04/24/2013 11/19/2013 trimester i 2014 trade program
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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
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