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Published byMarjory Rice Modified over 10 years ago
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Nutra-Sports Mixing Station and Supplements James, Teresa, Brian, & Staci
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Location: Between 24 Hour Fitness and Time Out Sports in West Park Plaza
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Mission Statement: To provide customers with economic, high-quality athletic supplements with ease and convenience of a protein mixing station.
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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 month
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Competitors: Bonanza Health Foods All American Nutrition GNC Montana Harvest Powerhouse Gym Mary’s Health Foods The Good Earth
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Target Market Gym members including –Business people –Runners –Bodybuilders –Fitness Enthusiasts –Athletes College, High School, Semi-Pro, Amateurs Age Range of market: 15-70 Female and Male
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Business Men/Woman –New-task buyers Needs: 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)
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Runners, Fitness Enthusiasts –Straight re-buys on monthly supplements –Due to respective constant goals. Needs: Quick results, convenience, happiness, self-satisfaction, personal fulfillment, pride Attitudes: Quality in product, willing to try new products Location: close to workout centers, easily accessible, conveniently located to Time Out Sports (Rimrunners headquarters)
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Athletes –Modified due to periodization Needs: variety of supplements, education information for different products, convenience, fame, prestige, self- satisfaction Attitudes: eager to see results, willingness to experiment with new products to help them gain the competitive edge Location: Centrally located to all high schools and colleges/gyms
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Bodybuilders –Modified re-buys on shakes @ protein station –Straight re-buys on monthly supplements Needs: Several types of products, competitively priced, convenience, status, respect Attitudes: Looking for new products to help improve their weaknesses, driven, goal- oriented Location: Conveniently located to the largest gym (4500 members) in Billings and surrounding areas.
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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 period 2 fulltime employees @ $7.00=$1120 per pay period 2 part-time employees @ $6.15=$492 per pay period $1440+$1120+$492=$3052 per pay period employee wages Total Fixed Expenses Per Month $6,276.00
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Products 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)
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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 retail
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Projected Revenues from Products Creatine: $13.85 Protein: $10.67 Hydroxycut: $17.50 Meal Replacement: $12.55 Mass Amino Acids: $13.25 40*$67.82= $2712.00 per day 2712*30= $81,384.00 monthly 81384*12= $976,608
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Shake 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 shake
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Shake 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 year
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Perceptual map Quick & Convenient Slow & Out of the Way Low Price High Price NutraSports GNC Bonanza All American Nutrition MT Harvest Powerhouse Gym Mary’s Health Foods The Good Earth
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Promotion 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 –Convenient
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Promo cont. Sales Promotion –Discount for referring –Free Membership Club – Buy 9 get 10 th free at shake station –Coupons in newspaper Direct Selling –Remind people of products –Persuade people to try new products –Inform people of changes in products
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Means 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, convenience
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References www.wholesalesupplements.com www.gnc.com www.metabolicnutrition.com www.24hourfitness.com
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