SNICKERS - Mars

MARS
Convenience
Channel
2015 Planning Toolkit
2015
CORE DISTRIBUTION
QUALITY X QUANTITY DISTRIBUTION
Moments
Season
Innovation
BPI
Displays
BPI
BPI
BPI
BPI
BPI
Choose Your Chocolate - Everyday
BPI
MARS has powerful support to drive sales across all brands in 2015
M&M’s® campaign will reach 95% of target consumers an average of 70 times.
Over 12 billion annual Impressions!
SNICKERS® campaign will reach 95% of target consumers an average of 66 times.
Over 8.9 billion impressions!
TWIX® campaign will reach 95% of target consumers an average of 45 times.
Over 6.4 billion Impressions!
DOVE® Brand campaign will reach 95% of target consumers an average of 19 times.
Over 3.2 billion total plan Impressions!
MILKY WAY® campaign will reach an estimated 95% of target consumers an average
of 20 times.
Over 2.6 billion annual impressions!
3 Musketeers® campaign will reach an estimated 87% of target consumers an
average of 9 times.
Over 1.5 billion annual impressions!
Throughout 2015, MARS will support all brands with strong multi-media plans
JAN
FEB
MAR
APR
MAY
JUNE
JULY
AUG
SEP
OCT
NOV
DEC
2015 NEW ITEM INNOVATION
P1: January
P6: July
M&M’s® Crispy
Singles
New Dove Fruit®
Sharing Size
(Cranberry & Blueberry)
New 3 MUSKETEERS®
Mint Unwrapped Bites
Sharing Size
SNICKERS®
“Extreme
Sharing Size
M&M’s® Crispy
Sharing Size
Limited Edition
MILKY WAY®
Marshmallow Single
P12:
November
Limited Edition
SNICKERS®
Mixed Nuts Single
TWIX® Peanut Butter
Re-Launch
Singles & 4 To Go
New 3 MUSKETEERS® Mint
Unwrapped Bites SUP
Combos® Sweet & Salty
Caramel Crème 6.0 oz.
Vanilla Frosting, 6.0 oz.
®/TM trademarks ©Mars, Incorporated 2014
WHY is Peanut Butter important for the Mars’ portfolio?
Peanut Butter is the #1 flavor in Chocolate = $2B in sales = +8.1% CAGR
M&M’S®
• M&M’S®: #1 Bite Sized Candy
• M&M’S® Peanut Butter: #1 Bite Sized Peanut Butter Brand, beating
Reese’s Pieces in overall product rating.
Crunchy: Snickers® PB2 and Twix® PB
• Twix® & Snickers® PB2 satisfies the Crunchy nutty need for your
customers
Crunchy/Nutty
Delivery2
Sources:
1. Nielsen L52 w/e 1/18/14
2. IRI HH Panel, 2 years ending 11/29/2009
3. BASES concept screen 12/15/11.
Snickers
Index
Reese’s
Index
165
44
Source: Nielsen L52 w/e 1/11/14 inc. seasonal - not considering Dark/Milk/White Chocolate as flavors
Merchandising Guiding Principles
Leveraging HOT SPOT Locations to Drive Sales
Counter: 22% Lift
Cold Vault: 5% Lift
Confectionary is the most responsive category to quality
merchandising, indexing at 153
Entrance: 13% Lift
IRI: 52wks ending 11/6/11

83% of confectionary purchases are impulse purchases
 98% of shoppers cover less than half of the store
Executive Summary
Super Bowl is the biggest at home party event of the year and Mars Chocolate Brands deliver!
•
Consumers have a chance to text ‘SNICKERS’ to win a trip to the Super Bowl,
plus thousands of other instant win prizes!
•
Compelling 10% bonus offers on minis and exciting Super Bowl promotional
overlay motivates consumers to purchase, with Mars future consumption
items positioned as the perfect addition for Super Bowl parties.
•
Super Bowl official sponsor displays help bring shoppers to Immediate
Consumption displays. Valuable tear pad offers on their favorite brands drives
impulse purchases.
•
SNICKERS® is investing heavily in NFL support, including a SNICKERS® Super Bowl Ad!
Performance Window
Last Order
First Delivery
Last Delivery
12/28/14 – 2/22/15
1/16/15
12/1/14
1/23/14
January
SNICKERS® Brand 2-To-Go Shipper
(w/ Tear Pad)
3.29 oz. 192 Ct.
