CONTINENTAL OUTDOOR MEDIA – ROMItrack CADBURY – EVENT EVALUATION ANALYSIS Nielsen Analytics Team
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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
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
4
SCOPE
•Cadbury (Mondelez Int.)
Target Brand
•Beacon (Beacon)
• Lindt (Lindt & Sprungli)
•Excellence (Lindt & Sprungli)
•Milky Bar (Nestle)
Competitors
•Pick n Pay
• Shoprite
•Checkers
•Clicks
Market Breakdowns
•Test: Nelspruit – Mpumalanga
•Control: Witbank – Mpumalanga
Test/Control Areas
•15 July 2014 – 14 Oct 2014
Campaign Period
5
38%
23%
13%
7%
6%
5%
4% 3% 1%
TOTAL CADBURY DAIRY MILK
Gauteng Western Cape KZN
Mpumalanga Eastern Cape Limpopo
North West Free State Northern Cape
MARKET OVERVIEW – TOTAL SA Mpumalanga is coming through as the 4th contributor, thus a national rollout will be lucrative if campaign is yielding uplift
Latest 52 weeks ending Oct 14 sales units
6
CATEGORY VOLUME DRIVERS Chocolate moulded slabs segment declines YOY with Gauteng and Western Cape driving the decline
10
9,5
48
10
4,8
59
169 607 395 1,299
282 460 130 180 1,166
YEA
R 1
Mp
um
alan
ga
Eas
tern
Cap
e
Fre
e S
tate
Gau
ten
g
KZN
Lim
po
po
No
rth
Wes
t
No
rth
ern
Cap
e
Wes
tern
Cap
e
YEA
R 2
Sale
s U
nit
s (T
ho
usa
nd
s)
Total Moulded Slabs – Total SA
-4.3%
YEAR 1 – ending Oct 13||YEAR 2 – ending Oct 14
7
CATEGORY VOLUME DRIVERS Category declines YOY in Mpumalanga with decline driven by Aero and Other brands. CDM is slowing the decline of the category
7,0
54
6,8
85
155 29 1 9 74 28
409
Year 1 CDM BEACON EXCELLENCE LINDT AERO MILKY BAR OTHER Year 2
Sale
s U
nit
s (T
ho
usa
nd
s)
Total Moulded Slabs – Mpumalanga
-2.4%
YEAR 1 – ending Oct 13||YEAR 2 – ending Oct 14
8
CATEGORY VOLUME DRIVERS CDM driving moulded slabs growth during the TEST period in MPUMALANGA
2,3
94
2,4
80
125
32 3 10 11 12 61
PRE TEST CDM BEACON EXCELLENCE LINDT AERO MILKY BAR OTHER TEST
Sale
s U
nit
s (T
ho
usa
nd
s)
Total Moulded Slabs – Mpumalanga
3.6%
PRETEST – Mar – Jun 14 ||TEST – Jul – Oct 14
9
IMPACT OF OUTDOOR CAMPAIGN
10
CONTROL AREA: WITBANK, MP
11
TEST AREA: NELSPRUIT, MP
12
126194-01 Valencia – Nelspruit
Louise Trichardt Street, entrance to Nelspruit from Mozambique
13
126189-01 West Acres – Nelspruit
N4 Highway, changing to Louise Trichardt Street, entrance to Nelspruit from Johannesburg side
14
10853-01 Nelspruit CBD
Andrew Street and Paul Kruger Street at T-junction
15
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000Ja
n-1
4
Jan
-14
Feb
-14
Feb
-14
Mar
-14
Mar
-14
Mar
-14
Ap
r-1
4
Ap
r-1
4
May
-14
May
-14
Jun
-14
Jun
-14
Jul-
14
Jul-
14
Au
g-1
4
Au
g-1
4
Au
g-1
4
Sep
-14
Sep
-14
Oct
-14
Oct
-14
Test Stores Control Stores
STORE MATCHING – TOTAL CDM Gap closing between TEST and CONTROL stores sales during campaign period. CDM realizing 1.5% uplift in sales.
Ave
rage
Sal
es V
alu
e p
er
sto
re
Pre-Test Period Test Period
16
5000
10000
15000
20000
25000
30000
35000Ja
n-1
4
Jan
-14
Feb
-14
Feb
-14
Mar
-14
Mar
-14
Mar
-14
Ap
r-1
4
Ap
r-1
4
May
-14
May
-14
Jun
-14
Jun
-14
Jul-
14
Jul-
14
Au
g-1
4
Au
g-1
4
Au
g-1
4
Sep
-14
Sep
-14
Oct
-14
Oct
-14
Test Stores Control Stores
STORE MATCHING – TOTAL MOULDED SLABS Total Moulded slabs seeing an uplift of 4.0% during the campaign period
Ave
rage
Sal
es V
alu
e p
er
sto
re
Test Period Pre-Test Period
18
-3,424 -3,273
152
Before Campaign During Campaign Additional Value
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
Avg
Sal
es V
alu
e p
er
sto
re/w
eek
19
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)
R224,400 1.5% R176,062 R0.78
Above Expected Expected Below Expected
20
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 R0.78
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