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Mary Kauffman

on 17 April 2014

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Transcript of Shakeology

Mary Kauffman
Marketing Shakeology
Shakeology is sold exclusively through the Beachbody Coach Network, so you can’t buy it in stores, but you can purchase it from one of the thousands of authorized Coaches.
What it is...
A patent-pending nutritional protein shake that provides a wide spectrum of healthy nutrients in a low-calorie formula.
Helps with weight loss, lowering cholesterol levels, improving digestion, and increasing energy levels.
Helps the body gently eliminate toxins more efficiently while allowing for better absorption of the essential nutrients that the body needs.
Shakeology is an independent 90-day study in which participants replace one meal a day with the shake while incorporating regular exercise into their daily life.
Team Beachbody
Shakeology is a part of the Team Beachbody program.
As cofounder, Chairman, and CEO of Beachbody, Carl Daikeler's sole focus is to help people achieve their goals to lead healthy, fulfilling lives.
Carl's goal is to create the largest community of health and fitness–related peer support in the world, devoted to a three-pronged approach: (1) Stay active, (2) Improve your nutrition, and (3) Share the experience with people around you.
The Package Deal
2 Workout DVDs
Information books
Recipe Calendar
It is usually marketed with a fitness program such as P90X or Insanity
"Team Beachbody is a peer to peer marketing company. Beachbody has found that if you have a friend or a buddy to chat with about your goals then you have a better chance of achieving them."
Social Media
Who drinks Shakeology?
Target Markets
Men and women of any age
Beachbody coaches
Anybody looking to lose weight and/or increase energy
Middle class or above
Main form of marketing, besides verbal communication
Very organized and easy to navigate
Social Media
Shakeology is a small, successful company
Good use of social media
The Doctors behind the Science and Reviews
Testimonials online
Offer deals/ packages upon ordering Shakeology
Expensive ($120/ bag), especially for not being a well-known brand
Not sold in stores= not enough attention/ compared to competitors
Does not have any other sort of outside advertising
Only way to really hear about Shakeology is peer communication
Purchasing online can be risky
Money back guarantee!
Weight loss and diets are "in" and so people are looking for ways to reach their goals.
Social Media
How it Compares
Limited marketing budget
Create a celebrity fan base
Out of home advertising
Other, well-known competitors
Come up with new "challenges"
"Get Flirty" campaign
Make an cellular application
Slim-fast, Jamba Juice, Herbalife, V8, Met-RX
The price will continue to affect sales
Online purchasing is not always reliable
Negative reviews
Important Dates/ Awards
Carl Daikeler and Jon Congdon founded Beachbody and Shakeology in 1998
Beachbody®, LLC, has achieved recognition for their commitment to excellence.

Electronic Retailing Association–Moxie Awards
•2012 Best Long Form of the Year, Over $250K for INSANITY® "Not so crazy after all"
•2011 Marketer of the Year
•2011 Best Long Form, Sports & Fitness for TurboFire®
•2010 Best Long Form, Sports & Fitness for INSANITY
•2010 Best Long Form of the Year, Over $250K for "P90X®: The Answer"

The Direct Selling Association (DSA) Awards
•2011 DSA Rising Star Award—Team Beachbody®

Los Angeles Business Journal
•2011 CFO of the Year—Beachbody's Chief Financial Officer, Brad Ramberg

Telly Awards
•2012 Telly Award for RevAbs®
•2011 Telly Award for "P90X: The Reason"
•2009 Telly Award for "P90X: The Proof"

Better Business Bureau
•"A+" Rating (maintained since 2010) Better Business Bureau Hall of Fame—inducted in July 2011
1. Treat people with respect and be courageously forthright.
2. Take initiative to find ways to improve everything.
3. Make a commitment and deliver on your promises.
4. Work with passion, commitment, and enthusiasm.
Purchasing online comes with consequences.
The positive reviews majorly outweigh the negative. Beachbody coaches could sell from their home, taking away from fear of online theft.
Shakeology is so expensive, is there a way to just try it?
Sell individual packets where consumers can purchase as many at a time as they want.
Many people don't see the use in spending the money for Shakeology.
Besides the package deal that is already included, add new workout DVDs, new recipes, more challenges, and a Shakeology tumbler to drink out of.
The flavors are getting old.
Come out with flavors of consumers choice. Poll through a social media site. Banana flavor, bubble gum, mint, vanilla, etc.
Full transcript