Shopper Marketing Roles & Responsibilities

THE RELATIONSHIP FUNDAMENTALS Meet Your Team

33 Customer Excellence HQ & Brand Leads Sophie Taczynski Sr. Account Director Jeremy De Wulf Account Director WM, Sam’s Club, Costco, BJ David Adams (temp) Account Executive WM, Sam’s Club, Costco, BJs Jeannie Sexton Account Director Target, Meijer Jocelyn Chiurco (temp) Account Supervisor Kroger Reva Sydow Sr Account Executive Safeway/Albertsons, HEB Diana Keller (temp) Account Director Ahold, Publix, Food Lion Emaleigh Dudley Account Executive Program Execution Diana Keller Account Supervisor Family Dollar, Dollar General Danny Bowers Account Executive Program Execution IN Customer Excellence Team *Three members are temporarily helping with plans until the permanent member joins the team MENU David Adams Sr. AE

THE RELATIONSHIP FUNDAMENTALS IN Scope of Work: Customers Covered & Team Interaction

55 Walmart Sam’s Club, BJs, Costco Kroger Ahold Publix Food Lion/Delhaize Dollar General, Family Dollar Safeway/Albertsons HEB Target Meijer 14 Retailers Managed by IN CET

66 Customer/ Shopper Insight Integration Shopper Plan Development Program Management, including execution Budget Management Sell In Support IN CET: Work w/RSM to identify key customer objectives including State of the Business, What’s working what’s not, Trade Effort Priorities, SM effort priorities and key customer planning meetings/timelines for planning year over year. IN CET will contribute to brief build with SMM, own relationship with IN concepting, creative, and insights team. IN CET will manage Shopper Marketing Planning for 14 customers by gathering information, providing plans and recommendations and/or requests and securing SMM approval on all plans. IN CET: Manage assignment brief creation and own master planning and concepting timeline development for full plan delivery. IN CET will secure SMM consideration, review and approval before finalizing plans or program execution. IN CET owns execution of total SM plan for 14 customers. Ownership of each program includes execution timeline, material development and delivery of all files to retailer for final approval, production and delivery. Own program re-cap schedule and review. IN CET: Own Top-line Budget Reporting to SMM. Own and manage budget estimation, obtaining approvals, entry into Intrack, reconciliations, and monthly reporting to SMM. For all SM funded programs, invoices and deductions need to be provided to IN CET for monthly reconciliation & tracking. IN CET: Develop and own final delivery of sell-in deck to RSM’s for customer delivery. Represent SM in customer sell-in, as needed, in tandem with SMM. There is no travel budget so most attendance will be via conference calls. IN CET: Owns relationship between R&B and IN Insights. Determine when and where insights are needed for 2016 plans. Work closely with team to develop program strategy for customer delivery. IN CET Roles & Responsibilities to support SMM & RSMs

77 Ways of Working: Sales Team & IN CET Ongoing RSM Meetings Weekly R&B RSM and IN CET meetings IN CET will send recap notes to RSM & Sigrid within 24hrs Broker Communications Brokers included in weekly RSM/IN CET calls CET to reach out to brokers for all customer specific information including but not limited to: - SKU info - Trade Activity - Price Promos Program Development IN CET team to work with RSMs on initial stage of program development Plans to be approved by Sigrid prior to being shared with RSM. Then, move to retailer presentation. RSMs and CET revise/finalize as needed based on retailer feedback/requests Final plans with budgets to be approved by Sigrid and handed off to IN CET for execution Retailer Communication Retailer presentations led by RSM, with IN CET support IN CET team to lead all communication as it relates to execution, with RSM/broker support, as needed

88 Approval & Management Process Retailer Specific Category Solution Non-Retailer Specific Category Solution Brand Specific Activation Request through Sales (from Customer) Brand Specific Activation Request through Brand Program Type RSM/Broker BRAND or RSM RSMBRAND Who submits the Request? Who leads the request (owns & manages)? SMM Who has input? SMM,Category & Customer Mgr R&B IN IN CETInsights & IN CETIN CET IN CET, Insights, Creative, Concepting SMM, Category Mgr & Brand SMM & Brand IN CET, Insights, Creative, Concepting SMM & Brand R&B IN Who manages execution? Who approves program? R&B SMM IN IN CET

99 Northeast Mid-AtlanticSoutheastNorthwestSouthwestCentral A&P- $10C&S SouthBL/WDWincoStaterSpartan Golub- $6MerchantsAG FlHyVeeGrocers Supp.Central Gr DeMoulasInglesAssociatedSavemartBrookshireAlb- Jewel Bozzutto'sAcmeSSISmart & FinalRoundy's KrasdaleWeisAssociatedAffiliatedSchnucks Wegmans FarewayAlbertson PhoCertco Shaw’sKVAT (M-M)C&S WestAlbertson SocPig M-W White RoseAWIAlbertson UtahBashasKmart Gen TradingPig AlaC&S HawaiiAffiliated PhoDot JetroMarc GlassAlbertson OrUnited SupMarsh AG NEMitchellURMFood4less Save a Lot OleanAG LaLong's DrugUnified GrocersSupervalu TopsW.Lee FlowerAlbertson’s Mid MountainAWG C&SSoutheastHaggens WakefernOlean Tops Laurel Giant Eagle Retailers Covered under Menu Marketing

10 Menu Marketing- Tier 2 & 3 Customer Programs IN will partner with R&B Foods to develop a Menu Marketing system supporting Ragu and Bertolli. Menu marketing support will include development of turnkey shopper marketing platforms. Platforms will be developed for use at Tier 2 & 3 customers, as listed on the previous slide. Tactics for each platform will be developed, uploaded and available for ordering via the Menu Online Ordering Portal. In will develop insight driven MENU MARKETING platform concepts and creative based on key drive times, overall corporate, product segments and specific brand objectives. IN will develop and execute all MENU MARKETING platforms developed through online system with offline production through preferred vendors, and handle program storage and fulfillment. Each R&B RSM/Partner Brokers will have a unique log in to the portal for developing programs and ordering. Ordering steps include Intuitive tactic selection with some level of customization; retailer specifications for POS will already be built into the system. Anticipated System Roll Out May 2015

11 Incremental Program Request Process RSM to fill out the “Payback” form for any incremental opportunities. Submit to Sigrid, Sophie and IN CET lead Sigrid & team to review each opportunity and provide feedback/approval (72 hours required) Once approved, RSM to work with CET to develop and finalize program IN CET to lead program development and execution

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