Ensure Strategic Message Planner

Jones 1

Macaela Jones

Complete Ensure SMP

Ensure

1. Advertising Goal

o The advertising goal is to help change the brand image of Ensure from a liquid nutrition

drink for the elderly to a tasty nutritional shake designed to cater to people in all stages

of life.

2. Client: Key Facts

o Ensure has been on the market since 1973 (“Our Story,” 2015).

o Ensure is created by Abbott Nutrition (“Our Story,” 2015).

o Abbott Nutrition devoted 36 percent ($45,646,436) of its total spend in 2015 to Ensure.

It divided its total spend for Ensure accordingly cable TV ($6,469,912), network TV

($4,345,000), syndication ($2,483,922), spot TV ($421,437), US online video ($18,084)

and US internet search ($632) (“Ensure/Abbott Nutrition,” 2015).

o “Ensure is the #1 Dr. Recommended Brand among doctors who recommend liquid

nutritional products to their patients” (“Our Story,” 2015).

o Ensure has devoted more than 40 years to studying the “science of nutrition” (“Our

Story,” 2015).

o Many of its formulas have been created by chief scientists and many clinical studies

(“Our Story,” 2015).

o One of Ensure’s goal is to offer “impactful nutrition for those who are always striving to

improve” (“Our Story,” 2015).

Jones 2

o Abbott Laboratories’ website states that the Ensure family of products provides adults

with a source of nutrition that can help them meet specific nutritional goals, such as

rebuilding muscle and strength naturally lost over time, aiding digestive and bone

health, supporting a strong immune system and recovering from illness” (“Abbott

Laboratories,” 2015).

3. Product: Key Features

o What is the product?

The Ensure brand consists of several different types of nutritional drinks, such as

Ensure Original, Ensure Plus, Ensure Complete, Ensure Active High Protein for

Muscle Health, Ensure Active Light, Ensure Active Clear Protein Drink, Ensure

Active Heart Health, Ensure Original Nutrition Powder and Ensure Active High

Protein Powder (“Ensure Products,” 2015).

Ensure belongs to the liquid nutrition product category (“Ensure/Abbott

Nutrition,” 2015).

Ensure Original is available in several flavors, such as milk chocolate, vanilla,

strawberry, dark chocolate, butter pecan and coffee latte (“Ensure Original,”

2015).

Ensure’s product, Ensure Original, is sold in many stores, such as Walgreens,

CVS, Target, Rite Aid, Walmart, Dillon Food Store and Family Dollar (“Buy Now,”

2015).

The price of Ensure averages between $7.99 and $45.49 (“Walgreens Ensure,”

2015) (“CVS Ensure,” 2015) (“Walmart Ensure,” 2015) (“Target Ensure,” 2015)

(“Amazon Ensure,” n.d.).

Jones 3

Ensure Original is packaged as a 6-pack, 16-pack, or 24-pack (“Amazon Ensure,”

2015) (“Walgreens Ensure,” 2015) (“Target Ensure,” 2015).

Each drink is individually packaged in an 8-fl. oz. plastic bottle (“Walmart

Ensure,” 2015) (“Target Ensure,” 2015).

The Ensure bottles are sold in a cardboard box and using Hi-cone carriers (“Hi-

cone Carriers,” 2014) (“Target Ensure,” 2015).

The smooth blue and white bottle are characteristic of the product. All of

Ensure’s drink bottles have blue and white on them. The colors connect the

bottles to Ensure’s logo.

o What is the purpose of the product?

The purpose of the product is to provide consumers with “complete, balanced

nutrition” (“Our Story,” 2015).

It is also intended for everyday health (“Ensure Original,” 2015).

“Ensure ready-to-drink shakes and drinks can be used as a snack and as an

occasional meal replacement” (“Frequently Asked Questions,” 2015).

One unintended use for Ensure is to help people gain weight in a healthy way.

o What is the product made of?

