Demo Drive Periods

• Welcome to the 1st day of Training

• THE NUTRO COMPANY

• Job Description bullet points

THE NUTRO COMPANY

The leader in “natural” pet food

®/™ Trademarks © The Nutro Company 2010. The WALTHAM® marks are owned by Mars, Incorporated. Other trademarks are property of their respective owners.

The nutro company

• The official company name is now The Nutro Company, which includes the NATURAL CHOICE®, MAX®, ULTRA™ and GREENIES® brands.  Over the next several months, The Nutro Company will replace Nutro Products, Inc. and The Greenies Company references on our website, printed materials and packaging.

• The new domicile for NUTRO® and GREENIES® packaging is:

Manufactured by: The Nutro Company Franklin, TN 37067-1769 USA

Our Mission

To reassert our claim as the world’s leading natural nutrition pet food authority.

All NaturalWe use only natural ingredients at The Nutro Company. We believe natural foods are healthier, safer and tastier.

No Compromises

Pet FirstAt The Nutro Company leading edge knowledge and expertise in natural pet nutrition is the foundation of our work

We hold ourselves to a higher standard. It’s why we offer 100% guarantee on quality.

Our Natural Pet Food Philosophy

Pure PurposeEvery ingredient in a NUTRO® product is therefor a reason. To deliver healthy, superior nutritionyou can see.

• At The Nutro Company we put pets first, we use natural ingredients, have a pure purpose (every ingredient has a purpose) and we make no compromises! 

•  

THE NUTRO COMPANY mantra

We are The Nutro Company.

We believe in natural.

In fact, we’re obsessed with it.

Because natural is good.

Natural is nutritious.

Natural is pure.

We brought our belief to dogs and cats when we pioneered the natural pet food category.

Today we’re still proudly leading the charge.

With products that build the foundation for superior pet health.

Using only the finest natural ingredients, each targeting a specific need.

Protecting our pets. Making them stronger, more youthful and vital.

So they can enjoy life to the fullest.

And people can enjoy them to the fullest.

We are The Nutro Company.

Providing a lifetime of health for pets

Through the power of natural nutrition.

“Natural”, as Defined by the Consumer

NATURAL CHOICE® Dog Food buyers define “natural” as absence of fillers and by-products, right amounts of protein, no gimmicky shapes, absence of colors and as simple and authentic.

Source: NUTRO® Positioning Exploration, April 2009

Source: NUTRO® NATURAL CHOICE® Dog Packaging Exploration ,October 2009

Riptide, PNS Kristen McKenna, Canada

Our Portfolio

Key Driver ACCESSIBILE SOLUTIONS-LED INGREDIENT-LEDFUNCTIONAL

TREATS

PositioningSIMPLE,

WHOLESOME & NATURAL

POWERFUL, TAILORED NATURAL

NUTRITION

HOLISTIC, NATURAL NUTRITION FOR

TOTAL WELLBEING

SMART TREATS, FOCUS BEYOND

ORAL

Competitive SetIAMS, Beneful,

Purina ONE, DiamondHill’s Science Diet

Natural Balance

Blue Buffalo

Innova, Evo

Nutri-dent

Hill’s Science Diet

2010 Initiatives

• Strengthen our Message– Stronger brand messaging…we need to own the

“Natural” category– Incorporate “Natural” message into demo scripts– Protect our territory…be less passive & more assertive

• Enhance our Look– Brand Focus Uniform– Table charts and visuals

• Drive Focus– Longer drive periods (3 periods each)

Sable, PNS Diana LeBrun, IN

Demo Drive Periods

Drive Focus• We will incorporate longer drive periods…going

from a 1 period focus to a 3 period focus to create greater focus and in-store excitement.

Q1: Periods 1, 2, 3• NATURAL CHOICE® Dog Brand “Skin & Coat

Check” • GREENIES® Brand “Dental Health Month” &

“Choose Smart” Promotion

Nutro® Product Recommendation

• Even though we will be focused on a NATURAL CHOICE® Dog Food recommendation, if for any reason NATURAL CHOICE® Dog brand is not the right product for that consumer direct the consumer to another NUTRO® product that might fit their needs better.

