1 / 9

Food: Dolmio

Food: Dolmio. Main findings. 2008 opportunity analysis showed regional GB’s are 10% more likely to buy pasta sauce 2008 was first major RTV investment for some years Regional sales contributed 40% of total national growth. Regional TV Effectiveness Study April ‘07 – July ’08 .

zoey
Download Presentation

Food: Dolmio

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Food: Dolmio Main findings • 2008 opportunity analysis showed regional GB’s are 10% more likely to buy pasta sauce • 2008 was first major RTV investment for some years • Regional sales contributed 40% of total national growth Regional TV Effectiveness Study April ‘07 – July ’08

  2. Pasta Sauces have higher CDI in regional due to higher index of kids 5-12 Index Spaghetti Sauces and Pasta Sauces bought L4W: GB with Kids Source: Roy Morgan Single Source (12 months to June 2010)

  3. RTV increased Dolmio’s regional category leadership by 5pts and was sustained post TV 4 W/E Period Total Dolmio share of total sales vs. TV Spend Source: Scan Data (4 W/E 22/4/07 to 13/7/08) Coles /Woolworths/Bi Lo (Excludes NT)

  4. Dolmio share grew in all markets supported with FTV TV – regional growth above average Dolmio share growth of total pasta sauces: Jan 2008 vs. July 2008 Source: Scan Data (4 W/E 22/4/07 to 13/7/08) Coles /Woolworths/Bi Lo (Excludes NT)

  5. 3 7 % of Dolmionational sales post TV came from regional Regional TV pasta sauce case study April ‘07 – July ’08 Data source: Nielsen / Aztec, Coles, Woolworths, BiLo

  6. Total Dolmio brand sales: Regional is 37%+ of national Sales Source: Scan Data (4 W/E 22/4/07 to 13/7/08) Coles /Woolworths/Bi Lo (Excludes NT)

  7. R O I 3 x Regional ROI 3 times better than metro and generated $4m new sales Source: Aztec/Nielsen, Retial World , Adquest

  8. Investment in regional TV has paid dividends for Dolmio Improved total national growth Increased total campaign ROI Demonstrated future growth and efficiency opportunities 40% of sales and growth potential from c.20% of national TV budget!

  9. This case study is available for download at:www.regionaltvmarketing.com.au For a more detailed presentation of this case study or to arrange a case study for your brand contact: Regional TV Marketing @ 02 9929 2112

More Related