2 table of contents executive summary consumer insights and trends program details merchandising...
TRANSCRIPT
2
Table of Contents
Executive Summary Consumer Insights and
Trends Program Details Merchandising
Recommendations POS Materials Marketing Support GSV Objectives 2012 Superbowl Recap
3SOURCE: MRSI Database, Bases Snapshot, LOT Test 2009, I-coummunity Qualitative
Executive Summary
Performance Last Order First Delivery Last Delivery
12/23/12-2/10/13 1/11/13 12/3/12 1/18/13
Program Highlights:• Mars Chocolate official Super Bowl sponsorship translates easily into strong
retail executions that enhance in-store presence and maximize off-take. • Compelling 10% bonus offers and relevant Super Bowl overlay on future
consumption motivates consumers to purchase, with Mars brands positioned as the perfect addition for Super Bowl parties.
• Super Bowl official sponsor displays help bring shoppers to Immediate Consumption displays. Valuable tear pad offers on their favorite brands drives impulse purchases.
Timing:
SNICKERS®, M&M’S®, MILKY WAY® ,TWIX®, and 3 MUSKEETERS® BRANDs partner to create a massive retail event that links Mars iconic brands to the largest at home party event of the year… The Super Bowl!!!
4
Consumer Insights & Trends
• Consumers see chocolate candy as a sweet treat served as a compliment to the main snacking table (salty snacks) or put out toward the end of the event ‘fourth quarter as candy time’1
• Super Bowl is the #1 at-home party event of the year ahead of New Years Eve! 3These fans throw 7.5 million parties with 44 million party goers.4
• The Super Bowl is the second-largest snacking occasion of the year, second only to Thanksgiving
– More than 30 million pounds of snacks are consumed on Super Bowl Sunday, twice the average daily amount* with $49 on avg. spent on food and beverages for an at-home Super Bowl party
• The average football fan is 35% more likely to purchase a brand with an NFL logo associated with it 2. Offering specific products for game day (packaging, NFL reference, etc.) will help tie the NFL to SNICKERS®/M&MS and MARS Chocolate
• 73% of NFL viewers purchased candy in the past six months3
• Super Bowl is the most viewed program year on year - over 165 Million viewers watched this year
1 Mars Snackfood Party Snacks Exploration, July 2008 2 NFL/OTX Weekly Tracker, 2008;3 SRI 2009, 4 National Retail Federation
The Event, Usage Occasion and Category are a fit with consumers!
• Consumers are doing the shopping for game day during their normal grocery shopping trip. They are looking for football related-cues in-store to know where the game day food is, or are going down the aisles where the traditional snacks for game day are (salty snack, beverage, frozen food) -not going down the candy aisle! This makes securing secondary placement in store critical!
• Game day is treated by consumers much like a holiday is. It is a celebratory day, a day to indulge. Many snacks, including sweets, are more permissible on game day. Consumers are looking for items (food, decorations, etc.) that will enhance the experience and make it special.
Consumer Insights & Trends
Key Takeaway: Capturing shoppers out of candy aisle
with NFL display = Incremental Basket Ring for Retailers!
FC Program Details
6
1 Mars Snackfood Party Snacks Exploration, July 2008 2 Sequoia Inc. price impact models from 2011 IRI data
Consumers say that chocolate is an appropriate complement to the snacking table or to put out toward the end of the event for dessert1.
The Mars Super Bowl program will utilize a two-pronged value offer on FC incenting consumers to make our iconic chocolate brands part of their game day ritual.
10% Bonus BagsWith promotion Mars 10% Bonus Bags drove
>100% incremental sales in each week leading up to the Super Bowl and >300% incremental
sales week of the game2!
NFL SHOP Tear Pad Offer (On FC Displays)
Incents consumers with $10 offer when they buy any 3 participating MARS Chocolate laydown bag
products.
