04/24/2013

11/19/2013

trimester I 2014 trade program

Agenda 2

Jan/Feb Bundle Program

Trimester 1 Sleep Program

Merchandising

2014 Refresh ‘Sanity Check’

POG Timing

Summary/Next Steps

2014 will be an exciting year

new packaging, new flavors and neuro’s largest marketing campaign ever!

anchor programming

when the new packaging hits the market it’s all about our anchor focuses

rev upwith music

stress less personal

concierge & spa services

tri 3 2014tri 2 2014

1 million bottle sampling program

tri 1 2014

consumers are passionate about SLEEP

I love love love Neuro Sleep!! It’s the only one I have ever tried that helps me fall asleep!

Sincerely, nicole alena

sleep solutions are multi-billion dollar category

• Consumer spend exceeds $2 billion on prescription sleep drugs with a +23% increase vs. last year

• Non-prescription sleep aids category grew +31% from 2006 - 2011, and is forecast to grow an additional 21.6% between 2012 and 2016 with growth coming largely from natural and homeopathic products. Total U.S. sales and fan chart forecast of non-prescription market,

(current prices, 2006-16)

Source: Mintel/based on SymphonyIRI Group InfoScan® Reviews; U.S. Census Bureau, Economic Census; IMS Health 2011

95% confidence level that category will grow to $328 Million by 2016

consumers are seeking natural sleep solutions • The natural segment is now the leading market share holder with a +46% sales increase from

2010 to 2011.

• Total non-prescription category was $145 million in 2011.

Source: Mintel/based on SymphonyIRI Group InfoScan® Reviews; U.S. Census Bureau, Economic Census

millions

% +/- dollar sales change 2010 vs. 2011

+46% -21%

+12% +50

% -50%

neuro SLEEP drives category growth and the natural ingredients are what consumers are seeking in their sleep aids

consumers want SLEEP

melatonin is a key plant-based ingredient that promotes healthy sleep, including studies showing more restful sleep (sleep efficiency) and better daytime performance. L-Theanine can help promote relaxation, facilitating (but not causing) conditions needed to fall asleep. magnesium is an important electrolyte mineral associated with various factors of sleep. 

neuro SLEEP promotes restful sleep and better sleep quality

What’s in SLEEP? • Melatonin (3 mg) • L-Theanine (50 mg) • Magnesium (50 mg)

Source: neuro SLEEP dossier; May 2011

our largest marketing campaign ever

• 1 million FREE bottle giveaway to consumers driving $2.5 million in retail sales

• multi-million dollar media budget driving over 580,000,000 impressions

• full 360 campaign support to drive the SLEEP function message to consumers and increase trial

SLEEP with neuro

we will give 1 million consumers a great night SLEEP

1 million FREE

bottles

field marketing

social media content

targeted advertising

public relations

in-store

consumer campaign execution

1. targeted media & creative copy drives consumers to our microsite

2. consumers learn about SLEEP and claim their FREE bottle

3. offer can be shared with friends and family

4. coupons are redeemed at all retailers that sell SLEEP nationwide

retail execution

• themed POS tying into national campaign

• trimester anchor merchandising programs to leverage consumer campaigns

• in-store shopper campaigns with trial offers for select key accounts

• buy any neuro, get a free SLEEP trial driving coupons for incremental placements

anchor program will be focused on driving awareness and trial with merchandising programs and coupons

point of sale/merchandising assets

there are 2 sets of creative, a preferred, and an alternate for conservative accounts

primary-great in bed(should always be sold first)

secondary-sleep easy(when a customer will not allow primary)

free SLEEP retail program

buy any neuro, get a free SLEEP trial driving coupons for incremental placements

*retailer must place an incremental display to be eligible for the coupon program.

Large Format Small Format

*minimum 10 cases

minimum 2 cases*

*Dual sided header card with 3 bottle DWAP lockup on backside

new 2014 evergreen assets

case wrap

clear functional (primary) and flavor (secondary) call-outs for in-store display and back-room differentiation

trimester I sell sheetthe tri I sell sheet is on google drive and includes customizable areas for local pricing/promotions

front back

standards

core standards engineered to drive profitability in warm and cold sets

November/December Profit Overview

Large Format Small Format

Core Plus 1 Side Stacker

Affinity DisplaySleep Aisle

Counter TopRack

Counter TopCooler Kits

10 Cases120 Units150 Units/DN1.99 Retail.49 PP25% Margin$58.80 Total Profit

1 Turn

6 Cases72 Units1.50 Units/DN1.99 Retail.49 PP25% Margin$35.28 Total Profit

1 Turn

2 Cases24 Units 1.66 Units/DN2.49 Retail.83 PP33% Margin$19.92 Total Profit

1 Turn

2.5 Cases30 Units 1.66 Units/DN2.49 Retail.83 PP33% Margin$24.90 Total Profit

1 Turn

key dates

10/28 – 10/30 - all POS orders placed in webstore

11/1-12/15 -sell-in of trimester programs/merchandising

12/19 - POS begins shipping to markets

1/6 - POS & merchandising launches in retail

1/6 - BOGO coupon live in retail

2/5 - national advertising campaign launches/consumer coupon on microsite live

1/1 – 4/1 - field marketing activation

4/30 - trimester ends

here are the key dates for tri 1 activation

thank you