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04/24/2013
8/8/2013
Agenda 2
IntroductionsNeuro Overview
ProductNational DistributionMarketing
MerchandisingMoving Forward
Retail Value $2.49 - $1.99Daily AuthorizationSept/Oct RewardsT3 Sonic MusicCold Vault Sets
3
04/24/2013
Company
4
Neuro has a short but storied history
Company History
Evolution to Function 5
1970s
1980s
1990s
2000s
2010s
Refreshment
Low Calorie
Benefit Healthy Functional
THE OLD CONSUMER(static or shrinking numbers)
THE NEW CONSUMER(high growth demographic)
• Seeks refreshment• Seeks flavor over function• Doesn’t think about negative health
affects• Seeks the lowest price possible
• Demands noticeable functional benefit• Demands Low Calorie• Demands positive, AND no negative health
effects• Seeks Premium products• Willing to pay more for products that meet
these criteria
The Consumer driven evolution of what a beverage should deliver
Products That Deliver 6
commitment to cutting edge research in efficacy and flavors
premium ingredients
dosage levels proven to work
•No Artificial Colors or Flavors
•Partnerships with growers and suppliers to source the purest and superior form of key ingredients – complete supply chain transparency
•Rigorous identity testing in all points in the supply chain to ensure 100% purity.
•Optimal dosage levels of key ingredients proven by clinical (human) trials on relevant outcomes
•Carefully selected and qualified (by recognized experts) key ingredients to drive functional benefits.
•All dosage and calorie levels per bottle, not equivalent servings
•Research and collaborative partnerships with some of the top neuro-cognitive and nutrition research centers and universities in the world.
•Unprecedented clinical trials on specific SKUs (Bliss, Trim, Sonic)
•Leading flavor research experts to optimize each SKU
Drink With a Purpose 7
Neuro is a system of drinks, each with the purpose of enhancing a part of people’s lives
increases your drive to pursue what you love
reduces stress and helps you relax
increasesalertness and focus so you can get inthe zone
sleep well so you can recharge
satisfies your hunger with a specially formulatedhigh-fiber blend
protects your immune system with a blend of vitamins and antioxidants
these statements have not been evaluated by the food and drug administration. these products are not intended to diagnose, treat, cure or prevent any disease.
8
04/24/2013
National Distribution
Retail Partners-Large Format 9
Apr 22, 2012
May 20, 2012
Jun 17, 2012
Jul 15, 2012
Aug 12, 2012
Sep 9, 2012
Oct 7, 2012
Nov 4, 2012
Dec 2, 2012
Dec 30, 2012
Jan 27, 2013
Feb 24, 2013
Mar 24, 2013
Apr 21, 2013
39.6%
55.4%
15.0%26.1%
33.6%39.9%
Food Drug Convenience
+11.1 points
+ 6.3 points
+15.8 points
Category Overview 10
Neuro ACV Distribution and Share improving over last 12 months
Source: AC Nielsen & IRI through April 2013
Distribution (% ACV)
Category Dollar Share
YTD April 2013 $ Vol (mm) % Chg $ Share Chg
SH ST FUNCTIONAL BEVERAGE CATEGORY 153.3$ -11%
Glaceau Vitamin Water 72.5$ -16% 47.3 (2.6) Propel 27.3$ -6% 17.8 0.9 Sobe Life Water 22.7$ -27% 14.8 (3.3) Vita Coco 12.8$ 26% 8.3 2.5 Zico 6.1$ 4% 4.0 0.6 O.N.E. 5.3$ 13% 3.4 0.7 Neuro 4.8$ 5% 3.1 0.5 Bai 0.8$ 0% 0.5 0.5 Activate 0.5$ -16% 0.4 (0.0) Body Armor 0.4$ 0% 0.2 0.1 GNC 0.1$ 0% 0.1 0.1
Large Format
Share Growthshare
volume distribution
neuro shows strong volume and share growth ytd neuro is growing market share with distribution growth
distribution continues to climb with increased retailer acceptancesneuro continues to grow as the rest of the category declines
Neuro leads profitability and growth in the functional/enhanced categories
YTD April 2013 $ Vol
(millions) % Chg $ Share Chg
SH ST FUNCTIONAL BEVERAGE CATEGORY
153.3$ -11%
Vita Coco 12.8$ 26% 8.3 2.5 Zico 6.1$ 4% 4.0 0.6 O.N.E. 5.3$ 13% 3.4 0.7 Neuro 4.8$ 5% 3.1 0.5 Bai 0.8$ 0% 0.5 0.5 Body Armor 0.4$ 0% 0.2 0.1
GNC 0.1$ 0% 0.1 0.1 Glaceau Vitamin Water 72.5$ -16% 47.3 (2.6) Propel 27.3$ -6% 17.8 0.9 Sobe Life Water 22.7$ -27% 14.8 (3.3) Activate 0.5$ -16% 0.4 (0.0)
GR
OW
TH
DEC
LIN
E
Small Format
Source : IRI Convenience ending March 2013
share growthshare
volume distribution
Neuro commands the highest dollar share among the growth brands
Highest dollar volume and share of brands that are growing
Distribution continues to climb with increased retailer acceptanceNeuro continues to grow as the rest of the category declines
Neuro is growing Volume, Distribution and Share in Small Format
Q1 2013 $ Vol
(millions) % Chg $ Share Chg
SH ST FUNCTIONAL BEVERAGE CATEGORY
126.5$ -14%
Neuro 10.9$ 4% 8.6$ 1.5$ Vita Coco 7.9$ 72% 6.3$ 3.2$ Body Armor 2.2$ 121% 1.8$ 1.1$ Zico 1.9$ 111% 1.5$ 0.9$ Glaceau 79.9$ -20% 63.2$ (4.0)$ Sobe 16.7$ -28% 13.2$ (2.5)$ Propel 7.0$ -14% 5.5$ 0.0$ Bai 0.0$ -86% 0.0$ (0.1)$
GR
OW
TH
DEC
LIN
E
14
04/24/2013
Consumer
15
STRESS. Less. Aerial Banners/flight path photos
July 14th 2013: 2pm – 5pm S. Jersey flight path Stone Harbor, Avalon, Sea Isle, OC, & AC – 1 million estimated visual impressions
16
social media/ pr focus
1K + #BLISSandtell hang tags, BLISS beach balls, info cards distributed to our target demo
Target demo entering their chance to win a 10K dream vacation via Twitter/Instagram
Can’t beat that last line!
