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Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

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. Baking Needs Promotional Reflection

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Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

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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. Baking Needs Promotional Reflection Christmas Holiday 2013 All Channel 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. A SYSTEM UNLIKE THE REST • Providing the most comprehensive promotional data on the planet • Ad Comparisons captures promotional data from the top U.S. and Canadian retailers in all major markets. Our technology goes beyond just tracking numbers and images. Ad Comparisons uses a vast array of analytic reports to make sense of the data and offers a comprehensive perspective of the promotional landscape. • Since the majority of ads are transmitted electronically, directly from the retailer, all promotional market variations are accounted for and the image quality is exceptional for an enhanced user experience. • We provide superior data, analytics and service to businesses of all sizes and take an individual approach to ensure all data and reports fit the needs of each user. • Over ONE BILLION ads • Over 1,000 searchable categories • Over 500 retail chains • Over 275,000 different brands • Over 14,000 unique manufacturers THE ANSWER IS YES Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  3. HOWWE DO WHATWE DO • Advanced cropping & coding systems Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  4. HOWWE DO WHATWE DO • We provide more data characteristics for each ad block than anyone else so we can provide you with a more thorough approach to promotional reporting. Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  5. OUR COVERAGE GOES BEYONDTHE CIRCULAR • Today, retailers communicate with consumers across many channels which means more ways to report promotional activity. Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  6. Macro Circular Overview • Exclusivity & True Ad Block Counts • Percent of Space • Pricing Trends & Promotional Types • Macro Web Overview • Social Media • Integration with Other Sources & Key Partners Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  7. 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: Six Weeks Prior to Holiday Previous Year: 11/18/2012 – 12/29/2012 Six Weeks Prior to Holiday Current Year: 11/17/2013 – 12/28/2013 Retailers: All US ECRM retailers used for analysis. Select Retailers: CVS, Albertson's SOW, Dollar General, Family Dollar, Giant Food Carlisle, Jewel-Osco (NAI), Kmart, Kroger ATL, Price Chopper (Golub) Publix Supermarkets, Rite Aid, Safeway Stores, Target Stores, Walgreens, Walmart-US. *Slides 34 & 39 Kroger CIN used instead of Kroger ATL* Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  8. 2013 SEASONAL BAKING NEEDS SAMPLE IMAGES Target Stores – Minneapolis, MN - 12/1/2013 Circular - Page 34 (Middle) Target Stores – Minneapolis, MN - 12/15/2013 Circular - Page 45 (Middle) Walmart-US - Cleveland, OH – 12/4/2013 Circular - Page 12 (Back) 6 Weeks Prior to 12/28/2013 vs. Year Ago Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  9. CHANGE IN YOY PROMOTIONAL SUPPORT BY SUBCATEGORY Baking Needs Category Promotional Share, Circulars Only, True Ad Block Count All Channels 6 Weeks Prior to 12/28/2013 vs. Year Ago, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  10. SUPERMARKET CHANNEL CHANGE IN YOY PROMOTIONAL SUPPORT Baking Needs Category Promotional Share, Circulars Only, True Ad Block Count 6 Weeks Prior to 12/28/2013 vs. Year Ago, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  11. MASS CHANNEL CHANGE IN YOY PROMOTIONAL SUPPORT Baking Needs Category Promotional Share, Circulars Only, True Ad Block Count 6 Weeks Prior to 12/28/2013 vs. Year Ago, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  12. DRUG CHANNEL CHANGE IN YOY PROMOTIONAL SUPPORT Baking Needs Category Promotional Share, Circulars Only, True Ad Block Count 6 Weeks Prior to 12/28/2013 vs. Year Ago, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  13. DOLLAR CHANNEL CHANGE IN YOY PROMOTIONAL SUPPORT Baking Needs Category Promotional Share, Circulars Only, True Ad Block Count 6 Weeks Prior to 12/28/2013 vs. Year Ago, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  14. CHANGE IN YOY RETAILER SHARE OF PROMOTIONAL SUPPORT Circulars Only, True Ad Block Count, Baking Needs Category, Select Retailers Branded Product Promotions only, All Channels, 6 Weeks Prior to 12/28/2013 vs. Year Ago, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  15. CHANGE IN YOY BRAND SHARE OF PROMOTIONAL SUPPORT Circulars Only, True Ad Block Count, Baking Needs Category, All Channels *Undefined Brands excluded Branded Product Promotions only, 6 Weeks Prior to 12/28/2013 vs. Year Ago, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  16. SELECT RETAILER DEDICATION TO PRIVATE BRAND Circulars Only, True Ad Block Count,Baking Needs Category, Current Year 6 Weeks Prior to 12/28/2013, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  17. CHANGE IN YOY AD SUPPORT BY MANUFACTURER Baking Needs Category Promotional Share, Circulars Only, True Ad Block Count, All Channels *Undefined & Private Label Manufacturers excluded 6 Weeks Prior to 12/28/2013 vs. Same Time Period Year Ago, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  18. CHANGE IN YOY AD SUPPORT BY MANUFACTURER Baking Ingredients Sub-category Promotional Share, Circulars Only, True Ad Block Count, All Channels *Undefined & Private Label Manufacturers excluded 6 Weeks Prior to 12/28/2013 vs. Same Time Period Year Ago, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  19. Macro Circular Overview • Exclusivity & True Ad Block Counts • Percent of Space • Pricing Trends & Promotional Types • Macro Web Overview • Social Media • Integration with Other Sources & Key Partners Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  20. AD BLOCK COUNT VS.TRUE AD BLOCK COUNT Both Ads Feature Baking Needs – Should They be Counted the Same? Shared: Exclusive: 2Brands with 0.5 True Ad Count Each Giant Eagle - Cleveland, OH - 12/26/2013 Circular - Page 5 (Middle) Riesbeck's Food Markets - Columbus, OH - 12/26/2013 Circular - Page 5 (Middle) Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  21. CIRCULAR PROMOTIONAL EXCLUSIVITY SELECT RETAILERS • Baking Needs Category, Current Year (2013) Promotions Branded Product Promotions only, 6 Weeks Prior to 