1. Bob’s Market
Jeremy Vargo || Rachel Gilbert || Michelle Fnu || Brittany Case

2. Shopper Profiles
• Mainstream shoppers
• Older couples, 55+ years old
• Retired
• High school education or less
• Premium
• Affluent older couples, 55+ years old
• Household income of $100k +
• College education, working full time
• One cup brewer
• Affluent older couples, 55+ years old
• Household income of $50k+
• College educated
• Single Serve
• Affluent older couples
• Household income of $50k+

3. Shopper Focus
• Which of these segments shop at Bob’s Market and
which segments bring Bob’s Market the most
sales/profit?
• Premium
• ROM Growth vs. YAG: 5%
• One Cup Brewer
• ROM Growth vs. YAG: 186.9%
• Compared to the competition, on which segments
should Bob’s Market focus on?
• One Cup Brewer coffee

4. CoffeeAssortment
• Most potential for purchase inclines is an
assortment of coffee flavors
• Bob’s Market does no currently offer a variety
of coffee
• Focus in on the wrong segments of coffee

5. Single ServeMarket
• Focus is on single serve which is a declining
market
• Declined at Bob’s Market by 13%
$ Sales
$ Sales %
CHG
YRAGO
EU Sales
EU Sales
%CHG
YRAGO
$ SHARE
SINGLE SERVE
ABS CHG
YRAGO
SINGLE SERVE $2,711,098 (1.3%) 28,429 5.2% 0.0
FOLGERS COFFEE SINGLE SERVE$730,011 (1.9%) 5,365 (0.7%) (0.2)
M AXWELL HOUSE COFFEE SINGLE SERVE$642,389 1.1% 5,667 11.4% 0.6
PRIVATE LABEL COFFEE SINGLE SERVE$341,038 8.7% 4,242 25.8% 1.2
NESCAFE TASTERS CHOICE COFFEE SINGLE SERVE$307,977 (1.0%) 1,539 (6.7%) 0.0
GENERAL FOODS INTERNATIONAL COFFEE SINGLE SERVE$275,410 (25.5%) 4,567 (20.2%) (3.3)

6. OneCup BrewerAssortment
• One Cup Brewers (K-Cups) growing at a rapid
rate
$ Sales
$ Sales
%CHG
YRAGO
EU Sales
EU Sales
%CHG
YRAGO
$ SHARE K
CUPS ABS
CHG YRAGO
ONE CUP BREWERS $1,946,039 186.9% 9,287 133.2% (241.8)
GREEN M OUNTAIN COFFEE SINGSERV K CUPS$711,998 902.1% 2,860 899.3% 8.0
NEWM ANS OWN COFFEE SINGSERV K CUPS$466,421 488.1% 2,076 475.1% (12.6)
TULLYS COFFEE SINGSERV K CUPS$84,203 0.0% 413 0.0% 5.5
CARIBOU COFFEE COFFEE SINGSERV K CUPS$110,142 406.9% 530 417.5% (4.6)
VAN HOUTTE COFFEE SINGSERV K CUPS$90,710 682.1% 363 655.3% (0.4)

7. OneCup BrewerAssortment
• One Cup Brewers (K-Cups) growing at a rapid
rate
• Folger’s currently has two flavors at Bob’s
Market
• Folger’s now has 11 flavors of K-Cups
• Dunkin Donut’s has 7 flavors of K-Cups

8. Premium Coffee
• Premium Coffee grew by over 5% in retailer but Bob’s
Market and Account B
• Growing market in ROM
• Greater assortment will drive sales
Outlet Vol Share
of Category
Point CHG
YRAGO
Outlet Vol
Share of
Category
Point CHG
YRAGO
Outlet Vol
Share of
Category
Point CHG
YRAGO
Outlet Vol
Share of
Category
Point CHG
YRAGO
Outlet Vol
Share of
Category
Point CHG
YRAGO
Outlet Vol
Share of
Category
Point CHG
YRAGO
100.0 0.0 8.0 (0.5) 38.7 1.2 11.0 (0.9) 10.8 0.3 20.2 0.3
EU Sales
EU Sales %
CHG
YRAGO EU Sales
EU Sales %
CHG
YRAGO EU Sales
EU Sales %
CHG
YRAGO EU Sales
EU Sales %
CHG
YRAGO EU Sales
EU Sales %
CHG
YRAGO EU Sales
EU Sales %
CHG
YRAGO
CATEGORY - COFFEE 4,644,068 0.5 369,531 (5.8) 1,798,022 3.6 509,082 (7.3) 501,567 3.4 938,293 1.8
PREMIUM 1,301,021 5.0 107,276 0.8 302,028 6.3 135,252 (1.1) 277,298 7.9 376,551 7.3
MAINSTREAM 3,005,871 (1.8) 233,826 (9.7) 1,358,120 3.1 329,692 (10.7) 190,638 (3.6) 503,856 (3.1)
SINGLE SERVE 307,406 (0.2) 28,248 4.5 129,957 (0.2) 40,993 (0.8) 27,096 1.7 47,784 1.5
ONE CUP BREWERS 29,770 125.5 181 0.0 7,917 119.8 3,145 104.2 6,535 83.4 10,103 199.0
EU Share
Point CHG
YRAGO EU Share
Point CHG
YRAGO EU Share
Point CHG
YRAGO EU Share
Point CHG
YRAGO EU Share
Point CHG
YRAGO EU Share
Point CHG
YRAGO
PREMIUM 28.0 1.2 29.0 1.9 16.8 0.4 26.6 1.6 55.3 2.3 40.1 2.0
MAINSTREAM 64.7 (1.5) 63.3 (2.7) 75.5 (0.4) 64.8 (2.5) 38.0 (2.8) 53.7 (2.7)
SINGLE SERVE 6.6 (0.0) 7.6 0.8 7.2 (0.3) 8.1 0.5 5.4 (0.1) 5.1 (0.0)
ONE CUP BREWERS 0.6 0.4 0.0 0.0 0.4 0.2 0.6 0.3 1.3 0.6 1.1 0.7
SEGMENTS
Account C Account D
SEGMENTS
Total Market Bob's Markets Account A Account B
Premium Grocery RetailersValue Grocery Retailers

