Big Ten Tournament

and

Creator and Project Manager Mike Wedding

Steps on Customized Sports Marketing Program

1. The Idea

Leverage the Big Ten Basketball Tournament with the Gatorade Playbook in an effort to drive sales, share, and Inventory on Display with Marsh.

Event - Gatorade 8pk Event – 2-10-11 to 3-9-11Where - Indianapolis/Marsh IRI market

-

2. The processRSL- secure ticket assetsRSL- Work with Sports Marketing to create event specific POSAM/ RSL – Coordinate event timing and execution

3. The Follow upEngage PWS Cat Man to pull weekly IRI data to show effects of the contest.

Put together presentation to show results and communicate to leadership

Gain in-store excitement around:

Men’s Big Ten Basketball Tournament March 10th -13th 2011

Championship Game on Sunday the 13th at 3:30pm

Semi-Finals on Saturday the 12th at 1:40pm

Quarter Finals on Friday the 11th at 6:30pm

Conseco Fieldhouse Indianapolis

In store : Promo Support- 8pk Mods available 2/10 begins 4 weeks of Gatorade 8pks at 2/$10Must have displays up all 4 weeks

Display contest guidelines:2-10-11 to 3-9-11

Top 6 Stores to – Increase sales on Gatorade 8pk same time period 2010 will win 2 tickets each to :

Stores #1 and #2Championship Game on Sunday the 13th at 3:30pm

Stores #2 and #3Semi-Finals on Saturday the 12th at 1:40pm

Stores #4 and #5Quarter Finals on Friday the 11th at 6:30pm

ALL TICKETS ARE FRONT ROW, HALF COURT!

Event specific POS created

Case cards and pole toppers

Gatorade 8pk3 weeks AD2/$10 2-10-11 to 3-2-11

Promotional Support

*GATORADE INSTA HOOP BASKETBALL GOAL

GATORADE BASKETBALL GOAL

DANGLER/POLE TOPPER

Full Vendor Support •Deliver and place POS

*Offer special POS to those who really want to win the Championship!

Gatorade Towels

*Gatorade Coolers

Stores that are receiving 54 case pallet:1,2,3,14,18,19,20,21,31,33,34,37,38,40,41,44,45,49,52,53,54,56,58,66,75,79,80,83,89,90,93,96,101,104,116,206,303,307,327

Total CategoryTotal Category +28.3% +28.3% +13.6% +13.6%

Total GatoradeTotal Gatorade +44.6% +44.6% +34.4% +34.4%

Total Gatorade 8pkTotal Gatorade 8pk +112.5% +112.5% +163.2% +163.2%

Sales Results Big Ten Tournament Contest

4 weeks ending 3/7/11

Dollar Sales Dollar Sales %ChYa%ChYa

Unit Sales Unit Sales %ChYa%ChYa

Gatorade 20oz 8pk Inv on Disp %ChYa : +637.9%Gatorade 20oz 8pk Inv on Disp %ChYa : +637.9%

Source: IRI Scanner Data; 4 weeks ending 3/7/11; Marsh Corp RMA

Marsh Gatorade share 76.0% +3.3 points ( IRI data Current Year to date (Q) Ending Feb 20 2011)

Marsh #94 Muncie, Indiana Marsh #310 Muncie, Indiana

Marsh #55 Bloomington, Indiana Marsh #54 Bloomington, Indiana

Marsh #331 Muncie, Indiana Marsh #71 Hartford City, Indiana

Marsh #95 Muncie, Indiana Marsh #17 Fishers, Indiana

Marsh #41 82nd Street Indianapolis, Indiana- 2 displays

A big “Thank You” to the following people for making this event a great success!

PepsiCo Warehouse Sales

Chris Bethel Tim Wilcoxen

Suzanne Meert Serena Watts

Victoria Martin-Myers Megan Davis

Jim Miller Mike Wedding

Advantage Sales & Marketing

Derrick Ramsey

Pam Ulch

Dave Bush

Judy Dugger

Truly a Team Effort!