REPLISE
PERFORMANCE
MONITOR
COLMAN’S MUSTARD
IN SOCIAL MEDIA
CONTENTS – PERFORMANCE MONITOR
1. ABOUT THE RESEARCH
2. BRAND ANALYSIS
– COLMAN’S MUSTARD
• MENTIONS
• MENTION TYPES
• SEA...
ABOUT THE RESEARCH
ABOUT THE RESEARCH
4
PERFORMANCE MONITOR
Performance Monitor is a holistic analysis of brand’s social media performance wi...
PERFORMANCE MONITOR
5
When to use?
• Independently evaluate the impact of your
marketing campaigns is the social media
spa...
PERFORMANCE MONITOR
6
Project Flow
• Brief to define brand, competior and
consumer space and data on campaign
objectives a...
BRAND ANALYSIS
COLMAN’S MUSTARD
MENTIONS
8
0
50
100
150
200
250
4/1/13
4/4/13
4/7/13
4/10/13
4/13/13
4/16/13
4/19/13
4/22/13
4/25/13
4/28/13
5/1/13
5/4/13...
MENTION TYPES
9
Own
62%
Shared
38%
Types of Colman's mustard mentions
Total: 13.061
In case of own mentions major part of ...
SEASONALITY
10
5623
5920
5030
3500
3000
4890
7965
4244
3420 3201
4450
5640 5690
0
1000
2000
3000
4000
5000
6000
7000
8000
...
DAY OF WEEK, TIME OF DAY
11
The most active days in Colman’s mustard
mentions
• Wednesday and Thursday were the most
activ...
SENTIMENT
12
Negative
20%
Neutral
50%
Positive
30%
Sentiment of Colman's mustard
Total: 13.061
Top negative topics
Topic D...
TOPIC CLUSTERING
13
Topic Description
Usage
Consumers use mustard mostly in sandwitches, light salads or roast meats. The ...
CONVERSATION CLOUD
14
• In most cases users mentioned Colman's in relation with dishes and snacks.
• Ham, chicken are the ...
AGE GROUPS
15
Young
70%
Elder
30%
Age groups in Colman's mustard mentions
Total: 13.061
• Most mustar related mentions wer...
USER SEGMENTATION
16
2365
1568
896
Fans
Addicts
Haters
User segments in Colman's mustard mentions
Segment Description Typi...
TOP INFLUENCERS
17
TOP INFLUENCERS
USERS URL MENTIONS
1ACCIDENTALCHEF http://twitter.com/1accidentalchef/statuses/33150151...
TOP AMBASSADORS
18
TOP AMBASSADORS
USERS URL MENTIONS
ADJYKRITIK http://twitter.com/adjykritik/statuses/345576748303396864...
COMPETITOR ANALYSIS
MENTIONS
20
Maille
28%
Colman's
22%Heinz
20%
Sainsbury
16%
Tesco
14%
Share of buzz – Competitor mustard brands
Total: 6080...
THE SENTIMENT OF COMPETITORS
21
20%
30%
5%
40%
50%
50%
90%
50%
30%
20%
5%
10%
Maille
Heinz
Sainsbury
Tesco
The sentiment o...
TOPIC CLUSTERS OF COMPETITORS
22
10%
20%
5%
15%
30%
20%
15%
25%
20%
30%
40%
15%
20%
10%
30%
20%
20%
20%
10%
25%
Maille
Hei...
SENTIMENT OF TOPIC CLUSTERS
23
20%
10%
5%
10%
5%
50%
60%
90%
60%
70%
30%
30%
5%
30%
25%
Price
Quality
Taste
Usage
Availabi...
PERFORMANCE DASHBOARD
24
Number of mentions
Colman’s 13601
Maille 17000
Heinz 12045
Sainsbury 10000
Tesco 8700
Sentiment
N...
BRAND ASSET ANALYSIS - HEINZ
25
Games, apps Visual appearance Tone Style of posts
Facebook
( 416,963 likes)
Heinz is attra...
METHODOLOGY
METHODOLOGY
27
Replise’s „Performance monitor” product shows how has your brand performed in terms of share of buzz, engag...