9. Premium Coffee Assortment
• Dunkin Donuts premium grew 24.9%
$ Sales
$ Sales %
CHG
YRAGO
EU Sales
EU Sales
%CHG
YRAGO
$ SHARE
PREM IUM
ABS CHG
YRAGO
PREM IUM $6,584,025 4.0% 107,276 0.8% 0.0
EIGHT O CLOCK COFFEE PREM IUM$1,423,393 5.2% 23,667 (2.4%) 0.2
NEW ENGLAND COFFEE PREM IUM$1,343,469 16.5% 27,823 17.7% 2.2
PRIVATE LABEL COFFEE PREM IUM$1,303,994 (3.9%) 28,924 (1.9%) (1.6)
DUNKIN DONUTS JM S COFFEE PREM IUM$1,077,328 24.9% 11,693 22.6% 2.7
STARBUCKS COFFEE PREM IUM$893,478 8.9% 8,763 18.2% 0.6

10. Premium CoffeeAssortment
• Starbucks and Dunkin’ Donuts have the highest
composite ranking of brands across all three
store profiles
• By placing more premium Dunkin’ Donuts coffee
in store it will help grow Dunkin Donuts to the
#1 spot
Brand Total Premium Mainstream Value
STARBUCKS 1 1 1 1
DUNKIN' DONUTS 2 2 2 2
PRIVATE LABEL 3 4 3 4
8 O'CLOCK* 4 3 4 5
MILLSTONE 5 5 5 3
SEATTLES BEST 6 6 6 6
PEET'S 7 7 8 8
FOLGERS 8 8 7 7
CHRISTOPHER BEAN 9 9 9 9
TULLYS 10 10
CARIBOU 11 10 11

11. CurrentPricing
Bob's Account A Account B Account C Account D
Instant
Folgers $6.35 $5.88 $5.69 $6.78 $6.29
Maxwell House $6.58 $6.55 $6.14 $6.63 $6.46
Taster's Choice $8.78 $8.27 $9.90 $9.54 $9.94
Nescafe $6.95 $6.66 $6.78 $6.92 $6.29
Brick Bag
Folgers 11.3oz Brick Bag $3.93 $4.41 $3.85 $3.77 $4.28
Maxwell House 11oz Brick Bag $3.94 $4.08 $3.90 $3.30 $3.93
PL 11oz Brick Bag $2.93 $3.24 $2.75 $3.10 $3.22
Mainstream Small Can
Folgers 11.3oz $4.31 $4.31 $4.10 $4.48 $4.64
Maxwell House 11.5oz $4.52 $4.27 $4.11 $3.78 $4.40
PL 11oz Can $0.00 $3.15 $3.58 $3.13 $4.07
Mainstream Large Can
Folgers Large Can $9.08 $9.76 $8.19 $9.11 $10.34
Maxwell House Large Can $9.84 $9.40 $7.66 $9.54 $10.09
PL Large Can $7.88 $7.17 $6.80 $7.99 $10.64
Premium
Eight O Clock 12oz $5.69 $5.99 $5.69 $5.99 $6.25
Dunkin Donuts 12oz $7.99 $8.49 $7.99 $8.49 $7.71
Starbucks 12oz $8.99 $8.99 $8.99 $8.99 $8.89
Value Retailers Premium Retailers

12. Pricing Recommendations
• Bob’s Market should be more competitive on certain prices
when given competitive pressure
• Bob’s Market should keep offering average prices
• Bob’s Market should work hard on differentiating products
from competitors by providing products that are unique
• Focus on sales of premium coffee and one cup brewer
• Price itself is not the main problem
• Data indicates that each time there is a promotion, there is a
buyer
• Increase shopper value of shopping at Bob’s Market!

