FP OnLine Sessions 7 Pitch The Retail Buyer

The FoodPreneur tm : 

The FoodPreneur tm Retail Buyer Pitch Tele: 973-433-6630 domcelentano@thefoodpreneur.com esther@thefoopreneur.com www.thefoodpreneur.com

Retail Buyer Pitch Get Ready! : 

Retail Buyer Pitch Get Ready! Indentify most likely retail prospects for pitching Develop New Product Launch Program supporting a Retail Buyer Pitch Develop replicable Retail Buyer Pitch presentation Pitch Retailers to obtain shelf placement of X SKU’s over 12 month period Facilitates obtainable early successes bolstering future new Revenue Objectives

Retail Buyer Pitch Get Ready! : 

Retail Buyer Pitch Get Ready! Retail Buyer Pitch Get Ready! Elements Retailer Prospects Product Positioning Features / Benefits Frame Brand to other Cause Brands Retailer Action Desired Target Audience Market Trends Competition Brand Support Reason to Buy Right Product Right Place Right Time Right Price Right Amount Copyright 2011 The FoodPreneur Outlines required information needed by retailers to authorize product distribution Creates clear “step-by-step” path for organization Gets brand ready to pitch to key retailers Feeds into future new product launches Program Increases likelihood of successful Retail Buyer Pitch meeting leading to product acceptance and distribution

Retail BUyer Pitch Get Ready!: 

Retail BUyer Pitch Get Ready! Retail Buyer Pitch Get Ready! Select retailers to pitch based on agreed criteria improving likelihood of successful product launch Geographic location Retailer type Local decision making DSD capable For brands that have a social cause Social/Community programs in place Congruity of retailer to cause brand Copyright 2011 The FoodPreneur Retailer Prospects

Retail BUyer Pitch Get Ready!: 

Retail BUyer Pitch Get Ready! Retail Buyer Pitch Get Ready! Create positioning statement clearly articulating Product Description, Features and Benefits Develop a clear Value Proposition Articulate the 3 Tiered Cause Brand Benefit Structure Consumer Benefits Retailer Benefits Social Benefits (cause brands) Copyright 2011 The FoodPreneur Product Positioning

Retail BUyer Pitch Get Ready!: 

Retail BUyer Pitch Get Ready! Retail Buyer Pitch Get Ready! Use examples of Cause Brands, Social Enterprise food brands at retail Brand examples will range from well known (Newman's) to regional and local players Framing your cause brand will create context for the retail buyer since the buyer may be unaware of the market growth in cause brands and the opportunity Copyright 2011 The FoodPreneur Frame Brand to Other Cause Brands

Retail BUyer Pitch Get Ready!: 

Retail BUyer Pitch Get Ready! Retail Buyer Pitch Get Ready! Features and Benefits unique to your brand Deliver detail of Tiered Benefits of the brand Consumer Benefits Taste, health benefits, convenience, etc. Retailer Benefits Expanding category, affiliate with social cause benefiting retailers community Social Benefits Support of brand creates jobs, stronger community Copyright 2011 The FoodPreneur Features & Benefits

Retail BUyer Pitch Get Ready!: 

Retail BUyer Pitch Get Ready! Retail Buyer Pitch Get Ready! Illustrate customer segments most likely to respond to a cause brand new product launch and purchase the product Target audience is critical for establishing credibility of brand to prospective retailer Copyright 2011 The FoodPreneur Target Audience

Retail BUyer Pitch Get Ready!: 

Retail BUyer Pitch Get Ready! Retail Buyer Pitch Get Ready! Data supports allocating shelf space to your brand. Examples: Snack Category growth Health Snack growth Snacks In-Store Bakery growth Cause brand growth and/or retail placement to illustrate growth trends in specific cause brands Buyer needs to see an expanding category to add GFG to the shelf Unlikely your new product, will “replace” existing brand w/o compelling information Copyright 2011 The FoodPreneur Market Trends & Competition

Retail BUyer Pitch Get Ready!: 

Retail BUyer Pitch Get Ready! Retail Buyer Pitch Get Ready! Retail trade expects support of brand How will you support your new product launch? In Store POS Display Shippers Demos Tie-in with retailer e-newsletters, events Social Media Public Relations Outreach to other NP for customer support [Other creative low cost ways TBD] Copyright 2011 The FoodPreneur Brand Support

Retail BUyer Pitch Get Ready!: 

Retail BUyer Pitch Get Ready! Retail Buyer Pitch Get Ready! Articulate how your brand fits into retail merchandising strategy Right Product Right Place Right Time Right Price Right Amount Copyright 2011 The FoodPreneur Reason to Buy

Retail BUyer Pitch Get Ready!: 

Retail BUyer Pitch Get Ready! Retail Buyer Pitch Get Ready! Elements Necessary for a Successful Retail Buyer Pitch Presentation Copyright 2011 The FoodPreneur Retailer Presentation Retail Pitch Presentation Key Elements Product Competition Frame Brand Market Trends & Competition Retailer Action Brand Support Features & Benefits Reason to Buy

How to add cause branding: 

How to add cause branding The following is an example of how you can create a Cause Brand This may be a method to establish your brands differences Helps you get out from the “noise” associated with retail food Not applicable to all brands Must have products that have Relevancy and Value to the cause

Cause related Example: 

Cause related Example How Social Ventures Can Produce Profits

Product Examples: 

Product Examples Simply put, Project 7 exists to give. We are a cause-related company that makes every day consumer goods. For every purchase of a Project 7 product, some good is done in seven areas of need – Feed the Hungry, Heal the Sick, Hope for Peace, House the Homeless, Quench the Thirsty, Teach them Well and Save the Earth.

A Validator – But…: 

A Validator – But… Project 7 is a good example of an entry into a dedicated Cause Brand. It can validate the ability of a Cause Brand to obtain limited distribution. However… We don’t know retail movement and whether repeat purchase is increasing or decreasing The product mix is not replicable from a business model perspective. There are far too many SKU’s For example there are 7 bottled waters each focusing on a cause There is not enough room or ROI at retail to stock all 7

Example Retail Buyer Pitch : 

Example Retail Buyer Pitch We will now move to a real example of a retail buyer pitch slide deck

The FoodPreneur tm : 

The FoodPreneur tm Retail Buyer Pitch Tele: 973-433-6630 domcelentano@thefoodpreneur.com esther@thefoopreneur.com www.thefoodpreneur.com