Q (WM Weeks 27-39)

4 th Quarter 2008 Grocery / Market Manager November-January 2008 Program: Wks SSO Shipping: Week 27 12oz Packaged Candy Items Heath Hugs York Miniatures Dark Kisses Kisses Air Delights Kisses w/Almonds Hershey Miniatures Special Dark Minis Rolo Miniatures Reese’s Miniatures Hershey Kisses Reeses Pieces Kit Kat Minis Reeses White Minis Hershey’s CNC Kisses CNC Rese/Kiss/Rolo/Trio CPC Performance thru week 24: Over last 4 weeks, CPC was +2.4% vs. LY Over last 4 weeks, the top 3 CPC items are: Kisses 12 oz. Reese Minis 12 oz. Miniatures 12 oz. MERCHANDISING Grocery Action AlleyGrocery End Cap CartrailFront End Cap 2/$5 Packaged Candy Rollback

4 th Quarter 2008 Grocery / Market Manager November-January 2008 Program: Weeks 1 – 31 SSO Shipping: Week 29 Items Mounds 8pk Almond Joy 8pk Milk 8pk Kit Kat 8pk Reese’s FastBreak 8pk Reese’s Peanut Butter Cups 8pk York 8pk NEW Special Dark 8pk CYTD 8-pack Performance 8 pk POS at Walmart avg. $3M / Week Stores averaging $795 / store / wk in POS MERCHANDISING Action Alley Cartrail Grocery End Caps Checkstand End Caps Electronics $1 8-packs EDLP

4 th Quarter 2008 Grocery / Market Manager November-January 2008 $1.50 Twizzlers Rollback Program: Wks 1-30 SSO Shipping: Week 28 (1/2 Pallets) Items Twizzler Rainbow Twizzler Licorice Twizzler Strawberry Twizzler Cherry Bites Cherry Pull-n-Peel Twizzler Sweet-n-Sour Twizzler Performance Strawberry Twizzler is the #3 best selling Hershey item at WM over the past 13 weeks, +30% vs. LY Stores averaging $177 in POS over past 4 weeks Merchandising Cartrail Action Alley Stackbase Grocery End Cap Front End EC Electronics (Family Movie Night) Two NEW Items! Twizzler Chocolate Twizzler Sweet and Sour $1.00 Off FSI 8/07/2011

4 th Quarter 2008 Grocery / Market Manager November-January 2008 Hershey S’mores Rollback Program: Wks Items Hershey Milk 6-Pack Hershey Almond 6-Pack Kit Kat 6-Pk (New for 2011) FSI August 21 nd Save $1 off 2 Hershey 6-packs Merchandising Seasonal AisleGrocery End Cap CartrailAction Alley Checkout End CapsCamping

4 th Quarter 2008 Grocery / Market Manager November-January 2008 New Items Drops and Minis Instant Consumables Hershey’s Milk Chocolate Drops King Size Reese’s Minis King Size Drops and Minis 8 oz. Pouches Hershey’s Milk Chocolate Drops Cookies n Crème Drops Reese’s Minis Program: Weeks SSO’s Shipping: Weeks 27 and 30 NEW Hershey Drops & Reese Minis CYTD Drops & Minis Performance Drops & Minis POS at Walmart avg. $1.4M /wk Stores averaging $380 / store / week in POS MERCHANDISING Grocery End Cap Cart Rail Front End Cap Saddlebag Rack Electronics $2.00 Off FSI 9/11/2011

4 th Quarter 2008 Grocery / Market Manager November-January 2008 Program: Weeks 1 – 48 C-Stock will continue to flow through week 48 Items Milk Duds 5oz Whoppers 5oz Good & Plenty 6oz Jolly Rancher Gummies Reese’s Pieces 4oz Theater Box Performance Last 4 wks Theater Bx POS at WM avg. $875K /wk Top performing Stores with Front End Action Alley placement averaging over $900 per week MERCHANDISING Front End Action Alley /per Buyer communication Checkout End Caps Electronics (New Display Bin) Seasonal Aisle Hershey Sidekicks $.98 Theater Boxes Yearlong EDLP Top performing stores Averaging $750/store/week Three New Items ! Twizzler Bites JR Fruit Chews JR Tropical Fruit

4 th Quarter 2008 Grocery / Market Manager November-January 2008 $1 King Size EDLP Program: Weeks 1 – 35 SSO Shipping: Week 28 Items Pallet Pallet / tray ct Hershey King Size Bar Pallet 1,717 ct Tray 1 Reese and Kit Kat 152 ct Tray 2 Payday, Whatchamacallit, Alm. Joy & Heath 162 ct Tray 3 Hershey and Zero 186 ct Tray 4 Reese Sticks and Twizzlers 117 ct Tray 5 Drops and Minis 152 ct COMAC Front End Action Alley Merchandising Front End Action Alley Cartrail Action Alley New!