INTELLIGENCE@REPLISE.COM
16/01/2014
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Colman's Mustard in Social Media - Replise Performance Monitor

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Performance Monitor

Performance Monitor is a holistic analysis of brand’s social media performance with a focus on evaluating the marketing activity’s impact. The study provides a multi-perspective analysis looking at the result of your and your competitors marketing campaigns in the social media space. The research helps to understand which elements, messages have gained most traction or where there is room for improvement. By downloading the research Replise’s Performance Monitor report you receive a mustard brand analysis.Colman’s performed best in terms of share of buzz, engagement, tonality and contextual relevance versus their competitors (Maille, Sainsbury’s, Tesco, Heinz) in owned and earned social media assets. The study also helps to know owned topics, channels and brand values in the social media community about mustard consumption.

About Replise

The Social Intelligence Company Founded 2010 in Hungary by serial entrepreneurs. Replise provides social research services in more than 40 languages and operates offices in Germany, UK, Poland and Hungary. Focusing on social research using proven market research methodologies, Replise has established partnerships with classic market research firms. Replise’s services are based on the combination of a unique high-end social analytics platform and a team of qualified analysts with years of market expertise. We can provide access to historical as well as real time data from blogs, forums, news portals, video platforms and social networks like Twitter and Facebook. Replise products and services are used by well-known brands and many marketing and PR agencies across Europe.

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Colman's Mustard in Social Media - Replise Performance Monitor

  1. 1. REPLISE PERFORMANCE MONITOR COLMAN’S MUSTARD IN SOCIAL MEDIA
  2. 2. CONTENTS – PERFORMANCE MONITOR 1. ABOUT THE RESEARCH 2. BRAND ANALYSIS – COLMAN’S MUSTARD • MENTIONS • MENTION TYPES • SEASONALITY • DAY OF WEEK, TIME OF DAY • SENTIMENT • TOPIC CLUSTERS • CONVERSATION CLOUD • AGE GROUPS • USER SEGMENTATION • TOP INFLUENCERS • TOP AMBASSADORS 3. COMPETITOR ANALYSIS • MENTIONS • SENTIMENT OF COMPETITORS • TOPIC CLUSTERS OF COMPETITORS • SENTIMENT OF TOPICS • BRAND ASSET ANALYSIS – HEINZ 4. METHODOLOGY
  3. 3. ABOUT THE RESEARCH
  4. 4. ABOUT THE RESEARCH 4 PERFORMANCE MONITOR Performance Monitor is a holistic analysis of brand’s social media performance with a focus on evaluating the marketing activity’s impact. The study provides a multi-perspective analysis looking at the result of your and your competitors marketing campaigns in the social media space. The research helps to understand which elements, messages have gained most traction or where there is room for improvement. By downloading the research Replise’s Performance Monitor report you receive a mustard brand analysis. Colman’s performed best in terms of share of buzz, engagement, tonality and contextual relevance versus their competitors (Maille, Sainsbury’s, Tesco, Heinz) in owned and earned social media assets. The study also helps to know owned topics, channels and brand values in the social media community about mustard consumption. This sample report’s aim is to introduce and illustrate the specifications, content and representation of performance monitor reports. The officially ordered study examines wider context (more keywords, more brands, etc.) therefore may provide deeper analysis. This is only a sample report and contains some invalid data.
  5. 5. PERFORMANCE MONITOR 5 When to use? • Independently evaluate the impact of your marketing campaigns is the social media space. • Understand which elements, messages have gained most traction or where there is room for improvement. • When using or creating benchmarks to measure ROI. Addressed questions: • How has your brand performed in terms of share of buzz, engagement, tonality and contextual relevance versus your competitors in owned and earned social media assets. • What are the owned topics, channels and brand values in the social media community? • How do factors like weather, traffic, ATL campaigns, events, etc. influence user behaviour? Quantitative Qualitative
  6. 6. PERFORMANCE MONITOR 6 Project Flow • Brief to define brand, competior and consumer space and data on campaign objectives and activity. • Defintion of performance markers and custom search queries to inform tool-based and/or manual data collection requirements • Spam cleansing based on research director instruction • A representative statistical sample is drawn, if volume requires and coding instructions are determined • Min. two trained coders process data sets to ensure intercoder reliability per language • Senior staff generates widgets and required cross tables • Qualiative insights are leveraged to enrich analysis. The Performance monitor study is completed within 8 days from comissioning Estimate based on a maximum sample of 1000 analyzed mentions from one market.
