Date Document Created: May 31, 2012 Content Owner: Richard McCannDelivery Date and/or In-Store Activation Date: January 14, 2013Version number: 1.0If new version, what’s changed since last version (bullet points are fine):
2
Table of Contents
Sales Materials Included:Distribution and Merchandising ObjectivesSelling StoryNvision CatalogCustomer Collaboration One Page Presentation Sheet
NASCAR 2013
Distribution & Merchandising Objectives
FOR INTERNAL USE ONLYFOR INTERNAL USE ONLY
4
NASCAR 2013 Sales Objectives
*Note: Final Sales Objective on Item # 275894 still TBD. Needs to be minimum $1M GSV, otherwise item will not be offered.
NASCAR 2013 is expected to generate $81.3M
Item # Items SummaryNOTES
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 Mixed Singles 1/4 Pallet 1056 CT (tear pad) $23,140,189 39,130 FULL YEAR
275786 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 YEARIC 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 YEARFC TOTAL $34,615,546
Total Channel Volume $81,362,007
5
NASCAR 2013 Sales Objectives by Channel
FOR INTERNAL USE ONLYFOR INTERNAL USE ONLY
Item # Items Future Drug Walmart C-Store Value Total
2013 Final 2013 Final 2013 Final 2013 Final 2013 Final2013 Final
GRAND TOTALCases/PLLTS
275573 Mixed Singles Shipper/Powerwing 264CT $2,810,858 $600,000 $0 $1,953,582 $0 $5,364,440 36,285
210542Mixed King Size Shipper/ Powerwing 168CT $2,416,847 $600,000 $0 $5,125,931 $0 $8,142,778 48,959
276428 Mixed Singles Split Pallet 2676CT $4,000,000 $0 $0 $0 $0 $4,000,000 2,669
275727Mixed Singles 1/4 Pallet 1056 CT (tear pad) $18,060,938 $50,000 $0 $5,029,252 $0 $23,140,189 39,130
275786 Mixed King Quarter Pallet - 360CT $898,484 $0 $0 $452,628 $0 $1,351,112 3,791
261352
168ct Pre- Priced KS Mixed NASCAR Shipper
$0 $0 $0 $2,197,942 $0 $2,197,942 13,215
275828 72ct M&M's Mixed Singles CU (2/Ca) $0 $0 $350,000 $1,000,000 $1,350,000 16,741
277195 Mixed KS PDQ Pallet $1,200,000 $1,200,000 722IC TOTAL $28,187,127 $1,250,000 $0 $15,109,334 $1,000,000 $46,746,461
277186 Mixed Minis Quarter Pallet 156 CT $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
275894 32ct Milk & Peanut Large BaG Gravity Fed $1,000,000 $1,000,000 7,832
277298 M&Ms 40oz/FB 40oz SUP 264ct pallet $20,000,000 $20,000,000 9,618FC TOTAL $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
2013 Sponsorship Merchandising Objectives and Insights
Objectives:1. Grow share and physical availability
2. Gain secondary merchandising locations via the use of displays in high-traffic areas3. 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 2013Selling Story
8
Selling Story Table of Contents
Executive Summary Segment Opportunity Consumer Target & Trends Program Details Available Display & POS Advertising & Marketing Support Merchandising Recommendations Appendix
9
Executive SummaryThe 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.
NASCAR 2013
Segment Opportunity
FOR INTERNAL USE ONLYFOR INTERNAL USE ONLY
• 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
HAS A LARGE AND DIVERSE FAN BASE
NASCAR has a National Reach
12
Sept. 16 Chicago WrigleySept. 23 New HampshireMMsSept. 30 Dover InterstateOct. 7 Talladega MMsOct. 13 (Sat.)Charlotte MMsOct. 21 Kansas MMs HalloweenOct. 28 MartinsvilleMMs HalloweenNov. 4 Texas SnickersNov. 11 Phoenix MMsNov. 18 Miami MMs
July 7 (Sat.)Daytona InterstateJuly 15 New HampshireInterstateJuly 29 IndianapolisMMsAug. 5 Pocono MMsAug. 12 Watkins GlenMMsAug. 19 Michigan InterstateAug. 25 (Sat.)Bristol MMsSept. 2 Atlanta WrigleySept. 8 Richmond MMs
May 5 Talladega MMsMay 12 Darlington WrigleyMay 19 All Star Race MMsMay 27 Charlotte MMs RWBJune 3 Dover MMsJune 10 Pocono MMsJune 17 Michigan SnickersJune 24 Sonoma MMsJune 30 (Sat.)Kentucky MM RWB
Feb. 26 Daytona MMsMarch 4 Phoenix MMsMarch 11 Las Vegas MMs BrownMarch 18 Bristol MMsMarch 25 California InterstateApril 1 MartinsvilleMMsApril 14 (Sat.)Texas InterstateApril 22 Kansas WrigleyApril 29 Richmond MMs
Q1 Q2 Q 3 Q 4
DaytonaLas Vegas
Bristol
All Star RaceCharlotteKentucky
IndianapolisBristolAtlanta
ChicagoNew Hampshire
TexasKey
Race
Occasions Span the YearProviding Opportunities for In-Store Display Events
KickoffKey
Even
ts
Red White & Blue/M Prove America Race for Chase Halloween
Chase/Championship
When We Win, You Win National Promotion
Plan to Win: Display NASCAR All Year, All Markets!!
