The “P&G” Team Andrea Bingen Jacqueline Bishop Ashwin Ganesh J.S. Karthikeyan Brian Knauer Elena Parthenakis Wendy Teufel

 The following analysis and recommendations are based on a category definition of:  Shampoos  Conditioners  …  Key competition to Kroger in the hair care industry includes:  Target  Walmart  Ulta  …

Trends Noted Across Key Competitors:  Shopping guidance at shelf  In-aisle education  Organization by Shopper Needs vs. brands??  Fewer overall brands/skus??

 …We’d talk about anything truly unique or ‘breakthrough’ that we’ve noticed at our store visits – include some things Kroger already does if necessary.  Look at how much shelf space each manufacturer has – how much should each one have?

 …we could either include recommendations at the end of each section, or at the end…or both (with the recos at the end being more of a recap or ‘next steps’ for Kroger.)

 Role  Supporting Dunnhumby data

 Need to look up what this is…  How well does the overall hair care category appeal to Kroger’s best shoppers?

 I say we could include just a very streamlined scorecard with the key metrics in it.  Dollar volume (shampoo, conditioner, etc.)  Unit volume  Penetration  Average price  Purchase frequency  Purchase size  Loyalty (Share of requirements)  Other?

 Maybe just pick one or two key strategies that go along with the category role. Could include a couple of recos there if we think of any just to keep these poor Kroger people interested.

 Pricing  Promotion  Merchandising  Assortment We will deep dive into Promotion (weekly ad analysis) and Assortment (our recommendations on category SKU simplification)

 Weren’t we going to make a chart to track the various ad elements – we could insert it here, highlighting our major observations. Chart includes:  Categories advertised  Size of hair care ads  Degree of discount on hair care ads  Brands advertised  Placement of ad within weekly (front, middle, back)  Impact of co-advertised brands, impact of pricing multiples on volume.  Others?

 Which SKUs are underperforming?  Which brands/items bring unique shoppers to the category? Which brands or items are playing on top of one another? (with similar shopper targets)  SKU Simplification Recommendations  Hispanic/AA Observations  Hispanic/AA Assortment Recommendations

 Here is where we describe the next steps we recommend Kroger to take…  Category Review – revisit the category in 6 months to a year to ensure recommendations are still relevant and to track the recommendations that you implement or test in stores.