Best Practice Sharing Example : Disposables Communication Trial in Asda (UK) Objectives of this in store initiative: Persuade Asda to add Disposable messaging to their new fixture. Improve the ability for shoppers to navigate their new fixture and trade up within disposables. Prove that changes would drive incremental Category Sales. Learning’s & ‘Hints & tips’: Key to sell the concept to the Sales Team, get their help selling to retailer and work with Sales Operations and 3 rd Party Field Team. Key to choose a Customer that is supportive, has Field Team callage and store level data!. Sharing this initiative cross functionally / cross category will ensure that improvements are made next time. Involve the Field Team in initial brief – give them the responsibility of selecting the control stores and trial stores – use ‘Store Tracker’ (ie RAG store measure to identify the right stores) – does this require extra Budget? Challenges: Test implementation Use an Online Shopper panel to test key messages. (Join the Dots). Gaining retailer permission to conduct testing. Implementing in store (via 3 rd Party Field Team). Gaining retailer sign off for shopper comm tools. What you did to overcome: Selling story Developed a concise presentation, delivered in person to Asda, to outline the purpose (complexity of fixture) and potential benefit (sales) Logistics Briefed 3 rd Party Field Team (Reach) to implement new POS, take photos and feedback in store comments Used 3 rd Party Field Team knowledge to identify Control Stores.. Investment & Resources: Testing and compliance Budget required to run online research and produce POS. Budget required for in store implementation and monitoring. Key Account Data costs (store level sales) – note none in this case due to ongoing access. What has been measured? Sales Value growth vs control stores (5% Target set). Sales Volume growth vs control stores. Value Rate of Sale (ROS). Impact of product position on shelf. Impact on different brands. Impact on different sub categories within disposables. Impact on Systems Razors. Cat Dev Team monitored sales 12 weeks prior, 12 weeks during and 12 weeks after. Store staff feedback. See next page for details.

What was achieved - Data The full 12 week trial showed slower trend than first half, but more positively marked difference between trail and control : Value +7.5% vs control +2.1% therefore trial 3.5 x control. Units +5.6% vs control +1.3% therefore trial 4 x control. Value ROS in trial 7.7 x control. £700k opportunity if new layout is implemented across the whole Asda estate. 2 & 3 Blade Disposable Razors showed the fastest growth in trial stores driving 3 x and 7x vs control. Top shelf in trial stores grew 10 x vs control (driven by Xtreme 3 and Sensor 3). Middle shelf in trial stores grew 2 x vs control (driven by Gillette Blue 2 and Blue 3 and Bic 2). Wilkinson-Sword benefitted the most from the new layout with value sales up 7% vs negative result in control stores. Gillette grew value sales by 3x vs control. BIC grew value sales by 2x vs control. Private Label sales declined further than control and did not benefit from this trial. There was no negative impact on Systems Razors with positive sales seen in 3 and 4 blade sub categories. Best Practice Sharing Example : Disposables Communication Trial in Asda (UK)

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