NASCAR 2013
Consumer Target, Trends & Insights
FOR INTERNAL USE ONLYFOR INTERNAL USE ONLY
15
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
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 impulse purchase
16
NASCAR 2013
Program Details
FOR INTERNAL USE ONLYFOR INTERNAL USE ONLY
Vision
18
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
2013 Strategic ApproachContinued focus on reaching casual NASCAR® Fan base with “Race
Day is Better with M”™ MessageWith 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 racesExpanded 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.
22
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
23
• 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
Promotional Details
PUBLIC RELATIONS:•PR launch of “When We Win, You Win” promotion•Full Season Team/Brand PR Support
SOCIAL MEDIA:• Year Long NASCAR® Content on M&M’S® Face book Page• Unique Social Support for “When We Win, You Win” promo
WEBSITE: “Race Day is Better with M”
content for year long support
RADIO:National &Regional Promotional Radio
SHOPPER MARKETING: Custom programs at key retailers
executed thru year
2013 Mars NASCAR Promotional Support
DIGITAL ONLINE DISPLAY ADS
TV:One TV spot within key
NASCAR® Sprint Cup races of the Season
IN STOREShow Car
Driver Appearances
PRINT:Print ads in key weekly, monthly and or special
interest publications
25
2013 NASCAR® Marketing Support Calendar*
Q1 Q2 Q3 Q4
TV**
Digital
Radio
Regional Radio**
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
2013 Season Activation Calendar Q1 2013 Q2 2013 Q3 2013 Q4 2013
Races
Communications
Merchandising
Engagement(Social Media)
(TV)
(Radio)
(Daytona 500) (Coke 600) (Chase Begins) (Championship)
(NASCAR Displays & Pallets In Store)
(Launch PR) (Sustaining PR)
Retail Support
(IC)
(FC)
(Show Car/Driver Appearances)
(Sweepstakes)
(TV) (TV)
Delivery/Performance DatesFor 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
29
• 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”
New!New!
Mixed Singles Power Wing264 Ct.ZREP 275573UCC 000-40000-42154-2
Mix:
•96 Ct. SNICKERS® 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.
Dimensions: 39.9” x 15.2” x 5.5”
Mixed King Size Power Wing168 Ct.ZREP 210542UCC 000-40000-25028-9
Mix:
•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 4-To-Go, 3.02 oz.
Dimensions: 23.5” x 11.1” x 14.6”
30
31
• 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*
*While supplies last
32
• 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.
Dimensions: 23.5” x 11.1” x 14.6”
New!New!
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
Delivery Dates
NOTE: Account Trade funds to be used to fund 2/$3 promotion
©
33
• 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’’
©
34
• 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”
• 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
37
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”
38
8.5”
NOTE: Size are approximate and SRP will vary by account.
• 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”
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
Delivery Dates
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”
©
Filled Bar Mixed Minis Quarter Pallet156 Ct. ZREP 277186 UCC: 000-40000-48062-4
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 2013Support Materials for Launch
NASCAR Dump Bin w/ Header (each)Item #:50148NVISION Date: 10/3/12Size: 18”W X 30”H
NASCAR Pennant Flags (each)Item #: 50145NVISION Date: 10/3/12Size: 3”Long X 11”H
NASCAR Stack Case (each)Item #: 50151NVISION Date: 10/3/12Size: 24”W X 12”H X 12”D
NASCAR Hero Card (each)Item #:50143NVISION Date: 10/3/12Size: 10”W X 8”HNASCAR Adjustable End Cap
Item #: 50160NVISION Date: 10/3/12Size: 30-42”W X 68-87”H X 14”D
NASCAR Pallet Display (each)Item #: 50213NVISION Date: 10/3/12Size: 16’ X 8” X 4”
NASCAR Poster (each)Item #: 50142NVISION Date: 10/3/1212”W X 24”H
NASCAR Pallet WRAP (10/Pack)Item #:NVISION Date: 10/3/2012Size: 10”H X 15’ Long
NOTE: All merchandising elements are FPO and subject to change contingent on budget
NASCAR CFB DanglerItem #: 50152NVISION Date: 10/3/12Size: 4.5”W X 7.5”H
NASCAR CCU (Corrugated Counter Unit)Item #: 50155NVISION Date: 10/3/12Size: 11.5”W X 11.5”H X 7.5”D
Kyle Busch Dump Bin w/ Header (each)Item #: 50147NVISION Date: 10/3/12
NASCAR Generic DanglerItem #: 50149NVISION Date: 10/3/12Size: Size: 4.5”W X 7.5”H
NASCAR Mod PodItem #: 50156NVISION Date: 10/3/12Size: 5.25”W X 2.5”D X 4.5”H
NASCAR Dump Bin w/ Header (each)Item #: 50150NVISION Date: 10/3/12Size: 24”W X 53”H
NASCAR BalloonsItem #: 50144NVISION Date: 10/3/12Size: 18” Diameter
NASCAR Ms. Brown Dump Bin (each)Item #: 50153NVISION Date: 10/3/12Size: 42”W X 50”H
NASCAR InflatableItem #: 50154NVISION Date: 10/3/12Size: 28” X 33”
FPOFPO
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
•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
NASCAR SHOW CAR PROGRAM
•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
46
Support Materials for LaunchThe following materials will be available on SALESFORCE.COM
for Launch:
Sell Sheet UPC Guide
Retail CoverageMars 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 OverviewOne Page Overview
AppendixNASCAR Vision & Strategy One Sheet
Key Research Results/ChartsKey Channel Data
NASCAR 2013 Race Schedule (Oct. 2012)
Race Day is Better with M!
