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2 Contents Introduction... 4 epac... 5 Feature Brand Program... 9 Corporate Liquor Store Display Liquor Express Display Footprints Feature Radius Impulse at Cash Impulse at Cash Footprint Dump Bin Cooler at Cash Open Face Cooler Beer Cooler Display Shelf Extenders Poster Advertising AIR MILES reward miles Program Special Savings Value Add BOGO Just Arrived Consumer Sampling Taste Station Occasions Magazine Mega Miles AIR MILES ecampaign Other AIR MILES Opportunities Mini Events Special Events One Time Offers In Store NLC/Vendor Charitable Giving Program Page 2 of 145

3 Appendix A FY2015 Fiscal Calendar Appendix B Liquor Express Sampling Reimbursement Form Appendix C FY2015 Promotional Calendar Page 3 of 145

4 Introduction The Newfoundland Labrador Liquor Corporation (NLC) has developed this document to help guide you through the various promotional programs that are available to beverage alcohol agents and suppliers in Newfoundland and Labrador. Once a year agents are invited to submit their promotional budgets and apply for promotional programming through epac, NLC s Electronic Promotional Application Calendar. This document will help you understand all of the promotional programs that will be available through NLC during the 2015 fiscal year (April 2014 March 2015). Below is a list of contacts in case you have specific questions: Spirits, Beer & Ready-to-Drink Categories: Vicki Young Category Manager vicki.young@nlliquor.com Nicole Gibbons Category Coordinator nicole.gibbons@nlliquor.com Wine Category: Blair Boland Category Manager blair.boland@nlliquor.com Janet Ryan Category Coordinator janet.ryan@nlliquor.com Amy Skinner Category Coordinator amy.skinner@nlliquor.com Tastings: Courtney Perry Administrative Assistant Courtney.perry@nlliquor.com Page 4 of 145

5 epac epac stands for Electronic Promotional Application Calendar. epac is an online web application which allows suppliers to submit brand budgets and apply for promotional programs. NLC will be launching the newest phase of epac which will have several new functionalities that will benefit suppliers. Benefits include improved reporting capabilities, ability to request changes throughout the year, up to date budgeting information. Below is a high level summary of how the epac process works: Step 1 Suppliers/agents input budgets for each of their brands. At this time you would specify budgets for displays, Air Miles, Occasions Magazine, etc. At this time you will also have the opportunity to indicate priority months for your brands. For example, if you have a National programming running in August you can request a display for your brand in August. The epac fiscal year status at this time will be OpenForBudgetSubmission Step 2 Category Management assigns Corporate Liquor Store Displays by brand. Category Management reviews the brand budgets and assigns Corporate Liquor Store Displays to the brands, based on their budgets and brand plans. The epac fiscal year status at this time will be OpenForCategory. Agents are not able to make changes at this time. Step 3 Suppliers/agents review display approvals and input promotional program requests for the upcoming fiscal year. It is required that all brands on display have a promotional program as well to help support the display. The epac fiscal year status at this time will be OpenForPromotionApplication : Page 5 of 145

6 Step 4 Category approves/rejects secondary programming. Unlike previous years, Suppliers will be able to access epac throughout the year and make change requests through the application, rather than through . The epac fiscal year status will be OpenForChanges. For fiscal year 2015 and beyond, numerous options for promotional periods are available to allow the Supplier to apply for promotions by fiscal quarter, monthly, biweekly or a special holiday period. See the chart below for a summary of the available promotional periods: Quarterly Period Monthly Period Biweekly Period Holiday Period (weekend) FY 2015 Q1 FY15 P1 FY 2015 W1-2 FY 2015 W27-28 FY 2015 St. Patrick s Day FY 2015 Q2 FY15 P2 FY 2015 W3-4 FY 2015 W29-30 FY 2015 Victoria Day FY 2015 Q3 FY15 P3 FY 2015 W5-6 FY 2015 W31-32 FY 2015 Canada Day FY 2015 Q4 FY15 P4 FY 2015 W7-8 FY 2015 W33-34 FY 2015 Labor Day FY15 P5 FY 2015 W9-10 FY 2015 W35-36 FY 2015 Remembrance Day FY15 P6 FY 2015 W11-12 FY 2015 W37-39 FY 2015 Canada Day Page 6 of 145

7 FY15 P7 FY 2015 W13-14 FY 2015 W40-41 FY 2015 Victoria Day FY15 P8 FY 2015 W15-16 FY 2015 W42-43 FY15 P9 FY 2015 W17-18 FY 2015 W44-45 FY15 P10 FY 2015 W19-20 FY 2015 W46-47 FY15 P11 FY 2015 W21-22 FY 2015 W48-49 FY15 P12 FY 2015 W23-24 FY 2015 W50-52 FY 2015 W25-26 Occasions Shelf Extenders Taste Stations Air Miles Mega Miles Open Faced Coolers Value Add Beer Cooler Display Buy One Get One Feature Radius AIR MILES Bundle Combo AIR MILES Bundle Regular AIR MILES Bundle Special Regular Bonus AIR MILES reward miles Feature Brand Coolers at Cash Dump Bin Footprints Impulse at Cash Impulse at Case Footprints Special Savings Page 7 of 145

8 Liquor Express Display Poster Advertising Packages Page 8 of 145

9 Feature Brand Program NLC s Feature Brand Program is a comprehensive program designed to drive growth of big volume brands through significant exposure both in store and through external media channels. This program includes, but is not limited to: Display Space - Displayed in the Feature Brand section at the front of store - Beer brands are featured on either side of the beer cooler doors - Footprints Signage - Posters - End Aisle Signage - Backercard Signage - Case Stack Posters - Shelf Cards - Overhead Signage Media Exposure - Radio advertisements - Newspaper advertisements - Television advertisements - Online advertisements (VOCM, Facebook, etc) - Front page exposure on Suppliers can also invest in other opportunities including: - Staff T-shirts - Staff Contests - Liquor Express Display Package - Feature Radius Program - Cash Program Cost of the Feature Brand Program varies per brand per period. Please contact the applicable Category Manager to discuss Feature Brand opportunities. Page 9 of 145

10 To apply for this program in e-pac: 1. Locate the product in Products View 2. Expand the selection (>) 3. Click Apply for new Promotion 4. Choose fiscal period and promotion program name 5. Click Create and the appropriate fee will apply 6. If the promotion requires multiple products (for example feature brand or liquor express display) click Add Product. When you are finished choosing the products (Select/Unselect) click the X in the top right corner 7. Click Update to save your changes 8. To delete a product, choose Delete 9. Click X in top right corner when all changes are complete and you are ready to close the screen 10. In the Products View, press Refresh to reveal the total price of the promotion at the SKU level Click the orange Brand box to sort your brands in ascending or descending order Page 10 of 145

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13 Click the Select/Unselect link for each product to be included/excluded then click the X in the top right corner to save and close the screen. When you are finished selecting products simply click the X in the top right corner: Click Update to save your changes. Page 13 of 145

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15 To remove a product from the promotion program, click Delete on the far right of the screen. To add additional products, click the Add Product link again. Click the X in the top right corner when all changes have been made and you are ready to exit the screen. Click Refresh in the top right corner of the Products View to reveal the price of the promotion at the SKU level Page 15 of 145

16 Corporate Liquor Store Display The Corporate Liquor Store Display Program is assigned by Category Management based on brand budgets and promotional plans. There are several display packages which include a maximum of one display per store. There are 24 Corporate Liquor Stores and so the largest display package would include 24 displays. Each display package is made up of Floor Displays, Primary Displays, and Choice Displays. Floor Displays are freestanding displays that are built directly on the floor. Floor displays are the largest display type and typically hold a minimum of 12 cases. These are positioned in high traffic areas throughout the stores. Primary Displays are located in the prime traffic area of each store. Primary displays are located on the end of wine islands, facings the power aisle of the store. Choice Displays are located on the end of wine islands, facings the perimeter of the store. Brands on choice displays are positioned strategically to promote cross category shopping with the nearby Spirit categories or to highlight a brand within a nearby category. FLOOR DISPLAY PRIMARY DISPLAY CHOICE DISPLAY Period Per Store Period Per Store Period Per Store P1 $230 P1 $136 P1 $100 P2 $230 P2 $136 P2 $100 P3 $284 P3 $170 P3 $120 P4 $284 P4 $170 P4 $120 P5 $230 P5 $136 P5 $100 P6 $284 P6 $170 P6 $120 P7 $230 P7 $136 P7 $100 P8 $230 P8 $136 P8 $100 P9 $371 P9 $224 P9 $175 P10 $230 P10 $136 P10 $100 P11 $230 P11 $136 P11 $100 P12 $284 P12 $170 P12 $120 Page 16 of 145

17 Display Package Corporate Liquor Store Display Package Configuration Floor Display Primary Display Choice Display TOTAL D D D D D D D D D D D D D D D D D D D D D D D D D D D D D D Page 17 of 145

