nsm - marketing - day tworev061608

Bottle Launch04.30.08

Maile and Alyssa

Believe

They said it couldn’t be done.

Why Bottles?

Ardea• Distinctive SS

package to generate trial

• Economics

•New Channels

•Premium

Customer• High Margin

•Impulse Sale

•Increased transaction sizes

•Premium

Consumer• Premium

• Unique

•Healthy Indulgence

•Clearly NOT energy

The IQ in Genius

Same Ingredient Profile as cans– Exceptions:

• Radiant has no Alpha Lipoic Acid• Vitamin E added to: Immune, Calm, Focus and

Radiant• Has artificial colors

Same Nutrient-Equivalency as cans (same percent daily values)

Art of Mixology – We successfully blend complex multi-

dimensional flavors with a very dense base of nutrients.

– Masking bitter-salty taste of amino acids is a craft!

Delicious, refreshing sparking beverage that not only tastes good but is good for you!

Questions you may get

Why is it cloudy? (Or, why is Nutrisoda clear when it is in a can and cloudy when in the bottle?)

– The cloudiness is due to Vitamin E, an antioxidant with significant health promoting benefits. Vitamin E has been added to bottled Nutrisoda for additional wellness benefits. Note: Vitamin E has not been added to Energize.

What is the residue in the neck of the bottle?– The presence of Vitamin E may cause slight separation, which

might leave a residue on the neck of the bottle. It is not harmful.

What is the sediment on the bottom of Immune?– Nutrisoda Immune contains 2000mg of L-Arginine (an amino acid

known for boosting immune function). With this much L-Arginine, some settling can be expected. This settling is not harmful.

.Warm Shelf

– 1st Priority - Single Serve: 8 sku’s DRIVE TRIAL– 2nd Priority – 4 Packs: 8 sku’s DRIVE VOLUME– SKU Prioritization:

Focus, Immune, Calm, Slender, Radiant, Renew, Energize, Flex

– Pricing: – - $1.79 DSD EDV

- 2/$3 DSD Promo– - $5.99 DSD EDV

- $4.99 DSD Promo

Cold Availability– 3rd Priority - Single serve: 5 sku’s 12 oz. Bottles– SKU Prioritization: Focus, Immune, Calm, Radiant,

Energize

– Brand Flow Immune, Calm, Focus, Energize, Radiant

– DSD Pricing: $1.99 EDV 2/$3 Promo

1st Option – Functional BeverageFunctional = enhanced (fortified) beverage that is formulated to deliver a specific

function or wellness benefit.Target Adjacencies: Enviga Fuze, SoBESecure 8 facings of Single Serve Cans and 8 facings of 4 Packs (1 facing per variety).Competitive Targets: Slower moving independent functional or enhanced brands and

line extensions (Celsius, Switch, Steaz, etc)

2nd Option – NCB Section3rd Option – Produce / NutritionBrand Flow - Immune, Focus, Flex, Calm, Energize, Renew, Radiant, Slender

Distribution Shelf

PerimeterPenetrate the Perimeter:

– Wood Racks (SS on Top)– Wing Racks– Cardboard Displays

Gondola Clip Merchandisers

Execution Framework – Large Format

Cold Availability– Single serve: 5 sku’s 12 oz. Bottles– SKU Prioritization:

Immune, Focus, Calm, Energize, Radiant

1st Option – Functional BeverageFunctional = enhanced (fortified) beverage that is formulated to deliver a specific function or wellness

benefit.Target Adjacencies: Enviga Fuze, SoBESecure 5 facings of 12 oz Bottles (1 facing per variety).Competitive Targets: Slower moving independent functional or enhanced brands and line extensions

(Celsius, Switch, Steaz, etc)

2nd Option – Enhanced Beverage

Eye Level Strike Zone

Brand Flow - Immune, Calm, Focus, Energize, Radiant

Distribution Cooler

Pricing

Single Serve 12 oz Bottle

DSD EDV– $1.99

DSD Promo– 2/$3.00– Introduction

Execution Framework – Small Format

Bottle ToolsSell-In

Bottle SamplesBottle Sales SheetProduct Info:

– “One Shot” – Ingredient Functionality

Competitive AnalysisSales Decks

– Small Format– Large Format– Food Service (sub channels)

Bottle ToolsSell-through

What is Available?– Bottle POP– Bottle Equipment– Bottle Premiums

Ordering Process

Small FormatFood Service

Bottle Window Sticker

Bottle Sell-through

What is Available?– Bottle POP– Bottle Equipment– Bottle Premiums

Ordering Process

Food Service Small Format

CANCELLED DUE TO LACK O

F ORDERS

Bottle Sell-through

What is Available?– Bottle POP– Bottle Equipment– Bottle Premiums

Ordering Process

Drive Consumer Trial & Awareness

Channels May June/July August/Sept

All POP Premiums Equipment

POP Premiums Equipment

POP Premiums Equipment

Small Format Fit for Paradise Start the Year on a Roll!