Ensure ready-to-drink shakes and drinks are gluten-free. (“Frequently Asked

Questions,” 2015).

The ingredients found in Ensure Original vanilla flavor include water, corn

maltodextrin, sugar, milk protein concentrate, soy oil, soy protein isolate,

sucromalt and canola oil. Less than 0.5 percent of: corn oil, magnesium

phosphate, potassium citrate, cellulose gel, natural and artificial flavor, salt,

calcium phosphate, sodium citrate, calcium carbonate, potassium chloride,

Jones 4

choline chloride, ascorbic acid, cellulose gum, monoglycerides, soy lecithin,

carrageenan, potassium hydroxide, liquid sucralose, ferrous sulfate, dl-alpha-

tocopheryl acetate, acesulfame potassium, zinc sulfate, niacinamide,

manganese sulfate, calcium pantothenate, cupric sulfate, vitamin A palmitate,

thiamine chloride hydrochloride, pyridoxine hydrochloride, riboflavin, folic acid,

chromium chloride, biotin, sodium molybdate, potassium iodide, sodium

selenate, phylloquinone, vitamin D3 and cyanocobalamin (“Ensure Ingredients,”

2015).

Ensure Original’s vanilla flavor drink contains 220 calories, 50 calories from fat, 6

grams of fat, 1 gram of saturated fat, 0 grams of Trans Fat, 3 grams of

polyunsaturated fat, 2 grams of monounsaturated fat, 5 mg of cholesterol, 200

mg of sodium, 370 mg of potassium, 32 grams of carbohydrate, less than 1 gram

of dietary fiber, 15 grams of sugar and 9 grams of protein (“Ensure Ingredients,”

2015).

It also provides percentages of one’s daily value of vitamin A (25 percent),

vitamin C (50 percent), vitamin D (50 percent), vitamin E (25percent), vitamin K

(25 percent), thiamin (25 percent), riboflavin (25 percent), niacin (25 percent),

vitamin B6 (25 percent), folate (25 percent), vitamin B12 (25 percent), biotin (25

percent), pantothenic acid (25 percent), choline (15 percent), calcium (35

percent), iron (25 percent), phosphorus (25 percent), iodine (25 percent),

magnesium (25 percent), zinc (25 percent), selenium (25 percent), copper (25

percent), manganese (60 percent), chromium (25 percent), molybdenum (50

percent), chloride (8 percent) (“Ensure Ingredients,” 2015).

o Who and what made the product?

Jones 5

Ensure was created by, Abbott Nutrition, a visionary in nutrition science,

research and development (“Our Story,” 2015).

Abbott Nutrition has been around since 1888 (“Ensure/Abbott Nutrition,” 2015).

It is a subsidiary of Abbott Laboratories, “the global, broad-based health-care

company” (“Ensure/Abbott Nutrition,” 2015).

Abbott Laboratories was founded in 1888 (“Business Insight Essentials Abbott

Laboratories,” 2014, December 31).

Abbott Laboratories earned a net revenue in 2014 of $20.247 billion (“Business

Insight Essentials Abbott Laboratories,” 2014, December 31).

Abbott Nutrition is located in Columbus, Ohio (“Ensure/Abbott Nutrition,”

2015).

It is part of the pharmaceutical manufacturing industry (“Hoovers,” 2015).

Abbott Nutrition is a private company (“Business Insight Essentials Abbott

Nutrition,” 2009, December 31).

Abbott Nutrition also helps to produce several other well-known brands, such as

Glucerna, Similac, PediaSure, Pedialyte, EAS and ZonePerfect (“Ensure/Abbott

Nutrition,” 2015).

Products from Abbott Nutrition are sold online and to “bricks-and-mortar”

stores. Hospitals and other establishments purchase products directly from

Abbott Nutrition (“Hoovers,” 2015).

The top challengers for Abbott Nutrition are Bristol-Myers Squibb, Johnson &

Johnson and Nestlé (“Hoovers,” 2015).

