1 Hershey Retail Activity (1/26/09 - 2/20/09) CYCLE 2 Retail Plan Ensure all product is all product is on sales floor and merchandised in high traffic.

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1 Hershey Retail Activity (1/26/09 - 2/20/09) CYCLE 2 Retail Plan Ensure all product is all product is on sales floor and merchandised in high traffic locations Merchandise Pot of Gold Shippers in Floral Departments and near Greeting Cards. Merchandise Packaged Candy in case stacks in front of check-outs. Merchandise Count Goods Shippers at Checkouts. Valentine’s Day promotions – final 2 weeks: 1/23 – 1/29: Pkg Candy 2/$4; Pot of Gold Bxs $4.99; Big Bags $3.99; Bliss 2/$6 1/30 – 2/7: Pkg Candy 2/$4; POG Bxs $4.99; POG Hearts $5.99; Branded Hearts $2.99; Friendship Exchng $3.99 2/8 – 2/14: POG Bxs $4.99; Friendship Exchange $3.99; Branded Hearts $2.99; Pkg Candy 2/$5; POG Hearts $5.99 Hershey’s Bliss will be promoted at 2/$7 from 1/23 – 2/26/09. Merchandise Bliss in high traffic locations to maximize exposure and consumer trial of this exciting new brand! Bliss has contributed significant growth to the “Trade Up” segment of the category, outselling Dove when promoted. Ensure timely transition of seasonal aisles and displays from Valentine’s Day to Easter. Easter aisles should be set by 2/20/09 at the latest. Ensure Easter Count Goods are merchandised at checkouts. Easter count goods are an important part of early seasonal sales. Create a minimum of 3 Easter displays in addition to seasonal aisle. Displays should include: 60pc Bag, Pkg Candy, and multipacks.

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