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Fall 2010Hershey’s Key Opportunities
Market 184
22
Wal-Mart Hershey’s
•Gain commitment and support of key seasonal strategies as well as everyday rollback programs
•Increase market 184 revenue through flawless execution of programs
Hershey’s Wal-Mart
OBJECTIVES
33
1
214218%
21308%
17539%
193011%
176212%
353513%
233014%
178515%
-5%
4%
-11%
0%
0%
5%
-5%
-2%
-20% 0% 20%
Market #184 PerformanceMarket #184 PerformanceYear to Date 2010Year to Date 2010
Market #184 Total YTD
$1,529,015 (-2%, -$33,736)
-$197,782 Vs. Objective of +9.5%
POS Data Week Ending July 30 2010
+$6,964
+$ 8,323
Market A
vg.
Hershey O
bj.-$6,503
-$ 24,975
-$12,313
-$5,538
2010 Summer Program ResultsSyrup & S’mores
2010 POS$2010 $ Blue DRC
Net Ships2010 $ Sell
Thru
$88,191 $145,951 60.4%
6pk POS Sales
Store Nbr
Rep Name WM District 2010 POS$2010 $ Blue DRC
Net Ships2010 $ Sell
Thru
1753 Kimberly Lekarcyk 184 $9,152 $11,418 80.2%1762 James Morrison 184 $10,780 $22,374 48.2%1785 Kimberly Lekarcyk 184 $11,014 $20,851 52.8%1930 Kimberly Lekarcyk 184 $7,961 $13,329 59.7%2130 James Morrison 184 $6,397 $10,948 58.4%2142 Kimberly Lekarcyk 184 $12,522 $24,461 51.2%2330 James Morrison 184 $13,758 $20,988 65.6%3535 James Morrison 184 $16,607 $21,582 76.9%
2010 Walmart S'mores Store Sell Thru
August 6, 2010
Inventory = 21,000 Units/$57,760 Off Rollback
Week 33
$6,000 Increase for the Year! Thank You!
13 Wk POS $ 13 Wk % +/ - 2010 YTD POS $ 2010 %+/ - $22,871 23% $35,491 20%Hershey's Syrup
2010 Halloween Orders/2009 Halloween POS
2009 Lost Sales = -$46,132100% Sell Through in 2010 = +$72,451 vs. 2009
2010 Halloween Order
2009 Total Net ship
% +/- vs LY Net Ship
2010 POS $ w/90% Sell
Thru
2009 Total POS sales
2009 $ Sell Thru
$452,991 $426,672 6.2% $407,692 $380,540 89.2%
Store City2010 Halloween
Order2009 Total Net
ship % +/- vs LY
Net Ship
2010 POS $ w/90% Sell
Thru
2009 Total POS sales
2009 $ Sell Thru
DERRY $51,442 $48,846 5.3% $46,298 $43,873 89.8%SEABROOK $41,866 $32,818 27.6% $37,680 $33,718 102.7%HUDSON $77,007 $84,583 -9.0% $69,306 $66,542 78.7%PLAISTOW $47,327 $40,394 17.2% $42,595 $41,195 102.0%PORTSMOUTH $34,836 $35,811 -2.7% $31,353 $29,299 81.8%SALEM $94,487 $82,303 14.8% $85,038 $77,659 94.4%ROCHESTER $47,703 $53,866 -11.4% $42,933 $41,942 77.9%EPPING $58,322 $48,054 21.4% $52,490 $46,312 96.4%
75
80
85
90
95
100
105
-4 -3 -2 -1 0 1 2
GrowthFlatDecline
2
3
1
1. Group 1: Set prior Labor Day, sell thru in high-90s2. Group 2: Set around Labor Day, sell thru in 80s to 90s3. Group 3: Set 1-2 weeks after Labor Day, sell thru in 70s to 80s
Gross sell through increased drastically for stores with earlier sets
Source: Nielsen Store View, Halloween universe, period ending 11/7/09
National FSIs used to support early features of SS
August 15 – Not Halloween BrandedSeptember 26 October 17
Three National FSIs50m circulation
HERSHEY'SChoc Asst
REESE'S PBC Snickers KIT KAT Mars NC AsstDollar % Chg vs. LY +10.6% +6.3% +9.7% +6.6% +18.9%
Dolla
r S
ale
s
$64.4M
$32.3M$38.4M
$47.0M
$57.3M
Source: Nielsen, FDMx, Halloween Universe, 9 weeks ending 11/7/09
Hershey has 3 of the top 5 brands during the Halloween season
Hershey has increased Ad and POS support to assist retailers with Halloween sell through
Hershey Corrugated Displays
Seasonal advertising has increased 4x since ‘08
#1 Packtype during the Halloween season
Early execution of the 2008 Halloween Seasonresulted in the 2nd highest sell thru of the last 8 seasons
6.2% 10.9% 16.4% 23.1% 33.9% 45.7% 61.6% 86.4% 93.7%2008 Sell Thru
2009 Hershey’s Halloween Results
Only 4 Shipping waves in 2010, compared to 6 waves in 2009. Bigger Waves = Easier display building
WM Week 29 30 31 32 33 34 35 36 37 38 39 40Dates 8/14-8/20 8/21-8/27 8/28-9/3 9/4-9/10 9/11-9/17 9/18-9/24 9/25-10/1 10/2-10/8 10/9-10/15 10/16-10/22 10/23-10/29 10/30-10/31
Wave (in-store date)% of order
TAB Activity Harvest TABSnack, ATG, Non-Choc Asst TAB
FSI's
2009 Waves Mod Set 2 3 4 5 6 7
% of order 22.7%
2009 Cumm Sell Thru 6.0% 10.2% 15.6% 24.8% 35.4% 49.3% 78.7% 85.4%2009 %
Contribution 2.1% 4.8% 6.1% 10.5% 12.0% 15.8% 33.5% 6.7%
4.1%
4.7%
1
44% 6.1% 27.1%
37% 24% 22% 17%
Wave 4(10/7-10/11)
Wave 3(9/23-9/27)
Wave 2(9/9-9/13)
Wave 1(8/19-8/23)
-2 wksor earlier
Avg SellThru
98.3
0 wks
87.3
+1wk
79.4
1) 2010 Halloween Growth Strategy:Set seasonal aisles in Grocery Dept. ASAP
Top retailers who set Halloween on or before Labor Day had higher sell-thrus in general than those who set Halloween later
-11pts
-7.9pts
Labor Day
2009 HalloweenSet Implementation
Source: Nielsen Store View, Halloween universe, period ending 11/7/09
*Hershey Research has shown that setting the Halloween Modular in Lawn + Garden (no matter how early) is equivalent to Setting the modular 2 weeks post-labor day in terms of final Sell-Thru dollars
TVTV TVTV
TV
Snack Size is the #1 Packtype for Halloween accounting for 1/3 of
Halloween seasonal POS at $52.6M
2) 2010 Halloween Growth Strategy:Rollback Snack Size on Cartrail All Season
3) 2010 Halloween Growth Strategy:Lead Endcap – Seasonal Aisle
•The Lead Seasonal Endcap signals to consumer that Halloween Is Here. Points out the exact location of the candy modular.
Fun Halloween Fact:Fun Halloween Fact:
50% of Halloween Candy Purchased is not used for Trick or treating…
because
….The average consumer buys Halloween candy 3-4 times before October 31
1111
Next StepsNext Steps
Commitment to the following:
•Halloween Mod Set In Grocery by 8/20 with Lead Endcap
•Snack Size on Cartrail starting week of 8/23
•Packaged Candy Endcap
•King Size Endcap
•Standard Bar Front Endcap
for