American Pop Corn Company

1
American Pop Corn Company

• The Finest Popcorn For Any Market

2
Company Facts

• Oldest Popcorn Company in America established in
  1914
• Still Family Owned. Five Generations and Going
  Strong
• Over 1.5 billion Microwave Bags Sold!
• 1 United States Producer of Polybag Popcorn
• Sold in all 50 States and Exported to Over 46
  Countries

3
Why our Popcorn Is the Best

• Popcorn is our only business for all these years
• We are the Popcorn Experts!
• Exclusive hybrid seeds and special handling
  makes JOLLY TIME the greatest pop corn in the
  world
• The longest food product to hold the Good
  Housekeeping Seal of Approval since 1925!
• Wide assortment of flavors that will satisfy even
  the pickiest of consumers.

4
Winning Quality

• JOLLY TIME is the first and only processor that
  uses the more expensive and time consuming ear
  harvesting and drying for a consistent high
  quality

These giant pop corn cribs measure two stories
high and a city block long, holding 4 million
pounds of pop corn on the ear.
5
A Good Team Is A Strong Team

• Pop corn is very healthy snack!
• High in fiber
• An energy food--high in carbohydrates
• A great snack that is delicious, fun and good for
  you!
• Interesting Pop corn is consumed in nearly 80
  of American Households

6
We know our Corns A QUICK LESSON

• Sweet corn Known as corn on the cob
• Field corn Used for livestock feed, and for
  making flour and cereals
• Pop corn A distinctive type of corn, grown just
  for popping. It comes in both yellow
  and white varieties. Composed mostly of
  hard starch and moisture

7
Whats The Difference Between White and Yellow
Pop Corn?

• Yellow pop corn pops up crunchy, big kernels with
  a kinda nutty taste
• White pop corn produces a slightly smaller kernel
  with a crispy, tender texture and a
  slightly-sweet flavor

8
What Makes Pop Corn Pop?

• Every kernel of pop corn is its own little
  pressure cooker.
• With an ideal moisture content of 13.5, the
  moisture turns to steam when heated and causes
  the pop!
• At temperatures of over 400, the hard outer
  covering, the enamel, cant take it any more. . .
• It explodes--or POPS!

9
Our Popcorn is the Best

• Winning Quality
• JOLLY TIME uses only the choice center kernels
• JOLLY TIME Pop Corn has superior quality fewer
  unpopped kernels
• Wide of delicious flavor options, which makes us
  a best seller!

10
Winning Quality

• JOLLY TIME is the first brand to offer popcorn
  grown without chemical pesticides
• JOLLY TIME is carefully cleaned, sorted
  processed with state-of-the-art equipment
• JOLLY TIME Pop Corn uses exclusive hybrids
  developed for high-popping volume and great taste
• JOLLY TIME has superior Quality Control in place

11
Good Housekeeping Seal

• The Good Housekeeping Seal is one of the most
  influential consumer emblems in todays market
• 94 of consumers are aware of the Good
  Housekeeping Seal and respect it as an icon.
• 81 of consumers are more inclined to buy the
  product with the Seal when choosing between two
  brands that are similar in price and features.

Source Cited Fairfield Research, March 2005
12
Pep Rally!

• Remember, JOLLY TIME Pop Corn has superior
  quality fewer unpopped kernels and a wide
  variety of delicious flavor options, which makes
  it a best seller!

13
We Know Jolly Time Is GoodOUR OFFENSE

• We need to share this knowledge with the world
  through marketing such as
• advertising
• public relations
• promotions
• aggressive trade merchandising support program
• Innovative marketing efforts
• The marketing plan should be focused on the peak
  pop corn consumption period that spur product
  movement

14
Jolly Time Marketing Exposure in the U. S.

• Increased advertising to expand awareness
• Increased television support on over 20 shows
• New TV spot with You Gotta Get It creative
• Magazine support in 7 national publications
  November - February including Good Housekeeping
  and Weight Watchers
• Spot Radio in selected markets.

