Nature's Bounty: New Business Pitch
Background and Challenge:
Nature's Bounty (NBTY) is the largest US manufacturer of vitamins and nutritional supplements, with an international footprint. Their new CMO and leadership team wanted to make NBTY the "global leader in wellness".
As part of our category discovery we conducted retail store audits, spoke with customers of vitamins and supplements and delved into proprietary research.
Developed a brutally honest assessment of the time and investment required for them to move from where they were today, to becoming the category leader; based on low brand awareness, coupled with massive clutter and consumer confusion that exists in the category.
Built a phased strategic plan laying out what NBTY needed to do in order to become the category within the next two to three years.
The client appreciated our candor and loved our long-term strategic vision for the brand. While we lost the AOR to Droga5, based on the quality of our thinking they put SPORK on a monthly retainer for project work.