RDD Learning Acad - P5lans Busn Rev Training 121514

RDD Associate Learning Academy
Enterprise-wide Training, Education & Associate-development

RDD ASSOCIATES
Perishables Expertly Merchandised
Collaborative Partnerships Business Solutions Leadership - Breakthrough Results
1
RDD Associates Core Leadership Strategy
Enterprise Sustainability - Laser focus on GROWING OUR BUSINESSES

train, develop & reward VALUED ASSOCIATE RESOURCES build momentum to ensure
FUTURE ENTERPRISE SUCCESS!

What is RDDs
ASSOCIATE LEARNING ACADEMY?
An enterprise-wide training, education & associate -development process, that:
For every RDD position, identifies core skills, business processes /

protocols, technology enablers and best business practices / solutions
critical to delivering sales agency SERVICE EXCELLENCE
Provides a comprehensive portfolio of fundamental and advanced
training/education modules facilitating associate development and building
organizational capacity and performance

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
P5LANS
[I]
Course
Overview
by RDD
Business Reviews Key Discussion Topics
Course Overview: Purpose / Rationale

Learning Outcomes & Objectives
[II]
Key
Elements &
Topics
Key Considerations & Inputs; Project Team & Resources

Methodology & Process
Appropriate Documentation
[III]
Applications
&
Utilization
[IV]
Reference,
Recap &
Next Steps
Customer & Client Applications

Case Study Example
Building Usage
Recap
Handouts & Reference Guide
Next Steps & Timeline

RDDs Best-Practice proprietary Business

Management strategy roadmap, that:
Fuels thoughtful, strategic and high-performance business management
oversight and activation
Provides a thorough, comprehensive and systematic process to develop and
execute merchandising plans for RDD client brands
Supports a disciplined and prioritized approach towards business management
Employs unique and robust SWOT analysis technique insuring delivering valuable
customer, category, brand and shopper insights
Align RDDs Business Management strategy approach with

our new RDDs BUSINESS REVIEW TEMPLATE

What is
P LANS by RDD
5
lanning
roduct
lace
rice
romotion
ogistics
alytics
hopper
Why do we need
P LANS by RDD
5
Help our brands perform to their greatest potential!

New product initiatives in a highly saturated marketplace
More and better space for our brands at store level
Help category managers understand our products and their shoppers
Support high-impact business reviews for clients and customers

Annual reviews and strategic planning
Periodic category reviews with customers
Summary of RDDs goals, strategies, plans & programs
Build RDD team focus and resource productivity

Guide our business with a full analysis of the situation/landscape/options
Helps others in the RDD organization fully understand client objectives & product line
Track and monitor performance in a thorough and consistent method

P LANS
5
by RDD
Business Management Roadmap
Aspire > Observe > Analyze > Envision > Strategize > Activate > Assess
lanning - strategic, budgetary, category, customer-specific & tactical
roduct - core & opportunistic SKU authorizations; new-item sell-in; assortment optimization;
expedited speed-to-shelf & speed-to-sell; seasonal SKUs; shippers & special packs
lace - plan-o-gram strategy, design, development & activation; merchandising displays & shelving
systems; optimal category adjacencies & total aisle-solutions; seasonal displays
rice strategize, target, implement & monitor everyday and feature retails; competitive analysis &
monitoring; branded vs private label price gap strategy
romotion - strategize, target & activate feature, seasonal, opportunistic & multi-brand
merchandising events; digital offers & targeted solutions; post-promotion analyses
ogistics - efficient/reliable inventory replenishment; promotional forecasting; advance-sale
promotional orders (groups & stores); shipper & special packs; cross-docks & promotional DSDs
alytics - syndicated & panel data-mining; customer business reviews; category
management; fact-based selling presentations; shopper loyalty card segmentation & data-mining
hopper - shopper insights, targeted engagement strategies; shopper-marketing programs

7
How do we operationalize P
LANS by RDD
lanning How do we get our products into the carts of the targeted shopper in a
very saturated marketplace with heavy competition, aggressive promoting and constant
advertising? What are our goals for this product? What are the manufacturers goals?
What are the customers expectations?
strategic, budgetary, category, customer-specific & tactical

alytics What data can I use to support my claims/product?

syndicated & panel data-mining; customer business reviews; category management; factbased selling presentations; shopper loyalty card segmentation & data-mining

hopper What is my shopper looking for in comparison to what i am doing?

