Upload
others
View
0
Download
0
Embed Size (px)
Citation preview
Global Performance NutritionHugh McGuire CEO
Largest global sports
nutrition brand portfolio
3
WELCOME TO GLOBAL PERFORMANCE NUTRITION
GLOBAL PERFORMANCE NUTRITION
Revenue
Annual revenue growth
4
BRAND ESSENCE TRUE STRENGTH FINISH FIRST THE ESSENTIAL EDGE
BRAND PROMISE Trusted partner in
goal achievement
Innovation
never duplication
Superior formulas with
performance edge
KEY STRENGTHS • Trust
• Innovation
• Taste
• Quality
• Industry leader
• Assertive
• Innovation
• Education
• Quality
• Sector leader
• Innovation
• Convenience
• Longevity
• Value
• Gym heritage
REASONS TO BELIEVE • Brand heritage
• Superior nutritional
science
• Industry leading
quality
• Cutting edge
innovation
• Leaders in education
• Elite athlete usage
• RTD expertise
• RTDs for every usage
occasion
• Strong in-gym
presence
THREE BRAND FAMILIES
GLOBAL PERFORMANCE NUTRITION
5
THREE OF THE MOST RECOGNIZED PRODUCTS IN THE MARKET
GLOBAL PERFORMANCE NUTRITION
WHAT IT IS World‟s #1 Whey
protein supplement
Great tasting blended
protein supplement
The original workout
booster
WHY TAKE IT? Provides vital
amino acids to help
repair and rebuild
muscle tissue
Delicious multifunctional
protein shake for use in
muscle recovery and as
a healthy meal
replacement
Maximizes benefits of
each training session by
increasing energy levels,
focus and stamina
6
PROTEIN
PRE-WORK
MUSCLE
GAINERS &
BUILDERS
GENERAL
HEALTH
PORTFOLIO COVERING ALL KEY SPORTS CATEGORIES
GLOBAL PERFORMANCE NUTRITION
IGNITER SHOTN.O.-XPLODE PLATINUM PRE- AMIN.O. ENERGY SPEED STACK PUMPED N.O.
SERIOUS MASS TRUE-MASS CELLMASS PRO COMPLEX GAINER HYDRO BUILDER
OPTI-MEN OPTI-WOMEN MULTIS FISH OIL GLUCOSAMINE
GS 100% WHEY SYNTHA-6 POWDER GS 100% CASEIN PLATINUM
HYDROWHEY
PURE PRO RTD WHEY CRISP BAR
Top 3 brand in 20
countries in a large and
growing global market
8
2012 SPORT NUTRITION MARKET
GLOBAL PERFORMANCE NUTRITION
US market
In 2012
Global market In 2012 in
Performance
Nutrition global
branded revenue
Source: NBJ March 2013 (detailed chart in supplementary information); internal data
9
ESTABLISHING A GLOBAL FOOTPRINT
GLOBAL PERFORMANCE NUTRITION
NORTH AMERICA
EMEA
LAPAC
LAPAC
Employees
Manufacturing facilities
70%
c. sales
20%
c. sales
10%
c. sales
10
Critical beach-heads established
17 country managers (2013)
Customised and compliant portfolio
Repeatable business model
INTERNATIONAL GROWTH A KEY COMPONENT
GLOBAL PERFORMANCE NUTRITION
Mark Visser – Australian big wave
surfer and adventure athlete
11
CASE STUDY: GROWING IN THE UK
GLOBAL PERFORMANCE NUTRITION
2008
ON acquisition
Small UK sales out of USA Locally based distributor
2008
Commenced 18 month project
to reformulate products to
comply with local regulations
2009
Transferred
manufacturing to UK
facility
2010
Launched
localised website/
ecommerce
2011
Established
commercial
team
2013 (Sept)
BSN
manufacturing
transfer to UK
2013 (Jan)
BSN portfolio
integrated
12
CASE STUDY: GROWING IN AUSTRALIA
GLOBAL PERFORMANCE NUTRITION
2012
Began reformulation of key
products to ensure full local
compliance
2011
Appointed a country
managers
2013
BSN portfolio
integrated
2012
Increased our
commercial presence
on the ground
2008
ON acquisition
Sales driven out of USAAustralian distributor
Deeply connected to
our customers
14
TAILOR MADE MARKETING MODEL
GLOBAL PERFORMANCE NUTRITION
• Lead through engagement
• Enable consumers to achieve
• Ladder up the emotion, not just functional benefit
• Connect on consumer‟s terms and their turf
Trade shows - Influencer programmes - Athlete demos - Sampling - Advertising - Brand advocacy - Transformation challenges
Authentic
Competitive
Confident
Dedicated
No compromise
Uncompromising
Bold & intense
Powerful
Assertive
Flashy
15
NET PROMOTER SCORE
GLOBAL PERFORMANCE NUTRITION
How likely is it that you would recommend [your company] to family, friend or colleague?
