Company Description

Rage Syrup's, Gain Up is an energy drink!Although the rage team is based in Paris, Ontario, we have a range of other locations where you can buy our product.The first batch of this energy drink was released in December of 2020.The company Rage Syrup is asomewhat newbusiness, a graduate in 2002came up withthe idea but the companydidn'tcome together till 2010.The graduate from UBC moved toParis,Ontario after getting a degree inkinesiology.He started the company with his dad and then it grew from there.We wanted to create an energy drink that tasted fantastic and encouraged people to get back in shape despite everything going on now aday.Gain Up is one of the most nutritious energy drinks available. Mango & Ginger, Raspberry & Lime, and Grapefruit twist arethefourflavors produced by Rage syrup. B vitamins, sugar, taurine, green tea extract, guarana, green coffee extract, Ginkgo Biloba, caffeine,Carnitine this amino acidpurportedly pumpsup endurance and promotes fat burning, thoseare the most popular ingredients in energy drinks.Our team at Rage Syrup set out to create the best energy drink possible for you, so you could achieve your goals.When creating this energy drink, we wanted people to enjoy what they were drinking while still beingunconcernedabout the ingredients' effects on them.As a result, we produced a benefit that was free of artificialcolorsand chemicals. Many energy drinks are filled with sugar, artificialcolors, and other dangerous chemicals due to the abundance of options on the market. Gain up is also free of added sugar. Many energy drinkscontaina lot of sugar, whichisn'tthe best way to increase your energy. Gain Up is here to remind you that a sugar-free energy drinkdoesn'thave to be tasteless. Gain up'sflavorsare derived entirely from natural sources and are naturally sweetened with stevia, which is a plant that is cultivated rather than a chemical that has been engineered. Similarly, unlike conventional energy drinks, Gain Up's caffeine is normal.As a result, you will enjoy a sugar-free energy drink without sacrificing taste ora sugar crash that other energy drinks may result in.Gain up is the complete package; it gives you energy while keeping your body clean and healthy, and it tastes great despite the lack of sugar and artificialflavors. Gain Up is directed at people between the ages of15and 20.Overall Rage Syrup encourages people to live a healthy lifestyle.The company is also socially conscious and for every case bought a case is donated tohigh school sporting events across Canada.

MarketOverview

The global energy drinks market is projected towitnessa CAGR of 9.12 % during the forecast period (2021 - 2026).After the onset of the COVID-19 pandemic, the fitness clubs and other sporting arenas were shut down inamajor part of the world, this move was introduced by the governmentstolimit the spread of the coronavirus, whichsubsequentlyaffected the sales of energy drinks in the global market in the year 2020. However, the consumers are still clinging on to work-out and engaging in various exercise regimes at the comfort of their homes and hence leading to a continued need for energy drinks. Moreover, at the end of the year 2020, many economies removed the strict lockdown measures which resulted in the opening of fitness clubs and sports clubs, thus resulting in the recovery of energy drinks sales.Increasedurbanization, rising disposable income, and growing health consciousness among consumers increased the demand for non-carbonated drinks. Energy drinks are widely consumed by adolescents, due to their claims of improving performance, endurance, and alertness. At the same time, long and erratic working hours and the increasing occurrence of social gatherings are driving Indianconsumers toward the consumption of energy drinks.Moreover, growth in the number of health-conscious consumers and increasing consumer awarenessregardingactive lifestyle, along with growing rates of lifestyle diseases, inspired health-oriented consumers to opt for healthy and sugar-free drinks. The energy drinks market is also projected to grow, due to an increase in promotional and advertisement strategies.

Red Bull, like every other energy drink manufacturer, is one of Rage Syrup's biggest competitors. Red Bull is one of the world's most popular energy drinks.It'ssupposed to give you more energy and help you do better mentally and physically. There are, however, questions about its efficacy andpossible sideeffects.Red Bull has a consistent international marketing strategy that includes sponsoring a wide range of great sportstocreate a "cool" public image and increase brand strength. Because of its successful marketing campaign, the beverage has remained the top energy drink throughout its growth.Many other energy drinks are directly competing against my company such as... Gatorade, monster,Powerade,duke energy, etc... These are allbrandsthat compete againstmy company. Some examples of indirect competition would be energy bars.Clif bars area very popularenergy bar, so are kind bars. Kind isrecognizedin the marketplace asanaturally-sourced ingredient bar.The again-up energy drink is a much healthier choice thanalmost allthe other energy drinks out there.Containingno added sugar, no harmful chemicals, andnormal caffeine. Energy drinks like red bull or monstercontainan outstanding amount of sugar, caffeine, and otherartificialflavorings, these are all things you will not worry about drinking if you chose to drink gain up!