ZREP: 300286
FERT: 10119164
Shipper Contains:
SNICKERS®
36.31”
Brand
2-To-Go Bar, 3.29 oz.
Display UCC
14.81”
®/TM trademarks ©Mars, Incorporated 2014
5.44”
Why NASCAR?
•
•
Executive Summary
2015
One-third of all adults in the U.S. are fans of NASCAR, and its large fan base represent a true cross-section of the
American population.
NASCAR fans understand the unique relationship that exists between sponsors and the sport, making NASCAR #1 in
fan loyalty to sponsor brands.
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 2015 Mars NASCAR Program is Perfect for You!
•
•
•
•
In 2015, Mars NASCAR Program continues to build the “Race Day is Better with M” campaign by reminding fans to
include irresistible and colorful chocolate to their race day rituals – at home or at 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 brands with high impact PR campaigns and engaging digital media
February
Mixed Sharing Size Powerwing
168 Ct.
ZREP: 210542
FERT: M2502803
Powerwing Contains:
• 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.
42”
• 24 Ct. TWIX® Brand Caramel Cookie Bars 4-To-Go, 3.02 oz.
Display UCC
13”
14”
®/TM trademarks ©Mars, Incorporated 2014
Executive Summary
 The 2015 “Big Night In!” Moment encourages friends and families to make family
night fun via movies and games, complete with their favorite movie snacks!
 When they include MARS Chocolate in their snack bundle, consumers could WIN one
of 1 Million Family Fun Prizes from XBOX and Mattel
 This cross branded promotion will be led by M&M’S®, and also features SNICKERS®,
TWIX®, MILKY WAY®, and DOVE®. (Includes both IC and FC)
Performance
Last Order
First Delivery
Last Delivery
2/22/2015 –
4/19/2015
3/13/2015
1/26/2015
3/20/2015
 Supported with Promotional Radio, a national FSI, in-store media, engaging
merchandising vehicles and select tear pad displays, this promotion will turn ordinary
family nights into a Sales Sensation.
March
Mixed Unwrapped Bites Sharing Size Shipper with Tear Pad
144 Ct.
ZREP: 300038
FERT: 10118991
Shipper Contains:
•72 Ct. SNICKERS® Brand Unwrapped Bites Sharing Size
•48 Ct. TWIX® Caramel Cookie Unwrapped Bites
63.88"
•24 Ct. MILKY WAY® Brand Unwrapped Bites
Case UCC
20.31"
23.25"
Executive Summary
Grow your business with a portfolio of year long Displays. Choose Your Chocolate will provide
a year long menu of Singles, Sharing Size, and FC Display tools. These tools offer Power Brands
like SNICKERS®, M&M’S®, MILKY WAY®, DOVE®, TWIX®, and 3 MUSKETEERS® BRANDs to
create flexible retail events.
Program Highlights:
• Annual Marketing programs behind all brands to support strong retail executions that
enhance in-store presence and maximize off-take
• Flexible Windows allow for more custom programs
• 5 “Ready Now Displays” continue with checkpoint flexibility for incremental sales
opportunities (1 additional Display accounted for in NASCAR display program)
• Display tools available that support all retail “Hot Spots”: Counter Units,
Powerwing/Floorstands, Quarter Pallets, and the new Skinny Tower and Small SUP
Shippers…
April
Mixed SNICKERS® Brand Shipper/Powerwing with Tear Pad
144 Ct.
ZREP: 282684
FERT: 10119455
Shipper Contains:
•72 Ct. SNICKERS® Bar
43.63"
•36 Ct. SNICKERS® Brand Peanut Butter Squared Bars
•36 Ct. SNICKERS® Brand Almond Bar
Shipper UCC
12.06"
11.94"
M&M’S®: The Only Chocolate Made for Watching
•
M&M’S® and Movies make the perfect combination, and M&M’S® Movie Mania will kick off
the Summer Blockbuster season driving retail sales through a multiple pack purchase
incentive
•
Character-led displays and POP / POS will be deployed throughout the store, highlighting the
promotion of receiving a FREE MOVIE TICKET
•
Three easy steps for consumers to win every time in future consumption! Purchase, Consume
& Mail!
•
Immediate Consumption consumers have a chance of winning
every time through Text & Win!