18 When applying for other secondary promotions in epac, the screen will indicate Yes highlighted in the color green in the On Display column to indicate if a brand has been approved for a corporate liquor store display. To view the details of the approval, expand the brand selection (>) If a SKU is attached to a display then the green indicator will display at the SKU level: Page 18 of 145

19 Liquor Express Display The Liquor Express Display package allows suppliers to highlight a specific program in the top Liquor Express locations. This program is sold as a display package which includes one display in each of the top 25 Liquor Express locations. Each of the 25 locations are force distributed 4-5 cases of the product that is on display. They are also provided signage to promote the specific offer. Period Per Express TOTAL P1 $100 $2,500 P2 $100 $2,500 P3 $125 $3,125 P4 $100 $2,500 P5 $100 $2,500 P6 $125 $3,125 P7 $100 $2,500 P8 $100 $2,500 P9 $130 $3,250 P10 $100 $2,500 P11 $100 $2,500 P12 $125 $3,125 To apply for this program in e-pac: 1. Locate the product in Products View 2. Expand the selection (>) 3. Click Apply for new Promotion 4. Choose fiscal period and promotion program name 5. Click Create and the appropriate fee will apply 6. If the promotion requires multiple products (for example feature brand or liquor express display) click Add Product. When you are finished choosing the products (Select/Unselect) click the X in the top right corner 7. Click Update to save your changes 8. To delete a product, choose Delete Page 19 of 145

20 9. Click X in top right corner when all changes are complete and you are ready to close the screen 10. In the Products View, press Refresh to reveal the total price of the promotion at the SKU level Page 20 of 145

21 Click the Select/Unselect link for each product to be included/excluded then click the X in the top right corner to save and close the screen. Page 21 of 145

22 When you are finished selecting products simply click the X in the top right corner: Click Update to save your changes. Page 22 of 145

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24 To remove a product from the promotion program, click Delete on the far right of the screen. To add additional products, click the Add Product link again. Click the X in the top right corner when all changes have been made and you are ready to exit the screen. Click Refresh in the top right corner of the Products View to reveal the price of the promotion at the SKU level Page 24 of 145

25 The Edit link on the Promotions Management screen only applies to promotions where there is a reward, for example AIR MILES promotions. Page 25 of 145

26 Footprints Footprints are small displays, typically 4-5 cases high. Footprints are ideal for brands with promotional support that do not have a Corporate Liquor Store Display. Footprints are bundled in packages with varying amounts of footprints. Each store in a footprint package will have one footprint. Package #1 (ALL Stores) Package #2 (20 Stores) Package #3 (15 Stores) Package #4 (10 Stores) Package #5 (5 Stores) Period Per Store TOTAL Per Store TOTAL Per Store TOTAL Per Store TOTAL Per Store TOTAL P1 $90 $2,160 $90 $1,800 $90 $1,350 $90 $900 $90 $450 P2 $90 $2,160 $90 $1,800 $90 $1,350 $90 $900 $90 $450 P3 $110 $2,640 $110 $2,200 $110 $1,650 $110 $1,100 $110 $550 P4 $90 $2,160 $90 $1,800 $90 $1,350 $90 $900 $90 $450 P5 $90 $2,160 $90 $1,800 $90 $1,350 $90 $900 $90 $450 P6 $110 $2,640 $110 $2,200 $110 $1,650 $110 $1,100 $110 $550 P7 $90 $2,160 $90 $1,800 $90 $1,350 $90 $900 $90 $450 P8 $90 $2,160 $90 $1,800 $90 $1,350 $90 $900 $90 $450 P9 $120 $2,880 $120 $2,400 $120 $1,800 $120 $1,200 $120 $600 P10 $90 $2,160 $90 $1,800 $90 $1,350 $90 $900 $90 $450 P11 $90 $2,160 $90 $1,800 $90 $1,350 $90 $900 $90 $450 P12 $110 $2,640 $110 $2,200 $110 $1,650 $110 $1,100 $110 $550 Page 26 of 145

27 Footprint Package #1 Footprint Package #2 Footprint Package #3 Footprint Package #4 Footprint Package #5 2 - Howley Estates 2 - Howley Estates 2 - Howley Estates 2 - Howley Estates 2 - Howley Estates 41 - Stavanger Drive 41 - Stavanger Drive 41 - Stavanger Drive 41 - Stavanger Drive 41 - Stavanger Drive 7 - Long Pond 7 - Long Pond 7 - Long Pond 7 - Long Pond 7 - Long Pond 49 - Kelsey Drive 49 - Kelsey Drive 49 - Kelsey Drive 49 - Kelsey Drive 49 - Kelsey Drive 42 - Pearlgate Plaza 42 - Pearlgate Plaza 42 - Pearlgate Plaza 42 - Pearlgate Plaza 22 - Corner Brook Humber 14 - Merrymeeting Road 14 - Merrymeeting Road 14 - Merrymeeting Road 14 - Merrymeeting Road 33 - Topsail Road 33 - Topsail Road 33 - Topsail Road 33 - Topsail Road 22 - Corner Brook Humber 22 - Corner Brook Humber 22 - Corner Brook Humber 22 - Corner Brook Humber 23 - Mount Pearl 23 - Mount Pearl 23 - Mount Pearl 23 - Mount Pearl 43 - Blackmarsh Road 43 - Blackmarsh Road 43 - Blackmarsh Road 10 - Gander 10 - Gander 10 - Gander 10 - Gander 25 - Happy Valley 25 - Happy Valley 25 - Happy Valley 11 - Grand Falls 11 - Grand Falls 11 - Grand Falls 60 - Ropewalk Lane 60 - Ropewalk Lane 60 - Ropewalk Lane 40 - Bay Roberts 40 - Bay Roberts 40 - Bay Roberts 16 - Clarenville 16 - Clarenville 8 - Stephenville 8 - Stephenville 13 - Carbonear 13 - Carbonear 20 - Marystown 20 - Marystown 12 - Labrador City 12 - Labrador City 5 - Corner Brook Plaza 6 - Port aux Basques 24 - Placentia 3 - Queen Street Page 27 of 145

28 To apply for this program in e-pac: 1. Locate the product in Products View 2. Expand the selection (>) 3. Click Apply for new Promotion 4. Choose fiscal period and promotion program name 5. Click Create and the appropriate fee will apply 6. Click Update to save your changes 7. Click X in top right corner when all changes are complete and you are ready to close the screen 8. In the Products View, press Refresh to reveal the total price of the promotion at the SKU level Page 28 of 145

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30 Click Update to save your changes Click the X in the top right corner when all changes have been made and you are ready to exit the screen. Click Refresh in the top right corner of the Products View to reveal the price of the promotion at the SKU level Page 30 of 145

31 Feature Radius The Feature Radius is a curved display unit that is positioned on the spirits wall within various spirit categories. There is a feature radius in the Light Rum, Vodka, and Canadian Whisky sections. This program is ideal for promoting a specific brand within the category (example: Canadian Whisky Air Miles offer on the Canadian Whisky radius) or for promoting cross-category shopping (example: Wine offer in on the Vodka radius). NLC provides sizeable signage for this program which is ideal for communicating exciting offers. This program required approximately cases of product to fill the shelves. LIGHT RUM RADIUS (22 Stores) VODKA RADIUS (22 Stores) CANADIAN WHISKY RADIUS (14 Stores) Period Per Store TOTAL Per Store TOTAL Per Store TOTAL P1 $130 $2,860 $130 $2,860 $130 $1,820 P2 $130 $2,860 $130 $2,860 $130 $1,820 P3 $160 $3,520 $160 $3,520 $160 $2,240 P4 $130 $2,860 $130 $2,860 $130 $1,820 P5 $130 $2,860 $130 $2,860 $130 $1,820 P6 $160 $3,520 $160 $3,520 $160 $2,240 P7 $130 $2,860 $130 $2,860 $130 $1,820 P8 $130 $2,860 $130 $2,860 $130 $1,820 P9 $170 $3,740 $170 $3,740 $170 $2,380 P10 $130 $2,860 $130 $2,860 $130 $1,820 P11 $130 $2,860 $130 $2,860 $130 $1,820 P12 $160 $3,520 $160 $3,520 $160 $2,240 Page 31 of 145

32 To apply for this program in e-pac: 1. Locate the product in Products View 2. Expand the selection (>) 3. Click Apply for new Promotion 4. Choose fiscal period and promotion program name 5. Click Create and the appropriate fee will apply 6. If the promotion requires multiple products (for example feature brand or liquor express display) click Add Product. When you are finished choosing the products (Select/Unselect) click the X in the top right corner 7. Click Update to save your changes 8. To delete a product, choose Delete 9. Click X in top right corner when all changes are complete and you are ready to close the screen 10. In the Products View, press Refresh to reveal the total price of the promotion at the SKU level Page 32 of 145

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34 Click the Select/Unselect link for each product to be included/excluded then click the X in the top right corner to save and close the screen. When you are finished selecting products simply click the X in the top right corner: Click Update to save your changes. Page 34 of 145

