04/24/2013 4/22/2014. 2014 ytd at a glance 2 alliance energy cases
TRANSCRIPT
2014 YTD At A Glance 2
188%0
100
200
300
400
500
600
207
596
YTD 2013YTD 2014
Increase vs PY
Summer Citrus10%
White Rasp-berry19%
Daily10%Orange
Mango16%Tangerine
Dream17%
Super-Fruit In-fusion17%
Blood Orange Passion
12%
Alliance Energy Brand Mix
Summer CitrusWhite RaspberryDailyOrange MangoTangerine DreamSuperFruit InfusionBlood Orange Passion
Alliance Energy Cases
4products that deliver
cutting edge research in efficacy
and flavors
premium ingredients
dosages provento work
•no artificial colors or Flavors
• source the purest and superior form of key ingredients
• rigorous testing in all points in the supply chain to ensure 100% purity.
•optimal dosage levels of key ingredients proven by clinical trials
•carefully selected and qualified (by recognized experts) key ingredients to drive functional benefits.
• research and partnerships with top neuro-cognitive and nutrition research centers and universities.
•unprecedented clinical trials on specific SKUs (BLISS and SONIC)
• leading flavor research experts to optimize each SKU
all only 35 calories per bottle
neuro core consumer-the energetic achiever
2013 Simmons Research * % of frequent neuro® users: Simmons Research 2013
relatively large amount of disposable income
how she shops•heavy users of natural food, & convenience stores
•over index on the highest level of grocery expenditures
•often make spur of the moment purchases
•highly attuned to promotional offers, in-store displays, and at-shelf messaging
•enjoy trying new brands
18-34 years old
engaged leader in life-including among her peers
tech-savvy, and on-trend with innovation
common sense approach to
health
primarily female
once she tries the product, she tends to buy
when people try the product and see that it works, they become fans
BrandTrial/
Purchase Conv Rank
Vitamin Water 1
Neuro Beverages 2
Vita Coco 3
Muscle Milk 4
Red Bull 5
Zico 6
Fuze Defensify 7
Monster 8
Marley's Mellow Mood 9
RockStar 10
Full Throttle 11
Skinny Water 12neuro brand study, may 2013N = 1774 functional beverage consumers
sampling& events
influencer marketing
socialmedia/content
targetedadvertising
publicrelations
in-store
marketing: 360° engagement around our core consumerwe activate across multiple platforms with brand touch-points all teaching the functional benefit
2014 trimester 1: SLEEP
8
1,000’s of SLEEP trials
field marketing
social media content
targeted advertising
public relations
in-store
trimester I has been focused on driving SLEEP trial
2014 trimester 2: drive trial across the portfolio
9
over 1 million
consumers sampled
field marketing
social media content
targeted advertising
public relations
in-store
trimester 2 takes the successes from SLEEP and extends them to the entire neuro line-up
2014 trimester 2: retail execution
10
in-store buy-get offer drives trial and 2 multiple high margin rings
• buy any neuro receive any neuro free trial driving offer
• hi-visibility of in-demand product for 18-34 year old females
• 10-case stacker driving strong revenue and margin
• static clings and danglers to drive increased revenue and consumer awareness on-shelf
summary & next steps
Clarify pricing (wholesale and retail)
Turnpike pricing?
Features?
Maintain rack merchandising program through Trimester 2
Coupon distribution to all stores with racks
Plan-o-gram expansion into all stores
Schedule next meeting
13
142014 SMALL FORMAT Promotional Frequency/Pricing
Calendar-$18.00/case, Max SRP: 2/$5 plus 4 month long feature events at $17.50/case, MSRP: 2/$4
*Wholesale Months EDLP Discount EDLP Net Units / Case Unit Cost MSRP Penny Profit Margin
$22.50 8 $4.50 $18.00 12 $1.50 $2.49 $0.99 40%
$22.50 4 $5.00 $17.50 12 $1.44 $2.00 $0.56 28%
Alliance Energy 2014 Pricing & Promo Calendar
2014 JanuaryFebruar
yMarch April May June July August Sept. Oct Nov. Dec.
Suggested Retail
2/$4 2/$42/$5 2/$5 2/$5 2/$5 2/$4 2/$4 2/$5 2/$5 2/$5 2/$5
EDLP $17.50 $17.50 $18.00 $18.00 $18.00 $18.00 $17.50 $17.50 $18.00
$18.00
$18.00 $18.00