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ICE CREAM PAYCO FOODS

Sergio A. Or4z Intern

Client Service

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CATEGORY SEGMENTATION

P/M/A

SNACKS

SUPER PREMIUM

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ICE CREAM CATEGORY Super Premium developing within the category. Family snacks sells more units with less value & volume due to smaller products

$ 41,834.5 $ 41,940.7

355,054.5

337,705.92

10,896.06 11,510.07 0.0

50,000.0

100,000.0

150,000.0

200,000.0

250,000.0

300,000.0

350,000.0

400,000.0

RY14 RY15

TOTAL CATEGORY ICE CREAM

PMA losing within every sale. While super premium developing within value, volume & unit sales in the long trend

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DTT DEVELOPING WITHIN EVERY CATEGORY SEGMENT On the contrary UTT losing value share within Family Snacks & P/M/A

6,275.39

3,249.38

1,146.7 1,879.31

7,776.79

4,005.76

1,626.75 2,144.28

0 1000 2000 3000 4000 5000 6000 7000 8000

DTT FAMILY SNACKS PREMIUM/ MAINSTREAM/ AFFORDABLE

SUPER PREMIUM SNACKS

Sum of SALES VALUE US Dollar ('000) RY14 Sum of SALES VALUE US Dollar ('000) RY15

35,558.96

8,274.57

23,968.06

3,316.33

34,164.06

7,160.25

23,171.42

3,832.39

0

5000

10000

15000

20000

25000

30000

35000

40000

UTT FAMILY SNACKS PREMIUM/ MAINSTREAM/ AFFORDABLE

SUPER PREMIUM SNACKS

Sum of SALES VALUE US Dollar ('000) RY14

Sum of SALES VALUE US Dollar ('000) RY15

DTT consists of On Premise ConsumpUon, Gas StaUons, Colmados & Others & Independent Supermarkets. UTT includes Chain Supermarkets,

Massmerchandisers & Drugstores 15%

85%

19%

81%

DTT

UTT VALUE SHARE

RY14

RY15

+23.93%

+23.27%

+41.86% +14.1%

-‐3.92%

-‐13.46%

-‐3.36%

+15.56%

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PAYCO FOODS & OTHER COMPETITORS DEVELOPING Increasing pa[erns that reflect directly on Sterling & Private Labels

Long trend periods for top 4 manufacturers

Period development in which is reflected how Nestle + Prop & Other compe4tors increasing pa[ern affects PL & Sterling

34.87% 37.92%

20.73% 19.56%

34.49% 30.45%

9.74% 11.91%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

VALUE SHARE RY14 VALUE SHARE RY15

OTHER COMPETITORS PRIVATE LABELS

STERLING PAYCO FOODS

34.0% 34.5% 35.2% 37.8% 39.9% 40.0% 40.3%

19.63% 21.68% 19.86% 18.50% 17.56% 17.74% 18.17%

35.0% 32.1% 32.2% 30.8% 29.9% 29.4% 28.3%

11.45% 11.78% 12.76% 12.87% 12.69% 12.90% 13.22%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

VALUE SHARE FEB-‐MAR 2014

VALUE SHARE APR-‐MAY 2014

VALUE SHARE JUN-‐JUL 2014

VALUE SHARE AUG-‐SEP 2014

VALUE SHARE OCT-‐NOV 2014

VALUE SHARE DEC-‐JAN 2015

VALUE SHARE FEB-‐MAR 2015

PAYCO FOODS STERLING PRIVATE LABELS OTHER COMPETITORS

ICE CREAM-‐SNACKS

Sergio A. Or4z Intern

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Column ChartTOTAL PUERTO RICO l Period Ending: FEB - MAR 2015

Source: Nielsen l Country: l Total Market: TOTAL PUERTO RICO l Shared to: T. Total Market l Condition: Defined Market: TOTAL PUERTO RICO l Defined Product: T. Total Market l Defined Fact: SALES VOLUME OUNCES ('000) l Defined Period: FEB - MAR 2015

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Quickfacts v2.0 .Dictionary v

CATEGORY GROWING IN SALES VALUE & UNIT SALES Sales Volume Ounces decreasing in relevance while Sales Value & Unit Sales show a recovery pa[ern due to be[er sales performance of Super Premium

