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Margaritaville Nielsen Analysis Nielsen Data through 4/30/05.

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Presentation on theme: "Margaritaville Nielsen Analysis Nielsen Data through 4/30/05."— Presentation transcript:

1 Margaritaville Nielsen Analysis Nielsen Data through 4/30/05

2 Distribution Trend by Market (% ACV)

3 U.S. Distribution Trend by Item (%ACV) 5 wk 1/29 4 wk 2/26 5 wk 4/2 4 wk 4/30 10 oz. Cal. Coconut oz. Island Lime oz. Jammin Jerk oz. Suns. Scampi oz. Par. Cocktail5654 *Source: ACNielsen thru 4/30/05

4 U.S. $ Per Point Trend by Item 5 wk 1/29 4 wk 2/26 5 wk 4/2 4 wk 4/30 10 oz. Cal. Coconut$13.2$15.3$15.9$8.8 8 oz. Island Lime$8.7$9.5$10.4$6.4 8 oz. Jam. Jerk$9.1$10.2$11.1$ oz. Par. Cocktail$4.8$6.6$6.3$5.8 8 oz. Suns. Scampin/a$4.8$7.2$4.5 *Source: ACNielsen thru 4/30/05

5 Dollar Sales Trend by Market *Source: ACNielsen thru 4/30/05

6 Unit Sales Trend by Market *Source: ACNielsen thru 4/30/05

7 U.S. Dollar Sales Trend by Item 4 wk 1/29 4 wk 2/26 5 wk 4/2 4 wk 4/30 10 oz. Cal. Coconut$342.5$444.7$460.3$ oz. Island Lime$218.2$266.5$302.3$ oz. Jam. Jerk$236.7$295.7$323.8$ oz. Par. Cocktail$24.2$39.3$31.4$ oz. Suns. Scampi$.113$4.8$14.3$13.5 Total$838.4$1,061.3$1,145.7$648.2 *Source: ACNielsen thru 4/30/05

8 U.S. Sales & Avg. Price by Item 4/30 4 wk Sales $ 4/30 4 wk Units Avg. Price 10 oz. Cal. Coconut$ $ oz. Island Lime$ $ oz. Jam. Jerk$ $ oz. Par. Cocktail$ $ oz. Suns. Scampi$ $7.51 Total Margaritaville$ $7.99 *Source: ACNielsen thru 4/30/05

9 Frozen Seafood Category ($ Millions) 4/30 13 wk sales Sales % Change 4/30 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 4/30/05

10 Margaritaville Movement Rates by Item (%ACV) 4/30 4 wk Sales $K 4/30 4 wk U.S. Dist. $ per point 10 oz. Cal. Coconut$ $8.8 8 oz. Island Lime$ $6.4 8 oz. Jam. Jerk$ $ oz. Par. Cocktail$23.14$5.8 8 oz. Suns. Scampi$13.53$4.5 *Source: ACNielsen thru 4/30/05

11 Frozen Seafood Category Key Item Movement Rates 4 WK Item:Avg. Price 4/30 4 wk sales $ % ACV $ per point Phillips Crab Cake 6 oz.$7.63$400,57517$23,563 SeaPak Brd. Shr. 9 oz.$6.41$964,99648$20,104 MVille Coconut 10 oz.$7.95$246,47820$12,324 SeaPak Scampi 12 oz.$6.54$389,49223$16,934 Stouffers Tuna Ndl. 10 oz.$2.06$906,34670$12,948 MVille Jerk 8 oz.$8.01$186,25318$10,347 Gortons Gr Fish Fil 7.6 oz.$3.10$570,13463$9,050 MVille Lime 8 oz.$8.01$171,86117$10,109 SeaPak Coc Shrimp 10 oz.$6.41$141,13716$8,821 Mrs. Pauls Shr. Scampi 11 oz.$6.23$51,4776$8,580 MVille Shr. Scampi 8 oz.$7.61$13,5492$6,775 Contessa Shr. Scampi 12 oz.$6.23$366,86024$15,286 *Source: ACNielsen thru 4/30/05

12 Frozen Seafood Category Key Item Movement Rates 13 WK Item:Avg. Price 4/30 13 wk sales $ % ACV $ per point Phillips Crab Cake 6 oz.$7.63$1,532,14118$85,119 SeaPak Brd. Shr. 9 oz.$5.80$4,257,25251$83,476 MVille Coconut 10 oz.$7.44$1,149,94322$52,270 SeaPak Scampi 12 oz.$5.67$1,816,28725$72,651 Stouffers Tuna Ndl. 10 oz.$2.04$3,061,22770$43,732 MVille Jerk 8 oz.$7.51$805,80619$42,411 Gortons Gr Fish Fil 7.6 oz.$2.94$2,496,65866$37,828 MVille Lime 8 oz.$7.42$739,00418$41,056 SeaPak Coc Shrimp 10 oz.$5.93$735,61720$36,781 Mrs. Pauls Shr. Scampi 11 oz.$6.51$211,7797$30,254 MVille Shr. Scampi 8 oz.$7.43$32,6841 Contessa Shr. Scampi 12 oz.$6.04$1,345,62024$56,068 *Source: ACNielsen thru 4/30/05

13 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 4/30/05

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 4/30/05

15 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 4/30/05


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