13. Planogram andLocation
• Data suggests the shelf should be categorized by major segments
• Within these segments, organize by brand and vertically by size
• Include coffee filters and additives to leverage impulse purchases
• Majority of K-Cup shoppers cross-purchase with premium and mainstream
• Shelving premium and one cup brewer adjacent to mainstream increases
trade up opportunity
• Optimal shelf placement within segment: at/right below eye level
Creamy
Singles
Regional Brands
Whole Bean Ground
Creamers,
Filters,
Sweeteners,
Flavorings,
Gen MerchInstant
BrandedCoffee
PrivateLabel
BrandedCoffeeBulk Pre-Pack
One Cup Brewer
Coffee
3 lb
1 lb
Premium Mainstream
Bulk & Grinder
Major National Brands
Decaf & Half Caff

14. Location in Store
• Bob’s Market is losing trips
in total coffee, driven by
declines in premium and
single serve
• Position coffee section in
grocery part of the store
• Shelve bulk at the back of
the store near meat
• Capture concept of fresh and
premium along with sensory
and aroma

15. Co-Promotions
• Data indicates creamer is the top item often found in the basket with
coffee

16. Co-Promotions
• Data indicates creamer is the top item often found in the basket with
coffee
• Data indicates co-promoting a premium coffee product with a
mainstream coffee product drives incremental sales for both product
groups

17. Co-Promotions
• Data indicates creamer is the top item often found in the basket with
coffee
• Data indicates co-promoting a premium coffee product with a
mainstream coffee product drives incremental sales for both product
groups
• Dual promotions appeal to both core and occasional shoppers at the
same rate

18. Co-Promotions
• Data indicates creamer is the top item often found in the basket with
coffee
• Data indicates co-promoting a premium coffee product with a
mainstream coffee product drives incremental sales for both product
groups
• Dual promotions appeal to both core and occasional shoppers at the
same rate
• Data indicates coffee sweetener ranks the highest in one cup brewer
baskets
• Create a co-promotion with coffee sweetener and K-Cups

19. Co-Promotions
• Data indicates creamer is the top item often found in the basket with
coffee
• Data indicates co-promoting a premium coffee product with a
mainstream coffee product drives incremental sales for both product
groups
• Dual promotions appeal to both core and occasional shoppers at the
same rate
• Data indicates coffee sweetener ranks the highest in one cup brewer
baskets
• Create a co-promotion with coffee sweetener and K-Cups
• Data indicates that other products have successfully been co-promoted
using the Fuel Advantage Campaign
• Implement coffee with this fuel perks program

20. In-Store Promotion: Non-Price
• In-store sampling
• One cup brewer coffee and sweetener
• Premium Dunkin’ Donuts coffee and Dunkin’ Donuts creamer
• Include bakery treats

21. In-Store Promotion: Non-Price
• In-store sampling
• One cup brewer coffee and sweetener
• Premium Dunkin’ Donuts coffee and Dunkin’ Donuts creamer
• Include bakery treats
• Product Displays
• Mainstream and Premium

22. In-Store Promotion: Non-Price
• In-store sampling
• One cup brewer coffee and sweetener
• Premium Dunkin’ Donuts coffee and Dunkin’ Donuts creamer
• Include bakery treats
• Product Displays
• Mainstream and Premium
• Premium, one cup brewer, Dunkin’
Donuts creamer

23. In-Store Promotion: Non-Price
• In-store sampling
• One cup brewer coffee and sweetener
• Premium Dunkin’ Donuts coffee and Dunkin’ Donuts creamer
• Include bakery treats
• Product Displays
• Mainstream and Premium
• Premium, one cup brewer, Dunkin’
Donuts creamer
• Promotion on K-Cups shoppers
owning a My K-Cup filter

24. In-Store Promotion: Non-Price
• In-store sampling
• One cup brewer coffee and sweetener
• Premium Dunkin’ Donuts coffee and Dunkin’ Donuts creamer
• Include bakery treats
• Product Displays
• Mainstream and Premium
• Premium, one cup brewer, Dunkin’
Donuts creamer
• Promotion on K-Cups shoppers
owning a My K-Cup filter
• K-Cups and premium during holiday
season

25. In-Store Promotions: Price
• Create a promotion with premium coffee and Dunkin’ Donuts creamer
• Create a promotion with one cup brewer coffee and coffee sweetener

26. In-Store Promotions: Price
• Create a promotion with premium coffee and Dunkin’ Donuts creamer
• Create a promotion with one cup brewer coffee and coffee sweetener
• Target direct mailers with coupons
• In-store coupon available at sampling booth
• BOGO’s
• “Product of the Month” feature – different types of coffee

27. In-Store Promotions: Price
• Create a promotion with premium coffee and Dunkin’ Donuts creamer
• Create a promotion with one cup brewer coffee and coffee sweetener
• Target direct mailers with coupons
• In-store coupon available at sampling booth
• BOGO’s
• “Product of the Month” feature – different types of coffee
• K-Cups growing in popularity
• Flavor of the month
• Result in mainstream and premium buyers increase
size of cart
• Result in increase of trade-ups