G Fit Share Out With International Markets April 2011

7/29/2019 G Fit Share Out With International Markets April 2011

1/38

G Series Fit Overview


2/38

1. G Fit Proposition

2. Consumer

3. Product Offerings

4. 360 Marketing

Media Digital

Influencers

Launch Events

5. Financial Drivers

6. Distribution

7. If your markets are interested

Summary


3/38

Reminder: US Line Up

G SeriesPERFORMANCE

G SeriesFIT

G SeriesPRO

01 Prime (Before) 02 Perform (During) 03 Recover (After)

Carb EnergyDrink

Carb + BVitman Drink

NutritionBar

Endurance Formula

POWDER / RTD

Gatorlytes

Protein RecoveryShake

ProteinRTD

GRTD

G2RTD

EnergyPouch

GPowder

G2Powder

SmoothieRTDEnergy

Bites

EnergyBites Low Cal Hydration

powder

Protein RecoveryBeverage

ProteinRestorativeSmoothie


4/38

G FIT:

A Focused Launch

To build a solid foundation for future growth, we will:To build a solid foundation for future growth, we will:To build a solid foundation for future growth, we will:To build a solid foundation for future growth, we will: Know the Fitness Athlete cold and develop the best products to meet

their needs Physical body needs Behaviors Desires

Be where the Fitness Athlete:

Shops Sweats Looks for Fitness information and Community

Partner with the most credible influencers to be G FIT ambassadorsand amplify the message

Add athletes to the G Roster which represent the fitness activities of theFitness Athletes

Create pre-launch buzz through PR and partnership activation Support with dedicated Print, TV and Digital campaigns

4


5/38

G Fit Proposition andConsumer


6/38

Fitness Athlete 101 and Proposition


7/38

AMANDA PEREZ

Looking good makes me feel like I can conquer

anything

Working out gives me a sense of accomplishment

I feel out of sync if I dont get my workout in

Its a huge part of my life I fit it in whenever I can

I love to workout

about me...

Ill even double up the next day if I have a bad workout

I run outside year-round

Fitness Athlete Deep Dive


8/38

AMANDA PEREZ

DAY WORKOUT

MONDAY

TUESDAY

WEDNESDAY

THURSDAY

FRIDAY

SATURDAY

SUNDAY

Running in the park, 6 miles

Zumba class (40 min) + strength training at the gym (45 min)

Running at the gym, 5 miles

REST

Pilates class at the gym (55 min)

Spinning class at the gym (50min)

REST

LAST WEEKS

WORKOUT



9/38

AMANDA PEREZ

MONDAY

Breakfast

Snack

Lunch

Snack

Dinner

Wanted something with protein and vitamins to start the dayright. Had to find something in the cafeteria.

Need something with 100-200 calories and protein, tokeep thehunger out. Having pizza at lunch with Ali and I shouldnthave more than one slice.

Slice of veggie pizza.. Hmmm.. oily but Ill be goodfor the rest of the day.

Grab a snack from my bag. Only had time to packan apple and a cookie.

Left-over chicken with a small salad from the deli.

WHAT IM

EATING TODAY



10/38

Fitness Athlete:

Competitive Set and Consumption

BEFORE

DURING

AFTER

Reusable

Water

Bottle

Healthy DinnerVitamin WaterProtein

Bars

Peanut

Butter

Bottled

Water

that I get at a... and consume when Im...

College Cafeteria Drug Stores On The Go In Class, at my desk

Drinking

Fountain

Gym..

On my way INOn the Treadmill

Resting

between sets

At HomeOn the GoLeaving the

Gym

COMPETITIVE SET OCCASIONSACCESS

FruitBars

Mass Stores

Gym..On my way OUT Drug Stores

In a class


11/38

Energy

Boost

50%

Fitness

Performance

84%

Hydration88%

EnergyManagement

86%

%s reflect percent of Competitive Athletes that possess need stateSource: Nutritional Needs States Segmentation, n = 4177; G Series Qualitative, TrendinG

Sometimes I feel

mentally and physicallyexhausted and need aboost to make sure I

get the most out of myworkout

I am constantlyworking to improve my

workout-- faster time, alonger run, a bit more

weight.

