Presentation on theme: "FLINTSTONES NEW PRODUCT EXPLORATION AND LINE DEVELOPMENT Prepared For: Prepared By: July, 2012."— Presentation transcript:
FLINTSTONES NEW PRODUCT EXPLORATION AND LINE DEVELOPMENT Prepared For: Prepared By: July, 2012
BACKGROUND 2 Flintstones is considering various options for filling/strengthening its pipeline with a number of potential new products. These potentially include upgrades to current multivitamin products, brand new multivitamin products and “other” nutritional supplements designed to be taken along with Multivitamins. A number of ideas for each of the different types of products were developed for testing. Of note, products where two forms were available were tested as separate ideas. Multivitamins: 23 New Potential Products Supplements: 24 New Potential Products Additionally, several current products (including key Flintstones brands) were included to serve as the benchmark against which to measure strength of new product ideas. Multivitamins: 13 Current Products (7 Flintstones) Supplements: 6 Current Products (no Flintstones)
PURPOSE 3 The objective of this research is to identify and prioritize the most compelling and unique ideas for further development in the multivitamin and supplement arenas. Multivitamins and Supplements will be examined separately as they represent two distinct categories. Additionally, for each category, this research will examine the relative consumer interest in the new products currently being considered on the additional dimensions of: How they would interact with each other and with the current Flintstones product line (for Multivitamins) How alternative Flintstones product line-ups can be expected to interact with other products currently in each category.
METHOD 4 A discrete choice approach was used with two separate arrays, one for multivitamins and one for supplements. Respondents were shown different groups of products from within one of the arrays (either CMV or Supplements) and asked to sum 10 allocations across the alternatives, followed by calibration questions. After completing the tasks for one product array, they did same for the other product array. Order of category was rotated to minimize effect of order bias. Research was conducted June 11 – June 15, 2012 among 1004 moms of children, ages 2-12, as follows: 803 Children’s Multivitamin Users or Supplement User past 6 months (only 31 did not use CMV) 201 who have not used Children’s Multivitamin or Supplement in past 6 months but are Extremely/Very Likely to use in future Age of mom within each group was as follows: o 18-34 N=402 o 35-49 N=521 o 50-64 N= 81
37409_Citracal DCM_rev for pres dec.106 SUPPLEMENTS SCREEN SHOT
7 SIMULATED SHARE OF CHOICE The key measure being used in this study is SIMULATED SHARE OF CHOICE. SIMULATED SHARE OF CHOICE does not equate to market share – it is merely one component of what ultimately would be share of market The major difference between SIMULATED SHARE OF CHOICE and an estimate of market share is that the simulated measure assumes that every single product under consideration has universal awareness and universal distribution. It further assumes that all products were merchandised identically (same number of facings, same placement) and that nothing was on deal – a set of circumstances that will never be replicated in market. What SIMULATED SHARE OF CHOICE can be used for is to estimate the relative potential of individual products and groups of products relative to each other – with the knowledge that ultimate share of market will ALWAYS be lower than SIMULATED SHARE OF CHOICE.
RELATIVE VARIETY APPEAL FOR NEW CMV PRODUCTS “SIMULATED SHARE OF CHOICE”* -Total Random- Average 2.5% Red – New Flintstones Products Purple – Current Flintstones Products Green – Current Competitors 8 Lil Critters * Store Brand Gummies* Disney Princess * Disney Cars * Flintstones Complete Chewable MORE Ca/k2 Flintstones Complete Chewable MORE Ca/k Store Brand Chewable * Flintstones Complete Gummies Ca/k2 Centrum (Chewable) * Flintstones Chewable -Immunity * Flintstones Complete Gummies Fruit/Veg Flintstones Complete Gummies Fruit Immune Flintstones Complete Chewable * Flintstones Complete Gummies Ca/k Flintstones Gummies- Immunity * Flintstones Complete Vitapops Flintstones Complete Gummies Fruit A,C,E Flintstones Complete Gummies Natl Flv Flintstones Complete SF Chewable Teeth Flintstones Complete Layer Chews My First Flintstones Chewable * Flintstones Complete Gummies * Flintstones w/ Iron Chewable * Flintstones Complete Gum Fiber Flintstones Plus Omega Gummies* Flintstones Complete Chewable Natl Flv Flintstones Complete Gummies Sugar Free Flintstones Complete Gum Fruit Balanced Flintstones Complete Chewable Sugar Free Flintstones Complete Gummies Fiber Relief Flintstones Complete Sugar Free Choc Chew Flintstones Complete SF GummiesTeeth Flintstones Complete Gummy Bursts Flintstones Complete Sugar Free Choc Chews Teeth Flintstones Complete Gummies Vegetarian Flintstones Complete PopStones NOTE: This is NOT an estimated share of market * Items market with an asterisk are currently in market The most compelling CMV products are lower priced gummies. Current Flintstones products interest seems suppressed by relative strength of some potential new varieties, among them bone and fruit.
