Overcoming challenges facing the

Omega-3 industry in Asia: Insights from a home-grown fish oil brand

Rajen M

CEO

Holista Colltech

Omega 3 – The Good Truth

Essential … needs to be consumed every day for health and well being

Growing body of evidence

Manufacturer sophistication

Market sophistication

Consumer sophistication

Research sophistication

Product sophistication

The Hard Truth

Omega 3 becoming commodity

Consumers are ”desensitized to price and quality”

Growing market challenges participants

More players emerge:

- manufactures

- brand players

Pricing and margins

Challenges Of Mass Markets

Channel Challenges

Retail Pharmacies are challenging each other in pricing

Discounting and price wars raging

Bulk buying chains squeeze manufacturers

Bulk (wholesale pharmacies) emerge

Online business models eliminate the need for pharmacies

Multi-level marketing models grow

PRISTIN – The Brand

The PRISTIN Vision

“It's very easy to be number one: find the guy who is

number one, and score one point higher than he does.”

― Paul Kalanithi,

When Breath Becomes Air

Keeping PRISTIN Going

Keeping PRISTIN Going

Keeping PRISTIN Going

Keeping PRISTIN Going

Staying No. 1

“Do what no one else can do and you will become what

no one else can become.”

― Matshona Dhliwayo

The CORE Pristin Story

Purity

Concentration

Innovation

Going Up The Value Curve

Increasing purity

Increasing innovation

Increasing price

Increasing the range

Building Credibility

Co-brand with EPAX

Only brand that states the manufacturer on the pack

Money back guarantee on purity

1,000,000 ringgit challenge

Establishing A Brand

Unique identity

Brand that stands for something

Unique online presence

Database marketing

Surveys with pharmacists

Medical endorsement

Building Credibility

Public relations

Media engagement

Media writing

Online campaign

EPAX – The Co Brand

World’s largest fish oil manufacturer

Leader in refining fish oil

Constantly improving purity

Leader in industry practices

Norway heritage

Building Credibility

Line Extensions

GOLD MOPL

Nielsen

School of Pharmacy

University Of Science Malaysia

"No.1 Pharmacist's Choice“Latest Universiti Sains Malaysia (USM) survey

shows that Malaysia *No.1 fish oil brand is

recommended by pharmacists more than any

others brand. More importantly, the same

survey showed that PRISTIN® is the brand

most used by pharmacists themselves.

*USM for Pharmacist Studies Survey, May 2011

(Sample survey: 200)

Campaigns

Coming Next … Growing Faster Than

The Market

More on purity

More challenges

More relations with the end customer

Secretariat for Malaysian Wellness Society

People Behind The Brand

“Strive to be more than number one—strive to be

the greatest number one.”

― Matshona Dhliwayo

Thank You