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BMC Capabilities Overview
Beverage Marketing Corporation
-2- Beverage Marketing Corporation • BMC Capabilities Overview
Contents
• Who We Are
• BMC Strategic Associates (Consulting)
• BMC Research (Publications/Reports)
• BMC Financial Advisors (Financial Services)
• BMC DrinkIntell (Leading Beverage Proprietary Database)
• The Beverage Forum
BMC Capabilities Overview
-3- Beverage Marketing Corporation • BMC Capabilities Overview
Unique Beverage Industry Expertise for Providing “Added-Value” to Selected Clients
Cutting Edge Insights: New Age Emergence, Multiple Beverage Competition, Specialty Beer Opportunity, Bottled Water Dominance, Hyper-Category
Competition, Micro-Marketing Age
Beverage Marketing Corporation utilizes an integrated model for providing information, analysis and advice to beverage industry clients
Who We Are
-4- Beverage Marketing Corporation • BMC Capabilities Overview
In its over 40 years since inception, BMC has evolved from a publishing business into a leading provider of strategic advisory services to the beverage industry
BMC’s Evolution to a Comprehensive Managing Consulting Firm
Today
Focus
Information Services
• Founded with focus on one-stop, beverage-specific directory
• Beverage category publications − State − National
• Competitive Intelligence
1990
• Global Market Insights
• Strategic Business Assessments
1995
• Financial/Business Advisory
• Comprehensive Business Model
Consulting/ Information
Services
Consulting
• Extensive experience in advising leading global beverage and consumer goods corporations
• Enhanced international capabilities (Latin America, Europe)
BMC Strategic Associates
1972
Who We Are
-5- Beverage Marketing Corporation • BMC Capabilities Overview
Beverage Marketing Corporation is a leading provider of strategic insights to the global beverage industry founded in 1972
• Insights: Is actionable information, from analysis and other sources, that facilities optimal decision making.
• Our Mission: Help clients maximize profitability through superior market insights, innovative solutions and actionable recommendation.
• Our Focus: Service beverage companies and related industries globally with a diversified staff and resources to best meet client needs.
Beverage Marketing Corporation Background
In 2010, BMC began providing insights into the Food industry; through a Snack publication
Who We Are
-6- Beverage Marketing Corporation • BMC Capabilities Overview
Our Resources:
1. Professional staff with a distinguished record of success within their corporate and professional careers along with diversified nationality and professional experiences
2. 40 years of proprietary data to facilitate the analysis and development of insights
3. Over 800 successfully completed assignments to draw upon as appropriate
4. Unparallel access to industry experts and participants
5. BMC and affiliates maintains offices in New York City, Ohio and Bath UK; the company is currently exploring opening an office in Miami for our Latin American practice
Beverage Marketing Corporation Background (cont’d)
Who We Are
-7- Beverage Marketing Corporation • BMC Capabilities Overview
BMC adds value by leveraging its extensive beverage industry expertise, proprietary market information, access to industry experts and efficient project model
BMC’s Added Value
Focus
What
• Entire beverage market and supply chain • Concentrated market activity/focus • In-depth knowledge/experience
How
• Deep client relationships • Contacts at all levels • Historical knowledge base
In-Depth Market Access/ Monitoring
• Constantly aware of market shifts − Trends − Competitive activity − Market segmentation − Supply chain
• Ongoing contacts and interviews − Wholesaler/bottler interviews monthly − Material supplier contacts − Retail contacts − Extensive in-market visits − Industry media relationships
Experience • Workable solutions − Conceptual and practical experience
• Knowledge base − Reservoir of past projects and experience − Experienced beverage industry staff at all
levels within the industry
Project Efficiencies
• No learning at client’s expense − Fast starts and relevant activities
• Ability to identify and address issues quickly • Reservoir of industry information
Who We Are
