1. Copyright ©2013 The Nielsen Company. Confidential and proprietary. WHY 10% OF YOUR CONSUMERS ARE WORTH 5X MORE THAN THE REST SUPER CONSUMERS Copyright ©2013 The Nielsen Company. Confidential and proprietary. #Consumer360

2. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 2 #Consumer360 PRESENTATION SPEAKERS Cannon Koo Director, Analytics Kraft Foods Eddie Yoon Principal The Cambridge Group and Category Creation Expert Greg Gallagher Category Director Kraft Foods

3. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 3 #Consumer360 The value Kraft sees with them WHAT WE’LL COVER TODAY SUPER CONSUMERS Who are they? ?

4. #Consumer360 WHO ARE THEY?

5. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 5 #Consumer360 THEY MAY SEEM FAMILIAR… HEAVY USER HIGHLY INVOLVED

6. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 6 #Consumer360 EMOTIONALLY ECONOMICALLY BUT THEY ARE MORE POWERFUL 10% of HH typically drive 30% of sales and as much as 50% of profit HEAVY USER HIGHLY INVOLVED SUPER CONSUMERS

7. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 7 #Consumer360 LET’S DEBUNK THE MYTHS 7 Weird people with an unnatural obsession Rich consumers with money to throw around Not relevant to my category or business Already saturated in the category I can’t win with them I don’t know where to find them

8. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 8 #Consumer360 THEY ARE THE SUPER HEROES OF YOUR CATEGORY SUPER SENSES STRONGERFASTER

9. Copyright ©2013 The Nielsen Company. Confidential and proprietary. SUPER CONSUMERS VALUE FOR KRAFT Copyright ©2013 The Nielsen Company. Confidential and proprietary.

10. 10 #Consumer360 SUPER CONSUMERS ELEVATED VELVEETA PROFIT POTENTIAL HIGHER LOWER GROWTH POTENTIAL Impact of SUPER CONSUMERS

11. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 11 #Consumer360 THEY MADE US RETHINK… The frame of reference New product development Go-to market strategy

12. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 12 #Consumer360 BUSTING MYTHS Weird people with an unnatural obsession Rich consumers with money to throw around Already saturated in the category I can’t win with them

13. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 13 #Consumer360 SUPER CONSUMERS IMPACT KRAFT ANALYTICS BEFORE 4 MONTHS AFTER 90% Focus on SUPER CONSUMERS 0% focus on SUPER CONSUMERS TODAY KRAFT IS AN INDUSTRY LEADER, IDENTIFYING TRENDS AS THEY HAPPEN

14. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 14 #Consumer360 SUPER CONSUMER: EXPAND ACROSS RESEARCH TYPES IDENTIFYINGTESTINGTRACKING

15. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 15 #Consumer360 IDENTIFY CONSUMER GROUPS AND EXPAND CONSUMPTION POTENTIAL

16. Copyright ©2013 The Nielsen Company. Confidential and proprietary. WHAT’S NEXT? Copyright ©2013 The Nielsen Company. Confidential and proprietary.

17. 17 #Consumer360 IMAGINE SHARING THIS WITH YOUR CEO… FACT-BASEPERFORMANCE1 4KEY DECISIONS3RESOURCE ALLOCATION SUPER CONSUMERS => 50% They view the category as not just food, but as entertainment and education => 10% CATEGORY A 2 Focus marketing dollars Pull back on trade promotion Focus on closing distribution gaps SUPER CONSUMERS MARKETING $ HIT SUPER CONSUMERS TRADE $ HIT SUPER CONSUMERS TOTAL POINTS OF DISTRIBUTION GAP WITH KEY SUPER CONSUMER MARKETS

18. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 18 #Consumer360 SUPER CONSUMERS EFFECTIVELY DRIVE GROWTH CROSS-FUNCTIONALSPEED This serves as a north star and tie breaker for all strategy development, resource allocation and execution SIMPLICITY

19. #Consumer360 HOW CAN YOU MAKE THIS WORK FOR YOU TOMORROW?

20. #Consumer360 Q&A