5211-1709 BigKat Sell Sheet - Hershey's

The facts speak for themselves…
Across all test markets, Kit Kat® Big Kat® sales:
• Outsold Twix® by an average of 2.3%. • Generated 5.2 unit sales per $100 of Machine Revenue vs. 5.1 for Twix.
• Won in same-machine, head-on-head competition in 58.7% of machines where sales levels indicated a distinct
consumer preference.
Comparative Product Unit Sales By Market
Market Kit Kat® Big Kat® Units Twix® Units Variance
All Markets 5.2 5.1 2.3%
Kit Kat® Big Kat® significantly outperformed Twix®
in Blue Collar and total B&I demographic locations.
Blue-collar locations proved to be Kit Kat® Big Kat®’s strongest demographic location, with a comparative sales advantage
of 27.7% over Twix®. At all B&I locations, Kit Kat® Big Kat® outsold Twix® by an average of 17.4%.
Volume Analysis By Demographic Category (Comparative Product Unit Sales)
Market Kit Kat® Big Kat® Units Twix® Units Variance
Blue Collar Locations 6.0 4.7 27.7%
Total B&I Locations 5.7 4.9 17.4%
Across all markets, Kit Kat® Big Kat® outsold Twix® in 56.3% of the test machines,
and sold equal to or better than Twix® in 60.4% of all test locations.
Machine Victory Count By Product
The Kit Kat® Big Kat® higher machine sales volume also produced gains
in spiral revenue versus both Twix® and the average “candy” spiral.
Weekly Spiral Revenue by Location Demographics
$4.00
$3.50
$3.00
$2.50
$2.00
$1.50
$1.00
$0.50
$0.00
$3.50
54 Wins 4 38 Wins
$2.77 $2.66
$3.17
$3.02 $3.12
$2.43
$3.08
Blue Collar White Collar Average
A Bigger SIZE, A Better FIT, A Better VALUE
• Kit Kat® Big Kat® was perceived as a better value to the customer.
$2.51
Kit Kat Big Kat Wins
Twix Wins
Ties
Kit Kat Big Kat
Rev
Twix Rev
Other Candy
Rev
Don’t miss a BIG opportunity for increased vending sales and profits. With
a 20% increase in advertising in 2003, make sure you stock Kit Kat® Big Kat®
today! Ask your Hershey’s Customer Sales Executive for more details.
*Source:Results of an independent Vending Machine Sales Velocity Test,
Bachtelle & Assoc., July 2002.
TWIX® is a registered trademark of Mars, Incorporated. All rights reserved.
22 12 422