1. Category Sales Opportunities District #7

2. Agenda Buyer Conversion (from Nielsen Panel data)
Category Results/Hershey Results
Hannaford Totals … By District, By Store
Opportunities
Seasonal Candy Sales
Everyday Candy sales
Hershey Baking
Hershey Syrup & Toppings
Consumer Support
Recap

3. BUYER CONVERSION Hannaford has the opportunity to convert more candy buyers in their stores
Total CMG Buyer Conversion
Hannaford CTA – 52wks ending
Take Home Buyer Conversion
Hannaford vs Competitive Set – 52wks ending
Instant Consumable Buyer Conversion
Hannaford vs Competitive Set – 52wks ending
Seasonal Buyer Conversion
Hannaford vs Competitive Set – 52wks ending
Source: AC Nielsen

4. CATEGORY RESULTS: Candy is big and growing slightly faster than the rest of store
Category Performance: Dollar % Change
Hannaford CTA – 52wks ending
Source: AC Nielsen

5. CATEGORY RESULTS: Hannaford has had strong confection results
Candy Category Growth: Dollar % Change
Hannaford & Total US Food – 52wks
Source: AC Nielsen

6. CATEGORY RESULTS: Front End Candy & off shelf promo’s are driving the category
Hannaford CMG: Packtype Contribution
Hannaford CTA – 52wks ending
+$141K
+$45K
-$33K
-$37K
+$149K
-$365K
+$207K
+$385K
+$528K
+$764K
+4.9%
+$962K
Source: AC Nielsen

7. Hershey CMG: Packtype Contribution Hannaford CTA – 52wks ending 1.1.11
CATEGORY RESULTS: Smores, Twizzlers and King size drove growth for Hershey and the category
Hershey CMG: Packtype Contribution
Hannaford CTA – 52wks ending
+$140K
+$1K
-$1K
-$1K
-$19K
-$20K
-$26K
-$256K
+$194K
+$355K
+$570K
+5.2%
Source: AC Nielsen

8. HANNAFORD / HERSHEY RESULTS Total Candy, Mint, Gum 52 Week ending 1/21/11 : By District

9. HANNAFORD / HERSHEY RESULTS Total Candy, Mint, Gum 52 Week ending 1/21/11 : By Store

12. Easter Key Messages 2011 industry Easter outlook
Easter 2010 sales increased 3.0% despite one less selling week
Hershey’s was over 82% of the growth with sales up 6.7% or $15.2M
Easter 2011 is April 24th, making it a 69 day season
This is 3 weeks longer than 2010
Easter 2011 retail category sales are expected to grow 10-12%
Hershey’s driving growth at 12–16%
Hershey at Hannaford 2010 and 2011 outlook
Hershey Easter Sell thru for 2010 was 75.6% (goal was 92-95%)
Hershey 2011 order is down 3.5% for the season
Pricing was an issue that led to poor sell thru in 2010
Pricing issues especially on Multi packs has been fixed
Consumer offers are set up to target 95% Sell thru or better

13. OPPORTUNITIES: SEASONAL Display Ready Cases …
OPPORTUNITIES: SEASONAL Display Ready Cases …. Labor saving and Easier to Shop

15. OPPORTUNITIES: EVERYDAY CANDY Strong and balanced activation will drive growth in 2011
Increased 2nd
FSI Value!!
15 wks Dedicated Advertising
3 National FSI Insertions
Merchandising Vehicles
Kraft Partnership
Fall Extension
Same format as 2009 Brand Plan
Website
Print Ads
In-Store POS
*Note: Graphics subject to change, Please refer to 2011 Tailgating program for late season details on S’mores

16. HANNAFORD / HERSHEY MILK 6 PACK RESULTS Summer 2010 : By District

17. HANNAFORD / HERSHEY MILK 6 PACK RESULTS Summer 2010 : By Store

18. Note: Hershey Reps can order and supply Twizzlers display units
Leverage 2011 HERSHEY’S S’mores POS to create excitement within the store
3D Standee
Balloons
E-Day 24 Ct Case
4-Tier Display
Front
Back
Order
______
Order
______
Hannaford #
Order
______
Note: Hershey Reps can order and supply Twizzlers display units

19. TWIZZLERS Radio - 30/30 Advertising Landmark Summer Sweepstakes
OPPORTUNITIES: EVERYDAY CANDY 2011 TWIZZLERS brand marketing plan
Advertising: TV
Radio
National FSI
Consumer Programs
Merchandising
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
TWIZZLERS TV Campaign
TWIZZLERS Radio - 30/30 Advertising
6/26 FSI
8/7 FSI
Incremental
Landmark Summer Sweepstakes
Bonus TWIZZLERS
Everyday TWIZZLERS

20. HANNAFORD / TWIZZLER RESULTS Summer 2010 : By District

21. HANNAFORD / TWIZZLER RESULTS Summer 2010 : By Store

22. OPPORTUNITIES: EVERYDAY CANDY New Twizzlers 4 shelf unit for cross merchandising
2/$4.00 EDLP
Earn 32% Everyday
Summer Long Consumer offer
Twizzler Black Licorice / 16 oz #
Twizzler Sweet & Sour / 11 oz #
Twiz. Cherry Pull & Peel 24 / 14 oz #
Twizzler Strawberry 24 / 16 oz #
Note: Hershey Reps can order and supply Twizzlers display units
Req #: D88171

24. OPPORTUNITIES: SYRUP & TOPPINGS Summer Co-Marketing Event … Summer offer with $1.00 Ice Cream
Small Stores
Large Stores
240 ct
syrup mod
120 ct
syrup mod
12 cases on 1 hutch
24 cases on 1 hutch

27. Recap … Questions
Thank You!!!