final presentation updated (1)

Final Marketing PresentationEric Reinhard August 9, 2016

2

Agenda

• Billbacks Project• Whole Foods Project• Broker Project

Billbacks Project

• Update the billback instructions for each brand• Be able to more easily identify which brands have billbacks, and

what are the significant elements of each

Billbacks Project: Objectives

• Met with the various Marketing Managers to update past billback instructions or create new ones

• Added to the updated instructions for each brand the following data from the 2016 Master Budget File:

• 2016 Sales Budget• Trade Promotion Fund (TPF) Base• Lump sums• New Distribution

• Compiled the following information for each brand into a matrix:• Existence of billback• Timing of billback• Payment method

Billbacks Project: Project Elements

Example of Updated Instructions: HoneycupINSTRUCTIONS FOR BILLING BACK HONEYCUP:Brand Manager: Jen Tang

Budget:$25.500 yearly budget:

New DstributionPromotionsDemosDisplaysPrice PointPromotional Programs/Scans

IRI: $7500.00

Structure of Billback:Invoice annually once year is closedALL invoices should be sent with PDF's of the correlating backup reports (Spending-YTD credits by RSM, customer, account)ALL invoices should be emailed to Evan Wayne at honeycupm@aol.com

Billback Invoice Details:TPF Report - send summary of all spending by category

List the actual expenses that this budget should coverIRI: $7500.00

Notes from 2016 Master Budget File2016 Sales Budget: $1,149,883TPF Base: 13.35%Lumpsums: N/ANew Distribution: $20,000Comments: Includes ND; Maximum billback to brand is $25,500

BRAND BILLBACK SUMMARY MATRIXBILLBACKS TIMING PAYMENT METHOD COMMENTS

Y=YES N=NO

Q = QRTLY H = 6 MOS

A = ANNUAL

FG = FREE GOODS D = DEDUCTION

C = CHECK W = WIRE M = MIXED

ALLEGRO Y Q CAPPLE CHIPS Y H D NEW BRAND - ND AND SAMPLES ONLYBONNE MAMAN Y A DCERULEAN SEAS NCHINA BOWL Y M D FINANCE RECONCILIATION MONTHLYDR. WOODS Y FINANCE RECONCILIATION MONTHLYFAMILIA Y H DFELIX Y Q DFIFTY-50 Y M D FINANCE RECONCILIATION MONTHLYHEARTLINE FOODS Y M D FINANCE RECONCILIATION QUARTERLYHONEYCUP Y AJANE'S KRAZY SEASONINGS Y AJULES DESTROOPER Y Q DKUHNE Y Q DMcCANN'S Y Q FGMONARI Y Q DPANNI Y Q DPERO Y Q FGRYVITA Y Q LEAVING PORTFOLIOSIGNORE S N FINANCE RECONCILIATION QUARTERLYSUN BRAND NSYLVIA'S N FINANCE RECONCILIATION MONTHLYTIGER TIGER Y Q FGTROPICAL PEPPER N

Billbacks Matrix

• Updated the billback instructions for each brand and put in public shared drive

• Included pertinent data from the 2016 Master Budget File in each brand’s billback instructions

• Compiled basic, but important, billback information for each brand into a matrix

• Reduction of leakage• More likely to be paid for things we should be

Billbacks Project: Results

Whole Foods Project

• Allow for easier access and analysis of important data from the Whole Foods Portal

Whole Foods Project: Objective

• Ran reports to gather the following data for each sku of every brand for both 12 week and 52 week periods:

• Net Sales ($)• % Net Sales YOY• Unit Sales• % Unit Sales YOY• Average Retail Price (ARP)• Store Count CY• Store Count LY

• Compiled this data into two Master Files

Whole Foods Project: Project Elements

Master File Example

Region UPC Item Net Sales ($) % Change Unit Sales % Change ARP ($) Store Count RBStore Count RB -

LY (Trans)0007488810118 Sauce Mix Alfredo 1 oz. $ 9.33 -77.95% 5 -83.87% $ 1.87 1 80007488810119 Pesto Mix 0.5 oz. $ - -100.00% 0 -100.00% 110007488820201 Sauce Mix Hollandaise 1 oz. $ 2,452.19 24.68% 1,335 29.49% $ 1.84 102 770007488820202 Sauce Mix Bearnaise 1 gr. $ 305.91 -19.72% 159 -17.19% $ 1.92 28 280007488830302 Gravy Mix Chicken LF 0.75 oz. $ 8.34 -14.29% 6 -14.29% $ 1.39 2 20007488830303 Gravy Mix Brown LF 0.7 oz. $ 176.73 -26.95% 137 -26.74% $ 1.29 10 130007488830304 Gravy Savory Herb LF 0.85 oz. $ 154.80 -1.17% 120 -1.64% $ 1.29 9 100007488840007 Demi Glace Mix 1.4 oz. $ - -100.00% 0 -100.00% 6

TOTAL MAYACAMAS 3,107.30$ 5.73% 1,762 6.08% X.XX 104 79365 by WFM 0007488820201 Sauce Mix Hollandaise 1 oz. 11.92$ 8 1.49$ 1TOTAL 365 11.92$ 8 X.XX 1

