Grocery Products Division

Transcription

1 Grocery Products Division Larry Vorpahl Vice President & General Manager

2 Vision By 2010, Grocery Products will be a $1.2 Billion Business Unit Drive organic growth by: Keeping core brands relevant with consumers Leading with innovation ---- products & packaging Building collaborative partnerships with customers Create portfolio diversification and growth through: Strategic acquisitions/jvs Internally created New core businesses R&D

3 Revenue Growth Projections Our growth blueprint must be driven by goals that are ambitious yet attainable, beginning with realistic revenue objectives. Dollar Sales Fiscal 2006 Revenue 831 Organic growth "Going Businesses" 179 Total 1, % CAGR New Growth "Acquisitions/JV's" 190 Revenue Goal by , % CAGR

4 Grocery Products Brand and Product Portfolio Organization

5 Growth Initiatives

6 Top Initiatives F Expand leadership position in the chili segment. 2. Revitalize the SPAM franchise leading with SPAM Singles. 3. Regain lost consumer awareness for CHI-CHI S. 4. Explode microwave sales. 5. Stabilize DINTY MOORE. 6. Expand distribution and sales of Mexican Accent tortillas.

7 Growth Initiative #1 Win the CHILI WARS

8 Competitive Spending Comparison Media spending for the chili category increased over 800 percent during the last season, led by CAMPBELL S and BUSH S entry into the category. Media Spending $20.0 $ in millions $18.0 $16.0 $14.0 $12.0 $10.0 $8.0 $6.0 $4.0 $2.0 $- Hormel Stagg Campbell's Bush's Media Spending - Total 2001 $ $ $ $45.1 Media Spend $6.8 $2.3 $17.7 $14.7 National Brands

9 Share Trends Since the WAR began Both CAMPBELL S and BUSH S made significant share advances, while HORMEL dipped to historic lows. By the end of July, 2005, HORMEL and STAGG were the top 2 national brands in the category Total US Eq Share of the Chili Segment: April 2004 July WE05/08/04 4 WE07/03/04 4 WE08/28/04 4 WE10/23/04 4 WE12/18/04 4 WE02/12/05 4 WE04/09/05 4 WE06/04/05 4 WE07/30/05 CHLBR HORMEL CHLBR STAGG CHLBR BUSH'S BR CHLBR CAMPBELLS

10 Increased activity grows household penetration Household penetration increased 25 percent from June 2004 to June This represents nearly 10 million new households in the category. In the East household penetration doubled. Category Household Penetration June June 2005 Percent Total US East Central South West By US Region 2004 Incremental 2005

11 User Imagery: Everyday People Real, Hard-working; Enjoys life s little pleasures; Family- Centric Brand Defining Idea: Surprising way to spice up everyday meals Demographics: Key target: Adults Both Purchasers and Users Age Distribution 15% are years old 67% are years old 18% are years old Income and education mirror the U.S. population

12 User Imagery: Wide Range of people Single parents, Males, teen dominated families, working class and educated people Brand Defining Idea: The Chili Chili-Lovers Love, because it has more quality ingredients The adult demographic of STAGG Chili has wide range of media usage: Television Print Sports Marketing Promotions

13 New Microwave Chili Bowls Four new 15 oz. Chili bowls were introduced in June with current distribution at 40 percent for the HORMEL items and 25 percent for the STAGG products.

14 Growth Initiative #2 Grocery Products SELL MORE SPAM!!

15 SPAM Defining a new Demographic User Imagery: Independent Thinkers Down to earth; Independent minded; Quirky, don t take themselves too seriously; Blue jeans Brand Defining Idea: SPAM---Strangely Irresistible Demographics Women Continue efforts to attract younger purchasers and contemporize the brand Married Presence of kids in household Average income levels

16 Introducing SPAM Singles

17 Emergence of Single Serve Changing lifestyles have spurred the emergence of single serve sizes of popular brands.

18 Test Market Results Confirm. SPAM Singles Grow Household Penetration Phase 1 Markets Phase 1 Markets 14.0 SPAM Penetration Changes While SPAM penetration is down vs LY in Total U.S., Penetration is UP vs LY in Singles Markets % %HH Penetration TOTAL U.S. MINNEAPOLIS BUFFALO PHOENIX SPAM Singles 08/31/03-05/08/04 08/29/04-05/07/05

