Introducing
    The next generation of Shopper Marketing partnership programs

                 Instant Combo Savings     ...
Introducing…Instant Combo Savings             ®




ICS drives incremental volume through merchandising support activated
...
ICS delivers significant savings




  •        Your brand partnered with a complementary, non-competing
           Privat...
ICS drives feature
    support & consumer
    attention

•    Delivers high value
     savings to the consumer
•    9-12
 ...
ICS supports the
program with a full
page FSI




                      4
ICS guarantees high levels of display compliance
•    Executed through partnership displays
•    Supported by the ICS Merc...
ICS guarantees POS placement
•   All stores receive signage for both Your Brand and Private Label
•   Signage will be plac...
Category Exclusivity/Timing
•   CPG brands receive category exclusivity for both National
    Brand and Private Label comp...
Option: Corporate Event
 ICS Corporate Events will drive 100% feature support and display
 compliance of 75%+ for each par...
ICS is a turnkey program

•   ICS Retailer Network is pre-authorized for displays and features ads
•   ICS:
     – Develop...
Timeline Flowchart


            LOCs due



                ICS presents offers to Retailers for approval



            ...
Letters of Pre-Authorization




                               11
Rollout Timetable
Phase      Timing            ICS Retailer Network    Stores
1          2008-2009         2 Retailer Test...
ICS 2011 Cycles




                           Cycle 2   Cycle 3   Cycle 4   Cycles 5 & 6
      LOC Commitment due    9/10...
ICS Retailer Network




                       14
Program Investment
                                                       Cycles 1-6,, 2011
                              ...
Performance Guarantee
If volume lift is less than 300%, you will receive a rebate on media/distribution costs
as follows:
...
ICS Multiple Participation Discount

Discounts are based on the number of participations within one program.
Participation...
Promotional Comparison                Display
                                         High




         Sampling

       ...
ICS Recap
 Announced with feature ad    Broad consumer reach builds program awareness. Multiple FREE
 & FSI               ...
Next Steps

  •   Discuss details related to your participation
       • Identify participating brands/packages
       • C...
The next generation of Shopper Marketing partnership programs

                    Instant Combo Savings          ®




In...
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ICS Overview Cycle 1 6 9 1 10

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ICS drives incremental volume through merchandising support activated by a partnership with retailers' Private Label brands.

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ICS Overview Cycle 1 6 9 1 10