S.W.O.T

Strengths:

All-naturalingredients.

Packaging isvibrant.

Adecentlyyoung target audience

It'saCanadian-made product.

The production capability to scale as needed.

Selling B to Band distributedto high schools

inexpensive

Weaknesses:

Red bull (our biggestcompetitor) target audience issomewhat closeto ours. They havea much bigger marketing budget than we do.

New to the market

Unknown brand

Perceptionof energy drinks isunhealthy.

Small budget

Threats:

Going upagainstthe well-known companies

Opportunities:

Gettingacquiredby a bigcompany.

The firstCanadian-made energy drink tomarket.

GetCanadiangrants (RND)

The niche for my company is student-athletes.Specifically, high school athletes because we want them to recognize ourbrand in their early consumer lifecycle.

Gain up is a non-medical energy drink, which means there is no guarantee thatit will enhance your performance. All ingredients source ecologically, meaning everything was cultivated ina good way.Lastly,all packaging is eco-friendly.

Market Analysis

The Energy Drink Market is amultimillion-dollar industry.In 2015 the energy drink industryin Canada alonemade a total revenue of$726.0m.

According towww.sciencedirect.com"Most (73.6%) Canadian youth and young adults (age 12-24) surveyed had consumed CEDs".Studies showthat the consumption of these drinks has increased among this population.

Over the years, the energy drink industry has grown rapidly, with many companiesemerging as competitors in the industry. This paper discusses the proposal for a new energydrink in the market. It contains information on the current market, competitors, and its targetmarket.The largest markets for energy drinks are China, the United States, and Brazil.The energy drinks market in North America isdriven by a rise in health concerns and awareness of the benefits of its consumptions. Some ofthemarket leaders includeRed Bull Company, Coca-Cola Company, and Monster Beverage.The Red Bull Company has dominated the U.S. marketin energy drinks production, taking control of the most significant global market shareas well. Red Bull's recipe is hard to protect since the company does not have a "secret"ingredient; any companycan develop a similar product.

The Coca-Cola Company produces soft drinks. It is the world'sleading beverage company that possesses, distributes, and sells various beverage brandsworldwide. The company's weakness is that carbonated drinks are significantly high in sugar, resulting in health issues such as diabetes and obesity.

Gain Up will be sugar-free comparedandnon-carbonated.The pricing of the product willbe marginally lowerto obtain a competitive advantage.The company faces a threat of new entrants into the industry and stiff competitionfrom the existing companies. It will satisfy the niche by developing anon-carbonated drink that hasno sugarwith health benefits. It is necessary to obtain a license for the company to align with the legal requirements. The target market isyoung high school/university student-athleteswho are more conscious of their healthand who are always on the go being active. The Primary market isCanada. However, the company aims to expand to other secondary marketssuch asUnited-States. Graphical analysis of the revenue markets inCanadaindicates a risingtrend. This is an indication of the large customer base which the customerwill likelyexplorenew options.

Market Analysis (continued)

Conclusively, the high demand for energy drinks developed the idea of producing a sugar-free energy drink.Gain Upaims to satisfy the customers' needs while assuringquality andhealth-conscious consumers.

Al-Shaar, L., Vercammen, K., Lu, C., Richardson, S., Tamez, M., & Mattei, J. (2017). Health

Effects and public health concerns of energy drink consumption in the United States: a

mini-review.Frontiers in Public Health,5, 225.

Higgins, J. P., Babu, K., Deuster, P. A., & Shearer, J. (2018). Energy drinks: A contemporary issues paper.Current sports medicine reports,17(2), 65-72.

Tahmassebi, J. F., &BaniHani, A. (2020). Impact of soft drinks on health and economy: A

critical review.European archives ofpediatricdentistry,21(1), 109-117.