• NFLSHOP.COM is the official online store of the NFL® where fans go to find jerseys, helmets, memorabilia and custom made items
– In 2010 the store had close to 30,000,000 unique visits and 1.6 Million Web Orders
– It is the largest professional sports league store in sales with $100 Million+ in annual sales
• The majority of traffic and sales occur during the NFL season
– Customers are typically displaced fans. (i.e. – An Eagles Fan living in California)
– Women make up 60% of our customers during our peak sales months (Nov-Dec)
• This highly relevant program reinforces our marquee sponsorship by rewarding consumers with $10 NFLSHOP.COM gift certificates with the purchase of any 3 Participating Mars Chocolate Laydown Bags
– All Quarter Pallets will have NFL Shop tear pads where consumers must mail in their proof of purchase /order form in order to claim their $10 Gift Certificate, good on any purchase
– Participating laydown bags include SNICKERS® Brand, M&M’S® Brand, TWIX® Brand, MILKY WAY® Brand, and 3 MUSKETEERS® Brand products
• This offer is a continuation of the NFL 2012 program to maintain continuity and drive purchase
FC Consumer Offer Details
8
IC Program Details
• To help stimulate consumer purchase of their favorite Mars brands, all IC displays in the program will be shipped with coupon tear pads pre-assembled on the display.
• Tear pad offers will be ‘Buy Two Get One Free’!IC Displays Tear Pads
per DisplayCoupons per Tear
Pad
Max Value
Expiration Date
72ct Singles Counter Unit
1 20 $1.29 April 30. 2013
264ct Singles Mini Wing
2 50 $1.29 April 30. 2013
1056ct Singles ¼ Pallet
2 75 $1.29 April 30. 2013
168ct Sharing Size RTA
1 50 $1.89 April 30. 2013
360ct Sharing ¼ Pallet
2 50 $1.89 April 30. 2013
Tear Pad Information:
9*Marketing Support is subject to change
Marketing Support
A&CP Investment of approximately $14.5MM will cover lead up to the game and conclude with
another Mars Chocolate Super Bowl Commercial Spot!
National TV
Mars Chocolate has once again purchased a Superbowl Commercial! More information to come in Q4.
Television integration into ESPN’s Monday Night Football broadcast
Expansive campaign supporting Fantasy Football on ESPN.com , CBSsportline and NFL.com
Shopper Marketing focus on custom programs and regional opportunities
National print execution in ESPN Magazine & Sports Illustrated
Digital/Social Media
Shopper Mktg/In-Store
In-store POP/POS
10
13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24
Snickers 2012 WOC #6
Target: A18-49
TV Buying Target: A18-34
NATIONAL TELEVISION
NFL TV Units 20
DIGITAL DISPLAY
Display Tier 2 6
Display AdServing 6
Display Tier 3 14
Display AdServing 14
CBS Fantasy Football 20
Fantasy Football Integration TBD 19
Tier 1 Activation TBD 4
MOBILE
Mobile Display 20
SEARCH
Tier 2 20
Tier 3 20
ESPN Magazine 11
Sports Illustrated 10
Weeks On AirSep Oct Nov Dec
P9 P10 P11 P12 P13
YNY New Creative
NFL
Halloween
Media Support
11
Item Range
Mixed Miniatures Quarter PalletItem #38289152 Ct.ZREP: 244622
• 64 Ct. SNICKERS® Brand Miniatures, 13 oz.• 64 Ct. MINIS MIX™, 12 oz.• 24 Ct. TWIX® Brand Miniatures, 13 oz.
M&M’S® Brand Mixed Quarter Pallet
Item #46026288 Ct.ZREP: 267419
• 144 Ct. M&M’S® Brand Peanut Chocolate Candies, 14 oz.• 72 Ct. M&M’S® Brand Milk Chocolate Candies, 14 oz.• 72 Ct. M&M’S® Brand Pretzel Chocolate Candies, 10.9 oz.
