Retail Executing Meetings

Cycle 3 - Supervalu

Feb/March, 2011

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Shaw’s Retail Takeaway

Nielsen 12 wks ending 1/22/11

CURRENT 12 WEEKS ENDING JAN221112 CURRENT YEAR TO DATE (4 WKS) JAN2211.4

Summary Dollars Dollars Change Dollars % ChgDollars Shr of

CategoryShare Chg Vs

Year AgoTotal Sales - Total Confections $10,605.5k $76.4k 0.7 100.0 0.0Hershey $3,682.6k $101.3k 2.8 34.7 0.7Mars/Wrigley $3,127.1k $93.4k 3.1 29.5 0.7Cadbury $497.5k -$111.6k -18.3 4.7 -1.1A/O Manufacturer $472.6k -$38.6k -7.5 4.5 -0.4Nestle $435.0k $79.0k 22.2 4.1 0.7Lindt/Ghir $535.0k -$26.0k -4.6 5.0 -0.3Russell Stover $545.9k $43.0k 8.5 5.1 0.4Ferrero $262.9k -$11.3k -4.1 2.5 -0.1All Others $1,046.9k -$52.8k -4.8 9.9 -0.6

Instant Consumable ConfectionTotal KING SIZE $161.9k -$11.4k -6.6 1.5 -0.1Hershey KING SIZE $85.3k -$7.3k -7.9 52.7 -0.7

Total STD LOOSE $869.7k -$88.1k -9.2 8.2 -0.9Hershey STD LOOSE $387.8k -$22.2k -5.4 44.6 1.8

Take Home ConfectionTotal CH PACKAGED $3,327.8k -$36.8k -1.1 31.4 -0.6Hershey CH PACKAGED $1,451.0k -$92.2k -6.0 43.6 -2.3

Total NC PACKAGED $1,151.3k -$97.6k -7.8 10.9 -1.0Hershey NC PACKAGED $191.3k -$42.4k -18.1 16.6 -2.1

Total SNK SIZE $1,247.4k $840.0k 206.2 11.8 7.9Hershey SNK SIZE $772.0k $520.1k 206.5 61.9 0.1

Total MULTIPACK $305.7k -$34.8k -10.2 2.9 -0.4Hershey MULTIPACK $222.9k $3.5k 1.6 72.9 8.5

Total LG/ XL/ GT/ PREM $637.2k -$263.7k -29.3 6.0 -2.5Hershey LG/XL/GT/PREM $374.6k -$257.8k -40.8 58.8 -11.4

Total PRES BOX/ BAG $727.5k $71.9k 11.0 6.9 0.6Hershey PRES BOX/BAG $17.3k $5.9k 51.9 2.4 0.6

Total NOVELTY $344.5k -$66.6k -16.2 3.2 -0.7Hershey NOVELTY $75.8k $13.0k 20.7 22.0 6.7

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Business Update - 2011

2011 Supervalu Objective: $141M (-8% vs 2010)

2011 Supervalu Estimate: $144.6M (-5.6% vs 2010)

2011 Share Objective: Stabilize share losses 52wk 31.6 (-1.1)

We need YOU – our most important customer – THE RETAIL TEAM – to make our (2) most important metrics above!!

How can you help us collectively achieve?

Improved QOM on all promotions & additional punch-ins to support

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Key Messages – Supervalu Cycle 3

It’s ALL about Easter – High Sell Through is the #1 focus!

Priority # 1: QOM with Easter – leverage tear pads for “A” displays

Priority # 2: Drops/Minis – Ensure 100% Distr. & execute 3/18 Ad

Priority # 3: Standard Bar XVB Coke tie-in -- March 25th

– execute front of store display activity (front of every register)

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2011 Easter Retail Game Plan

Timeframe: 2/15/2011 - 4/24/2011 - Early Easter SKUs (eight [8] eggs) should already be on display

Shaw’s 2010 Sell through was 77.7%, a 10pt decline vs 2009

2011 Order is -$15K vs LY (-1.1%)

– 2011 Sell Through Target = 90%!

69-day season, three weeks longer than 2010

Executional Excellence: Increase ACV display on key CPC, IC, and Novelty SKU’s

Reese and Cadbury eggs at every checkstand AND execute tear pad coupons

Candy End Cap for Wk 51 thru Wk 4

Cadbury Mini Eggs (Top Shelf) - Hershey’s Kisses (2nd Shelf) - Reese Eggs DRCs (3rd Shelf) - Reese Egg 6 Pks (Shelves 4 - 6)

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2011 Easter Tear Pads – Shipping Direct to Retail Team

Packaged Candy End Cap

Buy 2 Bags and Save $1

Tear pad coupon valid from 2/15/11 - 4/24/11

Incremental opportunity to drive sales with SVU’s largest Easter season packtype.