Source: Nielsen Retail Index (100% snacks)





Recovery pattern in sales value & unit sales from both long trend which reflects on RY14 vs RY15 & short trend from Feb-Mar 2014 vs Feb-Mar 2015

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PAYCO FOODS SHARE WIHTIN THE CATEGORY Increasing with Sterling in both value & volume share which reflects directly in private labels development in the long trend












Nestle + Prop. +4.5pp/+8.4pp Private Labels -‐6pp/-‐9.9pp

Nestle + Prop. +6pp/+11.7pp Private Labels -‐6.1pp/-‐13.7pp

T. TOTAL MARKET T. TOTAL MARKET

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CATEGORY SEGMENTS: SUPER PREMIUM VS FAMILY SNACKS








Source: Nielsen l Country: l Total Market: TOTAL PUERTO RICO l Shared to: T. Family Snacks l Condition: Defined Market: TOTAL PUERTO RICO l Defined Product: T. Total Market l Defined Fact: SALES VOLUME OUNCES ('000) l Defined Period: FEB - MAR 2015





Source: Nielsen l Country: l Total Market: TOTAL PUERTO RICO l Shared to: T. SPPS SNACKS l Condition: Defined Market: TOTAL PUERTO RICO l Defined Product: T. Total Market l Defined Fact: SALES VOLUME OUNCES ('000) l Defined Period: FEB - MAR 2015




FAMILY SNACKS SHOWING A + 85% VALUE SHARE & A +94% VOLUME SHARE STAYING AS THE PRINCIPAL SEGMENT WITHIN SNACKS

T. TOTAL MARKET

T. TOTAL MARKET

T. TOTAL MARKET

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MARKET STRUCTURE: DISTRIBUTION POINTS Food & Mass decreasing in sales importance within the category due to -‐12.4 % change in the long trend.


Stacked Column ChartValue Sales Importance - T. Total Market l Period Ending: FEB - MAR 2015




Value sales importance

T. TOTAL MARKET

Stacked Column ChartRY15 - T. Total Market l Period Ending: FEB - MAR 2015




RY14

RY15

T. TOTAL MARKET

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SALES IMPORTANCE FOR CATEGORY SEGMENTS Food & Mass %change loss comes from performance in Family Snacks . Super Premium snacks increasing within every point of sale


Pie ChartT. SPPS SNACKS l Period Ending: FEB - MAR 2015





Pie ChartT. Family Snacks l Period Ending: FEB - MAR 2015





FAMILY SNACKS SUPER PREMIUM SNACKS

T. SPPS SNACKS T. FAMILY SNACKS

Pie ChartRY15 - T. Family Snacks l Period Ending: FEB - MAR 2015





Pie ChartRY15 - T. SPPS SNACKS l Period Ending: FEB - MAR 2015





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FOOD & MASS

POSITIONING OPPORTUNITY PRIVATE LABEL P/M/A FOCUS

FAMILY SNACKS

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FOOD & MASS VALUE SHARE FAMILY SNACKS Payco Foods increasing value share within the long trend due to slower % change within this point of sale. PL showing a larger loss within value share

Source: Nielsen Retail Index (100% Family Snacks)

Column ChartFOOD & MASS l Period Ending: FEB - MAR 2015

Source: Nielsen l Country: l Total Market: TOTAL PUERTO RICO l Shared to: PAYCO FOODS l Condition: Defined Market: TOTAL PUERTO RICO l Defined Product: T. Total Market l Defined Fact: SALES VOLUME OUNCES ('000) l Defined Period: FEB - MAR 2015




RY13 RY14 RY15PAYCO FOODS 4.71$ 5.15$ 5.41$ T. PRIVATE LABELS 3.48$ 3.53$ 3.46$ OTHER COMPETITORS 4.02$ 3.90$ 4.19$ STERLING 4.95$ 4.92$ 4.99$

PRICE * UNIT

MARKET REFLECTS IMPORTANCE + 95% IN MULTIPACKS.

