SUMMARY INTRODUCTION... 04 THE COMPANY... 06 PRODUCT DETAILS... 08 AS A DISTRIBUTOR... 10 PRICING... 12 MARKETING... 14 RAY ATTITUDE... 16 MULTI CHANNEL COMMUNICATION PLAN... 18 SOCIAL NETWORKS... 20 AMBASSADORS... 22 RAY PRINCIPLES: R.I.S.E... 24 GLOBAL EXPANSION... 26 CONTACTS... 30 3
INTRODUCTION We would like to wish a warm welcome to our future distributors, business partners and to all people who have shown interest in our brand and its global expansion. Being a relatively new brand, RAY strives to innovate the ever-expanding energy drink sector with its unique NATURAL component formula and its creative brand DNA which sets RAY apart from all the other existing products on the market. We have completed the certification process of our ingredients, suitable for vegetarians, composed of natural ingredients and Hallal Certified. RAY is available in three different flavours to everyone s satisfaction: lime & mint, strawberry & grape and classic. Taste them, you ll be amazed! Our primary motivation is to democratize the consumption of energy drinks to a larger public and enable everyone to enhance their performances through improved concentration and increased stamina. Our promise is to give our consumers the necessary extra energy to transform ordinary moments into unique experiences. RAY truly believes in the importance of improving our customers everyday life by allowing them to share special moments with their family and friends as often as possible. We commit to work fairly with our customers and business partners enhancing a cooperation that will help both parties grow and establish a strong relationship over the coming years. In order to create brand awareness we are continuously improving our marketing strategy and expanding our distribution network by intensifying our research and developing our regional portfolios. NO TAURINE - NO GMO - NO GLUCUROLACTONE NATURAL FLAVORS Our approach goes much further than a simple marketing strategy. We are working on the creation of the RAY FOUNDATION. This foundation will select charities which will benefit from a percentage of the sales profit. 5
THE COMPANY Swissness is a word specially created to emphasize the trust, the quality and the natural of swiss made products. Ray decided to trust swiss professionnals to conceive the formula of an energy drink that would be the pure reflection of a worldwide reliable know-how. In the past years our team has been working on a formula composed of natural extracts rich in vitamins that allows the human body a quick bioavailability resulting from an immediate source of energy. Our headquarters are based in Switzerland and the drinks are manufactured in Central Europe. We rely on a highly creative and performing team of experienced professionals to promote RAY internationally. We have worked hard to put together a real brand DNA with a detailed marketing plan. Our objective is to enhance all the energizing and natural strengths of RAY and create a strong identity brand close to the consumers in every market 7
PRODUCT DETAILS RAY IS A NEW GENERATION ENERGY DRINK WITH 2 SUCCESSIVE BIOAVAILABILITIES: - First: immediate energizing effect - Second: catalytic recovery effect ASSOCIATION OF NATURAL INGREDIENTS In addition to the plant mix, Ray selects for its different flavours the best fruit extracts to produce a maximum of positive impact. RAY EFFECTS ARE EXTREMELY PLEASANT AND VIRTUOUSLY HEALTHY The innovative formula ingredients, free of chemical components, are a true natural energizing alternative. 100% Caffeine Considerably reduces fatigue effects Açai berry Is a natural antioxidant Ginseng & Yerba Maté Increases concentration and memory abilities. Strawberries Boosts mental alertness Lime and grappes Eliminates stress and fatigue Guarana & Peppered mint Gently tones and clarifies ideas NO TAURINE - NO GMO - NO GLUCUROLACTONE NATURAL FLAVORS 9
AS A DISTRIBUTOR RAY continuously seeks to provide a positive experience for our partners and distributors. In this respect we are pleased to announce that during the next five years of activity, a substantial part of the sales benefits will be reinvested into communication and marketing tools as well as in charity activities carefully selected by RAY Foundation. Our primary goal is to improve brand awareness and facilitate worldwide product penetration. Each distributor will have access to a regional website in which all information regarding the band will be shared by the RAY community such as International events and specially actions enhancing the awareness of the brand on a local level. Our marketing team will provide a detailed Quickstart Guide, easily adaptable to every specific market. The idea is that each country can adapt its communication actions within the brand DNA. All RAY Distributors are kept informed on the latest events, trends, innovations and announcements relating to RAY through press releases, social networks and articles published on our website. Height Width Length Weight Can (250ml) 14 cm 6 cm - 274 g Pallette (2592 cans) 120 cm 80 cm 140 cm 750 kg Our efficient distribution system and advanced logistic solutions have enabled us to earn client, partner and distributors trust. 11
PRICING In line with consumer trends communication and distribution are a key lever to the successful development of RAY! As a new brand, pricing policy is fundamental. It allows us to be in line with Ray values and to position ourselves in the market. This will improve the identification and development of the brand. The strategy may vary depending on the countries. Our approach while conquering a new market is to have an attractive offer always in line with the local trends. 13
