1 venturing & emerging brands… new leadership… new growth… new capabilities new...
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Venturing & Emerging Brands…
Venturing & Emerging Brands…
New Leadership…
New Growth…New Capabilities
New Leadership…
New Growth…New Capabilities
Speaker Notes
Deryck
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Venturing & Emerging Brands…
Venturing & Emerging Brands…
Deryck van Rensburg
PresidentVenturing & Emerging Brands
CCNA
Deryck van Rensburg
PresidentVenturing & Emerging Brands
CCNA
Speaker Notes
Deryck
3
VEB Will Play Key Role in Enabling VEB Will Play Key Role in Enabling CCNA to Capture Industry Profit CCNA to Capture Industry Profit Leadership by 2015Leadership by 2015
VEB Will Play Key Role in Enabling VEB Will Play Key Role in Enabling CCNA to Capture Industry Profit CCNA to Capture Industry Profit Leadership by 2015Leadership by 2015
Identify and grow the next series of $1B Brands
Identify and grow the next series of $1B Brands
MISSION
•Contribute 25% of CCNA revenue and OI growth•Generate IRR of 15% •Generate scaled, proven brands for bottling system
•Contribute 25% of CCNA revenue and OI growth•Generate IRR of 15% •Generate scaled, proven brands for bottling system
GOALS
Speaker Notes
Deryck
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Business Context: New $1B BrandsBusiness Context: New $1B Brands
9 Yr. Average
Year Year ReachedTime to $1BSpeaker Notes
Deryck
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VEB Is Key to Industry VEB Is Key to Industry Profit LeadershipProfit LeadershipVEB Is Key to Industry VEB Is Key to Industry Profit LeadershipProfit Leadership
Yr 1 Yr 2 Yr 3 Yr 42
20
60
100
350
$1B
$MM
IndependentLeague
$1 - $50M
IndependentLeague
$1 - $50M
Farm League$50 - $350
Farm League$50 - $350
Major LeagueMajor League$350 - $1B
Major LeagueMajor League$350 - $1B
‘Power’ League$1B +
‘Power’ League$1B +
Process &Governance
Brand BuildingDoctrine
People &Culture
BusinessModels
i RTM
2
53
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STRATEGYSTRATEGYSTRATEGYSTRATEGY1) Investment
Strategy2) Importation
Strategy3) Connect and
Develop Partnerships
1) Investment Strategy
2) Importation Strategy
3) Connect and Develop Partnerships
Speaker Notes
Deryck
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Future Candidates for the ‘Major League’ ?Future Candidates for the ‘Major League’ ?Malava Function Kef
irLuvli
Borba Zen Soy Mix 1 Life
Sweat Leaf
Dreamerz FRS
Honest Tea
Cytomax
Speaker Notes
Deryck
Republic of Tea
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Future Candidates for the ‘Major League’ ?Future Candidates for the ‘Major League’ ?
Mike - This is an alternate version to the previous slide.Mike - This is an alternate version to the previous slide.
Major LeagueMajor League$350 - $1B
Major LeagueMajor League$350 - $1B
Speaker Notes
Deryck
Brent--Make a nice grouping of products. Fix edges & fills, cut out all packages.
Brent--Make a nice grouping of products. Fix edges & fills, cut out all packages.
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Incubating Future Winners – Incubating Future Winners – Recent ExamplesRecent ExamplesIncubating Future Winners – Incubating Future Winners – Recent ExamplesRecent Examples
2 yrs 2 yrs
Retail $ Sales
Speaker Notes
Deryck
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FUZE - Perfectly Positioned to Own FUZE - Perfectly Positioned to Own “Healthier Refreshment”“Healthier Refreshment”FUZE - Perfectly Positioned to Own FUZE - Perfectly Positioned to Own “Healthier Refreshment”“Healthier Refreshment”
SlenderizeWeight Mgt.
