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Measure Events
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Data Sources
– 29 stores
– 470 pre/post surveys of same shopper
• Scan Data received from specific accounts
• Coupon redemption from Product A Manufacturer
– Does not include Holiday redemption figures
3
Consumer Survey Data
• Trial occurred most often with Product A and Product B users, with
Product C users ranking 3rd in current brand of choice.
• Trends across time remained fairly consistent. Results likely
reflect actual brand market share.
50% 51%
Growing gap in Product
40% A preference over
32%
29% 34% Product B from Week 5
30% 26% on could indicate
29% 26%
26% 27%
20% 20%
gaining traction in
17% market/retail.
13% 13%
10% 9%
6% 8%
2% 4%
0% 1% 0%
Week 1-2 Week 3 Week 4 Week 5-6 Week 7-8
80%
65%
60% 52% 55%
51% 50% 48% 49%
46% 45% 45%
41% 41% 40% 37%
40% 31% 30%
21% 18%
20% 11%
9%
5% 5% 5%
2%
0%
Maxw ell Folgers Eight O'Clock Starbucks Dunkin Choc Full Store Brand Other
House Donuts O'Nuts
Usual Coffee Brand
30% 27%
23%
20% 20% 0% change
20%
12% 12%
Shoppers at stores 10% 8% 8% 8% 8%
10%
8%
7% 7%
with NO DEMOS 3% 3%
5%
2% 2% 2% 2% 2% 2%
0% 0% 0% 0% 0%
0%
N = 60 Bulk Chock Dunkin Eight Folger's Hill Bros. Maxw ell Millstone MJB Other Seattle's Starbucks Store Yuban
Full Donuts O'Clock House Best Brand
O'Nuts
30%
33% increase
24%
20% 18%
20%
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Demo Impact on Shopper Decisions
• However, when customers are segmented by whether each saw a demo and
if each had a sample, the increases spike to 46% and 72% respectively.
Intended Purchase Actual Purchase
50%
40% 38%
46% increase
30% 26%
19%
Shoppers that 20% 15%
2% 1% 3% 4% 4% 3% 3%
0% 1% 1% 1% 1% 0%
0%
N = 186 Bulk Chock Dunkin Eight Folger's Hill Bros. Maxw ell Millstone MJB Other Seattle's Starbucks Store Yuban
Full Donuts O'Clock House Best Brand
O'Nuts
40%
72% increase
33% increase
30% 25%
19%
Shoppers that 20%
14%
HAD SAMPLE 10% 8%
5% 5% 5% 6% 8% 8% 9% 8% 10% 9%
3% 1% 3% 4% 3% 3%
0% 1% 0% 1% 1%
0%
N = 79 Chock Dunkin Eight Folger's Hill Bros. Maxw ell Millstone MJB Other Seattle's Starbucks Store Yuban
Full Donuts O'Clock House Best Brand
O'Nuts
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Coupon Redemption
Potential new
Current Forecast based
Actual Forecasted Budget Actual on reults
Offer Description Issue Date Exp Date Circ Cum Qty Fcst Qty CB % Cum % Fcst %
1 COUP - REGULAR - 10 12 07 10/12/2007 1/31/2008 3,200,000 174,670 291,186 5.80 5.46 9.10
MH TOLL BOOTH SAMPLING 11/23/2007 1/31/2008 9,998 506 621 5.83 5.06 6.21
MH MALL SAMPLING 11/23/2007 2/29/2008 15,500 706 1,482 6.02 4.55 9.56
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Return On Investment Funnel
• Compiling relevant data from retail sampling, in-store surveys, and SHOPPER Analytics,
the following ROI funnel has been used to estimate short-term program payout.
1,351,645 1,380,201
1,408,757
18 – 21%
Avg of Non-Product A users
Trial
Coupon Redeemers purchasing Product A in
SHOPPER Analytics study;
242,296 262,238 295,839 adjusted to and consistent with
coupon redemption numbers to
date
42 – 45%
Conversion Avg range of consumers
Repeat Buyers (2x) preferring Product A to their
current brand, from consumer
102,184 114,074 133,127 surveys
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ROI – Payout Estimate
• The Product A Retail Sampling program stands to generate a 14%
return on investment (revenue only) within 2 purchase cycles.
• This short-term payout summary uses the base initial purchasers
generated at sampling events, along with a select group making 2
additional purchases at regular retail price.
10