Performance
Last Order
First Delivery
Last Delivery
4/19/15 –
6/14/15
5/8/15
3/23/15
5/15/15
MAY
M&M’S®Brand Mixed Singles Power Wing
192 Ct.
ZREP: 301049
FERT: 10120009
72 Ct. M&M’S® Brand Peanut Chocolate Candies, 1.74 oz.
Shipper Contains:
48 Ct. M&M’S® Brand Milk Chocolate Candies, 1.69 oz.
51.494”
48 Ct. M&M’S® Brand Peanut Butter Chocolate Candies, 1.84 oz.
24 Ct. M&M’S® Brand Pretzel Chocolate Candies, 1.14 oz.
Display UCC
15”
22.229”
June
Mixed TWIX® Brand Singles Floorstand/Powerwing
144
Ct.
ZREP: 285114
FERT: 10119457
Shipper Contains:
•120 Ct. TWIX® Caramel Cookie Bars
•24 Ct. TWIX® Peanut Butter Cookie Bars
44.94"
Shipper UCC
14.5"
18.37"
Executive Summary
• The phrase “Road Trip!” tugs at the heartstrings of Americans. But before consumers hit
the open road, they are first going to hit the store to fuel up on snacks.
• When consumers include MARS Chocolate or COMBOS® among their purchases, they
could win one of 1MM cool prizes to help pave their road to adventure! Prizes include
music downloads, cash cards for hotels or dining, free Dr. Pepper and of course, free
MARS Chocolate, COMBOS® and select Ice Cream, to help make their road trip the best
one yet.
Performance
Last Order
First Delivery
Last Delivery
6/14/2015 –
8/9/2015
7/10/2015
5/18/2015
7/10/2015
July
Mixed Singles Floorstand/Powerwing with Tear Pad
252 Ct.
ZREP: 300809
FERT: 10119653
Floorstand Contains:
• 24 Ct. M&M’S® Brand Milk Chocolate Candies
• 48 Ct. M&M’S® Brand Peanut Chocolate Candies
• 96 Ct. SNICKERS® Bar
55.75"
• 36 Ct. TWIX® Caramel Cookie Bars
• 24 Ct. MILKY WAY® Bar
Case UCC
19.75"
Display UCC
22.25"
• 24 Ct. 3 MUSKETEERS® Bar
Graphics Subject to Change.
®/TM trademarks ©Mars, Incorporated 2014
August
Mixed Unwrapped Bites Sharing Size Shipper with Tear Pad
144 Ct.
ZREP: 300039
FERT: 10118992
Shipper Contains:
•72 Ct. SNICKERS® Brand Unwrapped Bites Sharing Size
•48 Ct. TWIX® Caramel Cookie Unwrapped Bites
59.25"
•24 Ct. MILKY WAY® Brand Unwrapped Bites
Shipper UCC
19"
12.63"
Executive Summary
Program Highlights:
1. As the official chocolate of the NFL®, SNICKERS® and MARS ® Chocolate brands will once
again team up with the National Football League to leverage the passion around the NFL
that enhances in-store presence and maximizes off-take!
2. Innovative packs and displays leverage the passion consumers have for America’s #1
sport! Don’t miss out on consumer excitement for limited edition SNICKERS NFL Team
Wrap Minis!
3. Compelling text to win SNICKERS® promotion offers NFL fans what they crave – NFL
prizes! The grand prize winner will win NFL season tickets and all shoppers will have the
chance to win thousands of other prizes, including XBOX ONE consoles!
Performance
Last Order
First Delivery
Last Delivery
8/9/15 – 10/4/15
8/28/15
7/13/15
9/4/15
September
SNICKERS® Brand Sharing Size Shipper with Tearpad
192 Ct.
ZREP: 300285
Item # 10119163
Shipper Contains:
• 192 Ct. SNICKERS® Brand 2-To-Go Bars, 3.29 oz.
53”
Powerwing UCC
21.188”
8.625”
October
Mixed Singles Powerwing
192 Ct.
ZREP: 283345
FERT: 10107374
Shipper Contains:
• 120 Ct. M&M’S® Brand Peanut Chocolate Candies, 1.74 oz.
• 48 Ct. M&M’S® Brand Milk Chocolate Candies, 1.69 oz.
• 24 Ct. M&M’S® Brand Peanut Butter Chocolate Candies, 1.84 oz.
45”
Display UCC
15.25”
14”
®/TM trademarks ©Mars, Incorporated 2014
November
SNICKERS® Brand 2-To-Go Bars Powerwing/ Shipper with
Tear Pad
192 Ct.
ZREP: 222535
FERT: 10119456
Shipper Contains:
192 Ct. SNICKERS® Brand 2-To-Go Bars, 3.29 oz.
45.25"
Shipper UCC
17.38"
13.5"
Holiday on the Go!
