new england cycle 6 rem conference call may 11, 2010
TRANSCRIPT
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New England Cycle 6 REMConference Call
May 11, 2010
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Meeting Agenda
Customer Planning and Execution
– Food
• Shaw’s (Rick Rohrbach)
• Hannaford (Melissa)
• Stop and Shop (Matt)
• Market Basket (Andrew)
• Wal-Mart (Adam)
Top-line Business Results
– Overall
– Wal-Mart
– Food
CSR (Bethany Kucharik)
Injury Prevention
Con
fere
nce
Cal
l
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Big Wins Cycle 5
Ashley and Matt – Wal-Mart
– Gaining Commitments in all Market Stores
• Mandatory Feautres of…Twizzler Front Endcaps, S’Mores Cartrail, Syrup Front Endcaps
Jason and Tim – Wal-Mart
– Gaining Commitments in all Market Stores
• 2+ S’Mores Displays/Store
??
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x
Business Commitments - Easter
At least one BDP/RSR submitted
95% Sell Through – Wal-Mart
.5 Share Gain - Food
New England: 89% - 10th Rank
National: 87%
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Wal-Mart POS Overview
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Boston vs. New England BBQ Throwdown
24oz Syrup Boston New EnglandIncremental $'s vs YAGO (measured period) 6,330$ 9,079$
Incremental $ % Chg vs YAGO (measured period) 6% 13%King SizeIncremental $'s vs YAGO (measured period) 81,181$ 61,523$
Incremental $ % Chg vs YAGO (measured period) 23% 21%8PkIncremental $'s vs YAGO (measured period) 107,768$ 70,408$
Incremental $ % Chg vs YAGO (measured period) 29% 26%24oz SyrupIncremental $'s vs YAGO (measured period) (12,597)$ (4,693)$
Incremental $ % Chg vs YAGO (measured period) -63% -63%Total Measured PacksIncremental $'s vs YAGO (measured period) 182,683$ 136,317$
Incremental $ % Chg vs YAGO (measured period) 21.7% 21.1%
Pitting Rivals on Growth % of 24oz Syrup, King Size, and 8 Packs during measured periods of Cycles 3,4,5 2010
Less then $7K in incremental volume separates the teams
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District $ Share - Northeast Area - YTD (4.17.2010)
District Share Chg - YTD - 4.17.2010
Boston District11%
Chesapeake District16%
Cleveland District8%
Hershey District11%
New England District15%
New York District14%
Philadelphia District9%
Pittsburgh District5%
Raleigh District4%
Syracuse District7%
District $ Share - Northeast Area - YTD (4.17.2010)
District Share Chg - YTD - 4.17.2010
0.2%
-0.6%
1.4%
0.1%
0.3%
-0.3%
-0.1%
-0.6%
0.9%
1.7%
0.2%
-1.0% -0.5% 0.0% 0.5% 1.0% 1.5% 2.0%
Northeast Area
Boston District
Chesapeake District
Cleveland District
Hershey District
New England District
New York District
Philadelphia District
Pittsburgh District
Raleigh District
Syracuse District
Food Business Topline – 4.17.2010
Highlights:
$ S
ha
re o
f M
ark
et
$ S
ha
re C
hg
Ma
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t
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Focus on Your Own
Wellness and SafetyMay 2010
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Key Messages
We have been receiving calls from the field regarding injuries that are preventable.
We need to rely on ourselves and each other to work at a level and pace that does not encourage unsafe actions or preventable injuries
We can be productive, efficient and safe at the same time.
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Through April
Our Field Sales Team has reported nearly twice as many injuries as in the same time period last year.
Injuries stemming from:
– Over exertion – strains and sprains
– Moving too quickly and not paying attention to surroundings – slips, trips and falls
– Handling more product than necessary
– Not holding customers accountable for displaying product in their stores
Source: IRI…
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What Will We Do About This?
Stop
Start
Continue
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Let’s Be Careful Out There!
