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Confidential & Proprietary to ECRM

ECRM Analytics. THE LEADING PROVIDER OF PROMOTIONAL DATA AND ANALYTICS. ECRM’s promotional analytics provides the most comprehensive information needed to increase profits, predict competitive trends and make better decisions. Canned Pasta Promotional Reflection. Innovation

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Confidential & Proprietary to ECRM

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  1. ECRM Analytics THE LEADING PROVIDER OF PROMOTIONAL DATA AND ANALYTICS ECRM’s promotional analytics provides the most comprehensive information needed to increase profits, predict competitive trends and make better decisions. Canned Pasta Promotional Reflection Innovation We focus on innovative solutions to help drive our focus and that of our customer business. Excellence Our mission is to radically improve the promotional data landscape and deliver unparalleled analytics. Actionable Providing a wealth of information is only part of the puzzle; our findings increase your profits. Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  2. METHODOLOGY & DEFINITIONS: True Ad Block Count: True Ad Block Count gives partial credit to any product that shares an ad block with other products in order to provide more context in promotional analysis.  For example: If 4 products are present in an ad block each will only receive a .25 count for that particular promotion. If 3 products are present each one receives .33 count. Percent of Space: We measure and aggregate the percent of physical space your brand receives in a particular channel of trade or even at a specific retail chain. Manufacturer Exclusivity: Shows the percent of time that one manufacturer shares the same ad blocks with another manufacturer. Time Periods: Previous Year: 1/1/2012 – 12/29/2012 Current Year: 12/30/2012 – 12/2/2013 Retailers: All US ECRM retailers used for analysis. Representative Markets. Select Retailers: CVS, Dollar General, Duane Reade, Giant Food Carlisle, Jewel-Osco (SVU), Kroger CIN, Rite Aid, Safeway Stores, Target Stores, Walgreens, Walmart-US. Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  3. SHARE OF PROMOTIONAL VOICE BY SUB-CATEGORIES Canned Foods Category, Circular Promotions Only, True Ad Count, Current Year Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  4. SHARE OF PROMOTIONAL VOICE BY SUB-CATEGORIES Canned Foods Category, Web & Email Promotions Only, True Ad Count, Current Year Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  5. YOY SHARE OF PROMOTIONAL VOICE BY MANUFACTURER – Top 10 Canned Foods Category, Circular Promotions Only, True Ad Count Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  6. YOY SHARE OF PROMOTIONAL VOICE BY MANUFACTURER – Top 10 Canned Foods Category, Web & Email Promotions Only, True Ad Count Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  7. YOY PROMOTIONAL SHARE OF VOICE - MANUFACTURERS Canned Pasta, Circular Promotions Only, True Ad Count Top 5, Branded Products, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  8. YOY PROMOTIONAL SHARE OF VOICE - MANUFACTURERS Canned Pasta, Web & Email Promotions Only, True Ad Count Branded Products, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  9. YOY WEEKLY PROMOTIONAL SUPPORT CANNED FOODS CATEGORY Circular Promotions Only, Feature Ad Count Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  10. YOY WEEKLY PROMOTIONAL SUPPORT CANNED PASTA PRODUCTS Circular Promotions Only, Feature Ad Count Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  11. YOY CANNED FOOD BRANDS PROMOTIONAL SHARE OF VOICE Circular Promotions Only, True Ad Count Top 10, Branded Products, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  12. YOY CANNED FOOD BRANDS PROMOTIONAL SHARE OF VOICE Web & Email Promotions Only, True Ad Count Top 10, Branded Products, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  