  7. 7. BRAND ANALYSIS COLMAN’S MUSTARD
  8. 8. MENTIONS 8 0 50 100 150 200 250 4/1/13 4/4/13 4/7/13 4/10/13 4/13/13 4/16/13 4/19/13 4/22/13 4/25/13 4/28/13 5/1/13 5/4/13 5/7/13 5/10/13 5/13/13 5/16/13 5/19/13 5/22/13 5/25/13 5/28/13 5/31/13 6/3/13 6/6/13 6/9/13 6/12/13 6/15/13 6/18/13 6/21/13 6/24/13 6/27/13 6/30/13 Mentions of Colman's mustard Total: 13.061 Mentions 68% 20% 5% 5% 1% 1% Channel distribution of Colman's mustard mentions Total: 13.061 Facebook blog forum news Twitter video Channel analysis of Colman’s mustard mentions Most mentions related to mustard came up on Facebook. On blogs just 20% of the users revealed their opinion. Forums, news, Twitter and videos were not very popular, but provided interesting insights about preferences of the users. Major part of the users was talking about the meals they consume mustard. These conversations took mostly place on forums, but Facebook played an important role as well. Characteristic for Facebook posts was the high proportion of games and sweepstakes as well. The topic of quality and special mustards appeared in most cases on blogs. Spike analysis of Colman’s mustard mentions 1. 22.05.2013: Colman's campaign on Facebook for valuable prices and mustard related gifts. 2. 27.05.2013: Users shared their favourite dishes in forumtopics, most recipes contained various types of mustard and the most mentioned brand was Colman's. 3. 06.04.2013: Light spring salad recipes, made with Colman's mustard. Users, mainly women started to prepare to bikini season. 1 2 3
  9. 9. MENTION TYPES 9 Own 62% Shared 38% Types of Colman's mustard mentions Total: 13.061 In case of own mentions major part of the users was reflecting on meals eaten with mustard or tastes of different brands and types. Another significant part of the posts was related to the subtopic of meals: meat. Users discussed why they beloved mustard with different types of meat (for example because of the flavor, provides savor ect.) and how the preferred to use it. Shared contents were mostly pictures of meals, courses containing mustard or the adverbs/ commercial material of the observed brands. Interesting fact is, that shares were characteristic for the age group 14-18 and the different brand own channels.
  10. 10. SEASONALITY 10 5623 5920 5030 3500 3000 4890 7965 4244 3420 3201 4450 5640 5690 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 06.2012 07.2012 08.2012 09.2012 10.2012 11.2012 12.2012 01.2013 02.2013 03.2013 04.2013 05.2013 06.2013 Seasonality in Colman’s mustard mentions 1. 2. 1. 1. Colman’s mustard is often mentioned during summer months, because it’s one of the most necessary condiment of barbecue parties and fresh summer salads. Summer diets are using rather mustard instead of fatty mayonnaise or sugary ketchup. Christmas feasts caused the highest peak in the examined one year time span. Users often shared their Christmas recipes and cooking tricks with mustard. 2.
  11. 11. DAY OF WEEK, TIME OF DAY 11 The most active days in Colman’s mustard mentions • Wednesday and Thursday were the most active weekdays in Colman’s mustard mentions, users started to plan their weekend lunches and diners in the middle of the week. • Sunday is more active on weekends, cooks reported about their creations, wrote blogposts or commented in the gastronomy related forums. The most active hours of posting about Colman’s mustard • Nights are less active to posting about Colman’s mustard. The activity rises in the hours of breakfast and reaches it’s peak at lunchtime. • Dinnertime is also an active period of mustard mentions, but at about 10:00 PM the activity starts to decrease.
  12. 12. SENTIMENT 12 Negative 20% Neutral 50% Positive 30% Sentiment of Colman's mustard Total: 13.061 Top negative topics Topic Description Availability Some users didn’t find Colman's products in supermarkets. Taste By some complaints the taste of Colman's mustard powder is too spicy. Packaging Users consider packaging (for example lids) unwieldy. Price Users would like more discounts or even loyalty program. Top positive topics Topic Description Usage By positive opinions, Colman's mustard products are versatile and able to use in so many ways. Size The size of Colman's products are perfect and fits in every fridge. Quality Users are satisfied with the quality of Colman's products, what is considered as quite reliable. Consistence Colman's products are perfect in sandwitches, salads and warm dishes because of their smooth consistency.