The SWOT analysis for Abbott Laboratories is as follows:

Jones 6

Its strength is that it is a differentiated healthcare business (“Business

Source Complete,” 2015, January 1).

Its weaknesses are that its debt will affect the elasticity of its finances

and that recalls of products will adversely affect its reputation

(“Business Source Complete,” 2015, January 1).

Some opportunities are that the aging population will increase product

use, relationship with Janssen and Pharmacyclics may help Abbott to

create a leukemia-detecting test, and there has been a rise in the

acceptance of released products in large markets (“Business Source

Complete,” 2015, January 1).

A threat is that the Healthcare reform will negatively affect the ability

for the company to make money (“Business Source Complete,” 2015,

January 1).

Hi-cone Industries makes some of the packaging carriers for Ensure (“Hi-cone

Carriers,” 2014).

4. Target Audience: Demographics and Psychographics

o Abbott Laboratories’ website states that Ensure gives adults a form of nutrition that can

benefit them by filling nutritional goals “such as rebuilding muscle and strength

naturally lost over time, aiding digestive and bone health, supporting a strong immune

system and recovering from illness” (“About the Brand,” 2015).

o Mintel completed a study that concluded that women (25 percent) are more than men

(23 percent) to use meal supplements such as Ensure (“Meal Replacement Food and

Drink,” June 2011).

Jones 7

o Mintel found that it is more probable for African American respondents to consume

liquid/powdered nutritional supplement or liquid breakfast than other ethnicities

(“Meal Replacement Food and Drink,” June 2011).

o African Americans are more likely to use these supplements for the purpose of an

energy supplement (“Meal Replacement Food and Drink,” June 2011).

o Caucasians consume these products as a supplement to meals, while all ethnicities are

equally probable to use them for their vitamin/mineral contents (“Meal Replacement

Food and Drink,” June 2011).

o The study concludes that African Americans are most likely to consume liquid

supplements (“Meal Replacement Food and Drink,” June 2011).

o The Mintel survey finds that people 25-34 consumed the largest amount of liquid

nutritional meals within the previous 30 days. This shows that they are the product’s

regular consumers (“Meal Replacement Food and Drink,” June 2011).

o This audience has experienced Ensure before (“Meal Replacement Food and Drink,”

June 2011).

o Overall, the target audience for Ensure should be women between the ages of 25-34

(“Meal Replacement Food and Drink,” June 2011).

5. Product Benefits

o Ensure is inexpensive: Consumer can save money on each purchase (“Walgreens

Ensure,” 2015) (“CVS Ensure,” 2015) (“Walmart Ensure,” 2015) (“Target Ensure,” 2015)

(“Amazon Ensure,” n.d.).

o Ensure is sold in many stores: Consumers won’t waste time driving long distances to

purchase Ensure (“Buy Now,” 2015).

Jones 8

o Ensure Original is premade: Consumers of Ensure Original will save time in drink

preparation (“Ensure Original,” 2015).

o Each drink is individually packaged in an 8-fl. oz. easy-to-open plastic bottle: Consumers

don’t have to worry about measuring, mixing and opening Ensure (“Walmart Ensure,”

2015) (“Target Ensure,” 2015).

o Ensure gives adults nutrition that helps fulfill nutritional goals: Consumer’s Ensure

Original drink will be a healthy source of nutrients (“Abbott Laboratories,” 2015).

o Ensure is considered the #1 Doctor recommended brand for liquid nutrition products:

Consumers will be safe while using Ensure (“Our Story,” 2015).

o Ensure Original is available in several flavors: Consumers won’t get tired of drinking the

same flavor of Ensure Original (“Ensure Original,” 2015).

o Ensure is sold in a variety of package options: Consumer can easily buy products in the

quantity that you need. (“Amazon Ensure,” 2015) (“Walgreens Ensure,” 2015) (“Target

Ensure,” 2015).

