DEFENSE COMMISSARY AGENCY DeC A Semi-Perishable Categories April

DEFENSE COMMISSARY AGENCY DeC A Semi-Perishable Categories April

DEFENSE COMMISSARY AGENCY DeC A Semi-Perishable Categories April 21, 2016 Your Commissary Its Worth the Trip! DeCA STATE OF THE BUSINESS ANNUAL 2015 Theora Zulka Copyright 2013 The Nielsen Company. Confidential and proprietary. DeCA OPPORTUNITIES INCREASE $ PER TRIP Increase in baskets by $2 can result in 3% sales increase Focus on converting Medium shoppers to Heavy shoppers FOCUS DEPT RESOURCES Win against Wal-Mart in Bakery and Grocery in Dry Grocery Identify low conversion items in DeCA to increase basket Determine top UPCs for DeCA shoppers in Walmart and Grocery to drive assortment/promotion TARGET YOUNGER FAMILIES AND HISPANICS Within key stores, alter merchandising for these groups Tailor promotions and communications on the digital platforms 3 Copyright 2013 The Nielsen Company. Confidential and proprietary. BASKET DECREASE SIGNIFICANT DeCA Total Sales Buyers / Shoppers (% Penetration) How much they buy / spend (Buying Rate) 2.6% $879 (+0.1%) (-$60.5 per HH per year) How much they buy on each trip (Purchase / Basket Size) How many times they buy it (Purchase Frequency)

13.9 trips/HH (-0.6) X Source: Nielsen Homescan 52 Weeks Ending 12/26/15 v YAGO, Total Product Line, DECA Shopper at DECA $63 per trip (-$2) 4 Copyright 2013 The Nielsen Company. Confidential and proprietary. DeCA SHOPPERS LOYAL TO THE MILITARY BASE Grocery and Supercenters make up over 40% of DeCA shopper SOW DeCA SHOPPER SHARE OF WALLET BY CHANNEL -0.2 ON- LINE; 1.6 DOLLAR; 1.8 0.0 +0.2 0.0 ALL OTHER; 8.8 DRUG; 3.4 MASS W/ O SUPERS; 4.3 +0.2 GROCERY; 24.3 -0.3 CLUBS; 12.2 +0.5 SUPERCENTERS; 19.4 MILITARY; 24.2 -1.2 +1.0 Source: Nielsen Homescan 52 Weeks Ending 12/26/15 vs YAGO, Total Product Line 5 Copyright 2013 The Nielsen Company. Confidential and proprietary. MILITARY CHANNEL TRIPS AND BASKET DOWN DeCA HHs $/trip at Supercenters has increased DeCA SHOPPER CHANNEL PURCHASE DYNAMICS $/HH % Shoppers $1,075

97 96 $1,056 84 O GR R CE Y M Y AR T ILI ST E OR S RC E P SU R TE N E O GR R CE Y M RY M Y AR T ILI OR ST

ST S ER P SU C R TE N E S $56 $40 24.2 ES R PE U S Y AR T ILI E OR $/Trip 18.8 GR S Trips/HH 37.8 E OC $976 C TE EN $28

RS GR E OC Source: Nielsen Homescan 52 Weeks Ending 12/26/15 vs YAGO, Total Product Line RY M Y AR T ILI OR ST ES R PE U S C TE EN RS 6 Copyright 2013 The Nielsen Company. Confidential and proprietary. WALMART IS DeCAS LARGEST COMPETITOR Sams and Costco are a distant 2nd & 3rd ; Exchanges are steady DeCA SHOPPER ALL OUTLET SHARE OF WALLET RETAILER Outside of DeCA; 79.9 DeCA; 20.1 -0.7 +0.9 DeCA SHOPPER Pt CHG SOW YA WAL- MART TOTAL 20.3

