Transcript Slide 1
Prepare for Take-Off • JetBlast in Canada, United States, and Mexico • Aggressive branding • Functional ingredients Getting Started • Outsource production • Infrastructure Energy Drinks Story • Dominated by Red Bull since 1987 • Energy drink market in US estimated at $1billion in 2004 • Mexicans consume second highest per capita rate of related beverages • Canadian market is unsaturated; due to restrictions lifted in 2004 Successful Marketing • Unique Selling Proposition • Functional ingredients to reduce fatigue, increase concentration, and stimulate the mind – Taurine – Caffeine – Guarana • Great taste • Not meant to re-hydrate or quench thirst Other ingredients • • • • • Carbonated water Sugar Flavoring Vitamins Ginseng Who is JetBlast up against • • • • • • • • • • • Red Bull Monster Bawls Guru Hype SoBe Adrenaline Rush Energy 69 Blue Shot Mountain Dew Amp Full Throttle 180 • Anheuser Busch BE • Molson Kick • Starbucks Doubleshot Product Life Cycle • Canada – Introduction Stage – Revised Regulations • United States and Mexico – Growth Stage – Availability for more than 10 years Infrastructure • Efficient ground shipping all over North America • Montreal has access to air, sea, ground, rail Demographics Populations • Canada 32 million – Median age 38.2 • United States 293 million – Median age 36 • Mexico 105 million – Median age 24.6 Demographics Languages • English • Spanish • French Politics & Regulation • NAFTA • Tax rates • Health Canada • Food and Drug Administration • Secretaría de Salud Economic Considerations base target USA USA CANADA 0.82001 MEXICO 0.08842 MEXICO CANADA 11.31 1.2195 9.26609 0.10792 Human Resource Considerations • Outsourcing – Production – Packaging • JetBlast personnel specialize in marketing • Hiring locally within each country • Corporate culture imposed on all employees Branding and Packaging • Tri-lingual packaging • “JetBlast” can be pronounced easily in French and English • May be pronounced “Het-blast” in Spanish but does not have a negative phonetic translation Target Market • University students • Athletes • Young adults in social settings Distribution • Production in Montreal • Distribution facilities located in the US and Mexico • Retailers • Online ordering Pricing • Average price US$1.50 to US$2.50 • JetBlast will be priced accordingly, around US$2.00 Promotion • Majority of new brands follow Red Bull • Aggressive promotional activity needed to differentiate JetBlast • Need to communicate well with target – JetBlast Bashes – Association with both social and functional settings