retail execution: q1, 2013 an executive summary
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Retail Execution: Q1, 2013 An Executive Summary. Brian Klipp Group Director, Integrated Marketing Science , Marketing Knowledge & Insights. [email protected]. R etail E xecution A dvisement. Executive Summary Highlights Wave – March 2013. Prepared by: - PowerPoint PPT PresentationTRANSCRIPT
The Way of Shopper Marketing Classified - Internal use 1
Retail Execution: Q1, 2013An Executive Summary
Brian KlippGroup Director, Integrated Marketing Science,
Marketing Knowledge & Insights
Retail
Execution
Advisement
Executive Summary HighlightsWave – March 2013
Prepared by:Desmond Villalba
Classified - Internal use 3
REA Audit Parameters
• Message• Look of Success• Monthly Emphasis POS
• Points of Contact• Point of Contact – Display, Shelf,
Equipment (Electric, Barrels, Vending, Fountain) • 1st Bev POC• 1st Position Endcap – Bev & Non-Bev• Surface Area/Facings (excl Wine/Milk/Beer - except in CR)
• Super’s & CR• Nationally, Regionally, • Market, & Accounts• Excludes Publix
• Last Month of Quarter• Monthly for POS
• Categories• Sparkling Beverages• Still Beverages• Beer / Wine / Milk• Beer detail for Cold Vault
Where?
When?
What?
• 20 Grocery Locations• In Aisle• Lobby• Checkout (Reg vs Self)• End Caps • Specialty (Dairy, Organic…)• Perimeter
• 6 CR Locations• Cold Vault• Perimeter• Check out• Food/Bev Prep• Outside• Other
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Key Messages from the InsightsSupermarkets > $2MM ACV:• CCNA’s Sparkling Points of Contact continued to advance. The latest results show’s that the average US Supermarket (>$2MM ACV) had 7.2 points of contact for CCNA Sparkling (versus 7 for PBNA). • In March CCNA Sparkling gains were seen in the following notable areas: o From a Market and Customer perspective gains were seen in:
• Florida- Central & South MU, driven in part by Albertson’s stores.• Texas –Houston MU’s driven in part by Fiesta stores.
o From an In-store Location perspective gains were seen in:• Deli execution (now at 43%) continued to increase driven in part by
Meijers, Marsh, Randall’s, and select Kroger CTA’s.• Self-Checkout (now at 21%) saw increases in Albertson’s, Shoprite, and
Harris Teeter among others.• Front Perimeter (now at 32%) saw increases in Albertson’s, Randall’s,
and BIG Y among others
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Key Messages from the Insights
• Opportunity exists to secure more quality execution in Supermarkets as CCNA is underspaced across most of our portfolio.
• Nationally, CCNA Sparkling, Ingredient Enhanced Waters, and Chilled Juices/Drinks are underspaced relative to their respective Value & Volume sell-through Share
• Update from CUBE data
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Key Messages from the Insights
Convenience Retail Channel:
• The Sparkling and Beer categories share the lead for the most points of contact (nearly 7) in the average CR store.
• CCNA and PBNA Sparkling have comparable points of contact in CR – nearly 4pts.
• CCNA Sparkling saw gains of at least +1 point of contact in MAPCO (Memphis/Birmingham), AM/PM (Phoenix/LA), Cumberland Farms (Orlando/Tampa), and Cheveron ( Portland)
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* Absolute points in stores stocking, not % ACV Weighted
Sparkling POC grew each wave in 2012 to the 1st wave in 2013. Sparkling is also at all time high.
Core SSD
Wine Non Enh
Water
Beer Energy JC/DR Sh
Whse
JC/DR Btlr
RTD Tea
JC/DR Chilled
Ing Enh Water
Sports Drinks
Dairy Alt
Milk RTD Coffee
RTD Tea
Chilled
Bulk Water
Meal Repl.
Yogurt Drinks
JC/DR NHB
Chilled
Mixers
16.4
11.39.9
8.8 8.3 8.27.0 7.0
4.8 4.5 4.63.4 3.2 3.2
2.0 2.0 1.8 1.6 1.4 1.4
Average Points of Contact Across Categories
Source: Retail Execution Advisement – Total U.S. >$2MM – Mar 2013
All time high
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How many Points of Contact can shoppers interact with our brands?
