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Margaritaville Nielsen Analysis Nielsen Data through 10/29/05.

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Presentation on theme: "Margaritaville Nielsen Analysis Nielsen Data through 10/29/05."— Presentation transcript:

1 Margaritaville Nielsen Analysis Nielsen Data through 10/29/05

2 Distribution Trend by Market (% ACV)

3 U.S. Distribution Trend by Item (%ACV) 4 wk 7/30 4 wk 8/27 4 wk 10/1 4 wk 10/29 10 oz. Cal. Coconut oz. Island Lime oz. Jammin Jerk oz. Suns. Scampi oz. Captains Calamari oz. Surfside Skewers0112 *Source: ACNielsen thru 10/29/05

4 U.S. $ Per Point Trend by Item 4 wk 7/30 4 wk 8/27 4 wk 10/1 4 wk 10/29 10 oz. Cal. Coconut$12.0$15.4$12.3$ oz. Island Lime$10.1$17.6$10.2$ oz. Jam. Jerk$10.5$13.6$10.9$ oz. Suns. Scampi$10.6$14.7$ oz. Captains Calamari$0.0$9.4$10.7$ oz. Surfside Skewers$0.0$6.1$10.0$10.1 *Source: ACNielsen thru 10/29/05

5 Dollar Sales Trend by Market *Source: ACNielsen thru 10/29/05

6 Unit Sales Trend by Market *Source: ACNielsen thru 10/29/05

7 U.S. Dollar Sales Trend by Item 4 wk 7/30 4 wk 8/27 4 wk 10/1 4 wk 10/29 10 oz. Cal. Coconut$242.3$315.0$260.4$ oz. Island Lime$161.6$317.2$194.5$ oz. Jam. Jerk$189.0$264.6$207.8$ oz. Suns. Scampi$32.0$51.4$66.5$ oz. Calamari Strips$1.8$7.1$21.4$ oz. Shrimp Skewers$3.0$4.6$10.0$22.8 Total Margaritaville$663.0$983.7$781.6$1,054.8 *Source: ACNielsen thru 10/29/05

8 U.S. Sales & Av. Price by Item 4 wk $ Sales 10/29 4 wk Units 10/29 Average Price 10 oz. Cal. Coconut$ $ oz. Island Lime$ $ oz. Jam. Jerk$ $ oz. Suns. Scampi$ $ oz. Calamari Strips$ $ oz. Shrimp Skewers$ $7.22 Total Margaritaville$1, $7.10 *Source: ACNielsen thru 10/29/05

9 Frozen Seafood Category ($ Millions) 10/29 13 wk sales Sales % Change vs. YA 10/1 52 wk sales Sales % Change vs. YA Unbreaded Shrimp Frz.$ %$ % Breaded Shrimp Frz.$ %$ % Unbreaded Fish Frz.$ %$ % Breaded Fish Frz.$ %$ % Frz. Seafood Entrees (1)$ %$ % Frz. Seafood Entrees (2)$ %$ % *Source: ACNielsen thru 10/29/05

10 Frozen Seafood Category Key Item Movement Rates 13 WK Item:Avg. Price 10/29 13 wk sales $ % ACV$ per point Phillips Crab Cake 6 oz.$7.70$1,326,26616$82,102 SeaPak Brd. Shr. 9 oz.$5.94$2,749,13443$63,367 MVille Coconut 10 oz.$7.13$976,11122$44,368 SeaPak Scampi 12 oz.$5.73$1,485,14324$61,881 Stouffers Tuna Ndl. 10 oz.$2.12$2,985,14371$42,044 MVille Jerk 8 oz.$7.19$796,34320$39,817 Gortons Gr Fish Fil 7.6 oz.$3.12$1,472,41258$25,386 MVille Lime 8 oz.$7.13$822,64819$ SeaPak Coc Shrimp 10 oz.$5.80$466,95316$ Mrs. Pauls Shr. Scampi 11 oz.$7.44$68,4883$22,946 MVille Shr. Scampi 8 oz.$6.97$226,8425$45,368 Contessa Shr. Scampi 12 oz.$5.93$1,317,34825$52,694 World Catch Chipotle & Lime 10 oz.$5.43$61,3842$30,692 World Catch Coconut 12 oz.$5.97$93,5483$31,183 World Catch Shr. Scampi 10 oz.$5.90$74,0543$24,685 Yankee Trader Crab Cake 10 oz.$5.60$18,3981 *Source: ACNielsen thru 10/29/05

11 Frozen Seafood Category Key Item Movement Rates 4 WK *Source: ACNielsen thru 10/29/05 Item:Avg. Price 10/1 4 wk sales $ % ACV$ per point Phillips Crab Cake 6 oz.$7.35$421,02117$24,766 SeaPak Brd. Shr. 9 oz.$5.51$1,017,42345$22,609 MVille Coconut 10 oz.$7.07$340,43523$14,801 SeaPak Scampi 12 oz.$5.03$663,14926$25,506 Stouffers Tuna Ndl. 10 oz.$2.13$930,19571$13,101 MVille Jerk 8 oz.$7.11$269,52222$12,251 Gortons Gr Fish Fil 7.6 oz.$3.00$500,37859$8,481 MVille Lime 8 oz.$7.16$260,32021$12,396 SeaPak Coc Shrimp 10 oz.$5.57$147,47616$9,217 Mrs. Pauls Shr. Scampi 11 oz.$6.80$25,0493$8,350 MVille Shr. Scampi 8 oz.$6.99$96,4427$13,777 Contessa Shr. Scampi 12 oz.$5.70$430,80627$ World Catch Chipotle & Lime 10 oz.$5.93$13,9272$6,964 World Catch Coconut 12 oz.$5.92$27,2023$9,067 World Catch Shr. Scampi 10 oz.$5.91$25,9173$8,639 Yankee Trader Crab Cake 10 oz.$5.45$5,8431

