1. Presented by: REACHING DIVERSE AUDIENCES IN GROCERY: A GLOBAL PERSPECTIVE Robin Sherk Director, Retail Insights May 28, 2012 Canadian Grocer Ethnic Grocery Conference

2. © Copyright 2013 Kantar Retail Where We Examined to Bring in a Global View Source: Kantar Retail research, analysis 2

3. © Copyright 2013 Kantar Retail A Host of Differences: 3 Some Aspects May Not Translate… Source: Kantar Retail store visits (China, India) and research

4. © Copyright 2013 Kantar Retail Taking the Broad View: Similarities, Differences Shopper Dispositions… Source: Kantar Retail research, analysis 4 IndividualCommunity Good PriceBrands, Value Meal ConvenienceMeal Involvement

5. © Copyright 2013 Kantar Retail A Framework for Conventional Players Value beyond price Engaging experience Inclusive appeals Enticing products To Reaching Diverse Audiences Source: Kantar Retail analysis 5

6. © Copyright 2013 Kantar Retail Accommodating Tastes Throughout Picking the Right Products is the First Step Source: Kantar Retail store visits – U.S.A. (California and Washington) 6 Enticing products

7. © Copyright 2013 Kantar Retail Making the Offering More Accessible Encouraging Shoppers to Explore Source: Kantar Retail store visits (U.S.A- California), analysis 7 Enticing products

8. © Copyright 2013 Kantar Retail Beating Ad Match… Aggressive Assertions, and Private Prices… Source: Kantar Retail store visits: U.S.A., U.K., Kuwait, Kantar Retail analysis 8 Value beyond price

9. © Copyright 2013 Kantar Retail And Driving Exclusive Items, Packs Linking with National Brands, Assuring Quality Source: Kantar Retail store visits – U.K. 9 Value beyond price Asserting customer approvalLeveraging brands for unique offer

10. © Copyright 2013 Kantar Retail Reflecting, Involving the Community Source: Kantar Retail research, company promotions 10 Inclusive appeals

11. © Copyright 2013 Kantar Retail Holidays to Teach, Share Customs Source: Kantar Retail store visits: Kuwait (Jabriya Co-op), U.S.A. 11 Inclusive appeals

12. © Copyright 2013 Kantar Retail Eye-Catching, Involving Experiences While Informing the Decision Process Source: Kantar Retail store visits: U.K., U.S.A. 12 Engaging experience

13. © Copyright 2013 Kantar Retail Aiding the Trip Via Digital Catering to a Diverse Set of Demands Source: Kantar Retail store visits: U.S.A., U.K., U.A.E. 13 Engaging experience

14. © Copyright 2013 Kantar Retail A Framework for Conventional Players Value beyond price Engaging experience Inclusive appeals Enticing products Reaching Diverse Audiences Source: Kantar Retail analysis 14

15. © Copyright 2013 Kantar Retail Closing Considerations Re-assess your presentations, packaging to ensure that they are accessible across audiences Leverage holidays to teach others about Canada, and connect to foreign celebrations to aid relevance, excitement Assert global brands to build credibility, and explore unique packs to drive a differentiated value proposition Explore emphasizing your services and introducing multi- channel conveniences that smaller chains do not offer Focus on Inclusion Source: Kantar Retail analysis 15

16. © Copyright 2013 Kantar Retail 501 Boylston Street Suite 6101 Boston, MA 02116 F +1 630 245 5647 www.KantarRetailiq.com Robin Sherk Director, Retail Insights Robin.Sherk@KantarRetail.com T +1 212 896 8191