Featuring these providers · THE 2014 GUIDE TO SHOPPER MARKETING TEAMS AT-A-GLANCE Category First Approach ˜ e E&J Gallo winery is widely recognized as the Leader in the wine category

Special supplement – October 2014

• DELL

• E. & J. GALLO WINERY

• HEINEKEN

• JOHNSON & JOHNSON

• KIMBERLY-CLARK

• MONDELÉZ

• NOVARTIS

• PEPSICO

• PROCTER & GAMBLE

• Western union

Featuring these providers:

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THE 2014 GUIDE TO SHOPPER MARKETING TEAMS

AT-A-GLANCEConsumer electronics expertise. Shopper insights.

A rich history. A bright future.

Dell understands the issues and dynamics that make shopper marketing in consumer electronics unique, starting with a longer shopping journey. Through omni-channel selling strategies and continuous innovation, we take full advantage of opportunities to influence the consumer. And with our dedicated Shopper Marketing team, we aim to be our retailers’ #1 shopper marketing partner.

We’ve leveraged our unique experience as both a manufacturer and a retailer to develop an insights- and experience-based process to systematically and strategically grow our business—and yours.

We work with our retail partners to:

• Identify opportunities for mutual growth

• Apply our superior shopper and category under-standing to solution development

• Implement solutions that address shopper needs

• Test solutions and develop performance metrics

• Consistently apply learnings to strategically grow the category and our brand

Dell’s Shopper Marketing Account Managers support their retailers’ personalized shopper marketing solutions. Our ongoing consultation and partnership is framed by a formal Shopper Marketing program, but we are also agile and able to assist with ad-hoc needs that arise.

KEY EXECUTIVES

BRAND PORTFOLIO

Lorrie Schultz, Executive Director

Dan Seymour, Director, NA Shopper Marketing

Lori Pennington, Senior Manager, NA Shopper Marketing

Dell makes laptops, tablets, workstations, servers, gaming hardware and more under these brand names:

• Inspiron• XPS• Venue• Alienware• Latitude• OptiPlex• Precision• PowerEdge• Vostro

www.DELL.com

Dell recognized speci� c shopper needs and delivered upon them when pioneering the online CE sales channel 30 years ago. Today’s widespread, complementary presence in brick-and-mortar stores has further strengthened Dell’s distinctive and established shopper expertise. Now Dell is a uniquely quali� ed partner in understanding and develop-ing Shopper Marketing solutions, with expertise in these areas:

• Shopper needs along the P2P • Retailer selection, optimal positioning and whitespace identi� cation• Omni-channel coordination & proliferation of non-traditional

touchpoints• Product placement and merchandising e� ectiveness• Exposure, interaction, sale at POP• Active vs. passive selling approaches• Display placement and design• In-aisle � ow & adjacency • Shopper experience customization• Annual strategic planning & marketing calendar synchronization

Customized plans. Collaborative partnerships.Dell continually cultivates and updates its strategic understanding of CE shoppers, their needs, and category-speci� c trends and developments. Our shopper and category � uency is harnessed in a systematic way, always with the objectives of retail partners in mind.

• We maintain a continuous conversation with our retail partners – sharing with them what we know and learning about opportunities to assist them in developing competitive advantages

• We invest in highly strategic category and shopper research to shape and inform targeted objectives

• We work with our retail partners to develop omni-channel solutions necessary to address shopper needs – digital, in-store, traditional marketing channels, etc.

• We plan, execute, and follow through • We test program e� ectiveness against given metrics

CONTACT INFORMATIONDan Seymour [email protected]

Lori [email protected]

EXPERTISEWhile Dell is a well-known manufacturer, we are also a retailer. With 30 years of direct and online sales, Dell has rich insights about consumer electronics shoppers. Now selling in brick-in-mortar stores, Dell has a Shopper Marketing team sharing its unique perspective with partner retailers.

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AT-A-GLANCECategory First Approach� e E&J Gallo winery is widely recognized as the Leader in the wine category with almost all major Retailers, across all channels of Trade. Our Sales and Marketing Capabilities begin with a deep understanding of the Wine Consumer’s tastes and preferences and follow through to world class execution from our Distributor network. Our Shopper Marketing team works closely with our Customer Account teams to ensure that we are bringing Insights about the Shopper front and center to grow the Wine Category. Our Category � rst approach has ensured a collaborative working relationship with our Retail partners.

KEY EXECUTIVES

BRAND PORTFOLIO

Joseph E. Gallo, President & CEO

Some of the brands in Gallo’s wine portfolio include:

• Gallo Family Vineyards• Barefoot Cellars• Apothic• Louis M. Martini• MacMurray Ranch• Bridlewood• Mirassou Vineyards• Frei Brothers Reserve• William Hill Estate• Edna Valley Vineyard• Columbia Winery• Martín Códax• Brancaia• LaMarca• Ecco Domani

� e Winery is also expanding its portfolio with distilled spirits and has recently added New Amsterdam Gin, New Amsterdam Vodka, Familia Camarena Tequila and Shellback Rum.

www.EJGALLO.com

Driving Category Growth � e wine category has shown tremendous growth over the past decade, but the best is yet to come. Household penetration of wine is hovering around 33%, while total beverage alcohol penetration is upwards of 62%. � e 80-20 rule de� nitely applies to the wine category, as 20% of wine consumers make up almost 80% of total volume. � e almost 100 million consumers in the US who are drinking alcohol, but not drinking much wine, provide a tremendous opportunity to grow the Category.

