2011 2012 Status Quo Relaunch 3:1

Sales in Containers Beaton

Diluted 18103014 16745288 15489391
Concentrated 4525754 4186322 3872348
Total 22628768 20931610 19361740

Sales in SU
Diluted 45257535 41863220 38723478 36573478
Concentrated 22628770 20931612 19361741 24361741
Projected 4:1
Revenue
Diluted 106355207 98378567 91000174 85947674
Concentrated 47294129 43747070 40466039 50916039

Total Revenue 153649337 142125636 131466214 136863714

Cost
Diluted 31680275 29304254 27106435 25601435
Concentrated 15387564 14233496 13165984 16565984
4:1 concentrate
Total Cost 47067838 43537750 40272419 42167419

Gross margin 106581498 98587886 91193795 94696295

Total Adv spend 13440000 14246400
Brand Contribution 77753795 80449895

Rank 2 Rank 1
Relaunch 3:1 4:1 Pouch 4:1 Packet

Finance Beaton Finance Beaton Finance

35973478 35006024 36245176 35006024 36245176

24361741 19361741 19361741 19361741 19361741
6195757 3097878 6195757 3097878

84537674 82264157 85176164 82264157 85176164

50916039 40466039 40466039 40466039 40466039
12825217 6412607 12825217 6412607
135453714 135555413 132054810 135555413 132054810

25181435 24504217 25371623 24504217 25371623

16565984 13165984 13165984 13165984 13165984
3717454 1858727 4089200 2044599
41747419 41387655 40396334 41759401 40582207

93706295 94167758 91658476 93796013 91472604

14246400 15474162 15474162 15474162 15474162
79459895 78693596 76184314 78321850 75998441

Rank 1 Rank 3 Rank 4

 5,000,000.00

2011 brand Revenue 53,760,000.00

Total Ad spend 13,440,000.00
 2011 2012 2013
Diluted Concentrated Diluted ConcentratDiluted Concentrat4:1 launch
Sales (in cases) 18103014 4525754
4:1 launch
 2011 2012 2013 Option-1
Sales in Containers Beaton
Diluted 18103014 16745288 15489391
Concentrated 4525754 4186322 3872348

Sales in SU
Diluted 45257535 41863220 38723478 39713220
Concentrated 22628770 20931612 19361741 25931612
Projected 4:1
Revenue
Diluted 106355207 98378567 91000174 93326067
Concentrated 47294129 43747070 40466039 54197070

Total Revenue 153649337 142125636 131466214 147523136

Cost
Diluted 31680275 29304254 27106435 27799254
Concentrated 15387564 14233496 13165984 17633496
4:1 concentrate
Total Cost 47067838 43537750 40272419 45432750

Gross margin 106581498 98587886 91193795 102090386

Total Adv spend 14246400 14246400
Brand Contribution 76947395 87843986

Rank 2 Rank 1
Option-1 Option 2 Option 3
Finance Beaton Finance Beaton Finance

39113220 38145766 39384917 38145766 39384917

25931612 20931612 20931612 20931612 20931612
6195757 3097878 6195757 3097878

91916067 89642549 92554556 89642549 92554556

54197070 43747070 43747070 43747070 43747070
12825217 6412607 12825217 6412607
146113136 146214836 142714233 146214836 142714233

27379254 26702036 27569442 26702036 27569442

17633496 14233496 14233496 14233496 14233496
3717454 1858727 4089200 2044599
45012750 44652987 43661665 45024732 43847538

101100386 101561849 99052568 101190104 98866695

14246400 15474162 15474162 15474162 15474162
86853986 86087687 83578406 85715942 83392533

Rank 1 Rank 3 Rank 4

 5,000,000.00

2011 brand Revenue 53,760,000.00

Total Ad spend 13,440,000.00