The document provides an overview of GNC as a company including key details about its target audience, sales breakdown by segment, in-store customer experience positives, social media presence, and challenges. It proposes a "World Strongest" social media platform to increase GNC's online presence and sales of supplements by allowing users to track lifting goals, compare scores to others, and strive for competition.

1. Tyler Hoover

2. Brand Category
Minerals
Health and Wellness Diet
Nutrition and dietary Protein
Shakers
Vitamins
Supplements
Energy Mix Anti-Age
Natural Ingredients

3. Retail
74% of Sales
Company-owned stores
GNC.com, LuckyVitamin.com.
3,046 company-owned stores
Franchise
17% of Sales
Franchisees
Royalties on franchise retail sales
Revenue by Segment
Franchise fees.
924 domestic franchise locations
1,590 international franchise locations
in 53 countries.
Retail
91% franchise renewal rate over the
last 6 years. Manufacturing/ Wholesale
Franchise
Manufacturing
9% of Sales
manufactured products to third parties
Sale of proprietary and 3rd party products
2,125 franchise “store-within-a-store”
Does business with Pfizer, Bayer, and
Bausch & Lomb

4. In Store Positives
In store displays Customer Service Locations Product Assortment and Availability

5. Target Audience
GNC targets a lifestyle demographic
Athletic
Aspire to live a healthier lifestyle
Goal Oriented
GNC consumers engage in fitness routines more than the average
US supplement buyer and tend to use multiple products.
35% of customers under the age of 35
80% under the age of 50

6. Social Media
Facebook 1,007,618 total likes
Twitter 103,904 followers
Pinterest 4,152 followers

7. BodySpace
Facebook 1,376,215 total likes
bodybuilding.com own personal
social media Twitter 112,810 followers
Allows users to gain knowledge Pinterest 4,362 followers
and attracts loyalty
Mobile App
Total Installs 500,000 to
1,000,00,000

8. Challenges
Increasing brand effectiveness with younger audience
Live Well campaign does not effectively advertise toward the
entire target market.
Increase online presents: social media likes and followers
Increasing amount of competitors

9. Big Idea
World Strongest
A Social Media for Goal Setters
Strive for Competition
Increase Online Presents
Increase Sales of GNC supplements

10. World Strongest
Steps
1. Put your Weight Gender and Type of Lift
2. Pick what lifts you will be competing in
3. Record your numbers of the lifts (lbs)
4. Word Strongest will calculate your score
5. Compare your rank to the people in your gym, city,
state, and the world