1

Cycle 8 REM

2

Conference Call Expectations (Justin)

3

Agenda

Introductions (Justin)

Team Analytics (Justin)

Total Food Share (Justin)

Wal-Mart (Jeff)

Shaw's (Jason)

Market Basket (Jim)

Stop & Shop (April)

Hannaford (Fern)

Halloween Contest (Fern)

Thank You! (Justin)

WHQ Supplemental Decks

4

Introduction (Justin)

Welcome Sylvia Buxton!

Welcome Jessica Fridwall!

5

Team Analytics – In Store Hours (Justin)

Avg In Store Hrs YTD

0

7.57

0

6.32

7.86 7.32 7.34 6.91 6.777.55

10.4

6.42

PhilVic

*

Jess

ica

Fern

Jaso

nTim Ji

mApril

Ron

Meg

an*

Joan

neJe

ff

Avg Hrs Per Day Worked Cycle 9

7.286.01

7.76 6.91 7.46 7.32 6.88 7.775.78 6.21

PhilVic

*

Jess

ica

Fern

Jaso

nTim Ji

mApril

Ron

Meg

an*

Joan

neJe

ff

6

% PCC YTD

0.00%

69.40%

0.00%

87.60% 88.80% 93.20% 91.70%85.30% 86.60%

78.80%89.20%

96.00%

PhilVic

*

Jess

ica

Fern

Jaso

nTim Ji

mApril

Ron

Meg

an*

Joan

neJe

ff

Team Analytics – Priority Call Coverage (Justin)

% PCC Cycle 9

0.00%

107.80%

0.00%

90.50%74.40%

100.00%96.20%109.60%

90.90% 95.90% 86.70%103.90%

PhilVic

*

Jess

ica

Fern

Jaso

nTim Ji

mApril

Ron

Meg

an*

Joan

neJe

ff

7New York 29.2

23.7

Boston 31.027.1

New England 31.926.7

Chesapeake 32.428.7

Syracuse 32.726.7

Philadelphia 33.825.9

Pittsburgh 34.223.2

Hershey 36.027.6

Raleigh 29.731.1

NortheastArea Hershey Share

Mars/Wrigly Share32.1

26.6

Total Food 31.128.4

0.5

0.4

0.4

0.0

0.3

0.1

0.3

0.5

1.7

0.7

-0.2

HSYShare Chg

-0.5

-1.4

-1.3

-1.7

-1.6

-1.7

-1.2

-1.0

-1.4

-1.8

-2.7

Mars/WrigShare Chg

YTD Share Summary: New England District

Source: Nielsen

HSY & Mars/Wrig CMG – Dol ShareNortheast Area Districts: YTD WE 09/08/12

9

Wal-Mart (Jeff)

Business Results YTD

To Win HWN we must…

Business Drivers

Business Opportunities

YTD TL Hershey $1,083,462,100 +6 % vs. PY vs. objective of 8.4%.

YTD TL North East $220,952,561 +6% vs. PY vs objective of 8.2%

YTD TL New England $16,725,771 + 4.0% vs. PY vs. objective of +7.7%.

HWN Sell Through:

•TL NE HWN order of $3,006,451. TL sales TD of $464,468 or 15%. TL remaining inventory of $2,541,983

•Sell through leaders: Joanne (+19.9%), Ron (+16.5%), Fern (16.9%)

•Multipack +1.8% vs PY•CPC +12.1% vs PY•NC +22.7% PY•KS -6.2 % however, Last 4 -2.5%, last wk +23%•COMAC and Playbook availability

•Impulse overall -6.8% driven by standard bar at -23.2% vs. PY.•Grocery overall -.2% driven by Syrup at -4.6%•Roll Back tags (Standard Bar, KS, HTM, Baking Chips, Wooper Carton) •Distribution using zero scan report

•Consultative Selling Conversation “Every call, Every day” (CSF, business review, impact statements)•Win with the “Big 3”, Snack Size, All Time Great and Jumbo.