A Core Group of Passionate Fans 17
We have built a group of very loyal Neuro consumers
InfluencersOur influencer community is large and vocal
2013 Anchor Programing 19
2013 Trimester programing includes the current focus around BLISS and upcoming focus on Sonic
Tri II: Summer of Bliss 20
Integrated Summer Marketing Program with a retail activation giving consumers the chance to win a $15,000 vacation of their choice
POS
Digital/Social Media
Out of Home
Tri III: More Go With Music 21
Integrated Trimester III Marketing Program with a retail activation giving consumers the chance to win downloads for life
POS/POP
Digital/Social Media
Out of Home
more go with music-details partnership with universal music group for consumers to win downloads from an unprecedented catalogue of artists
23Cold Vault Static
Actual Size 6”L x4”W
Activation-Anchor Programming 24
SLEEP, SONIC and BLISS drive the trade and field activation focuses in 2014
more gowith music
stress out personal
concierge & spa services
tri 3 2014tri 2 2014
sleep tightelite hotel
experiences
tri 1 2014
2013 Activation Calendar 25
activation type
05 may 13
06 jun 13
07 jul 13
08aug 13
09 sep 13
10oct 13
11 nov 13
12 dec 13
experiential
• consumer sampling• sampling activations
influencer marketing
• national• local
social media
• facebook• twitter• Instagram
advertising• out of home• print• radio
pr• magazines• news media• targeted blogs/digital
in-store• Trimester anchor
programs• Customer specific
The 2013 marketing mix is live 365 days per year to support each trimester focus
exampleassets:
targetmedia
:
Trade Activation-Anchor Programming 26
SKU specific focuses focuses anchor the trade calendar for the 2014
2014 Activation Calendar 27
activation type
01jan14
02feb14
03mar14
04apr14
05 may 14
06 jun 14
07 jul 14
08aug 14
09 sep 14
10oct 14
11 nov 14
12 dec 14
experiential• consumer sampling• sampling
activations
influencer marketing
• national• local
social media
• facebook• twitter• Instagram
advertising• out of home• print• digital
pr
• magazines• news media• targeted
blogs/digital
in-store• Trimester anchor
programs• Customer specific
The marketing mix is live 365 days per year to support each trimester focus
exampleassets:
targetmedia
:
28
04/24/2013
Merchandising
Small Format Merchandising Priorities 29
Capture the Counter“Better Choices”
Visual ValuePenetrate the Perimeter
Rack Attack
Call To Action
• Ensure EDLs are in Value $2.49
• 6 Months in Feature 2/$4
• Incremental Merchandising/POS to support Features
• Better Choices Test (DPSG Partnering)
Cold Vault
We look to improve volume and marginal contribution through executing the following small format in-store priorities:
2/$4Best Value
Regular Retail $2.49
Small Format Store Map 30
Working with our retail partners we have identified a number of opportunities in store to drive additional profit
Small Format Pricing Calendar 31
Feature Frequency Priority Months – January, May, July, August, November
W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 W13 W14 W15 W16 W17 W18 W19 W20 W21 W22 W23 W24 W25 W26 W27 W28 W29 W30 W31 W32 W33 W34 W35 W36 W37 W38 W39 W40 W41 W42 W43 W44 W45 W46 W47 W48 W49 W50 W51 W52W1 W2 W3 W4 W5 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W5 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W5 W1 W2 W3 W4 W1 W2 W3 W4 W5 W2 W3 W4 W1 W2 W3 W4 W5
1/5 1/12 1/19 1/26 2/2 2/9 2/16 2/23 3/2 3/9 3/16 3/23 3/30 4/6 4/13 4/20 4/27 5/4 5/11 5/18 5/25 6/1 6/8 6/15 6/22 6/29 7/6 7/13 7/20 7/27 8/3 8/10 8/17 8/24 8/31 9/7 9/14 9/21 9/28 10/5 10/12 10/19 10/26 11/2 11/9 11/16 11/23 11/30 12/7 12/14 12/21 12/28
SMALL FORMAT
Retail ObjectivesInventory Display
Distribution
Cold Placement
Visual Value
Feature /FrequencyFeature (20 wks) ≤ 2/$4
TPR (20 weeks) ≤ 2/$4
Everyday Value ≤ 2/$5
Better Choices Bundling
Core Plus 1 Trimester Focus
Sleep
Sonic
Bliss
2014 AOP Discussion
2014
Core + 1, Penetrate Primeter, Rack AttackSell 6, Set 6
Conquer Cold - Dealer-owned Cold, Capture the Counter with better choicesWindow Signs, POS
DECEMBERJANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER
Summary/Next Steps 32
- Understand Current Cold Vault Sets
- Discuss moving into EDL Value @ $2.49
- Daily Authorization
- Rewards Execution Elements
- T3 Sonic Music Program
