CONTINENTAL OUTDOOR MEDIA – ROMItrack

COLGATE – EVENT EVALUATION ANALYSIS

Nielsen Analytics Team

2

AGENDA

1 Business Question & Solution

2 Scope

4 Volume drivers

5 Results & Insights

6 Summary of findings

3

BUSINESS QUESTIONS

• How efficient was the GrandPa Billboard campaign in Soshanguve, GP? • How much of product sales increased during and after the campaign? • What is the ROI?

BUSINESS SOLUTION

The activity achieved a 10% net uplift

4

SCOPE

• Colgate (Colgate Palmolive)

Target Brand

• Aquafresh (GlaxoSmithKline)

• Sensodyne (GlaxoSmithKline)

• Mentadent (Unilever)

• Pepsodent (Unilever)

Competitors

• Pick n Pay

• Shoprite

• Checkers

• Clicks

Market Breakdowns

• Test: Soshanguve, Gauteng

• Control: Daveyton, Gauteng

Test/Control Areas

• 01 April 2014 – 30 June 2014

Campaign Period

5

CATEGORY VOLUME DRIVERS Total category increase by 0.1% with most of sales volume driven by MENTADENT, COLGATE and SENSODYNE

768 769

4

4

5

2

-9

-7

Prior 52weeks

COLGATE AQUAFRESH SENSODYNE MENTADENT PEOPSODENT OTHER Latest 52weeks

Sale

s V

alu

e (

10

00

0s)

Total Toothpaste – Total SA

0.1%

Latest 52 weeks up to June 14’

6

CATEGORY VOL. DRIVERS – PRE VS TEST PERIOD Total category increase by 5.5% with most of sales volume driven by COLGATE

61.9

65.3

3.4 0.5 0.2 0.2

-0.6 -0.2

Pre testperiod

COLGATE AQUAFRESH SENSODYNE MENTADENT PEOPSODENT OTHER Test period

Sale

s V

alu

e (

10

00

0s)

Total Toothpaste – Gauteng

5.5%

Pre Test period: Jan – Mar 13’ Test period: Apr – Jun 14’

7

IMPACT OF OUTDOOR CAMPAIGN

8

1407-02 Gauteng – Erasmus – Hebron

Situated in front of the Erasmus bus terminus on the Main road.

9

2022-02 Gauteng – Soshanguve

At section K AT Soshanguve-Mabopane main road next to sub-station.

10

TEST AREA: SOSHANGUVE

11

CONTROL AREA: DAVEYTON/ETWATWA

12

0

2000

4000

6000

8000

10000

12000

14000

16000

18000A

ug-

13

Au

g-1

3

Sep

-13

Sep

-13

Oct

-13

Oct

-13

No

v-1

3

No

v-1

3

No

v-1

3

Dec

-13

Dec

-13

Jan

-14

Jan

-14

Feb

-14

Feb

-14

Mar

-14

Mar

-14

Ap

r-1

4

Ap

r-1

4

May

-14

May

-14

May

-14

Jun

-14

Jun

-14

Jul-

14

Jul-

14

Test Stores Control Stores

STORE MATCHING – TOTAL COLGATE COLGATE sales picking up in the Apr – Jun 14’ campaign seeing an up lift of 3.7%

Ave

rage

Sal

es V

alu

e p

er

sto

re

Pre-Test Period Test Period

13

10000

20000

30000

40000

50000

60000

70000

80000

90000

Au

g-1

3

Au

g-1

3

Sep

-13

Oct

-13

No

v-1

3

No

v-1

3

Dec

-13

Jan

-14

Jan

-14

Feb

-14

Mar

-14

Mar

-14

Ap

r-1

4

May

-14

May

-14

Jun

-14

Jul-

14

Test Stores Control Stores

STORE MATCHING – TOTAL TOOTHPASTE Toothpaste category seeing an uplift of 2.0% during the campaign period

Ave

rage

Sal

es V

alu

e p

er

sto

re

Test Period

15

7,766 8,240

474

Pre Test With Advert Difference

TEST SALES MINUS CONTROL SALES With an uplift of 3.7%, stores making an additional R474 per week during Test Period

R474 extra

sales per store / week A

vera

ge S

ales

Val

ue

pe

r st

ore

/wee

k

16

Understanding the impact of outdoor media on sales Advertised Brand Name COLGATE

Manufacturer Colgate Palmolive

Type of Advertising Billboard

Location of Advertising Soshanguve, Gauteng

Store Selection Criteria Pick n Pay, Shoprite, Checkers, Clicks - 20km radius

Date of Execution Start Apr 2014 End Jun 2014

Investment Sales Uplift Revenue

Generated

Return on Investment

(ROI)

R9,000 3.7% R204,768 R22.80

Above Expected Expected Below Expected

17

SUMMARY

In Gauteng, during campaign period, Toothpaste grows by 5.5% with most sales growth driven majorly by Colgate

3.7% uplift realized by Colgate with Toothpaste having 2.0% uplift during the campaign period

During campaign period, Colgate grows 2% ahead of the category

An additional R474 value per store per week realized in stores exposed to the billboard campaign execution

Executions seeing ROI of R22.80

18

BENCHMARK DATABASE

Brand Location Spend Uplift Revenue ROI Brand Share

Brand Size (M Rand per year)

Ariel Tzaneen & Mokopane

R117k 48% R220k R1.88 19%

(3 mnths) R442

Grandpa Soshanguve R41.1k 3.5% R83k R2.02 39% R0.5

Allsome Motherwell R58.5k 19% R73.6k R1.26 2.8%

(5 mnths) R73

(Projected)

Huggies Tzaneen R59.2k 32% R935k R15.80 36% R1099

Halls Thohoyandou R78K 12.8% R82.7K R1.06 7% R244

Colgate Soshanguve R9k 3.7% R205 R22.90 49% R684