35 To remove a product from the promotion program, click Delete on the far right of the screen. To add additional products, click the Add Product link again. Click the X in the top right corner when all changes have been made and you are ready to exit the screen. Click Refresh in the top right corner of the Products View to reveal the price of the promotion at the SKU level Page 35 of 145

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37 Impulse at Cash The Impulse at Cash unit is located at the front of the store, at the end of each cash lane, facing customers as they approach the cash lanes. This program is ideal for promoting impulsive products as well as new arrivals. Each period there are typically 4-6 products included on this unit. Period Per Store TOTAL P1 $30 $720 P2 $30 $720 P3 $35 $840 P4 $30 $720 P5 $30 $720 P6 $35 $840 P7 $30 $720 P8 $30 $720 P9 $40 $960 P10 $30 $720 P11 $30 $720 P12 $35 $840 Page 37 of 145

38 To apply for this program in e-pac: (Products View) 1. Locate the product in Products View 2. Expand the selection (>) 3. Click Apply for new Promotion 4. Choose fiscal period and promotion program name 5. Click Create and the appropriate fee will apply 6. Click Update to save your changes 7. Click X in top right corner when all changes are complete and you are ready to close the screen 8. In the Products View, press Refresh to reveal the total price of the promotion at the SKU level Page 38 of 145

39 Click Create in the promotion editor and the appropriate administration fee will apply Click Update to save your changes. Page 39 of 145

40 Click the X in the top right corner when all changes have been made and you are ready to exit the screen. Click Refresh in the top right corner of the Products View to reveal the price of the promotion at the SKU level Page 40 of 145

41 Impulse at Cash Footprint The Impulse at Cash Footprints are located on either side of the Impulse at Cash units. Two products are selected per period and positioned on one side of the Impulse at Cash at every cash lane in every Corporate Liquor Store. Based on the inventory draw this program is ideal for high volume brands. Period Per Store TOTAL P1 $90 $2,160 P2 $90 $2,160 P3 $110 $2,640 P4 $90 $2,160 P5 $90 $2,160 P6 $110 $2,640 P7 $90 $2,160 P8 $90 $2,160 P9 $120 $2,880 P10 $90 $2,160 P11 $90 $2,160 P12 $110 $2,640 Page 41 of 145

42 To apply for this program in e-pac: (Products View) 1. Locate the product in Products View 2. Expand the selection (>) 3. Click Apply for new Promotion 4. Choose fiscal period and promotion program name 5. Click Create and the appropriate fee will apply 6. Click Update to save your changes 7. Click X in top right corner when all changes are complete and you are ready to close the screen 8. In the Products View, press Refresh to reveal the total price of the promotion at the SKU level Page 42 of 145

43 Choose the fiscal period and promotional program name Click Create in the promotion editor and the appropriate fee will apply Step 3: Click Update to save your changes. Click the X in the top right corner when all changes have been made and you are ready to exit the screen. Page 43 of 145

44 Click Refresh in the top right corner of the Products View to reveal the price of the promotion at the SKU level Page 44 of 145

45 Dump Bin The Dump Bin program provides suppliers the opportunity to feature an impulsive product near the cash. Products featured in the dump bin must have plastic packaging. Period Per Store TOTAL P1 $30 $720 P2 $30 $720 P3 $35 $840 P4 $30 $720 P5 $30 $720 P6 $35 $840 P7 $30 $720 P8 $30 $720 P9 $40 $960 P10 $30 $720 P11 $30 $720 P12 $35 $840 Page 45 of 145

46 To apply for this program in e-pac: (Products View) 1. Locate the product in Products View 2. Expand the selection (>) 3. Click Apply for new Promotion 4. Choose fiscal period and promotion program name 5. Click Create and the appropriate fee will apply 6. Click Update to save your changes 7. Click X in top right corner when all changes are complete and you are ready to close the screen 8. In the Products View, press Refresh to reveal the total price of the promotion at the SKU level Choose the fiscal period and promotional program name Page 46 of 145

47 Click Create in the promotion editor and the appropriate fee will apply Click Update to save your changes. Click the X in the top right corner when all changes have been made and you are ready to exit the screen. Page 47 of 145

48 Click Refresh in the top right corner of the Products View to reveal the price of the promotion at the SKU level Page 48 of 145

49 Cooler at Cash The Cooler at Cash program allows suppliers to position products at every cash in a chilled display unit. This program is ideal for white wines, single serve beer and Ready-to-Drink beverages. Period Per Store TOTAL P1 $15 $360 P2 $15 $360 P3 $20 $480 P4 $15 $360 P5 $15 $360 P6 $20 $480 P7 $15 $360 P8 $15 $360 P9 $25 $600 P10 $15 $360 P11 $15 $360 P12 $20 $480 Page 49 of 145

50 To apply for this program in e-pac: (Products View) 1. Locate the product in Products View 2. Expand the selection (>) 3. Click Apply for new Promotion 4. Choose fiscal period and promotion program name 5. Click Create and the appropriate fee will apply 6. Click Update to save your changes 7. Click X in top right corner when all changes are complete and you are ready to close the screen 8. In the Products View, press Refresh to reveal the total price of the promotion at the SKU level Step 1 Locate the product, expand the selection (>) then click Apply for new Promotion : Page 50 of 145

51 Choose the fiscal period and promotional program name Click Create in the promotion editor and the appropriate fee will apply Step 3: Click Update to save your changes. Click the X in the top right corner when all changes have been made and you are ready to exit the screen. Page 51 of 145

52 Click Refresh in the top right corner of the Products View to reveal the price of the promotion at the SKU level Page 52 of 145

53 Open Face Cooler The Open Face Cooler display units provide additional exposure to the products selected, outside of their position in the regular shelf sets. This display units offer customers the convenience of being able to pick from a selection of chilled wines at various price points. This program is assigned to products by the Category Manager on a quarterly basis. Package #1 (13 stores) Package #2 (15 stores) Package #3 (20 stores) Quarter Per Store TOTAL Per Store TOTAL Per Store TOTAL Q1 $35 $455 $35 $525 $35 $700 Q2 $35 $455 $35 $525 $35 $700 Q3 $40 $520 $40 $600 $40 $800 Q4 $35 $455 $35 $525 $35 $700 To Apply for this program in epac: Note the open face cooler promotion must be applied for on fiscal quarterly basis only, for example as the following screen illustrates, Fiscal Year 2015, Q1 denoting quarter 1, April 6th July 5th Page 53 of 145

54 1. Locate the product in Products View 2. Expand the selection (>) 3. Click Apply for new Promotion 4. Choose fiscal quarter and promotion program name 5. Click Create and the appropriate fee will apply 6. Click Update to save your changes 7. Click X in top right corner when all changes are complete and you are ready to close the screen 8. In the Products View, press Refresh to reveal the total price of the promotion at the SKU level Step 1: Locate the product, expand the selection (>) then click Apply for new Promotion Page 54 of 145

55 Choose the fiscal quarter and promotional program name Click Create in the promotion editor and the appropriate fee will apply Click Update to save your changes. Page 55 of 145

56 Click the X in the top right corner when all changes have been made and you are ready to exit the screen. Click Refresh in the top right corner of the Products View to reveal the price of the promotion at the SKU level Page 56 of 145

57 Beer Cooler Display The Beer Cooler display package is designed to give suppliers the opportunity to capitalize on heavy traffic flow through the beer cooler. Depending on the size of the beer cooler this display will range from a footprint (4-5 cases) to a bigger floor display. There is one Beer Cooler Display per period. Products will be selected based on impulsiveness, program support, etc. This program is available to all categories. Period Per Store TOTAL P1 $100 $2,400 P2 $100 $2,400 P3 $125 $3,000 P4 $100 $2,400 P5 $100 $2,400 P6 $125 $3,000 P7 $100 $2,400 P8 $100 $2,400 P9 $130 $3,120 P10 $100 $2,400 P11 $100 $2,400 P12 $125 $3,000 Page 57 of 145

58 To apply for this program in e-pac: 1. Locate the product in Products View 2. Expand the selection (>) 3. Click Apply for new Promotion 4. Choose fiscal period and promotion program name 5. Click Create and the appropriate fee will apply 6. If the promotion requires multiple products (for example feature brand or liquor express display) click Add Product. When you are finished choosing the products (Select/Unselect) click the X in the top right corner 7. Click Update to save your changes 8. To delete a product, choose Delete 9. Click X in top right corner when all changes are complete and you are ready to close the screen 10. In the Products View, press Refresh to reveal the total price of the promotion at the SKU level Step 1: Page 58 of 145

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60 Click the Select/Unselect link for each product to be included/excluded then click the X in the top right corner to save and close the screen. Page 60 of 145

61 When you are finished selecting products simply click the X in the top right corner: Click Update to save your changes. Page 61 of 145

