Food: Dolmio 2008 opportunity analysis showed regional GB’s are 10% more likely to buy pasta sauce...

Food: Dolmio

• 2008 opportunity analysis showed regional GB’s are 10% more likely to buy pasta sauce

• 2008 was first major RTV investment for some years

• Regional sales contributed 40% of total national growth

Main findings

Regional TV Effectiveness

Study April ‘07 – July ’08

70

80

90

100

110

120

130

8690

110

98

111107

97

107113 114

124

Ind

ex

Source: Roy Morgan Single Source (12 months to June 2010)

Spaghetti Sauces and Pasta Sauces bought L4W: GB with Kids

Pasta Sauces have higher CDI in regional due to higher index of kids 5-12

0%

5%

10%

15%

20%

25%

30%

35%

$0.0m$0.2m$0.4m$0.6m$0.8m$1.0m$1.2m$1.4m$1.6m$1.8m$2.0m

Metro TV Regional TV Metro

4 W/E Period

Total Dolmio share of total sales vs. TV Spend

Source: Scan Data (4 W/E 22/4/07 to 13/7/08) Coles /Woolworths/Bi Lo (Excludes NT)

RTV increased Dolmio’s regional category leadership by 5pts and was sustained post TV

Dolmio share grew in all markets supported with FTV TV – regional growth above average

SYD

MEL BR

IAD

EPE

R

NNSWSN

SW VIC

QLD TAS

SA/W

A0%

1%

2%

3%

4%

5%

6%

7%

8%


Dolmio share growth of total pasta sauces: Jan 2008 vs. July 2008

37%

Regional TV pasta sauce case study April ‘07 – July ’08 Data source: Nielsen / Aztec, Coles, Woolworths, BiLo

of Dolmio national sales post TV came from regional

Total Dolmio brand sales: Regional is 37%+ of national

SYD

BRI

PER

VIC

TAS

$0.0m $2.0m $4.0m $6.0m $8.0m $10.0m $12.0m

9,361

10,726

7,982

3,074

2,647

7,866

3,024

4,471

1,472

399

Sales


%18.3

%21.0

%15.6

%

6.0%

5.2%

8.4%

7.0%

5.9%

8.8%

2.9%

0.8%

RO 3Ix

Source: Aztec/Nielsen, Retial World , Adquest

Total Dolmio ROI est. over 12 months

Incremental

Sales

TV $ ROI

Metro $6m $1.9m

$3.16

Regional $4m $352k

$11.30

Regional ROI 3 times better than metro and

generated $4m new sales

Investment in regional TV has paid dividends for Dolmio

• Improved total national growth

• Increased total campaign ROI

• Demonstrated future growth and efficiency opportunities

• 40% of sales and growth potential from c.20% of national TV budget!

This case study is available for download at:

www.regionaltvmarketing.com.au

For a more detailed presentation of this case study or to arrange a case study for your brand contact:

Regional TV Marketing @ 02 9929 2112

Food: Dolmio 2008 opportunity analysis showed regional GB’s are 10% more likely to buy pasta sauce...

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