RELATIVE VARIETY APPEAL FOR NEW SUPP PRODUCTS “SIMULATED SHARE OF CHOICE”* -Total Random- Average 2.6% 9 Lil Critters Immune-S -* Lil Critters Omega-S * Lil Critters Vit D-S -* Flintstones Brain Support Gummies - S Flintstones Brain Support Chewable-S Flintstones Fruit Snacks-S Flintstones Bone Fruit Chews - S Flintstones Brain Essence - Gummies -S Flintstones Bone Choc Chews -S Flintstones Concentration - Gummies -S Flintstones Sleep - Gummies -S Flintstones Probiotic Relief Gummies -S Flintstones Concentration - Chewable-S Flintstones Probiotic DH Gummies -S Flintstones Brain Essence - Chewable-S Flintstones Probiotic +Immune & DH - Chewable-S Lil Critters Pribiotics-S -* Flintstones Probiotic Immune Chewable-S Flintstones Probiotic + Immune Chewable-S Flintstones Pro/Prebiotic Chewable-S Flintstones Sleep - Chewable-S Flintstones Bone Liquid-S Culturelle KIDS!-S -* Flintstones Muscle Shot-S Flintstones Probiotic DH Chewable-S Flintstones Muscle Liquid Flintstones Pro/Prebiotic Powder-S Flintstones Probiotic Relief Chewable-S Flintstones Muscle Liquid + Prot-S Forastor Kids-S -* Red – New Flintstones Products Purple - Current Flintstones Products Green – Current Competitors Current L’il Critters are the most popular supplements tested. Brain support and bone are areas of high potential. Probiotics tend to be among the weakest ideas. NOTE: This is NOT an estimated share of market * Items market with an asterisk are currently in market
10 PURCHASE APPEAL As the SIMULATED SHARE OF CHOICE was done separately for CMV’s and Supplements, no comparison of the two types of products can be made using that measure. To allow for cross category analysis, a Purchase Appeal score was developed for each product -- which was ascertained for both CMV’s and Supplements. It was developed using each respondents patterns of preference within each of the two product arrays, calibrated to the scores each respondent gave for a limited number of products. In some way, purchase appeal is potentially more relevant than share of choice as it differentiates between preferences that are motivated by strong differences between products and those that are less clear cut. It the only key evaluative measure on which CMV’s and Supplements can be compared.
1137409_Citracal DCM_rev for pres dec.10 PURCHASE APPEAL FOR ALL PRODUCTS Disney Cars Gummy * Flintstones Brain Support Gummies-S Lil Critters Gummy Vites * Disney Priness Gummy * Flintstones Fruit Snacks-S Flintstones Complete Gummy w/CA &K2 Lil Critters Omega-S * Flintstones Brain Support Chewable-S Lil Critters Immune-S * Flintstones Plus Immunity Support Chewtab * Flintstones Comp. Chewable w/MORE CA & K Flintstones Complete Gummy w/CA & K Flintstones Plus Immunity Support Gummy- * Lil Critters Vit D-S * Flintstones Complete + Real Fruit Gummy Flintstones Comp. Chewable w/MORE CA & K2 Flintstones Bone Fruit Chews Flintstones Comp. Plus Fruit & Veggie Gummy Flintstones Complete Chewable * Flintstones Complete Plus Real Fruit Gummy Flintstones Complete Natural Flvrs. Gummy Flintstones Complete Gummy* Store Brand Kids Gummy* Centrum Kids Chewable * Flintstones w/ Iron Chewable* Flintstones Brain Essence - Gummies Flintstones Comp + Real Fruit Gummy Balanced Flintstones Complete Plus Fiber Gummy My First Flintstones Chewable * Flintstones Complete Natural Chewable Flintstones Complete Flavor Layer Chews Flintstones Concentration - Gummies-S Flintstones Complete SF Chewable Flintstones Complete Vita-pops Lollipop Flintstones Bone Chews Choc-S Flintstones Comp Plus Fiber Gummy Flintstones Complete Sugar Free Gummy Flintstones Complete Sugar Free Chewable Flintstones Comp Sugar Free Gummy Flintstones Sleep - Gummies-S Flintstones Plus Omega-3 DHA Gummy * Flintstones Complete GUMMY BURST Flintstones Probiotic Relief Gummies-S Flintstones Brain Essence - Chewable-S Flintstones Concentration - Chewable-S Flintstones Probiotic DH Gummies-S Flintstones Comp. Vegetarian Gummy Flintstones Comp. Sugar Free Choc Chews Store Brand Kids Chewable * Flintstones Complete PopStones Flintstones Comp. Sugar Free Choc Chews Flintstones Sleep - Chewable-S Lil Critters Pribiotics-S -* Flintstones Probiotic Immune Chewable-S FS Probiotic +Immune & DH - Chewable-S Flintstones Probiotic + Immune Chewable-S Flintstones Pro/Prebiotic Chewable-S Flintstones Bone Liquid-S Culturelle KIDS!