2014 Ready to Sell
Customer Collaboration Overview
One Page Overview
2014
Selling Story
Selling Story Table of Contents
CUSTOMER
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Executive Summary
Consumer Target, Trends & Insights
Segment Opportunity
Program Details
Marketing Support
Additional Support Details Available
Merchandising Insights
Recommended Displays
INTERNAL
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Sales Objectives
GSV Volume Objectives
Point of Sales Materials
Next Steps
FAQ’s
Appendix
2014
Executive Summary
Executive Summary
Why NASCAR?
•
•
NASCAR is the #1 spectator sport in America, drawing a large and geographically diverse audience
throughout the year.
NASCAR fans consume more snacks than non-fans and their purchase decisions are highly influenced by
sponsorship of their sport.
Why Mars?
•
•
As the official chocolates of NASCAR, M&M’S, SNICKERS, MILKY WAY, 3MUSKETEERS and TWIX are
sought and chosen by fans for their everyday, and race day snacking needs.
M&M’S are the #1 mentioned sweet snack consumed by fans on race day.
Why 2014 Mars NASCAR Program is Perfect for You!
•
•
•
•
In 2014, Mars NASCAR Program continues to be “Race Day is Better with M” to remind fans how
M&M’S® makes race day better – adding colorful chocolate fun to race day whether fans are at home or
at the track.
A range of displays offered to meet the snacking needs of NASCAR fans, including both IC and FC displays.
Continued POP and consumer competitions will drive excitement and traffic in store and incent purchase.
Continued support for the brand with core commercials during select NASCAR races
2014
Consumer Target, Trends & Insights
Consumer Target and Key Trends
• The Mars NASCAR Program targets the large and geographically diverse
casual and avid fan base – approximately 75M consumers
• Approximately 60% of NASCAR fans are casual fans; 40% Avids; Most
NASCAR fans have never attended a race.
• Casual NASCAR fans are typically big sports fans who watch NASCAR as
part of their sports programming consumption.
• NASCAR Viewership has increased since 2009
• Loyalty to sponsor products has
9increased steadily since 2004
Consumer Insights & Implications
Over 70% of NASCAR fans state
that sponsoring NASCAR is a
strong influence on their
purchase decisions.
Fans seek and purchase brands that
support NASCAR.
NASCAR fans recall and purchase
sponsor brands more than fans of
any other sport.
MARS invests to drive awareness
and recall among fans so it
translates to off-take in store.
10
Consumer Insights & Implications
NASCAR fans make more trips to
purchase snacks and candy than
non-fans
Interrupt trips with off-shelf displays
to keep MARS NASCAR products top
of mind on fan trips.
When watching at home, fans
mostly consume what is on hand
It’s important to display product for
pantry-load trips
NASCAR fans are on-the-go much
more so than non-fans
It’s critical to have immediate
consumption displays to capture the
impulse purchase
11
2014
Segment Opportunity
HAS A LARGE AND DIVERSE FAN BASE
• NASCAR I is the #1 spectator sport
• NASCAR
is the #1 sport in fan brand loyalty
• NASCAR
is the #2-rated regular-season sport on television
• NASCAR
has over 75M fans.
• NASCAR fans are 3 times as likely to try and purchase NASCAR
sponsors’ products and services.
• NASCAR has broad fan demographics: of NASCAR® fans, 60% are male,
40% female
• M&M’S BRAND is the 4th most recognized brand among NASCAR® fans
(unaided awareness)
• 91% of Consumers know that the M&M’S® BRAND sponsors NASCAR
Source: Ipsos, 2010 NASCAR ® Brand Tracker
NA
14
has a National Reach
Occasions Span the Year
Providing Opportunities for In-Store Display Events
Q1
Key Race
Feb. 26
Daytona MMs
March 4 Phoenix MMs
March 11 Las Vegas MMs Brown
March 18 Bristol
MMs
March 25 California Interstate
April 1
MartinsvilleMMs
April 14 (Sat.)
Texas
Interstate
April 22
Kansas
Wrigley
April 29
Richmond MMs
Daytona
Las Vegas
Bristol
Q2
Q3
July 7 (Sat.)Daytona Interstate
May 5
Talladega MMs
New Hampshire