-8- Beverage Marketing Corporation • BMC Capabilities Overview
BMC has several offices and affiliates staffed with 40 professionals and is currently exploring opening an office in Miami for the Latin American Region
BMC Locations
New York
Capabilities
• U.S. and Canadian Consulting Group and HQ • Information Service Group • BMC Financial Services
Geography
• Handle all U.S. businesses • Oversea International projects • Client management for global enterprises
Ohio • Responsible for production of publications • Back office operations for the firm • Conduct customized consumer and B-to-B
surveys
• Publications and back office for entire enterprise
• Consumer and trade surveys for U.S. only
Mexico City • Consulting for entire Latin America area with focus on Mexico
• Primarily Mexican clients • Secondarily, Latin American Clients
Bath UK • Under BMC supervision and leadership, conduct on the ground work in Europe
• In-depth regional contacts
• Handle in-market interviews relative to European projects
Who We Are
-9- Beverage Marketing Corporation • BMC Capabilities Overview
Contents
• Who We Are
• BMC Strategic Associates (Consulting)
• BMC Research (Publications/Reports)
• BMC Financial Advisors (Financial Services)
• BMC DrinkIntell (Leading Beverage Proprietary Database)
• The Beverage Forum
BMC Capabilities Overview
-10- Beverage Marketing Corporation • BMC Capabilities Overview
BMC’s consulting group, BMC Strategic Associates (BMCSA), has completed management consulting assignments across several major areas for some of the best-managed companies in the world
BMCSA’s Consulting Platforms
Strategy Marketing/Brand Building Supply Chain Strategies
• Business Expansion/Growth Strategies
• Product Portfolio
• Value-Based Management
• Corporate Strategic Assessment and Development
• Annual Strategic Performance Reviews
• Competitive Assessment – Opportunities/Threats
• Market Assessment
• Marketing investment optimization
• Pricing/Revenue Management
• Brand Health and Equity
• Brand and Product/Extension Development
• Consumer Positioning
• Market Entry Approach
• Brand repositioning
• Distribution Strategies
• Sales Strategies
• Operational Effectiveness
• Route-to-Market Options
• Retail Channel Forces
• Vending strategy
• Food Service analysis / options
Unique Experience and Knowledge Base Applied Against Clients’ Strategic and Tactical Issues for Market Success
BMC Strategic Associates (Consulting)
-11- Beverage Marketing Corporation • BMC Capabilities Overview
BMCSA is the consultant of choice within the beverage industry for many companies, including large successful corporations, entrepreneurs and private equity firms
BMCSA’s Competitive Advantage – Non Exhaustive
• Four decades advising companies
• Continuous tracking of the global beverage industry
• Constant pursuit of the next frontier and/or addressing challenging situations for clients
• Credibility before the investment community
• First hand contact with senior management of industry participants: retailers, distributors, logistics service providers, beverage brand owners, bottlers, advertising agencies, co-packers, etc.
• Senior staff with proven track record within the beverage industry and/or advisory services
• Consistent and continuous involvement of senior staff all along a client’s assignment
− Not just showing up for the big client meeting or presentation
• Solid client service at all seniority levels
• Ability to deploy and maintain a world class client service team, according to client’s needs
BMC Strategic Associates (Consulting)
-12- Beverage Marketing Corporation • BMC Capabilities Overview
Asahi
Anheuser-Busch InBev
Bacardi
Bayer AG
Beringer Winery
Bols/Wessanen
Brown Forman
Cadbury Schweppes (DPS)
California Milk Processors Board
Campbell Soup Co.
Cerveceria India
Coca-Cola Company
Coca-Cola Enterprises
Coca-Cola United
Constellation Brands
Cott Corporation
Country Pure Foods
Dairy Management Inc.
Diageo
E&J Gallo Winery
Everfresh Beverages
F. Korbel & Sons
Ferolito Vultaggio & Sons
Heineken USA
H. P. Hood
International Dairy Foods Association
Kendall-Jackson Winery
Kraft Foods
Labatt
Mars Electronics
McKesson
SABMiller Brewing Company
MillerCoors
Minute Maid
Molson Coors
Nestle Beverages
Nestle Waters North America
Nestle USA
Otsuka Pharmaceuticals
Pepsi Bottling Group
Pepsi-Cola Americas Bev.
