1. Oreo Cakesters Dallas IMC
In Market Test
Data Aug. 16 – Oct. 23, 2010
November, 2010
Crystal Pinkston

2. Dallas IMC C-Stores Included
Nielsen C-Stores IRI C-Stores
• Albertson’s Express • 7-11
• Circle K
• Corner Store
• Diamond Shamrock
• Exxon
• Stop N Go
• Valero
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3. Data Limitations
• The C-Store data we received was an ad-hoc data load
and only includes financial information
• Spectra and Demographic data currently in our
system is not currently available for C-Stores included
in this test
– This will limits our ability to segment results
• Due to the limited controls available for the IRI/7-11
C-stores, a strong match was not possible.
– As a result, the IRI/7-11 results should be considered
diagnostic in nature
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4. Overall Results
Nielsen C-Stores
• Total Oreo results are driven by Cakesters, and Cookies
• Brownie results are not significant
80.0% 75.7%
70.0% 63.8%
60.0%
50.0%
40.0% $ SALES
28.4%
30.0% UNIT SALES
23.0%
18.4%
20.0% 13.7%
10.0%
NS NS
0.0%
TOTAL OREO BROWNIES CAKESTERS COOKIES
•Total Oreo represents the 16 skus sold in Nielsen C-Stores across
Oreo Brownies, Oreo Cakesters, and Oreo Cookies. UPCs are listed in the notes.
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5. Segmentation
Nielsen C-Stores
• The program performed best in Albertsons Express, Valero, and
Corner Store chains
• Circle K and Exxon showed the least impact from the program
– Exxon had the highest number of stores (47) in the test, and its
performance likely influenced overall results
Total Oreo Performance by Retailer
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6. Overall Results
IRI C-Stores (7-11)
• Total Oreo results are driven by Cookies
• Cakesters, and Brownie results are not significant
7-11 DALLAS C-STORES OREO SALES
14.0% 12.8%
12.0%
10.0% 8.6%
8.0%
6.0% $ SALES
4.0%
2.0%
NS NS
0.0%
TOTAL OREO BROWNIES CAKESTERS COOKIES
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7. Indicated Actions
• Identify what if any differences there were in
execution across the Nielsen C-Store accounts
– If the team can provide information by store i.e which stores
have/did not have counter displays, we can segment results
for the final report.
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8. Next Steps
• Understand execution factors present for Exxon, and
7-11 that may have influenced results (i.e. POS
representation, Coffee Counter Displays)
• Provide key timeframes (radio/ non radio weeks) for
Final Report
• Final Report will be issued in early January. This
report will include 4 weeks post execution.
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9. Appendix
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10. Trend Chart
Nielsen C-Stores
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11. Trend Chart
IRI C-Stores (7-11)
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