© ECRM All rights reserved 2012. Follow us on Facebook @ // MEMORIAL DAY May, 2012.

© ECRM All rights reserved 2012. Follow us on Facebook @ http://www.Facebook.com/ECRMAnalytics

MEMORIAL DAYMay, 2012PJ Pecuch, Promotional Business AnalystChelsea Kilway, CPG Promotional Business Analyst

http://www.facebook.com/ECRMAnalytics


Contents

• Category Mix Shift

• Changes in Promotional Volume by Retailer

• Memorial Day Circular Support by Manufacturer

• Branded and Private Brand Cross Promotion

• 1¢ Promotions at Jewel-Osco Group Key Memorial Day Products

• Four Dominant Holidays For Ketchup & Mustard Promos

• Memorial Day Is The Biggest Holiday For Ketchup & Mustard Promotions



Category Mix ShiftPatio, camping, sun care, and lawn/garden categories are advertised much more at the expense of athletic/exercise equipment, electronics (phones & toys), and school supplies.

This study uses ECRM’s weighted ad block count which weights retailers’ ads to reflect scale and marketing

power. Each percentage is the weighted true ad block count of the two weeks preceding Memorial Day (5/15/2012-5/29/2012) compared to year to date promotions (1/1/2012-5/26/2012).

Greatest Gains Greatest Cutbacks2 Weeks Prior YTD % Change 2 Weeks Prior YTD % Change

Picnic, Patio & Outdoor Living 869.4 198.8 437.3% Nutrition 97.8 113.6 -13.9%Outdoor 52.1 11.9 436.6% Auto Accessories 35.9 43.1 -16.7%Camping Equipment 581.5 134.7 431.7% Cereal 150.9 184.8 -18.3%Sun Care 202.0 50.8 397.3% Canned Foods 299.2 372.8 -19.7%Home Climate 104.8 29.7 352.5% Diet 66.6 83.2 -19.9%Bicycles & Accessories 162.0 52.2 310.4% Office Supplies 147.1 197.8 -25.6%Lawn & Garden 758.4 284.1 266.9% Computers 473.3 644.2 -26.5%Home Accessories 104.3 50.6 206.3% Dogs 72.1 99.7 -27.7%Condiments & Dressings 426.9 220.7 193.4% Home Decor 32.8 50.9 -35.7%Hair Accessories 48.2 25.5 189.5% Telephones & Accessories 115.3 184.5 -37.5%Electrical 103.1 61.3 168.2% Bundles 31.6 52.2 -39.5%Cosmetic Accessories 69.4 41.6 167.0% Electronic Toys 125.7 216.9 -42.1%Home Improvement 443.8 269.9 164.5% Fragrances 25.8 52.8 -51.1%Baby Furniture & Equipment 56.8 34.7 163.6% Exercise Equipment 185.6 406.9 -54.4%Analgesics 259.7 158.8 163.6% Maintenance Items 22.1 64.5 -65.8%Large Appliances 526.3 326.5 161.2% International/Ethnic Foods 10.9 43.8 -75.0%Feminine Hygiene 179.5 116.3 154.3% Cough/Cold 46.2 199.9 -76.9%First Aid/Wound Care 117.7 76.4 154.0% Baseball/Softball 68.6 343.4 -80.0%Kids' Apparel 259.9 169.6 153.3% School Supplies 5.2 33.4 -84.4%Paper Products 447.9 294.3 152.2% Seasonal Candy 0.1 112.3 -99.9%Only Categories with >45 Weighted Ad Blocks per Week in the Two Weeks Prior Only Categories with >30 Weighted Ad Blocks per Week YTD

Weighted Ad Blocks Per Week Weighted Ad Blocks Per Week



Changes in Promotional Volume by RetailerRetailers focused on office supplies and electronics cut back

Each percentage is the true ad block count of the two weeks preceding Memorial Day (5/15/2012-5/29/2012) compared to year to date promotions (1/1/2012-5/26/2012).

Greatest Gains Greatest Cutbacks2 Weeks Prior YTD % Change 2 Weeks Prior YTD % Change

