beverage innovation & test marketing

www.powerbrands.us

Innovation & Test Market

www.powerbrands.us

1. About Us

2. Launch Planning

3. Distributors

4. Key Account Channel

5. Independent Accounts

6. Marketing / Promotion

7. Scale & Fees

Table of Contents

www.powerbrands.us

Introduction

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About UsPower Brands is America’s leading beverage development and management firm. Power Brands also specializes in food and other FMCG.

We have developed over 800 brands and have managed the launch and growth of a multitude of consumer brands into the marketplace across the United States and in many other countries.

Power Brands founders have both been in the FMCG business for over two decades and have owned and managed many FMCG brands as well as working for fortune 50 consumer product companies.

Neuro Functional Drinks, SK Energy Shots, Evolution Fresh and Fruzinga drinkable yogurts are some recent examples of brands we have helped pioneer.

Our ExpertiseOur Brand Management Program is run by industry professionals that have experience working for fortune 500 companies as well as very specific experience and success working in the beverage startup space.

The following are our key areas of competency:

• Brand Development• Distributor Relationship Management• Chain Headquarter Relationship Management• Independent Account Acquisition & Growth• Marketing & Brand Promotion• Production & Logistic Management• Web & Social Media• Brand Financial Strategy• Intellectual Property Protection

Introduction

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Power Brands can lead and/or work closely with you or your innovation team to fully define each product line:

• Identify core target consumer• Concept development and refinement • Branding• Packaging selection• Packaging design• Formulation• Procurement• Contract manufacturing strategy• Logistics• Pricing architecture• Prototypes

Introduction

Phase 1: Development Pilot Market Testing At Power Brands we understand that every company has different resources and expectations when launching their brands. We pride ourselves on working very closely with our clients to ensure that we develop sales and management plans that set them up for long term success.

Power Brands will establish a core consumer to target, develop channel and distribution marketing and sales strategy and implement this plan in collaboration with our clients.

Power Brands can test in as few as 5 - 10 locations and we can also manage a rollout locally, regionally, nationally or globally depending on the needs and budgets of our clients.

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Launch Planning

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PrelaunchThe FMCG industry is not a “one size fits all” approach, for this reason a custom launch strategy is developed for each unique brand. As a client of Power Brands, you will collaborate with a team of high level experts to tailor a specific program for your brand:

• Research and development of product formulation (recipe/process) .

• Packaging design and development.• Production set up (Supply chain).• Developing a go-to-market strategy• Development of Retailer Presentations• Point of Sale Material Development• Distributor Engagement Presentations• Retail/Distributor Incentive Programs• Specification/Sale Sheets Development• Production/Logistics Strategy• Website development• Social Media activation

LaunchUpon completion of the prelaunch phase, Power Brands will immediately leverage our contract manufacturer, distributor and retailer network to begin moving your brand into an initial test market. Post test market, and based on the findings we will then rapidly expand the distribution footprint and marketing activity:

• Distributor Presentations/Contract Negotiations• Distributor Management• Independent Account Growth• National & Regional Chain Presentations • Marketing/Promotional Program Implementation• New Market Roll-Out Strategies• On-going Production and Logistics Management• Media Support and Management• Online/Social Media Strategy Implementation

Launch Planning

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Distributors

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DistributorsThe costs associated engaging distributors

coupled with the complexities in managing them

can be challenging. Power Brands has

successfully built out regional and national

distribution platforms for brands we have

launched. We bring laser focus and cost

effective programs to bear when launching

brands within distributor networks. Without the

correct approach in hand there are many

distractions and unnecessary expenditures that

can easily sidetrack a project, draining financial

resources and time. Power Brands will guide

you through this process to ensure your return

on investment is maximized

Distributor ManagementPower Brands will immediately identify the right distributors for your project based on geography, retail channels, capabilities and cost. Power Brands will present and represent your brand to our network of distributors.

The following is an overview of our process:

• Develop distributor presentations• Present your brand to our network of

distribution partners• Sign on distributors for your brand in your

targeted launch market• Manage distributors to grow your selling

accounts and case sales

Distributors

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Key Account Channel

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OverviewOur Key Account Management (KAM) team focuses on selling our client’s brands into the appropriate local, regional and national chains.

Power Brands will create and prioritize a retail target list specific to your brand. We will determine the costs associated with obtaining chain authorizations and retail activation by account.

Based on the budget guidelines for the brand, Power Brands will present a comprehensive rollout strategy including expected costs, results and timelines.

ExecutionWhen your brand is ready to launch into market, Power Brands’ Key Account Managers will:

• Present your brand to local, regional and national chain accounts

• Work closely with brokers (as necessary)• Execute chain programs and TPR’s (Temporary

Price Reductions) to drive volume • Coordinate with our Field Marketing Manager

(FMM) to execute sampling and marketing programs for chain accounts

• Work with the Power Brands and distributor sales teams to ensure all chain programs are executed

Key Account Channel

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Independent Account Growth

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Independent and Non-

Traditional AccountsIndependent accounts are an integral part of the retail landscape in most US markets. These accounts typically include independent grocers, convenience stores and gas stations. These locations are vital to most brands as they provide a quick route to market and can build brand visibility and drive trial.

Another important retail is the “non-traditional” segment. Accounts in this channel include universities, school districts, hospitality, military, athletics and entertainment.

Power Brands’ KAM team and sales personnel are well versed in activating these important and often overlooked retail channels.