16
MAJOR ONLINE AND SOCIAL MEDIA PRESENCE
GLOBAL PERFORMANCE NUTRITION
Unique visitors per month
Y-on-Y
Unique visitors per month
Y-on-Y
Mobile traffic
FollowersFans
Views
international
websites
17
DRIVING EMOTIONAL CONNECTIVITY TO THE BRAND
GLOBAL PERFORMANCE NUTRITION
http://www.youtube.com/watch?v=cnk_YX5dpMg
18
KEY ROUTE-TO-MARKET IN US IS DIRECT SALES
GLOBAL PERFORMANCE NUTRITION
NATIONAL SPECIALTY HEALTH CHAINS
GYMS/SMALL RETAILERS/DISTRIBUTORS
7,800 Global
6,000 USAOutlets 545 North America
Outlets
OTHER GYMS CHAINS
AND SINGLE GYMS
MOM AND POP
HEALTH STORES
400+ 10k+ 15k Largest distributor
of sports nutrition
products in the US
INTERNET
25m unique/month300k orders/month
122m unique/month 250k orders/monthUnique visitors/ orders
19
TOP SELLER ON BODYBUILDING.COM
GLOBAL PERFORMANCE NUTRITION
1 Top sellers www.bodybuilding.com as at May 2013
Top selling
product
of top 10
sellers
of top 20
sellers
Unique visitors
per month
„Body Space‟
members
Consumer
influencer
20
INNOVATION A KEY DRIVER OF GROWTH
GLOBAL PERFORMANCE NUTRITION
Next generation
of consumers
22GLOBAL PERFORMANCE NUTRITION
“I should be
healthy
and fit”
They seek simple
ways to improve
their lives without a
major effort
They workout when they
can find the time (1-3
times/week) to keep looking
fit and feeling healthy
“I need to be
healthy and
look fit”
“I must
have my
ideal
physique”
With each goal
achieved, they set
higher expectations
for themselves
“I train for
best
performance”
END-USER BASE EXPANDING BEYOND HARDCORE
VANITY / BEACH BODIESBODYBUILDING POWER AND ENDURANCE WEEKEND WARRIORS
PERFORMANCE OVERACHIEVER
HARDCORE
EXERCISE ENTHUSIAST
LIFESTYLE
23
Frequency
Usage
Reason
Channel
CONSUMER NEEDS ARE EVOLVING
GLOBAL PERFORMANCE NUTRITION
Source: Bain Consumer Research based on survey of the general population (N = 1,902)
OtherLifestyle Strength
Speciality Club Mass Outlet Other
Free Weights
Multiple per day
Aerobics Non
Sport Other
Oth
er
A few times
a week Once a day
InternetSpeciality largest but
internet highest growth
Lifestyle represents the
key growth area
Significant opportunity
outside core strength/
weights usage
Opportunity to
increase frequency
amongst lifestyle
Ongoing investment in
building Global
Performance Nutrition
25
Manufacturing
• Addition of 250,000 sq ft warehouse in Aurora
• $45 million / 600,000 sq ft state-of-the-art
manufacturing/warehouse facility in Aurora
• Triple capacity in the UK from July 2013
Quality and systems
• Big investment in quality resources adding
talent and bringing analytical testing in-house
Quality headcount up 4x from 2008 levels
Annual quality of €10 million
• Introduction of SAP in 2013 at a cost
of $12 million
MAJOR INVESTMENTS IN OPERATIONAL CAPABILITIES
GLOBAL PERFORMANCE NUTRITION
26
MANAGING RAW MATERIAL SUPPLY AND PRICE
GLOBAL PERFORMANCE NUTRITION
Indexed
cost per lb
• Significant volatility in whey prices
• 3 prices increases, c. 30%, effected in response
• Strength of brands demonstrated with continued strong
growth momentum
0
50
100
150
200
250
300
350
WPC 80 WPI
Building a billion dollar
brand portfolio
28
CLEAR GROWTH STRATEGY
GLOBAL PERFORMANCE NUTRITION
LEVERAGE BRAND & PORTFOLIO
Outpace market growth opportunities
NEW MARKETS & CHANNELS
New segments & acquisitions
INTERNATIONAL EXPANSION
High growth, emerging markets
INVESTMENT IN CAPABILITY
Own commercial structures
TALENT MANAGEMENT
Fast paced, exciting environment
INNOVATION
Supported by science
29
UNIQUE COMPETITIVE ADVANTAGE
GLOBAL PERFORMANCE NUTRITION
AS A BUSINESS AS A BRAND PORTFOLIO
First and fast mover
Entrepreneurial culture
Vertically integrated scale
Market leading partnerships
Repeatable business model
Corporate parent
Wide-user base
Key categories
Quality and compliance
Innovative
Trusted, high NPS score
Strong emotional connection