Today, we have an understanding of the 6 Barriers to Entry for new wine consumers, and have begun to develop solutions to target this valuable consumer base. We’ve also studied new wine consumers’ different Points of Entry into the wine category, and can utilize this information to provide a better first experience and connection to wine.

At Gallo, we have developed a truly cross functional e� ort to identify meaningful Insights about today’s wine consumer, while developing actionable solutions to help the wine shopper � nd the right product for their occasion. Our Retail Partners can utilize this expertise to help identify opportunities that exist, which is a key to success with all of the options available to today’s consumer. E&J Gallo will be well represented at the Shopper Expo this year, with members from our Shopper and Consumer Insight teams, Shopper Marketing, Customer Development, Digital Marketing and Category Management. We look forward to seeing you in Minneapolis.

CONTACT INFORMATIONHerb Smith510.476.5250

WHO WE AREE. & J. Gallo Winery has become the world’s largest winery and the foremost winery in the art of grape growing, winemaking, dis-tribution and marketing of wines. We have recently expanded our portfolio of distilled Spirits and focus on the Category.

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ChoiCes are good. Confusion is not.

When you help your shoppers find a style of wine they love, you also help your business by increasing your wine sales. Contact your Gallo representative today to learn how our new study on

infrequent wine buyers can convert more shopping trips into more wine purchases.

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AT-A-GLANCEDiscover. Inspire. ActWe will win at the point of purchase, together with our distribu-tors through impactful shopper solutions and strategic customer engagement.

Discover. We seek out the insights that identify the best opportu-nities for category growth.

Inspire. We co-create & select Big Ideas to engage shoppers along the path to purchase.

Act. We deliver excellent execution in strategic customers and priority channels.

KEY EXECUTIVES

BRAND PORTFOLIO

Dirk de Vos, Senior Vice President, Commercial Marketing

Dean Williams, Senior Director of Commercial Marketing, O� Premise

Nick Lake, Senior Director of Category Development

Jonathan Simpson, Senior Director, Commercial Marketing, Portfolio

• Heineken

• Heineken Light

• Dos Equis

• Strongbow

• Tecate

• Tecate Light

• Desperados

• Newcastle Brown Ale

• Amstel Light

• Amstel Radler

www.HEINEKEN.com

OUR APPROACHWe spend a great deal of time and resource seeking out the real, true shopper and customer insights that enable us to understand what the opportunities are for the shopper, the customer, and the category, and ultimately what are the growth opportunities for all three.

From that deep understanding, we build big ideas that will change shopper behavior. � ese are grounded in the insight, and bring to life the program at all the touch points along the path to purchase; they are holistic, fully integrated programs. We have also signi� cantly increased our understanding, resource, and focus on digital shopper marketing, and this will enable us to continue to ensure that our programs are appealing to shoppers and customers.

We then take these programs and execute with excellence, by providing the most engaging retailer and distributor propositions, and then post evaluating to continually improve our approach.

Heineken USA. We brew experiences thatinspire legendary lives.

WHAT WE DOWe are a growth accelerator for Heineken USA and a preferred business partner of our retail customers and distributors

CONTACT INFORMATION

[email protected]

WHO WE AREHeineken USA Commercial Marketing

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LEGENDARY BRANDS.A REFRESHING VISION.

We are focused on winning at the point of purchase with innovative shoppersolutions and strategic partnerships with our distributors and retailers.

Our ongoing vision is based on strong fundamentals:

• DISCOVER true insights into the needs of our shoppers, customers, and partners• INSPIRE with big ideas along the path to purchase

• ACT through indispensable partnerships and excellence in execution

©2014 HEINEKEN USA, Inc., New York, NY.

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AT-A-GLANCEOUR MANAGEMENT APPROACHJohnson & Johnson is a company of enduring strength. We’ve been privileged to play a role in helping millions of people the world over be well and stay well through more than a century of change. As the science of human health and well-being has grown, we’ve been able to grow along with it. Even more important, we’ve helped shape and define what health and well-being means in every day lives. Our products, services, ideas and giving now touch the lives of at least one billion people everyday.

We credit our strength and endurance to a consistent approach to managing our business, and to the character of our people. We are guided in everything we do by Our Credo.

KEY EXECUTIVES

BRAND PORTFOLIO

Alex Gorsky, Chairman and CEOSandra E. Peterson, Group Worldwide Chairman, Member, Executive CommitteeAlison Lewis, Global Consumer Chief Marketing O� cerRoberto Marques, Group Chairman, North American Operations

• AVEENO®

• BAND-AID® Brand Adhesive Bandages

• BENADRYL®

• CLEAN & CLEAR®

• JOHNSON’S® Baby

• LISTERINE®

• NEUTROGENA®

• TYLENOL®

• VISINE®

• ZYRTEC®

www.JNJ.com

Our Credo: Our Guiding PhilosophyThe overarching philosophy that guides our business is Our Credo, a deeply held set of values that have served as the strategic and moral compass for generations of Johnson & Johnson leaders and employees. Above all, Our Credo challenges us to put the needs and well-being of the people we serve first. It also speaks to the responsibilities we have to our employees, to the communities in which we live and work and the world community, and to our shareholders. We believe Our Credo is a blueprint for long-term growth and sustainability that’s as relevant today as when it was written.

CONTACT INFORMATIONJohn King, Senior Director,US Shopper Marketing & Category Management

Deanna Maestas, Senior Director, Shopper Marketing & Category Management, Drug Channel

WHAT WE DOCaring for the world, one person at a time... inspires and unites the people of Johnson & Johnson. We embrace research and science - bringing innovative ideas, products and services to advance the health and well-being of people.

