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DAVID BIERNBAUM & ASSOCIATES CONSUMER GOODS BUSINESS DEVELOPMENT A sensible partnership that really works . CAN DO! SESIBLE SALES PLANNING CLUED-UP RETAIL PRESENTATIONS SKILLED BROKER MANAGEMENT EXPERT MARKETING KEY CONNECTIONS ECRM, NACDS, PLMA, GMDC

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DAVID BIERNBAUM & ASSOCIATES

CONSUMER GOODS BUSINESS DEVELOPMENT

A sensible partnership that really works.

CAN DO!

  • SESIBLE SALES PLANNING
  • CLUED-UP RETAIL PRESENTATIONS
  • SKILLED BROKER MANAGEMENT
  • EXPERT MARKETING
  • KEY CONNECTIONS
  • ECRM, NACDS, PLMA, GMDC
  • PLANNING FOR BRAND EQUITY DEVELOPMENT

DAVID BIERNBAUM

Consumer Packaged Goods Expertise since 1977

MASTER CPG SALES, BUSINESS DEVELOPMENT,

CONSULTANT AND RESOURCE

The highest level of experience and working knowledge at affordable costs to

CPG companies in all stages of development.

DAVID BIERNBAUM & ASSOCIATES 36 FOUR SEASONS CENTER SUITE 101 CHESTERFIELD, MO 63017

PH: (314) 434-6008 E-MAIL: david@biernbaum.com web: www.biernbaum.com

010110

master cpg sales business development consultant and resource
MASTER CPG SALES, BUSINESS DEVELOPMENT, CONSULTANT AND RESOURCE

CAN DO!

SESIBLE SALES PLANNING

CLUED-UP RETAIL PRESENTATIONS

SKILLED BROKER MANAGEMENT

EXPERT MARKETING

KEY CONNECTIONS

ECRM, NACDS,

PLMA, GMDC

PLANNING FOR BRAND EQUITY DEVELOPMENT

CONTENTS

  • David’s CPG Success Mechanics
  • David Biernbaum Bio/Summary
  • Connecting the Stages of Development
  • Business Development and/or Consulting
  • Avoiding 7 Common Disconnects that hinder CPG companies.
  • Prescription for Success in the CPG Business
  • Skilled Broker Management
  • Trade Show Leadership
  • Partnership Retainers & Consulting Fees
  • Message to Entrepreneurs and New CPG Executives
  • David’s Networking Links

The highest level of experience and working knowledge at affordable costs to

CPG companies in all stages of development.

DAVID BIERNBAUM & ASSOCIATESTHE PARTNERSHIP THAT REALLY WORKS

c p g success mechanics all the dynamics should be worked in sync with constant attention
C.P.G.SUCCESS MECHANICS . .ALL THE DYNAMICS SHOULD BE WORKED IN SYNC WITH CONSTANT ATTENTION.

BROKER MANAGEMENT

HIGHLY SKILLED

SELECTION, ORGANIZATION, AND ADEPT BROKER COMMUNICATIONS!

RETAIL APPOINTMENTS

MAXIMIZE THE OPPORTUNITY!

THE RIGHT TIMING + THE RIGHT AGENDA + RIGHT PRESENTATION

CONSUMER MARKETING

THE ONGOING “ENERGY” THAT DRIVE AMPLE “SALES” AT RETAIL!

SKILLED RETAIL FUNDING

MANAGEMENT

TRADE SHOWS

THE RIGHT STRATEGY AND PLANNING

FOR NACDS, ECRM, GMDC

SKILLED PACKAGE DESIGN

MANAGEMENT

RETAIL PROMOTION

TIMING /SYNCHRONIZATION, RIGHT-SIZE FUNDING, EXECUTION MANAGEMENT

www.biernbaum.com

DAVID BIERNBAUM & ASSOCIATES

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DAVID BIERNBAUM …

Since 1977, is a consumer packaged goods professional in the field of marketing, retail sales, broker management, and business development.

Has a far-reaching background and resilient career building equity for major consumer packaged goods (CPG) companies

. . . And also severalstart up’s and young companies,with national brands, niche brands, licensed, private label, and all types of specialty brands in HBC, OTC, GM, Oral Care, Non-Foods, and consumer electronics.

