Product Incubation
Since 1994, PBD has been successfully launching products in the Convenience & Gas channel, operating as a trusted consultant and execution partner to both new and established brands. Whether taking young, unknown brands and establishing a meaningful sales channel to drive growth based on proof of concept data, or helping globally known brands refine their SKU strategy; PBD West brings an unrivaled set of insights, strategies, and access to Product Incubation products. To learn more about how we can help you launch a new product in the Convenience & Gas channel, contact us.
A History Of Successful Launches
Convenience Valet Launch
Convenience Valet introduces their blister pack personal concierge concept to break into the dominant Li'l Drug space, and PBD is quick to recognize the opportunity. PBD moves to establish a product incubation relationship with Convenience Valet as the first chain to drive distribution via our 200 member stores in Southern California, Arizona and Nevada. Our leadership provides the vital first step to prove sustainabilty of the product mix, and opens the door for Convenience Valet's national rollout.
Balance Bar
PBD discovers Balance Bar at a local pharmacy in Ojai, CA as a diabetic friendly snak or meal replacement. The product is in a very early phase, with primitive packaging and very limited local distribution. Recognizing the potential of the product in conveniece, PBD enters into a Product Incubation relationship with Balance Bar and advises on all aspects of the brand and product including packaging, merchandising, distribution, and radio marketing from concept to execution. PBD distributes Balance Bar to our member locations to prove the viability of the product in the channel. Our proof of concept paves the way for a national rollout.
Fiji Water
After encountering hurdles in the channel, Fiji water is without a presence in convenience. PBD recognizes the value of the brand, and the potential for success in convenience with proper execution. Through a Product Incubation relationship with Fiji Water, PBD consults on a re-launch by introducing a new SKU: half liter bottle that woudl fit in cup hodlers and purses, at a 99 cent introductory price point, encouraging trial of the amazing product. Distribution in our member locations gives Fiji acess to the critical Southern California market. The success of the pilot program leads to a national rollout and new channel strategy that continues to thrive today.
Monster Energy
With the energy drink phenomenon beginning to boom in the US, many new entrants are vying for market share. PBD recognizes the potential of the Monster brand and flavor profile, and selects it from the sea of options. We engage in a Product Incubation partnership to help pioneer Monster in the channel as the first chain to authorize and sell via distribution in our partner stores around the country. Our close, fruitful relationship with Monster continues to endure today.
General Mills Convenience Line
Looking to enter the Convenience and Gas channel for the first time, General Mills develops their Convenience Line concept. Again providing industry leadership, PBD is first to market with the new concept via distribution to 200 of our member locations in the strategic Southern California, Arizona and Nevada regions. Behind PBD's initial push, General Mills Convenience is a dominant concept in the channel worldwide today.
7Up
With 7Up looking for greater market share and sell through in Convenience and Gas, they turn to PBD's Product Incubation lab to help them differentiate. We advise on the launch of a 20oz bottle at a value price point of 99 cents. PBD is the first retail chain to distribute the new SKU to our member stores, and prove sustainability with the target customer demographic.
Tobacco Back Bar
Seeing an opportunity for innovation, PBD develops, moulds, produces, and installs the first 1000 Tobacco Backbars in the world. The Backbar's patented "Waterfall" design, accompanied by contracts with all Big 5 tobacco companies, creates significant competitive advantage for our member stores. PBD is first to remove all cigarette overhead racks and replace with this new innovation. A testament to it's groundbreaking effect, PBD's backbar design continues to be the industry standard worldwide.
Venom Energy
Following our success in the energy category with Monster a decade earlier, PBD engages Venom in a Product Incubation partnership. By strategically positioning the brand behind a 99 cent value SKU, PBD proves product viability and is first to market in the channel. Behind the proof of concept, Venom's distribution grows nationwide. PBD Member stores realize revenue lift and competitive advantage as leaders in product mix.
JUUL
As a first mover in the eCig space, JUUL is struggling to achieve distribution despite a strong product offering. PBD recognizes the potential of the brand in convenience and enters into a Product Incubation relationship to prove a daring and forward-thinking thesis: that a near-$50 price point can be sustainable in convenience. We develop a winning positioning strategy behind two pillars: first, a message that saline-based product is more efficacious than competitor offerings, and second, an attention-getting point of sale rack with video headers. PBD leverages our field teams to deliver and install the display racks, and provides complete distribution services to 100 strategic stores around the US as a proof of concept. The results of the pilot are an overwhelming success, paving the way for JUUL's market dominance that still exists today.
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Connect with our team to learn more about how PBD West can help launch and optimize your brand in the highly profitable Convenience & Gas channel.