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Wal-Mart
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Cycle 6: WM Weeks 16-19
DISTRIBUTION: FOCUS FIXTURES:100% Distribution Speedy RegistersNo Out-of-Stocks Tobacco AisleCorrect # of Facings Syrup Saddle RackTagged and Flagged
WM Week 16 (5/15 - 5/21) WM Week 17 (5/22 - 5/28)1 S'mores Wave 2 (+ FSI) 1 S'mores2 Bonus Syrup 2 Packaged Candy Rollback3 Packaged Candy Wave 1 3 Twizzlers
Secondary Priorities: Secondary Priorities:* 8-packs * Twizzlers * Syrup/Toppings Rollback * King Size* King Size * Pieces * 8-packs/Theater Boxes * Bliss* Giant Bars * Bliss * Pieces
WM Week 18 (5/29 - 6/4) WM Week 19 (6/5 - 6/11)1 S'mores 1 S'mores2 Syrup/Toppings Rollback 2 Standard Bars Wave 13 King Size Rollback 3 Twizzlers Rollback
Secondary Priorities: Secondary Priorities:* Packaged Candy * Pieces * Syrup/Toppings Rollback * King Size* 8-packs/Theater Boxes * King Size * Packaged Candy Rollback * Pieces SSO* Twizzlers * Bliss * 8-packs/Theater Boxes * Bliss
(Weekly priorities may change based on programming changes and sales-utilize weekly updates for latest priorities)
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2010 Cycle 6 Retail Execution Meeting
May 2010
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Key Messages
YTD thru April, Total Walmart is 98.1% of Plan with 12 districts above objective
S’mores is off to a fast start with wave 2 product shipping week 16 The first FSI is dropping May 16th TAB Week 17
Hershey’s Syrup is projected to be +23.1% in 2010 driven by our Summer Rollback program that will be our biggest ever!
200K cases of bonus (2.5x the 2009 volume) $1.68 Rollback on the entire syrup $1.88 Rollback on the entire topping line
Key programs for Cycle 6 include Rollbacks on CPC, Giant Bars and Standard Bars
The Rollbacks on King Size, Twizzlers, and Bliss will continue as well as the EDLP’s on 8-packs, Theater Boxes, and NEW Hershey’s Pieces
Flawless execution at retail is critical to our success; leverage retail tools to sell and maintain your “A” displays
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CYTD POS $ vs. Plan
Hershey’s POS is $493.2M, +6.6% vs. 2008 & 98.1% vs. Plan
Source: Retail Link - Walmart Week 201013 (WE April 30, 2010)
South
vs. Plan
99.4%
West
98.9%
Hershey
98.1%
Northeast
96.9%
Central
96.7%
$125.1$111.8$148.8 $98.6 $493.2POS $ (M)
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DET
vs.Plan
100.9%
IND
98.6%
MIN
97.8%
CIN
97.6%
GR
97.4%
AREA
96.7%
OMA
96.1%
MIL
95.6%
CHI
95.5%
KC
95.1%
STL
94.9%
$9.9 $16.7$125.1$11.4$8.6 $8.6$12.9 $16.8$11.3$14.8 $14.1POS $ (M)
The Central Area generated $125.1M in POS, 96.7% of Plan
Source: Retail Link - Walmart Week 201013 (WE April 30, 2010)
CYTD POS $ vs. Plan
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RAL
vs.Plan
100.8%
PHI
99.1%
CLE
98.1%
PITT
97.1%
CHES
97.0%
AREA
96.9%
NY
96.6%
SYR
95.9%
BOS
95.0%
NE
94.6%
HSY
94.3%
$9.5$13.3$111.8$14.7$11.2 $12.2$7.4$4.8$7.2 $15.7$15.9POS $ (M)
The Northeast Area generated $111.8M in POS, 96.9% of Plan
Source: Retail Link - Walmart Week 201013 (WE April 30, 2010)
CYTD POS $ vs. Plan
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The South Area generated $148.8M in POS, 99.4% of Plan
Source: Retail Link - Walmart Week 201013 (WE April 30, 2010)
CYTD POS $ vs. Plan
MI A
vs.Plan
102.8%
ATL
101.4%
CHAR
100.5%
BI R
100.2%
J AX
100.1%
AREA
99.4%
DAL
98.5%
NASH
98.3%
HOU
97.8%
NO
97.7%
MEM
97.6%
$12.1 $18.0$148.8$15.6$15.7 $16.8 $10.9$17.1 $13.4$14.1 $15.0POS $ (M)
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The West Area generated $98.6M in POS, 98.9% of Plan
Source: Retail Link - Walmart Week 201013 (WE April 30, 2010)
CYTD POS $ vs. Plan
PHX
vs.Plan
101.4%
OKC
101.2%
LA
101.1%
SA
100.8%
SD
100.5%
SF
99.3%
AREA
98.9%
SLC
97.1%
POR
96.5%
DEN
96.2%
SEA
94.9%
$11.0 $8.6$98.6$7.4$14.9$9.7 $6.4$11.7$10.1 $9.6 $9.3POS $ (M)
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Key Promotional Program Recap
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16 17 18 19 20 21 22 235/15-5/21 5/22-5/28 5/29-6/4 6/5-6/11 6/12-6/18 6/19-6/25 6/26-7/2 7/3-7/9