-S -* Flintstones Muscle Shot-S Flintstones Probiotic Relief Chewable-S Flintstones Probiotic DH Chewable-S Flintstones Muscle Liquid Flintstones Pro/Prebiotic Powder-S Flintstones Muscle Liquid + Prot-S Forastor Kids-S -* Red – New Flintstones Products Purple – Current Flintstones Products Green – Current Competitors CMV’s TEND to be more inherently appealing than supps – but SOME of the stronger potential supps appear to have as much potential as the strongest CMV’s – again, brain and fruit snacks lead the pack. * Items market with an asterisk are currently in market
12 CURRENT CMV’sNEW FLINTSTONES CMV’s MULTIVITAMIN PURCHASE APPEAL BY CATEGORY USAGE Generally, non-users who are accepting of the category do not appear to be rejecting any single product or type of product – and, in fact differ from the users primarily in their acceptance of store brands. NOTE: This and the following slides show a rank for each item. This is the rank order of appeal of each item within each group. Rank is within all 66 items tested – Current AND New, MV’s AND Supps DW – like here Also – can you change these headings on this page and the next, and do the same thing as appropaiate on subsequent pages.. ALSO – I changed the title on this page and the next…if you can do the same thing for the subsequent pages..
13 CURRENT SUPPLEMENT PURCHASE APPEAL BY CATEGORY USAGE Similarly, there are no potential supps that appear to have significant incremental potential among non users – patterns are surprisingly similar to what they are among category users. CURRENT SUPPLEMENTS NEW FLINTSTONES SUPPS
14 NEW (FLINTSTONES) PURCHASE APPEAL BY FLINTSTONES USAGE Multivitamins CURRENT PRODUCTS For FS Loyalists, the current Flintstones Chewable and Immune Chewable are the strongest of the current products -- but some of the potential new bone CMV’s do at least as well as they do. For Switchers, the bone messages of Ca/K/K2 OR the “real fruit” gummy add traction to the CMV Brand. Among non-users, the Ca/K2 message is the strongest of the potential new benefits – but they are still less compelling to these people than strong competitive items.
15 CURRENTNEW (FLINTSTONES) PURCHASE APPEAL BY FLINTSTONES USAGE Supplements The new FS Supplements have appeal across these user groups. Among Loyalists, Brain Support (both forms) and Vit C Fruit Snacks rise to the top with high interest. Switchers are most interested in Brain Support Gummies (highest of all supplements) along with Fruit Snacks and Bone Building Fruit Chews. Non-FS are also motivated by Brain Support, at levels competitive with Lil Critters.
FORM IMPACT ON PURCHASE APPEAL 16 Gummies Chewables Chew Flintstones Chewables- C Flintstone Gummies- C Flavor layers Lollipop Burst Popstone 18 22 31 33 42 50 AVERAGE Appeal by Form Purchase Appeal of Alternative Flintstones Complete CMV Forms Top Rank # for that Form* 1 8 17 Rank # * So the strongest gummy was the highest ranked product overall; the strongest chewable was ranked number 8 Generally, Gummies are more popular than chewables. A couple of concepts describe an alternative form of “chews” – these have high appeal as well (maybe less “candy” sounding than the other new options?) For comparable products (Flintstones Complete) Chewables and Gummies are more compelling than any alternative forms – and, of note, Chewables is slightly MORE compelling than are Gummies
FORM COMPARISON 17 Examining specific benefit areas that were offered as either chewables or gummies indicates that form SOMETIMES helps, when it does it is ALWAYS the gummy form that does better; and, other than chews, alternative forms do not seem to drive interest. In the one case where a chocolate chew was tested versus a fruit chew, the fruit chew is a good deal more compelling.