When Im working out I

just get plain thirsty.Nothing refreshes me

better than water

Recovery/Prevention

55%

My workout fuels my

life so its important forme to come backstrong tomorrow.

Im never sure when

Im going to squeezemy workout in so Ineed to manage myenergy levels to besure I start strong

Athletes clearly understand hydration needs,

but need more education about before/after


12/38

Product Offerings and Benefits


13/38

01. PRIME ENERGY MANAGEMENT


14/38

02. PERFORM HIGH EFFICIENCY HYDRATION


15/38

03. RECOVER LEAN MUSCLE REPAIR


16/38

Product Offering - Reason to Believe


17/38

360 Activation and Launch Events


18/38

Protein intake post exercise supplies the necessary aminoacids to stimulate and support an elevated rate of muscle

protein synthesis to help build lean muscle mass.

Emerging evidence suggests that vitamin D status influencesmuscle function and may influence the potential growth oflean body mass in response to regular exercise training.

- Our science research program will help us understand

the possible synergies (protein and vitamin D are consumedafter exercise to repair and build muscle.

- The combination of protein and fiber may provide anadditional benefit of promoting satiety at subsequent meals.

OUR PRODUCT

- low acid dairy protein- 11.6 OZ- 120 calories- delivers an excellent source of high quality protein (12g)

360 Marketing Plan


19/38

Media Partners


20/38

TV & Print Creative

20

Television Print

Theres more than one kind of athlete, thats

why theres more than one kind of Gatorade.

who not only want to customize their

workout, but also get all the fuel they need.

For athletes who want all the effectiveness

theyve come to expect from Gatorade, but

in a lighter, crisper form. And for athletes

who want a recovery drink that gives them

the protein they need but with less calories.

If you are one of these athletes, theres

the G Series Fit. Its your fuel advantage

before, during and after your workout.

THE ONLY THING WE HAVENT DONE

IS SET YOUR ALARM CLOCK.

INTRODUCING G SERIES FIT.


21/38

Digital Plan

G Series Fit Digital Engagement Objectives:Get Fitness Athletes to believe G Series FIT is for them

Drive broad awareness of G Series FIT


22/38

Introduced G Series FIT products to long lead media and influencIntroduced G Series FIT products to long lead media and influencIntroduced G Series FIT products to long lead media and influencIntroduced G Series FIT products to long lead media and influencers at NY media event (November)ers at NY media event (November)ers at NY media event (November)ers at NY media event (November) Built buzz throughBuilt buzz throughBuilt buzz throughBuilt buzz through whisperswhisperswhisperswhispers and firstand firstand firstand first----look coverage, generating 18MM+ total impressions to datelook coverage, generating 18MM+ total impressions to datelook coverage, generating 18MM+ total impressions to datelook coverage, generating 18MM+ total impressions to date

G Series FIT was namedG Series FIT was namedG Series FIT was namedG Series FIT was namedBest Workout BeverageBest Workout BeverageBest Workout BeverageBest Workout Beveragein Health Magazinein Health Magazinein Health Magazinein Health Magazinessss2011 Fitness Buys, to2011 Fitness Buys, to2011 Fitness Buys, to2011 Fitness Buys, toappear in the June issueappear in the June issueappear in the June issueappear in the June issue

Pre Launch Activity

22


23/38

23

Launch Event

CelebritiesCelebritiesCelebritiesCelebritiesG FIT AthletesG FIT AthletesG FIT AthletesG FIT Athletes

G Series FIT official launch event brought together over 235 athletes, celebrities andinfluencers

The star studded event included 5 of the G FIT athletes and celebrities such as Minka Kelly,