  • At (GSK) Beecham; led initial launch of Aquafresh toothpaste, a major global brand.
  • National leadership and new licensing agreements elevated Zooth Inc. to it’s market dominance leading to it’s acquisition by the Gillette Co. and then Procter and Gamble.
  • As Senior VP., led Vi-Jon Laboratories to become a major force in HBC private label leading to its highly profitable merger and industry dominance the company still builds on even today.
  • At The Gillette Company’s Oral B Laboratories; led sales forces through high-impact maneuvers often shattering record sales and breaking competition --

-- while also lifting margins and retail price points that would sustain for many years for the

Oral B brand, and the entire toothbrush category.

DAVID BIERNBAUM & ASSOCIATESTHE PARTNERSHIP THAT REALLY WORKS

david biernbaum
DAVID BIERNBAUM …
  • Highly successful development of several niche and specialty brands; examples include TheraBreath,Fresh & Go, Milkscreen nursing products, and Mineral Ice.
  • For Abbott Laboratories and Beecham Products; led regional launches for brand names such as Selsun Blue, Murine, Faultless, Tronolane, Cling Free Sheets, Calgon, Massengill, and Fruit Fresh.
  • As a transition consultant for a new owner at Medallion Foods; took over as interim president then re-staffed the company with great results and lasting success.
  • Consulted KV Pharmaceutical to successfully introduce new drug delivery technologies.
  • As COO at Ultradata Systems, Inc; licensed travel information computers to companies such as Rand McNally, AAA, Lucent Technologies, etc.
  • Launched several oral care products in the mass markets to raise funds for The Susan G. Komen Breast Cancer Research organization.
  • Current client companies (brands) include ZarBee’s Honey Naturals Cough Syrups, Smart Mouth Oral Rinse, iWhite, Cause Care LLC, LiceGuard, iOnBeauty implements, The Dunn Group, and others.

2 of 3 Bio 

DAVID BIERNBAUM & ASSOCIATESTHE PARTNERSHIP THAT REALLY WORKS

industry leadership david biernbaum
INDUSTRY LEADERSHIPDAVID BIERNBAUM …
  • Founded The Consumer Goods Retail Professionals Group for business and social networking on LinkedIn with more than 5,000 members.
  • Has written hundreds of columns for trade magazines such as MMR,ChainDrugReview, PL Buyer, and frequently quoted on CNBC and other business networks.
  • Working directly with retail executives on industry committees including NACDSOutreach and Walgreens Successful Selling program.
  • Instructor on CPG marketing topics at colleges and frequent speaker for industry seminars including PLMA, NACDS, ECRM, IIR, American Marketing Association, IRI, and retail advisory boards and committees.
  • Authored PLMA publication, “How to Be Successful in Private Label,” and ShopTalk editor for PL Buyer Magazine.
  • Is a "BrainTrust" panel member at RetailWire.com., the very popular blog read every day by retail buyers and executives.

DAVID BIERNBAUM & ASSOCIATESTHE PARTNERSHIP THAT REALLY WORKS

david biernbaum connects all stages of development
DAVID BIERNBAUM CONNECTS ALL STAGES OF DEVELOPMENT
  • Skilled Broker Management all Retail Chains nationwide.
  • Retailer-Specific Sales Presentations.
  • Retail appointments and sales meetings.
  • Assistance with savvy package design consulting, marketing, promotions, communications, and all facets of your CPG business development.
  • Shrewd planning and execution for trade shows and events: NACDS, ECRM, GMDC, New Vendor Events, etc.
  • Training and mentoring for your team and staff members.
  • Day to day consulting on all CPG/retail matters.

DAVID BIERNBAUM & ASSOCIATESTHE PARTNERSHIP THAT REALLY WORKS

david biernbaum and associates can do
DAVID BIERNBAUM AND ASSOCIATES CAN DO!
  • CONSULTING
  • CONSUMER GOODS RETAIL SALES
  • CONSUMER GOODS MARKETING
  • RETAIL CHAINS, APPOINTMENTS
  • PRESENTATIONS DEVELOPMENT
  • ECRM
  • NACDS MARKETPLACE
  • GMDC
  • BUDGET PLANNING
  • STRATEGY AND MAPPING
  • BROKER EVALUATIONS
  • SALES TRAINING
  • SALES MANAGER TRAINING
  • BOARD MEETINGS
  • ALMOST ANYTHING ELSE!

