WE ARE CONSUMER DRIVEN CAPITAL MARKETS DAY 2014

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1 WE ARE CONSUMER DRIVEN 1

2 MARKETING VISION: GLOBAL LEADERSHIP IN CONSUMER AFFINITY 2

3 RELENTLESS FOCUS ON BUILDING CONSUMER AWARENESS, ADOPTION AND ADVOCACY ADOPTION BRAND ADOPTION Drive First Usage Establish Leadership in Education Boost Conversion In-Store and Online BRAND AWARENESS/ SALIENCE Expand Reach Increase Global Availability Leverage Quality and Performance Leadership AWARENESS ADVOCACY BRAND ADVOCACY Build Affinity Activate an Army of Advocates Amplify Word of Mouth Recommendations 3

4 BUILDING CONSUMER AFFINITY COMBINES SCIENCE AND ART THE SCIENCE Use science to answer the question who is the consumer and what motivates them? WHICH SHAPES THE ART Develop marketing plans that create deep connections with our consumers. 4

5 THE SCIENCE LEADERSHIP IN CONSUMER RESEARCH INVESTMENT CONSUMER/CHANNEL LEVEL PRODUCT LEVEL MARKET LEVEL Channel-Shifting Directional Study GPN Product Claims Quantitative India & UK Qualitative Understand purchase trends across channels/retailers Optimize feature/benefit claims for key categories Baseline understanding of local attitudes & behaviors Segmentation Study BSN NO-Xplode Qualitative and Quantitative Brazil and Indonesia Qualitative Dimensionalize consumer, channel & product landscape Implications for product & graphic design Baseline understanding of local attitudes & behaviors 5

6 THE ART GPN IS THE GLOBAL CATEGORY LEADER IN INTEGRATED SOCIAL AND CUSTOMER MARKETING 360 Degree Approach to Connecting with Consumers Combined GPN Portfolio the #1 Supplement Brand Social Media Platform Largest Online Partnerships Industry Leading Retail Customer Marketing Plans Most popular brands globally in event engagement Leverage 160+ athletes globally to build affinity Position Each of our Brands to Ensure One Global Voice 6

7 DIGITAL MARKETING PLAYS A STRATEGIC ROLE IN REACHING AND INFLUENCING KEY CONSUMER SEGMENTS CONSUMER ADVOCACY REACH AND RELEVANCE Advocate Networks Promote Referrals GPN DIGITAL Visitors Seek Content from Brands, Not Ads Visitors Expect Ads From Brands to Pay for Content Banner Ads Advertising Networks Increase Reach Search YouTube Pre-rolls Site Partnerships Streaming Media Native Advertising 7

8 OUR BRANDS SHARE COMMON FOUNDATIONS 8

9 THEN PIVOT AROUND BRAND SPECIFIC ATTRIBUTES TRUSTED CUTTING EDGE PURITY GYM PROVEN CONVENIENT AUTHORITATIVE BRAND INTENSITY SIMPLICITY IMMEDIACY COOL/HIP CATEGORY LEADER CATEGORY CREATOR INSPIRATIONAL ULTRA COMPETITIVE RESULTS DRIVEN 9

10 THE ART OF BUILDING BRAND ADVOCATES LEAD IN EDUCATION Lead in Performance Nutrition Education of Consumers and Customers Educate Consumers on Quality Leadership 10

11 THE ART OF BUILDING BRAND ADVOCATES SHARE THEIR GOALS Make GPN Brands essential to achieving our consumers' goals Compelling media content, customer marketing, traditional and social media 11

12 THE ART OF BUILDING BRAND ADVOCATES ENABLE THEM TO ACHIEVE Directly connect with consumers through events, interactive media, athletes, and brand influencers to help them achieve their goals 12

13 THE ART OF BUILDING BRAND ADVOCATES 13

14 DOMINATING THE SPORTS NUTRITION SOCIAL MEDIA WORLD k 200k 0 157k 1.1m 2.6m 28.6m 44.5m FOLLOWERS FOLLOWERS LIKES TOTAL VIEWS 14