Over 2,500,000,000 Consumer Impressions!
15
Public Relations

• Healthy Pop is recommended by Weight Watchers
  small group leaders nationally
• Over 5,000,000 members attend once per month
• 44,000 weekly meetings
• 95 of all Weight Watchers are women
• Targeted advertising/promotion
• Complete Food Companion ad in pop corn section
• Monthly ads in Weight Watchers Magazine
• Weight Watchers.com
• Exclusive JOLLY TIME Healthy Pop/Americans Best
• 3.5 4.0 million users per month
• On-line ad is guaranteed to have 1.2 million
  viewers per month

16
Presentation Is Everything!

• Jolly Time Pop Corn is an impulse item
• Research shows the average attention span of
  consumers is measured in seconds.
• Jolly Time superior quality combine with
  innovative technique
• Eye catching colors that is distinguishable from
  its competitors

17
Packaging Innovation
Old packaging From Sea of Blue and Red
18
Packaging Innovation
New packaging Ray of Sunshine
19
Oldies But Goodies
JOLLY TIME Television Spot
20
National Media Creates Demand
30 Weeks of Television Over 1 Billion Impressions
Sales Building FSIs October Disney/Cinderella
December Mallow Magic January Super Bowl
March Disney/Chicken Little
High Readership Magazines Targeted to Moms with
Kids
Year round Presence in Publications Targeted
to Weight Watchers and Health Conscious
Consumers Magazines, POINTS Guide, Coupons More!
PR Efforts Generate Millions of Impressions
Establish JOLLY TIME as the Pop Corn Experts
21
You Know thisDisplays Sells

• Pop corn is an impulse purchase
• Roughly 80 of all families buy pop corn but
  only 13 plan in advance to purchase pop corn
• Displays increase sales by 500 - 1200!
• Large creative displays move the most product

22
Proven Strategic Positions

• JOLLY TIME should be
• Near eye level, not the top or bottom of the set
• Located near the other national brands
• Away from private label
• Grouped together
• With equal facings or more facings than the
  competition
• Consistent with the categorys shelf placement
  and design (if the section is arranged
  vertically, JOLLY TIME should be placed that way
  as well)

23
(No Transcript)
24
Pop Corn Consumption
Poly Bags 10

• In the U.S., 65 of the population consumes pop
  corn. This may not be the case in your country
  but it shows the direction /potential.
• Pop corn is widely enjoyed by all demographic
  groups
• Over 85 of the pop corn consumed is microwave
  pop corn.
• 10 of the pop corn consumed is packaged in poly
  bags
• 5 of the pop corn consumed is packaged in jars

Jars 5
Microwave 85
25
International
Chinese
Arabic
Hebrew
26
International (cont.)
27
The Most Variety of Products

28
Fastest Growing Low-Fat Items!
Sales up 87 from last year!!
Building loyalty with Weight Watchers
29
Outrageously Fun!
We cant make this stuff fast enough!
Kinda SweetKinda Salty
30
New Improved Taste!
31
Premiering December 2007
32
Re-Cap

• Jolly Time is special, unique!
• It is an original American product not an
  imitation!
• We have a number of attributes, such as unique
  varieties
• A one step Sugar
• One step Cheese
• KettleMania
• Natural White pop corn
• Pesticide free
• A superior design and presentation
• The above will help you to establish your firm as
  a leader in the category in your country .
• The consumer demand exists. Up to you to
  establish it in your country!

33
Rotation

• Rotation is essential for a high-quality product.
  Old pop corn can become dry. (Remember, the
  moisture in pop corn is what allows for the
  pop!)
• Codes on each package and shipping case indicate
  the exact age of the product.

Shelf Life 18 months
Shelf Life 18 months
34
JOLLY TIME MVPs (Most Valuable Products)

• Blast O Butter Ultimate Theatre Style Butter
• 1 in the category
• KettleMania Outrageously Fun Kettle Corn
• Kind of sweet, kind of salty has earned Rookie
  of the Year status
• Healthy Pop 94 Fat Free Butter Flavor
• Fastest growing microwave pop corn product
• A favorite for many weight-loss consumers

35
JOLLY TIME MVPs (Most Valuable Products)
Blast O Butter Light
Healthy Pop
Crispy 'n White Light
Butter-Licious Light
Butter-Licious
White 'n Buttery
36
Pep Rally!

• JOLLY TIME sells
• Blast O Butter is 1 item in U.S.
• Healthy Pop is 4 item in U.S. and fastest
  growing low fat item
• KettleMania is already Top 10 item in U.S.
• Merchandising Efforts Make a Difference
• Displays sell JOLLY TIME (this means prizes, cash
  andtrips for you)
• Get distribution at the store level
• Keep up on rotation
• Improve shelf position eye level, near national
  brands and grouped together

37

• Congratulations!You have completed the Team
  JOLLY TIME presentation!

38
Contact us

• If you share our philosophy on the market
  potential for pop corn and believe as we do in
  selling only the highest quality products, then
  contact us soon

American Pop Corn Company 45 East 20th Street New
York NY 10003 USA Tel 1.212.673 5000 Fax
1.212.777 6513 URL www.jollytime.com