Date Document Created: May 31, 2012
Content Owner: Richard McCann
Delivery Date and/or In-Store Activation Date: January 14, 2013
Version number: 1.0
If new version, what’s changed since last version (bullet points are
fine):
Table of Contents
Sales Materials Included:
Distribution and Merchandising Objectives
Selling Story
Nvision Catalog
Customer Collaboration One Page Presentation Sheet
2
NASCAR 2013
Distribution & Merchandising Objectives
FOR INTERNAL USE ONLY
NASCAR 2013 Sales Objectives
NASCAR 2013 is expected to generate $81.3M
Item #
Items
Summary
2013 Voume
Cases/PLLTS
275573
Mixed Singles Shipper/Powerwing 264CT
$5,364,440
36,285
FULL YEAR
210542
Mixed King Size Shipper/ Powerwing 168CT
$8,142,778
48,959
FULL YEAR
276428
Mixed Singles Split Pallet 2676CT
$4,000,000
2,669
FULL YEAR
275727
$23,140,189
39,130
FULL YEAR
275786
Mixed Singles 1/4 Pallet 1056 CT (tear pad)
Mixed King Quarter Pallet - 360CT
$1,351,112
3,791
FULL YEAR
261352
168ct Pre- Priced KS Mixed NASCAR Shipper Q1
$2,197,942
13,215
Q1 ONLY
275828
72ct M&M's Mixed Singles CU (2/Ca)
$1,350,000
16,741
FULL YEAR
277195
Mixed KS PDQ Pallet
$1,200,000
722
FULL YEAR
IC TOTAL
$46,746,461
277186
Mixed Minis Quarter Pallet 156 CT
$2,975,546
6,646
FULL YEAR
265938
M&M's Milk 19.2oz DRC 24/CA
$3,540,000
36,967
FULL YEAR
265591
M&M's Peanut 19.2oz DRC 24/CA
$4,450,000
46,470
FULL YEAR
265842
M&M's Peanut Butter 18.4oz DRC 24/CA
$2,650,000
27,673
FULL YEAR
275894
32ct Milk & Peanut Large Bag Gravity Fed*
$1,000,000
7,832
Q1 ONLY
277298
M&Ms 40oz/FB 40oz SUP 264ct pallet
$20,000,000
9,618
FULL YEAR
*Note: Final Sales Objective
4
NOTES
FC TOTAL
$34,615,546
Total Channel Volume
$81,362,007
on Item # 275894 still TBD. Needs to be minimum $1M GSV, otherwise item will not be offered.
NASCAR 2013 Sales Objectives by Channel
Item #
Items
Future
Drug
Walmart
C-Store
Value
2013 Final
2013 Final
2013 Final
2013 Final
2013 Final
2013 Final
GRAND TOTAL
Cases/PLLTS
275573 Mixed Singles Shipper/Powerwing 264CT
Mixed King Size Shipper/ Powerwing
210542 168CT
$2,810,858
$600,000
$0
$1,953,582
$0
$5,364,440
36,285
$2,416,847
$600,000
$0
$5,125,931
$0
$8,142,778
48,959
276428 Mixed Singles Split Pallet 2676CT
Mixed Singles 1/4 Pallet 1056 CT (tear
275727 pad)
$4,000,000
$0
$0
$0
$0
$4,000,000
2,669
$18,060,938
$50,000
$0
$5,029,252
$0
$23,140,189
39,130
$898,484
$0
$0
$452,628
$0
$1,351,112
3,791
$0
$0
$0
$2,197,942
$0
$2,197,942
13,215
$0
$0
$350,000
$1,000,000
$1,350,000
16,741
$1,200,000
722
275786 Mixed King Quarter Pallet - 360CT
168ct Pre- Priced KS Mixed NASCAR
Shipper
261352
275828 72ct M&M's Mixed Singles CU (2/Ca)
277195 Mixed KS PDQ Pallet
$1,200,000
IC TOTAL $28,187,127
277186 Mixed Minis Quarter Pallet 156 CT
$1,250,000
$0
$15,109,334
$1,000,000
$46,746,461
$2,975,546
$0
$2,975,546
6,646
265938 M&M's Milk 19.2oz DRC 24/CA
$540,000
$3,000,000
$3,540,000
36,967
265591 M&M's Peanut 19.2oz DRC 24/CA
$700,000
$3,750,000
$4,450,000
46,470
265842 M&M's Peanut Butter 18.4oz DRC 24/CA
$400,000
$2,250,000
$2,650,000
27,673
$1,000,000
7,832
$20,000,000
9,618
275894 32ct Milk & Peanut Large BaG Gravity Fed
277298 M&Ms 40oz/FB 40oz SUP 264ct pallet
FC TOTAL
5
Total
$1,000,000
$20,000,000
$5,615,546
$0
$29,000,000
$0
$0
$34,615,546
Total Channel Volume $33,802,673
$1,250,000
$29,000,000
$15,109,334
$1,000,000
$81,362,007
FOR INTERNAL USE ONLY
Objectives:
2013 Sponsorship
Merchandising Objectives and Insights
1. Grow share and physical availability
2. Gain secondary merchandising locations via the use of displays in high-traffic areas
3. Leverage open stock items for secondary display on front end caps or promotional aisle
Insights:

Confectionery is a very emotionally driven category . The in-store environment currently does not deliver the
imagery which could lead to more impulsive behavior, but eye-catching displays placed in high traffic areas do
deliver!