15 THE SCIENCE OF LISTENING TO ENHANCE ENGAGEMENT 15

16 THE END GOAL CREATE BRAND ADVOCATES WHO BUILD BRAND ADVOCATES 16

17 WE ARE INSIGHT FOCUSED CONSUMER SEGMENTATION SUMMARY 17 CAPITAL MARKETS DAY 2014

18 BACKGROUND AND OBJECTIVES SCREENING: Work out 3 times per week or more often OR Have used a protein powder, pre-workout powder, Bar, or RTD protein shake At least once, past 6 months 39% incidence among US adults Get to why-behind-the-buy Dimensionalize channel / market dynamics SAMPLE: Respondents GPN Brand Users, Bodybuilders & High School Athletes 18

19 CONSUMERS ATTITUDES TOWARDS SUPPLEMENTS HAVE EIGHT BALANCED THEMES SNP Adoption Give Advice Interest in Overall Health & Wellness SNP Skepticism Attitudes towards health, exercise and sports nutrition products Exercise Regime Seek Advice Interest in Muscle Competitiveness 19

20 THE SHRUGS I m just not that into you Prefer nutrition from whole, fresh foods Exercise, but don t take supplements Believe supplements are a waste of money Concerned about ingredients & safety 20

21 THE RESOLUTIONISTS It s not you, it s me Not as active as they would like When exercising, usually for weight loss Least regimented in approach to nutrition Sports nutrition is almost foreign to them If dieting, prefer bars, boosted smoothies 21

22 THE LITE IMPACTS Let s just be friends Committed to prolonging their lives Want an active, healthy lifestyle: power walking & aerobics Nutrition less served by supplements Prefer bars, meal replacements, shakes 22

23 THE SUPER SET You complete me Strong desire to use the best supplements Highly regimented, advice-givers Very educated about supplementation value Need reassurance of highquality standard Gymoriented: strength & endurance 23

24 THE FIELD PLAYERS We re dating, but not exclusively Competitive, young & extremely active Engage in broad athletic activities Supplements are certainly in their routine Driven by price, taste, convenience Quality less important than price 24

25 WE ARE BRAND EVANGELISTS 25 CAPITAL MARKETS DAY 2014

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32 YOUR STRENGTH + YOUR STRENGTH = TRUE STRENGTH 32

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35 EVOLVING TRUE STRENGTH IN 2015 AND BEYOND GPN Confidential and Proprietary 35

36 EVOLVING TRUE STRENGTH IN 2015 AND BEYOND GPN Confidential and Proprietary 36

37 EVOLVING TRUE STRENGTH IN 2015 AND BEYOND GPN Confidential and Proprietary 37

38 EVOLVING TRUE STRENGTH IN 2015 AND BEYOND GPN Confidential and Proprietary 38

39 TRUE STRENGTH - QUALITY Not all proteins are created equally, but this is not a story about equality. This is a story about what it takes to be the Best Whey Protein. 39

40 WEBSITE / BLAST SOCIAL MEDIA PRINT ADVERTISING DIGITAL ADVERTISING RETAILER PUSH & PROMO INTEGRATED THERE S ONLY ONE GOLD STANDARD CAMPAIGN # goldstandard 40

41 INTRODUCING THE NEW GOLD STANDARD PRE-WORKOUT WHAT IS IT? The Gold Standard in pre-workout: a clean formula utilizing only quintessential active ingredients for optimal energy, focus & endurance WHO IS IT FOR? Athletes seeking peak performance from every effort whether it s a strength workout, game day or endurance event GPN Confidential and Proprietary 41

42 SAMPLING/ ATHLETE DEMOS PRINT PRODUCT EDUCATION RETAILER ACTIVATION SOCIAL MEDIA DIGITAL MARKETING INFLUENCER OUTREACH INTRODUCING THE NEW GOLD STANDARD PRE-WORKOUT 360-degree Marketing Plan for Gold Standard Pre-Workout will generate awareness, trial & influencer advocacy for optimal success Pre-launch Buzz, Giveaways, Contests, etc. Sampling, Education Encourage Reviews & WOM 1MM + samples Male + Female Titles Ingredients & Usage Promo Support at Key Accounts 42

