Abbott ups the visibility quotient with PediaSure at retail

Ranging from Category Management at Apollo Pharma Stores to PediaSure Communication Window with Lenticular placard, PediaSure collapsible CTU to High Impact FSUs, all have been an outcome of  concerted efforts on part of the trade marketing team at Abbott Nutrition to engage with shoppers at the physical retail environment.

Along with the Trade Marketing Team of PediaSure the activations has been successfully executed by Brand Evoke Systems & Creative Solutions Pvt. Ltd. for Modern Trade and CTRLM carried out the same for General Trade.

The prime objective of the Category Management project was to ease the shopping experience in the Nutrition category at Apollo's bigger format pharmacy stores. The key highlight here was the judicious use of multiple technologies like LED back lighting, Communication Tab, Leaflet holder and Vertical flanges (Bay Breakers) to bring in clear-cut differentiation within category.

In the General Trade space, Ensure Counter top has been a key element which has aided the launch of Ensure 200g pack. The intent was to place the 200gm pack at the counter to drive awareness and generate trials, wherein the agency was briefed to develop a unit which was disruptive, easy to assemble, portable and able to stock minimum two units of the 200gm pack.

PediaSure collapsible CTU, another in-store marketing tool in GT helped serve the purpose of being an eye-catching brand reminder to aid off takes by tapping into the hot zone (cash counter space) at chemists and grocery stores. The creative agency was given the task of developing a unit which would be of utility for the retailer and thus have a larger shelf life. Taking the shape of the product, this unit communicates the key brand message to the shopper on one side and there are items like calculator, note pad and pen on the back side which offer immense utility to the retailer.

PediaSure Communication window display with lenticular placard has also been developed with the intent of driving disruption to break clutter at point of sale. This window is intended to be a pure communication window with two placards communicating the key message and visuals. Also, as Abbott Nutrition operates today in multiple segments within the nutrition category, there was a need to present the entire Abbott range in a single block window. In pharmacy chains and top chemist stores there is a call out of the segments which clearly demarcates the category and thus eases the shopping process. The two window displays have been rolled out across Apollo, Medplus and GT chemist environment.

The trade marketing team conceptualized a Hanger for their sachet pack with the intent of providing a fixture which could be put on a wall through a peg hole or a hook. The objective was to provide a communication header which was disruptive enough to drive shopper attention in a significantly cluttered environment in small grocery stores and wholesale channel.

PediaSure also came up with its "1.5X Faster Growth” communication as its key brand message which has been ably amplified in GT as well as MT. One such element was a high-impact FSU made for Top open-format, self- service stores with sharp messaging focus and significant stocking space.

Sunil Chourasia, Customer Marketing Head, Abbott Nutrition International India, shares, "Shopper/Retailer insights is at the core of whatever we do in driving brand awareness at the point of purchase. All our interventions are worked to address the insights picked up through our research & field visits.”

Huzefa Kanorwala, Proprietor, CTRLM shares, " We executed 5000 Collapsible  Counter Top Unit for the General Trade and it was delivered in just 10 days. We designed Collapsible CTU which lays flat and can be put up in 5 seconds and has maximum visibility. We did a test run in 100 Chemist and retail stores and 98 out of them found space for the unit. It was well appreciated by marketers as well as retailer. Also we executed 12,000 Collapsible Window Kit with Lenticular in 10 days. We came up with collapsible one piece window kit with customizable size and also used lenticular to attract users, it has also been well received by the market and was easy to implement.”

Kaushik Bhattacharjee, Founder & MD, Brand Evoke Systems & Creative Solutions Pvt. Ltd. said, "Apollo Category Management is a great initiative by Abbott Nutrition. We have been delivering innovative visibility solutions over a period of last 4 years and once again we were trusted to design and execute another innovative project. The design process went through many iterations for almost a quarter of the year. Post approval, we piloted at 3 stores in Mumbai, Delhi and Hyderabad before final roll out. The execution process had its own challenges since it was not in regular hypermarkets. There were issues with power supplies and sometimes we had to work for two days in a store due to load shedding issues in Bangalore and Hyderabad. At the end, the project was well executed and came alive brightly.”