This document describes a Value Equation methodology that a marketing agency uses to help clients understand what matters most to consumers and how to optimize marketing investments. Through workshops and consumer insights research, the agency defines a brand's unique value dimensions and aligns marketing activities, communications, and R&D investments accordingly. Examples are provided of how Value Equation has helped cereal, Walmart private label, and Cheerios brands improve marketing strategy and increase customer loyalty.

1. VALUE EQUATION

2. OUR SERVICES WHAT YOU SAY: “Marketing budgets are tight. We need to understand how best to invest our money and time to grow our business. What really matters to consumers and influences purchases? Can we cut costs? If so, where?” WHAT WE OFFER: VALUE EQUATIONThrough a consumer insight methodology and facilitated workshops, we define a brand’s unique value dimensions then identify alignments to each dimension, marketing allocations, communication elements and R&D investments 2

4. Cost Savings Ideas

5. Loyalist Insights

6. Communication OpportunitiesTaste Perception – Families Love the Taste Meeting Needs Whole Grains,No Trans Fats Number of sales per year Under Delivering Good Source of Fiber Number of Promotions Number of Flavor Options Existing Consumer Perception of Brand = Fitness New Opportunity Value Equation Example *This is only an example and does not showcase a complete Value Equation 3

7. OUR SERVICES VALUE EQUATION VALUE EQUATION METHODOLOGY Cross-functional team participation Stakeholder interviews to define current assumptions In-depth review of existing insight research Ethnographies, shop-alongs and social listening Value Equation Workshop with cross-functional team and agency partners 4

8. OUR SERVICES VALUE EQUATION BENEFITS Provides the success formula for your brand to optimize the use of resources Identifies what matters to consumers and where to invest marketing and R&D dollars Identifies cost savings opportunities Deep consumer insights around customer loyalty drivers Rapid 30-day turn-around 5

9. OUR SERVICES VALUE EQUATION VALUE EQUATION SUCCESS STORIES To reclaim market share BrandJuice led the re-positioning of KC Masterpiece using three of our proven processes: Value Equation, Creativity Collective® and Battle Testing®. See the results at your local grocer. We executed ethnographies and shop-along’s across multiple cities to understand WAL-MART brand loyalists, then headed to Bentonville to create a Value Equation for the Great Value brand and client, Sun Products Company Defined the value dimensions most important to consumers on the iconic Cheerios brand. Identified opportunities to increase customer loyalty and purchase occasions. One of a dozen Value Equation processes we led for General Mills. . 6

10. IDEAS PEOPLE BUY is our promise. Call to learn more about our process. We’ll send you our CEO’s book as a thank you. Jeff Scurlock 303-454-3260 jeff@brandjuice.com www.brandjuice.com 7