Chace Crawford (Gossip Girl), Ryan Phillippe (The Lincoln Lawyer) Top-tier attending media included MTV, E! News, ESPN, Extra, Peopleand US Weeklyand theathletes and party attendees began making a splash in social media from the party

Over 52 Million impressions52 Million impressions52 Million impressions52 Million impressions have been made in the 2 days following the event


24/38

THE G FIT TEAM:

Key Fit Community Influencers

THE KEY INFLUENCERS IN THE FITNESS COMMUNITY

Jay Blahnik, Keli Roberts, Julz Arney, Amy Dixon, Stacey Lei Krauss, Todd Durkin, Gregg Cook, JoshCrosby, Petra Kolber, Mindy Mylrea, Kimberly Spreen, Douglas Brooks, Laurence Bisconti, Robb Glick


25/38

Partnerships with key influencerorganizations, including Official Sports

Nutrition Partner of IDEA

Install G Series FIT gym and integratePrime, Perform and Recover samplesbefore, during and after workouts

reaching more than 9,000 fitnessprofessionals with 1-on-1 experience

Implement GSSI education sessionson pre, during and post nutrition for

fitness athletes

Post on ECA:

The G Series FIT room was spectacular, for some bizarre reason youjust get extra fuel when you step in to the room. Don't know if it was thelights, posters...can't put my finger on it but there was some energy inthe room....loved it! Thank you for such a great event.

Integrating with the

Key Fitness Industry Influencers25


26/38

Finances key cost drivers


27/38

Key Cost Drivers between

Base Gatorade 02 and G Fit 02

Drivers of Cost IncreaseDrivers of Cost IncreaseDrivers of Cost IncreaseDrivers of Cost Increase

1. Scale Base Gatorade isa $4B business withmore efficiencies

2. Bottle - Fits in FA's life

and consumptionbehavior. Designed tobe squeezable--hencenot a hot fill bottle.

3. Cap: sports cap is

significantly moreexpensive

4. Ingredients include RebA sweetener

27

Total GOCS GAT Base FIT GAT Base FIT 20 oz pk 16oz 6pk per oz per oz

Ingredients 0.25$ 0.33$ 0.013$ 0.021$Package Material 0.97$ 1.78$ 0.049$ 0.111$Variable Manufacturing 0.32$ 0.63$ 0.016$ 0.039$Royalty 0.07$ 0.07$ 0.003$ 0.004$Fixed Manufacturing 0.07$ -$ 0.003$ -$Warehousing Variable 0.07$ 0.11$ 0.003$ 0.007$Warehousing Fixed 0.11$ 0.17$ 0.006$ 0.010$Transportation Variable 0.32$ 1.01$ 0.016$ 0.063$Transportation Fixed 0.00$ 0.02$ 0.000$ 0.001$

Total 2.18$ 4.10$ 0.11$ 0.26$


28/38

Retail Execution Strategy


29/38

Retail Segmentation and

Shelf Transformation


30/38

1. Discuss with Support Center and with your

cross functional team

2. Kick-off SRA process and ensure regulatory

approval

3. Import samples for further assessments

and possible testing

4. Include it on R&D Contracts

5. Develop launch plan if deemed a good fit

If your markets are interested


31/38

Appendix


32/38

What do they

look like

demographically

?

Why do they work so

hard?When and where

do they workout?

BULLS-EYE:18-24

50% male

50% female

SECONDARY:25-35

50% male50% female

confidence through beating theirpersonal best and experiencing a

tighter, leaner, stronger and moresophisticated body

=

self image and worth

Their day feels incomplete

if they dont workout/exercise.

they protecttheir 45-60 minute

morning,afternoon or

evening workout.

4-5 times

per week.

at

work/school/priv

ate gym, in their

home with free

weights or

running outside

FITNESS ATHLETE 101


33/38


34/38

01 PRIME

Consumer Need and Product Composition

CONSUMER NEED:

I need the right amount of fuel in my tank to maintain

my energy level and stave off my hunger so I can

have the best workout possible.