1.3 COSTCO 5.4 0.2 SAMS 5.4 0.1 EXCHANGES ALL TYPES 3.3 (0.5) TARGET TOTAL 2.9 (0.3) KROGER 3.0 0.5 SAFEWAY 1.8 0.5 HEB & HEB PLUS 1.6 (0.7) ALL OTHER 36.3 (0.5) Source: Nielsen Homescan 52 Weeks Ending 12/26/15 v YAGO, Total Product Line, DECA Shopper 7 Copyright 2013 The Nielsen Company. Confidential and proprietary. DeCA HH SPEND AT WM DRIVEN BY $/TRIP DeCA HH spend at Costco driven by trips

DeCA SHOPPER BANNER PURCHASE DYNAMICS % Shoppers 97 $/HH 89 $959 26 M CO M RY A ISS AL W M T AR TO L TA CO ST CO COMMISSARY WAL- MART TOTAL $/Trip 23.9 $40 C M Y AR S IS AL W M

T AR TO COSTCO Trips/HH $82 $63 OM $890 $879 L TA C T OS CO 13.9 COMMISSARY WAL- MART TOTAL Source: Nielsen Homescan 52 Weeks Ending 12/26/15 vs YAGO, Total Product Line 10.8 COSTCO 8 Copyright 2013 The Nielsen Company. Confidential and proprietary. FOCUS ON INCREASING BASKETS DeCA shopper trips on decline on Military Base, non military channel store count growth continues DeCA shopper base is stable DeCA increase in shoppers most likely softened basket size; opportunity to increase Heavy shoppers +3% Sales Increase

OR Increase of 0.4 Trips Increase of $2/Trip (assumes $63 per trip) (assumes 13.9 trips per year) Source: Nielsen Homescan 52 Weeks Ending 12/26/15, Total Product Line 9 DeCA OPPORTUNITIES Copyright 2013 The Nielsen Company. Confidential and proprietary. FOCUS ON THE GROCERY CHANNEL FOR DRY GROCERY AND BAKERY; BEAT WALMART IN BAKERY DeCA SHOPPERS - DEPARTMENT SHARE OF WALLET- UPC CODED ITEMS Department DeCA TOTAL GROCERY WALMART TOTAL Value of 1 pt SOW (MM) $(MM) Upside Against Grocery $(MM) Upside Against WM $11.1 Grocery Bakery Dry Grocery 20.2 37.6 23.2 $3.7 $64.3

24.8 29.2 19.9 $51.1 $220.8 Total Product Line 20.1 24.3 20.3 $136.2 $572.2 $27.2 Source: Nielsen Homescan, 52 weeks ending 12/26/15, Total US, DECA Shopper, Bakery (Food 5 RDH definition), Dry Grocery (Blue Book RDH definition) 11 Copyright 2013 The Nielsen Company. Confidential and proprietary. INCREASE BUYER CONVERSION FOR INCREMENTAL SALES DeCA Shopper Buyer Conversion DeCA Item $/ Item trip FRESH DESSERTS $4.0 FOOD COLORING $3.4 GUM $3.6 ICE CREAM CONES $2.2 BEVERAGE- HISPANIC $5.3 LIQUID COFFEE $3.5 COMMISSARY WAL- MART TOTAL TOTAL GROCERY

Source: Nielsen Homescan Weeks Ending DECAUPC Shopper, Total US Source: Nielsen Channel Facts 52 WE52 6/30/12, Publix 12/26/2015, RTA, Total Trips, Sales 12 DeCA SEGMENT OPPORTUNITIES Copyright 2013 The Nielsen Company. Confidential and proprietary. HEAVY SHOPPER GROUP CONTINUES TO DECLINE Are shoppers converting from Heavy to Medium and Medium to Light? Buyer Distribution 31% 33% 36% 36% 38% 34% 34% 34% -6.9% CAGR 35% 30% 30% 28% 2012 2013 2014 2015

