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Excellence Our mission is to radically improve the promotional data landscape and deliver unparalleled analytics.
Innovation We focus on innovative solutions to help drive our focus and that of our customer business.
Actionable Providing a wealth of information is only part of the puzzle; our findings increase your profits.
ECRM’s promotional analytics provides the most comprehensive information needed to increase profits, predict competitive trends and make better decisions.
THE LEADING PROVIDER OF PROMOTIONAL DATA AND ANALYTICS
ECRM Analytics
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Ad Comparisons captures promotional data from the top U.S. and Canadian retailers in all major markets. Our technology goes beyond just tracking numbers and images. Ad Comparisons uses a vast array of analytic reports to make sense of the data and offers a comprehensive perspective of the promotional landscape. Since the majority of ads are transmitted electronically, directly from the retailer, all promotional market variations are accounted for and the image quality is exceptional for an enhanced user experience. We provide superior data, analytics and service to businesses of all sizes and take an individual approach to ensure all data and reports fit the needs of each user. Over ONE BILLION ads Over 1,000 searchable categories Over 500 retail chains Over 275,000 different brands Over 14,000 unique manufacturers
THE ANSWER IS YES
A SYSTEM UNLIKE THE REST Providing the most comprehensive promotional data on the planet
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HOW WE DO WHAT WE DO Advanced cropping & coding systems
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Pric
e &
Prom
otio
n •Price •Unit Price •Regular Price •Net Price •Size •Coupon •Promotional Offer •Incentive •Limit •Rebate •Rebate Amount •Bonus Card •Consecutive Weeks Run •Events •Circular Incentives •Page Incentives •Shared Single MFG Ad •Shared Multiple MFG Ad
Size
, Dat
e &
Plac
emen
t •Market •Zip Code •Circulation Date •Promotion Dates •Circular Size •Page Size •Ad Image Size •Brand Image Size •Category % Space •Page Placement •Page Number
Cat
egor
y, B
rand
& R
etai
ler •Retailer
•Manufacturer •Brand •Product •Private Brand •Control Brand •Organic Products •Department •Segment •Category •Media Type
HOW WE DO WHAT WE DO We provide more data characteristics for each ad block than anyone else so we can provide you with a more thorough approach to promotional reporting.
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Weekly Circulars
Newspaper Run-of-Press
Manufacturer FSI’s
In-Store Coupon Books
Loyalty Member Emails
Website Sales & Promotions
Social Mentions & Offers
OUR COVERAGE GOES BEYOND THE CIRCULAR Today, retailers communicate with consumers across many channels which means more ways to report promotional activity.
Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
• Macro Circular Overview • Exclusivity & True Ad Block
Counts • Percent of Space • Pricing Trends &
Promotional Types • Macro Web Overview • Social Media • Integration with Other
Sources & Key Partners
