GNC Bulk Nutrition Bar Presentation1.16.09

Design Principles

• Establish a dedicated area to build the connection between GNC and the availability of purchasing nutritional bars in bulk.

• Graphically treat the differences between Health bars and Body Building/Extremist bars in a fashion that appeals with the consumer base and bring them in the store.

• Create impressionable graphic packages that will specify that area as the “Bulk Buying Headquarters” of nutritional bars.

What We Have Found

• The boxes on the shelf are often opened by customers and not treated as a “bulk buy” item.

• Purchasing Nutritional Bars in bulk provides convenience for dietary consistency and time savings.

• Healthy Living vs. Extreme Performance- We have noticed there is difference between persons who want to eat and live healthy and the persons who are looking for body mass, strength and endurance.

• Graphics are treated differently as well. Imagery used in ads, magazines, and on products for persons health awareness tend to be softer and more spiritual. While on the other hand, graphics for bodybuilders/extremist use bold typefaces, grungy graphics, and words like: Unleashed, Extreme, Pumped-up, etc. In summary, one focuses on the inward, the other outward.

Possible Headlines and Tag lines

• Sport Protein Bars:Bulk Up.Unleash The Athlete.Unleash Your Inner Athlete.Raising The Bar On Energy.Break-Fast.The Lift Before You Lift.The Lift For Those Who Lift.Strength Starts Here.

• Meal Replacements/Weight Control:Build A Better You.Fit For Life.Celebrate Yourself.The Fast Track To Fitness.Hungry For Results? Stay Healthy. Stay Happy.The Quick Break For Balance.Raising The Bar On Results.

Chosen Headlines with Tag lines

Concept 1Sport Protein BarsHeadline: Strength Starts with NutritionTag line: Ready and Steady Results when you Buy in Bulk.

Meal Replacements/Weight ControlHeadline: A Quick Break for Balanced NutritionTag line: Ready and Steady Results when you Buy in Bulk.

Concept 2Body Building BarsHeadline: Unleash the AthleteTag line: Strength in numbers when you Buy in Bulk

Meal Replacements/Weight ControlHeadline: Build a Better YouTag line: Healthy Results when you Buy in Bulk.

Concept 1Perimeter Signage

CONCEPT 01v01 “STORE WITHIN A STORE” (NUTRITION ON THE GO) 01.16.09

The GNC web site already uses the “Nutrition on the Go” classification. We suggest to enhance that classification by creating a “Store within a Store”; a specified area in the store that customers recognize as the primary location of bulk purchasing.

Using these simple snipes on posters and in-store graphics will create an identity for the area.

The color treatment was chosen to classify Meal Replacement/Weight Control bars from the Sport Protein bars.

CONCEPT 01v01 “STORE WITHIN A STORE” (NUTRITION ON THE GO) 01.16.09

Meal Replacement/Weight Control

Sport Protein

Perimeter SignageThis signage is to be placed near the entrance or in the window line of the NC store.

This concept uses a lighter organic feel for the Meal Replacement/Weight Control category, while the vibrant red establishes a more intense look for the Sports bar category.

Objects of importance were used in conjunction with the headline, to draw a correlation between product and consumer.

The “Ready and Steady Results when you Buy in Bulk” tag line will be used on graphics both categories to drive the message of bulk purchasing.

CONCEPT 01v01 “STORE WITHIN A STORE” (NUTRITION ON THE GO) 01.16.09

SIDE BSIDE A

CONCEPT 01v01 “STORE WITHIN A STORE” (NUTRITION ON THE GO) 01.16.09

Hanging Sign(Printed on opposite sides)

Repeated Message(using currently used

GNC sign holder)

Category Specific Inserts(with custom acrylic holder)

Aisle Violators

Floor Graphics

MEALREPLACEMENT

Ready and Steady Resultswhen you Buy in Bulk.

MASSBUILDINGReady and Steady Results

when you Buy in Bulk.

Perimeter SignageThrough research on the GNC web site, we have separated the 9 Nutrition-on-the-Go bars categories as such:

Meal Replacement/Weight Control Bars • Meal replacement• Low Carb• Natural/Organic• Breakfast

Sport Bars • High Protein• Endurance• Snack• Pro Performance

MEAL

REPLACEMENT

Ready and Steady Results

when you Buy in Bulk.

Custom 6”w x 10”h Acrylic Insert HolderThis insert holder allows GNC to market only bulk items on the gondola, and keep single bar purchasing at the cash wrap area.

Since product is not always recognizable in a bulk box, there is a convenient display arm for placement of a single bar. This single bar can be foam taped on the underside to keep customers from taking or switching around bars.

Foam-taped Nutrition Bar

CONCEPT 01v01 “STORE WITHIN A STORE” (NUTRITION ON THE GO) 01.16.09

Concept 1Perimeter Signage

CONCEPT 02v01 SEPARATE ENTITIES 01.16.09

Concept 2Perimeter Signage

Meal Replacement/Weight Control Signage

This signage is to be placed near the entrance or in the window line of the NC store.

The concept of these signs are to show a spiritual/health connection. Through research we have determined that this look will appeal to the 35-50 female demographic.

CONCEPT 02v01 SEPARATE ENTITIES 01.16.09

Concept 2Perimeter Signage

Sport Nutrition Bars

This signage is to be placed near the entrance or in the window line of the NC store.

This concept is to appeal to the extreme body builder or athlete. By using high intensity imagery, it our belief they will draw in the 25-35 male demographic.

CONCEPT 02v01 SEPARATE ENTITIES 01.16.09

SIDE BSIDE A

Areas for Counter Top Marketing(See Carousel Piece))

Repeated Message(using currently used

GNC sign holder)

Category Specific Inserts(with custom acrylic holder)

CONCEPT 02v01 SEPARATE ENTITIES 01.16.09

Perimeter SignageIn this concept we have provided category-to-category color coding.

Meal Replacement/Weight Control Bars Sport Bars

CONCEPT 02v01 SEPARATE ENTITIES 01.16.09

Custom 6”w x 10”h Acrylic Insert HolderThis insert holder allows GNC to market only bulk items on the gondola, and keep single bar purchasing at the cash wrap area.

Product is tucked away in three offset slot for a dynamic appeal.

CONCEPT 02v01 SEPARATE ENTITIES 01.16.09

Auxiliary ItemsCarousel HolderThis insert holder allows GNC to market only individual bars in a variety of areas throughout the store. Other functions include, Clearance bars, Bar-of-the-Week, and/or end cap specials.

End capThe end cap is an opportunity promote a single category or product. The top shelf can serve as a place for a Carousel Holder, complementary products, or product information