5 questions to frame the strategic outline for the Plan 1. Where could we be? * Tabbe the fret healthy cookie" te generate the craving, popularly and sales af amainstraam cookie. + Make Gray's a $100 Mion brand by 2020, + Want double digit annual growth rates. 2, Where are we? + Successtl launch inta the mass market, but ime to transition Gray's from a productled brand inio an idea-led brand + Need to connect with consumers by owning idea of ‘guit free” snacking, rather than just seling a great tasting coke. * Bagin ta deminate and tead the ‘good fer you" eookis segment 3. Why are we here? * We have not figured outthe party choioe for growth: find new users or drive usage frequency amang toyalists + We need te drive our awareness and share nesds for Gray's. + There is high risk of healthy cookie" launches from Peppendge Farms and Nabisco? 4, How can we get there? + Continus tp attract new usersta Gray's + Focus investment on criving awareness and tial wth new consumers and buidding a presence al retail * Build defense pian against naw entrants thet defends with consumers and at store level 5, What do we need to do? * Use awaranessto dive tral of the new Grays Cookias as “The Healthy Choice fo Snacking" brand positioning + Use in-store and event sampling to chive tral of the new Grays Cookies + Lavarage key results, planogram recommendations and in-store specialty stora merchandising team