HEAVY MEDIUM LIGHT Source: Nielsen Homescan 52 Weeks Ending 12/26/15 (4 YEAR TREND) Total Product Line 14 Copyright 2013 The Nielsen Company. Confidential and proprietary. HEAVY SHOPPERS SKEW TOWARDS LARGE HOUSEHOLDS Heavy Shopper Medium Shopper Middle Income Families FHOH Age 55+, <35 skew Upper Income 1-2 person HH, 5+ skew FHOH 35-54, 55+ Couples & Families Migration of Younger Bustling Families Nielsen Homescan ASP, Distribution of Shoppers, 52 weeks ending 12.26.15, HML at COMMISSARY Light Shopper Lower Income skew 1-2 person HHs Age 35 and Under, 55+ Singles & Couples 15 YOUNGER BUSTLING FAMILIES HHs with children, 4+ members in HH, oldest child 6+ and HOH under 40 Average adult age is 34 while average child age is 8.4 Hispanics are key components, more than 1 in five households in Younger bustling Families in US is Hispanic 50% are 4 person HHs while other half is 5+

Copyright 2015 The Nielsen Company. Confidential and proprietary. 89% only have kids under 15 years of age Very busy as kids are old enough to have quite a few activities outside the home but few have children old enough to cart the younger ones around Digitally Savvy Source: Nielsen Spectra; total US 16 WELCOME TO MY DIGITAL WORLD Redeemed mobile coupon on a Smartphone Copyright 2015 The Nielsen Company. Confidential and proprietary. Visit Social network site on Smartphone Visit Facebook, YouTube and Twitter Like to receive exclusive offers & coupons on Social Network Like to share opinions products/services by posting online Go online for recipes, to take online classes or courses Source: Spectra Best Products Report, Younger Bustling Families, March 2016 17 Copyright 2013 The Nielsen Company. Confidential and proprietary. TARGET YOUNG FAMILIES WITH QUICK MEAL-TIME SOLUTIONS AND SNACKING OCCASIONS Prioritize quick meal-time solutions and snacking for busy families on the go through merchandising and assortment SNACKING OCCASIONS GRANOLA & YOGURT BARS CRACKERS CHEESE FRUIT-DRIED & SNACKS DESSERTS RTS SINGLE SERVINGS SNACKS - MEAT FROZEN/REFRIG SNACKS CRACKERS SANDWICH & SNACK PACKS SNACKS PUFFED CHEESE BAKERY - DOUGHNUTS FRUIT JUICE CAKE & BROWNIE MIXES

QUICK SOLUTIONS DRY DINNERS PASTA FRANKFURTERS REFRIGERATED MEXICAN TORTILLAS LUNCHMEAT DELI POUCHES TOASTER PASTRIES SOUP MIXES DRY & BASES BAGELS & CREAM CHEESE FROZEN WAFFLES & PANCAKES SAUSAGE BREAKFAST SANDWICHES REFRIGERATED/FROZEN COMBINATION LUNCHES Source: Spectra Best Products Report, Younger Bustling Families, March 2016 Basket Building 18 Copyright 2013 The Nielsen Company. Confidential and proprietary. OPPORTUNITY AMONG YOUNGER, FAMILIES AND NON WHITE HOUSEHOLDS These groups either underperform in % $ versus % shoppers or underdeveloped DeCA Shopper - Demographics 62 65 49 46 31 34 39 41 38 42 38 35 19 19 $ K 70 + OH H F e Ag 5

<3 H O FH e Ag 55 + s i l ie m Fa % DECA SHOPPERS s le p u Co te hi W n No te hi W % DECA $'s Source: Nielsen Homescan, Account Shopper Profiler, 52 we 12/26/2015; Total US; DECA Shopper 19 Gen Next population, under age nine, already reaching the tipping point % U.S. Population Millenni al Gen X Boomer GI Gen Age: Gen Next Copyright 2013 The Nielsen Company. Confidential and proprietary.

