Our Time is Now!

Andres SiefkenVice President of MarketingDaymon Worldwide

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Andres Siefken - VP MarketingNew York, June 16, 2009

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There are 3 things I want you to remember from this meeting …

1. The Consumer is the boss!

2. Private Brands are not a trend. They are here to stay!

3. It’s in our hands to make Private Brands the Brand of Choice!

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1. The Consumer is the boss!

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There Are New Drivers of Behavior - The New Frugality

Trading Down

Cocooning

Survivalism

Living Better on Less

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Private Brands are Leveraging Key Mega-Trends

Specific/Targeted

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Private Brands are Leveraging Key Mega-Trends

Specific/Targeted Comfort/Enjoyment

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Private Brands are Leveraging Key Mega-Trends

Specific/Targeted Healthy Body and PlanetComfort/Enjoyment

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Private Brands are Leveraging Key Mega-Trends

Healthy Body and PlanetSpecific/Targeted

Simplistic Convenience

Comfort/Enjoyment

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Private Brands are Leveraging Key Mega-Trends

Specific/Targeted Healthy Body and Planet

The Aging Consumer

Comfort/Enjoyment

Simplistic Convenience

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Private Brands are Leveraging Key Mega-Trends

The Aging Consumer

Specific/Targeted Healthy Body and Planet

Glocal

Comfort/Enjoyment

Simplistic Convenience

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Private Brands are Leveraging Key Mega-Trends

Glocal

Specific/Targeted Healthy Body and Planet

The Aging Consumer

Comfort/Enjoyment

Simplistic Convenience

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Value Doesn’t Mean The Same To Everyone…

Value = Price Value = Quality/Price Value = Benefit/Price

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The Media Is Helping To Evolve The Consumer’s Perception.

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Understand

Innovate

ConnectDifferentiate

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2. Private Brands are not a trend. They are here to stay!

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Private Brands: A Global Movement

South AmericaBrazil 8%

North AmericaCanada 24%

Unted States 22%

Mexico 5%

EuropeSwitzerland 47%

UK 43%

Germany 37%

AsiaJapan 6%

China 5%

OceaniaAustralia 25%

New Zealand 13%

AfricaSouth Africa 11%

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46

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Switzerland

UK

Germany

Spain

Belgium

France

Netherlands

Canada

Australia

WORLD AVERAGE

USA

New Zealand

Italy

India

South Africa

Brazil

Japan

Mexico

China

Russia

Share of Market by Value, 2007e-2008f (%)

2008f (%)

2007e (%)

Note: Based on selected mature and emerging markets; f - forecast.Source: Planet Retail Ltd - www.planetretail.net; partly based on ACNielson

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Private Brands continue to grow…

The U.S. share is similar to the world average

How do weclose the GAP?

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Global/Regional Retailers are Elevating Store Brands into Something Bigger and Better

21Source: Spectra InfiNet 08D Index

Charles & Betty Urban Core "La Familia”

Food Department

Non-Food Department

Health Department

Beauty Department

Baby Department

GM Department

Premium

NBE

Value

Brand building practices are becoming more important- Portfolio Brand Architecture

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Brand building practices are becoming more important- Packaging Design

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Industry Leaders are Driving Share through Focused Efforts

Source: “Competing in the New World of Brands: The Next Wave of Private Label”, McKinsey & Company, GMA and FPA, 2007

TargetChoxie brand offers original chocolate items

Unique Items in Category

WegmansGoal to have Wegmans brand #1 or #2 in every category

Category ManagementConsumer-Targeted

Brands

Harris TeeterEach brand in the portfolio connects with specific shoppers

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Retailers Are Making it Easier to Shop

Simplifying the brand message

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Auchan - China

Retailers Are Making it Easier to Shop

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CPG brands are not the only advertised brands anymore

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CPG brands are not the only advertised brands anymore

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CPG brands are not the only advertised brands anymore

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Consumer Events are Helping Build the Trust

Interaction

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Private Brands can be hip and cool!

I love my Wegmans brand

Whole Foods 365 mentions

My HEB advertising contest

Target iphone application

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3. It’s in our hands to make Private Brands the Brand

of Choice!

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It’s in our hands to make Private Brands the Brand of Choice!

Address the consumer needs with Private BrandsUse Private Brands as a strategic weaponCapitalize on the economic downturnGet the buyers and category directors engagedMake it easy to shopMove from push to pull

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Do you have a strategy to build your store brands?

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