Confidential and Proprietary to ECRM 1 ECRM Ad Comparisons THE LEADING PROVIDER OF PROMOTIONAL DATA AND BUSINESS INTELLIGENCE

Confidential and Proprietary to ECRM 2 METHODOLOGY This study examines representative markets for all US retailers. Period of study: 1/25/2015 – 2/1/2015 vs. 1/26/2014 – 2/2/2014. Indexed basket of food items includes: Examined sizes were those most commonly occurring. Relative pricing of the basket is determined in comparison to other retailers within the same year. Retailers were not penalized for not carrying the full basket: items not advertised at a retailer were dropped from its calculations. The closer a retailer was to the full basket however, the more accurate and reliable index calculations are. Therefore, most cross- retailer comparisons used have a minimum threshold for items within the basket being promoted. CategorySize Beer12 oz. 12 ct./pk. Carbonated Soft Drinks2 ltr. Corn Chips/Tortilla9-13 oz. Crackers & Biscuits9-16 oz. Ketchup38 oz. Packaged Hot Dog16 oz. Potato Chips8-11 oz. Prepared Wings1 lb. Salsa & Chip Dips16 oz. Sandwich & Hot Dog Buns8 ct./pk.

Confidential and Proprietary to ECRM 3 BASKET PRICING INDEX Retailers 2015 Index 2014 Index ChangeRetailers 2015 Index 2014 Index Change Kroger CBUS8390-7Harding's Markets97961 Kroger CBUS Marketplace8390-7Associated Supermarkets Kroger Central8489-5Food Town (OH) Kroger Central Marketplace8489-5Hy-Vee Food Stores Owen's Market8489-5VG's Grocery Pay Less Super Markets8489-5Family Fare Supermarkets Scott's Food & Pharmacy8489-5Oleson's Farm Fresh Markets Smith's Food & Drug85832Rainbow Foods Farm Fresh86851C Town Supermarkets Schnucks Markets86824Key Food Ralphs Price Chopper (Golub) Winegar's Supermarkets897811Chief Supermarket Met Foods9396-3Foodtown Cardenas Markets96951Big M Meijer96 0IGA Retailers promoting nine or more of the basket items in 2015.

Confidential and Proprietary to ECRM 4 HOW IT WORKS Indexing relates to relative pricing: it is based on the retailer’s pricing for the category in comparison to the average price across all US retailers for that category. A retailer whose pricing matches the national average will receive “100” for the category. The index across all categories is then an average of the index for each component category that the retailer promoted. Kroger CBUS had outstanding pricing on 16 oz. Packaged Hot Dogs and slightly below average pricing on most other items. Average Price of Basket Items Kroger CBUS Average Price of Basket Items Big M 2015 ($)Index2015 ($)Index BBQ/Wing & Other Sauces, 12 oz. $ Beer, 12 oz. 12 ct./pk.$ Beer, 12 oz. 12 ct./pk.$ Carbonated Soft Drinks, 2 ltr.$0.9282Carbonated Soft Drinks, 2 ltr.$ Corn Chips/Tortilla, 9-13 oz.$2.2594Corn Chips/Tortilla, 9-13 oz.$ Crackers & Biscuits, 9-16 oz.$1.8786Crackers & Biscuits, 9-16 oz.$ Ketchup, 38 oz.$2.4999Ketchup, 38 oz.$ Packaged Hot Dog, 16 oz.$1.0050Packaged Hot Dog, 16 oz.$ Potato Chips, 8-11 oz.$2.0092Potato Chips, 8-11 oz. Prepared Wings, 1 lb. $ Salsa & Chip Dips, 16 oz.$1.4968Salsa & Chip Dips, 16 oz.$ Sandwich & Hot Dog Buns, 8 ct./pk.$1.2982Sandwich & Hot Dog Buns, 8 ct./pk.

Confidential and Proprietary to ECRM 5 KROGER CBUS SAMPLE IMAGES

Confidential and Proprietary to ECRM 6 BIG M SAMPLE IMAGES

Confidential and Proprietary to ECRM 7 WORST INCREASES Retailers 2015 Index 2014 Index ChangeRetailers 2015 Index 2014 Index Change D & W Fresh Market Fine Fare Supermarkets Lunds & Byerly's Piggly Wiggly (Carolina) Haggen Waldbaums Shaw's Supermarket (NAI) Ultra Foods Compare Foods A & P Super A Foods Inc967719Superfresh Acme Markets (NAI) Fred Meyer Stores El Rancho Lowes Foods Sentry Foods Winegar's Supermarkets Food City (K-VA-T) Fresh Market Kings Los Altos Ranch Market Ingles Markets998415King's County Mart Yoke's Fresh Markets998514Price Cutter Donelan's Supermarkets Food Lion Brookshire Brothers IGA Worst increases for retailers promoting six or more of the basket items in It’s important to note that pricing is relative, and a retailer may have had the exact same prices YOY, yet performed worse if all other retailers lowered their prices.

Confidential and Proprietary to ECRM 8 BEST DECREASES Retailers 2015 Index 2014 Index ChangeRetailers 2015 Index 2014 Index Change Sun Fresh Coborn's Karns Foods Buehler's Gristedes Lowe's Market Thriftway Stores Hannaford Brothers Pioneer Supermarkets Roche Bros Thriftway (Seattle) Redner's Markets Red Apple Markets Food City Supermarkets Ralphs Albertsons NW Giant Food Carlisle Dash's Thriftway (Kansas City) Big Y Foods Big M ValuMarket Western Supermarkets Copps Lucky Supermarkets Associated Supermarkets Jay C Stores Shop n Bag Great Valu Albertsons IM Best decreases for retailers promoting six or more of the basket items in It’s important to note that pricing is relative, and a retailer may have had the exact same prices YOY, yet performed better if all other retailers raised their prices.

Confidential and Proprietary to ECRM 9 NEW ITEM OBSERVATIONS New items were examined across the entire Grocery department, not just the key basket items. Snack foods and beer were among the new items promoted during Super Bowl week Walmart dedicated two ad blocks to a new Tostitos product: one on the front page and a nearly-identical ad block on the reverse side within the front cover. Other retailers promoted far fewer, if any, new Grocery items during this time period.

Confidential and Proprietary to ECRM 10 NEW ITEM Fred's - Nashville, TN 1/25/ Circular - Back (2) Giant Eagle - Cleveland, OH 1/29/ Circular - Middle (2)

Confidential and Proprietary to ECRM 11 NEW ITEM Tops Markets - Rochester, NY 1/25/ Circular - Middle (5) Tops Markets - Rochester, NY 1/25/ Circular - Middle (9)

Confidential and Proprietary to ECRM 12 NEW ITEM Tops Markets - Rochester, NY 2/1/ Circular - Middle (4)

Confidential and Proprietary to ECRM 13 NEW ITEM Walmart-US - Cleveland, OH 1/25/ Circular - Middle (2)

Confidential and Proprietary to ECRM 14 NEW ITEM Walmart-US - Cleveland, OH 1/25/ Circular - Front (1) Walmart-US - Cleveland, OH 1/25/ Circular - Middle (2)

Confidential and Proprietary to ECRM 15 NEW ITEM Walmart-US - Cleveland, OH 1/25/ Circular - Middle (4) Walmart-US - Cleveland, OH 1/25/ Circular - Middle (4)

Confidential and Proprietary to ECRM 16 NEW ITEM Walmart-US - Cleveland, OH 1/25/ Circular - Back (6) Walmart-US - Cleveland, OH 2/1/ Circular - Middle (17)