Energy Drinks Fall 2012 Barrett Larson

Audit Breakdown StoreLocationSKUsUnique SKUs HarpsWeddington5724 Neighborhood MarketWeddington501 Walmart6th Street490 Phillips 66North Street271 Walgreens6th Street231

Average: 16 Ounce: $3.82 Average: 8.4 Ounce: $2.07 Red Bull Reg (Carb Bev : SD-Carb) Pints Total Consumption BehaviorScape Framework LifeStyle BehaviorStage Cosmopolitan Centers Affluent Suburban Spreads Comfortable Country Struggling Urban Cores Modest Working Towns Plain Rural LivingTotal Start-Up Families HHs with Young Children Only < Small Scale Families Small HHs with Older Children Younger Bustling Families Large HHs with Children (6+), HOH < Older Bustling Families Large HHs with Children (6+), HOH Young Transitionals Any size HHs, No Children, < Independent Singles 1 person HHs, No Children, Senior Singles 1 person HHs, No Children, Established Couples 2+ person HHs, No Children, Empty Nest Couples 2+ person HHs, No Children, Senior Couples 2+ person HHs, No Children, Total

Amp R (Carb Bev : SD-Carb) Pints * Total Consumption BehaviorScape Framework LifeStyle BehaviorStage Cosmopolitan Centers Affluent Suburban Spreads Comfortable Country Struggling Urban Cores Modest Working Towns Plain Rural LivingTotal Start-Up Families HHs with Young Children Only < Small Scale Families Small HHs with Older Children Younger Bustling Families Large HHs with Children (6+), HOH < Older Bustling Families Large HHs with Children (6+), HOH Young Transitionals Any size HHs, No Children, < Independent Singles 1 person HHs, No Children, Senior Singles 1 person HHs, No Children, Established Couples 2+ person HHs, No Children, Empty Nest Couples 2+ person HHs, No Children, Senior Couples 2+ person HHs, No Children, Total oz. $2.41

16oz. $1.98 Monster R (Carb Bev : SD-Carb) Pints Total Consumption BehaviorScape Framework LifeStyle BehaviorStage Cosmopolitan Centers Affluent Suburban Spreads Comfortable Country Struggling Urban Cores Modest Working Towns Plain Rural LivingTotal Start-Up Families HHs with Young Children Only < Small Scale Families Small HHs with Older Children Younger Bustling Families Large HHs with Children (6+), HOH < Older Bustling Families Large HHs with Children (6+), HOH Young Transitionals Any size HHs, No Children, < Independent Singles 1 person HHs, No Children, Senior Singles 1 person HHs, No Children, Established Couples 2+ person HHs, No Children, Empty Nest Couples 2+ person HHs, No Children, Senior Couples 2+ person HHs, No Children, Total

16oz. $2.16 Rockstar R (Carb Bev : SD-Carb) Pints ** Total Consumption BehaviorScape Framework LifeStyle BehaviorStage Cosmopolitan Centers Affluent Suburban Spreads Comfortable Country Struggling Urban Cores Modest Working Towns Plain Rural LivingTotal Start-Up Families HHs with Young Children Only < Small Scale Families Small HHs with Older Children Younger Bustling Families Large HHs with Children (6+), HOH < Older Bustling Families Large HHs with Children (6+), HOH Young Transitionals Any size HHs, No Children, < Independent Singles 1 person HHs, No Children, Senior Singles 1 person HHs, No Children, Established Couples 2+ person HHs, No Children, Empty Nest Couples 2+ person HHs, No Children, Senior Couples 2+ person HHs, No Children, Total

Demographics AMP Rockstar Redbull Monster Demographic Variables% VolumeIndex% VolumeIndex% VolumeIndex Race of Head of Household White75.3% % %8972.4%102 Black4.8%412.3%209.7%846.2%54 Hispanic16.9%1477.4%6516.0% %128 Asian0.9%222.6%693.0%782.5%65 Other2.2%931.4%588.0%3374.2%178 Number of Persons 1 Person7.8%3013.0%5012.2%4713.1%50 2 Persons20.7%6416.6%5128.2%8727.9%86 3 Persons26.0% % % %121 4 Persons17.9% % % % Persons27.6% % % %136 Household Income Under $10,0007.8%973.3%417.4%922.1%27 $10,000 - $19,9995.8%572.3%225.4%525.9%57 $20,000 - $29, %9122.7% %1448.8%80 $30,000 - $39, %1389.3%859.0%8213.9%127 $40,000 - $49, % % %1149.9%98 $50,000 - $74, %9923.8% % %106 $75,000 - $99, %988.2%6810.9%9114.6%123 $100,000 - $149,9994.8%4213.2% % %112 $150,000 or More3.4%497.2%1035.9%8611.3%163

Age of Head of Household Age %3577.5%1685.8%1286.0%133 Age % %7928.3% %138 Age % % % %156 Age %8428.6% % %127 Age %5211.3%6310.7%6010.8%60 Age %157.6%652.6%234.2%35 Age 75 or More2.8%272.9%281.4%131.3%13 Age and Presence of Children Age < 612.1% % %1329.2%107 Age % % % %152 Age < 6 & %1805.4%7210.1%1349.3%124 No Children37.9%5938.6%6148.5%7650.9%80 Housing Tenure Own54.5%8265.4%9954.7%8267.8%102 Rent45.5% % % %96 Education of Head of Household Not a High School Graduate18.2% % % %103 High School Graduate42.3% % % %134 Some College27.7%9831.4% % %88 College Graduate9.3%5210.0%5612.9%7216.4%92 Post College Degree2.6%202.5%195.7%457.7%60 Age of Oldest Child Age Under 612.0% % %1319.1%106 Age %7814.7% % %123 Age % % % %163 No Children37.0%5839.0%6148.6%7650.2%79 AMP Rockstar Redbull Monster Demographic Variables% VolumeIndex% VolumeIndex% VolumeIndex

