Male teens and young adults ages 18-24 most commonly drink sports drinks. Sports drinks consumption has plateaued in recent years while natural beverage sales have grown 29% since 2009. Powerade plans to launch an all-natural addition called Prevail containing natural ingredients like stevia and sea salt with a slimmer, biodegradable bottle to appeal to health-conscious consumers.

1. Created by: Courtney Bryggman, Christian Perdikis & Jerad Stalinski

2. Sports Drink User
Demographics
 Male teen/young adults
 62% of age 18-24 drink sports drinks
 49% of men drink sports drinks
 33% of women drink sports drinks

3. Consumption By Race

4. Sports Drink’s Problem
Recognition
 High Fructose Corn Syrup
 Due to alarming obesity rates consumers are
looking for beverages with different substitutes
 No use of ALL NATURAL ingredients
 PowerAde provides minimal nutritional benefits
other than energy from their formulated Ion4
(a
combination of electrolytes)

5. Different Beverage Options
 Organic
 Has very high restrictions for obtaining the label
“organic”
 Best alternative to sports beverages
 Most expensive beverage
 All natural
 Has loose restrictions on the label “all natural”
 Better alternative to sports beverages
 Cheaper than Organic, more expensive than regular
beverages

6. Sports Beverage Industry VS.
“All Natural” Beverage Industry
 All Natural Beverages
 Since 2009 natural beverages
industry has seen 29%
growth
 With continued growth,
prices should eventually
decrease
 Research indicates that
nutrition drives usage
 59% of purchases are
driven by consumers
drive to have their
children eat healthier
 Sports Beverage
 Consumption has reached a
plateau between 2004-2009
 Segment remains challenged
by growing number of
products positioned as
alternatives to sports drinks
 Overall consumption levels
have decreased every year
since 2004
 Most women hate the taste
of sports beverages

7. Consumption of
Natural/Organic Beverages
 86 % said they bought organic/and or natural
beverages in the past year
 44% buy nearly the same amount of
organic/natural beverages from the previous
year
 25% are buying even more organic/natural
products than the previous year

8. PowerAde Prevail
 Prevail is going to be an all-natural addition
to PowerAde's product line
 Contain natural ingredients such as
 Sea salt additive
 Electrolyte enhanced
 Stevia sweetener
 Fiber
 Slimmer bottle design made with bio-
degradable plastic

9. Industry Competition
 Industry Competition:
 Kraft
 Kellogg
 Dean Foods
 General Mills
 Pepsi-Co

10. Competitors
(product launch analytics)
 Direct Competition
 Gatorade
 “Natural”
 Campbell's
 V8 V-Fusion + Energy
 Arizona Ice Tea
 Coco-Zona

11. Improvements/Changes
 We plan to substitute high fructose corn syrup to a Stevia Sweetener
 An all natural zero-cal sweetener used as a dietary supplement
 Its actually sweeter than sugar and fructose, so you can increase
taste without increasing calories
 It also has no carbohydrates attached so it has no side effects on
your health
 Use all Natural Ingredients from real fruits
 Will provide natural carbohydrates vs. carbohydrates that come
from high fructose corn syrup
 Will also contain natural fruits such as coconut water, fruit juice, as
well as the natural electrolytes, and vitamins that come naturally
from those ingredients

12. Sustainability
New Bottle Materials
 70% of plastic bottles end up and landfills
 New bottle design will be made with Bio-plastics
 Materials used
 Are deemed "food grade" by the FDA
 Create 60% less greenhouse gas
 Uses 50% less non-renewable energy
 Cost to make is only 5-10% more than regular plastic
bottles
 Bottles de-compose in about 90 days

13. Pricing
 All natural ingredients, and bio degradable plastic
 More expensive than regular produced beverages
 Price will be competitive with our direct competitors
 Gatorade “Natural” $1.50
 Campbell’s “V8 V-Fusion + Energy” $1.99
 Arizona Ice Tea “Coco-Zona” $2.25
 Prevail will be formulated to price anywhere between
$1.50 – 2.50

14. CONSUMER PRECEPTION
 In order to change consumer perception about sports energy drinks to convert
them to users of “all natural” sports energy drinks we must first:
 Educate consumer on benefits of “all natural” drinks vs. sports energy
drinks
 Labels
 40% increase of awareness of clearly labeled ingredients
 21% more likely to buy product if detailed health benefits are listed
 22% more likely to purchase product that states “all-natural”
 Noticeable difference in price
 Mintel Reports see trends that consumers are willing to pay more for
beverages if perceive the beverage to be a value-added product
 Convey that ingredients are “all natural”
 Convey how the customer contributes to sustainability

15. Smartphone App
 Powerade's Hydration Station
 A free application that can be downloaded for all smartphones
 User's can input personal information
 Height
 Weight
 Eating habits
 Activity levels
 Drinking habits
 Users can punch in their daily intake of PowerAde beverages as well as
regular water
 The application will then tell them if they are at optimal hydration

16. App Integration
 App will be able to connect to your FB
 This will help promoting Prevail as well
as Hydration Station App
 In addition to the App we suggest
PowerAde, re-creates a whole new website
dedicated to their product lines, and staying
healthy
 Currently there website redirects you
right to their FB page
 Inform customers about nutritional
information
 Provide ways to keep in shape
 Include exercises, blogs from certified
specialists, as well as diet plans

17. Bibliography
 Data Taken from the following sources:
 Mintel
 U.S. National Library of Medicine
 Coca-Cola
 Nutrition Connection
 Data Monitor
 Nature Works LLC
 USA Today