2018 HERSHEY RETAILER REWARDS PROGRAM
Submission Deadline: October 6th, 2017
INTRODUCING 2018 HERSHEY RETAILER REWARDS
✓Confection and Snacking Combined
✓Maintain Menu Approach
✓Core Snacking Added to Base Requirements
✓KRAVE & bark THINS Options
TOPLINE OVERVIEW
5 COMPONENTS within BASE REQUIREMENT• #1 PREPACKS
• #2 CONFECTION DISTRIBUTION
• #3 POINT OF PURCHASE MERCHANDISING
• #4 SEASONS
• #5 SNACKING DISTRIBUTION & MERCHANDISING
ADDITIONAL PARTICIPATION OPTIONS• PREPACK POWER-PLAY
• CMG DISTRIBUTION OPTIONS
• CMG SECONDARY MERCHANDISING OPTIONS
• KRAVE & bark THINS DISTRIBUTION OPTIONS
• KRAVE PREPACK OPTIONS
BASE REQUIREMENTS – CONFECTION PREPACKS
SELECT LEVEL THAT ALIGNS WITH STORE MERCHANDING STRATEGY
• LEVEL 1 – 0.5% REBATE• Take 7 Counter Units – 3 required (x)
• LEVEL 2 – 2.0% REBATE• Take 7 Shippers – 3 required (x)• Minimum 3 in 1st Half
• LEVEL 3 – 3.0% REBATE• Take 10 Shippers – 3 required (x)• Minimum 4 in 1st Half
1 Hershey Internal Analytics
Floor shippers drive a 15% lift in sales while on display1
#1
KING/STD BAR
MIXED SHIPPERS
HERSHEY TOP PERFORMERS – NATIONAL TOP 25 & REGIONAL
“THE NATIONAL TOP 25 GENERATE 298% GREATER VELOCITIES THAN THE AVERAGE C-STORE ITEM1”
TOP 25
NATIONAL
#2
1 Nielsen Total C-Store 12wk ending 2/18/17
BASE REQUIREMENTS – DISTRIBUTION AND POP MERCH
HERSHEY TOP PERFORMERS
• LEVEL 1 – 1.5% REBATE• Carry Top 25 National SKUs• Carry Next 25 per Hershey
• LEVEL 2 – 2.5% REBATE• Carry Top 25 National SKUs• Carry Next 30 per Hershey
• LEVEL 3 – 3.0% REBATE• Carry Top 25 National SKUs• Carry Next 35 per Hershey
POP MERCHANDISING – IMPULSE, COUNTER, OR UTC RACK
*LEVEL 1 ONLY
#2,3
LEVEL 1 LEVEL 2 LEVEL 3
BASE REQUIREMENTS - SEASONS
MAINTAIN BASE OR TRADE UP
• LEVEL 1 – 0.5% REBATE• Take REESE’S Standard at Easter,
Halloween, Holiday and one box of CADBURY CRÈME EGGS at Easter
• LEVEL 2 – 1.5% REBATE• Take 3 Seasonal Prepacks
• LEVEL 3 – 2.0% REBATE• Take 6 Seasonal Prepacks
1 Nielsen Total C-Store 52wks ending 12/24/16
#4
Hershey’s Instant Consumables and Novelty accounted for 70% of total seasonal sales in 20161
LEVEL 1 LEVEL 2 LEVEL 3
TOP PERFORMERS SNACKING DISTRIBUTION & MERCH#5
• LEVEL 1 – 5% REBATE• Carry 8 Hershey Top Performers
Snacking Items• LEVEL 2 – 9% REBATE
• Carry 10 Hershey Top Performers Snacking Items
• Take 2 Snacking Prepacks• LEVEL 3 – 12% REBATE
• Carry 12 Hershey Top Performers Snacking Items
• Take 2 Snacking Shippers
SELECT LEVEL THAT ALIGNS WITH STORE SNACKING STRATEGY
HERSHEY’S PREPACK POWER-PLAY OPTION
UP YOUR MERCHANDISING GAME WITH THE PROMOTIONAL PREPACK POWER-PLAY!
• SELECT any 3 PREPACKS – 1% REBATE* Minimum 1 in First Half.
1 Hershey Internal Analytics
Floor shippers drive a 15% lift in sales while on display1
ADDITIONAL PARTICIPATION OPTIONS – SECONDARY MERCH
SELECT UP TO TWO FIXTURES
• Endcap Rack – 2.0% REBATE• Secondary location for Core SKUs
• Take Home Rack – 1.0% REBATE• Primary or Secondary location for
emerging packtypes ~ Peg/ HTM Pouches• King Size Rack – 0.5% REBATE
• Secondary location for Core King Size
1 Video Mining 2015
Incremental CMG displays capture 1/3 of the category shoppers1
ADDITIONAL PARTICIPATION OPTIONS – CMG DISTRIBUTION
CONFECTION INNOVATION & REFRESHMENT DISTRIBUTION
• Confection First to Street – 1.0% REBATE• +6 Net New with Priority Innovation• COOKIE LAYER CRUNCH MINT(KING & STD)• REESE’S CRUNCH COOKIE CUP (KING & STD)• HERSHEY’S GOLD (KING & STD)
• Refreshment Distribution – 1.0% REBATE• +1 Net New with Refreshment IC Mint• +4 Net New with ICE BREAKERS ICE CUBES Gum
ADDITIONAL PARTICIPATION OPTIONS – TAKE HOME
CORE PEG, HTM POUCHES and VALUE
• Take Home Distribution – 1.0% REBATE• +4 Net New or Minimum 20 SKUs
Hershey has a 55% share of HTM Pouches and 7 of the Top 10 items1
1 Nielsen Total C-Store 52wks ending 2/18/17
ADDITIONAL OPTIONS – MEAT SNACKS AND bark THINS
KRAVE JERKY, KRAVE STICKS and bark THINS POUCHES
• KRAVE Jerky Pouches 2.7oz – 1.0% REBATE• +2 or Min 2 Items
• KRAVE Sticks – 1.0 % REBATE• +2 or Min 2 Items
• bark THINS Pouches 4.7oz – 1.0 % REBATE• +2 or Min 2 Items
HOT O.I. ALLOWANCES
ON KRAVE PREPACKS
2018 HERSHEY RETAILER REWARDS CONTRACT
See details on page 2 (back of contract)
LEVEL OF PARTICIPATION
• Level 1 Retailers ($1,500-$4,499)
•Comparable to 2016 P2
• Level 2 Retailers ($4,500-$9,999)
•Comparable to 2016 P3
• Level 3 Retailers ($10,000+)
*Utilize Hershey Target List to identify Level of Participation