62 To remove a product from the promotion program, click Delete on the far right of the screen. To add additional products, click the Add Product link again. Click the X in the top right corner when all changes have been made and you are ready to exit the screen. Click Refresh in the top right corner of the Products View to reveal the price of the promotion at the SKU level Page 62 of 145

63 Shelf Extenders Shelf Extenders are metal shelves that hold up to one case of product at a time and are inserted on the eye level shelf within various categories. This program allows suppliers to merchandise across categories. Suppliers select from a variety of categories when applying for this program. Shelf Extender Qty P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 Cost per Period $25 $25 $30 $25 $25 $30 $25 $25 $35 $25 $25 $30 Australia Red 22 $550 $550 $660 $550 $550 $660 $550 $550 $770 $550 $550 $660 Canadian Whisky 21 $525 $525 $630 $525 $525 $630 $525 $525 $735 $525 $525 $630 Liqueur 21 $525 $525 $630 $525 $525 $630 $525 $525 $735 $525 $525 $630 White/Dark Rum 21 $525 $525 $630 $525 $525 $630 $525 $525 $735 $525 $525 $630 Flavoured Spirits 20 $500 $500 $600 $500 $500 $600 $500 $500 $700 $500 $500 $600 Vodka 20 $500 $500 $600 $500 $500 $600 $500 $500 $700 $500 $500 $600 Light Rum 16 $400 $400 $480 $400 $400 $480 $400 $400 $560 $400 $400 $480 Canada Red 13 $325 $325 $390 $325 $325 $390 $325 $325 $455 $325 $325 $390 Australia White 11 $275 $275 $330 $275 $275 $330 $275 $275 $385 $275 $275 $330 Canada White 11 $275 $275 $330 $275 $275 $330 $275 $275 $385 $275 $275 $330 France Red 11 $275 $275 $330 $275 $275 $330 $275 $275 $385 $275 $275 $330 Italy Red 11 $275 $275 $330 $275 $275 $330 $275 $275 $385 $275 $275 $330 USA Red 10 $250 $250 $300 $250 $250 $300 $250 $250 $350 $250 $250 $300 Chile White 6 $150 $150 $180 $150 $150 $180 $150 $150 $210 $150 $150 $180 Italy White 6 $150 $150 $180 $150 $150 $180 $150 $150 $210 $150 $150 $180 France White 5 $125 $125 $150 $125 $125 $150 $125 $125 $175 $125 $125 $150 Argentina White 4 $100 $100 $120 $100 $100 $120 $100 $100 $140 $100 $100 $120 Scotch 4 $100 $100 $120 $100 $100 $120 $100 $100 $140 $100 $100 $120 Argentina Red 3 $75 $75 $90 $75 $75 $90 $75 $75 $105 $75 $75 $90 Spain 3 $75 $75 $90 $75 $75 $90 $75 $75 $105 $75 $75 $90 USA White 3 $75 $75 $90 $75 $75 $90 $75 $75 $105 $75 $75 $90 Chile Red 1 $25 $25 $30 $25 $25 $30 $25 $25 $35 $25 $25 $30 Page 63 of 145

64 To apply for this program in e-pac: (Products View) 1. Locate the product in Products View 2. Expand the selection (>) 3. Click Apply for new Promotion 4. Choose fiscal period and promotion program name 5. Click Create and the appropriate fee will apply 6. Click Update to save your changes 7. Click X in top right corner when all changes are complete and you are ready to close the screen 8. In the Products View, press Refresh to reveal the total price of the promotion at the SKU level Step 1: Locate the product, expand the selection (>) then click Apply for new Promotion Page 64 of 145

65 Choose the fiscal period and promotional program name Click Create in the promotion editor and the appropriate fee will apply Step 3: Click Update to save your changes. Click the X in the top right corner when all changes have been made and you are ready to exit the screen. Page 65 of 145

66 Click Refresh in the top right corner of the Products View to reveal the price of the promotion at the SKU level Page 66 of 145

67 Poster Advertising NLC has several poster frames displayed in all Corporate Liquor Stores. Suppliers can select one of five poster frame packages, depending on their budget. Availability will vary, depending on the period. All poster creative must be approved by the NLC s marketing department and must meet the new NLC signage specifications and standards as outlined in section 2.4. All posters will be printed by the NLC and distributed to corporate Liquor Stores. This will allow for a more consistent and consumer friendly environment within our stores. Once approved for the program, you must forward your camera-ready electronic files to the marketing department via our FTP site no later than six (6) weeks prior to the start of the promotional period. Please refer to the timetable below for deadlines in which the camera-ready artwork for your backer cards must be uploaded to our FTP site. Please note that these files should be named using the name of product(s) and the promotional period i.e. ABC Wine Period 1. This reference file name is very important whereas it will be used as an identifier in matching poster displays to the appropriate stores. PDF s - Files must be submitted as a high resolution, print quality PDF s. As well to avoid any issues with fonts, all text should be saved as curves (w) x 28 (h) - Trim Size 22 (w) x 28 (h) - All images and text to be kept within 1 inch from the edge - No Bleeds required for digital print Package #1 (ALL Stores) Package #2 (20 Stores) Package #3 (15 Stores) Package #4 (10 Stores) Package #5 (5 Stores) Period Per Store TOTAL Per Store TOTAL Per Store TOTAL Per Store TOTAL Per Store TOTAL P1 $20 $480 $20 $400 $20 $300 $20 $200 $20 $100 P2 $20 $480 $20 $400 $20 $300 $20 $200 $20 $100 P3 $25 $600 $25 $500 $25 $375 $25 $250 $25 $125 P4 $20 $480 $20 $400 $20 $300 $20 $200 $20 $100 P5 $20 $480 $20 $400 $20 $300 $20 $200 $20 $100 P6 $25 $600 $25 $500 $25 $375 $25 $250 $25 $125 P7 $20 $480 $20 $400 $20 $300 $20 $200 $20 $100 P8 $20 $480 $20 $400 $20 $300 $20 $200 $20 $100 P9 $26 $624 $26 $520 $26 $390 $26 $260 $26 $130 P10 $20 $480 $20 $400 $20 $300 $20 $200 $20 $100 P11 $20 $480 $20 $400 $20 $300 $20 $200 $20 $100 P12 $25 $600 $25 $500 $25 $375 $25 $250 $25 $125 Page 67 of 145

68 Poster Package #1 Poster Package #2 Poster Package #3 Poster Package #4 Poster Package #5 2 - Howley Estates 2 - Howley Estates 2 - Howley Estates 2 - Howley Estates 2 - Howley Estates 41 - Stavanger Drive 41 - Stavanger Drive 41 - Stavanger Drive 41 - Stavanger Drive 41 - Stavanger Drive 7 - Long Pond 7 - Long Pond 7 - Long Pond 7 - Long Pond 7 - Long Pond 49 - Kelsey Drive 49 - Kelsey Drive 49 - Kelsey Drive 49 - Kelsey Drive 49 - Kelsey Drive 42 - Pearlgate Plaza 42 - Pearlgate Plaza 42 - Pearlgate Plaza 42 - Pearlgate Plaza 22 - Corner Brook Humber 14 - Merrymeeting Road 14 - Merrymeeting Road 14 - Merrymeeting Road 14 - Merrymeeting Road 33 - Topsail Road 33 - Topsail Road 33 - Topsail Road 33 - Topsail Road 22 - Corner Brook Humber 22 - Corner Brook Humber 22 - Corner Brook Humber 22 - Corner Brook Humber 23 - Mount Pearl 23 - Mount Pearl 23 - Mount Pearl 23 - Mount Pearl 43 - Blackmarsh Road 43 - Blackmarsh Road 43 - Blackmarsh Road 10 - Gander 10 - Gander 10 - Gander 10 - Gander 25 - Happy Valley 25 - Happy Valley 25 - Happy Valley 11 - Grand Falls 11 - Grand Falls 11 - Grand Falls 60 - Ropewalk Lane 60 - Ropewalk Lane 60 - Ropewalk Lane 40 - Bay Roberts 40 - Bay Roberts 40 - Bay Roberts 16 - Clarenville 16 - Clarenville 8 - Stephenville 8 - Stephenville 13 - Carbonear 13 - Carbonear 20 - Marystown 20 - Marystown 12 - Labrador City 12 - Labrador City 5 - Corner Brook Plaza 6 - Port aux Basques 24 - Placentia 3 - Queen Street Page 68 of 145

69 To apply for this program in e-pac: 1. Locate the product in Products View 2. Expand the selection (>) 3. Click Apply for new Promotion 4. Choose fiscal period and promotion program name 5. Click Create and the appropriate fee will apply 6. If the promotion requires multiple products (for example feature brand or liquor express display) click Add Product. When you are finished choosing the products (Select/Unselect) click the X in the top right corner 7. Click Update to save your changes 8. To delete a product, choose Delete 9. Click X in top right corner when all changes are complete and you are ready to close the screen 10. In the Products View, press Refresh to reveal the total price of the promotion at the SKU level Page 69 of 145

