market 180 hershey halloween guide. 2 creative and early executions helped drive market 180’s...
TRANSCRIPT
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Creative and early executions helped drive Market 180’s Hershey Halloween sales +8.4% in 2011, despite
weather.
• 2011 Final Sell Thru= 79.5%– Total shipment for
Market= $405,774
– 2011 Final POS= $322,557
• Top 3 Stores for Sell Thru: Mexico, Rockland, Skowhegan (see below)
• Biggest opportunity to grow sales for Market:
Augusta, Auburn, Waterville and Oxford
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2012 Halloween strategies have been designed to offset poor sell thru performance in 2011
Correct Factory & POS volume to achieve 90% Sell Thru and deliver $154.4M in retail sales
Establish proper inventory flow over the course of the season
Create usage occasions to win share early and reduce mid-season slump
Drive POS through season long modular distribution, and displays of top items in “A” locations
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2011 Hershey Halloween Results in Market 180
Walmart Halloween Sales thru October 31, 20112010
Halloween Net Ships
2010 Halloween
POS
2010 Sell Thru
2011 Halloween Net Ships incl
MTR
2011 Halloween POS thru 10-31-11
Sell Thru %POS $ Inc/Dec
vs. 2010 Season
% +/-
PRELIMINARY FINAL RESULTS $344,812 $297,633 86.3% $405,774 $322,557 79.5% $24,924 8.4%
Store Nbr
HSY Ar
Rep Name WMT Market Store CityStore State
2010 Halloween Net
Ships
2010 Halloween
POS
2010 Sell Thru
2011 Halloween Net Ships incl
MTR
2011 Halloween POS thru 10-31-11
Sell Thru %POS $ Inc/Dec
vs. 2010 Season
% +/-
3269 NortheastFern Strasser 180 MEXICO ME $20,525 $13,828 67.4% $18,549 $18,035 97.2% $4,207 30.4%
1797 NortheastFern Strasser 180 ROCKLAND ME $39,372 $30,081 76.4% $43,169 $39,042 90.4% $8,953 29.8%
2143 NortheastFern Strasser 180 SKOWHEGAN ME $25,317 $23,894 94.4% $35,027 $29,115 83.1% $5,221 21.9%
2013 NortheastFern Strasser 180 WATERVILLE ME $51,215 $44,478 86.8% $61,289 $50,126 81.8% $5,644 12.7%
1866 NortheastFern Strasser 180 FARMINGTON ME $40,607 $34,381 84.7% $45,755 $37,136 81.2% $2,752 8.0%
2046 NortheastFern Strasser 180 AUGUSTA ME $58,083 $46,606 80.2% $64,870 $50,534 77.9% $3,907 8.4%
1868 NortheastPhilip Hannan 180 AUBURN ME $76,964 $74,191 96.4% $90,439 $67,005 74.1% -$7,196 -9.7%
2183 NortheastPhilip Hannan 180 OXFORD ME $32,729 $30,176 92.2% $46,676 $31,564 67.6% $1,389 4.6%
Hershey is #1 Halloween Candy
Manufacturer
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Hershey Halloween 2012 in Market 180
• Total Market order= $368,791+14% vs. Final POS$ last
year ($322,557)
2011 Halloween Net
Ships incl MTR
2011 Halloween POS thru 10-31-11
Sell Thru %2012
Halloween POS $ Order
POS $ Inc/Dec vs 2011 Net
Ships
% Inc/Dec vs 2011 Net Ships
2012 POS $'s w/90% Sell
Thru
2012 POS $ Inc/Dec vs
2011 Sell Thru
$405,774 $322,557 79.5% $368,701 -$37,072 -9.1% $331,831 $9,274
Store Nbr Rep Name
WMT Di
Store City Store State
2011 Halloween Net
Ships incl MTR
2011 Halloween POS thru 10-31-11
Sell Thru %2012
Halloween POS $ Order
POS $ Inc/Dec vs 2011 Net
Ships
% Inc/Dec vs 2011 Net Ships
2012 POS $'s w/90% Sell
Thru
2012 POS $ Inc/Dec vs
2011 Sell Thru
3269 Fern Strasser 1EMEXICO ME $18,549 $18,035 97.2% $21,811 $3,262 17.6% $19,630 $1,5951797 Fern Strasser 1EROCKLAND ME $43,169 $39,042 90.4% $45,725 $2,556 5.9% $41,153 $2,1102143 Fern Strasser 1ESKOWHEGAN ME $35,027 $29,115 83.1% $33,769 -$1,259 -3.6% $30,392 $1,2772013 Fern Strasser 1EWATERVILLE ME $61,289 $50,126 81.8% $58,129 -$3,159 -5.2% $52,316 $2,1901866 Fern Strasser 1EFARMINGTON ME $45,755 $37,136 81.2% $42,789 -$2,967 -6.5% $38,510 $1,3742046 Fern Strasser 1EAUGUSTA ME $64,870 $50,534 77.9% $56,610 -$8,260 -12.7% $50,949 $4151868 Philip Hannan 1EAUBURN ME $90,439 $67,005 74.1% $76,388 -$14,051 -15.5% $68,749 $1,7452183 Philip Hannan 1EOXFORD ME $46,676 $31,564 67.6% $33,481 -$13,195 -28.3% $30,133 -$1,432
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Both Mexico and Rockland stores are the only stores in Market 180 with an increase in POS$ shipments vs.