Marketing strategies and activities

Pricing

CONSUMER - MSRP per unit $1.99

B2B - GAIN UP Cost per unit - .50:WHOLESALER purchase per unit $1.00

Giving GAIN UP a Margin of 200%

B2B - minimum order is by the case (24 bottles per case) / 12 cases per skid -$288.00

Cost Comparison - Average Energy Beverage MSRP per unit sells for $2.89

GAIN UP will have the Competitive Pricing Advantage in the marketplace saving the consumer $.90 per unit.

Distribution

GAIN UP will target convenience stores, grocery stores, high school vending machines & cafeterias, fast food chains (subway, pizza, Tim Hortons, etc.).

Product

Gain upZero Calorie Energy Drink Mango & Ginger

Gain upMango Ginger to help you achieve your balance with the smoothflavorof mango plus a ginger kick. Tough yoga poses, long days, and blah-nesswon'tkeep you down withGain-upMango Ginger Energy by your side.

Ingredients: Carbonated Water, Naturalflavors, Citric Acid, Stevia Leaf extract, and caffeine.

Gain upZero Calorie Energy Drink Raspberry & Lime

Gain upRaspberry Lime Energy Drink is full offlavorsand caffeine to get you through even your most blas days. Many energy and sports drinks are packed with sugar, lab-synthesized caffeine, and a list of ingredients that can barely be pronounced, let alone understood.

Ingredients: Carbonated Water, Naturalflavors, Citric Acid, Stevia Leaf extract, and caffeine.

Gain upZero Calorie Energy Drink Grapefruittwist

Gain upGrapefruitTwistEnergy is full ofzing, zest,flavor,and caffeine to get you through even your most sluggish days. With zero calories, no sugar, and only good stuff, whether you need to boost your mornings or push you through a workout,Gain up's Grapefruit sugar-free energy drink is the jam!

Ingredients: Water, Naturalflavors, Citric Acid, Stevia Leaf extract, and caffeine.

Advertising & Promotional Campaign

1.Gain Up's advertising plan is to not use traditional advertising, we will promote our product by using social media like Tik-Tok, IG, Snap-Chat, and Twitter. Guerrilla marketing will be our smartest option to use because it doesn't cost much, and with our budget that is exactly what we need.

2.Rage Syrup is all about healthy lifestyles, and good choices. With our product Gain Up we hope to tell adolescents the story of the importance of a healthy lifestyle.The culture of the company will also come through to the consumer, all our packaging is eco-friendly we hope that consumers will become more aware of the problems, and or buy our product because that is very important to them.

3.Social Media Ads will run on a pay-per-click campaign on IG, Tik-Tok, Twitter, and Snap-Chat.We will also come up with a custom Filter to encourage teenagers to SELF promote the brand in their selfies.Emphasis will be in the mornings before the state of the school, that way the Brand will be Top of Mind for most teenagers.Our Start-Up Budget for ads will be 5,000.00.

Other Relevant Information

What risks do youanticipate? What are your contingency plans if any?

Appendices

Product:

Gain upZero Calorie Energy Drink Mango & Ginger

Gain upMango Ginger to help you achieve your balance with the smoothflavorof mango plus a ginger kick. Tough yoga poses, long days, and blah-nesswon'tkeep you down withGain-upMango Ginger Energy by your side.

Ingredients: Carbonated Water, Naturalflavors, Citric Acid, Stevia Leaf extract, and caffeine.

Gain upZero Calorie Energy Drink Raspberry & Lime

Gain upRaspberry Lime Energy Drink is full offlavorsand caffeine to get you through even your most blas days. Many energy and sports drinks are packed with sugar, lab-synthesized caffeine, and a list of ingredients that can barely be pronounced, let alone understood.

Ingredients: Carbonated Water, Naturalflavors, Citric Acid, Stevia Leaf extract, and caffeine.

Gain upZero Calorie Energy Drink Grapefruittwist

Gain upGrapefruitTwistEnergy is full ofzing, zest,flavor,and caffeine to get you through even your most sluggish days. With zero calories, no sugar, and only good stuff, whether you need to boost your mornings or push you through a workout,Gain up's Grapefruit sugar-free energy drink is the jam!

Ingredients: Water, Naturalflavors, Citric Acid, Stevia Leaf extract, and caffeine.

What would the executive summary be of this product?