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FY16 Category Leadership

Brand Opportunities

Best in Class Shelving“Fix the Mix”

         Brand Restages

Oils & Sprays

BanquetSeptember 28, 2015

January 2016 (Q3)

Can Tomatoes

Reinstate @ Win

the Pie

Seasons w/

Pot Pie

Door

Ready, Set GrowPlatform

– 7/9

Chef

MWOn the

Front End

-Reduce Skippy-Secure

Best PromoCan

Beans

Distribution

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Category Leadership - Northeast

Objective Timing Impact Result1. Banquet Comeback – Perfect Execution at Shelf Q1 – Q2

• Redesign Banquet section to group by product line – Classics, Basics, etc…• Shelf to ensure smooth flow thru at Sept 28th first ship• Execute new items• Target additional distribution/facings due to Basics size change

2. Hunt’s Tomatoes – Reduce Competitive Assortment & Combat Low Ball Pricing Q1 – Q3• Reduce the number of Regional brands in set. Can we eliminate 1 or 2 brands• Reduce Del Monte duplication in segments like Diced• Gain acceptance of Organic and No-Salt items• Show the negative impact, to category, of low-ball pricing

3. Bertolli Restage – Execute the Brand Strategy for Bertolli MS Meals Q3 – Q4• Ensure placement of Center of Plate items and Family Size SKUs• Set Bertolli section to Brand specifications• Reduce Tertiary brand presence – such as Contessa, Newman’s Own, etc…

4. Marie Callendar’s Pies – Win the Holiday Seasons Q2 – Q3• Capture key promo weeks on Thanksgiving, Christmas and Easter• Execute event around Summer holiday – Memorial Day/Independence Day• Limit economy brand SKUs and promotional activity

5. Reddi Wip – Create a Full Year Business Plan for Reddi Wip Q1 – Q4• Create a calendar of key times to promote and key products to cross promote• Create a program to utilize coolers to drive increased display activity• Why Reddi Wip vs. Cool Whip

6. Hebrew National Hot Dogs – Understand their role in the Hot Dog category Q1 – Q4• Role with Wakefern/Ahold Loyal Shoppers• Why do these accounts need the full assortment and should continue to run events

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FY16 Stretch Opportunities Paul Buckley

        

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Other

Banquet Comeback – Q2 (September 2015)• Struggling trends in brand and economy segment – losing distribution• Assortment opportunities we’ve missed• Story of Banquet vs. Michelina’s – Need to reduce Michelina’s presence

Reduce Competitive Can Tomato Assortment and Competition Low Ball Price Strategy• Reduce the number of Tertiary brands in the category. Do we need more than Hunt’s, P/L and a Regional• Show the negative impact to category of Low-Ball strategy (0.78¢ on Tuttorosso)• Clean up the set

Win the Holidays with Marie Callendar’s Pies & get away from Low-Ball Brands• Make Marie the lead in the 3 Key Holidays• Look at the expansion of the Frozen Sweet Goods segment• Defend our space against Frozen Fruit (P.C. gave additional space to Frozen Fruit)

Rationalize Frozen SS Meals• Reduce the number and space allocated to Tertiary brands, such as Boston Market, Chili’s, Jimmy Dean• Build a story with IRI and Assortman Tool

Improve Reddi Wip Merchandising (Giant Eagle does this very well)• Create a calendar of key times to promote• Cross-merchandising opportunities on these key times (ex: with Berries in the summer, etc…)• Opportunity for coolers

6. Slim Jim/David – establish a permanent home within the store (shore up distribution)7. Fill in Orville Kernels Distribution Gaps8. Snack Pack – Shelving strategy (racks vs. shelves). SSP doesn’t fit on racks9. Close assortment gaps on the Top 10 profit items

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FY16 Stretch Opportunities John Novelli

        

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Can Pasta & MW Meals Optimal Assortment and Shelving• Sell in optimal assortment in Can Pasta and MW Meals and increase Chef Boyardee presence• Defend against new set, which is a horizontal set vs. the preferred vertical. This set is currently slated for new

stores and remodels. Need to limit the proliferation of this set, in place of the Best in Class vertical set.

Increased Execution of Meal Solution Program• Improve existing events and increased the number during the year• Could involve the utilization of a customized display vehicle

Develop a Full Year JBP and Cooler Program for Reddi Wip• Focus on 8 Key Holiday events – more than just Thanksgiving and Christmas• Utilization of cooler and product allocation to support Key Holidays• CL to determine “size of the prize” for Retailers

Improve In-Stock Rates/Allocation Quantities on Key Marketing Events• Some stores have low in-stock rates during promotions – need to ensure adequate quantities• Drive product in early• Boost orders on the best selling items

Other

Banquet Comeback – Q2 (September 2015)• Get shelving right according to promoted groups and close assortment gaps• Create a separate Pot Pie Door• Prevent Michelina’s from obtaining distribution

6. Improved pricing and promotion on Wesson at Ahold7. Marie Pies – Win the Holidays and create promo opportunities at key “off season” time frames8. Execute “What’s for Dinner” events again in FY16