What are the trends? What can i do to reach my shopper outside the norms? Can i start a
bundled initiative?
shopper insights, targeted engagement strategies; shopper-marketing programs

What is a
P LANS by RDD SWOT Analysis?

5
SWOT
STRENGTHS
analysis
xxxxxx.
LIMITING CHALLENGES
xxxxxx
lanning
roduct
lace
rice
romotion
GROWTH OPPORTUNITIES
Xxxxx
AT-RISK CONCERNS
xxxxxxx
ogistics
alytics
hopper

P LANS
5
by RDD
roduct - core & opportunistic SKU authorizations; new-item

sell-in; assortment optimization; expedited speed-to-shelf & speedto-sell; seasonal SKUs; shippers & special packs
KEY OBSERVATION/ISSUE
ASSESSMENT
S
IMPACT
T

P LANS
5
by RDD

Action PLAN
(Programs & Tactics)
Targeted
Timelines
Objectives Assignments (Checkpoints)


Enterprise-wide Training, Education & Associate-development
RDD ASSOCIATES
14
AGENDA / Key Discussion Topics
Introductions, purpose & methodology

P5LANS by RDD approach
Executive Summary, marketplace update & client overview
Business Insights
Consumer, category, channel, shopper & shelving
Sales and Merchandising Results & Practices

Customer Sales Performance
Syndicated data review
Merchandising initiatives & practices
SWOT analysis & ACTION plans

Planning & strategy, product & assortment, shelving, promotions, logistics, analytics &
shopper marketing
Next steps & timetable

RDD ASSOCIATES
Business Review & Mgmt Roadmap

[I]
Client/
Supplier
Overview
[II]
Business
Insights
[III]
Sales
History, Perf
& Practices
[IV]
P5LANS
SWOT &
Actions
Executive summary
Client/supplier vision/purpose/mission & portfolio sales history
Client/supplier contributions to business (break-through research, product-development &
& merchandising innovations
Key categories & segments; contribution to sales
Consumer & category insights

Channel & shopper insights
Retailer & customer-specific shopper insights
Segmentation (category & shopper)
Shelf management insights & philosophy
Category & segment performance (customer vs trading area)
Client/supplier portfolio & brand performance (customer vs trading area)
Trends & seasonality
Assortment & SKU contribution to sales
Promotional practices & causal impact
Shelving practices (plan-o-gram)
P5PLANS SWOT analysis

(planning/product/place/price/promotion/logistics/analytics/shopper)
P5PLANS ACTION plans (recommended programs/tactics/assignments/timelines)
Next steps & follow-ups
RDD ASSOCIATES
Saputo / Wakefern
Business Review
RDD Business Management Roadmap
RDD ASSOCIATES
June 26, 2014 Perishables Expertly Merchandised

[I]
Client/
Supplier
Overview
[II]
Business
Insights
[III]
Sales
History, Perf
& Practices
[IV]
P5LANS
SWOT &
Actions
Executive summary


RDD ASSOCIATES
P5LANS by RDD
Executive Summary
opline Business Review Highlights
Wakefern Fiscal YTD perf vs YAGO (+ 8.6% cs & 12.4% $$$)
New Items: ShopRite 2% Calcium Enriched Lactose Free (in QA)
Price Rite 36% Heavy Cream (in QA)
ShopRite Buttermilk 32 oz (in QA)
Protein Milk
Enhanced Skim Milk
Promotional plans & scheduling for 3rd & 4th Quarter

