1 District 6 April 16, 2009 By: Melissa VanderMel (Customer Sales Executive) Meghan Krivoshein...
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Transcript of 1 District 6 April 16, 2009 By: Melissa VanderMel (Customer Sales Executive) Meghan Krivoshein...
![Page 1: 1 District 6 April 16, 2009 By: Melissa VanderMel (Customer Sales Executive) Meghan Krivoshein (District Manager) Jim Morrison (Retail Sales Representative)](https://reader036.fdocuments.us/reader036/viewer/2022062314/56649e3a5503460f94b2c38c/html5/thumbnails/1.jpg)
1
District 6
April 16, 2009By:
Melissa VanderMel (Customer Sales Executive)
Meghan Krivoshein(District Manager)
Jim Morrison(Retail Sales Representative)
![Page 2: 1 District 6 April 16, 2009 By: Melissa VanderMel (Customer Sales Executive) Meghan Krivoshein (District Manager) Jim Morrison (Retail Sales Representative)](https://reader036.fdocuments.us/reader036/viewer/2022062314/56649e3a5503460f94b2c38c/html5/thumbnails/2.jpg)
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Agenda
Why Confection?
Business Review
Grow profit and sales with Hershey’s exciting Q2 promotions
Fun contest with prizes
Questions
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Why Confection?
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Confection is a large Category at Hannaford Ranking in the top 20
DSS: YTD 11-12-2008
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Confection consistently outperforms top edible categories in recession years
-4
-2
0
2
4%
Win
e
Con
fect
ion
Cookie
s
Cra
ckers
Salt
yS
nack
s
Beer
Soup
Bott
led
Juic
e
Cold
Cere
al
Carb
Bev -2
-1
0
1
2%
Con
fect
ion
Cra
ckers
Beer
Salt
yS
nack
s
Bott
led
Juic
e
Soup
Win
e
Carb
Bev
Cookie
s
Cold
Cere
al
Source: IRI FDMx 52 weeks ending 12/2000 and 12/2003
Dollar Percent ChangeTop 10 Edible Foods in 2000
Dollar Percent ChangeTop 10 Edible Foods in 2003
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Confectionery Delivers High Profitability Driven By High Gross Margin
Confectionery margins are 3-5% points higher
Source: DHC Analysis of Retailer Data
% Gross Margin
27%30%
Confectionery Grocery Average
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Confectionery Is Among Most Frequently Purchased Categories In Stores
Source: ACNielsen HomeScan
Frequent purchases make it key to retailers
Annual Purchases
15
12
11
7
31
30
22
16
Coffee
Soup
Cookies
Bottled Juice
Cereal
Confectionery
Milk
Carb. Bev.
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Candy Is The Most Responsive Category For Display Treatment
Source: IRI, Food, 2005
% Increase On Display Only
88%
68%
61%
49%
169%
105%
95%
95%
Beer
Spices/Seasoning
Wine
Salty Snacks
Bottled Water
Carb. Beverages
Cookies
Candy
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Confectionery is Expandable – Not a Zero Sum Game
Source: Dechert-Hampe & Co.
Fixed Consumption Expandable Consumption
Consumption
weeks
PurchasingConsumption
weeks
Purchasing
Consumption at fixed rate
Soap, Detergent, Toilet Paper
Promotion Loads Pantry
Consumption Driven by Purchase
Candy, Snacks, Beverages
Promotion Builds Consumption
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See Candy, Buy Candy, Eat Candy…buy more candy
See Candy
Buy Candy
Eat Candy
Buy Candy
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Consumers Often Have A Special Relationship With Confectionery
Source: Dechert-Hampe & Co.
“It makes me happy, when I’m feeling blue”
“It’s a little pick-me-up when I need some energy”
“I feel I’m a better person when I have my candy”
“I hide candy. I keep my own stash – the good stuff”
“The holidays wouldn’t be the same without the candy”
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Business Review
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Hershey is larger than the next three manufactures at Hannaford
Source: IRI 52 Week Ending 12-28-2008
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Top 4 Packtypes represent 62% of Hannaford’s C.G.M. Business with Hershey being share leader in all 4.
IRI Hannaford RMA 52 wks ending 12/28/08
Hsy share 42%
Hsy share 17%
Hsy share 44%Hsy share 57%
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YTD March 22, Easter timing is driving total dollars down. However, Hannaford declines are greater than market.