4 th Quarter 2008 Grocery / Market Manager November-January 2008 Ice Breakers Gum & Mint EDLC Program: Wks 1 – 52 SSO: Week 28 Items (Qty) Tray 1 (176ct) IB Cool Mint Tin (48) IB Wintergreen Mint Tin (48) BreathSavers 3-Hr Spearmint (48) IB Sours Mint Tin (32) Tray 2 (180ct) Ice Cubes Kiwi Gum (48) Ice Cubes Raspberry Gum (36) Ice Cubes Peppermint Gum (54) Ice Cubes Bubble Breeze Gum (42) Gum & Mint Performance: Ice Breaker Mints are +8.1% CYTD Ice Breaker Gums are +70.8% CYTD Merchandising Front End Endcap (near Speedy and Tobacco Aisle) Cartrail Electronic Department Tray #1 Tray #2

4 th Quarter 2008 Grocery / Market Manager November-January 2008 HERSHEY’S SYRUP Rollback Rollback: Weeks Pallet SSO: Week 29 Items: Bonus Chocolate Bonus 26oz Chocolate Bottle 24oz Special Dark Syrup 22oz Caramel Syrup 22oz Lite Syrup 22oz Strawberry Syrup 22oz Syrup Performance: CYTD Hershey Syrup POS is +15.8% vs. LY Top stores with multiple display executions averaging $850+/ store / wk in POS FSI Support: August 21 st $1 off 2 Syrups MERCHANDISING: Cartrail, Action Alley, Grocery End Caps, Saddlerack, Dairy Top performing stores Averaging $850+/store/week

4 th Quarter 2008 Grocery / Market Manager November-January 2008 Back to School Snack Size Pallet Program: Weeks SSO Shipping to 1,672 stores: Week ct 108ct Total Units/Pallet: 648ct NEW For 2011 ! Items: Reese Reg. Snack Sz 10.5 oz Kit Kat Reg. Snack Sz oz Hershey Milk Reg. SS oz Almond Joy Reg. SS 11.3 oz Strategies: SS will be executed with the other BTS pallets Pallets to deliver Wk 27 (8/02 & 03) for immediate execution Goal is for 100% sell thru prior to Wave 2 delivery FSI Support: August 14 th $1 off when you purchase 3 Snack Size Bags MERCHANDISING: Cartrail, Action Alley, Grocery End Caps, Saddlerack, Dairy FSI Coupon: August 14 th, $1.00 Off

4 th Quarter 2008 Grocery / Market Manager November-January 2008 Program Highlights 100% of seasonal order delivered by week 37 5 labor saving Hershey ready to display SS pallets All DRC’s designed to fit Mod and Pallet executions Strategies 4 Snack Size pallet executions vs. 1 LY Seasonal Mod set Tues. 9/06 (day after Labor Day) 3 FSI’s: August 14, September 25 & October 16t Increased Hershey National Advertising MERCHANDISING Action Alley Cart Rail Front End Action Alley Catch the Season Wall Grocery AA End Cap Front End Cap Program: Weeks Shipping Waves: Weeks 30, 31, 33, 35 & Halloween COMAC! COMAC!

4 th Quarter 2008 Grocery / Market Manager November-January Halloween Display Ready Pallets Program: Weeks 30 – 40 SSO’s Shipping: Weeks 30, 31, 33, 35 & 37 Location: Action Alley Pallet Train - Reese & Hsy Milk Jumbo pallet - Kit Kat & Almond Joy Jumbo pallet Location: Grocery Entry-way Pallet -Reese & Kit Kat Regular Snack Size -Directional Trees will be sent to each RSR for placement on the pallet All Time Greats is the #1 Halloween item for Walmart at $25M and makes up 14.5% of the total order! COMAC!

4 th Quarter 2008 Grocery / Market Manager November-January Halloween Front End Program Program: Weeks 31 – 40 SSO’s Shipping: Weeks 31, 33 & 35 Items Reese’s Pumpkin 6-pks, 36 ct. DRC Reese’s Pumpkin KS, 192 ct. PDQ’s Theater Box PDQ’s Choc. Theater Box 96 units/ case 48 units Whoppers - 1 Tray 48 units Milk Duds - 1 Tray Non-Choc. Theater Box 96 units/ case 48 units Reese’s Pieces - 1 Tray 48 units Good n Plenty - 1 Tray COMAC Front End Cap weeks 31 – 40 Retail Pricing $2.98 and $1.00 Merchandising COMAC for Front End Endcaps PDQ’s ship with Halloween product FECOMAC!