Natural Choice®Natural Choice®

• NATURAL CHOICE® Dog Food “The ONLY Brand that Guarantees to IMPROVE Skin & Coat or your money back!*"

Abby, Liam, Tess, PNS, Julia Egleston, UT* Complete satisfaction or your money back

Tent Card/Table Top

Demo Tear Sheet

Front

Back

POP CONVERSION TOOLS

“Skin & Coat Check”• Consumer Handout

Checklist – Solution based “Skin and

Coat” checklist – Gives consumer key “skin

and coat” issues to "check for" then provide the recommended NATURAL CHOICE® Dog Food that is formulated for those needs

• $2 off NATURAL CHOICE® coupon (Dog and Cat)– Good for any size NATURAL

CHOICE® product.

19

search dog foundation in haiti

19

• 15 Search Dog teams deployed• Once they begin a search operation, they

work until the effort is complete – no matter how long it takes. The handlers are sustaining themselves on military rations (MREs) and hot water; the dogs are being fueled by Nutro Natural Choice.

• Trained firefighter Bill Monahan and his search dog, Hunter, located three girls trapped under rubble. Hunter picked up their scent under four feet of broken concrete. At last report the girls were being extricated from the rubble.

Table Tent

Demo Tear Sheet

Demo Button

Demo Tear Sheet

Q1 Approved POP

Choose SmartFebruary Dental Pet Month

GREENIES® Brand “Choose Smart” Button and Handout

Button

Handout

GREENIES® BRAND

• Effective immediately recommend GREENIES® Dental Chews before any other NUTRO® product add-on.

AJ, PNS Stephanie Bartik, New York

greenies® dental chews

HOW DO YOU BRUSH YOUR DOG’S TEETH?

• Break/Garbage Toss

Approved Permanent POP – Demo Use

BrochuresUltra Wheel

NATURAL CHOICE® DOG BRAND

DEMO SCRIPT handout

APPROACH

• “Hi, welcome to “store name”, my name is “______” a Pet Nutrition Specialist with NATURAL CHOICE® Pet food” (the leader in Natural Pet Food)

• “Who are you shopping for today?”

Liza & Jack, Renee Mahoney PNS, IL

Qualifying Questions

• What is your dog’s name?(Use the pets name throughout the presentation)

• How old is “dog’s name”?(Identify Puppy, Adult, or Senior)

• Is “dog’s name” a Large Breed?(Dogs that reach over 50lbs at maturity)

• Does “dog’s name” have any specific “skin and coat” problems? Use your “skin and coat” checklist

• Are there any other specific issues you are concerned about?(Sensitive stomach, Overweight, High Energy, Prefers Small Bite, Dental/GREENIES® Dental Chews)

BENEFITS

• NATURAL CHOICE® Dog Food …

• The ONLY Brand that Guarantees to Improve Skin and Coat or Your Money Back

• Made with Natural Ingredients and added Vitamins and Minerals

• Unique Fatty Acid System with high levels of Omega 6 for healthy skin and coat

• Made with Real Chicken or Lamb Proteins

Key Phrases and Words

• The ONLY Brand that Guarantees to Improve Skin and Coat or your money back!

• #1 Brand of Lamb & Rice in America’s Pet Store Dog Food

• Healthy • Nutritious• Finest Natural Ingredients• No Artificial Preservatives, Flavors or Colors

Stepper and Laddie, PNS Phyllis Beasley,Columbia SC

• LET’S LOOK AT THE WALL

THE NUTRO COMPANY STORY

• We believe in Natural• Over 80 year old company – established in 1926• Pioneered the Natural Pet Food Category• Provide a lifetime of health for pets through the

power of natural nutrition.

Champ, Don Goff, PNS, Tampa, FL

All NaturalWe use only natural ingredients at The Nutro Company. We believe natural foods are healthier, safer and tastier.

No Compromises

Pet FirstAt The Nutro Company leading edge knowledge and expertise in natural pet nutrition is the foundation of our work

We hold ourselves to a higher standard. It’s why we offer 100% guarantee on quality.