Dollar % Chg vs. LY
IRI, YTD 3-22-2009
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Easter is driving YTD dollars down due to the timing of Easter falling on March 23rd LY
Other 1.7%
0
20
40
60
80
100%
Dollars
Easter 8.6%
Valentines 13.6%
Non-Seasonal 76.1%
$11,308,800
$228,424
-$185,794
-$1,541,978
Dollar Chg
IRI, YTD 3-22-2009
Hannaford Total CMG Dol Share & Dol ChgHannaford RMA; YTD we 3/22/09
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There’s an opportunity to increase Candy, Gum and Mint sales with Hershey’s in District 6
DSS Hannaford YTD w/e 3/28/09 Hershey
Last 52 LY Last 52 TY % +/ -
Overall Result $ 17,685,493 $ 17,235,435 -2.5
DISTRICT 3 $ 1,484,952 $ 1,418,646 -4.5
DISTRICT 8 $ 1,459,178 $ 1,409,544 -3.4
DISTRICT 10 $ 1,439,888 $ 1,376,417 -4.4
DISTRICT 4 $ 1,379,031 $ 1,354,217 -1.8
DISTRICT 2 $ 1,344,734 $ 1,328,476 -1.2
DISTRICT 1 $ 1,302,958 $ 1,274,354 -2.2
DISTRICT 9 $ 1,264,598 $ 1,265,334 0.1
DISTRICT 6 $ 1,259,451 $ 1,186,960 -5.8
DISTRICT 7 $ 1,239,906 $ 1,182,238 -4.7
DISTRICT 19 $ 1,194,318 $ 1,132,710 -5.2
DISTRICT 18 $ 1,031,395 $ 1,123,642 8.9
DISTRICT 13 (Independents) $ 815,317 $ 865,297 6.1
DISTRICT 21 $ 790,207 $ 766,547 -3.0
DISTRICT 22 $ 825,108 $ 761,254 -7.7
DISTRICT 20 $ 778,481 $ 742,121 -4.7
DISTRICT 23 (Dover #242) $ 17,900 $ 47,678 166.4
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District 6 Hershey’s sales by store
DSS Hannaford YTD w/e 3/28/09 Hershey
Store # Last 52 LY Last 52 TY % +/ - Hershey Rep DistrictTotal $ 17,685,493 $ 17,235,435 -2.500149 $ 62,253 $ 53,778 -13.6 KRISTINA GOUGOUSHEVA DISTRICT 6
00159 $ 91,573 $ 91,176 -0.4 BETHANY KUCHARIK DISTRICT 6
00160 $ 76,432 $ 76,281 -0.2 JAMES MORRISON DISTRICT 6
00247 $ 76,320 $ 87,743 15.0 TIMOTHY KEEFE DISTRICT 6
00248 $ 130,355 $ 117,961 -9.5 TIMOTHY KEEFE DISTRICT 6
00253 $ 0 $ 17,672 0.0 TIMOTHY KEEFE DISTRICT 6
00314 $ 109,362 $ 109,518 0.1 TIMOTHY KEEFE DISTRICT 6
00315 $ 107,309 $ 96,593 -10.0 JAMES MORRISON DISTRICT 6
00317 $ 137,434 $ 116,213 -15.4 JAMES MORRISON DISTRICT 6
00318 $ 87,325 $ 82,482 -5.5 TIMOTHY KEEFE DISTRICT 6
00319 $ 90,308 $ 91,399 1.2 JAMES MORRISON DISTRICT 6
00352 $ 135,418 $ 123,177 -9.0 BETHANY KUCHARIK DISTRICT 6
00373 $ 155,361 $ 122,967 -20.9 KRISTINA GOUGOUSHEVA DISTRICT 6
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Encourage ‘one more sale in the basket’ with secondary displays of these top selling Hershey items
Source: Hannaford DSS 1/5-11/15/08 item rank $ sales TOTAL CATEGORY everyday and seasonal combined
Rank in the
Top 10
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Hershey’s Chocolate Syrup 24oz ranks #1 in dollar sales at Hannaford
Hrd DSS 1-5-2008 thru 11-15-2008 ice tea, cocoa and syrup
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Grow profit and sales with Hershey’s
exciting
Q2 promotions
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Increase sales of top selling Hershey’s Syrup 24oz with continued support of rack displayed near milk case
Hannaford Factory Sales YTD to April, 2007 – Sam (+18%)
+18%
Source: Hrd DSS 1-5-2008 thru 11-15-2008 ice tea, cocoa and syrup (#1)
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Items on the Hershey’s Low Profile rack, at Hannaford, return between 36% to 44% profit margin
Ice Breakers Mints 41%
Ice Breakers Bottle Packs 36%Ice Breakers Gum Packs 44%
Standard Bars 38%
Benefits:•Highly profitable•Confection is highly impulsive with 42% unplanned•Allows for first to street with new items (e.g. IB Bottle Pks)
April 2, 2009
