The document discusses strategies for Abbott Nutrition's performance nutrition category. It recommends bundling products based on consumer health goals like strength, weight management, and everyday fitness. It also suggests improving product education with specifications on intended use and color coding. Stores could better display products and provide information. Bundles may increase loyalty and allow more products on shelves. Promotional items could further market the brand. The overall goal is to make performance nutrition easier for all consumers to understand and access.

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Abbott Nutrition Case
Consumer Education
Amanda Dimmer, Olivia Davis, McKenzie
Hinga, Amber Hardy, Jorie Patterson

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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

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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.”

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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

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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

6. +
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

7. +
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

8. +
Store Observation
 Narrow assortment
of EAS displayed
 Better located in
shelves
 Little to no
information
available to
consumer about
product
Target

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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.

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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

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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

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Strength and Performance
Myoplex Preworkout Powder
100% Whey Protein Powder
Myoplex Gainer Powder

13. + Weight Management
Advantage Carb Control Shake
Lean 15 Bar
Lean 15 Protein Powder

14. + Everyday Fitness
Fruit Smoothie
Complete Protein Shake
Complete Protein Powder

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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

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Extras with Bundles

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S.T.R.O.N.G
Start To Realize Our Natural Greatness