PRODUCT IDEA:

New Gatorade Energy Bites are a pre-workout fuel

that give you a smart, delicious way to prepare for

your workout by providing your body with the

carbohydrates and nutrients it needs to get the most

out of your workout and enabling you to control yourportion size based on the workout you plan to do.

GATORADE ADVANTAGE:

Enriched with the trusted Gatorade Sport and ScienceInstitute G-Blend of electrolytes, plus essential A, D, E

and B vitamins.

Unique first ever packaging solution that enables theathlete to manage their energy level based on the

timing and duration of their workout

PRODUCT COMPOSITION

50g portion with ability to customize portion size

based on energy needs

Mixture of macro-nutrients to deliver longer lasting

energy

- Lengthier digestion and slower absorption of

nutrients

- Made from natural ingredients

Complex carbohydrates from dried fruit, nuts seeds,

hydrolyzed oats5g of protein from whey and nuts (a good source of

protein)

Target 180 calories

The mixture of macronutrients in the formula enable

us to deliver a steadier flow of energy than simplecarbohydrates

Inspired by nature, engineered by G

Fit 02 PERFORM


35/38

Fitness 02: PERFORM

R&D and Nutrition

Key Accomplishments Final formula completed and FTD submitted within timeline.

Successfully unlocked and delivered consumers sensory requirement of light beverage. Modified the cold-fill aseptic line to fill lower fill weight bottle, and as a result able to minimize recirculation. Created two bottle designs 1) hot-fill version for sales samples run on modified pilot plant line in Barrington and 2)

commercial cold-fill design to be run on aseptic line in Tolleson

Product Description Rationale: Lightly flavored & sweetened electrolyte beverage for use during exercise, and help consumers to push

through their workout. Description: RTD in a 16oz bottle with sports cap. Bottle material is flexible to allow squeezability.

Claims: Workout hydration Flavors: Mango Passionfruit, Melon Pear, Acai Blueberry Package: Warm fill 25g aseptic squeeze bottle with push/pull sport closure system induction sealed

NutritionalsServing Size = 8 fl ozCalories 10Sodium 110mg

Potassium 30mgTotal Carbohydrate 3g

Sugars 2g

INGREDIENTS: WATER,

ISOMULTALOSE, NATURALFLAVORS, SUCROSE, SODIUMCHLORIDE, CITRIC ACID,MONOPOTASSIUM

PHOSPHATE, SODIUMLACTATE, LACTIC ACID, REB A(PUREVIA )

Remaining Challenges / Next Steps Single vendor supply of isomultalose. Procurement group currently working to address. Confirm shelf life (9 months) of final product / package after first production. Current shelf life study is based on

pilot plant scaled up products in non-final packages (Passing at 4 months). Confirm full qualification after line modification at Tolleson plant. Line capabilities and packaging qualification will

be completed by end of 1/24/2011. Full line qualification will be completed after products passes micro end of Feb.

CQV of bottle and closure performance on filling line to be completed at start-up

Next stepsNFL Qualification 1 / 17 / 2011Line Qualification / Start Pack 1 / 24 / 2011

Technical Team Members Michelle Wee PD

Amenah Ibrahim Eng Dmitriy Shmagin Pkg R&D

Jesse Patrick QA


36/38

02 PERFORM


CONSUMER NEED:

I know I need to be hydrated to have a good workout,

but I dont want to drink too much and dont think Im

working out hard enough for a real sports drink. Iprefer the clean taste of water.

PRODUCT IDEA:

A beverage that hydrates more efficiently than water

and invigorates your senses to keep you pushing

through a workout.

GATORADE ADVANTAGE:

It combines a natural source of electrolytes and fruit

flavors to deliver a light, crisp taste without weighing

you down. Bottle is designed for use in gyms.

