DAVID BIERNBAUM & ASSOCIATES, LLC CONSUMER GOODS BUSINESS DEVELOPMENT A sensible partnership that really works to Build Equity! Hire DAVID BIERNBAUM TO DEVELOP YOUR BUSINESS OR TO CONSULT YOUR BUSINESS! DAVID BIERNBAUM Consumer Packaged Goods Expertise since 1977 MASTER CPG SALES, BUSINESS DEVELOPMENT, ALSO … CONSULTANT & ADVISOR 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
HERE’S HELP! TOTAL NATIONAL SALES DEVELOPMENT OR STRICTLY CONSULTING AND BUSINESS DEVELOPMENT SUPPORT. CAN DO! • CONTENTS SENSIBLE SALES David’s CPG Success Dynamics o PLANNING o What It Takes! CLUED-UP RETAIL o David Biernbaum Bio/Summary PRESENTATIONS o What David can do for You. SKILLED BROKER o Business Development and/or Consulting MANAGEMENT o Avoiding 7 Common Disconnects that hinder CPG companies. EXPERT MARKETING o Prescription for Success in the CPG Business KEY CONNECTIONS o Skilled Broker Management ECRM, NACDS, o Trade Show Leadership PLMA, GMDC o Social Media/ Networking, Trade Media/ Articles PLANNING FOR BRAND o What People Say about David EQUITY DEVELOPMENT o Fees The highest level of experience and working knowledge at affordable costs to CPG companies in all stages of development. DAVID BIERNBAUM & ASSOCIATES THE PARTNE NERS RSHI HIP THAT REAL ALLY WORKS RKS
C.P .G .G. . / RETAI AIL L SUCCE CESS SS DYNAM AMIC ICS S . . ALL THESE ESE COMPON PONENTS ENTS ARE PLANN NNED ED AND EFFEC FECTED; TED; IN IN SYNC NC WITH TH CONST STANT ANT ATTENT ENTION ION. BROKER KER MANAGEMENT EMENT RETAI AIL L APPOINTMENTS OINTMENTS HIGHLY SKILLED MAXIMIZE THE OPPORTUNITY! THE RIGHT TIMING + THE RIGHT SELECTION, ORGANIZATION, AND AGENDA + RIGHT PRESENTATION ADEPT BROKER COMMUNICATIONS! SKILL LLED ED RETAIL AIL FUNDING ING CONSUMER UMER MARKETI RKETING G STRATEG TEGY Y & MANAGEMENT EMENT THE ONGOING “ENERGY” THAT DRIVE SUFFICIENT VELOCITY AT RETAIL! TRADE ADE SHOWS WS THE RIGHT STRATEGY AND PLANNING SKILL LLED ED PACKAGE GE DESIGN IGN FOR NACDS, ECRM, GMDC STRATEGY TEGY RETAI AIL L SALES ES & PROMO MOTI TION ON TIMING /SYNCHRONIZATION, RIGHT-SIZE FUNDING, EXECUTION MANAGEMENT www.biernbaum.com DAVID BIERNBAUM & ASSOCIATES LLC
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 SEVERAL START UP’S AND YOUNG COMPANIES, WITH NATIONAL BRANDS, NICHE BRANDS, LICENSED, AND ALL TYPES OF SPECIALTY BRANDS IN HBC, OTC, GM, ORAL CARE, AND NON-FOODS. Next
David Biernbaum … At (GSK) Beecham; led initial launch of Aquafresh toothpaste, a major global brand. National leadership and new licensing agreements elevated Zooth Inc. to its 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 store brands leading to its highly profitable merger and industry dominance the company still builds on even today. Vi-Jon later launched Germ-X hand sanitizers. At The Gillette Company’s Oral B Laboratories; led sales forces through high-impact maneuvers often shattering record sales and breaking competition. Next
David Biernbaum .. Highly successful development of several niche and specialty brands; examples include TheraBreath, Fresh & Go, Milkscreen nursing products, Mineral Ice, Australian Dream Arthritis Cream, ZarBee’s Cough/Cold/Allergy products, and many others. For major national companies such as 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. As COO at Ultradata Systems, Inc; licensed travel information computers to companies such as Rand McNally, AAA, Lucent Technologies, etc . Next
