Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

RDD Associate Learning AcademyEnterprise-wide Training, Education & Associate-development

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Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

IRI Analytic App’s: What are you looking to do?

1) Business Review (Basic)

2) Business Review (Robust)

3) Feature Promo Planning

4) Assortment Optimization (New Items)

5) Assortment Optimization (Voids and OOS)

Sales performanceHighlight Categ/Cust/Brand

Performance Diagnostics &Prescriptive Strategies

Analyze past promotions, Frequency and Price Points

New Item Opportunity &Targeting Competition Items

To Delete

Distribution/salesOpportunities

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

Creating a Basic Business Review

ALMOND MILK: ShopRite RMA- latest 52 weeks ending Sep 7, 2014

Source: IRI 52 Weeks Ending Sep 7, 2014

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

Creating a Basic Business Review

ALMOND MILK: ShopRite ROM- latest 52 weeks ending Sep 7, 2014

Source: IRI 52 Weeks Ending Sep 7, 2014

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

ShopRite RMAAlm Milk $ Sales: $18.4MM (+61.3% vs YAG)

ShopRite ROMAlm Milk $ Sales: $41.8MM (+48.8%)

A Breeze43.1

Silk42.1

PL13.1

Califia1.5

So Del0.3

A Breeze51.4

Silk39.6

PL7.5

So Sel0.8

Califia0.7

Source: IRI 52 Weeks Ending Sep 7, 2014

• The Almond Milk segment represents $18MM annually at ShopRite• Almond Milk sales at ShopRite are outperforming the ROM• Almond Breeze is the leading brand with a 43% dollar share

ALMOND MILK DOLLAR SHAREP5LANS by RDD Business Management Roadmap

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

ShopRite RMAAlm Milk $ Sales: $18.4MM (+61.3% vs YAG)

ShopRite ROMAlm Milk $ Sales: $41.8MM (+48.8%)

Almond Milk61.3

A Breeze48.2

Silk71.0 PL

64.3

So Del(16.5)

(40.0)

(20.0)

-

20.0

40.0

60.0

80.0

Almond Milk48.8 A Breeze

39.4 Silk37.9

(40.0)

(20.0)

-

20.0

40.0

60.0

80.0

Almond Milk A Breeze Silk PL So Del Califia

CalifiaNA

(new)

• The Almond Milk segment is growing in dollars at both ShopRite and the ROM• Growth is primarily being driven by the Almond Breeze and Silk brands

Source: IRI 52 Weeks Ending Sep 7, 2014

ALMOND MILK DOLLAR SALES vs YAG

Califia(+159%)

PL(+460%)

Califia(+32,635%)