4th Quarter Focus/ESL products
RDD ASSOCIATES
P5LANS by RDD
Executive Summary
opline Business Review Highlights Total US Food
Sour Cream does $795.4MM in annual dollar sales

(no chg vs YAG)
Private Label is the #2 brand with a 30% $ share
Cottage Cheese does $800.4MM annually

(-1.0% vs YAG)
Private Label is the #1 brand with a 39% share
Source: IRI 52 Weeks Ending 5/18/14
RDD ASSOCIATES
P5LANS by RDD
Executive Summary
opline Business Review Highlights Cottage Cheese Trends
Total Cottage Cheese
10.0
$ Sales % Chg vs YAG
Friendship
20.0
U Sales % CHg vs YAG
10.0
5.0
0.6
0.1 0.7
0.0
(1.0)
-5.0
(3.5)
(1.7)
(0.8)
(2.0)
(1.4)
(2.2)
(3.3)
(2.6)
(3.7)
(4.9)
(10.0)
(7.2) (6.3)
(8.1) (6.3)
(9.7)
(10.1)
(20.0)
US
NE
WF
WF WF ROM
MULO
-10.0
Total US Total N Wakfern Wakefern Wakefern
Food
East Food
RMA
CRMA ROM Food
MULO
Private Label
10.0
(10.0)
IRI Latest 52 Weeks Ending 5/18/14
(0.0)
(1.9)
(4.2) (5.5)
(6.6)
(1.9)(2.3) (3.6)
(4.3)
(5.4)
(20.0)
US
NE
WF
WF
MULO
Cottage Cheese sales at ShopRite are flat, but slightly out-performing the market (Food) as well
as the total US (Food) over the past year
Friendship Cottage Cheese unit sales at SR are flat ($ down 5%) but better than markets and total
US (Food)
Private Label business soft across the board
RDD ASSOCIATES
WF
ROM
P5LANS by RDD
Marketplace Dynamics: New York Food

urrent Market Conditions & Significant Changes New York Total Dairy dollar sales trends are relatively flat over the latest 52
(+0.8%), 24 (+1.5%) and 12 week (+1.0%) periods
Sour Cream dollar trends are soft for the year (-1.6%), and are flat for the
latest 12 (+0.1%) and 4 weeks (-0.8%)
Cottage Cheese dollar trends are down across the latest 52 (-2.0%),
24 (-3.8%) and 12 week (-4.4%) periods
Whipped Topping dollar trends are up across the latest 52 (+4.4%), 24
(+4.8%) and 12 week (+1.0%) periods
Lactose-Free Milk is down in dollars over the latest 52(-1.2%) and 24 week
(-0.3%) periods, but is up over the latest 12 weeks (+2.2%)
ShopRite opening 4-5 new stores in 2014 and 4 new PriceRites (2 in NJ)
Fresh Grocer stores (7) now part of Wakefern
Wal-Mart Supercenter openings continue (2 in NY area over last 3 months)
Source: IRI 52 Weeks Ending 5/18/14
RDD ASSOCIATES
P5LANS by RDD
Saputo Overview
usiness Development & Company History-
1954
2001
Founded by
Italian
immigrant
Giuseppe
Saputo
Acquired
Dairyworld
Farms
2008
Acquired
Neilson
Dairy
2012
Acquired
Morningstar
Food
2014
Acquired
the fluid milk
business
from Scotsburn
Co-operative
Services Ltd.
(Canadian Dairy Company)
RDD ASSOCIATES
P5LANS by RDD
Saputo Overview
ision/ urpose/
ission - Saputo
Can Dairy Be Different?

