Metamucil Repositioning


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  • Jonathan Schmit takes some ribbing from his brothers. But that doesn’t stop the Chicago marketing executive from slugging down Pink Lemonade Metamucil twice a day. “I’m a triathlete. I take all kinds of supplements, so it would be silly not to do this for that part of my health,” said Schmit, 36. “I’m like, ‘Come on guys. This is a way to get fiber in your diet.’ ”
  • Healthy lifestyle trends in the US indicate more people are engaging in physical activity as a way to reduce the risk of heart disease and control their weight. We want to position Metamucil as a health and wellness brand to this group as a product that gives them an easy way to maintain a healthy diet and control hunger pangs.
  • Top line recommendations. Looked into suggesting distribution through Whole Foods. However because on ingredients such as aspartame, FD&C Blue No. 1, FD&C Red No. 40, and artificial flavoring would likely prevent this. That does not preclude Metamucil from seeking distribution through other health food related retailers.
  • Metamucil Repositioning

    1. 1. Shaydon Armstrong Procter and Gamble IMC Branding and Advertising Decisions Project
    2. 2. Metamucil: Current Target and Positioning <ul><li>No laxative brand has moved farther away from constipation than Metamucil, which began a campaign in 2007 with the tagline “beautify your insides,” as an effort to target young women. The messages equate fiber supplementation with beauty and fitness routines. (Mintel Gastrointestinal Remedies Report - US - September 2008) </li></ul><ul><li>Consumers appear to be buying it. Dollar sales of fiber laxatives are up 7.3 percent through mid-August 2008, according to Nielsen Co., a dramatic jump for a mature product in a slow economy. (Chicago Tribune November 11, 2008) </li></ul>
    3. 3. Metamucil: To Reposition or Not to Reposition: That is the Question. <ul><li>Good idea </li></ul><ul><li>Better idea </li></ul>Metamucil :fitness and beauty brand Metamucil : a health and wellness brand
    4. 4. <ul><li>Metamucil is: </li></ul><ul><li>The Easy Way to a Better You </li></ul>
    5. 5. Objectives <ul><ul><li>Reposition Metamucil as a health and wellness brand that provides whole-body health. </li></ul></ul><ul><ul><li>Promote regular use of Metamucil among light and medium users. </li></ul></ul>
    6. 6. Metamucil’s New Target <ul><ul><li>Individuals between 25 and 65 years-old who are concerned about full body health. </li></ul></ul><ul><ul><li>They try work out at least 3 times a week or attempt to maintain an active lifestyle. </li></ul></ul><ul><ul><li>They strive for a well-balanced diet. </li></ul></ul><ul><ul><ul><li>However, they use supplements to make sure that, even with their hectic schedule, they are getting the nutrition they need to maintain a healthy body. </li></ul></ul></ul>
    7. 7. Health-minded Individuals <ul><ul><li>The focus on “health-minded individuals” allows for the inclusion of other segments who may be alienated by the “beauty” and “fitness” position Metamucil is currently pursuing. </li></ul></ul>
    8. 8. Metamucil’s New Brand Position <ul><ul><li>To individuals’ who are always on-the-go and want to maintain a healthy lifestyle, Metamucil is the all-natural ingredient to a better life that allows you to take care of your heart, your waistline and it gives your colon a workout in one easy solution. </li></ul></ul>
    9. 9. Metamucil: The Whole-Body Solution Three Problems: One Solution: The Result:
    10. 10. Focus on Multi-Benefit Nature of Metamucil <ul><li>The cost to solve each ailment separately can skyrocket. </li></ul><ul><ul><li>Finest Natural Cholesterol Relief $9.95 </li></ul></ul><ul><ul><li>Dexatrim Max Daytime Appetite Control $24.99 </li></ul></ul><ul><ul><li>MiraLAX Laxative Powder for Solution $19.99 </li></ul></ul> 05/17/2007
    11. 11. Why Should Target Care About Their Cholesterol? <ul><li>The higher your blood cholesterol level, the greater your risk for developing heart disease or having a heart attack. </li></ul><ul><ul><li>Each year, more than a million Americans have heart attacks, and about a half million people die from heart disease. </li></ul></ul>