  1. 1. Introducing The next generation of Shopper Marketing partnership programs Instant Combo Savings ® Member of 2011
  2. 2. Introducing…Instant Combo Savings ® ICS drives incremental volume through merchandising support activated by a partnership with retailers’ complementary, non-competing Private Label brands. Consumers receive significant savings driven by multiple National brands • Feature ad support in weekly circular • Full page FSI in each retailer's key markets • Guaranteed displays pre-authorized by retailer (75%+ compliance) pre authorized • Customary TPRs not required • Category exclusivity • National program customized at th account l N ti l t i d t the t level l • Performance Guarantee or your money back! 1
  3. 3. ICS delivers significant savings • Your brand partnered with a complementary, non-competing Private Label brand • FREE offer* • Shoppers redeem each offer individually • Savings delivered instantly at checkout *Assumes 25 – 35% savings for each offer 2
  4. 4. ICS drives feature support & consumer attention • Delivers high value savings to the consumer • 9-12 9 12 offers from multiple National brands • A Bonus savings program attracts additional attention by creating a higher savings potential • Shoppers receive Bonus Savings when 3 or more offers are redeemed. Savings are doubled with g the bonus 3 Weekly circular
  5. 5. ICS supports the program with a full page FSI 4
  6. 6. ICS guarantees high levels of display compliance • Executed through partnership displays • Supported by the ICS Merchandising Network – Pre-call – Display building & signage placement – Replenishment p Multi-shelf endcap p Floor display p y Refrigerated display g p y Frozen display p y 5
  7. 7. ICS guarantees POS placement • All stores receive signage for both Your Brand and Private Label • Signage will be placed on display and at the shelf location for each brand Shelf/soda department Shelf/chip department 6
  8. 8. Category Exclusivity/Timing • CPG brands receive category exclusivity for both National Brand and Private Label competitors • Each t il ’ E h retailer’s program i customized and 1 week i d ti is t i d d k in duration, tied to the retailer’s ad week 7
  9. 9. Option: Corporate Event ICS Corporate Events will drive 100% feature support and display compliance of 75%+ for each participating SKU…more than twice the level of typical FSI Corporate Campaigns* Campaigns • An ICS Corporate Event is dedicated to your company - Choose your theme - Customize your bonus/overlay - Minimum 9 offers • Pricing upon request * Source: March – May 2010, Safeway 8
  10. 10. ICS is a turnkey program • ICS Retailer Network is pre-authorized for displays and features ads • ICS: – Develops and secures approval of combo offers – Produces all program elements – Places FSI – Coordinates program details with your National Account Managers Projects volume lift j Informs Category Managers/helps close incremental sale • ICS Merchandising Network sets displays and POS • ICS prepares a post promotion evaluation (including performance guarantee results) 9
  11. 11. Timeline Flowchart LOCs due ICS presents offers to Retailers for approval Retailers approve offers and advise Category Managers of program details Countersigned LOCs returned to CPGs together with sales bulletins for CPG account reps to discuss with their Category Managers ICS begins program implementation 10
  12. 12. Letters of Pre-Authorization 11
  13. 13. Rollout Timetable Phase Timing ICS Retailer Network Stores 1 2008-2009 2 Retailer Test COMPLETED 2 Cycle 11 (2010) Stop & Shop, Giant TEST IN PROCESS Carlisle, Giant Landover, Martin’s 3 (2011) Cycles 1 - 6 Ahold, Harris-Teeter, Ahold Harris Teeter 1,675 1 675 Roundy’s, Save Mart, Hy-Vee, Pathmark 4 (2011) Cycles 7 - 13 10 5,100 5 (2012) 2012 Food 13,300+ stores/Top 31 Drug 18,800+ stores/Top 3 Mass 2,800+ stores/Top 2 12
  14. 14. ICS 2011 Cycles Cycle 2 Cycle 3 Cycle 4 Cycles 5 & 6 LOC Commitment due 9/10 10/8 10/29 12/3 13
  15. 15. ICS Retailer Network 14
  16. 16. Program Investment Cycles 1-6,, 2011 y Participation Redemption Media/Distribution Partnership Offer – CPG will be billed for face value FSI (22.4mm) (22 4mm) of partnership offer plus 5¢ h dli f t hi ff l handling POS Circular (37.8mm) Bonus Offer – All participating CPG brands share in Store Participation and the funding of the bonus offer – face value plus 5¢ Post Promotion Evaluation $ 49 handling Merchandising/Production Clearing – Retailer submits electronic redemption Merchandising services report directly to CPG or to CPG’s redemption agent Print Production Shipping $16 Total Cost Per St T t l C t P Store $65 1,675 Total Cost $ 108,875 Performance Guarantee If the program does not reach the agreed upon targets, ICS will rebate a portion of Media & Distribution costs Note: 1. Grocery, Beverage or HBC products may incur an additional cost for corrugate display units or pallets depending on the retailer 1 Grocery pallets, 2. FSI runs Sunday prior to retailer’s ad week for their first 2 programs. Coverage is all markets where the retailer has 10% or more ACV share plus a minimum of 10 stores 15
  17. 17. Performance Guarantee If volume lift is less than 300%, you will receive a rebate on media/distribution costs as follows: Volume lift % Rebate % 201 – 300 25 100 – 200 50 0 – 99 75 NOTES: O S • Rebate will be calculated based on sales data provided by the retailer • Performance guarantee is valid if the following conditions are met: • There is no promotion support (TPR, feature ad, display) during the 2 weeks prior to the ICS program p g • There are no out of stocks or interruption of product supply at the manufacturer or retailer level • There are no recalls or adverse publicity in effect • First time participation by CPG p p y 16
  18. 18. ICS Multiple Participation Discount Discounts are based on the number of participations within one program. Participation must include all retailers in the ICS Network Number of Media/Distribution Participations Cost Discount 2 25% 3 35% 4+ 45% 17
  19. 19. Promotional Comparison Display High Sampling FSI + TPR TPR Margin Margin Low L High Hi h FSI In-Store Coupons Catalina Display In-Store Media Size of Circle = Volume Low 18
  20. 20. ICS Recap Announced with feature ad Broad consumer reach builds program awareness. Multiple FREE & FSI offers engages Shoppers Pre-Authorized Displays 75%+ compliance/significantly higher than most programs Category Exclusivity Blocks both National Brand and Private Label competitors Partner with Private Label Retailers have vested interest in program’s success Strong ROI Promoting at everyday price protects brand equity Strong equity. promotion lift drives both 1 week incremental volume & permanent gains in base volume Turnkey Requires less of your time ICS Merchandising Set-up for each retailer based on their in-store merchandising Network practices Performance Guarantee If we don’t reach the volume lifts projected for your brand, we will rebate you a portion of the media/distribution cost. 19
  21. 21. Next Steps • Discuss details related to your participation • Identify participating brands/packages • Confirm category availability • Identify related item categories • Review ICS Master Services Agreement 20
  22. 22. The next generation of Shopper Marketing partnership programs Instant Combo Savings ® Instant Combo Savings 182 Howard Street, #005 San Francisco, CA 94105 Member of T (415) 788-3838 ext. 401 F (415) 366-8220 www.InstantComboSavings.com 21

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