Contents Neuro “Play Book” Purpose About Rite Aid 3 Step Reset Activation/Validation Neuro Merchandising Activation Sales Tools “Better Choices” June program 2/$4 Mix & Match with Snapple, Fiji and Vita Coco Rite Aid DSD Consumables Manager contact information (for Neuro Regional/Area Sales Managers and Neuro Distributor Partners)
The purpose of “Realizin’ ” Rite Aid is to provide a road map on how to activate Neuro at store level via these execution points:” 3 step process to activate Neuro at store level before, during and after scheduled resets Neuro and Distributor Partners will leverage the “Better Choices” platform at Rite Aid HQ level and store level Solicit/Pursue Rite Aid Store Mgr. for Affinity Neuro placements Solicit/Pursue Rite Aid Store Mgr. for incremental cold availability at store level (every store layout is different) Neuro BUSMs/RSMs/ASMs to work together with Neuro Distributor Partner Mgrs. to Contact/Schedule appointment Rite Aid DSD Consumables Manager that will lead to alignment on Rite Aid initiatives, Tri II and Tri III programming “Realizin’ “ Rite Aid Road Map
Approx. 4,600 store Drug Chain in 34 States with locations predominately located on the East and West Coasts. Rite Aid is the 3 rd largest drug chain in the country behind Walgreens and CVS Neuro has made a Significant Distribution Investment with Rite Aid for activation in 2014 50,000 + Case Volume Potential Second Half 2014 with Correctly Activating Rite Aid Who Is Rite Aid ?
Align with 3 Step Process 1. Identify Stores and # of Skus in POG (example) on Add/Delete list supplied 2. Cross reference Distributor Rite Aid Margin Minder/Sales Info provided 3.Where void in distribution place proper Skus, tag shelf and communicate to distributor Management/Sales Associate Always solicit for additional cold and warm placement o End Cap shelves, Side Shelf Merchandisers, Racks, Stackers o “Better Choices”/ “Good for You “ tie-ins o Neuro Sleep distribution in and around pharmacy and HBA section 3 Step Reset Activation/Validation
Buy any neuro receive any neuro free trial driving offer Hi-visibility of in-demand product for 18-34 year old females 10-case stacker 6 & 3 case racks driving strong revenue and margin Static clings and danglers to drive increased revenue and consumer awareness on-shelf Neuro Merchandising Activation Sales Tools Price to Store: $20.00 EDLP Retail: $2.49/33% GP
Always solicit for additional cold and warm placement “Better Choices”/ “Good for You “ tie-ins Neuro Sleep distribution in and around pharmacy and HBA section Activate Affinity! Neuro Merchandising Activation Sales Tools Cont.
Situation: DPSG is positioned to help Rite Aid grow profitably while aligning to their strategic Wellness message. The Insights recommend that Rite Aid provide its shoppers convenient Healthier Choice solutions that meet their occasional needs Idea: Leverage DPSG Better Choice brands and packages to drive higher ring while satisfying a shopper need Timing: June 1, through June 28, 2014 Products: Neuro 14.5 oz., Snapple 64 oz., Fiji 1L, Vita Coco 17ml. Action: Display Better Choice options on an end-cap that will influence shopper behavior during the month of June 2014. Suggested Retail: 2/$4, Overall avg. margin: 26%! $2.49 single. Snapple 64 oz.: $14.00 case or $1.75 per unit/ $.15 scan to $1.60 or 20% margin Vita Coco 17 oz.: $18.00 case or $1.50 per unit/ 25% margin Fiji 1 Liter: $15.25 case or $1.27 per unit/36.5% margin Neuro 14.5 oz.: $18.00 case or $1.50 per unit/ 25% margin Sales Estimate: 483,000 units/$966,000 in sales/26% profit margin! 2013 Sales: 161k units or 35 units per store (without Neuro)/$241k in sales 2014 Estimate: 483k units or 105 units per store/$966k in sales “Better Choices” June Program 2/$4 Mix & Match With Snapple, Fiji and Vita Coco
Rite Aid DSD Consumables Managers Contact Information DSD Consumable Managers Contact List NamePhone NumberWork AddressE-mailSYSMResponsibility Jack Henniger W - 503-469-8607 C - 503-869-4443 Rite Aid Corporation 14625 SW Allen Blvd #101 Beaverton, OR firstname.lastname@example.orgCATJMHWA, OR, ID, UT, CO Luann Clark W - 949-754-0648 ext. 206 C - 714-615-4510 Rite Aid Corporation 320 Goddard Suite 125 Irvine CA email@example.comCATLJCCA, NV Jenny Witulski W - 248-674-7780 C - 248-345-1068 Rite Aid Corporation 5400 Perry Drive Waterford, MI. firstname.lastname@example.orgCATJLW1MI, OH Matt Holbrook W - 502-633-5644 C - 502-396-2267 Rite Aid Corporation 77 Mack Walters Rd Shelbyville, KY 40065Matthew.M.Holbrook@riteaid.comCATMMHKY, IN, TN Jerry Whanger W - 304-925-3658 C - 919-259-2970 Rite Aid Corporation 3805 MacCorkle Avenue, SE Charleston, WV email@example.comCATJW1WV, PA Sheila Johnson W - 318-219-3313 C - 318-210-1094 Rite Aid Corporation 5711 Youree Drive Shreveport, La firstname.lastname@example.orgCATSRJLA, AL, MS, GA Mike Mercer W - 804-768-1579 C - 804-512-6162 Rite Aid Region Office 4408 West Hundred Rd Chester, VA email@example.comCATMEM1VA, DC, MD Mark Cook W - 716-743-9071 C - 716-628-2161 Rite Aid Corporation 621 Delaware Ave Tonawanda, NY 14150 firstname.lastname@example.orgCATMC3NY (excluding Metro NYC) Jim Lyman W - 215-464-3171 ext. 231 C - 267-664-8797 Rite Aid Corporation 11750 Bustleton Avenue Philadelphia, PA email@example.comCATJMLDE, NJ, NY City Michael Cooper W - 704-371-3718 C - 704-975-9784 Rite Aid Charlotte DC 1776 Statesville Ave. Charlotte, NC firstname.lastname@example.orgCATMC4NC, SC Ron Lundy W - 781-821-3609 C - 603-828-8769 Rite Aid Corporation 4 Washington Street Canton, MA email@example.comCATRL1RI, CT, MA, ME, NH, VT