Digesting Cincinnatis Rapid Hydration

Background: Hoist sales are slowing down in the U.S. showing an overall decline in growth of the market.
We have come to the conclusion we need to determine what makes Hoist unique and different than its
competition. In addition, figuring out the benefits that should be used for positioning the product in the
minds of active lifestyle Millennial consumers and increase the overall brand awareness
1
.
Hoist is a 12oz fluid drink that has similar chemical makeup to the fluids that are found naturally within your
body, unlike water or other competing drinks (Gatorade, Powerade ION4, Vita Coco) on the market. The
phrase Perfectly Isotonic is the backbone behind Hoist and why this product is different than its
competitors. Isotonic refers to a comparable carbohydrate and electrolyte concentration similar to your body,
meaning that your body will absorb the fluids quicker than water
2
. Isotonic is a measure of osmotic pressure,
which is how cells react to external solutions. Hoist contains 50 calories, 13g of carbohydrates, 300mg of
sodium 120g of potassium, and an osmolality of 280 enabling Hoist to officially be considered isotonic
3
.
Unlike Hoist, competitors use artificial flavoring, added colors, and contain high levels of fructose corn
syrup to their products, which Hoist does not!
The Millennial generation represents almost 1/3 of adults (approximately 73 million people) who are born
between the years of 1977 and 1994
4
. 42% of Millennials are motivated by self-expression and have a desire
for social or physical activity
5
. Since Millennials are more health conscious and live a more active lifestyle
than other generations, this allows Hoist to market to a target market in which they will appreciate the
benefits that their products have to offer. When Millennials think of perfectly isotonic the following words
come to mind: balance, perfect, equal, electricity, basically they are clueless on what isotonic means.

Recommendations: Listed below are some of the benefits that should be communicated to Millennials
through different outlets using the marketing mix:
Product: Allow consumers to purchase Hoist in a variety of sizes, both in bulk and as a singled out
product.
Branding: Removing the Rapid Rehydration water drop from the upper left hand corner of the package
and replacing it with Isotonic-absorbing rejuvenating electrolytes from the first sip.
Product Website: Create a web-based application for smart phone users to easily locate a Hoist
distribution store.
Brands Social Media Outlets: Enforce a social media plan that concentrates on the product and benefits
it provides to its users. Share promotional opportunities and events that Hoist will be participating in
around town.
In-Store Promotions: Form a promotional team who will spread awareness of the product and the
benefits that Hoist has to offer.

Rationale: Providing Hoist in more than one size will enable Hoist to be more convenient to the consumers,
similar to the 2oz 5-Hour Energy Shots. 56% of Millennials reported they have engaged in vigorous exercise
within the last 24 hours, with an instant shot of hydration this would allow consumers to carry Hoist
whenever they needed hydration instantly
6
. The current brand image of Hoist has a repetition of the same
phrase on the label. Replacing the duplicated phrase, explaining what isotonic means will allow for
consumer to better understand what Hoist has to offer. Since 74% of consumers base their purchase
decisions on initial emotions, creating a readable label will increase the initial brand perception of Hoist
7
.
45% of Millennials say they spend an hour or more shopping online, with a web-based application for
smartphone users this would allow Millennials to locate a retail store to purchase a bottle of Hoist closest to
them. The use of social media outlets is one the best ways to increase brand awareness to Millennials. Since
77% of Millennials own a smart phone, social media can spread the word about a product as quick as a
finger tap to the screen
8
. Educating the target market about Hoist can be as easy as creating a promotional
team to increase brand awareness while engaging with in-store promotions. In addition, having a team to
travel around to gyms, sporting events and other community events and hand out samples and information
about Hoist will educate the market on why Hoist is one step above its competition.
Tony Savicki
September 29, 2013

2
Perceived as #1 Product
42%
Motivated by
self
expression
and desire
physical
activity
Balance
Electricity

1
Raska, D. (2013). Project: Mini-project
2-3
About hoist the science behind feeling better faster. (n.d.). Retrieved from http://drinkhoist.com/about
4-5
Breman, P. (2013, March). The millennial generation. Retrieved from http://www.strategicbusinessinsights.com/about/featured/2013/2013-03-millennial-generation.shtml
6
Millennials: Confident. connected. open to change. (2010, February 24). Retrieved from http://www.pewsocialtrends.org/2010/02/24/millennials-confident-connected-open-
to-change/
7
Millennials a portrait of generation next. (n.d.). Retrieved from http://www.pewsocialtrends.org/files/2010/10/millennials-confident-connected-open-to-change.pdf
8
Choosing the most effective social media platforms [infographic]. (2013, May 24). Retrieved from http://www.goodinfographics.com/2013/05/choosing-most-effective-
social-media.html


1. Offer more than one size bottle of
Hoist to be purchased.
2. Include Isotonic-absorbing
rejuvenating electrolytes from the
first sip on the product packaging.
3. Create a web-based application for
smart phone users to easily locate a
Hoist distribution store.
4. Enforce a social media plan that
concentrates on the product and
benefits Hoist provides to its users.
5. Form a promotional team who
spreads awareness and benefits
that Hoist has to offer.
Hoist
2013
Hoist
2014
56%
Millennials
engage in
vigorous activity
within the past
24 hours
45%
Spend an hour a
day doing online
shopping
77%
Own a
smartphone
1/3 of Adults
73 Million People
D.O.B. 1977-1994

74%
Consumers base
purchase
decision on
B
r
a
n
d

A
w
a
r
e
n
e
s
s

Isotonic
50 Calories
280
Osmolality
13g
Carbohydrates
300 mg
Sodium
120 g
Potassium
Clueless
Equal