presentazione go&fun (prodotto) (eng) (low res)

PRODUCT

A NEW NATURAL PLAYER ON THE MARKET

FEBRUARY 2013

GO&FUN

1- The Energy Drink Market // Opportunities

2- Why GO&FUN? // The Business idea

3- What is GO&FUN? // A Unique Product

4- Who is GO&FUN? // Brand Positioning

5- Where is GO&FUN? // Events & Sponsorships

6- When GO&FUN? // Consumption Occasions

7- Goals // 2013-2016

8- Guarantee // Our Know-How by Erba Vita

CONTENT INDEX

Content Index

1. THE ENERGY DRINK MARKET: Opportunities

© 2013 Mintel Group LtdSources: Trade Interviews, GMN Estimations

http://gmn.mintel.com/

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The energy drink market is growing fast.

1. THE ENERGY DRINK MARKET: OPPORTUNITIES

Market Forecast

The market needs a challenger, a different player among too many similar ones.


Market Forecast

© 2013 Mintel Group LtdSources: Trade Interviews, GMN Estimations

http://gmn.mintel.com/

Red Bull GmbH (65.1)

Others (9.8)Own Label (2.1)

The Coca-Cola Company(15.1)

Monster BeverageCorporation (7.9)

Volume Consumption per capita (population) (forecast from 2012)

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© 2013 Mintel Group LtdSources: Economist Intelligence Unit - http://www.eiu.com/, Trade http://gmn.mintel.com/


The consumption of energy drinks is increasing.

Market Forecast

Social Context

Global concerns about energy drinks are rising,as the health&wellness trend grows fast.


Social Context

Public opinion and mass-media are raising the issue: the times are good for green drinks.


2. WHY GO&FUN? The Business Idea

We want to give to the world the “really good” alternative to artificial and unhealthy energy drinks, tapping into the growing demand for natural beverages.

We want to make it taste good: Good to drink + Good for the body, to energize without compromises on flavour.

And we want to make it for everybody: the only Green Energy Drink for mass consumption.

2. PERCHÈ GO&FUN? L’IDEA DI BUSINESS

2. WHY GO&FUN? THE BUSINESS IDEA

The only green energy drink

Healthy Drinks Energy Drinks

Sports Drinks Soft Drinks


Attitudes towards sports and energy drinks(September 2012; Mintel data)

Consumers are wiser and demand more from the products they choose.



Consumers are changing, and so is their lifestyle.

Occasions on which energy drinks have been drunk in the past six months(September 2012, Mintel data)

3. WHAT IS GO&FUN? A Unique Product

1- GO&FUN is the only Energy Drink…

(That’s what it is)

2- With a Natural Heart…

(Green healthy ingredients)

3- That is appealing to Soft Drinks consumers…

(Amazing good taste)

4- And also to Sport Drinks ones

(Really energizing, yes it really works!)

GO&FUN is...

3. WHAT IS GO&FUN? A UNIQUE PRODUCT

GO&FUN is the first GREEN Energy Drink brand on the global market that is 100% NATURAL.

5 energizing natural extracts = Ginseng, Guaranà, Tè Verde, Matè, Rodiola

3 differentiating plus points vs. any other competitors:

· NO Taurine· NO Preservatives· NO Glucuronolactone


The true energy inside GO&FUN

New, natural, different and, above all, good!A non-alcoholic energy drink, refreshing and amazingly tasty.

Why people like GO&FUN - Green Energy Drink:

· it is enriched with natural caffeine coming from Guarana, Matè and Green tea leaves.

· cit combines the active force of vitamins B3, B5, B6, B12 with the charge of vitamin C.

· it contains exclusively natural flavors.

· it is a unique combination with extracts bearers of natural energy.

100% Natural Power for normal people, everyday


4. WHO IS GO&FUN? Brand Positioning

AMPLIFY YOUR TASTE

FOR LIFE

4. WHO IS GO&FUN? BRAND POSITIONING

Brand Essence: “Amplify Your Taste For Life”

Promise: Green Energy intensifies the taste for everyday life.

Key Propositions:

· 100% Natural Power

· The Only Green Energy Drink

· Live life to the Full

· Live more, Play more, Enjoy more


Brand Positioning

GO&FUN drives you to take part and to be protagonist, boosting with natural energy your everyday life. It adds a twist of fun to daily life, so let’s go out and have fun!It breaks conventions but not the rules,irreverent without being anti-social. It is an impulsive and spontaneous brand, with intelligence.