0007488810118 Sauce Mix Alfredo 1 oz. 15.92$ -57.22% 8 -57.89% 1.99$ 1 20007488820201 Sauce Mix Hollandaise 1 oz. 1,260.64$ -6.65% 634 -7.98% 1.99$ 36 320007488820202 Sauce Mix Bearnaise 1 gr. 358.46$ -9.41% 181 -10.40% 1.98$ 30 26

TOTAL NORTHERN CALIFORNIA 1,635.02$ -3.13% 823 -1.08% X.XX 37 32

0007488810118 Sauce Mix Alfredo 1 oz. -$ -100.00% 0 -100.00% 100007488810119 Pesto Mix 0.5 oz. -$ -100.00% 0 -100.00% 120007488820201 Sauce Mix Hollandaise 1 oz. 23.55$ -93.43% 15 -91.71% 1.57$ 2 110007488830302 Gravy Mix Chicken LF 0.75 oz. 22.24$ 33.33% 16 33.33% 1.39$ 3 30007488830303 Gravy Mix Brown LF 0.7 oz. -$ -100.00% 0 -100.00% 20007488830304 Gravy Savory Herb LF 0.85 oz. -$ -100.00% 0 -100.00% 10007488840007 Demi Glace Mix 1.4 oz. -$ -100.00% 0 -100.00% 7

TOTAL PACIFIC NORTHWEST 45.79$ -98.14% 31 97.72% X.XX 2 14

Rocky Mountain 0007488820201 Sauce Mix Hollandaise 1 oz. 790.92$ 468 1.69$ 15TOTAL ROCKY MOUNTAIN 790.92$ 468 X.XX 15

0007488810119 Pesto Mix 0.5 oz. -$ -100.00% 0 -100.00% 10007488820201 Sauce Mix Hollandaise 1 oz. 1,048.49$ 33.14% 586 33.18% 1.79$ 51 360007488830303 Gravy Mix Brown LF 0.7 oz. 196.08$ -28.97% 152 -28.97% 1.29$ 10 110007488830304 Gravy Savory Herb LF 0.85 oz. 148.35$ -4.17% 115 -4.17% 1.29$ 9 9

TOTAL SOUTHERN PACIFIC 1,392.92$ 17.26% 853 12.33% X.XX 50 33

Northern California

Pacific Northwest

Southern Pacific

Sku Totals (All Regions)

Data Analysis: 12 week*

*12 weeks prior to July 15, 2016

Steaz Bonne Maman Mount Hagen Rapunzel Familia $-

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

$1,400,000

$1,600,000

$1,800,000

$2,000,000

Top 5 Brands with Highest Net Sales

Brand

Net

Sal

es

Data Analysis: 12 week*

*12 weeks prior to July 15, 2016

deSIAM Bascoms Foods Honeycup China Bowl Marmite0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

Top 5 Brands with Highest % Growth

Brand

% G

row

th

• The data pulled from the Whole Foods Portal for each brand will be readily available on the public drive for analysis by marketing, sales, and finance teams

Whole Foods Project: Results

Broker Project

• Create a visual representation of which brokers are used and where, to be distributed to marketing and sales teams as well as clients who request it

• Streamline the process for determining whether or not a broker is actually used for specific accounts

• More easily determine the broker payments that should be coded to TPF as well as what those TPF brokerage amounts are for each month

Broker Project: Objectives

• Created maps for each division showing the areas we use brokers, and which broker is used

Broker Project: Project Elements

LR Broker Map

• Added House contracts to the broker module in Oracle• Enables us to tie back to sales and run an exception report in the module

that will show ship-to/brand combinations that are missing a broker contract each month

• Created a Master File to be used to determine the broker payments that should be coded to TPF

Broker Project: Project Elements

Broker Master File

Division Brand Name Brokerage

Y/N? % CommentsAMT ALLEGRO Y 0.36%

AMT BONNE MAMAN Y 3.00%

Only applies for Wal-mart Whse DLVD. Core Whse FOB, Core TL CONT DLVD and Amazon Whse FOB Router are 0.00%.

AMT BONNE MAMAN SPREAD Y 2.50%AMT CERULEAN SEAS NAMT CHINA BOWL DOMESTIC NAMT CHINA BOWL IMPORTED NAMT DR. WOODS NAMT FAMILIA Y 3.00%AMT FELIX NAMT FIFTY-50 Y 1.00%AMT HEARTLINE FOODS NAMT HONEYCUP NAMT JANE'S KRAZY SEASONINGS NAMT JULES DESTROOPER NAMT JULES DESTROOPER PRIVATE LABEL N

AMT KUHNE (2016) Y 3.00%

Only applies for Wal-mart Whse DLVD Router. Core Whse FOB and Core TL CONT DLVD are 0.00%

• Flagged TPF box in broker module• Now have the ability to run a report and determine the TPF brokerage

amounts each month for reporting

Broker Project: Project Elements

• Broker areas are now in an easy to follow visual format• No longer have to go through each individual ship-to/brand

combination to determine which use brokers and which do not• Ability to see which broker payments are coded to TPF• Can now use the broker module to determine the TPF brokerage

amounts each month

Broker Project: Results

Questions?