re⋅VIVE Sports Drink

1. re⋅VIVE Sports Drink ARE YOU ALIVE? Presenters: Crystal Silva, Mina Awad, Terence Wray, Julie Conforth, Angela Quick

2. Table of Contents • Executive Summary • Product/Brand Synopsis, Mission/Vision Statements • Situation Analysis • Market analysis, Competition analysis • Promotional Plan • Push/Pull Strategies, Creative Brief, Marketing and Communication Objectives • Marketing Initiatives • Plans, Budgets and Time Frames • Print Advertisements

3. Brand and Product Synopsis Revive is a functional (nutritional) sports drink made with all natural ingredients designed to energize, hydrate, and nourish the body and mind. Key Features and Benefits: • 15 calories per 20 fl oz bottle • Natural sweetener Xylitol • Electrolytes (sodium, magnesium, potassium and calcium) • Bee Pollen- known to enhance memory, energy, and performance Contains essential vitamins and minerals such as Vitamin A, B1, B2,B3, C, D,E, amongst others) • Arginine-Improves lean muscle mass and cognitive functioning • Comes in four flavors (Orange, Grape, Fruit Punch, Cherry)

4. Growth Strategy • re⋅VIVE is a new product in a new market. Current Products New Products Current Markets New Markets

5. Mission and Vision Statements Mission Statement: To provide our consumers with an all-natural sports drink that promotes excellent health and REVIVES THE DRIVE IN YOU! Vision Statement: To be the world’s most preferred sports drink amongst our competitors.

6. Target Market • Primary Target Market • Young Adults (ages 15-24) • Secondary Target Markets • Youth (ages 5-14) • Middle Aged Adults (ages 25-35)

7. Target Market Young Adult Demographics, Psychographics, and Behavioral Factors • Market Size • 42,506,086 people ages 15-24 • 14.2% of the U.S. population • Percent of Market Male/Female • Male 51.2% • Female 48.8% • Psychographics • Most physically active segment of the population, engaging in high school and college sports • Behavioral factors • Use drink to re-energize during sports and other physical activities, as well as for refreshment purposes U.S. Census Bureau Annual Estimates of the Population by Sex and Five-Year Age Groups for the United States: April 1, 2000 to July 1, 2007 (NC-EST2007-01) http://www.census.gov/popest/national/asrh/NC-EST2007/NC-EST2007-01.xls

8. Target Market Youth Demographics, Psychographics, and Behavioral Factors • Market Size • 40,260,779 people ages 5-14 • 13.5% of the U.S. population • Percent of Market Male/Female • Male 51.2% • Female 48.8% • Psychographics • Want a great tasting beverage • Behavioral Factors • Use product mostly for refreshment purposes U.S. Census Bureau Annual Estimates of the Population by Sex and Five-Year Age Groups for the United States: April 1, 2000 to July 1, 2007 (NC-EST2007-01) http://www.census.gov/popest/national/asrh/NC-EST2007/NC-EST2007-01.xls

9. Target Market Middle Aged Adult Demographics, Psychographics, and Behavioral Factors • Market Size • 40,182,221 people ages 25-34 • 13.4% of the U.S. population • Percent of Market Male/Female • Male 50.9% • Female 49.1% • Psychographics • More health conscious than other consumers • Behavioral Factors • Use product for sports and other physical activities U.S. Census Bureau Annual Estimates of the Population by Sex and Five-Year Age Groups for the United States: April 1, 2000 to July 1, 2007 (NC-EST2007-01) http://www.census.gov/popest/national/asrh/NC-EST2007/NC-EST2007-01.xls

10. Geographical Considerations • Sales expected to be highest in the Southern region of the US where sports drink consumption is greatest. Sports drink sales based on wholesale dollars for each region of the U.S. (New Age Beverage Regional Markets, Sports Drinks, Beverage Market Corporation)

11. Macro Environment • Current economic recession • Changing spending habits • Demand for substitute products • Potential changes in FDA regulations • Improvements in production efficiency (allowing for higher or lower costs)

12. MarketSummaryandGrowth • Sports drink industry valued at approximately $3 billion dollars • Comprises 3.6% of US Beverage Market • From 2002-2005, experienced 18% growth in sales in FDM channels • Has experienced moderate decline in growth since last year • Major players- Gatorade and Powerade (Sports Drink Market Report, Mintel International Group Ltd.)

