Dear Trade Partners,

I am pleased to share with you our promotional plans from Period 3 to Period 6, 2010/11, that combines the display and support program application deadlines. This structure is, in essence, a continuation from this year’s planning, with minor modifications to the fees, the participation requirements and the duration of P9, P10 and P11.

One significant change is the division of the Promotional Planning Calendar into three distinct phases, each with its own deadline for applications. This division allows for more flexibility in planning promotions and greater responsiveness to changes in consumer and market trends. It also increases the opportunity for new products to participate. Information is now available for Periods 3 to 6. Later, the details for Period’s 7 - 10 and the themes for P11 - 2 will be forwarded.

Promotional themes will be consistent with the LCBO’s goals of providing our customers with an engaging experience, maximizing sales potential, and highlighting the exciting products we carry.

Other changes I would like to draw your attention to are:

• We will no longer be using the Promotional Planning Document for the purposes of collaborative planning. Please contact the appropriate Category Manager to set up a meeting to discuss your plans prior to the application deadline.
• Applications for back-to-back end aisle displays will be considered and may be approved up to twice a year.
• There are new minimum requirements to participate in the Bonus AIR MILES^® Reward Miles program.
• Category Mangers will be considering more mixed end aisle and hero displays that may involve multiple agents and/or suppliers in order to provide engaging customer solutions.
• The durations of Promotional Turns 9, 10 and 11 are all four weeks and correspond with the LCBO's fiscal periods.
• Opportunities to participate in Free-Stand Inserts (FSIs) and other advertising initiatives, as well as Mini Thematics, will be shared with you at a later date.
• New merchandising program fees are effective as of Period 3, 2010.

My team looks forward to planning our promotional activities with you, and to advancing our mutual business interests.

Best regards,

Bob Downey
Senior Vice President,
Sales and Marketing Division