Brain & Adrenaline. Fun & Genuine.

Fun and positivity are at the heart of everything it says and it does. GO&FUN is so natural that it lives and acts “naturally”.

Brand Manifesto


We believe in facts: we do not like marketing rhetoric.

• We believe in the quality of communication, not quantity.• We believe that it is better to say a few smart things that are fun and intelligent.• We are going to show people the fun, by engaging them in surprising communication, using a mix of integrated

media (Social, Digital, Radio, TV, Print, Outdoor, Viral marketing activities, Live Events, POS...)• We will always focus for the first year on making people try the product directly in the can, again and again…

because it’s so good that they will naturally ask for more.

Our iconic green will be the colour of 2013-2016.

Our communication strategy


Brand style


5. WHERE IS GO&FUN? Events & Sponsorships

Consumer Touch Points

5. WHERE IS GO&FUN? EVENTS & SPONSORSHIPS


New Cool Website

Title Sponsor of Moto GP: Team GO&FUN Honda Gresini


GO&FUN Parties @ major clubs, bars and discos


6. WHEN (IS TIME FOR) GO&FUN? Consumption Occasions

6. WHEN (IS TIME FOR) GO&FUN? CONSUMPTION OCCASIONS


Target: Emotional Consumers & Functional Consumers

GO&FUN consumers, rather of being defined by a socio-demographic profile, are better identified because they are all united by the same necessity of natural energy in the everyday life.

Emotional Consumer Target: They are our primary target for brand building on an emotional level.Among the wide target groups, we identify the 15-29 to be our ‘creative’ target.

Functional Consumers Target: (men/women 15-55): All normal people like you, those consumers that:• Have a dynamic and active lifestyle• Committed, hard working and have hobbies that require energy• Take care of their health and well-being – without making it an obsession• Need energy to stay active both mentally and physically (at work, with family etc)• Our consumers are…: University Students / Athletes / Frequent Drivers / Commuters

/ Any Professionals / Office Workers / Manual Workers / People partying at night / Travelers / Music Festival Goers / ...


Target Consumer

7. GOALS. 2013-2016

We want to be the “one & only” Green Energy Drink and the 4th Energy Drink in the global market.

We always keep an eye on competitors and we study the market, but we don’t intend to be second. We are different in everything, from product to style.

We do not aim to be “followers”: we are the David that challenges Goliath (giant energy drinks) with the intellect, not only with the force.

Moreover, we are proud of our excellent product.

We want to be famous as the one & only Green Energy Drink - 100% Natural Energy for everybody and the 4th strongest energy drink brand by 2016.

7. GOALS. 2013-2016

How Good We Want To Be?

time

7. GOALS. 2013-2016

GO&FUN Experience

DrinkYou drink it

Like You like it

Long Term EngagementKeep drinking it, keep liking it. Keep having fun.

7. GOALS. 2013-2016

We plan to expand in over 20 markets by 2013, and to be strong in more than 50 markets by 2016.

How far we want to go…?

8. GUARANTEE. Our Know-How by Erba Vita

Why will people believe that GO&FUN is a good product?Not only because of its taste, not only because it really works and it gives you the energy.

But also because it is guaranteed by Erba Vita, the company “mother” of GO&FUN, leader in over 30 countries.

Erba Vita is a global expert in natural health: since 1982, it is a leader in the sector of phytotherapy and food supplements and it guarantees high quality and reliability of products and services. From its values, such as respect for nature, respect for people, product and service quality, innovation, comes the reason to believe in GO&FUN.

8. GUARANTEE. OUR KNOW-HOW BY ERBA VITA

Erba Vita guarantees GO&FUN

Think Green. Live Green.

ONE LAST THING…

The energy, passion and care that we put in what we do is delivered to the consumers through everything we do.

From premium ingredients to excellent products, from great ideas to fun experiences.

We want to make great products for our consumers, and we’ll keep doing them according to our company motto:

// Greener // Better // Funner // Stronger //

We want to enjoy what we do. It’s not about something we do: it’s about everything we do.

ONE LAST THING

What drives us

* don’t forget to have fun today!

THANK YOU*