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New Approaches to a Changing Sports Nutrition Market | SupplySide West 2019

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This presentation Daniel Lourenco and Joshua Schall used during the 2019 SupplySide West Sports Nutrition Summit session. This session explores how sports nutrition products brands reach consumers has dramatically changed. The old ways of marketing and selling will not provide prosperity and growth in this new world. This interactive session will look at how brands can adapt to changing consumer behavior and the changing retail environment, as well as what is ahead for this rapidly evolving industry.

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New Approaches to a Changing Sports Nutrition Market | SupplySide West 2019

  1. 1. JOSH -‘The CPG whisperer’ -Rust Belt Kid -Process and Strategy Fanatic -Focuses on ‘better for you’ category while averaging 1 half gallon of ice cream/week DAN -’Chief GHOST’ -Former Jet Pilot and supplement super User -Industry Vet since 2009 -Sneaker and Cereal Addict LET’S GET INTRODUCED
  2. 2. HEADLINES
  3. 3. State of the union THE MARKETPLACE HAS CHANGED -Where have all the gym-bros gone? -Grandma LOVESSS Quest Bars (maybe not denture-averse ones)
  4. 4. State of the union RETAIL IS DY…CHANGING -Where you buy your supplements is changing -Alexa, find the nearest GNC location? “Sorry, I don’t know that one” (in Alexa voice)
  5. 5. State of the union THE WAL- MAZON MIGRATION -Brands selling more or selling out? -How is everyone coping? (and the big winner is…)
  6. 6. State of the union KEEP YOUR FRIENDS CLOSE -Brands launching direct to consumer -Retailers launching private label -Amazon launching ‘look-alikes’
  7. 7. State of the union LAND BEFORE TIME or JURASSIC PARK -The prehistoric era for legacy brands -Low barriers to entry = daily launches -MOQs/Retailers no longer provide buffer
  8. 8. State of the union BRAVE NEW WORLD -The ”If you ain’t Bangin’ You ain’t Hangin’” effect -Convenience over everything -”Newness”/The “Calendar of Excitement” -In house science or in house marketing?
  9. 9. USA USA USA If it works here, it will work there GLOBAL The modern marketplace has no walls
  10. 10. SHOTGUN DISTRIBUTION Stack it high and watch it fly CONTROLLED DISTRIBUTION Control your brand, control your future
  11. 11. PROPRIETARY BLENDS A little bit of this, A little bit of that TRANSPARENT LABELS Customers want all of this, Customers want all of that
  12. 12. CHOCOLATE OR VANILLA Or Sour batch / Skiddles NOSTALGIC AUTHENTIC DELICIOUS Official or bust
  13. 13. HIGH MARGIN ”Fake” Original Prices and Contained Marketplaces HIGH VALUE Transparent Market Places Fully Disclosed Formulas Packaging, Flavors, Licensing, Tariffs AND PRICE POINTS STAYED CONSTANT!
  14. 14. TRADITIONAL ADVERTISING Centerfolds and faux science— I hope they’ll see my really cool advertorial DIGITAL MARKETING A 24/7 data driven community—creating conversations on a limitless scale
  15. 15. ATHLETES Mr. and Mrs. Olympia and the Spokesmodel mindset SUPER USERS/ ‘INFLUENCERS’ Big Networks, Small Calves And EVERYTHING in between
  16. 16. US FOCUSED UNCONTROLLED DISTRIBUTION PROP BLENDS VANILLA HIGH MARGIN PRINT ADS BODYBUILDERS GLOBAL BRAND CONTROLLED DISTRIBUTION TRANSPARENT LABELS TRENDING FLAVORS HIGH VALUE SOCIAL MEDIA SUPER USERS
  17. 17. US FOCUSED UNCONTROLLED DISTRIBUTION PROP BLENDS VANILLA HIGH MARGIN PRINT ADS BODYBUILDERS

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