John Klein Meeting 021011

8/7/2019 John Klein Meeting 021011

1/22

1John Klein: Odem-Southern Wine Distributors


2/22

AGENDA

ONEHOPE Brand Concept

Brand Overview

National Marketing

National Distributor & Customer Partners

Pricing

Program Campaigns

Northwest Recap

Moving Forward


3/22

ONETEAM / ONEVISION

Brandon Hall I Kristen Shroyer I Alyse Gome I Jake Kloberdanz I Tom Leahy I TiffanyGoodman I Sarah Gora I Blake Petty

50% of ONEHOPEs profits are donated to partner charities that support a variety

of different causes.

Our Mission:

To create a quality wine at a great value to the consumer

To create a global brand using the viral power of Cause Branding


4/22

ONEHOPE Package

AIDS I Troops I Brest Cancer I Autism I Environment I Children's Hospitals

Roughly $12.50 per case donated


5/22

WINEMAKER

All ONEHOPE Wine is produced at the FOLIO Wine Studio in NapaCo-Created in Partnership with Rob Mondavi Jr.

Mentored and advised by Michael Mondavi


6/22

7

NEWS WORTHY


7/22

ONEHOPEEVENTS

Sundance Film Festival Oscars pre-parties

Ok Magazine pre-party Sony Music Oscar Dinner

BAFTAs

Grammys Outfest Film Festival 2010 Austin City limits Music Festival 2010 LA Run for Her Life 10k Red Cross National Fundraiser

Holly Rod Foundation Black Card Circle Foundation

250Events Participated in 2010

Over$4

00,000donated since 2007


8/22

ONEHOPE ONLINEMARKETING

.COM


9/22

ONLINETRAFFIC


10/22

CURRENTDISTRIBUTION

Southern Wine & Spirits


11/22

Current National Sales Figures

Do we have a progressive national sales figures chart that we can place here? 2007,

2008 - - 2010


12/22

Regional Retail Outlets: Major Hotels:

NOTABLE PARTNERS

Restaurants:

Airlines:


13/22

February Valentines Day: Chardonnay & Merlot

March St. Patricks Day: Sauvignon Blanc

April Easter, Autism Month, Earth/Arbor Day: Cabernet & Sauv Blanc

May Mothers Day & Memorial Day: Chardonnay & Zinfandel

June Suzan G. Komen Walk: Chardonnay

June-August Summer Whites: Sauv Blanc/Chardonnay

July 4th of July: Zinfandel

October - Breast Cancer Awareness Month: Chardonnay

November Thanksgiving & Veterans Day: Zinfandel

December - AIDS Awareness Month: Merlot

ANNUAL Cause Promotion Months


14/22

ONEHOPE Pricing

California(Chard, Cab, Merlot, Suav, Zin)

Reserve Pinot NoirForce Canyon Vineyard, Arroyo Seco

Everyday Post off Everyday Post off

CASE PRICE $ 117.48 $ 83.88 $ 159.55 $ 142.75

BOTTLE COST $ 9.79 $ 6.99 $ 13.30 $ 11.90

FOB $ 59.19 $ 59.19 $ 108.00 $ 106.10

FREIGHT $ 1.75 $ 1.75 $ 1.75 $ 1.75

TAX $ 2.07 $ 2.07 $ 2.07 $ 2.07

LAID IN $ 63.01 $ 63.01 $ 111.82 $ 109.92

DA $ - $ - $ - $ -

NET LAID IN $ 63.01 $ 63.01 $ 111.82 $ 109.92

DISTRIBUTOR GP$ $ 54.47 $ 20.87 $ 47.73 $ 32.83

DISTRIBUTOR GP% 46.37% 24.88% 29.92% 23.00%

RETAILAT 25% $ 13.05 $ 9.32 $ 17.73 $ 15.86

RETAILAT 30% $ 13.99 $ 9.99 $ 18.99 $ 16.99


15/22

T

ertile 1 | March FocusApril: National AutismAwareness Month

Cabernet Sauvignon

2011 E rogra eriods

Tertile 2 | June Focus

Making Miracles Happen

Pinot Noir

Tertile 3 | Sept Focus

October: National BreastCancerAwareness Month

Chardonnay

Goal: WA 1,200cs,OR 600cs |$17,500 donated


16/22

10

April | NationalAutismAwareness Month

March | FIGHTAUTISM

Hot Pricing

$7 by the glass $9.99 Retail

Tools Available Table Tents

Case cards Pins | Bracelets Incentives


17/22

June/July | Making MiraclesHappen

June |Make Miracles Happen

Hot Pricing

$12 by the glass$16.99 Retail


Case cards Pins | Bracelets Incentives


18/22

10

October| Breast CancerAwareness Month

September| 1 in 8 Women

Hot Pricing

$7 by the glass $9.99 Retail


Case cards Pins | Bracelets Pledge Cards Incentives


19/22

Northwest Review

ONEHOPE Introduced to NW - September 2009

Depletions: 2009 2010 Total WA 161 431 592 OR 6 32 38 Total 167 463 630

2010 Programs:Safeway | On PlannerSept/Oct for BCA Month

Projected 39 Accounts sold / 125csAchieved 13 Accounts sold / 35 cases (Short26/90)

Haggen/Top | On Planner Oct/Nov for BCA MonthProjected 350 CasesAchieved 35 cases in 20 Stores (Short267cases)


20/22

Northwest Review

Programs Continued

YMCo Wide | ONE in 8 Women - September/OctoberDetails: 5,000 Case YMCo goal ONEHOPE to donate $60,000 to BCAF ALL YMCo Employees to wear pink Sales team pledge cards Aggressive $7 BC pricing POS available Thank You Ad posted in local publications

California: 3000cs Commitment Sold 2500 CasesArizona: 1000cs Commitment Sold 1526 CasesHawaii: 200cs Commitment Sold 210 CasesWashington: No Commitment Made Sold 123csOregon: No Commitment Made - Sold 25cs


21/22

ONEHOPE Commitment

In State ONEHOPE Representative

Consistent communication with sales

Instant response towards opportunities

Support dollars

Incentives

Market Support

Event participation

Local charity

National Causes

Wine tastings

Internship program


22/22

Northwest Concerns/Issues

No commitment from upper management

Weak direction to middle management & territory managers

Lack of importance / no sense of urgency of ONEHOPE

An it cant be done attitude - a mentality duplicated throughoutorganization (One in 8, Chain programs, Sales Blitz, work with's, etc.)

Poor execution of programs (Safeway, Haggen)

Unacceptable communication from YC to ONEHOPE

Was not invited to multiple wine tasting events

Not one event connection has come from a YC employee

Unreturned emails & phone calls

Iwill pull the comments in red. Iwill have these as examples

during meeting.

John Klein Meeting 021011

Documents

Transcript of John Klein Meeting 021011