2017 March Board Book

BUSDEV Dashboard

as of 2016_12

US Retail

International

1. Conduct consumer research in Mexico, laying the foundation for a test market launch upon validation  Shift responsibilities to Janet Arellano brining all intl. together  Identify best positioning & RCC vs. RCM validity

1. Grow RCM cheese, butter and yogurt distribution at least 5%

Total Points of Distribution Total %Change vs YA, RCM, 2016

NATURAL CHEESE BUTTER/BUTTER BLENDS YOGURT

10.2%

2. Conduct consumer research in Asia  Identify countries for research  Contract and schedule qualitative 

7.5%

4.6%

0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00%

Conducted research in Korea, Vietnam

2. Gain efficiencies in promotions through new vehicle tests & measurement  Tracking coupon redemptions & projections by vehicle  Tested Ibotta, digital coupons to reach Millennials  Tested retailer web marketing, new shelf signage, sweepstakes - Q4

3. Consolidator Program: build to monthly FCL shipments for cheese and ice cream in four markets. Establish base line metrics:

# of processors

# active leads

# YTD shipments

1

US Foodservice

Team / Other

1. Conduct national research, establish baseline for future growth objectives

1. Implement Customer Relationship Management System  Scope project, develop RFP, decide on vendor  Kick off, develop and migrate data  Test, phase roll-out of launch, begin training  Go live across all key functions

Aided: State that is the Leading Producer of Dairy Products (By Region) Leading State Northeast South Midwest West (Excl. CA) California

63%

54%

71%

41%

25%

Wisconsin

3. Develop fact-based selling materials, including PowerPoint templates, using IRI data and other market research that quantifies the benefits of California dairy, the seal, and our advertising and promotional programs 2. Develop a 5 year strategic plan for business development as part of overall CMAB long range plan; assist with leading the overall CMAB process as needed by CEO

21

34

20

51

71

California

2. Develop and launch Foodservice digital campaign to address key issues

3. Grow Sysco volume incentive program + 5%

4. Extend Sysco distributor incentive program to 2-3 smaller distributors: - US Foods (in process)