Interstate
May 12
Darlington Wrigley July 15
July 29
IndianapolisMMs
May 19
All Star RaceMMs
Aug.
5
Pocono
MMs
May 27
Charlotte MMs RWB
Aug. 12 Watkins Glen
MMs
June 3
Dover
MMs
Aug. 19 Michigan Interstate
June 10
Pocono
MMs
Bristol
MMs
June 17
Michigan Snickers Aug. 25 (Sat.)
Sept.
2
Atlanta
Wrigley
June 24
Sonoma MMs
Richmond MMs
June 30 (Sat.)
Kentucky MM RWB Sept. 8
All Star Race
Charlotte
Kentucky
Indianapolis
Bristol
Atlanta
Q4
Sept. 16 Chicago Wrigley
Sept. 23 New Hampshire
MMs
Sept. 30 Dover
Interstate
Oct. 7
Talladega MMs
Oct. 13 (Sat.)
Charlotte MMs
Oct. 21
Kansas
MMs Halloween
Oct. 28
MartinsvilleMMs Halloween
Nov. 4
Texas
Snickers
Nov. 11 Phoenix MMs
Nov. 18 Miami
MMs
Chicago
New Hampshire
Texas
Key Events
When We Win, You Win National Promotion
Kickoff
Red White & Blue/
M Prove America
Race for Chase
Halloween
Chase/Championship
Plan to Win: Display NASCAR All Year, All Markets!!
2014
Program Details
Race Day is Better with M will continue
to be part of the Year long M&M’s
‘Better with M’ brand activation
17
2014 Strategic Approach
Continued focus on reaching casual NASCAR® Fan base with “Race
Day is Better with M”™ Message
With over 75M Fans, NASCAR® is relevant to all customers nationwide
Increased focus on the home viewer to encourage fans to incorporate
MARS brands into race day traditions
Advertising during races
2014 NASCAR Display Solutions suitable for home viewing parties & events as well as on the go consumption
Continued consumer engagement with Quarterly giveaways for
consumers via social media
Consumers have a chance to win trips to the biggest NASCAR races and other prizes by participating
New trade incentive plan will incentivize retailers to take quarterly displays
2014
Marketing Support
2014 NASCAR Program
•In 2014 we will offer an opportunity for consumers to
win quarterly prizes via facebook.
– A call to action on our displays will drive consumers online to
discover details of our competition and prizes.
• NASCAR ® pack and display range has been optimized
to include our best selling products across brands in
the most effective and efficient display vehicles.
•M&M’S® will provide national advertising and PR
support as well as regional and local consumer
promotion to drive off-take throughout the 2014
season.
Consumer Promotion Overview
• Call to action on displays will drive consumers online
to enter our quarterly NASCAR competition via
Facebook
• 4 competition windows throughout the year:
•Q1 - Road to Daytona
• Consumers can win a VIP trip to the season kickoff in Daytona
•Q2 - Spring time giveaway
•Consumers can win lots of limited edition NASCAR
merchandise
•Q3 - Summer giveaway
•Consumers can win lots of limited edition NASCAR
merchandise
• Q4 - Race for the sprint cup
21
•Win a VIP race experience!
2014 NASCAR
•M&M’s® advertisements
showing during Daytona 500 plus
6 other races (TBD) during 2014
•4 week NASCAR.com partnership
Support Calendar
2014 NASCAR®
23
Marketing Support
2014 Season Activation Calendar
Q1 2013
Q2 2013
Q3 2013
Q4 2013
Races
(Daytona 500)
(Coke 600)
Retail Support
(Show Car/Driver Appearances)
Communications
(Radio)
(NASCAR Displays & Pallets In Store)
Merchandising
4
4
”
PR
4
8”
4
0
”
Engagement
(Social Media)
(Sweepstakes)
(Chase Begins)
(Championship)
Delivery/Performance Dates
For All IC & FC Displays Unless Noted Otherwise
P1 – P3 Window
LOD
FDD
LDD
Performance Pd
3/14/2014
12/30/2013
3/21/2014
12/29/2013 - 3/23/2014
Checkpoint Date
P4 – P6 Window
LOD
FDD
LDD
Performance Pd
6/6/2014
3/23/2014
6/13/2014
3/22/2014 - 6/15/2014
Checkpoint Date
P7 – P10 Window
LOD
FDD
LDD
Performance Pd
9/26/2014
6/16/2014
10/3/2014
6/15/2014 – 10/5/2014
Checkpoint Date
P11 – P13 Window
LOD
FDD
LDD
Performance Pd
12/19/2013
10/6/2014
12/26/2014
10/5/2014 - 12/28/2014
Checkpoint Date
2014
Additional Support Materials
Available Assets
www.marssponsorships.com
 Retailer Logo on Back of Car
 At Track Customer Engagement
 Luxury Suites
 Grandstand Tickets
 VIP Access
 Logo/Image/NASCAR Media Rights

