InovActiv Beverages aims to introduce the energy drink Goji Boost to the Canadian market. Goji Boost combines attributes of health and energy drinks by utilizing goji berries. The document outlines InovActiv's company profile, target market of students aged 15-24, competitor analysis, marketing mix, SWOT analysis, financial projections, and implementation plan to launch Goji Boost in Canada and potentially expand to Japan.

1. Gogi Boost: “Your new go-to”
An InovActiv Beverages Ltd. product
By James Ford, Sophia Herbst, Jessica Quiroz -Cupil, Maryam Taghikhani, Joel Taillefer
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2. Table of Contents
 Company Profile & Product Overview
 Consumer Profile
 The Energy Drink Market
 Competitor Analysis
 Marketing Mix:
 Product
 Price
 Distribution
 Promotion
 SWOT Analysis
 Financial Analysis
 Implementation

3. InovActiv Beverages Ltd.
 An innovative beverage company looking to
introduce it’s energy drink in Canada
 Mission Statement:
 “InovActiv Beverages understands its
customer’s lifestyles and develops innovative
beverages, creative health solutions and
dynamic product to meet all expectations of
the health-conscious Canadian of today and
tomorrow.”
 Believes in corporate responsibility and ethical
business practices
 Certified organic ingredients and Fair-trade goji
berry suppliers
 100% recyclable packaging

4. Product Overview
 Goji Boost: “Your new go-
to”
 Combines attributes of
health and energy drinks
 Utilizes the power of
superfruits; The goji berry
 Market towards young
Canadian students
 First energy drink to be
good for your health

5. Perceptual Map
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6. Target Market
 Students aged 15-24
 31% of 12- to 17-year-olds and 34% of 18- to
24-year-olds drink energy drinks
 = 1.494 million potential consumers
 Living a fast-paced life
 Only 7% of Canadian teenagers get
60 minutes of physical activity daily
 Goji Boost as a tasty-yet-functional drink;
the perfect assistant for
studying, partying, and/or working

7. The Energy Drink Market
 Increase in consumption of
energy drinks from 18% in 2001 to
31% in 2006
•“Energy drinks are projected to lead the
beverage sector in growth in per capita
purchases, volume consumption and total
value through 2011.”
•2010: Canadian soft drink market was
worth $7,386.4 million

8. Competitor Analysis
Energy Drinks Brand Shares, Canadian
Market, 2010
Others
Red Bull
26% 34%
Private label
GURU 5%
1%
Red Rain
2% Rockstar SoBe
3% 9% Full Throttle
Beaver Buzz Monster
3% 11%
6%

9. Product: Goji Boost
 Energy drink made with Goji
berries
 A health and energy drink hybrid
 The first energy in Canada to
have both nutritional and energy
benefits
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 Fair trade certified
 Organic
 Sold in single 355 ml (12 fluid oz)
cans and packs of 4

10. Points of Differentiation: The Goji Berry
Antioxidants in Goji Body Functions
Berries Supported
Vitamin C Heart
Beta-carotene Immunity
Cystine Immunity, Stomach lining
B2 (riboflavin) Metabolism
Manganese Skin, bones, cartilage
Zinc Fertility, vision, immunity
Copper Energy, hormonal
function, skin
Selenium Liver, thyroid, immunity,
cancer prevention

11. Price
 Retail Price : $ 3.49
External Factors Internal Factors
•Hard to match our competitors prices •Premium ingredients and health
•Targeting a niche market, unlike benefits
competitors •Certified organic and fair trade
•Less price sensitive consumers
•Berry naturally grows in China
(exportation costs)

12. Place & Distribution
 Manufactured in China
 Low labour costs and proximity to producers
 Retail in Vancouver, Toronto, Montreal
 Loblaws, Sobey’s, Metro, Safeway, and Jean Coutu
 Low cost structure, few intermediaries
 Intensive distribution
 Sponsor Frosh and university events
 Strong presence on university campuses

13. Promotion
 Product in introduction stage of life cycle
 Marketing objectives:
 Gain awareness
 Differentiate from competitors
 Communicate brand personality
 “Boost Yourself Contest”
 Radio advertisement during Celebration of Light
 Sponsor frosh at McGill, UBC, UWO, U of T
 Transit advertisements
 Viral marketing campaign on YouTube
 Twitter promotional codes

14. Sample Print Advertisement
They do now. GB

15. SWOT Analysis-Strengths
Internal Factors Strengths
Offering •Superior quality product with multiple
health benefits
Marketing •A structured marketing plan
•Focus on brand awareness and
promotional activities
Finance •Healthy financial start (2011)
Manufacturing •Contract signed with berry producers in
Asia
Product Development •Final prototype of the product up to
the standards and ready to be marketed

16. Swot Analysis-Weaknesses
Internal factors Weaknesses
Offering •Uncommon product has a bitter taste
before mixing
Marketing •May be costly to effectively increase
brand awareness
Finance •May encounter losses for the 1st
months of launch
•May be difficult to break even
Manufacturing •High cost of transport
Product Development •May need some fine-tuning to adjust
to customer tastes

17. SWOT-Opportunities
External Factors Opportunities
Consumers •Increased demand for vitamin-fortified
energy drinks fortified
Social •Fast-paced N. American way of life greatly
values benefits of energy drinks
Competitive •Goji Boost is the first to target the niche
market of health-energy drinks in Canada
Technological •Breakthrough health benefits in this
market
Economic •No economic barrier to consumption
Legal •Energy drink sales are unregulated in
Canada

18. SWOT- Threats
External Factors Threats
Consumers •Competing with brands that have high
consumer-loyalty
Competitive •Well-established competitors’ will not
give away their market shares easily
Technological •Mass production and economies of scale
of competitors may harm initial launch
Economic •Energy drinks not an ‘essential’ consumer
product
Legal •May be issues with future regulations of
energy drinks due to potential health risks

19. Financial Analysis
 Break even units : 497,501 units/year
 With a 0.55% market share
 Target units : 637,822 units/year
 With a 0.7% market share
 Seizing the target market share would yield
income of $ 99,627.94
 Each year, decrease capital expenditures to
increase advertising expenditures

20. Contribution Income Statement

21. Foreign Market Expansion: Japan
 Economically & physically
active population of age 15-24:
5.6 million individuals
=8.36% of total population
(2010)
•Energy drinks
consumption: 201 million
litres
• 5 times more than
Canada’s
consumption

22. Implementation
• Start viral marketing campaign on YouTube and Twitter
3 Months • Contact distributors and prepare the launch
before
• Launch “Boost Yourself” contest
• Participate in various festivals such as the Celebration of Light
1 Month
after
• Sponsorship with radio stations , and new radio promotion
• Launch public transit ad campaign
• Start internet advertising campaign on sites such as Facebook
3 Months
after
• Sponsor university Frosh events
• Sponsor a sports team
• Advertise videos on social media websites
• If the budget permits, launch TV ads
1 Year After
• Launch the product in Japan

23. Conclusion
 Goji Boost exploits  Offers numerous
an undeveloped health benefits to
niche in the energy Canadian youth that
drink market other energy drinks
 The superfruit, goji don’t
berry, is an exotic
and unique selling
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 Positive future
prospects
point  International
expansion
 Breakeven after 1
year