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CAPITAL MARKETS DAY 2014 1

CONSUMER

DRIVEN

WE ARE


MARKETING VISION:

GLOBAL LEADERSHIP IN CONSUMER AFFINITY


RELENTLESS FOCUS ON BUILDING CONSUMER AWARENESS, ADOPTION AND ADVOCACY

ADVOCACY AWARENESS

ADOPTION

BRAND ADVOCACY • Build Affinity

• Activate an Army of Advocates

• Amplify Word of Mouth

Recommendations

BRAND ADOPTION • Drive First Usage

• Establish Leadership in Education

• Boost Conversion In-Store and Online

BRAND AWARENESS/

SALIENCE • Expand Reach

• Increase Global Availability

• Leverage Quality and

Performance Leadership


BUILDING CONSUMER AFFINITY COMBINES

SCIENCE AND ART

THE SCIENCE WHICH SHAPES THE ART

Use science to answer the

question who is the consumer

and what motivates them?

Develop marketing plans that create

deep connections with our consumers.


THE SCIENCE

LEADERSHIP IN CONSUMER RESEARCH INVESTMENT

Brazil and

Indonesia

Qualitative

Baseline understanding of local

attitudes & behaviors

India & UK

Qualitative

Baseline understanding of local

attitudes & behaviors

MARKET LEVEL

BSN NO-Xplode

Qualitative and

Quantitative

Implications for product

& graphic design

GPN ‘Product

Claims’