12
Item Range
SNICKERS® Brand MINISItem #3828513 oz.32 Ct. CaseZREP: 242938
TWIX® Brand MINISItem #3821213 oz.24 Ct. CaseZREP: 240687
MINIS MIX™
Item #3822112 oz.32 Ct. CaseZREP: 239627
Item Range
M&M’S® Brand Milk Chocolate Candies Stackable Display CaseItem #3814614 oz.36 Ct. CaseZREP: 240686
M&M’S® Brand Peanut Chocolate Candies Stackable Display CaseItem #3814514 oz.36 Ct. CaseZREP: 240684
M&M’S® Brand Peanut Butter Chocolate CandiesStackable Display CaseItem #4228512.7 oz.36 Ct. CaseZREP: 255794
M&M’S® Brand Pretzel Chocolate CandiesStackable Display CaseItem #4602710.9 oz.36 Ct. CaseZREP: 266528
Item Range
M&M’S® Brand Milk Chocolate CandiesItem #4231014 oz.24 Ct. CaseZREP: 256481
M&M’S® Brand Peanut Chocolate CandiesItem #4230714 oz.24 Ct. CaseZREP: 255877
M&M’S® BrandPeanut Butter Chocolate CandiesItem #4231112.7 oz.24 Ct. CaseZREP: 255792
M&M’S® Brand Pretzel Chocolate CandiesItem #4602810.9 oz.12 Ct. CaseZREP: 266435
15
Item Range
Mixed Singles Counter Unit72 Ct.Item #10101727ZREP: 276633
•36 Ct. SNICKERS® Brand Peanut Butter Squared Bars, 1.78 oz.• 36 Ct. M&M’S® Brand Pretzel Chocolate Candies, 1.14 oz.
Mixed King Size RTA168 Ct.Item #46105 ZREP: 266409
• 96 Ct. SNICKERS® Brand 2-To-Go Bars, 3.29 oz.• 24 Ct. MILKY WAY® Brand 2-To-Go Bars, 3.63 oz.• 24 Ct. TWIX® Brand Caramel Cookie 4-To-Go Bars, 3.02 oz.• 24 Ct. 3 MUSKETEERS® Brand 2-To-Go Bars, 3.28 oz.
16
Item Range
Mixed King SizeQuarter Pallet360 Ct.Item #10101931ZREP: 276803
• 120 Ct. SNICKERS® Brand 2-To-Go Bars, 3.29 oz.• 72 Ct. M&M’S® Brand Peanut Chocolate Candies Sharing Size, 3.27 oz.• 48 Ct. M&M’S® Brand Milk Chocolate Candies Sharing Size, 3.14 oz.• 72 Ct. . TWIX® Brand Caramel Cookie 4-To-Go Bars, 3.02 oz.• 48 Ct. . MILKY WAY® Brand 2-To-Go Bars, 3.63 oz.
Mixed SinglesQuarter Pallet1,056 Ct.Item #10103187ZREP: 278039
• 288 Ct. SNICKERS® Bar, 1.86 oz.• 192 Ct. M&M’S® Brand Peanut Chocolate Candies, 1.74 oz.• 144 Ct. M&M’S® Brand Milk Chocolate Candies, 1.69 oz.• 144 Ct. TWIX® Caramel Cookie Bars, 1.79 oz.• 108 Ct. MILKY WAY® Bar, 1.84 oz.• 108 Ct. 3 MUSKETEERS® Bar, 1.92 oz.• 72 Ct. SNICKERS® Almond Bar, 1.76 oz.
17
Item Range
Mixed Singles Mini Wing264 Ct. 4/Ca.Item #10101932ZREP: 276804
Mini Wing #3 contains: • 36 Ct. Twix® Brand Caramel
Cookies Bars, 1.79 oz.• 24 Ct. Twix® Brand Peanut
Butter Cookie Bars, 1.68 oz.
Mini Wing #4 contains: • 36 Ct. SNICKERS® Bar,
1.86 oz.• 36 Ct. SNICKERS® Peanut
Butter Squared Bars, 1.78 oz.
Mini Wing #1 contains: • 36 Ct. 3 MUSKETEERS® Bar, 1.92 oz.• 24 Ct. SNICKERS® Almond Bar, 1.76 oz.
Mini Wing #2 contains: • 36 Ct. MILKY WAY® Bar, 1.84
oz.• 36 Ct. MILKY WAY® Simply
Caramel Bars, 1.91 oz.