Executive Summary
 It’s the most wonderful – and most hectic – time of the year. With all the running around
that consumers do during the holidays, odds are that they are often snacking on-the-go
to “refuel”. When consumers refuel with MARS Chocolate products, MARS returns the
favor with the chance to win free chocolate and cash instantly!
Performance
Last Order
First Delivery
Last Delivery
11/1/2015 –
12/27/201
5
11/20/2015
10/5/2015
11/27/2015
December
Mixed Singles Floorstand/Powerwing with Tear Pad
252 Ct.
ZREP: 301057
FERT: 10120018
Shipper Contains:
• 96 Ct SNICKERS® Bar
• 48 Ct M&M’S® Brand Peanut Chocolate Candies
55.7"
• 24 Ct M&M’S® Brand Milk Chocolate Candies
• 36 Ct TWIX® Caramel Cookie Bars
• 24 Ct 3 MUSKETEERS® Bar
19.75"
19.28"
Case UCC
• 24 Ct MILKY WAY® Bar
Graphics Subject to Change.
®/TM trademarks ©Mars, Incorporated 2014
Everyday Display Options
M&M’S® Brand Mixed Sharing Size Floorstand /Powerwing with
Tear Pad
144 Ct.
ZREP: 285691
FERT: 10119439
Shipper Contains:
•72 Ct. M&M’S® Brand Peanut Chocolate Candies, Sharing Size
•48 Ct. M&M’S® Brand Milk Chocolate Candies, Sharing Size.
49"
•24 Ct. M&M’S® Brand Peanut Butter Chocolate Candies, Sharing Size
Shipper UCC
19.38"
15"
Graphics subject to change
Everyday Display Options
Mixed Singles Skinny Tower
144 Ct.
ZREP: 300992
FERT: 10119900
Skinny Tower Contains:
•23 Ct. M&M’S® Brand Milk Chocolate Candies
•34 Ct. M&M’S® Brand Peanut Chocolate Candies
57.38"
•45 Ct. SNICKERS® Bar
Case UCC
•20 Ct. TWIX® Caramel Cookie Bars
•10 Ct. MILKY WAY® Bar
•12 Ct. 3 MUSKETEERS® Bar
12"
12"
Graphics subject to change
Seasonal
Snickers ® BRAND Eggs 2- to - Go
24 Ct. 4/CA
ZREP: 284155
FERT: 10107913
Contains:
• 24 Ct. SNICKERS® Brand 2-To-Go Eggs, 2.83 oz.
Item Dimensions
6.6”W x 1.8”L x 1.0”H
Display Tray Dimensions
6.3”W x 9.9”L x 3.9”H
Plus 6.2” H Header
Counter Unit UPC
Case UCC
August/September
Seasonal
Mixed Sharing Size Counter Unit
48 Ct. 2/CA
ZREP: 252224
FERT: 10119903
Counter Unit Contains:
• 24 Ct. M&M’S® Brand Peanut Chocolate Candies, 3.27 oz.
12.5”
13.50”
®/TM trademarks ©Mars, Incorporated 2014
3.94”
• 24 Ct. SNICKERS® Brand 2-To-Go Bars, 3.29 oz.
Counter Unit UPC
Case UCC
Seasonal
Snickers ® BRAND Pumpkins s 2- to - Go
24 Ct. 4/CA
ZREP: 294292
FERT: 10115300
Contains:
• 24 Ct. SNICKERS® Brand 2-To-Go Pumpkins, 2.83 oz.
Item Dimensions
6.6”W x 1.8”L x 1.0”H
Display Tray Dimensions
6.3”W x 9.9”L x 3.9”H
Plus 6.2” H Header
Counter Unit UPC
Case UCC
Seasonal
Snickers ® BRAND Trees 2- to - Go
24 Ct. 4/CA
ZREP: 303639
FERT: 10122198
Contains:
• 24 Ct. SNICKERS® Brand 2-To-Go Trees, 2.83 oz.
Counter Unit UPC
Item Dimensions
6.6”W x 1.8”L x 1.0”H
Display Tray Dimensions
6.3”W x 10.5”L x 2.6”H
Plus 6.2”H Header
Case UCC
For More Details Visit:
www.mars24seven.com