Occupation of Head of Household Exec/Admin/Management10.9% % %1788.3%93 Prof & Specialty8.4%643.1%239.9%7515.3%116 Sales Technicians8.8%1415.9%946.0%9611.1%178 Administrative Support3.4%494.8%694.0%588.2%118 All Service9.7%1135.0%588.7%1029.9%116 Crafts & Precision17.5% %8720.9% %140 Transportation & Material Moving13.7%3463.6%907.3%1848.0%202 Farm/Forest/Fishing0.3%870.2%490.2%530.1%34 No Civilian Employment27.3%6851.7% %6822.6%56 Household Composition Married Family with kids45.3% % % %147 Married Family without kids17.9%6124.0%8227.8%9525.9%89 Female Head Only with kids5.6%746.4%858.8%1178.2%109 Male Head Only with kids2.3%983.8%1643.4%1473.3%142 Multi-Person Household without kids20.8%1567.9%5914.8% %133 1 Person Household8.1%3113.9%5312.4%4713.2%51 AMP Rockstar Redbull Monster Demographic Variables% VolumeIndex% VolumeIndex% VolumeIndex

Difference across Brands Red Bull Monster Rockstar Amp Starbucks Private Label – Non-Existant Walmart Deal Harps Variety

Growth Neighborhood Market Harp’s Weddington

Category Role – Cash Mashine

AD HOC BASE TOTAL HOUSEHOLDS - (BASE) ITEM $ (000)DOLLAR SHAREITEM BUYERS (000) ITEM PENETRATION % REPEAT BUYERS (% 2+ TIME BUYERS) LOYALTY (SHARE OF $ REQ.) CARBONATED BEVERAGES TOTAL U.S. 17,209, , WEST SOUTH CENTRAL 2,069, , AMP R - ALL REM. CARB. BEVERAGES- REGULAR TOTAL U.S. 20, , WEST SOUTH CENTRAL 1, FULL THROTTLE R - ALL REM. CARB. BEVERAGES- REGULAR TOTAL U.S. 21, , WEST SOUTH CENTRAL 3, MONSTER R - ALL REM. CARB. BEVERAGES- REGULAR TOTAL U.S. 94, , WEST SOUTH CENTRAL 13, NOS R - ALL REM. CARB. BEVERAGES- REGULAR TOTAL U.S. 3, WEST SOUTH CENTRAL NA RED BULL R - ALL REM. CARB. BEVERAGES- REGULAR TOTAL U.S. 170, , WEST SOUTH CENTRAL 19, ROCKSTAR R - ALL REM. CARB. BEVERAGES- REGULAR TOTAL U.S. 26, , WEST SOUTH CENTRAL NA

Changes in Category Depth Category Growth Category Role

Growth Neighborhood Market Harp’s Weddington

Facings ManufacturerWalgreensFacings66 FacingsWalmart FacingsHP FacingsNM Facings AMP% of Total Sum 10.34%10.71%4.65%10.00% % of Total N 7.41%10.64%5.08%10.42% N 2535 Full Throttle% of Total Sum 6.90%3.57%1.55%3.33% % of Total N 7.41%2.13%3.39%2.08% N 2121 Monster% of Total Sum40.00%10.34%39.29%31.78%36.67% % of Total N37.50%11.11%44.68%35.59%43.75% N9321 NOS% of Total Sum 20.69%3.57%10.85%1.67% % of Total N 22.22%2.13%11.86%2.08% N 6171 Redbull% of Total Sum40.00%31.03%10.71%34.11%16.67% % of Total N41.67%33.33%12.77%27.12%12.50% N Rockstar% of Total Sum8.00%10.34%14.29%4.65%13.33% % of Total N8.33%7.41%14.89%1.69%14.58% N22717 Total% of Total Sum100.00% % of Total N100.00% N

Price ManufacturerWalgreens Price66 PriceWalmart PriceNM PriceHP Price AMP% of Total Sum 8.35%5.09%5.05%7.50% N 2553 Full Throttle% of Total Sum 5.56%0.78%0.77%3.42% N 2112 Monster% of Total Sum32.40%11.27%62.78%62.29%36.41% N8321 NOS% of Total Sum 18.48%0.78%0.77%6.79% N 6117 Redbull% of Total Sum50.80%39.80%14.31%14.20%33.68% N Rockstar% of Total Sum6.16%6.95%11.76%11.67%0.99% N22991 Total% of Total Sum100.00% N

GM% Manufacturer66 GM%WalgreensGM%Walmart GM%NM GM%HP GM% AMP% of Total Sum9.34% 18.40%17.81%8.62% N2 553 Full Throttle% of Total Sum4.13% 2.73%2.64%0.46% N2 112 Monster% of Total Sum8.78%28.99%22.11%21.39%34.63% N3821 NOS% of Total Sum23.79% 5.16%4.99%11.07% N6 117 Redbull% of Total Sum38.18%53.50%27.15%26.27%32.97% N Rockstar% of Total Sum6.30%5.31%19.31%18.69%1.66% N22991 Total% of Total Sum100.00% N

Stocking Rates Stores Total Stocking Rates ManufacturerAMP Starbucks Rockstar Monster NOS Redbull Full Throttle SLAP V Sambazon AZ Energy illy Venom Total

Private Label Success Absent Private Label National Brand Dominance New Category Target

Use Of Space Neighborhood Market Harp’s Weddington