1. Valentine’s Day 2012

2. Boxed Chocolate – Seasonal Lifts
+177%
+197%
Valentine’s Day is the 2nd largest buying occasion (after Christmas) for boxed chocolate and experiences a +177% lift in dollar sales
IRI National Food, 4 week periods – lift calculated against an average across all months

3. Boxed Chocolate – Seasonal Lifts
+248%
+208%
Valentine’s Day is the largest buying occasion within boxed chocolate and experiences a +248% lift in dollar sales
IRI National Food, 4 week periods – lift calculated against an average across all months

4. merci – Seasonal Lifts
+283%
+90%
Valentine’s Day is the 2nd largest buying occasion (after Christmas) for merci and experiences a +90% lift in unit sales
IRI National Food, 4 week periods – lift calculated against an average across all months

5. merci – Seasonal Lifts
+221%
Valentine’s Day is the 2nd largest buying occasion (after Christmas) for merci and experiences a +53% lift in dollar sales
IRI National Food, 4 week periods – lift calculated against an average across all months

6. merci – Seasonal Lifts (Food)
+249%
196%
-16%
+142%
-9%
merci has been underdeveloped in Food during the Valentine’ s season. Growth within FDM is traced back to Drug and Mass with Food being an opportunity area.
IRI National Food, 4 week periods – lift calculated against an average across all months

7. merci – Seasonal Lifts (Food)
+309%
+274%
-19%
+138%
-8%
merci has been underdeveloped in Food during the Valentine’ s season. Growth within FDM is traced back to Drug and Mass with Food being an opportunity area.
IRI National Food, 4 week periods – lift calculated against an average across all months

8. merci – Valentine’s Day 2012
The perfect way to say “I Love You” during Valentine’s season – a key retail period for merci
merci is a premium gift a significant other will appreciate and share with friends and family
Product Details:
10ct Everyday Case (8.8 oz.) Item # [-81]
$3.87 Unit Cost
20ct Floorstand Display (8.8 oz.) Item #
$77.40 Unit Cost

9. Appendix

10. 2011 – The Start of Something Big

11. Storck’s #1 Chocolate Brand Globally
Storck USA Marketing
October 2010 Broker Meeting

12. Broadly Distributed within Europe
FIN
In media-supported markets in Europe, merci is generally a top 3 boxed chocolate brand N S
# 5
# 15
Distribution with media
Distribution without media
Market Share Value #
EST
RUS LR
IRL DK
# 67 LT GB
# 1
BEL NL D
# 2 PL B
# 3
# 5
# 1 CZ
# 3 F UA SK A CH
# 1 H
# 2
SLO RO
# 6 HR I
# 8
# 3
BiH
BIH
SRB P E E
# 6 BG
# 4
# 6
# 9 MK GR 1 12

13. 2010 – 2011 Media Test Ready for the next step:
As a result of national distribution and a growing base sales, merci has begun to test TV media in select regions

14. merci Media Test Markets
Columbus
Portland
Pittsburgh
Portland
Columbus
Pittsburgh
Total Population
.6% / 2.3M
.3% / 1.6M
.5% / 2.2M
W population
444,136
328,663
388,802
Household Income
$58,682
$59,213
$51,414
Most visited Stores for W 35-54
Fred Meyer, Safeway, WinCo
Kroger, Giant Eagle
Giant Eagle, Wal Mart, Shop’n Save
Source: The Nielson UE Estimates 2011 city-data.com estimates

15. Year round merci TV media
merci begun advertising in 2010 during the Christmas period and will continue advertising throughout 2011 and 2012 in the select test market regions
(2) creative ads to showcase two distinctive giving occasions
13 weeks on air – during key chocolate holidays

16. Food Test Market Results vs. YA
Columbus, Pittsburgh, Portland

17. Columbus Results - Unit Sales vs. YA
Christmas:
5 wks of media
+352%
vs. YA
Valentine’s Day:
2 wks of media/
3 wks of impact
+231%
vs. YA
The test market has shown strong results in Columbus vs. YA both during Christmas (+352%) and Valentine’s (+231%).
Source: IRI Scanner Data, Columbus Food RMA, 1wk periods ending 02/20/11

18. Pittsburgh Results - Unit Sales vs. YA
Christmas:
5 wks of media
+238%
vs. YA
Out of Stock
Valentine’s Day:
2 wks of media/
3 wks of impact
FLAT
vs. YA
The test market has shown strong results in Pittsburgh vs. YA during Christmas (+238%) but is flat in the Valentine’s season.
Source: IRI Scanner Data, Columbus Food RMA, 1wk periods ending 02/20/11

19. Portland Results - Unit Sales vs. YA
Christmas:
5 wks of media
+23%
vs. YA
Valentine’s Day:
2 wks of media/
3 wks of impact
+28%
vs. YA
The test market has shown strong results in Portland vs. YA both during Christmas (+23%) and Valentine’s (+28%).
Source: IRI Scanner Data, Columbus Food RMA, 1wk periods ending 02/20/11

20. Food Test Market Results vs. Control Group
Columbus, Pittsburgh, Portland

21. Columbus Results - Unit Sales vs. Cleveland
Christmas:
5 wks of media
+38%
vs. Control
Out of Stock
Valentine’s Day:
2 wks of media/
3 wks of impact
+47%
vs. Control
The test market has shown strong results in Columbus both during Christmas (+38%) and Valentine’s (+47%).
Source: IRI Scanner Data, Columbus Food RMA, 1wk periods ending 02/20/11

22. Pittsburgh Results - Unit Sales vs. New England
Christmas:
5 wks of media
+695%
vs. Control
Out of Stock
Valentine’s Day:
2 wks of media/
3 wks of impact
TPR in 2010
-33%
vs. Control
The test market has shown strong results during Christmas (+695%) and softness during the Valentine’s season.
Source: IRI Scanner Data, Columbus Food RMA, 1wk periods ending 02/20/11

23. Portland Results - Unit Sales vs. Seattle
Christmas:
5 wks of media
+78%
vs. Control
Valentine’s Day:
2 wks of media/
3 wks of impact
+98%
vs. Control
The test market has shown strong results vs. control group in Portland both during Christmas (+78%) and Valentine’s (+98%).
Source: IRI Scanner Data, Columbus Food RMA, 1wk periods ending 02/20/11

24. Test Market Snapshots
National Drug & Mass

25. Columbus – Total Unit Sales – National Drug and Mass
Christmas:
5 wks of media
+1,175%
vs. Control
Valentine’s Day:
2 wks of media/
3 wks of impact
TPR in 2010
+1,244%
vs. Control

26. Portland – Total Unit Sales - National Drug & Mass
Christmas:
5 wks of media
+298%
vs. Control
Out of Stock
Valentine’s Day:
2 wks of media/
3 wks of impact
TPR in 2010
+442%
vs. Control

27. Pittsburgh – Total Unit Sales – National Drug & Mass
Christmas:
5 wks of media
+287%
vs. Control
Out of Stock
Valentine’s Day:
2 wks of media/
3 wks of impact
+536%
vs. Control