Darin Ezra Brand Management Strategy
Upcoming SlideShare
Loading in...5
×
 

Darin Ezra Brand Management Strategy

on

  • 658 views

This presentation describes the amazing process that Power Brands offers to new brands.

This presentation describes the amazing process that Power Brands offers to new brands.

Statistics

Views

Total Views
658
Slideshare-icon Views on SlideShare
615
Embed Views
43

Actions

Likes
0
Downloads
9
Comments
0

3 Embeds 43

https://twitter.com 34
http://www.linkedin.com 8
https://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Darin Ezra Brand Management Strategy Darin Ezra Brand Management Strategy Presentation Transcript

    • www.powerbrands.us Brand&Management&Program&
    • www.powerbrands.us Table&of&Contents& 1.  2.  3.  4.  5.  6.  7.  About&Us& Launch&Planning& Distributors& Key&Account&Channel& Independent&Accounts& MarkeFng&/&PromoFon& Summary&
    • www.powerbrands.us 01& IntroducFon&
    • IntroducFon& About&Us& Our&ExperFse& Power&Brands&is&America’s&leading&beverage& development&and&management&firm.&We&have& developed&over&500&beverage&brands&and& managed&the&launch&and&growth&of&many&&brands& into&the&marketplace.&Neuro&FuncFonal&Drinks,&SK& Energy&Shots,&and&EvoluFon&Fresh&are&recent& examples&of&brands&we&have&worked&with.& Our&Brand&Management&Program&is&run&by& industry&professionals&that&have&experience& working&for&fortune&500&companies&as&well&as&very& specific&experience&and&success&working&in&the& beverage&startup&space.& Brand&Management& At&Power&Brands&we&understand&that&every& company&has&different&resources&and&expectaFons& when&launching&their&brands.&&We&pride&ourselves& on&working&very&closely&with&our&clients&to&ensure& that&we&develop&sales&and&management&plans&that& set&them&up&for&long&term&success.& The&following&are&our&key&areas&of&competency:& •  •  •  •  •  •  •  •  •  Beverage&Brand&Development& Distributor&RelaFonship&Management& Chain&Headquarter&RelaFonship&Management& Independent&Account&AcquisiFon&&&Growth& MarkeFng&&&Brand&PromoFon& ProducFon&&&LogisFc&Management& Web&&&Social&Media& Brand&Financial&Strategy& Intellectual&Property&ProtecFon& 4&
    • www.powerbrands.us 02& Launch&Planning&
    • Launch&Planning& Prelaunch& Launch& The&beverage&industry&is&not&a&“one&size&fits&all”& approach,&for&this&reason&a&custom&launch& strategy&is&developed&for&each&unique&brand.&As& a&client&of&Power&Brands,&you&will&collaborate& with&a&team&of&high&level&experts&to&tailor&a& specific&program&for&your&brand;&& & •  Developing&a&goctocmarket&strategy& •  Development&of&Retailer&PresentaFons& •  Point&of&Sale&Material&Development& •  Distributor&Engagement&PresentaFons& •  Retail/Distributor&IncenFve&Programs& •  SpecificaFon/Sale&Sheets&Development& •  ProducFon/LogisFcs&Strategy& •  Website&development& •  Social&Media&acFvaFon& •  Capital&Raising&Strategy& Upon&compleFon&of&the&prelaunch&phase,&Power& Brands&will&immediately&leverage&our&retailer&and& distributor&network&to&begin&moving&your&brand&into&an& iniFal&test&market.&Post&test&market,&and&based&on&the& findings&we&will&then&rapidly&expand&the&distribuFon& footprint&and&markeFng&acFvity;& •  •  •  •  •  •  •  •  •  •  Distributor&PresentaFons/Contract&NegoFaFons& Distributor&Management& Independent&Account&Growth& NaFonal&&&Regional&Chain&PresentaFons&& MarkeFng/PromoFonal&Program&ImplementaFon& New&Market&RollcOut&Strategies& Assistance&with&Capital&Raising&AcFvity& Oncgoing&ProducFon&and&LogisFcs&Management& Media&Support&and&Management& Online/Social&Media&Strategy&ImplementaFon& 6&
    • www.powerbrands.us 03& Distributors&