6. Direct Competitors and Brand Image

o Nestlé is a top competitor of Ensure (“Hoovers,” 2015).

Boost Original, a Nestlé product, the direct competitor of Ensure Original

(“Hoovers,” 2015).

o Boost Original is a liquid meal or snack substitute filled with vitamins, minerals, fiber and

protein (“Boost Original,” 2015).

o The brand image of Boost Original is a liquid nutritional supplement for an aging

consumer.

Customers who purchased Boost Original on Amazon commented on the

product saying the “sugar content is absolutely high,” it “has all the nutrients I

Jones 9

need,” “the chocolate taste is on point” and it is “packed with 26 vitamins and

minerals and only 240 calories a bottle (“Amazon Boost Original Customer

Reviews,” 2015).

o Carnation Instant Breakfast Essentials’ High Protein Ready-to-Drink Bottle is another of

Ensure’s direct competitors. (“Carnation Instant Breakfast Essentials,” 2012).

Carnation Instant Breakfast Essentials provide a morning protein drink filled

with vitamins (“Carnation Instant Breakfast Essentials,” 2012).

The brand image of Carnation Instant Breakfast Essentials is bright, cheerful,

dependable, unchanging and enduring. It is also designed for a middle-aged

consumer.

Customers who purchased Carnation Instant Breakfast Essentials on

Amazon commented on the product, saying they “have been drinking

Carnation Instant Breakfast for decades,” “it's a great way to get some

extra calories and nutrients,” and “great-tasting and a convenient source

of protein” (“Amazon Carnation Instant Breakfast Essentials Customer

Reviews,” 2015).

o Special K Protein Shakes are also one of Ensure’s direct competitors.

Special K Protein Shakes are flavorful drinks designed for women to provide a

meal substitute that reduces hunger and provides a good source of protein and

fiber (“Special K Protein Shake,” 2015).

The brand image of Special K Protein Shake is light, airy and simple. It is also

focused on the self-esteem and health of women.

Customers who purchased Special K Protein Shakes commented on the

product saying the shakes were “not real protien shake[s],” they “don't

Jones 10

feel very full after drinking them” and that there is “plenty of sugar and

calories” (Amazon Special K Protein Shake Customer Reviews” 2015).

o Ensure also has Atkins Shakes as a direct competitor.

Atkins Shakes provide consumers with a source of vitamins, protein and fiber in

a drink (“Atkins Shakes,” 2015).

The brand image of Atkins Shakes is bright, cheerful and reliable. It also targets

middle-aged women.

Customers who purchased Atkins Shakes commented on the product,

saying the shakes were “low carb, they “hit the spot, they “satisfy my

appetite and that they “love the taste (“Amazon Atkins Shakes Customer

Reviews” 2015).

o Glucerna is also one of Ensure’s direct competitors.

Glucerna is a nutritional shake designed to manage blood sugar, maintain a

healthy heart and support strong immune systems (“Glucerna,” 2015).

The brand image of Glucerna is cheerful, caring, nurturing and dependable. It

targets middle-aged consumers.

Customers who purchased Glucerna commented on the product saying

the shakes were “great product,” “safe for diabetics,” “can be a useful

meal replacement” and “great tasting and give a lot of nutrients”

(“Amazon Glucerna Customer Reviews,” 2015).

One customer said that she “lik[es] it better than Ensure (“Amazon

Glucerna Customer Reviews,” 2015).

7. Indirect Competitors and Brand Image

o An indirect competitor of Ensure is Naked Juice Protein Zone.

Jones 11

Naked Juice Protein Zone is a nutritional drink composed of fruits and

vegetables designed to provide consumers with a healthy drink option (“Naked

Juice Protein Zone,” 2015).

It is an indirect competitor because it contains higher amounts of sugar,

is not specifically stated that it is recommended by doctors and it

cannot be used as a source of complete liquid nutrition. Naked Juice is

also perceived as a beverage to enjoy instead of a nutrition supplement.