Core Sparkling
Base Water
Ingredient Enhanced Water
Tea RTD SH
Sports Drink
EnergyJC/DR Btlr
JC/DR SH Whse
JC/DR Chilled
JC/DR NHB Chilled
Coffee RTD SH
7.2
3.8 2.7
2.5 2.2 2.0
2.8 4.1 1.8
1.4 1.2
7.0
3.7 1.9
3.7 2.5 2.5 2.2 4.0
1.7 1.3
2.4
Average Points of Contact Across Beverage Category
CCNA PBNA
Source: Retail Execution Advisement – Total U.S. >$2MM – Mar 2013
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Dec-09
Mar-10
Jun-10
Sep-10
Dec-10
Mar-11
Jun-11
Sep-11
Dec-11
Mar-12
Jun-12
Sep-12
Dec-12
Mar-13
3.5 3.5 3.5 3.63.4
3.7
3.63.8
3.4
3.83.6
3.83.6
3.8
3.5 3.5 3.5 3.6
3.3 3.4
3.43.5
3.2
3.5 3.43.7
3.4
3.7
Base Water
CCNA Base Water PBNA Base Water
CCNA still maintains a hold over PBNA for Base Water.
Dec-09
Mar-10
Jun-10
Sep-10
Dec-10
Mar-11
Jun-11
Sep-11
Dec-11
Mar-12
Jun-12
Sep-12
Dec-12
Mar-13
3.2 3.2 3.1 3.02.8
3.02.8 2.9
2.52.8 2.8 2.8
2.52.7
2.4 2.5 2.5 2.52.2
2.42.2 2.3
1.92.2
2.02.2
1.9 1.9
Ing Enh Water
CCNA Ing Enh Water PBNA Ing Enh Water
Dec-09
Mar-10
Jun-10
Sep-10
Dec-10
Mar-11
Jun-11
Sep-11
Dec-11
Mar-12
Jun-12
Sep-12
Dec-12
Mar-13
2.02.2 2.2 2.2
2.02.3
2.12.3
1.9
2.3 2.2 2.21.9
2.2
2.32.5
3.0 2.9
2.12.4
2.7 2.8
1.9
2.4
2.8 2.8
1.9
2.5
Sports Drink
CCNA Sports Drink PBNA Sports Drink
Source: Retail Execution Advisement – Total U.S. >$2MM – Mar 2013
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CCNA Sparkling Points of Contact continue to advance.
Dec-09 Mar-10 Jun-10 Sep-10 Dec-10 Mar-11 Jun-11 Sep-11 Dec-11 Mar-12 Jun-12 Sep-12 Dec-12 Mar-13
5.9
6.1 6.16.2
6.1
6.6
6.36.5
6.3
6.9
6.6
7.0
6.6
7.2
5.8
5.7
5.86.0
5.65.8
6.06.2
5.6
6.3 6.2
6.6
6.0
7.0
SSD Average Points of Contact
CCNA Core Sparkling PBNA Core Sparkling
Source: Retail Execution Advisement – Total U.S. >$2MM – Mar 2013
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Where did CCNA Sparkling Points of Contact Grow?
Top 10 Markets and Customers in Point of Contact Growth from 2012 Q1 to 2013 Q1
Q1 2012 Q1 20132013 vs.
2012
ALBERTSONS LLC LOUISIANA 10.5 14.8 4.3
MEIJER NORTHERN INDIANA 15.3 19.3 4.0
SAFEWAY DENVER 9.9 13.6 3.7
GIANT EAGLE COLUMBUS 9.0 12.5 3.5
SAFEWAY SEATTLE 9.8 13.0 3.2
WINN-DIXIE SOUTH REGION 9.9 12.9 3.0
A&P FOOD BASICS NY/NJ 2.3 5.0 2.7
PRICE CHOPPER - KC 7.8 10.5 2.7
MEIJER ILLINOIS 13.8 16.5 2.7
FIESTA Houston 5.6 8.0 2.4
Source: Retail Execution Advisement – Total U.S. >$2MM – Mar-2013
Q1 2012 Q1 20132013 vs.