    • Distributors& Distributors& Distributor&Management& The&costs&associated&engaging&distributors& coupled&with&the&complexiFes&in&managing&them& can&be&challenging.&&Power&Brands&has& successfully&built&out&naFonal&and&internaFonal& distribuFon&pladorms&for&brands&we&have& launched.&&We&bring&laser&focus&and&cost& effecFve&programs&to&bear&when&launching& brands&within&distributor&networks.&Without&the& correct&approach&in&hand&there&are&many& distracFons&and&unnecessary&expenditures&that& can&easily&sidetrack&a&project,&draining&financial& resources&and&Fme.&&Power&Brands&will&guide& you&through&this&process&to&ensure&your&return& on&investment&is&maximized& Power&Brands&will&immediately&idenFfy&the&right& distributors&for&your&project&based&on&geography,& retail&channels,&capabiliFes&and&cost.&&Power& Brands&will&present&and&represent&your&brand&to& our&network&of&distributors.& The&following&is&an&overview&of&our&process:& •  Develop&distributor&presentaFons& •  Present&your&brand&to&our&network&of& distribuFon&partners& •  Sign&on&distributors&for&your&brand&in&your& targeted&launch&market& •  Build&out&your&pricing&and&promoFons& programs&that&drive&distributor&execuFon& •  Manage&distributors&to&grow&your&selling& accounts&and&case&sales& 8&
    • 04& Key&Account&Channel&
    • Key&Account&Channel& Overview& ExecuFon& Our&Key&Account&Management&(KAM)&team& focuses&on&selling&our&client’s&brands&into&the& appropriate&local,&regional&and&naFonal&chains.&& & Power&Brands&will&create&and&prioriFze&a&retail& target&list&specific&to&your&brand.&&We&will& determine&the&costs&associated&with&obtaining& chain&authorizaFons&and&retail&acFvaFon&by& account.&&& & Based&on&the&budget&guidelines&for&the&brand,& Power&Brands&will&present&a&comprehensive& rollout&strategy&including&expected&costs,& results&and&Fmelines.& & When&your&brand&is&ready&to&launch&into&market,& Power&Brands’&Key&Account&Managers&will:& •  Present&your&brand&to&local,&regional&and&naFonal& chain&accounts& •  Work&closely&with&brokers&(as&necessary)& •  Execute&chain&programs&and&TPR’s&(Temporary& Price&ReducFons)&to&drive&volume&& •  Coordinate&with&our&Field&MarkeFng&Manager& (FMM)&to&execute&sampling&and&markeFng& programs&for&chain&accounts& •  Work&with&the&Power&Brands&and&distributor&sales& teams&to&ensure&all&chain&programs&are&executed& 10&
    • www.powerbrands.us 05& Independent&Account&Growth&
    • Independent&Account&Channels& Independent&and&Nonc TradiFonal&Accounts& Independent&accounts&are&an&integral&part&of&the& retail&landscape&in&most&US&markets.&&These& accounts&typically&include&independent&grocers,& convenience&stores&and&gas&staFons.&&These& locaFons&are&vital&to&most&brands&as&they& provide&a&quick&route&to&market&and&can&build& brand&visibility&and&drive&trial.& Another&important&retail&is&the&“nonctradiFonal”& segment.&Accounts&in&this&channel&include& universiFes,&school&districts,&hospitality,&military,& athleFcs&and&entertainment.& Power&Brands’&KAM&team&and&sales&personnel& are&well&versed&in&acFvaFng&these&important&and& oien&overlooked&retail&channels.& How&we&execute:& Power&Brands’&team&of&dedicated&sales&personnel&work& closely&with&with&our&distributor&partners&to&grow&these& important&retail&channels; & •  For&each&brand&we&represent&a&targeted&list&of&accounts& is&created,&based&on&the&brands’&geographic&and& demographic&prioriFes& •  We&leverage&our&distributor&relaFonships&to&open&new& accounts,&execute&markeFng&programs,&and&sell& incremental&cases& •  We&call&on&our&acFve&accounts&on&a&regular&basis&to& ensure&our&brands&are&properly&priced,&posiFoned&and& have&all&current&pointcofcsale&(POS)&material& •  Our&sales&representaFves&have&specific&objecFves&they& must&achieve&each&month,&by&brand.&&These&objecFves& are&how&they&are&evaluated&and&compensated& 12&
    • www.powerbrands.us 06& MarkeFng&&&PromoFon&