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SEASONAL CANDY SAMPLE IMAGES
Source: ECRM Marketgate, 6 Weeks Prior to Holiday vs. Year Ago
38.54%
25.52%
23.71%
6.03%
2.50%
34.69%
27.16%
24.47%
6.54%
3.34%
NoveltyCandy
PackagedChocolate
Candy
PackagedNon-
ChocolateCandy
Multi PackCandy
PremiumCandy
Easter
20132012
31.91%
24.45%
17.05%
14.36%
6.26%
36.77%
26.88%
12.84%
11.27%
7.76%
PresentationBoxes
Candy
PackagedChocolate
Candy
NoveltyCandy
PackagedNon-
ChocolateCandy
PremiumCandy
Valentine’s Day
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CHANGE IN YOY AD SUPPORT BY SUBCATEGORY Circulars Only, True Ad Block Count, Seasonal Candy
Source: ECRM Marketgate, 6 Weeks Prior to Holiday vs. Year Ago
2.80%
2.72%
2.61%
2.46%
2.42%
2.24%
2.16%
2.66%
3.15%
3.18%
3.00%
1.54%
1.39%
1.87%
Bartell Drug
Rite Aid
Thrifty WhiteDrug Stores
CVS
AcmeMarkets
Farm Fresh
KinneyDrugs
Easter
20132012
4.50%
3.11%
2.60%
1.90%
1.62%
1.53%
1.44%
5.10%
3.43%
2.63%
2.25%
1.98%
2.25%
1.72%
ThriftyWhite Drug
Stores
Rite Aid
Bartell Drug
KinneyDrugs
Walgreens
CVS
Fred's
Valentine’s Day
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CHANGE IN YOY AD SUPPORT BY RETAILER Circulars Only, True Ad Block Count, Seasonal Candy
Source: ECRM Marketgate, 6 Weeks Prior to Holiday vs. Year Ago
13.81%
8.31%
7.70%
7.15%
6.06%
5.37%
4.57%
12.49%
6.39%
8.50%
6.80%
6.98%
6.70%
4.96%
Hershey's
Peeps
RussellStover
Reese's
Brach's
M&M's
Palmer
Easter
20132012
14.37%
13.26%
8.52%
6.63%
5.90%
3.96%
3.09%
12.96%
13.62%
5.95%
5.66%
7.76%
1.20%
2.00%
Hershey's
RussellStover
M&M's
Brach's
DoveChocolate
Nestle
Sweethearts
Valentine’s Day
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CHANGE IN YOY AD SUPPORT BY BRAND Circulars Only, True Ad Block Count, Seasonal Candy
Source: ECRM Marketgate, 6 Weeks Prior to Holiday vs. Year Ago
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Branded Private Brand
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RETAILER DEDICATION TO PRIVATE BRAND Circulars Only, True Ad Block Count, Seasonal Candy
Source: ECRM Marketgate, Valentine’s Day & Easter, 6 Weeks Prior to Holiday 2013.
34.33%
13.35%
9.54%
8.12%
6.30%
5.90%
4.82%
33.77%
15.54%
7.66%
8.62%
7.06%
4.48%
5.12%
The HersheyCompany
MarsChocolate
NorthAmerica
Just BornInc
RussellStover
Candies
Farley's &Sathers
Candy Co.
Wrigley JrCompany
R.M. PalmerCompany
Easter
20132012
22.03%
17.87%
17.63%
9.41%
6.68%
3.99%
2.40%
25.79%
19.68%
18.22%
7.07%
5.75%
2.78%
1.55%
The HersheyCompany
MarsChocolate
NorthAmerica
RussellStover
Candies
Nestle S.A.
Farley's &Sathers
Candy Co.
NECCO
Tootsie RollIndustries
Valentine’s Day
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CHANGE IN YOY AD SUPPORT BY MANUFACTURER Circulars Only, True Ad Block Count, Seasonal Candy
Source: ECRM Marketgate, 6 Weeks Prior to Holiday vs. Year Ago
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• Macro Circular Overview • Exclusivity & True Ad
Block Counts • Percent of Space • Pricing Trends &
Promotional Types • Macro Web Overview • Social Media • Integration with Other
Sources & Key Partners
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AD BLOCK COUNT VS. TRUE AD BLOCK COUNT Both Ads Feature Toothpaste – Should They be Counted the Same?