P5LANS by RDD Business Management Roadmap

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

Feature Promo Planning

Look at weekly sales data for your Brand to track promotions

Unit

Sales

Avg

Promoted

Price Per

Unit

Base

Units

1 Week Ending Mar 30, 2014 2,494 5.02$ 1,603

1 Week Ending Apr 6, 2014 1,566 6.64$ 1,480

1 Week Ending Apr 13, 2014 1,619 6.60$ 1,512

1 Week Ending Apr 20, 2014 1,555 6.38$ 1,530

1 Week Ending Apr 27, 2014 1,888 5.75$ 1,485

1 Week Ending May 4, 2014 1,396 7.07$ 1,331

1 Week Ending May 11, 2014 1,643 7.40$ 1,636

1 Week Ending May 18, 2014 1,407 7.03$ 1,392

1 Week Ending May 25, 2014 1,471 6.55$ 1,402

1 Week Ending Jun 1, 2014 1,819 4.95$ 1,351

1 Week Ending Jun 8, 2014 1,547 7.03$ 1,515

1 Week Ending Jun 15, 2014 1,473 1,473

1 Week Ending Jun 22, 2014 1,407 6.98$ 1,389

1 Week Ending Jun 29, 2014 1,443 6.97$ 1,435

1 Week Ending Jul 6, 2014 2,023 5.99$ 1,541

1 Week Ending Jul 13, 2014 1,487 1,477

1 Week Ending Jul 20, 2014 1,422 1,422

1 Week Ending Jul 27, 2014 1,390 1,390

1 Week Ending Aug 3, 2014 1,399 1,399

1 Week Ending Aug 10, 2014 1,462 1,462

1 Week Ending Aug 17, 2014 1,524 1,524

1 Week Ending Aug 24, 2014 1,457 1,457

1 Week Ending Aug 31, 2014 1,548 1,548

1 Week Ending Sep 7, 2014 1,763 1,763

Wakefern Corp-RMA - Food

Yummy 25 to 26 oz

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

Current 24 Weeks: Unit Sales

Source: IRI 24 Weeks Ending 9/7/2014

-

500

1,000

1,500

2,000

2,500

3,000

Mar30,

2014

Apr6,

2014

Apr13,

2014

Apr20,

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Apr27,

2014

May4,

2014

May11,

2014

May18,

2014

May25,

2014

Jun1,

2014

Jun8,

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Jun15,

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Jun22,

2014

Jun29,

2014

Jul6,

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Jul13,

2014

Jul20,

2014

Jul27,

2014

Aug3,

2014

Aug10,

2014

Aug17,

2014

Aug24,

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Aug31,

2014

Sep7,

2014

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500

1,000

1,500

2,000

2,500

3,000

Mar31,

2013

Apr7,

2013

Apr14,

2013

Apr21,

2013

Apr28,

2013

May5,

2013

May12,

2013

May19,

2013

May26,

2013

Jun2,

2013

Jun9,

2013

Jun16,

2013

Jun23,

2013

Jun30,

2013

Jul7,

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Jul14,

2013

Jul21,

2013

Jul28,

2013

Aug4,

2013

Aug11,

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Aug18,

2013

Aug25,

2013

Sep1,

2013

Sep8,

2013

24 Weeks YAG: Unit Sales

$4.99w-e Mar 30

$5.99w-e Apr 27

$5.99w-e Jun 1

$4.99w-e Mar 31

$4.99w-e Apr 21 & 28

$5.99w-e May 26 & Jun 2

2014 Promotional Recap4 Promotional Weeks

1 @ $4.993 @ $5.99

2013 Promotional Recap7 Promotional Weeks

3 @ $4.994 @ $5.99

Yummy 25-26 oz at ShopRite

$5.99w-e Jul 6

$5.99w-e Jun 30 & Jul 7

P5LANS by RDD Business Management RoadmapPROMOTIONAL

PLANNING

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RDD Associate Learning Academy

Assortment Optimization (New Items)

