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Transcript of Ensure presentation
ENSURE PRESENTATION
By: Jeremy Vargo, Brittany Case, Michelle Christabelle, Rachel Gilbert
Who is the Shopper Caregiver is a family member or paid
helper who regularly looks after a child or a sick, elderly, or disabled person
Who is the Shopper Caregiver is a family member or paid
helper who regularly looks after a child or a sick, elderly, or disabled person
33% of caregivers are between 18 and 34 years old
Who is the Shopper Caregiver is a family member or paid
helper who regularly looks after a child or a sick, elderly, or disabled person
33% of caregivers are between 18 and 34 years old
87% are under 55 years old
Who is the Shopper Caregiver is a family member or paid helper
who regularly looks after a child or a sick, elderly, or disabled person
33% of caregivers are between 18 and 34 years old
87% are under 55 years old Adults 55+ are growing 3 times the rate of
population Need for caregivers will nearly triple
Positional Returning Customers Will Follow the Path to Purchase
Path to Purchas
e
1. Create
Demand
2. Choosing An Outlet
3.Navigatin
g the Store
4.Making a Selection
Path to Purchase
• Caregivers• To stay fit
and healthy/help maintain their health
• Care recipients
• Health care professionals
• Wal-Mart, Kroger, Target, Costco, CVS, Sam’s Club
• Retail Partners of Abbott Nutrition
• Multiple packages per trip
• Do not go back until it’s finished
• Stores that are easy to navigate
• One stop• Variety• Proximity to
home
• Health products, prescriptions, food supplies, personal needs
• Build eye catching point of purchase displays
• In-store promotion
• Anticipate running out of product
• Proper product placement
• Eye-level• Point-of-
purchase displays
• IRC• Buy a brand
that has the best deal
• Buy a product that offers the highest nutrition content
• Flavor• Well-known
brand• Price
Creating Demand
Choosing an Outlet
Navigating the Store
Making a Selection
The Shopper Path to Purchase
The Shopper Path to Purchase Creating Demand
Shoppers: caregivers
The Shopper Path to Purchase Creating Demand
Shoppers: caregivers Needs & motivation for nutrition: to stay fit and healthy/help maintain care receivers’ health
87% responded “I want to buy products that offer the best nutrition
The Shopper Path to Purchase Creating Demand
Shoppers: caregivers Needs & motivation for nutrition: to stay fit and healthy/help maintain care receivers’ health
87% responded “I want to buy products that offer the best nutrition
Who influence their needs? care recipients
The Shopper Path to Purchase Creating Demand
Shoppers: caregivers Needs & motivation for nutrition: to stay fit and healthy/help maintain care receivers’ health
87% responded “I want to buy products that offer the best nutrition
Who influence their needs? care recipients Choosing an outlet
The Shopper Path to Purchase Creating Demand
Shoppers: caregivers Needs & motivation for nutrition: to stay fit and healthy/help maintain care receivers’ health
87% responded “I want to buy products that offer the best nutrition
Who influence their needs? care recipients Choosing an outlet Navigating the store
The Shopper Path to Purchase Creating Demand
Shoppers: caregivers Needs & motivation for nutrition: to stay fit and healthy/help maintain care receivers’ health
87% responded “I want to buy products that offer the best nutrition
Who influence their needs? care recipients Choosing an outlet Navigating the store Making a selection
Marketing Opportunity: 1 Printed on box “visit www.ensure.com to
join our loyalty program and get $1 off your next purchase”
Marketing Opportunity: 1 Printed on box “visit www.ensure.com to
join our loyalty program and get $1 off your next purchase”
60% of shoppers own smart phone and more than half using it during shopping
Marketing Opportunity: 1 Printed on box “visit www.ensure.com to
join our loyalty program and get $1 off your next purchase”
60% of shoppers own smart phone and more than half using it during shopping
QR codes on inside of boxes
Marketing Opportunity: 1 Printed on box “visit www.ensure.com to
join our loyalty program and get $1 off your next purchase”
60% of shoppers own smart phone and more than half using it during shopping