Regular Count Instant Consumables

Buy 2 Get 1 Free

Tear pad coupon valid from 2/15/11 - 4/24/11

Incremental opportunity to drive sales

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Review Ad Plan for Entire Season – Two Key Ads:

Wk 7: Hershey CPC

Buy 2 Bags, Get One Dozen Eggs Free

Running in-ad 4/15/11 - 4/21/11

Incremental opportunity to drive sales with an exclusive Hershey egg consumer offer.

Wk 7: Hershey 6 Packs

Buy $10, Get $5 Off on Select Items

Running in-ad 4/15/11 – 4/21/11

Incremental opportunity to drive sales via a

front page ad; Hershey participating with Reese Egg 6 Packs

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Coke/Hershey XVB Week 4 (March 20th)

Offer “Buy 2 Coke / Dasani 20 oz bottles and get 2 FREE Hershey Bars”

Week 4 XVB – March 25th

SRP for Hershey bars will be 2/$1 with redemption @ $1.00

Loyalty card banners with in ad for Non loyalty banners

Order quantities by store on Quickr

288 ct Standard Bar Shipper and/or 1188 ct Mod

Shipper Tie In with NCAA 1188 ct Mod 288 ct Shipper

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Drops/Minis/Pieces Week 3 (March 13th)

Offer “ Buy $10 of Participating Products and Receive $5 Off your next Shopping Order”

Drops/Minis/Pieces are participating in this offer

Display and ad are for one week beginning March 18th

Display will be candy endcap

Promoted Retail is 2/$6 so consumer will pay $2.50 with the $.50 savings

TPR 3/4 - 3/31

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Twizzlers Bonus or Regular Week 8 (April 16th)

Offer “ Buy $10 of participating products and Receive $5 off your next grocery order”

Twizzlers are participating in this offer week of April 22nd

Display will be incremental to Summer Aisle and will kick off Twizzlers Season

Suggested Retail will be $1.88 or $1.38 with the savings of $.50

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King Size Tear Pad (March 1 – December 31, 2011)

Use at your SuperValu stores to get punch in’s and displays

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Pouches Tear Pad (March 1 – December 31, 2011)

Use at your SuperValu stores to get punch in’s and displays

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Hershey Baking Chips On TPR (Jan 28 – April 28)

Hold down retail should be 2/$5

Sell punch in displays

Tentative: Hershey baking chips ad week 6 (wk of 4/8) @ 2/$5 with an in-ad coupon of buy 2 save $1

Hershey baking chips beat the competition in taste!!!

Baking is a year long family activity

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Key Messages – Supervalu Cycle 3

It’s ALL about Easter – High Sell Through is the #1 focus!

Priority # 1: QOM with Easter – leverage tear pads for “A” displays

Priority # 2: Drops/Minis – Ensure 100% Distr. & execute 3/18 Ad

Priority # 3: Standard Bar XVB Coke tie-in -- March 25th

– execute front of store display activity (front of every register)

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P.O.I EASTER

– REESE & CADBURY AT CHECKOUTS

– EASTER CANDY ENDCAP

COKE/HERSHEY XVB

DROPS & MINIS ENDCAP 3/18

KING SIZE

HERSHEY BAKING CHIPS

GRAND TOTAL = 6 P.O.I.

*Drive for 35 distribution

*New Gondola & Front End Planograms

Shaws“GOLD STANDARD” & TOOLSCycle 3

TOOLS

• EASTER PKG CANDY TEARPADS B2S1

• EASTER CONS. TEARPADS B2G1F

• KING SIZE TEARPADS B3G1F

• POUCHES TEARPADS B2G1F

• BAKING SELL SHEET

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Shaws Cycle 3 Tracker

Shaw's Cycle 3- Advocate Tracker

Cost (Sch IV) Impact

Retail Impact

(need to adjust) - Obective Specific Cost (Sch IV)/ Case(need to adjust) - Obective Specific Retail/Case

Subtotals

District Rep Name Store Nbr City StateDROPS &

MINISSeasonal Displays

KS BAKING CHIPS XVB EXECUTEDDM Meeting

Y/N

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COMING SOON

RSR TWIZZLER SUMMER CONTEST

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