Brownie Mix Jack Veader Mack Yeary. A.C. Nielsen Product Snapshot TOTAL COOKIES & BROWNIES (DOUGH PROD) OZ. Total Consumption BehaviorScape Framework

Brownie Mix Jack VeaderMack Yeary

A.C. Nielsen Product SnapshotTOTAL COOKIES & BROWNIES (DOUGH PROD) OZ. Total Consumption BehaviorScape Framework

LifeStyle

BehaviorStage Cosmopolitan Centers

Affluent Suburban Spreads

Comfortable Country

Struggling Urban Cores

Modest Working Towns

Plain Rural Living

Total

Start-Up FamiliesHHs with Young Children Only < 6 132 124 196 138 115 126 137

Small Scale FamiliesSmall HHs with Older Children 6+ 164 139 159 93 122 130 135

Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40 175 178 174 181 177 146 170

Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+ 183 212 216 121 191 152 185

Young TransitionalsAny size HHs, No Children, < 35 70 64 96 61 97 93 79

Independent Singles1 person HHs, No Children, 35-64 44 49 73 42 54 45 51

Senior Singles1 person HHs, No Children, 65+ 41 42 69 27 36 39 42

Established Couples2+ person HHs, No Children, 35-54 82 107 117 70 102 88 96

Empty Nest Couples2+ person HHs, No Children, 55-64 78 97 89 69 86 74 84

Senior Couples2+ person HHs, No Children, 65+ 80 81 82 64 76 69 76

Total 93 114 122 82 98 89 100

Demographic of the Brand

Betty Crocker Duncan Hines Pillsbury Ghiradelli Private LabelDemographic Variables % Volume Index % Volume Index % Volume Index % Volume Index % Volume Index

Race of Head of Household

White 77.6% 112 76.0% 110 76.6% 111 74.6% 108 79.0% 114

Black 6.0% 50 8.2% 68 4.8% 40 6.6% 55 6.3% 53

Hispanic 11.0% 89 9.8% 79 10.2% 82 10.8% 87 9.3% 76

Asian 3.4% 80 3.8% 87 6.7% 156 5.3% 124 3.6% 84

Other 2.0% 93 2.3% 104 1.7% 78 2.7% 123 1.8% 82

Household Income

Under $10,000 5.3% 67 6.0% 75 4.3% 54 4.2% 52 9.3% 117

$10,000 - $19,999 8.5% 73 9.9% 86 10.5% 90 6.8% 58 12.1% 104

$20,000 - $29,999 10.5% 92 10.1% 90 9.7% 85 6.3% 55 12.5% 110

$30,000 - $39,999 10.5% 100 10.9% 104 12.1% 115 6.9% 66 11.9% 113

$40,000 - $49,999 9.6% 104 9.7% 105 9.8% 105 7.4% 80 11.3% 122

$50,000 - $74,999 19.7% 109 19.8% 109 18.0% 99 17.6% 97 18.6% 103

$75,000 - $99,999 13.5% 115 13.6% 116 12.9% 110 15.1% 129 10.9% 93

$100,000 - $149,999 13.5% 119 12.1% 106 13.8% 121 19.1% 167 8.8% 77

$150,000 or More 8.8% 109 7.8% 97 9.0% 112 16.7% 207 4.6% 57

Age and Presence of Children

Age < 6 8.0% 107 8.4% 112 9.6% 128 8.6% 114 5.5% 73

Age 6 - 17 27.8% 149 25.4% 136 26.9% 144 26.6% 143 29.4% 158

Age < 6 & 6 - 17 11.0% 167 10.1% 152 8.1% 122 8.4% 128 9.2% 139

No Children 53.2% 79 56.2% 84 55.5% 82 56.4% 84 55.9% 83

Category Role• Size in US sales: $286 million• Penetration: 40.5%• Purchase cycle: 65.8• % Item on Deal: 33.5

ITEM $ (000) DOLLAR SHARE

ITEM BUYERS

(000)

ITEM PENETRATIO

N

ITEM $ PER ITEM BUYER

ITEM TRIPS PER ITEM

BUYER

ITEM $ PER ITEM TRIP

ITEM UNITS PER ITEM

TRIP

N=RAW BUYERS

PURCHASE CYCLE (IN ELAPSED

DAYS)

% REPEAT BUYERS (%

2+ TIME BUYERS)

LOYALTY (SHARE OF $

REQ.)