Pernod Ricard
Pokka Beverages
Red Bull
SmithKline Beecham
Sun-Rype Products
Suntory USA
Unilever
Veryfine Products
Vitality Beverage Group
Partial Client List
BMC Strategic Associates (Consulting)
-13- Beverage Marketing Corporation • BMC Capabilities Overview
Contents
• Who We Are
• BMC Strategic Associates (Consulting)
• BMC Research (Publications/Reports)
• BMC Financial Advisors (Financial Services)
• BMC DrinkIntell (Leading Beverage Proprietary Database)
• The Beverage Forum
BMC Capabilities Overview
-14- Beverage Marketing Corporation • BMC Capabilities Overview
Information Services
Company Database
North America (BMC)
• 6,700+ companies
• 15,000+ brands
• 26,000+ people
International (Access)
• 190 countries
• 10,900 companies
Publications (40+)
• U.S.
• Global
Quarterly Market Updates • CSDs • Fruit Beverages • Bottled Water • RTD Tea & Coffee • Milk • Energy Drinks • Sports Drinks • Beer, Wine & Spirits • State Beer Tracking Svc. • State Wine Tracking Svc.
Data, Insights, Research & Industry Access to 400+ Customers/Clients
Hard Copy, CD-ROM, Internet Formats
2012 Focus Reports
• Impact of the Economy on LRBs
• Superpremium Juice
• Coconut Water
• Kombucha
• Premium CSDs
• Relaxation/Rejuvenation Beverages
BMC Research (Publications/Reports)
BMC’s information/research group, BMC Information Services (BMCIS), publishes over 40 annual beverage market reports providing clients access to data, projections and insights necessary to make decisions in a competitive beverage marketplace
• BMCIS is also home to the industry’s first ever all-inclusive, all-channel and predictive model databases – BMC DrinkIntell™ and BMC’s LRB All-Channel Database
-15- Beverage Marketing Corporation • BMC Capabilities Overview
Online access to Beverage Marketing’s over 35 in-depth market reports
Features/Benefits:
• Work on-line or download for later use
• Unlimited access for multiple users
• Searchable
• Easy to use, Word and PDF formats
• Cut and paste data, text and exhibits
Beverage Marketing’s Internet data delivery system, BMCDataDirect®
BMC Research (Publications/Reports)
-16- Beverage Marketing Corporation • BMC Capabilities Overview
Contents
• Who We Are
• BMC Strategic Associates (Consulting)
• BMC Research (Publications/Reports)
• BMC Financial Advisors (Financial Services)
• BMC DrinkIntell (Leading Beverage Proprietary Database)
• The Beverage Forum
BMC Capabilities Overview
-17- Beverage Marketing Corporation • BMC Capabilities Overview
BMC Financial Advisors
History
• Founded in 1999
• Leverage 40-year relationship within the beverage industry
• Over 50 beverage transactions completed
Services
• M&A advisory
• Valuations
• Due diligence reviews
• Joint venture/licensing
• Expert opinion/testimony
• Debt and equity funding
Near-exclusive focus on Beverage or Beverage-Related Companies
BMC Financial Advisors (Financial Services)
BMC’s financial group, BMC Financial Advisors (BMCFA), provide a wide range of financial services to the beverage industry, both domestically and globally
• BMCFA focuses on privately held, middle market transactions ranging in value from $2 million to $250 million
-18- Beverage Marketing Corporation • BMC Capabilities Overview
Abita Springs Water Co.
American Beverage Corp. *
Burt’s Beverages
Cadbury Schweppes (DPS)
Calistoga Beverages
CIT Equipment Financing
Citicorp Venture Group
DS Waters
Empresas Fonalledas *
FIJI Water
First Capital Corporation
Fitzgerald Bros. Beverages
Giant Eagle
Heineken USA
High Falls Brewing
HP Hood LLC
Kona Spring Water
Longboard Vineyards
Mountain Valley Spring Co.
Nestle Waters NA
Niagara Bottling
Otsuka Pharmaceuticals
Pegasus Capital Advisors *
Petrossian Vodka
Phoenix Beverages, Inc.
Rosenthal Automotive
Snow Valley Water Co.
SOBE Beverages
Southampton Bottling
Sun Orchard, Inc. *
Suntory USA
Susquehanna Investments
TA Associates
TA Business Development
Three Springs Water Co.
TSG Consumer Partners
Tyler Mountain Water *
Vaqueria Tres Monjitas *
Windmill Distributing
Partial Client List
BMC Financial Advisors (Financial Services)
-19- Beverage Marketing Corporation • BMC Capabilities Overview
Examples Acquisitions, Divestitures & Advisory
Sale of
Mad River Traders, Inc.