EACH GENERATION BECOMES MORE MULTICULTURAL 80 + 16.9% 83.1% 70-79 21.8% 78.2% 60-69 24.3% 75.7% 50-60 45-50 40-44 29.6% 35.0% 39.7% 70.4% 65.0% 60.3% 30-39 44.5% 55.5% 20-29 43.8% 56.2% 10-19 46.2% 53.8% <9 50.8% White Non-Hispanic Source: Nielsen The Multicultural Edge: Super Consumers Rising March 2015 Report 49.2% Multicultural (all other) 20

Copyright 2013 The Nielsen Company. Confidential and proprietary. HISPANIC HOUSEHOLDS DRIVE $/BASKET AT WALMART AND GROCERY DeCA Shopper DeCA Caucasian Shopper Dollars/HH % HHs % Dollars Index 100 100 $/HH $879 DeCA $/Trip $63 Walmart $/ Grocery Trip $/Trip $40 $28 63 65 104 $912 $64 $44 $31 DeCA African American Shopper 22 21 96 $845 $63 $29 $23 DeCA Asian Shopper 5

7 119 $1,047 $59 $41 $23 DeCA All Other Races Shopper 10 8 75 $657 $64 $44 $30 DeCA Hispanic Shopper 18 16 89 $785 $60 $47 $32 Source: Nielsen Homescan, 52 we 12/26/15, Total US, DECA Shopper groups 21 WALMART GAINED SOW OF DeCA HISPANIC SHOPPERS Walmart gained DeCA Hispanic SOW and larger baskets Chg in SOW Basket $ Size Grocery Channel DeCA Shopper - 0.7 pts

+ 1.3 pts - - $2 + $1 + $1 - + 2.3 pts - 1.1 pts - $3 + $3 + $1 + 1.3 pts - 2.5 pts + 1.5 pts + $7 - $5 + $1 - + 1.1 pts + 2.8 pts - + $10 + $2 DeCA All Other Races - 6.0 pts + 2.4 pts - - $11 + $3 - $3

DeCA Hispanic - 4.6 pts + 5.1 pts - - $9 + $9 + $3 DeCA Caucasian Copyright 2013 The Nielsen Company. Confidential and proprietary. Grocery Channel DeCA African American DeCA Asian Source: Nielsen Homescan, 52 we 12/26/15, Total US, DECA Shopper groups 22 Copyright 2013 The Nielsen Company. Confidential and proprietary. HISPANICS ARE INFLUENCED IN STORE Consider in store bilingual signage as more than 2/3 of all Hispanic shoppers speak Spanish at home FUNDAMENTAL TAKEAWAYS (key learnings and implications) LANGUAGE USED AT HOME (primary language spoken) Hispanics tend to be more engaged shoppers, making decisions at the shelf upon browsing the aisle 34% These shoppers can be activated through in-store influencers to encourage more unplanned (impulse) purchases 34% 32% While overarching differences between Hispanic shoppers and the overall norm are nominal, nuances do exist in the aisle / by category Hispanics tend to be some of the fastest adopters of technology, with 77% of Latinas owning a smartphone HISPANIC IN-STORE ENGAGEMENT BY CATEGORY CATEGORYTotal SHOPPING FUNDAMENTALS

(indexed to total respondents) Beverages Breakfast Grocery Frozen Perimeter Health & PC IN-STORE CPG % ENGAGED 51% 49% 47% 53% 63% 49% 51% BROWSING COUPON / SALE PRICE CHECKING MERCHANDISING NEW PRODUCT PACKAGING MOBILE 25% 14% 10% 4% 2% 2% 1% 19% 14% 11% 6% 2% 3% - 28% 11%

8% 1% 3% 4% 1% 27% 12% 10% 3% 1% 2% 1% 30% 16% 11% 6% 3% 4% 3% 28% 12% 11% 3% 2% 1% 1% 28% 17% 12% 5% 3% 3% 1% Color coding based on an index of the total shoppers in CPG / respective department l Below Norm l Parity l Above Norm IN-STORE +3% more engaged in category purchases compared to overall (51% vs. 48%) 23 Copyright 2013 The Nielsen Company. Confidential and proprietary. KEY INSIGHTS State of the Business Annual 2015 DeCA sales continue to decline with a +3% goal for 2016