13. YOY CANNED PASTA BRANDS PROMOTIONAL SHARE OF VOICE Circular Promotions Only, True Ad Count Top 5, Branded Products, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  14. YOY CANNED PASTA BRANDS PROMOTIONAL SHARE OF VOICE Web & Email Promotions Only, True Ad Count Top 3, Branded Products, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  15. YOY CANNED FOOD PRODUCTS PROMOTIONAL SUPPORT TOP 10 RETAILERS Circular Promotions Only, True Ad Count Branded Products, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  16. YOY CANNED PASTA PRODUCTS PROMOTIONAL SUPPORT TOP 10 RETAILERS Circular Promotions Only, True Ad Count Branded Products, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  17. YOY CANNED FOOD PRODUCTS PROMOTIONAL SUPPORT SELECT RETAILERS Circular Promotions Only, True Ad Count Branded Products, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  18. YOY CANNED PASTA PRODUCTS PROMOTIONAL SUPPORT SELECT RETAILERS Circular Promotions Only, True Ad Count Branded Products, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  19. YOY CANNED FOOD PRODUCTS PROMOTIONAL SUPPORT TOP RETAILERS Web & Email Promotions Only, True Ad Count Branded Products, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  20. YOY CANNED PASTA PRODUCTS PROMOTIONAL SUPPORT TOP RETAILERS Web & Email Promotions Only, True Ad Count Branded Products, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  21. YOY PERCENT OF CIRCULAR SPACE CANNED FOOD PRODUCTS Circular Promotions Only Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  22. DEDICATION TO PRIVATE BRANDS CANNED FOOD PRODUCTS Current Year, Select Retailers, Circular Promotions Only, Feature Ad Count Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  23. YOY PROMOTIONAL OFFERS FOR CANNED FOOD PRODUCTS Circular Promotions Only Other*:w/Purchase, Save X%, Recipe, w/X, Free w/Coupon, Free w/X, w/Purchase, Save up to $X. Branded Products, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  24. YOY PROMOTIONAL OFFERS FOR CANNED PASTA PRODUCTS Circular Promotions Only Other*:w/Purchase, Save X%. Branded Products, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  25. YOY PROMOTIONAL OFFERS FOR CANNED FOOD PRODUCTS Web & Email Promotions Only Other*:Save X%, w/Purchase, Free w/Coupon, Save up to $X, Recipe, Free w/X, w/X. Branded Products, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  26. YOY PROMOTIONAL OFFERS FOR CANNED PASTA PRODUCTS Web & Email Promotions Only Other*:Save X%, Free w/Coupon, w/Purchase. Branded Products, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  27. ADPROMOTIONS NET UNIT PRICE ANALYSIS 15 oz. Chef Boyardee Canned Pasta, Year over Year, Circulars Only Previous Year: 10/2/2011 – 9/29/2012; Current Year: 9/30/2012 –10/5/2013, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  28. YOY PROMOTIONAL OFFERS PAGE PLACEMENT Canned Food Products, Circular Promotions Only Branded Products, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  29. YOY PROMOTIONAL OFFERS PAGE PLACEMENT Canned Pasta Products, Circular Promotions Only Branded Products, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  30. MANUFACTURER EXCLUSIVITY FOR CANNED FOOD PRODUCT MANUFACTURERS Circular Promotions Only, Current Year Branded Products, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  31. MANUFACTURER EXCLUSIVITY FOR CANNED PASTA MANUFACTURERS Circular Promotions Only, Current Year Branded Products, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  32. FACEBOOK CONVERSATION WORD CLOUDS: • By comparing the marketing message as expressed by the brand to the conversation of followers, you can see if people reciprocate with key words, themes and emotions. What the Chef Boyardee brand is saying on Facebook: What Chef Boyardee brand fans aresaying on Facebook: 163 Posts, 7657 Comments, Dates:   6/30/2013 - 12/28/2013 Page Observed: Chef Boyardee

