Abbott Laboratories - Glucerna
The CompanyAbbott is a global, broad-based healthcare company devoted to the discovery, development, manufacture and marketing of pharmaceutical and medical products, including nutritionals, devices and diagnostics. The company employs more than 72,000 people and markets its products in more than 130 countries.
The Task
Abbott's Diabetes Care division approached Addison Whitney to conduct a global brand equity assessment for the Glucerna brand, a nutritional beverage for diabetes patients. The objective was to assess the image associations, strengths and weaknesses of the Glucerna brand among international target audience members and determine the most effective global positioning strategy for Glucerna in eleven countries.
The Addison Whitney Solution
Research and Analysis
Addison Whitney initiated the project with an extensive brand research study. Our brand valuation process was designed to assess the potency of Glucerna along with ten competitive brands for aided and unaided awareness, performance rating, brand preference, nutritional attribute importance, associations and connotations. Through the assessment, distinct differences were highlighted that allowed our strategy team to formulate strategic recommendations.
Brand Strategy
Addison Whitney interpreted raw data into informed solutions. The resulting positioning strategy provided the Glucerna brand with a competitive advantage by maximizing existing perceptions of quality, highlighting strategic points of differentiation and capitalizing on unfulfilled consumer demand. The positioning strategy recommended by Addison Whitney will enable Glucerna to improve brand equity in eleven international markets and increase sales worldwide.
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