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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                                                               DAVID BIERNBAUM
   ECRM, NACDS, PLMA, GMDC                                                       Consumer Packaged Goods
   PLANNING FOR BRAND EQUITY DEVELOPMENT                                              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


                 CAN DO!          CONTENTS
                                   David’s CPG Success Mechanics
  SESIBLE SALES PLANNING
                                   David Biernbaum Bio/Summary
         CLUED-UP RETAIL
                                   Connecting the Stages of Development
           PRESENTATIONS
                                   Business Development and/or Consulting
          SKILLED BROKER
                                   Avoiding 7 Common Disconnects that hinder CPG
            MANAGEMENT              companies.
       EXPERT MARKETING            Prescription for Success in the CPG Business
        KEY CONNECTIONS            Skilled Broker Management
             ECRM, NACDS,          Trade Show Leadership
              PLMA, GMDC           Partnership Retainers & Consulting Fees
     PLANNING FOR BRAND            Message to Entrepreneurs and New CPG Executives
    EQUITY DEVELOPMENT             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 & ASSOCIATES                                 THE PARTNERSHIP THAT REALLY WORKS
         C.P.G. SUCCESS MECHANICS . .
       ALL THE DYNAMICS SHOULD BE WORKED IN SYNC
                WITH CONSTANT ATTENTION.

BROKER MANAGEMENT                    RETAIL APPOINTMENTS
       HIGHLY SKILLED                   MAXIMIZE THE OPPORTUNITY!
                                       THE RIGHT TIMING + THE RIGHT
 SELECTION, ORGANIZATION, AND
                                      AGENDA + RIGHT PRESENTATION
ADEPT BROKER COMMUNICATIONS!

                                         SKILLED RETAIL FUNDING
CONSUMER MARKETING                            MANAGEMENT
THE ONGOING “ENERGY” THAT DRIVE
    AMPLE “SALES” AT RETAIL!
                                          TRADE SHOWS
                                    THE RIGHT STRATEGY AND PLANNING
    SKILLED PACKAGE DESIGN
                                         FOR NACDS, ECRM, GMDC
          MANAGEMENT


                       RETAIL PROMOTION
  TIMING /SYNCHRONIZATION, RIGHT-SIZE FUNDING, EXECUTION MANAGEMENT
                                                     www.biernbaum.com
                    DAVID BIERNBAUM & ASSOCIATES
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, 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 & ASSOCIATES                                           THE PARTNERSHIP THAT REALLY WORKS
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 & ASSOCIATES                                          THE PARTNERSHIP THAT REALLY WORKS
                             INDUSTRY LEADERSHIP
                                  DAVID 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, Chain Drug Review, PL
     Buyer, and frequently quoted on CNBC and other business networks.

    Working directly with retail executives on industry committees including NACDS Outreach 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 Shop Talk 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 & ASSOCIATES                                    THE PARTNERSHIP THAT REALLY WORKS
       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 & ASSOCIATES                             THE PARTNERSHIP THAT REALLY WORKS
                      DAVID BIERNBAUM AND ASSOCIATES
                                  CAN DO!
    BUSINESS DEVELOPMENT                                                    CONSULTING
 NATIONAL SALES / SALES                                             CONSUMER GOODS RETAIL SALES
  MANAGEMENT
                                                                     CONSUMER GOODS MARKETING
 BROKER SELECTION / BROKER
  MANAGEMENT                                                         RETAIL CHAINS, APPOINTMENTS
 MARKETING                                                          PRESENTATIONS DEVELOPMENT
 NATIONAL ACCOUNTS                                                  ECRM
  DEVELOPMENT                                                        NACDS MARKETPLACE
 TRADE EVENTS                                                       GMDC
 ECRM, NACDS, GMDC, PLMA ETC.                                       BUDGET PLANNING
 NEW VENDOR EVENTS                                                  STRATEGY AND MAPPING
 PACKAGE DESIGN (a)                                                 BROKER EVALUATIONS
 ADVERTISING (b)                                                    SALES TRAINING
 PUBLIC RELATIONS (c)                                               SALES MANAGER TRAINING
                                                                     BOARD MEETINGS
a,b,c: David Biernbaum networks and partners with                    ALMOST ANYTHING ELSE!
      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 PARTNERSHIP THAT REALLY WORKS
               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.


DAVID BIERNBAUM & ASSOCIATES                                   THE PARTNERSHIP THAT REALLY WORKS
                   PRESCRIPTION FOR SUCCESS IN THE
                        CPG RETAIL BUSINESS
   1.   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.

   2.   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!

   3.   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.

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

   5.   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.”

   6.   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 & ASSOCIATES                                                THE PARTNERSHIP THAT REALLY WORKS
        SKILLED BROKER MANAGEMENT
               and/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 & ASSOCIATES                                    THE PARTNERSHIP THAT REALLY WORKS
                 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 & ASSOCIATES                                      THE PARTNERSHIP THAT REALLY WORKS
                      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 & ASSOCIATES                                   THE PARTNERSHIP THAT REALLY WORKS
                     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 & ASSOCIATES                                 THE PARTNERSHIP THAT REALLY WORKS
                   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 & ASSOCIATES                               THE PARTNERSHIP THAT REALLY WORKS
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 & ASSOCIATES                          THE PARTNERSHIP THAT REALLY WORKS
 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

                 Join my network on                http://www.linkedin.com/in/davidbiernbaum

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


                               Follow David on               http://twitter.com/davidbiernbaum

                    Be friends with David on              http://facebook.com/davidbiernbaum



DAVID BIERNBAUM & ASSOCIATES                                    THE PARTNERSHIP THAT REALLY WORKS

				
DOCUMENT INFO
Description: Ecrm Trade Show document sample