Kmart 678.5 320.6 211.6% BI-LO 266.5 294.5 -9.5%Home Depot 98.5 47.0 209.4% Ingles Markets 181.5 200.6 -9.5%Dollar General 101.0 48.8 206.9% Harvey's Supermarkets 139.0 153.8 -9.6%Target Stores 291.0 178.2 163.3% Shopko Stores 131.5 151.0 -12.9%Super Target 290.5 178.0 163.2% Pavilions 265.0 305.2 -13.2%Meijer 441.5 276.1 159.9% Vons 264.5 305.5 -13.4%Ralph's 223.0 143.9 155.0% Carrs 259.0 299.7 -13.6%Quality Food Centers 217.5 141.7 153.5% Dominick's Finer Foods 260.5 301.9 -13.7%Dillons 192.0 125.2 153.4% Safeway Stores 258.5 300.5 -14.0%ShopRite 704.5 462.4 152.4% Acme Markets 247.5 289.8 -14.6%Jay C Stores 203.0 134.7 150.7% Shoppers Food & Pharmacy 129.5 152.1 -14.8%Gerbes 188.0 124.9 150.5% Randall's Food Markets 256.5 301.8 -15.0%Baker's Supermarkets 192.0 128.7 149.2% Tom Thumb 256.0 301.7 -15.2%Fry's Food & Drug Stores 200.0 136.9 146.1% Family Dollar 61.7 83.7 -26.3%Heinen's 212.5 145.9 145.6% hhgregg 86.0 118.3 -27.3%Scott's Food & Pharmacy 186.5 128.3 145.4% Menards 80.5 114.7 -29.8%Owen's Market 186.5 128.3 145.4% Staples 60.5 100.9 -40.0%Smith's Food & Drug 195.0 134.5 145.0% Food 4 Less 51.7 88.1 -41.4%A & P 539.0 374.2 144.1% Office Depot 42.0 85.2 -50.7%Sears 331.0 229.9 144.0% Genuardi's Family Markets 120.0 265.9 -54.9%Only Retailers with >80 Ad Blocks per Week in the Two Weeks Prior Only Retailers with >80 Ad Blocks per Week YTD

Average Ad Blocks Per Week Average Ad Blocks Per Week



1¢ Promotions at Jewel-Osco Group Key Memorial Day Products

Budweiser comes grouped with Chips

and Dip

MillerCoors comes grouped with Hot Dogs, Buns, and

Mustard



Memorial Day Circular Support by Manufacturer

Two weeks preceding Memorial Day (5/15/2012-5/29/2012). None of the remaining 2392 manufacturers have more than 0.8% of all promotions.

Top 14 Manufac-

turers, 44.3%

2392 Other Manufac-

turers, 55.7%

Manufacturer Share of Retail Ad Support

Private Brand Manufacturer 20.2%Fresh Grocery 6.9%Procter & Gamble Company 3.4%Kraft Foods 2.6%Unilever 2.4%In-Store Bakery 1.1%The Scotts Company 1.1%General Mills 1.1%Pepsi-Cola 1.1%Kimberly-Clark Corp. 1.0%Coca Cola USA 0.9%Nestle S.A. 0.9%Kellogg NA Co. 0.8%Samsung America Inc. 0.8%

The top promoting manufacturers for Memorial Day season are similar to those for the entire year. The largest change is the presence of The Scotts Company among top manufacturers, as well as an increase in private brand’s share of promotions.



Branded and Private Brand Cross Promotion

Giant Food Carlisle – Exton, PA - 5/20/2012 - Page 1 (F)

Dominick’s Finer Foods - Chicago, IL - 5/27/2012 - Page 3 (M)

Memorial Day season coincides with an increase in private brand’s share of promotions.



Four Dominant Holidays For Ketchup & Mustard PromotionsShare of yearly ad support measured on a weekly basis 1/1/2011 – 12/31/2011Normalized to reflect retailer market share

1/1/1

1

1/9/1

1

1/17/1

1

1/25/1

1

2/2/1

1

2/10/1

1

2/18/1

1

2/26/1

1

3/6/1

1

3/14/1

1

3/22/1

1

3/30/1

1

4/7/1

1

4/15/1

1

4/23/1

1

5/1/1

1

5/9/1

1

5/17/1

1

5/25/1

1

6/2/1

1

6/10/1

1

6/18/1

1

6/26/1

1

7/4/1

1

7/12/1

1

7/20/1

1

7/28/1

1

8/5/1

1

8/13/1

1

8/21/1

1

8/29/1

1

9/6/1

1

9/14/1

1

9/22/1

1

9/30/1

1

10/8/1

1

10/16/1

1

10/24/1

1

11/1/1

1

11/9/1

1

11/17/1

1

11/25/1

1

12/3/1

1

12/11/1

1

12/19/1

10%

1%

2%

3%

4%

5%

6%

7%

8%

9%Memorial Day

Super Bowl

July 4th

Labor Day



Memorial Day Is The Biggest Holiday For Ketchup & Mustard PromotionsAlthough ketchup and mustard are promoted year round, promotional volume reaches its highest level around Memorial Day.

All Other Annual Ketchup & Mustard

Promos, 56.0%

Super Bowl, 9.9%

Memorial Day, 14.4%

July 4th, 12.9%

Labor Day, 6.7%



Our Methodology & Details

Report Methodology

• All insights are sourced in a study performed by ECRM Analysts, May 2012. We used a dataset from ECRM Marketgate in the period of 5/15/2012-5/29/2012, the commonly defined promotional period of Memorial Day (also used by Nielsen/IRI).

• Additional ECRM studies examined the time periods 1/1/2011-12/31/2011 and 1/1/2012-5/26/2012.

More About ECRM’s MarketGate Ad Comparisons

• Web Site: http://www.AdCompare.MarketGate.com

• Studies on Seasonal & Category Promotions: http://www.PromotionalReflections.com

Contact:

Scott Whalley 847-482-1793 [email protected] Sweitzer 440-542-3033 [email protected]


http://www.adcompare.marketgate.com/

http://www.promotionalreflections.com/

mailto:[email protected]

mailto:[email protected]

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