Eiskalte Geschäfte – wie Tankstellenshops mit Mars-Eiscreme vom positiven Trend der Marke profitieren können

Werbung

 

Mars Eiscreme-Multipackungen erzielen zweistelliges Umsatzplus gegen Marktrend (-3,0 %)

 

Mars Eiscreme Mit einem Plus von 1,7%-Punkten erreicht Mars als am schnellsten wachsender Hersteller im Einzelhandel 6% Marktanteil und ist nun die Nummer 2 der Anbieter von Marken-Eiscreme-Multipackungen. Während der Gesamtmarkt -3,0% Umsatz verlor, erzielt Mars 33% mehr Umsatz gegenüber dem ersten Halbjahr 2008. „Basis dafür sind vor allem das Wachstum von Bounty und Twix Ice Cream, deren Umsatz wir verfünf- bzw. verdreifachen konnten, sowie die erfolgreiche Einführung von Celebrations Ice Cream. Bereits drei der fünf meistverkauften Eis Multipackungen stammen damit aus dem Hause Mars”, so Cornelia Sadowski, Ice Cream Business Manager, Mars. (Quelle: Nielsen, LEH, Umsatz Eis Multipack, KW 1-26 2009)

 

Plus auch bei Eiscreme Singles im Impuls

 

Mars hat seinen Marktanteil auch bei Eiscreme Singles (Impulsgeschäft, Tankstellen und Bundesautobahnen) gesteigert. Mit 4,7% ist er im Juli 2009 um +0,2%-Punkte höher als im Vorjahr. Mit zweistelligen Umsatzsteigerungen legten v.a. Mars Stieleis (+54,5%), Bounty Stieleis (+55,8%) und Snickers Stieleis (+20,6%) erheblich zu. Während in diesem Segment der Umsatz im Gesamtmarkt um -5,8% sank, verzeichnet Mars wegen der Bekanntheit seiner Marken und der geringeren Wetterabhängigkeit (ganzjähriger Verzehr) insgesamt nur einen leichten Rückgang von -2,3 %. (Quelle: Nielsen, Impuls, Umsatz Eis Kleinpack, KW 1-26 2009 vs Vorjahr)

 

Markenstärke durch Produktqualität

 

Die Käufer der Eiscreme Riegel von Mars stammen aus allen Altersschichten, die Riegel werden aber von jüngeren Konsumenten bis ca. 40 Jahre bevorzugt. Alle Käufer sind deutlich markenbewusst und wollen hochwertige Zutaten. Mars setzt nach eigenen Angaben auch im Eiscreme-Segment konsequent auf herausragende Produktqualität und verwendet deshalb als einer von wenigen Herstellern frische Milch, Sahne, hochwertiges Milchfett und echte Schokolade sowie als einziger Anbieter zart fließendes Karamell als Zutat. „Alle Eisrezepturen beruhen auf Originalzutaten und –rezepten der Schokoriegel und enthalten keine künstlichen Farb- und Aromastoffe“, so Cornelia Sadowski, Ice Cream Business Manager, Mars.

 

Zuwachs durch Aktivität und Innovation

 

Mit den Aktionen zur Markteinführung der Celebrations Ice Cream (März 2009) konnte Mars die neue Premium-Eiscreme bereits über dem Nachfrageniveau von „Moevenpick Mystére“ etablieren und das der „Favorite Selection“ von Häagen Dazs erreichen. Die neue Eiscreme-Marke ist auch Bestandteil des TV-Spots, der bislang 70 Mio. Kontakte auf den reichweitenstarken Sendern erzielte. Neben der Präsentation von Celebrations Ice Cream betont der Spot Genuss und Cremigkeit der Mars, Snickers und Bounty Ice Cream Riegel. Zahlreiche Marketing-Aktivitäten an Tankstellen und im gesamten Impulsbereich wie Outdoorplakate oder Zugabeaktionen bei der Autowäsche haben ebenfalls zum positiven Ergebnis beigetragen.

 

 

Die 10 meistverkauften Eis Multipackungen 2009

 

Magnum Mandel – Langnese

Magnum Classic – Langnese

Snickers Ice Cream – Mars Inc.

Mars Ice Cream – Mars Inc.

Bounty Ice Cream – Mars Inc.

Kaktus – Nestle-Schöller

Flutschfinger – Langnese

Magnum White – Langnese

Magnum Yoghurt Fresh – Langnese

Nimm 2 – R&R Ice Cream

 

Quelle: Nielsen, LEH, Absatz Marken in Pack, Eis Multipack, KW 1-26 2009

Foto: Copyright Mars

 

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