43 INTRODUCING THE NEW PROTEIN ENERGY WHAT IS IT? A new product segment: A taste first-driven formula that combines the benefits of protein and energy (natural caffeine from tea and coffee) to help consumers fuel their day. WHO IS IT FOR? Field Players who often use protein for energy lift throughout the day (especially mid-morning and afternoon). GPN Confidential and Proprietary 43

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51 HOW DOES BSN STAND OUT FROM THE CROWD 51

52 OUR NEED SEPARATE FROM THE CATEGORY 52

53 OUR CHALLENGE CREATE A DISTINCTIVE, OWNABLE, AND SUSTAINABLE CAMPAIGN THAT LIFTS BSN GLOBALLY 53

54 OUR ANSWER PUSH YOUR BODY. YOU DREAMS. YOUR POSSIBILITIES. PUSH DOWN DOUBTS. PUSH PAST DOUBTERS. PUSH OVER BARRIERS AND BEYOND LIMITS. PUSH YOURSELF AS FAR AS YOU CAN GO. THEN PUSH FUTHER. BSN IS THE PUSH TO FINISH FIRST. 54

55 CREATING A BSN LOOK THAT HIGHLIGHTS DISTINCTIVE BRAND ASSETS 55

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59 CUTTING THROUGH WITH A DISTINCTIVE NEW LOOK FOR THE BRAND 59

60 DIALING UP DISTINCTIVENESS & EMOTION 60

61 Social #MYPUSH Online Video & Banner Ads Online Search Print Internal Team Key Accounts Global Campaign Guide Distributors In-Store Sampling & Demos Events KOLs 61

62 ACTIVATING GLOBALLY 62

63 HOW DO WE CONNECT WITH NEW CONSUMERS? 63

64 DNA SERIES 64

65 WHY DNA SERIES? Expand Category Consumption within Specialty Capture new consumers looking for lower cost of entry to premium based supplement brands Drive Household Penetration for BSN Brand Capitalize on BSN equity with foundational items at everyday lower price points than BSN core 10 Foundational products currently in BB.com Top 50* Margin Accretive * Source: BB.com Top 50 Rankings as of 9/29/14 65

66 PURITY SIMPLICITY INSPIRATIONAL 66

67 ISOPURE S CORE VALUES ARE THE BEDROCK OF OUR DIFFERENTIATED PRODUCT OFFERING 67

68 ISOPURE S PACKAGING REINFORCES THE PURITY PROPOSITION AND STANDS APART ON SHELF 68

69 WE OFFER A BROAD LINE OF DIFFERENTIATED AND GREAT-TASTING PRODUCTS 69

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71 WE RE ALL MORE THAN MUSCLE INSPIRATIONAL, DISTINCTIVE, LONG-TERM PLATFORM 71

72 WE RE ALL MORE THAN MUSCLE 2015 ATHLETES 72

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75 OUR MARKETING APPROACH IS DESIGNED TO BRING NEW USERS INTO THE ISOPURE FRANCHISE AND EXPAND CATEGORY PRINT DIGITAL & SOCIAL Banner Ads SEO Video Spots Website Social Purchase Expand Audience Reach and Drive Impressions Grow Digital Impressions to drive Traffic and Funnel to Conversation 75

76 RECENT UNSOLICITED SOCIAL MEDIA ENDORSEMENTS SUPPORT GROWING BRAND AWARENESS 76

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79 BREAKTHROUGH, CATEGORY-EXPANDING INNOVATION 79

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81 WE RE POSITIONED FOR SUCCESS STRONG BRANDS DEEP INSIGHTS ADVOCACY DRIVEN MARKETING TALENTED PEOPLE WITH PASSION 81 CAPITAL MARKETS DAY 2014

82 WE ARE PASSIONATE ABOUT OUR BRANDS

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