2012
CENTRAL FLORIDA 5.0 7.9 2.9
SOUTH FLORIDA 7.9 10.5 2.6
ALABAMA 6.6 8.6 2
DALLAS 6.1 7.6 1.5
UNITED BATON ROUGE 8.4 9.9 1.5
UNITED AUG/CHAT/SAV 7.8 9.0 1.2
HOUSTON 5.8 6.9 1.1
KS/MO/NE 6.1 7.1 1
UNITED OWN 7.5 8.5 1
MN/DAKOTA/IA 5.5 6.4 0.9
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Where did PBNA Sparkling Points of Contact Grow?
Top 10 Markets and Customers in Point of Contact Growth from 2012 Q1 to 2013 Q1
Q1 2012 Q1 20132013 vs.
2012
SOUTH FLORIDA 5.7 8.6 2.9
CENTRAL FLORIDA 5.5 7.3 1.8
PITTSRGH 7.5 9.0 1.5
S CAROLINA 6.1 7.6 1.5
UNITED AUG/CHAT/SAV 5.2 6.7 1.5
MARYLAND 6.2 7.6 1.4
FFALO SUBTAB 8.5 9.8 1.3
GREAT PLAINS 6.4 7.7 1.3
NASHVILLE 4.3 5.6 1.3
UNITED OWN 4.5 5.8 1.3
Q1 2012 Q1 20132013 vs.
2012
SAVE MART SACRAMENTO/RENO 7.4 11.9 4.5
SHOPPERS FOOD WHSE 6.9 10.9 4.0
PRICE CHOPPER - KC RAR 5.6 9.5 3.9
SPARTAN WEST 4.9 8.7 3.8
SAVE MART BANNER 7.8 11.2 3.4
BI-LO EASTERN REGION 6.5 9.8 3.3
MEIJER TOLEDO 15.6 18.6 3.0
SAFEWAY SEATTLE 10.2 13.1 2.9
SAVE MART CENTRAL VALLEY 8.0 10.9 2.9
GIANT CARLISLE/AHOLD SOUTH 5.7 8.5 2.8
Source: Retail Execution Advisement – Total U.S. >$2MM – Mar 2013
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CCNA Sparkling Deli execution continues to grow and now matches that of Front End Caps. Front Perimeter, Regular Check
Outs, and Self Check Outs are seeing year over year growth.
REGULA
R CHECKOUTS
TOTA
L ENDCAPS (
FE+ME+R
E)
REAR EN
DCAPS
FRONT E
NDCAPSDELI
FRONT P
ERIM
ETER
SELF S
ERVE C
HECKOUTS
LOBBY
REAR PER
IMETE
R
MIDDLE EN
DCAPS
RIGHT PER
IMETE
R
LEFT P
ERIM
ETER
PRODUCE
BAKERY
DAIRY
MEAT/P
OULTRY/SE
AFOOD
FROZEN
OUTSIDE
PHARMACY0
10
20
30
40
50
60
70
80
90 CCNA SSD Distribution By Store Location2010 Q4 2011 Q4 2012 Q4 2013 Q1
Source: Retail Execution Advisement – Total U.S. >$2MM – Mar 2013
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CCNA Sparkling has moved to clear leadership in the Deli execution
March June Sept Dec March June Sept Dec March June Sept Dec March June Sept Dec March
17.0
21.3
27.3 26.9
32.6 34.3 34.630.4
40.6
35.936.1
31.7
41.838.8
42.6
37.7
43.1
14.8
17.4
17.1
14.4
14.917.1 18.0
15.8 16.918.8
21.4
17.2
21.6 23.0
27.3
22.0
26.6
CCNA SSD PBNA SSD
2010 20112009
CCNA and PBNA Distribution in Deli Location
2012
Source: Retail Execution Advisement – Total U.S. >$2MM – Mar 2013
2013
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Deli distribution was up at least 10 points in 10 MU’s with strong growth seen in Meijer
Top 10 Growth Markets & Customers in Deli Distribution for CCNA Sparkling
Q1 2012 Q1 20132013 vs.
