Business Summary

LT view

Business Summary
Total US Value

Market Analysis
PetCo Volume Vet

Share Performance
ALL

Price Performance

Distribution

Manufacturer

Sales
Category Wellness Dog Dry Dog Wet Dog Treat Cat Dry Cat Wet Natural Dog Dry Natural Dog Wet Natural Cat Wet Therapeutic TheraDog Dry TheraDog Wet TheraDog Treats TheraCat Dry TheraCat Wet TheraCat Treats 2012 FY 14900 21000 4000 31000 10000 1200 0 4700 0 73000 76800 76800 62000 52000 39000 %Chang e YA -5.7% -5.0% -4.8% -4.6% -7.4% -7.7% -6.0% 2013 YTD 13800 18100 2200 30100 7200 1200 400 2700 0 71800 75300 79200 65700 59700 91300 (%) change YA Feb-13 Mar-13 Apr-13 14900 19400 2700 31000 8600 800 0 -18.2% 2900 0 -1.0% 73000 -0.9% 76800 2.2% 76800 -1.2% 57100 4.2% 35700 127.7% 50300 -12.1% -7.7% -24.1% -4.7% -24.2% 71.4% 15700 19600 2900 31600 9500 700 0 3300 0 72500 76000 77500 66500 57300 40100 13800 18100 2200 30100 7200 1200 400 2700 0 71800 75300 79200 65700 59700 91300 2012 FY 14.9 21 4 31 10 1.2 0 4.7 DYA 2013 YTD -0.9 -1.1 -0.2 -1.5 -0.8 -0.1 0.0 -0.3 0.0 1.7 1.9 1.9 -4.3 -5.1 3.3 13.8 18.1 2.2 30.1 7.2 1.2 0.4 2.7

Share
DYA -12.1 -7.7 -24.1 -4.7 -24.2 71.4 -18.2 Feb-13 Mar-13 Apr-13 14.9 19.4 2.7 31 8.6 0.8 0 2.9 15.7 19.6 2.9 31.6 9.5 0.7 0 3.3 13.8 18.1 2.2 30.1 7.2 1.2 0.4 2.7

2.4% 2.5% 2.5% -6.5% -8.9% 9.2%

73 76.8 76.8 62 52 39

71.8 75.3 79.2 65.7 59.7 91.3

-1.0 -0.9 2.2 -1.2 4.2 127.7

73 76.8 76.8 57.1 35.7 50.3

72.5 76 77.5 66.5 57.3 40.1

71.8 75.3 79.2 65.7 59.7 91.3

Business Summary
Business Summary
Total US Value Market Analysis
PetCo Volume Vet Usage

Share Performance
ALL

Price Performance

Distribution

BM view

Dog

Cat

Therapeutic

Wellness

Sales
2012 FY 15800 12000 3800 0 22100 10000 8000 4100 0 4200 32500 15000 12000 5500 0 10800 3000 4000 2000 1800 0 17200 17240 17280 Growth Rate 2013 YTD % Yr Ago Feb-13 Mar-13 Apr-13 -6.0% 13800 -12.1% 14900 15700 13800 -1.7% 11700 -1.7% 12000 11800 11800 -5.6% 2800 -26.3% 3800 3100 3100 0 0 0 0 -13.9% 18100 -7.7% 19400 19600 18100 -11.1% 8000 -11.1% 10000 9000 9000 -14.3% 7000 -12.5% 8000 7000 7000 -20.6% 3100 19.2% 4100 3400 3400 0 0 0 0 -55.6% 2200 -24.1% 2700 2900 2200 -4.8% 30100 -4.7% 31000 31600 30100 -3.4% 14000 -6.7% 15000 14500 14000 -0.8% 11000 -7.6% 12000 11900 11800 1.8% 5100 8.5% 5500 5600 5700 0 0 0 0 -25.6% 7200 -24.2% 8600 9500 7200 0.0% 3000 0.0% 3000 3000 3000 -33.3% 2000 -33.3% 4000 3000 2000 -33.3% 1000 -33.3% 2000 1500 1000 -63.6% 400 -63.6% 1800 1100 400 0 0 0 0 -14.5% 13920 -11.6% 15020 15740 13920 -15.5% 13800 -12.1% 14920 15700 13800 -16.6% 13680 -12.6% 14820 15660 13680 2012 FY 15.8 12.0 3.8 22.1 10.0 8.0 4.1 4.2 32.5 15.0 12.0 5.5 10.8 3.0 4.0 2.0 1.8 17.2 17.2 17.3

