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Margaritaville Nielsen Analysis Nielsen Data through 5/28/05.

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Presentation on theme: "Margaritaville Nielsen Analysis Nielsen Data through 5/28/05."— Presentation transcript:

1 Margaritaville Nielsen Analysis Nielsen Data through 5/28/05

2 Distribution Trend by Market (% ACV)

3 U.S. Distribution Trend by Item (%ACV) 4 wk 2/26 5 wk 4/2 4 wk 4/30 4 wk 5/28 10 oz. Cal. Coconut oz. Island Lime oz. Jammin Jerk oz. Suns. Scampi oz. Par. Cocktail6542 *Source: ACNielsen thru 5/28/05

4 U.S. $ Per Point Trend by Item 4 wk 2/26 5 wk 4/2 4 wk 4/30 4 wk 5/28 10 oz. Cal. Coconut$15.2$15.8$8.8$ oz. Island Lime$9.4$10.4$6.4$ oz. Jam. Jerk$10.1$11.2$6.9$ oz. Par. Cocktail$5.7$6.0$5.8$ oz. Suns. Scampi$4.8$7.2$4.5$10.1 *Source: ACNielsen thru 5/28/05

5 Dollar Sales Trend by Market *Source: ACNielsen thru 5/28/05

6 Unit Sales Trend by Market *Source: ACNielsen thru 5/28/05

7 U.S. Dollar Sales Trend by Item 4 wk 2/26 5 wk 4/2 4 wk 4/30 4 wk 5/28 10 oz. Cal. Coconut$440.3$458.8$246.5$ oz. Island Lime$263.2$300.7$171.9$ oz. Jam. Jerk$292.1$323.9$186.3$ oz. Par. Cocktail$34.4$29.9$23.1$ oz. Suns. Scampi$4.8$14.3$13.5$20.1 Total$1,045.1$1,061.3$648.2$688.6 *Source: ACNielsen thru 5/28/05

8 U.S. Sales & Avg. Price by Item 5/28 4 wk Sales $ 5/28 4 wk Units Avg. Price 10 oz. Cal. Coconut$ $ oz. Island Lime$ $ oz. Jam. Jerk$ $ oz. Par. Cocktail$ $ oz. Suns. Scampi$ $7.47 Total Margaritaville$ $7.51 *Source: ACNielsen thru 5/28/05

9 Frozen Seafood Category ($ Millions) 5/28 13 wk sales Sales % Change 5/28 52 wk sales Sales % Change Unbreaded Shrimp Frz.$ %$ % Breaded Shrimp Frz.$ %$ % Unbreaded Fish Frz.$ %$ % Breaded Fish Frz.$ %$ % Frz. Seafood Entrees (1)$ %$ % Frz. Seafood Entrees (2)$ %$ % *Source: ACNielsen thru 5/28/05

10 Margaritaville Movement Rates by Item (%ACV) 5/28 4 wk Sales $K 5/28 4 wk U.S. Dist. $ per point 10 oz. Cal. Coconut$ $ oz. Island Lime$ $ oz. Jam. Jerk$ $ oz. Par. Cocktail$22.42$ oz. Suns. Scampi$20.12$10.1 *Source: ACNielsen thru 5/28/05

11 Frozen Seafood Category Key Item Movement Rates 4 WK Item:Avg. Price 5/28 4 wk sales $ % ACV $ per point Phillips Crab Cake 6 oz.$7.63$437,96318$24,331 SeaPak Brd. Shr. 9 oz.$6.15$946,72749$19,321 MVille Coconut 10 oz.$7.51$256,14821$12,198 SeaPak Scampi 12 oz.$6.00$399,50324$16,646 Stouffers Tuna Ndl. 10 oz.$2.19$827,72470$11,825 MVille Jerk 8 oz.$7.61$200,29918$11,127 Gortons Gr Fish Fil 7.6 oz.$3.06$507,23160$8,453 MVille Lime 8 oz.$7.52$184,18817$10,835 SeaPak Coc Shrimp 10 oz.$5.87$149,46017$8,792 Mrs. Pauls Shr. Scampi 11 oz.$6.63$31,9594$7,990 MVille Shr. Scampi 8 oz.$7.47$20,1032$10,052 Contessa Shr. Scampi 12 oz.$6.26$367,60523$15,983 *Source: ACNielsen thru 5/28/05

12 Frozen Seafood Category Key Item Movement Rates 13 WK Item:Avg. Price 5/28 13 wk sales $ % ACV $ per point Phillips Crab Cake 6 oz.$7.54$1,512,34218$84,019 SeaPak Brd. Shr. 9 oz.$6.09$3,556,89450$71,138 MVille Coconut 10 oz.$7.51$961,39521$45,781 SeaPak Scampi 12 oz.$6.10$1,410,82324$58,784 Stouffers Tuna Ndl. 10 oz.$2.12$2,833,59270$40,480 MVille Jerk 8 oz.$7.60$710,45019$37,392 Gortons Gr Fish Fil 7.6 oz.$3.02$2,017,92863$32,030 MVille Lime 8 oz.$7.51$656,72417$38,631 SeaPak Coc Shrimp 10 oz.$5.94$609,41318$33,856 Mrs. Pauls Shr. Scampi 11 oz.$6.48$168,6376$28,106 MVille Shr. Scampi 8 oz.$7.53$47,9861 Contessa Shr. Scampi 12 oz.$6.11$1,234,42424$51,434 *Source: ACNielsen thru 5/28/05

13 52 Wk.Market $ Rank by Brand Frozen Seafood Entrees MarketMargaritavilleSeaPakGortonsContessaStouffersPhillipsPrivate Label Total US Albany Baltimore Boston Hartford New York Philadelphia Pittsburgh Washington D.C *Source: ACNielsen thru 5/28/05

14 13 Wk.Market $ Rank by Brand Frozen Seafood Entrees MarketMargaritavilleSeaPakGortonsContessaStouffersPhillipsPrivate Label Total US Albany Baltimore Boston Hartford New York Philadelphia Pittsburgh Washington D.C *Source: ACNielsen thru 5/28/05

15 4 Wk.Market $ Rank by Brand Frozen Seafood Entrees MarketMargaritavilleSeaPakGortonsContessaStouffersPhillipsPrivate Label Total US Albany Baltimore Boston Hartford New York Philadelphia Pittsburgh Washington D.C *Source: ACNielsen thru 5/28/05


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