Best opportunity for growth is to increase the average basket size by $2 Household base has been stable Migrate Medium shoppers to Heavy shoppers by focusing on Young Bustling Families Share of wallet has decreased mainly driven by basket size loss of $2 per trip As a channel, Grocery is winning in both Dry Grocery and Bakery. DeCA is beating Walmart in the Dry Grocery department. DeCA Performance Invest further in the Hispanic shopper as the population will continue to increase and they drive basket Focus Bakery against Walmart; Focus on Dry Grocery against the Grocery channel competitors. Opportunities 24 Copyright 2013 The Nielsen Company. Confidential and proprietary. NEXT STEPS Drive increased $2 per trip spend at DeCA in store Identify categories with low buyer conversion and +$2 per item trip spend Leverage displays in store to cross promote items with high conversion categories with low conversion categories; focus on meal solutions Create recipe suggestions online that contain the high/low conversion categories; allow to download into shopping list Use social media to drive interest Focus investments In Bakery against Walmart and Dry Grocery against Grocery Identify key items driving DeCA shopper Bakery trips at Walmart and Dry Grocery trips at Grocery (Key Item Report) Target the Younger Bustling Families and Hispanics shoppers

Create a bilingual social media alternative for Hispanic shoppers Ensure you have Hispanic brands in Hispanic designated storeson display Leverage Facebook as gateway for communication Interconnect recipes on digital platform; link to YouTube to create an online cooking series Offer mobile coupons and downloadable shopping lists from website Embed offers within recipes and allow to download ingredients into shopping list 25 DEFENSE COMMISSARY AGENCY DeC A Food & Specialty Food Ms. Barbara Merriweather Category Manager Your Commissary Its Worth the Trip! DeC A Sales Tracker Defense Commissary Agency Business Unit FY 16 Goal Total Food 2.32% FY 2016 Mar $ Change $ % Change FYTD Sales $264.00 Category RTE Cereal 3.00% Wholesome Snacks 1.00% Shortening & Oils

2.00% Baking Supplies 3.25% Herb & Spice Seasoning 3.00% Boxed Prepared Dinners 1.00% Canned Fish 1.20% Prepared Foods 3.00% Sugar 1.00% Peanut Butter 2.83% Canned Meat 1.00% Salad Dressing 3.61% Baking Mixes 1.57% Hot Cereal 3.00% Meat & Fish Sauce 4.50% $34.29 $18.08 $17.60 $17.19 $16.98 $12.91 $12.72 $11.00 $10.57 $10.08

$8.88 $8.77 $8.35 $8.06 $7.87 ($14.51) -5.21% Unit % Change -6.90% Your Commissary Its Worth the Trip -8.40% -11.50% ($3.14) -2.80% -5.50% ($.51) -5.60% -5.90% ($1.04) -1.80% -7.50% ($.32) 0.50% 0.00% $.08 -10.80% -12.40% ($1.56) -8.10% -7.00% ($1.11) -5.10% -6.60% ($.59) -6.40% -7.60% ($.72) -4.30% -6.50% ($.46) -4.10% -6.70% ($.38) -4.60% -5.70% ($.43) -10.00% -9.80% ($.93) -5.60% -8.20% ($.47) 4.30% 1.20%

$.33 Above categories make up 77.0% of total dollar sales in Food Source: Nielsen, RDH DeCA Worldwide, FYTD Week Ending 3/26/2016 Your Commissary Its Worth the Trip! 27 DeC A $ Share & Patron Savings Defense Commissary Agency Category $ Share 22.90% 13.00% 6.80% 6.70% 6.50% 6.40% 4.00% 4.20% 4.80% 4.90% 3.30%3.00% 3.10% 3.40% 3.20% 3.80% Patron Savings vs. AOC 35.0% Your Commissary Its Worth the Trip 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% Wholesome Snacks Baking Supplies Boxed Prepared Prepared Foods Peanut Butter Salad Dressing Hot Cereal All Other RT E RTE Cereal Shortening & Oils Herb & Spices Canned Fish

