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1 Venturing & Emerging Brands… New Leadership… New Growth… New Capabilities Speaker Notes Deryck

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Deryck. Speaker Notes. Venturing & Emerging Brands…. New Leadership… New Growth… New Capabilities. Deryck. Speaker Notes. Venturing & Emerging Brands…. Deryck van Rensburg President Venturing & Emerging Brands CCNA. Deryck. - PowerPoint PPT Presentation

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Page 1: Venturing &  Emerging Brands…

1

Venturing & Emerging Brands…

Venturing & Emerging Brands…

New Leadership…

New Growth…New Capabilities

New Leadership…

New Growth…New Capabilities

Speaker Notes

Deryck

Page 2: Venturing &  Emerging Brands…

2

Venturing & Emerging Brands…

Venturing & Emerging Brands…

Deryck van Rensburg

PresidentVenturing & Emerging Brands

CCNA

Deryck van Rensburg

PresidentVenturing & Emerging Brands

CCNA

Speaker Notes

Deryck

Page 3: Venturing &  Emerging Brands…

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

Page 4: Venturing &  Emerging Brands…

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Business Context: New $1B BrandsBusiness Context: New $1B Brands

9 Yr. Average

Year Year ReachedTime to $1BSpeaker Notes

Deryck

Page 5: Venturing &  Emerging Brands…

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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

41

STRATEGYSTRATEGYSTRATEGYSTRATEGY1) Investment

Strategy2) Importation

Strategy3) Connect and

Develop Partnerships

1) Investment Strategy

2) Importation Strategy

3) Connect and Develop Partnerships

Speaker Notes

Deryck

Page 6: Venturing &  Emerging Brands…

6

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

Page 7: Venturing &  Emerging Brands…

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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.

Page 8: Venturing &  Emerging Brands…

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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

Page 9: Venturing &  Emerging Brands…

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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

Page 12: Venturing &  Emerging Brands…

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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

Page 15: Venturing &  Emerging Brands…

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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

Page 16: Venturing &  Emerging Brands…

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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

Page 17: Venturing &  Emerging Brands…

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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

Page 22: Venturing &  Emerging Brands…

NOS Video

Bill

Click for next slide

Page 23: Venturing &  Emerging Brands…

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Bill

Speaker notes

Page 24: Venturing &  Emerging Brands…

NOS - Preliminary 2008 PlanningNOS - Preliminary 2008 Planning

Bill

Speaker notes

Page 25: Venturing &  Emerging Brands…

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

Page 26: Venturing &  Emerging Brands…

• 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

Page 27: Venturing &  Emerging Brands…

Trade-Driven Media Plan

Page 28: Venturing &  Emerging Brands…

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

Page 30: Venturing &  Emerging Brands…

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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