12/28/2013, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  22. MANUFACTURER CIRCULAR PROMOTIONAL EXCLUSIVITY • Baking Needs Category • Current Year (2013) Ads Shared with Multiple Manufacturers, All Channels 6 Weeks Prior to 12/28/2013, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  23. MANUFACTURER CIRCULAR PROMOTIONAL EXCLUSIVITY • Baking Needs Category • Current Year (2013) Ads Shared with Multiple Manufacturers, All Channels 6 Weeks Prior to 12/28/2013, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  24. Macro Circular Overview • Exclusivity & True Ad Block Counts • Percent of Space • Pricing Trends & Promotional Types • Macro Web Overview • Social Media • Integration with Other Sources & Key Partners Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  25. NOT ALL ADS ARE CREATED EQUAL • Can you find both Tide promotions? Back page of the 9/23/2012 CVS circular Tide received 18% of the page Back page of the 9/9/2012 Kmart circular Tide received 5% of the page Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  26. NOT ALL ADS ARE CREATED EQUAL • There is a clear difference…why should they be counted the same? Back page of the 9/23/2012 CVS circular Tide received 18% of the page Back page of the 9/9/2012 Kmart circular Tide received 5% of the page Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  27. PERCENT OF CIRCULAR SPACE BY TOP SUBCATEGORIES • YOY Percent of Circular Space, Circulars Only, Baking Needs Category • All Channels Percent of space refers to the amount of physical space a retailer is devoting in its circular, measured in pixels.  Percent of space can be calculated at the segment, category, subcategory, manufacturer or brand level within ECRM’s reporting tools. 6 Weeks Prior to 12/28/2013 vs. Same Time Period Year Ago, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  28. PERCENT OF CIRCULAR SPACE BY SELECT RETAILERS • YOY Percent of Circular Space,Baking Needs Category Percent of space refers to the amount of physical space a retailer is devoting in its circular, measured in pixels.  Percent of space can be calculated at the segment, category, subcategory, manufacturer or brand level within ECRM’s reporting tools. 6 Weeks Prior to 12/28/2013 vs. Same Time Period Year Ago, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  29. Macro Circular Overview • Exclusivity & True Ad Block Counts • Percent of Space • Pricing Trends & Promotional Types • Macro Web Overview • Social Media • Integration with Other Sources & Key Partners Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  30. WEEKLY AVERAGE PROMOTIONAL PRICING • Net Unit Price Per Ounce, Baking Chocolate Chips • 10 – 12 oz. Size Range Only, All Brands, Current Year (2013), All Channels Circulars Only, 6 Weeks Prior to 12/28/2013, All ECRM Retailers, All US Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  31. WEEKLY AVERAGE PROMOTIONALPRICING – Net Unit Price • Baking Chocolate Chips, 10 – 12 oz. Package Size Range Only, • All Brands, Current Year (2013), All Channels Circulars Only, 6 Weeks Prior to 12/28/2013, All ECRM Retailers, All US Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  32. AVERAGE PROMOTED NET UNIT PRICE PER OUNCE BY STATE Baking Chocolate Chips Holiday Season Pricing 10 – 12 oz. Package Size Only, 11/17/2013 - 12/28/2013, All Channel Circular Promotions Only 6 Weeks Prior to 12/28/2013, All ECRM Retailers, All US Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  33. TYPESOF CIRCULAR PROMOTIONS Baking Needs Category, Select Retailers, Current Year (2013) Other*: w/purchase, Incentive, Recipe, w/X, Save X%, Free x/X. 6 Weeks Prior to 12/28/2013, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  34. TYPESOF WEB & EMAIL PROMOTIONS Baking Needs Category, Select Retailers, Current Year (2013) Other*: Recipe, BOGO, Free w/X. Kroger ATL replaced by Kroger CIN (Kroger ATL had no 2013 Web & Email Promotional Support, 6 Weeks Prior to 12/28/2013, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  35. Macro Circular Overview • Exclusivity & True Ad Block Counts • Percent of Space • Pricing Trends & Promotional Types • Macro Web Overview • Social Media • Integration with Other Sources & Key Partners Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  36. CHANGE IN YOY AD SUPPORT BY TOP SUB-CATEGORIES Share of Web & Email Only, True Ad Block Count, Baking Needs Category All Channels 6 Weeks Prior to 12/28/2013 vs. Same Time Period Year Ago, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  37. CHANGE IN YOY AD SUPPORT BY MANUFACTURER Share of Web & Email Only, True Ad Block Count, Baking Needs Category All Channels All Channel Retailers averaged 92.8%dedication to Branded Web & Email Promotions for 2013 Baking Needs products* *Private Label & Undefined Manufacturers excluded 6 Weeks Prior to 12/28/2013 vs. Same Time Period Year Ago, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  38. CHANGE IN YOY AD SUPPORT BY MANUFACTURER Share of Web & Email Only, True Ad Block Count, Baking Ingredients Sub-Category All Channels All Channel Retailers averaged 90.7%dedication to Branded Web & Email Promotions for 2013 Baking Ingredient products* *Private Label & Undefined Manufacturers excluded 6 Weeks Prior to 12/28/2013 vs. Same Time Period Year Ago, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  39. CHANGE IN YOY BRAND AD SUPPORT Share of Web & Email Only, True Ad Block Count, Baking Needs Category All Channels *Undefined Brands excluded Branded products only, 6 Weeks Prior to 12/28/2013 vs. Same Time Period Year Ago, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  40. CHANGE IN YOY AD SUPPORT SHARE BY SELECT RETAILERS Web & Email Only, True Ad Block Count, Baking Needs Category All Channels Select Retailers averaged 94.0%dedication to Branded Web & Email Promotions for 2013 Baking Needs products. Kroger ATL replaced by Kroger CIN (Kroger ATL had no 2013 Web & Email Promotional Support), Branded Promotions only, 6 Weeks Prior to 12/28/2013, Representative Markets Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  41. Macro Circular Overview • Exclusivity & True Ad Block Counts • Percent of Space • Pricing Trends & Promotional Types • Macro Web Overview • Social Media • Integration with Other Sources & Key Partners Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  42. FACEBOOK CONVERSATION WORD CLOUDS: Betty Crocker • 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 Betty Crocker is saying on Facebook: 9/23/2013 – 11/2/2013, 91 Brand Posts, 3475 Fan Comments What followers are saying on their page: Page Observed: Betty Crocker