T. FAMILY SNACKS – FOOD & MASS






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FOOD & MASS VALUE SHARE FAMILY SNACKS As seen within the value share, Payco Foods showing stability within the volume %change which reflects in its increase within the value share







PAYCO FOODS LOWER 0Z*UNIT DUE TO SMALLER SIZE WITHIN MULTIPACKS. PL SHOWING LOWER

PRICE * OZ WITH BIGGER OZ * UNIT

RY13 RY14 RY15 RY13 RY14 RY15PAYCO FOODS 0.25$ 0.27$ 0.26$ 18.6 19.2 20.5T. PRIVATE LABELS 0.14$ 0.13$ 0.13$ 25.6 26.4 26.3OTHER COMPETITORS 0.14$ 0.19$ 0.20$ 28.2 20.2 20.9STERLING 0.17$ 0.22$ 0.24$ 28.8 22.6 20.9

PRICE * OZ OZ * UNIT







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FOOD & MASS: TYPE VARIETY Payco Foods concentrates on Sandwich & Bar/Pop. Sandwich increasing +3pp value share while bar/pop has a loss of -‐1.3pp value share from Feb-‐Mar 14 vs. Feb-‐Mar15


Stacked Column ChartFOOD & MASS - Value Share l Period Ending: FEB - MAR 2015

Source: Nielsen l Country: l Total Market: FOOD & MASS l Shared to: T. Family Snacks l Condition: Defined Market: TOTAL PUERTO RICO l Defined Product: T. Total Market l Defined Fact: SALES VOLUME OUNCES ('000) l Defined Period: FEB - MAR 2015














Total M

arket

Payco Foods

Other CompeUtors


T. FAMILY SNACKS – FOOD & MASS – VALUE SHARE

T. FAMILY SNACKS – FOOD & MASS VALUE SHARE

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PAYCO FOODS TOP INCREASING PRODUCTS Nestle All Others showing the biggest increase % within Payco Foods


Increasing % shows a direct relaUon with increasing handling & net handling distribuUon and increasing forward stock

Percent Change (Val) - Same Period Last Year CAMBIO(000') % CRECIMIENTO

RY15 RY14 RY15 RY14 RY15 RY14 RY15

TOTAL NESTLE,NESQUICK 2922% 41.78 4.6%TOTAL NESTLE,NESQUICK,LOW FAT,CHOCOLATE,BAR/POP,MULTIPACKS,5 TO 7 7481% 42.64 4.7% 67 71 42 59 29.5 216.3

TOTAL NESTLE,ESKIMO PIE 25% 46.02 5.1%TOTAL NESTLE,ESKIMO PIE,REGULAR,VANILLA,BAR/POP,MULTIPACKS,5 TO 7 11% 13.25 1.5% 66 70 48 64 166.5 226.2TOTAL NESTLE,ESKIMO PIE,SUGAR FREE,DARK CHOCOLATE,BAR/POP,MULTIPACKS,5 TO 7 49% 33.56 3.7% 67 71 53 58 130.2 237.7

TOTAL NESTLE,NESTLE DRUMSTICK 17% 36.86 4.1%TOTAL NESTLE,NESTLE DRUMSTICK,REGULAR,STRAWBERRY,BAR/POP,REGULAR,0 -‐ 3 OZ 50% 12.9 1.4% 43 31 27 25 7 10.4TOTAL NESTLE,NESTLE DRUMSTICK,REGULAR,SUNDAE VANILLA CHOCO SWRILS,CONE,MULTIPACK 33% 20.04 2.2% 59 65 43 41 83.4 110.7TOTAL NESTLE,NESTLE DRUMSTICK,REGULAR,VANILLA,CONE,MULTIPACKS,2 TO 4 43833% 13.15 1.5% 3 48 2 32 0.6 10.2

TOTAL NESTLE,ALL OTHERS 35.2% 241.03 26.6%TOTAL NESTLE,ALL OTHERS,REGULAR,OTHER FLAVORS,BAR/POP,MULTIPACKS,5 TO 7 95.9% 51.95 5.7% 61 68 44 61 46.7 103TOTAL NESTLE,ALL OTHERS,OTHER VARIETIES,OTHER FLAVORS,SANDWICH,MULTIPACKS,5 TO 7 28.4% 96.15 10.6% 70 71 67 71 989.2 1372.5TOTAL NESTLE,ALL OTHERS,OTHER VARIETIES,OTHER FLAVORS,CUP,MULTIPACKS,12 AND UP 386.2% 90.22 10.0% 26 30 18 27 49.2 205.8TOTAL 906.68 41.23%