MARKETING Our marketing department ensures positive growth of the values of the brand from its conception until its distribution. Our commitment: Daily, RAY brings more energy and transforms ordinary moments into unique moments. Life is fun with RAY and our interactive marketing approach allows our customers to be part of the brand, identify themselves in every situation we create. Always attentive to our customers needs, our team will propose actions adapted to consumer habits. Our approach meets a large part of the market still unexplored, a target different from the one aimed by today s major market players. SPORT While the leading energy drink brands promote and communicate through high-adrenaline sport events, we opt for a real life approach HIGH ADRENALINE SEARCH REAL LIFE The RAY Foundation ensures that this approach is put into practice. Our Foundation will support events, actions and charities having a real positive and local impact on people s lives. PARTY 15
RAY ATTITUDE Whatever age, activity, life style, desires Sharing is caring. The all-natural energy drink RAY brings fun and joy to our customer s life. 17
MULTI CHANNEL COMMUNICATION PLAN We offer to our clients a brand experience in which everyone recognizes itself. Our numerous supports target each consumer to share and experience RAY. A multi channel communication plan is ready to be adapted and implemented in every new market. A strong message and a distinctive visual identity are proposed depending on the various needs: BRAND EXPERIENCE SOCIAL ACTIVATION The sponsor of international events with important media coverage, viral videos on social networks, general public distribution of samples, special events and activities promoting RAY with brand DNA BRAND EXPERIENCE.Brand DNA. Marketing SOCIAL ACTIVATION.Web Series.Community Management GUERILLA MARKETING EVENT PRODUCTION GUERILLA MARKETING EVENT PRODUCTION.Distribution of samples.events production and sponsorship 19
SOCIAL NETWORKS SOCIAL NETWORKS are the core of all brand strategy. RAY has a digital relay for all its actions. Community managers are here to generate intelligent and relevant content and increase our digital brand awareness. our priority is to rally together all RAY consumers and engage them in our values. Social networks are a fundamental tool to meet this objective. 21
AMBASSADORS The consumption of energy drinks is linked to sports and partying. While designing the brand message, a special attention is required to be in line with public expectations. Our first ambassador, Stan Wawrinka, 3rd best tennis player in the world (January 2014) following ATP classification, was obviously the person to represent the RAY: he is young, shares our DNA brand values: always fight for your objectives, never give up but never forget to enjoy life as it comes. Ever tried. Ever failed. No matter. Try again. Fail again. Fail better Samuel Beckett, 1983 Our communication campaigns will show the high level athlete but also the man in his day to day life. Though RAY we hope our consumers will identify with Stan and therefore share a common pleasure! We are currently selecting other ambassadors in the world of cinema, fashion and sport who share the same values as RAY Winner Chennai (India) 2014 Winner Australian Open 2014 23
RAY PRINCIPLES: R.I.S.E. Our values are embedded in RAY DNA. They express themselves by daily actions from our teams across the globe. Respect: Our actions impact people s lives. Innovation: Pushing back the limits of knowledge means discovering new ways to create products that are truly different and surprising. Always stay a step ahead. To be more factual, we re constantly investigating emergent technologies in packaging, ingredients, consumption trends and processing in order to comply with the demands of the market. Social Responsibility: We have the duty to preserve the beauty of the planet and to contribute to the well being of our employees and communities in which we are active. Our short-term objective is the creation of the RAY Foundation to donate a percentage of our benefits to selected local charities that have a local and immediate impact. We are in line with our brand message: sharing is caring. Entrepreneurial spirit: a synonym for autonomy, challenge and adventure. It has always been encouraged by RAYs management. There is no innovation without boldness nor initiative. 25
GLOBAL EXPANSION Energy drinks remain the most dynamic segment in the soft drink market reaching 4.8 billion liters in 2011, with strong growth in most countries mainly driven by its key features, the combination of fun and functionality. By 2016, Zenith estimates that the global market will have jumped by a further 35% to 6.5 billion liters. The global market represents 8.3 billion euros. Zenith International (Mai 2013) forecasts a turnover increase of 35% or 2.9 billion euros. When establishing its range of products RAY took into consideration all the trends of the market as well as communication and marketing methods. Our products are currently distributed in : France, Switzerland, Russia, Portugal, Morocco (mid 2014). We are constantly searching for new partners and distributors 27
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CONTACTS info@rayjustenergy.com 6, Avenue de France 1201 Geneva Switzerland www www.rayjustenergy.com 31
COPYRIGHT 2014 RAY JUST ENERGY