College Start the Year on a Roll!

Food Service Designated Driver VIP Designated Driver VIP Fit for Paradise

Designated Driver VIP

Build Channels: Focus on Food ServiceDrive Consumer Trial & Awareness

Make the Designated Driver a V.I.P.

Nutrisoda is the drink to serve when they’re not drinking!

Fun, festive Nutrisoda Mocktails make a DD feel special – just like a V.I.P.!

Counter CardLaminated Menu CardTable TentsServer Buttons DD VIP Licenses

.

Designated Driver V.I.P. Program

· “Fit for Paradise” National Sweepstakes via mail-in entry.

· Grand Prize: Trip for four to Hawaii (value $7,000)

· 1st Prize: 250 pairs of Chaco Flips (value $50)

· Timing: ·Runs: June 7th – July 30th

·Drawing: mid-August

· Target:·Convenience Stores

·Food Service Accounts: restaurants, café’s, deli’s, health clubs, and spa’s

· Dealer Loaders and Sales Incentives

· Radio Promotion in key markets via Merch Kit

Drive Consumer Trial & Awarenessvia Consumer Value Offers

Summer Bottle Launch Promotion

P6-7

· Point-of-Purchase Materials:·“Fit for Paradise” Cooler Door Decal with Tearpad

·Stock Bottle POP:·Hang Tag’s

·Push/Pull Decal

·Window Sticker

· Bottle Equipment:·Vertical Suction Cups

·Bottle Glide Racks

· Program Objectives:·Distribution: five bottle sku’s in cold vault

·POP Placement - 2 for $3.00 price promotion

Summer Bottle Launch PromotionSmall Format Execution

P6-7

· Point-of-Purchase Materials:·“Fit for Paradise” Counter Card with Mail-In Entry

·“Fit for Paradise” Table Tents

·Stock Bottle POP:·Glass Front Vendor Decal

· Bottle Equipment:·Icer

· Program Objectives:·Distribution: five bottle sku’s in cooler

·POP Placement

Summer Bottle Launch PromotionFood Service Execution

P6-7

· Sales Incentives: 100 pair of Chaco Flips·15 pair for distributors ordering 2,400+ cases (value = $750)

·5 pair for distributors ordering 600+ cases (value = $250)

· Dealer Loaders: 200 pair of Chaco Flips·Two pair per Small Format store and Food Service Account forecasted

·Authorization of all five bottle varieties

· Placement of “Fit for Paradise” POP.

· Fulfillment:·Certificates good for one pair of Chaco Flips

·Recipient orders Chaco Flips online at www.ChacoUSA.com to select size and color

·Recipient pays shipping ($5-$7)

· Timeline:·Certificates will be sent to RSM’s 1st come 1st served upon receipt of:

·Distributor Bottle Orders

·Target List of Small Format store locations and Food Service Accounts

·Deadline: June 1st.

·All Certificates will be shipped June 7th.

Summer Bottle Launch PromotionDealer Loaders and Sales Incentives

· Merchandise Kit for on air/online promotions·50 pair of Chaco Flips (value = $2,500)

· Target Markets/Stations:·Portland: K103

·Seattle: STAR101.5

· Fulfillment:·Certificates good for one pair of Chaco Flips

·Winner orders Chaco Flips online at www.ChacoUSA.com to select size and color

·Winner pays shipping ($5-$7)

· Timeline:·Targeted for July..

Summer Bottle Launch PromotionRadio Promotion

Date Action

May 7, 2008 Sales Sheet, Sales Decks, Merchandise Sheet & POP order forms distributed to field

May 14, 2008 POP Orders due to Alyssa

June 1, 2001 • Deadline for requests for Chaco Certificates:– Sales Incentives & Dealer Loaders– Bottle Orders and Forecasted Accounts

June 7, 2008 • POP in warehouses• Chaco Certificates sent to RSM’s

June 7 – July 30, 2008 • Promotion runs

July, 2008 • Radio Promotion in Seattle and Portland

Mid-August • Drawing for Grand Prize and 1st Prizes

Summer Bottle Launch PromotionTimeline

· “Start the Year on a Roll” GIANT Mountain Bike giveaway via local Entry Form Tearpads:

· Two Options for Awarding Bikes:

· Bike on Display (must be picked up from GIANT Dealer)

·No Bike on Display (winner redeems Certificate at local GIANT Dealer)

· Timing: ·Promotion Window: August 15th – October 15th

·Account-specified start/end dates on POP and Drop Box (including date of drawing.)