Vision – Spotter Location
• Leverage the excitement and
power of winning with a top
NASCAR team to engage our
customers, consumers and
associates
©
Metrics – Leader board
• GSV
• NQC
• ROI
©
• Big Wins
• B2B
• Merchandising
®/TM trademarks ©Mars, Incorporated 2012
10 MM
20 MM
30 MM
40 MM
50 MM
60 MM
70 MM
80 MM
90 MM
v
GSV100 MM
Physical Availability –Cars on Track
• 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
Mental Availability – Pit Road
• Best in class communications
leveraging the power and
unique equities of our brands:
Colorful, Chocolate Candy FUN;
Characters
• National media for mass reach
• Region communications to
support race-market executions
Associate Engagement – Crowd
• NASCAR® Day
• Fantasy Racing with Weekly
prizes
• Weekly communications to
Associates via dot Mars, HKT
Happenings, Video Monitors
Sponsorship AwarenessSponsorship AwarenessA NASCAR Study A NASCAR Study Spring 2012Spring 2012
b
b
b
b
b
b
b
b
b
Unaided NASCAR Sponsor AwarenessUnaided NASCAR Sponsor AwarenessTop 10 Mentions [Fans Only]Top 10 Mentions [Fans Only]
b
b
b
b
b
b
b
b
b
b
b
Total NASCAR Sponsor AwarenessTotal NASCAR Sponsor AwarenessTop 11 Aware NET Responses [Fans Only]Top 11 Aware NET Responses [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
Sponsor LoyaltySponsor Loyalty[Fans Only][Fans Only]
b
a
b
b
Impact Of NASCAR Sponsorship On Impression Of M&M’sImpact Of NASCAR Sponsorship On Impression Of M&M’s[Fans Only][Fans Only]
How much does M&M's sponsorship in NASCAR influence you to purchase M&M's over other brands of candy?
b
a
b
Impact Of NASCAR Sponsorship M&M Purchase LikelihoodImpact Of NASCAR Sponsorship M&M Purchase Likelihood[Fans Only][Fans Only]
Snacking PreferencesSnacking Preferences
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
Top Snacks While Watching A NASCAR RaceTop Snacks While Watching A NASCAR RaceTop 10 Mentions [Fans]Top 10 Mentions [Fans]
Which brands of sweet snacks and candy would you say are your three favorites? [Multiple Responses]
b
cc
ca, c
a
a
Favorite Sweet Snacks & CandiesFavorite Sweet Snacks & CandiesTop 7 Mentions [Fans & Non-Fans]Top 7 Mentions [Fans & Non-Fans]
How do you typically select the snacks that you eat while watching a race on TV? *MR
NASCAR Race Snack Shopping / PreparationNASCAR Race Snack Shopping / Preparation[Fans][Fans]
62
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.
Category Examples: Number of Annual Item Trips
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
Snack and Candy Category Usage and Consumption
Brand Usage and Item Trips Per YearProportion 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
Approximately 20%-25% of NASCAR fan households purchase Mars brand chocolate candies, making multiple trips per year to purchase these items.
Source: The Nielsen Company, Homescan FANLinks 2010
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 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.
63
Retail channels shopped in past month NASCAR Fans Non-FansIndex NASCAR Fans
vs. 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 *
NASCAR Fans Shop Multiple Retail Channels
Source: Experian Consumer Research, Simmons National Consumer Survey, Fall Full Year 2010. The asterisk (*) indicates statistical significance at the 95% confidence level.
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.
^ indicates past year results
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.
Thank You!