Appendix to Wrigley Checkstand Category Review

1. Roundy’s and Wrigley Information Highway Appendix

2. Checkstand at a Glance A study published in March 2010, described the lasting impressions of a customer after shopping in grocery. The time from when the shopper gets into line until the moment the cashier hands over the receipt, only 2 minutes and 52 seconds have gone by. They perceive their time in line to be much longer. They are influenced by a range of emotions, none of which are beneficial to the retailer, but the checkstand is one last impression to make on the retailer. The reasons people may not make a purchase is that there is minimal shopping time, and they have already moved beyond the “shopping” and into “checking-out.” 2

3. Confections and the Recession Personal branding - shopper identifies themselves with a specific brand, and therefore buy that brand continuously ex: Orbit users vs. Extra users, or Snickers vs Hershey bar Simplicity - Convenient, nothing fancy Comfort - People eat candy because it makes them happy. With the recession’s drop in consumer spending, people still believe in the “healing power” of chocolate. Health - Healthier options, “Darker” chocolate - Higher cacao content 3

4. Roundy’s Supermarkets, Inc. Competition - new stores opening in the same area as Pick N’ Save, like Walmart, Costco, and Super Target The additions of these new stores continues to be a push for Roundy’s to perform better in the market Other independent stores opening in the area compete with a higher income bracket of those stores in higher index areas, where in lower index areas, the warehouse prices of Walmart and Costco are the competition. 4

6. Values our employees’ talents and skills

7. Is known for integrity in all of our work

8. Wins the hearts and minds of customers, employees, suppliers and partners

9. Involves and inspires all stakeholders to do their very bestWrigley “We are committed to preserving the heritage and values of the Wrigley Company. That doesn't mean we don't change, adapt and innovate as time goes forward. It means that our values, and our culture of caring for our people and treating each other with trust, dignity and respect - or the 'soul' of our company - must be nurtured. We also need to nurture the communities in which we work, and nurture our environment and broader, global community.” 5

11. easier package design

12. increase demand on health

13. store layouts, including shelving and carts6

14. Top Brands Among the top 10 brands in ROUNDYS TOTAL CENSUS TRADING AREA, sales for M M MARS SNICKERS have increased the most at +21.8% which is +12.4% percentage points above the comparison market performance. WRIGLEY S EXTRA has the highest market share and HERSHEY S has experienced the most market share growth vs previous year. The brand with the largest opportunity gap is M M MARS M M PLAIN at (-$205,444). The main point to see is that out of the top 10 brands, 8 of them are chocolate. This shows the power of the chocolate sub-category. 7

15. Total $ Sales % Change Chocolate Gum & Mints Non-Chocolate 8

18. Cherry Push Pop - By adding this product, it increases the fair share of the non-chocolate sub-category. It has increase 45% vs last year, has a 67% RM ACV, and an SPPD of $182. Because this product does well in RM, Roundy’s could use this to grow the non-chocolate category.

19. Air Heads - Again, adding to the fair share of the non-chocolate sub-category, adding this product, which does well in RM, will help that. 80% ACV in RM, as well as $207 SPPD in RM.9

20. Alternate Views of Planogram 10

21. Alternate Views of Planogram 11

22. Planogram Reasoning The shopper decision tree, as shown earlier in the presentation, shows how consumers make decisions when choosing a purchase in the checkout lane. We chose to block the products in this manner because when the consumer reaches a specific bucket, they want to see certain brands. Gum should be by the gum, and mints should be by the mints. Because we added Freedent, we thought it would benefit the most from the placement next to the other gum products (simplified shopping). This is also represented by the addition of the Mentos to the customer right shelving, to further allow customers to find all the mints in one section, simplifying their fast checkout shopping experience. 12