It apparel ready wear....

1. Increasing Milk Sales in Foodservice Final Report March 2003 Developed for SmartMarketing 2003

15. Flavor Straws Were Very Effective in Increasing Ordering Importance of Promotional Item in Child's Decision to Order Milk 13% Not 14% Some 20% Very 53% Extremely 53% Not 34% Some 13% Very (Turns white milk to flavors)

20. Milk Pint Sales Rose 47% During the Test in a Hamburger Chain Pre-test Test Milk Pints Average Store Weekly Unit Sales +47% 58 85

21. Sales of Milk Pints Grew 19% During a Combo Test with Donuts. Pre-test Test Milk Pints Average Weekly Unit Sales per Store +19% Double-digit sales growth shows even a highly-developed milk business can increase sales through promotions. 680 810

23. Suggesting Flavored Milk – through Flavoring Straws – Impacted Both White & Chocolate Milk Sales White Milk Chocolate Milk Total Milk Test Locations % Change vs. Year Ago White milk sales increases were expected due to flavor straw popularity – straws turned milk into chocolate, strawberry or caramel flavor. The chocolate increase indicates the power of suggesting Milk.

25. Milk Growth did not Cannibalize Coffee/Tea Sales at a Coffee Bar Coffee & Tea Milk % Change vs. Year Ago Pre-Test Test Pre-Test Test +32 +25

27. Test Recap: Promotions delivered 30-60% sales growth Executive Summary Milk sales from the promotional and pint distribution tests grew an average of 42%. * due to a very low base. Average Growth From All Tests Upscale/Casual Business & Industry Midscale Quick Serve 0% 40% 80% 52% Children 35% Adults 42% Avg Test Milk Sales Growth Milk Flavor Straws Children-Oriented Promos Combo Deal Intro Plastic Pints & Flavors 60% 20% 62% MSR 55% 48% MSR 62% MSR 48% 48% MSR 47% QSR 34% MSR 58% B&I 47% QSR 23% B&I 30% 19% QSR 58% B&I 34% MSR 32% QSR 33% = Average 776% USR* 776% USR*  

35. Key Steps for a Successful Sales-Building Program Executive Summary Determine the best milk promotion for the targeted customer. Present and gain commitment. Jointly plan the implementation. Implement. Track and report results – fine-tune for next time. Develop promotion revenue, cost and ROI. Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 If the restaurant is introducing pints, be sure to let your consumers know about it. Use P-O-P as suggested on the "Menu for Program Design". Offer give-aways to children to keep them returning with their parents. Design the promotion based on your target customer and their consumer.

38. Increasing Milk Sales in Foodservice Final Report March 2003 Developed for SmartMarketing 2003