13. Market Needs • Lower calorie beverages • Healthier ingredients • Functional beverages

14. Competitive Analysis

15. Competitive Analysis

16. Promotional Plan • Promotional Mix Elements: • Advertising (Men’s/Women’s Health Magazine Ads) • DirectMail (Run to re⋅VIVE! event mailings) • SalesPromotions (Trial size products and POP) • Publicity/PR (Run to re⋅VIVE! event)

17. Push and Pull Strategies • Push Strategy • Persuade wholesalers, producers and retailers to carry our product assortment and variety • Establish Eye-View shelf space and Point-of-purchase placement within major retailers • Execute all promotional planning for retailers and offer low cost and promotional sales for our products • Buy-Back guarantees: ensures retailers that we guarantee product satisfaction and will replace any damaged or expired products • Pull Strategy • Provide samples to regional sports competition and minor league teams • Develop loyalty programs among our customer to reward them for continuing to purchase our products. • Sales cents of promotions and coupons (-2%) • By using the following pull strategy we hope to do the following: • Entice customer to try a new product • Lure customer from competitive products • Hold and reward loyal customers

18. Spokesperson, David Beckham • International sports and fashion icon • Father and husband with ageless appeal to both males and females alike. Charity & Ambassador: • 2002: The David and Victoria Beckham Children’s Charity  aids children born with disabilities by providing mobility devices. • The David Beckham Academy- gives young athletes a safe place to learn about teamwork, a healthy lifestyle and having fun. • 2005: Named UNICEF Goodwill Ambassador, focus on UNICEF’s Sports Development Program • Ambassador for London’s bid to host the 2012 Olympics • Comic Relief & Sports Relief contributions Content: http://www.davidbeckham.com Graphic: http://www.starpulse.com/Athletes/Beckham,_David/gallery/JTM-028466/

19. Creative Brief • The Problem that needs to be addressed- • Situational Analysis • Substitution of products • Increase of energy sales of 49% in the past few years. • Advertising and Communication Objectives • Sales Promotion • Publicity • Direct Mail • Advertising • Free trial samples during the introductory stages to promote brand awareness.

20. Creative Brief, Continued • Specify Target audience • Main Target market 15-24 • Secondary Target Audience 8-13 • Push strategy during the introductory stages • Selling Idea or Key benefits to communicate • The benefit of staying health in long term and short term • The demand the body needs of different nutrients and how our product differentiate our product from competition.

21. Creative Brief, Continued • Creative Strategy statement • Create a brand personality • Brand Image • Supporting Information and Requirement • Medical Study • American beverage industry • American Health Association

22. Marketing and Communication Objectives Communication objectives: • AIDA • AIDA is a communication model used by firms to introduce new service or product in the industry. • Gain Attention • Brand Awareness • Focus on the product attributes • Competitive Parity

23. Marketing and Communication Objectives, Continued •  Hold Interest and Arouse Desire • David Beckham involvement in Charity & Ambassador • Focus on the body needs and deficiency of nutrients in other products • Desire to change their self image and lifestyle • Testimony of individuals who use our product and saw results

24. Marketing and Communication Objectives, Continued • Elicit Action • Action part of the model when consumer made the purchase of our products and services • Begin sales growth and profit • Brand awareness to brand recognition

25. Marketing and Communication Objectives, Continued • Marketing Objectives: • 2-3% of market share in the first fiscal year. • Obtain a awareness by 37% in the first fiscal year • Pay off 100% of variable costs within the first year • Increase sales by 3.5% each quarter, when compared to the previous quarter.

26. Marketing Initiatives • Each initiative will take place in these large cities of the Southeastern United States: • Virginia Beach, VA • Charlotte, NC • Columbia, SC • Atlanta, GA • Miami, FL • Trial size product and coupon distributions • Run to re⋅VIVE! Community 5K Runs • “Revive your life. Revive your world.” • Point of Purchase displays in gyms

27. Product and Coupon Distributions • Trial size bottles of re⋅VIVE and coupons for $0.50 Off will be distributed at highest populated middle/high school sporting events • Time frame: August 2009-May 2009, duration of school year. • Reaches our primary target markets: • Youth will sample product and ideally develop liking and preference. • Parents/coaches are exposed to the product and gain awareness of health benefits associated with re⋅VIVE

28. Run to re⋅VIVE! • FREE community 5K run to create awareness of re⋅VIVE Sports Drink and Action for Healthy Kids Organization. • Concept: “Revive your life. Revive your World.” • Promotes an active lifestyle as well as an environmentally conscious state of mind. • Events will be scheduled May 2009-September 2009 depending on location. • Any donations made to AHK will be honored by a re⋅VIVE logo t-shirt. • Trial size bottles distributed 2009 Run to re⋅VIVE!

29. Point of Purchase Displays • In collaboration with local YMCA and Peak Fitness facilities, we will offer the health conscious consumer our product right when they need it. • re⋅VIVE point of purchase displays will be located near gym supplement counters. • 12 month contracts beginning June 2009 Graphics : http://redthebook.com/cs/redhearts/news/ and http://www.godowntownraleigh.com/go/peak-fitness1

31. Marketing Inititives Budget

32. Print Advertisements Men’s Health Women’s Health