98 % some facts 54 % 31 % 95.4 % 68.4 % 74 % of total milk sales is own label milk. of UK households buy milk each week. of all consumers buy milk

Transcription

1

2 An introduction to

3 some facts 98 % 95.4 % 68.4 % of all consumers buy milk of UK households buy milk each week TNS of total milk sales is own label milk AC Nielsen 74 % 54 % 31 % of all consumers buy 4- and 6-pint variants of all milk sold is semi skimmed, followed by full fat TNS

4 fundamentals! Advertising messages are on 4- and 6-pint sized own label milk containers! Labels can be perforated where coupons, vouchers or additional information can be stored! Campaigns can be measured! Average campaign duration: 2 weeks! Lead times: 4-8 weeks from receipt of copy

5 benefits in the store! Access to all store networks and all store formats! Provides consumers with increased exposure to your brand message! Valuable secondary sighting in destination aisle! A snap shot reminder or prompt to buy the advertised product 100 % 0 share of voice compliance issues

6 benefits in the home! Drives consumption of the promoted product! Keeps your brand front of mind throughout the day! Opportunities-to-see are maximised as Milkmedia is seen by the entire household! An in home, unheard audience - Mom, Dad, the kids, friends and other purchasing influences 24 * *average number of times each bottle is removed and replaced in the fridge

7 targeting options Milkmedia can be planned to reach your specific target audience, by:! retailer! region! bottle size! milk type

8 maximising OTS In the home one million milk labels can be seen: 6pt! by 3.4m people on! 20m occasions! for 80 minutes on average, per label 4pt! by 3m people on! 15m occasions! for 60 minutes on average, per label 68m gross OTS 45m gross OTS Note: The above figures do not include any viewings of bottles in store Source: MMR Food Research Worldwide.

9 reach consumers at key life stages 6 pint Container size 1pint 2 pint 4 pint 4- and 6-pint milk containers reach larger family households 4 pint 2 pint 1pint Consumers age / life stage

10 target by variant Spend Profile % (4&6 Pint Own Label) 52 w/e July 2005 Younger / More C2DE Younger / More ABC1 Whole 60 % of Housewives Aged Under Older / More C2DE Whole Semi Organic Semi Skimmed Organic Older / More ABC1 Skimmed % of Class ABC1

11 the whole milk buyer Targets young families that are up to 2.5 times more likely to shop for children-orientated products than the average shopper. These families shop for mainstream brands and are especially sensitive to price Older Families Young Families Cheapest I Can Find Stretching the Budget Kids Stuff

12 the skimmed milk buyer Skimmed milk targets a combination of younger and older families, although overall the profile is more biased to older, more up-market families. These families are highly health-focused and 2.3 times as likely to be counting the calories. In fact, health and wellbeing features highly in their typical shopping habits and they re prepared to spend to save time.

13 the semi-skimmed milk buyer Targets mid-market, core families that are slightly older but remain more likely to shop for children-orientated products than average. These time-poor families are more cash rich, but have high spending levels to match, requiring careful budget management. Price is an important factor when considering which brands to purchase, however they are prepared to spend money for convenient solutions.

14 milk buyer profiles semi-skimmed 2-member Households Housewife aged and ABC1 skimmed 2-member Households Housewife aged ABC1 whole 4-member Households Housewife aged and ABC1C2

15 milk usage occasions 1 to 2 minutes average time a milk usage occasion lasts Baby, 2% Adding it to tea/coffee, 61% Pets, 2% Other, 0% Decanting into a jug, 0% Hot milky drinks, 4% Cold milky drinks, 4% Using in cooking, 5% Drinking straight from fridge, 8% 44 * 40 * 32 * Adding to cereal, 15% *average number of times milk bottles are taken out of the fridge by 6-pint, 4-pint and 1- and 2-pint users respectively at total sample level, 61% of all milk usages were for adding to tea/coffee and 15% were added to cereal

16 milk usage! 10% of all occasions took place between 7 and 8am! 8 to 9am in the morning is the next busiest hour! 7 to 11am sees 30% of all occasions! 5 to10pm also sees 30% of occasions - it s a less intense period: the same number of occasions but over a longer period

17

18

19

20

21

22

23 contact us Jeremy Williams Managing Director Milkmedia a division of Value Initiatives Limited 40 Craven Street, London WC2N 5NG t: m: milkmedia.co.uk Milkmedia is helping to make dreams come true Dreams Come True is a children s charity serving the whole of the UK. Its mission is, quite simply, to make dreams come true for terminally and seriously ill children. The charity helps children with both life threatening and long term illnesses.

24 thank you.