We think so. At Saputo Dairy Foods USA, we understand
that while Dairy is a commodity, our customers are not.
So to help you stand apart, we think differently about
Dairy, bringing you products, services and support that
are truly unordinary.
RDD ASSOCIATES
P5LANS by RDD
Saputo Overview
ey Product Categories & Segments
Sour Cream- Regular and Organic: Friendship and Private Label
Cottage Cheese- Regular and Organic: Friendship and Private Label
Farmer Cheese- Friendship
Buttermilk- Friendship
Lactose-Free Milk- Private Label
Aerosol Whipped Topping- Private Label
Protein Milk- Private Label (coming in May 2014)
Enhanced Skim Milk- Private Label (coming in May 2014)
RDD ASSOCIATES
P5LANS by RDD
Strategic Business Insights

onsumer & Category Insights (Share of ttl shipment vol)
New York: 5.8MM Cases (+0.4% vs YAG)
Other
Cultured
5.3
Whipping
Cream
3.2
Iced
Coffee
0.2
Wakefern: 1.7MM cases (+5.2% vs YAG)
Specialty
Milk
0.1
Other
Cultured
4.0
Lact-Free
7.5
Lact-Free
6.4
Aerosol
6.8
Half &
Half
16.6
60
40
20
0
-20
-40
-60
-80
-100
Cottage
Cheese
37.2
Half &
Half
20.7
35.3
28.6
8.3
0.4
NA
-8.8
-8.3
Sour
Cream
26.9
Aerosol
11.0
Sour
Cream
24.3
28.9
Whipping
Cream
3.1
-3.7
-85.3
60
40
20
0
-20
-40
-60
-80
-100
Cottage
Cheese
26.8
56.3
13.0
5.2
-3.3
-2.4
35.3
19.0
-2.4
Saputos New York market includes ShopRite, A&P/Pathmark, NY Metro Indeps and Stop
& Shop
Saputo shipment data ending March 2014
RDD ASSOCIATES
[I]
Client/
Supplier
Overview
[II]
Business
Insights
[III]
Sales
History, Perf
& Practices
[IV]
P5LANS
SWOT &
Actions
Executive summary


RDD ASSOCIATES
P5LANS by RDD
Strategic Business Insights: Cottage Cheese

etailer & Market-level Shopper Insights ShopRite CRMA
IRI Panel Data

2013
ShopRite RMA
Cottage chs unit sales in CRMA (all channels) are down 1.6%, yet up 3.9% at SR
Hshld penetration approx. 36% in CRMA, dwn 0.3 pts, but up 0.7 pts at SR
Buying rate and trips relatively flat (avg 1.5 un/trip & 6 trips per year in CRMA
Source: NCP; 52 Weeks ending 9/8/13 ss. YAGO; ShopRite CRMA and ShopRite RMA
RDD ASSOCIATES
P5LANS by RDD
Strategic Business Insights: Cottage Cheese - SR CRMA

etailer & Market-level Shopper Insights Penetration (HH Buying)
36.5
Buy Rate (Units per Buyer)
36.2
9.4
10.5 10.0
6.8 6.9
BREAKSTONES
10.2 10.3
5.4 5.3
13.6 13.0
COTTAGE
9.2
AXELROD
FRIENDSHIP
3.3 3.1
COTTAGE
Purchase Frequency
BREAKSTONES
AXELROD
FRIENDSHIP
Purchase Size (Units per Trip)
6.3 6.2
4.6
5.0
2.2 2.1
3.6 3.6
1.5 1.5
2.2 2.2
COTTAGE
BREAKSTONES
AXELROD
FRIENDSHIP
COTTAGE
1.5 1.4
1.5 1.5
AXELROD
FRIENDSHIP
BREAKSTONES
Within SR CRMA, approx 36% all hshlds purchase cottage chs; Friendship approx. 10%
Avg hshld purchases 6X/yr, & when purchasing often buys multiple units
Source: NCP; 52 Weeks ending 9/8/13 ss. YAGO; ShopRite CRMA
RDD ASSOCIATES
P5LANS by RDD
Strategic Business Insights: Cottage Cheese - SR CRMA

