keepwell marketing plan overview
TRANSCRIPT
Health in America:Broad Spectrum
National Center for Health Statistics. http://www.cdc.gov/nchs/fastats/overwt.htm.
66% of Americansare obese or overweight.
“I’m Already Doing It”
1991 26%
2002 38%
2008 43%
American Dietetic Association website.
http://www.eatright.org/cps/rde/xchg/ada/hs.xsl/media_18649
_ENU_HTML.htm.
“I Know I Should”
1991 38%
2002 29%
2008 38%
American Dietetic Association website.
http://www.eatright.org/cps/rde/xchg/ada/hs.xsl/media_18649
_ENU_HTML.htm.
“Don’t Bother Me”
1991 36%
2002 32%
2008 19%
American Dietetic Association website.
http://www.eatright.org/cps/rde/xchg/ada/hs.xsl/media_18649_ENU_HTML.htm.
Balance Bar Survey: Americans and Nutrition
NUTRA Ingredients.com, http://www.nutraingredients.com/Research/More-
choice-better-information-sought-by-nutrition-starved-Americans.
Know little of nutrition: 88%
Wish to eat better: 70%
Want convenient forms: 88%
NEW GOP HEALTH BILL
PROMOTES TAX INCENTIVES
HMOs Offer Rewards for Living
a Healthy Lifestyle
COSTS TO TREAT OBESITY AND RELATED
DISEASES ARE TWICE THOSE TO TREAT
CANCER
Employers Focus on Health
Functional BeveragesMarket Value
$10,000 $10,000
$8,500
2003 2007 2008
Val
ue,
US
$ B
illio
ns
Wright, R. Functional Beverages: Thriving or Surviving? Nutraceuticals World. July/August 2009.
Optimize Health ThroughFoods & Beverages
Why Beverages vs. Bars or Yogurts?
vs.
Interest Driven by Nutritional Ingredients
The Heart of KeepWell
Natural and organic
Cutting-edge science
Enhance customer’s lives
Credibility
Transparency
Our Vision for KeepWell
A new category of functional health and wellness beverages
Part of daily life
Science
Scientifically-designed nutrition
Highest-quality natural and organic ingredients
Natural sugars to ensure low glycemic index
Nature
Support daily nutrition and long-term health and wellness
Committed to the health of our customers now and in the future
Life
“On-the-Go”Men & Women
Market Introduction Plan
Women: Maximize Good Nutrition
Men: Enhanced Daily Living
Adult Population by Age Clusters
0
20
40
60
80
25 to 44 years 45 to 64 years 65+years
US
Ad
ult
Po
pu
lati
on
, mill
ion
s
Male
Female
U.S. Census Bureau, Population Division. Annual Estimates of the Population by Sex and Selected Age Groups for the United States: April 1, 2000 to July 1, 2007 (NC-EST2007-02). Released May 1, 2008.
KeepWell: Market Introduction
Crawl Walk Run
Target Market Segment:
Crawl Stage
“On-the-Go” Women and Men
Market Segments: Population
0
10
20
30
Yoga Pilates Running Mountain
Biking
Camping (RV) Trail Running Backpacking
(Overnight)
# Men # Women Men & Women
US
Po
pu
latio
n,
mill
ion
s
Market Segments: Population
0
10
20
30
Tennis Road Cyclists Hiking (Day) Camping (non RV)
# Men # Women Men & Women
US
Po
pu
latio
n,
mill
ion
s
Top US Regions Yoga and Pilates
Top US RegionsOutdoor Enthusiasts