18
Merchandising Objectives and Insights
Insights:• Confectionery is a very emotionally driven category . The in-store environment currently
does not deliver the imagery which could lead to more impulsive behavior, but eye-catching displays placed in high traffic areas do deliver!
• 79% of shoppers said they had been tempted to buy confection at the spur of the moment
• Use displays to tempt the passionate fan and trigger impulsivity by making chocolate more mentally available in-store
• 98% of shoppers cover less than half the store. Placing confectionery in high traffic locations such as lobby, perimeter and front end cap can drive incremental sales by capturing “impulse” purchases. (Lifts range from 12.6% to 55.8%)
• Arrival (lobby) and departure (front end) are crucial points of display – as 100% of shoppers making a purchase MUST pass through these areas. Upon entering, shoppers are most positive about confectionery and their visual recall of communication is highest.
• Focus on future consumption in lobby when shoppers are purchasing for others and immediate consumption on front end when shoppers are purchasing for themselves
• Grow share and physical availability• Gain secondary merchandising locations via the use of displays in high-traffic areas• Leverage open stock items for secondary display on front end caps or promotional aisle
Objectives:
19
Point of Sale Materials
Cling - NFL12C001
Dangler - NFL12D001 Mod-Pod- NFL12M001
Crack back - NFL12A001
The following point of sale materials will be available in NVISION by July 31st 2012:
20
Two-Sided Balloon NFL12B001
Point of Sale Materials
21
NFL Llama display - NFL12L001
Customizable Lugons
Team Lugons and Superbowl Are
available!
Point of Sale Materials
Giants Lugon NFL12L002
Cowboys LugonNFL12L003
Texans LugonNFL12L004
Falcons LugonNFL12L005
Bears LugonNFL12L006
Bengals LugonNFL12L007
Colts LugonNFL12L008
Patriots LugonNFL12L009
Steelers LugonNFL12L010
Superbowl LugonNFL12L012
Saints LugonNFL12L011
Point of Sale Materials
Customizable Stickers for Header
Team Stickers and Superbowl Are
available for Header!
NFL Dump Bin with Header - NFL12D002
Point of Sale Materials
Hex Dump Bin Team Stickers Available
Giants- NFL12S001
Cowboys- NFL12S002
Texans - NFL12S003
Falcons - NFL12S004
Bears- NFL12S005 Bengals- NFL12S006
Colts- NFL12S007
Patriots - NFL12S009
Steelers - NFL12S010
Saints - NFL12S011
Superbowl - NFL12S012
Point of Sale Materials
25