etailer & Market-level Shopper Insights % Units on Deal
Loyalty Unit Share of Requirements
77.4 77.6
66.3 66.4
100.0 100.0
46.9 47.4
65.7
34.9 38.6
59.1
44.0 42.9
29.5 29.7
COTTAGE
BREAKSTONES
AXELROD
FRIENDSHIP
COTTAGE
% Repeat Buyers
85
59
8.2 7.9
3.0 3.3
AXELROD
BREAKSTONES
AXELROD
FRIENDSHIP
Purchase Cycle
26.4 25.7
COTTAGE
BREAKSTONES
61
65
88
66
62
69
5.7 5.5
FRIENDSHIP
COTTAGE
BREAKSTONES
AXELROD
FRIENDSHIP
Approx all unit sales in CRMA during promo periods, with 78% Axelrod on deal
75% of consumers only buy Cottage Cheese once a year
Consumers who purchase more than 1X/yr avg 35 units per year!!!
Source: NCP; 52 Weeks ending 9/8/13 ss. YAGO; ShopRite CRMA
RDD ASSOCIATES
P5LANS by RDD
Strategic Business Insights: Cottage Cheese

Leakage Tree
Geography : Wakefern Corp-RMA

Time : Latest 52 Weeks Ending Sep-08-2013
Product : COTTAGE CHEESE
HH Demo Summary : All HH Income Per Capita
Target Group 1 : All Households
Sample Size : Client Default Sample Size
$ Opportunity from 1 Additional Point

of Buyer Conversion:
$268,126
9.1MM HHs
in Wakefern Corp-CRMA
66.9% (+1.8pts)
33.1% (-1.8pts)
Shop in Wakefern Corp-RMA
Do Not Shop in Wakefern Corp-RMA
34.5% (-0.1pts)
65.5% (+0.1pts)
Buy COTTAGE CHEESE Somew here
Do Not Buy COTTAGE CHEESE Anyw here
64.6% (+0.7pts)
35.4% (-0.7pts)
Buy COTTAGE CHEESE in Wakefern CorpRMA
Do Not Buy COTTAGE CHEESE in Wakefern

Corp-RMA
CONVERTED BUYERS
BUYER CONVERSION
Households
UNCONVERTED BUYERS
65.3% (-4.0pts)
34.7% (+4.0pts)
100.0% (0.0pts)
COTTAGE CHEESE $ Spent in Wakefern CorpRMA
COTTAGE CHEESE $ Leaked Elsew here
COTTAGE CHEESE $ Leaked Elsew here
LEAKAGE
Dollars
29.4% (+4.5pts)
5.3% (-0.6pts)
80.0% (-1.0pts)
20.0% (+1.0pts)
COTTAGE CHEESE $
Leaked to GroceryX
COTTAGE CHEESE $
Leaked to Other Channels
COTTAGE CHEESE $
Leaked to GroceryX
COTTAGE CHEESE $
Leaked to Other Channels
7.0%
Stop & Shop
+1.7pts
25.5%
-4.6pts
Stop & Shop
Source: NCP; 52 Weeks ending 9/8/13 ss. YAGO; ShopRite CRMA and ShopRite RMA
ShopRite has a category conversion rate only 65% (% of category buyers who shop SR and purchased at SR)
35% of their converted shoppers still purchase the category at other retailers, with most (29%) leaking to other
grocery retailers; 26% category buyers who do not purchase at SR purchase at S&S
RDD ASSOCIATES
P5LANS by RDD
Strategic Business Insights

ottage Cheese Decision Tree
Multi-Serve vs. Single

Serve is the first
decision made within
Cottage Cheese
Source: Cannondale Associates, ShopperGenetics database, 52 weeks ending 9/09
RDD ASSOCIATES
[I]
Client/
Supplier
Overview
[II]
Business
Insights
[III]
Sales
History, Perf
& Practices
[IV]
P5LANS
SWOT &
Actions
Executive summary


RDD ASSOCIATES
P5LANS by RDD
Wakefern Fiscal 2014 Volume Update

Category
Description
Aerosol
Cottage Cheese
Branded & Private
label
Half & Half
Lactose Free
Farmers Cheese
& Buttermilk
Sour Cream
Branded & Private
label
Specialty Milk
Whipping Cream
Totals
Current Cases Last Year Cases % Chg vs. Last

