PediaSure (A product by Abbot Healhcare Pvt Ltd)

PediaSure is the healthiest product of all the available malt based health drinks
 Overview
PediaSure is the healthiest product of all the available malt based health drinks

Number of Nutrients In children health drink, maximum nutrient information has been
disclosed by Abbott PediaSure followed by Protinex junior,
40 37
34 Complan Memory Chargers and so on
35
30 28 27
25
20
15 Fills the nutrition
10 gaps that can arise
5 out of a child’s fussy
0 eating behaviour
Complan Pediasure Bournvita Horlicks
100% of the
requirements of
Help increase height
vitamins and minerals
and weight and
for children above 2
Food strengthen natural
All food groups in the right years when
immunity in children
proportions in a child’s diet make Pyramid consumed in
adequate amounts
it a balanced diet
Available in PediaSure

Mothers trust
Pediasure
Perceptual
Mapping Perceptual Mapping of Pediasure

Brand Strength Complan

(Differentiation Boost
and Relevance) Horlicks
Occupy highest positions in the Commitment Quadrant with Great brand strength
COMMITMENT and stature

Bournvita

Needs to focus on building differentiation to gain brand strength

Brand Stature
(Esteem and
Knowledge)

Pediasure •Trailing on Brand Strength

•Has been very well been accepted (high scores on Relevance) by Indian mothers
•The brand has to primarily focus on building Differentiation
INDIFFERENCE Maltova

•Languishes in the 'Indifferent' space

•demonstrates low brand strength
•Failed to establish a reason to stand out (Differentiation) and build some regard
(Esteem) for itself
STP Analysis
Segmentatio
n Targeting The substantially higher cost of PediaSure dominates other factors affecting its segmentation and targeting

Target Audience & Customers

Demographic
Segmentation
Influencer in making
buying decision
Socio-Economic Paediatricians
Age Income Decision Makers
Classification
Mothers
Upper Consumers
Middle(1.2 to Kids
Class 1, Class 2 cities 2 to 10 1.6 Lpa) A1, A2, B1, B2
& High( 1.6 Lpa
Metros and above)

Behavioural Need based Conscious Parents

Segmentation segmentation whose children have
fussy eating habits
STP Analysis
Positioning Be Sure with PediaSure

PediaSure is
Competitor Positioning  Best for lactose intolerant kids
 The only drink which can be mixed with
water

Positioning PediaSure
 Builds immunity
 Reduces number of sick days
PediaSure is the only health drink which is  Reduces incidence of infection
specially made for those kids who have
User Positioning
fussy eating habits because it acts as a
perfect nutritional supplement containing
37 vital nutrients which ensures complete
nourishment and growth for these kids.

Attribute Positioning
Application Positioning
4P Analysis
Product PediaSure is a science-based nutritional supplement that provides complete, balanced nutrition for children from age 2 to 10

Product Features Brand Name Product Variety

• For fussy eaters

• Strengthens natural • Chocolate refill pack
immunity • Kesar Badam refill pack
• Supports brain development • Premium Chocolate
• Gluten and lactose-free • Premium Chocolate refill pack
• Contains nutrients such as • Vanilla delight
Taurine, Choline and Omega • Vanilla delight refill pack
3 and 6
• Formulated with 37 vital
nutrients
• Clinically proven to help
increase height and weight,
reduce number of sick days, Packaging
and reduce incidence of
infection

Sizes
Quality

• 0.2 kg
• 0.4 kg • When consumed in adequate amounts, PediaSure
• 0.75 kg • Jar-based meets the RDA (recommended dietary allowance) set
• 1 kg • Refill pack(carton-based) by Indian Council of Medical Research
• Source of complete nutrition for growing children
above 2 years of age
4P Analysis
Price
The pricing strategy of PediaSure is analysed here., along with the discounts and bundling it offers.
Pricing Strategy Discounts and Allowances

• Kesar Badam Refill Pack,0.2

kg- INR 310
• Chocolate Refill Pack,
0.75kg- INR 955
• Premium Chocolate, 1 kg-
INR 1180
• Premium Chocolate refill
pack, 0.4 kg- INR 500
• Vanilla Delight, 0.4 kg-
INR 515
• Vanilla Delight Refill pack,
0.4 kg- INR 490

Bundling
4P Analysis
Place The mechanism through which goods and services are moved from the manufacturer/ service provider to the user or consumer

Distribution channel consists of CFAs, stockists,

distributors, retailers etc.
Abbott Nutrition maintains 13
manufacturing sites around the world,
including six sites in the United States
Distribution Modern Trade Outlets: Available at Supermarkets,
channel Convenience Stores Specialty Stores e.g. Big Bazaar,etc.
General Trade Outlets : Available at Chemists,Kirana
Stores, General Stores etc.
Alternate Channels of Distribution: Available at E-retail
Manufacturing channels too e.g. www.amazon.com www.snapdeal.com,
Units
Place Locations www.healthkart.com, www.firstcry.com etc

Market
Coverage

Worldwide presence e.g. in Asia, Africa, USA, UK, Russia

etc
4P Analysis
Promotion
Promoted as “Complete Balanced Nutrition for Kids“

There are various TV commercials primarily

Advertising
targeting kids from age 2-10 and target
audience as their mothers because they are
Sales the ones making decisions for their
Promotion children.

Social Media

•PediaSure coupons are available on official site

for specific months depending on the variant
you chose you will get different kind of discount

•It has tried to involve the mothers through social

media by regularly posting new recipes involving
different flavors of PediaSure , like Pedia Almond
cookies, Orange Julius etc
•Also parents can post various problems their kids
are facing and they provide home remedies
4P Analysis
Promotion
Promoted as “Complete Balanced Nutrition for Kids”

PediaSure works with various organizations to promote itself as a healthy product

Working to build
advance a cost-effective strategy
sustainable solutions
SUPPORT
PARTNERSHIP 93 projects with Lifeline Express,
AIM
With PATH (Rs.7.6 crore) to a mobile diagnosis and
To initially benefit 5 lakh people
treatment train, to provide
to fortify rice- to address
through public sector food
access to medical services and
distribution programmes.
micronutrient malnutrition treatment for 4 lakh Indians in
rural areas
 Recommendations for HK

 They way Abbot is sitting on a brilliant product in Pediasure, we have necklaces (1.0-2.5 Carats) as category with great
potential. By effectively targeting right customers with co-creation, brand affiliations, partnering with a design house etc
we can exponentially increase our sales.

 Learning from Perceptual mapping model:

We hold a commitment of our customers when it comes to categories like Necklaces (certain range), rings and earrings,
along with our OTD.
We need to strengthen other categories like Mangalsutra, Bangles and Bridals which falls in the indifference category for
our customers
Need to work on differentiation in necklaces to further strengthen the brand

 Learning from STP Model:

Diversification in design language based on regions we are catering. Considering Age group and Socio Economic
classification

 Learning from 4P Model:

Product- Make small 10-12 pieces collection on an inspiration with attractive pricing and supporting marketing story.
Promotion- A turnover discount could be introduced with our low volume, high potential customers.
Place- Develop an ecom enabled mobile app to facilitate business, informing customers about new collections and
pre-launch orders. This will also help us expand our business and get in smaller to mid size stores.