Share
Growth Rate 2013 YTD % Yr Ago Feb-13 Mar-13 Apr-13 -0.9 13.8 -12.1% 14.9 15.7 13.8 -0.2 11.7 -1.7% 12.0 11.8 11.8 -0.2 2.8 -26.3% 3.8 3.1 3.1 0.0 -2.7 18.1 -7.7% 19.4 19.6 18.1 -1.0 8.0 -11.1% 10.0 9.0 9.0 -1.0 7.0 -12.5% 8.0 7.0 7.0 -0.7 3.1 19.2% 4.1 3.4 3.4 0.0 -1.5 2.2 -24.1% 2.7 2.9 2.2 -1.5 30.1 -4.7% 31.0 31.6 30.1 -0.5 14.0 -6.7% 15.0 14.5 14.0 -0.1 11.0 -7.6% 12.0 11.9 11.8 0.1 5.1 8.5% 5.5 5.6 5.7 0.0 -2.2 7.2 -24.2% 8.6 9.5 7.2 0.0 3.0 0.0% 3.0 3.0 3.0 -1.0 2.0 -33.3% 4.0 3.0 2.0 -0.5 1.0 -33.3% 2.0 1.5 1.0 -0.7 0.4 -63.6% 1.8 1.1 0.4 0.0 -2.2 13.9 -11.6% 15.0 15.7 13.9 -2.3 13.8 -12.1% 14.9 15.7 13.8 -2.5 13.7 -12.6% 14.8 15.7 13.7

Hill's

Science Diet Prescription Diet Others

Mars

Mars Royal Canin Nutro Others Nestle Purina P&G Natura Lams Eukanuba Others WellPet OMH Wellness Eagle Holistic Others Blue Buffalo Natural Balance Others

Market Analysis- Business Questions

How our brands are performing across channels? Which brands are growing the fastest across channels. How have we done in the last one month as compared to key competitors? How have we leveraged our growth drivers, i.e. price and distribution to fuel sales growth

Queries which need to be answered by Hills

What should be the 100% share Any of the channels across usage across category as shown in dummy screen in next page OR One channel > One Usage (wellness or Therapeutic) > One category (Dog or Cat) Do you want to have filter for Manufacturer, Usage and Category (Dog, Cat) Sales (Value and Volume) should be captured in 000 or Million Growth rate in shares can be given colors as per your choice

Market Analysis
Market Analysis
Total US
Last Month

Share Performance
PetCo Vet
Last 6 months

Price Performance
ALL
Last 12 months
000,000s 10 8 6 4

Distribution

Last 3 months Therapeutic

000,000s 10 8 6 4

Wellness

Dog

Cat

Sales

0
Jan-13 Sep-12 Oct-12 Feb-13 Mar-13 May-12 Nov-12 Jun-12 Apr-12 Aug-12 Dec-12 Jul-12

Volume

0
Sep-12 Oct-12 Jan-13 Jan-13 Feb-13 Feb-13 May-12 Mar-13 Mar-13 Nov-12 Nov-12 Apr-12 Jun-12 Aug-12 Dec-12 Dec-12 Jul-12

000,000s 10 8 6

000,000s 10 8 6 4 2

Price Index to Category Distribution

4 2 0 Sep-12 Oct-12 Feb-13 Nov-12 Jan-13 Mar-13 Jun-12 May-12 Apr-12 Jul-12 Aug-12 Dec-12