Safeway – San Francisco, CA - 7/5/2012 Circular - Page 1 (F)
Walgreens – Chicago, IL - 12/9/2012 Circular - Page 25 (M)
Exclusive: Shared: 16 Brands with 0.0625 True Ad Count Each
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Bartell Drug CVS Rite Aid Thrifty White Walgreens
Exclusive 91.07% 60.61% 49.25% 98.97% 25.71% Shared 8.93% 39.39% 50.75% 1.03% 74.29%
Exclusive: Shared:
Thrifty White – Minneapolis, MN – 1/27/2013 Circular - Page 17 (M)
Walgreens – Chicago, IL – 2/3/2013 Circular - Page 4 (M)
PROMOTIONAL EXCLUSIVITY IN SEASONAL CANDY-VDAY Source: ECRM Marketgate, 6 Weeks Prior to Holiday 2013; Circulars Only
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Bartell Drug CVS Rite Aid Thrifty White Walgreens
Exclusive 88.00% 63.64% 27.40% 95.71% 58.14% Shared 12.00% 36.36% 72.60% 4.29% 41.86%
Exclusive: Shared:
Walgreens – Chicago, IL – 3/24/2013 Circular – Page 1 (F)
Rite Aid – Philadelphia, PA – 3/24/2013 Circular - Page 3 (M)
PROMOTIONAL EXCLUSIVITY IN SEASONAL CANDY-EASTER Source: ECRM Marketgate, 6 Weeks Prior to Holiday 2013; Circulars Only
Exclusive 88.68%
Shared 11.32%
Hershey's
Exclusive 88.52%
Shared 11.48%
Russell Stover
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Tops Markets – Exton, PA 3/24/2013 - Circular - Page 1 (F)
Vons – Los Angeles, CA 2/6/2013 - Circular - Page 5 (M)
Exclusive 39.09%
Shared 60.91%
Nestle
PROMOTIONAL EXCLUSIVITY IN SEASONAL CANDY Ads shared with multiple manufacturers. Source: ECRM Marketgate, Valentine’s Day & Easter, 6 Weeks Prior to Holiday 2013.
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• Macro Circular Overview • Exclusivity & True Ad Block
Counts • Percent of Space
• Pricing Trends & Promotional Types
• Macro Web Overview • Social Media • Integration with Other
Sources & Key Partners
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Back page of the 9/23/2012 CVS circular Tide received 18% of the page
Back page of the 9/9/2012 Kmart circular Tide received 5% of the page
NOT ALL ADS ARE CREATED EQUAL Can you find both Tide promotions?
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Back page of the 9/23/2012 CVS circular Tide received 18% of the page
Back page of the 9/9/2012 Kmart circular Tide received 5% of the page
NOT ALL ADS ARE CREATED EQUAL There is a clear difference…why should they be counted the same?
0.19%
0.17%
0.12%
0.10%
0.03%
0.03%
0.01%
0.00%
0.00%
0.21%
0.25%
0.17%
0.11%
0.06%
0.02%
0.01%
0.01%
0.01%
PackagedChocolate Candy
Novelty Candy
Packaged Non-Chocolate Candy
Presentation BoxesCandy
Multi Pack Candy
Premium Candy
Single Serve Candy
Snack Size, Fun SizeCandy
Theatre Box Candy
20132012
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PERCENT OF CIRCULAR SPACE BY SUBCATEGORY Percent of Circular Space, Circulars Only, Seasonal Candy.
Source: ECRM Marketgate, 6 Weeks Prior to Holiday vs. Year Ago
Percent of space refers to the amount of physical space a retailer is devoting in its circular, measured in pixels. Percent of space can be calculated at the segment, category, subcategory, manufacturer or brand level within ECRM’s reporting tools.
11.71%
6.81%
5.83%
5.49%
4.23%
4.03%
3.59%
3.35%
2.46%
2.40%
5.77%
7.08%
3.24%
4.30%
13.23%
4.15%
4.06%
6.59%
1.65%
2.85%
Kerr Drug
Rite Aid
Fred's
Kinney Drugs
99 Cents OnlyStores
Walgreens
CVS
Dollar General
Family Dollar
Target Stores
20132012
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% OF CIRCULAR SPACE DEDICATED TO SEASONAL CANDY Percent of Circular Space, Circulars Only, Seasonal Candy.
Source: ECRM Marketgate, 6 Weeks Prior to Holiday vs. Year Ago
Percent of space refers to the amount of physical space a retailer is devoting in its circular, measured in pixels. Percent of space can be calculated at the segment, category, subcategory, manufacturer or brand level within ECRM’s reporting tools.
Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
• Macro Circular Overview • Exclusivity & True Ad Block
Counts • Percent of Space
• Pricing Trends & Promotional Types • Macro Web Overview • Social Media • Integration with Other
Sources & Key Partners
Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
$2.80
$2.90
$3.00
$3.10
$3.20
$3.30
$3.40
$3.50
$3.60
1/6/2013 -1/12/2013
1/13/2013 -1/19/2013
1/20/2013 -1/26/2013
1/27/2013 -2/2/2013
2/3/2013 -2/9/2013
2/10/2013 -2/16/2013
Source: ECRM Marketgate, 6 Weeks Prior to Holiday
WEEKLY AVERAGE PROMOTIONAL PRICING Packaged Chocolate Candy, 10 oz. Size Only, All Brands, Valentine’s Day
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$2.10
$2.20
$2.30
$2.40
$2.50
$2.60
$2.70
2/17/2013 -2/23/2013
2/24/2013 -3/2/2013
3/3/2013 -3/9/2013
3/10/2013 -3/16/2013
3/17/2013 -3/23/2013
3/24/2013 -3/30/2013
Source: ECRM Marketgate, 6 Weeks Prior to Holiday
WEEKLY AVERAGE PROMOTIONAL PRICING Packaged Chocolate Candy, 10 oz. Size Only, All Brands, Easter
AVG. PROMOTED PKGD. NON-CHOC. CANDY PRICING BY STATE 6 weeks preceding Easter 2013, 9-14 oz. sizes only.
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State Average Price State Average
Price AL N/A NE N/A AK $3.49 NV N/A AZ $2.00 NH N/A AR $2.00 NJ $2.31 CA $2.68 NM N/A CO N/A NY $2.29 CT $2.97 NC $2.55 DE N/A ND N/A FL $2.17 OH $2.42
GA $1.66 OK N/A HI $2.33 OR $2.75 ID $2.89 PA $2.50 IL $2.42 RI N/A IN $2.79 SC N/A IA $3.33 SD N/A KS N/A TN $2.61 KY N/A TX $2.61 LA $3.33 UT $2.14 ME N/A VT N/A MD $2.91 VA $2.53 MA $2.50 WA $2.41 MI $2.64 WV N/A MN $2.44 WI $2.00 MS N/A WY N/A MO $3.54 DC N/A MT N/A
Source: ECRM Marketgate, 6 Weeks Prior to Holiday
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TYPES OF PROMOTIONS Seasonal Candy, 5 Key Retailers
Source: ECRM Marketgate, Valentine’s Day & Easter, 6 Weeks Prior to Holiday 2013.
Bartell Drug CVS Rite Aid Thrifty
White Walgreens
Promo Type % of Total % of Total % of Total % of Total % of Total
* PRICE POINT 72% 16% 67% 77% 54%
* x/For 21% 70% 26% 22% 44%
% OFF 1% 1%
B1G1 4% 9% 3%
B1G1 50% OFF 1% 2%
OTHER 3% 5% 3%
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• Macro Circular Overview • Exclusivity & True Ad Block
Counts • Percent of Space • Pricing Trends &
Promotional Types • Macro Web Overview
• Social Media • Integration with Other
Sources & Key Partners
39.48%
39.44%
15.40%
2.48%
1.06%
22.62%
45.21%
18.38%
1.48%
3.12%
PackagedNon-
ChocolateCandy
PackagedChocolate
Candy
NoveltyCandy
PremiumCandy
Multi PackCandy
Easter
20132012
50.00%
23.78%
15.34%
5.13%
3.95%
24.32%
37.86%
4.53%
26.40%
4.53%
NoveltyCandy
PackagedChocolate
Candy
PackagedNon-
ChocolateCandy
PresentationBoxes
Candy
PremiumCandy
Valentine’s Day
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CHANGE IN YOY AD SUPPORT BY SUBCATEGORY Web & Email Only, True Ad Block Count, Seasonal Candy
Source: ECRM Marketgate, 6 Weeks Prior to Holiday vs. Year Ago
7.02%
6.74%
5.90%
3.65%
2.53%
2.53%
2.53%
2.80%
0.93%
25.23%
2.80%
19.63%
0.00%
0.00%
Big Lots
Aldi
Walgreens
Dollar Tree
Target Stores
PriceChopper
(Kansas City)
HannafordBrothers
Easter
20132012
7.50%
5.00%
4.77%
2.95%
2.95%
2.73%
2.73%
12.50%
18.75%
0.00%
0.00%
0.00%
0.00%
0.00%
Walgreens
Target Stores
Cub Foods
Food 4 Less
F.W.AlbrechtGrocery
PriceChopper
(Kansas City)
Foodtown
Valentine’s Day