% ITEM $ ON DEAL

% DOLLARS WITH

MANUFACTURER

COUPONTOTAL U.S. 286,872.7 100.0 46,982.8 40.5 6.1 2.4 2.5 1.6 27,207.0 65.8 56.0 100.0 33.5 8.1WEST SOUTH CENTRAL

28,235.9 100.0 4,912.8 37.8 5.8 2.4 2.4 1.5 2,989.0 65.7 55.4 100.0 24.5 9.1TOTAL U.S. NA NA NA NA NA NA NA NA NA NA NA NA NA NAWEST SOUTH CENTRAL

NA NA NA NA NA NA NA NA NA NA NA NA NA NATOTAL U.S. 1,382.3 0.5 171.5 0.2 8.1 1.1 7.7 1.6 122.0 21.0 5.3 72.3 49.7 0.0WEST SOUTH CENTRAL

NA NA NA NA NA NA NA NA NA NA NA NA NA NATOTAL U.S. 113,496.6 39.6 24,858.7 21.4 4.6 1.7 2.7 1.5 14,454.0 75.0 36.7 60.7 33.5 6.7WEST SOUTH CENTRAL



2,441.4 8.7 674.5 5.2 3.6 1.4 2.6 1.7 384.0 63.3 22.9 51.7 26.4 16.7TOTAL U.S. 15,627.2 5.5 5,733.3 4.9 2.7 1.7 1.7 1.5 3,497.0 65.3 31.8 39.5 14.2 0.0WEST SOUTH CENTRAL




2,538.2 9.0 467.6 3.6 5.4 1.5 3.6 1.3 309.0 69.7 23.0 56.7 6.8 3.7TOTAL U.S. 328.8 0.1 220.7 0.2 1.5 1.1 1.3 1.3 113.0 78.5 12.3 23.3 0.3 0.0WEST SOUTH CENTRAL

NA NA NA NA NA NA NA NA NA NA NA NA NA NATOTAL U.S. 448.7 0.2 293.0 0.3 1.5 1.2 1.3 2.3 131.0 66.0 10.4 26.6 11.9 0.0WEST SOUTH CENTRAL


NA NA NA NA NA NA NA NA NA NA NA NA NA NATOTAL U.S. NA NA NA NA NA NA NA NA NA NA NA NA NA NAWEST SOUTH CENTRAL


NA NA NA NA NA NA NA NA NA NA NA NA NA NATOTAL U.S. NA NA NA NA NA NA NA NA NA NA NA NA NA NAWEST SOUTH CENTRAL





430.7 1.5 192.1 1.5 2.2 1.2 1.9 1.3 147.0 57.2 8.9 22.9 42.1 14.4TOTAL U.S. NA NA NA NA NA NA NA NA NA NA NA NA NA NAWEST SOUTH CENTRAL

NA NA NA NA NA NA NA NA NA NA NA NA NA NATOTAL U.S. 539.8 0.2 150.9 0.1 3.6 1.5 2.4 1.4 98.0 47.0 21.9 33.2 11.8 1.2WEST SOUTH CENTRAL

NA NA NA NA NA NA NA NA NA NA NA NA NA NA

GHIRARDELLI - MIXES - BROWNIES

MIXES - BROWNIES

ATKINS QUICK QUISINE - MIXES - BROWNIESBAY ISLAND INC.- NBL - MIXES - BROWNIESBETTY CROCKER - MIXES - BROWNIESBETTY CROCKER CARB MONITOR - MIXES - BETTY CROCKER WARM DELIGHTS - CTL BR - MIXES - BROWNIESDUNCAN HINES - MIXES - BROWNIESEASY- BAKE - MIXES - BROWNIES

WHITE LILY - MIXES - BROWNIES

HARVEST HILL - MIXES - BROWNIESJIFFY - MIXES - BROWNIESKRUSTEAZ - MIXES - BROWNIESKRUSTEAZ CARB SIMPLE - MIXES - MARTHA WHITE - MIXES - BROWNIESNO PUDGE - MIXES - BROWNIESNO PUDGE! - MIXES - BROWNIESPILLSBURY - MIXES - BROWNIESPILLSBURY BROWNIE CLASSICS - MIXES - PILLSBURY FUDGE SUPREME - MIXES - PILLSBURY SNACK BATCH - MIXES -

Assigning a Role to the CategoryUnder Fire

Normal CategoryBrownie mix has an average gross margin percentage with a medium sales dollar volume

Very strong emphasis on ELP pricing in this category

Retailers AuditedStore Location SKU’s Unique SKU’s

Supercenter MLK Blvd (6th) 32 3

Neighborhood Market

Wedington 22 1

Neighborhood Market

Bentonville 21 0

Walmart On Campus 1 0

Harps School 39 0

Harps Garland 73 5

Harps Bentonville 55 0

Walgreens School 1 0

Walgreens Rogers 1 0

Aldi MLK Blvd (6th) 3 3

The Suppliers DOMINANT BRANDS• Pinnacle Foods (Duncan Hines)• General Mills (Betty Crocker)

Aldi’sWalmartHarp’s Walgreens

STRUGGLING BRANDS• Continental Mills (Ghiradelli)• JM Smucker (Pillsbury)

