THE GÜD™ STORYGARRETT PUTMAN (@GPUTMAN)

April 20th, 2012

About Me

About Me

The güd™ Story

Natural Personal Care Overview

Burt’s Bees® is the #1 Brand in NPC -almost 2X the size

of the #2 player

Question: How can we

rapidly accelerate growth?

Strategic Choices

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PROJECT WELKERKick-Off

Jan 18, 2011

BURT’SBEES

?? Low Value Segments

Segment Name Committed Naturalists

Health & Beauty Sleuths

Beauty Enthusiasts

Demanding Conventionalists

Value Pragmatists

% of Females 1% 7% 12% 27% 39%

% of NPC of total PC 71% 27% 16% 10% 3%

% of NPC Sales 9% 26% 25% 29% 11%

NPC Purchase Drivers Committed to environment and health

Heavy researchers learning more

about living healthier lifestyle

Follower of beauty and green trends

driven by ingredients,

fragrances and promotions

Responsive to environmental concerns and

driven by ingredients,

fragrances and promotions

Driven by brand to determine quality and loyal to those that work at the

right price

Importance of Natural High More pronounced Embedded with other needs

Dabbles but needs convincing

Little engagement with Natural

Approach to Beauty Inward Inward Outward Outward Outward

Approach to Health Educated and committed

Proactive Concerned but laissez-faire in

action

More mainstream approach and

average involvement

Less involved than average

Understand the Consumer

Understand the ConsumerProduct Mindset: • Follows beauty trends & is a heavy purchaser of products• Open to NPC but more concerned with efficacy than natural• Seeks products with high sensory elements (fragrance)

Personality: • Optimistic & spontaneous. Lives in the moment• Knows how to have a good time & make things fun for

others• Heightened appreciation for outward beauty & beautiful things

Lifestyle: • Highly engaged with technology (her 7th sense)• Extraverted. Stimulated by new experiences and interaction

with people• Brand relationships can be a form of self-expression

Look For White Space

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0Consider the environmental impact when making business decisions

Do not include any man made chemicals

Have products that are all at least 95% Natural

Are healthy for me and my family

Have products with a pleasant scent

Have products that make me feel beautiful

Have products that are enjoyable to useSens

oria

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Brand Image Strength & Weaknesses

NA

THE WAY BEAUTY HAS BEEN EXPRESSED IN CULTURE OVER THE YEARS HAS DRAMATICALLY CHANGED.

1990’s 2010’s

Look For White Space

THE WAY BEAUTY HAS BEEN EXPRESSED IN CULTURE OVER THE YEARS HAS DRAMATICALLY CHANGED.

2010’s1990’s

TO THISPlayfulVibrantFlexible

Approachable

FROM THISRigidMutedStoicAloof

Look For White Space

FUN BREAKS AWAY FROM THE TWO DOMINANT CONVENTIONS IN THE CATEGORY.

earthy clinical

Look For White Space

While other brands are content at being eco-friendly, güd™ can be the advocate for

something else…

eco-friendly eco-fun

Look For White Space

Eco-Fun

Eco-Fun

32 new SKU’s across 8 body, hair, & hand care categories

3 national scents and one Target® exclusive fragrance

No parabens, petrochemicals, or phthalates

Not tested on animals

Our Product Portfolio

One Central Launch Idea

Make Packaging Work HarderOn-Pack QR Codes

Influence the Influencer

Use Disruptive Creative Ideas

THE FIRST EVER SCENTED FACEBOOK EXPERIENCE:

“Wherever güd goes, güd happens”

Leverage Social Media

We’ve already earned 284K Fans– more than Crest®, Dial®, Method®, Kashi®, and Green Works®

New Ways Of Working

Our Project Timeline• January 18: Team Kick-off• February 10: Finalized product mix and pricing• February 11: Selected brand agency• February 16: Selected 3PM and base formulations• March 7: Selected brand name• March 11: Selected packaging forms• March 31: Key Account Meeting with Sales Team• April 11: Finalized Top 4 fragrance lines• August 1: Shipped Sales Samples to all accounts• Nov 18: Ship to Trade• December 6: e-Commerce site goes “live”• December 27: Target endcap launch

Our Project Timeline

10 months from start of project to first ship date!

Keys To Agility

Align decision rights with senior leadership up-front

Keys To Agility

Start with a high-performing cross-functional team with clear roles & responsibilities

Keys To Agility

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Don’t over analyze the data!

Keys To Agility

Use expert external resources to reduce burden on internal team

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Keys To Agility

Prepare yourself for the ride

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Thank You

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@gputmanFacebook.com/gud@gudhappens

Q&A

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