Handling Distriution Net Handling Distribution Forward StockT. FAMILY SNACKS – FOOD & MASS

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PAYCO FOODS TOP DECREASING PRODUCTS Nestle Good For You driving Payco Foods decrease %


Decreasing % shows a direct relaUon with decreasing net handling distribuUon and decreasing forward stock

Percent Change (Val) - Same Period Last Year CAMBIO (000') % DECRECIMIENTO

RY15 RY14 RY15 RY14 RY15 RY14 RY15TOTAL PAYCO FOODS,SKINNY COW -26.0% -141.1 12.43%TOTAL PAYCO FOODS,SKINNY COW,LOW FAT,VANILLA,SANDWICH,MULTIPACKS,5 TO 7 -100.0% -22.2 1.95% 48.0 0.0 31.0 0.0 38.6 0.0TOTAL PAYCO FOODS,SKINNY COW,LOW FAT,VANILLA & CHOCOLATE,SANDWICH,MULTIPACKS,5 T -33.2% -31.2 2.75% 90.0 90.0 69.0 42.0 221.6 236.4TOTAL PAYCO FOODS,SKINNY COW,LOW FAT,CHOCOLATE FUDGE,CUP,REGULAR,5.1 - 7 OZ -100.0% -21.0 1.85% 58.0 0 38 0.0 40.8 0.0TOTAL PAYCO FOODS,SKINNY COW,OTHER VARIETIES,STRAWBERRY,SANDWICH,MULTIPACKS,5 TO -95.9% -14.1 1.24% 50.0 19 16 2.0 33.4 2.4TOTAL PAYCO FOODS,SKINNY COW,OTHER VARIETIES,CHOCOLATE TRUFFLE,BAR/POP,MULTIPACK -22.9% -25.3 2.23% 93.0 94.0 68.0 51.0 149.3 162.4TOTAL PAYCO FOODS,SKINNY COW,OTHER VARIETIES,COOKIES 'N CREAM,BAR/POP,MULTIPACKS -29.7% -16.5 1.45% 85.0 88.0 51.0 32.0 61.5 75.5

TOTAL NESTLE,GOOD FOR YOU -88.7% -207.6 18.28%TOTAL NESTLE,GOOD FOR YOU,FAT FREE,VANILLA & CHOCOLATE,SANDWICH,MULTIPACKS,2 TO -56.0% -19.2 1.69% 49.0 50.0 20.0 29.0 43.6 20.1TOTAL NESTLE,GOOD FOR YOU,NO SUGAR ADDED,VANILLA & CHOCOLATE,BAR/POP,MULTIPACKS, -94.0% -170.7 15.03% 70.0 23.0 55.0 2.0 184.8 8.7

TOTAL NESTLE,NESTLE -‐31% -‐85.03 7.49%TOTAL NESTLE,NESTLE,REGULAR,CHOCOLATE VANILLA,BAR/POP,MULTIPACKS,5 TO 7 -‐47% -‐47.27 4.16% 29 29 21 23 54.6 70.6TOTAL NESTLE,NESTLE,REGULAR,STRAWBERRY CHOCOLATE,CUP,MULTIPACKS,12 AND UP -‐76% -‐24.04 2.12% 9.0 6.0 4.0 1.0 2.3 7.0TOTAL -1,135.7 34.47%

Handling Distribution Max (Wtd)

Max. Net Handling Distribution (Wtd) Forward StockT. FAMILY SNACKS – FOOD & MASS

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Increasing or decreasing forward stock for products reflects directly on value share

ICE CREAM FAMILY SNACKS TAKE AWAYS

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Evalua4on of findings that can help to increase family snacks value share within a losing point of sale as the end result at the long trend

Crea4ng handling & net handling distribu4on strategies along with the increasing of forward stock will make a bigger impact on value share

Concentrate on star products and implement the opportuni4es

4

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THANK YOU!

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