Douglas ForresterBrownies

Fayetteville Wal-Mart Supercenter, 6th Street Wal-Mart Supercenter, Joyce Target, Shiloh Drive Harps, Weddingtion Aldi’s, 6th Street

Stores Audited

Stores Location SKUsUnique SKUs

Walmart 6th Street 32 3

Walmart Joyce 33 3

Target Joyce 9 3Harps Weddington 34 15

Aldi's 6th Street 1 1Complete

Audit   109 25

Importance of Demographic AttributesAttributes Importan

ceNumber of Persons 69.1 Household Composition 68.0 Marital Status of Head of Household 43.5 Number of Vehicles in Household 35.9 Age of Oldest Child 30.7 Age and Presence of Children 29.8 Race of Head of Household 24.1 Household Income 17.3 Age of Head of Household 12.4 Housing Tenure 9.0 Occupation of Head of Household 5.8 Education of Head of Household 0.5

Demographics

Demographic Variables Category

Betty Crocker

Duncan Hines Pillsbury Ghiradelli

Private Label

 %

VolumeInde

x% Volume

Index

% Volume

Index

% Volume

Index

% Volume

Index

% Volume

Index

Number of Persons                        

1 Person 12.8% 49 11.7% 45 14.0% 54 13.1% 50 13.4% 52 15.4% 59 2 Persons 30.4% 94 30.4% 94 30.7% 95 30.8% 95 33.0% 102 31.2% 96 3 Persons 19.0% 113 19.7% 117 19.0% 113 19.5% 116 19.9% 118 16.1% 95 4 Persons 19.9% 143 19.6% 141 19.9% 143 20.0% 144 20.4% 147 17.9% 129 5+ Persons 17.9% 167 18.7% 174 16.5% 153 16.7% 155 13.3% 124 19.4% 181

Household Composition                         Married Family with kids 33.3% 155 34.3% 159 31.1% 145 32.1% 149 31.2% 145 31.1% 145 Married Family without kids 31.8% 109 32.3% 111 31.5% 108 31.6% 108 33.6% 115 31.6% 108 Female Head Only with kids 8.1% 108 8.2% 109 8.1% 107 8.2% 109 8.2% 108 8.8% 117 Male Head Only with kids 2.6% 112 2.8% 121 2.6% 111 2.7% 115 1.9% 83 2.2% 95 Multi-Person Household w/o kids 11.0% 82 10.2% 77 12.4% 93 12.0% 89 11.3% 85 10.6% 79 1 Person Household 13.2% 51 12.2% 47 14.4% 55 13.4% 51 13.9% 53 15.7% 60

Marital Status of HOH                         Single 11.4% 59 11.0% 57 11.7% 60 14.0% 72 12.7% 66 10.1% 52 Married 66.2% 131 67.7% 134 63.5% 125 65.4% 129 66.1% 130 64.3% 127 Divorced, Separated & Widowed 22.4% 74 21.3% 71 24.8% 83 20.6% 69 21.2% 71 25.6% 85

Demographic Variables Category Betty Crocker Duncan Hines Pillsbury Ghiradelli Private Label

  % Volume Index % Volume Index % Volume Index % Volume Index % Volume Index % Volume IndexNumber of Persons                        

1 Person 12.8% 49 11.7% 45 14.0% 54 13.1% 50 13.4% 52 15.4% 59 2 Persons 30.4% 94 30.4% 94 30.7% 95 30.8% 95 33.0% 102 31.2% 96 3 Persons 19.0% 113 19.7% 117 19.0% 113 19.5% 116 19.9% 118 16.1% 95 4 Persons 19.9% 143 19.6% 141 19.9% 143 20.0% 144 20.4% 147 17.9% 129

5+ Persons 17.9% 167 18.7% 174 16.5% 153 16.7% 155 13.3% 124 19.4% 181

Household Income                        

Under $10,000 4.8% 59 4.4% 55 5.2% 65 4.8% 60 3.7% 46 7.3% 90 $10,000 - $19,999 7.9% 77 7.4% 72 8.7% 85 7.4% 72 5.4% 53 11.0% 108 $20,000 - $29,999 9.5% 86 9.6% 87 10.6% 97 8.8% 79 6.2% 57 12.8% 116 $30,000 - $39,999 10.4% 95 10.3% 94 10.6% 97 13.4% 122 7.7% 70 13.5% 123

$40,000 - $49,999 10.6% 105 10.6% 105 11.1% 110 10.5% 104 8.0% 80 11.2% 112 $50,000 - $74,999 21.9% 112 22.4% 115 21.1% 108 21.0% 108 20.6% 106 20.0% 103 $75,000 - $99,999 14.0% 117 14.3% 120 13.8% 116 13.4% 113 15.6% 131 10.3% 86 $100,000 - $149,999 13.3% 117 13.3% 116 12.3% 108 14.1% 124 18.3% 161 9.2% 81 $150,000 or More 7.6% 110 7.7% 112 6.6% 95 6.6% 95 14.4% 208 4.7% 68Age of Head of Household                        

Age 18 - 24 2.8% 62 3.3% 72 2.7% 60 4.1% 90 3.2% 71 3.8% 85 Age 25 - 34 16.7% 106 17.6% 112 16.4% 104 19.3% 123 15.9% 101 12.7% 80 Age 35 - 44 22.5% 120 22.8% 122 21.5% 115 19.9% 107 19.8% 106 20.9% 112 Age 45 - 54 24.3% 115 24.1% 114 23.8% 113 22.8% 108 24.2% 114 25.5% 121