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%)
Arrival (lobby) and departure (front end) are crucial points of display – as 100% of shoppers making a
purchase MUST pass through these areas. Upon entering, shoppers are most positive about confectionery
and their visual recall of communication is highest.
Focus on future consumption in lobby when shoppers are purchasing for others and immediate
consumption on front end when shoppers are purchasing for themselves
NASCAR 2013
Selling Story
Selling Story Table of Contents








8
Executive Summary
Segment Opportunity
Consumer Target & Trends
Program Details
Available Display & POS
Advertising & Marketing Support
Merchandising Recommendations
Appendix
Executive Summary
The 2013 Mars NASCAR Program is designed to capture the valuable NASCAR snacking community with a
flexible range of displays and a comprehensive marketing campaign to drive off-take year round.
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 2013 Mars NASCAR Program is Perfect for You!
• In 2013, Mars NASCAR Program theme is “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.
• An expanded range of displays offered to meet the snacking needs of NASCAR fans, including new IC and
FC displays.
• New POP and retail-tainment options will drive excitement and traffic in store and incent purchase.
9
NASCAR 2013
Segment Opportunity
FOR INTERNAL USE ONLY
HAS A LARGE AND DIVERSE FAN BASE
• NASCAR 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
NASCAR has a National Reach
12
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
May 5
Talladega MMs
May 12
Darlington Wrigley
May 19
All Star RaceMMs
May 27
Charlotte MMs RWB
June 3
Dover
MMs
June 10
Pocono
MMs
June 17
Michigan Snickers
June 24
Sonoma MMs
June 30 (Sat.)
Kentucky MM RWB
July 7 (Sat.)Daytona Interstate
July 15
New Hampshire
Interstate
July 29
IndianapolisMMs
Aug. 5
Pocono
MMs
Aug. 12 Watkins Glen
MMs
Aug. 19 Michigan Interstate
Aug. 25 (Sat.)
Bristol
MMs
Sept. 2
Atlanta
Wrigley
Sept. 8
Richmond MMs
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
Red White & Blue/
M Prove America
Race for Chase
Halloween
Chase/Championship
Kickoff
Plan to Win: Display NASCAR All Year, All Markets!!
NASCAR 2013
Consumer Target, Trends & Insights
FOR INTERNAL USE ONLY
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 is
increased steadily since 2004
15
Consumer Insights & Implications
• NASCAR fans are loyal, with over
70% of fans stating that
sponsoring NASCAR is a strong
influence on their purchase
decisions.
• NASCAR fans recall and purchase
sponsor brands more than fans of
any other sport.
• NASCAR fans make more trips to
purchase snacks and candy than
non-fans.
• When watching at home, fans
mostly consume what is on hand
• NASCAR fans are on-the-go much
more so than non-fans
• M&M’S®, SNICKERS, MILKY WAY,
3MUSKETEERS and TWIX are the
official chocolates of NASCAR. Fans
seek and purchase brands that
support NASCAR.
