Innovation is a Journey Search for jewels of the mind Unlock and open the door to new products and services Paint the picture of the idea Create a value proposition and bring it to market The Destination is Loyal Customers
Richard L. Vandervoet
Retail brand marketing and innovations professional with Quaker Oats, Kraft Foods,RJR/Nabisco and marketing agencies. Experienced with direct and broker sales teams.
New product and sales development program successes with top retailers including Target, Walmart, Sam’s, Safeway, Kroger.
Consumer goods insights, innovations and activations from ideation through launch and post support.
Strategic planning, positioning and branding.
Advertising, sales collateral, campaign development and creative management.
Development of integrated consumer, trade and sales campaigns.
Intelligence and market research –unmet/unarticulated needs.
Record of exceeding plan sales and operating income with on target strategic plans, developed into marketing plans crafted in concert with sales, customers and executive management.
New Product Development Process Ideation Screen New Technologies Identify Consumer Needs Ideate Develop Platforms Develop Product Claims Determine Consumer Targets Recommend Branding Develop Concepts Evaluation Screen Concepts Test Concepts w/Target Assess Market Potential Assess Technical Feasibility Estimate COGS Preliminary Pricing Development Assign Team Develop Timeline Finalize Formulation Validate Attributes Finalize Packaging Formulation Testing Financial Projection Management Input Go/No Go Launch Develop Launch Plan Full-Scale Production Execute Marketing Strategy Evaluate Refine Finalize Labels/Cases Arrange Logistics Consumer/Market Testing Develop Marketing Strategy Finalize Financial Projections Management Approval to Launch Commercialization
Innovation Experience – National Launches
Cigarette Brands BrookWood Menthol
Salad Dressings Seven Seas Viva Parmesan, Creamy Parmesan
Spreads/Blends Mother Nature’s Finest-Butter
Wolf Chili Texas Two-Step Chili Fixin’s
Wal-Mart Pvt. Label House Beautiful Paint
Continental One Pass Reward Program
Pennzoil SUV Motor Oil
Quaker State Winter Oil
Texaco Havoline Better Gas Mileage Formula
Texaco Fuel System Cleaner
Packaging Graphic Design, Bottle Design
Increased Walmart private label paint sales by 27% via development, design and project management of new House Beautiful paint brand.
Increased "Seven Seas" salad dressing sales 17% via new products, new distribution and facings by repositioning with upscale packaging, new tv, radio, print advertising and POP displays with promotions and retail incentive drivers.
Developed and launched Pennzoil SUV and Quaker State Winter oil, setting sales records.
"Despite an extremely tight schedule and early production problems which shortened the pre - sell, Wolf Brand has proven its ability to successfully establish a strong presence in a new, growing category...a year ahead of schedule." Wolf Brand President
"Seven Seas Viva Parmesan Dressing placed first in the Condiment category of the contest" - Prepared Foods Magazine
“ You hit a home run with the new Quaker Winter product. Well presented and sold to sales force to assure support. And this was after a great SUV oil intro that set all time records ”
Chicago Sales Director, Shell Consumer Products
Character Profile Personality Type - Briggs-Myers Explorer Inventor: ENTP 2006 Theme is inventing, finding ingenious solutions to people and technical problems. Talents lie in developing ideas into functional and innovative applications that are the first of their kind. Thrive on finding new ways to use theories to make systems more efficient and people better off. Hunger for new projects. Have faith in their ability to come up with new approaches that will work. Education MBA Cum Laude-Thunderbird School of Global Management (Marketing focus) BA Honors - University of Texas, Austin (Consumer Behavior focus) Resume: http://www.linkedin.com/in/richvan Contact: firstname.lastname@example.org Tel/Txt: 214.213.8411
Next Generation Offerings for Brand Preference
Recommended 90 Day Work Scope
1. Build relationships with key teams including sales, brand, insights,R&D, manufacturing,agencies and research suppliers.
2. Execute ideation approaches among key segments, retail buyers,open innovation leaders and partner companies idea leaders.
3. Develop and evaluate platforms for concept generation to test for consumer appeal. Present to management for execution.
4. Evaluate competitive leadership products as source for value added offerings.
5. Execute financial plan to generate desired incremental sales.
6. Make introductions at partner company facilities and initiate weekly conference calls to drive product launch urgency.
7. Instill a high level of work ethic and timeliness expected from a market leader. Motivate, respect and challenge teams.
Innovation = Value Creation Search for jewels of the mind Unlock and open the door to new products and services Paint the picture of the idea Create a value proposition and bring it to market “ Marketing and innovation produce results. All the rest are costs.” Peter Drucker