Example Presentation Slides Marketing 4443: Exhibits that allow a “perfect score.”

A.C. Nielsen Product Snapshot TOTAL SALAD AND COOKING OIL (SHORTENING, OIL) OZ. 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 Source: Spectra BehaviorScape: Total Consumption/Spectra 2013 Oct (Spectra)/Homescan Product Library Slide A

Demographics of the Brands Pampa Armour Star Lard Bertocelli olive oilDynastyPrivate label Demographic Variables% VolumeIndex% VolumeIndex% VolumeIndex% VolumeIndex% VolumeIndex Race of Head of Household White55.9%8151.6%7562.6%9065.6%9559.5%86 Black17.8%1495.7%4814.5% %8919.7%165 Hispanic21.1% % % % %113 Asian1.7%401.5%345.3%1237.0%1634.6%108 Other3.6%1641.9%903.6%1662.4%1122.1%98 Household Income Under $10, %1337.4%933.5%445.1%649.8%124 $10,000 - $19, % %1248.8%764.7%4113.2%114 $20,000 - $29, % %2008.4%745.5%4913.1%115 $30,000 - $39, % %9612.3%1167.9%7511.5%109 $40,000 - $49, %1398.5%9210.8%1175.9%639.6%104 $50,000 - $74, %9518.0%9916.0%8815.6%8617.8%99 $75,000 - $99,9996.6%5610.4%8813.6% % %90 $100,000 - $149,9992.0%186.5%5716.2% %1788.7%77 $150,000 or More1.2%152.0%2510.4% %2495.6%69 Slide B

Assigning a Role to the Category Slide “C”

Category Assessment: Stores Audited StoreLocationSKUsUnique SKUs*Audited by SupercenterJoyce Blvd7114Hans SupercenterMLK Blvd (6 th )7114Hans Neighborhood MarketMission6311Hans WalgreensTownship6823Hans WalgreensSpringdale6715Hans Harp’sFiesta Square170Kent Harp’sWedington161Kent TargetFayetteville546Kent Marvin’s IGALafayette212Kent Ozarks Natural FoodCollege44Kent Complete Audit Slide “D”

Category Scorecard: SPSS Share of Display Slide “E”

Bar Soaps, Spring 2013: Market Stocking Rates Number of Stores Carrying Total MSR Manufacturer Unilever Henkel Procter & Gamble Colgate Private Label Johnson & Johnson Kao Corporations Kirk's Natural Total

Category Scorecard: SPSS % Gross Margin Dollars Slide “F”

Category Scorecard: Mean % Gross Margins Slide “G”

Roll Out the Plan: Recommendations Demography Reference#2766#3360#5124#5768 % HHs HHs Index % HHs HHs Index % HHs HHs Index % HHs HHs Index % HHs HHs Index Race of Head of Household White69.2% % % %7466.3%96 Black12.0%1001.5%135.1%437.3%615.8%48 Hispanic12.4%1004.7%3811.9%9735.4% %134 Asian4.3%1004.4%1039.8%2283.1%736.7%155 Other2.2%1001.5%682.1%972.9%1354.7%219 Under $10,0007.9%1006.1%763.0%3811.9% %184 $10,000 - $19, %1006.0%523.2%2817.0% %127 $20,000 - $29, %1008.9%797.0%6216.4% %117 $30,000 - $39, %1008.6%829.3%8813.2% %125 $40,000 - $49,9999.3%1008.9%968.0%879.3%1019.1%98 $50,000 - $74, % % % %9415.4%85 $75,000 - $99, % % %1438.8%759.2%78 $100,000 - $149, % % %1734.9%436.9%61 $150,000 or More8.1% % %1291.5%183.5%44 Slide “H”

Category Review: Changes in Category, Prior Audits Slide “I”