12 52 Wk.Market $ Rank by Brand Frozen Seafood Entrees MarketMargaritavilleSeaPakGortonsContessaMatlawsPhillipsPrivate Label Total US Albany Baltimore Boston Hartford New York Philadelphia Pittsburgh Washington D.C *Source: ACNielsen thru 10/29/05

13 13 Wk.Market $ Rank by Brand Frozen Seafood Entrees MarketMargaritavilleSeaPakGortonsContessaMatlawsPhillipsPrivate Label Total US Albany Baltimore Boston Hartford New York Philadelphia Pittsburgh Washington D.C *Source: ACNielsen thru 10/29/05

14 4 Wk.Market $ Rank by Brand Frozen Seafood Entrees MarketMargaritavilleSeaPakGortonsContessaMatlawsPhillipsPrivate Label Total US Albany Baltimore Boston Hartford New York Philadelphia Pittsburgh Washington D.C *Source: ACNielsen thru 10/29/05

15 Key Category Rankings Top 10 Value Added Coconut Shrimp 4 weeks thru 10/29/05 $ VolumeUnit Volume ACV$ per point of dist. Total US Market over $2 million$886,356151,487 Margaritaville Coconut Shrimp w/ Mango Chutney Sc 10 oz.$340,43550,42123$14,802 SeaPak Coconut Shrimp w/ Tangy Citrus Sc 10 oz.$147,47526,99126$5,672 Private Label Coconut Shrimp w/ sauce 10 oz.$134,28526,51211$12,208 Contessa Lightly Breaded Coconut Shrimp w/ sauce 12 oz.$106,27720,3088$13,285 Phillips Coconut Shrimp 12s 7 oz.$66,69012,5345$13,338 World Catch Coconut w/ citrus sauce 12 oz.$27,2024,5893$9,067 Private Label Coconut Shrimp 7 oz.$13,5871,9441$13,587 Private Label Coconut Shrimp – butterfly 16 oz.$10,6431,7772$5,322 Private Label Asian Shrimp Trio 10 oz.$7,4291,2401$7,429 Sea Best Breaded Coconut Shrimp 9 oz.$6,9961,6301$6,996

16 Key Category Rankings Top 10 Value Added Unbr Shrimp - Scampi 4 weeks thru 10/29/05 $ VolumeUnit VolumeACV$ per point of dist. Total US Market over $2 million$1,352,551301,305 SeaPak Shrimp Scampi 12 oz.$663,148141,19326$25,506 Contessa Shrimp Scampi 12 oz.$430,80675,55227$15,956 Gortons Shrimp Scampi 12 oz.$215,12033,02314$15,366 Margaritaville Shrimp Scampi 8 oz.$96,44214,4947$13,777 SeaPak Shrimp Scampi 12 oz.$85,53616,5098$10,692 Lean Gourmet Shrimp Scampi 8 oz.$69,48358,3019$7,720 Healthy Choice Shrimp Scampi 8 oz.$56,98210,0655$11,3964 Private Label Shrimp Scampi 10 oz.$43,9848,2485$8,797 Private Label Shrimp Scampi 12 oz.$36,6035,4961$36,603 World Catch Shrimp Scampi 10 oz.$25,9174,3893$8,639

17 Key Category Rankings Top 10 Value Added Unbr Shrimp – Seasoned/Sauced/Marinated 4 weeks thru 10/29/05 $ VolumeUnit Volume ACV$ per point of dist. Total US Market over $2 million$3,490,651946,899 Healthy Choice Shrimp in Garlic Cream Sauce 11.5 oz.$557,973223,42562$9,000 Contessa Mediterranean Shrimp 24 OZ.$421,45684,77827$15,609 Weight Watchers Low Calorie Low Fat Marinated Shrimp 9 oz.$406,087234,59536$11,280 Contessa Sweet & Sour Shrimp 24 oz.$366,67181,25725$14,667 Margaritaville Jammin Jerk 8 oz.$269,52239,37122$12,251 Margaritaville Island Lime 8 oz.$260,32137,79021$12,396 Gourmet Dining Garlic Shrimp 32 oz.$151,20631,20613$11,631 Gortons Shrimp Temptations Lemon Butter Shrimp 12 oz.$116,81518,05611$10,620 SeaPak Cesar Parmesan Marinated Shrimp 10 oz.$60,45313,7895$12,091 Phillips Shrimp with Buffalo Sauce 12S 8 OZ.$59,87211,2586$9,979 (18) Margaritaville Surfside Shrimp Skewers 10 OZ.$22,81311,2586$9,979


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