    • MarkeFng&&&PromoFon& Grass&Root&MarkeFng& MarkeFng&Strategies&&&TacFcs:& Our&inchouse&Field&MarkeFng&Manager& specializes&in&understanding&each&of&our& brands’&target&consumer,&focusing&on& targeted&demographics&and&acFvaFng&local& events&that&generate&awareness&for&the& brands&we&represent.& •  Target&micro&markets&and&develop&markeFng& programs&that&impact&specific&areas&where&the& brand&has&distribuFon&and&the&core&target& consumer&resides&and&shops& MarkeFng&Development& Power&Brands&will&work&with&you&to&develop&a& brand&specific&markeFng&program&suitable&for& your&budget.&&The&markeFng&programs&will&be& designed&to&maximize&awareness&and&trial&for& your&brand&with&opFmal&cost&effecFveness.&&We& then&coordinate&with&our&sales&people&and& leverage&our&distributors&to&focus&their&sales& efforts&in&support&of&the&markeFng&programs,& ensuring&strong&retail&support&and&execuFon.& •  CreaFng&impressions&in&consumers&minds&around& your&brand&by&developing&cost&effecFve&campaigns& that&leave&lasFng&impressions& •  UFlizing&effecFve&POS&and&sampling&teams&to&drive& awareness&and&trial& •  GeneraFng&social&media&content&to&drive&traffic&to& your&Facebook&page&and&website,&leveraging&social& media&to&drive&retail&acFvaFon& •  Building&channelcspecific&events&that&are&brand& specific&and&leverage&the&strength&of&your&brand& 14&
    • MarkeFng&&&PromoFon& Sampling&Team& Sampling&Process& Power&Brands&sampling&teams&are&a&shared& resource&across&the&brands&in&our&pordolio,&which& helps&us&beker&opFmize&our&assets&and&provide& cost&savings&to&our&clients.&&Our&Field&MarkeFng& Manager&hires,&schedules&and&coordinates&all& sampling&events&on&behalf&of&our&clients.&&& •  We&will&develop&a&sampling&budget&with&you&to& determine&the&opFmal&amount&of&sampling& events&to&execute&monthly& •  Our&samplers&are&trained&on&the&key&selling& points&of&your&brand&and&can&effecFvely& communicate&key&brand&akributes&in&easy& talking&points& •  We&then&focus&these&sampling&events&around& new&account&acFvaFon,&display&programs&and& specific&brand&building&events&(local&markeFng& events)& •  We&track&and&measure&the&success&of&our& sampling&events&to&ensure&the&proper& uFlizaFon&of&your&sampling&budget& Building&Awareness& Building&awareness&in&a&targeted,&cost&effecFve& manner&is&criFcal&to&a&startup&beverage&brand’s& success.&&EducaFng&the&right&consumer&in&the& right&geography&with&the&right&message&is& paramount.&&SupporFng&new&account&placements& with&a&targeted&and&cost&effecFve&brand& awareness&campaign&will&drive&recogniFon,&trial& and&repeat&sales.& 15&
    • www.powerbrands.us 07& Summary&
    • Summary& &Why&build&out&an&enFre&team?& & & & & & & & By&aligning&and&working&with&Power&Brands&you&receive&the&benefits&of&a&dedicated&sales&force&at&a&significant&cost&savings.&& Power&Brands&Brand&Management&assets&include&but&are&not&limited&to:& & Territory)Sales)Managers)(Sales)Representa9ves)) Regional)Manager)) •  Working&with&and&building&relaFonships&with& •  Managing&&expanding&your&distributor&network& your&distributor&sales&teams& •  Building&&&managing&sales&&&markeFng&programs& •  Opening&new&accounts& •  Overseeing&your&goctocmarket&strategy& •  Upselling&your&brand& & •  POS&Management& Key)Account)Manager) •  Sales&execuFon&–&Street&level& •  Semng&up&regional&independent/chain&accounts& •  Managing&regional&and&chain&account&program& Field)Marke9ng)Manager) execuFon&with&your&distributor&network& •  CoordinaFng&and&measuring&the&success&of& Field)Sales)Manager) sampling&campaigns& •  Manages&the&sales&and&account&development&of& •  Developing&and&execuFng&local&markeFng& the&Territory&Sales&Managers& campaigns& •  Works&closely&with&distributors&to&ensure&they& & are&focused&on&the&brands&we&represent& & & & 17&
