1. Turbo NRG Nutrition & Energy Bar Case 2 Shelly Yusko

2. Situation: Turbo NRG  A nutritional/ performance- based snack launched by NutriBalance, an independent division of Global/Sense Foods  The bar is the first part of a two year launch plan - Budget: $6mm, front loaded  Overall demographic target audience: -Males 18-39 years old who are fitness & physical performance-conscious - Specifically: Males age 18-25  Psychographic target: -Males who care about their heath and push their physical performance level

3. Competitors: Turbo NRG  Power Bar -Target users: 38.4% male & 61.9% female -Age: 35-64 -Specific interests: all sports (skating, hockey, basketball, etc.) -Increased promotion spending to $10 mm Ex) Spot radio advertising  Balance Bar - Target users: 66.1% male & 33.9% female -Age: (broad) 18-54 -Specific interests: boating & fishing -Very low promotion spending ($3.5 mm to $5.7mm) Ex) T-shirts, in-store displays & rebates  Met RX -Target users: 79.1% male & 20.9% female -Age: 18-34 / 45-54 -Specific interests: all sports (baseball, football, tennis, etc.) -Very low promotion spending ($3.5 mm to $5.7mm) Ex) T-shirts, in-store displays & rebates Source: http://ureporter.mriplusonline.com/selectdemo.asp

4. Launch Theme, Strategy & Objectives  Advertising Theme: “Fuel The Power”  Strategy: Assure a “fast start” introduction, that establishes credentials immediately as the new authority and category leader, and creates a platform and momentum for a beverage launch at the beginning of year 2  Promotion Objectives: 1.Immediate and targeted trial among best consumer prospects 2.Convert key influencers and early adaptors into “enthusiasts & advocates” 3.Influence rapid, full distribution, most importantly in specialty channels (for credibility) and simultaneously, in all mainstream channels (for volume)

5. Platform: Triathlons  Property 1: Ironman World Championship (Kona, HI)  Property 2: USAT: USA Triathlon WHY Triathlons? 1.Audience fit 2.Relationship with product 3.Available inventory/assets Image source: http://www.usatriathlon.org/ & http://www.ironman.com/http://www.usatriathlon.org/http://www.ironman.com/

6. Property 1: Ironman World Championship  What is the Ironman World Championship? -140.6 mile race where qualifiers must swim 2.4 miles, bike 112 miles, and run 26.2 miles - Extreme triathlon -Brings the winners of the other Ironman races together to compete in the ultimate championship -Takes place in Kona, Hawaii on October 10, 2015

7. Property 1: Ironman World Championship Why would this race be a successful property? 1.Audience Fit  Throughout research (MRI plus) it pointed out that the target audience favored biking and running above most other sports Ex) The magazine: Bicycling (index: 183) & Runner’s World (index: 205) were read by a large majority of those who eat nutrition bars  ESPN/ NBC Sports covers event/ sport on its website, a website which a large majority of those who eat nutrition bars read ( ESPN index: 139) (NBC Spots index: 109)  Turbo NRG’s target is males, thus those that compete in triathlons are 59.6% male vs. 39.5% female  The Ironman race obtains athletes that push their limits beyond a normal triathlon, thus fitting Turbo NRG’s psychographic target as well Source:http://www.usatriathlon.org/about-multisport/demographics.aspx

8. Property 1: Ironman World Championship Why would this race be a successful property? 2. Relationship with Product  The snack is a nutritionally sound, performance based snack that is used to “fuel” athletes throughout workouts & challenging competitions  Therefore, having Turbo NRG at the Ironman World Championship is perfect because it will fuel the participants before the race, provide energy boosters during the race, and will help replenish their nutrition after the 140.6 mile competition

