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Sales Account Planning Meeting Marketing Presentation. WELCOME Marc Spilo Sales Reps. Marketing Agenda First Half 2013. Introduction: New Focus New Products Overview Line Extensions Overview First Half 2013 Calendar Product Drill Down / Sales Planning Additional Topics In & Out Promos

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marketing agenda first half 2013
Marketing AgendaFirst Half 2013
  • Introduction: New Focus
  • New Products Overview
  • Line Extensions Overview
  • First Half 2013 Calendar
  • Product Drill Down / Sales Planning
  • Additional Topics
    • In & Out Promos
      • Seasonal File Cattys
      • Tweezer Catty
      • Mirrors & Mini Tweezers
      • Mini Crystal Nail Files
    • Mehaz Packaging
    • Specialty Catalog Rotation
    • Your Customers’ Needs
introduction new focus
Introduction: New Focus

Better sales through better focus

  • We are changing the focus of our new product introductions and line extensions:
    • Fewer, more impactful intros
    • Spread throughout the year in two month intervals
    • Detailed sales plans
    • Pricing parameters upfront that give the salesperson clear direction on pricing they are able to offer to an account
    • Increased, focused marketing support
introduction new focus1
Introduction: New Focus

Introduce products that are right for the market

  • We are launching a total of five new products and line extensions combined for the 1st half of 2013. Each of these products:
    • Have been market tested with professionals
    • Have differentiated features and benefits
    • Have good strategic fit with their brands
    • Are priced competitively
new products overview
New Products Overview
  • Flowery Pump Bottle
    • Twist Lock 8oz. Plastic Bottles
    • Timing: January 2013
  • Mehaz Stainless Steel Foot File
    • Stainless steel handle with disposable 60 and 100-grit pads
    • Timing: March 2013
line extensions overview
Line Extensions Overview
  • Flowery Disposable Buffing Blocks
    • 180/180 grit, blue disposable block, 100/pk
    • Timing: March 2013
  • Speed-O-Guide 1” Clipper Comb
    • 1” clipper comb size
    • Timing: March 2013
new products overview1
New Products Overview
  • Flowery Replaceable Nail File
    • Reusable core with disposable 100 and 180 grit pads
    • Timing: May 2013
slide12

January 2013

Twist Lock Beauty Pump Bottles

6-Piece display features 3 white and 3 black twist lock pumps.

Open stock with wrap tag also available.

  • What’s Our Competitive Edge?
    • Top performing pumps with reliability and quality on par with higher priced brands
    • Moderately priced, backed by the Flowery brand name
    • Stand-out packaging and merchandising
  • Why Do Your Customers Need This?
    • We’ve done extensive testing to perfect the quality ensuring these pumps:
      • Do not leak
      • Easily lock and unlock
      • Smoothly pump liquid
    • They can offer a high quality pump at an attractive price point
  • How Much Is It?
    • 6-Piece Display:
      • Distributor= $14.99; Suggested Salon= $4.99 each
    • Open Stock:
      • Distributor= $2.49; Suggested Salon= $4.99
  • The Competition
    • Menda= $6.49+
    • YCC= $5.49
    • Non-branded range from $2.99 to $5.95
twist lock beauty pump bottles
Twist Lock Beauty Pump Bottles
  • Target Customer Classifications
    • Full Service Distributors
    • OTCs
    • International Nail Accounts
  • Projected Annual Quantities
    • Displays= 1,000
    • Open Stock= 7,000 each color
twist lock beauty pump bottles1
Twist Lock Beauty Pump Bottles
  • How are we getting the word out?
    • To your customers
      • E-blast to Spilo customer base
      • Web site welcome screen
      • Hot Sheet and Catalog Exposure
      • Sell Sheet
    • To their customers
      • Advertising in distributor flyers
      • Press Coverage

Note: Marketing, Merchandising, Advertising, & Pricing Plans to be delivered to Sales by November 1, 2012

slide15

March 2013

  • What’s Our Competitive Edge?
    • Pad surface is more than double compared to similar products on the market
      • Our product covers more surface area to save the professional time and effort
    • We perfected the grit pad adhesive to remove from the handle cleanly and easily for quick replacement
  • Why Do Your Customers Need This?
    • Salon safety is important to their clients
    • Replaceable pads mean repeat business
  • How Much Is It?
    • Starter Kit:
      • Distributor= $8.49; Suggested Salon= $16.99
    • Replacement Pads 50-Pack:
      • Distributor= $9.99; Suggested Salon= $19.99 ($.40 each)
  • The Competition
    • Starter Kits:
      • PediPro - $20.00
        • Handle with 5 ea 60 and 100 grit pads
      • Tweezerman Infinity Pro - $14.99 ea
        • Handle with 2 ea 80 and 120 grit pads
      • CuccioNaturale Pedicure Kit - $25.99 ea
        • Handle with 15 black 80 grit and 15 white 180 grit pads
    • Replacement Pads:
      • PediPro 60/pk= $16.00 ($.27 each)
      • Tweezerman 12/pk= $6.50 ($.54 each)
      • Cuccio 50/pk= $12.00 ($.24 each)

Stainless Steel Foot File System

Starter Kit contains stainless steel handle and 5 each of 60 and 100 grit replacement pads.