Our Natural Pet Food Philosophy

Pure PurposeEvery ingredient in a NUTRO® product is therefor a reason. To deliver healthy, superior nutritionyou can see.

Wild Buffalo Bill Cody, PNS, Diane & Jack Clagg, NC

NATRUAL CHOICE® Dog/Cat Scriptrole play

Ginger, Hank & Sue, PNS, Tom & Sissy Golbuff, KS

“New Demo Reporting Terms” Handout

Approach and presentation

Approach = Number of times a Pet Nutrition Specialist intercepts a consumer and initiates the NUTRO® Products Presentation. This includes both approaches that result in a presentation and approaches that do not result in a presentation.

Presentation = The Pet Nutrition Specialist must approach, qualify, recommend and close (ask for sale) the consumer.

New Conversion definition

CONVERSION = A Conversion is when a customer who is currently using another brand of dog or cat food decides to purchase a NUTRO® dry food product with your assistance during your demo.

A conversion is defined as the number of brands converted in that household. Dog and Cat brand conversions are counted separately. Example: You convert two NATURAL CHOICE® Brand Dog bags of different formulas, one ULTRA™ Brand Dog bag, and one MAX® CAT Brand bag. Your reported number of conversions would be 2 NATURAL CHOICE® Brand Dog, 1 ULTRA™ Brand Dog, and 1 Max® CAT Brand. There is no longer a limit to 2 per household.

Note: If you convert two or more bags of the same brand and formula (regardless of size) you should report 1 brand conversion.

Tracking sales

GREENIES® Brand Sales• Canine = one sale per package including singles• FELINE GREENIES® treats = one sale per

package• PILL POCKETS® treats one per package

NUTRO® Product Add-ons = Cans, biscuits, pouches, flex trays and treats are counted separately from conversions, as sales.

• one can = one sale, 24 cans = 24 sales• one package of treats = one sale• one box of biscuit = one sale• one pouch or flex tray = one sale

Additional sales opportunities

• Other Pet = Once a first conversion is made, it is the attempt to ask about “other pets” in the household. Maximize your conversions!

• Save = A save is when a Pet Nutrition Specialist saves a NUTRO® Product consumer who is either unhappy with a NUTRO® Product or unable to find their product of choice. The PNS suggests another NUTRO® product to satisfy their needs and “saves” them from leaving NUTRO® brand and buying a competitive brand.

• Associate Education= Engage in conversation with store employees to educate them on NUTRO®/GREENIES® ingredients and benefits. The goal is to gain an in-store promoter of NUTRO® Products. This must be done without excessive conversation or neglecting potential conversions.

New RDR tally sheet

Tigger, PNS Arlene Sipple, OH

• GAME TIME

NUTRO “Heart of a Champion”

Petco Event

Very best marketing idea

Very best marketing idea

• John Meehleib, PNS Corpus Christi, is the winner of the 2009 Very Best Marketing Idea with the idea to support dog parks.

Other PNS finalists included:• Ryan Cretton (SE PNS): Sponsor

college mascots with free food and offer

coupons on tickets

• Joan Hornbeck (NW PNS): Create GREENIES® Gumdrops-a healthy treat

for all size dogs

• 60% of the ideas submitted came from PNS’s…THANK YOU!!!!

And the winner is…..Support Dog Parks mid 2010

Worth Talking to…YES!!!!

72%

89%

95%

92%

72%

10%

94%

Too busy to talkto

Persuasive

Convincing

Able to answeryour questions

Pleasant to talkto

Informative

Knowledgeable

Qualities of Nutro In Store

Pet Nutrition Specialist

Base: Dog Food Purchasers who interacted with Nutro In Store Demonstrator (n=84)

THE NUTRO COMPANY

The leader in “natural” pet food

®/™ Trademarks © The Nutro Company 2010. The WALTHAM® marks are owned by Mars, Incorporated. Other trademarks are property of their respective owners.

Awards

• AWARDS

• CLOSE

• WE ARE NUTRO COMPANY WE BELIEVE IN NATURAL!!!!!