To
The Coca-Cola Company
Sale of certain assets
of
California Beverage Company
To
Triarc, Inc.
Sale of
HBL, Inc.
To
United Auto Group
Sale of
Sparkling Springs
Mineral Water Company
To
Nestlé Waters
Sale of common stock in
Honest Tea Corporation
To
Delaware Valley Distributing Co.
Sale of
Pacific Beverage
Company
To
H.P. Hood & Sons
Sale of
Crystal Soda Water Company
To
Pepsi Bottling Group
Sale of
California Beverage Company
To
Golden Brands, Inc.
BMC Financial Advisors (Financial Services)
-20- Beverage Marketing Corporation • BMC Capabilities Overview
Examples Acquisitions, Divestitures & Advisory
Expert Testimony
on behalf of
Mountain Valley Spring Company
Due Diligence of
Big Red Soda
Sale of certain assets
of
Tyler Mountain Water Co.
To
American Beverage
Corporation
Sale of
Abita Springs Water Co.
To
DS Waters
Due Diligence of
Tianjin Harvest Industry (China)
Valuations of
Windmill Distributing
Company, L.P.
Valuations of
High Falls Brands
Expert Testimony on behalf of
Niagara Bottling,
LLC
BMC Financial Advisors (Financial Services)
-21- Beverage Marketing Corporation • BMC Capabilities Overview
Valuation of
Embotelladora de San
Luis Potosi
for
Pepsi International
Valuation & Fairness Opinion for
Embotelladora de Pacifico
on behalf of
CABCORP S.A.
Valuation & Sale of
Embotelladora de
La Reyna
To
CABCORP S.A.
Valuation of
Embotelladora de San
Pedro Sula
For
Pepsi International
Sale of
Embotelladora de Centroamericana, S.A.
To
Private Investors
Sale of
Sparkling, S.A.
To
Culligan International
Sale of
PepsiCo, Inc. All Sport Brand
To
The Monarch Company, Inc.
Sale of Burt’s
Beverages, Inc.
To
Northeast Beverage Co.
Examples Acquisitions, Divestitures & Advisory
BMC Financial Advisors (Financial Services)
-22- Beverage Marketing Corporation • BMC Capabilities Overview
Contents
• Who We Are
• BMC Strategic Associates (Consulting)
• BMC Research (Publications/Reports)
• BMC Financial Advisors (Financial Services)
• BMC DrinkIntell (Leading Beverage Proprietary Database)
• The Beverage Forum
BMC Capabilities Overview
-23- Beverage Marketing Corporation • BMC Capabilities Overview
BMC DrinkIntell™ will use a sophisticated four step process to forecast category, sub-category and select company/brand data by volume and wholesale revenues
BMC DrinkIntell™ Forecasting Methodology
1. Select best fit from 10 statistical models
2. Develop preliminary quarterly forecast from model
3. Select interviews by category with industry knowledgeables for market intelligence
4. BMC reconciliation of forecasts to field intelligence
BMC DrinkIntell ™ (Leading Beverage Proprietary Database)
Forecast Periods
• Next Quarter
• Year-End
• 1 Year
• 2 Years
-24- Beverage Marketing Corporation • BMC Capabilities Overview
BMC DrinkIntell™ Database
• Multiple category/segments – history and forecasts
• Individual category/segment detail − Category/Segment − Companies − Brands − Flavors − Packaging − Regions − Etc.
• By company
• By brand
• By advertising expenditures: Beverage Category/Segment and brand consumer demographics
• CPI and PPI by beverage category
• U.S. Demographic Data Population, age, income, education, etc
• U.S. Macro-economic data GDP, DPI, unemployment, inflation, etc.
• Financial Data and Analysis Quarterly earnings and government filings Beverage Analysts Reports (TBD) Beverage Analysts Surveys (TBD)
BMC DrinkIntell ™ (Leading Beverage Proprietary Database)
-25- Beverage Marketing Corporation • BMC Capabilities Overview
Example: Carbonated Soft Drink Module Attributes 1980 – 2011
Category/ Subcategory Companies (7) Brands (125) Flavors Packaging Regions Advertising
Attributes: • Total Category • Regular colas • Regular flavors • Diet colas • Diet flavors
• Coca-Cola • PepsiCo • DPSG • Cott • National • Big Red • Etc.
