Prepare for Take-Off

• JetBlast in Canada, United States, and Mexico

• Aggressive branding

• Functional ingredients

Getting Started

• Outsource production

• Infrastructure

Energy Drinks Story

• Dominated by Red Bull since 1987

• Energy drink market in US estimated at $1billion in 2004

• Mexicans consume second highest per capita rate of related beverages

• Canadian market is unsaturated; due to restrictions lifted in 2004

Successful Marketing

• Unique Selling Proposition• Functional ingredients to reduce fatigue, increase

concentration, and stimulate the mind– Taurine– Caffeine– Guarana

• Great taste• Not meant to re-hydrate or quench thirst

Other ingredients

• Carbonated water

• Sugar

• Flavoring

• Vitamins

• Ginseng

Who is JetBlast up against

• Red Bull• Monster• Bawls• Guru• Hype• SoBe Adrenaline Rush• Energy 69• Blue Shot• Mountain Dew Amp• Full Throttle• 180

• Anheuser Busch BE

• Molson Kick• Starbucks Doubleshot

Product Life Cycle

• Canada– Introduction Stage– Revised Regulations

• United States and Mexico– Growth Stage– Availability for more than 10 years

Infrastructure

• Efficient ground shipping all over North America

• Montreal has access to air, sea, ground, rail

Demographics

Populations

• Canada 32 million– Median age 38.2

• United States 293 million– Median age 36

• Mexico 105 million– Median age 24.6

Demographics

Languages

• English

• Spanish

• French

Politics & Regulation

• NAFTA• Tax rates

• Health Canada• Food and Drug

Administration• Secretaría de Salud

Economic Considerations

base target

USA MEXICO CANADA

USA 11.31 1.2195

CANADA 0.82001 9.26609

MEXICO 0.08842 0.10792

Human Resource Considerations

• Outsourcing– Production– Packaging

• JetBlast personnel specialize in marketing

• Hiring locally within each country

• Corporate culture imposed on all employees

Branding and Packaging

• Tri-lingual packaging

• “JetBlast” can be pronounced easily in French and English

• May be pronounced “Het-blast” in Spanish but does not have a negative phonetic translation

Target Market

• University students

• Athletes

• Young adults in social settings

Distribution

• Production in Montreal• Distribution facilities located in the US and

Mexico• Retailers• Online ordering

Pricing

• Average price US$1.50 to US$2.50

• JetBlast will be priced accordingly, around US$2.00

Promotion

• Majority of new brands follow Red Bull

• Aggressive promotional activity needed to differentiate JetBlast

• Need to communicate well with target– JetBlast Bashes– Association with both social and functional

settings