APPLE

JUICEM A X S

A N D E R L I N &

RY A N P

R I CE

CATEGORY DEMOGRAPHICS

FRUIT JUICE - APPLE - SHELF STBL

CTL BR - FRUIT JUICE - APPLE - SHELF STBL

MOTT'S - FRUIT JUICE - APPLE - SHELF STBL

NESTLE JUICY JUICE - FRUIT JUICE - APPLE - SHELF STBL

OLD ORCHARD - FRUIT JUICE - APPLE - SHELF STBL

  DOLLAR VOLUME INDEX

DOLLAR VOLUME INDEX DOLLAR VOLUME INDEX

DOLLAR VOLUME INDEX

DOLLAR VOLUME INDEX

INC - $20,000-29,999 73.1 77.3 52.1 103.1 73.8

INC - $30,000-39,999 94.0 99.6 85.2 129.3 99.5

INC - $40,000-49,999 104.5 116.9 86.8 87.4 70.8

INC - $50,000-69,999 113.4 123.5 105.1 100.5 184.6

SIZE - 3-4 MEM 151.7 146.6 157.8 178.2 115.5SIZE - 5+ MEM 205.0 203.4 176.0 262.9 172.8

AGE FH - UNDER 35 172.3 167.5 165.3 257.6 135.9

AGE FH - 35-44 147.3 148.7 134.4 148.5 126.0KIDS - ANY < 18 179.0 176.8 168.7 228.0 136.2KIDS - ANY < 6 249.1 240.6 214.3 437.3 181.8

KIDS - ANY 6-12 170.3 171.8 143.6 204.8 141.3START UP FAMILIES 257.1 217.4 269.2 487.2 153.4

YOUNGER BUSTLING FAMILIES

202.2 218.1 144.3 268.6 168.1

CATEGORY ROLEMaintain

Every grocery retailer carries apple juiceCame across gross margins from 20%-70%

Low sales dollar volume

52 WEEKS ENDING 12/29/07

ITEM $ (000)

DOLLAR SHARE

ITEM PENETRA

TION

ITEM $ PER ITEM

BUYER

ITEM TRIPS

PER ITEM BUYER

ITEM $ PER ITEM

TRIP

ITEM BUYERS

(000)

ITEM $ PER ITEM

BUYER

PURCHASE CYCLE

(IN ELAPSED

DAYS)

% REPEAT BUYERS

(% 2+ TIME

BUYERS)

LOYALTY (SHARE

OF $ REQ.)

% ITEM $ ON DEAL

FRUIT JUICE - APPLE - SHELF STBL

TOTAL U.S. 616,309.9 100.0 40.6 13.1 4.3 3.1 47,080.5 13.1 38.8 64.5 100.0 22.5

EAST SOUTH CENTRAL 33,624.3 100.0 38.3 12.1 4.4 2.8 2,781.6 12.1 36.9 62.7 100.0 14.9

CTL BR - FRUIT JUICE - SHELF STBL

TOTAL U.S. 9,412.3 19.9 2.3 3.5 1.5 2.3 2,672.2 3.5 52.8 22.4 63.9 14.9

EAST SOUTH CENTRAL 423.2 15.1 1.6 3.6 1.5 2.5 119.0 3.6 70.7 21.7 78.6 5.2

MOTT'S - FRUIT JUICE - APPLE - SHELF STBL

TOTAL U.S. 86,828.3 14.1 9.8 7.6 2.3 3.4 11,391.0 7.6 49.0 39.4 38.2 26.4

EAST SOUTH CENTRAL 4,699.9 14.0 8.1 8.0 2.7 2.9 586.6 8.0 40.4 37.3 46.3 14.7

NESTLE JUICY JUICE - FRUIT JUICE - APPLE - SHELF STBL

TOTAL U.S. 43,445.1 7.1 5.0 7.5 2.2 3.4 5,811.5 7.5 48.1 40.2 37.0 16.2

EAST SOUTH CENTRAL 4,600.3 13.7 5.6 11.2 2.7 4.2 410.1 11.2 40.9 41.8 55.0 7.5

OLD ORCHARD - FRUIT JUICE - APPLE - SHELF STBL

TOTAL U.S. 20,272.3 3.3 3.8 4.6 1.9 2.4 4,384.3 4.6 50.3 32.2 24.1 29.7

EAST SOUTH CENTRAL 594.1 1.8 2.4 3.4 1.7 2.0 175.1 3.4 36.8 12.4 15.6 18.2

CATEGORY ASSESSMENT• Audited 3 Walmart

owned stores, Target, Harps/Price Cutter, Aldi, and 2 separate IGA’s

• Total of 66 sku’s• Majority of private label• Top national brands

include Juicy Juice, Motts, and Old Orchard

STORES AUDITED

Fayetteville Walmart 6th St Harps Garland Marvin's IGA College Walgreens Joyce St Target Rogers Walmart Pleasant Grove Price Cutter Dixieland Aldi Marvin's IGA

Bentonville Sam’s Club Neighborhood

Market

RETAILERS AUDITED

Store # Sku's % of CatWM6th 9 4.1%WMR 8 3.6%NHM 12 5.5%Sam’s 1 .5%IGA F 12 5.5%IGA R 7 3.2%Harps F 14 6.4%PC R 11 5%WLG F 5 2.3%TGT F 17 7.7%Aldi 1 .5%

STRENGTH OF LEADING BRAND

Juicy Juice, Old Orchard, and Motts were brands found in almost every location

CATEGORY SCORECARD

Apple Juice Spring 2012

Manufacturer   WML - F WM6-F NMB - F IGNC - F Tar-FAmerican Brands

% of Total Sum 56%   18%   37%

  % of Total N 56%   25%   35%  N 5   3   6

Nestle % of Total Sum 31%   22% 10% 7%  % of Total N 33%   25% 17% 6%  N 3   3 2 1

Northwest Naturals

% of Total Sum   12% 7% 5%  

  % of Total N   25% 8% 8%    N   2 1 1  Old Orchard Brands

% of Total Sum 

10% 9% 28% 

  % of Total N   13% 8% 17%    N   1 1 2  

Private Label % of Total Sum   74% 44% 41% 33%

  % of Total N   50% 33% 33% 35%  N   4 4 4 6

Total % of Total Sum 100% 100% 100% 100% 100%  % of Total N 100% 100% 100% 100% 100%  N 9 8 12 12 17

BATTLE FOR SHELF SPACEBrand #

Sku’s% of Category

Juicy Juice 7 10%

Mott’s 9 13.6%

Private Label 16 24%.2

Old Orchard 3 4%

• 11 different stores for a total of 66 sku’s

• Mostly private label brands

SKU’S 66 SKU’s found in auditsSupplier with most common/identical

sku’sJuicy Juice had 7 sku’sPrivate Label accounted for 16 sku’s One third of all sku’s found

STEP 5: CATEGORY STRATEGY

Walmart pushes private label with the highest gross margin.

Could be contributed to using Walmart transportation

Overall PL is strong amongst retailers audited with IGA as the exception.

IGA has highest gross margins with national brands

GROSS MARGINS BY MANUFACTURER AND STORE

Category Tactics