Quantitative

Optimize feature/benefit

claims for key categories

PRODUCT LEVEL

Segmentation

Study

Dimensionalize consumer,

channel & product landscape

Channel-Shifting

Directional Study

Understand purchase trends

across channels/retailers

CONSUMER/CHANNEL LEVEL


THE ART

• 360 Degree Approach to Connecting with Consumers

• Combined GPN Portfolio the #1 Supplement Brand Social Media Platform

• Largest Online Partnerships

• Industry Leading Retail Customer Marketing Plans

• Most popular brands globally in event engagement

• Leverage 160+ athletes globally to build affinity

GPN IS THE GLOBAL CATEGORY LEADER IN

INTEGRATED SOCIAL AND CUSTOMER MARKETING

Position Each of our Brands to Ensure One Global Voice


DIGITAL MARKETING PLAYS A STRATEGIC ROLE IN REACHING AND INFLUENCING KEY CONSUMER SEGMENTS

GPN DIGITAL Advocate Networks

Promote Referrals

CONSUMER ADVOCACY

Visitors Seek

Content from

Brands, Not Ads

Advertising Networks

Increase Reach

Search

REACH AND RELEVANCE

Visitors Expect Ads

From Brands to

Pay for Content YouTube

Pre-rolls

Banner

Ads

Streaming

Media

Native

Advertising

Site

Partnerships


OUR BRANDS SHARE COMMON FOUNDATIONS


TRUSTED

AUTHORITATIVE

CATEGORY

LEADER

CUTTING EDGE

BRAND INTENSITY

CATEGORY

CREATOR

GYM PROVEN

IMMEDIACY

ULTRA

COMPETITIVE

PURITY

SIMPLICITY

INSPIRATIONAL

CONVENIENT

COOL/HIP

RESULTS DRIVEN

THEN PIVOT AROUND BRAND SPECIFIC ATTRIBUTES


THE ART OF BUILDING BRAND ADVOCATES

Lead in Performance Nutrition Education of

Consumers and Customers

Educate Consumers on Quality Leadership

LEAD IN EDUCATION



Make GPN Brands essential to achieving

our consumers' goals

Compelling media content, customer

marketing, traditional and social media

SHARE THEIR GOALS



Directly connect with consumers through

events, interactive media, athletes, and brand

influencers to help them achieve their goals

ENABLE THEM TO ACHIEVE


DOMINATING THE SPORTS NUTRITION SOCIAL MEDIA WORLD 2013-2014

83k 200k

FOLLOWERS FOLLOWERS LIKES TOTAL VIEWS

0 157k 1.1m 2.6m 28.6m 44.5m


THE SCIENCE OF LISTENING TO ENHANCE ENGAGEMENT


THE END GOAL

CREATE BRAND ADVOCATES

WHO BUILD BRAND ADVOCATES


INSIGHT FOCUSED CONSUMER SEGMENTATION SUMMARY

WE ARE

CAPITAL MARKETS

DAY 2014


BACKGROUND AND OBJECTIVES

SCREENING: • Work out 3 times per week or more often OR

• Have used a protein powder, pre-workout powder,

Bar, or RTD protein shake

• At least once, past 6 months

• 39% incidence among US adults 18-65

SAMPLE: • 1500+ Respondents

• GPN Brand Users, Bodybuilders & High School Athletes Get to’ ‘why-behind-the-buy’

Dimensionalize channel /

market dynamics


CONSUMERS’ ATTITUDES TOWARDS SUPPLEMENTS HAVE EIGHT BALANCED THEMES

SNP Skepticism

Exercise Regime

Seek Advice

Competitiveness Interest

in Muscle

Give Advice

SNP Adoption

Interest in Overall

Health & Wellness

Attitudes towards health,

exercise and sports nutrition products


THE SHRUGS

I’m just not that into you …

Exercise, but

don’t take

supplements

Believe

supplements

are a waste

of money

Concerned

about

ingredients

& safety

Prefer nutrition

from whole,

fresh foods


THE RESOLUTIONISTS

It’s not you, it’s me…

Least

regimented in

approach to

nutrition

Sports

nutrition is

almost

foreign to

them

If dieting,

prefer bars,

boosted

smoothies

When

exercising,

usually for

weight loss

Not as active

as they

would like


THE LITE IMPACTS

Let’s just be friends …

Nutrition less

served by

supplements

Prefer bars,

meal

replacements,

shakes

Want an

active, healthy

lifestyle:

power walking

& aerobics

Committed to

prolonging

their lives


THE SUPER SET

You complete me …

Very educated

about

supplementation

value

Need

reassurance

of high-

quality

standard

Gym-

oriented:

strength &

endurance

Highly

regimented,

advice-givers

Strong

desire to use

the best

supplements


THE FIELD PLAYERS

We’re dating, but not exclusively…

Supplements

are certainly

in their

routine

Driven by

price, taste,

convenience

Quality less

important

than price

Engage in

broad athletic

activities

Competitive,

young &

extremely

active


BRAND

EVANGELISTS

WE ARE

CAPITAL MARKETS

DAY 2014


YOUR STRENGTH

TRUE STRENGTH YOUR STRENGTH + =


EVOLVING TRUE STRENGTH IN 2015 AND BEYOND

GPN Confidential and Proprietary


TRUE STRENGTH - QUALITY

Not all proteins are

created equally, but this is

not a story about equality.

This is a story about what

it takes to be the

Best Whey Protein.”


INTEGRATED “THERE’S ONLY ONE GOLD STANDARD” CAMPAIGN

DIG

ITA

L A

DV

ERTI

SIN

G

RET

AIL

ER P

USH

&

PR

OM

O

WEB

SITE

/ E

MA

IL

BLA

ST

SOC

IAL

MED

IA

PR

INT

A

DV

ERTI

SIN

G

# goldstandard


INTRODUCING THE NEW GOLD STANDARD PRE-WORKOUT

WHAT IS IT? The Gold Standard in pre-workout: a clean formula utilizing only

quintessential active ingredients for optimal energy, focus &

endurance

WHO IS IT FOR? Athletes seeking peak performance from every effort – whether

it’s a strength workout, game day or endurance event



INTRODUCING THE NEW GOLD STANDARD PRE-WORKOUT

360-degree Marketing Plan for Gold Standard Pre-Workout will generate

awareness, trial & influencer advocacy for optimal success

SOC

IAL

MED

IA

DIG

ITA

L

MA

RK

ETIN

G

INFL

UEN

CER

O

UTR

EAC

H

SAM

PLI

NG

/ A

THLE

TE

DEM

OS

PR

INT

PR

OD

UC

T ED

UC

AT

ION

RET

AIL

ER

AC

TIV

ATI

ON

Pre-launch Buzz, Giveaways, Contests, etc.