Sugar Canned Meat Baking Mixes Meat & Fish Sauce W Ce ho re le al so m e Sn Sh ac or ks te ni ng & Oi Ba ls kin g Su pp lie s 0.0% Q1 FY15 Q2 FY15 Q3 FY15 Source: Nielsen, RDH; Patron Savings Reports Your Commissary Its Worth the Trip! Q4 FY15 DeC A Strategies Defense Commissary Agency Assortment, shelf image and availability BBQ Sauce Category Review Your Commissary Its Worth the Trip New premium brands

Testing dry rubs in mainstream Canned Fish Testing species set for 90 days at Fort Lee Commissary Planograms Grouping together natural/organic products New item additions Keeping categories fresh with innovation Your Commissary Its Worth the Trip! 29 DeC A Strategies Defense Commissary Agency Deal of the Week Specials Commissary Its Worth the Trip Kelloggs Fruit Snacks (Mar 31Your Apr 3) Finding Nemo Sales Lift: 387% Unit Lift: 746% Disney Frozen Movie New Item Incremental Sales: $7,803 Incremental Units: 7,741 Your Commissary Its Worth the Trip! 30 DeC A Sales Tracker Defense Commissary Agency Business Unit FY 16 Goal FY 2016 Mar FYTD Sales Total Specialty Food 3.19% $164.49

Category $ Change $ % Change ($7.78) Unit % Change -4.51% -7.80% Your Commissary Its Worth the Trip Shelf Stable Vegetable 2.00% $17.95 ($1.17) -6.11% -12.40% Good For You Foods 4.20% $12.62 ($.04) -0.34% -1.65% Canned Fruit 4.00% $10.21 ($.43) -4.07% -10.62% Canned Soup 1.08% $9.49 ($.77) -7.47%

-7.41% Asian Foods 7.50% $7.58 $.26 3.53% 3.30% Pasta Sauce 0.01% $6.68 ($.08) -1.14% -9.13% Dry Pasta 3.10% $6.30 ($.25) -3.84% -2.66% Mexican Food 4.73% $5.81 ($.20) -3.41% -1.44% Bouillon 3.80% $5.18 ($.02) -0.46%

-3.29% Rice 3.00% $4.67 ($.40) -7.91% -3.52% Dried Fruit 4.42% $4.33 ($.02) -0.35% -5.05% Above categories make up 79.0% of total dollar sales in Specialty Food Source: Nielsen, RDH DeCA Worldwide, FYTD Week Ending 3/26/2016 Your Commissary Its Worth the Trip! 31 DeC A $ Share & Patron Savings Defense Commissary Agency Category $ Share Patron Savings vs. AOC 30.0%Your Commissary Its Worth the Trip 2.50% 3.30% 10.90% 26.40% 5.40% 5.70% 8.40% 17.50% 9.40% 10.50% 25.0% 20.0% 15.0% 10.0%

5.0% up ne d Ca n Ca n ne d Fr So ui t od s Fo rY ou fo Go od Good for You Canned Soup Pasta Sauce Mexican Food Rice All Other SS SS Vegetable Canned Fruit Asian Foods Dry Pasta Bouillon Dried Fruit Ve ge ta bl e 0.0% Q1 FY15 Q2 FY15

Q3 FY15 Source: Nielsen, RDH; Patron Savings Reports Your Commissary Its Worth the Trip! Q4 FY15 DeC A Strategies Defense Commissary Agency New Assortment Fort Lee Commissary Your Commissary Its Worth the Trip Showcasing International, Gourmet and Hispanic Products from England, Ireland, Spain, Italy and the Mediterranean Key Kosher items Your Commissary Its Worth the Trip! 33 DEFENSE COMMISSARY AGENCY DeC A Bread & Snacks Mr. Dave Leffert Category Manager Your Commissary Its Worth the Trip! DeC A Sales Tracker Defense Commissary Agency Business Unit FY 16 Goal FY 2016 Mar FYTD Sales Total Bread/Snacks 2.45%

