Valentine’s Day 2012
Boxed Chocolate – Seasonal Lifts +177% +197% Valentine’s Day is the 2nd largest buying occasion (after Christmas) for boxed chocolate and experiences a +177% lift in dollar sales IRI National Food, 4 week periods – lift calculated against an average across all months
Boxed Chocolate – Seasonal Lifts +248% +208% Valentine’s Day is the largest buying occasion within boxed chocolate and experiences a +248% lift in dollar sales IRI National Food, 4 week periods – lift calculated against an average across all months
merci – Seasonal Lifts +283% +90% Valentine’s Day is the 2nd largest buying occasion (after Christmas) for merci and experiences a +90% lift in unit sales IRI National Food, 4 week periods – lift calculated against an average across all months
merci – Seasonal Lifts +221% Valentine’s Day is the 2nd largest buying occasion (after Christmas) for merci and experiences a +53% lift in dollar sales IRI National Food, 4 week periods – lift calculated against an average across all months
merci – Seasonal Lifts (Food) +249% 196% -16% +142% -9% merci has been underdeveloped in Food during the Valentine’ s season. Growth within FDM is traced back to Drug and Mass with Food being an opportunity area. IRI National Food, 4 week periods – lift calculated against an average across all months
merci – Seasonal Lifts (Food) +309% +274% -19% +138% -8% merci has been underdeveloped in Food during the Valentine’ s season. Growth within FDM is traced back to Drug and Mass with Food being an opportunity area. IRI National Food, 4 week periods – lift calculated against an average across all months
merci – Valentine’s Day 2012 The perfect way to say “I Love You” during Valentine’s season – a key retail period for merci merci is a premium gift a significant other will appreciate and share with friends and family Product Details: 10ct Everyday Case (8.8 oz.) Item # 039061 [-81] $3.87 Unit Cost 20ct Floorstand Display (8.8 oz.) Item # 792881-80 $77.40 Unit Cost
Appendix
2011 – The Start of Something Big
Storck’s #1 Chocolate Brand Globally Storck USA Marketing October 2010 Broker Meeting
Broadly Distributed within Europe FIN In media-supported markets in Europe, merci is generally a top 3 boxed chocolate brand N S # 5 # 15 Distribution with media Distribution without media Market Share Value # EST RUS LR IRL DK # 67 LT GB # 1 BEL NL D # 2 PL B # 3 # 5 # 1 CZ # 3 F UA SK A CH # 1 H # 2 SLO RO # 6 HR I # 8 # 3 BiH BIH SRB P E E # 6 BG # 4 # 6 # 9 MK GR 1 12
2010 – 2011 Media Test Ready for the next step: As a result of national distribution and a growing base sales, merci has begun to test TV media in select regions
merci Media Test Markets Columbus Portland Pittsburgh Portland Columbus Pittsburgh Total Population .6% / 2.3M .3% / 1.6M .5% / 2.2M W 35-54 population 444,136 328,663 388,802 Household Income $58,682 $59,213 $51,414 Most visited Stores for W 35-54 Fred Meyer, Safeway, WinCo Kroger, Giant Eagle Giant Eagle, Wal Mart, Shop’n Save Source: The Nielson UE Estimates 2011 city-data.com estimates
Year round merci TV media merci begun advertising in 2010 during the Christmas period and will continue advertising throughout 2011 and 2012 in the select test market regions (2) creative ads to showcase two distinctive giving occasions 13 weeks on air – during key chocolate holidays
Food Test Market Results vs. YA Columbus, Pittsburgh, Portland
Columbus Results - Unit Sales vs. YA Christmas: 5 wks of media +352% vs. YA Valentine’s Day: 2 wks of media/ 3 wks of impact +231% vs. YA The test market has shown strong results in Columbus vs. YA both during Christmas (+352%) and Valentine’s (+231%). Source: IRI Scanner Data, Columbus Food RMA, 1wk periods ending 02/20/11
Pittsburgh Results - Unit Sales vs. YA Christmas: 5 wks of media +238% vs. YA Out of Stock Valentine’s Day: 2 wks of media/ 3 wks of impact FLAT vs. YA The test market has shown strong results in Pittsburgh vs. YA during Christmas (+238%) but is flat in the Valentine’s season. Source: IRI Scanner Data, Columbus Food RMA, 1wk periods ending 02/20/11
Portland Results - Unit Sales vs. YA Christmas: 5 wks of media +23% vs. YA Valentine’s Day: 2 wks of media/ 3 wks of impact +28% vs. YA The test market has shown strong results in Portland vs. YA both during Christmas (+23%) and Valentine’s (+28%). Source: IRI Scanner Data, Columbus Food RMA, 1wk periods ending 02/20/11
Food Test Market Results vs. Control Group Columbus, Pittsburgh, Portland
Columbus Results - Unit Sales vs. Cleveland Christmas: 5 wks of media +38% vs. Control Out of Stock Valentine’s Day: 2 wks of media/ 3 wks of impact +47% vs. Control The test market has shown strong results in Columbus both during Christmas (+38%) and Valentine’s (+47%). Source: IRI Scanner Data, Columbus Food RMA, 1wk periods ending 02/20/11
Pittsburgh Results - Unit Sales vs. New England Christmas: 5 wks of media +695% vs. Control Out of Stock Valentine’s Day: 2 wks of media/ 3 wks of impact TPR in 2010 -33% vs. Control The test market has shown strong results during Christmas (+695%) and softness during the Valentine’s season. Source: IRI Scanner Data, Columbus Food RMA, 1wk periods ending 02/20/11
Portland Results - Unit Sales vs. Seattle Christmas: 5 wks of media +78% vs. Control Valentine’s Day: 2 wks of media/ 3 wks of impact +98% vs. Control The test market has shown strong results vs. control group in Portland both during Christmas (+78%) and Valentine’s (+98%). Source: IRI Scanner Data, Columbus Food RMA, 1wk periods ending 02/20/11
Test Market Snapshots National Drug & Mass
Columbus – Total Unit Sales – National Drug and Mass Christmas: 5 wks of media +1,175% vs. Control Valentine’s Day: 2 wks of media/ 3 wks of impact TPR in 2010 +1,244% vs. Control
Portland – Total Unit Sales - National Drug & Mass Christmas: 5 wks of media +298% vs. Control Out of Stock Valentine’s Day: 2 wks of media/ 3 wks of impact TPR in 2010 +442% vs. Control
Pittsburgh – Total Unit Sales – National Drug & Mass Christmas: 5 wks of media +287% vs. Control Out of Stock Valentine’s Day: 2 wks of media/ 3 wks of impact +536% vs. Control