mktg 2900-final powerpoint (1)

+Abbott Nutrition CaseConsumer Education

Amanda Dimmer, Olivia Davis, McKenzie Hinga, Amber Hardy, Jorie

Patterson

+ Overview

Promotional Ideas Product Development

Bundling of existing products in terms of personal health goals

Consumer education Online Education

In Store Education Education in Bundles

+ Goal of Performance Nutrition Category

“Whether you’re an elite athlete or an occasional gym-goer, our goal is to

help you reach the next level through the highest-quality sports nutrition available. Let us show you how our

products can help you maximize your workouts and push you to reach your exercise goals faster than you ever

thought possible.”

+ Goal of Performance Nutrition Category

Market Penetration Help the existing consumers become EAS

loyal and love the products Expand the Market

Appeal to all people, not just the bigger, faster and stronger athlete

+Performance Nutrition Feedback

Entered the performance nutrition category to better himself in his sport

Workouts daily Pre-Workout and Post workout products Finds routines easy

Would like to see performance nutrition easier to obtain for all types of consumers

Athlete Perspective

+Performance Nutrition Feedback

Uses protein shakes in place of a meal Uses performance nutrition products for

weight loss Does not find health and wellness section very

helpful Would prefer an easier routine

Occasional Gym Goer Perspective

+ Store Observation

Narrow assortment of EAS displayed

Not in the prime location in terms of shelving

Little to no information available to consumer about product

Walmart

+ Store Observation

Narrow assortment of EAS displayed

Better located in shelves

Little to no information available to consumer about product

Target

+ Conclusion

Both active members of the performance nutrition community and

consumers who are just starting out in the category share a common dilemma;

where to start. Market penetration and expansion stems from easy and accessible

product knowledge and the clear understanding of where to begin when

buying a performance nutrition product.

+ Product Education

Specifications with intended use for product need to be more specific

Color coding to differentiate between different categories of products

What are your health/lifestyle goals? Strength and Performance Weight Management Everyday Fitness

+ Product Development: Bundles

Through research, we discovered that products need to be made simpler for consumers

Straight forward products made specifically for consumers goals

Bundles allow for more dedication, loyalty and higher sales

Also allow for a wider range of products to be on the shelf

+ Strength and Performance

Myoplex Preworkout Powder100% Whey Protein Powder

Myoplex Gainer Powder

+ Weight Management

Advantage Carb Control ShakeLean 15 Bar

Lean 15 Protein Powder

+ Everyday Fitness

Fruit SmoothieComplete Protein ShakeComplete Protein Powder

+ Promotional Products/Extras

Everyone loves free stuff Helps promote EAS brand outside of just using

products Gym appearances Work appearances If they are using it and getting great results, so can I

“Freebee” with purchase of a bundle Shaker Bottles T-Shirts Recipe Books

+ Extras with Bundles

+ S.T.R.O.N.GStart To Realize Our Natural

Greatness