2012
MEIJER NORTHERN INDIANA CTA 23.3 100.0 76.7
RANDALL'S CTA 20.1 86.5 66.4
SMITH'S LAS VEGAS CTA 21.4 76.9 55.5
MEIJER INDY-NO. IN CTA 35.0 87.9 52.9
MARSH COMPANY CTA 5.4 58.0 52.6
KVAT FOOD CITY REM 9.2 57.8 48.6
MEIJER COLUMBUS-TOL CTA 51.8 100.0 48.2
MEIJER CINCINNATI REM 24.8 71.4 46.6
KROGER CINCINNATI CTA 27.7 74.1 46.4
KROGER HOUSTON CTA 27.8 72.9 45.1
Q1 2012 Q1 20132013 vs.
2012
MIDWEST INDP 15.7 49.7 34.0
LOUISIANA 24.8 49.7 24.9
HOUSTON 19.8 39.5 19.7
PITTSRGH 29.7 49.0 19.3
UNITED AUG/CHAT/SAV 52.0 70.4 18.4
NON-CCR MIDWEST 25.4 43.4 18.0
S CAROLINA 25.7 42.9 17.2
DALLAS 45.4 60.6 15.2
ST LOUIS 30.1 39.9 9.8
CONSOLIDATED OWN 27.1 36.8 9.7
Source: Retail Execution Advisement – Total U.S. >$2MM – Mar-2013
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Self Checkouts distribution was up at least 23 points for 10 Retailers
Top 10 Growth/Decline Customers in Self Checkouts Distribution for CCNA Sparkling
Q1 2012 Q1 20132013 vs.
2012
KVAT FOOD CITY REM 4.5 49.8 45.3
HARRIS-TEETER CORE CTA 47.2 90.3 43.1
HARRIS-TEETER CTA 36.2 75.6 39.4
COPPS CTA 23.2 55.0 31.8
MEIJER CINCINNATI CTA 58.9 89.9 31.0
GIANT EAGLE COLUMBUS CTA 60.2 86.5 26.3
ALBERTSONS QUAD COUNTIES CTA 10.1 34.5 24.4
SHOPRITE PHIL CTA 11.9 35.9 24.0
ALBERTSONS SOCAL CORE CTA 5.9 29.0 23.1
KROGER HOUSTON CTA 29.4 52.4 23.0
Q1 2012 Q1 20132013 vs.
2012
ATLANTA 45.4 67.5 22.1
WISCONSIN 11.2 26.4 15.2
UNITED AUG/CHAT/SAV 24.5 38.4 13.9
CCR SOUTHEAST 15.5 27.2 11.7
ST LOUIS 7.8 18.2 10.4
LOUISIANA 4.7 14.1 9.4
NASHVILLE 19.8 29.0 9.2
MARYLAND 11.1 19.8 8.7
NEW ENGLAND 7.5 16.0 8.5
SOUTH FLORIDA 4.1 12.4 8.3
Source: Retail Execution Advisement – Total U.S. >$2MM – Mar-2013
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9 out of 10 MU’s saw Front Perimeter distribution grow by double digits
Top 10 Growth Markets & Customers in Front Perimeter Distribution for CCNA Sparkling
Q1 2012 Q1 20132013 vs.
2012
RANDALL'S CTA 9.8 83.7 73.9
BIG Y CTA 14.2 63.6 49.4
ALBERTSONS LAS VEGAS REM 5.6 50.7 45.1
RANDALL'S/TOM THUMB CTA 19.7 62.6 42.9
BI-LO EASTERN REGION CTA 45.3 83.9 38.6
SMITH'S INTER-MOUNTAIN CTA 36.2 73.9 37.7
ALBERTSONS LLC LOUISIANA REM 12.6 48.1 35.5
TOPS WESTERN NY CTA 31.0 65.5 34.5
FOOD4LESS LAS VEGAS REM 5.2 39.0 33.8
PIGGLY WIGGLY ALABAMA STA 9.7 43.5 33.8
Q1 2012 Q1 20132013 vs.