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Category Leadership - Southeast

Objective Additional Information Timing Impact Result

Banquet SS Meals:Perfect at Shelf Execution of Comeback

• Redesign the Shelving and Assortment of Banquet based on product groups

• Execute new items• Target additional distribution/facing due

to product size changes

Q1 – Q2

Hunt’s Can Tomatoes:“Fix the Mix” and Reduce Del Monte

• Del Monte’s has been in decline over the last 3-4 years and they are less incremental to category

• Fill key voids on Hunt’s and Ro*Tel• Set to best in class Vertical set

H1Time with

Reset

$1.7 MM

P.F. Chang’s MSM:Place into Distribution at SEG and Delhaize

• Ensure distribution on the Top Selling PFC items

• Fill voids on Appetizers and Side-Dishes in all accounts

• Reduce Tertiary brands – “duplication”

H1Time with

Reset

$2.1 MM

Bertolli Restage:Execute the Brand Strategy for Bertolli at Shelf

• Ensure Placement of New Center of Plate items (Q1 ship)

• Ensure Placement of the 3 Family Size skus (Q3)

• Set section to BiC and “Fix Existing Mix”

Q3 $1.4 MM

ACT II:Reinstate ACT II in Key SE Retailers

• Publix, SE Grocers, Lowe’s and Delhaize

• Gain distribution in the MWPC set• 4 brand strategy – Orville, PL, ACT II

and Pop Secret

H1Time with

Reset

$3.3 MM (opp Gap)

$330 K (10% loyalty)

Add in Void Tool

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FY16 Stretch Opportunities Mike Paul

        

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Banquet Comeback – Q2 (September 2015)• Publix only carries 3 dinner skus – need to expand distribution• Get the shelving right• Expand space on Economy segment at Publix, specifically Banquet

Expand the shelf space and ad presence of Reddi Wip• Reddi Wip larger in $ than Cool Whip, yet Cool Whip has 8ft of space. Reddi Wip has significantly less space• Move Reddi Wip into Rfg Pudding – allows for the expansion of space• Obtain more Ads at Publix – struggle is RW is small in Dairy and controlled by Dairy CM. Need to leverage Dairy Director

Expand Publix Frozen Display Space & Navigation Signage in the Department• Goal would be to replace Grocery end-caps, currently in Frozen Department, with Frozen/Dairy fixtures • Improve Navigation Signage in the Frozen Department, callouts of sections, deal and new items/sections• Leverage Category Strategy resources from Omaha

Re-merchandise the Can Tomato section• Vertical Brand Block• Bookend with Diced and Sauce• Value Priced brands on the Bottom shelf

Bertolli Restage• Big business at Publix, but declining. Premium brand aligns well with Publix customer• Ensure the correct assortment within the Restage priority and get the shelving right• Clear out some of the poorer performing Tertiary brands

6. Get Slim Jim on the Front End – potential $5 MM opportunity. May need a new rack in order to place7. ACT II distribution in Publix (potentially target P/L – only 4% share of business)8. Continue to add Marie Callendar’s Frozen Pies to set

Other

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FY16 Stretch Opportunities Brent Kindle

        

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Delhaize “Voice of the Shopper” Process with Category Management Association• Focus on the Frozen Single & Multi Serve Meals with the intent of improving the experience and increasing sales• Need to drive the importance of these categories• Secure more display activity, better assortment and cleaner sets

Fix ConAgra Multi-Serve Meal brands• Regain distribution on P.F. Chang’s – strong sales since reinvention• Execute the Bertolli restage and gain new distribution in the set• Reduce the presence of Tertiary brands in order to secure space for PFC/Bertolli and Family Size items

Swiss Miss – gain share leadership in Cocoa• Win Lead Position in the Cocoa category – help to reverse declines in Swiss Miss• Lead Position will generate better merchandising opportunities for the brand• Fill distribution voids in set, including Simply SKUs. Looking for 4 additional Swiss Miss items

Secure ACT II Distribution in Food Lion• Carried in Hannaford and doing very well• Large opportunity in Food Lion

Other

Banquet Comeback – Q2 (September 2015)• Get shelving right according to promoted groups• Close assortment opportunities• Reduce Michelina’s presence

6. Power of 2 in Cooking Sprays – can we reduce Tertiary brands such as Bertolli, Pompeiian, etc…7. Peanut Butter – reduce Skippy distribution (target 2 slower items in H1)8. Marie Callendar’s Pies – stronger story on “Why Marie in the Holidays” in order to win Holidays9. Can Tomatoes – change the Flow to Best in Class standard

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FY16 Stretch Opportunities Chris Barksdale

        

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Expand Frozen Distribution• Reinstate P.F. Chang’s brand to BILO, WD and Harvey’s• Increase the number of HC Simply SKUS• Increase Pot Pie distribution including Multi-packs and Family Serve

Can Tomatoes Deep Dive and Best in Class Principles Presentation• Address large sales declines for Hunt’s• Ensure most efficient Hunt’s and Ro*Tel assortment

