)

Social and Demographic Trends

- In Canada the population is rising. The latest data from Statistics Canada states that the population has risen to 36,286 from 36,147 (measured in thousands). (Statistics Canada, 2016) While that is a small jump it speaks to the growth of the country. While the population is rising, it is also ageing. There is an increased interest from the citizen to understand their health and what they can do to take care of themselves. The demand for OTC supplements has increased as direct result. (Euromonitor, 2016)

- There has been a notable shift in the population's lifestyle, having more citizens include nutrients in their diet by choosing to eat better, but not a large enough shift to deter from OTC statistics. Dietary supplements have continued to be a main player in the attraction to OTC. (Euromonitor, 2016)

- There are still the individuals who are hesitant of OTC treatments and seek a more natural path for their healthcare. A prime example of this is probiotic supplements. It has been predicted that there will continue to be a growth in that in numbers of consumers and the prices will follow suit. This is largely in thanks to clinical support. Millennials, in comparison to the older generations, are willing to try the new research in support of the probiotic initiative. Digestive health has become increasingly important to Canadians and they are actively seeking ways to combat disorders in 2016. (Euromonitor, 2016)

Technological Trends

- The Internet as a whole has become a beacon of knowledge for Canadians to get answers from the mass amount of information and resources made available. This not only aids in health education; it also opens up many possibilities for companies to directly speak with the consumer. (Euromonitor, 2016)

- Social media is a main player in the world of technology. It aids in growing a company's presence across multiple generations, but targeting specifically the millennials. Companies now have the ability to use apps and analytics to understand the in’s and out’s of the Canadian consumer. Online ordering has become the way of the future, which can be cost and time effective for companies. This has been seen with vitamins and nutrients for the most part. (Euromonitor, 2016)

- Although this is a great way to get information and relatively harmless supplements out to the consumer, there is still caution in the industry due to certain laws and policies for promoting medications. (Euromonitor, 2014)

Regulatory Trends

- Governments are now aiming for consumers to take more ownership of the decisions they made about their health, with that they are also pushed towards effectively bettering the procedures and how they are enforced. This will be a chain effect to help in all areas of the company's compliances, which will lower time and money spent on the government's standardization. (Euromonitor, 2014)

- Health Canada is constantly working towards bettering the relations with the industry. This will lead to a positive growth in standards and new regulations, particularly at the moment with probiotic supplements. (Euromonitor, 2016)

General Trends

- A major trend in the health sector of Canada is probiotic supplements in 2016. Due to media coverage of the research and clinical results, many Canadians are starting to have conversations about their digestive systems, and what the benefits would be if they paid closer attention. Health Canada has approved the research giving manufacturers the green light to invest large sums of money into this trend. (Euromonitor, 2014)

- On the go is a trend that is catering to the Canadians who are interested in convenience. There has been a new development of spray vitamins and supplements in 2016. It is faster in all aspects; intake, relief and helps Canadians busy lifestyle. Manufactures are now taking a look at what else they are able to make in a more convenient way to boost their competitive edge. Ideas range from new products in a spray form, to delivery methods. (Euromonitor, 2014)

Implications

- Probiotics are very important and a very trendy topic at the moment. While it is still related to the digestive system, it can be a competitor for the awareness in regards to celiac disease. The media coverage at the moment is very high and companies are interested in keeping this trend alive, based upon the amount of money and research that goes into this topic.

- Celiac Disease affects Canadians at any age, it is a disease they are born with, but it can lay dormant for many years. The government is trying to place more responsibility on the citizens when it comes to healthcare, which leaves a lot of room for self-diagnosis. Being that gluten intolerance has turned into a trend, that self-diagnosis can cause major issues in a Canadian's life. They need to understand which nutrients they need if they cut out gluten and perhaps the bigger question what are they really doing to their bodies. Social media and the Internet are great resources for finding out facts, but self-diagnosis is taking the place of doctors for some individuals who lead a busy lifestyle.