WHO WE AREOur Family of Companies comprises:• � e world’s sixth-largest

consumer health company• � e world’s largest and most

diverse medical devices and diagnostics company

• � e world’s sixth-largest biologics company

• � e world’s sixth-largest pharmaceuticals company

We have more than 275 operating companies in over 60 Countries.

Johnson & Johnson Strategic Framework• Our Foundation

The Strategic Framework starts with Our Credo, the guide to help us navigate our way through challenges and opportunities. From Our Credo, Our Aspiration emerges – by caring, one person at a time, we help billions of people around the world live longer, healthier and happier lives.

• Our Strategic Principles

We build from this foundation a unique set of strategic principles. We are broadly based in health care. Our focus is on managing for the long term. We operate under a decentralized management approach. And we do all this through a unique culture that values and fosters the development of our people.

• Our Growth Drivers

Our growth drivers are the specific areas of focus that help ensure our robust growth for the future. In today’s highly competitive global marketplace, it is also essential that we focus on the critical drivers of our future growth: to create value through innovation, to extend our global reach, with local focus, to execute with excellence in everything we do. We pursue our growth drivers guided by the Leadership Imperatives: Connect, Shape, Lead and Deliver.

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AT-A-GLANCEOUR APPROACH

CASE STUDY

Planning for Shopper Marketing is imbedded in our Integrated Marketing Planning (IMP) process, with plans developed 12-18 months prior to execution. We develop insights that ultimately lead to the creation of programs that address key barriers, change purchase behavior, and drive growth for our categories, retailers and brands. With an omni-channel lens, we strive to create a seamless shopping experience wherever and whenever she shops.

OUR PHILOSOPHY

AGENCY PARTNERS

INDUSTRY RECOGNITION

Shopper Marketing is an integral element of Marketing. Bringing our category growth strategies to life at retail and being an Indispensable Partner with our customers is at the heart of what we do every day. Our commitment to Shopper Marketing is evident in our investment in programs and resources.

• Geometry Global• Rock� sh• Eventus

• Ranked #1 Brand Marketer in 2014 for Shopper Marketing by Hub Magazine

• Top 10 in KANTAR Power Ranking for Shopper Marketing

• Shopper Marketing E� es

- 2014: Cottonelle® Better Together

- 2013: Depend® Great American Try-On

- 2011: U by Kotex® Launch

www.KIMBERLY-CLARK.com

In 2011, the Kleenex brand wanted to drive penetration and grow share during the Cold and Flu season, at the same time they were launching the new Kleenex Cool Touch variant. Kimberly-Clark and its agency partner used three key insights to build a 360 plan:

• So� ness is the attribute most important to consumers

• � ere is an emotional bene� t to comforting and caring for family and friends

• 90% of shoppers know they will buy facial tissue before going to the store, and two-thirds already know the brand they plan to buy

Leveraging these insights, and the superiority claim “America’s So� est Tissue,” the So� ness Worth Sharing Program was created. � e team used TV ads and in-store displays/messaging to play up the claim. � ey developed sharing stations for events in 15 U.S. markets and Canada, and invited shoppers to experience the so� ness

and mail a sample pack to a friend or loved one. Using Kleenex.com and Facebook, the team expanded its reach and encouraged consumers to share upli� ing personal messages and photos of sharing.

� e in-store events reached over 233,000 shoppers, and more than two-thirds of participants either made an unplanned purchase or changed future purchase intent. Kleenex brought to life a key piece of its brand equity – the emotional bene� t of comfort and caring. � e in-store and online events worked together to deliver impressive results.

OUR CAPABILITIES

KEY EXECUTIVESAnne Jones, VP, Shopper Marketing & Business Development

Bala Mallela, Sr. Director, Category & Shopper Insights

Brian Christensen, Sr. Director, E-Commerce

Janice Tennant, Director, Integrated Marketing Planning – Enterprise

People Field Shopper Marketers are an integral part of our customer teams and serve as the strategic lead in developing customer programs at each retailer. Shopper Marketers on the brand team ensure that the retailer and shopper are considered in all brand decisions and collaborate with the � eld teams.

Insights Our plans start with insights. Our Shopper Insights team has category, retailer and key trend assignments giving us a deep understanding of what drives shopper behavior. � ese insights are incorporated into the planning process early and drive program development.

CollaborationOur integrated approach to brand and customer planning, inclusive of Shopper Marketing, is critical to our success. Our Field, Brand, Agency and IMP leadership team meets regularly to collaborate on key initiatives and identify opportunities and solutions. Field Shopper Marketers regularly bring new and innovative ideas to our retail partners, collaborating on solutions that drive category growth.

ABOUT KIMBERLY-CLARKKimberly-Clark is a Fortune 500 company, with over 58,000 employees worldwide. Our brands deliver Essentials for A Better Life, reaching nearly 1 in 4 people globally every day. We believe in the power of our people. In 2014, we received the prestigious Catalyst Award for developing women leaders, honoring our “Unleash Your Power” initiative aimed at building a diverse and inclusive workforce that looks, thinks and behaves like the consumers who use and purchase our products. Learn more at www.kimberly-clark.com.