The brand image of Naked Juice Protein Zone is bright, cheerful,

environmentally friendly, organic, healthy and young.

Customers who purchased Naked Juice Protein Zone commented on the

product saying “[it is a] great protein smoothie,” with “lots of sugar” and

“way too expensive” (“Amazon Naked Juice Protein Zone Customer

Review,” 2015).

o SlimFast is another indirect competitor of Ensure.

SlimFast shakes are a low-calorie drink used to reduce hunger and help

consumers lose weight (“Meal Replacement Drink,” 2015).

The SlimFast shakes are indirect competitors to Ensure because they

contain a lot of sugar and their purpose is to help consumers lose

weight.

The brand image of SlimFast is clean, simple, reliable, young, vibrant, quick and

effective.

Customers who purchased SlimFast shakes commented on the product,

saying that the shakes “Does what it says it does” and that it “tastes

great” (“Amazon SlimFast Customer Reviews,” 2015).

Jones 12

o Luna Protein Bars are another indirect competitor of Ensure.

Luna Bars are nutritional energy bars filled with vitamins and minerals. They

provide nutrition for consumers like Ensure, but they are designed to give

younger people energy (“Cliff Bars,” 2015).

The Luna Protein Bars are an indirect competitor of Ensure because they

are designed as a form of solid food nutrition, and they provide more

satisfying taste than nutritional value.

The brand image of Luna Bars is light, organic, healthy, adventurous, vibrant,

environmentally conscious, caring, dependable and trustworthy. The Luna Bars

are designed to appeal to women.

Customers who purchased Luna Protein Bars commented on the

product, saying that the bars are “healthy, nutritious meal/snack[s],”

“super tasty,” “gluten free” and they have “great texture and flavor”

(“Amazon Luna Protein Bars Customer Review,” 2015).

8. Product Brand Image

o Current Brand Image

The current brand image of Ensure is old, effective, nutritious, inexpensive and

reliable. Many prospective consumers think it is designed for an older

generation.

Consumers of Ensure commented on the Ensure Original Shake saying that “ [it

is] delicious,” “the doctor gave me Ensure,” it is “nice to have on hand when you

are sick,” the “cost is reasonable” and it “gave me all the nutrition and strength I

needed to keep going” (Amazon Ensure Customer Reviews,” 2015).

Jones 13

One customer said, “I always thought that Ensure’s were for sick and old people,

but I was definitely wrong. I'm 23 and I keep these on the shelf for the days when

I'm too busy to cook” (Amazon Ensure Customer Reviews,” 2015).

o Desired Brand Image

The desired brand image of Ensure is vibrant, younger, tasty, nutritious,

effective, reliable and steadfast. Ensure wants its products to appeal to middle-

aged women as a deliciously healthy nutrition option. They need to know that

Ensure can benefit them as well as older consumers.

o Brand Image Challenge

The brand image challenge of Ensure is to show consumers that it is a delicious

and nutritious option for women in the middle of life. The goal will be to

convince Ensure’s target audience that Ensure is trendy, effective, delicious and

recommended.

9. Strategic Message: The Promise

o Ensure is a reliably delicious source of nutrition created by scientists and healthcare

professionals with the consumer in mind. It offers a doctors promise to improve the

quality of life for women in the middle of their lives. It is a tasty snack without the extra

sugar. Ensure only provides the doctor’s best for its consumers.

10. Supporting Evidence: The Proof

o Ensure is considered the “#1 Doctor recommended brand” for liquid nutrition products

(“Our Story,” 2015).

Ensure has devoted more than 40 years to studying the “science of nutrition”

(“Our Story,” 2015).

Many of its formulas have been created by chief scientists and many clinical

studies (“Our Story,” 2015).

Jones 14

Ensure Original is available in several flavors, such as milk chocolate, vanilla,

strawberry, dark chocolate, butter pecan and coffee latte (“Ensure Original,”

2015).