CONCEPTS APPEAL BY BENEFIT AREA Purchase Appeal 18 Rank # Immunity (45.2) Lil Critters Immune-S -* Flintstones Chewable -Immunity * Flintstones Gum - Immunity * Flintstones Complete Gum Fruit Immun Real Fruit/Veg (41.0) Flintstones Complete Gum Fruit/Veg Flintstones Complete Gum Fruit A,C,E Flintstones Comp. Gum Fruit Balanced Omega (40.7) Lil Critters Omega-S * Flintstones Plus Omega Gum * Natural (39.7) Flint Complete Gum Natl Flv Flint Complete Chew Natl Flv Brain (39.1) Flintstones Brain Support Gum-S Flintstones Brain Support Chewable-S Flintstones Brain Essence - Gum-S Flintstones Concentration - Gum-S Flintstones Brain Essence - Chewable-S Flintstones Concentration - Chewable-S Fiber (37.2) Flintstones Complete Gum Fiber Flintstones Complete Gum Fiber Relief Bone (36.6) Flintstones Complete Gum Ca/k2 Flint. Comp.Chewable MORE Ca/k Flintstones Complete Gum Ca/k Lil Critters Vit D-S -* Flint. Comp.Chewable MORE Ca/k2 Flintstones Bone Chews Fruit-S Flintstones Bone Chews Choc-S Flintstones Bone Liquid-S Rank # Teeth (33.7) Flintstones Complete SF Chewable Teeth Flintstones Complete SF Gum Teeth Flintstones Complete SF Choc Teeth New Form (33.3) Flint Complete Layer Chews Flint Complete Vitapops Flint Complete Gummy Bursts Flint Complete PopStones Sugar Free (32.6) Flintstones Complete Gum SF Flintstones Complete Chewable SF Flintstones Complete SF Choc Sleep (30.1) Flintstones Sleep - Gum-S Flintstones Sleep - Chewable-S Probiotic (23.6) Flintstones Probiotic Relief Gum-S Flintstones Probiotic DH Gum-S Lil Critters Pribiotics-S -* Flintstones Probiotic Immune Chewable-S Flintstones Probiotic +Immune & DH - Chewable-S Flintstones Probiotic + Immune Chewable-S Flintstones Pro/Prebiotic Chewable-S Culturelle Kids! -S -(C) Flintstones Probiotic Relief Chewable-S Flintstones Probiotic DH Chewable-S Flintstones Pro/Prebiotic Powder-S Forastor Kids -S -(C) Muscle (19.5) Flintstones Muscle Shot-S Flintstones Muscle Liquid Flintstones Muscle Liquid + Prot-S Misc Flint Fruit Snacks-S Flint w/ Iron (C) Flint Complete Gum Vegetarian The relative appeal of each product by benefit area confirms the strength of the current L’il Critters varieties, indicates that Flintstones might be able to do a bit better than L’il Critters with a probiotic, but not much, and that the relationship between chewables and gummies is fairly consistent. Brain, Omegas, Immunity, Calcium, Bone and Fruit/Veg all provide opportunity. Additionally, positioning matters, even within benefit area. 9 10 13 15 18 20 27 7 41 21 30 2 8 25 32 44 45 27 36 6 11 12 14 16 17 35 58 33 39 48 31 33 42 50 37 38 51 40 52 43 46 53 54 55 56 57 58 61 62 64 66 60 63 65 5 25 47
ANTICIPATED INCREMENTAL VERSUS REPLACEMENT USAGE FOR SUPPLEMENTS At least 6 of 10 who said they would use each of the supplements feel they would use them in addition to vitamins, representing the possibility of increased volume for FS. 19
20 CONSUMER PREFERENCE SEGMENTATION Consumers were grouped to reflect the way they responded to the entire array of products that they evaluated. The groupings were done in such a way that a consumer within a group is more like the other consumers in that group than they are like consumers in any other group. While these segments are not developed to represent strategic targets (as would be done for a segmentation study), a similar statistical approach is undertaken to group consumers. The purpose of this analysis is to identify consumers with similar patterns of product interest and rejection with the primary objective if identifying ideas that might be compelling to a small group of consumers – even if not particularly compelling overall. It serves a further purpose of illustrating those patterns of product interest that underlie category purchase behavior.
