Fairway Market10/1/12

2

1970s

1980s

1990s

2000s

2010s

Refreshment

Low Calorie

Benefit Healthy Functional

Evolution of the Functional Category

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

affects• Seeks Premium products• Willing to pay more for products that meet

these criteria

The Consumer driven evolution of what a beverage should deliver

3

Neuro: Product Positioning & Usage Occasions

4

Point of Sale

Available profit drivers:

• Racks• Price Labels• Generic Static• Poster• Shelf Strip• Pallet Wrap• Push/Pull• Pallet Header• Pole Display• Glide Rail Stickers

POS Placement increases the profit story for every retailer:

• Ties the retailer into into Neuro’s multi-million dollar marketing campaign• Calls out a high profit product and its pricing to consumers

Max number of smart placements = Max retailer profit

5

The Profit Story

• Neuro is positioned to capture the strongest, fastest growing consumer trends• Neuro’s premium retail position delivers a significantly higher profit per

transaction• Neuro drives incremental category sales with a typical retail $1.00 higher than

similar offerings• Neuro drives multiple transactions increasing rings and driving category sales.• A typical single bottle Neuro transaction will deliver the same profit as selling 4

to 5 bottles of another enhanced unit

*If this enhanced water turns this

rack, it is 96 units @ approx $0.17/unit

Profit= $16.32

*When NEURO turns this rack, it

is 70 units @ approx $0.90/unit

Profit=$67.50

Neuro is leading the way in driving profit in the enhanced/functional spaces

Example Profit Study

2012 -2013 PRICING & OPPORTUNITIES

Neuro Pricing and Program Support.

Promotional Pricing- 2/$4

Digital - Neuro Bowling App - demo program / $0.50 coupon. Exclusive to Walgreens

Community Outreach or Charity Initiatives- Possibility to do End cap or power panel Programs with Community or Charity partnerships.

Pricing Structure Deal EDLP Net Unit Cost MSRP Penny Profit Margin

Everyday Off Deal $19,25 1.60 $2.79 $1.19 43%

Everyday Multiple Purchase Off Deal $19.25 1.60 2/$5 $0.89 36%Promotional Pricing Multiple

Purchase Deal $18.00 1.46 2/$4 $0.53 27%