70 Choose the fiscal period and promotional program name Click Create in the promotion editor and the appropriate fee will apply Page 70 of 145

71 Click the Select/Unselect link for each product to be included/excluded then click the X in the top right corner to save and close the screen. When you are finished selecting products simply click the X in the top right corner: Page 71 of 145

72 Click Update to save your changes. To remove a product from the promotion program, click Delete on the far right of the screen. To add additional products, click the Add Product link again. Click the X in the top right corner when all changes have been made and you are ready to exit the screen. Page 72 of 145

73 Click Refresh in the top right corner of the Products View to reveal the price of the promotion at the SKU level Page 73 of 145

74 AIR MILES reward miles Program NLC offers one (1) base AIR MILES reward mile with every $25 purchase before taxes. In addition to this suppliers can offer Bonus AIR MILES reward miles on selected products. There are several types of AIR MILES offers including: Regular Bonus AIR MILES reward miles A Regular Bonus Air Miles reward miles offer is a single sku offer such as Earn X Bonus Air Miles reward miles when you purchase Y units of sku Z Bundled AIR MILES reward miles There are various types of AIR MILES bundles that allow suppliers to offer bonus reward miles with the purchase of multiple SKU s. They are as follows: AIR MILES Bundle Regular - Purchase multiple units from a list of products and earn X AIR MILES reward miles - Example: Buy any 2 units of the ABC brand family and earn 20 Bonus AIR MILES reward miles AIR MILES Bundle Special - This is a tiered program where the number of reward miles is incremental to the number of units purchased within a brand family - The number of reward miles per unit increases as the customer buys more o Can run on one product and up to as many as six products o Example: Buy 1 unit of brand ABC and earn 5 AIR MILES reward miles Buy 2 units of brand ABC and earn 12 AIR MILES reward miles Buy 3 units of brand ABC and earn 20 AIR MILES reward miles AIR MILES Bundle Combo - This bundle allows suppliers to bundle products multiple brand families. This offer requires the customer to purchase one unit of all SKU s included in order to get the offer. Maxmium of 8 SKU s. - Example: Buy product A & product B and earn 20 bonus AIR MILES reward miles AIR MILES Bundle AND - With the bundle suppliers choose a required product (anchor product) that customers need to purchase with any combination of other qualifying products. Ideally, the anchor product would be the higher volume sku to help get those customers to purchase more products from the list. Maxmium of 8 SKU s. - Example: Buy product X AND product Y OR product Z and earn 20 bonus AIR MILES reward miles Page 74 of 145

75 AIR MILES Requirements - NLC reserves the right to limit the number of Bonus AIR MILES promotions for any period - Bonus AIR MILES reward miles may be offered in conjunction with Special Savings or Value-add programs but this will be subject to Category approval - Below are the suggested minimum Bonus AIR MILES reward miles that can be awarded based on price. Retail Price BONUS AIR MILES reward miles Under $ $ $ $ $ $ $ $ $ $ $ $35.00 and up 9+ The cost per Air Miles is $0.30. To apply for this program in e-pac: (Products View) Regular Bonus AIR MILES reward miles Example: Buy 2 units of Product A and get 10 Air Miles To apply for this program in e-pac: 1. Locate the product in Products View 2. Expand the selection (>) 3. Click Apply for new Promotion 4. Choose fiscal period and promotion program name 5. Enter Estimate sales, # of airmiles, # of units to purchase and the description of the offer 6. Click Create and the appropriate fee will apply 7. Click Update to save your changes Page 75 of 145

76 8. Click X in top right corner when all changes are complete and you are ready to close the screen 9. In the Products View, press Refresh to reveal the total price of the promotion at the SKU level Choose the fiscal period and promotional program name Regular Bonus AIR MILES reward miles. Enter Estimated Sales Enter # of miles Enter # of units to purchase Enter a plain language description in the description box. Page 76 of 145

77 Click Create in the promotion editor and the appropriate fee will apply Click Update to save your changes. Click the X in the top right corner when all changes have been made and you are ready to exit the screen. Page 77 of 145

78 Click Refresh in the top right corner of the Products View to reveal the price of the promotion at the SKU level AIR MILES reward miles bundle regular: Example: Buy 2 units of the below list and get 12 Air Miles To apply for this program in e-pac: 1. Locate the product in Products View 2. Expand the selection (>) 3. Click Apply for new Promotion 4. Choose fiscal period and promotion program name 5. Enter description of promotion 6. Enter Estimate sales, # of airmiles, # of units to purchase and the description of the offer 7. Click Create and the appropriate fee will apply 8. Click Update to save your changes 9. Click X in top right corner when all changes are complete and you are ready to close the screen Page 78 of 145

79 10. In the Products View, press Refresh to reveal the total price of the promotion at the SKU level Enter the required fields- Estimated sales, # of AIR MILES and # of units to purchase: (note enter estimated sales in units) Page 79 of 145

80 Click Create in the promotion editor and the appropriate administration fee will apply - To add another product to the bundle, click Add Product. Page 80 of 145

81 Click the Select/Unselect link for each product to be included/excluded then click the X in the top right corner to save and close the screen. When you are finished selecting products simply click the X in the top right corner: Page 81 of 145

82 To remove a product from the promotion program, click Delete on the far right of the screen. To add additional products, click the Add Product link again. Step 4: Click Update to save your changes. Page 82 of 145

83 Click the X in the top right corner when all changes have been made and you are ready to exit the screen. Click Refresh in the top right corner of the Products View to reveal the price of the promotion at the SKU level The Edit link on the Promotions Management screen only applies to promotions where there is a reward, for example AIR MILES promotions. Page 83 of 145

84 This is what the regular Air Miles bundle will look like on the shelf tag: Page 84 of 145

85 Page 85 of 145

86 Air Miles bundle special: To apply for this program in e-pac: 1. Locate the product in Products View 2. Expand the selection (>) 3. Click Apply for new Promotion 4. Choose fiscal period and promotion program name 5. Enter description of the promotion (i.e. Buy 4 Get 10, Buy 8 Get 25) 6. Click Create and the appropriate fee will apply 7. Click Add Reward Tiers required fields and repeat as neccessary 8. Click Update to save your changes 9. Click X in top right corner when all changes are complete and you are ready to close the screen 10. In the Products View, press Refresh to reveal the total price of the promotion at the SKU level Page 86 of 145

87 Click Add reward Tiers. Purchase units is how many the customer must buy to get the reward. Reward Quantity is how many AIR MILES reward miles will be given. Expected sales per tier for example: Buy 4 units of Bacardi Breezers (identify skus) receive 10 Air Miles. Expected sales in this case means how many 4 units of Bacardi Breezer will be purchased by Air Miles users who then will receive 10 Bonus Air Miles. Here 1000 are expected to be sold (for the first tier) 1000 X 10 AM X 0.30 = $ cost of tier one. Page 87 of 145

88 Click Insert. Repeat steps above for each tier. To enter additional products to the list for the promotion simply click Add Product. If there is only one product for the promotion, click Update. Click Update to save your changes. Page 88 of 145

89 Click the Select/Unselect link for each product to be included/excluded then click the X in the top right corner to save and close the screen. Page 89 of 145

90 The Edit link on the Promotions Management screen only applies to promotions where there is a reward, for example AIR MILES promotions. Here is what the Special Air Miles Bundle will look like on the shelf tag: Page 90 of 145

91 Page 91 of 145

92 AIR MILES bundle combo: To apply for this program in e-pac: 1. Locate the product in Products View 2. Expand the selection (>) 3. Click Apply for new Promotion 4. Choose fiscal period and promotion program name 5. Click Create and the appropriate fee will apply 6. Click Add Reward Tiers required fields and repeat if necessary. 7. Click Insert 8. Click Update to save your changes 9. Click X in top right corner when all changes are complete and you are ready to close the screen 10. In the Products View, press Refresh to reveal the total price of the promotion at the SKU level This bundle allows suppliers to bundle products. This offer requires the customer to purchase one unit of all SKU s included in order to get the offer. Maxmium of 8 SKU s. Example: Buy product A & product B and earn 20 bonus AIR MILES reward miles Choose the promotional period and AIR MILES bundle combo program. Enter description. Click Create Page 92 of 145

93 Click Add reward Tier. Purchase units is how many the customer must buy to get the reward. Reward Quantity is how many AIR MILES reward miles will be given. Click Insert. To enter additional products to the list for the promotion simply click Add Product Page 93 of 145

94 Click the Select/Unselect link for each product to be included/excluded then click the X in the top right corner to save and close the screen. Click Update to save your changes. Page 94 of 145