Replacement Pad packs contain 50 of each grit.

stainless steel foot file system
Stainless Steel Foot File System
  • Target Customer Classifications
    • Full Service Distributors
    • Professional Supply Catalogs
    • OTCs
  • Projected Annual Quantities
    • Starter Kit= 4,500
    • Replacement Grits= 2,000 each
stainless steel foot file system1
Stainless Steel Foot File System
  • How are we getting the word out?
    • To your customers
      • Advertising to the trade media in Q1
      • E-blast to Spilo customer base
      • Web site welcome screen
      • Hot Sheet and Catalog Exposure
      • Sell Sheet
    • To their customers
      • Advertising in nail publications in Q2
      • Advertising in distributor flyers
      • Press Coverage
      • Social Media

Note: Marketing, Merchandising, Advertising, & Pricing Plans to be delivered to Sales by November 1, 2012

slide18

March 2013

Disposable Buffing Blocks

100-Pack Size

  • What’s Our Competitive Edge?
    • Attractive blue color is a commonly used block color in the salon and conveys quality
    • Re-sealable, peggablepolybag packaging is:
      • Convenient for our customers
      • Professionals can easily store and keep the product clean
  • Why Do Your Customers Need This?
    • 2012 sales of the 24-Pack are +150%
    • It’s a natural addition to the Flowery disposable products they already carry
    • State board guidelines continue to encourage the use of disposable products in the salon to ensure client safety
  • How Much Is It?
    • Distributor= $4.99; Suggested Salon= $9.99 ($.10 each)
      • 24/pk = $0.12 each
  • The Competition
    • Star Nails 126-Pack= $8.39 ($.07 each)
disposable buffing blocks
Disposable Buffing Blocks
  • Target Customer Classifications
    • Full Service Distributors
    • Professional Supply Catalogs
  • Projected Annual Quantities
    • 100-Pack= 4,500
disposable buffing blocks1
Disposable Buffing Blocks
  • How are we getting the word out?
    • To your customers
      • E-blast to Spilo customer base
      • Hot Sheet and Catalog Exposure
    • To their customers
      • Press Coverage

Note: Marketing, Merchandising, Advertising, & Pricing Plans to be delivered to Sales by November 1, 2012

slide21

March 2013

  • What’s Our Competitive Edge?
    • Universal: fits most hair clipper brands
    • Superior quality ABS plastic for strength & flexibility
    • Steel clip is designed to withstand many changes
    • Smooth teeth with rounded tips for client comfort
  • Why Do Your Customers Need This?
    • Filling out the Speed-O-Guide line with a 1” comb will satisfy your Speed-O-Guide consumers that currently must buy from another brand
    • Customers can add to their order to get the best quantity pricing.
  • How Much Is It?
    • Distributor= $1.40; Suggested Salon= $3.39
  • The Competition
    • Wahl - $3.79 ea (salon price)
      • Plastic clip, breaks more often, not as durable and long-lasting
      • Not as secure as Speed-O-Guide – sometimes falls off during use
      • Not Universal
    • Oster - $6.19 ea (salon price)
      • Universal
      • Metal clip

New 1” Clipper Comb

Delivers precise 1” length hair cuts. Universal: fits most hair clipper brands. Steel spring is heat treated for durability and lasts longer than plastic clips.

1 clipper comb
1” Clipper Comb
  • Target Customer Classifications
    • Redistributors
    • OTC
    • Full Service
  • Projected Annual Quantities
    • 8, 000 each
1 clipper comb1
1” Clipper Comb
  • How are we getting the word out?
    • To your customers
      • Advertising to the trade in Q1
      • E-blast to Spilo customer base
      • Web site welcome screen
      • Hot Sheet and Catalog Exposure
      • Sell Sheet
    • To their customers
      • Advertising in hair salon and barber publications in Q2
      • Advertising in distributor flyers
      • Press Coverage

Note: Marketing, Merchandising, Advertising, & Pricing Plans to be delivered to Sales by November 1, 2012

slide24

May 2013

Replaceable Nail File Program

Starter Kit features 2 gray cores, plus 25 of each grit pad (100 and 180).

100-Pack Combo Replacement Pads contains 50 of each grit.

  • What’s Our Competitive Edge?
    • Two cores in the starter kit
      • The competition only gives one
    • Grit pads cover the entire core
      • The competition’s pads only cover ¾ of the core
    • Quick notch feature on both sides of the core for easy pad removal
      • The competition doesn’t offer this feature
  • Why Do Your Customers Need This?
    • Because professionals went crazy for this product in test!
    • It’s a natural addition to the Flowery disposable products they already carry
    • State board guidelines continue to encourage the use of disposable products in the salon to ensure client safety
  • How Much Is It?
    • Starter Kit:
      • Distributor= $4.99; Suggested Salon= $9.99 each
    • 100-Pack Combo Replacement Pads:
      • Distributor= $8.99; Suggested Salon= $17.99 ($.18 each)
  • The Competition
    • ProSticks
      • Starter Kit (1 handle & 25 of each grit pad)= $9.95
      • 100-Pack Combo Replacement Pads= $12.95 ($.13 each)
replaceable nail file program
Replaceable Nail File Program
  • Target Customer Classifications
    • Full Service Distributors
    • Professional Supply Catalogs
  • Projected Annual Quantities
    • Starter Kit= 5,500
    • 100-Pack Combo Replacement Pads= 10,000
replaceable nail file program1
Replaceable Nail File Program
  • How are we getting the word out?
    • To your customers
      • E-blast to Spilo customer base
      • Web site welcome screen
      • Hot Sheet and Catalog Exposure
      • Sell Sheet
    • To their customers
      • Advertising in nail publications in Q3
      • Advertising in distributor flyers
      • Press Coverage

Note: Marketing, Merchandising, Advertising, & Pricing Plans to be delivered to Sales by November 1, 2012

additional topics
Additional Topics
  • In & Out Promos
    • Seasonal File Catty
    • Tweezer Catty
    • Mirrors & Mini Tweezers
    • Mini Crystal Nail Files
  • Mehaz Packaging
  • SalonSystem Lashes
  • Specialty Catalog Rotation
  • Your Customers Needs