Gnc Stores Term Paper

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GNC Stores and Marketing

GNC Franchising, Inc., is one of the largest specialty retailer of vitamins, herbs, food supplements and other health management items in the United States. Since the inception of GNC, it has looked at several ways to marketing its products. Traditionally, GNC offered its proprietary products to consumers through franchised stores and company-owned stores, but recently it has also begun to sell its products via the Internet. And more recently as of 1999, GNC has entered into a strategic alliance with Rite Aid Corporation, which will host full-line of GNC products across the country (Fisher and Mullin, 1990). The two companies also plan to develop a new line of pharmacy-endorsed vitamins and nutritional supplements, which will be available through all company-owned and franchised GNC locations and Rite Aid Stores (Fisher and Mullin, 1990). General Nutrition Cos. (GNC) is also moving to do its business in natural foods, as it has opened a national chain of natural foods and wellness stores under the Nature's Northwest banner.

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With this, GNC will be able to target its primary shoppers, who are health-minded and receptive to other wellness products.

In general, the research indicates that the quality of GNC's products is high, the stores are conveniently located, the price of products is reasonable, and the shoppers are made to feel welcome (Wilson, 1998). The main objective of GNC is to be customer-conscious to serve educated young people across all of the categories it sells (Wilson, 1998). In this respect, the company has also begun to offer customized products, along with plenty of customized information to the consumers to learn more about their own specific health needs. In all, the company has taken three of the hottest trends in retailing -- Technology, customization and health and fitness -- and combined them in an interactive format with a holistic edge. With this concept, GNC seeks to broaden the appeal of the chain far beyond its core vitamin customer. With categories….....

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