1. Grain Milks Fall 2015 Emma Gibson Alex Del Sol

2. Category Role Grain Milk Category Statistics More than $85,000,000 in sales Penetration is 4.5% 7.3% sold on deal Item $ per buyer is 16.3

3. Category Role Blattberg’s Category Role Matrix

4. Stores AuditedNumber of SKU’s Per Store Wal-Mart Rogers- 8 th St. 30 Wal-Mart Fayetteville- MLK 52 Wal-Mart Fayetteville- Wedington 33 Target Ft. Smith- Phoenix Ave. 11 Target Rogers- Promenade Blvd. 14 Target Fayetteville- Shiloh Dr. 7 Harp’s Fayetteville- Crossover 46 Ozark Natural Foods Fayetteville- College Ave 10 Eight Stores Audited & Depth

5. Suppliers Silk Blue Diamond Hiland Lifeway 8 th Continent Rice Dream Simply Balanced

6. TOTAL MILK (AGGREGATE) Total Dollars 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 < 6 122150145107137125132 Small Scale Families Small HHs with Older Children 6+ 1001141119598108105 Younger Bustling Families Large HHs with Children (6+), HOH <40 119130145103145122128 Older Bustling Families Large HHs with Children (6+), HOH 40+ 162153165136149156154 Young Transitionals Any size HHs, No Children, < 35 53697354616560 Independent Singles 1 person HHs, No Children, 35-64 54566455586559 Senior Singles 1 person HHs, No Children, 65+ 60586958596662 Established Couples 2+ person HHs, No Children, 35-54 951031119892108102 Empty Nest Couples 2+ person HHs, No Children, 55-64 117104115100104116110 Senior Couples 2+ person HHs, No Children, 65+ 10610911395111116110 Total 911081128696103100

7. GENERIC (MILK : AGGREGATE) 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 < 6 258659359485891 Small Scale Families Small HHs with Older Children 6+ 167395253929169182 Younger Bustling Families Large HHs with Children (6+), HOH <40 25998209718959117 Older Bustling Families Large HHs with Children (6+), HOH 40+ 22215541114717147194 Young Transitionals Any size HHs, No Children, < 35 63764152484654 Independent Singles 1 person HHs, No Children, 35-64 8630116101292561 Senior Singles 1 person HHs, No Children, 65+ 276011537175651 Established Couples 2+ person HHs, No Children, 35-54 761335211519441100 Empty Nest Couples 2+ person HHs, No Children, 55-64 10216039128465684 Senior Couples 2+ person HHs, No Children, 65+ 17915272144634998 Total 125139135937449100

8. SILK (MILK : AGGREGATE) 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 < 6 101809175149126105 Small Scale Families Small HHs with Older Children 6+ 7796113541404689 Younger Bustling Families Large HHs with Children (6+), HOH <40 988912485699192 Older Bustling Families Large HHs with Children (6+), HOH 40+ 188107992219746118 Young Transitionals Any size HHs, No Children, < 35 101193816914399111 Independent Singles 1 person HHs, No Children, 35-64 10610163104596481 Senior Singles 1 person HHs, No Children, 65+ 483974107756067 Established Couples 2+ person HHs, No Children, 35-54 16115877718682105 Empty Nest Couples 2+ person HHs, No Children, 55-64 1491191161508863108 Senior Couples 2+ person HHs, No Children, 65+ 145153991549994118 Total 119116941079876100

9. Variables and Measures SilkHiland8th ContinentGeneric Demographic Variables% VolumeIndex% Total $Index% VolumeIndex% VolumeIndex Number of Persons 1 Person20.9%7721.5%7915.0%5515.1%56 2 Persons37.0%11535.4%10926.9%8322.7%70 3 Persons16.6%10217.5%10813.7%8431.4%194 4 Persons14.3%10915.0%11416.9%12916.0%122 5+ Persons11.3%10210.7%9627.6%24814.8%133 Household Income Under $10,0007.8%1067.5%1025.6%778.5%116 $10,000 - $19,9997.9%7414.2%1328.5%7912.9%121 $20,000 - $29,9998.7%8213.8%13114.4%1376.5%61 $30,000 - $39,9998.8%8911.3%11511.5%11711.6%118 $40,000 - $49,9998.2%9210.2%1147.0%7910.7%121 $50,000 - $74,99917.9%10118.1%10115.6%8714.4%81 $75,000 - $99,99914.6%12210.2%8510.4%8715.9%132 $100,000 - $149,99915.8%12211.1%8519.7%15116.1%124 $150,000 or More10.2%1033.8%387.3%743.4%34 Age and Presence of Children Age < 67.6%1045.5%7612.4%1697.9%108 Age 6 - 1718.3%10020.7%11218.3%10030.2%164 Age < 6 & 6 - 176.8%1056.8%10423.6%3639.7%150 No Children67.2%9967.1%9945.8%6752.2%77

10. Differentiation

11. Share of Display Space, Wal-Mart

13. Share of Display Space, Target

15. Share of Gross Margin $

16. Share of Gross Margin %

18. Prior Audit Comparison

19. Private Label or Supplier Dependence?