•“Door to Floor” •“A” locations. •Strike Zone, Anchor End Caps and Lead Pallets where possible•Additional Points of Interruption (POI) throughout store

•Utilize tools: COMAC, FSI, POS, Case for Confection, and Eduardo's HWN consumer insights.•Market Meetings with all DM’s

Hershey’s Fall Baking 2012

1111

Hershey’s largest segment, Baking Chips, is expected to deliver $7.5M, +19.5% POS growth in

2012

2007

$19.8M

2008

$32.8M

2009

$35.2M

2010

$34.2M

2011

$38.5M

2012E

$46.0M

12.2% 65.6% 7.1% -2.7% 12.5% 19.5%% CHG

Retail Link FY2005-2012

Hershey’s Baking Chips Fiscal Year POS $

18% CAGR 2007 - 2011

1212

2011 Fall Bake

POSDollars

$24.9M

2012 Est.

$29.2M

Milk ChocolateChips 11.5oz

201

2E

20

11

$5

.0M

$4

.3M

Semi-SweetChips 12oz

$5

.2M

$4

.9M

Reese BrandChips

$4.2

M

$3.6

M

Special DarkChips 12oz

$2.0

M

$1

.7M

Heath BrandChips

$3.1

M

$2

.6M

Baking Cocoa8oz

$4

.0M

$3.7

M

17.2% 6.5% 16.8% 20.7% 18.2% 7.2%% chg

Hershey’s Fall Bake (All Items) POS Dollar SalesWeeks 34-48 YOY

Hershey’s 2012 Fall Baking will deliver $29.2M POS, +$4.3M vs. 2011

Retail Link 201134-201148

+20.4% +17.3%

1313

MilkChocolate

Chips

POSDollars

Semi-SweetChips

BakingCocoa 8oz

ReeseBrandChips

HeathBrandChips

SpecialDarkChips

$4.0$3.8

$3.6

$2.2$2.0

$1.8

VanillaChips

$1.4

BakingCocoa16oz

$1.0

ButterscotchChips

$0.8

CocoaSpecialDark 8oz

$0.7

HersheyBaking

Pieces SF

$0.6

Mauna LoaMac Nuts

$0.6

HersheySyrup 16oz

Can

$0.2

Semi-SweetBaking Bar

$0.0

0.1% 42.1%104.3% Test33.9%13.9%14.1% 16.1% 29.4% -4.5% -1.5%31.0% 44.4%0.5%Growth

Focus on core Semi-Sweet & Milk Chips for 2012 growth, drive incremental POS with Hershey’s

flavor brands CYTD 2012-26 Hershey Baking

POS Sales $23.1M, +14.9%

Retail Link CYTD through 2012-26

+1 SKU’s: $11.7M, +$2.5, +26.8% CYTD

TOP 3: $11.4M, +4.7%

49.2% of FYTD POS

14

Telxon will not reflect actual profitability for Hershey’s Scan-back Rollback on Baking Chips Wks

32-48 $1.98 Rollback Retail

Telxon      Actual w/Scan-back       

Retail: $1.98             $1.98             Cost:     $2.00             $1.59             Mrg %:   (1.0%)          19.7%             $ PP:        (0.02)             $0.39               

$0.03 per bag more Penny Profit in 2012 = 60bps increase in margin

0.41¢ Scan was Walmart’s request to enable 7 extra weeks of Rollback in 2012

These money mechanics should be verbalized in KDM consultations to support displays

INTERNAL USE ONLY. NOT TO BE USED, OR LEFT AT STORE LEVEL

15

Wk 42 FSI, 11/11/12: Save $1.00 on 3 bags of Hershey’s Baking Chips

Hershey’s $1.98 Rollback and baking chip FSI combine to deliver even greater value to Walmart

shoppers

_ =

16

Leverage Hershey’s IRC & recipe tear pads at displays to grow baskets from multiple

purchases

Tear pads allocated by G2M to RSRs week of 9/10/12.All graphic content is subject to change.