  33. FACEBOOK CONVERSATION WORD CLOUDS: • By comparing the marketing message as expressed by the brand to the conversation of followers, you can see if people reciprocate with key words, themes and emotions. What the SpaghettiOs brand is saying on Facebook: What SpaghettiOs fans aresaying on Facebook: 128 Posts, 11700 Comments, Dates:   6/30/2013 - 12/28/2013 Page Observed: Pop Secret

  34. PSYCHOGRAPHICS: BENEFITS • How retailers and brand owners benefit from a clear picture of their customers. • Understanding the psychographics of your consumer leads to a better understanding of their views, likes, values, traits and even family dynamics. • Through a thorough analysis we can determine: • Which brands align with a retailer’s key customer base • How to increase trips to the store • Which marketing plans lead to more product purchases • How to morph a shopper’s want into a need Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  35. UNDERSTANDING PSYCHOGRAPHICS • A means of identifying users by interest, occupation, role in life and other personal characteristics. • By analyzing the values, interests and lifestyles of a brand or retail fan base, we are able to create a comprehensive profile that defines each shopper. • Our proprietary database contains over 14 Million Likes and our psychographic profiles include key characteristics that build a mental model of your consumer: • Masculinity • Personality Age • Education Level • Political Affiliation • Family Dynamic • Pet Ownership • Home Ownership • Community Type (Urban/Suburban/Rural) Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  36. PSYCHOGRAPHICS: MASCULINITY • Is your brand masculine or feminine? • Our Masculinity scale shows how brands and retailers rank in terms of key gender values. A high Masculine % is tied to key male attributes such as: • Ambition • Competitiveness • Assertiveness • Materialism • Power • High Feminine % displays key female attributes: • Charity • Relationships • Quality of Life • Community Involvement • Social Well-being • What brands will help to attract more male shoppers? Sample Size: 10776 page like counts Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  37. PSYCHOGRAPHICS: PERSONALITY AGE • Personality age characterizes behaviors, interests and role in life. The Personality Age of a Brand is the average age of all the pages of the followers of that brand. It is an age evaluation of "what else" the brand followers like. Leading marketers focus on the personality age of shoppers instead of their real age because it better reflects their core interests and desires. Sample Size: 10776 page like counts Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  38. CANNED PASTA AD IMAGES Cub Foods - Minneapolis, MN - 1/5/2014 Circular - Page 5 (Middle) Family Fare Supermarkets - Grand Rapids, MI - 1/5/2014 Circular - Page 7 (Middle) Stop & Shop - New York, NY - 1/3/2014 Circular - Page 2 (Middle) Lucky (NAI) - Los Angeles, CA - 1/2/2014 Circular - Page 1 (Front) Food 4 Less - Los Angeles, CA - 1/2/2014 Circular - Page 2 (Back) Carrs - Anchorage, AK - 1/2/2014 Circular - Page 3 (Middle) Riesbeck's Food Markets - Columbus, OH - 1/2/2014 Circular - Page 4 (Middle) Marsh Supermarkets - Indianapolis, IN - 1/2/2014 Circular - Page 4 (Middle) Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  39. CANNED PASTA AD IMAGES Winn Dixie - Ocala, FL - 1/2/2014 Circular - Page 8 (Middle) E.W. James & Sons - Paris, TN - 1/1/2014 Circular - Page 1 (Front) E.W. James & Sons - Paris, TN - 1/1/2014 Circular - Page 2 (Middle) Haggen - Seattle, WA - 1/1/2014 Circular - Page 2 (Wrap) Lowes Foods - Greensboro, NC - 1/1/2014 Circular - Page 3 (Wrap) Harvest Foods (WA) - Spokane, WA - 1/1/2014 Circular - Page 3 (Middle) Price Cutter - Springfield, MO - 1/1/2014 Circular - Page 3 (Middle) Albertsons SOU - Dallas, TX - 1/1/2014 Circular - Page 7 (Middle) Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  40. CANNED PASTA AD IMAGES Albertsons SOU - Dallas, TX - 1/1/2014 Circular - Page 7 (Middle) Smith's Food & Drug - Salt Lake City, UT - 1/1/2014 Circular - Page 8 (Wrap) Jewel-Osco (NAI) - Chicago, IL - 1/1/2014 Circular - Page 11 (Middle) Fine Fare Supermarkets - New York, NY - 12/29/2013 Circular - Page 1 (Front) Dollar General - Cleveland, OH - 12/29/2013 Circular - Page 3 (Middle) Fred Meyer Stores - Seattle, WA - 12/29/2013 Circular - Page 5 (Middle) Food City (K-VA-T) - Knoxville, TN - 12/29/2013 Circular - Page 7 (Middle) Meijer - Detroit, MI - 12/29/2013 Circular - Page 10 (Middle) Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  41. Contact Information Account Manager Judy Ritch 440-528-0474 jritch@ecrm.marketgate.com Danal Harvey 440-498-0500 x1214 dharvey@ecrm.marketgate.com Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

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