    • Summary& Building&your&own&Sales&&& Management&Structure& Building&out&the&level&of&infrastructure&and&headcount& that&Power&Brands&has&available&to&you&on&your&own,& you&would&be&overinvesFng&your&resources&and& spreading&your&capital&too&thin.&&The&example&below&is&a& very&realisFc&example&of&the&costs&associated&with& building&out&your&own&sales&and&management&structure& in&the&beverage&industry: & & Avg.)Monthly)Salaries:) •  Western&Regional&Manager&& •  Key&Account&Manager& •  Field&MarkeFng&Manager&& •  Field&Sales&Manager& •  Sales&Reps&(4)& & &$10,000& &$7,000& &$6,500& &$6,500& &$16,800& •  Total ) & )$46,800)per)month) &$561,600&per&year& •  1/7/14& ______________________________________________________________& ) & The&Power&Brands&Benefit& The&benefit&of&working&with&Power&Brands&is&our&ability& to&leverage&these&costs&across&mulFple,&nonccompeFng& brands&and&create&a&fully&funcFonal&sales&organizaFon& composed&of&highly&talented&and&successful&beverage& professionals.)& CompeFFve&Advantage& The&Brand&Management&pladorm&provided&by&Power& Brands&is&a&standard&organizaFonal&structure&that& many&successful&$50&million+&beverage&organizaFons& have&in&place.&&You&will&have&a&compeFFve&advantage& by&uFlizing&Power&Brands&resources&and&access&to&its& senior&leadership&who&have&developed&over&500& beverage&brands&and&launched/managed&two&of&the& most&successful&beverage&brands&in&the&last&10&years;& Neuro&and&SK&Energy&Shots.& 18&
    • Services&Overview& AddiFonal&Details& Next&Steps& There&is&no&longcterm&contract&and&no&minimum& amount&of&Fme&you&need&to&commit&to&with&us.&&We& are&confident&that&once&we&begin&the&brand& management&process&that&you&will&see&an&immediate& increase&in&your&volume&and&account&distribuFon& growth,&&as&well&as&improved&brand&development&and& exposure.& & The&Brand&Management&Program&begins&with&an&iniFal& meeFng&with&senior&management&at&Power&Brands&(in& person&or&via&Skype/conference&call).&&We&then&outline& milestones&and&decide&on&key&metrics&that&will&be& reported&to&you&on&a&weekly&basis.&&We&foster&an& environment&of&open&communicaFon&and&clarity&on&& expectaFons&and&deliverables.&&This&process&has&been& developed&and&refined&during&our&most&recent& successful&launches&over&the&last&several&years&with& Neuro&and&SK&Energy&Shots.& If&you&are&interested&in&talking&further&about&the& Power&Brands&Management&Program,&please&reach& out&to&us&directly.& ) & & We&are&more&than&happy&to&conduct&a& consultaFon,&free&of&charge,&to&talk&about&how&we& can&work&together&to&grow&and&develop&your& brand.& & We&look&forward&the&opportunity&to&work&with&you& and&help&you&grow&into&a&naFonally&recognized& leader&in&your&category!& & & & & 19&
    • www.powerbrands.us 07& Management&Team&
    • Management&Team& Darin&Ezra&& MarFn&Molina& As&Cocfounder&and&CEO&of&Power&Brands,&Darin&brings&an& expansive&depth&and&breadth&of&beverage&brand& management&experience.&Darin&has&managed&and&launched& dozens&of&beverage&brands&globally.&Recently&heading&up& the&management&team&that&pioneered&the&awardcwinning& design&and&successful&naFonal&and&European&launch&of& Neuro,&(est.&over&$100&million&brand),&and&successfully& spearheading&the&launch&of&SK&Energy&for&CurFs&Jackson& (50cCent),&distributed&in&over&50,000&locaFons&naFonwide.&& MarFn&brings&over&23&years&of&food&&&beverage&markeFng& experience&with&industry&powerhouses&such&as&Nestle&USA& and&Pepsi.&As&cocfounder&and&CEO,&MarFn&oversees& innovaFon&and&R&D&operaFons&at&Power&Brands.&&To&date& Power&Brands&has&completed&over&500&beverage&projects& and&its&projects&have&garnered&more&than&30&naFonal&and& internaFonal&awards.&Most&recently&MarFn&managed&the& recbranding&of&EvoluFon&Fresh&juices,&ulFmately&leading& to&its&recent&$30&million&acquisiFon&by&Starbucks.& & ) Jason&Fontaine&&& ) Jason&brings&over&18&years&of&consumer&products&sales& and&distribuFon&experience&with&companies&such&as& E&J&Gallo,&Wine&Warehouse,&Nestle&Waters,&and&Red& Bull.&Jason&ran&all&aspects&of&the&5th&largest&Red&Bull& distributor&in&the&country.&Jason&founded&and&managed& a&full&service&DSD&distributor&that&distributed&naFonal& brands&such&as&Nesquik,&Voss&Water&as&well&as&local& crai&beer&brands.& & && SupporFng&Team& •  •  •  •  & & Anna&Kernbaum&–&CreaFve&Director& NiyaF&&Parikh&c&ProducFon/Development&Manager& Kiersten&Slader&–&Key&Account&Manager& 25&beverage&addiFonal&specialists&(under&one&roof).& 21&