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WWW.KIMBERLY-CLARK.COM

We are an award-winning leader in today’s multi-channel marketplace.Our Shopper Marketing success is based on strong fundamentals:

• Insights-Driven Approach• Category Growth Driving Initiatives• Collaboration across Brand, Retailer, Agency• Omni-Channel Solutions

OUR BRANDS REACH NEARLY 1 IN 4 PEOPLE GLOBALLY EVERY DAY.

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Key Executives in this Guide:

Joseph E. Gallo, President & CEOLorrie Schultz, Executive Director Dan Seymour, Director, NA Shopper MarketingLori Pennington, Sr. Manager, NA Shopper Marketing

Alex Gorsky, Chairman and CEOSandra E. Peterson, Group Worldwide Chairman,

Member, Executive CommitteeAlison Lewis, Global Consumer

Chief Marketing O� cerRoberto Marques, Group Chairman,

North American Operations

Dirk de Vos, Sr. Vice President, Commercial Marketing

Dean Williams, Sr. Director of Commercial Marketing, O� Premise

Nick Lake, Sr. Director of Category DevelopmentJonathan Simpson, Senior Director,

Commercial Marketing, Portfolio

Anne Jones, VP, Shopper Marketing & Business Development

Bala Mallela, Sr. Director, Category & Shopper InsightsBrian Christensen, Sr. Director, E-CommerceJanice Tennant, Director, Integrated Marketing

Planning – Enterprise

Steve McGowan, Director, Shopper MarketingKim Yansen, Director, Field Shopper Marketing

Brian McNamara, Global Head Rick Lloyd, Head of North AmericaTodd Hutsko, U.S. Head of SalesErnesto Levy, U.S. Head of Marketing

Je� Swearingen, Senior Vice President, FLNA Janelle Anderson, Vice President,

Shopper Marketing, FLNAScott Finlow, VP, Shopper Marketing & Insights, PepsiAna Fernandez, Shopper Marketing

Senior Director, QuakerBryan Jones, Senior Director, Grocery, PepsiWilliam Langford, Senior Director,

Mass & Club, PepsiEsperanza Teasdale, Senior Director, C&G,

Drug, Dollar, Pepsi

Laston Charriez, Senior Vice President, Americas Marketing

Teresa Miller Chipps, Vice President, Shopper Marketing

Jennifer Linne, Capability Manager, Shopper Marketing COE

SM14_SMTeams_HouseAd_Left.indd 1 9/10/14 3:59 PM

We are the Institute.Join us.

The Institute empowers its members and the industry at large with the most comprehensive and up-to-date collection of shopper marketing information in the world.

Contact us today. Put the power of the Institute to work for you.

Network, share and learn at these 2015 Institute events.

March 16-18, 2015Renaissance Schaumburg Convention Center HotelSchaumburg (Chicago), ILwww.ShopperSummit.com

March 17, 2015In conjunction with the Shopper Marketing SummitSchaumburg (Chicago), IL

October 13-15, 2015Minneapolis Convention CenterMinneapolis, MNwww.ShopperMarketExpo.com

Stratconn: Digital Shopper MarketingMay 19-20, 2015Chicago Marriott Suites O’Hare Rosemont, ILwww.Stratconn.org

October 14, 2015In conjunction with the Shopper Marketing Conference & ExpoMinneapolis, MN

Peter W. HoytExecutive Director –Chief Executive Officer(773) 992-4456 • [email protected]

Steve FrendaManaging Director - Strategy & Development(773) 992-4461 • [email protected]

Chuck BolkcomManaging Director - Platforms & Publishing(773) 992-4420 • [email protected]

Maureen MackeManaging Director, Member Services & Events(773) 992-4413 • [email protected]

Pat BurkeDirector - Member Development(773) 992-4465 • [email protected]

Terese Herbig Director - Member Development(773) 992-4438 • [email protected]

Rich Zelvin Director - Market Development & Sales(773) 992-4425 • [email protected]

Craig HitchcockDirector - Platforms & Publishing/Associate Publisher(773) 992-4422 • [email protected]

Cindy HahnSr. Coordinator, Member Services(773) 992-4414 • [email protected]

Quan TranManager - Member Development (773) 992-4464 • [email protected]

Bill SchoberManaging Director - Content & Editorial(773) 992-4430 • [email protected]

Peter BreenManaging Director - Special Content(773) 992-4431 • [email protected]

Path to Purchase Institute • 8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631-3731 • (773) 992-4450 • www.p2pi.org

14P2P_ADV_SM10.indd 1 9/11/14 9:02 AM


AT-A-GLANCE

OUR DREAM

OUR VALUES

Our dream is to create delicious moments of joy – and that’s exactly what our tasty snacks do. They’re that stolen moment for just you.

WHAT WE DO

BRAND PORTFOLIO

Mondelēz International brings powerhouse brands that o� er quality, convenience and truly delicious taste to consumers all over the world.

• NABISCO• OREO• RITZ• TRIDENT• HALLS• CHIPS AHOY!• BELVITA BREAKFAST BISCUITS • WHEAT THINS• TRISCUIT• SOUR PATCH KIDS

www.MONDELEZINTERNATIONAL.com

Our seven values, which provide the foundation for our company and guide everything we do:

• We believe there’s big value in every human connection and in every bond… especially when times get tough. So we…INSPIRE TRUST

• We believe that it’s up to each of us to do what it takes to drive growth. So we…ACT LIKE OWNERS

• We believe that complexity crushes the human spirit and that simplicity is the essence of speed. So we…KEEP IT SIMPLE

• We believe we can’t wait for it to happen: we’ve got to make it happen… now. So we…DISCUSS DECIDE DELIVER

• We believe honest discussions and direct feedback are essential to making the right decisions, quickly. So we...TELL IT LIKE IT IS

• We believe in the power of di� erent perspectives and in daring to try new ways. So we are…OPEN AND INCLUSIVE

• We believe that what makes our workplace great is passion and personality. So we… LEAD FROM THE HEAD AND THE HEART

OUR BELIEFWe’re a big company. But we believe, above all, in one thing – something that’s unique to us – and that’s the power of big and small. Yes, we have the scale and resources of a global powerhouse. But also the speed, creativity and agility of a fresh new start-up.