    12. 12. Cholesterol Statistics <ul><li>An estimated 98.6 million adults in the United States have total blood cholesterol values of 200 mg/dL and higher, and of these about 34.4 million American adults have levels of 240 or above. </li></ul><ul><ul><li>Cholesterol levels of 240 mg/dL or higher are considered high risk. Levels from 200 to 239 mg/dL are considered borderline-high risk. </li></ul></ul>
    13. 13. Overweight and Obesity Trends Among Adults <ul><li>According to the Centers for Disease Control and Prevention: </li></ul><ul><ul><li>66% of adults age 20 years and over are overweight or obese: </li></ul></ul>
    14. 14. Lowering Cholesterol With Positive Lifestyle Changes <ul><li>Diet. </li></ul><ul><ul><li>Increase daily fiber intake </li></ul></ul><ul><li>Weight Management. </li></ul><ul><ul><li>Losing weight is especially important for those with a cluster of risk factors that includes high triglyceride and/or low HDL levels. </li></ul></ul><ul><li>Physical Activity. </li></ul><ul><ul><li>Regular physical activity can help raise HDL and lower LDL and is especially important for those who are overweight. </li></ul></ul>
    15. 15. Website Recommendations <ul><li>Push marketing efforts should direct people to the &quot;Your Fiber Toolkit&quot; section of the Metamucil Website. </li></ul><ul><ul><li>Include a community section where consumers can: </li></ul></ul><ul><ul><ul><li>&quot;Ask a doctor&quot; </li></ul></ul></ul><ul><ul><ul><li>&quot;Introduce yourself&quot; </li></ul></ul></ul><ul><ul><ul><li>&quot;Share your success&quot; </li></ul></ul></ul>
    16. 16. Website Example
    17. 17. O Metamucil , Metamucil , wherefore art thou Metamucil ? Not Here… <ul><li>GNC (General Nutrition Center): </li></ul><ul><ul><li>Largest global specialty retailer of nutritional products and has more than 4,800 retail locations throughout the US. </li></ul></ul><ul><li>Vitamin Shoppe: </li></ul><ul><ul><li>Opened in 1977 has evolved into more than 400 locations in 37 states </li></ul></ul><ul><li> </li></ul><ul><ul><li>Internet re-seller of health and nutritional supplements. The company is ranked87th on the Inc. 500 Top 100 Retail Company list.  </li></ul></ul>
    18. 18. Birds of a Feather Flock Together <ul><li>No fiber supplement has moved farther away from the position of a laxative than Metamucil … </li></ul><ul><ul><li>Yet it is still found on store shelves next to other laxatives. </li></ul></ul><ul><ul><li>Leverage the power of P&G to move Metamucil closer to other health and wellness supplements. </li></ul></ul>
    19. 19. Make it a Metamucil Morning <ul><li>Powder </li></ul><ul><ul><li>Metamucil Mixers: Buried in website, needs to be more prevalent to overcome the stigma that Metamucil mixes poorly. Suggest incorporating recipes into print ads as a cut out to further cement brand awareness and use. </li></ul></ul><ul><ul><li>Gives you that full feeling for a fulfilling day. </li></ul></ul>
    20. 20. No More Midnight Munchies with Metamucil <ul><li>Keep the midnight cravings at bay with a Metamucil shake to end your night. </li></ul>
    21. 21. Oh No You Didn’t Girl <ul><ul><li>We suggest toning down the overtly feminine tone in the advertising as we do not want Metamucil to be viewed as a female-only brand. </li></ul></ul><ul><ul><li>Jonathon Schmit might be secure enough to buy a feminized fiber supplement…not all men are that secure. </li></ul></ul>
    22. 22. Integrated Approach <ul><li>Sponsor </li></ul><ul><ul><li>Marathons and Triathlons </li></ul></ul><ul><ul><li>School nutrition programs that emphasizes the importance of eating healthy (Getting enough fruits and vegetables in their diet) </li></ul></ul><ul><li>Public Relations campaign that connects Metamucil with healthy living </li></ul><ul><ul><li>Magazine articles related to Fiber and Metamucil should be accompanied by advertisements for the brand directing people to the website. </li></ul></ul>
    23. 23. In the News <ul><ul><li>The FDA has reviewed the label and labeling of Cheerios Toasted Whole Grain Oat Cereal. Based on claims made on the product's label, the FDA has determined that the cereal is being promoted for conditions that cause it to be a drug because the product is intended for use in the prevention, mitigation, and treatment of disease. </li></ul></ul>