Summary Presentation

Summary Presentation

CREATING A PET CARE CATEGORY AT THE HOME DEPOT

CATEGORY ENTRANCE

BAYS 3-4

BAYS 5-6

Strategic Sales Narrative

TARGET PRO-GROWTH DAIRY SET: DESIGNING THE BEST IN CLASS SPECIALTY

MILK CATEGORY

3-DOOR SET PINELLAS PARK, FL

Opportunity Assessment

Horizon Org Milk20% Space | 35 $$ Share

For the past half year, this category set is under-performing, indexing at a 98% on units vs. YA and 100% on $$ Sales.

Simply Balanced Org Milk14% Space | 11 $$ Share

Market Pantry LF Milk7% Space | 5 $$ Share

Lactaid LF Milk13% Space | 11 $$ Share

Simply Balanced Alm Milk7% Space | 4 $$ Share

Almond Breeze Alm Milk13% Space | 6 $$ Share

Silk Almond Milk13% Space | 16 $$ Share

DATA SOURCE: SYMPHONY IRI (PAST 6 MONTHS / PERIOD ENDING 9/20/15)

Silk Cashew Milk5% Space | 2 $$ ShareSilk Coconut Milk2% Space | 2 $$ Share

Silk Soy Milk7% Space | 7 $$ Share


SEGMENT LAYOUTOrg Milk

33% Space 46 $$ Share

Almondmilk


Lactose Free Milk


Soy 7% Space7 $$ Share

AO 7% Space4 $$ Share



3-DOOR SET PINELLAS PARK, FL


BRAND PERFORMANCEDOLLAR AND UNIT SHARE OF SPECIALTY MILK CATEGORY

$ | 85 IYAUNIT | 75 IYA PVT LBL ORG

$ | 105 IYAUNIT | 97 IYA HORIZON ORG

$ | 75 IYAUNIT | 84 IYA

SILK SOY


PVT LBL LF MILK


LACTAID


ALM BRZ

NEW

NEW


SILK ALM


SHELF STABLE MULTI-PACKS ARE INTEGRATED IN THE SET



ASSESSMENT SUMMARY:

• REALIGNING THE CATEGORY TO CORE SKUS (LIST) WILL IMPROVE CATEGORY PERFORMANCE BY AS MUCH AS 4 INDEX POINTS

• ALIGNMENT TO THE CONSUMER DECISION TREE AND STRUCTURE OF PRICE STRATA WILL INVENT A SET OF SHOPPING ZONES, IMPROVING THE WAYFINDING OF THE CONSUMER AND INCREASING CATEGORY SALES BY AS MUCH AS 2 INDEX POINTS

• OPPORTUNITIES EXIST FOR IMPROVEMENT OF THE CATEGORY ASSORTMENT BRINGING BETTER PERFORMANCE

• VARIETY AND UPSIZE OPTIONS ARE KEYS TO CREATING “#1 DESTINATION CATEGORY”

Shopper Zones

ZONE BASEDBRAND BLOCKS

1 . VALUE ZONE

2 . CTG GROWTH AND INNOVATION ZONE

3 . CTG CORE SUSTAINMENT AND LOYALTY SZ ZONE

3-Door Category Growth PoG


REALIGNED BRAND BLOCKS

2 222

22

22 22 2

2 2 22 2

22 2 2

Inclusion of Horz Org Gallons

Strong SILK Brand Block

Defined Price Tier Strata for Value and

Premium Brands

Projection for this category set is an index of a 103% on units and a 105% on $$ Sales.


SIZE OF PRIZE:

PER WEEKALMOND $Masked

CASHEW $xxCOCNT $xx

LAC FREE $xxORGANIC $xx

SOY -$xx

DISTRIBUTION INCREMENTALITY

NOTE: CASHEW HAS A LOW BASE OF DATA AND SOY HAS A NEGATIVE FACTOR DUE TO MARKET CONTRACTION

3 DOOR+ ~ $Masked

4 DOOR ~ $xx

5 DOOR ~ $xx

PROJECTED PLAN-O-GRAM $$ SALES INCREASE (ANNUALIZED)

