In this clip – The Abbott team, representing a company with a long history in the nutraceutical niche, presents its marketing plan to reach a broader consumer market but encounters resistance from the other teams and the judges. Opposing teams and judges all challenge Abbott on its ability to market purely consumer nutraceutical products. All groups questioned how Abbott will succeed in partnering with global consumer products companies — without losing its identify as a global brand itself. The Annual Strategy War Game National Championship, "The Battle for Designer Foods," was organized by Fuld & Company on April 8, 2011 in Cambridge, Massachusetts. Abbott Labs, Danone, GlaxoSmithkline, and Nestlé were represented by business students from Dartmouth's Tuck School, MIT Sloan, Northwestern's Kellogg School, and Yale School of Management. The nutraceuticals market, which includes nutritionally-enhanced foods and beverages as well as supplements, is expected to exceed $250 billion by 2015, driven by consumer demand, demographics, and health trends around the world. So which industry — food or pharmaceuticals — and which companies are best-positioned to win "The Battle for Designer Foods?" This year's game predicted that consumer packaged goods firms will prove more adept and more aggressive than their pharmaceutical rivals by many measures in winning market share of the nutraceutical foods market – projected to be worth over $250 billion in just a few years. "We are <b>…</b>

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