Item Number Item DescriptionNFL12C001 NFL SNK CLINGNFL12D001 NFL SNK DANGLERNFL12M001 NFL SNK MOD PODNFL12A001 NFL SNK CRACK BACK SINGLESNFL12B001 NFL BALLOONNFL12D002 NFL DUMP BIN W/HEADER SETNFL12S001 NFL DUMP BIN STICKER GIANTSNFL12S002 NFL DUMP BIN STICKER COWBOYSNFL12S003 NFL DUMP BIN STICKER TEXANSNFL12S004 NFL DUMP BIN STICKER FALCONSNFL12S005 NFL DUMP BIN STICKER BEARSNFL12S006 NFL DUMP BIN STICKER BENGALSNFL12S007 NFL DUMP BIN STICKER COLTSNFL12S008 NFL DUMP BIN STICKER PATRIOTSNFL12S009 NFL DUMP BIN STICKER STEELERSNFL12S010 NFL DUMP BIN STICKER SAINTSNFL12S011 NFL DUMP BIN STICKER SUPERBOWLNFL12L001 NFL LLMANFL12L002 NFL LLMA LUGON GIANTSNFL12L003 NFL LLMA LUGON COWBOYSNFL12L004 NFL LLMA LUGON TEXANSNFL12L005 NFL LLMA LUGON FALCONSNFL12L006 NFL LLMA LUGON BEARSNFL12L007 NFL LLMA LUGON BENGALSNFL12L008 NFL LLMA LUGON COLTSNFL12L009 NFL LLMA LUGON PATRIOTSNFL12L010 NFL LLMA LUGON STEELERSNFL12L011 NFL LLMA LUGON SAINTSNFL12L012 NFL LLMA LUGON SUPERBOWLNFL12CS01 NFL CLIP STRIP
Point of Sale Materials
26
GSV Volume Objectives
Volume Breakout by Customer/Channel
Item Total GSV Mass Club Drug/Specialty Grocery Value Convenience
Immediate Consumption: SN PBSQR/MM PRTZ 72CT CU 3CA $
700,000 $ -
$ -
$ -
$ 50,000
$ 450,000
$ 200,000
MXD FILLED BAR KS RTA 168CT $ 3,300,000
$ -
$ -
$ 750,000
$ 300,000
$ 750,000
$ 1,500,000
264ct Mixed Singles Mini Wing $ 700,000
$ -
$ -
$ 700,000
$ -
$ -
$ -
MXD KS QTR PLT 360CT $ 750,000
$ -
$ -
$ -
$ 750,000
$ -
$ -
MXD SNGL QTR PLT 1056CT $ 2,000,000
$ -
$ -
$ -
$ 1,900,000
$ -
$ 100,000
MXD SINGLES FULL PLT WM $ 3,200,000
$ 3,200,000
$ -
$ -
$ -
$ -
$ -
Future Consumption: SNICKERS MNTR BNS BAG DSPL 13OZ 32/CA $
1,000,000 $ -
$ -
$ 500,000
$ 500,000
$ -
$ -
MIXED MNTR BONUS 12OZ VRTYBG DSPL 32/CA $ 775,000
$ -
$ -
$ 375,000
$ 400,000
$ -
$ -
TWIX CARAMEL MINIATURES 13OZ DSPL 24/CA $ 400,000
$ -
$ -
$ 200,000
$ 200,000
$ -
$ -
MIXED MNTR BONUS QTR PLT $ 1,200,000
$ -
$ -
$ -
$ 1,200,000
$ -
$ -
M&MS MC OPEN STOCK 14OZ BNS 24/CA $ 1,250,000
$ 500,000
$ -
$ 300,000
$ -
$ 450,000
$ -
M&MS PEANUT OPEN STOCK 14OZ BNS 24/CA $ 1,600,000
$ 700,000
$ -
$ 450,000
$ -
$ 450,000
$ -
M&MS PB OPEN STOCK 12.7OZ BNS 24/CA $ 800,000
$ 200,000
$ -
$ 150,000
$ -
$ 450,000
$ -
M&MS PRETZEL OPENSTOCK BNS 10.9OZ $ 600,000
$ 200,000
$ -
$ 200,000
$ -
$ 200,000
$ -
M&MS MILK CHOC 14OZ BNS BGS DSPL 36/CA $ 2,300,000
$ -
$ -
$ 900,000
$ 1,400,000
$ -
$ -
M&MS PEANUT BONUS BAG 14OZ DSPL 36/CA $ 2,425,000
$ -
$ -
$ 1,000,000
$ 1,425,000
$ -
$ -
M&MS PB 12.7OZ BNS DSPL 36/CA $ 700,000
$ -
$ -
$ 350,000
$ 350,000
$ -
$ -
M&MS PRETZEL 10% BONUS DSPLCA 10.9OZ 36/CA
$ 1,400,000
$ -
$ -
$ 600,000
$ 800,000
$ -
$ -
M&MS MC/PN/PRT 10% BONUS QTR PLT 288CT $ 3,400,000
$ -
$ -
$ -
$ 3,400,000
$ -
$ -
288ct Club M&M's Peanut 56oz Pallet w/Skirt $ 1,400,000
$ -
$ 1,400,000
$ -
$ -
$ -
$ -
192ct Club Filled Bar Mixed Minis 52oz Pallet w/Skirt
$ 900,000
$ -
$ 900,000
$ -
$ -
$ -
TOTAL: $ 30,800,000
$ 4,800,000
$ 2,300,000
$ 6,475,000
$ 12,675,000
$ 2,750,000
$ 1,800,000
27
• Sell in the 2013 Superbowl Program!!