  13. 13. TOPIC CLUSTERING 13 Topic Description Usage Consumers use mustard mostly in sandwitches, light salads or roast meats. The popularity of mustard mash potatoes are surprising. The most popular meat types are ham and chicken, mustard completes the neutral taste meats very well. Mustard is an excellent condiment during diets, for example instead of mayonnaise or sugary ketchup. Home remedies for cold or lime scale removal are the most mentioned unusual uses of mustard. Taste The most beloved flavouring is honey mustard, users love to consume this type mostly with chicken. Availability In most cases, users buy mustard in supermarkets. Price&Quality The topic of price and quality is common, users recommend mustard for each other by these criteria. Usage 60% Taste 15% Price 10% Quality 10% Availability 5% Topic clustering of Colman’s mustard mentions Total: 13061
  14. 14. CONVERSATION CLOUD 14 • In most cases users mentioned Colman's in relation with dishes and snacks. • Ham, chicken are the most mentioned types of meats and mustard is excellent to flavour salads as well.
  15. 15. AGE GROUPS 15 Young 70% Elder 30% Age groups in Colman's mustard mentions Total: 13.061 • Most mustar related mentions were written by the younger age- group. Their most beloved topic was to find the best mustard for sausages and hamburgers. • The flavour and special brands were also wanted, Twitter users often posted photos about their currently cooked mustard dishes. • The elder age group was less active, however they posted about the alternative usage of mustard and by some reports mustard brought back childhood memories for them. 40% 30% 30% 40% 5% 20% 25% 10% Young Elder Topics by age groups Usage Quality&Price Taste Availability
  16. 16. USER SEGMENTATION 16 2365 1568 896 Fans Addicts Haters User segments in Colman's mustard mentions Segment Description Typical mentions Fans Major part of the users belonged to this group. These users were speaking about mustard as an important part of their meal, because of its flavoring role and the special taste. “Eating honey and mustard chicken by tesco is basically like having sex” Addicts Some users were speaking about mustard with a lot of passion, like they can’t have a single meal without mustard. “You can never have too much mustard on a sandwich” Haters A few users spoke about mustard (and other sauces) as an unnecessary part of the meal. “Don’t know why they ruin the taste by adding mustard”
  17. 17. TOP INFLUENCERS 17 TOP INFLUENCERS USERS URL MENTIONS 1ACCIDENTALCHEF http://twitter.com/1accidentalchef/statuses/331501514449362944 55 1CHESHIRECHEESE http://twitter.com/1CheshireCheese/statuses/345788229536067584 17 5COTTMASON http://twitter.com/5cottmason/statuses/325738478472159232 12 ADAM_HOLT94 http://twitter.com/Adam_Holt94/statuses/347439824141176832 9 ADAMILSLEY http://twitter.com/adamilsley/statuses/351684468643332096 8 Facebook 31% Twitter 36% Forums 11% Videos 15% News 7% Channel distribution of top Colman's influencers • Influencers are the most active on Twitter, because of common picture shares. They often make photos about their currently made mustard dishes. • Facebook is the second channel type, because of common recipe shares. • Cooking videos are popular, the preparation of light salads, chicken dishes or comfort foods are beloved by mustard influencers. • Forum users wrote mostly about recipes and the most beloved mustard brands.
  18. 18. TOP AMBASSADORS 18 TOP AMBASSADORS USERS URL MENTIONS ADJYKRITIK http://twitter.com/adjykritik/statuses/345576748303396864 45 DELIBOB1 http://twitter.com/Delibob1/statuses/334273065116659712 23 DEVONWOODSMOKE http://twitter.com/devonwoodsmoke/statuses/330743778694553600 20 KOEY666 http://twitter.com/koey666/statuses/341802480134393856 17 KYLIEVIVA http://twitter.com/KylieViva/statuses/328844410416668672 10 Facebook 18% Twitter 21% Forums 18% Videos 20% News 23% Channel distribution of top Colman's ambassadors • Colman's ambassadors are represent themselves on every channel type, in almost equal rate. • Ambassadors wrote mostly positive critics about Colman's and bloggers often used the brand’s products to cook healthy dishes or recommended mustard instead of mayonnaise or other sugary condiments. • Some cooking related sites released PR articles about Colman's brand new product range and it’s diverse usage.