Price

0 Sep-12 May-12 Apr-12 Aug-12 Oct-12 Jun-12 Jul-12

000,000s 10 8 6 4 2 0 Sep-12 Oct-12 Nov-12 Feb-13 Jan-13 May-12 Mar-13 Apr-12 Jun-12 Jul-12 Aug-12 Dec-12

Block Chart - Hierarchy by >>Usage>>Species>>Brands ; Size by >>$ Value Share (past 12 months) ; Color by >>Growth of share from above time selection

Color by DYA

>10 >5

0-5 0

<0 <-5 <-10

Brand by selection from Block Chart

Market Analysis
Market Analysis
Total US
Last Month

Share Performance
PetCo Vet
Last 6 months

Price Performance
ALL
Last 12 months
000,000s 10 8 6 4

Distribution
000,000s 10 8 6 4

Last 3 months Therapeutic

Wellness

Dog

Cat

Sales

0 Oct-12 Jan-13 Sep-12 Feb-13 Mar-13 May-12 Nov-12 Apr-12 Jun-12 Aug-12 Dec-12 Jul-12

Volume

2 0 Oct-12 Sep-12 Jan-13 Jan-13 Feb-13 Feb-13 May-12 Mar-13 Mar-13 Nov-12 Nov-12 Apr-12 Jun-12 Aug-12 Dec-12 Dec-12 Jul-12

000,000s 10 8 6

000,000s 10 8 6 4 2 Oct-12

Price Index to Category Distribution

4 2

Price

0 Sep-12 Nov-12 Jan-13 Feb-13 Mar-13 Jun-12 May-12 Apr-12 Jul-12 Aug-12 Dec-12

0 May-12 Aug-12 Sep-12 Apr-12 Oct-12 Jun-12 Jul-12

000,000s 10 8 6 4 2 0 Sep-12 Oct-12 Nov-12 Feb-13 Jan-13 May-12 Mar-13 Apr-12 Jun-12 Jul-12 Aug-12 Dec-12

Block Chart - Hierarchy by >>Usage>>Species>>Brands ; Size by >>$ Value Share (past 12 months) ; Color by >>Growth of share from above time selection

Color by DYA

>10 >5

0-5 0

<0 <-5 <-10

Brand 4

Brand 5

Brand by selection from Block Chart

Share Performance - Business Questions

How do we benchmark out performance against key competitors on market share change? Which channels have been the drivers / drainers for market share change for my brand What is driving category sales growth in the channel, volumes or price. Is my brands growth driven by volume change or price change?

Share Performance assortment view - Business Questions

How are different assortments contributing positively Queries which need to be answered by Hills / negatively to share change for my brand? Comparing 2 brands and their Price and Volume effect on value sales or Comparing 1 brand and its price and volume effect in one channel with Complete channel with all brands

Do you want to have filter for Manufacturer, Usage and Category (Dog, Cat)

Share Performance
Market Analysis

Share Performance
Assortment Overview Last 6 months Dog
Cat

Price Performance

Distribution

Share Landscape
Last Month Wellness

Last 3 months
Therapeutic

Last 12 months
Total US

PetCo

Vet
6 4 2 0 -2 -4 -6

ALL

Share - Value
Brand 10 Brand 9 Brand 8 Brand 7 Brand 6 Brand 5 Brand 4 Brand 3 Brand 2 Brand 1 -0.06 -0.04 -0.02 0.00 0.02 0.04 0.06 0.00

