Strictly Confidential - Not For Distribution 1
ACNielsen MarketTrack tracked sales: Period ending November 25, 2006
After 1 year almost 80% of new items are gone or vulnerable
In 2006
Of the New Grocery Items launched in 2005…
>50k= Greater than $50,000 in retail sales nationally >50k= Greater than $50,000 in retail sales nationally
47% < $50k47% < $50k70% are still active in 200670% are still active in 2006
30% are no 30% are no longer availablelonger available
30% are no 30% are no longer availablelonger available
23% > $50k23% > $50k
Strictly Confidential - Not For Distribution 2
2003/042004/05
2005/062006/07
95% 98%93% 93%
0%
20%
40%
60%
80%
100%
Majority of Canadians are ‘Interested’ in Trying Products Voted Best New Product
Very/Somewhat Interested
How interested would you be in trying products that have recently been voted the Best New Product through the vote of 10,000 Canadians?
How interested would you be in trying products that have recently been voted the Best New Product through the vote of 10,000 Canadians?
Strictly Confidential - Not For Distribution 3
Tips for Succeeding in Year 2
• Strong consumer acceptance of the product is job #1… Keep those triers!– Launch only with strong product acceptance
• Support launches into Year 2 to continue trial growth– Consider a brand "new" for at least two years– Do not drop support for a launch after 3 to 6 months
of introductory activity
The Best New Product Awards helps marketers leverage their products in year 2 of the product life cycle
The Best New Product Awards helps marketers leverage their products in year 2 of the product life cycle
Strictly Confidential - Not For Distribution 4
47 Leading Companies are involved in the 2007 Best New Product Awards
Returning CompaniesReturning Companies New This YearNew This Year
PR News Media support for the BNPA Programs continues to growPR News Media support for the BNPA Programs continues to grow
Strictly Confidential - Not For Distribution 6
Date Outlet Location Type Reach
8-Feb-07 Global 11pm News (Global) Toronto (ON) Television Program 1,051,000
9-Feb-07 BreakfastTelevision (CITY) Toronto (ON) Television Program 504,000
9-Feb-07 BreakfastTelevision (CP24) Toronto (ON) Television Program 293,000
9-Feb-07 Canada AM (CTV Network) Toronto (ON) Television Program 881,000
9-Feb-07 News: Global 6am (CIII) Toronto (ON) Television Program 218,000
12-Mar-07 BreakfastTelevision (CKVU) Vancouver (BC) Television Program 52,000
12-Mar-07 BreakfastTelevision (CKVU) Vancouver (BC) Television Program 52,000
9-Mar-07 NewsWatch at 5:30 (CKWS) Kingston (ON) Television Program 67,700
9-Mar-07 NewsWatch at 5:30 (CKWS) Kingston (ON) Television Program 67,700
8-Jan-07 Pubzone.com National Web Site 25,572
17-Jan-07 www.marketingmag.ca National (CA) Web Site 50,340
Mar-07 Canadian Living National (CA) Magazine 4,406,000
Mar-07 Coup de Pouce Quebec Magazine 1,428,000
26-Feb-07 Marketing Magazine Toronto (ON) Magazine 32,502
28-Feb-07 Rogers Daytime Richmond Hill (ON) Television Program 50,000
9-Feb-07 www.citytv.com Toronto (ON) Web Site 125,000
Totals Stories:16 9,303,814
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
2007 Publicity Coverage: Specifics
Strictly Confidential - Not For Distribution 7
The BNPA’s were featured on various news organizations and morning shows
To view these segments please click here
Current Consumer and Trade Media PartnersCurrent Consumer and Trade Media Partners
Strictly Confidential - Not For Distribution 9
Canadian Living and Coup de Pouce provide substantial coverage for the winners
April 2007
Strictly Confidential - Not For Distribution 10
2007 saw the continuation of an EXCLUSIVE advertorial opportunity for winning products from Canadian Living and Coup de Pouce. 16 Brands participated in 2007.
Strictly Confidential - Not For Distribution 11
Winning products also received coverage in a full one page spread in the National Post, one of Canada’s leading National Newspapers
This 1 page spread is featured in The National Post the day afterThe Best New Product Awards gala
Source: February 9th, 2007
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Marketing Magazine continues to provide substantial coverage of the program
Strictly Confidential - Not For Distribution 13
For the second year in a row, Canadian Grocer have attended the gala and provided editorial content of the program
Strictly Confidential - Not For Distribution 14
May/June 2007 March 2007
Our newest trade partners have provided coverage of the 2007 winners
Many companies have leveraged their winMany companies have leveraged their win
Strictly Confidential - Not For Distribution 16
Procter & Gamble use the BNPA Logo
Strictly Confidential - Not For Distribution 17
http://link5.streamhoster.com/?u=brandspark&p=%2FBNP2006_FEATURES_OceanSprayLowCal_Eng.wmv&odaid=1800&prog=true
To view the commercial please click the link below
Ocean Spray used the BNPA logo in their TV campaign
Strictly Confidential - Not For Distribution 18
Other use of the logo
Strictly Confidential - Not For Distribution 19
Companies are putting the BNPA logo on their websites
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Leading Personal Care products have leveraged their BNPA win by placing the logo on their packaging and print to help drive sales
Strictly Confidential - Not For Distribution 21
Use of logo on packaging
Independent Market Research has demonstrated impact of the logoIndependent Market Research has demonstrated impact of the logo
Strictly Confidential - Not For Distribution 23
The LocationThe Signage
BNPA LogoThe Price
Other
1.5
27.5
39.2
22.1
9.8
n=204
Independent Research Confirms BNPA’s Ability to Impact Purchase Decision
While in the grocery store, what influenced you to buy Dr. Oetker Frozen Pizza that day?While in the grocery store, what influenced you to buy Dr. Oetker Frozen Pizza that day?
Strictly Confidential - Not For Distribution 24
Aware of Award
Unaware of Award
16%
4%
Of those aware that Lipton SideKicks Spaghetti won a Best New Product Award…
Future Purchase Intent
How likely are you to purchase the following products at regular retail prices within the next month?How likely are you to purchase the following products at regular retail prices within the next month?
Independent Research Confirms BNPA’s Ability to Impact Purchase Decision