  19. 19. COMPETITOR ANALYSIS
  20. 20. MENTIONS 20 Maille 28% Colman's 22%Heinz 20% Sainsbury 16% Tesco 14% Share of buzz – Competitor mustard brands Total: 60806 Mustard consumption 81% Maille 5% Colman's 4% Heinz 4% Sainsbury 3% Tesco 3% Share of voice – Mustard consumption and competitor mustard brands Total: 311448 • The most popular mustard brands were mentioned in mostly equal rate. • Maille is the most popular, mainly because of it’s successful sweepstake. • Heinz is the third brand, by users’ opinion, the brand is reliable and has good quality. • Sainsbury’s and Tesco’s private label products are beloved as well, because of their affordable price, fine taste and good quality. • Mustard consumption habits are often discussed on the related social media sites. Users mentioned brands in 19% of mentions. • Although certain mustard brands are quite popular, the home made variety of mustard is also beloved. This caused that consumers didn’t connect mustard consumption with brands in every case.
  21. 21. THE SENTIMENT OF COMPETITORS 21 20% 30% 5% 40% 50% 50% 90% 50% 30% 20% 5% 10% Maille Heinz Sainsbury Tesco The sentiment of competitor brand mentions Total: 47745 Negative Neutral Positive Negative mentions Brand Description Maille Users complained about Maille’s short expiration date. Heinz Some consumers complained about Heinz’s high price. Sainsbury Sainsbury’s mustard products are too spicy. Tesco The mustard of Tesco has unpractical packaging. Positive mentions Brand Description Maille Maille’s whole grain mustard is very popular. Heinz Heinz mustard is very popular because of it’s light taste and consumers mentioned the brand as a basic condiment. Sainsbury Sainsbury’s mustard is beloved because of it’s light taste and often used in sandwiches or with neutral taste meats. Tesco Users praised the quality of Tesco’s mustard, as well as its appetizing scent and colour.
  22. 22. TOPIC CLUSTERS OF COMPETITORS 22 10% 20% 5% 15% 30% 20% 15% 25% 20% 30% 40% 15% 20% 10% 30% 20% 20% 20% 10% 25% Maille Heinz Sainsbury Tesco Topic clusters in competitor mentions Total: 47745 Price Quality Taste Usage Availability Brand Price Quality Taste Usage Availability Maille Maille’s price is compensated by it’s fine taste and quality. Every brand has good and reliable quality, consumers wrote satisfied mentions about this topic. The whole grain type is beloved because its savoury taste. Consuming habits are the same in the case of every examined brand. Users put mustard on sandwiches, salads, roast meats, as well as hamburgers and hot dogs. Sometimes real mustard fans eat mustard in its own, just for it’s taste. Users purchase the products of these brands mostly in supermarkets. Heinz The price of Heinz is often considered too high. Heinz mustard’s mild taste is beloved even by users who are not really mustard fans. Sainsbury Sainsbury’s mustard is affordable. Sainsbury mustard’s spicy and strong taste is popular among real mustard fans. Tesco The Tesco private label mustard is much more affordable than other similar brands. Users wrote the less about Tesco mustard’s taste, but by the few mentions users are satisfied with the product’s taste because of its mildness.
  23. 23. SENTIMENT OF TOPIC CLUSTERS 23 20% 10% 5% 10% 5% 50% 60% 90% 60% 70% 30% 30% 5% 30% 25% Price Quality Taste Usage Availability Sentiment of topic clusters Total: 47745 Negative Neutral Positive Negative mentions Topic Description Price In some cases users complained because of pricey mustard products. Quality Some users had problems with short expiration date. Taste By some users the taste of some mustard products are way too spicy. Usage Some users wrote that not every mustard is able to use on sandwiches or salads because of their sharp taste. Availability Some consumers didn’t find their favourite mustard in shops and wrote angry comment. Positive mentions Topic Description Price Despite of negative price-related mentions, mustard is considered as one of the most affordable condiments. Quality Users are satisfied with the quality of mustard products, and this leads to faithful brand fans. Taste Mustard fans love to eat mustard with almost everything, they like the freshening, savoury taste. Usage Mustard is one of the most versatile condiments, and it’s perfect substitution of mayonnaise or ketchup during diets. Availability Users were surprised because of the webshop order opportunities of mustard brands.
