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