stop & shop / gmd 2009. 2 fall baking key messages fall baking is a $6m category at stop &...

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Stop & Shop / GMD 2009

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Page 1: Stop & Shop / GMD 2009. 2 Fall Baking Key Messages Fall Baking is a $6M category at Stop & Shop / GMD, with solid growth of 5% in 2008 and expected momentum

Stop & Shop / GMD

2009

Page 2: Stop & Shop / GMD 2009. 2 Fall Baking Key Messages Fall Baking is a $6M category at Stop & Shop / GMD, with solid growth of 5% in 2008 and expected momentum

2

Fall Baking Key Messages

Fall Baking is a $6M category at Stop & Shop / GMD, with solid growth of 5% in 2008 and expected momentum in 2009

– Fall Baking Giant MD 8/28-1/7/10

– Fall Baking Stop & Shop 10/2-1/7/10

Incremental Merchandising Vehicles will deliver increased retail sales & profits through unit conversion at 2/$5 (Chips), 2/$6 (Cocoa)

Hershey Retail Execution will WIN the Fall Baking Season!

– Stop & Shop / GMD National Marketing Fall Baking Contest leading to increased baking takeaway

Page 3: Stop & Shop / GMD 2009. 2 Fall Baking Key Messages Fall Baking is a $6M category at Stop & Shop / GMD, with solid growth of 5% in 2008 and expected momentum

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Fall Baking Merchandising Vehicles

Overview:

Stores will be receiving distributions for the fall baking season of our Hershey Cocoa Shipper along with Reese PBC Baking Chip DRC

Both Stop & Shop and Giant MD will have placement of the “Baking Barge” in all stores to support fall baking sales results

– Our Hershey Cocoa Can along with Reese Baking Chips should be cut and tagged on all Baking Barge Displays

– There is not set POG for the Baking Barge Display in store..Leverage coverage to increase share on display

Manual order additional Hershey Baking SKU’s in order to gain secondary placement of a Hershey Baking Corrugated Shelving Display

Page 4: Stop & Shop / GMD 2009. 2 Fall Baking Key Messages Fall Baking is a $6M category at Stop & Shop / GMD, with solid growth of 5% in 2008 and expected momentum

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2009 HERSHEY’S KISSES Baking QTR MOD

Qtr Modules will/have been sent out to selected stores in support of our Fall Baking and Holiday Packaged Candy events (store list attached)

HERSHEY’S Kisses Baking Qtr Mod 180ct

Page 5: Stop & Shop / GMD 2009. 2 Fall Baking Key Messages Fall Baking is a $6M category at Stop & Shop / GMD, with solid growth of 5% in 2008 and expected momentum

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November 15, 2009 FSI will drive baking chips sales leading into the busy Thanksgiving holiday Save $1.00 off any 3 bags of HERSHEY’S Baking Chips

Half page, 40M circulation

Offer and image subject to change

VOID

VOID

Page 6: Stop & Shop / GMD 2009. 2 Fall Baking Key Messages Fall Baking is a $6M category at Stop & Shop / GMD, with solid growth of 5% in 2008 and expected momentum

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National Baking Tearpads offer baking recipes and promote purchases of other baking ingredients

Baking Chips

HERSHEY’S Cocoa

HERSHEY’S Syrup

Coupon – Get a FREE HERSHEY’S baking

calendar by mail with purchase of any 4 baking

items (chips, cocoa, chocolate)

Coupon – Get $1.50 off an 8oz can of HERSHEY’S

Cocoa with the purchase of any 3 bags of baking

chips

Coupon – Get a FREE bottle of HERSHEY’S Syrup with the purchase

of 4 bags of baking chips

Place Hershey Tearpads on shelf along with

secondary displays in order to increase

consumer takeaway and build bigger shopping

baskets!

Page 7: Stop & Shop / GMD 2009. 2 Fall Baking Key Messages Fall Baking is a $6M category at Stop & Shop / GMD, with solid growth of 5% in 2008 and expected momentum

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Stop & Shop / GMD “National Marketing Baking Contest”11/9-12/6 Program

The #1 Best Selling Baking Cocoa our

“Hershey’s Unsweetened Cocoa Can” will be part of National Marketing

Contest

Page 8: Stop & Shop / GMD 2009. 2 Fall Baking Key Messages Fall Baking is a $6M category at Stop & Shop / GMD, with solid growth of 5% in 2008 and expected momentum

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Retails and Margins for Fall Baking Chips/Cocoa

Fall Baking Chips 2009

Cost

Scan (8/28-1/7 G, 10/2 S)

Net Cost

VIP Fall Baking Retail

Margin

$1.95

$.20

$1.75

2/$5

30%

Merchandising:

1. Baking Barge (Stop & Shop / GMD)

2. DRC’s

3. Hershey Corrugated Shelving Displays

Fall Baking Cocoa 2009

Cost

Scan (8/28-1/7 G, 10/2 S)

Net Cost

VIP Fall Baking Retail

Margin

$2.33

$.20

$2.13

2/$6

30%

Requested Merchandising:

1. Baking Barge (Stop & Shop / GMD)

2. Cocoa Shipper

3. Hershey Corrugated Shelving Displays

Page 9: Stop & Shop / GMD 2009. 2 Fall Baking Key Messages Fall Baking is a $6M category at Stop & Shop / GMD, with solid growth of 5% in 2008 and expected momentum

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Baking Season is Here!Sell Sheet

34000 06152

Quantity: _________

34000 14830

013014

Quantity: _________

34000 14660

030481

Quantity: _________

34000 00144

000792

Quantity: _________

Page 10: Stop & Shop / GMD 2009. 2 Fall Baking Key Messages Fall Baking is a $6M category at Stop & Shop / GMD, with solid growth of 5% in 2008 and expected momentum

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Ingredients for Hershey’s Baking DisplaySell Sheet

4 Cases Heath Baking Pieces

4 Cases Hershey’s Milk Chocolate Chips

4 Cases Hershey’s Semi Sweet Chips

2 Cases Hershey’s Silver Kisses

1 Corrugated Display Unit

2 Baking Tear Pads (Consumer Savings)