CONTACT INFORMATIONSteve McGowanDirector, Shopper [email protected]

Kim YansenDirector, Field Shopper [email protected]

WHO WE AREMondelēz International, Inc. is a global snacking powerhouse, with 2013 revenue of $35 billion. Creat-ing delicious moments of joy in 165 countries, Mondelēz Interna-tional is a world leader in biscuits, chocolate, gum, and candy, with billion-dollar brands such as OREO, Nabisco and Trident gum.

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DEVELOPING RELEVANT PROGRAMMING

BRINGINGRETAILERSTRATEGIESTO LIFE FOR SHOPPERS

Lead the snacking world by translating insights into tailored shopper experiences that create delicious snacking moments

for our brands, customers and categories.

SHOPPER

MARKETING

© Mondelēz International group

DIVERSE,DYNAMIC

TEAM

“MORE MOMENTS”INSIGHTS

FRAMEWORK

FORWARDTHINKING

PROGRAMMING

INDISPENSABLEPARTNER

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AT-A-GLANCEOUR MISSION

Connecting Shoppers to the Right Pain Solution

Our mission with retail partners is to be viewed as industry experts in self-care and thought leaders in driving category growth via meaningful and personalized connections with shoppers. We do this by making signi� cant investments in consumer/shopper research, developing a robust product and commercial innovation pipeline, and taking a personalized approach to shopper marketing and activation.

WHO WE ARE

BRAND PORTFOLIO

Novartis OTC (Over-the-Counter) is a world leader in the research, development, production and marketing of self-care products. More than 400 million consumers rely on our products every year. Collectively, our OTC brands help people take care of themselves and their families to live healthy lives.

Novartis OTC brand portfolio, includes:

Excedrin®, � era� u®, Triaminic®, Bene� ber®, Prevacid®24HR, Gas-X®, Ex-Lax®, LamisilAT® (all in the U.S.); and a number of other notable brands outside of the U.S., including Voltaren Emulgel® and Otrivin®.Prevacid® is a registered trademark of Takeda Pharmaceuticals U.S.A. Inc., and is used under license.

www.NOVARTIS.com

Novartis OTC worked with several key customers to develop symptom-based signage and planograms to drive improved shopability and connect shoppers to the right products. � e signs were clearly marked with the most common pain symptoms. In some cases, the signs were color-coded based on the primary color of the leading brand in each segment, and corresponding shelf strips were created using the same color as each sign to ease product selection.

Additionally, based on another key learning from GPS that some shoppers treat di� erent pain symptoms with di� erent products, Kroger created a guide to help their shoppers � nd the right pain products for their symptoms. � rough a partnership with mul-tiple pain relief manufacturers, Kroger delivered educational con-

tent via the July 2014 issue of myMagazine, which is distributed monthly to its shoppers.

� is simple guide was designed to help Kroger shoppers learn about the di� erent solutions for their pain symptoms—from headaches and muscle aches to joint and arthritis pain.

Another key program enabled through GPS shopper learnings was a shop-per marketing campaign for Excedrin®—‘Smarter Shopping, Fewer Head-aches’—that was implemented with several grocery store customers. Our research found that pain relief trips are typically highly planned, and shop-pers are seeking solutions to make their shopping experience easier. � e ‘Smarter Shopping, Fewer Headaches’ program was designed to capital-ize on the weekly grocery trip and drive relevance and conversion for the pain relief category, where overall OTC conversion is typically lower than in other channels. It also helped to get Excedrin® ‘on the list’ and in shoppers’ consideration set.

Driving Insights to Activation—to Results

KEY EXECUTIVESBrian McNamara, Global Head

Rick Lloyd, Head of North America

Todd Hutsko, U.S. Head of Sales

Ernesto Levy, U.S. Head of Marketing

An example of Novartis OTC’s ability to leverage its key insights to address and activate category growth is through our implementation of the “Grow the Pain Section” GPS platform with retailer partners. In a relatively low growth category, our proprietary research uncovered two distinct segments of shoppers that view the category di� erently and also uncovered some signi� cant category growth opportunities. Customer-speci� c solutions were developed, in partnership with our retailers, to address these key opportunities.

One opportunity identi� ed was that shoppers are looking for their pain relief products to be organized

by symptom on the shelf and through solution-oriented end-caps, so they can quickly identify the right products for their speci� c symptoms. Another opportunity was to provide better education on a variety of pain relief solutions to better treat their symptoms.

� ose retailers that have implemented key components of the GPS platform have experienced signi� cant sales growth and a greater share of the market in the category via improved shopability, higher buyer conversion and increased basket size.

CONTACT INFORMATIONMichael ReinhardtVice President, Customer Strategy973.503.8168 Deb MonahanDirector, Shopper Insights & Solutions973.503.7241

TESTIMONIAL

“Novartis has collaborated with us to provide a deeper understanding of our shoppers in the Pain Relief category. Based on the insights they’ve provided, we’vemade modi� cations in select stores to help our shoppers more easily navigate the category, including organizing the Pain set by symptom, overlaying symptom signage, and providing education and tips on a variety of Pain conditions.

