F’11 RETAIL INITIATIVES

Point Person Announcement &

Expectations

4 Segments of a Point Person Role

Account Point Person

Data Point Person

Marketing Point Person

Initiative Point Person

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

ACCOUNT POINT PERSON

ACCOUNT POINT PERSON

WALMARTSAFEWAY /GENUARDIS

AWI SUPERVALU REDNERS KROGER WEISWAKEFERN

HAWKINS Sweeney NELSON PARK SWEENEY HINCHER ZIMMERMAN NELSON

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

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

DATA POINT PERSON

DATA

IRI POINT PERSON

CPGN POINT PERSON

NELSON SWEENEY

VAUPEN / PARKERZIMMERMAN / PARKER

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

MARKETING POINT PERSON

MARKETING POINT PERSON

LFE FSI POSBEVERAGE

SELL SHEETS

SAUCE, PASTA, CANNED CHICKEN

SELL SHEETS

SOUP SELL SHEETS

FREDRICKS FREDRICKS VASTANO ZIMMERMAN FREDRICKS SWEENEY

DRIVE PERIODSELL SHEETS

VASTANO Open

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

POINT PERSON INITIATIVES FOR TEAM MID-ATLANTIC

TEAM MID-ATLANTIC

INITIATIVES

TEAM OF THE YEAR PP

SCOOP PP

HINCHER PARKER

Appendix

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

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