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CHANGE IN YOY AD SUPPORT BY RETAILER Web & Email Only, True Ad Block Count, Seasonal Candy
Source: ECRM Marketgate, 6 Weeks Prior to Holiday vs. Year Ago
69.07%
3.40%
3.00%
2.40%
2.25%
1.86%
1.60%
0.00%
19.10%
4.69%
0.00%
3.13%
8.33%
1.48%
Haribo
Hershey's
Lindt
Choceur
Russell Stover
Peeps
Reese's
Easter
20132012
26.73%
26.62%
26.38%
2.31%
2.08%
1.98%
1.81%
2.90%
0.00%
2.42%
15.46%
0.00%
15.22%
5.07%
Wonka
Haribo
NestleCrunch
M&M's
Nestle
Hershey's
Russell Stover
Valentine’s Day
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CHANGE IN YOY AD SUPPORT BY BRAND Web & Email Only, True Ad Block Count, Seasonal Candy
Source: ECRM Marketgate, 6 Weeks Prior to Holiday vs. Year Ago
80%
82%
84%
86%
88%
90%
92%
94%
96%
98%
100%
Branded Private Brand
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RETAILER DEDICATION TO PRIVATE BRAND Web & Email Only, True Ad Block Count, Seasonal Candy
Source: ECRM Marketgate, Valentine’s Day & Easter, 6 Weeks Prior to Holiday 2013.
69.07%
6.83%
4.22%
3.30%
3.00%
2.25%
1.86%
0.00%
28.91%
8.12%
0.00%
4.69%
3.13%
8.33%
HARIBO
The HersheyCompany
MarsChocolate
NorthAmerica
Aldi PrivateBrand
Lindt &Sprungli Usa
Inc
Russell StoverCandies
Just Born Inc
Easter
20132012
57.17%
26.62%
5.32%
3.01%
2.93%
1.39%
1.16%
19.32%
0.00%
26.09%
24.15%
7.25%
2.90%
0.00%
Nestle S.A.
HARIBO
The HersheyCompany
MarsChocolate
NorthAmerica
Russell StoverCandies
Lindt &Sprungli Usa
Inc
World'sFinest
Chocolate
Valentine’s Day
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CHANGE IN YOY AD SUPPORT BY MANUFACTURER Web & Email Only, True Ad Block Count, Seasonal Candy
Source: ECRM Marketgate, 6 Weeks Prior to Holiday vs. Year Ago
Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
• Macro Circular Overview • Exclusivity & True Ad Block
Counts • Percent of Space • Pricing Trends &
Promotional Types • Macro Web Overview
• Social Media • Integration with Other
Sources & Key Partners
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3/1/2013 – 5/28/2013, 75 Brand Posts, 56221 Fan Comments
What Mars is saying on Facebook: What their followers are saying on their page:
Pages Observed: Dove Chocolate, M&M’s U.S.A., Snickers
FACEBOOK CONVERSATION WORD CLOUDS: MARS By comparing the marketing message as expressed by the brand to the conversation of followers, you can see if people reciprocate with key words, themes and emotions.
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What Hershey is saying on Facebook: What their followers are saying on their page:
3/1/2013 – 5/28/2013, 294 Brand Posts, 13502 Fan Comments Pages Observed: HERSHEY’S, HERSHEY’S KISSES, Kit Kat
FACEBOOK CONVERSATION WORD CLOUDS: HERSHEY By comparing the marketing message as expressed by the brand to the conversation of followers, you can see if people reciprocate with key words, themes and emotions.
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Understanding the psychographics of your consumer leads to a better understanding of their views, likes, values, traits and even family dynamics. Through a thorough analysis we can determine: Which brands align with a retailer’s key
customer base How to increase trips to the store Which marketing plans lead to more
product purchases How to morph a shopper’s want into a
need
PSYCHOGRAPHICS: BENEFITS How retailers and brand owners benefit from a clear picture of their customers.
