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 B E 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

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