• MARS invests to drive awareness
and recall among fans so it
translates to off-take in store.
• Interrupt trips with off-shelf displays
to keep MARS NASCAR products top
of mind on fan trips.
• It’s critical to display product for
pantry-load trips
• It’s critical to have immediate
consumption displays to capture the
16
impulse purchase
NASCAR 2013
Program Details
FOR INTERNAL USE ONLY
Vision
Leverage the excitement and power of winning with a top
NASCAR team to engage our consumers and to drive sales and
display with all our retail customers
18
2013 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
Additional advertising during races
Expanded range of products for home viewing parties & events
Continued consumer engagement with “When We Win, You Win”
platform, linking M&M’S® Racing Team performance with chances
of winning great prizes
New mobile entry will allow for in-store winning; local content delivery and further consumer engagement
IN 2013, NASCAR IS PART OF A YEAR-LONG BRAND INITIATIVE
“CHOCOLATE IS BETTER WITH M”
2013 NASCAR Program
•In 2013, Race Day is Better with M! Leveraging the power and
excitement of a top-winning team, Mars will offer an enhanced
engagement program giving consumers the chance to win free cars
and thousands of great prizes instantly through the “When We Win
You Win” promotion.
•NASCAR pack and display range will expand to support the strategy
and give maximum merchandising flexibility, including new lower
count IC and FC displays.
•New sweepstakes enhancement with use of SnapTag technology to
engage shoppers by awarding prizes and pushing content instantly
through mobile technology.
•M&M’S® will provide national advertising and PR support as well as
regional and local consumer promotion to drive off-take throughout
the 2013 season.
Promotion Overview
• National promotion launching in February will allow consumers the chance
to win a car and other valuable prizes
• A minimum number of cars will be awarded regardless of whether M&M’S®
Team wins
• Engages consumers by linking their winning with M&M’S Racing wins
• Secondary Instant Win Prizes including NASCAR® Merchandise, Gas Cards
and Cash Cards
• Season-long execution gives customers flexibility to execute in calendar
• New mobile entry technology captures NASCAR fans on-the-go and enables
content to be pushed to shoppers, instantly
22
Promotional Details
• How It Works:
– Consumers are directed to grab a pack of
M&M’S® and other MARS products on
specially marked displays in-store
– Consumers snap the tag on the display with
their cell phone camera (smart phone not
required) and text in to see if they’ve won,
instantly
– Consumers have a chance to win a new car
(grand prize) and instantly win secondary
prizes with each entry
– Consumers will receive a link to get free
updates and content whether they win or not
– Sweepstakes are held after the #18 M&M’S®
Racing Team wins a race.
– Promotion runs from February – November
23
SOCIAL MEDIA:
• Year Long NASCAR® Content
on M&M’S® Face book Page
• Unique Social Support for
“When We Win, You Win”
promo
DIGITAL ONLINE
DISPLAY ADS
TV:
One TV spot within key
NASCAR® Sprint Cup
races of the Season
RADIO:
National &Regional
Promotional Radio
PUBLIC RELATIONS:
•PR launch of “When We Win,
You Win” promotion
•Full Season Team/Brand PR
Support
PRINT:
Print ads in key weekly,
monthly and or special
interest publications
WEBSITE:
“Race Day is Better with M”
content for year long
support
SHOPPER MARKETING:
Custom programs at key retailers
executed thru year
IN STORE
Show Car
Driver
Appearances
2013 Mars NASCAR Promotional Support
2013 NASCAR® Marketing Support Calendar*
Q1
TV**
Digital
Radio
Regional Radio**
Print
Social Media
Public Relations
* Final timing for TV, Digital, Radio and Print to be communicated Q3 2012
**TV Support may include a mix of M&M’S NASCAR and Core spots
25
Q2
Q3
Q4
2013 Season Activation Calendar
Q1 2013
Q2 2013
Q3 2013
Q4 2013
Races
(Daytona 500)
(Coke 600)
(Chase Begins)
(Championship)
Retail Support
(TV)
(Show Car/Driver Appearances)
(TV)
Communications
(Radio)
(NASCAR Displays & Pallets In Store)
Merchandising
(IC)
(FC)
(Launch PR)
(Sustaining PR)
Engagement
(Social Media)
(Sweepstakes)
(TV)
Delivery/Performance Dates
For All IC & FC Displays Unless Noted Otherwise
LOD
FDD
LDD
Performance Pd
Checkpoint Date
3/22/2013
1/14/2013
3/29/2013
1/13/2013 - 3/31/2013
Cycle 12 10/31/2012
LOD
FDD
LDD
Performance Pd
Checkpoint Date
6/21/2013
4/1/2013
6/28/2013
4/7/2013 - 6/30/2013
Cycle 2 1/23/2013
LOD
FDD
LDD
Performance Pd
Checkpoint Date
9/20/2013
7/1/2013
9/27/2013
7/7/2013 - 9/29/2013
Cycle 5 4/17/2013
LOD
FDD
LDD
Performance Pd
Checkpoint Date
12/20/2013
9/30/2013
12/27/2013
10/6/2013 - 12/29/2013
Cycle 9 8/7/2013
NASCAR Displays
Immediate Consumption
New!
