The promise of fiber

When Garsworth Marketing Inc. decided to import and market health products, not a few players in pharmaceutical industry were skeptical of its success.

"We have never considered being a non-pharmaceutical company a problem. Our challenge is to properly identify and determine the brand positioning of our products. Each product must deliver according to its promise. Performance must be a technical given – all we need to do is to devise a proper marketing strategy," said president and chief executive officer Albert Garcia.

A case in point is C-Lium Fibre, a fiber supplement primarily for those who suffer from digestive disorders such as constipation, which is a symptom of irritable bowel syndrome. IBS is a disorder in the function of the bowel, which includes diarrhea, excessive wind, acidity, hemorrhoids, and incontinence. It can be restored to normalcy by regulating the digestive system, which processes a lot of meat and insufficient amounts of fibers such as fruits and vegetables

Based on its product literature, C-lium Fibre comes from 100% psyllium husks, which is endorsed by the ATKINS diet and the South Beach diet. It promises a positive difference in the digestive system within two to three days after the first intake of one tablespoon a day.

"Being the first to locally introduce fiber supplements, we have, in a sense, created our own competition. We have set the benchmark for fiber. The market knows that our product delivers. Our product’s promise also supports and compliments the primary objective of the mainstream medical profession, which is that prevention is better than cure," said Garcia.

Marketing

To push its products, Garsworth , which has 30 years of commercial experience in Australia, Southeast Asia and Indochina, works with a distributor to bring its products to the shelves of drugstores, convenience stores, and supermarkets. It is also reliant on doctors who prescribe health supplements as well as on word of mouth recommendations from repeat customers.

"Our main product is C-Lium Fibre, which has 90% market share of the natural food fiber segment for 100% natural and organic products. Other fiber products do not qualify as natural as their product formulations incorporate the use of preservatives, artificial flavorings, artificial sweeteners, additives and extenders," said Garcia.

C-Lium Fibre comes in two sizes–the regular 200-gram container and the smaller traveler’s pack/doctor’s trial pack, which comes in capsule form–and is marketed nationwide.

"Our marketing approach is the same nationwide. Although one would assume that rural folk have a higher fruit and vegetable intake than urban folk, the reality is that they do not," said Garcia. – CPSison