High Protein High Fiber High Performance The Zone
High Protein, High Fiber, High Performance The Zone Perfect performance protein bar will enable Abbott to reach a new consumer demographic of men in their 20’s and 30’s The Performance Protein bar will be composed of 20 grams of soybased protein paired with 15 grams of soluble corn fiber, with a chocolate coconut flavor The new bar will engage the target market with an eye-catching package design and a strategic marketing campaign by partnering with popular fitness influencers Tara Aggarwal, Lauren Fleetwood, Alex Harpenau, Andrew Hoke, Ammar Khaled, and Sierra Pennington Contact A-List Consulting via email at alistconsultingiu@gmail. com Overview Potential Competitors Composition Implementation 1 Timeline
Why Men, Why Now? Currently, Zone Perfect targets middleaged women. In the nutritional intrinsic health bar market, 45% of consumers are men. There is great potential for growth in this consumer demographic. . Top 3 factors consumers look for in bars % look for protein % look for fiber According to Mintel Reports, “since 2008, the number of products claiming to be high protein has increased by 54%”, indicating high demand. 2 Overview Potential Competitors Composition Implementation Timeline
Quest: Successes and Shortcomings Quest’s Success Opportunity Our Solution In November of 2016, Quest implemented a new formula consisting of high protein and high fiber, increasing growth rate from 5. 3% to 6. 2% Plant protein is predicted to have substantial growth due to increased demand for gluten-free plant sources Use the strengths of the Quest bar’s high protein, high fiber appeal with the implementation of plant protein to appeal to a larger market 3 Overview Potential Competitors Composition Implementation Timeline
The Chemistry Behind Business Success Soluble Corn Fiber allows for a lower sugar content, which appeals to the consumers. 33% of adults think protein bars are too high in their sugar content. Soy protein outweighs other potential protein sources with no observed digestive impact. Overview Potential During 2018, coconut-flavored products saw a 16% increase in sales Flavor Fiber With 15 grams of Soluble Corn Fiber, the Protein Performance bar is high-fiber bar. This not only preserves the bar, but also promotes calcium absorption which is vital for performance growth Competitors 1 2 Coconut and chocolate combine to create a new popular flavor for the Zone Perfect product line. Due to the lack of this combination in the existing market, the uniqueness will provide Abbott with a first-mover advantage Protein 3 Composition Following the traditional model of Zone Perfect, 20 grams of soy-based protein sets the main foundation of the bar, keeping production costs low for Abbott and the recipe traditional 4 Implementation Timeline
Brand Awareness Through Social Media Influencers 1 2 WHO Male fitness influencer: Bradley Martyn 2. 9 million Instagram and Facebook followers 2 million You. Tube subscribers HOW 1. Communicate with publicist 2. Send new product and get authentic response 3. Negotiate contract 4. Offer discount code 5. Track sales 3 WHY “ 74% of all consumers rely on social media to inform their purchasing decisions” - OMD Group 5 Overview Potential Competitors Composition Implementation Timeline
The Path to High Performance A sleek package design will differentiate Timeline/packaging Zone Perfect’s product on the shelves. With ● Picture of Packaging bold text advertising the protein content of ● Timeline including formula development, production start, the bar and a modern color selection, the influencer reach out & promotion start, distribution/sales date packaging will catch the eye of the male ● Maybe mention Price? ? ? demographic Abbott is trying to target March 2019 July 2019 October 2019 December 2019 Product Research and Development Preparing for Mass Production Marketing to Target Demographic Placing Product on Shelves of Distributors Construct a new formula composed of the mentioned ingredients, flavors, and nutrition guidelines Develop new processes for bar production and purchase new equipment or materials as necessary Overview Potential Competitors Establish partnerships with fitness influencers. Begin social media campaign to raise new product awareness and increase consumer support Composition Secure shipping and distribution routes to introduce products into stores and begin realizing profit Implementation 6 Timeline
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