10/2013 - 5/2014 10/2012 - 5/2013 Year Cases
Current Dollars
10/2013 - 5/2014
Last Year Dollars % Chg vs. Last

10/2012 - 5/2013
Year Dollars
131,963
106,798
23.6%
$2,033,647
$1,565,028
29.9%
300,765
253,280
92,478
305,335
208,512
61,856
-1.5%
21.5%
49.5%
$4,258,362
$4,106,054
$1,112,468
$4,175,400
$3,315,784
$746,884
2.0%
23.8%
49.0%
47,402
48,705
-2.7%
$1,007,970
$1,023,719
-1.5%
309,585
0
36,877
1,172,350
311,689
3,493
32,792
1,079,180
-0.7%
-100.0%
12.5%
8.6%
$4,808,990
$0
$924,239
$18,251,729
$4,586,320
$72,739
$749,386
$16,235,260
4.9%
-100.0%
23.3%
12.4%
RDD ASSOCIATES
P5LANS by RDD
Category Overview: Cottage Cheese

ShopRite
ShopRite ROM Food
SR Fiscal YTD $ Sales (~62% TE): $10.8MM (+0.0% vs YAG)
SR Fiscal YTD $ Sales (~62% TE): $25.7MM (-3.7% vs YAG)
40.0
40.4
40.0
22.1
20.0
4.9
0.0
3.4
1.9
-2.6 -3.4
-20.0
-3.5
Break
Friend
10.6
-2.5 -2.0
-20.0
-25.1
PL
Axel
5.4
P Maid
9.4
17.8
9.4 11.5
14.9
4.9 3.9
0.0
-40.0
Cottage
20.0
2.1 0.6
0.0
-0.7
13.0
Daisy
-29.8
Kraft
U Sales % Chg vs YAG
-3.7 -3.9 -7.2 -5.9
-1.3
-2.5
Cottage Break
PL
-11.6
-12.8 -12.4
-13.8
-40.0
Lactaid
Friend
Hood
Axel
P Maid
Daisy
Lactaid
U Sales % Chg vs YAG
At ShopRite Cottage Cheese category is flat in dollars vs. YAG, yet is out-performing the ROM
Daisy is the only brand showing dollar growth at ShopRite, but off of low base & share
Source: IRI Wakefern Fiscal YTD Ending 5/18/2014
Majority of decline in the ROM is coming from Breakstone & Friendship
RDD ASSOCIATES
P5LANS by RDD
Sales History, Performance & Practices

rends & Seasonality Cottage Cheese
Diet/Summer
Yom Kippur &

Rosh Hashanah
New Years
Resolutions
Passover
Holidays
IRI 104 weeks ending 5/18/14
Seasonality Trends for Cottage Cheese include: Dieting for Summer, Jewish Holidays (Fall &
Passover) and New Years Resolution Dieting
RDD ASSOCIATES
P5LANS by RDD

romotional Chart: Friendship 16 oz Cottage Cheese
$1.99
3 Weeks
R Hashanah/Y Kippur
$1.99
$1.99
$1.99
New Years
2 Weeks
Feat + TPR
$1.99
$1.99
2 Weeks
2 Weeks Passover
Feat + TPR
$1.99
2 Week TPR
$2.49
IRI 52 weeks ending 4/20/14
Event scheduling aligned with key purchasing seasons, and are high-value offers
Promotional lifts 5 6 X base sales for Friendship brand!!!
RDD ASSOCIATES
P5LANS by RDD

helf Management Cottage Cheese 4 FT 60 IN: North
SR POG: April 2014
RDD ASSOCIATES
P5LANS by RDD

helf Management Cottage Cheese Space-to-Sales
40.0
Share of Lin. Ft.
30.0
Share of Movement
Break
P Label
Friend
Axel
Kraft
Daisy
Lactaid
LnL
28.9
26.9
26.0
22.4
21.7
19.2
20.0
16.1
IRI Latest 52 Weeks