We value the shopper insights and in-novative solutions Novartis has provided and their partnership as we work to drive growth in a large and important category.”

Bill Bergin, Group VP, Rite Aid

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“I usually keep a list of the must have OTC medications for winter and I prepare for the season sometime in the

beginning of October every year.” – Respondent, Novartis Qualitative Bulletin Board

YOUR SHOPPERS TALK.WE LISTEN.

Use products as directed.

©2014 Novartis Consumer Health, Inc. U-01500-1Prevacid® is a registered trademark of Takeda Pharmaceuticals

North America, Inc. and is used under license.

At Novartis Consumer Health, Inc. we pay attention

to what your Shoppers have to say.

Through significant investment in our proprietary research studies

and our enhanced Shopper Marketing capabilities, we gather rich

insights about your Shoppers and together we can deliver the

innovative solutions they’re looking for.

By partnering with Novartis Consumer Health, Inc., we will

deliver profitable and sustainable growth for your business.

And we’ll continue to deliver category growing OTC brands

and solutions that your shoppers will keep returning for.

Let us show you how well we listen.

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AT-A-GLANCEDeveloping Ground Breaking Ideas That Drive Shopper Loyalty At PepsiCo, our philosophy is more than just supply and demand. We strive to exist beyond the traditional producer / consumer relationship. Our joint business planning is best in class where the shopper is at the center of gravity. By developing groundbreaking ideas that drive shopper loyalty, we di� erentiate ourselves from brands that exist solely to serve. We believe that the in-store experience should be transformative, using the information and

insights we’ve learned by listening to and respecting our valued shoppers in ways that make them feel even more respected and more valued—ultimately contributing to their positive engagement with our brands. In short, we want them to want us.

KEY EXECUTIVES

BRAND PORTFOLIO

Je� Swearingen, Senior Vice President, FLNA

Janelle Anderson, Vice President, Shopper Marketing, FLNA

Scott Finlow, VP, Shopper Marketing & Insights, Pepsi

Ana Fernandez, Shopper Marketing Senior Director, Quaker

Bryan Jones, Senior Director, Grocery, Pepsi

William Langford, Senior Director, Mass & Club, Pepsi

Esperanza Teasdale, Senior Director, C&G, Drug, Dollar, Pepsi

• Pepsi-Cola

• MountainDEW

• Gatorade

• Lipton Readyto Drink

• Aqua� na

• Doritos

• Lays

• Quaker Oats

www.PEPSICO.com

Insights That Lead to a Transformative In-Store ExperienceBy keeping in tune with industry and consumer trends, we don’t just navigate the consumer landscape – we cultivate the terrain, plant the seeds, and stimulate growth. We bring the bold ideas, through a media to shelf approach, because we know that our shoppers will settle for nothing less. � e way we handle communication is more than just sparking an initial attraction leading to a short-term payo� . We seek to establish lasting connections, based on and rooted in loyalty, so that shoppers know, regardless of where our products are purchased, PepsiCo is a brand that will always have what they need, want and enjoy.

� e PepsiCo Shopper experience is about inspiring shoppers. We’re a brand that is truly unique in our approach to gathering insights, preferring to give its shopper base choices and options rather than instructions. We set out to tell an omni-channel story. We know that each shopper is, in fact, his or her own unique brand, and our goal is to enhance, rather than dilute, that uniqueness. � e reason we exist is to provide excitement and variety, beyond that of traditional means, encouraging expression, style and con� dence in each and every person we touch.

� e PepsiCo brand experience isn’t just about food and beverages. By translating insights and innovation to in-store interactions, PepsiCo makes shopper engagement more refreshing across the board.

WHAT WE DOExcel in identifying consumer demand in revolutionary ways while developing groundbreaking ideas that drive loyalty and transform the shopper experience.


• 2013 Shopper MarketingE� e Award

• 2013 Dollar General MarketingVendor of the Year

• 2013 Hess Vendor of the YearAward

WHO WE AREPepsiCo Shopper Insights & Marketing

EXPERTISE• Insights

• Design

• Innovation

• Instore

© 2014 PepsiCo, Inc. All rights reserved. All beverage and snack related trademarks are owned by PepsiCo, Inc. and its subsidiaries.

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Pepsi - Shopper Marketing • TracyLockeXMT181251 Studio# 181252P2P1 Magazine - Oct Ad

Ad • 1 of 1XMT181251_mch_ad_P2P1.inddPrint Code: –Contact: Marybeth Evagash Studio Artist: Justin Herb Built At: 100% • Print Scale: None4-Color Process: Cyan, Magenta, Yellow, BlackPlaced Images:XMT181251_ahr_ad_P2P1.tif (CMYK; 300 ppi; 100%)

Document Fonts:Sofia Pro (Bold, Light, Black), ITC Franklin Gothic

(Book Extra Compressed)

8-29-2014 1:18 PM

B1

Mech Trim: 10.4375” x 14.25” Mech Live: 9.6875” x 13.5” Mech Bleed: 10.6875” x 14.5”

Final Trim: 10.4375” x 14.25” Final Live: 9.6875” x 13.5” Final Bleed: 10.6875” x 14.5”

REAL. BIG.SHOPPER MARKETING.OUR SHOPPER MARKETING TEAMS EXCEL IN IDENTIFYING CONSUMER DEMAND IN REVOLUTIONARY WAYS WHILE

DEVELOPING GROUNDBREAKING IDEAS THAT DRIVE LOYALTY AND TRANSFORM THE SHOPPER EXPERIENCE.