21 PREFERENCE SEGMENTS *Names of segments are based on reactions to the concepts +Segment too small to consider Segment names are based on reactions to concepts VERSUS those who are not in that segment “Branded Gummies” represents those who are differentially interested in products that are branded (Centrum and Flintstones) and gravitate somewhat toward gummies. “Partial to Flintstones” represents those who are differentially drawn to ANY Flintstones idea. “Value Brand Gummies” represents those who differentially favor Disney and Lil Critters. “Chewable Loyalists” represent those who differentially want a chewable form. “MV Brand Rejectors” are those who differentially reject anything that is not Lil’ Critters or Disney.
22 PREFERENCE SEGMENTS By Key Demographic and Behavioral Groups Age of Oldest Kid Age of Mom *Names of segments are based on reactions to the concepts
23 TARGETS FOR NEW PRODUCTS IDEAS Three segments emerge as possible targets for new products offered by Flintstones, based on current cmv/supp behavior, attitudes and responses to the new ideas. Branded Gummies: They are open, but not loyal to current Flintstones CMV’s. The current top CMV is Disney and this is the only group where a new CMV (Ca/K(2) or Real Fruit Immunity) might represent “new” business. Partial to Flintstones: These are your users and they spark to anything Flintstones. Targeting new vitamins would probably result in cannibalization; whereas Flintstones Supplements (Brain Support, Fruit Snack, ) might increase Flintstones occasions, since supplements are understood to be additions to CMV’s. Chewable Loyalists: These are differentially Flintstones Chewable users. Although the Calcium/K(2) Chewables are appealing, it may draw from base business. However, exploring ways to heighten interest in chewable supplements (they are not very involved in the category) may be an area of opportunity.
24 TARGETS FOR NEW PRODUCTS IDEAS Two segments would be very difficult for the Flintstones brand to convert with the product ideas offered. Value Brand and MV Brand Rejectors They are users of Lil’Critters and Disney and see NO merit in the new or old Flintstones options.
27 NARROWING THE NEW PRODUCTS CONSIDERATION SET Twenty four new product ideas have been selected for more in-depth analysis. They were chosen because of : Strong performance or Strategic considerations CMV’s 4 Calcium/k/k2 items (Bone benefit) Flavor Layer Chew (best new form) 4 Sugar frees (gummies/chewables with and without teeth/braces benefit) Natural Flavor 3 Key Fruit/Fruit and Vegetable Items Supplements 6 Brain Support Items (the 4 with to Omega 3 and 2 Brain Essence with breast milk) Fruit Snacks 2 Bone Building Chew 2 Probiotic Gummies (Digestive Health and Relieves Constipation)
SupplementsMultis NEW PRODUCTS TO BE CONSIDERED 28 Looks stretched out….fix
AGE APPROPRIATENESS FOR POTENTIAL NEW PRODUCTS 29 Green = above average for that age group Red = below average for that age group What is this data? Not from the thing I am working with so don’t know if ranking is good
PROFILE OF CONCEPT ACCEPTORS OF NEW CMV'S 30 The next few pages contain profiles of the acceptors of the different
IMPACT OF REPLACING CURRENT FLINTSTONES GUMMY CMV w/Omega WITH NEW BRAIN SUPPORT GUMMY SUPPLEMENT* * TO READ: 63.8% of consumers would buy at least one of the current Flintstone’s CMV’s. If Omega were eliminated there would only be a slight loss – to 62.5% of consumers. If the Omega CMV were replaced with a Brain Support Gummy SUPPLEMENT, 73.1% would buy any of the Flintstones products – an increase of 9.3% versus the current line configuration, and an increase of 10.6% versus the reconstructed line excluding the Gummy Product. Additionally, while 33.9% were positive to the current Omega CMV, 49.1% said they would likely buy the brain support gummy under consideration as its replacement. Information suggests that replacing the current Omega CMV with a Brain Support Supplement would have a positive impact on the business. This move will enhance Flintstones position among those who current use children's’ supps, and, importantly help the line among moms of younger kids (those whose oldest is 5 or less), a group generally less favorable towards the brand. 33
MAXIMUM REACH FOR ADDITIONAL CMV'S AND/OR SUPPLEMENTS Alternate Current Line - Brain Support Supp instead of CMV Omega 3 34 With FS Brain Support Supplement is part of the FS line, the maximum reach for one or two new products is achieved by adding CMV's. However, a combination of one new CMV and one new Supplement may be better. Reach of a CMV/Supp duo is very close to that of two new CMV's; use of supplements is additional to CMV's representing potentially greater volume.