WALMART WEEK
Leverage all elements of the S’mores program (FSI’s, Walmart and National TV
advertising) to secure multiple display locations for the peak season
Memorial Day5/31 July 4thWave 2
(33% of order)
Wave 3(27% of order)
PEAK SEASON (50% of total season sales)
Weeks 10-32
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16 17 18 19 20 21 22 235/15-5/21 5/22-5/28 5/29-6/4 6/5-6/11 6/12-6/18 6/19-6/25 6/26-7/2 7/3-7/9
WALMART WEEK
The Syrup Rollback is being supported with 200K of Bonus, 2 FSI’s, and Walmart TV
advertising
Memorial Day5/31
July 4thWave 2(114K Cases)
Walmart TV
Weeks 14-33
COMAC
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New Promotional Programs
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16 17 18 19 20 21 22 235/15-5/21 5/22-5/28 5/29-6/4 6/5-6/11 6/12-6/18 6/19-6/25 6/26-7/2 7/3-7/9
WALMART WEEK
Packaged Candy, Walmart’s #1 Hershey Packtype, will ship wave 1 to support the
2/$5 Rollback week 16
Memorial Day5/31
July 4thWave 1 Wave 2
National TV Advertising
Weeks 14-21
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#1 Packtype in Department 1 Pre-sell SSO quantities and secure commitments for “A”
display locations when product arrives
The 2009 CPC Rollback saw sales lifts of 121% vs. base generating $8.6M in POS
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16 17 18 19 20 21 22 235/15-5/21 5/22-5/28 5/29-6/4 6/5-6/11 6/12-6/18 6/19-6/25 6/26-7/2 7/3-7/9
WALMART WEEK
The Standard Bar Rollback will drop week 18 and be supported with 3 SSO’s and
Brand Advertising
Memorial Day5/31
July 4thWave 1 Wave 2
National TV Advertising
Weeks 18-30
Tray 1 Tray 2 Tray 3
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16 17 18 19 20 21 22 235/15-5/21 5/22-5/28 5/29-6/4 6/5-6/11 6/12-6/18 6/19-6/25 6/26-7/2 7/3-7/9
WALMART WEEK
Continue to execute the Giant Bar PDQ’s and place manual orders where necessary
Memorial Day5/31
July 4th
National TV Advertising
Weeks 12-22
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Yearlong Rollbacksand
EDLP’s
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16 17 18 19 20 21 22 235/15-5/21 5/22-5/28 5/29-6/4 6/5-6/11 6/12-6/18 6/19-6/25 6/26-7/2 7/3-7/9
WALMART WEEK
YTD King Size is +27.3% and will be supported with an SSO the first week of
Cycle 6 & 7
Memorial Day5/31
July 4thSSO
National TV Advertising
Weeks 1-39
Tray 1 Tray 2 Tray 3
SSO
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Continue to secure/maintain displays on King Size in support of the Iron Man 2 movie launch
Leverage our tie-in w/Iron Man 2 and our National TV advertising on our core brands
YTD Hershey’s King Size has generated $31M in POS, +27.3% vs. 2009
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16 17 18 19 20 21 22 235/15-5/21 5/22-5/28 5/29-6/4 6/5-6/11 6/12-6/18 6/19-6/25 6/26-7/2 7/3-7/9
WALMART WEEK
Ensure execution of the week 17 Twizzlers Rollback SSO for the Memorial Day holiday
Memorial Day5/31
July 4thSSO SSO
National TV Advertising
Weeks 5-48
FSI
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Yearlong EDLP
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WALMART WEEK
YTD 8-Packs are +44.1% vs. 2009 generating over $34M in POS
Memorial Day5/31
July 4thSSO SSO
National TV Advertising
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16 17 18 19 20 21 22 235/15-5/21 5/22-5/28 5/29-6/4 6/5-6/11 6/12-6/18 6/19-6/25 6/26-7/2 7/3-7/9
WALMART WEEK
Continue to drive Theater Box POS by cross merchandising with other $1 packtypes
Memorial Day5/31
July 4thSSO
National TV Advertising
Yearlong EDLP
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Continue to secure/maintain secondary display activity on our Bliss and Hershey’s
Pieces line
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16 17 18 19 20 21 22 235/15-5/21 5/22-5/28 5/29-6/4 6/5-6/11 6/12-6/18 6/19-6/25 6/26-7/2 7/3-7/9
WALMART WEEK
Ensure continued execution of the Gum & Mint PDQ’s as it is critical to the overall
success in D82
Memorial Day5/31
July 4th
National TV Advertising
Tray 1 Tray 2 Tray 3