Premiums/Autographed Items

Partner Benefits/Discounts

Sales Incentive & Consumer Promotions

Showcar & Simpod Appearances

Kyle Busch Appearances

Joe Gibbs Racing Tours
NASCAR Racing Experience
• Pre-Event Appearance Posters – sent 2 weeks out
• Authentic Race Car driven by Kyle Busch (18’ x 7’)
• Portable Branded Simulator Pod (3’ x 6’)
o Small enough to be used in store
• Branded Trailer including Satellite TV airing live racing
• 2 brand ambassadors to run simulator and interact with consumers
• Kyle Busch Hero Cards and Poster giveaways
Retail Coverage
Mars Chocolate retail team will visit the top stores closest to the NASCAR® race track to set up Mars NASCAR® displays
and POP.
The retail team will set up POP, fill dump bins, and move shippers/displays together to create a NASCAR® section in
store.
If your account does not allow display activity unless authorization from their division manager or HQ, please obtain retail
authorization for our retail team to set up displays in your retailers stores around the race tracks.
Additional Support Details
The following materials are available on salesforce.com:
Sell Sheet
30
UPC Guide
NASCAR
2014
Distribution & Merchandising Objectives
Delivery/Performance Dates
For All IC & FC Displays Unless Noted Otherwise
LOD
FDD
LDD
Checkpoint Date
1/17/2014
12/30/2013
1/24/2014
Cycle 12 Oct 30
2/14/2014
1/27/2014
2/21/2014
Cycle 13 Nov 27
3/14/2014
2/24/2014
3/21/2014
Cycle 01 Dec 25
4/11/2014
3/24/2014
4/18/2014
Cycle 02 Jan 22
5/9/2014
4/21/2014
5/16/2014
Cycle 03 Feb 19
6/6/2014
5/19/2014
6/13/2014
Cycle 04 Mar 19
7/4/2014
6/16/2014
7/11/2014
Cycle 05 Apr 16
8/1/2014
7/14/2014
8/8/2014
Cycle 06 May 14
8/29/2014
8/11/2014
9/5/2014
Cycle 07 Jun 11
9/26/2014
9/8/2014
10/3/2014
Cycle 08 Jul 9
10/24/2014
10/6/2014
10/31/2014
Cycle 09 Aug 6
11/21/2014
11/3/2014
11/28/2014
Cycle 10 Sep 4
12/19/2014
12/1/2014
12/26/2014
Cycle 11 Oct 1
Sales Objectives
NASCAR expected to generate $67.5M
Volume Breakdown
Pack
Singles
Sharing Size
Packaged Goods - XL
Proj. GSV
$58.0M
$9.5M
$19.1M
Total:
$67.5M
INTERNAL USE ONLY
GSV Volume Objectives
Volume Breakout by Customer/Channel
Item
Total GSV
Everyday Items
192ct Mixed Singles Shipper/Powerwing
168ct Mixed Sharing Size Shipper/Powerwing
2676ct Mixed Singles Split Pallet w/TearPad
1056ct Mixed Singles 1/4 Pallet 1056ct w/TearPad
270Ct M&Ms 42oz/FB 40oz SUP Pallet*
$
$
$
$
$
Total
$ 67,500,000
8,000,000
9,500,000
5,000,000
25,000,000
20,000,000
Mass
Club
Drug/Specialty
Grocery
$
$
$
$
5,500,000
4,500,000
5,000,000
19,400,000
Value
Convenience
$
$
2,500,000
5,000,000
$
5,600,000
$ 20000,000
$20,000,000
INTERNAL USE ONLY
$34,400,000
$13,100,000
Merchandising Insights
• Confectionery is the most responsive to quality merchandising, and eye-catching displays
indexing at 153%
• Confectionery is an Impulsive category, 83% of purchases being unplanned
• 79% of shoppers said they had been tempted to buy confection at the spur of
the moment
• Use displays to tempt the passionate fan and trigger impulsivity by making
chocolate more mentally available in-store
• 98% of shoppers cover less than half the store.
• Placing confectionery in high traffic locations such as lobby, perimeter and front end
cap can drive incremental sales by capturing “impulse” purchases. (Lifts range from
12.6% to 55.8%)
• Focus on future consumption in lobby when shoppers are purchasing for others and
immediate consumption on perimeter for the greatest lift
• Arrival (lobby) and departure (front end) are crucial points of display, 100% of
shoppers making a purchase MUST pass through these areas.
Source: 1-2 Mars Shopper MAJIC,
3- Kantar Retail
Create IMPULSE moments with the right packs in the right LOCATION GROCERY
Best Practice Location
(Indexed to avg. location by pack)
128
Singles
120
140
Packages
Perimeter
Share Size
Lobby
Mini’s
Lobby
Packages
Lobby
15
8
Share Size Minatures
Lobby
 Exposure to all shopper missions
 More likely to purchase for
family / others
 Most responsive to display
Singles
Front-End