Age 55 - 64 16.1% 89 15.7% 87 16.6% 92 16.1% 90 18.6% 103 15.5% 86 Age 65 - 74 9.7% 83 9.2% 78 10.7% 91 10.9% 93 10.6% 90 10.5% 90 Age 75 or More 8.0% 78 7.3% 71 8.3% 82 6.8% 67 7.6% 75 11.1% 109

TOTAL BROWNIES (BKG MIX) OZ. Total Consumption BehaviorScape Framework  LifeStyle

BehaviorStage Cosmopolitan Centers

Affluent Suburban Spreads

Comfortable Country

Struggling Urban Cores

Modest Working Towns

Plain Rural Living Total

Start-Up FamiliesHHs with Young Children Only < 6 84 108 130 99 103 125 110Small Scale FamiliesSmall HHs with Older Children 6+ 130 131 132 82 94 113 115Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40

97 152 173 111 134 148 140Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+

159 199 194 117 165 178 175

Young TransitionalsAny size HHs, No Children, < 35 69 96 106 52 79 74 76Independent Singles1 person HHs, No Children, 35-64 40 50 62 32 48 56 48Senior Singles1 person HHs, No Children, 65+ 36 58 67 31 50 69 55Established Couples2+ person HHs, No Children, 35-54 79 111 128 73 99 105 102Empty Nest Couples2+ person HHs, No Children, 55-64 88 103 115 54 98 109 101Senior Couples2+ person HHs, No Children, 65+ 83 97 105 73 98 97 96Total 82 117 122 70 92 104 100

ITEM $ (000)

DOLLAR SHARE

ITEM BUYERS

(000)

Penetration

ITEM $ PER ITEM

BUYER

ITEM TRIPS PER ITEM

BUYER

ITEM $ PER ITEM TRIP

% REPEAT BUYERS (%

2+ TIME BUYERS)

LOYALTY (SHARE OF

$ REQ.)

% ITEM $ ON DEAL

% DOLLARS

WITH MANU.

COUPON

TOTAL U.S. 286,897.42

    54.5              

BETTY CROCKER TOTAL U.S.113,496.

62 39.56 24,858.67 21.4 4.57 1.71 $2.67 36.65 60.73 33.52 6.70

WEST SOUTH CENTRAL 11,923.1

7 42.23 2,631.27 20.3 4.53 1.74 $2.61 36.76 62.68 27.60 7.56

DUNCAN HINES TOTAL U.S.

59,179.38 20.63 17,534.58 15.1 3.38 1.54 $2.19 31.62 45.79 39.30 11.47

WEST SOUTH CENTRAL

6,534.66 23.14 2,096.76 16.1 3.12 1.56 $2.00 32.22 47.56 27.73 13.47

GHIRARDELLI TOTAL U.S.

29,831.96 10.40 6,275.59 5.4 4.75 1.37 $3.48 22.47 51.52 27.67 5.83

WEST SOUTH CENTRAL

2,538.22 8.99 467.61 3.6 5.43 1.52 $3.56 23.00 56.69 6.81 3.70

PILLSBURY TOTAL U.S.

22,200.9 7.7 8,254.2 7.7 2.7 1.4 1.9 24.1 33.6 48.0 10.7

WEST SOUTH CENTRAL

1,690.0 6.0 630.5 6.0 2.7 1.5 1.8 27.5 31.2 31.0 11.2

CTL BR TOTAL U.S.

15,627.20 5.45 5,733.25 4.9 2.73 1.65 $1.65 31.79 39.55 14.21 0.01

WEST SOUTH CENTRAL

1,416.27 5.02 596.26 4.6 2.38 1.44 $1.64 28.39 34.20 8.38 0.00

HighShare

LowShare

High Growth

Low Growth

Brownies

2009

Brownies

2012

Manufacturer Wmt6th WmtJoyce Target HarpWed AldiContiental Mills % of Total GM$ 13.3% 9.4% 25.1%    

% of Total Facings 7.0% 7.3% 25.0%  % of Total SKUs 12.5% 9.1% 25.0%  N 4 3 2    

General Mills % of Total GM$ 39.0% 44.1% 50.4% 23.6%  % of Total Facings 40.4% 36.6% 37.5% 26.2%  % of Total SKUs 40.6% 39.4% 37.5% 26.5%  N 13 13 3 9  

Pinnacle Foods Group % of Total GM$ 20.6% 21.5%   31.6%  % of Total Facings 31.6% 39.0% 26.2%  % of Total SKUs 28.1% 30.3% 26.5%  N 9 10   9  

Private Label % of Total GM$ 2.7% 2.6% 11.9% 9.1% 100.0%

% of Total Facings 3.5% 2.4% 12.5% 16.9% 100.0%

% of Total SKUs 3.1% 3.0% 12.5% 14.7% 100.0%

N 1 1 1 5 1The J.M. Smucker Company

% of Total GM$ 24.5% 22.3% 12.5% 35.7%  % of Total Facings 17.5% 14.6% 25.0% 30.8%  % of Total SKUs 15.6% 18.2% 25.0% 32.4%  N 5 6 2 11  

Total N   32 33 8 34 1

Category Role

Count

Total   Stocking Rates1 2 3 4Manufacturer Contiental

Mills1 1 2 0 4

9 45%General Mills

2 5 6 2 15

38 51%Pinnacle Foods Group

6 5 4 0 15

28 37%Private Label

8 1 0 0 9

10 22%The J.M. Smucker Company

8 2 4 0 14

24 34%Total 25 14 16 2 57

   

Private Label Private Label does not do well in this category.

Consumers of brownie mix are very loyal to their brands.

When comparing to national brands, private label is very weak.