•
275828 – M&M’S® 72 ct Mixed Singles Counter Unit
2/CA
– UCC: 100-40000-42181-5
– Mix:
• 36 M&M’S® Milk Chocolate Singles
• 36 M&M’S® Peanut Singles
– 2 units per master case
– Dimensions: 15.5” x 9.2” x 13.1”
29
Mixed Singles Power Wing
Mixed King Size Power Wing
264 Ct.
ZREP 275573
UCC 000-40000-42154-2
168 Ct.
ZREP 210542
UCC 000-40000-25028-9
Mix:
Mix:
•96 Ct.
Bar, 2.07 oz.
®
•48 Ct. M&M’S Brand Milk Chocolate
Candies, 1.69 oz.
•48 Ct. M&M’S® Brand Peanut Chocolate
Candies, 1.74 oz.
•36 Ct. MILKY WAY® Bar, 2.05 oz.
•36 Ct. TWIX® Caramel Cookie Bars, 1.79 oz.
SNICKERS®
Dimensions: 39.9” x 15.2” x 5.5”
•48 Ct. M&M’S® Brand Peanut
Chocolate Candies Sharing Size, 3.27 oz.
•48 Ct. SNICKERS® 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® 2-To-Go Bars, 3.63
oz.
•24 Ct. TWIX® Caramel Cookie Bars 4To-Go, 3.02 oz.
Dimensions: 23.5” x 11.1” x 14.6”
30
•
275727– Mixed Singles Quarter Pallet 1056 ct
– UCC: 000-40000-42167-2
– Mix:
• 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® Almond Bar 1.76 oz.
– Dimensions: 24’’ x 20’’ x 44.25’’
– Tearpad: 2 pads @ 75 sheets per; Offer is $0.50 off 2*
31
*While supplies last
•
261352– Mixed King Size Pre-Priced (2/$3.00) Power
Wing 168 Ct.
– UCC: 000-40000-44165-6
– Mix:
• 72 Ct. M&M’S® Brand Peanut Chocolate Candies Sharing
Size, 3.27 oz.
• 48 Ct. SNICKERS® 2-To-Go Bars, 3.29 oz.
• 24 Ct. M&M’S® Brand Milk Chocolate Candies Sharing Size,
3.14 oz.
• 24 Ct. TWIX® Caramel Cookie Bars 4-To-Go, 3.02 oz.
New!
Dimensions: 23.5” x 11.1” x 14.6”
NOTE: Account Trade funds to be used to fund 2/$3 promotion
Delivery Dates
32
LOD
FDD
LDD
Performance Pd
Checkpoint Date
3/22/2013
1/14/2013
3/29/2013
1/13/2013 3/31/2013
10/31/2012
©
•
276428 – Mixed Singles Split Pallet 2676 Ct.
– UCC: 000-40000-42232-7
– Mix:
•
•
•
•
•
•
•
•
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.
180 Ct. 3 MUSKETEERS® Bar, 2.13 oz.
180 Ct. MILKY WAY® Bar, 2.05 oz.
192 Ct. M&M’S® Brand Pretzel Chocolate Candies, 1.14 oz.
96 Ct. SNICKERS® Almond Bar,
1.76 oz.