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Base Business Distribution on all authorized items for the store (tagged, in-stock, correct # of facings) Rollback signage on all items on Rollback
Cycle 6 Key Programs S’mores, Syrup, CPC 12oz, and 2/$1 Standard Bar Rollbacks
Presell execution of all SSO quantities Leverage FSI, TAB, and COMAC where applicable Follow retail execution guides Use good business judgment when placing manual orders to maintain displays Target secondary locations to sell thru residual promotional product
Yearlong Rollbacks/EDLP’sTwizzlers, King Size, Bliss, 8pk/Theater Boxes, and HSY Pieces
8pks, Bliss, King Size - Utilize the merchandising sheets to punch in everyday items to obtain or maintain your “A” displays
Ensure 100% distribution/in-stock on all items on the side counter Place rollback signs on all items Ensure execution on all SSO’s in “A” display location when product arrives Utilize POS reports and place manual orders to maintain displays
Cycle 6 Action Plan
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Hannaford
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See Retail Execution Plan and Abbreviated Executive Summaries
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New store Lane Blockers set to Plano gram
4x4 set to planogram( same Plano gram )Feb.-April 2010
Syrup rack by Milk
Hershey XL bars in store spinner rack
Summer Bonus Twizzlers off shelf promotions
Summer S’mores 6-pack off shelf endcap display
Bottle Packs: Sell spinner rack display
Ice Breaker shipper 96 ct to all stores (BOGO tear pad included with header)
King size shipper,238ct. To all stores
Standard bar 456ct. To all stores
Reese Snack size and Kit Kat snack to all stores
GRAND TOTAL = 11 P.O.I.
*Drive for 35 distribution: Milk XL bars, Alm XL bars ,Straw Twizzlers and Milk 6-pks always full on gondola.
* Front ends 100% distribution and tagged per new planogram; pull at store level to check.
Looking ahead: 6/20 Summer C0-marketing (mandatory displays of Pieces 60ct,Mini carton 600 ct. Syrup 120 ct)
Hannaford Notes : Choc. Pkg 11 oz. @$3.39 and 40 oz. @$9.99 from 1/3-8/7/10.
EDLC: Pkg Choc 19.75 oz $5.49 & Twizzlers 16 oz./Bonus 2/$4.00.
Leverage reduced price points to gain off shelf displays. Consult with KDM to
increase minimums. .Focus on Summer. A/B stores to receive the Kraft/ S’mores module.
HANNAFORD “GOLD STANDARD” P.O.I.Cycle 6: May 17th – June 11th 2010
POI This Cycle
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Shaw’s
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See Retail Execution Plan and Abbreviated Executive Summaries
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Standard Bars
Big Box
King Size
Syrup
Summer Challenge
• 10/$10 pricing ALL Year!!
• Profitable basket building opportunity
• Drive 10/$10 zone sales with Big Box
• Hershey 24oz Syrup (5/28 – 8/19)
• Mapped location in Dairy (5/28 – 8/19)
• FSI – 5/23 Save $1 off 2 Syrups
• Twizzlers $1.99 (4/30- 9/16)
• Hershey 6pks 2/$6 (4/30 – 10/14)
• Capitalize on this growing usage occassion
• Standard Bars B2G1 Free (5/28 – 6/24)
• XVB Buy 2 Coke 20oz Get 2 Standard Bars FREE – (6/11 – 6/17)
• Highly impulsive packtype
• King Size $1 (6/25 – 7/22)
• King Size will be on promotion every other Period
• King Size is a profitable packtype for the 10/$10 zone
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Promotional Calendar – SUPERVALU Period 4 & 5
Cycle 6 - 7 SUPERVALU Programs
5/23-5/29 5/30-6/5 6/6-6/12 6/13-6/19 6/20-6/26 6/27-7/3 7/4-7/10 7/11-7/17Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12
Twizzlers $1.69AD AD
S'mores $2.99AD AD
Bliss $3.50
Big Box 10/$10
Standard Bars Merch Incentive 2/$1 XVB
King Size $1.00
Back to Normal Bonus Packaged Candy $3.29
Back to Normal 8 Packs 4/$5
Back to Normal Early Snack Size $2.79
Baking Chips 2/$4AD
Hershey Syrup 2/$4AD
Gro
cery
CYCLE 7CYCLE 6
ITEMS/PACKTYPE PRICING
Eve
ryd
ayS
easo
ns
10/$10 Zone
Scan Based ROQ
Hold Down - Diary wing one mandatory display
10/$10 Zone
Scan Based ROQ
10/$10 Zone
Hold Down - Diary wing one mandatory display
BTS Aisle thru Aug.
