Lancio di un prodotto nel settore degli integratori alimentari attraverso il Direct Marketing. Il caso Leptisnell.

This Master's Thesis can be seen as an empirical research in the dietary supplements sector. It proposes the study of the commercial launch of a new product, Leptisnell, during a period characterized by an economic crisis. The market of convenience good is under pressure. Anyway, the general consumers ¿lack of confidence¿ is not reflected in the dietary supplements sector: general revenues have raised during the period 2007-2011. The purpose of this document is to analyze various tools (i.e. telemarketing and web marketing), coming from the Direct Marketing field, that can be developed for the launch of a new product in the dietary supplements sector, in order the find new solutions that help the company (that commercialize the product) to increase his revenues. During my Internship in Integra Trading, I had the possibility to study the commercial launch of a new product. New products are launched in the market every day, this means that the companies have to first prepare the launch strategy and then implement it. As a consequence, due to the lack of experience or a lack of awareness of the importance of the product launch, the product hits the market with a very low impact and of course not bringing profit to the company. Thus, first of all, I had started this project by setting the targets of the product launch which helps to locate the important outputs of a product launch in a direct sales environment. Afterwards, I had presented all the important topics within a product launch under the theoretical point of view. I believe that knowing what the experts are saying about the different aspects of the product launch will help us to be more consistent during the Integra Trading product launch analysis. Once the theory is known, we analyze the Integra Trading product launch process. The careful analysis of the market conducted by Integra had convinced the Marketing Department of the company that a radical change in the policy of the product was required. In addition, it was increasingly consolidating - and not only in specialized journals or in television programs - that the concept of obesity and overweight are no longer a purely aesthetic problem, but a problem about the health. For the reasons listed above, Integra Trading then began to look for a new supplier that can offer new generation products in the field of weight control. His choice was oriented, after careful experimentation with its customers, on Leptisnell. To effectively implement the provisions in the marketing strategy, it was necessary to strategically combine the "4P": product, price, promotions and place. The choice of Leptisnell reflects a product with low density competitiveness, with specific characteristics compared with other dietary supplements on the market. This had been achieved by offering an accessible price and a persuasive and understandable commercial communications and promotion, suited to different target. Through the web marketing activities, with the launch of the new website (www.dimagrireinsieme.it), Integra Trading had managed to attract and capture many new "visitors". The choice of distribution had been selective, since the company wanted to offer its customers a high level of service.