“Realizin’ ” Rite Aid 2014

 

Contents

• Neuro “Play Book” Purpose

• About Rite Aid

• 3 Step Reset Activation/Validation

• Neuro Merchandising Activation Sales Tools

• “Better Choices” June program 2/$4 Mix & Match       with Snapple, Fiji and Vita Coco

•   Rite Aid DSD Consumables Manager contact information        (for Neuro Regional/Area Sales Managers and Neuro Distributor Partners) 

 

The purpose of “Realizin’ ” Rite Aid is to provide a road map on how to activate Neuro at store level via these execution points:”

• 3 step process to activate Neuro at store level before , during and after scheduled resets

• Neuro and Distributor Partners will leverage the “Better Choices” platform at Rite Aid HQ level and store level

• Solicit/Pursue Rite Aid Store Mgr. for Affinity Neuro placements

• Solicit/Pursue Rite Aid Store Mgr. for incremental cold availability at store level (every store layout is different)

• Neuro BUSMs/RSMs/ASMs to work together with Neuro Distributor Partner Mgrs. to Contact/Schedule appointment Rite Aid DSD Consumables Manager that will lead to alignment on Rite Aid initiatives, Tri II and Tri III programming

“Realizin’ “ Rite Aid Road Map

 

 •  Approx. 4,600 store Drug Chain in 34 States with locations predominately located 

on the East and West Coasts. • Rite Aid is the 3rd largest drug chain in the country behind Walgreens and CVS

• Neuro has made a Significant Distribution Investment with Rite Aid for activation in 2014

• 50,000 + Case Volume Potential Second Half 2014 with Correctly Activating Rite Aid

Who Is Rite Aid ?

 

Align with 3 Step Process

1.  Identify Stores and # of Skus in POG (example) on Add/Delete list supplied

2.  Cross reference Distributor Rite Aid Margin Minder/Sales Info provided

3. Where void in distribution place proper Skus, tag shelf and communicate to distributor Management/Sales Associate

• Always solicit for additional cold and warm placemento  End Cap shelves, Side Shelf  Merchandisers, 

Racks, Stackerso “Better Choices”/ “Good for You “ tie-inso  Neuro Sleep distribution in and around pharmacy       and HBA section

Store Number RAD POG Name Section # UPC ID Name180 COOLERS PHILADELPHIA 9DR 5SH 14707 89940700300 0223043 NEURO SONIC SUPR FRT 14.5Z180 COOLERS PHILADELPHIA 9DR 5SH 14707 89940700401 0223083 NEURO BLISS WHT RASP 14.5Z180 COOLERS PHILADELPHIA 9DR 5SH 14707 89940700501 0223140 NEURO SLEEP-MZLW MNGO14.5Z

3 Step Reset Activation/Validation

• Buy any neuro receive any neuro free trial driving offer

• Hi-visibility of in-demand product for 18-34 year old females

• 10-case stacker 6 & 3 case racks driving strong revenue and margin

• Static clings and danglers to drive increased revenue and consumer awareness on-shelf

Neuro Merchandising Activation Sales Tools

Price to Store: $20.00EDLP Retail: $2.49/33% GP

• Always solicit for additional cold and warm placement• “Better Choices”/  “Good for You “ tie-ins•  Neuro Sleep distribution       in and around pharmacy and HBA section• Activate Affinity!

 

Neuro Merchandising Activation Sales Tools Cont.

Situation:• DPSG is positioned to help Rite Aid grow profitably while aligning to their strategicWellness message. The Insights recommend that Rite Aid provide its shoppersconvenient Healthier Choice solutions that meet their occasional needsIdea:• Leverage DPSG Better Choice brands and packages to drive higher ring whilesatisfying a shopper needTiming: June 1, through June 28, 2014Products:• Neuro 14.5 oz., Snapple 64 oz., Fiji 1L, Vita Coco 17ml.Action:• Display Better Choice options on an end-cap that will influence shopper behaviorduring the month of June 2014.Suggested Retail: 2/$4, Overall avg. margin: 26%! $2.49 single.• Snapple 64 oz.: $14.00 case or $1.75 per unit/ $.15 scan to $1.60 or 20% margin• Vita Coco 17 oz.: $18.00 case or $1.50 per unit/ 25% margin• Fiji 1 Liter: $15.25 case or $1.27 per unit/36.5% margin• Neuro 14.5 oz.: $18.00 case or $1.50 per unit/ 25% marginSales Estimate: 483,000 units/$966,000 in sales/26% profit margin!• 2013 Sales: 161k units or 35 units per store (without Neuro)/$241k in sales• 2014 Estimate: 483k units or 105 units per store/$966k in sales

“Better Choices” June Program 2/$4 Mix & MatchWith Snapple, Fiji and Vita Coco

Rite Aid DSD Consumables Managers Contact InformationDSD Consumable Managers Contact List

Name Phone Number Work Address E-mail SYSM Responsibility

Jack HennigerW - 503-469-8607C - 503-869-4443

Rite Aid Corporation14625 SW Allen Blvd #101Beaverton, OR 97007 jhenniger@riteaid.com CATJMH WA, OR, ID, UT, CO

Luann ClarkW - 949-754-0648 ext. 206C - 714-615-4510

Rite Aid Corporation320 Goddard Suite 125 Irvine CA 92618-4677 ljclark@riteaid.com CATLJC CA, NV

Jenny WitulskiW - 248-674-7780C - 248-345-1068

Rite Aid Corporation5400 Perry DriveWaterford, MI. 48329 jwitulski@riteaid.com CATJLW1 MI, OH

Matt HolbrookW - 502-633-5644C - 502-396-2267

Rite Aid Corporation77 Mack Walters RdShelbyville, KY 40065 Matthew.M.Holbrook@riteaid.com CATMMH KY, IN, TN

Jerry WhangerW - 304-925-3658C - 919-259-2970

Rite Aid Corporation3805 MacCorkle Avenue, SECharleston, WV 25304 jwhanger@riteaid.com CATJW1 WV, PA

Sheila JohnsonW - 318-219-3313C - 318-210-1094

Rite Aid Corporation5711 Youree DriveShreveport, La 71105 sjohnson@riteaid.com CATSRJ LA, AL, MS, GA

Mike MercerW - 804-768-1579C - 804-512-6162

Rite Aid Region Office4408 West Hundred RdChester, VA 23831 mmercer@riteaid.com CATMEM1 VA, DC, MD

Mark CookW - 716-743-9071 C - 716-628-2161

Rite Aid Corporation621 Delaware AveTonawanda, NY 14150 mcook@riteaid.com CATMC3 NY (excluding Metro NYC)

Jim LymanW - 215-464-3171 ext. 231C - 267-664-8797

Rite Aid Corporation 11750 Bustleton AvenuePhiladelphia, PA 19116 jlyman@riteaid.com CATJML DE, NJ, NY City

Michael CooperW - 704-371-3718C - 704-975-9784

Rite Aid Charlotte DC 1776 Statesville Ave. Charlotte, NC 28206 mcooper1@riteaid.com CATMC4 NC, SC

Ron LundyW - 781-821-3609C - 603-828-8769

Rite Aid Corporation 4 Washington StreetCanton, MA 02021 rlundy@riteaid.com CATRL1 RI, CT, MA, ME, NH, VT

Neuro SKUs & UPCs

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