BTS Aisle thru Aug.
BTS Aisle thru Aug.
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Hershey Big Box
Profitable basket building opportunity
Highly impulsive packtype
Merchandising solution – Hershey Hutch
29% Profit
UPC Shaw’s Code QTY
Whoppers Big Box
Milk Duds Big Box
Good N Plenty Big Box
Reese’s Pieces Big Box
Twizzlers Big Box
10700-02440
10700-02152
10700-08813
34000-11470
34000-54151
71032
71031
70117
72217
72250
_______
_______
_______
_______
_______
10/$10
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Stop and Shop
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See Retail Execution Plan and Abbreviated Executive Summaries
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Ice Breaker/Breathsaver Mint Tins
Stop & Shop U-Scan Merchandising Solution
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Key Messages
Stop & Shop banner has provided support on placing our 3-Tier Mint Display on all U-scan Racks
Merchandising units will support getting 3 of our TOP performing mints on front ends
– Breathsaver 3HR Spearmint, IB Cool Mint Tin & IB Wintergreen Tin
Merchandising units will be implemented through our Hershey retail team based upon operations support
– Average 4 U-scans per store – projected placement of 1,480 merchandising units
– Set up will begin the week of 5/24 based upon normal call coverage
Merchandising initiative has the potential to generate $501K in mint factory sales plus impacts our “Drive for 35” ACV goals in 2010
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Ice Breaker/Breathsaver Mints U-Scan Merchandising Solution
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Mint 3-Tier U-Scan Rack Authorization Letter
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Mint 3-Tier U-Scan Rack POG
Top – IB Cool Mint Tin
Middle – IB Wintergreen Tin
Bottom – BS 3HR Spearmint
Please ensure proper signage on racks
Consult with GM to ensure CAO is updated based upon increased rate of sale
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Mint 3-Tier U-Scan Rack Installation Guide
Remove Tape from Rack to expose magnet… attach to U-scan Panel Use One Clamp and attach/tighten to IB
Rack & U-scan w/tool included Ensure rack is tight to U-scan. 1 Clamp is
primary support to Uscan & Rack
Set up POG, Tags, and ensure CAO is updated
Finished Visual
CRITICAL!!! – PLEASE ENSURE THAT RACK IS FLUSH. WE MUST ENSURE THAT NONE OF THE SHELVES STICK OUT BEYOND U-SCAN RACK WHICH WOULD IMPEDE INTO THE SHOPPERS AISLE. CRITICAL FOR SET UP
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Hershey Retail Team 3-Tier Rack execution goals
Racks arrive to RSR’s (4 per store)
– Wave #1 week of 5/17 (also will get all clamps this week)
– Wave #2 week of 6/7
Based upon normal call coverage implement program starting 5/24
– Use authorization letter where needed plus buyer communication will go out to all Stop & Shop stores prior
Set up racks according to POG, pack out, tag, and leave re-order for next call (punch in sheet attached)
All U-scan racks set to expectations by 6/25
– If more racks are needed after initial placement based upon # of U-scans please direct to district advocates
– Any obstacles please let me know Store # and Mgr’s Name
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ICE BREAKERS Cool Mint
1.5oz, 8ct, 34000-72060
#010164
BREATHSAVER 3HR Spearmint
1.2oz, 8ct, 34000-74136
#064331
ICE BREAKERS Wintergreen
1.5oz, 8ct, 34000-72062
#010170
ICE BREAKER & BREATHSAVER MINTS (3 Tier Rack per U-scan)
- Retail Price $1.99, 41% GP
Ice Breaker/Breathersaver Punch In Sheet…Stay in STOCK!
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Program Projected Results @ Stop & Shop
All U-scan racks set to expectations by 6/25
Racks have the potential to deliver $501K
– 4 U-scan racks per store (avg)
– $112.90 store rack fill (12 boxes)
– $1,354.75 racks turn 2x per month over 6 months in store
– $501,258 racks turn 2x per month in 370 Stop & Shop stores
Increases our ACV on mints to support Drive for 35 objectives
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Market Basket
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See Retail Execution Plan and Abbreviated Executive Summaries
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Questions and Needs