TRENDS 2016 WORKING WITH RETAILERS "It limited the amount of coupons that would normally be used with sampling and digital offers." " Our roughly $2 million spend in Walmart coop advertising has been redirected to brand programs, and in some cases to shopper programs with other retailers." "We're re-evaluating how we will go to market. All retailers will be trying to lower prices to keep up with Walmart, whatever the cost." " More programs become driven by us." " We eliminated print support." "They won't approve anything. They don't understand our marketing budget cannot just be dropped and go to the bottom line. We will use the money in other retailers." "I don't see any retailers following in Walmart's steps." " Specifically with Walmart, we have had an inability to promote in-store or gain support from our buyer for certain executional elements that would build awareness and trial of our promotion." "Unfortunately, some of the initial investment that was planned for Walmart has been diverted to other customers or has rolled back into the budgets." " Most retailers watch Walmart and respond to pricing adjustments."