• Always Save• Baker’s Corner• Best Choice • Hospitality

SKU’s

• 59 SKU’s discovered in audit• Suppliers SKU’s o Betty Crocker- 16o JM Smucker- 14o Pinnacle Foods- 12o Private Label- 11o Continental Mills- 6

Brownie Mix, Spring 2014 Market Stocking Rates

MFR

Number of Stores Carrying

SKUs MSR1 Store 2 Stores 3 Stores 4 Stores 5 Stores 6 Stores 8 StoresContinental Mills 0 1 4 0 0 1 0 6

0.417General Mills 2 3 4 3 1 2 1 16

0.445JM Smucker 5 2 2 3 0 2 0 14

0.348Pinnacle Foods 3 1 2 1 1 4 0 12

0.458Private Label 8 2 1 0 0 0 0 11

0.170Total 18 9 13 7 2 9 1 59

Category Scorecard: SPSS Share of DisplayCategory Scorecard: SPSS Share of Display Space

Report

MFR WMSC_MLK Facings WMNM_FV- Facings WMNM_BV- Facings HARPS_SCH- Facings HARPS_GLD-FacingsContinental Mills % of Total Sum 12.5% 19.0% 18.2% 10.3% 4.1%

% of Total N 12.5% 19.0% 18.2% 10.7% 7.3%

N 4 4 4 3 3

General Mills % of Total Sum 40.6% 28.6% 31.8% 23.1% 31.5%

% of Total N 40.6% 28.6% 31.8% 28.6% 31.7%

N 13 6 7 8 13

JM Smucker % of Total Sum 15.6% 19.0% 18.2% 23.1% 27.4%

% of Total N 15.6% 19.0% 18.2% 25.0% 26.8%

N 5 4 4 7 11

Pinnacle Foods % of Total Sum 28.1% 28.6% 27.3% 33.3% 17.8%

% of Total N 28.1% 28.6% 27.3% 28.6% 17.1%

N 9 6 6 8 7

Private Label % of Total Sum 3.1% 4.8% 4.5% 10.3% 19.2%

% of Total N 3.1% 4.8% 4.5% 7.1% 17.1%

N 1 1 1 2 7

Total % of Total Sum 100.0% 100.0% 100.0% 100.0% 100.0%

% of Total N 100.0% 100.0% 100.0% 100.0% 100.0%

N 32 21 22 28 41

Category Scorecard: SPSS % of Gross Margin Dollars

Category Scorecard: SPSS % Gross Margin DollarsReport

MFR WMSC_MLK- GM WMNM_BV- GM WMNM_FV- GM HARPS_SCH- GM HARPS_GLD- GMContinental Mills % of Total Sum 8.5% 12.8% 12.6% 7.8% 6.6%

% of Total N 12.5% 18.2% 19.0% 10.7% 7.3%

N 4 4 4 3 3


% of Total N 40.6% 31.8% 28.6% 28.6% 31.7%

N 13 7 6 8 13


% of Total N 15.6% 18.2% 19.0% 25.0% 26.8%

N 5 4 4 7 11


% of Total N 28.1% 27.3% 28.6% 28.6% 17.1%

N 9 6 6 8 7


% of Total N 3.1% 4.5% 4.8% 7.1% 17.1%

N 1 1 1 2 7


% of Total N 100.0% 100.0% 100.0% 100.0% 100.0%

N 32 22 21 28 41

Category Scorecard: SPSS Mean % Gross Margins

Category Scorecard: Mean % Gross MarginsReport

MFR WMSC_MLK- %GM WMNM_BV- %GM WMNM_FV- %GM HARPS_SCH- %GM HARPS_GLD- %GMContinental Mills Mean 15.34% 15.34% 15.34% 31.80% 40.51%