Green Tea:Body Purification
Refresh:Nutrition
Vitalize:Enhanced Hydration
Healthier Refreshment
Vitality/Physical &
Mental, $18B
Vitality/Physical &
Mental, $18B
Active Replenishment $9.4B Retail
Active Replenishment $9.4B Retail
Routine Refreshment $12B Retail
Routine Refreshment $12B Retail
BeautyBeauty
Speaker Notes
Deryck
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Bill
Click for next slide
Speaker notes
Bill MeissnerChief Marketing OfficerFUZE
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Weight Management Vitamin Support WellnessHydration
& Recovery
Refreshing - Great Taste
Unique Brand Platforms
Bill
Click for next slide
FUZE Halo BrandFUZE is a refreshingly smart line of all natural tea and juice drink beverages “infuzed” with vitamins, minerals and antioxidants.
Multiple platforms serve as the conduits to consumer’s health profiles;
• Slenderize for diet and weight management
• Refresh for vitamin support
• Healthy Teas for general wellness
• Vitalize for active thirst
FUZE is a refreshingly smart line of all natural tea and juice drink beverages “infuzed” with vitamins, minerals and antioxidants.
Multiple platforms serve as the conduits to consumer’s health profiles;
• Slenderize for diet and weight management
• Refresh for vitamin support
• Healthy Teas for general wellness
• Vitalize for active thirst
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Bill
Click for next slide
Speaker notes
Awareness & Trial
Distribution
Innovation
Objectives
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•5 to 10 Calories•1 to 2 Carbs•Metabolic Enhancers
•Vitamin C
•0 Calories•0 Carbs•Antioxidant load
equal to 2 servings of Vegetables
•Vit B complex, C, E
Count Calories?Count Carbs?Count Your Blessings!
Bill
Click for next slide
• Great Fruit and Tea Flavors
• All natural flavors and colors
• no aspartame
• Low or no Carb, Low or no Calorie
• Premium upscale product
• Endorsed by Nutrition and Diet Influencers
• ADA Recommended product by Diabetes Forecast
• Dr. Roy Vartabetian (Nutrapoints author)
• 0 Points on Weight Watchers
• Ideal for Atkins and South Beach Dieters
• Myriad of top celebrity trainers
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FUZE & The Susan G. Komen Foundation
• FUZE to be a National Series Sponsor– The only beverage sponsor
• Launch the new SKU - “Empower” – Supers, Drug, Mass and Club
• Sample FUZE at each of 140+ events
• Fulfill role to raise awareness and participation among younger women
Bill
Click for next slide
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Consumers’ Attitudes Toward Organics
Source: novaQaunt Report on Health and Organic Foods - June 2006
Bill
Click for next slide
Speaker notes48%Much better for you
45%Safer for you
41%Important for babies/children
36%More nutrients
36%Help the environment
24%Taste better
18%Worth the extra cost
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FUZE OrganicsBill
Click for next slide
Objectives• Move rapidly to take advantage of growing
consumer demand for organic products
• Extend FUZE’s “healthy” equity into organic line extension
• Leverage direct ship opportunity for both natural food channel opportunities as well as “natural / organic” sections in supers to maximize incrementality
• Develop unique look and feel to packaging for consumer and channel appropriateness while maintaining key equity points of base-brand FUZE
Objectives• Take advantage of growing consumer
demand for organic products
• Extend equity into organic line extension
• Leverage direct ship opportunities to maximize incrementality
• Develop unique packaging while maintaining key equity points of base-brand FUZE
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Bill
Click for next slide
Speaker notesCURRENT CONCEPT: 2008 Innovation
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FUZE Branded Energy Drink
POWERFULENERGY FROM
NATURAL SOURCESGREEN TEA ANTIOXIDANTS
FRUIT JUICEVITAMINS
GREAT TASTE
FUZE is the perfect brand to create a healthy energy product
Leverage FUZE brand equity to appeal to current energy drinkers seeking healthier, better tasting alternatives and bring in new consumers who focus on health and wellness but are in need of a natural boost.
