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Problem Statement

VIACTIV is facing declining relevance in the calcium segment due to well-established competitors and growth driven by private label products. The brand's positioning is not adequately implemented, and touch points are not aligned with the product experience. Our proposal is to reposition the brand to emotionally align with women and refocus on professionals, testing both strategies concurrently to choose the winning approach.

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Problem Statement

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  1. 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

  2. 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

  3. VIACTIV Brand Footprint

  4. TVC Caltrate TVC

  5. Packaging vs

  6. 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

  7. 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

  8. Our Proposal and Rational Test & learn 2 different options: Reposition the brand to better emotionally align with the female target Name, packaging, communication Alternative claims Refocus the brand from mass to professional Reorient BME toward a 100% focus on Professionals and sampling Tele-detailing, e-detailing

  9. #1 - Reposition the brand to better emotionally align with the female target 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 meaningfulclaims “All the calcium your body needs in an enjoyable moment”

  10. #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

  11. #2 - Refocus the brand from mass to professional Key Assumptions that May Be Tested and How 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)

  12. #2 - Refocus the brand from mass to professional Risks and How to Minimize Them 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)

  13. Executive Summary 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

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