SPECIFIC PRODUCTS TO ACHIEVE MAXIMUM REACH Alternate Current Line - Brain Support Supp instead of CMV Omega 3 35
36 MAXIMUM REACH FOR ADDITIONAL CMV'S AND/OR SUPPLEMENTS Alternate Current Line - Brain Support Supp instead of CMV Omega 3 Same pattern holds true when looking at the segments. Offering both new supplement and new CMV may bring Branded Gummies into the FS CMV franchise while giving FS Loyalists and Chewables an opportunity to expand usage occasions with new supplements. Fruit Snacks- S (for everyone - Loyalists), CaK2 (CMV) for Branded Gummies, Chewable Brain (S) for Chewables
37 SPECIFIC PRODUCTS TO ACHIEVE MAXIMUM REACH Alternate Current Line - Brain Support Supp instead of CMV Omega 3
38 SPECIFIC PRODUCTS TO ACHIEVE MAXIMUM REACH Alternate Current Line - Brain Support Supp instead of CMV Omega 3
39 SPECIFIC PRODUCTS TO ACHIEVE MAXIMUM REACH Alternate Current Line - Brain Support Supp instead of CMV Omega 3
CONCLUSIONS When faced with selecting a multivitamin there is a strong tendency for category users to select lower priced gummy products. Flintstones chewables tend to be virtually as compelling as gummies New forms have limited potential when not coupled with a compelling reason for being While complete multivitamins are the most compelling types of products explored, there is certainly room for targeted CMV’s AND for some supplements CMV’s for Bone, Flintstones Vitamin C Fruit Snacks, Bone supplements and Brain supplements, none of which currently exist, appear to have significant levels of consumer potential And a majority of consumers plan to use supplements as intended – in addition to CMV’s, suggesting the opportunity for increased volume with the introduction of Supplements. 40
CONCLUSIONS Overall, there does seem to be an opportunity to expand Flintstones presence in CMV’s with new products. A segmentation conducted on concept preference patterns suggested groups that might differentially benefit from targeted entries. Two consumer segments tended to be more positive than most to ALL of the new Flintstones CMV’s One is a group “Partial to Flintstones,” which represents limited potential. New CMV’s would most likely cannibalize the base brand. The other one are the consumers who are currently involved in the category with branded gummy products – which would suggest that any new Flintstones CMV’s should be gummy to maximize potential The other group displaying interest in the new Flintstones CMV’s are the relatively small group (under 10%) who gravitate towards chewable products. This group represents the largest share of Flintstones Chewables users. They are only interested in new CHEWABLE CMV’s, and there are some potential product improvements that might appeal to them. 41
CONCLUSIONS Notably, the same groups of consumers are interested in the new Flintstones Supplements. “Partial to Flintstones” are a key target for these supplements as their use represents increased business. “Branded Gummies” are also interested in these new items and along with the CMV’s might solidify their association with Flintstones. “Chewable Loyalists” do not express much interest in these offerings. 42
Sc: Do we need Stu to do this? Share of choice simulations WITHIN CMV’s and within supplements, in total and by product interest segment 43 PRODUCT RECOMMENDATIONS FS should consider replacing the Current FS Omega 3 with the Brain Support Gummy Supplement adds significant penetration for the Brand. It significantly increases reach across many segments. It is popular among moms of younger children, who are not typically involved in FS. It does not pose a risk of cannibalization as it will be used in addition to CMV’s and therefore represents increased revenue even among Current Users. Although there are several products that offer some additional penetration, the following appear to be the strongest contenders. If only one additional product can be developed and all things being equal, FS might concentrate on: CMV Gummy Ca/K2 – additional reach for all groups OR CMV Layer Chew – strongest option among “Branded Gummies” segment, the group you would like to convert away from competition If two additional products can be developed, then the following represents broad incremental appeal and include a supplement to be used in addition to other FS products: CMV Gummy Ca/K2 Vit C Fruit Snacks - S
44 PRODUCT RECOMMENDATIONS (con’d) Finally, if three additional products can be developed, then the following two CMV’s combined with one supplement represents the broadest opportunity: CMV - Layer Chews CMV – Gum Ca/K Brain Support Chewable - S
37409_Citracal DCM_rev for pres dec.1045 THE CONCEPTS