Download - 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