1. Apple Juice Mark Gentry & Louis Vasquez

2. Category Assessment We Audited 10 Stores – (3) Wal-Mart – (3) Harp’s – (2) WalGreen’s – (1) Marvin’s – (1) Target We found a total of 30 sku’s for these stores Great Value was the leading Brand in Wal-Mart Nestle Juicy Juice was found in 7 out of 10 store

3. Sku Display StoreSku’sDominating Brand Wal-Mart 6th10Great Value Wal-Mart Joyce10Great Value Harp’s College11AWG Harp’s Crossover13AWG Marvin’s13Musselman’s

4. Overview The category Apple Juice had total sales of 616,309,900 in 2007. Private Label Per Store is the leading brand – For the stores we audited we found that the Private Label brands led the way especially for Wal-Mart and Harp’s.

5. Demographics According to data for the selling year of 2003 The leading buyer in Apple Juice plus Private label have the following qualities: – Income $30,000-$70,000 – Kids less than 6 years old – 5+ Family member Old Orchard led the way for lower income families Along, with lucky leaf for incomes under $20,000

7. Display Space Wal-Mart had the largest display and selection of Apple Juice Available – They used on average 54% of the facing available per store to display their great value product Harp’s had the next highest percentage at 40% The smaller stores usually had a about 50/50 ratio of their private label displayed

8. Retailer Manufacturer Wal-Mart 6thHarps CollegeHarps X-OverMarvinsTarget American Brands% of Total Sum17.7%51.6% % of Total N20.0%42.9% N23 AWG% of Total Sum51.4%28.1%3.0% % of Total N27.3%23.1%7.7% N331 Clear Value% of Total Sum9.1% % of Total N7.7% N1 Harvest Classic% of Total Sum4.8% % of Total N10.0% N1 Knouse Foods% of Total Sum10.0%28.1%21.2% % of Total N36.4%30.8%23.1% N443 Langer Juice Co.% of Total Sum25.7%6.3%6.1% % of Total N9.1%7.7% N111 Nestle% of Total Sum14.5%5.7%15.6%15.2%19.4% % of Total N20.0%9.1%15.4% 14.3% N21221 Old Orchard LLC.% of Total Sum4.3%9.4%9.1%9.7% % of Total N9.1%7.7% 14.3% N1111 S. Martinelli% of Total Sum9.1% % of Total N7.7% N1 Sabroso% of Total Sum11.3%2.9%12.5%9.1% % of Total N20.0%9.1%15.4%7.7% N2121 Shurfine Markets% of Total Sum18.2% % of Total N15.4% N2 Target% of Total Sum19.4% % of Total N28.6% N2 Wal-Mart% of Total Sum51.6% % of Total N30.0% N3 TotalN101113 7

9. Private Label With Wal-Mart leading the way all retail chains large and small have begun to develop a private label Wal-Mart – Great Value Target – Market Pantry Harp’s – AWG/Always Save Wal-Greens – Wal-Greens

11. Category Role Apple Juice maintains margins anywhere from 20% to 50% According to 2007 data Apple Juice had a penetration percentage of 41% This break down leads to Apple Juice being a “Cash Machine”

12. ITEM $ (000)DOLLAR SHARE ITEM BUYERS (000) ITEM PENETRATION ITEM $ PER ITEM BUYER % ITEM $ ON DEAL% DOLLARS WITH MANUFACTURER COUPON FRUIT JUICE - APPLE 616,309.9100.047,080.540.613.122.51.7 LANGERS 10,818.71.82,345.22.04.639.61.9 MARTINELLI'S 13,726.52.2786.70.717.43.30.0 MOTT'S 86,828.314.111,391.09.87.626.42.4 MOTT'S ORGANICS 659.60.1137.90.14.86.86.6 MUSSELMAN'S 2,366.60.4479.60.44.930.70.1 NESTLE JUICY JUICE 43,445.17.15,811.55.07.516.23.8 OLD ORCHARD 20,272.33.34,384.33.84.629.70.9 OLD ORCHARD ORGANICS 951.00.2138.10.16.917.50.6 TREE TOP 62,038.410.16,271.15.49.925.05.3

13. Recommendations Private label was seen in all the stores we chose to audit Wal-Mart led the way in this category by far and away. – Their entry into this category has shown great success but has not made other retailers shy away from pursuing their labels as they all have shown success. Private label in Apple Juice shows proven success and would be a wise choice to enter the market.