Upload
lydien
View
225
Download
6
Embed Size (px)
Citation preview
Welcome to NextFoods
On Trend
Category Creator
Authentic
Planning and Execution Steve Demos
Todd Beckman
…V2
Company Confidential Page 2
Speed to market…
On Trend
Category Creator
Proven Science
Planning and Execution
…and delicious
ProViva • Probiotic Juice • Market Leader • High HH Penetration
Probi • Deep Science • Proven and Safe • Exclusive
Company Confidential Page 5
GoodBelly Product Portfolio
GoodBelly
• 20 bil CFU / 8oz Serving
• 100% Vitamin C
• 7 SKUs
Straight Shot
• 20 bil CFU / Serving
• NO ADDED SUGAR
Super Shot
• 50 bil CFU / Serving
• NO ADDED SUGAR
• 2 SKUs
Plus
• 20 bil CFU / Serving
• 12 Vitamins & Minerals
• 4 SKUs
Probiotic Supplement
• 10 Bil CFU Capsules
• Convenient 30 Day supply
• Shelf Stable
Company Confidential Page 8
Making the leap from Natural
Saw on Store Shelf 39%
Friend or Family Member 29%
Free Sample at Store 13%
Received Coupon 12%
Internet Search 11%
GoodBelly consumer acquisition… 1. At shelf to drive awareness and trial 2. Social media to tell all their friends… 3. 12 Day Reboot to convert
Journey to the first GoodBelly purchase “Mainstream Consumer”
Company Confidential Page 10
Working Hard At Shelf
• …Even More Research – Communicating complex message
– Packaging drive awareness/trial
• Promotion – TPR, Tags and End Caps
– Sample, Sample & Sample
Company Confidential Page 11
83% EXPERIENCE BENEFIT
71% STILL
CONSUMERS 1 YR LATER
We measure everything
Company Confidential Page 13
GoodBelly works…
“GoodBelly has made a world of difference! My intestines were beyond inflamed and within day 2 of the trial all inflammation was gone and has continued to stay away. Thanks!”
“I will tell you I noticed a 500% difference the same day, after I drank a cup of Good Belly Coconut Water. I feel well, and I feel healthy.”
“I have been a GoodBelly fan and user for several years. I had a large part of my colon and small intestine removed due to cancer and a blood clot and find that nothing else works as well as GoodBelly.”
“I just wanted to say that GoodBelly has made a world of difference”
Company Confidential Page 14
12 Day Belly Reboot Channels
• Organic:
– Packaging / Web / Demos
– Q1 ‘15 Reboot Signups Up 64%
• Campaigns
– Sweepstakes
– Partner with brands
– Social Media / Influencers
• Apps & Social Couponing
– e.g. Hopster
– Instacart…
– Other 3rd Party Mobile Apps
Company Confidential Page 15
0
500 0
100 00
150 00
200 00
250 00
300 00
Q1 Q2 Q3 Q4
12 D
ay S
ign-
up
Organic Apps and Social Coupons Campaigns
Let’s recap so far
• Spot the trends early
• Launch and cautiously expand
• Listen to consumers and adapt
But is it really that easy ?
Page 17
It helps to be on trend…
Carbonated soft drinks (-5%)
Refrigerated juice (-1%)
Functional Juice +16% Source: SPINs
but that’s not the only thing
< $20 $20 - $50
3% 16% 17% 30%
Phase 1: Experi- mentatio
Phase 2: Proof of Concept
Phase 3: Pain of Growth
Phase 4: Scale to Win
Mainstream
$50 - $150 $150 - $350 $350+
Retail Sales (mil):
Success Rates:
The most frightening statistic ever
3%
A formula for success
First Mover Descriptive
Brand Name
Efficacy – it has to work
Proprietary
Authentic
A formula for success
First Mover
Descriptive Brand Name
Efficacy – it has to work Proprietary
Authentic
A formula for success
First Mover Descriptive
Brand Name
Efficacy – it has to work Proprietary
Authentic
A formula for success
First Mover Descriptive Brand Name
Efficacy – it has to work
Proprietary
Authentic
Feel the effect science…
• Lactobacillus plantarum 299v (Lp299v) is isolated from healthy human intestinal mucosa
– Over 16 significant Human Clinical Studies
• Digestive & Immune System highlights – Survives passage through digestive tract
– Irritable bowel syndrome relief
– Adherence to mucosa cells
– Increases total load of Lactobacillus and suppresses adverse bacteria
– Clinically significant dose at 10 billion cfu / serving
Page 27
Positioning: Ingredient, Technology or Function
Ingredient positioned
Functional benefit positioned… boosted by feel the effect
Technology positioned
Page 28
A formula for success
First Mover Descriptive Brand Name
Efficacy – it has to work Proprietary
Authentic
A formula for success
First Mover Descriptive Brand Name
Efficacy – it has to work Proprietary
Authentic