100% of shoppers
More Immediate consumption
Reward / Treat / Indulgence
Low decision time
Last chance for “impulse” purchase
Source: IRI Display Effectiveness Study 52 Weeks Ending Nov 2011
Mars pack types have been used to represent performance
Perimeter





High traffic
Counter-clockwise traffic flow
Shoppers moving quickly
Near high demand categories
High impulse / low decision time
Create IMPULSE moments with the right packs in the right LOCATION - DRUG
191
Singles
163
Minatures
138
Share Size
131
147
Best Practice Location
(Indexed to avg. location by pack)
Singles
Perimeter
Share Size
Front End
Large Bar
Perimeter
Mini’s
Perimeter
Packages
Front End
Packages
Large Bar
Front-End





100% of shoppers
More Immediate consumption
Reward / Treat / Indulgence
Low decision time
Last chance for “impulse” purchase
Source: IRI Display Effectiveness Study 52 Weeks Ending Nov 2011
Mars pack types have been used to represent performance
Perimeter





High traffic
Counter-clockwise traffic flow
Shoppers moving quickly
Near high demand categories
High impulse / low decision time
The C-STORE CHECKOUT yields the highest lift.
FLOOR displays can elicit FAST, IMPULSE purchase and INCREASE basket –
Merchandise NEAR categories with high interaction
1
Chocolate Buyers Market Basket
3
100%
Chocolate Candy
Gas/Fuel
Pkgd. Beverages
Gum
Disp.Hot Beverages
Pkgd. Sweet Snacks
Tobacco
Lottery/Gaming
Dairy /Fluid Milk Products
Disp. Cold Beverages
Non-Choc. Candy
Pkgd Ice Cream/Novelties
Prep. Hot or Cold Foodsvc.
RTE/Pkgd-to-Go Food
Edible Grocery
Mints/Drops/Breath Fresheners
Nutritional and Other Snacks
General Merchandise
Salty Snacks
Salty Snacks
of Candy
purchases are part
of a multi-item
basket
61%
59%
2
42%
28%
24%
20%
19%
18%
16%
15%
14%
11%
11%
11%
10%
8%
8%
8%
Source: cciPanel, Dec 11/Jan 12 1,302 panelists, 18+ years
+18.
7%
Singles
+22
%
Share Size
Best Practice Floor Display Location
1. Cold Vault
2. Salty Snack
3. Disp. Hot Beverages / Food Service
NASCAR 2014 Displays
