Problem Statement

• VIACTIV is in a downward spiral mainly driven by:

• Losing relevance in the Calcium Segment

• Well established competitors entering the segment (Caltrate)

• Growth driven by Private Label

Problem Statement

• VIACTIV is in a downward spiral mainly driven by:

• Losing relevance in the Calcium Segment

• Well established competitors entering the segment (Caltrate)

• Growth driven by Private Label

• Positioning not being implemented adequately

• Touch points on the brand are not aligned with the product experience

• No prioritization of key messages

VIACTIV Brand Footprint

Caltrate TVC

TVC

Packaging

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Problem Statement

• VIACTIV is in a downward spiral mainly driven by:

• Losing relevance in the Calcium Segment

• Well established competitors entering the segment (Caltrate)

• Growth driven by Private Label

• Positioning not being implemented adequately

• Touch points on the brand are not aligned with the product experience

• No prioritization of key messages

• Resource constraint

• No professional support

Alternative Solutions

• Reposition the brand to better emotionally align with the female target• Name, packaging, communication

• Alternative claims

• Product innovation• Using SPLENDA as a differentiator vs. competition

• Licensing the VIACTIV ingredients

• Refocus the brand from mass to professional• Reorient BME toward a 100% focus on Professionals and sampling

• Tele-detailing, e-detailing

• Optimize the promotional budget by channel and audience• Making VIACTIV a compelling idea in a different category

• Candy

• Divest the brand

Our Proposal and Rational

Test & learn 2 different options:

1. Reposition the brand to better emotionally align with the female target• Name, packaging, communication• Alternative claims

2. Refocus the brand from mass to professional• Reorient BME toward a 100% focus on Professionals and sampling• Tele-detailing, e-detailing

Key Assumptions that May Be Tested and How

• Incorporate emotional benefits to make it more relevant to women• Execute the right balance between functional & emotional

IMPLEMENTATION• Keep the name but test different graphic treatments (imagery,

create a sub-brand) • Innovative packaging that translates the brand footprint: appealing

to women, convenient, experiential • Focus engaging communication on digital, word of moth, POS• Loyalty program to understand how to keep consumers longer• Explore meaningful claims

• “All the calcium your body needs in an enjoyable moment”

#1 - Reposition the brand to better emotionally align with the female target

Risks and How to Minimize Them

• Changing packaging• Test different options

• Competitive brands investing massively • Be smarter with our spend. Do more with less• Rigorous measurement plan and optimize against it

• Positioning change• Test with current and potential consumers

#1 - Reposition the brand to better emotionally align with the female target

• Build professional awareness and recommendation• Influence consumers through professional

IMPLEMENTATION• Get the “The #1 calcium brand recommended” claim• Build a professional education and promotional plan (to raise

awareness among consumers)• Strong sampling program through professionals• Build the HCP advocacy through KOL influencer and strategic

associations (e.g. ACOG)

#2 - Refocus the brand from mass to professional

Key Assumptions that May Be Tested and How

• Lose volume• Experiment in a region or city• Implement easy to-to-calcium test in the professional office

(offer coupons)• Professional may recommend calcium but not our brand• Link professional recommendation with purchase (coupon on

the Rx/tear pad)• Manage Care strategy

• Lose credibility if we lack enough & relevant clinical data• Article publication plan• Clinical data mining (Lifestyle benefits)

Risks and How to Minimize Them

#2 - Refocus the brand from mass to professional

• VIACTIV is in a downward spiral and we believe the brand needs to take a dramatic change in the strategy

• Many options were explored (divesting, moving to different category, product innovation, etc) and recommendation is to pursue 2 test & learn opportunities:

• Reposition the brand to better emotionally align with the female target

• Refocus the brand from mass to professional

• Both ideas have to be tested concurrently, measured against control group, choose the wining one and implement nationally

• Expected outcome is to revert business results and get a sustainable, profitable business model platform

Executive Summary

http://www.caltrate.com/OurProducts/caltrate-600DSoftChews.aspx