Abbott Case Study

Group 4Natalie Bryniczka, Katelyn Forsch, Samantha

Downs, Allyson Johnson & Seher Dey

Agenda

• Problem Overview

Agenda

• Problem Overview

• Product Relocation

Agenda

• Problem Overview

• Product Relocation

• Application Improvements

Agenda

• Problem Overview

• Product Relocation

• Application Improvements

• Coupon Promotion

Agenda

• Problem Overview

• Product Relocation

• Application Improvements

• Coupon Promotion

• Summary

The Problem

• Formula usage declining due to parenting trends

The Problem

• Formula usage declining due to parenting trends

• Up-Age Segment steadily growing

The Problem

• Formula usage declining due to parenting trends

• Up-Age Segment steadily growing

• Drive sales by increasing category market share

• Enfamil (60.4%)• Similac (22.7%)

Product Relocation

• Move Go & Grow away from baby formula and closer to toddler-age products

Product Relocation

• Move Go & Grow away from baby formula and closer to toddler-age products

• Increase awareness of the Up-Age products to moms with children over 1 year of age

Product Relocation

• Move Go & Grow away from baby formula and closer to toddler-age products

• Increase awareness of the Up-Age products to moms with children over 1 year of age

• Launch end-cap display at end of diaper aisle

Application Improvements

Application Improvements

• Add “Products” tab with information about all types of Similac formulas

Application Improvements

• Add “Products” tab with information about all types of Similac formulas

• Offer a Purchase option on the app

Application Improvements

• Add “Products” tab with information about all types of Similac formulas

• Offer a Purchase option on the app

• Update “Milestones” and “Feeding” in advice sections

Application Improvements

• Add “Products” tab with information about all types of Similac formulas

• Offer a Purchase option on the app

• Update “Milestones” and “Feeding” in advice sections

• Tailor advice to be baby specific (age, special needs, sensitive tummy, etc.)

“Advice” tab improvements

Tailor “Feeding” and “Milestones” sections to the age of the children

Add “Products” tab with option to Purchase off the app

Example of “Formula Guide” and Purchase option on Gerbers Application

• Include promotional insert with the purchase of formula to encourage downloading the application

Coupon Promotion

• Include promotional insert with the purchase of formula to encourage downloading the application

• Coupons and promotional offers available in the application

Coupon Promotion

Summary of Suggestions

• Product Relocation

Summary of Suggestions

• Product Relocation

• Application Improvements

Summary of Suggestions

• Product Relocation

• Application Improvements

• Promotions & Coupons

Questions?