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By analyzing the values, interests and lifestyles of a brand or retail fan base, we are able to create a comprehensive profile that defines each shopper. Our proprietary database contains over 14 Million Likes and our psychographic profiles include key characteristics that build a mental model of your consumer: Masculinity Personality Age Education Level Political Affiliation Family Dynamic Pet Ownership Home Ownership Community Type (Urban/Suburban/Rural)
UNDERSTANDING PSYCHOGRAPHICS A means of identifying users by interest, occupation, role in life and other personal characteristics.
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Our Masculinity scale shows how brands and retailers rank in terms of key gender values. A high Masculine % is tied to key male attributes such as: Ambition Competitiveness Assertiveness Materialism Power High Feminine % displays key female attributes: Charity Relationships Quality of Life Community Involvement Social Well-being What brands will help to attract more male shoppers?
40%
43%
47%
43%
42%
48%
12%
30%
14%
11%
60%
57%
53%
57%
58%
52%
88%
70%
86%
89%
0% 20% 40% 60% 80% 100%
Wonka
Twix
Starburst
Sour Patch Kids
Snickers
Skittles
PEEPS®
M&M's U.S.A.
Lindt Chocolate USA
Ghirardelli Chocolate Company
Masculinity Femininity
PSYCHOGRAPHICS: MASCULINITY Is your brand masculine or feminine?
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The Personality Age of a Brand is the average age of all the pages of the followers of that brand. It is an age evaluation of "what else" the brand followers like. Leading marketers focus on the personality age of shoppers instead of their real age because it better reflects their core interests and desires.
22
23
23
22
30
23
39
39
42
41
0 10 20 30 40 50
Wonka
Twix
Starburst
Sour Patch Kids
Snickers
Skittles
PEEPS®
M&M's U.S.A.
Lindt Chocolate USA
Ghirardelli Chocolate Company
PSYCHOGRAPHICS: PERSONALITY AGE Personality age characterizes behaviors, interests and role in life.
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1.68
1.73
1.65
1.62
1.59
1.59
1.59
1.57
1.56
1.53
Ghirardelli Chocolate…
Lindt Chocolate USA
M&M's U.S.A.
PEEPS®
Skittles
Snickers
Sour Patch Kids
Starburst
Twix
Wonka
Average Education Level
77%
72%
75%
78%
68%
77%
69%
73%
77%
75%
Ghirardelli Chocolate…
Lindt Chocolate USA
M&M's U.S.A.
PEEPS®
Skittles
Snickers
Sour Patch Kids
Starburst
Twix
Wonka
% Parents
55%
58%
47%
55%
31%
50%
42%
33%
53%
51%
Ghirardelli Chocolate…
Lindt Chocolate USA
M&M's U.S.A.
PEEPS®
Skittles
Snickers
Sour Patch Kids
Starburst
Twix
Wonka
% Pet Owners
26%
30%
29%
24%
26%
28%
28%
27%
25%
23%
Ghirardelli Chocolate…
Lindt Chocolate USA
M&M's U.S.A.
PEEPS®
Skittles
Snickers
Sour Patch Kids
Starburst
Twix
Wonka
% Urban
PSYCHOGRAPHICS: MORE METRICS
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• Macro Circular Overview • Exclusivity & True Ad Block
Counts • Percent of Space • Pricing Trends &
Promotional Types • Macro Web Overview • Social Media
• Integration with Other Sources & Key Partners
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“Not surprisingly, we have found a strong correlation with ad count data and market share... The data, therefore, can prove predictive of Nielsen results (given its earlier availability) and revealing of marketplace dynamics.” A La Carte The All You Can Eat Menu for Food Investors
“The data has proven to be predictive of Nielsen or IRI reported results and, therefore, can be applied in the following ways: 1. Gain more rapid insight into how promotional developments are shifting
through the next period 2. Predict market share shifts before Nielsen data is released.” Global Investment Research United States: Food
WALL STREET IS UTILIZING OUR DATA Our analytics are a leading indicator of market share movement.