95 Here is what the Air Miles Combo Bundle will look like on the shelf tag: Page 95 of 145

96 AIR MILES bundle AND: With the bundle suppliers choose a required product (anchor product) that customers need to purchase with any combination of other qualifying products. Ideally, the anchor product would be the higher volume sku to help get those customers to purchase more products from the list. Maxmium of 8 SKU s. Example: Buy product X AND product Y OR product Z and earn 20 bonus AIR MILES reward miles To apply for this program in e-pac: 1. Locate the product in Products View 2. Expand the selection (>) 3. Click Apply for new Promotion 4. Choose fiscal period and promotion program name 5. Enter descripyion of promotion 6. Click Create and the appropriate fee will apply 7. Click Add Reward Tiers required fields and repeat if necessary. 8. Click Insert 9. Click Update to save your changes 10. Click add product 11. Add applicable products 12. Click X in top right corner when all changes are complete and you are ready to close the screen 13. If you require the budget to be placed only against one SKU click edit on the product and select the budget checkbox. 14. In your list of products in the promotion editor, click edit next to the product that the customer must purchase ( anchor ) product 15. In the Products View, press Refresh to reveal the total price of the promotion at the SKU level Page 96 of 145

97 Choose the promotional period and AIR MILES bundle AND program. Click Create. Click add reward tier. Enter the reward tier information. Enter the Expected sales. Click Insert. Click Add Product Page 97 of 145

98 Add the applicable products. Add the program description. Be sure to indicate which product is the anchor product. If you require the budget to be placed only against one SKU click edit on the product and select the budget checkbox. In your list of products in the promotion editor, click edit next to the product that the customer must purchase ( anchor ) product. In the below test example, you need to buy 1 Lamb s 1140ml + any Graffigna and get 20 Air Miles. The units required was put 1 in the Lamb s line to show this as the anchor product. Page 98 of 145

99 Click Update to save your changes. Click the X in the top right corner when all changes have been made and you are ready to exit the screen. Page 99 of 145

100 Click Refresh in the top right corner of the Products View to reveal the price of the promotion at the SKU level The Edit link on the Promotions Management screen only applies to promotions where there is a reward, for example AIR MILES promotions. Page 100 of 145

101 Here is what the AIR MILES bundle AND shelf tag will look like: Page 101 of 145

102 Special Savings The Special Savings program is designed to highlight products that suppliers have selected to reduce in price in both Corporate Liquor Stores and Liquor Express Stores. Guidelines: - In Period 9 (December) this program is only available to Premium and Super Premium products as well as Economy 1750ml Spirits and 3000ml Wines. - New domestic products need to be in market for at least 3 months before participating - New international products need to be in market for at least 6 months before participating - Supplier will be responsible for the full discount amount - Discount must be at least 5% of the final retail price Number of Special Savings allowed per fiscal year: Spirits/Wines Super Premium: No limit Premium: Four (4) Special Savings offers per year Economy: Two (2) Special Savings offers per year Ready-to-Drink/Beer All Price Levels: No limit Wine Retail Price Structure Range - 750ml 1000ml 1500ml 2000ml 3000ml 4000ml Economy < $13.99 <$18.09 <$26.58 <$34.70 <$50.36 <$67.15 Premium $ $29.99 $ $38.79 $ $56.98 $ $74.38 $ $ $ $ Super Premium $ $49.99 $ $64.65 $ $94.98 $ $ $ $ $ $ Ultra Premium >$50.00 >$64.67 >$95.00 >$ >$ >$ Page 102 of 145

103 Spirits Retail Price Structure Minimum Retail Pricing 200 ml 375 ml 750 ml 1140 ml 1750 ml Below 35% $5.46 $9.70 $17.64 $26.01 $ % to 45.0% $7.27 $12.92 $23.49 $34.63 $ % to 59.9% $9.08 $16.14 $29.34 $43.26 $ % & above $10.92 $19.41 $35.29 $52.03 $78.23 Minimum Premium Retail Pricing 200 ml 375 ml 750 ml 1140 ml 1750 ml Below 35% $6.15 $10.94 $19.89 $29.32 $ % to 45.0% $8.19 $14.55 $26.48 $38.99 $ % to 59.9% $10.23 $18.19 $33.08 $48.77 $ % & above $12.31 $21.88 $39.78 $58.65 $88.18 Super Premium Retail Pricing 200 ml 375 ml 750 ml 1140 ml 1750 ml Below 35% 35.0% to 45.0% $9.28 $16.50 $30.00 $44.23 $ % to 59.9% 60.0% & above Please note that all Special Savings programs are subject to Category Management approval. This program will cost the Supplier $400 per sku (for economy and super premium only) in addition to the full discount amount x units sold in the given period. Page 103 of 145

104 To apply for this program in e-pac: (Products View) 1. Locate the product in Products View 2. Expand the selection (>) 3. Click Apply for new Promotion 4. Choose fiscal period and promotion program name 5. Click Create and the appropriate fee will apply 6. Click Update to save your changes 7. Click X in top right corner when all changes are complete and you are ready to close the screen 8. In the Products View, press Refresh to reveal the total price of the promotion at the SKU level Locate the product, expand the selection (>) then click Apply for new Promotion Page 104 of 145

105 Choose the appropriate Special Savings program from the drop down list. Enter Estimated sales. (note enter estimated sales in units). Enter the savings dollar amount. Enter 1 in the # of units purchased (must be 1). Page 105 of 145

106 Page 106 of 145

107 Click Create in the promotion editor and the appropriate administration fee will apply Step 3: Click Update to save your changes. Page 107 of 145

108 Click the X in the top right corner when all changes have been made and you are ready to exit the screen. Click Refresh in the top right corner of the Products View to reveal the price of the promotion at the SKU level Page 108 of 145

109 Value Add The Value Add program provides suppliers with the opportunity to increase sales by attaching a bonus item to a regular listing. Guidelines: - Category Management requires a picture of any non-liquid value add items - Value add product must be different than the host product - Value added product cannot exceed 12%abv of the host product - Suppliers will be approved for up to 100% of the units sold of the host product in the same period, previous year or 150% for products on display. - Category Management will distribute to Corporate Liquor Stores and Liquor Express locations based on sales - 5% of the value adds will be set aside at the NLC warehouse for the sales rep to pick up - Sales representatives are not permitted to apply value adds in Corporate Liquor Stores but can in Liquor Express stores for approved programs - All value add items and attachment mechanisms need to be shipped to the NLC warehouse 6 weeks prior to the start of the period to the NLC Main Distribution Center, 300 East White Hills Road, St. John s, NL A1A5J7 Category Price Level Value-Add Size Spirit Wine Ready-to-Drink Premium and Super Premium Economy Premium and Super Premium Economy All Mark-up Fee NLC Admin Fee TOTAL 50 ml $0.30 $0.20 $ ml $2.00 $0.20 $ ml $0.65 $0.20 $ ml $3.00 $0.20 $ ml $0.30 $0.20 $ ml $0.95 $0.20 $ ml $0.65 $0.20 $ ml $1.00 $0.20 $ ml $0.30 $0.20 $ ml $0.85 $0.20 $1.05 Non-Alcohol All N/A No Mark-up $0.20 $0.20 Please note suppliers can apply to do an Express Only value add program. This is ideal for when a supplier wants to promote a brand in the Express channel when there is an Air Miles off on in the Corporate Liquor Store channel. Page 109 of 145

110 To apply for this program in e-pac: (Products View) 1. Locate the product in Products View 2. Expand the selection (>) 3. Click Apply for new Promotion 4. Choose fiscal period and promotion program name 5. Click Create and the appropriate fee will apply 6. Click Update to save your changes 7. Click X in top right corner when all changes are complete and you are ready to close the screen 8. In the Products View, press Refresh to reveal the total price of the promotion at the SKU level Locate the product, expand the selection (>) then click Apply for new Promotion Choose the appropriate type of Value Add from the Name drop down list. Page 110 of 145

111 Enter the # of Value Add units. Enter the description of the value add item. Click Create in the promotion editor and the appropriate administration fee will apply. Step 5: Click Update to save your changes Page 111 of 145

112 Click the X in the top right corner when all changes have been made and you are ready to exit the screen. Click Refresh in the top right corner of the Products View to reveal the price of the promotion at the SKU level Page 112 of 145

113 BOGO The BOGO Program allows suppliers to use active listings as value add items to drive sales of the host item. An example of a BOGO program would be Buy a case of X brand beer and receive a FREE can of X brand cider. A BOGO item is not attached to the host product, but instead is positioned next to it in store. BOGO programs need to have a display (Corporate Liquor Store Display or Feature Radius Display) in order to be approved. The cost of this program is the landed cost of the product + mark-up multiplied by the units given away in the promotion. Page 113 of 145

114 To apply for this program in e-pac: (Products View) 1. Locate the product in Products View 2. Expand the selection (>) 3. Click Apply for new Promotion 4. Choose fiscal period and promotion program name 5. Click Create and the appropriate fee will apply 6. Click Update to save your changes 7. Click X in top right corner when all changes are complete and you are ready to close the screen 8. In the Products View, press Refresh to reveal the total price of the promotion at the SKU level Locate the product, expand the selection (>) then click Apply for new Promotion Page 114 of 145