BUSINESS DEVELOPMENT

  • NATIONAL SALES / SALES MANAGEMENT
  • BROKER SELECTION / BROKER MANAGEMENT
  • MARKETING
  • NATIONAL ACCOUNTS DEVELOPMENT
  • TRADE EVENTS
  • ECRM, NACDS, GMDC, PLMA ETC.
  • NEW VENDOR EVENTS
  • PACKAGE DESIGN (a)
  • ADVERTISING (b)
  • PUBLIC RELATIONS (c)

a,b,c: David Biernbaum networks and partners with outstanding firms that do graphic arts, public relations, advertising, and other CPG and retail functions.

RETAINER , AD HOC, AND NON-RETAINER

DAVID BIERNBAUM & ASSOCIATESTHE PARTNERSHIP THAT REALLY WORKS

slide9

AVOIDING 7 COMMON “DISCONNECTS.”

  • Mis-management of brokers by failing to keep a highly experienced razor sharp eye on everything they do from the minute you send the first box of samples. Also it is often “fatal” to send a broker alone to “show” your product without adequate preparation, detail, and without a skilled master broker or sales manager to represent the brand and the company in a more comprehensive way.
  • Incomplete retail presentation without the essential elements of a comprehensive proposal.
  • Not having the right package design and markings for the “real world” of retail stores, shelf environment, consumer behavior, gender, target market, etc.
  • To be out-finessed by the often overlooked indirect hidden competition.
  • Underestimating the true costs and commitments for retail distribution, pricing, and promotion.
  • Being pressed into an unfavorable deal by a retailer or broker that you will never overcome.
  • A product hits the shelves without an actionplan to drive sufficient velocity, and therefore the product is delisted after just a few months.

DAVID BIERNBAUM & ASSOCIATESTHE PARTNERSHIP THAT REALLY WORKS

prescription for success in the cpg retail business
PRESCRIPTION FOR SUCCESS IN THE CPG RETAIL BUSINESS
  • The Product

In this age of sku-rationalization, it’s critical that your product has a defined market need, point of differentiation, and good timing.

  • The Right People

The CPG retail industry is complex and unforgiving with hundreds of hidden details and nuances in working with retailers, buyers, brokers, trade shows, and more. Experience PAYS!

  • The Right Appointments

Retailers operate with specific category planning calendars. It’s critical to get the right timing down with all the right people in the room on both sides of the table.

  • The Right Presentation

Making a comprehensive proposal with all the key retail elements is essential to drive the desired results.

  • The Right Package/Design

This is not merely a graphic artist’s function. Consumer package design will make or break your results on the retail shelves. Poor velocity is often attributed to even the most “subtle.”

  • The Right Marketing/Promotions and Ongoing Brand Management

Your product’s survival on the shelves needs thoughtful planning, detailed attention, and expert consultation. This is vital from day one. Slow movers are short lived in retail stores.

DAVID BIERNBAUM & ASSOCIATESTHE PARTNERSHIP THAT REALLY WORKS

skilled broker management and or consulting
SKILLED BROKER MANAGEMENTand/or Consulting

David Biernbaum…..

  • Chooses the right brokers in the right places for your situation, product, and timing.
  • Will not allow brokers to “show” your product without complete information and total preparation.
  • Does not send samples to brokers without a specific direction or plan.
  • Will accompany brokers on major calls. You and I usually do the presenting, not the broker by his or herself.
  • Relentlessly communicates and provides the broker with all the right materials he or she needs to help you execute a successful campaign.
  • Systematically evaluates, trains, and provides professional assistance to the brokers and client on an ongoing basis.

DAVID BIERNBAUM & ASSOCIATESTHE PARTNERSHIP THAT REALLY WORKS

trade show leadership and or consulting
TRADE SHOW LEADERSHIP and/or Consulting
  • We start “blitzing” the market several weeks before the show even begins:

… Many years of experience creating impact marketing campaigns using all the medium available to us! (On-line, Mailings, Trade Show’s system software, etc.)

  • Industry leadership with major connections developed over 30+ years in the CPG industry.

… David Biernbaum serves on several leadership committees in all national trade associations.

Shrewd presentation development sku'd to ECRM meeting formats, NACDS & PLMA booth-type environments, and “Meet the Market” & GMDC tabletop formats.

… David Biernbaum also attends NACDS Annual Meeting with the highest ranking senior level retail chain executives .

