Topline oreo cakesters results thru 10232010

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  • 16 skus included:NBSC MN OR SNDW CRM FLD CHCL CK BAG 3 OZ 004400000680 NBSC MN OR SNDW CRM FLD CHCL CK BAG 8 OZ 004400001592 NBSC NL CKS VNL WFR SNCK CK BAG 2.65 OZ 004400001772 NBSC OR BRW CHCL FL BRWN BOX 36 OZ 004400002345 NBSC OR CHCL CK FL BRWN WRP 3 OZ 004400002344 NBSC OR CKS CHCL FLD FL SNCK CK WRP 3 OZ 004400001631 NBSC OR CKS CHCLPNT BTR CRM FLD FL SNCK CK TRY IN WRP 2.65 OZ 004400002298 NBSC OR CKS SNCK CK TRY IN WRP 36 OZ 004400081631 NBSC OR DBL STF SNDW CRM FLD CK BOX 6 OZ 004400001704 NBSC OR FDG CRM CHCL CK BAG 1.63 OZ 004400002549 NBSC OR SNDW CRM FLD CHCL CK BOX 5.25 OZ 004400000749 NBSC OR SNDW CRM FLD CK TRY IN BAG 14 OZ 004400000822 NBSC OR SNDW CRM FLD CK TRY IN BAG 2 OZ 004400003742 NBSC OR SNDW CRM FLD GLDN CK BOX 5.5 OZ 004400002490 NBSC OR SNDW CRM FLD GLDN CK WRP 1.8 OZ 004400001356 NBSC OR SNDW MNT CVRD FLD CK BAG 2.54 OZ 004400001112
  • Topline oreo cakesters results thru 10232010

    1. 1. Oreo Cakesters Dallas IMC In Market Test Data Aug. 16 – Oct. 23, 2010 November, 2010 Crystal Pinkston
    2. 2. Dallas IMC C-Stores Included Nielsen C-Stores IRI C-Stores • Albertson’s Express • 7-11 • Circle K • Corner Store • Diamond Shamrock • Exxon • Stop N Go • Valero2
    3. 3. Data Limitations • The C-Store data we received was an ad-hoc data load and only includes financial information • Spectra and Demographic data currently in our system is not currently available for C-Stores included in this test – This will limits our ability to segment results • Due to the limited controls available for the IRI/7-11 C-stores, a strong match was not possible. – As a result, the IRI/7-11 results should be considered diagnostic in nature3
    4. 4. Overall Results Nielsen C-Stores • Total Oreo results are driven by Cakesters, and Cookies • Brownie results are not significant 80.0% 75.7% 70.0% 63.8% 60.0% 50.0% 40.0% $ SALES 28.4% 30.0% UNIT SALES 23.0% 18.4% 20.0% 13.7% 10.0% NS NS 0.0% TOTAL OREO BROWNIES CAKESTERS COOKIES •Total Oreo represents the 16 skus sold in Nielsen C-Stores across Oreo Brownies, Oreo Cakesters, and Oreo Cookies. UPCs are listed in the notes.4
    5. 5. Segmentation Nielsen C-Stores • The program performed best in Albertsons Express, Valero, and Corner Store chains • Circle K and Exxon showed the least impact from the program – Exxon had the highest number of stores (47) in the test, and its performance likely influenced overall results Total Oreo Performance by Retailer5
    6. 6. Overall Results IRI C-Stores (7-11) • Total Oreo results are driven by Cookies • Cakesters, and Brownie results are not significant 7-11 DALLAS C-STORES OREO SALES 14.0% 12.8% 12.0% 10.0% 8.6% 8.0% 6.0% $ SALES 4.0% 2.0% NS NS 0.0% TOTAL OREO BROWNIES CAKESTERS COOKIES6
    7. 7. Indicated Actions • Identify what if any differences there were in execution across the Nielsen C-Store accounts – If the team can provide information by store i.e which stores have/did not have counter displays, we can segment results for the final report.7
    8. 8. Next Steps • Understand execution factors present for Exxon, and 7-11 that may have influenced results (i.e. POS representation, Coffee Counter Displays) • Provide key timeframes (radio/ non radio weeks) for Final Report • Final Report will be issued in early January. This report will include 4 weeks post execution.8
    9. 9. Appendix9
    10. 10. Trend Chart Nielsen C-Stores10
    11. 11. Trend Chart IRI C-Stores (7-11)11

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