Abbott Labs - Fact Plus Pregnancy Tests
Problem:
How to reposition the brand to halt share decline.
Solution:
Uncovered the consumer insight of"lack of
confidence in my testing technique."
Leveraged the insight to a positioning that improves perception of accuracy
because the product is "body sensitive" and "clinically
trusted."
Developed and introduced product differentiated line extension
"Ultra Control" based on this insight.
CenterBrain Positioning Breakthrough:
Body Sensitive, Clinically Trusted Results.
Results:
· Share decline is halted.
· New product introduced.