2012
ALABAMA 17.9 41.6 23.7
KS/MO/NE 18.0 41.4 23.4
MN/DAKOTA/IA 21.7 43.7 22.0
NEW YORK 14.5 29.8 15.3
CENTRAL FLORIDA 25.7 40.2 14.5
CENTRAL CA 32.9 45.0 12.1
PHILADELPHIA 29.4 41.2 11.8
UNITED OWN 34.9 45.8 10.9
UNITED AUG/CHAT/SAV 31.5 41.9 10.4
SOUTH FLORIDA 45.3 54.8 9.5
Source: Retail Execution Advisement – Total U.S. >$2MM – Mar-2013
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Opportunity remains for CCNA to secure more space. CCNA Sparkling, Ing Enhanced Water and Chilled JC/DR are underspaced.
CCNA
Core Sparkling
Base Water
Ing Enh Water
Tea RTD SH
Sports Drink
Energy
JC/DR Btlr
JC/DR SH Whse
JC/DR Chilled
Chilled NHB
Coffee RTD SH
29.8
9.9
43.3
9.1
27.9
4.7
30.6
3.7
27.7
16.1
1.6
32.9
7.4
46.3
4.7
33.8
3.7
36.3
4.8
28.7
16.4
0.7
35.8
10.2
47.2
6.5
26.5
2.8
27.0
3.9
32.6
16.2
0.9
CCNA Share of $ Sales*CCNA Share of EQ Sales*CCNA Share of category Surface Area
PBNA
Core Sparkling
Base Water
Ing Enh Water
Tea RTD SH
Sports Drink
Energy
JC/DR Btlr
JC/DR SH Whse
JC/DR Chilled
Chilled NHB
Coffee RTD SH
25.8
13.4
31.0
37.6
68.0
8.3
11.8
1.2
21.2
18.3
71.1
29.2
6.5
30.5
36.0
64.4
6.7
11.3
1.2
21.3
22.3
53.9
29.6
8.0
25.0
33.8
68.0
6.1
12.4
2.0
28.8
27.2
73.2
PBNA Share of $ Sales*PBNA Share of EQ Sales*PBNA Share of category Surface Area
124
169
92
85
100
$ / Space Index
83
136
$ / Space Index
105
111
Source: Retail Execution Advisement – Total U.S. >$2MM – Mar 2013. Spaced defined as total Store Surface Area
Classified - Internal use 19
Under-spaced MU's CCNA Index PBNA Index DPSG Index PVL IndexSOUTH FLORIDA MU 65 147 117 144
CENTRAL FLORIDA MU 65 103 96 196
NORTH FLORIDA MU 66 95 97 186
ATLANTA MU 71 115 108 191
GREAT PLAINS BSA 72 96 120 176
ARIZONA/NM MU 73 106 109 160
MEMPHIS/LITTLE ROCK MU 74 102 118 146
HOUSTON MU 74 103 135 125
NASHVILLE BSA 74 108 101 164
LOUISIANA MU 75 125 126 161
Where is CCNA Sparkling Underspaced?Index of Category Surface Area Share to Dollar Share
Under-spaced Retailers CCNA Index PBNA Index DPSG Index PVL IndexSUPERVALU TACOMA STA 35 38 81 450FOOD4LESS LAS VEGAS CTA 48 113 103 189SUPERVALU NORTHWEST DIVISION STA 52 49 75 373A&P FOOD BASICS NY/NJ CTA 55 109 103 168DEMOULAS TOTAL CTA 62 92 94 176KROGER DELTA CTA 63 143 101 165FOOD4LESS SOUTH CTA 63 123 96 240FOOD4LESS TOTAL EXCL MIDWEST CTA 64 114 98 228FOOD4LESS TOTAL INCL MW CTA 65 111 99 226KROGER HOUSTON CTA 66 148 102 197
Source: Retail Execution Advisement – Total U.S. >$2MM – Mar-2013. Space defined as Total Store Surface Area.