Save $1.50 off HERSHEY’S Cocoa 8 oz or larger with the

purchase of any three (3) bags of HERSHEY’S Baking

Chips

“Free” Baking Chips 8 oz or larger with the purchase of any

three (3) bags of HERSHEY’S Baking Chips

Free HERSHEY’S Syrup 22 – 24 oz with the purchase of any four (4)

bags of HERSHEY’S Baking Chips 8oz. or larger

IRC’s Recipes

Oatmeal Toffee Cookies

Double Chocolate Chip Cookie

Chocolate Snowball

Double Peanut Butter Paisley Brownie

18

Shaw’s (Jason)

Business Results YTD 9/8/12

To Win HWN we must…

Business Drivers

Business Opportunities

• New England is showing strong YTD share (+.9) and POS growth +3% but trail overall Hershey in Shaw’s slightly in POS growth by .1% (3.1% vs. 3%) and share by .1 (35.1 vs. 35).• Hershey is driving the category in Shaw’s (+3.1% vs. +.6% for the CMG category).• Hershey’s +3.1% increase in Shaw’s is favorable to that of the ROM (Rest Of Market) and US Food.. Hershey ROM=+1.6% and CGM ROM=-.3% while Hershey US Food=+2.3%• Top performers YTD-

•Share leaders- Tim 38.3, Meg 38.2, Joanne 38

•Standard Bars- strong increases in all captured timeframes (4 wk $105K +31%, 12 wk $291K +29%, YTD $794K +21%). In all Shaw’s, Hershey dominates the Standard Bar category with a share of 49 (YTD share change +4.1). •After a slow start, King Bars have rebounded in NE (12 wk +30.1%, YTD +5.2%).•Strong Summer execution has led to recent Non Choc Pkg (basically Twizzlers) increases (12 wk $221K +30%).

•Halloween- Good start with ST (19.4%), but -3.4% in POS•Standard Bars- despite the YTD numbers, these remain an opportunity for the remainder of the year. •Utilize “Zero Mover” report to eliminate OOS

•Win with all HWN pack types •“Door to Floor” •“A” locations. •Strike Zone, Anchor End Caps and Lead Pallets where possible•Additional Points of Interruption (POI) throughout store incl use of speed table tank.

•Leverage IRC’s, 9/23 and 10/14 FSI’s, POS, hutches, sales/ST info to gain incremental, high quality POI’s.

•Ensure Halloween IC’s are up front by Registers.•Ensure signage is correct in seasonal and display locations•Blitz stores at start of Must-Buy

MUST Forward sell Baking season! More info to come…

Market Basket (Jim)

Business Results YTD

To win HWN we must…

Business Drivers

Business Opportunities

•YTD Share is 24.2% +.3 vs. PY.

•YTD $ Sales $5,603,517, +8.8% vs PY

•Share Leaders: Jason (+1.4), April (+1.2) and Megan (+1.1)

•Keep displays a minimum of 42% Hershey based upon last years sales at MB•Use the facts: Reese and KK #1 and #2 HW items at MB 2011. While Snickers (#3) and Milky Way (#4) combined were $318k vs Reese @$350k Kit Kat was $301k!Use the tools: Consultative Selling Process CSF, Business Review, Impact Statement and Case for Confection•IRC’s, FSI’s, Balloons and Llamas •Ensure Everyday distribution•Your considerable talents!!

•Multipack +13.1% vs PY, driven by S’MORES!•STD Loose 20.3% vs PY driven by pre priced Promotion•CPC +16.8% PY

•XL bar -19% driven•NC -4% vs. PY•Baking Info coming soon!

MUST Forward sell Baking season! More info to come…

Stop & Shop (April)

Business Results YTD

To Win HWN we must…

Business Drivers

Business Opportunities

•NE District YTD Share: 31.3, (0.1)•NE District YTD $ Sales: $2,913,480

•NE District is currently YTD share 31.3, which is trailing Total Customer by 0.2 at 31.5. Share Chg at (0.1) is on pace with the Total Customer Customer.

