1. AUTO DISH DETERGENT Fallon Langford Janis Harju

2. CATEGORY ROLE  High Penetration in Households  Moderate Category Sales- $714,103,875  High percentage of Deals  Harps and Walgreens had more deals than Walmar t  Location:  Ends of the aisle where it was easy to find  Cascade had the most self-space and best locations  Private label tended to be on the bottom or on the outside of the category

3. BLATTBERG’S CATEGORY ROLE MATRIX

4. STORE AUDIT INFORMATION Stores Audited# SKU’s% of Category Harps Bentonville 4330.2% Harps Fayetteville 4330.2% Walmart Supercenter Pleasant Crossing 7049.3% Walmart Supercenter Elm Springs 6847.5% Neighborhood Market Garland 3726.1% Neighborhood Market Promenade 1812.6% Walgreens Robinson 139.2% Walgreens Joyce 1510.6% Sam’s Club Fayetteville 42.8% Aldi 21.4%  Walmart Supercenter had the most assortment with 49.3% of all the SKU’s  P&G products had the most SKU’s in almost all stores.

5. Finish Powerball - Dshwshr Cpd (Detergents : Auto Dshwsh Cpd) Lbs. 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 127219171125137109150 Small Scale Families Small HHs with Older Children 6+ 1061091358811385107 Younger Bustling Families Large HHs with Children (6+), HOH <40 19116920587207126162 Older Bustling Families Large HHs with Children (6+), HOH 40+ 12117017274141179149 Young Transitionals Any size HHs, No Children, < 35 891444067914379 Independent Singles 1 person HHs, No Children, 35-64 49567130432544 Senior Singles 1 person HHs, No Children, 65+ 48585917443944 Established Couples 2+ person HHs, No Children, 35-54 94133123739197104 Empty Nest Couples 2+ person HHs, No Children, 55-64 95133112648597103 Senior Couples 2+ person HHs, No Children, 65+ 1151331235388 103 Total95134121659585100

6. Private Label (Detergents : Auto Dshwsh Cpd) Lbs. 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 1121261837611396118 Small Scale Families Small HHs with Older Children 6+ 1291341925610189119 Younger Bustling Families Large HHs with Children (6+), HOH <40 11918314374166115134 Older Bustling Families Large HHs with Children (6+), HOH 40+ 12214223062156158150 Young Transitionals Any size HHs, No Children, < 35 77766433876367 Independent Singles 1 person HHs, No Children, 35-64 37606941473747 Senior Singles 1 person HHs, No Children, 65+ 61647028595357 Established Couples 2+ person HHs, No Children, 35-54 961061215512797103 Empty Nest Couples 2+ person HHs, No Children, 55-64 10912114258110131119 Senior Couples 2+ person HHs, No Children, 65+ 8910213369116127112 Total881121365210297100

7. Cascade CP SC Ex - Dshwshr cpd (Detergents : Auto Dshwsh Cpd) Lbs. * 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 68165107126152127128 Small Scale Families Small HHs with Older Children 6+ 107142103709777101 Younger Bustling Families Large HHs with Children (6+), HOH <40 98224127978077114 Older Bustling Families Large HHs with Children (6+), HOH 40+ 601521276414173111 Young Transitionals Any size HHs, No Children, < 35 611308459657473 Independent Singles 1 person HHs, No Children, 35-64 35568029585452 Senior Singles 1 person HHs, No Children, 65+ 60678041614057 Established Couples 2+ person HHs, No Children, 35-54 661731385310174104 Empty Nest Couples 2+ person HHs, No Children, 55-64 91871596811696108 Senior Couples 2+ person HHs, No Children, 65+ 11616617675196166160 Total721351256410488100

9. AUTO DISH DETERGENTS  Brands have similar demographics  All Brands, including private label, have high penetration in households with children  Generalizations:  Buyers have high income level  Auto Dishwashing products do not do well in struggling urban cores  Single people do not tend to buy auto dishwashing detergents

