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Margaritaville Nielsen Analysis Nielsen Data through 7/02/05.

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Presentation on theme: "Margaritaville Nielsen Analysis Nielsen Data through 7/02/05."— Presentation transcript:

1 Margaritaville Nielsen Analysis Nielsen Data through 7/02/05

2 Distribution Trend by Market (% ACV)

3 U.S. Distribution Trend by Item (%ACV) 5 wk 4/2 4 wk 4/30 4 wk 5/28 4 wk 7/2 10 oz. Cal. Coconut292821 8 oz. Island Lime29271718 8 oz. Jammin Jerk29271820 8 oz. Suns. Scampi2323 10 oz. Par. Cocktail5422 *Source: ACNielsen thru 7/02/05

4 U.S. $ Per Point Trend by Item 5 wk 4/2 4 wk 4/30 4 wk 5/28 4 wk 7/2 10 oz. Cal. Coconut$15.8$8.8$12.5$16.3 8 oz. Island Lime$10.4$6.4$11.0$13.5 8 oz. Jam. Jerk$11.2$6.9$11.1$13.2 10 oz. Par. Cocktail$6.0$5.8$11.2$16.3 8 oz. Suns. Scampi$7.2$4.5$10.1$12.1 *Source: ACNielsen thru 7/02/05

5 Dollar Sales Trend by Market *Source: ACNielsen thru 7/02/05

6 Unit Sales Trend by Market *Source: ACNielsen thru 7/02/05

7 U.S. Dollar Sales Trend by Item 5 wk 4/2 4 wk 4/30 4 wk 5/28 4 wk 7/2 10 oz. Cal. Coconut$458.8$246.5$256.1$346.7 8 oz. Island Lime$300.7$171.9$184.2$246.9 8 oz. Jam. Jerk$323.9$186.3$200.3$260.2 10 oz. Par. Cocktail$29.9$23.1$22.4$27.2 8 oz. Suns. Scampi$14.3$13.5$20.1$44.9 Total$1,061.3$648.2$688.6$937.0 *Source: ACNielsen thru 7/02/05

8 U.S. Sales & Avg. Price by Item 4 wk 7/2 7/2 4 wk Units Avg. Price 10 oz. Cal. Coconut $346.7 56.0$6.11 8 oz. Island Lime $246.9 41.6$6.05 8 oz. Jam. Jerk $260.2 42.4$6.26 10 oz. Par. Cocktail $27.2 4.4$5.62 8 oz. Suns. Scampi $44.9 8.0$6.35 Total Margaritaville $937.0 155.5$6.13 *Source: ACNielsen thru 7/02/05

9 Frozen Seafood Category ($ Millions) 7/2 13 wk sales Sales % Change vs. YA 7/2 52 wk sales Sales % Change vs. YA Unbreaded Shrimp Frz.$162.8+1.4%$699.0-0.01% Breaded Shrimp Frz.$18.1+11.1%$78.8+7.7% Unbreaded Fish Frz.$51.2+2.5%$203.2+7.4% Breaded Fish Frz.$70.7-0.5%$335.4-2.8% Frz. Seafood Entrees (1)$49.5+26.5%$186.1+16.1% Frz. Seafood Entrees (2)$8.1+38.3%$29.5+19.6% *Source: ACNielsen thru 7/02/05

10 Margaritaville Movement Rates by Item (%ACV) 7/2 4 wk Sales $K 5/28 4 wk U.S. Dist. $ per point 10 oz. Cal. Coconut $346.7 21 $16.3 8 oz. Island Lime $246.9 18 $13.5 8 oz. Jam. Jerk $260.2 20 $13.2 10 oz. Par. Cocktail $27.2 2 $16.3 8 oz. Suns. Scampi $44.9 3 $12.1 *Source: ACNielsen thru 7/02/05

11 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.$7.53$1,366,55417$80,386 SeaPak Brd. Shr. 9 oz.$6.18$2,942,34147$62,603 MVille Coconut 10 oz.$7.17$947,77921$45,132 SeaPak Scampi 12 oz.$6.20$1,218,77623$52,990 Stouffers Tuna Ndl. 10 oz.$2.16$2,743,00270$39,186 MVille Jerk 8 oz.$7.27$715,17119$37,641 Gortons Gr Fish Fil 7.6 oz.$3.06$1,650,39760$27,507 MVille Lime 8 oz.$7.19$671,79317$39,517 SeaPak Coc Shrimp 10 oz.$5.96$463,82016$28,989 Mrs. Pauls Shr. Scampi 11 oz.$6.69$110,0474$27,512 MVille Shr. Scampi 8 oz.$6.81$91,9882$45,994 Contessa Shr. Scampi 12 oz.$6.23$1,174,41324$48,934 *Source: ACNielsen thru 7/02/05

12 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.$7.21$432,11917$25,419 SeaPak Brd. Shr. 9 oz.$6.03$819,42246$17,814 MVille Coconut 10 oz.$6.11$346,67121$16,508 SeaPak Scampi 12 oz.$6.03$355,72022$16,169 Stouffers Tuna Ndl. 10 oz.$2.20$824,10470$11,773 MVille Jerk 8 oz.$6.26$260,15320$13,008 Gortons Gr Fish Fil 7.6 oz.$2.98$461,54758$7,958 MVille Lime 8 oz.$6.05$246,86818$13,715 SeaPak Coc Shrimp 10 oz.$5.70$137,33016$8,583 Mrs. Pauls Shr. Scampi 11 oz.$7.23$20,8623$6,954 MVille Shr. Scampi 8 oz.$5.62$44,8493$14,950 Contessa Shr. Scampi 12 oz.$6.13$363,70724$15,154 *Source: ACNielsen thru 7/02/05

13 52 Wk.Market $ Rank by Brand Frozen Seafood Entrees MarketMargaritavilleSeaPakGortonsContessaStouffersPhillipsPrivate Label Total US7618542 Albany5211107142 Baltimore342710126 Boston3171126158 Hartford121257108 New York217148927 Philadelphia311178223 Pittsburgh59118328 Washington D.C.3421210136 *Source: ACNielsen thru 7/02/05

14 13 Wk.Market $ Rank by Brand Frozen Seafood Entrees MarketMargaritavilleSeaPakGortonsContessaStouffersPhillipsPrivate Label Total US8917654 Albany6231118162 Baltimore35269127 Boston41711061214 Hartford1192571210 New York221138928 Philadelphia311249126 Pittsburgh5101194211 Washington D.C.352910137 *Source: ACNielsen thru 7/02/05

15 4 Wk.Market $ Rank by Brand Frozen Seafood Entrees MarketMargaritavilleSeaPakGortonsContessaStouffersPhillipsPrivate Label Total US6915843 Albany2201107184 Baltimore37249128 Boston2221961712 Hartford1193561011 New York119327831 Philadelphia317248125 Pittsburgh271204310 Washington D.C.362710139 *Source: ACNielsen thru 7/02/05

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