Chickenfeed Overview 10 9-8-10

Category: Entertainment

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Chickenfeed Overview : 

Chickenfeed Overview Confidentiality Agreement This presentation has been prepared only as an industry guide and is based on trading facts from Retail Adventures Pty Limited which may or may not be relevant to you or to your transaction. It can be used as a starting point for discussions or negotiations. No warranties or assurances can be given about the suitability of this document or any of its provisions for any specific transaction. You should seek legal advice on the form and content of documents which are ultimately selected by you. Retail Adventures Pty Limited and its professional advisors exclude all liability (including liability for negligence) in relation to your use of the information contained in this presentation. You should rely on your own independent professional advice.

Chickenfeed Overview : 

Chickenfeed Overview

Chickenfeed Overview : 

Chickenfeed Overview Established: TAS 1990 TAS statistics Average Weekly Customer Counts 151,000 State population 477,000 Average visits per annum per Tasmanian 16.5 Annual turnover, over $80M Average annual turnover per store approx. $3M Average weekly turnover per store $57,500 Average store size 667sqm Sales per square metre $4488

Chickenfeed Overview : 

Chickenfeed Overview Personality Chickenfeed is an iconic Tasmanian brand, a part of the culture and way of life.

A “Cheepa” Australia : 

A “Cheepa” Australia

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Cheepa - victoria Established: VIC 2009 VIC statistics Average Weekly Customer Counts 32,000 Annual turnover, over $17M Average annual turnover per store approx. $1.9M Average weekly turnover per store $37K Average store size 670sqm Sales per square metre $3K

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Cheepa - victoria VIC Performance v Per store numbers... Average weekly transactions GL 2.4K CF 4K Sales turnover per store p.a. GL $1.6M CF $2.6M Sales per square metre GL $2.3K CF$4K STORES 09 GL – 100 CF – 29 T/O $150M T/O 80M

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Cheepa - victoria VIC Performance YTD... Comparative Sales - +38% Comparative Transactions - +78% Comparative Sales per sqm - +48%

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Cheepa - victoria Customers response... Will R Johnston – “Welcome to Moe VIC. Now I don’t have to make the run to Ballarat or even Tassie” New Member – “A big thank you for bring this store here love a bargain” Jim – “Great Idea! Not thought of before entering the store” Patti – “I watched the ad and looked forward to doing it weekly now. I also look forward to the purple chicken club” Shelly Carter – “It is nice to know some companies care about their shoppers”

A “Cheepa” Australia : 

A “Cheepa” Australia

CF Attitude v others : 

OTHERS CF Attitude v others

CF Ambience : 

CF Ambience Relaxed, comfortable feel in stores Low height fixtures (1.6M) Fast and friendly checkout service

CF Stores : 

CF Stores New dynamic direction Shelf stripping commitment New experienced leadership Price ticketing initiatives

CF Merchandise : 

CF Merchandise MERCHANDISE-KPI’S Limited to 6000 active SKU’s Stock turns above 5.5 Freshness above 80% MERCHANDISE-FOCUS Best market price Tight ranges Depth Products replaced regularly Avoid duplication Confectionery , Consumables, Toys, Health & Beauty

Marketing-The Brand : 

Marketing-The Brand BRAND FOCUS Strong primary colours CHEEPA the character Catchy jingle TV and catalogues In store “Chickenfeed” radio ADVERTISING FOCUS Price New line and/or new WOW price point Simplistic and easy to understand Regular use of Multi-Buys Theme Based 3-4 fresh TV ads per week 15 Catalogues per year

Marketing-The Brand : 

Marketing-The Brand The many face of “Cheepa”

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New state of the art distribution centres with abundant capacity CF SUPPLY CHAIN

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SUPPLY CHAIN FOCUS Support business with excess capacity for each of 3 distribution centres CF SUPPLY CHAIN

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CF PROPERTY Ideal store size range of 500 – 750sqm Sites need to be in medium to high traffic flow locations with good visibility Being near a supermarket, food court, DDS and/or major car-park entrance preferred Need 10m+ of shopfront with strong signage potential Need loading dock facilities External sites if on major car-park entries are workable

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Genuine Everyday Low Price with a simple price point architecture Tight ranges with a limited sku count focusing on volume everyday needs Reliably in stock of a core range of vitals Focus on generic and second tier brands supplemented with regular promotional opportunities using tier 1 brands Ever changing promotions focusing on new products at genuinely low prices Summary

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