Five Stages to Market

• Stage One: Consumer Insights

• Stage Two: Category Direction

• Stage Three: Brand Positioning

• Stage Four: Concept Development & Testing

• Stage Five: Communicating Brand Identity &Messaging

Consumer Insights

Stage One

Who to target?

• Primary and secondary research

• Secondary data provides “content”

• Primary data provides “context”

• Connecting to the heart and mind

• Rational and emotional sale

• Outside-in approach

Point of View

Speaking in a focused way to a specific demographic and psychographic target

will improve odds for success

Target Audience

• Millennials 18-33 years old

• Must fit their preferred lifestyle

• Healthier, convenient alternatives

• Enhance daily performance

• Living for here and now

Coffee Blocks

• Butter coffee usage on the rise

• Grass fed butter, organic coconut oil, real coffee, organic egg yokes and organic vanilla

• More healthful and nutritious than coffee

• Great source of energy

• A meal in a cup

Coffee Blocks

Problem: Difficult and messy to make

Solution: No mess, no guess, better butter coffee

Discussion

Assuming you have a product with potential appeal to a wide range of

consumers, how would you determine which segment to target?

Category Direction

Stage Two

Where to play?

• Evaluate market and category segmentation

• Segment size, velocity, trends, players

• Blue ocean opportunity?

• Congruent to Stage One?

• Category vs. brand development

• Outside-in approach

Point of View

Successful execution flows from sound marketplace analysis and strategy

Target Audience

Active, sports hydration beverage users

(Gatorade Crowd)

ACT2 & Xceed

• Sports hydration dominated by Gatorade and Powerade

• Hydration should carry electrolytes into the cells

• Glucose is a poor carrier at best

• Nutrients don’t enter the bloodstream

ACT2 & Xceed

• Patented blend of 9 amino acids

• Supporting clinical science

• Technology branded as ACT2

• RTD beverage branded as Xceed™

ACT2 & Xceed

Problem: Glucose based beverages don’t offer effective hydration

Solution: ACT2 offers proven triple compartment hydration

Discussion

Would you rather be a new brand in an established category or an established

brand getting into a new category? Why?

Brand Positioning

Stage Three

How to play?

• Visual brand mapping

• SWOT

• Retail store visits

• Amazon reviews

• Social media listening tools (Talk Walker)

• Market research (qualitative & quantitative)

Point of View

There is no more important pre-market activity than studying and understanding

your competition

Target Audience

Frequent users of alternative sweeteners

VitaFiber

• Healthy alternative to artificial sweeteners

• Better alternative to natural sweeteners

• Tapioca for sweetness

• Prebiotic for digestion

• Fiber for satiety

VitaFiber

• Dual functionality

• Available as granular powder and syrup

• 1 for 1 equivalency

• Convenience factor

VitaFiber

Problem: Artificial sweeteners pose health risks and natural options like stevia taste bitter

Solution: Great tasting natural sweetener with added nutrition

Discussion

When a major competitor in your market segment goes one direction, should you

follow them or go your own way?

Why?

Concept Development and TestingStage Four

How to speak?

• Walk before you run

• Think before you act

• Test your assumptions before you implement

• Accept the possibility of myopathy

• Invented here syndrome

• Inside-out thinking is dangerous

Point of View

Define and test your brand value proposition BEFORE you go to market,

not AS you go to market

Target Audience

Energy and nutrition bar users

Rise Bar

• Re-branding to revive business

• Quality, whole food ingredients

• Clean label

• Minimal ingredients per bar

• Minimal processing

Rise Bar

• Natural and organic

• Free of allergens

• High in protein

• Own production facility

Rise Bar

Problem: Fierce competition and unclear market position

Solution: Focus your story and make it relevant to a millennial audience

Concept A

“Active Lifestyle”

Concept B

“Eat Clean”

Discussion

What is the most important measure of a potential product concept?

Uniqueness, Relevance, Believability, or Purchase Intent?

Communicate Brand Identity and Messaging

Stage Five

Where to speak?

• Today’s digitally driven media landscape

• “Mobilized” consumer

• Power of social media channels

• Impact of video content

• Social influencer and blogger outreach

• All about “content” and “context”

Point of View

Deciding when and where to disseminate brand messaging is a pivotal step in

building awareness and creating demand

Target Audience

Probiotics users, consumers with digestive problems

Family Flora

• New product line launching in F/D/M/C

• Probiotic plus prebiotic in one dosage

• Individual stick packs

• Six formulas for varying lifestyles

• Intensely competitive category

• Pricing pressure

Family Flora

Problem: Getting lost in the crowd of probiotics

Solution: Build value through unique MOA

Family Flora – Sample Content

Family Flora Social Media Results

The Family Flora social activity saw immediate increases in likes, impressions, and engagement

from an audience of health conscious individuals. Retail distribution has grown from 5,000

locations to over 20,000 doors projected for 2018.

*BrandHive began management of social channels for Family Flora on August 1, 2016

* * *

Family Flora – Post Highlights

Family Flora – Post Highlights

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Family Flora –Extended Reach

78

Discussion

How are consumer media consumption habits changing? How can brands best

adapt and stay ahead of the curve?

Summary Points

• Tell a 360 degree story

• Work from the outside-in (consumer first)

• Pick your brand battles carefully

• Keep it clean

Summary Points

• Don’t be afraid to shift the paradigm

• Test don’t guess

• Get digital through the power of video

• Get strategically social

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