“Realizin’ ” Rite Aid 2014
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 3rd 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 placemento End Cap shelves, Side Shelf Merchandisers,
Racks, Stackerso “Better Choices”/ “Good for You “ tie-inso Neuro Sleep distribution in and around pharmacy and HBA section
Store Number RAD POG Name Section # UPC ID Name180 COOLERS PHILADELPHIA 9DR 5SH 14707 89940700300 0223043 NEURO SONIC SUPR FRT 14.5Z180 COOLERS PHILADELPHIA 9DR 5SH 14707 89940700401 0223083 NEURO BLISS WHT RASP 14.5Z180 COOLERS PHILADELPHIA 9DR 5SH 14707 89940700501 0223140 NEURO SLEEP-MZLW MNGO14.5Z
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: $20.00EDLP 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 strategicWellness message. The Insights recommend that Rite Aid provide its shoppersconvenient Healthier Choice solutions that meet their occasional needsIdea:• Leverage DPSG Better Choice brands and packages to drive higher ring whilesatisfying a shopper needTiming: June 1, through June 28, 2014Products:• 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 behaviorduring 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% marginSales 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 & MatchWith Snapple, Fiji and Vita Coco
Rite Aid DSD Consumables Managers Contact InformationDSD Consumable Managers Contact List
Name Phone Number Work Address E-mail SYSM Responsibility
Jack HennigerW - 503-469-8607C - 503-869-4443
Rite Aid Corporation14625 SW Allen Blvd #101Beaverton, OR 97007 [email protected] CATJMH WA, OR, ID, UT, CO
Luann ClarkW - 949-754-0648 ext. 206C - 714-615-4510
Rite Aid Corporation320 Goddard Suite 125 Irvine CA 92618-4677 [email protected] CATLJC CA, NV
Jenny WitulskiW - 248-674-7780C - 248-345-1068
Rite Aid Corporation5400 Perry DriveWaterford, MI. 48329 [email protected] CATJLW1 MI, OH
Matt HolbrookW - 502-633-5644C - 502-396-2267
Rite Aid Corporation77 Mack Walters RdShelbyville, KY 40065 [email protected] CATMMH KY, IN, TN
Jerry WhangerW - 304-925-3658C - 919-259-2970
Rite Aid Corporation3805 MacCorkle Avenue, SECharleston, WV 25304 [email protected] CATJW1 WV, PA
Sheila JohnsonW - 318-219-3313C - 318-210-1094
Rite Aid Corporation5711 Youree DriveShreveport, La 71105 [email protected] CATSRJ LA, AL, MS, GA
Mike MercerW - 804-768-1579C - 804-512-6162
Rite Aid Region Office4408 West Hundred RdChester, VA 23831 [email protected] CATMEM1 VA, DC, MD
Mark CookW - 716-743-9071 C - 716-628-2161
Rite Aid Corporation621 Delaware AveTonawanda, NY 14150 [email protected] CATMC3 NY (excluding Metro NYC)
Jim LymanW - 215-464-3171 ext. 231C - 267-664-8797
Rite Aid Corporation 11750 Bustleton AvenuePhiladelphia, PA 19116 [email protected] CATJML DE, NJ, NY City
Michael CooperW - 704-371-3718C - 704-975-9784
Rite Aid Charlotte DC 1776 Statesville Ave. Charlotte, NC 28206 [email protected] CATMC4 NC, SC
Ron LundyW - 781-821-3609C - 603-828-8769
Rite Aid Corporation 4 Washington StreetCanton, MA 02021 [email protected] CATRL1 RI, CT, MA, ME, NH, VT
Neuro SKUs & UPCs
10
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