115 Enter the estimated sales. (note enter estimated sales in units) You must enter a 1 in Number of free products You must enter a 1 in the Min Units Purchase.. Click Create. You will be prompted to enter the get product. Click Update to save your changes. Click the X in the top right corner when all changes have been made and you are ready to exit the screen. Page 115 of 145

116 Click Refresh in the top right corner of the Products View to reveal the price of the promotion at the SKU level Page 116 of 145

117 Just Arrived The Just Arrived program is designed to highlight new products on the shelves of NLC Corporate Liquor Stores. NLC will automatically provide all new products with a Just Arrived shelf tag in the month following its release. The text on the shelf tag will include the tasting notes provided by the Supplier/Agent on the product listing application. The shelf tag will remain up for one full sales period. In the event that the new product has additional program support in that period the product will have an Air Miles or Special Savings shelf tag in place of the Just Arrived tag. The charge for this program is $250 per sku for economy and premium products and $100 per sku for super premium products. ** This program is not available for promotion application in epac. Page 117 of 145

118 Consumer Sampling NLC offers suppliers the opportunity to sample products with customers and staff in both Corporate Liquor Stores and Liquor Express stores. For all product sampling events the maximum permitted serving size is as follows: Wine/Ready-to-Drink/Beer: 1 ounce (30ml) Liqueur/Spirits: ½ ounce (15ml) Mixed Drinks: ¼ ounce (7.5ml) alcohol to ¾ ounce (22.5ml) of non-alcoholic mix Corporate Liquor Store Sampling Events There will be a maxmium of two sampling events per store at any given time and a supplier is permitted to sample a maximum of two products at a time. Each sampling event is a 3 hour session. In the case where there are two products being offered for tasting, the demonstrator must ask which product the consumer would like to taste. If the consumer would like to try both, then ½ ounce (15ml) of each can be sampled. Suppliers/Agents must purchase the product for sampling at the store in which the tasting will occur. It is not permitted to bring product into the store for samplings. Products purchased for in-store sampling events will be at landed cost and will need to be paid for at the end of the sampling session. Liquor Express Sampling Events For sampling sessions held at NLC Express Stores, suppliers/agents will purchase this product in the Express at full retail price and submit an Liquor Express Sampling Reimbursement Form (Appendix F; NLC Retail Promotional Planner) plus receipts to the NLC Marketing Department. NLC will then provide a credit to the supplier for the difference between the final retail price and the landed cost of the product plus a ten percent administrative fee. Staff Tasting Events Staff tasting events will be at the Manager s discretion. For all tasting events the supplier/representative and company are responsible: - To provide properly trained personnel who are 19 years of age or older and are knowledgeable of the product(s). The supplier is required to ensure that personnel have been trained and are knowledgeable of NLC tasting procedures. In order to take part in the sampling program all servers must comply with the following policies and procedures: - Review of the Check 25 Program - Liabilities Waiver to be signed by Company Sales Representative and all secondary parties hired to perform samplings Page 118 of 145

119 - All Samplers must be HNL Certified or be a registered Liquor Agent in Newfoundland and Labrador and have at least five (5) years experience - To act in a professional manner at all times, dressed in business attire and wearing a company identification name tag. - To ensure that the content of an individual serving offered to a customer does not exceed the maximum serving. - To supply the paper napkins, sampling cups (with identified one and two ounce markings), paper cups (to act as spittoons), and refuse containers, a supply of fresh water and to be responsible for the maintenance and cleanliness of the tasting area. (Some NLC stores do have tasting tables available) - To provide display material (including posters, show cards, danglers, backer cards, branded umbrellas, display bins, etc.) to highlight products being tasted. - To provide recipe cards and/or other brochures specific to their product line. - To contact the manager and provide any unused product at the end of the tasting event (see the store manager if tasting is to be continued the next day). - To ensure the customer samples the product at the tasting booth and to be responsible for taking back the tasting glass from the customer when sampling is completed. No sample is to be taken out of the store. - To ensure customers are permitted only the allowable serving per demonstration area. - To monitor the supply of opened liquor at all times. - To monitor sampling and safeguard against a minor or intoxicated person sampling product. - To be solely responsible for any and all liability arising as a result of a tasting. - To ensure all provisions under the Liquor Control Act are adhered to. NLC also strongly encourages demonstrators to avail of the NLC Server Intervention Training Program. Social Responsibility Staff Tasting Event must not occur on or within view of the sales floor. Recommended areas are in the back shop or staff room with the sales representative present. Manager/Assistant is to oversee tasting event. Store Managers/Staff are responsible: - To ensure satisfactory inventory levels on all product being sampled. Suppliers are encouraged to contact store managers prior to any in-store tasting to verify in-store inventory levels. - To ensure Sampler follows Check 25 program throughout the Consumer Sampling Event. - To ensure suppliers/representatives conduct themselves in a professional manner at all times by: - Not serving minors or intoxicated persons. - Serving the appropriate sample sizes. - Disposing of leftover product. - Ensuring the supplier has recipe cards and/or other brochures specific to his/her product line. Page 119 of 145

120 - Ensuring the supplier/representative wears a name and company identification tag. - Ensuring the supplier/representative is positioned in a highly visible area of the store in order to maximize sales during the tasting. - To ensure the defined time frame for a tasting event is strictly adhered - To ensure no staff member samples product during the public tasting. Disposal Wines are to be disposed of down the sink by the taster. This must be completed daily at the end of each sampling session. Spirits are to be disposed of down the sink by the taster. This must be completed at the end of each sampling event. All unopened product must be disposed of by the store manager. Storage All sampling product must be stored in the general office. At no time is there to be opened alcoholic beverages stored in staff room/refrigerator or permitted to leave the store premises. Cancellations All cancelation must be communicated 24 hours prior to the consumer tasting event. Any cancelations or missed tasting events will be subject to a $25 penalty fee. For more information on the Sampling Program, please contact the applicable Category Manager. ** This program is not available for promotion application in epac. Page 120 of 145

121 Taste Station Currently NLC has 19 corporate stores capable of automated wine sampling via our NLC Taste Stations. The equipped stores will vary from having a minimum 8 bottle unit, up to a 16 bottle unit. Red and white wines can be stored in these units and they are all temperature controlled. The wines, once opened and in the unit can last for up to 60 days. As part of this program, all wines will spend a minimum of two weeks in the selected units. Wines will be selected by Category Management based on Category strategy, promotional support, and price point. Participating products may also be featured on a shelf extender and with a shelf tag which will highlight the product within its section. There are two ways that customers can sample products in the Taste Station: 1. Purchase a Taste Station card and sample products from the Taste Station on their own. 2. Floor staff will also be equipped with Taste Station cards and can walk customers to the Taste Station to allow them to sample products at no charge to them. To Apply for this program in epac ** please note that the taste station program must be applied for a bi-weekly time frame. For example in the screen below, W1-2 denotes week one to two of fiscal year To apply for this program in e-pac: (Products View) 1. Locate the product in Products View 2. Expand the selection (>) 3. Click Apply for new Promotion 4. Choose fiscal period and promotion program name 5. Click Create and the appropriate fee will apply 6. Click Add Product to add the SKU that will be in the Taste Station, note this is a single SKU promotion 7. Click Update to save your changes 8. Click X in top right corner when all changes are complete and you are ready to close the screen 9. In the Products View, press Refresh to reveal the total price of the promotion at the SKU level Page 121 of 145

122 Locate the product, expand the selection (>) then click Apply for new Promotion Choose the appropriate period and promotion for the drop down lists: Page 122 of 145

123 Enter the required values: This must be a value of 1 always enter a 1 in this location # of bottles expected to use # of units to purchase(must be 1) always enter a 1 in this location. Click Create. Click Add Product to add the SKU for the taste station. Note this is a single SKU promotion. Page 123 of 145

124 Click Update to save your changes Click the X in the top right corner when all changes have been made and you are ready to exit the screen. Click Refresh in the top right corner of the Products View to reveal the price of the promotion at the SKU level Page 124 of 145

125 Product used in the Taste Station will be charged back to the applicable supplier at landed cost, plus the fees outlined in the chart below. Page 125 of 145

