mktg 2900-final powerpoint (1)
TRANSCRIPT
+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