PRODUCT COMPOSITION

Sensory profile of the ideal fitness water is light like

water, and flavorful enough to stimulate drinking

during activity without becoming too sweet andcloying during activity

- Light clean taste with a hint of cooling to refresh the

athlete during their workout

Gatorade level of electrolytes

- New proprietary salt blend to deliver efficacious

level of electrolytes with less taste impact

10 Calories or less

- Blend of sucrose and isomultalose and Reb A

Fit 03 RECOVER


37/38

Fitness 03: RECOVER

R&D and Nutrition

Key Accomplishments Quickly moved to acidified formulas to improve consumer acceptance scores

Successful plant trial to validate acidified formula process Completed production of sales samples Process Qualification Test conducted micro results due 1/5/11

Product Description Rationale: Post game Protein Recovery Beverage including protein, vitamin D and CLA developed to meet the

post-workout needs of the fitness athlete Description: Light & refreshing smoothie beverage

Claims: 12 g of protein, 6 g of essential amino acids, 1.5 g CLA, 50% DV vitamin D, 20% DV calcium Flavors: Strawberry Banana, Mango Pineapple, Mixed Berry Nutritionals

Serving Size = 330 ml

Calories 120Total Fat 2 g

Sodium 280 mgPotassium 35mgTotal Carbohydrate 14g

Sugars 14gFiber 0g

Protein 12 gVitamin D 50% DV

Calcium 20% DVVitamin A 10% DVVitamin E 10% DV

INGREDIENTS: WATER, HYDROLYZEDWHEY PROTEIN, BANANA PUREE

CONCENTRATE,APPLE JUICECONCENTRATE, SUCROSE,

CONJUGATED LINOLEIC ACID (CLA),NATURAL FLAVORS, SODIUM LACATE,PHOSPHORIC ACID, GELLAN GUM,

SODIUM BISULFATE, CITRIC ACID,MALIC ACID, CALCIUM CARBONATE,MONO & DIGLYCERIDES,CHOLECALCIFEROL (VITAMIN D3),

SODIUM CHLORIDE, VITAMIN APALMITATE, VITAMIN E, SUCRALOSE,CARMINE EXTRACT (FOR COLOR),ACESULFAME POTASSIUM.

,

Remaining Challenges Continued product improvements to boost consumer acceptance. Current RGT in field with optimized products

with improved sweet/tart balance and flavor delivery Results due 12/10/10 Production of flavor concentrates on time to meet start pack. We are working with ingredient suppliers to meet

timelines with expectations of air freight required. Confirm shelf stability. 9 month shelf life at ambient temperatures will be completed ~ 6/2011

Next steps RGT results 12/10 Scale up of new flavor systems @ Valhalla 12/6

Micro results of Qualification test 1/5/2011 Start Pack 1/24/ 2011

Technical Team Members Eilleen McGeady PD Craig Hutson Eng

Nick David Pkg R&D Jesse Patrick QA


38/38

03 RECOVER


CONSUMER NEED:

I want to make sure Im doing everything I can both

inside and outside the gym - to have a lean and toned

athletic body

PRODUCT IDEA:

The functional beverage your body needs after a

workout to increase lean muscle and help reduce

body fat.

GATORADE ADVANTAGE:

Developed for your athletic needs, it includes a blend

of natural ingredients including protein, carbohydrates

and vitamins.

PRODUCT COMPOSITION

Protein intake post exercise supplies the necessary

amino acids to stimulate and support an elevated rate

of muscle protein synthesis to help build lean musclemass.

Emerging evidence suggests that vitamin D status

influences muscle function and may influence the

potential growth of lean body mass in response to

regular exercise training.

- Our science research program will help usunderstand the possible synergies (protein and

vitamin D are consumed after exercise to repair and

build muscle.

- The combination of protein and fiber may

provide an additional benefit of promoting satiety at

subsequent meals.

OUR PRODUCT

- low acid dairy protein

- 11.6 OZ

- 120 calories

- delivers an excellent source of high quality protein

(12g)

Date post:	04-Apr-2018
Category:	Documents
Upload:	suresh
View:	213 times
Download:	0 times

G Fit Share Out With International Markets April 2011

Documents