QR codes on inside of boxes Account set-up
Receive $1 off coupon
Marketing Opportunity: 1 Printed on box “visit www.ensure.com to join our
loyalty program and get $1 off your next purchase”
60% of shoppers own smart phone and more than half using it during shopping
QR codes on inside of boxes Account set-up
Receive $1 off coupon Scan QR code for each purchase of Ensure
Each time a QR code is scanned consumers receive $1 off coupon
Marketing Opportunity: 1 Printed on box “visit www.ensure.com to join our
loyalty program and get $1 off your next purchase” 60% of shoppers own smart phone and more than
half using it during shopping QR codes on inside of boxes Account set-up
Receive $1 off coupon Scan QR code for each purchase of Ensure
Each time a QR code is scanned consumers receive $1 off coupon After 5 codes entered, coupon for free box
Marketing Opportunity: 1 Allows Abbott access to consumer
details and demographics through personalized profile consumers set up on website
Benefits
Marketing Opportunity: 1 Allows Abbott access to consumer
details and demographics through personalized profile consumers set up on website
Ensure no longer becomes an option – it becomes automatic Loyalty program drives repeat purchases
Benefits
Marketing Opportunity: 1 Allows Abbott access to consumer
details and demographics through personalized profile consumers set up on website
Ensure no longer becomes an option – it becomes automatic Loyalty program drives repeat purchases
77% are actively seeking information on caregiving Tips for caring available through loyalty
program
Benefits
Point of Purchase Display End cap display in Wal-Mart
Point of Purchase Display End cap display in Wal-Mart Display loyalty program
Point of Purchase Display End cap display in Wal-Mart Display loyalty program Near grocery section of the store vs. the
pharmacy portion of the store 75% caregivers are buying their care receivers’ groceries
Point of Purchase Display End cap display in Wal-Mart Display loyalty program Near grocery section of the store vs. the
pharmacy portion of the store 75% caregivers are buying their care receivers’ groceries Caregivers are quick shoppers
Point of Purchase Display End cap display in Wal-Mart Display loyalty program Near grocery section of the store vs. the
pharmacy portion of the store 75% caregivers are buying their care receivers’ groceries Caregivers are quick shoppers If its not easy to find they wont buy it
Critical Communication Touch points
Retail Caregivers see loyalty program opportunity
Critical Communication Touch points
Retail Caregivers see loyalty program opportunity Caregiver chooses Ensure over competing
brands
Critical Communication Touch points
Retail Caregivers see loyalty program opportunity Caregiver chooses Ensure over competing
brands Placement in store
Critical Communication Touch points
Retail Caregivers see loyalty program opportunity Caregiver chooses Ensure over competing
brands Placement in store
Digital Website must be attractive and simple
Critical Communication Touch points
Retail Caregivers see loyalty program opportunity Caregiver chooses Ensure over competing
brands Placement in store
Digital Website must be attractive and simple Keeps consumer coming back
Critical Communication Touch points
Retail Caregivers see loyalty program opportunity Caregiver chooses Ensure over competing
brands Placement in store
Digital Website must be attractive and simple Keeps consumer coming back Consumer can manually enter QR code rather
than scan it if preferred
Convincing the Retailer Increasing not only brand loyalty but
retail loyalty Point of purchases displays provide ease of
navigation
Convincing the Retailer Increasing not only brand loyalty but
retail loyalty Point of purchases displays provide ease of
navigation Flow of shopping trip for caregiver
Convincing the Retailer Increasing not only brand loyalty but
retail loyalty Point of purchases displays provide ease of
navigation Flow of shopping trip for caregiver
Automatic purchase
Convincing the Retailer Increasing not only brand loyalty but
retail loyalty Point of purchases displays provide ease of
navigation Flow of shopping trip for caregiver
Automatic purchase One stop shop