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Under-spaced MU's CCNA Index PBNA Index
SOUTH FLORIDA MU 56 159
ABARTA BSA 62 119
SACRAMENTO BSA 72 162
ALABAMA MU 74 114
PITTSBURGH MU 76 132
NORTHERN CA MU 76 131
MEMPHIS/LITTLE ROCK MU 79 128
DALLAS MU 80 134
SWIRE BSA 80 131
SAN DIEGO MU 81 122
Where is CCNA Ing-Enh Water Underspaced?Index of Category Surface Area Share to Dollar Share
Under-spaced Retailers CCNA Index PBNA IndexALBERTSONS DALLAS FT. WORTH CTA 57 136
AWG DALLAS/FT.WORTH CTA 58 115
FOOD4LESS NORTH CTA 59 354
ALBERTSONS DALLAS DIV CTA 60 120
TOPS WESTERN NY CTA 60 138
FOOD4LESS LAS VEGAS CTA 62 224
WEGMAN'S BUFFALO CTA 63 101
TOPS TOTAL CTA 63 137
FOOD4LESS EXCL MW CTA 64 286
TOPS EASTERN NY CTA 64 123
Source: Retail Execution Advisement – Total U.S. >$2MM – Mar-2013. Space defined as Total Store Surface Area.
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Under-spaced MU's CCNA Index PBNA Index
ARIZONA/NM MU 69 121
PITTSBURGH MU 72 122
WTEXAS MU 79 116
MEMPHIS/LITTLE ROCK MU 83 105
MIDWEST INDP BSA 84 108
SAN DIEGO MU 86 105
LOUISIANA MU 86 107
NASHVILLE BSA 89 101
UNITED AUG/CHAT/SAV BSA 90 108
ATLANTA MU 90 105
Where is Powerade Underspaced?Index of Category Surface Area Share to Dollar Share
Under-spaced Retailers CCNA Index PBNA Index
FIESTA DALLAS/FT. WORTH CTA 33 142
GIANT EAGLE PITTSBURGH CTA 49 132
FOOD4LESS MIDWEST CTA 50 100
SUPERVALU TACOMA STA 54 122RALEY'S & BEL AIR BANNERS SACRAMENTO CTA 54 122
FIESTA TOTAL CTA 55 125
GIANT EAGLE TOTAL CTA 55 134
SAFEWAY PORTLAND CTA 55 101
BROOKSHIRE TOTAL CTA 57 107
GIANT EAGLE CLEVELAND CTA 60 139
Source: Retail Execution Advisement – Total U.S. >$2MM – Mar-2013. Space defined as Total Store Surface Area.
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Under-spaced MU's CCNA Index PBNA Index
WTEXAS MU 62 72
ALABAMA MU 64 66
SAN ANTONIO/AUSTIN MU 66 85
MEMPHIS/LITTLE ROCK MU 67 73
LOS ANGELES MU 67 77
LOUISIANA MU 67 59
HOUSTON MU 69 83
SOUTH FLORIDA MU 69 63
CENTRAL FLORIDA MU 69 69NASHVILLE BSA 72 74
Underspaced CCNA Chilled JC/DRIndex of Category Surface Area Share to Dollar Share
Under-spaced Retailers CCNA Index PBNA Index
WEGMAN'S BUFFALO CTA 49 57
WEGMAN'S CTA 50 67
WEGMAN'S SYRACUSE CTA 55 64
WEGMAN'S ROCHESTER CTA 56 80
PIGGLY WIGGLY AL STA 56 67
FOOD MAXX TOTAL CTA 59 73
FRED MEYER SEATTLE CTA 62 98
FRED MEYER CTA (EXCL AK) 62 107
FRED MEYER PORTLAND CTA 63 117
PATHMARK SOUTHERN CTA 63 82
Source: Retail Execution Advisement – Total U.S. >$2MM – Mar-2013. Space defined as Total Store Surface Area.
Classified - Internal use 23
* Absolute points in stores stocking, not % ACV Weighted
Core SSD
Beer Energy JC/DR Btlr
Non Enh
Water
RTD Tea
Sports Drinks
Wine JC/DR Sh
Whse
Ing Enh Water
JC/DR Chilled
Bulk Water
RTD Tea
Chilled
Milk Dairy Alt
Meal Repl.