•Hershey’s YTD POS (0.4) is in line with CMG, however is trending negatively within the last 4wk period, CMG (5.7) vs HSY(6.5).

•New England District POS (2.7)

•Top performers YTD-•Share Ldrs: Vic 32.7,+0.8 and Jason 32.7, +0.3

Multipacks +6.4% (although, Milk Choc down (14.5)% YTD, gain presumably due to bargain aisle compliance of flavors)

NC Packaged +18% (Twizzlers 16oz Straw down (18.8)% YTD, however Twizzlers 32 oz and JR Peg saw increased sales 43% and 40% respectively)

Std Bars down (16.1)% and King Size down (17.3)% - need proper signage and incremental displays.

Halloween – Two main waves have arrived, one minimal wave set for week of Oct 1. Goal is 94% sell thru.

Baking – Rolo Pretzel Delights

Zero Mover Report

•Seasonal Lead Pallets, “A” locations, Strike Zone, Anchor End Caps, Lobby displays

•Ensure “home” is in distribution and full

•Leverage IRCs, POS, hutches, S/T to reach Gold Standard Execution:

•Minimum two POI outside Seasonal Aisle•HWN ICs up at registers

•Ensure signage is correct in seasonal and display locations

• “Must-Buys” Snack Size @ 4/$10 (10/5 and 10/26), Jumbo @ 2/$10 (10/19)

•Understand which stores “drive” your territory and make sure that proper focus is given.

MUST Forward

sell Baking

season! More info

to come…

24

Hannaford (Fern)

Business Results YTD

To Win HWN we must…

Business Drivers

Business Opportunities

Top 3 CPC Skus: York 12oz, York 19oz, Reese 12oz

Top Multipack Sku: Hersheys Milk 6pk

STD Loose: Sales= $112,013 L4wks

+.5% L4wks, +3% YTD

Utilize tear pads to drive standard loose bar sales.

**Planogram resets: this time last year we added several skus, but not as many this year…resulting in slowing down total cpc sales growth. Must ensure new skus are placed in candy aisle ASAP.

Ex.All Time Greats

YTD Share (Total Hannaford)= 35.6, +3.2pts

YTD Share (New England)= 36.2, +3.2pts

YTD Sales (Total Hannaford)= $14,898,365, +10%

YTD Sales (New England)= $9,261,483, +10.5%

•Aim for incremental/ high traffic locations. (Lobby)

•Use IRCs to gain extra displays and increase early sales.

•Ensure CT goods are on display and up front

•Move Hershey to strike zone in seasonal aisle

MUST Forward

sell Baking

season! More

info to come…

Winning in Hannaford!

+3.2 Share pts!

CPC: Sales= $314,291 L4wks

+20.3% L4wks, +16% YTD

Multipacks: Sales=$230,285

+10.8% L4wks, +7% YTD

The Superbowl!The Superbowl!(of candy)(of candy)

The Walmart Halloween 2012 Contest

For….New England•The New England District will be divided into 3 teams.

•There will be 3 different competitions (Quarter Finals, Semi Finals, Superbowl)

•The competitions revolve around creativity, bdps and of course sell thru

•The team with the most points at the end of the contest wins $200! And maybe the opportunity to toss Gatorade over your team captain’s head.

•There will also be opportunities to win bonus points to increase your chances of taking home the gold!

26

The DraftGreenbay Packers:April- Tight End Ron- QuarterbackMeg- Running BackVic- Wide Receiver

New England PatriotsJason- QuarterbackTim- CornerbackTrevor- KickerFern-Safety

New York GiantsJeff- Defensive TackleJoanne- PunterJim- QuarterbackJessica- Wide Receiver

Pittsburgh Steelers: The Northeast Area