1. By, Bianca Roop, Brian Robinson, Katy Compton

2. Store LocationSKUsUnique SKUs*Audited by Wal-Mart Bentonville535Katy Wal-Mart MLK Blvd (6 th ) 525Brian Marvin’s IGA Fayetteville173Brian Target Rogers4213Katy Dollar General Bentonville170Katy Complete Audit 18126

3. Importance of Demographic Attributes Attributes Importance Household Composition 64.0 Number of Persons 57.9 Household Income 56.4 Marital Status of Head of Household 48.9 Number of Vehicles in Household 42.4 Race of Head of Household 20.5 Housing Tenure 15.4 Age of Oldest Child 13.3 Age and Presence of Children 13.2 Age of Head of Household 9.7 Occupation of Head of Household 8.6 Education of Head of Household 7.3

4. 3 Dominant Manufacturers P&G: Cascade Reckitt-Benckiser: Finish Colgate-Palmolive: Palmolive, Ajax The SKU that showed up in every store- P&G, Cascade- action pacs The number 1 dominant brand- P&G

5. CascadeFinish PowerballPamolive Eco +AjaxPrivate Label Demographic Variables% Total $Index% Total $Index% Total $Index% Total $Index% Total $Index Age of Head of Household Age 18 - 242.1%472.7%594.8%1063.6%792.3%51 Age 25 - 3415.0%9516.7%10622.8%14412.9%8216.8%106 Age 35 - 4421.8%11723.3%12527.8%14922.7%12224.3%130 Age 45 - 5422.0%10423.2%11020.5%9725.4%12023.4%111 Age 55 - 6417.5%9716.0%8912.3%6816.1%8915.8%88 Age 65 - 7412.1%10310.0%857.6%658.7%749.3%80 Age 75 or More9.5%948.1%804.4%4310.7%1058.1%79 Number of Persons 1 Person12.0%469.0%3410.1%3912.9%4910.1%39 2 Persons36.2%11234.0%10527.9%8634.9%10830.8%95 3 Persons18.7%11119.7%11718.5%11017.1%10218.6%110 4 Persons19.0%13719.7%14224.3%17419.3%13921.2%153 5+ Persons14.1%13117.6%16419.3%18015.8%14719.3%179 Education of Head of Household Not a High School Graduate8.7%639.5%6813.7%9823.9%17210.1%73 High School Graduate24.8%9124.5%8926.0%9526.3%9627.1%99 Some College29.7%10529.1%10329.6%10530.5%10827.7%98 College Graduate20.0%11221.0%11817.4%9813.2%7419.8%111 Post College Degree16.8%13215.9%12513.4%1056.1%4815.2%120

6. CascadeFinish PowerballPamolive Eco +AjaxPrivate Label Demographic Variables% Total $Index% Total $Index% Total $Index% Total $Index% Total $Index Age of Head of Household Age 18 - 242.1%472.7%594.8%1063.6%792.3%51 Age 25 - 3415.0%9516.7%10622.8%14412.9%8216.8%106 Age 35 - 4421.8%11723.3%12527.8%14922.7%12224.3%130 Age 45 - 5422.0%10423.2%11020.5%9725.4%12023.4%111 Age 55 - 6417.5%9716.0%8912.3%6816.1%8915.8%88 Age 65 - 7412.1%10310.0%857.6%658.7%749.3%80 Age 75 or More9.5%948.1%804.4%4310.7%1058.1%79 Number of Persons 1 Person12.0%469.0%3410.1%3912.9%4910.1%39 2 Persons36.2%11234.0%10527.9%8634.9%10830.8%95 3 Persons18.7%11119.7%11718.5%11017.1%10218.6%110 4 Persons19.0%13719.7%14224.3%17419.3%13921.2%153 5+ Persons14.1%13117.6%16419.3%18015.8%14719.3%179 Education of Head of Household Not a High School Graduate8.7%639.5%6813.7%9823.9%17210.1%73 High School Graduate24.8%9124.5%8926.0%9526.3%9627.1%99 Some College29.7%10529.1%10329.6%10530.5%10827.7%98 College Graduate20.0%11221.0%11817.4%9813.2%7419.8%111 Post College Degree16.8%13215.9%12513.4%1056.1%4815.2%120