End 5/18/14
12.3
10.0
Share
of Base
Units
34.0
25.4
18.8
10.4
4.5
3.7
2.0
1.2
7.0
7.0
3.2
3.7
1.2 0.9
1.2 1.6
Lt n Lively
Lactaid
0.0
Breakstone
Friendship
P Label
Under-Spaced:
P Label
Axelrod
Daisy
Over-Spaced:
Daisy
Kraft
Kraft
SR 4 Ft 60 In POG: April 2014

Space measured in linear feet
SR Internal Movement: Latest 52 weeks ending 5/11/14
RDD ASSOCIATES
[I]
Client/
Supplier
Overview
[II]
Business
Insights
[III]
Sales
History, Perf
& Practices
[IV]
P5LANS
SWOT &
Actions
Executive summary

RDD ASSOCIATES
P LANS
5
by RDD
Aspire - Observe - Analyze Envision - Strategize Activate - Assess
lanning
roduct
lace
rice
romotion
&
ogistics
alytics
hopper
RDD ASSOCIATES
P LANS
5
by RDD

ASSESSMENT
S
IMPACT
T
Enhanced Skim Milk
Protein Milk
3 lb Sour Cream
24oz Cottage Cheese/Pineapple
6.5oz Fa t Free AWT
RDD ASSOCIATES
P LANS
5
by RDD

Action PLAN
Enhanced Skim Milk
6.5oz Fat Free AWT
Targeted
Timelines
1) On Shel f By
$.30-$50 Pri ce
October 2) Incl ude
Reducti on Over
In Both The Da i ry Ad
Na ti ona l Bra nd
And Li ve Better Ad Everyda y Reta i l - $70 Secti
onsf by
$1.00 On Promoti on
Sept - Nov Jan
1) On
Shel
October 2) Incl ude
Into The Ma jor
1/2 Pri ce Fea ture In
Hol i da y
La te October - Ki ckPromoti ona l Ads At
Off Di s tri buti on &
1/2 Pri ce
Tri a l
Jul y - Sept - Nov Ja n
RDD ASSOCIATES
P5LANS
by RDD
romotion - strategize, target & activate feature,

seasonal, opportunistic & multi-brand merchandising events;
digital offers & targeted solutions; post-promotion analyses
ASSESSMENT
S
Enhance Skim Milk
6.5oz Fat Free AWT
IMPACT
T
X
X
RDD ASSOCIATES
P LANS
5
by RDD
romotion - strategize, target & activate feature,

seasonal, opportunistic & multi-brand merchandising events;
digital offers & targeted solutions; post-promotion analyses
Action PLAN
Enhanced Skim Milk
6.5oz Fat Free AWT
Targeted
Timelines
1) On Shel f By
$.30-$50 Pri ce
October 2) Incl ude
Reducti on Over
In Both The Da i ry Ad
Na ti ona l Bra nd
And Li ve Better Ad Everyda y Reta i l - $70 Secti
onsf by
$1.00 On Promoti on
Sept - Nov Jan
1) On
Shel
October 2) Incl ude
Into The Ma jor
1/2 Pri ce Fea ture In
Hol i da y
La te October - Ki ckPromoti ona l Ads At
Off Di s tri buti on &
1/2 Pri ce
Tri a l
Jul y - Sept - Nov Ja n
RDD ASSOCIATES
P5LANS by RDD
Executive Summary / Recap

ecap - Topline Business Review Highlights ShopRite is out-performing the market for both the Cottage Cheese and Sour Cream
categories.
The Cottage Cheese category is flat at ShopRite. Private Label (#1 brand) is the only
major brand showing growth.
Outside of promotions, Cottage Cheese does most of its business from repeat buyers
(buy more than once a year).
The category has experienced aggressive promotions with 36 weeks of $1.99 or less
features on 16 oz brands (from April 2013 to April 2014).
From April 2013 to April 2014, Friendship ran 8 weeks of $1.99 promotions on 16 oz
Cottage Cheese. The biggest lifts were during the Fall Jewish Holidays, New Years
Dieting and Passover.
RDD ASSOCIATES
P5LANS by RDD
Executive Summary / Recap

