1 District x (date) (RSR). 2 Agenda Why Confection? Business Review Grow profit and sales with...
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Transcript of 1 District x (date) (RSR). 2 Agenda Why Confection? Business Review Grow profit and sales with...
1
District x(date)
(RSR)
2
Agenda
Why Confection?
Business Review
Grow profit and sales with Hershey’s exciting Q2 promotions
3
Why Confection?
4
Confection ranks in the top 20 at Shaw’s and is +2.7% in the last 12 weeks
$34.5M
$30.4M
$27.7M
$25.1M $24.6M$23.4M
$22.1M
$17.8M $17.3M$16.6M
$15.8M $15.4M
$13.3M $12.9M $12.4M $12.3M $12.0M $11.7M $11.7M $11.5M
-1.7% -8.3% -5.2% 1.7% -0.2% -7.6% 4.1% 2.7% -4.3% 6.1% -1.9%-14.2% 9.6%-1.4% 3.0% 3.1% -6.2% -1.2% 5.0% -12.0%% Chg
Category Total Dollar SalesShaw’s 12 Wks End 4/11/2009
Source: SUPERVALU Internal Data System
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SaltySnack
98.1%
CMG
97.3%
Carb Bev
95.7%
Cereal
95.5%
Soup
94.9%
J uice
94.1%
Crackers
93.4%
Cookies
92.4%
Snack Bars
69.0%
Source: Nielsen Homescan Panel
% Household Penetration Total US – All Outlets; 52 Wks End 6/28/2008
Confection has high house hold penetration
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Carb Bev
25
SaltySnack
21
CMG
19
Cereal
14
Juice
14
Cookies
11
Soup
10
Crackers
9
SnackBars
7
Confection has one of the highest purchase frequencies in terms of trips
Source: Nielsen Homescan Panel
Purchase Frequency (Trips per Buyer) Total US – All Outlets; 52 Wks End 6/28/2008
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Candy is the most responsive category for display treatment
Source: IRI, Food, 2005
% Increase On Display Only
95% 95%88%
68%61%
49%
169%
105%
Candy Cookies Carb Bev BottledWater
SaltySnacks
Wine Spices Beer
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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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Business Review
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Hershey is larger than the next three manufacturers at Shaw’s
Manufacturers Share
Cadbury Usa 6.4
Lindt Ghirardelli 4.2
Wrigley 11.6
Hershey 37.5
Masterfoods Usa 15.4
Russell Stover Candies Inc 4.1
All Others 12.4
Nestle Usa 3.6
Manufacturers ShareShaw’s 52 Wks End 3/22/2009
Source: IRI Data ending 3/22/09
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The top 4 packtypes represents 59% of Shaw’s CMG sales and Hershey is the share leader in all
Packtype Share
All Other 26.8
Multipack 6.8
Lg/ Xl/ Gt/ Prem 7.6
Snk Size 7.9
Std Loose 10.4
Nonchoc Pkg 13.7
Choc Pkg 26.8 44.8
21.5
51.1
55.8
59.2
78.3
HSY Shr of Pkytp
Packtypes ShareShaw’s 52 Wks End 3/22/2009
Source: IRI Data ending 3/22/09
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Insert Page 1 from Shaw’s District POS file
13
Insert appropriate District page
from Shaw’s District POS file
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Grow profit and sales with Hershey’s
exciting
Q2 promotions
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6pk sales peak during the summer, especially during the key holidays, Memorial Day, July 4th, & Labor Day
Tie into these FSIs:
– 5/17 Save $1.00 on any ONE HONEY MAID Grahams (14oz or larger) when you buy ONE Kraft Jet-Puffed Marshmallows (10oz or larger) AND ONE HERSHEY Milk Chocolate (6-pack)
– 6/28 $1 off 2 6pks
Hershey’s 6pks are supported by Rascal Flatts on-pack artwork and consumer promotions
Kraft will feature S’MORES recipes on Honey Maid Squares (14.1oz); Honey Maid Honey Grahams (14.4oz); and Jet-Puffed Marshmallows (10oz & 16oz)
Qty Code Unit UPC Description
___ 70151 34000 29005 Milk 6pk
___ 70150 34000 29105 Almond 6pk
___ 13874 34000 24502 Special Dark 6pk
Hershey’s Summer S’mores 6pks
2 For $6 All
Summer!
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Summer Twizzlers• On average, TWIZZLERS sales increase 30% from April – September.
• June 12th XVB: Buy 3, Get 1 FREE!
• Tie into this great FSI on 6/28:
• “Save $1 on 3 Twizzlers Bags”
• Twizzlers don’t melt -- great summertime treat.
Qty Code Unit UPC Description ___ 71061 34000 56002 Strawberry Twizzlers___ 28861 34000 56023 Cherry Bites Twizzlers___ 71148 34000 56043 Cherry PNP Twizzlers___ 15600 34000 56000 Licorice Twizzlers___ 72248 34000 50252 Cinnamon Fire Twizzlers
*Source: IRI, FDMx, 52 weeks ending Dec 30, 2007
3 for $5 All Summer!
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Hershey Syrup
HERSHEY has a 70% category share of syrup*
Syrup sales peak during the Summer Ice Cream Season
Cross-merchandise with placement by milk and/or ice cream.
Tie into these great FSIs:
5/17 $1 off 2 Syrups/Toppings
8/23 $1 off 2 Syrups
Redesigned graphics are bringing excitement and a fresh, new look
3 of the top 4 Syrup items are Hershey’s!
UPC Code Item Qty
34000 00312 2029 Syrup Chocolate 24oz ___
34000 00061 2135 Fortified Syrup ___
34000 00316 2039 Syrup Lite ___
34000 00318 2027 Syrup Strawberry ___
34000 00366 23785 Syrup Caramel ___
Source: Nielsen, FDMx, 52 weeks ending 6/14/08
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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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Available Displays
Please Sign here
x
Corrugated S’Mores DisplayDisplay period: Through 9/6/09
Wire Syrup DisplayDisplay period: Minimum 6 months
Store #
Quantity