9. Property 1: Ironman World Championship Why would this race be a successful property? 3.Available inventory/ assets 1.Physical site (Kona course): allows for exposure and sampling tables of Turbo NRG 2.Identity/Event: use the Ironman World Championship logo on Turbo NRG packaging & host a sweepstakes for a chance to go to Kona, HI & watch the race 3.Communication vehicles: the Ironman World Championship webpage

10. Ironman World Championship Activation Package Method 1- Exposure & Sampling  Asset 1 “physical site” = exposure & sampling  Exposure -Signage around the Ironman World Championship course -Signage on the finish line arc  Sampling -Hand out Turbo NRG bars at registration, aid stations along the course, and at the finish line Image source: https://www.google.com/search?q=ironman+finish+line+arc&esp

11. Ironman World Championship Activation Package Method 1- Exposure & Sampling  How it connects to advertising theme: -“Turbo NRG will fuel you every step of the race”  How it meets objectives: -Objective 1 “Immediate and targeted trial among best consumer prospects” -Signage will expose Turbo NRG to the best consumer prospects (prompting them to recognize & try the product) -Then, the sampling at the start, in between & at the end of the race will get the best consumer prospects to try the bar

12. Ironman World Championship Activation Package Method 2- Packaging & Tickets  Asset 2 “Identity & Event” = packaging & ticket giveaway  Turbo NRG could change its packaging to appeal to the target audience who are non-participants -Include the Ironman World Championship logo on the box -In addition, display the sweepstakes “The Fuel To Kona” for a chance to win tickets to Kona, HI to watch the championship in October -The consumer can find the code on the box, go to Turbo NRG’s website to enter the code & they could have a chance to win

13. Ironman World Championship Activation Package Method 2- Packaging & Tickets  How it connects to advertising theme: -“The Fuel to Kona” sweepstakes indicates that Turbo NRG will provide & cover a chance to travel, “the fuel,” to Kona, HI to watch the championship  How it meets objectives: Objective 2 “Convert key influencers and early adaptors into “enthusiasts & advocates” -The sweepstakes will catch the attention of (non-participant) target audiences at stores (specifically specialty nutrition outlets) -Once target audiences are interested (by the sweepstakes) the logo will continue to convert the key influencers and early adapters into “enthusiasts & advocates” by getting them excited about using the product that fuels the athletes within their passion

14. Ironman World Championship Activation Package Method 2- Packaging & Tickets  Objective 3 “Influence rapid, full distribution, most importantly in specialty channels (for credibility) and simultaneously, in all mainstream channels (for volume)” -Creating special packaging that aims towards the non-participant target audience will help influence rapid, full distribution in all channels -The sweepstakes will attract consumers in the different channels, and the logo will continue to influence the consumers to keep buying Turbo NRG in these channels

15. Ironman World Championship Activation Package Method 3- Utilizing the webpage  Asset 3 “communication vehicles” = including Turbo NRG on the Ironman World Championship webpage  The website includes a section for Kona preparation (training tips, nutrition, etc.)  Thus, Turbo NRG could promote themselves under this communication vehicle as the nutrition/ performance-based bar that is “fuel for Kona”

16. Ironman World Championship Activation Package Method 3- Utilizing the website  How it connects to advertising theme: -“Fuel for Kona” promotes that Turbo NRG is the bar that helps athletes train for Kona  How it meets objectives:  Objective 2 “Convert key influencers and early adaptors into “enthusiasts & advocates” -The target audience who is training for Kona or aspires to qualify for Kona will see Turbo NRG as a credible source (being on the website) of fuel for training and incorporate into their everyday lives & training

17. Property 2 : USA Triathlon  Who is USA Triathlon? -A national organization for triathlons -USAT host many triathlon events and recruit/train for the USA Olympic team -USAT trains both athletes and coaches for triathlons -Made up of many clubs and teams (including the national Olympic team, collegiate level teams, high performance teams) -2,514 USA Triathlon certified coaches and 1,036 official certified clubs Source: http://www.usatriathlon.org/about-multisport/demographics.aspx