INSIGHTSIDENTIFYING

CONSUMER DEMAND IN REVOLUTIONARY WAYS.

DEVELOPING GROUNDBREAKING IDEAS

THAT DRIVE SHOPPER LOYALTY.

TRANSFORMING THE SHOPPER EXPERIENCE.

INNOVATION IN-STORE

© 2014 PepsiCo, Inc. All Rights Reserved. This ad contains valuable trademarks owned and used by PepsiCo, Inc. and its subsidiaries and affiliates to distinguish products of outstanding quality.

S:9.6875”S:13.5”

T:10.4375”T:14.25”

B:10.6875”B:14.5”

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AT-A-GLANCE

P&G serves approximately 4.8 billion people around the world with its brands. � e Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Febreze®, Fusion®, Gain®, Gillette®, Head & Shoulders®, Mach3®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Wella®. � e P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.should be transformative, using the information and insights we’ve learned by listening to and respecting our valued shoppers in ways that make them feel even more respected and more valued — ultimately contributing to their positive engagement with our brands. In short, we want them to want us.

BRAND PORTFOLIO• Always®• Bounty®• Charmin®• Crest®• Dawn®• Downy®• Duracell®• Febreze®• Fusion®• Gain®• Gillette®

• Head & Shoulders®

• Mach3®• Olay®• Oral-B®• Pampers®• Pantene®• SK-II®• Tide®• Vicks®• Wella®

www.PG.com

ABOUT PROCTER & GAMBLE


Winner of 5 Shopper Marketing E� e Awards in 2014:

• Walgreens Pantene Weather Program for Product Awareness, Trial

• Walgreens People’s Choice Awards for Retailer Event

• Walmart Crest Pro Health & Oral B for Shopper Solution

• Walmart Tide Pods for Innovation

• Walmart Vicks ZZZQuil Launch for New Product Introduction

WHAT WE DOWe provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, pro� t and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper.

P&G won 5 of the 11 Shopper Marketing E� es awarded for 2014. A great testament to the highly e� ective work happening on our customer teams and with our agency partners to build our brands with consumers & retailers every day.

� e 5 winners include:

• Walgreens Pantene Weather Program for Product Awareness, Trial

• Walgreens People’s Choice Awards for Retailer Event

• Walmart Crest Pro Health & Oral B for Shopper Solution

• Walmart Tide Pods for Innovation

• Walmart Vicks ZZZQuil launch for New Product Introduction

RECOGNIZED BY THE SHOPPER MARKETING EFFIE AWARDS

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AT-A-GLANCEOUR CONSUMER APPROACHWestern Union’s extensive network spans across 200 countries and territories including nearly 47,000 U.S. retail locations. � is network is just one of the reasons our consumers trust Western Union to be the company that delivers support and gi� s to their loved ones. � is trust has allowed Western Union to build deep relationships with our loyal consumer base. We want to continue to build upon that foundation with our consumers and give them opportunities to enhance their lives with o� ers or exposure to relevant products and services. Western Union’s Shopper Marketing Team leads e� orts in creating and delivering assets throughout the consumer’s path-to-purchase including pre-shop, shop, and post-shop elements. Using point-of-sale materials, signage, merchandising, OOH, receipt messages, digital and email assets among others, we are able to e� ectively and e� ciently reach our unique consumers.

KEY EXECUTIVES

BRAND PORTFOLIO



• Transfer Money: Send and receive money through Western Union retail locations with ease because we’re nearly everywhere

• Pay Bills: A convenient and reliable way for our consumers to make payments to thousands of payees

• Money Orders: When consumersneed to make a payment, but checks aren’t accepted

www.westernunion.com

ABOUT US � e Western Union Shopper Marketing Team is uniquely positioned. Our expertise spans across multiple retailer types — grocery, drug, independent — to understand the distinct nuances of each retailer and their consumer. We have worked to develop a unique approach to shopper marketing given our place in the � nancial services category. We utilize best-in-class shopper marketing practices to drive mutual success for our retailers and partners.

CONTACT INFORMATIONMarie [email protected]

WHAT WE DOFor over 140 years, people have relied on Western Union to move money for better. When money is sent, the result is o� en “better”— a bill is paid, groceries are purchasedor a student buys schoolbooks. Our consumers are heroes in their families and communities.

A PARTNERSHIP CASE STUDY: WESTERN UNION CONSUMERS FLOCK TO RIO 2Partner with Western Union to promote your brand, gain incremental exposure and provide o� ers to consumers who are hard to reach.

20th Century Fox partnered with Western Union to help support the launch of their “Rio 2” � lm. � ey wanted to target both general and multicultural audiences and identi� ed an opportunity to tap into Western Union’s massive retailer footprint. � e Western Union Shopper Marketing Team used the well-known Rio 2 characters and vibrant colors to break through the clutter and engage consumers.

“Western Union was an excellent partner in the truest sense of the word. We partnered with them based on their unique ability to promote our movie to millions of their valuable consumers via their massive retail footprint and media e� orts. Not only did they deliver the reach on all fronts, the quality of the marketing and breadth of messaging options exceeded our expectations. We found them to be a great partner dedicated to mutual success. We can’t wait to work with them again!”

