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Hershey Retail Activity (1/26/09 - 2/20/09)CYCLE 2 Retail Plan

• Ensure all product is all product is on sales floor and merchandised in high traffic locations

• Merchandise Pot of Gold Shippers in Floral Departments and near Greeting Cards.

• Merchandise Packaged Candy in case stacks in front of check-outs.

• Merchandise Count Goods Shippers at Checkouts.

• Valentine’s Day promotions – final 2 weeks:

• 1/23 – 1/29: Pkg Candy 2/$4; Pot of Gold Bxs $4.99; Big Bags $3.99; Bliss 2/$6• 1/30 – 2/7: Pkg Candy 2/$4; POG Bxs $4.99; POG Hearts $5.99; Branded Hearts $2.99; Friendship Exchng $3.99• 2/8 – 2/14: POG Bxs $4.99; Friendship Exchange $3.99; Branded Hearts $2.99; Pkg Candy 2/$5; POG Hearts $5.99

• Hershey’s Bliss will be promoted at 2/$7 from 1/23 – 2/26/09.

• Merchandise Bliss in high traffic locations to maximize exposure and consumer trial of this exciting new brand! • Bliss has contributed significant growth to the “Trade Up” segment of the category, outselling Dove when promoted.

• Ensure timely transition of seasonal aisles and displays from Valentine’s Day to Easter.

• Easter aisles should be set by 2/20/09 at the latest.

• Ensure Easter Count Goods are merchandised at checkouts. Easter count goods are an important part of early seasonal sales.

• Create a minimum of 3 Easter displays in addition to seasonal aisle. Displays should include: 60pc Bag, Pkg Candy, and multipacks.

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Execution Month Packtype Details Retail Unit Cost Scan

Net Unit Cost

Retailer Margin

Proposed Ad Date

BB Program

PP Program

1/25 - 2/28 Big Bags 2/$9 $4.50 $3.87 $0.30 $3.57 20.7% wk 49 ME X X

1/25 - 2/28 Bliss 2/$7 $3.50 $3.09 $0.35 $2.74 21.7% wk 53 ME X X

1/25 - 2/28 Ice Cube Singles 10/$10 $1.00 $0.72 $0.05 $0.67 33.0% X

1/25 - 2/28 Tins 2/$3 $1.50 $1.18 $0.06 $1.12 25.3% X

1/25 - 2/28 Twizzler 4# Acme 6.99 $6.99 $5.27 $0.10 $5.17 26.0% X

1/25 - 2/28 King Size 10/$10 $1.00 $0.86 $0.07 $0.79 21.0% X X

1/25 - 2/28 Big Box EDLC 10/$10 $1.00 $0.74 $0.03 $0.71 29.0% X X

1/25 - 2/28 Gussets EDLC $9.99 $9.99 $7.17 $0.20 $6.97 30.2% Xweek 49 1/25 Twizzler 4# Week 49 only scan $1.02 (1/18 - 1/31/09) retail @ $4.99week 50 2/1week 51 2/8week 52 2/15week 53 2/22 Extend Bliss one week for Australia DVD Program - thru 2/28/09

FEBRUARY EXECUTION WEEKS 49 - 53

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Execution Month Packtype Details Retail Unit Cost Scan

Net Unit Cost

Retailer Margin

Proposed Ad Date

BB Program

PP Program

3/1 - 3/28 Standard Bars 2/$1 $0.50 $0.49 $0.10 $0.39 22.0% wk 1 ME X X

3/1 - 3/28 Package Candy 2/$6 $3.00 $2.61 $0.21 $2.40 20.0% wk 2 ME X X

3/1 - 3/28XL/Cadbury/8 Packs 4/$5 $1.25 $1.02 $0.05 $0.97 22.4% wk 3 ME X X

3/1 - 3/28 Tins 2/$3 $1.50 $1.18 $0.06 $1.12 25.3% X X

3/1 - 3/28Extra Dark/Nuts SUB 2/$6 $3.00 $2.22 $0.05 $2.17 27.7% X

3/1 - 3/28Cacao Reserve SUB 2/$6 $3.00 $2.50 $0.12 $2.38 20.7% X X

3/1 - 3/28 Starbucks SUB $3.49 $3.49 $3.04 $0.50 $2.54 27.2% X

3/1 - 3/28 Ice Cube Singles 10/$10 $1.00 $0.72 $0.05 $0.67 33.0% X

3/1 - 3/28 Big Box EDLC 10/$10 $1.00 $0.74 $0.03 $0.71 29.0% X X

3/1 - 3/28 Gussets EDLC $9.99 $9.99 $7.17 $0.20 $6.97 30.2% Xweek 1 3/1week 2 3/8week 3 3/15week 4 3/22

PERIOD ONE EXECUTION WEEKS 1 - 4

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Execution Month Packtype Details Retail

Unit Cost Scan

Net Unit Cost

Retailer Margin

Proposed Ad Date

BB Program

PP Program

3/29 - 4/25 XL/ Cadbury/ 8 Packs 4/$5 $1.25 $1.02 $0.05 $0.97 22.4% wk 7 X X

3/29 - 4/25 Twizzlers Bonus 3/$5 $1.67 $1.45 $0.14 $1.31 21.6% wk 7 X X

3/29 - 4/25Standard Bars Bonus 3/$2 $0.67 $0.49 $0.05 $0.44 34.3% X X

3/29 - 4/25 Packaged Candy 2/$6 $3.00 $2.61 $0.21 $2.40 20.0% wk 6 X X

3/29 - 4/25Scharffen Berger Bars 2.99 $2.99 $2.22 $0.05 $2.17 27.4% X

3/29 - 4/25 Starbucks Bars 2.29 $2.29 $1.72 $0.10 $1.62 29.3% X

3/29 - 4/25 Big Box EDLC 10/$10 $1.00 $0.74 $0.03 $0.71 29.0% X X

3/29 - 4/25 Gussets EDLC $9.99 $9.99 $7.17 $0.20 $6.97 30.2% Xweek 5 3/29week 6 4/5week 7 4/12week 8 4/19New Items Shipping: Young & Smylie, Bliss Raspberry, Starbucks Tasting Squares, Extra Dark Raspberry SUB, Extra Dark Pomegranate Bar,Whoppers PB Carton, Good n Fiery Big Box, Cookies n Crème XL Bar

PERIOD TWO EXECUTION WEEKS 5 - 8