Ensure ready-to-drink shakes and drinks are gluten-free. (“Frequently Asked

Questions,” 2015).

The ingredients found in Ensure Original vanilla flavor include water, corn

maltodextrin, sugar, milk protein concentrate, soy oil, soy protein isolate,

sucromalt and canola oil. Less than 0.5 percent of corn oil, magnesium

phosphate, potassium citrate, cellulose gel, natural and artificial flavor, salt,

calcium phosphate, sodium citrate, calcium carbonate, potassium chloride,

choline chloride, ascorbic acid, cellulose gum, monoglycerides, soy lecithin,

carrageenan, potassium hydroxide, liquid sucralose, ferrous sulfate, dl-alpha-

tocopheryl acetate, acesulfame potassium, zinc sulfate, niacinamide,

manganese sulfate, calcium pantothenate, cupric sulfate, vitamin A palmitate,

thiamine chloride hydrochloride, pyridoxine hydrochloride, riboflavin, folic acid,

chromium chloride, biotin, sodium molybdate, potassium iodide, sodium

Selenate, phylloquinone, vitamin D3 and cyanocobalamin (“Ensure Ingredients,”

2015).

Ensure Original’s vanilla flavor drink contains 220 calories, 50 calories from fat,

six grams of fat, one gram of saturated fat, zero grams of Trans Fat, three grams

of polyunsaturated fat, two grams of monounsaturated fat, five mg of

cholesterol, 200 mg of sodium, 370 mg of potassium, 32 grams of carbohydrate,

less than one gram of dietary fiber, 15 grams of sugar and nine grams of protein

(“Ensure Ingredients,” 2015).

Jones 15

It also provides percentages of one’s daily value of vitamin A (25 percent),

vitamin C (50 percent), vitamin D (50 percent), vitamin E (25percent), vitamin K

(25 percent), thiamin (25 percent), riboflavin (25 percent), niacin (25 percent),

vitamin B6 (25 percent), folate (25 percent), vitamin B12 (25 percent), biotin (25

percent), pantothenic acid (25 percent), choline (15 percent), calcium (35

percent), iron (25 percent), phosphorus (25 percent), iodine (25 percent),

magnesium (25 percent), zinc (25 percent), selenium (25 percent), copper (25

percent), manganese (60 percent), chromium (25 percent), molybdenum (50

percent), chloride (8 percent) (“Ensure Ingredients,” 2015).

Abbott Nutrition has been around since 1888 (“Ensure/Abbott Nutrition,” 2015).

Mintel completed a study that concluded that women (25 percent) are more

likely than men (23 percent) to use meal supplements such as Ensure (“Meal

Replacement Food and Drink,” June 2011).

Overall, the target audience for Ensure should be women between the ages of

25-34 (“Meal Replacement Food and Drink,” June 2011).

Jones 16

Bibliography

“Abbott Laboratories,” Abbott website, online: http://www.abbott.com/our-products/ensure.html. (Accessed 2 September 2015)

“About the Brand,” Abbott Laboratories website, online: http://www.abbott.com/our- products/ensure.html. (Accessed 18 September 2015)

“Amazon Atkins Shakes Customer Reviews,” Amazon website, online: http://www.amazon.com/Atkins- Creamy-Chocolate-11-Ounces-4-Count/dp/B004OCEO6G/ref=sr_1_2?s=hpc&ie=UTF8&qid=1443148786&sr=1-2&keywords=Atkins+shakes. (Accessed 23 September 2015)

“Amazon Boost Original Customer Reviews,” Amazon website, online: http://www.amazon.com/Boost Ready-Drink-Original-Vanilla/dp/B00LWUP1Y2/ref=sr_1_2?ie=UTF8&qid=1443146239&sr=8- 2&keywords=boost+original. (Accessed 23 September 2015)

