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