7. CascadeFinish PowerballPamolive Eco +AjaxPrivate Label Demographic Variables% Total $Index% Total $Index% Total $Index% Total $Index% Total $Index Age of Head of Household Age 18 - 242.1%472.7%594.8%1063.6%792.3%51 Age 25 - 3415.0%9516.7%10622.8%14412.9%8216.8%106 Age 35 - 4421.8%11723.3%12527.8%14922.7%12224.3%130 Age 45 - 5422.0%10423.2%11020.5%9725.4%12023.4%111 Age 55 - 6417.5%9716.0%8912.3%6816.1%8915.8%88 Age 65 - 7412.1%10310.0%857.6%658.7%749.3%80 Age 75 or More9.5%948.1%804.4%4310.7%1058.1%79 Number of Persons 1 Person12.0%469.0%3410.1%3912.9%4910.1%39 2 Persons36.2%11234.0%10527.9%8634.9%10830.8%95 3 Persons18.7%11119.7%11718.5%11017.1%10218.6%110 4 Persons19.0%13719.7%14224.3%17419.3%13921.2%153 5+ Persons14.1%13117.6%16419.3%18015.8%14719.3%179 Education of Head of Household Not a High School Graduate8.7%639.5%6813.7%9823.9%17210.1%73 High School Graduate24.8%9124.5%8926.0%9526.3%9627.1%99 Some College29.7%10529.1%10329.6%10530.5%10827.7%98 College Graduate20.0%11221.0%11817.4%9813.2%7419.8%111 Post College Degree16.8%13215.9%12513.4%1056.1%4815.2%120

8. TOTAL HOUSEHOLDS - (BASE) ITEM $ (000)DOLLAR SHAREITEM PENETRATION ITEM $ PER ITEM TRIP % REPEAT BUYERS (% 2+ TIME BUYERS) % ITEM $ ON DEAL % DOLLARS WITH MANUFACTURE R COUPON CASCADE - DSHWSHR CPD - AUTOMATIC DISHWASHER COMPOUNDS TOTAL U.S. 287,636.040.324.05.049.123.011.0 WEST SOUTH CENTRAL 33,552.242.626.14.847.516.710.6 CASCADE COMPLETE - DSHWSHR CPD - AUTOMATIC DISHWASHER COMPOUNDS TOTAL U.S. 67,573.59.55.36.337.114.010.1 WEST SOUTH CENTRAL 5,595.57.14.05.541.114.012.2 CTL BR - DSHWSHR CPD - AUTOMATIC DISHWASHER COMPOUNDS TOTAL U.S. 80,641.911.39.23.645.16.00.1 WEST SOUTH CENTRAL 7,641.59.79.03.143.92.20.2 ELECTRASOL - DSHWSHR CPD - AUTOMATIC DISHWASHER COMPOUNDS TOTAL U.S. 59,899.88.49.92.937.839.623.1 WEST SOUTH CENTRAL 5,868.47.49.42.736.237.431.6 ELECTRASOL J- D P - DSHWSHR CPD - AUTOMATIC DISHWASHER COMPOUNDS TOTAL U.S. 102,098.814.310.44.839.334.414.7 WEST SOUTH CENTRAL 11,139.914.110.14.735.623.612.9

9. TOTAL AUTOMATIC DISHWASHER COMPOUNDS (DETERGENTS) LBS. Total Dollars Behavior Scape Framework LifeStyle BehaviorStage Cosmopolit an Centers Affluent Suburban Spreads Comfortabl e Country Struggling Urban Cores Modest Working Towns Plain Rural Living Total Start-Up Families HHs with Young Children Only < 6 12414914583119124126 Small Scale Families Small HHs with Older Children 6+ 108142126399389103 Younger Bustling Families Large HHs with Children (6+), HOH <40 10516616195140134136 Older Bustling Families Large HHs with Children (6+), HOH 40+ 14818316879131140149 Young Transitionals Any size HHs, No Children, < 35 67101963673 70 Independent Singles 1 person HHs, No Children, 35-64 49696126403445 Senior Singles 1 person HHs, No Children, 65+ 49655527404245 Established Couples 2+ person HHs, No Children, 35-54 1051301326393100107 Empty Nest Couples 2+ person HHs, No Children, 55-64 10714013357109106116 Senior Couples 2+ person HHs, No Children, 65+ 11514314055105107117 Total 93135125538992100

13. 3 Dominant Manufacturers P&G: Cascade Reckitt-Benckiser: Finish Colgate-Palmolive: Palmolive, Ajax The SKU that showed up in every store- P&G, Cascade- action pacs The number 1 dominant brand- P&G

14. 2012  17 stores audited  3- Wal-Mart  3- Neighborhood Market  3- Walgreens  3- Family Dollar  2- Dollar General  1- K-Mart  1- Marvin’s IGA  1- Target  133 SKU’s 2010  From 5 stores audited  Wal-Mart  Harps  Walgreens  Marvin’s IGA  Target  66 SKU’s

15.  Suppliers

17. Lack of shelf space Lack of SKUs Horrible margins Strong brand loyalty Quality differences difficult to determine

18.  Private label’s should decrease presence in this category  There is a low GM% on auto dish detergent with P/L and the increasing National Brands are starting to have an effect on P/L sales

19.  GM for P/L powder are lower than national brands  Too much depth