FD PLAN 092007

2008The Year ofSnacking Funwith Coca-Cola & Pringles!: 

2008 The Year of Snacking Fun with Coca-Cola & Pringles! Combined Promotion Calendar for

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Objective Create solutions that deliver on Family Dollar’s Food Strategy to capture more trips & grow baskets while meeting shopper’s needs for recognizable brands and compelling offers. Drive Incremental Trips Grow Basket Size Tie-in To Family Dollar Food Strategy Cross Category Promotions Excitement Building / Sweepstakes Rewarding Incremental Purchase

Seasonally Specific Promo: 

Objective Create solutions that deliver Family Dollar’s Food Strategy to capture more trips & grow baskets while meeting shopper’s needs for recognizable brands and compelling offers. Driving Incremental Trips & Grow Basket Size Reward For Multiple Purchases High perceived value Creating Consumer Excitement Sweepstakes Element Avg. 180,000 entries “A reason to stop” Incremental Display Opportunities In-Store POS Incremental Marketing Support Features in circular Grand opening support Community Connections Elements by region Seasonally Specific Promo

Always Within Reach: 

Always Within Reach Shopper Insights • 62% of snack purchases are impulse. • Shoppers consider soda & salty snacks to go hand-in-hand – 10.9% of baskets include Coke & Pringles more baskets that either item alone. • The combined basket yields a 33% GM Coke and Pringles are the #1 brands in their respective categories at Family Dollar. Brand development among FD shoppers/AA shoppers What To Execute On • Meet the shoppers need for impulse snacks with a convenience snack strategy Pair these brands together throughout a 2008 calendar of seasonally-specific promotions. • Deliver exciting promotions relevant to the pair that include compelling in-store offers. Source: Marketbasket: June 2006 – June 2007

Promotional Mechanics: 

Promotional Mechanics Merchandise the offer via the Coca-Cola & Pringles display through the use of signage and incremantal display. Utilize multiple point of signage which reinforce the offer Create shelf talkers that can be placed throughout the store for the other participating manufacturers. These will drive consumers to the Coke display where they can gather more information about the offer and begin their purchase behavior. Utilize the Coke DSD system to merchandise the POS Where appropriate bring in incremental self shippers of Pringles that can be displayed next to Coke

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Why Pro Football’s Biggest Game? • Top snacks/soda purchasing occasion • Most watched sporting event in the US • Great occasion to support a Family Party The Premise Rollback the pricing on snacks that are great for a football game. A sweeps where 1 winner will get 4 tickets to the 2009 Pro-bowl in Hawaii. 6 Week incremental display 1/1/08-2/15/08 The Offer Buy 3 Coke 2 liters and 3 Pringles and get $1 off their purchase A mail-in sweeps The Reward Instant gratification through a high value coupon, and a priceless sweeps Additional Tactics February circular support In-store guest appearances by former NFL stars by region

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Why Starbury? Their mission is to empower mom’s & kids who cannot afford $150-$200 tennis shoes! Target are low-income, urban families Drives Shopper loyalty with repeat purchases over time Allows Family Dollar to give back to the community through a positive movement The Premise NBA Basketball Superstar Stephan Marbury, launched a line of shoes, directly targeting lower income kids, by offering NBA styling with a $14.95 price-point, far below that of either Nike or Reebok. The Offer Require consumers to purchase 10 Coke 2 liters & 10 Pringles and mail in the receipts and get a free pair of shoes. 6 week display 2/16/08-3/31/08 The Reward A great gift for consumers that ties in to March Madness. When the consumers make the requisite purchase, they will receive a gift card to purchase the shoes of their choice. Additional Tactics Grand opening kits Coupons for Free Starbury shoes Basketball Hoops Shoe shaped magnet giveaways

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Why American Idol? • #1 television show in America! • #1 among target Moms, Teens, and Tween segments • 10 point higher ratings than the Superbowl among Pringles shoppers! • 50% of low income shoppers regularly watch American idol The Premise A sweeps sending one winner to the AI Finals in L.A. A mail-in where consumers can receive an American Idol Viewing Party Kit with specific purposes. AI Viewing Kit includes AI bracket, bowl for snacks and Family Dollar coupons The Offer Require consumers to purchase (5) Coke 2 liters & (5) Pringles and mail in the receipts for the AI Party Kit. 6 week display cups, plates Coke & Pringles 4/1/08-5/15/08 The Reward A gift for consumers that ties the #1 show on television. A chance to win a once in a lifetime prize. Additional Tactics Grand opening kits AI banners and additional POS In-store appearances by former AI stars on a regional basis

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Why Family Dollar Reunion? • Brings to life the new “Family” component of Family Dollar’s equity • Family is a cornerstone of the FD shopper values • Focuses on flavors that are overdeveloped among FD shoppers • Leverages assets FD already participates in • Can be a total store event with presence from Kingsford Charcoal, grills, etc. The Premise Create Summer time excitement through a sweeps giving away (25) $1000 Family Reunion Packages Incorporate a reward for purchase of multiples Coke and Pringles The Offer Require consumers to purchase (5) Fanta 2 liters & (5) Pringles and mail in the receipts and get a $5 Gas card 6 week display Coke & Pringles 6/1/08-7/15/08 The Reward A chance to win $1000, and a gift when the consumers make the requisite purchase, they will receive $5 gas card. Additional Tactics Ebony Black Family Reunion presence Print: Ebony Magazine Online. Shoppers upload pics and stories about their Family and why they deserve to win a family reunion

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Why Halloween? • A well merchandised seasonal event with predetermined seasonal display • A way to tie in lead snack items to the high margin area of costumes and give the Family Dollar consumer, an additional reason to shop the holiday there. The Premise Create excitement for Mom’s through a high dollar offer with requisite purchase The Offer Require consumers to purchase (2) Coke 2 liters, (2) Pringles a bag of Candy and a Halloween costume and mail in the receipts and get a $10 back 6 week display Coke & Pringles 10/1/08-10/31/08 The Reward A high value reward for a seasonal purchase Additional Tactics Circular support

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Why Get Up & Go? • Drives add’l items in the basket when shoppers are in the mind of immediate consumption • Reinforces convenience equity • High Margin opportunity to reinforce behavior

“Always in Reach” Year Round: 

“Always in Reach” Year Round Family Dollar Wins: • Incremental sales from promoting Coke & Pringles • Long range planning for strategic Food category • Compelling shopper offers around strong assets • Leverage 2 Big brands as Impulse items that drive bigger baskets Vendor Requirements: • Move Pringles rack near Coke rack • FREE Feature in passout/circulars • National displays required