• 108 Ct. SNICKERS® Peanut Butter Squared Bar, 1.78 oz.
– Dimensions: 40” x 24’’ x 46.38’’
33
©
•
275786– Mixed King Size Quarter Pallet 360 Ct.
– UCC: 000-40000-42176-4
– Mix:
• 120 Ct. SNICKERS® Bar 2-To-Go, 3.29 oz.
• 72 Ct. M&M’S® Brand Peanut Chocolate Candies Sharing
Size, 3.27 oz.
• 48 Ct. M&M’S® Brand Milk Chocolate Candies Sharing Size,
3.14 oz.
• 72 Ct. TWIX® Caramel Cookie Bars 4-To-Go, 3.02 oz.
• 48 Ct. MILKY WAY® 2 to Go
– Dimensions: 24” x 20” x 44.3”
34
•
277195– Mixed King Size PDQ Pallet
1680 Ct.
– UCC: 000-40000-48066-2
– Mix:
•
•
•
•
•
•
•
•
168 M&M'S MC Sharing Size
192 M&M'S MINIS MEGA TUBE
144 M&M'S PRETZEL Sharing Size
288 M&M's PEANUT Sharing Size
144 MILKY WAY 2 to Go
336 SNICKERS 2 to Go
144 SNICKERS PB SQ 4 to Go
264 TWIX 4 to Go
– Dimensions: 48’’ x 40’’ x 48.8’’
NASCAR Displays
Future Consumption
8.5”
•
265938 – M&M’S® Milk Chocolate DRC 19.2 oz
24/CA
– UCC: 000-40000-45971-2
– Dimensions: 18” x 11.9” x 11”
•
265591 – M&M’S® Peanut DRC 19.2 oz 24/CA
– UCC: 000-40000-45970-5
– Dimensions: 18” x 11.9” x 11”
•
265842 – M&M’S® Peanut Butter DRC 19.2 oz
24/CA
– UCC: 000-40000-45972-9
– Dimensions: 18.5” x 11.9” x 10.9”
37
8.5”
•
275894 – Mixed M&M’S® Large Bag Floorstand Display
32Ct.
– UCC: 000-40000-42189-4
– Mix:
• 16 M&M’S® Milk Chocolate 19.2 oz
• 16 M&M’S® Peanut 19.2 oz
– Dimensions: 19.6” x 15.8” x 10.9”
Delivery Dates
38
NOTE: Size are approximate and SRP will vary by account.
LOD
FDD
LDD
Performance Pd
Checkpoint Date
3/22/2013
1/14/2013
3/29/2013
1/13/2013 3/31/2013
10/31/2012
©
Filled Bar Mixed Minis Quarter Pallet
156 Ct.
ZREP 277186
UCC: 000-40000-48062-4
Quarter Pallet contains:
•48 Ct. SNICKERS® Brand Miniatures 11.5 oz.
•32 Ct. MINIS MIX™ 10.5 oz.
•32 Ct. SNICKERS® Brand MINIS MIX™ 10.5 oz.
•16 Ct. MILKY WAY® Brand Miniatures 11.5 oz.
•16 Ct. TWIX® Brand Miniatures 11.5 oz.
•12 Ct. 3 MUSKETEERS® Brand Miniatures 10 oz.
Dimensions: 20” x 24” x 47.5”
39
•
277298 – Mixed XL SUP Pallet 264 Ct
– UCC: 000-40000-48078-5
– Mix:
•
•
•
•
84 Ct. M&M’S® Brand Peanut Chocolate Candies 42 oz.
60 Ct. M&M’S® Brand Milk Chocolate Candies 42 oz.
60 Ct. SNICKERS® MINIS 40 oz
60 Ct. MIXED MINIS 40 oz
– Dimensions: 48’’ x 40’’ x 40.5’’
NASCAR 2013
Support Materials for Launch
NASCAR Pennant Flags (each)
Item #: 50145
NVISION Date: 10/3/12
Size: 3”Long X 11”H
NASCAR Stack Case
(each)
Item #: 50151
NVISION Date: 10/3/12
Size: 24”W X 12”H X 12”D
NASCAR Poster (each)
Item #: 50142
NVISION Date: 10/3/12
12”W X 24”H
NASCAR Dump Bin w/
Header (each)
Item #:50148
NVISION Date: 10/3/12
Size: 18”W X 30”H
NASCAR Pallet WRAP
(10/Pack)
Item #:
NVISION Date: 10/3/2012
Size: 10”H X 15’ Long
NASCAR Pallet Display (each)
Item #: 50213
NVISION Date: 10/3/12
Size: 16’ X 8” X 4”
NASCAR Adjustable End Cap
Item #: 50160
NVISION Date: 10/3/12
Size: 30-42”W X 68-87”H X 14”D
NASCAR Hero Card (each)
Item #:50143
NVISION Date: 10/3/12
Size: 10”W X 8”H
NOTE: All merchandising elements are FPO and
subject to change contingent on budget
FPO
NASCAR CFB Dangler
Item #: 50152
NVISION Date: 10/3/12
Size: 4.5”W X 7.5”H
NASCAR CCU (Corrugated Counter
Unit)
Item #: 50155
NVISION Date: 10/3/12
Size: 11.5”W X 11.5”H X 7.5”D
NASCAR Generic Dangler
Item #: 50149
NVISION Date: 10/3/12
Size: Size: 4.5”W X 7.5”H
NASCAR Balloons
Item #: 50144
NVISION Date:
10/3/12
Size: 18” Diameter
NASCAR Dump Bin w/
Header (each)
Item #: 50150
NVISION Date: 10/3/12
Size: 24”W X 53”H
NASCAR Inflatable
Item #: 50154
NVISION Date: 10/3/12
Size: 28” X 33”
NASCAR Ms. Brown Dump
Bin (each)
NASCAR Mod Pod
Item #: 50153
Item #: 50156
Kyle Busch Dump Bin w/ Header (each)
NVISION Date: 10/3/12
NVISION Date: 10/3/12
Item #: 50147
Size: 42”W X 50”H
Size: 5.25”W X 2.5”D X
NVISION Date: 10/3/12
4.5”H
NOTE: All merchandising elements are FPO and are subject to change contingent on budget
AVAILABLE ASSETS:
 MARSSPONSORSHIPS.com
 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 SHOW CAR PROGRAM
•Race Car driven by Kyle Busch (18’ x 7’)
•Portable Branded Simulator Pod (3’ x 6’)
•Small enough to be used in store
•Actual Win Trophy Display (3’ x 3’)
•Branded Trailer including:
•M&M’S Racing merchandise window option
•Satellite TV airing airing live racing during
all NASCAR activity
•M&M’S branded awning
•2 JGR staff members to run simulator
and interact with consumers
•Kyle Busch Hero Cards and Poster
giveaways
Support Materials for Launch
The following materials will be available on SALESFORCE.COM for
Launch:
46
Sell Sheet
UPC Guide
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.
Customer Collaboration Overview
One Page Overview
Appendix
NASCAR Vision & Strategy One Sheet
Key Research Results/Charts
Key Channel Data
NASCAR 2013 Race Schedule (Oct. 2012)
Race Day is Better with M!
Associate Engagement –
Crowd
Vision – Spotter Location
• Leverage the excitement and
power of winning with a top
• NASCAR® Day
NASCAR team to engage our
• Fantasy Racing with Weekly
customers, consumers and
prizes
• Weekly communications to
associates
Associates via dot Mars, HKT
Happenings, Video Monitors
GSV
100 MM
©
90 MM
80 MM
Mental Availability – Pit Road
70 MM
60 MM
• Best in class communications
leveraging the power and
unique equities of our brands:
50 MM
• National media for mass reach
Metrics – Leader board
30 MM
20 MM
• Region communications to
support race-market executions
©
40 MM
Colorful, Chocolate Candy FUN;
Characters
v
Physical Availability –
Cars on Track
10 MM
• GSV
• Big Wins
• NQC
• B2B
• ROI
• Merchandising
• Best in Class Merchandising for
all Channels of Trade
• Right Packs for Race Day
Occasions
• Signature Item leveraging team
marks and M&M’S® technology
®/TM trademarks ©Mars, Incorporated 2012
Sponsorship Awareness
A NASCAR Study
Spring 2012
Unaided NASCAR Sponsor Awareness
Top 10 Mentions [Fans Only]
b
b
b
b
b
b
b
b
b
Total NASCAR Sponsor Awareness
Top 11 Aware NET Responses [Fans Only]
b
b
b
b
b
b
b
b
b
b
b
Sponsor Loyalty
[Fans Only]
Given the choice of two products of a similar price, how likely are you to choose the
brand that is affiliated with NASCAR racing over one that is not?