• Ensure all Superbowl items are on display from December - February
• Run features on the Superbowl program when possible
• Utilize the Mars Sponsorship Activation site on Salesforce.com (www.marssponsorships.com) to request NFL assets or information in support of the Superbowl 2013 Program
– Contact Derek Daugherty for additional requests
• Don’t forget the Team Activation and custom opportunities through shopper marketing - NFL SHOP in-store program is flexible enough to create customizable opportunities and assets for top retail customers!
• Utilize NVISION for the exciting POP/POS materials available!
• Be ready for the 2013 Super Bowl checkpoint due Sept. 5th in Cycle 10.
Next Steps
Appendix
OBJECTIVEOwn the 4th quarter snack occasion by
reinforcing relevance of MARS chocolate
brands within consumers’ NFL game
day repertoire
OccasionsTranslate NFL equities into ownable signature items to drive relevance
in football occasions
OccasionsTranslate NFL equities into ownable signature items to drive relevance
in football occasions
MerchandisingLeverage NFL property to create
retail experiences and drive customer differentiation
MerchandisingLeverage NFL property to create
retail experiences and drive customer differentiation
Communication Reinforce SNK & M&M’S brand story & expand reach among NFL
fan base
Communication Reinforce SNK & M&M’S brand story & expand reach among NFL
fan base
Affinity categories Partner with NFL sponsors to
create shopper inspired game day solutions and new RTM
Affinity categories Partner with NFL sponsors to
create shopper inspired game day solutions and new RTM
NFL Strategy: Leverage the NFL sponsorship to create a ‘5th Season’ for MARS’ chocolate portfolio and our customers
Kickoff is
Superbowl 2012Recap
NFLX Sponsorship - the fan zone experience at the Superbowl
Attendance
31
Super Bowl XLVI (Indy)Friday, January 27: 16,142
Saturday, January 28: 42,238
Sunday, January 29: 41,156
Monday, January 30: 18,858
Tuesday, January 31: 26,629
Wednesday, February 1: 28,688
Thursday, February 2: 16,806
Friday, February 3: 25,039
Saturday, February 4: 49,483
Total 265,039
Super Bowl XLV (Dallas) Thursday, January 27: 5,124
Friday, January 28: 8,232
Saturday, January 29: 30,810
Sunday, January 30: 32,415
Wednesday, Feb 2: 5,434
Thursday, Feb 3: 11,134
Friday, Feb 4: 13,872
Saturday, Feb 5: 49,269
Sunday, February 6: 12,683
TOTAL: 168,973
32
• Superior Branding and Consumer interaction• 2012 activation showcased Matthew Stafford and Robbie Gould autograph
appearances at the SNICKERS® and M&M’s® activation spaces –signing autographs for NFLX attendees at the SNICKERS®/M&M’s®-branded NFLX Autograph Stage
NFLX Sponsorship - the fan zone experience at the Superbowl
• SNICKERS® and M&M’s® brand ambassadors were present for all 9 days of NFLX activation and distributed nearly 150,000 pieces of product at Field Goal Kick and Let It Fly
33
NFLX Sponsorship - the fan zone experience at the Superbowl
Brand Exposure: Network Coverage• Our activation
spaces were perfectly placed at the Entrance to NFLX, giving fans a SNICKERS® & M&M’s®-branded welcome to the fan festival. In addition, this placement allowed us to gain invaluable additional exposure on the NFL Network via their studio coverage live from NFLX.
34
NFLX Sponsorship - the fan zone experience at the Superbowl
NFL Pregame Tailgate
• SNICKERS® branded the security stations at the pregame tailgate party and offered Mars Ice Cream products once inside
35
Game Day at Lucas Oil
Stadium
SNICKERS® and M&M’s® brands had unmistakable presence at Lucas Oil Stadium! This included a takeover of the East Gate and Concourse at the venue.
36
Game Day at Lucas Oil
Stadium
In addition to M&M’s® logo placement and replay features, the debut of the Ms. Brown commercial aired on the Lucas Oil Stadium
Jumbotron!
37
Game Day at Lucas Oil
Stadium