Zachary Eller, SVP, Marketing Partnerships & Promotions, 20th Century Fox

In conjunction with the North America marketing organization, the Western Union Shopper Marketing Team helped to develop the campaign — Celebration is

in the Air — an Omni-Channel campaign that spanned two quarters promoting the theatrical and home entertainment releases. Western Union promoted Rio 2 at the majority of our 47,000 U.S. locations via point-of-sale assets and receipt messaging. Sweepstakes and instant-win games, which lived on a dedicated promotional website and mobile site were promoted via banner ads, print, email and social media activity.

Partnering with Western Union provides you a unique opportunity to leverage our trusted reputation to target unique, o� en hard-to-reach consumers. Contact us today to learn more about how we can help to get your brand top of mind and increase the odds that it is added to the cart.

WHO WE ARE� e Western Union Shopper Marketing Team has access to Agents at over 47,000 U.S. retail locations. We speak our consumers’ languages, live in their neighborhoods and share their culture. We are a key part of each other’s lives, sending thousands of transactions daily.

WESTERNUNION_vFinal.indd 1 9/10/14 4:20 PM


AT-A-GLANCEOUR CONSUMER APPROACHWestern Union’s extensive network spans across 200 countries and territories including nearly 47,000 U.S. retail locations. � is network is just one of the reasons our consumers trust Western Union to be the company that delivers support and gi� s to their loved ones. � is trust has allowed Western Union to build deep relationships with our loyal consumer base. We want to continue to build upon that foundation with our consumers and give them opportunities to enhance their lives with o� ers or exposure to relevant products and services. Western Union’s Shopper Marketing Team leads e� orts in creating and delivering assets throughout the consumer’s path-to-purchase including pre-shop, shop, and post-shop elements. Using point-of-sale materials, signage, merchandising, OOH, receipt messages, digital and email assets among others, we are able to e� ectively and e� ciently reach our unique consumers.

KEY EXECUTIVES

BRAND PORTFOLIO



• Transfer Money: Send and receive money through Western Union retail locations with ease because we’re nearly everywhere

• Pay Bills: A convenient and reliable way for our consumers to make payments to thousands of payees

• Money Orders: When consumersneed to make a payment, but checks aren’t accepted

www.westernunion.com

ABOUT US � e Western Union Shopper Marketing Team is uniquely positioned. Our expertise spans across multiple retailer types — grocery, drug, independent — to understand the distinct nuances of each retailer and their consumer. We have worked to develop a unique approach to shopper marketing given our place in the � nancial services category. We utilize best-in-class shopper marketing practices to drive mutual success for our retailers and partners.

CONTACT INFORMATIONMarie [email protected]

WHAT WE DOFor over 140 years, people have relied on Western Union to move money for better. When money is sent, the result is o� en “better”— a bill is paid, groceries are purchasedor a student buys schoolbooks. Our consumers are heroes in their families and communities.

A PARTNERSHIP CASE STUDY: WESTERN UNION CONSUMERS FLOCK TO RIO 2Partner with Western Union to promote your brand, gain incremental exposure and provide o� ers to consumers who are hard to reach.

20th Century Fox partnered with Western Union to help support the launch of their “Rio 2” � lm. � ey wanted to target both general and multicultural audiences and identi� ed an opportunity to tap into Western Union’s massive retailer footprint. � e Western Union Shopper Marketing Team used the well-known Rio 2 characters and vibrant colors to break through the clutter and engage consumers.

“Western Union was an excellent partner in the truest sense of the word. We partnered with them based on their unique ability to promote our movie to millions of their valuable consumers via their massive retail footprint and media e� orts. Not only did they deliver the reach on all fronts, the quality of the marketing and breadth of messaging options exceeded our expectations. We found them to be a great partner dedicated to mutual success. We can’t wait to work with them again!”

Zachary Eller, SVP, Marketing Partnerships & Promotions, 20th Century Fox

In conjunction with the North America marketing organization, the Western Union Shopper Marketing Team helped to develop the campaign — Celebration is

in the Air — an Omni-Channel campaign that spanned two quarters promoting the theatrical and home entertainment releases. Western Union promoted Rio 2 at the majority of our 47,000 U.S. locations via point-of-sale assets and receipt messaging. Sweepstakes and instant-win games, which lived on a dedicated promotional website and mobile site were promoted via banner ads, print, email and social media activity.

Partnering with Western Union provides you a unique opportunity to leverage our trusted reputation to target unique, o� en hard-to-reach consumers. Contact us today to learn more about how we can help to get your brand top of mind and increase the odds that it is added to the cart.

WHO WE ARE� e Western Union Shopper Marketing Team has access to Agents at over 47,000 U.S. retail locations. We speak our consumers’ languages, live in their neighborhoods and share their culture. We are a key part of each other’s lives, sending thousands of transactions daily.

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Let Western Union connect you with our consumersLearn more by calling Marie Proto at 720.332.0187

Western Union Delivers More Than Money

Today she bought $80 in groceries

and sent $200 to her family back home

The WU® consumer is 31% Hispanic*

She can find Western Union at over 47,000 locations including:

Kroger, Kmart, Food Lion, Pathmark and H-E-B

86% shop at those retailers 2x/month and spend an

average of $80.00**

Western Union offers unique ways to reach her through

our retail footprint

A wide variety of brands benefited from a partnership

with Western Union

*source - WU consumer analytics**source - 8.19.14 WU Market Basket Overview

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Contact Chuck Bolkcom at the Path to Purchase Institute at [email protected] or (773) 992-4420 for more information.

February 2015December 2014

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