b
b
a
a
Impact Of NASCAR Sponsorship On Impression Of M&M’s
[Fans Only]
b
b
a
b
Impact Of NASCAR Sponsorship M&M Purchase Likelihood
[Fans Only]
How much does M&M's sponsorship in NASCAR influence you to purchase M&M's over
other brands of candy?
b
b
a
Snacking Preferences
Top Snacks While Watching A NASCAR Race
Top 10 Mentions [Fans]
When thinking about snacks you may eat while watching a NASCAR race, what brands of
snacks, either salty or sweet, or candy type, are most often eaten at your house during a
race? [Multiple Responses]
a
a
Favorite Sweet Snacks & Candies
Top 7 Mentions [Fans & Non-Fans]
Which brands of sweet snacks and candy would you say are your three favorites?
[Multiple Responses]
c
c
c
a, c
b
a
a
NASCAR Race Snack Shopping / Preparation
[Fans]
How do you typically select the snacks that you eat while watching a race on TV? *MR
Snack and Candy Category Usage and Consumption
 On average, NASCAR fans make 25+ trips per year to purchase snacks – nearly 2 more trips than non-fans.
 On average, NASCAR fans make nearly 20 trips per year to purchase candy – about 1 more than non-fans.
NASCAR Fan
Households
Non-Fan
Households
Difference:
NASCAR Fans
vs. Non-Fans
Snacks
25.4 trips per year
23.8 trips per year
+1.6
Candy
19.1 trips per year
18.2 trips per year
+0.9
Category Examples:
Number of Annual Item Trips
Approximately 20%-25% of NASCAR fan households purchase Mars brand chocolate candies, making multiple trips per
year to purchase these items.
Proportion of NASCAR Fan Households
that Purchase the Item
Number of NASCAR
Fan Item Purchase
Trips Per Year
M&M’s Milk Chocolate Candies
26%
2.3
M&M’s Peanut Chocolate Candies
26%
2.4
Snickers Bar
22%
2.4
3 Musketeers Bar
19%
2.0
Brand Usage and Item Trips Per Year
IMPORTANT NOTE: NASCAR fandom in this source is determined through the use of the following question: “Using a scale of 1 to 7, where 1 is “not at all interested”, 4 is “moderately
62
interested”, and 7 is “extremely interested”, how interested would you say you are in NASCAR?” NASCAR fans are those respondents who are at least moderately interested in NASCAR.
Source: The Nielsen Company, Homescan FANLinks 2010
NASCAR Fans Shop Multiple Retail Channels
Retail channels shopped in past month
Index NASCAR Fans
vs. Non-Fans
NASCAR Fans
Non-Fans
Supermarkets
96%
93%
103 *
Drug stores
75%
73%
103 *
Mass retailers
72%
62%
116 *
Convenience stores
69%
52%
133 *
Home improvement stores
65%
48%
135 *
Automotive specialty retailers^
55%
42%
131 *
Shopping malls
52%
51%
102
Department stores
47%
44%
107 *
Strip malls
45%
38%
118 *
Home electronics retailers
34%
27%
126 *
Warehouse clubs
31%
27%
115 *
Office supply retailers
24%
22%
109
Sporting goods
18%
10%
180 *
Read: 72% of NASCAR fans have shopped at a mass retailer in the past month compared to 62% of non-fans, a 116 index. In other words, NASCAR fans are +16% more likely than non-fans
to shop at a mass retailer.
^ indicates past year results
Source: Experian Consumer Research, Simmons National Consumer Survey, Fall Full Year 2010. The asterisk (*) indicates statistical significance at the 95% confidence level.
63
NASCAR fandom is determined through the use of the following question: “How interested are you in NASCAR?” Respondents may indicate “very”, “somewhat”, “a little bit”, or “not at all”
interested. NASCAR fans are those people who are at least a little bit interested in the sport.
Thank You!