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Nutra-Sports Mixing Station and Supplements

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Nutra-Sports Mixing Station and SupplementsLocation:Mission Statement:Objectives:Competitors:Target MarketBusiness Men/WomanRunners, Fitness EnthusiastsAthletesBodybuildersBuilding ExpensesProductsProduct ExpensesProjected Revenues from ProductsShake ExpensesShake RevenuesPerceptual mapPromotionPromo cont.Means End ChainReferencesNutra-Sports Mixing Station and SupplementsJames, Teresa, Brian, & StaciLocation:•Between 24 Hour Fitness and Time Out Sports in West Park PlazaMission Statement:To provide customers with economic, high-quality athletic supplements with ease and convenience of a protein mixing station.Objectives:•Improve people’s health and fitness awareness through nutrition and better living•Disseminate factual, accurate information to our customers•Obtain 35% of the 7,000 members at 24 Hour Fitness as well as other fitness oriented people•3% of the 2,450 customers making rountinized re-buys•2450 x 50%=1225 customers/30d=40 customers a day•40 customers a day @ $40=$1600•$40.00 per customer per visit (monthly) number came from GNC. GNC also stated that half of their clientele purchase creatine/protein monthly•Charge $3.50 a protein shake. 74 customers (3%) buy each day turns over $259.00 •$259.00 x 30 = $7770 per monthCompetitors:•Bonanza Health Foods•All American Nutrition•GNC•Montana Harvest•Powerhouse Gym•Mary’s Health Foods•The Good EarthTarget Market•Gym members including–Business people–Runners–Bodybuilders–Fitness Enthusiasts–Athletes•College, High School, Semi-Pro, AmateursAge Range of market: 15-70Female and MaleBusiness Men/Woman –New-task buyersNeeds: Convenience, quick service, (in and out) competitive prices, taste, curiosity, sociability, achievement, esteem Attitudes: Upbeat, seeking education on different products. Location: convenient for the main target audience (24 Hour members)Runners, Fitness Enthusiasts–Straight re-buys on monthly supplements–Due to respective constant goals. Needs: Quick results, convenience, happiness, self-satisfaction, personal fulfillment, prideAttitudes: Quality in product, willing to try new productsLocation: close to workout centers, easily accessible, conveniently located to Time Out Sports (Rimrunners headquarters)Athletes–Modified due to periodizationNeeds: variety of supplements, education information for different products, convenience, fame, prestige, self-satisfactionAttitudes: eager to see results, willingness to experiment with new products to help them gain the competitive edgeLocation: Centrally located to all high schools and colleges/gymsBodybuilders–Modified re-buys on shakes @ protein station–Straight re-buys on monthly supplements Needs: Several types of products, competitively priced, convenience, status, respectAttitudes: Looking for new products to help improve their weaknesses, driven, goal-orientedLocation: Conveniently located to the largest gym (4500 members) in Billings and surrounding areas.Building Expenses•$3200/month rent•Utilities are shared throughout the mall. Average is $200.00 for 320 square feet.•$64.00/year for insurance on a million dollar policy (quote from Claredon)•Employee Wages 2 fulltime managers @ $9.00=$1440 per pay period2 fulltime employees @ $7.00=$1120 per pay period2 part-time employees @ $6.15=$492 per pay period$1440+$1120+$492=$3052 per pay period employee wagesTotal Fixed Expenses Per Month $6,276.00Products•Creatine (CGP Metabolic Nutrition)•Protein Powder (Optimum)•Shakes (varies per customer)•Meal Replacements (Mass-Tech)•Thermogenic Aid (Hydroxycut w/caffeine)•Non-essential Amino Acids (Mass Amino Acids)Product Expenses•Protein (Optimum)–10lb $51.89ws $80.00 retail–5lb $26.36ws $45.00 retail–1lb $7.19ws $12.00 retail•Creatine (Metabolic Nutrition)–1200 grams/240 servings $67.00ws $75.00 retail–800 grams/160 servings $48.00ws $62.00 retail –400 grams/80 servings $28.00ws $38.00 retail•Hydroxycut–210 capsules 52 day supply $37.95ws $55.00 retail•Meal Replacement–5lb tub 20 servings $37.45ws $50.00 retail•Mass Amino Acids–125 servings $32.75ws $46.00 retailProjected Revenues from Products•Creatine: $13.85•Protein: $10.67•Hydroxycut: $17.50•Meal Replacement: $12.55•Mass Amino Acids: $13.2540*$67.82= $2712.00 per day2712*30= $81,384.00 monthly81384*12= $976,608Shake Expenses•Creatine/GCP =$67.00/tub (240 servings) 1 serving per shake. .28 cents per shake cost•Protein= 1 10lb bag for $51.89 (160 servings) 1 serving per shake. .32 cents per shake•Milk $2.63/gallon•Chocolate Milk $3.50 11 twelve ounce servings .31 cents per serving•.92 cents per shakeShake Revenues•.92 per shake @ $3.50•$3.50-.92=$2.58*74 customers/day=190.92 per day• $190.92*30 days=$5727.00 per month•$5727.00*12 months=$56,781 per yearPerceptual mapQuick & ConvenientSlow & Out of the WayLow PriceHigh PriceNutraSportsGNCBonanza All American NutritionMT HarvestPowerhouse GymMary’s Health FoodsThe Good EarthPromotion•Direct Advertising–Flyers on car windows in mall parking lot–Direct mailing to 24 Hour Fitness members–Mall Directory Stands–Radio Advertising–Newspaper Advertising (Gazette/Outpost)–Program advertising (e.g. Billings Bulls/Mavericks)•Publicity–Sponsorship of different athletic events–Word of mouth, referrals–ConvenientPromo cont.•Sales Promotion–Discount for referring –Free Membership Club– Buy 9 get 10th free at shake station–Coupons in newspaper•Direct Selling–Remind people of products–Persuade people to try new products–Inform people of changes in productsMeans End Chain•Product: NutraSport•Attributes: Close to 24 Hour, centrally located in Billings, convenient, lower prices than GNC•Consequences: –Physical•better health, better looks–Psychological• happy, better self-esteem•Values: low prices, personal service,


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