% of Total N 12.5% 18.2% 19.0% 10.7% 7.3%

N 4 4 4 3 3

General Mills Mean 24.94% 18.39% 21.14% 43.51% 43.37%

% of Total N 40.6% 31.8% 28.6% 28.6% 31.7%

N 13 7 6 8 13

JM Smucker Mean 11.24% 24.60% 24.60% 45.04% 46.32%

% of Total N 15.6% 18.2% 19.0% 25.0% 26.8%

N 5 4 4 7 11

Pinnacle Foods Mean 28.65% 28.26% 30.58% 55.40% 56.78%

% of Total N 28.1% 27.3% 28.6% 28.6% 17.1%

N 9 6 6 8 7

Private Label Mean 56.08% 56.08% 56.08% 56.31% 69.43%

% of Total N 3.1% 4.5% 4.8% 7.1% 17.1%

N 1 1 1 2 7

Total Mean 23.62% 23.37% 25.06% 46.95% 50.69%

% of Total N 100.0% 100.0% 100.0% 100.0% 100.0%

N 32 22 21 28 41

DemographyWalmart MLK Harps Garland

% HHs HHs Index % HHs HHs Index

Race of Head of Household

White 80.4% 117 78.3% 114

Black 6.6% 55 7.5% 63

Hispanic 4.9% 39 5.1% 41

Asian 4.6% 108 5.3% 123

Other 3.5% 156 3.8% 169

Number of Persons

1 Person 47.7% 176 49.4% 182

2 Persons 33.2% 103 31.3% 97

3 Persons 10.4% 64 11.1% 69

4 Persons 5.9% 45 5.3% 40

5+ Persons 2.8% 25 2.8% 25

Household Income

Under $10,000 26.4% 345 24.9% 325

$10,000 - $19,999 24.7% 221 23.7% 212

$20,000 - $29,999 12.2% 112 14.5% 133

$30,000 - $39,999 10.3% 102 12.7% 125

$40,000 - $49,999 8.0% 89 7.0% 78

$50,000 - $74,999 9.0% 50 8.2% 46

$75,000 - $99,999 3.2% 27 3.3% 27

$100,000 - $149,999 4.2% 34 3.8% 31

$150,000 or More 1.9% 21 1.9% 22

Age of Head of Household

Age 18 - 24 25.4% 604 25.3% 601

Age 25 - 34 29.2% 193 30.8% 204

Age 35 - 44 14.4% 83 14.8% 85

Age 45 - 54 10.7% 53 10.3% 51

Age 55 - 64 10.9% 56 10.0% 52

Age 65 - 74 5.4% 41 4.9% 37

Age 75 or More 3.9% 37 3.9% 36

Age and Presence of Children

Age < 6 3.8% 52 5.0% 68

Age 6 - 17 8.4% 45 8.7% 47

Age < 6 & 6 - 17 2.9% 44 2.5% 38

No Children 84.9% 126 83.8% 124

Housing Tenure

Own 19.5% 30 17.8% 27

Rent 80.5% 230 82.2% 235

Circular Trade Area

“Good losers?Snacks and confectionaryCosmeticsBaby foodAlcoholic beverages

“Success!”Paper, plastic, and wipesRefrigerated foodFrozen foodShelf stable juices

Bad winners? – no one but ourselves to blame.Pet foodHealthcareDiapers and feminine hygiene

Pri

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30%

Low

<30%

Private label shareLow <12% High > 12%

“Bad stuff” – why?Home careNonalcoholic beveragesPersonal care

Global private label share and price gap

Spring 2012 Facings

Manufacturer Wmt6th Facings WmtMkt Facings WmtJoyce Facings Harps Wedington Facings Target FacingsContiental Mills % of Total Sum 7.0% 15.4% 7.3% 20.0%

% of Total N 12.5% 16.7% 9.1% 20.0%

N 4 4 3 2


% of Total N 40.6% 33.3% 39.4% 26.5% 40.0%

N 13 8 13 9 4

Pinnacle Foods Group % of Total Sum 31.6% 26.9% 39.0% 26.2%

% of Total N 28.1% 25.0% 30.3% 26.5%

N 9 6 10 9


% of Total N 3.1% 4.2% 3.0% 14.7% 20.0%

N 1 1 1 5 2

The J.M. Smucker Company % of Total Sum 17.5% 19.2% 14.6% 30.8% 20.0%

% of Total N 15.6% 20.8% 18.2% 32.4% 20.0%

N 5 5 6 11 2


% of Total N 100.0% 100.0% 100.0% 100.0% 100.0%

N 32 24 33 34 10

Category Scorecard: SPSS Share of Display SpaceReport

MFR WMSC_MLK Facings WMNM_FV- Facings WMNM_BV- Facings HARPS_SCH- Facings HARPS_GLD-FacingsContinental Mills % of Total Sum 12.5% 19.0% 18.2% 10.3% 4.1%

% of Total N 12.5% 19.0% 18.2% 10.7% 7.3%

N 4 4 4 3 3


% of Total N 40.6% 28.6% 31.8% 28.6% 31.7%

N 13 6 7 8 13


% of Total N 15.6% 19.0% 18.2% 25.0% 26.8%

N 5 4 4 7 11


% of Total N 28.1% 28.6% 27.3% 28.6% 17.1%

N 9 6 6 8 7


% of Total N 3.1% 4.8% 4.5% 7.1% 17.1%

N 1 1 1 2 7


% of Total N 100.0% 100.0% 100.0% 100.0% 100.0%

N 32 21 22 28 41

Spring 2014

Documents

Brownie Mix Jack Veader Mack Yeary. A.C. Nielsen Product Snapshot TOTAL COOKIES & BROWNIES (DOUGH PROD) OZ. Total Consumption BehaviorScape Framework