“Amazon Carnation Instant Breakfast Customer Reviews,” Amazon website, online:

http://www.amazon.com/Carnation-Breakfast-Essentials-Ready-Chocolate/dp/B00GOL1166/ref=sr_1_3?ie=UTF8&qid=1443147118&sr=8-3&keywords=carnation+instant+breakfast. (Accessed 23 September 2015)

“Amazon Ensure,” Amazon website, online: http://www.amazon.com/Ensure-Original-Nutrition-Shake- Vanilla/dp/B00MIBPXYW/ref=pd_sim_sbs_325_1?ie=UTF8&refRID=1S9FK36YRQ90EDZ13DA4&dpSrc=sims&dpST=_AC_UL160_SR160%2C160. (Accessed 2 September 2015)

“Amazon Ensure Customer Reviews,” Amazon website, online: http://www.amazon.com/Ensure- Regular-Nutrition-Chocolate-8-Ounce/dp/B00ZP7UAH6/ref=sr_1_1?s=hpc&ie=UTF8&qid=1443150358&sr=1-1&keywords=Ensure+Original. (Accessed 23 September 2015)

“Amazon Glucerna Customer Reviews,” Amazon website, online: http://www.amazon.com/Glucerna- Homemade-Vanilla-Bottles-Packaging/dp/B000NYSNVQ/ref=sr_1_1?s=hpc&ie=UTF8&qid=1443149615&sr=1-1&keywords=Glucerna. (Accessed 23 September 2015)

“Amazon Luna Protein Bars Customer Reviews,” Amazon website, online: http://www.amazon.com/LUNA-PROTEIN-Gluten-Protein-Chocolate/product-reviews/B0074CE1HU/ref=dp_db_cm_cr_acr_txt?ie=UTF8&showViewpoints=1#. (Accessed 23 September 2015)

“Amazon Naked Juice Protein Zone Customer Review,” Amazon website, online:

http://www.amazon.com/Naked-Protein-Zone-Double-Berry/product-reviews/B004Q3W64K/ref=dp_db_cm_cr_acr_txt?ie=UTF8&showViewpoints=1#. (Accessed 23 September 2015).

“Amazon SlimFast Customer Review,” Amazon website, online: http://www.amazon.com/SlimFast- Bottles-Vanilla-Replacement-11-Ounces/dp/B00MH8YR02/ref=pd_bxgy_121_img_z. (Accessed 23 September 2015)

Jones 17

“Amazon Special K Protein Shake Customer Reviews,” Amazon website, online: http://www.amazon.com/Special-Protein-Shakes-Chocolate-Fluid/dp/B00W5A4RA2/ref=sr_1_fkmr0_1?ie=UTF8&qid=1443148109&sr=8-1-fkmr0&keywords=%E2%80%A2%09Special+K+Protein+Shakes. (Accessed 23 September 2015)

“Atkins Shakes,” Atkins website, online: http://www.atkins.com/products/atkins- shakes/shakes/cookies-and-cr%C3%A8me-shake. (Accessed 19 September 2015)

“Boost Original,” Boost website, online: http://www.boost.com/products/original. (Accessed 18 September 2015)

“Business Insight Essentials Abbott Laboratories,” Business Insight Essentials website, online: http://bi.galegroup.com.www2.lib.ku.edu/essentials/company/300025?u=ksstate_ukans. (Accessed 3 September 2015)

“Business Insight Essentials Abbott Nutrition,” Business Insight Essentials website, online: http://bi.galegroup.com.www2.lib.ku.edu/essentials/company/88022?u=ksstate_ukans. (Accessed 3 September 2015)

“Business Source Complete SWOT,” Business Source Complete website, online: http://web.b.ebscohost.com.www2.lib.ku.edu/bsi/pdfviewer/pdfviewer?vid=3&sid=b5246756-22b1-46e6-840c-588905ea862f%40sessionmgr112&hid=105. (Accessed 3 September 2015)