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0.0
0.2
0.4
0.6
0.8
1.0
1.2
0
50
100
150
200
250
300
Ads Run Quantity Sold
SAMPLE OF EXTREME RESPONSIVENESS TO AD SUPPORT Shows this product’s extreme responsiveness to ad support.
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0.0
0.5
1.0
1.5
2.0
2.5
0
5
10
15
20
25
30
35
40
Ads Run Quantity Sold
SAMPLE OF LOW RESPONSIVENESS TO AD SUPPORT Shows the lack of impact from promotional support of this product.
CPG RETAILER MARKETING MIX IS SHIFTING ENGAGING THE SHOPPER WHEN THEY ARE MAKING DECISIONS
ADVERTISING EXPENDITURES – Shopper exposed to advertising message
to build equity and continuity.
RETAILER FSI PAGES
– Shopper “opts-in” to FSI coupon vehicles to build list and plan trip.
DIGITAL COUPON EVENTS
– Shopper engaged with retailer website with greater intent.
FEATURE AD PAGES
– Shopper influenced both in-the-home and in-the-store.
Retailer advertising and promotion activity influences the shopper regardless of funding or control of event.
SOURCE: Kantar Media *SOURCE: ECRM
Advertising Expenditures
Retailer FSI Pages
Feature Ad Pages*
3.5%
9.5%
5.2%
Retailer Advertising and Promotion CY 2012 vs. 2011
% C
hang
e YA
G
Digital Coupon Events
50.4%
CPG RETAILER TACTICS SHOW SIGNIFICANT SHIFTS DIFFERENTIATING MESSAGE AND MEDIA IN THE MARKET
MASS: – Walmart increased activity across tactics; Target FSI store coupons and store brands on Target.com
FOOD: – Kroger “antes up” across tactics; Safeway and Supervalu scale back traditional advertising
DRUG: – Walgreen’s and CVS increasing advertising and promotion while maintaining feature ad pages
SOURCE: Kantar Media *SOURCE: ECRM
Retailer % Chg vs YAG
Advertising Dollars
FSI Promotion Pages
Digital Coupon Events
Feature Ad Pages*
MASS
Walmart 11.7% 47.4% 189.7% 51.3%
Target -4.9% 6.9% 29.8% -8.7%
FOOD
Kroger 9.1% 7.1% 3.7% 14.1
Safeway -5.4% 5.7% -9.2% -1.9%
Supervalu -20.0% 11.9% 201.5% -2.3%
DRUG
Walgreens 29.2% 42.6% 76.7% -1.0%
CVS 22.7% 21.3% 149.5% 1.4
CPG RETAILER TACTICS VARY SIGNIFICANTLY BY WEEK INCREASING SHARE OF VOICE FOR SPECIFIC TRIP OCCASIONS
DRUG: Drug retailers emphasize “holiday convenience” and target “open enrollment” periods
16
14
20
10
8
4
2
0
MASS: Walmart leads with Winter Holiday while Target leads with Back-to-School; Walmart has biggest spread between top/bottom weeks
FOOD: Kroger, Safeway, and Supervalu lead with different weeks perhaps emphasizing different categories; Food retailers more consistent
TOP WEEK: 11/19/12 BOTTOM WEEK: 1/16/12
TOP WEEK: 7/30/12 BOTTOM WEEK: 1/23/12
TOP WEEK: 11/26/12 BOTTOM WEEK: 3/12/12
TOP WEEK: 10/29/12 BOTTOM WEEK: 8/20/12
TOP WEEK: 7/30/12
BOTTOM WEEK: 2/20/12
TOP WEEK: 4/30/12 BOTTOM WEEK: 7/2/12
TOP WEEK: 10/15/12 BOTTOM WEEK: 7/9/12
SOURCE: Kantar Media
41.9
28.4
7.6 3.4
12.0
5.7 7.6
= previous year
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Contact Information
PJ Pecuch 440-498-0500 x1993 [email protected] To receive a copy of this deck or a complimentary CPPS Pricing Report, please contact us.