Share - Channel
PetCo Region PetCo 7 Region 6 PetCo Region 4

4.3 -2

2.5 -3

3.5
-2.5

4.5

4.1

4.26 4.42 4.58 4.74

4.9 -4

5.06 5.22 -4.19 -4.38

-2.8 -3.05 -3.24 -3.43 -3.62 -3.81

Jan-12

May-11

PetCo Region 5 PetCo Region 3

Volume Impact

Price Impact

PetCo Region PetCo 2 Region 1

0.05 0.10 0.15

Mar-12

Sep-11

Nov-11

Aug-11

Dec-11

Feb-12

Jul-11

Apr-11

Oct-11

Jun-11

Share Performance
Market Analysis

Share Performance
Assortment Overview Last 6 months
Cat

Price Performance

Distribution

Share Landscape
Last Month Wellness

Last 3 months
Therapeu tic

Last 12 months
Total US

Dog

PetCo

Vet
6 4 2 0 -2 -4 -6

ALL

Share - Value
Brand 10 Brand 9 Brand 8 Brand 7 Brand 6 Brand 5 Brand 4 Brand 3 Brand 2

Share - Channel
PetCo Region PetCo 7 Region 6 PetCo Region 4

4.3 -2

2.5 -3

3.5
-2.5

4.5

4.1

4.26 4.42 4.58 4.74

4.9 -4

5.06 5.22 -4.19 -4.38

-2.8 -3.05 -3.24 -3.43 -3.62 -3.81

Jan-12

May-11

PetCo Region 5 PetCo Region 3

Volume Impact

Price Impact

May-11

Brand 1
-0.06 -0.04 -0.02 0.00 0.02 0.04 0.06 0.00

PetCo Region PetCo 2 Region 1

0.05 0.10 0.15

6 4 2 0 -2 -4 -6

Brand 4
4.3 -2 3.95 4.16 4.37 4.58 4.79 5 5.21 5.42

3.4 -2.5

2.5 -3

3.5

-3.55 -3.3 -3.515 -3.73 -3.945 -4.16 -4.375 -4.59 -4.805

Jan-12

Volume Impact

Price Impact

Mar-12

Dec-11

Sep-11

Nov-11

Aug-11

Feb-12

Jul-11

Apr-11

Oct-11

Jun-11

Mar-12

Sep-11

Nov-11

Aug-11

Dec-11

Feb-12

Jul-11

Apr-11

Oct-11

Jun-11

Case for Volume v/s Price Impact

6 4 2 0 -2 -4 -6 4.3 -2 2.5 -3 3.5 -2.5

4.5

4.1

4.26 4.42 4.58 4.74

4.9 -4

5.06 5.22 -4.19 -4.38

-2.8 -3.05 -3.24 -3.43 -3.62 -3.81

Jan-12

May-11

Volume Impact

Price Impact

Mar-12

Dec-11

Sep-11

Nov-11

Aug-11

Feb-12

Apr-11

Jul-11

Oct-11

Jun-11

$ Sales Jan 10 Jan 11 $ 500 $ 600

Volume Sales 100 kg 110 kg

ASP $5 $ 5.45

Product A
Volume Impact

= Change in Volume Sales * ASP(base year) = ( 110 100 ) * 5 = 50 Price Impact = Change in Average Selling Price * Volume(Current) = ( 5.45 5 ) * 110 = 50 In this case, both price & volume have equal impact on Value Sales.

Share Performance
Market Analysis Share Landscape Total US
PetCo

Share Performance Assortment Overview

Vet
Pack Type
Pack Type 8 Pack Type 7

Price Performance

Distribution

ALL
Pack Size

Wellness

Therapeutic
Flavours
Flavour 15

Dog

Cat

Pack Size 6

Flavour 14 Flavour 13

Pack Size 5 Pack Type 6 Pack Type 5 Pack Type 4 Pack Type 3 Pack Size 2 Pack Type 2 Pack Type 1 0.00 0.01 0.02 0.03 0.04 0.05 0.00 0.01 0.02 Pack Size 1 Pack Size 4

