Pro2Go (Marketing Research)

Group 5
Aleksandra Dmitrovic
Colton Butler
Kelly S
Mitchell Christie
Sharon Schuessler
Patrick Lovetinsky

University Of New Brunswick

Global Marketing (ADM 4355)
Dr. Hsin-Chen Lin
October 27, 2016
Subsection 2.2.a
Subsection 2.2.b
Subsection 2.2.c
SECTION 2.3

Introduction
Pro2Go is a supplement drink producer which aims to bring healthy organic supplement shakes
to people looking for healthier options on the go. Producing supplement drinks also known as
health or protein shakes and dispersing them through vending machines Pro2Go aims to hit the
growing trend of healthy living in a market that is currently being dominated by unhealthy soda
and energy drink producers. The supplement drinks are going to be initially located in fitness
studios across Germany, such as McFit which is Germanys biggest fitness franchise, to both
allow quick and easy access as well as hit a demographic were directly targeting which is people
looking to live healthy lifestyles. Customers have the ability to have fully customizable drinks
based on each individuals dietary and fitness needs including vegan and gluten-free options.
Where Pro2Go situates itself competitively is in the booming fitness market in which people
whom are constantly balancing fitness goals with the hectic schedules of schooling or careers
have an option that is quick and easy to access and as well as being affordable. Pro2Go isa
completely new, innovative service and product that seeks to combine almost instantaneous

service with customizable healthy supplement or protein drinks which can cater to a wider range
of dietary needs than any of our competitors.

Target Country
While there is nothing holding Pro2Go from becoming an international company operating in
multiple areas, the founders of Pro2Go have decided to select Germany as the best entry market.
Situated in the center of Europe and the European Union Germany offers a population of 80.62
Million people with the highest ranking GDP out of all European countries and fourth highest
globally (http://statisticstimes.com/economy/countries-by-projected-gdp.php). Pro2Go also
holds personal ties with Germany as two members of Pro2Go are German citizens. With
approximately 11.6 percent of Germans owning a gym membership this gives us direct contact
with roughly 9,351,920 Germans potentially, assuming our goal of reaching German gyms with
our product is achievable. As such weve decided Germany offers us massive amounts of internal
potential to generate revenues as well as operates as a potential gateway to expand through
Central Europe in the years following.

Research Questions
Primary Research and Analysis
Questionnaire
This is the questionnaire from which we used for our survey:
Pro2Go
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Where are you from, and where do you live?

How old are you?
Lifestyle workout (3 or more time a week, 2 or 1 time a week, once a month, not at all)
Lifestyle food (nutritious and healthy, sometimes healthy, not at all (eat anything))

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If you consider yourself a healthy eater answer the following:

When do you take a sports/nutritious/healthy drink and select which one of the three?
How long does it take you to prepare healthy drink?
Would you like to reduce the time for preparing the healthy drink?
How much do you spend on healthy products?
Do you end up throwing some of your healthy groceries out, because you dont end up

using them and they go bad? Yes or No

10 How much would you be willing to spend for nutritious/sporty/healthy drink (750ml)?
(3 5-7 7-9 Euros)
11 Are you willing to spend more money on a healthy nutritious drink thats ready to go?
12 Any allergies? Yes and No
And what? ___________

Demographics
Our primary research of 64 participants had a 66.7 % female and 33.3% male respondent
percentage. Of these 63 were from our target country while 1 was from Austria. Our primary
targeted demographic, young Germans, responded with a percentage of 92.2% percentage
(68.8% 18-25 years, 23.4% 25-35 years). Only 7.8% responded outside of our primary target.
The ability to get the primary information from our targeted age group aided in getting a grasp on
the general lifestyle choices of our respondents. We believe this affords us with a prime ability
to discern the applicability of our product concept amongst German citizens via our primary
research data.

Lifestyle Choices
Out of our respondents we found that the respondents were split approximately in thirds with
regards to whether or not they live healthy lifestyles with 37.5% of respondents stating they do,
31.3% stating they do not and 31.3% stating maybe they do. However these numbers may come
down to personal bias as we note that of our participants 66.7% go to the gym at least once per
month meaning that, as we theorize, peoples perspective on their lifestyles are more naturally
inwardly negative and as such this may add to our previous split among whether they live
healthy lifestyles. Its important to note that 29.2% state they go to the gym at least 3 times
per week and 33.3% go either once or twice per week giving us 62.5% going to the gym at least
once per week. We conclude, as was found in our previous secondary research data to support
this, that a healthy lifestyle in Germany is a regularity and the German lifestyle goes hand in
hand with a healthy living standard.
Eating/Drinking Habits
Our survey found that generally consistent use of protein-shakes, protein-bars and/or smoothies
or rather general supplements was only used by 29.2% of respondents regularly while the same
percentage used said products irregularly. 41.7% stated they do not use them whatsoever. This
seems to state that our penetration of the market will yield results on a slight majority of our
target demographic. However, as our secondary research dictates, this sample size may not
compute accurately to the German culture as a large majority go out of their way to pay extra for
healthy/organic foods. For example only 17.5% consider themselves extremely healthy eaters
while 70% will eat healthy sometimes but not regularly. However when it comes to drinks the
vast majority drink healthy at least semi-regularly at 91.8% in which 51% stated they do drink
healthy and 40.8% drink healthy sometimes. Of the drinks we asked 36 participants what they

drink and we found 19.4% will drink vitamin based drinks, 55.6% will drink vegetable/fruitsmoothies or more organic based drinks, 8.3% aimed at gaining weight such as protein shakes
and 16.7% will drink everything stated above. The vast majority of respondents drink these
healthy drinks at home (83.3%) and 16.7% drink either at work or somewhere else. We found
0% drink these at a gym or sport studio. While this can look negative as our primary goal is to
implement our product directly into this environment in which respondents do not generally
partake we believe this offers us a prime opportunity to enter an area that is obviously seeing no
active involvement from our respondents if done correctly. These drinks vary in length to
prepare. Our respondents generally responded that the vast majority (86.1%) prepare their drinks
in five minutes or less.

Purchase Decision-Making Process

When we discuss our respondents purchasing habits with relation to our product we find our
respondents are willing to pay 5 (44.4%), 5-10 (25%), 10-15 (13.9%) and more than 15
(16.7%) for healthy/nutritious and/or gaining drinks or mixtures. This allows us a solid amount
of flexibility of product pricing. With this in mind we found, when discussing product waste,
those whom made their own products often threw out their products (30.6%) when they werent
used and 33.3% stated they do on occasion. With this in mind we can approximately determine
2/3 of our respondents at some point waste money on products thus we theorize given our
product they would not have to concern themselves with personal inventory management thus an
argument could be made in favor of saving money for our customers. We found similar splits
when discussing if respondents would spend more money for a product if it was to go and that

split was roughly 1/3 across the board for yes, no and maybe. However, the vast majority would
be willing to pay between 3-5 (70%) and at a minority 5-7 (25%). This indicates that
consumers would be more prone to pay less for our products via our supplement drink vending
machine than they would if they personally bought it from the store.

Allergies and Dietary Needs

A small amount of respondents indicated a food allergy (6) and of those 1/3 indicated an allergic
reaction to nuts, 1/2 indicated a gluten allergy and 2/3 indicated further allergies not covered by
our survey. While this sample size of our total is extremely small it does indicate there is a
market for people with dietary concerns looking for healthy drinks that we can harness and work
with.