“Buy Now,” Ensure website, online: https://ensure.com/where-to- buy-ensure?psproductGroup=US%20Ensure&sku=US_57231. (Accessed 9 September 2015)

“Carnation Instant Breakfast Essentials,” Carnation Instant Breakfast Essentials website, online: https://www.carnationbreakfastessentials.com/Products/Bottle/Rich-Milk-Chocolate-High-Protein/Description.aspx. (Accessed 19 September 2015)

“Cliff Bars,” Cliff Bars website, online: http://www.clifbar.com/products/clif-bar/clifbar/berry- pomegranate-chia. (Accessed 19 September 2015)

“CVS Ensure,” CVS Pharmacy website, online: http://www.cvs.com/shop/product-detail/Ensure-Original- Nutrition-Shake-Chocolate?skuId=142919. (Accessed 2 September 2015)

“Ensure Ingredients,” Ensure website, online: https://ensure.com/nutrition-products/ensure- original#vanilla. (Accessed 2 September 2015)

“Ensure/Abbott Nutrition,” Redbooks website, online: http://www.redbooks.com.www2.lib.ku.edu/advertiser/ABBOTT_NUTRITION/. (Accessed 28 August 2015)

“Ensure Original,” Ensure website, online: https://ensure.com/nutrition-products/ensure-original. (Accessed 28 August 2015)

“Ensure Products,” Ensure website, online: https://ensure.com/nutrition-products. (Accessed 28 August 2015)

Jones 18

“Frequently Asked Questions,” Ensure website, online: https://ensure.com/nutrition-facts-questions-

answers. (Accessed 28 August 2015) “Glucerna,” Glucerna website, online: http://glucerna.com/diabetes-shakes-advance. (Accessed 19

September 2015)

“Hi-cone Carriers,” Hi-cone website, online: http://www.hicone.com/index.php?id=31&L=0. (Accessed 2 September 2015)

“Hoovers,” Hoovers website, online: http://subscriber.hoovers.com.www2.lib.ku.edu/H/company360/overview.html?companyId=14

5060000000000. (Accessed 3 September 2015)

“Meal Replacement Drink,” SlimFast website, online: http://slimfast.com/products. (Accessed 19

September 2015)

“Meal Replacement Food and Drink,” Mintel website, online:

http://academic.mintel.com.www2.lib.ku.edu/display/583450/. (Accessed 18 September 2015)

“Naked Juice Protein Zone,” Naked website, online: http://www.nakedjuice.com/our- products/veggies/kale-blazer. (Accessed 19 September 2015)

“Our Story,” Ensure website, online: https://ensure.com/ensure-story. (Accessed 28 August 2015) “Special K Protein Shake,” Special K website, online: http://www.specialk.com/en_us/products/protein-

shakes/chocolate.html. (Accessed 19 September 2015)

“Target Ensure,” Target website, online: http://www.target.com/p/ensure-complete-balanced-nutrition- nutritional-milk-chocolate-shake-16-count-8-oz-each/-/A-14355409?clkid=d04b660aNcbee1d431aa6ce2145f3fca7&lnm=81938&afid=NeuIntel%2C+LLC&ref=tgt_adv_xasd0002. (Accessed 2 September 2015)

“Walgreens Ensure,” Walgreens website, online: http://www.walgreens.com/store/c/ensure-nutrition- shakes-liquid-6-pack-creamy-milk-chocolate/ID=prod396477-product?AID=10654946&PID=1796839&SID=98058774&CID=1634220&ext=1796839. (Accessed 2 September 2015)

“Walmart Ensure,” Walmart website, online: http://www.walmart.com/ip/Ensure-Milk-Chocolate- Nutrition-Shake-8-fl-oz-bottle-16-count/12166808?a=1&u1=98058502&oid=241132.1&wmlspartner=jo/pTdthTuc&sourceid=06129608771380022866&affillinktype=10&veh=aff. (Accessed 2 September 2015)