Distributor Program Overview 1. 2 Introduction This August we will be featuring our WINE CATEGORY sales event called the “Exclusively For You – Great.

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Distributor Program Overview

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IntroductionThis August we will be featuring our WINE CATEGORY sales event called the “Exclusively For You – Great Tasting Wines Under $10/Under $15”. Our program will focus on our exclusive great tasting wines that feature two important price points that our customers ask for, which will drive incremental sales and profit dollars for the Adult Beverage Wine Category. We have developed the opportunity to feature our top selling wines at these great values!

You may have noticed our competitive landscape has changed significantly in recent years with the proliferation of mega-liquor stores such as Total Wine, Spec’s, and Bev-Mo. Wine is becoming a significant category at places like Target, at Drug Stores, and even some Dollar Stores! What can we do to prevent an erosion of sales to these competitors? We can begin by listening to our customers!

Dunnhumby insights suggest our greatest competitive advantage vs. non-traditional rivals is to leverage the total store we have to offer in conjunction with the availability of Wine. Our shoppers enjoy Wine with their meals, as an element of family get-togethers, celebrations, and parties. What all of these occasions have in common is FOOD! Our Kroger Co. Family of Stores offers every type of food imaginable to accompany any event. This is one-stop shopping at its finest!

As this program evolves, keep in mind that our goal is to highlight this advantage, while continuing to provide a locally relevant selection of wines at competitive retails, with educational materials included for our customers.

Cheers.

The Wine Team - The Kroger Co.

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Program Name: Exclusively For You – Great Tasting Wines! Under $10/ Under $15

Program Dates:  W1 P8 – W3P10 (Week beginning August 17) - Displays Built – W1 P8. - This Wine event includes the Fall selling period. - This program is a #1 Adult Beverage priority in the grocery display plan.

Program Description:  The Exclusively For You – Great Tasting Wines! Under $10/ Under $15 Program is a key Adult Beverage Wine category national initiative and featuring the following loyal customer program elements:

Items: Selected SKU’s are our best selling exclusive brand wines! Quantities and assortment vary by store segment.

Grocery Sales Plan: This program will be supported as a center aisle display in the grocery sales plan.

Signage Kit: Includes base wrap, stanchion sign and a price sign. POS kits will arrive to the stores W4 P7. The POS kit will be directly mailed to the Winery Exchange Distributors who will be responsible for the display builds.

Display Builds: WINERY EXCHANGE DISTRIBUTORS/WHOLESALERS will be responsible for building the displays and executing the point-of-sale. PL MARKETING and DAYMON ASSOCIATES will be assisting with the process.

Audit Form: Stores will be required to sign off that the distributor has built the display to expectations and that it is properly signed.

Program Objectives:  •To grow exclusive brand wine sales during the program•To execute the program in 95% of our stores, as outlined in the program.•To gain execution feedback and pictures of all stores participating in the program. 

Program Overview

Great Tasting Wines!

Under $10Under $15

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Great Tasting Wines!

Under $10Under $15

83972800040 Parkers Estate Chardonnay

3 Cases High

83972800041Parkers Estate Cabernet

3 Cases High

83972800042Parkers Estate Merlot

3 Cases High

83972800397Parkers Estate Pinot Noir

3 Cases High

83972800660Nitty Gritty Chardonnay

3 Cases High

83972800582Acronym Red4 Cases High

83972800715Acronym Cabernet

4 Cases High

83972800662Nitty Gritty Sauvignon Blanc

3 Cases High

83972800209Magistrate PR Cabernet

3 Cases High

83972800716Acronym Chardonnay

4 Cases High

83972800598Acronym White

4 Cases High

83972800267Magistrate SB Chardonnay

3 Cases High

83972800665Storyteller Chardonnay

3 Cases High

83972800664Storyteller Cabernet

3 Cases High

83972800668Storyteller Red Blend

3 Cases High

83972800666Storyteller Merlot

3 Cases High

Upscale Plan o gramUPC ITEM DESCRIPTION

83972800040 Parkers Estate Chardonnay  83972800041 Parkers Estate Cabernet 83972800042 Parkers Estate Merlot 83972800397 Parkers Estate Pinot Noir 83972800662 Nitty Gritty Sauvignon Blanc 83972800267 Magistrate SB Chardonnay 83972800666 Storyteller Merlot 83972800668 Storyteller Red Blend 83972800664 Storyteller Cabernet 83972800665 Storyteller Chardonnay 83972800209 Magistrate PR Cabernet  83972800660 Nitty Gritty Chardonnay 83972800582 Acronym Red83972800715 Acronym Cab83972800716 Acronym Chard83972800598 Acronym White

UPSCALE PLANOGRAM

EXCLUSIVE BRANDS

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Great Tasting Wines!

