CVS Area #8 Brand Overview
North East Regional Key Account
8/1/2012
EMERGENCE OF A CATEGORY LEADER
In 2011, thanks in no small part to a partnership with CVS, Neuro emerged as one of the fastest growing beverage brands in the US
In 2012 Neuro is leading the formation of the true Functional Beverage Category as the only system of beverages with national distribution that delivers on the consumer demands of:
True FunctionLow CalorieHealthy
In the 2nd half of 2012, and beyond, Neuro is delivering an innovate national marketing campaign, and will begin to develop best in class co-marketing programs with retail partners
EVOLUTION TO FUNCTION
1970s
1980s
1990s
2000s
2010s
Refreshment
Low Calorie
Benefit Healthy Functional
A consumer driven Evolution of what a beverage should deliver
We have partnered with Grocery and Drug Chains including Supervalu, A&P and Ahold
175 coolers March 2012
CURRENT GROCERY & DRUG PARTNERS
Over last two years, Neuro has partnered with many C-Store Retailers across the country
CURRENT NATIONAL C-STORE PARTNERS
NEURO’S PHILOSOPHY: WHAT WE STAND FOR
PRODUCT DELIVERYNatural Ingredients - we use only the best, clinically proven, well-sourced, healthy and efficacious ingredients in proprietary formulations to achieve maximum results.
Low calorie - we maintain the Neuro® mandate of providing low calorie, healthy alternatives for the consumer.
Recyclable - we use only environmentally conscious, leading-edge materials (BPA free) and manufacturing processes.
Delicious - we never compromise great, refreshing and healthy taste.
GREEN FOCUSWe partner with vendors that require and maintain the highest of environmental standards and our ambient fill saves on energy consumption.
Our logistics partnership has expanded our inter-modal transportation options so that we reduce our carbon footprint.
SUPERIOR BOTTLING PROCESS MAINTAINS SUPERIORITYUnlike hot fill, our ambient filling process preserves and maintains the integrity, effectiveness, and potency of our ingredients and helps Neuro provide a truly functional product.
NEURO: THE BENEFIT WITH THE SCIENCEneuro BRAND: The spark that ignites your life. Light it up.
: The spark than ignites your lifeneuro SONIC: Increase alertness so you can focus
Caffeine fused with L-Theanine
neuro BLISS: Reduce stress to keep you calmChamomile blended with L-Theanine
neuro PASSION: Increase your drive to pursue what you loveCaffeine combined with L-citrulline
neuro SLEEP: Sleep well so you can rechargeMelatonin mixed with magnesium
neuro TRIM: Control your appetite so you eat less A satisfying portion of fiber
neuro SUN: Feel better so you can shinehealthy dose of Vitamin D
neuro SPORT: Replenish your bodypotassium mixed with magnesium
2012 MEDIA CAMPAIGN: TARGETED AWARENESS
To increase Neuro’s awareness, trial and sales, the first National Media Campaign will run June 1st through Dec 31st
$3.5M integrated, multi-platform plan1.5B impressions
National Digital, Mobile, Print, Social and PR outletsRegional OOH Billboard/Transit and RadioFocus: Neuro Brand, Neuro Sonic, Neuro Bliss
Target Consumer
Primary Age: 24-35ySecondary: 18-25y and 34-49y50/50 Male/FemaleMiddle income and upHealth Conscious
2012 PRICING & OPPORTUNITIES
Pricing Structure Deal EDLP Net Unit Cost MSRP Penny Profit Margin
Everyday Off Deal $19.50 $1.63 $2.69 $1.07 40%
Opportunities include:
In-Store sampling
Rewards program support/campaign
Coupon program (digital & printed)
Cross Merchandising & Price Off Programs
CVS and Neuro Giving Back Charity Program