How we execute:Power Brands’ team of dedicated sales personnel work closely with with our distributor partners to grow these important retail channels;

• For each brand we represent a targeted list of accounts is created, based on the brands’ geographic and demographic priorities

• We leverage our distributor relationships to open new accounts, execute marketing programs, and sell incremental cases

• We call on our active accounts on a regular basis to ensure our brands are properly priced, positioned and have all current point-of-sale (POS) material

• Our sales representatives have specific objectives they must achieve each month, by brand. These objectives are how they are evaluated and compensated

Independent Account Channels

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Marketing & Promotion

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Grass Root MarketingOur in-house Field Marketing Manager specializes in understanding each of our brands’ target consumer, focusing on targeted demographics and activating local events that generate awareness for the brands we represent.

Marketing Strategies & Tactics:

• Target micro markets and develop marketing programs that impact specific areas where the brand has distribution and the core target consumer resides and shops

• Creating impressions in consumers minds around your brand by developing cost effective campaigns that leave lasting impressions

• Utilizing effective POS and sampling teams to drive awareness and trial

• Generating social media content to drive traffic to your Facebook page and website, leveraging social media to drive retail activation

• Building channel-specific events that are brand specific and leverage the strength of your brand

Marketing DevelopmentPower Brands will work with you to develop a brand specific marketing program suitable for your budget. The marketing programs will be designed to maximize awareness and trial for your brand with optimal cost effectiveness. We then coordinate with our sales people and leverage our distributors to focus their sales efforts in support of the marketing programs, ensuring strong retail support and execution.


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Sampling TeamPower Brands sampling teams are a shared resource across the brands in our portfolio, which helps us better optimize our assets and provide cost savings to our clients. Our Field Marketing Manager hires, schedules and coordinates all sampling events on behalf of our clients.

Sampling Process• We will develop a sampling budget with you to

determine the optimal amount of sampling events to execute monthly

• Our samplers are trained on the key selling points of your brand and can effectively communicate key brand attributes in easy talking points

• We then focus these sampling events around new account activation, display programs and specific brand building events (local marketing events)

• We track and measure the success of our sampling events to ensure the proper utilization of your sampling budget

Building AwarenessBuilding awareness in a targeted, cost effective manner is critical to a startup beverage brand’s success. Educating the right consumer in the right geography with the right message is paramount. Supporting new account placements with a targeted and cost effective brand awareness campaign will drive recognition, trial and repeat sales.


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Scale & Fees

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Why build out an entire team?

By aligning and working with Power Brands you receive the benefits of a dedicated sales force at a significant cost savings. Power Brands Brand Management assets include:

Executive Management • Building and managing sales and marketing

programs• Overseeing your go-to-market strategy• P&L management and reporting

Key Account Manager• Identifying and closing regional independent

and chain accounts• Managing regional and chain account

program execution with your distributor network

Field Sales Manager• Manages the sales and account development of

the Territory Sales Managers• Works closely with distributors to ensure they

are focused on the brands we represent

Territory Sales Managers (Sales Representatives)• Working with and building relationships with

your distributor sales teams• Opening new accounts• Upselling your brand• POS Management• Sales execution – Street level

Field Marketing Manager• Coordinating and measuring the success of

sampling campaigns• Developing and executing local marketing

campaigns

Accounting Manager• GL, PO, AR, AP responsibility• Quickbooks management and reporting

Scale & Fees

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Regional Micro-TestingThe micro-test platform is designed for rapid

implementation and quick consumer/retailer feedback.

Key components include:

Single Market Proof-of-ConceptPower Brands will manage all facets of the brand rollout in one test market, achieving distribution in the mutually agreed upon target number of retail locations (on-premise, off-premise, and/or specialty):

• Production management• 25-50 targeted retail locations• Merchandising and Promotional support• 15-20 week evaluation of consumer/retail

performance

Power Brands Resources:• Executive management• Production management• Field Sales representative(s)• Merchandising and Promotional personnel• Monthly fee starting at $45,000 per month

(excludes product, promotional material costs)

Scale & Fees

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• Production management• 200+ targeted retail locations• Merchandising and Promotional support• 6-12 month evaluation of consumer/retail

performance

Power Brands Resources:• Executive management• Production management• Field Sales representative(s)• Key Account Management• Distributor Management• Field Marketing Manager• Monthly fee starting at $75,000 per month


Brand Management clients include:Scale & Fees

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Brand ManagementPower Brands will manage brand expansion into incremental markets, regional and national accounts to achieve $10MM in revenue.

Power Brands Resources:• Executive management• Production management• P&L management• Field Sales representative(s)• Territory Sales representative(s)• Key Account Management• Distributor Management• Field Marketing Manager(s)• Sampling Teams / Brand Ambassadors• Monthly fee starting at $100,000 per month


Additional DetailsThere is no long-term contract and no minimum amount of time you need to commit to with us. We are confident that once we begin the brand management process that you will see an immediate increase in your volume and account distribution growth, as well as improved brand development and exposure.

The Brand Management Program begins with an initial meeting with senior management at Power Brands (in person or via Skype/conference call). We then outline milestones and decide on key metrics that will be reported to you on a weekly basis. We foster an environment of open communication and clarity on expectations and deliverables. This process has been developed and refined during our most recent successful launches over the last several years with Neuro, SK Energy Shots and Fruzinga drinkable yogurt.

Services Overview

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Next StepsIf you are interested in talking further about the Power Brands Management Program, please reach out to us directly.

We are more than happy to conduct a consultationto talk about how we can work together to grow and develop your brand.

We look forward to the opportunity to work with you and help grow your brand into a nationally recognized leader!