Easter selling points

Filled Egg total market worth £10.5m
Mini Egg Total market worth £7m
Source: AC Nielsen

• Easter Sunday falls on March 23rd - a 12 week Season!
• 3 weeks shorter season versus 2007
• Some schools will not break up for Easter holidays until after Easter weekend
• Therefore, the final week in 2008 will be even greater than in 2007
  Enticing & engaging displays should be used to highlight offers & draw shoppers into the aisle and fixtures
• Drive filled/mini eggs and giving/sharing lines as key drivers of early Spring sales and profit earners
• Use added value categories, both mainstream and premium, to drive value growth
• A much tighter range will allow focus against the right propositions for impulse.

What do shoppers and consumers expect at Easter?

Insight

• Easter is a time for connecting with close family
• Easter eggs in convenience is an impulse category
• Optimise range and volume as well as premium formats
• Meeting different behaviours, displays and maintained throughout the season
• Ensure clear segmentation of range to drive consumer across the entire fixture, maximising snacking opportunities in convenience 

Who are the shoppers and consumers for Easter?

 Source: AC Nielsen Scantrack (2wks before Occasion)

So What are Palmer and Harvey doing for the spring season?

There are three key events which offer you clear sales opportunities Valentine's Day, Mother's Day and Easter and we have products which will satisfy all of your customers' requirements, from Indulgent Self Eat Filled Eggs to the Duc D'o Giant Egg weighing in at 4.5kg.

We have broken our range into four key areas Boxed Chocolates, Filled and Mini-Eggs, Shell Eggs and Novelties and have made "Core Range" recommendations which will give you a balanced range to offer your
customers. The key opportunities lie in Mini and Filled Eggs as these are the "Impulse" lines which your customers do not necessarily plan to purchase, and the non-price sensitive "Premium" and "Gifting" lines which are not heavily discounted by the major multiples.
Having consulted many customers and listened to their feedback we are presenting our range with nett pricing which offers you greater clarity than in previous years where we featured Double Discounts and Parcel Deals, now, the price you see is the price you pay (even if you buy only one case of a product). This further allows you to clearly see the margin you can make if you run the tailored promotional activity eg the 3 for 99p offer on Cadbury's Crème Egg, which is the fastest selling seasonal line, delivers an improved 13.6% POR, whereas last year you had to order 12 cases to achieve a 12.6% POR

You also need to bear in mind that Easter Sunday is on March 23rd which is two weeks earlier than in 2007, this means that you need to set up your displays early in the New Year to maximise sales. You also need to target your customers by offering the right product at the right time so make sure you have Crème Eggs on display as soon as possible together with your Valentines selection.

We have worked very closely with our supply partners to tailor the range and promotions to satisfy your customers' requirements in order to allow the Independent sector to compete in what continues to be a highly competitive market place. Please look through this brochure and identify the products which will appeal to your customers to make Spring 2008 your most successful yet.  

Here are some examples of our promotional activity

Valentines
Rocher T16 Hearts - £4.49

Mothers Day
Milk Tray 454g - £4.99
Cadbury Roses 480g – £3.49
Black Magic 273g – £3.99

Filled Eggs
Cadbury Crème Eggs – 3 for 99p
Mars Filled Eggs – 3 for 99p
Rolo Filled Eggs – 3 for 99p

Shell Eggs
Smarties Egg Small – 3 for £3
Maltesers Egg Small – 2 for £2.50
Button Egg Medium – 2 for £5
Planets Egg Medium– 3 for £10
Roses Egg Large – 2 for £8
Dairy Milk Egg Large – 2 for £8


* All these, plus many others will be supported by full colour point of sale