  24. 24. PERFORMANCE DASHBOARD 24 Number of mentions Colman’s 13601 Maille 17000 Heinz 12045 Sainsbury 10000 Tesco 8700 Sentiment Negative Neutral Positive Colman’s 20% 50% 30% Maille 20% 50% 30% Heinz 30% 50% 20% Sainsbury 5% 90% 5% Tesco 40% 50% 10% Topics Price Quality Taste Usage Availability Colman’s 10% 10% 15% 60% 5% Maille 10% 30% 20% 20% 20% Heinz 20% 20% 30% 10% 20% Sainsbury 5% 15% 40% 30% 10% Tesco 15% 25% 15% 20% 25%
  25. 25. BRAND ASSET ANALYSIS - HEINZ 25 Games, apps Visual appearance Tone Style of posts Facebook ( 416,963 likes) Heinz is attracting user’s attention with a variety of sweepstakes and games. Such games are „clean plate competition” or the “tomato game”. Most apps of the company are used for gaming, like “BlippAR” or “Grow Your Own”. The creators of the Facebook page use a lot of illustrations: funny/ creative pictures and photos. Hamburgers, hotdogs, sausages, fries and other food combined with ketchup and mustard are the most frequent elements. The tone is warm and familiar. The pictures make the user want to have a meal with friends or cook/ grill with their family. Most mentions are attracting the users by asking about experiences or to join a game. Twitter (2,688 followers) No current competitions or games appear, the site aims rather being customer service. The red background with several “Heinz” logos is fitting the purpose of the page. The posts are not illustrated and very similar. Answers to customer requests, questions and some general inform texts. The red background and the homogeneous style/ appearance of the mentions transmit a tone of impersonality and give an impression of distance. Most mentions are generated by user’s remarks, which are answered by “Heinz”. Users mentions are often passionate (upset or satisfied) and “Heinz’s” posts are objective and unpersonal. Pinterest (39 followers) No current competitions, games or apps appeared in the observed timespan. Creators of the site structured the content by making different folders. The folders style fit their content. So “Heinz bottle lovers” is illustrated by nearly empty bottles and son on. The tone is basically friendly and warm. As the topics are separated in different folders the style per folder varies in some way. (for example “Humour” and “Nos recettes”. Since Pinterest is mostly a picture sharing page, the texts related to the illustrations are not long. In major part of the posts just a short picture description is given. YouTube (12 followers) The firm shared some competitions and advertised parallel an app for playing a game ( Tomato Ketchup. Watch & Win- sommer). The app “Name for Fame” was very popular among the users. The visual appearance is very simple: white background and the images leading to the videos. The header of the page shows a satisfied consumer in natural environment. As the structure and the colour is not specially creative, the page give an impression of clarity but distance at the same time. The shared content consists of commercials, inform material and games.
  26. 26. METHODOLOGY
  27. 27. METHODOLOGY 27 Replise’s „Performance monitor” product shows how has your brand performed in terms of share of buzz, engagement, tonality and contextal relevance versus your competitors in owned and earned social media assets. Helps to know owned topics, channels and brand values in the social media community better. The changes of user behavior caused by factors like weather, traffic, atl campaigns, events, etc are also able to follow. The method of research: • Brief to define area of interest • Setting keyword grid by the topic and generating data set. Keywords of the research: • Spam cleansing, then explorative reading of discourse clusters till saturation • Senior staff analyzes data and uses tool based widgets to identify discourse nodes and show quantitative results • Assembling the report by the previously accepted template • Time period: 2013 Q2 • Channels: Blogs, Forums, Twitter, Facebook, Videos, News sites Topic Keywords Number of mentions Colman’s mustard colman’s 13061 Maille maille 17000 Heinz heinz AND mustard 12045 Sainsbury sainsbury AND mustard 10000 Tesco tesco AND mustard 8700
  28. 28. INTELLIGENCE@REPLISE.COM 16/01/2014

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