• Coke • Pepsi • Dr Pepper • Mt. Dew • Sprite • Etc.
• Cola • Lemon-lime • Heavy Citrus • Orange • Grape • Root Beer • Mixers
• Type • Size
• NE • SE • SW • Etc.
• Company (3) • Brand (71) • Media type
Frequency: • Annual • Quarterly • Monthly (TBD)
• Annual • Quarterly (TBD)
• Annual • Quarterly (TBD)
• Annual • Annual • Annual • Annual • Quarterly (TBD)
Units: • Volume • Wholesale
Dollars
• Volume • Wholesale
Dollars
• Volume • Volume • Volume • Volume • Dollar spend
Forecasts • Year-End • 1-Year • 2-Years
• Year-End (TBD) • 1-Year (TBD) • 2-Years(TBD)
• Year-End (TBD) • 1-Year (TBD) • 2-Years (TBD)
BMC DrinkIntell™, BMC’s U.S. beverage database and predictive model, includes multiple cuts of data for 16 categories updated regularly
BMC DrinkIntell ™ (Leading Beverage Proprietary Database)
-26- Beverage Marketing Corporation • BMC Capabilities Overview
BMC DrinkIntell™, BMC’s U.S. beverage database and predictive model, includes over 16 categories with complete “All Channel” data in volume and both wholesale and retail dollars
BMC DrinkIntell™
Beverage Categories Attributes
• Carbonated Soft Drinks
• Fruit Beverages
• Coffee • Milk
• Bottled Water
• Companies (100+) and brands (500+)
• Ad spending by companies (100+) and brands (300+)
• Packaging by category
• Flavors by category • Regionality by category • Category, sub-category and
select company/brand wholesale dollars
• Beer • Wine • Spirits
• Coconut Water
Forecasts
• By category • By subcategory • Select companies (TBD)
• Select brands (TBD) • Year End Forecast
• 1 Year Forecast • 2 Years Forecast
• Value Added Water
• Energy Drinks
• Sports Drinks • Tea
• Soy Beverages
• Milk Additives • Creamers • Yogurt Drinks
• Etc.
Reporting Periods & Unit Measures
• Category/subcategory Annual Quarterly Monthly (TBD)
• Companies and brands Annual Quarterly (TBD)
• Advertising Annual Quarterly
• Flavors/Packaging/Regions Annual
• Reporting Units Volume Wholesale dollars Retail dollars
BMC DrinkIntell ™ (Leading Beverage Proprietary Database)
-27- Beverage Marketing Corporation • BMC Capabilities Overview
BMC’s All Channel Database
20 Retail Channels 20 LRB Categories/ 55 Sub-Categories 100+ Companies and Brands
Take Home:
• Grocery
• Ind. Small Grocers
• Mass (w/o Wal-Mart)
• Wal-Mart
• Dollar
• Club
• Heath
• Drug
• Military
• On-line
• Non-traditional
• Carbonated Soft Drinks
• Bottled Water
• Fruit Beverages
• Tea (Dry)
• Tea (RTD)
• Milk
• Milk Additives (Powders, Shakes, Syrups)
• Coffee (Dry)
• Coffee (RTD)
• Non-dairy creamers (Liquid/Dry)
• Leading companies
Branded companies
Private label companies
• Leading brands
Capturing 80+% volume share of category inclusive of P-L
Capturing 80+% share of sub-categories
Food Service
• Limited (QSR)
• Full Service
• Education
• B&I
• All Other Food Service
Immediate:
• Food Service
• Vending
• Bars
• Convenience
• Soy beverages
• Value-added water
• Yogurt drinks
• Energy drinks
• Sports drinks
• Hot cocoa mix
• Coffee Syrup
• Coffee Pods
• Vegetable Juice
• Milk Alternatives
BMC’s All Channel Database (“ACDB”) includes 20 retail channels, over 20 LRB categories and captures 100% of volume and dollars across all retailer channels (measured + unmeasured) (see Appendix for the complete presentation)
• ACDB provides ease of use and permits roll-ups or drill-downs by brand, sub-category, category, channel or total company quarterly, semi-annually or annually
BMC DrinkIntell ™ (Leading Beverage Proprietary Database)
-28- Beverage Marketing Corporation • BMC Capabilities Overview
LRB 2011 Volume
(Millions of Gallons)
* Measured channel coverage includes Food, Drug, Mass, Walmart, Military, ½ Dollar and ½ Club