· Targeted:·College C-Stores or Bookstores

·Small Format

Drive Consumer Trial & Awarenessvia Consumer Value OffersBack to School Promotion

P8-9

Back to School PromotionGIANT Mountain Bike Details

P8-9

Giant Boulder Mountain Bike•Men’s 18” Frame•Spinner Grind 1, 80mm suspension fork•Shimano trigger shifting, Shimano Altus rear derailleur•Alloy direct-pull brakes•Ally rim/alloy hub wheelset•Retail Value: $275•“As Is”

· Point-of-Purchase Materials:·“Start the Year on a Roll” POP:

·Poster

·Drop Box with Local Entry Form Tearpad

·Cooler Door Decal with Local Entry Form Tearpad

·Stock Bottle POP:·Hang Tag’s

·Push/Pull Decal

·Window Sticker

· Bottle Equipment:·Vertical Suction Cups

·Bottle Glide Racks

· Program Objectives:·Distribution: five bottle sku’s in cold vault

·POP Placement - 2 for $3.00 price promotion

Back to School PromotionCollege & Small Format Execution

P8-9

· Details:· Up to 200 Bikes are available on a first-come, first served basis.

·Whatever is not used will be traded out for radio promotion in key markets where we have received orders.

· Three bikes allocated per pallet of bottles ordered in P8-P9. (retail value = $825)

· Distributor orders must be received and accounts forecasted.

· Key Dates:·May - June: Promotion sold in.

·July 1st: POP Orders due

·July 15th: Distributor Orders and forecasted accounts due. Bike requests submitted.

·August 1st: ·Display Bikes: shipped to Giant Dealers. Must be picked up by August 15th.

·Non-Display Bikes: Certificates forwarded to RSMs

·September 15th: 1st Wave Non-Display Bikes shipped to Giant Dealers. Must be picked up by winners by September 30th.

·October 15th: 2nd Wave Non-Display Bikes shipped to Giant Dealers. Must be picked up by winners by November 1st.

Back to School PromotionMountain Bike Allocation

Date Action

May 14, 2008 Sales Sheet, Sales Decks, Merchandise Sheet & POP order forms distributed to field

July 1, 2008 POP Orders due to Alyssa

July 15, 2008 • Deadline for Distributor Orders and Forecasted Accounts• Bike requests due (display and non-display)

August 1, 2008 • POP in warehouses• Display bikes shipped to Giant Dealers• GIANT Certificates sent to RSM’s

August 15, 2008 • Display bikes must be picked up

September 15, 2008 • 1st Wave non-Display bikes shipped to GIANT Dealers

October 1, 2008 • 1st Wave non-Display bikes must be picked up by winners

October 15, 2008 • 2nd Wave non-Display bikes shipped to GIANT Dealers

November 1, 2008 • 2nd Wave non-Display bikes must be picked up by winners

Aug 15-Oct. 15, 2008 • Promotion window

Back to School Promotion Timeline

2008 PAS Calendar – Ardea

SmallFormat

Media &Marketing

P1P1 P2P2 P3P3 P4P4 P5P5 P6P6 P7P7 P8P8 P9P9 P10P10 P11P11 P12P12 P13P13

FIT 4 PARADISE.FIT 4 PARADISE.Bottle PromoBottle Promo

VisionVisionRoll OutRoll Out

VisionVisionSell InSell In

2008 Calendar

Good To GoGood To Go

Innovation

LargeFormat

GOOD TO GOGOOD TO GORadioRadioOnlineOnline

PRPR

FIT 4 PARADISEFIT 4 PARADISERadioRadioOOHOOHPRPR

SamplingSampling

12 oz12 oz BottleBottle

Good To GoGood To Go

Food Service Good To GoGood To Go FIT 4 PARADISEFIT 4 PARADISE

Bottle PromoBottle Promo

VisionVisionOnlineOnline

SamplingSamplingPOPPOP

START THE YEARSTART THE YEARON A ROLLON A ROLL

Back-to-SchoolBack-to-School

12 oz12 oz BottleBottle

12 oz12 oz BottleBottle

12 oz12 oz BottleBottle

THE GOOD LIFE TOURTHE GOOD LIFE TOURMobile SamplingTourMobile SamplingTour

START THE YEARSTART THE YEARON A ROLLON A ROLL

Back-to-SchoolBack-to-School