David Biernbaum … David also is a consultant to companies such as Procter & Gamble, Triumph (Oral Health) Pharmaceuticals (Smart Mouth Brand,) Urgent Rx, Evofem (Softcup Brand,) Ferndale Healthcare (Anal Ointments & Creams,) Fossil products, The OraBrush, and several others. Launched several oral care products in the mass markets to raise funds for The Susan G. Komen Breast Cancer Research organization. David is a leader and a very active member of NACDS, GMDC, and consults regularly and actively works hand in hand with ECRM. David Biernbaum has written hundreds of columns for trade magazines such as MMR, Chain Drug Review, and PL Buyer, and currently David is a "BrainTrust" panel member at Retailwire.com, the very popular blog read every day by hundreds of retail executives. Next
David Biernbaum .. Working directly with retail executives on numerous industry committees, David is also an instructor at colleges and he is a frequent speaker for industry seminars and panels. In 2009, David founded and developed the CPG Retail Professionals social networking group on LinkedIn. The group now has more than 25,000 professional industry members, and is also available now on Facebook. The group consist of retail executives, retail management, and CPG sales and marketing professionals. Active Leadership since 1986 Active since 1984 National Leadership since 1983 Founded by David; now 25,000 members! Providing Total Expertise Next
TODAY …. David Biernbaum still works with major CPG companies such as Procter & Gamble, but David’s passion is working with great young client companies and brands such as Smart Mouth mouthwash, Australian Dram Pain Relief Creams, Ferndale Healthcare’s new brands such as RectiCare and HelioCare, ZarBee’s children’s cough and cold products, Evofem’s Softcup feminine hygiene products, Xlear Brands Nasal Sprays, and many others that you might not know YET, but you WILL! Other companies David has consulted include GSK, Johnson & Johnson, Burt’s Bees, Sylphar Remedent, The ECRM, and Retailers such as Walgreens, CVS, and Wal-Mart. David is also extremely involved and very active on NACDS leadership committees, ECRM events, GMDC, national trade media (David writes several articles and is a constant contributor) and of course David is one of the most active professional members in CPG news and social media. David is a distinguished “BrainTrust” panel member of the most well read professional retail executive’s blog in the CPG industry today!
DAVID BIERNBAUM AND ASSOCIATES CAN DO! BUSINESS DEVELOPMENT CONSULTING NATIONAL SALES / SALES CONSUMER GOODS RETAIL SALES MANAGEMENT CONSUMER GOODS MARKETING BROKER SELECTION / BROKER RETAIL CHAINS, APPOINTMENTS MANAGEMENT PRESENTATIONS DEVELOPMENT MARKETING ECRM NATIONAL ACCOUNTS DEVELOPMENT NACDS MARKETPLACE TRADE EVENTS GMDC ECRM, NACDS, GMDC, PLMA ETC. BUDGET PLANNING STRATEGY AND MAPPING NEW VENDOR EVENTS BROKER EVALUATIONS PACKAGE DESIGN (a) SALES TRAINING ADVERTISING (b) SALES MANAGER TRAINING PUBLIC RELATIONS (c) BOARD MEETINGS 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 & ASSOCIATES THE PARTNERS NERSHI HIP P THAT REALLY WORKS KS
AVOIDING 7 COMMON “DISCONNECTS.” 1. 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. 2. Incomplete retail presentation without the essential elements of a comprehensive proposal. 3. Not having the right package design and markings for the “real world” of retail stores, shelf environment, consumer behavior, gender, target market, etc. 4. To be out-finessed by the often overlooked indirect hidden competition. 5. Underestimating the true costs and commitments for retail distribution, pricing, and promotion. 6. Being pressed into an unfavorable deal by a retailer or broker that you will never overcome. 7. A product hits the shelves without an action plan to drive sufficient velocity, and therefore the product is delisted after just a few months. KS DAVID BIERNBAUM & ASSOCIATES THE PARTNER NERSHI HIP THAT REALLY WORKS
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