The Fuze brand already = health + great taste Fuze is known for high quality, natural ingredients Brand positioning and platforms span multiple
demographics enabling reach of a much broader audience
Highest scoring energy drink concept we’ve ever tested
Bill
Click for next slide
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FUZED Energy: Bill
Click for next slide
FUZED energy is the perfect Fuzion of powerful natural energy ingredients with the health benefits from real juice, Vitamins and Antioxidants that consumers are craving…healthy positive energy.
Key components:• Positioning
− 100% of Recommended Daily Allowance of Positive Energy• Key Ingredients
− Natural Fruit Blends− Natural caffeine sources− 200% of Vitamins A, B, C and E Complex− Antioxidants (from Green Tea)
• Flavors− Orange Mango− Strawberry Guava
Need New product shotNeed New product shot
2008Innovation
2008Innovation
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2008 Small Size Innovation Available May 08
Interim Package Available Oct 07
Image coming
Bill
Click for next slide
12-ounce FUZE
• Leverages hole in school and vending product portfolio
• Iconic FUZE bottle shape
• Vending friendly
• Same nutritional content as base FUZE
• Slight modifications in sweetener system to get under maximum “sugar” threshold
12 oz12 oz
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Introducing… Bill
Click for next slide
A New Entry in the FUZE Healthy Tea Platform
• Combines the robust black tea flavor with light acai-berry & apple signature
• Polyphenol / Antioxidant benefits that consumers have come to expect from FUZE Healthy Teas
• Black Tea and Acai further establishes the innovative spirit of FUZE Healthy Teas
• Set up NOS video
• Roll video
&&Black Green
Tea
NOS Video
Bill
Click for next slide
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Bill
Speaker notes
NOS - Preliminary 2008 PlanningNOS - Preliminary 2008 Planning
Bill
Speaker notes
2008 NOS Brand Objectives2008 NOS Brand Objectives
• Grow the core – Stay in front of enthusiast consumers as we increase ACV
• Convert the non-automotive enthusiasts– Target high frequency energy drink consumers to drive
trial of NOS– Increase VPO at retail via large scale sampling initiatives
• Increase the interruptions– Fund equipment force-out to drive incremental placement – Fund high-quality authentic POS and
merchandising equipment
• Expand through innovation– Introduce new flavors to target full shelf placements at CR– Launch multi-packs to support large store growth
•Grow the core
•Convert the non-automotive enthusiasts
• Increase the interruptions
•Expand through innovation
•Grow the core
•Convert the non-automotive enthusiasts
• Increase the interruptions
•Expand through innovation
• Turnkey packages around 4 cup races and 8 Busch races
• Logo placement on race car for retailers• Radio and print media to support program• ASP couponing available• Retail driver appearances• At-track hospitality• Sweepstakes build outs
SponsorshipsSponsorships
• NASCAR #50 Nextel Cup / #30 Busch Car• Hot Import Nights
• NASCAR #50 Nextel Cup / #30 Busch Car• Hot Import Nights
Trade-Driven Media Plan
Top 10 Energy & Opportunity MarketsTop 10 Energy & Opportunity Markets
Trade-Driven Media Plan• Turnkey packages around 4 cup races and 8 Busch races
• Logo placement on race car for retailers
• Radio and print media to support program
• ASP couponing available
• Retail driver appearances
• At-track hospitality
• Sweepstakes build outs
• Turnkey packages around 4 cup races and 8 Busch races
• Logo placement on race car for retailers
• Radio and print media to support program
• ASP couponing available
• Retail driver appearances
• At-track hospitality
• Sweepstakes build outs
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Innovation
To ComeTo Come
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Speaker notes
Click to advance
Deryck
“To achieve game-changing growth… you must not only do the same things differently... but start doing new things in a new way from your competition.
This is when the magic happens.”
- Steve Jobs
“To achieve game-changing growth… you must not only do the same things differently... but start doing new things in a new way from your competition.
This is when the magic happens.”
- Steve Jobs
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