  43. FACEBOOK CONVERSATION WORD CLOUDS: Pillsbury • 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 Pillsbury is saying on Facebook: What followers are saying on their page: 9/22/2013 – 11/2/2013, 99 Brand Posts, 3131 Fan Comments Page Observed: Pillsbury

  44. 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

  45. 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

  46. PSYCHOGRAPHICS: MASCULINITY • Is your Baking Needs 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? 1165 pages observed, 6 Weeks Prior to Holiday 2013 Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  47. 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. Baking Needs pages 1165 pages observed, 6 Weeks Prior to Holiday 2013 Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  48. PSYCHOGRAPHICS: MORE METRICS Baking Needs pages 1150 pages observed, Duncan Hines removed, 6 Weeks Prior to Holiday 2013 Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  49. Macro Circular Overview • Exclusivity & True Ad Block Counts • Percent of Space • Pricing Trends & Promotional Types • Macro Web Overview • Social Media • Integration with Other Sources & Key Partners Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  50. WALL STREET IS UTILIZINGOUR DATA • Our analytics are a leading indicator of market share movement. “Not surprisingly, we have found a strong correlation with ad count data and market share... The data, therefore, can prove predictive of Nielsen results (given its earlier availability) and revealing of marketplace dynamics.” A La Carte The All You Can Eat Menu for Food Investors “The data has proven to be predictive of Nielsen or IRI reported results and, therefore, can be applied in the following ways: Gain more rapid insight into how promotional developments are shifting through the next period Predict market share shifts before Nielsen data is released.” Global Investment Research United States: Food Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

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