Stop & Shop / GMD
2009
2
Fall Baking Key Messages
Fall Baking is a $6M category at Stop & Shop / GMD, with solid growth of 5% in 2008 and expected momentum in 2009
– Fall Baking Giant MD 8/28-1/7/10
– Fall Baking Stop & Shop 10/2-1/7/10
Incremental Merchandising Vehicles will deliver increased retail sales & profits through unit conversion at 2/$5 (Chips), 2/$6 (Cocoa)
Hershey Retail Execution will WIN the Fall Baking Season!
– Stop & Shop / GMD National Marketing Fall Baking Contest leading to increased baking takeaway
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Fall Baking Merchandising Vehicles
Overview:
Stores will be receiving distributions for the fall baking season of our Hershey Cocoa Shipper along with Reese PBC Baking Chip DRC
Both Stop & Shop and Giant MD will have placement of the “Baking Barge” in all stores to support fall baking sales results
– Our Hershey Cocoa Can along with Reese Baking Chips should be cut and tagged on all Baking Barge Displays
– There is not set POG for the Baking Barge Display in store..Leverage coverage to increase share on display
Manual order additional Hershey Baking SKU’s in order to gain secondary placement of a Hershey Baking Corrugated Shelving Display
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2009 HERSHEY’S KISSES Baking QTR MOD
Qtr Modules will/have been sent out to selected stores in support of our Fall Baking and Holiday Packaged Candy events (store list attached)
HERSHEY’S Kisses Baking Qtr Mod 180ct
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November 15, 2009 FSI will drive baking chips sales leading into the busy Thanksgiving holiday Save $1.00 off any 3 bags of HERSHEY’S Baking Chips
Half page, 40M circulation
Offer and image subject to change
VOID
VOID
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National Baking Tearpads offer baking recipes and promote purchases of other baking ingredients
Baking Chips
HERSHEY’S Cocoa
HERSHEY’S Syrup
Coupon – Get a FREE HERSHEY’S baking
calendar by mail with purchase of any 4 baking
items (chips, cocoa, chocolate)
Coupon – Get $1.50 off an 8oz can of HERSHEY’S
Cocoa with the purchase of any 3 bags of baking
chips
Coupon – Get a FREE bottle of HERSHEY’S Syrup with the purchase
of 4 bags of baking chips
Place Hershey Tearpads on shelf along with
secondary displays in order to increase
consumer takeaway and build bigger shopping
baskets!
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Stop & Shop / GMD “National Marketing Baking Contest”11/9-12/6 Program
The #1 Best Selling Baking Cocoa our
“Hershey’s Unsweetened Cocoa Can” will be part of National Marketing
Contest
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Retails and Margins for Fall Baking Chips/Cocoa
Fall Baking Chips 2009
Cost
Scan (8/28-1/7 G, 10/2 S)
Net Cost
VIP Fall Baking Retail
Margin
$1.95
$.20
$1.75
2/$5
30%
Merchandising:
1. Baking Barge (Stop & Shop / GMD)
2. DRC’s
3. Hershey Corrugated Shelving Displays
Fall Baking Cocoa 2009
Cost
Scan (8/28-1/7 G, 10/2 S)
Net Cost
VIP Fall Baking Retail
Margin
$2.33
$.20
$2.13
2/$6
30%
Requested Merchandising:
1. Baking Barge (Stop & Shop / GMD)
2. Cocoa Shipper
3. Hershey Corrugated Shelving Displays
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Baking Season is Here!Sell Sheet
34000 06152
Quantity: _________
34000 14830
013014
Quantity: _________
34000 14660
030481
Quantity: _________
34000 00144
000792
Quantity: _________
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Ingredients for Hershey’s Baking DisplaySell Sheet
4 Cases Heath Baking Pieces
4 Cases Hershey’s Milk Chocolate Chips
4 Cases Hershey’s Semi Sweet Chips
2 Cases Hershey’s Silver Kisses
1 Corrugated Display Unit
2 Baking Tear Pads (Consumer Savings)
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