ecap ACTION Plan Highlights -
Confirm 3rd and 4th quarter promotions

Follow-up on items currently in the Wakefern
QA process
Present Protein Milk and Enhanced Skim Milk
Gain Wakeferns commitment on the 4th
quarter ESL volume objectives
RDD ASSOCIATES
Moving ahead P
Select 1 client and
target customer to
apply P5LANS business
review template
By 1/9/15
LANS by RDD implementation
Systematically, work
thru the business
review template to
present in Q1
By 2/13/15
Schedule
customer/client
business review for
March/April 2015
By 1/16/15
Presentation &
activation at
customer
By 4/30/15

Any Questions, Comments or Ideas?
Thank you for your

participation!!!

Business Review & Mgmt Roadmap

[I]
Client/
Supplier
Overview
[II]
Business
Insights
[III]
Sales
History, Perf
& Practices
[IV]
P5LANS
SWOT &
Actions
Executive summary


RDD ASSOCIATES

RDD Learning Acad - P5lans Busn Rev Training 121514

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RDD Learning Acad - P5lans Busn Rev Training 121514

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RDD Associate Learning Academy

Enterprise-wide Training, Education & Associate-development

RDD Associates Core Leadership Strategy

Enterprise Sustainability - Laser focus on GROWING OUR BUSINESSES

FUTURE ENTERPRISE SUCCESS!

ASSOCIATE LEARNING ACADEMY?

An enterprise-wide training, education & associate -development process, that:

For every RDD position, identifies core skills, business processes /

RDD Associate Learning Academy

Business Reviews Key Discussion Topics

Course Overview: Purpose / Rationale

Key Considerations & Inputs; Project Team & Resources

Customer & Client Applications

RDD Associate Learning Academy

RDDs Best-Practice proprietary Business

Align RDDs Business Management strategy approach with

RDD Associate Learning Academy

Help our brands perform to their greatest potential!

Support high-impact business reviews for clients and customers

Build RDD team focus and resource productivity

Track and monitor performance in a thorough and consistent method

RDD Associate Learning Academy

Business Management Roadmap

systems; optimal category adjacencies & total aisle-solutions; seasonal displays

monitoring; branded vs private label price gap strategy

merchandising events; digital offers & targeted solutions; post-promotion analyses

ogistics - efficient/reliable inventory replenishment; promotional forecasting; advance-sale

alytics - syndicated & panel data-mining; customer business reviews; category

hopper - shopper insights, targeted engagement strategies; shopper-marketing programs

strategic, budgetary, category, customer-specific & tactical

RDD Associate Learning Academy

alytics What data can I use to support my claims/product?

RDD Associate Learning Academy

hopper What is my shopper looking for in comparison to what i am doing?

RDD Associate Learning Academy

P LANS by RDD SWOT Analysis?

RDD Associate Learning Academy

roduct - core & opportunistic SKU authorizations; new-item

RDD Associate Learning Academy

roduct - core & opportunistic SKU authorizations; new-item

RDD Associate Learning Academy

RDD Associate Learning Academy

AGENDA / Key Discussion Topics

Introductions, purpose & methodology

Executive Summary, marketplace update & client overview

Sales and Merchandising Results & Practices

SWOT analysis & ACTION plans

Next steps & timetable

Business Review & Mgmt Roadmap

Consumer & category insights

P5PLANS SWOT analysis

Business Management Roadmap

Consumer & category insights

P5PLANS SWOT analysis

Business Management Roadmap

Promotional plans & scheduling for 3rd & 4th Quarter

Business Management Roadmap

Sour Cream does $795.4MM in annual dollar sales

Cottage Cheese does $800.4MM annually

Source: IRI 52 Weeks Ending 5/18/14

Business Management Roadmap

$ Sales % Chg vs YAG

U Sales % CHg vs YAG