126 Taste Station 1 (13 Stores) Taste Station 2 (17 Stores) Taste Station 3 (19 Stores) Period Per Store TOTAL Per Store TOTAL Per Store TOTAL P1 W1-2 $12 $156 $12 $204 $12 $228 P1 W3-4 $12 $156 $12 $204 $12 $228 P2 W5-6 $12 $156 $12 $204 $12 $228 P2 W7-8 $12 $156 $12 $204 $12 $228 P3 W9-10 $12 $156 $12 $204 $12 $228 P3 W11-13 $16 $208 $16 $272 $16 $304 P4 W14-15 $12 $156 $12 $204 $12 $228 P4 W16-17 $12 $156 $12 $204 $12 $228 P5 W18-19 $12 $156 $12 $204 $12 $228 P5 W20-21 $12 $156 $12 $204 $12 $228 P6 W22-23 $12 $156 $12 $204 $12 $228 P6 W24-26 $16 $208 $16 $272 $16 $304 P7 W27-28 $12 $156 $12 $204 $12 $228 P7 W29-30 $12 $156 $12 $204 $12 $228 P8 W31-32 $12 $156 $12 $204 $12 $228 P8 W33-34 $12 $156 $12 $204 $12 $228 P9 W35-36 $12 $156 $12 $204 $12 $228 P9 W37-39 $16 $208 $16 $272 $16 $304 P10 W40-41 $12 $156 $12 $204 $12 $228 P10 W42-43 $12 $156 $12 $204 $12 $228 P11 W44-45 $12 $156 $12 $204 $12 $228 P11 W46-47 $12 $156 $12 $204 $12 $228 P12 W48-49 $12 $156 $12 $204 $12 $228 P12 W50-52 $16 $208 $16 $272 $16 $304 Page 126 of 145

127 Occasions Magazine Occasions is NLC s Celebration of Food & Drink. This magazine is full of great articles to help consumer s incorporate alcohol and lifestyle products into their lives in more unique and rewarding ways. Occasions will provide direct exposure to your target market with a circulation of 30,000 copies distributed within Newfoundland and Labrador four times per year. This 56-page glossy magazine will be distributed in all NLC Liquor Stores and Liquor Express locations as well as being promoted in all daily and weekly Transcontinental Newfoundland newspapers. NLC encourages suppliers to invest in advertising in this magazine. NLC Category Management will select brands to be featured in the editorial content and on the cover based on the advertising commitment made at the beginning of the fiscal year. To Apply for this program in epac: Note the Occasions Magazine promotion must be applied for on fiscal quarterly basis only, for example as the following screen illustrates, Fiscal Year 2015, Q1 denoting quarter 1, April 6 th July 5th To apply for this program in e-pac: 1. Locate the product in Products View 2. Expand the selection (>) 3. Click Apply for new Promotion 4. Choose fiscal period and promotion program name 5. Click Create and the appropriate fee will apply Page 127 of 145

128 6. If the promotion requires multiple products (for example feature brand or liquor express display) click Add Product. When you are finished choosing the products (Select/Unselect) click the X in the top right corner 7. Click Update to save your changes 8. To delete a product, choose Delete 9. Click X in top right corner when all changes are complete and you are ready to close the screen 10. In the Products View, press Refresh to reveal the total price of the promotion at the SKU level Locate the product, expand the selection (>) then click Apply for new Promotion Choose the appropriate period and promotional program from the drop down lists Click Create. Page 128 of 145

129 Click Add Products to select SKUs to be included in the promotion. Note: The NLC does not charge the supplier for this program in epac, agents are billed directly by Transcontinental Media. Click the Select/Unselect link for each product to be included/excluded then click the X in the top right corner to save and close the screen. Page 129 of 145

130 When you are finished selecting products simply click the X in the top right corner: Click Update to save your changes. Page 130 of 145

131 To remove a product from the promotion program, click Delete on the far right of the screen. To add additional products, click the Add Product link again. Click the X in the top right corner when all changes have been made and you are ready to exit the screen. Click Refresh in the top right corner of the Products View to reveal the price of the promotion at the SKU level Page 131 of 145

132 Mega Miles Mega Miles provides suppliers with an opportunity to feature big AIR MILES offers on their products for a short period of time to help drive sales during high-traffic weekends. - Victoria Day: May 15 18, Canada Day: June 27 30, Labor Day: August 28 August 31, Thanksgiving: October 9 12, Remembrance Day: November 7 10, Super Bowl: January 29 February 1, St. Patrick s Day: March 14 17, 2015 Mega Miles products will be featured on the NLC website, e-newsletter, in-store posters, shelf cards & floor display signs, radio & print ads. Below are the suggested minimum Bonus AIR MILES reward miles that can be awarded based on price for Mega Miles events: Bonus AIR MILES Retail Price reward miles Under $ $ $ $ $ $ $ $ $ $ $ $35.00 and up 35+ Page 132 of 145

133 In order to encourage big offers the NLC will sell Air Miles reward miles to vendors at a rate of $0.20. To Apply for this program in epac: Note the Mega Miles promotion must be applied for based on predetermined time frames as noted above. For example Fiscal Year 2015 Victoria Day which is May as the following screen illustrates: To apply for this program in e-pac: (Products View) 1. Locate the product in Products View 2. Expand the selection (>) 3. Click Apply for new Promotion 4. Choose fiscal period and promotion program name 5. Click Create and the appropriate fee will apply 6. Click Update to save your changes 7. Click X in top right corner when all changes are complete and you are ready to close the screen 8. In the Products View, press Refresh to reveal the total price of the promotion at the SKU level ** The Mega Miles example illustrated below is for one type of Air Miles promotion (Regular Bonus Air Miles). See page 72 of this guide for a complete description of the various types of Air Miles programs available for promotion application. Page 133 of 145

134 Locate the product, expand the selection by clicking the > symbol then click Apply for new Promotion: Select the appropriate Promotional Period from the drop down list. Page 134 of 145

135 Enter the Estimated Sales, the # of AIR MILES to be rewarded, the # of units to purchase and a simple description of the Mega Miles offer. (note enter estimated sales in units) Click Create in the promotion editor and the appropriate administration fee will apply Page 135 of 145

136 Page 136 of 145

137 Click the X in the top right corner when all changes have been made and you are ready to exit the screen. Click Refresh in the top right corner of the Products View to reveal the price of the promotion at the SKU level Page 137 of 145

138 AIR MILES ecampaign The Air Miles ecampain program alows Air Miles to target a specific group of customers and either send them an exclusive AIR MILES offer through the AIR MILES channel or promote an existing instore AIR MILES offer through the AIR MILES channel. NLC will provide the creative for this program. The cost is $70 per thousand with a minimum deployment fee of $875 (which equates 12,500 collectors). Page 138 of 145

139 Other AIR MILES Opportunities AIR MILES Contest - This program provides the opportunity for suppliers to offer MORE to the customers, i.e. a chance to win a set amount of miles when they purchase their product. This program runs concurrently with the Bonus AIR MILES Program. Promotional materials promoting these initiatives can be used around the product s shelf location or a display may be purchased. E-coupons on airmiles.ca - Bonus AIR MILES offered on Ad HOC Events local opportunities initiated by the NLC. Coalition coupon sheets to promote new store openings, renovations, etc. that are distributed through participating sponsor locations. Postcards pre-printed postcards can be sent to targeted groups of collectors, subject to availability. Let us know if you have any new ideas of how to effectively promote your brands to AIR MILES collectors. Mini Events NLC plans to highlight some Special Occasions in store this year through various products and promotions. The events include Easter, Halloween, Christmas, Valentine s Day, etc. Category Management will ask suppliers to apply for programming through epac in the fiscal periods that these occasions fall. Category Management will approve programming and assign products to various displays throughout the store. For example, for Halloween Category Management will be looking for Air Miles, Special Savings and recipes for Halloween related products. Category Management will select areas in the store, such as the Impulse at Cash display, to feature the Halloween theme and the selected offers. - Easter: April 20, Halloween: October 31, Black Friday: November 28, Valentine s Day: February 14, 2015 Category Feature Programs Throughout the year Category Management has identified various categories NLC will highlight in store for a given sales period. Category will select skus that fit the thematic and highlight them through signage, Occasions Magazine, web, etc. - Cider May Wheat Beers July Irish Beers March 2015 Page 139 of 145

140 Special Events The NLC aspires to build on the success of its special events throughout the year. Although all events are owned and operated by the NLC, suppliers are welcome to participate in each event as a sponsor and/or partner. Due to the individuality of the shows, there is no structured fee for participation. However, the NLC will accept proposals and review them on an individual basis. The following is a tentative list of shows and dates for the upcoming year: - A Taste of Wine Event April Beer Expo June Wine Show October Whiskies of the World November A Taste of Wine Event February 2015 All special events are subject to change. One Time Offers One Time Offers (OTO) may be presented throughout the year. These offers consist of products that are either allocated or are produced in limited quantity and are intended to be sold in a defined time frame. These type of offers are not intended to circumvent the listing process, but are viewed as incremental opportunities. There will be no listing call for OTO s, but can be presented to category managers throughout the year. These skus are to meet the below criteria: - These products are produced in limited quantity and/or are allocated products - These products will be ordered on a one time basis - These products will be sold in a predetermined time frame - These products will not be listed once they are sold through and if they become readily available they will be dealt with during the specific category call - These products have to be a unique offering based on product type, product package, product size or product price To submit an OTO offering you must complete an application form and present a business case that will define the product and business need to the NLC. Category Management and the Supplier will have to agree on the following: - Category Need - Anticipated Sales - Display and Signage Opportunities Page 140 of 145

141 - Anticipated Sales Time Frame - Exit Strategy All applications will be dealt with on an individual basis and listing will depend on Category Management approval. Page 141 of 145