Flavour 12 Flavour 11 Flavour 10 Flavour 9 Flavour 8 Pack Size 3

Flavour 7
Flavour 6 Flavour 5 Flavour 4 Flavour 3 Flavour 2 Flavour 1

0.03

0.04

0.05

0.00

0.02

0.04

0.06

0.08

Share

Share

Share

Pricing Landscape - Business Questions

Identify price segments that are large and growing Understand price-segment positioning for our brands vs. competition Trend analysis of brand pricing vs. category pricing

Price Drilldown - Business Questions

Understand value share of pack size range for brand(s) Are my brands giving enough incentive to the consumers to buy large packs? To identify our most productive/top selling SKUs Understanding price Elasticity of SKUs within my brand.

Queries which need to be answered by Hills

Comparing brands across brands will make any sense or you want to restrict in to one segments all brands Do you want to have filter for Manufacturer, Usage and Category (Dog, Cat)

Price Performance
Market Analysis Share Performance Price Drilldown
Vet
100 90 Max 80 70 Price 60 ASP 50 Min 40 Price 30 20 10 0

Price Performance

Distribution

Pricing Landscape
Total US
Regular

PetCo

ALL

Wellness

Therapeutic

Dog
Super Premium Premium Regular

Cat

Premium Economy Super Premium

Price Segments

Economy Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Price Index to Category

100 90 80 70 60 50 40 30 20 10 0 Jul-10 Jul-11 Jun-10 Jun-11 Apr-10 Apr-11 May-10 May-11 Apr-12 May-12 Jun-12 Jan-11 Jan-12 Jul-12 Nov-10 Nov-11 Mar-11 Mar-12 Nov-12

Sep-11

Dec-11

Jan-13

Mar-13

Dec-10

Dec-12

Sep-10

Feb-11

Feb-12

Sep-12

Aug-10

Aug-11

Aug-12

Feb-13

Oct-10

Oct-11

Oct-12

Price Performance
Market Analysis Share Performance Price Drilldown
Vet
100 90 Max 80 70 Price 60 ASP 50 Min 40 Price 30 20 10 0

Price Performance

Distribution

Pricing Landscape
Total US
Regular

PetCo

ALL

Wellness

Therapeutic

Dog
Super Premium Premium Regular

Cat

Premium Economy Super Premium

Price Segments

Economy Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Price Index to Category

100 90 80 70 60 50 40 30 20 10 0 Jul-10 Jul-11 Jun-10 Jun-11 Apr-10 Apr-11 May-10 May-11 Apr-12 May-12 Jun-12 Jan-11 Jan-12 Jul-12 Nov-10 Nov-11 Mar-11 Mar-12 Nov-12

Sep-11

Dec-11

Jan-13

Mar-13

Dec-10

Dec-12

Sep-10

Feb-11

Feb-12

Sep-12

Aug-10

Aug-11

Aug-12

Feb-13

Oct-10

Oct-11

Oct-12

Price Performance
Market Analysis Share Performance Price Drilldown
Vet
100 90 Max 80 Price 70 60 ASP 50 Min Price 40 30 20 10 0

Price Performance

Distribution

Pricing Landscape
Total US
PetCo

ALL

Wellness

Therapeutic

Dog

Cat

Regular

Super Premium Premium Regular

Premium Economy Super Premium

Price Segments

Economy Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Price Index to Category

160.00 140.00 120.00 100.00 80.00 60.00 40.00 20.00 0.00

Brand 3 Brand 4 Brand 5

May-10

May-11

May-12

Jul-10

Jul-11

Jun-10

Jun-11

Apr-10

Apr-11

Apr-12

Jun-12

Jan-11

Jan-12

Jul-12

Nov-10

Nov-11

Mar-11

Mar-12

Nov-12

Jan-13

Mar-13

Dec-10

Dec-11

Dec-12

Sep-10

Feb-11

Sep-11

Feb-12

Sep-12

Aug-10

Aug-11

Aug-12

Feb-13

Oct-10

Oct-11

Oct-12

Price Performance
Market Analysis Pricing Landscape
Economy
50 40 30 $ Value 20 10 0
Share
4 3 2 1