RTD Coffee
JC/DR NHB
Chilled
Mixers Yogurt Drinks
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
6.9 6.9
4.9
4.5
3.12.9
2.52.2
2.4 2.3
1.8
1.3 1.2 1.2 1.21.0
1.2 1.1 1.0 1.0
Average Beverage Points of Contact - CR
Sparkling and Beer have the same number of Points of Contact in CR
Source: Retail Execution Advisement – Total U.S. CR – Mar 2013
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How many Points of Contact can shoppers interact with our brands?
Core Sparkling
Base Water
Ingredient Enhanced Water
Tea RTD SH
Sports Drink
EnergyJC/DR Btlr
JC/DR SH Whse
JC/DR Chilled
JC/DR NHB Chilled
Coffee RTD SH 3.6
1.5 1.7
1.4 1.2 1.2
2.1
1.2 1.1
1.0 1.0
3.9
1.5 1.1
1.7 1.4
1.9 2.0
1.3 1.1
1.1
1.1
Average Points of Contact Across Beverage Category
CCNA PBNA
Source: Retail Execution Advisement – Total U.S. CR – Mar 2013
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Where has CCNA Sparkling Points of Contact Grown in CR?
Top 10 Markets and Customers in Point of Contact Growth from 2011 Q4 to 2012 Q4
Q1 2012 Q1 20132013 vs.
2012
LOUISIANA MU 3.9 5.2 1.3
SOUTH FLORIDA MU 3.4 4.6 1.2
S CAROLINA BSA 3.9 4.9 1.0
CONSOL GA/ALABAMA BSA 4.0 4.8 0.8
UNITED AUG/CHAT/SAV BSA 4.1 4.6 0.5
MARYLAND MU 2.5 2.9 0.4
SWIRE BSA 3.4 3.8 0.4
TENNESSEE MU 3.2 3.6 0.4
MICHIGAN MU 3.3 3.6 0.3
VIRGINIAS BSA 3.9 4.2 0.3
Q1 2012 Q1 20132013 vs.
2012
MAPCO BIRMINGHAM CTA 2.8 4.4 1.6
AMPM LOS ANGELES CTA 4.6 5.9 1.3
AMPM REM WEST OF ROCKIES CTA 3.7 4.9 1.2
CHEVRON - PORTLAND CTA 3.3 4.5 1.2
QUICK CHEK TOTAL 4.4 5.6 1.2
QUICK CHEK - NEW YORK 4.4 5.5 1.1
AMPM TOTAL W OF ROCKIES CTA 4.3 5.2 0.9
CUMBERLAND FARMS -TAMPA- CTA 3.1 4.0 0.9
MAPCO TOTAL CTA 3.4 4.3 0.9
COUCHE TARD SOUTHEAST CTA 3.7 4.6 0.9
Source: Retail Execution Advisement – Total U.S. CR – Mar-2013
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CCNA Sparkling availability expanded in the Impulse, Perimeter/Other, and Food/Bev Prep Area within the CR Channel
TOTAL COLD VAULT PERIMETERS OTHER/IN-AISLE IMPULSE FOOD & BEV PREP AREA
OUTSIDE
10096.1
74.9
32.7
16.4
8.9
1
99.8 95.3
75.7
34.7
1510.3
1.2
CCNA SSD Availability By In-Store Location2012 Q4 2013 Q1
Source: Retail Execution Advisement – Total U.S. CR– Mar 2013 & Mar 2012
Classified - Internal use 27
Leverage the available Tools
• REV – Retail Execution Viewer– Provides benchmarking & assessment capabilities– Updated version available on Answers
• POStrack– Provides insights into program and messaging execution– Available on Answers and the K&I SharePoint site
• Executive Summary – complete version– Available on Answers and the K&I SharePoint site
• Databank– Provides complete detail for all brands and packages– Available via Nitro
REA
The Way of Shopper Marketing Classified - Internal use
THANK YOUFor additional information please visit the Shopper/Customer Marketing
Community at www.KOSCMarketing.com