FOR VALIDATION OF PROJECTIONS, IN-STORE TEST IS REQUIRED

NOTE: 3-DOOR+ INCORPORATES THE SUGGESTED CHANGES MADE TO THE BASE PoG EXAMPLE


ZONE BASEDBRAND BLOCKS

SIMPLY BALANCED ORG MILK

HORIZON ORGANIC ORG MILK SILK

AO PLANT BASED MILK

MARKET PANTRY LF MILK

LACTAID LF MILK

ALMOND BREEZE

ALM MILK

SIMPLY BAL ALM MILK

SILKALMOND

MILK

SIMPLY BAL ALM MILK

HORIZON ORGANIC ORG MILK

1 . VALUE ZONE




1 . VALUE ZONE




GRAPHIC WAYFINDING ELEMENTS

STATIC CLIN

G

SEGMENT SI

GNAGE

FLOOR APRON

CATEGORY SIGNAGE

#1 DESTINATION CATEGORY FEATURE ADVERTISEMENT AND PROMOTION

Strong monthly promotional support to drive new traffic into the category

Omni ChannelPromotional Support

DATA SOURCE: ECRM (Past 12 months ending Sep 2015)

Retailer Category Review

PET FOOD CATEGORY REVIEW

WALMART STORE LAYOUT / PET CARE CATEGORY LOCATION

BACK

5

GROCERIES

1

LAWN & GARDEN

1

WALMART STORE LAYOUT

14 STORES 7 FRONT

50% LOCATION OFF RACEWAY IN CORNER NEAR LWN&GRDN

36% LOCATION ON BACK RACEWAY (IMPACT STORES)

14% LOCATION OTHER ON RACEWAY

WALMART CATEGORY LAYOUT PROJECT IMPACT STORE #1503 STORE = 202,000 SQ FT CATEGORY = 4,672 SQ FT % OF STORE 2.3

CATEGORY LOCATION

Walmart Retail Category Review


LITTER DRY DOG ECON

END B END B END B

DRY DOG

MID-

TIER /

ECON

WET CAT

DRY

DOG PREMIUM

DRY CAT

DOG

TREATS

HEALTH

WET

DOG

END A END A END A END A END A PALLET PALLET RACEWAY ADJACENT CATEGORIES CRAFTS PROMOTIONAL FOODS AND SNACKS

Project Impact Store Layout

4700 SQ FT

7 FT HEIGHT ALL GONDOLAS (40ft RUN) DRY DOG MID-TIER & ECON ON HC GOND ALL DRY CAT ON HC GONDOLA 5 END CAP (A) DEPTH BETWEEN 14" AND 36" 3 END CAP (B) 2 DROP POSITIONS (NON-DEDICATED) 1 SIDE ACCESS FROM RACEWAY

NOTES: WILD BIRD LOCATED IN LAWN&GARDENPREMIUM DOG HAS A WET/DRY SHELVING EXECUTION

%DRY DOG FOOD 15.8DRY CAT FOOD 11.0WET DOG FOOD 7.6WET CAT FOOD 15.0PET TREATS 10.6OTHER 40.0

POTENTIAL DISPLAY LOCATIONS 10 / 7 A


MEIJER STORE LAYOUT / PET CARE CATEGORY LOCATION

BACK

3

GROCERIES

LAWN & GARDEN

MEIJER STORE LAYOUT 3 STORES FRONT

100% LOCATION ON RACEWAY (2 SIDES) ADJACENT TO GROCERY

MEIJER CATEGORY LAYOUT KETTERING, OH STORE = 196,000 SQ FT CATEGORY = 5,810 SQ FT % OF STORE 3.0

CATEGORY LOCATION

Department is positioned as a destination category

FISH TANKS FISH OTHER ID END

B

DRY DOG PREMIUM END A END

B END B END B END B END B

WILD BIRD FEED AND

FEEDERS

TREATS DR

Y DOG

MID-TIER

AND

PVT

LABEL

WET

DOG

DRY CAT FOO

D

WET CAT FOO

D

HEALTH

LITTER

DOG BED

S

END A END

B

CAT TREES

RAWHIDES

DRY

DOG ECON

END A END

B

CRATES &

WASTE

MGT

FOR DOGS END A END

B

PADS

TOYS / TREATS LEASHES / COLLARS END B CAT TOYS END A END

B

END A END A END A END A END A LOW PROFILE SHOPPERS PALLET PALLET RACEWAY ADJACENT CATEGORIES HARDWARE


BasicMeijerStore Layout

5800 SQ FT

PINE BEDDING / FISH ACCESORIES

5 FT HEIGHT 4WAY SHOPPER 6 SHOPPERS w/END CAPS

6 FT HEIGHT GONDOLA (44ft RUN) STANDARD BASE 25" 10 END CAP (A) DEPTH 25" 11 END CAP (B) 2 DROP POSITIONS (nd) DOG ID TAG STATION 2 SIDES ACCESS FROM RACEWAY

%DRY DOG FOOD 12.1DRY CAT FOOD 10.4WET DOG FOOD 7.0WET CAT FOOD 13.8PET TREATS 12.3OTHER 44.5

POTENTIAL DISPLAY LOCATIONS 24 / 13 A Displays 240% > WMT

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Summary Presentation