Dollar Sales

Dollar Sales

% Chg YAgo Unit Sales

Unit Sales %

Chg YAgo

Avg

Weekly

ACV Wtd

Dist

FZ BREAKFAST HANDHELD 8,284,388$ 16.1 2,004,834 18.3 100.0

1 JIMMY DEAN FROZEN CROISSANT BREAKFAST SANDWICH 36OZ 7790050308 636,261$ (5.2) 67,085 (5.3) 85.9

2 KELLOGGS SPECIAL K FROZEN FLATBREAD BREAKFAST SANDWICH 16.4OZ 3800075859 530,290$ (1.6) 94,281 (3.7) 92.7

3 JIMMY DEAN FROZEN BISCUIT BREAKFAST SANDWICH 36OZ 7790050311 481,163$ (0.4) 50,750 (0.6) 87.1

4 LEAN POCKETS FROZEN SANDWICH BREAKFAST SANDWICH 9OZ 4369506250 358,338$ 0.7 155,930 2.7 97.1

5 WEIGHT WATCHERS SMART ONES FROZEN ENGLISH MUFFIN BREAKFAST SAND 8.66OZ 2580002650 324,372$ (20.8) 121,399 (22.3) 93.4

6 HOT POCKETS FROZEN FLAKY CRUST BREAKFAST SANDWICH 9OZ 4369506202 314,542$ 14.4 137,371 16.9 96.2

7 WEIGHT WATCHERS SMART ONES SMART BEGINNI FROZEN ENGLISH MUFFIN BRE 8OZ 2580002032 282,622$ 53.8 95,978 58.6 89.8

8 LEAN POCKETS FROZEN SANDWICH BREAKFAST SANDWICH 9OZ 4369506252 274,233$ 4.7 119,560 6.9 95.5

9 KELLOGGS SPECIAL K FROZEN FLATBREAD BREAKFAST SANDWICH 13.4OZ 3800075870 263,930$ (14.8) 46,929 (16.4) 87.4

10 WEIGHT WATCHERS SMART ONES SMART BEGINNI FROZEN ENGLISH MUFFIN BRE 8OZ 2580002031 263,580$ (36.8) 91,000 (35.6) 91.5

11 JIMMY DEAN DELIGHTS FROZEN MUFFIN BREAKFAST SANDWICH 20.4OZ 7790050241 260,144$ (18.9) 40,391 (14.4) 63.7

12 JIMMY DEAN DELIGHTS FROZEN CROISSANT BREAKFAST SANDWICH 19.2OZ 7790050257 233,046$ 1,931.2 33,579 1,949.6 65.7

13 IHOP AT HOME FROZEN FRENCH TOAST BREAKFAST SANDWICH 19.2OZ 4300276021 227,287$ 5.5 41,616 0.9 80.3

14 KELLOGGS SPECIAL K FROZEN FLATBREAD BREAKFAST SANDWICH 13.4OZ 3800010201 218,451$ 4,702.4 38,810 4,757.9 79.2

15 KELLOGGS SPECIAL K FROZEN FLATBREAD BREAKFAST SANDWICH 14.4OZ 3800075880 209,384$ (24.5) 37,274 (26.4) 83.9

16 JIMMY DEAN DELIGHTS FROZEN HONEY WHEAT MUFFIN BREAKFAST SANDWICH 18OZ 7790050242 190,328$ (9.5) 29,543 (4.2) 60.0

17 IHOP AT HOME FROZEN FRENCH TOAST BREAKFAST SANDWICH 17.2OZ 4300276022 186,254$ 6.2 34,239 1.2 78.5

18 JIMMY DEAN DELIGHTS FROZEN BAGEL BREAKFAST SANDWICH 19.2OZ 7790050154 171,785$ (29.7) 26,623 (26.0) 62.9

19 IHOP AT HOME FROZEN FLATBREAD BREAKFAST SANDWICH 12.6OZ 4300276030 170,797$ 10.3 31,439 4.4 69.9

20 JIMMY DEAN DELIGHTS FROZEN HONY WHT ENGLSH MFFN BREAKFAST SANDWIC 36OZ 7790050193 158,789$ 50,239.5 16,557 49,792.7 53.8

21 KELLOGGS SPECIAL K FROZEN FLATBREAD BREAKFAST SANDWICH 13.4OZ 3800010163 126,293$ 22,605 35.2

22 JIMMY DEAN DELIGHTS FROZEN HONEY WHEAT FLATBRED BREAKFAST SANDW 16.4OZ 7790065024 125,936$ 29.5 18,179 30.9 55.4

23 JIMMY DEAN DELIGHTS FROZEN HONEY WHEAT FLATBRED BREAKFAST SANDWIC 14OZ 7790065026 116,534$ 54.0 16,805 55.5 59.4

24 JIMMY DEAN DELIGHTS FROZEN ENGLISH MUFFIN BREAKFAST SANDWICH 40.8OZ 7790050192 115,514$ 12,575 31.6

25 MARIE CALLENDERS FROZEN BISCUIT BREAKFAST SANDWICH 12.2OZ 2113170010 101,613$ 265.4 21,096 267.2 50.2

• See how upc’s rank within a given category• See where your items stand• Help identify under-performing items

Source: IRI 52 Weeks Ending Sep 7, 2014

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

Assortment Optimization (Item Voids)

Items Dollar Sales

Dollar

Sales %

Chg YAgo

ACV

Wtd

Dist

Dollars

Per Point

of Dist

Distribution

Target

Potential

Dollar Sales

Increase

of : 1 LIFEWAY RFG PEACH KEFIR 32OZ 1707710832 164,349$ 9.6 94.4 1,741$ 95 165,352$ 1,003$ 2 LIFEWAY RFG POMEGRANATE KEFIR 32OZ 1707712132 98,167$ 22.6 75.6 1,299$ 95 123,408$ 25,240$ 3 LIFEWAY PROBUGS RFG GOO BERRY PIE KEFIR 16OZ 1707703305 69,519$ 556.7 44.6 1,558$ 95 148,003$ 78,484$ 4 LIFEWAY PROBUGS RFG STRAWNANA SPLIT KEFIR 16OZ 1707703405 58,308$ 6.8 45.0 1,295$ 95 123,066$ 64,759$

5 LIFEWAY PROBUGS RFG ORANGE CREAMY KEFIR 20OZ 1707703205 28,459$ (25.2) 40.9 696$ 95 66,079$ 37,620$

6 LIFEWAY RFG RASPBERRY KEFIR 32OZ 1707710432 16,235$ (48.4) 19.8 820$ 95 77,897$ 61,662$

Total 435,037$ 703,804$ 268,768$

Determine the potential sales of a group itemsif distribution were increased

Lifeway Items at Account X: Latest 52 Weeks

If distribution on all six items reaches 95%,sales could increase by roughly $268,000

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

IRI: Users at RDD

Kristen Johnsen:

Jamie Rutkowski:

Paul Mulvaney:

IRI Snapshots, Scorecards, Quick Pulls

IRI Business Reviews, Detailed Analysis

For Business Reviews, please use the RDD Business Review Template

REMINDER:

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

Syndicated Data Request Form

Purpose:

Client and/or customer:

Date needed by:

Name:

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

Share with your client or customer

By 12/16/14 By 12/16/14 By 1/12/15

BM’s: Create a scorecard for your

brand at your accounts

Moving ahead…IRI SYNDICATED DATA

AM’s: Create a scorecard for the items

you manage at your accounts

Brand $xxx

item Sxxx

item $xxx

item $xxx

BRAND SCORECARD

Brand $xxx

item Sxxx

item $xxx

item $xxx

ACCOUNT SCORECARD

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

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