  • The right kind of “follow up” that helps to get the right results.

DAVID BIERNBAUM & ASSOCIATESTHE PARTNERSHIP THAT REALLY WORKS

partner retainer and consulting services
PARTNER/ RETAINER AND CONSULTING SERVICES
  • Option A:
  • Similar to the role of a classic VP Sales (National Sales Manager)
  • Total Broker Management
  • All-Accounts Responsibility
  • Unlimited Consulting and Mentoring
  • Trade Shows / Events Management
  • Oversee/management of ad firms, PR, trade media, etc.
  • Assistance with Marketing, Promotion, Strategic Planning, Budgeting, and all facets of

business development.

  • Option A+ All the above plus complete Marketing Management including certain responsibilities for Marketing, Promotion, Strategic Planning, Budgeting, and all facets of CPG business development.
  • $5,000 to $20,000 per Month Retainer
  • 1% to 3% Over-ride on Broker Sales Commissions
  • 1 to 3 years retainer auto renewable

DAVID BIERNBAUM & ASSOCIATESTHE PARTNERSHIP THAT REALLY WORKS

slide14

PARTNER/ RETAINER AND CONSULTING SERVICES

Option B:

Business Development, Sales, and Marketing Team-Support

  • Assist and Support Broker Management
  • Assist and Support All-Accounts
  • Unlimited Consulting and Mentoring
  • Assist and Support Trade Shows / Events Leadership
  • Assist management of ad firms, PR, trade media, etc.
  • Assistance with Marketing, Promotion, Strategic Planning, Budgeting, and all facets of CPG business development.

$3,000 to $5,000 per Month Retainer

0% to 1% Over-ride on Broker Sales Commissions

1 year retainer auto renewable

DAVID BIERNBAUM & ASSOCIATESTHE PARTNERSHIP THAT REALLY WORKS

partner retainer and consulting services15
PARTNER/ RETAINER AND CONSULTING SERVICES

Option C:

Consultation / Mentoring / Staff Resource

  • Unlimited Consulting

Broker

Retailers

Trade Shows / Events

Marketing, Promotion, Strategic Planning, Budgeting, and all facets of CPG business development.

$1,000 to $2,500 per Month Retainer

6 months retainer auto renewable

Non Retainer Options

$250.00 - $350.00 per hour

$1,500 daily rates

Other – to be discussed on an ad hoc basis.

DAVID BIERNBAUM & ASSOCIATESTHE PARTNERSHIP THAT REALLY WORKS

slide16

Attention Entrepreneurs and New CPG Executives:

    • Hiring an able master broker or active consultant will save you time and money, and put you in the best position for success.
  • Even if you have already started out on your own, the best decision you make for your business is to hire David Biernbaum & Associates to manage all your brokers and all retail accounts.
  • Brokers and retail sales management is a full time job even for small brands.
  • As president or CEO, you need to allow yourself the time to run your operations, finances, and company expansion, without getting bogged down and distracted everyday trying to track down brokers, appointments, POG reviews, buyers, samples, details with every promotion, sales materials, broker correspondence, sales letters, forms, the numerous broker emails, phone calls, etc!
  • I will get you covered! I have the right connections, experience, influence, and networking capabilities to give you the best chances for success.
  • Please take this important step immediately before it overwhelms you. 

David B.

DAVID BIERNBAUM & ASSOCIATESTHE PARTNERSHIP THAT REALLY WORKS

please join my vast network of friends associates and connections david b
PLEASE JOIN MY VAST NETWORK OF FRIENDS, ASSOCIATES AND CONNECTIONS!David B.

DAVID BIERNBAUM

David Biernbaum & Associates

36 Four Seasons Center, Suite 101

Chesterfield, MO 63017

Ph: (314) 434-6008

david@biernbaum.com

Master Broker Sales; Consultant; CPG Business Development

David’s Web Site: http://www.biernbaum.com

http://www.linkedin.com/in/davidbiernbaum

Read David’s RetailWire Blog:http://www.retailwire.com/braintrust/blog.cfm/cpg4life

http://twitter.com/davidbiernbaum

http://facebook.com/davidbiernbaum

Join my network on

Follow David on

Be friends with David on

DAVID BIERNBAUM & ASSOCIATESTHE PARTNERSHIP THAT REALLY WORKS