$247.04 $ Change $ % Change ($14.45) -5.53% Unit % Change -5.68% Your Commissary Its Worth the Trip Category Salted Snacks 1.70% $53.45 ($2.29) -4.10% -2.80% Candy 3.00% $42.97 ($.72) -1.60% -5.40% Fresh Bakery 3.61% $41.22 ($2.86) -6.50% -6.50% Crackers 2.03% $23.56 ($1.41)

-5.70% -4.70% Cigarettes -1.43% $22.55 ($3.01) -11.80% -27.40% Cookies 3.10% $20.82 ($1.57) -7.00% -7.70% Nuts 0.93% $12.86 ($1.07) -7.70% -10.50% Snack Cake 3.04% $9.33 ($.33) -3.40% -6.00% Meat Snack 11.01% $5.48 ($1.08)

-16.40% -18.00% Fresh Desserts 9.00% $5.18 $.38 8.00% 3.80% Above categories make up 96.1% of total dollar sales in Bread/Snacks Source: Nielsen, RDH DeCA Worldwide, FYTD Week Ending 3/26/2016 Your Commissary Its Worth the Trip! 35 DeC A $ Share & Patron Savings Defense Commissary Agency Category $ Share Patron Savings vs. AOC 30.0% Your Commissary Its Worth the Trip 25.0% 15.0% 10.0% 5.0% Q1 FY15 ck er s Cr a Ba es h Fr ac Sn Fresh Bakery

Cookies Meat Snack lte d Candy Cigarettes Snack Cake All Other Sa Salted Snacks Crackers Nuts Fresh Desserts ke ry 0.0% ks 3.80% 5.20% 17.40% 8.40%9.50% 9.10% 16.70% 20.0% Ca nd y 2.10% 4.00% 2.20% 21.60% Q2 FY15 Q3 FY15 Source: Nielsen, RDH; Patron Savings Reports Your Commissary Its Worth the Trip! Q4 FY15 DeC A Strategies Defense Commissary Agency Utilize shippers/hutches to encourage impulse purchases Create excitement with displays Updated Cookie/Crackers POGs

includes new innovation (25+ new items) Vertical POG for Meat & Miscellaneous Snacks to be released by mid-May Front End and SCO Rack POGs to be released by end of April Deal of the Week Specials Your Commissary Its Worth the Trip Your Commissary Its Worth the Trip! 37 DEFENSE COMMISSARY AGENCY DeC A Beverages Ms. Michelle Frost Category Manager Your Commissary Its Worth the Trip! DeC A Sales Tracker Defense Commissary Agency Business Unit FY 16 Goal FY 2016 Mar FYTD Sales Total Beverages 3.55% $199.22 Coffee 8.00% $48.64 ($.80) -1.60% -1.50% Soft Drinks

-0.50% $34.70 ($3.21) -8.50% -8.20% Shelf-Stable Juices & Drinks -1.03% $28.73 ($2.24) -7.20% -7.30% New Age Beverage 6.37% $20.80 $.33 1.60% 5.20% Water 7.00% $20.64 ($.23) -1.10% -0.50% Isotonic Beverage 4.75% $9.08 ($.44) -4.60% -4.10% Tea Packaged & Bags

-1.15% $4.53 ($.59) -11.60% -10.80% Coffee Creamers 1.81% $3.96 ($.35) -8.00% -5.30% Beverage Hispanic 10.00% $3.30 $.29 9.70% 1.10% Category $ Change $ % Change Unit % Change ($8.31) -4.01% -3.68% Your Commissary Its Worth the Trip Above categories make up 87.5% of total dollar sales in Beverages Source: Nielsen, RDH DeCA Worldwide, FYTD Week Ending 3/26/2016 Your Commissary Its Worth the Trip! 39 DeC A $ Share & Patron Savings Defense Commissary Agency

