This document outlines the responsibilities and expectations for point person roles on the F'11 Retail Initiatives team. There are four main point person roles: Account, Data, Marketing, and Initiative. The Account Point Person is responsible for account-specific activities like securing merchandising information and developing promotional materials. The Data Point Person updates reports and educates the team on analytics tools. The Marketing Point Person customizes marketing presentations and works with headquarters. The Initiative Point Person oversees team goals and compiles information for awards. Examples are provided for how point persons support each other to prepare and execute promotions.

1. F’11 RETAIL
INITIATIVES
Point Person
Announcement &
Expectations

2. 4 Segments of a Point Person Role
 Account Point Person
 Data Point Person
 Marketing Point Person
 Initiative Point Person

3. Account Point Person Expectations
 Responsible to secure and update incorrect DSMP
 Develop and implement account specific promotional and non promotional sell sheets
 Compile all appropriate integrated drive period point of sale
 Provide guidance on what IRI information should be used to sell a promotion or non-
promotion activity
 Provide guidance on what CPGN information should be used to sell promotion or non-
promotion activity
 Be the expert resource for Team Mid-Atlantic on account specific information
 Work with account team to secure retail objectives
 Hold periodic conference calls to ensure everyone is aware of their role and completely
understand expectations
 Champion all account specific goals
 Close the circle – work with account personnel to provide forecasted information for the
given event

4. ACCOUNT POINT PERSON
ACCOUNT
POINT PERSON
WALMART
SAFEWAY /
GENUARDIS
AWI SUPERVALU REDNERS KROGER WEISWAKEFERN
HAWKINS Sweeney NELSON PARK SWEENEY HINCHER ZIMMERMAN NELSON

5. Example: Account PP secures merchandising
information for an upcoming Chunky promotion
POS PP
DRIVE
PERIOD PP
SOUP PP LFE PP
FSI PP
CPGN PP
IRI PP
Account PP
Account PP puts
selling information
together
RBMs sell &
reports forecast
Account PP gathers
forecast & reports
to send to CBM
CBM Reports Post
Event For Promotion

6. Data Point Person Expectations
 Update IRI reports every 2 weeks
 Find the most important and easiest to communicate information and show Team Mid-
Atlantic members how to use at retail
 Work with Account PP to make sure they are using the best information for sell sheets
 Educate Team Mid-Atlantic on the 3-5 reports in the CPGN system
 Show by example how to use IRI and CPGN Reports to sell in promoted and non-
promoted in store activity
 Begin to show customization by specific account to drive display support in store
 Hold periodic conference calls to educate Team Mid-Atlantic on the use of all
informational tools
 Champion data sharing
 Close the Circle – Work back with the ROM to let him know what is working and what is
not working

7. DATA POINT PERSON
DATA
IRI
POINT PERSON
CPGN
POINT PERSON
NELSON SWEENEY
VAUPEN / PARKERZIMMERMAN / PARKER

8. Marketing Point Person Expectations
 Customize all marketing presentations to be ready to be implemented at store level
 Seek to understand how all the different marketing activities drive incremental displays.
Then share with the team (on-going)
 Create expectations on what is needed to be done at the store level using the
customized selling information
 Create Brand specific sell sheets
 Create Drive Period specific sell sheets
 Utilize the “Team Mid-Atlantic Way For Creating sell sheets”
 Work with headquarter personnel on a quarterly basis to inform WHQ how retail and
Team Mid-Atlantic are using their information
 Champion retail needs to Marketing at WHQ
 Periodic conference calls to educate other team members on how to use marketing
information to sell
 Close the Circle – When a drive period is ended show the results of your actions

9. MARKETING POINT PERSON
MARKETING
POINT PERSON
LFE FSI POS
BEVERAGE
SELL SHEETS
SAUCE, PASTA,
CANNED CHICKEN
SELL SHEETS
SOUP
SELL SHEETS
FREDRICKS FREDRICKS VASTANO ZIMMERMAN FREDRICKS SWEENEY
DRIVE PERIOD
SELL SHEETS
VASTANO Open

10. Initiative Point Person Expectations
 Solicit content from your teams for each bi-monthly issue; send reminder email to your teams the
week before content is due
 Ensure content meets guidelines before submitting to Scoop team (submissions should feature
highlights of your team’s achievements with an eye for what is “above and beyond” and what might
be useful for others to learn from)
 Submit monthly content to Scoop team by date specified in editorial calendar
 Act as sounding board for Scoop team as needed (to ensure Scoop continues to meet needs of
Campbell Sales Company employees)
 Work with ROM to make sure all Team Mid-Atlantic goals and deliverables are set in place
 Hold quarterly conference calls to ensure Team Mid-Atlantic is tracking to meet Team of The Year
expectations
 Compile all Team of The Year happenings based on the Team of The Year Road Map
 Develop Team of The Year Presentation Template
 Champion all Team of The Year causes
TEAM OF THE YEAR PP
SCOOP PP

11. POINT PERSON INITIATIVES FOR TEAM
MID-ATLANTIC
TEAM
MID-ATLANTIC
INITIATIVES
TEAM OF THE
YEAR PP
SCOOP
PP
HINCHER PARKER

12. Appendix

13. Example: Account PP secures merchandising
information for an upcoming Chunky promotion
1. The Account PP secures information that a Chunky promotion will be breaking in 8 weeks
2. With the new PP system in place, the Account PP knows exactly where to secure the proper selling
information
3. The Account PP puts all the proper pieces in place including direction on expectations for the RBM
4. Close the Circle – The Account PP will work back with the RBMs to better understand by store, what the
forecasted cases and displays will be
5. Account PP will report the forecast to the ROM and Sr. CBM

14. Account example how a RBM will receive
promotional information
1. The Account PP secures information that a Chunky promotion will be breaking in 8 weeks
2. With the new PP system place, the Account PP news exactly where to secure the proper selling information
3. The Account PP puts all the proper pieces in place including direction on what the expectations for the RBM
4. Close the Circle – The Account PP will work back with the RBMs to better understand by store, what the
forecasted cases and displays will be
5. Account PP will report the forecast to the ROM and Sr. CBM
All of the proper
selling information for
the promotion
RBM
RBM sells promotion RBM forecast sales
Account PP forecast to
CBM + any puritan
information
Send it Sell it Pass it Report it