Lead Marketing Conference Location Location J P Beauchamp

Colossal Collapse In Chicago 2 Copyright © Symphony. IRI Group, 2012. Confidential and Proprietary.

The Friday Morning Leader Board 3 Copyright © Symphony. IRI Group, 2012. Confidential and

Some Numbers to Consider 1. 7% to 1. 3% Revised GDP for Q 2 2012 70% New Jobs Created 2010 A 55+ 63. 5 Labor Force Participation 4 Copyright © Symphony. IRI Group, 2012. Confidential and Proprietary. Commerce Dept, Challenger Gray & Christmas

Good News Bad News Economic Snapshot 2008 -2012 E Source: Moody’s, BLS 5 Copyright

We Adapt and Overcome 6 Copyright © Symphony. IRI Group, 2012. Confidential and Proprietary.

The Most Important Slide Segments Downtrodden § § Size: 17. 8% Median Age: 48 Median Income: $41 K Bleak outlook Promotion & Store Influences Product Development § § § § § Skew to Walmart, Dollar, C-Store &Supercenter Collect coupons from newspapers and online Like loyalty card discounts, store signs, displays Use store Kiosks, Touch Screen Digital Signs Buy most private labels for EDLP Cautious& Worried § Skew to Walmart, Dollar, C-Store & Club § Don’t actively collect coupons § Don’t pay much attention to In-Store circulars, signs or displays. § Price sensitive. § Skew to Grocery, Drug and Mass stores Start-Ups § Search info and purchase online § Size: 10. 6% § Collect coupons from newspapers and online § Median Age: 36 § Median Income: $47 K § Like loyalty card discounts, store signs, displays § Hurt but see bright future§ Use store Kiosks, Touch Screen Digital Signs § § Size: 24. 8% Median Age: 55 Median Income: $47 K Bleak outlook § § Size: 14. 3% § Median Age: 40 Median Income: $64 K § Financially hurt a bit Carefree § § Size: 18. 6% Median Age: 53 Median Income: $67 K Financially Stable Savvy Shoppers § § 7 Size: 13. 8% Median Age: 51 Median Income: $76 K Financial improved Copyright © Symphony. IRI Group, 2012. Confidential and Proprietary. § Try new brands for low price § Look for products that last longer § § Visit manufacturers’ web for info and deals Try new brands. Like products that last longer Prefer package types that allow family share Reachable by social network, TV and Ratio ads and i. Phone. Skew to Walmart & Supercenter Search info and download coupons online Like loyalty card discounts, store signs, displays Price sensitive. Buy private labels for EDLP. § Visit manufacturers’ web for info and deals § Prefer package types that allow family share § Reachable by TV and Radio ads and i. Phone § § Skew to Club store Not engaged in collecting coupons Least price sensitive Buy on trust of brands § Most brand loyal § § § Skew to Grocery, Drug and Mass stores Enjoy shopping and quest for value. Use a lot of coupons and store circulars Like loyalty card discounts, store signs, displays Buy on trust of brands § Read product labels § Research products on blogs Optimistics § § Visit manufacturers’ web for info and deals Try new brands for low price Look for products that last longer Prefer products that serve multi-usages. Prefer package types that allow family share

While consumers are a little pessimistic about the economy, they are making adjustments and returning to “little luxuries” Downturn Driven Ritual Changes % of Shoppers- Top 2 Box Source: Symphony. IRI Market. Pulse Survey, Q 32011. 8 Copyright © Symphony. IRI Group, 2012. Confidential and Proprietary.

Slight changes in consumer optimism are reflected in how they are strategizing their store trips Trip Strategies % of Shoppers- Top 2 Box Source: Symphony. IRI Market. Pulse Survey, Q 32011, Q 2 2012 9 Copyright © Symphony. IRI Group, 2012. Confidential and Proprietary.

Scope & Scale Almost half of US Adults own a Smartphone One-third of Americans view online videos a day Facebook delivers one out of every four ads Source: Pew Research Center's Internet & American Life Project. 3/12 com. Score US Digital Future in Focus 2/12 10 Copyright © Symphony. IRI Group, 2012. Confidential and Proprietary. >100 advertisers = 1 Billion IMPs Q 4 ‘ 11

Key Steps in the Shopper Marketing Activation Process Identify • Key Consumer Groups • High Value Shoppers • Priority Segments Activate – Media Messaging & Consumption • • Media Campaigns Direct to Consumer Program Focused Messaging Concentrated Content Activate – Retail Channels, Banners & Stores • Geographies—Local is the new Black • Retailers 11 Copyright © Symphony. IRI Group, 2012. Confidential and Proprietary.

How Can you Better Leverage Digital 12 Content Communication Shopper Experience “Push” messaging “One Size Fits All “Messaging Confusion at the Shelf One-on-One Dialogue Tailored Communications Greater convenience In Store or Online Copyright © Symphony. IRI Group, 2012. Confidential and Proprietary.

Everything is in Play…Data & Platform Agnostic Lifestyle / Shopper Segmentation 13 Media Consumption Buying Behavior Is she a traditionalist? Is she an expert who likes to share her recipes and skills with others? Will she only buy your product on a deal? …or is she a health conscious consumer? … or does she reach out to cooking experts because she needs as much help as possible? Copyright © Symphony. IRI Group, 2012. Confidential and Proprietary. … or does she stick to one brand?

DATA 14 + CONTENT + TECHNOLOGY Copyright © Symphony. IRI Group, 2011. Confidential and

Data Shopper. Market Shopper. Scan Other Data Audience Data 3 rd Party Data Media Data POS data representing 95% of items sold at the UPC level 15 Page 15 Copyright © Symphony. IRI Group, 2012. Confidential and Proprietary. All outlet SIG scan panel purchase data and AOL proprietary data Behavioral | Demographic Psychographics | Technographic Daypart | Weather

Content Audiences can be targeted and scaled with uniquely crossplatform digital approaches. 16 Copyright

Technology 17 Copyright © Symphony. IRI Group, 2012. Confidential and Proprietary.

Insights Digital Audience Insights Offline Sales Impact EXPOSED CONTROL ROI: $2. 52 360 Multi-Dimensional Views Advanced Measurement Page 18 18 Copyright © Symphony. IRI Group, 2012. Confidential and Proprietary.

Digital Campaigns - Benchmarks The Average ROE for all targeted campaigns is $1. 74 vs. $1. 54 without a Purchase Based Target • MAX ROE $3. 82 $ Impact /HH % Impact $0. 16 68% Targeted $0. 09 Targeted $1. 74 Average $1. 67 No Target $1. 57 MIN 19 Copyright © Symphony. IRI Group, 2012. Confidential and Proprietary. (Impressions) 545 MM Targeted 111 MM Average $0. 08 Targeted 19% No Target $0. 07 No Target 12% $0. 48 Campaign Size $0. 02 Updated 9/12 1. 2% Averag e 98 MM No Target 70 MM Average 16% 17 MM

Holistic Data Approach Identify your best consumer by their shopping behavior. 20 Copyright © Symphony. IRI Group, 2012. Confidential and Proprietary. Identify where to find your best consumer Develop laserfocused consumer target.