Category $ Share Patron Savings vs. AOC 30.0%Your Commissary Its Worth the Trip 2.50% 3.30% 10.90% 26.40% 5.40% 5.70% 8.40% 17.50% 9.40% 10.50% 25.0% 20.0% 15.0% 10.0% 5.0% Q1 FY15 Q2 FY15 ge Ag e Be ve ra in ks Dr Ne w Ju ice s& Soft Drinks New Age Bev. Isotonic Bev. Coffee Creamer All Other SS Coffee SS Juices & Drinks Water Tea Packaged & Bags Bev. Hispanic So

ft Dr in ks Co ffe e 0.0% Q3 FY15 Source: Nielsen, RDH; Patron Savings Reports Your Commissary Its Worth the Trip! Q4 FY15 DeC A Strategies Defense Commissary Agency Assortment insights Focus on variety New innovation Better-for-you products Your Commissary Its Worth the Trip Your Commissary Its Worth the Trip! 41 DeC A Strategies Defense Commissary Agency Merchandising Planograms Customer friendly shopping Building excitement Your Commissary Its Worth the Trip Availability to customers Frequent delivery Direct store delivery Your Commissary Its Worth the Trip! 42

DEFENSE COMMISSARY AGENCY DeC A Industry Assistance Your Commissary Its Worth the Trip! DeC A Industry Assistance Defense Commissary Agency Patron Savings Product Availability Category Resets/POG Speed to Shelf Promotions Your Commissary Its Worth the Trip FACING THE FUTURE TOGETHER Your Commissary Its Worth the Trip! 44

Recently Viewed Presentations

  • EECS 215: Introduction to Circuits

    EECS 215: Introduction to Circuits

    Transformers. The coupling coefficient kdefines the degree of magnetic couplingbetween the coils: . 1. loosely coupled pair: k < 0.5 . 2. tightly coupled coils: k > 0.5 . 3. perfectly coupled coils: k = 1. The magnitude of ....
  • Future contract option constraints

    Future contract option constraints

    Lisa Howells. Senior Dental Officer. What am I going to cover Progress with delivering the National Oral . Health Plan The Primary Care Plan Prudent Healthcare. Delivering the National Oral Health Plan. Annual progress report on CDO website.
  • NETWORK for BUSINESS ENGAGEMENT A ONE-STOP Destination for

    NETWORK for BUSINESS ENGAGEMENT A ONE-STOP Destination for

    Spartan Innovations. CFR. MSU-T. Licensing activities lead to further research investment or faculty engagement. Sponsored Research involves a negotiation of licensing terms and leads to follow-on engagements. Market and Patent research identify partners for licensing, sponsored research & philanthropy
  • Changes of State - Science

    Changes of State - Science

    The changes of state that occur with variations in temperature or pressure can be described and predicted using these models of matter. DCI-MS-PS1.B.3. Some chemical reactions release energy, others store energy. Up in Flames.
  • Qualitative research to inform policy &amp; practice

    Qualitative research to inform policy & practice

    Stages of thematic synthesis. Stages one and two: coding text and developing descriptive themes. Identifying the 'findings' Line-by-line coding. Developing descriptive themes. Stage three: generating analytical themes. In the light of the review question
  • Owl Pellet Lab

    Owl Pellet Lab

    An owl pellet is the feces that is regurgitate. Owl's cannot digest fur, feathers and bones, that is the main reason of regurgitation. An owl will still produce urea. Pellets range in size, it all depends on the size of...
  • The Internet Public Library - University of North Carolina at ...

    The Internet Public Library - University of North Carolina at ...

    The Internet Public Library …and SILS' membership therein Refresher In Sept 2007 the SILS faculty voted to join the IPL Consortium on a trial basis. The IPL gave us a ½-year membership Jan-June for ½-price, $2500. I agreed to train...
  • Study Cross-Cultural Psychology in the UK/Spain

    Study Cross-Cultural Psychology in the UK/Spain

    Study Cross-Cultural Psychology in the UK/Spain. Special Topics in Social Psychology (400:162g): Culture and Social Behavior. 3 credits. May 19 - June 3, 2010