19 Test Market Results Confirm. SPAM Singles Grow Household Penetration Phase 2 Markets SPAM Penetration Changes 25 W hile SPAM penetration is dow n vs LY in Total U.S., Penetration is UP vs LY in Singles M arkets % %HH Penetration TOTAL U.S. HOUSTON SAN ANTONIO DALLAS Dallas/Houston/SanAntonio 12/21/03-06/05/04 12/19/04-06/04/05

20 SPAM Singles Appeal to a More Affluent Consumer Phase I SPAM Singles Demographic Buyer Index Income $ $69999 Income $ Category Buyer Index Singles Buyer Index

21 SPAM Singles are Less Dependent on Older, Empty Nester Consumers Phase II SPAM Singles Buyer Index Empty Nesters Category Buyer Index Singles Buyer Index

22 SPAM Singles Appeal to a Younger Consumer Phase II SPAM Singles Buyer Index Category Buyer Index Age Under 35 Singles Buyer Index

23 Marketing Tactics Television advertising in all SPAM Singles markets. In-Store Floor Advertising. FSI Free offer for SPAM Single. SPAMALOT Tie-ins.

24 SPAMALOT SPAM w/ honey grail sold at retail. SPAMmobile appearances at theatre and in-market. Sweepstakes with grand prize of trip to New York and tickets to the show. Print advertising. Tower Records SPAM Singles giveaway with sale of SPAMALOT cd. Touring show support (Boston, Chicago, Las Vegas, and others).

25 Growth Initiative #3 Grocery Products

26 User Imagery: Bride who used to Rock n Roll Active; Social; Spontaneous; Upscale Female Brand Defining Idea: With CHI CHI s---it s Happy Hour Any Time Demographics Women College educated Working full or part-time; one-third in professional positions Upscale Household Incomes: 60% have more than $50K (Index of 133) 38 years old; 83% married; $55K mean income; 71% college educated; 61% working moms

27 2006 Consumer Support Television Advertising s main benefit was in attracting profitable consumers. The majority of incremental volume from advertising was generated by Brand Switchers not Deal Seekers (who are more price sensitive). Improves awareness leading to trial, HH penetration, and baseline volume gains. Cause Marketing: Communicate with our target consumer at multiple touch points. Become a Pink Ribbon Sponsor of the Susan G. Komen Breast Cancer Foundation and tie in with the Race for the Cure events in the same 8 media markets. Create a point of difference to help CHI-CHI S stand out from the competition and move away from deep discounting.

28 Growth Initiative #4 Grocery Products Explode Microwave!!!

29 Microwave Shipments Internal Shipment Data: weeks vs. YAGO 300 In d e x v s. Y A G O YAGO YTD 0 Total Hormel MW MW Trays Total Hormel Microwave business is indexing at 133 YTD vs. YAGO. HORMEL MW Trays are indexing at 207 vs. YAGO.

30 Microwave Segment Performance AC Nielsen Data, 52 Weeks Ending 7/30/05 $ Vol $ Vol % Chg vs YA $ Volume $140,000,000 $120,000,000 $100,000,000 $80,000,000 $60,000,000 $40,000,000 $20,000,000 $ % Chg vs. YAGO Total MW Entree Category Total MW Cup Category Total MW Tray Category The total MW entrée category grew 14.8% over a year ago. The cup segment, which makes up 75% of the total MW entrée category, has shown a slight decline over the last 52 weeks, while the tray business, (25% of the total category), grew 107.5%. HORMEL MW Trays make up 99% of the total volume in the tray category.

31 Brand Unification Packaging Changes

32 Racking System A racking system for the 10 oz. Trays is being considered for key customers in This would ensure proper merchandising of products allowing customers to shop the section with more ease.

