The Burpee ® Plant program National Launch, 2010

FAST FACTS Lack of consumer confidence is the #1 leading reason why a gardener will limit purchase * –Also a strong barrier for ‘non gardeners’ Traditionally, brands are the primary vehicle for instilling consumer confidence in a purchase decision. No brand has succeeded in establishing a solid position in the annuals category –Wave comes the closest *Second in response to ‘not enough time’ – more a barrier to activity, not product selection Ipsos; Consumer Research study conducted for Ball, Dec, 2007, full sample, n= 402

Fear of failure – the focus groups…. It isn’t always clear to me what to do with a plant. Like – simple things – sun/shade. It isn’t that easy. I can never find someone who knows how to help me. A lot of time – I just plant what I planted last year. Our growing season is so short that I don’t want to fail – but buying bigger plants costs more money – which means higher cost of failing. I’m not very experienced – I really don’t know what I am doing. I’m afraid to try something that I don’t know because chances are it will die.

Fear of failure, by the numbers… Younger gardeners (<35 yrs) are most likely to say this. Males are more likely than females to say this.

What makes a brand successful? Establishes a position (what is the promise?) Position is relevant (what need is met?) Position is superior to competition (how is it better) Position is believable (clear and understandable reason to believe) Position is consistently communicated

Research results show that Burpee has a commanding lead in brand awareness Are you aware of the following brand of plants: Ipsos; Consumer Research study conducted for Ball, Dec, 2007, full sample, n= 402 Are you familiar with the following brand of plants?

Burpee is about seeds and confidence….a good, established, reliable and trusted brand Ipsos; Consumer Research study conducted for Ball, Dec, 2007, full sample, n= 402 “What’s the one word that describes this brand of plants….”

A few facts on Burpee…. Market leader in packet seeds Seed racks are located in every major chain and thousands of independent retailers across the country – it is the national/destination brand in the seed category Annuals account for 60% of the offering and 45% of the sales. The leader in vegetable variety and innovation

How we would position Burpee ® – the promise…. The product: Gardening plants The target: Today’s gardener The promise: Confident Gardening Satisfaction The benefits: Best garden-performing products; products that perform better, look better, live longer – at a fair price The reason to believe: Comes from Burpee – (backed by Ball)

Most of the branded product is targeted at the ‘premium’ position GOOD Largest amount of the volume BETTER Moderate volume opportunity BEST More diverse products; Less volume “Black” PotsProven Winners Novalis Monrovia Haut Couture Simply Beautiful Garden Club Select Not consistent But BURPEE resonates as the ‘better’ brand, the mainstay, the dependable solution for every day.

The better position has a large volume and a mid-tier price; both seed and veg COMPARATIVE PRICING (annuals) +.50 $3.99 Standard Black Pot (Good) Premium Brand (Best) VOLUME ESTIMATES 50%30% 20%

What is the product? Annuals and Veggies/Herbs From seed, premium seed or vegetative inputs All have the following attributes: –Superior consumer garden performance –Accessible - but improved –Efficient and consistent for the grower Offered in traditional sizes –Small and medium veggies/herbs (< 3”, 4”, 6”) –Medium annuals (4”, 6”, premium 6 pack)

The program Healthy product In a Burpee pot –Sustainable pots are offered for veggies/herbs With a Burpee tag And Burpee POP Offered to all retailers

Total Vegetable/Herb offering

Annuals for everyday

Ball’s support of the program will be the best in the industry BUILD AWARENESS GOALS: Refresh equity Transfer to plants Reach new consumers TACTICS: Advertising PR DIRECT and INFORM GOALS: Ease shopping decision Provide information Inspire TACTICS: Pots Tags Merchandising INCREASE SUCCESS GOALS: Educate Inform Expand TACTICS: Website Community PRE STOREPOST STORE IN STORE EXPERIENCE

Where your customer’s inspiration comes from….. Q25. Where do you look for gardening ideas or inspiration? Significantly more important for the less experienced gardener

A successful program for growers Easy to order –Everything in one place –Flexibility in components that ‘work’ in grower operations Provides a higher return –Increased price on same product –Increased sell-through (higher volume) from more demand –No reduction in bench efficiencies With reduced risk –Pay royalty only for tags that sells Purchase tags up front -.14 royalty per tag Rebate back based on sell-through percentage (assume 85%)

Here is how the financials work out…

Next steps… Collect your thoughts, comments and input Trial/test to confirm consumer valuation model Continue to refine the program and details Ultimately deliver the right program for NATIONAL LAUNCH in 2010.