Sampling, Education Encourage Reviews & WOM

1MM + samples Male + Female Titles Ingredients & Usage Promo Support at Key Accounts


INTRODUCING THE NEW PROTEIN ENERGY

WHAT IS IT? A new product segment: A taste first-driven formula that

combines the benefits of protein and energy (natural caffeine

from tea and coffee) to help consumers fuel their day.

WHO IS IT FOR? Field Players who often use protein for energy lift throughout the

day (especially mid-morning and afternoon).



HOW DOES BSN STAND OUT FROM THE CROWD


SEPARATE

FROM THE

CATEGORY

OUR NEED


OUR CHALLENGE

CREATE A DISTINCTIVE, OWNABLE, AND SUSTAINABLE CAMPAIGN

THAT LIFTS BSN GLOBALLY


OUR ANSWER PUSH YOUR BODY. YOU DREAMS.

YOUR POSSIBILITIES.

PUSH DOWN DOUBTS.

PUSH PAST DOUBTERS.

PUSH OVER BARRIERS

AND BEYOND LIMITS.

PUSH YOURSELF AS FAR

AS YOU CAN GO.

THEN PUSH FUTHER.

BSN IS

THE PUSH TO FINISH FIRST.


CREATING A BSN LOOK THAT HIGHLIGHTS …

DISTINCTIVE BRAND ASSETS

…


CUTTING THROUGH WITH A DISTINCTIVE NEW LOOK FOR THE BRAND


DIALING UP DISTINCTIVENESS & EMOTION


Print

Online Video & Banner Ads

Online Search

Social #MYPUSH

In-Store Events

KOLs

Internal Team

Distributors

Key Accounts

Global Campaign Guide

Sampling & Demos


ACTIVATING GLOBALLY


HOW DO WE CONNECT WITH NEW CONSUMERS?


DNA SERIES


WHY DNA SERIES?

Expand Category Consumption within Specialty

• Capture new consumers looking for lower cost of entry

to premium based supplement brands

Drive Household Penetration for BSN Brand

• Capitalize on BSN equity with foundational items at

everyday lower price points than BSN core

• 10 Foundational products currently in BB.com Top 50*

Margin Accretive

* Source: BB.com Top 50 Rankings as of 9/29/14


PURITY

SIMPLICITY

INSPIRATIONAL


ISOPURE’S CORE VALUES ARE THE BEDROCK OF OUR DIFFERENTIATED PRODUCT OFFERING


ISOPURE’S PACKAGING REINFORCES THE PURITY PROPOSITION AND STANDS APART ON SHELF


WE OFFER A BROAD LINE OF DIFFERENTIATED AND GREAT-TASTING PRODUCTS


WE’RE ALL MORE THAN MUSCLE INSPIRATIONAL, DISTINCTIVE, LONG-TERM PLATFORM

CAPITAL MARKETS DAY 2014 72 WE

’RE

ALL M

OR

E T

HA

N M

US

CLE

2015 A

TH

LE

TE

S


OUR MARKETING APPROACH IS DESIGNED TO BRING NEW USERS INTO THE ISOPURE FRANCHISE AND EXPAND CATEGORY

PRINT DIGITAL & SOCIAL

Grow Digital Impressions to drive Traffic and

Funnel to Conversation

Banner Ads SEO Video Spots

Website Social

Purchase

Expand Audience Reach and

Drive Impressions


RECENT UNSOLICITED SOCIAL MEDIA ENDORSEMENTS SUPPORT GROWING BRAND AWARENESS


BREAKTHROUGH, CATEGORY-EXPANDING INNOVATION


• STRONG BRANDS

• DEEP INSIGHTS

• ADVOCACY DRIVEN MARKETING

• TALENTED PEOPLE WITH PASSION

•

WE’RE POSITIONED FOR SUCCESS

CAPITAL MARKETS

DAY 2014

PASSIONATE ABOUT OUR BRANDS

WE ARE

we are consumer driven › ~ › media › files › g › glanbia-plc... · • expand reach •...

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