LRB 2011 Retail Revenues (Millions of Dollars)
BMC’s Added Value
Total 43.0 Billion gallons
Total $249.2 Billion
26.2 Billion gallons
16.8 Billion gallons $140.1
Billion $109.1 Billion
Source: BMC Strategic Associates
Both BMC DrinkIntell™ and BMC’s All-Channel Databases captures by channel 39% of LRB volume and 56% LRB retail revenues not captured by “measured” channels*
BMC DrinkIntell ™ (Leading Beverage Proprietary Database)
-29- Beverage Marketing Corporation • BMC Capabilities Overview
BMC DrinkIntell™ is user-friendly and gives its users multiple options to build reports; each option allows a search to be narrowed down by start/end period, period type (quarterly, bi-annually, annually), metric (volume or dollars) and volume unit • Within any option, reports are generated in MS Excel for easy use/formatting by user • BMC DrinkIntell™ also gives its users access to advertising spend, consumer demographics, CPI and PPI and beverage analyst reports
BMC DrinkIntell™ Homepage
BMC DrinkIntell ™ (Leading Beverage Proprietary Database)
-30- Beverage Marketing Corporation • BMC Capabilities Overview
BMC DrinkIntell™ Search Option By Comparing Categories/Segments – History and Forecast
BMC DrinkIntell ™ (Leading Beverage Proprietary Database)
-31- Beverage Marketing Corporation • BMC Capabilities Overview
BMC DrinkIntell™ Search Option By Comparing Categories/Segments – History and Forecast
Sample Report
BMC DrinkIntell ™ (Leading Beverage Proprietary Database)
-32- Beverage Marketing Corporation • BMC Capabilities Overview
Contents
• Who We Are
• BMC Strategic Associates (Consulting)
• BMC Research (Publications/Reports)
• BMC Financial Advisors (Financial Services)
• BMC DrinkIntell (Leading Beverage Proprietary Database)
• The Beverage Forum
BMC Capabilities Overview
-33- Beverage Marketing Corporation • BMC Capabilities Overview
The Annual Beverage Forum
• Unrivaled roster of experienced industry experts address timely, industry relevant topics
• Hundreds of beverage professionals from around the world in attendance
• Company of the Year and Lifetime Achievement Awards
• Interactive breakout sessions that deliver essential industry information and thought-provoking analysis
− Alcohol and non-alcohol category trends
The Beverage Forum
Beverage Marketing Corporation co-hosts The Beverage Forum in New York City annually, gathering global industry leaders and experts to discuss the current and future status of the global beverage industry • BMC will celebrate it’s 20th Beverage Forum in 2013 • BMC will host The Beverage Forum in Germany, Asia and Latin America in the near future
-34- Beverage Marketing Corporation • BMC Capabilities Overview
The Beverage Forum
Partial Attendee List by Company
A C Nielsen A Lassonde Inc
Adirondack Beverages Inc Alcoa Inc
Anheuser-Busch Companies Inc. Asahi Breweries Ltd.
Ball Corporation
Barton Beers Ltd Boston Beer Company Brown-Forman Beverage Company
Brown-Forman Bev Worldwide Cadbury Beverages International
Campbell Soup Company Cervecena Cuauhtemoc Moctezuma
Cliffstar Corporation
Coca-Cola Company Coca-Cola Enterprises
Constellation Brands Crown Imports, LLC
Dr Pepper/Seven Up, Inc.
Ferolito Vultaggio & Sons General Mills
Heineken USA International Dairy Foods Association Kraft Foods
Miller Brewing Company Molson USA, LLC
National Beverage Corp.
Nestle USA Nestle Waters North America
Ocean Spray Cranberries Inc.
Pepsi Beverages & Foods Pepsi Bottling Group Inc.,
Pepsi -Cola Company Pernod Ricard USA
Perrier Group of America
Red Bull North America Inc Seagram Beverage Company
Snapple Beverage Group Southern Wine & Spirits
Veryfine Products Inc.
Zumbiel Packaging