Share Performance

Price Performance
Wellness
50 45 40

Distribution Dog

Price Drilldown
Regular
Premium Super Premium

Therapeutic

Cat

Pack Size 4
Price Index to Category

Pack Size 3 Pack Size 2 Pack Size 1 Pack Size 0

35 30 25

20
15 10 5 Pack Size 1 Pack Size 2 Pack Size 3 Pack Size 4 Pack Size 5 Pack Size 6

-3

-2

-1 -1 -2 -3

Volume Sales

Price

Share V/s Price

Price

Price Performance
Market Analysis Pricing Landscape
Economy
50 40 30 $ Value 20 10 0 Brand 1 Brand 2 Brand 3 Brand 4 Brand 5 Brand 6
Share
4 3 2 1

Share Performance

Price Performance
Wellness
50 45 40

Distribution Dog

Price Drilldown
Regular
Premium Super Premium

Therapeutic

Cat

Pack Size 4
Price Index to Category

35 30 25 20 15 10 5

Brand 1 Brand 2

Pack Size 3 Pack Size 2 Pack Size 1 Pack Size 0

Brand 3
Brand 4 Brand 5 Brand 6 Pack Size Pack Size Pack Size Pack Size Pack Size Pack Size 1 2 3 4 5 6

-3

-2

-1 -1 -2 -3

Volume Sales

Price

Share V/s Price

Price

Price Performance
Market Analysis Pricing Landscape
Economy
50 40 30 $ Value 20 10 0 Brand 1 Brand 2 Brand 3 Brand 4 Brand 5 Brand 6
Share
4 3

Share Performance

Price Performance
Wellness
50 45 40

Distribution Dog

Price Drilldown
Regular
Premium Super Premium

Therapeutic

Cat

Pack Size 4
Price Index to Category

35 30 25 20 15 10 5

Brand 1 Brand 2

Pack Size 3 Pack Size 2 Pack Size 1 Pack Size 0

Brand 3
Brand 4 Brand 5 Brand 6 Pack Size Pack Size Pack Size Pack Size Pack Size Pack Size 1 2 3 4 5 6

Scatter by SKU
2 1

Select SKU to drilldown

-3

-2

-1 -1 -2 -3

Volume Sales

Price

Share V/s Price

Price

Distribution - Business Questions

Understand distribution of different brands in channel(s)

Analyze impact of distribution at SKU level on value share. To look at the distribution of a brand across time.

Queries which need to be answered by Hills

Do you want to have filter for Manufacturer, Usage and Category (Dog, Cat)

Distribution
Market Analysis Total US Wellness
Brand 7 Brand 6 Brand 5 Brand 4 Brand 3 Brand 2 Brand 1 0 10 20 30 40 50
10 9 8 7
000,000s

Share Performance
PetCo Therapeutic Vet

Price Performance
ALL Cat

Distribution

Dog

60

70

80

90

100

% ACV Distribution
Y-Values

Value Share

6 5 4 3 2 1 0 0 0 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12

% ACV Distribution

Distribution

$ Value Share

Distribution
Market Analysis Total US Wellness
Brand 7 Brand 6 Brand 5 Brand 4

Share Performance
PetCo Therapeutic Vet

Price Performance
ALL Cat

Distribution

Dog

Brand 3
Brand 2 Brand 1 0 10 20 30 40 50
10 9 8 7 6
000,000s

Select brand to drilldown

60 70 80 90 100

% ACV Distribution
Y-Values
40 35

Value Share

30 25 20 15 10 5 0 0 10 20 30 40 50 60 70 80 90 100

SKU

5 4 3 2 1 0

4.3
3.5 2.5

4.5

4.1

4.26

4.42

4.58

4.74

4.9

5.06

5.22

Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Distribution

% ACV Distribution

$ Value Share