This tutorial can show you how to add and remove shortcuts from the Start Menu.
Start Menu All Programs - Add or Delete Shortcuts
However, I think that you may be wanting to right click on your Office 2010 shortcut(s) (not folder) and use Pin to Start Menu
to have it in the same location as your screenshot though.
If you wish to create custom Jump Lists (arrow menu as in your screenshot) for the Office 2010 pinned shortcuts, then this will help show you how to.
Jumplist Launcher - Create Custom Jump Lists
Hope this helps some,