1. FROZEN DARK BURGERS – 25% GROWTH
Presented by:
Brent Koosmann, Product Manager - Frozen
9/21/10

2. Overview Business Review Expand Distribution Maximize Promotions
Catalina

3. Business Review – Dark Burgers
25% Goal: 24.3MM lbs
(4.25%)
12.5%
AOP: 23MM lbs
Trend has been down since 2008
But things are looking up!
Walmart: P6-P10 = +40% to LY
All Other: P10 = +11.5% to LY
Nielsen 52wk sales = +6% to LY

4. EXPAND DISTRIBUTION

5. Expanded Sku Distribution
Half of JOTS frozen burger accounts carry just 1 sku
41 of those accounts carry the original dark burger carton
27 carry the original dark burger bag
Key Opportunities: 1MM lbs
Food Lion
Kroger
Safeway
Target
Winn Dixie
Meijer
Demoulas
Most carry original
Need to add seasoned +

6. Example
Account “A” traded out the seasoned burger on the assumption that consumers would all shift to original.
Proof that carrying both the original and seasoned burgers drives incremental volume

7. MAXIMIZE PROMOTIONS

8. Maximize Promotions 2 for $10 Example
Nielsen data shows $5/unit typically doubles base volume
Example

9. 2 FOR $10 Maximize Promotions Frequency: Up to 10wks/yr
Cost: $.67/lb to buy down to $5 at 40% margin
Across total annual AOP – Cost of program is $.22/lb
$.33 trade + MDF available for additional support
Key Timing:
New Year / New You
Memorial Day
4th of July
Labor Day
Extend season to early spring / late fall
2 FOR $10

10. CATALINA

11. Catalina – Trial Event Strategy: Tactics:
Drive Trial and Awareness for Jennie-O Turkey Store Frozen Burgers among buyers of Frozen Beef Burgers during key grilling seasonal period.
Tactics:
Household Database: Drive Trial for Jennie-O Turkey Frozen Burgers among Buyers of branded Frozen Beef Burgers.
“Save $2.00 on ONE+ Jennie-O Turkey Store Frozen Burgers”
1.3MM coupons
2.00

12. Catalina – Trial Event Markets Timing
National Grocery Outlets (estimated 13,000 stores)
Timing
8-weeks: April 18th through June 12th, 2011 (Catalina’s Cycles #5 & #6, 2010)