33 Project Explode Frozen Entrée Category Size of Frozen Entrée Category: $4.5 billion. Goal: To attract frozen entrée consumers. Brand A HORMEL Brand B HORMEL Brand C HORMEL Mac n Cheese Spaghetti Yes Mac n Cheese BBQ Chip Bf Swed Meatballs Fettucini w/chic Lasagna Yes Sesame Chic Fettucini Alfredo Meatloaf & Mash Mac n Cheese Budget Mac Chic & Mash Yes Glazed Chic Salisbury Stk Yes Stuffed Pep Baked Chic Yes Ziti Parmesan Salisbury Stk Yes Chic Fettucini Cheese Lasagna Mac w/beef Roast Beef Yes Lasagna w/meat Sauce Yes Roast Beef Yes Meatloaf Wheels & Cheese Swed Meatballs Rice & Beans Yes Budget Fettucini Alfredo Meatloaf Din Cheese Ravioli odles Romanoff w/meatballs Chic & odles Yes Bow Tie Pasta & Chic Vegetables & Rice Stir Fry Fish Fillet & Mac Salisbury Stk Yes Sweet & Sour Chic Yes Spaghetti Yes Sweet/Sour Chic Yes Chicken Alfredo Florentine Tuna odle Casserole Chicken Carbonara Spaghetti Marinara

34 Project Explode: New Varieties for 06 Goal: Launch 4-6 new varieties of HORMEL MW Trays. Research: Home Use test to determine which varieties to launch. Varieties being tested: Meatloaf with Gravy BBQ Beef & Beans BBQ Chicken & Rice & Beans Chicken Alfredo Chicken Parmesan Chicken Salsa Pork Roast & Vegetables Turkey & Vegetables Premium Chili

35 Summary MW Products Total Hormel MW business will be over $100 MM net sales in F 05 (+33% vs YAGO). Strong upside growth potential going forward, especially in MW Tray segment. Appeal to frozen entrée users for significant source of volume. Targets: Lunch away from home, convenience dinners, college students, empty nesters, and aging population. Product development: Additional protein entrée items, breakfast ideas, desserts, ethnic varieties, and nutritionally enhanced offers. WE WILL EXPLODE SALES OF HORMEL MW PRODUCTS!!!!

36 Growth Initiative #5 Stabilize DINTY MOORE

37 DINTY MOORE Stew Q3 volume +4.6% vs Q3 dollar sales +7.6% vs Q4 reforecast calls for volume and dollar sales to exceed 2004 due to incremental merchandising programs being negotiated with key customers. HORMEL Steakhouse Stew is performing well at the club stores.

38 DINTY MOORE Stew Product reformulation and branding projects are currently underway with rollout planned for F 06. Surgical support focused to high CDI/BDI markets. Improve level of quality merchandising everywhere. Continue expansion of club store distribution on HORMEL Steakhouse Stew.

39 Growth Initiative #6 Expand Distribution and Sales of Mexican Accent

40 Mexican Accent Sales of $26 MM in CY 2005 Flour Tortillas (55% of Sales) Tortilla Chips/Salsa/DSD (26% of Sales) Private Label Tortilla Chips (14% of Sales) Corn Tortillas (3% of Sales) Dinner Kits (2% of Sales) Projected Sales of $30 MM+ in FY 2006

41 Tortilla Industry versus White Bread Sales (in billion) $8 $6 $4 $2 Tortilla Sales 2000 to 2006P CAGR: 8.3% $6.0 $6.3 $6.1 $5.7 $5.2 $4.4 $7.1 $6.6 $ P 2006P White Bread Tortillas Source: IRI, Mintel Report Tortillas will surpass white bread as the largest category in the bread sector. Americans eat seven billion pounds of tortillas a year more than one tortilla per person per day.

42 MANNY S Tortillas Mexican Accent has sales in thirty-seven states and Canada. Short term focus is on maximizing distribution in key markets and improving share and sales rate. High market penetration Medium market penetration Low/ market penetration

43 MANNY S Growth Opportunities New Distribution Opportunities: 40% national ACV by the end of FY2005. Goal is to achieve a 50% ACV in F 06 by obtaining distribution with key rtheast and Mid Atlantic customers. Unique pack sizes at Dollar Stores, Prisons, and Club Stores. Mass Retailers such as Wal*Mart and Target. Potential expansion of Chip and Salsa distribution into adjacent Wisconsin markets.

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