2013 category selling presentation tri i 2013. 2013 profit story product info 2013 marketing 2013...
TRANSCRIPT
2013 Category Selling Presentation
TRI I 2013
2
2013 Profit Story
Product Info
2013 Marketing
2013 Calendar & Pricing
Agenda
3
2013 Delhaize Profit Story
Neuro will generate over $3.9 Million in incremental revenue for Delhaize in 2013
• Neuro is driving the profit story in the enhanced and functional beverage sets through premium price point + multiple consumer purchases = more profit dollars
• Neuro delivers national state-of-the-art media and digital marketing programs that grow the consumer base and drive Delhaize’s business
• Neuro delivers on the growing consumer trends of true function, low calorie, & healthy
Category Amount
Sales Revenue $3,453,505
Marketing Investment/Value Est.* $500,000
Total $3,953,505
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2013 Retailer Success; Optimal Calendar & Profit StoryNeuro business in Delhaize will deliver over $3.4Million dollars to the enhanced category
• 28 weeks EDLP retail at $2.29
• 24 weeks of “Price Drops” at 2/$4*
Promotion Frequency#
Stores
ASSUMES only *.41 U/ **.71 U per store per
Week
# Wks
UNIT Volume Target
6 SKU’s/Year
Profit per Unit
GP %
Revenue $
Profit $
* $2.29-.49 Retail ($20/cs) 1,365 *17 *28 649,740 $ .62 27% $1,487,905 $402,839** 2/$4 Retail ($18/case) 1,365 **30 **24 982,800 $ .50 25% $1,965,600 $491,400
52136,045/
cases $3,453,505 $894,239
Per SKU 22,674/SKU$575,584/
SKU
$149,039/S
KU
Delhaize Chain-Wide 6 SKU Profit Summary
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Product ProfilesNeuro is a system of truly functional beverages, each with the highest quality ingredients at dosage levels that deliver a true benefit
2013 Neuro Trade CalendarThe 2013 calendar is broken in to trimesters, each with an anchor activation and 2 functional focuses
Movie tie-in to attend a Hollywood** Movie Premier and Party. Film is RUNNER RUNNER, a drama set in the world of high-stakes gambling, starringAcademyAward® WinnerBen Affleckand Justin Timberlake.
Legendary star and philanthropist, Elton John, hosts the exclusive Academy Awards® party for the hottest stars in movies, television and music while raising money for the Elton John Aids Foundation.neuro will host this star-studded eventand will give away aGrand Prize Trip to attend this posh party!
2013 Neuro Calendar – Anchors
*Event not associated with the Academy of Motion Arts and Sciences**Premier location has not yet been determined by Studio
WHAT
CONSUMER/ DISTRIBUTOR
Giveaway/Incentive: WIN a Tickets to the Elton John AIDS Foundation Academy Awards® Viewing Party*Promoted in-store and online
- $0.50 Coupon- POS
Giveaway/Incentive: Walk the Red Carpet! WIN a Trip to Hollywood** to attend a Movie Premier, walk the red carpet and attend the after-party
- HULU Plus and Movie passes- POS
RETAIL SUPPORT
Concert Tour tie-in or venue partnership in development to showcase newer, up & coming bands or artists.More details soon.
Giveaway/Incentive: neuro travel pass to see the newest music LIVE and up close
- iTunes Cards- POS
2013 Anchor Activations of Entertainment, Movies, and Music are the core of our retail programing
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2+ Billion Total
Impressions
400+ Million National Targeted
Impressions
100+ Million Impressions Geo-targeted around areas
with high concentrations
of Delhaize Stores
2013 National Marketing CampaignNeuro’s 2013 national campaign is currently being built to specifically positively impact Delhaize‘s business
Sampling
Media
Digital
Consumer Engagement Platforms
Targeted Impressions: Ages18-34, 50/50 M/F, Middle & Upper Income, Health Conscious
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Merchandising & POS OpportunitiesNeuro would like to be considered immediately for trial and trade opportunities at Delhaize
• Sampling
• Print Ads
• Display programs
• Cold-serve opportunities
• Cross promotions/affinities
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The following SKU’s are recommended to drive maximum profit at Delhaize
neuroPASSION
neuroSONIC
neuroSLEEP
neuroBLISS
SKU Recommendations
neuroSUN neuroTRIM
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Neuro 2013 Calendar & Pricing
Delhaize Pricing & Promo Calendar
Neuro recommends the following calendar for maximum profit opportunity in 2013
• 24 weeks in promo at $2/4
• 28 weeks every day value at $2.29
POS Trim Sleep Sun Passion Sonic
2013 January February March April May June July August Sept. October Nov. Dec.
Suggestedretail
$2.29
$2.29
2/$4 $2.29
2/$4 $2.29
2/$4
2/$4 $2.29
2/$4 $2.29
2/$4
Cost of goods
$20.00 $20.00 $18.00 $20.0
0$18.00
$20.00
$18.00 $18.00 $20.00 $18.00 $20.00$18.0
0
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2013 Retailer Success; Optimal Calendar & Profit StoryNeuro business in Delhaize will deliver over $3.4 Million dollars to the enhanced category
• 28 weeks EDLP retail at $2.29
• 24 weeks of “Price Drops” at 2/$4*
Promotion Frequency#
Stores
ASSUMES only *.41 U/ **.71 U per store per
Week
# Wks
UNIT Volume Target
6 SKU’s/Year
Profit per Unit
GP %
Revenue $
Profit $
* $2.29-.49 Retail ($20/cs)
1,365 *17 *28 649,740 $ .62 27% $1,487,905 $402,839
** 2/$4 Retail ($18/case)
1,365 **30 **24 982,800 $ .50 25% $1,965,600 $491,400
52136,045/
cases $3,453,505 $894,239
Per SKU 22,674/SKU$575,584/
SKU
$149,039/S
KU
Delhaize Chain-Wide 6 SKU Profit Summary
13
2013 Delhaize Profit StoryNeuro will generate over $3.9 Million for Delhaize
Grow profit and 2013 with the right components in place:
• 24 weeks “Price Drop” 2/$4• 6 Neuro 2/$4 Circular Print Ads• Partnership with Neuro Anchor Programing• Planned display initiatives linked to Neuro’s • Coupon activation• Cross Promotion Affinities• Consumer Sampling
Category Amount
Sales Revenue $3,453,505
Marketing Investment/Value Est.* $500,000
Total $3,953,505