Deep Dive and Execute Best in Class Principles for Chef Boyardee Can Pasta• Determine causes of the decline at SE Grocers and apply Best in Class MAPS principles to turn around sales• Increase space on the Core 4 items.• New promotional ideas based on successful tactics at other retailers – must buys, etc…

Reverse SE Grocers decision to substitute $1 price points for 10 for $10• Analyze week the ad performance of $1 brands vs. historical results• Continue to keep a running tally of lost sales• Send weekly to Chris Barksdale

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Banquet Comeback – Q2 (September 2015)• Get shelving right according to promoted groups• Close assortment opportunities and get the right mix of $1 and $1.25 items• Reduce Michelina’s presence

Peter Pan Peanut Butter MAPS Analysis• Ensure distribution on best selling Peter Pan items• Secure the best promotion weeks in the month – beginning to align with SNAP shopper• Skippy is gaining share – limit their impact. Reduce brands beyond the top 4 (PP, Jif, PL & Skippy)

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FY16 Stretch Opportunities

Deidra Douglas        

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Power of 2 in Cooking Sprays• We don’t need anything beyond PAM & Private Label• Close any voids on PAM• Reduce the number of Tertiary brands in the set – ex: Bertolli, Crisco Pompeiian, etc…

Slim Jim Rack on the Front End• Currently in Process at Lowe’s • Expand to Food City and Ingles

Swiss Miss – “Get Back to Basics”• Distribution Drive – Add Simply, Cannister (at least 1) and Marshmallow SKU• Reinstate Shipper Program – has gone by the wayside over the last 3 years

Other

Banquet Comeback – Q2 (September 2015)• Get shelving right according to promoted groups• Close assortment opportunities• Reduce Michelina’s presence

6. Lowe’s - Reinstate ACT II7. Lowe’s – look at Peanut Butter mix and the space allocated to Nut Butters – need to reduce8. Food City – Revisit MWPC Assortman optimization – on hold at account

Can Tomatoes “Fix the Mix”• Fill key Hunt’s/Ro*Tel voids• Reduce space/assortment on Del Monte – poor trends• Ensure complete distribution on Organics

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Category Leadership - Military

Objective Additional Information Timing Impact Result

Banquet SS Meals:Perfect at Shelf Execution of Comeback

• Redesign the Shelving and Assortment of Banquet based on product groups

• Execute new items• Target additional distribution/facing due

to product size changes

Q1 – Q2

Hunt’s Can Tomatoes Shelving:Organic Section?Best in Class Shelving & Assortment

• Should DeCA have any Organic set for Can Tomatoes

• Should Hunt’s be in Organic Set or with Brand

• Align Shelving and Assortment to BiC

H1 $250 K

Bertolli Restage:Execute the Brand Strategy for Bertolli at Shelf

• Ensure Placement of New Center of Plate items (Q1 ship)

• Ensure Placement of the 3 Family Size (Q3)• Set section to BiC and “Fix Existing Mix”

Q3 $250 K

Oil & Sprays:“Fix the Mix” & Execute Best in Class Tactics at DeCA

• Educate DeCA on the proper assortment – Reduce Tertiary brands

• Ensure set is to Best in Class principles• Promote in the Key Times

H1Based

on Reset

$600 K(3 add’l

share pts.)

Can Beans:“Fix the Mix” & Best in Class Tactics at DeCA

• Educate DeCA on the proper assortment – Fill any voids we have

• Ensure set is to Best in Class principles• Promote in the Key Times

H1Based

on Reset

$600 K(3 add’l

share pts.)

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FY16 Stretch Opportunities Military

        

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Organic set for Tomatoes• Should DeCA have a separate Organic section for Can Tomatoes or should they be in the Mainline set• If we DeCA creates Organic C.T. set, should we place Hunt’s in set or with other Hunt’s items• Muir Glen has a price advantage over Hunt’s – can we change this. Price is a big driver with the DeCA shopper

Oil and Spray “Fix the Mix” and Best in Class Tactics• Educate DeCA on what they should carry and the Best in Class principles for shelving• Reduce the number of items dedicated to Tertiary brands• Use Assortman tool and Ready, Set, Grow (Kantar)

Can Beans “Fix the Mix” and Best in Class Tactics• Opportunity to increase distribution• Pitch Best in Class promotional and shelving tactics• Use Assortman tool and Ready, Set, Grow (Kantar)

Reddi Wip Promotion in Holidays – 13z vs. 6.5z – Which do we display to drive sales• Run analysis on whether DeCA should run 13z at $2.99 of the 6.5z at $1.50/$1.99• If we run the higher priced will we lose dollar sales vs. smaller size• Can we expect to lose shoppers?

Other

Banquet Comeback – Q2 (September 2015)• Get shelving right according to promoted groups – create and interim POG next week• Ensure the right mix of $1.00 and $1.25 items in Banquet.• Early learnings from other customers about the transition

6. $0.50 pricing on Del Monte Can Pasta Sauce – hurting the category and Hunt’s. Tactics to help mitigate the impact – can we secure better promo weeks. Possible SNAP overlay event to help with price or Must Buy.