Transcript reVIVE Sports Drink

ARE YOU ALIVE?
Presenters: Crystal Silva, Mina Awad,
Terence Wray, Julie Conforth, Angela Quick

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
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)

re⋅VIVE is a new product in a new market.
Current Products
Current
Markets
New
Markets
New Products
Market Penetration
Strategy
Product Development
Strategy
Market Development
Strategy
Diversification
Strategy
Mission Statement:
To provide our consumers with an allnatural 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.


Primary Target Market
◦ Young Adults (ages 15-24)
Secondary Target Markets
◦ Youth (ages 5-14)
◦ Middle Aged Adults (ages 25-35)
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
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
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

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.
12.90%
17.20%
Northeast
South
24.40%
West
Midwest
45.50%
(New Age Beverage Regional Markets, Sports Drinks, Beverage Market Corporation)

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)

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.)



Lower calorie
beverages
Healthier
ingredients
Functional
beverages
Primary
Gatorade
Powerade
Vitamin Water
Secondary
Coca Cola
Red Bull
Sobe Life Water
Substitute Products
Bottled Water
Juice
Milk
Product
Calories
Ingredients
Vitamin/Mineral
Content
Revive
15 calories
Purified Water, xylitol
(natural sweetener),
natural flavorings,
electrolytes
Electrolytes, arginine,
Bee Pollen (Vitamin A,
B1,B2,B3, C, D, E,
enzymes, and proteins
Vitamin Water 10
25 calories
Reverse osmosis water,
electrolytes, crystalline
fructose, gum acacia,
ester gum, rebiana
Varies by flavor but
typically includes
electrolytes and Vitamin
B, E or A
Gatorade G2
70 calories
water, high fructose corn
syrup, sucrose syrup,
natural and artificial
sweeteners, electrolytes
Electrolytes, B Vitamins
Gatorade Tiger
70 calories
water, high fructose corn
syrup, sucrose syrup,
natural and artificial
sweeteners, electrolytes
Electrolytes, B Vitamins,
Vitamin A,E
Powerade Zero
0 calories
Sucralose (artificial
sweetener), red-40, citric
acid, electrolytes
Electrolytes, B Vitamins
(per 20fl oz bottle)

Promotional Mix Elements:
◦ Advertising (Men’s/Women’s Health Magazine Ads)
◦ Direct Mail (Run to re⋅VIVE! event mailings)
◦ Sales Promotions (Trial size products and POP)
◦ Publicity/PR (Run to re⋅VIVE! event)






o
o
o

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

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/

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.

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.

Creative Strategy statement
◦ Create a brand personality
◦ Brand Image

Supporting Information and Requirement
◦ Medical Study
◦ American beverage industry
◦ American Health Association
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

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

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

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.

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

Point of Purchase displays in gyms

◦ “Revive your life. Revive your world.”



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


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



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
Marketing Initiatives Budget
Category
Estimated
Quantity
Estimated
Cost per Unit
Estimated
Subtotal
Run to reVIVE Event
Number of attendees
Direct Mailing
Invitation
(printing and postage costs)
Direct Mailing Costs Subtotal
Giveaways
Product
T-Shirts
Giveaway Subtotal
200
500
$0.96
$480.00
250
100
$0.75
$10.00
Public Realtions Event Costs Total
Distribution Costs Total
ESTIMATED MARKETING GRAND TOTAL
$187.50
$1,000.00
$1,187.50
$1,667.50
Point of Purchase Displays
YMCA Fee (12 month contract)
1
Peak Fitness Fee (12 month contract)
1
Beverage display cooler cost
1
http://display-fixtures.hubert.com/turbo-air-glass-door-refrigerators.html
Promotions Costs Total
School Product Distribution
# Cities
# School events per city
Giveaways per school
Trial product cost
$480.00
5
10
200
10,000
$1,000.00
$1,000.00
$1,500.00
$1,000.00
$1,000.00
$1,500.00
$3,500.00
$0.75
$7,500.00
$7,500.00
$12,667.50
Marketing Initiatives Expenses
Run to reVIVE!
POP in Gyms
School Distribution
Men’s Health
Women’s Health