The name for our product is an amalgamation of “peptide” (pep) and “ACE inhibitor” (ACE) as it refers to the two vital ideas relevant to our product. Phonetically, the name is similarly pronounced to that of enzyme, which is also centred around our product. It is easy to pronounce, making life easier for the consumer and the prescribing doctor. As outlined on our home page, our logo is representative of the condition our product will treat - the heart with a rhythm strip running through the middle. Both of these are non-threatening to the consumer as purple has been known to be a calming color alongside the ease of pronunciation of the word "pepACE". It also shares quite a likeness to the household name "Pepsi" which would further take advantage of the consumers existing loyalty and trust in that brand, with similarities and familiarities they would then transfer over to our product, pepACE.

 

 

Tagline

 

 

 

 

 

This then brings me to our next topic, the creation of our tagline "the next generation of treatment for hypertension" which is in a way, a bit of a pun. Being environmentally aware of our personal and industrial impact has no effect on us now, but will damage our future generations. From current societal trends, it seems our future generations are already in trouble with increasing levels of heart disease and unstudied effects of social media. Since there are synthetic ACE inhibitor drugs on the market, the works 'next generation' implies the development of a new product line in replace of the current ACE inhibitor drugs

 

 

Target Market

Like any company developing a product, we constantly keep the consumer in mind. As our product caters for those who have blood pressure issues, they are our subsequent target market in broad terms. In more niche terms, we are catering for those who have awareness of the current environmental issues we are facing in modern society and in future generations. While our products are made from animals, we are eliminating a segment of the market such as vegans and vegetarians, yet this should not negatively impact the company. Vegans and vegetarians have a record-low level of heart disease, while cardiovascular disease is more commonly associated with those who have high fat, high dairy and consume a lot of red meat. Targeting carnivores to combat their heart disease potentially brought on by the food they're eating, then using an element within the meat to treat their problems shouldn't effectively be an issue as long as the benefits are made clear. 

 

 

Market analysis

As far as research has implied, bioactive peptides are not currently used as a treatment for cardiovascular problems. If anything, varying peptides sold on the market are sold in capsules and are marketed as vitamins. While this may be damaging to the name and branding of bioactive peptides, it is beneficial for our product. Our marketing team will be able to contrast our product to these “fad” health products sold on the likes of iHerb.com and eVitamins.com in order to protect our reputation. Bioactive peptides and their benefits are broad and diverse, so their use in products are also broad and diverse, being used in pharmaceutical products, health supplements and anti-aging creams. While these are indirect competitors, our biggest threat is KareBay biochem, who sell a variety of bioactive peptides extremely similar to our own product. The primary difference between KareBay and NutriPlus is our environmentally driven ethos, yet seeing as KareBay is an established and successful company, any chance of collaboration on projects would be deemed a success of this project. As highlighted by Fosgerau & Hoffmann (2015) the bioactive peptide market is booming and is expected to reach $25 billion USD in 2018. Pharmaceutical products using peptides have already been developed by Abbott Laboratories (Lupron) and Sanofi (Lantus), with currently 140 more peptide driven drugs in clinical trials. In terms of cost and efficiency, our competitors have the upper hand as we have proverbially “missed the boat” on this project as it is still in its development stages. Despite this fact, to have an end goal and to be participating in this competitive industry is the best move to make. Ensuring that products made by NutriPlus are of the highest quality available will put us at the forefront of the market in terms of anti-hypertensive bioactive peptide medication. 

 

 

Unique selling point

This also brings us to the topic of our unique selling point - the fact that we are saving the environment using this process alongside saving our citizens through creating a new form of hypertension treatment. Additionally unlike current synthetic ACE inhibitor drugs on the market, our product currently has no known negative side effects associated with their intake which is a driving selling point for our product as the negative side effects associated with current ACE inhibitor drugs is a concern amongst the public and is the reason many refrain from taking them and is why the pharmaceutical sector are seeking for more natural treatments for hypertension which is what we are striving towards. Other unique selling points identified for our product are:

 

• It increases waste value.

• Improves waste management.

• It will financially benefit the meat industry.

• It will decrease the burden of environmental & economical problems associated with the disposal of meat waste.

• It will help decrease the burden associated with the use of chemicals in drugs.

 

 

 

 

 

 

 

 

Fosgerau, K. & Hoffmann, T. (2015). Peptide therapeutics: current status and future directions. Drug Discovery Today. 20 (1), 122 - 128.

 

KareBay. (2017) KareBay biochem. Retrieved on 15th December 2017, from https://www.karebaybio.com/products/apelin-13-human-bovine.html.