Immediate Consumption
Mixed Sharing Size Powerwing
Item # M25028-03
168 Ct.
ZREP: 210542
• 48 Ct. M&M’S® Brand Peanut
Chocolate Candies Sharing Size,
3.27 oz.
• 48 Ct. SNICKERS® Brand 2 To
Go Bars, 3.29 oz.
• 24 Ct. M&M’S® Brand Milk
Chocolate Candies Sharing Size,
3.14 oz.
• 24 Ct. MILKY WAY® Brand 2 To
Go Bars, 3.63 oz.
• 24 Ct. TWIX® Caramel Cookie
4 To Go Bars, 3.02 oz.
Mixed Singles Powerwing
45”
• 96 Ct. SNICKERS® Bar,
1.86 oz.
• 48 Ct. M&M’S® Brand Milk
Chocolate Candies, 1.69 oz.
• 120 Ct. M&M’S® Brand
Peanut Chocolate Candies,
1.74 oz.
• 24 Ct. M&M’S® Brand
Peanut Butter Chocolate
Candies, 1.74 oz.
51.12”
Item # 10107374
192 Ct.
ZREP: 283345
15.25”
14”
13”
14”
With Tear Pad
50¢ Off 2
Mixed Singles Quarter Pallet
Item #: 10100997
1,056 Ct.
ZREP: 275727
• 288 Ct. SNICKERS® Bar, 2.07 oz.
• 192 Ct. M&M’S® Brand Peanut Chocolate
Candies, 1.74 oz.
• 144 Ct. M&M’S® Brand Milk Chocolate
Candies, 1.69 oz.
• 144 Ct. TWIX® Caramel Cookie Bars, 1.79 oz.
• 108 Ct. MILKY WAY® Bar, 2.05 oz.
• 108 Ct. 3 MUSKETEERS® Bar, 2.13 oz.
• 72 Ct. SNICKERS® Brand Almond Bar 1.76
oz.
44”
20”
24”
With Tear Pad
50¢ Off 2
Mixed Singles Split Pallet
46.38”
41.6”
40”
24”
Item #: 10109170
2,676 Ct.
ZREP: 285724
• 720 Ct. SNICKERS® Bar, 2.07 oz.
• 528 Ct. M&M’S® Brand Peanut Chocolate Candies, 1.74 oz.
• 384 Ct. M&M’S® Brand Milk Chocolate Candies, 1.69 oz.
• 288 Ct. TWIX® Caramel Cookie Bars, 1.79 oz.
• 192 Ct. M&M’S® Brand Pretzel Chocolate Candies, 1.14 oz.
• 180 Ct. 3 MUSKETEERS® Bar, 2.13 oz.
• 180 Ct. MILKY WAY® Bar, 2.05 oz.
• 108 Ct. SNICKERS® Brand Peanut Butter Squared Bars,
1.78 oz.
• 96 Ct. SNICKERS® Brand Almond Bar, 1.76 oz.
NASCAR 2014 Displays
Future Consumption
Mixed XL SUP Pallet
Item # 10110841
270 Ct.
ZREP: 298156
Pallet Contains:
44”
48”
40”
• 84 Ct. M&M’S® Brand Peanut Chocolate Candies, 42
oz.
• 70 Ct. MINIS MIXTM, 40 oz.
• 60 Ct. M&M’S® Brand Milk Chocolate Candies, 42
oz.
• 36 Ct. M&M’S® Brand Peanut Butter Chocolate
Candies, 38 oz.
• 20 Ct. SNICKERS® Brand Miniatures, 40 oz.