LY.
• How can we support these stores and grow upon the success they had last year as the top two stores in the Market for sell thru and %POS growth?– Early execution is extremely important– Creative displays worked well last year and will have to
be done earlier and better than last year in order to meet demands
• Likewise, stores with large orders have less of an opportunity than they did last year for POS$ growth. If we do not get early sales, we will have less opportunity to anniversary sales/sell thru in the final weeks of the season.
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Retailers who executed early realized higher overall sell through.
50
75
100
125%
-6 -4 -2 0 2
Weeks Set Before (-) or After (+) Labor Day
Unit
Sel
lThro
ugh
Perc
ent
FactoryDecline
FactoryGrowth
Group 1 (early) sell through = 84.0%
Group 2 (mid) sell through = 82.2%
Group 3 (late) sell through = 78.9%
Hershey Halloween Unit Sell Through and Set DateKey Customers through 10/31/11
Source: Internal Customer POS
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8888888
Hershey will support early execution with an August FSI on Chocolate Packaged Candy (CPC) and Snack
Size
• August 12, 2012 (2 coupons)– Save $1.00 when you buy 3 bags of REESE’S or KIT KAT Snack Size (9-
22 oz.)– Save $1.00 when you buy 3 bags of CPC (10 oz. or larger)– ½ page with 35M circulation
Final offers and images are subject to change
NEW CPC
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Action alley display and consumer support for Harvest CPC will drive $4.3M POS early in the season
"Retail pricing is at the sole discretion of the retailer. Retail prices are only included as a reference point and for comparison purposes.” Cost are subject to change.
Display ready ½ pallet wk 29
TAB September 2nd
FSI August 12, 2012 •$1 off 3 Bags Snack Size 9-
22oz•$1 off 3 Bags CPC 10oz or
larger•½ page with 35M circulation
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10101010
Candy should be central to all displays
Halloween Items % Purchased
Source: Hershey Seasonal Tracker - Halloween 2011
Candy
82%
IndoorDec.
32%
NoveltyCandy
29%
OutdoorDec.
28%
Acces-sories
27%
AdultCostume
22%
ChildCostume
21%
Mask,etc.
14%
PartySupplies
11%
Food
10%
DVD, CD
8%
Cards
8%
Non-FoodGift
7%
Dishes
6%
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11
In Store
ClaimedHWN
PurchaseInfluencers
%
61
Price
61
Coupon/Special
31
StoreFlyers
23
Tradition
17
HWN Pkg
15
Advertising
10
Internet
6
In store displays are a key driver of purchases
Source: Hershey Seasonal Tracker – Halloween 2011
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12121212121212
FSI and TV support will continue in 2012
September 23, 2012- Save $1.00
when you buy 3 bags
- Full page with 40M circulation
Final offers and images are subject to change
October 14, 2012
- Save $1.00 when you buy 3 bags)
New!
REESE’S and KIT KATHalloween-Specific
REESE’S and KIT KATHalloween-Specific
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Hershey’s 2012 Halloween delivers new items, new graphics, and larger piece count assortment bags
"Retail pricing is at the sole discretion of the retailer. Retail prices are only included as a reference point and for comparison purposes.” Cost are subject to change.
100% Shipping Week 31 (8/25-8/31)
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• Maintain distribution of all SKUs in the seasonal aisle wk 31 through 10/31/12
High traffic displays of Core Snack Size at the lobby/cartrail is key to 90% sell thru
• Display ready pallet wk 32
"Retail pricing is at the sole discretion of the retailer. Retail prices are only included as a reference point and for comparison purposes.” Cost are subject to change.
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• Season long distribution in the seasonal aisle beginning wk 31 is critical to 90% sell thru
Hershey’s ATG Variety Bag is Walmart’s #1 Seasonal SKU and is 12.5% of the total Halloween Buy
"Retail pricing is at the sole discretion of the retailer. Retail prices are only included as a reference point and for comparison purposes.” Cost are subject to change.
• Door to Grocery AA wk 32• Display ready pallet
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• Maintain distribution of all SKUs in the seasonal aisle wk 31 through 10/31/12
Achieve 90% sell thru via lobby/cartrail displays of Jumbo Snack Size, a top 3 packtype
"Retail pricing is at the sole discretion of the retailer. Retail prices are only included as a reference point and for comparison purposes.” Cost are subject to change.
• Display ready pallet wk 35
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Feature the top brands & packtypes consumers seek to finish on pace to 90% sell thru
CARTRAIL
ACTION ALLEY
SEASONALAISLE
ANCHORENDCAPS