CONTINENTAL OUTDOOR MEDIA ROMItrack

Transcription

1 CONTINENTAL OUTDOOR MEDIA ROMItrack CADBURY EVENT EVALUATION ANALYSIS Nielsen Analytics Team

2 AGENDA 1 Business Question & Solution 2 Scope 4 Volume drivers 5 Results & Insights 6 Summary of findings 2

3 BUSINESS QUESTIONS How efficient was the GrandPa Billboard campaign in Soshanguve, GP? How much of product sales increased during and after the campaign? What is the ROI? BUSINESS SOLUTION The activity achieved a 10% net uplift 3

4 SCOPE Target Brand Cadbury (Mondelez Int.) Competitors Beacon (Beacon) Lindt (Lindt & Sprungli) Excellence (Lindt & Sprungli) Milky Bar (Nestle) Market Breakdowns Pick n Pay Shoprite Checkers Clicks Test/Control Areas Test: Nelspruit Mpumalanga Control: Witbank Mpumalanga Campaign Period 15 July Oct

5 MARKET OVERVIEW TOTAL SA Mpumalanga is coming through as the 4 th contributor, thus a national rollout will be lucrative if campaign is yielding uplift TOTAL CADBURY DAIRY MILK 4% 3% 1% 6% 5% 38% 7% 13% 23% Gauteng Western Cape KZN Mpumalanga Eastern Cape Limpopo North West Free State Northern Cape Latest 52 weeks ending Oct 14 sales units 5

6 YEAR 1 Mpumalanga Eastern Cape Free State Gauteng KZN Limpopo North West Northern Cape Western Cape YEAR 2 Sales Units (Thousands) 104, ,548 CATEGORY VOLUME DRIVERS Chocolate moulded slabs segment declines YOY with Gauteng and Western Cape driving the decline Total Moulded Slabs Total SA , , % YEAR 1 ending Oct 13 YEAR 2 ending Oct 14 6

7 Sales Units (Thousands) 7,054 6,885 CATEGORY VOLUME DRIVERS Category declines YOY in Mpumalanga with decline driven by Aero and Other brands. CDM is slowing the decline of the category Total Moulded Slabs Mpumalanga -2.4% Year 1 CDM BEACON EXCELLENCE LINDT AERO MILKY BAR OTHER Year 2 YEAR 1 ending Oct 13 YEAR 2 ending Oct 14 7

8 Sales Units (Thousands) 2,394 2,480 CATEGORY VOLUME DRIVERS CDM driving moulded slabs growth during the TEST period in MPUMALANGA Total Moulded Slabs Mpumalanga 3.6% PRE TEST CDM BEACON EXCELLENCE LINDT AERO MILKY BAR OTHER TEST PRETEST Mar Jun 14 TEST Jul Oct 14 8

9 IMPACT OF OUTDOOR CAMPAIGN 9

10 CONTROL AREA: WITBANK, MP 10

11 TEST AREA: NELSPRUIT, MP 11

12 Valencia Nelspruit Louise Trichardt Street, entrance to Nelspruit from Mozambique 12

13 West Acres Nelspruit N4 Highway, changing to Louise Trichardt Street, entrance to Nelspruit from Johannesburg side 13

14 Nelspruit CBD Andrew Street and Paul Kruger Street at T-junction 14

15 Average Sales Value per store STORE MATCHING TOTAL CDM Gap closing between TEST and CONTROL stores sales during campaign period. CDM realizing 1.5% uplift in sales. Jan-14 Jan-14 Feb-14 Feb-14 Mar-14 Mar-14 Mar-14 Apr-14 Apr-14 May-14 May-14 Jun-14 Jun-14 Jul-14 Jul-14 Aug-14 Aug-14 Aug-14 Sep-14 Sep-14 Oct-14 Oct Pre-Test Period Test Period Test Stores Control Stores 15

16 Jan-14 Jan-14 Feb-14 Feb-14 Mar-14 Mar-14 Mar-14 Apr-14 Apr-14 May-14 May-14 Jun-14 Jun-14 Jul-14 Jul-14 Aug-14 Aug-14 Aug-14 Sep-14 Sep-14 Oct-14 Oct-14 Average Sales Value per store STORE MATCHING TOTAL MOULDED SLABS Total Moulded slabs seeing an uplift of 4.0% during the campaign period Pre-Test Period Test Period Test Stores Control Stores 16

17 Avg Sales Value per store/week TEST SALES MINUS CONTROL SALES With an uplift of 1.5%, stores making an additional R152 per week during Test Period R152 extra sales per store / week 152-3,424-3,273 Before Campaign During Campaign Additional Value 18

18 Understanding the impact of outdoor media on sales Advertised Brand Name CADBURY Manufacturer Mondelez International Type of Advertising Billboard Location of Advertising Nelspruit, Mpumalanga Store Selection Criteria Pick n Pay, Shoprite, Checkers, Clicks - 20km radius Date of Execution Start July 2014 End Oct 2014 Investment Sales Uplift Revenue Generated Return on Investment (ROI) R224, % R176,062 R0.78 Above Expected Expected Below Expected 19

19 SUMMARY In Mpumalanga, during campaign period, Moulded Slabs grows by 3.6% with most sales growth driven majorly by CADBURY 1.5% uplift realized by CADBURY with Moulded Slabs seeing a 4.0% uplift during the campaign period During campaign period, CADBURY is growing at rate 2% slower than the category An additional R152 value per store per week realized in stores exposed to the billboard campaign execution Executions seeing ROI of R