10. Demography Harps #127Harps #176Walmart #5260 NBHD MRKT #5737 NBHD MRKT #5837 % HHs HHs Index % HHs HHs Index % HHs HHs Index % HHs HHs Index % HHs HHs Index Race of Head of Household White78.9%11582.8% 121 74.0%10882.0%11980.8%118 Black3.2%275.6%472.0%175.7%472.3%19 Hispanic5.8%474.2%3319.6% 156 5.1%4012.4%99 Asian9.2% 206 3.8%842.5%563.9%872.6%59 Other2.8% 125 3.6% 158 2.0%873.4% 148 1.8%79 Household Income Under $10,0005.3%7117.7% 240 4.6%6218.1% 245 3.6%48 $10,000 - $19,9998.4%7817.6% 164 6.3%5918.2% 170 5.0%46 $20,000 - $29,99910.1%9612.3%1178.5%8111.8%1117.1%67 $30,000 - $39,99910.5%10710.8%10910.4%10510.1%1037.0%72 $40,000 - $49,9997.9%898.8%999.8%1108.1%9110.4%117 $50,000 - $74,99917.2%9612.8%7224.1% 136 14.9%8420.4%115 $75,000 - $99,99910.7%896.5%5413.4%1126.6%5512.3%103 $100,000 - $149,99915.2%1177.9%6112.9%998.8%6814.3%110 $150,000 or More14.8% 150 5.7%5710.1%1023.4%3520.0% 203 Circular Trading Area: NWA Region

11. Demography Harps #127Harps #176Walmart #5260NBHD MRKT #5737 NBHD MRKT #5837 % HHsHHs Index% HHsHHs Index% HHsHHs Index% HHsHHs Index% HHs HHs Index Age of Head of Household Age 18 - 245.4% 133 18.7% 461 4.5%11117.8% 438 4.5%111 Age 25 - 3420.7% 137 28.2% 186 19.1% 126 29.5% 195 15.9%105 Age 35 - 4421.5% 125 16.1%9323.4% 136 17.7%10322.5% 130 Age 45 - 5421.0%10712.1%6120.6%10512.5%6422.0%112 Age 55 - 6414.9%7712.2%6315.0%7711.5%5916.5%85 Age 65 - 749.1%667.3%539.4%686.5%4810.2%74 Age 75 or More7.4%695.4%508.0%744.6%428.4%77 Age and Presence of Children Age < 68.6%1186.8%939.1% 125 7.7%1068.0%109 Age 6 - 1722.3% 121 9.7%5320.2%11011.7%6320.3%111 Age < 6 & 6 - 177.0%1083.6%5612.9% 198 3.9%6112.1% 186 No Children62.0%9179.8%11857.8%8576.7%11359.6%88 Housing Tenure Own54.3%8433.8%5265.3%10037.2%5768.8%106 Rent45.7% 131 66.2% 189 34.7%9962.8% 179 31.2%89 Education of Head of Household Not a High School Graduate7.9%637.2%5715.7% 124 7.2%579.9%78 High School Graduate25.5%10116.3%6427.0%10719.9%7920.9%83 Some College27.4%9533.1%11524.4%8532.8%11423.3%81 College Graduate25.2% 131 22.2%11521.9%11419.9%10328.3% 147 Post College Degree13.9%9921.2% 151 11.1%7920.2% 144 17.7% 126

12. CATEGORY ASSESSMENT  Audits were done February 2015-March 2015  33 products were unique to only 1 store  P&G had the most differentiation between stores- 19 unique products  P&G appears to be the Category Captain at Walmart stores  Harps and Walmart have two private label products  Hard to determine quality of private label compared to national brands

13. LISTING OF FIRMS  Dominant Brands  P&G  Reckitt Benckise  Private Label  Nice!- Walgreens  Always Save- Harps  Best Choice- Harps  Reeva- Aldi  Member’s Mark- Sam’s Club  Great Value- Walmart  Price First- Walmart  Others  Lemi-Shine  Palmolive  Oxi-Clean  Ajax All-in-One  Myers

19. COMPARISON  The category has grown slightly from Spring 2014 to Spring 2015  Spring 2014 total SKUs- 74  Fall 2014 total SKUs- 127  Spring 2015 total SKUs- 142  Since 2012 the number of private label SKUs have remained the same  Both P&G and Reckitt Benckise have increased their amount of SKUs  Spring 2014 audit contained Phoenix Brand products, Walmart no longer carries the Phoenix Brand  There does not appear to be any new products compared to the older audits, just different sizes and quantities in existing products

20. TAKEAWAYS  Hard to decipher between Private Label quality and National Brand quality  Has to be tested scientifically  Lots of differentiation between store SKUs  Lots of sizes, quantities, and scents offered  Category grew slightly this year compared with past audits