Under $10Under $15

MAINSTREAM PLANOGRAM

83972800040 Parkers Estate Chardonnay

3 Cases High

83972800041Parkers Estate Cabernet

3 Cases High

83972800042Parkers Estate Merlot

3 Cases High

83972800397Parkers Estate Pinot Noir

3 Cases High

83972800080Dellatorri Chianti

3 Cases High

83972800582Acronym Red4 Cases High

83972800715Acronym Cabernet

4 Cases High

83972800081Dellatorri Pinot Grigio

3 Cases High

83972800209Magistrate PR Cabernet

3 Cases High

83972800716Acronym Chardonnay

4 Cases High

83972800598Acronym White

4 Cases High

83972800267Magistrate SB Chardonnay

3 Cases High

83972800037Arrow Creek Chardonnay

3 Cases High

83972800038Arrow Creek Cabernet

3 Cases High

83972800039Arrow Creek Merlot

3 Cases High

83972800225Arrow Creek Pinot Noir

3 Cases High

Mainstream Plan o gramUPC ITEM DESCRIPTION

83972800040 Parkers Estate Chardonnay  83972800041 Parkers Estate Cabernet 83972800042 Parkers Estate Merlot83972800397 Parkers Estate Pinot Noir83972800081 Dellatorri Pinot Grigio83972800267 Magistrate SB Chardonnay83972800225 Arrow Creek Pinot Noir83972800039 Arrow Creek Merlot83972800038 Arrow Creek Cabernet83972800037 Arrow Creek Chardonnay 83972800209 Magistrate PR Cabernet  83972800080 Dellatorri Chiant 83972800582 Acronym Red83972800715 Acronym Cab83972800716 Acronym Chard83972800598 Acronym White

EXCLUSIVE BRANDS

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Great Tasting Wines!

Under $10Under $15

VALUE PLANOGRAM

83972800644Colorblock Chardonnay

3 Cases High

83972800648Colorblock Cabernet

3 Cases High

83972800643Colorblock Merlot

3 Cases High

83972800768Elder Vine Red Blend

3 Cases High

83972800582Acronym Red4 Cases High

83972800769Elder Vine Chardonnay

3 Cases High

83972800037Arrow Creek Chardonnay

3 Cases High

83972800038Arrow Creek Cabernet

3 Cases High

83972800039Arrow Creek Merlot

3 Cases High

Value Plan o gramUPC ITEM DESCRIPTION

83972800644 Color Block Chardonnay83972800648 Color Block Cabernet83972800643 Colorblock Merlot83972800769 Eldervine Chardonnay83972800039 Arrow Creek Merlot83972800038 Arrow Creek Cabernet83972800037 Arrow Creek Chardonnay83972800768 Eldervine Red Blend83972800582 Acronym Red

EXCLUSIVE BRANDS

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Point of Sale/Marketing Elements• Artwork/Elements being developed by Kroger Marketing

Services.• Theme: “Exclusively For You – Great Tasting Wines! Under

$10/ Under $15”- Look and feel to fit the “great tasting wines for less

than you expect” theme.• POS is focused on featuring top selling exclusive wines at

great values.• Upscale stores will receive Under $15 messaging• Mainstream and Value stores will receive Under $10

messaging.

Great Tasting Wines!

Under $10Under $15

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POS Elements Upscale Stores (Under $15)Stanchion

Price Sign

Basewrap

*Artwork subject to change per Marketing

Services approval

Display Look of Success

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POS Elements Mainstream & Value Stores (Under $10)Stanchion

Price Sign

Basewrap

*Artwork subject to change per Marketing

Services approval

Display Look of Success

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Supplier/Distributor Execution

This is will be our third program utilizing our DISTRIBUTOR/SUPPLIER RESOURCE PORTAL, which provides all resources needed for a successful execution of this program. The portal contains the following:

• Division POG’s• Display Build Schedules• Distributor/Supplier Playbooks• POS Installation Instructions• Division Store Lists• Display Photo's "Look of Success.” • The portal also includes the Online Audit Survey – which each distributor must fill out after completing the build and

upload a photo. • POS tracking will be made available as soon as the Kits ship to the Winery Exchange Distributors.

SUPPLIER/DISTRIBUTOR RESOURCE PORTAL LINK: www.executionresourcecenter.com (currently being updated)

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Supplier/Distributor ExecutionKEY REMINDERS FOR SUCCESSFUL EXECUTION:

POS Kits & Display Building• Please Do NOT build display's prior to the outlined dates, as POS will not be available – if a change needs to occur,

notify Masterpiece-USA immediately to accommodate.• When building the displays refer the division Planogram's for accuracy of size and items.• Reps will need to secure a photo of the completed display for audit purposes – THIS PHOTO NEEDS TO BE UPLOADED

AFTER THE REP HAS FILLED OUT THE ONLINE AUDIT FORM.

Audit Process• On the day display's are built & POS is attached, distributor reps are required too complete an audit form via the link

below (no faxing needed)- LINK AVAILABLE ON THE SUPPLIER/DISTRIBUTOR RESOURCE PORTAL AS WELL.• Photo will be required to be uploaded at the end of the audit survey as well.

ONLINE EXECUTION AUDIT SURVEY: http://www.executionresourcecenter.com/display-audit-form.html (currently being updated)

WE APPRECIATE ALL THAT YOU DO! IF YOU HAVE ANY QUESTIONS YOU MAY CONTACT SUZANNE WEITHOFER OR ANY MEMBER OF THE WINE TEAM! (Contact information on last page of this presentation)

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Consumer Elements (under development)

Kroger Radio

Kroger.com

Great Tasting Wines!

Under $10Under $15

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Contact Information:Kroger National Wine Team:Ryan McHendry (513-698-1863)Pat Byrne (513-762-4465)Lisa Beth Miller (513-762-4799) Jared Pachta (513-762-7002)Dave Morehead (513-762-4559)Diane Farfsing (513-698-1732) Masterpiece USA (Project Manager/POS):Suzanne Weithofer (513-218-2962) [email protected] 

Great Tasting Wines!

Under $10Under $15