18. Property 2 : USA Triathlon Why would USAT be a successful property?  Audience Fit -Again, throughout research (MRI plus) it pointed out that the target audience favored biking and running above most other sports Ex) The magazine: Bicycling (index: 183) & Runner’s World (index: 205) were read by a large majority of those who eat nutrition bars -Turbo NRG’s target is males, thus those that compete in triathlons are 59.6% male vs. 39.5% female -Research also indicates that the most popular income for people who eat nutrition bars $150,000 + (index: 155) and over 50% of USAT members have been found to earn over $100,000 -According to the USAT website this means that USAT members are willing to invest in the next new “thing” to help them improve their performance Source: http://www.usatriathlon.org/about-multisport/demographics.aspx

19. Property 2 : USA Triathlon Why would USAT be a successful property? 2. Relationship with Product  Turbo NRG is a nutrition/ performance-based bar that will be used to help fuel triathletes involved in this organization  According to the USAT website, “More than 86% of USA Triathlon members have indicated that they would be more likely to purchase a USA Triathlon partner’s product over that of a non-partners competing product” -Tap into core audience -Extremely loyal consumers that will become loyal to Turbo NRG Source: http://www.usatriathlon.org/about-usat/corporate-partners/partnership-opportunities.aspx

20. Property 2 : USA Triathlon Why would USAT be a successful property? 3.Available inventory/ assets  Identity: put Turbo NRG logo on USAT jerseys  People: use players of the national team & USAT coaches in a monthly contest

21. USAT Activation Package Method 1-Jerseys and Integration  Asset 1 “Identity” = Turbo NRG logo on at least 10 different colligate team’s jerseys  USAT has multiple colligate teams around the country…  Thus, Turbo NRG’s logo will be exposed(specifically to the close in target (18-24) at many races across the United States  In addition to putting the Turbo NRG logo on jerseys, Turbo NRG bars will be given to the teams for free

22. USAT Activation Package Method 1-Jerseys and Integration  How it connects to advertising theme: -The 10 colligate teams will expose (logo on jersey)/ eat Turbo NRG at their races, indicating that Turbo NRG is their source of fuel for their training & race days  How it meets objectives: -Objective 2 “Convert key influencers and early adaptors into “enthusiasts & advocates” -By putting the logo/ supplying bars to the 10 colligate teams around the country, the members of the team will begin to integrate the product into their training schedule, and eventually become advocators for it

23. USAT Activation Package Method 2- National Contest  Asset 2 “ people” = use the national team’s members & USAT coaches in a monthly contest: “Triathlete of the Month”  Select members of the national team will go on a search for the triathlete of the month  Any consumers can apply to be triathlete of the month by going on Turbo NRG’s website & send in pictures/write about their accomplishments with triathlon, and explain how Turbo NRG helped reach those accomplishments  The monthly winner will be featured on ESPN/ Fox Sports 2 with a member of the USAT national team  In addition, he/she will win a year of free training from a USAT certified coach that lives near them (since USAT coaches are present all around the country)

24. USAT Activation Package Method 2- National Contest  How it connects to advertising theme: -The contest is directly tied with USAT team players and coaches, thus reinforcing that Turbo NRG is the official fuel bar for USAT -It also emphasizes that the fuel from Turbo NRG will help improve performance How it meets objectives: Objective 2 “Convert key influencers and early adaptors into “enthusiasts & advocates” -Consumers who buy the brand will become even more involved when they have the opportunity to meet members of the national team/ get free training from a USAT coach for a year

25. USAT Activation Package Method 2- National Contest  Objective 3 “Influence rapid, full distribution, most importantly in specialty channels (for credibility) and simultaneously, in all mainstream channels (for volume) “  Since the contest requires pictures/ use of Turbo NRG to win, it gives the target consumer (whether a new, early adaptor, or advocate)another reason to buy the product and influence rapid, full distribution in all channels