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4 sided rack April – June Planogram displays high profit, top selling candy items
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April 2009 promotional display plan
Packaged 12oz
Largest Packtype
Night at the Museum Battle of the Smithsonian
5/22
Summer
Profitable, Top Selling Items
Milk 6pks (S’Mores): ranks 1, $ sales
Reese’s & Kit Kat Snack: ranks 2 & 6, $ sales
Bonus Twizzlers: ranks 9th, $ sales
Bonus Standard Bars: 38% profit margin
King Size Shipper: 38% profit margin
Mother’s Day Pot of Gold Demo (4/25)
Theater Boxes
Profitable, Value Offering
at 5/$5
Source: ranking; Hannaford DSS 1/5-11/15/08 item rank $ sales TOTAL CATEGORY CGM everyday and seasonal combinedProfit margin: std bars based off .79 SRP and King based off $1.39 SRP
32% profit margin
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May 2009 promotional display plan
Packaged 12oz
Largest Packtype/Value
Offering with Bonus
Bonus Packaged Module, 150ct
Summer
Profitable, Top Selling Items
Milk 6pks (S’Mores): ranks 1, $ sales
Reese’s & Kit Kat Snack: ranks 2 & 6, $ sales
Bonus Twizzlers: ranks 9th, $ sales
Bonus Standard Bars: 38% profit margin
King Size Shipper: 38% profit margin
Fresh Magazine
Profit
Starbucks featured in May – June issue
Source: ranking; Hannaford DSS 1/5-11/15/08 item rank $ sales TOTAL CATEGORY CGM everyday and seasonal combinedProfit margin: std bars based off .79 SRP and King based off $1.39 SRP
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June 2009 promotional display plan
Packaged 12oz
Largest Packtype/Value Offering with
Bonus
Bonus Packaged Module, 150ct
Summer
Profitable, Top Selling Items
Milk 6pks (S’Mores): ranks 1, $ sales
Reese’s & Kit Kat Snack: ranks 2 & 6, $ sales
Bonus Twizzlers: ranks 9th, $ sales
Summer Co-Marketing June 7-July 11:
–Asst module (cartons/Twizzlers) & Syrup module
Hannaford & Hershey Help Fight Hunger
Hershey’s donates $20K
Reese’s Loves You Back Standard Bar shipper
New Item
Demos
Reese’s Dark Pkg DRC co-op with water (end of June)
Reese’s Cremes DRC and Trial Size (end of June)
Source: ranking; Hannaford DSS 1/5-11/15/08 item rank $ sales TOTAL CATEGORY CGM everyday and seasonal combinedProfit margin: std bars based off .79 SRP and King based off $1.39 SRP
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May 3rd
$1 off Bliss or Reese’s Clusters
May 17th
$1 off Honey Maid Grahams when you buy 1 Jet Puffed Marshmallow and 1 Hsy Milk 6pk
May 17th
$1 off two Syrup/Toppings
June 28th
$1 off two 6 packs (graphics pending) &
$1 off 3 Twizzler bags
Hershey’s National FSI’s April – June 2009
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S’Mores Rocks Your Block …
Smores_Rocks_Your_Block.mpg (4...
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Corrugated S’Mores Display
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Confectionery has the dimensions to increase consumption, sales and profits
– Huge category One of the largest
– Profitable Strong margins
– Frequently purchased Key to shopping trips
– Incremental Builds the shopping basket
– Promotable Responds to activity
– Expandable Consumption leads to growth
Source: Dechert-Hampe & Co.
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Hershey’s fun facts………..
•When did Hershey began making Kisses?
•Finish this - SEE CANDY, …
•Who has the largest share of C.G.M business at Hannaford?
•What’s Hannaford’s #1 Confection item, $ sales
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Thank you!
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See Candy, Buy Candy, Eat Candy…buy more candy
See Candy
Buy Candy
Eat Candy
Buy Candy