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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.
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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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PET FOOD AND SUPPLIES SAMPLE IMAGES
Source: ECRM Marketgate, 5/27/2012 – 5/25/2013 vs. Year Ago
24.87%
15.95%
15.24%
12.00%
11.59%
8.72%
4.88%
2.89%
2.39%
0.93%
0.54%
24.78%
15.78%
15.46%
11.49%
11.59%
8.38%
4.86%
3.51%
2.57%
1.17%
0.43%
Dry Dog Food
Dog Treats
Dry Cat Food
Cat Litter
Canned Cat Food
Canned Dog Food
Dog Supplies
Cat Treats
Cat Supplies
Other Pet Supplies
Other Pet Food
Year 2Year 1
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CHANGE IN YOY AD SUPPORT BY SUBCATEGORY Circulars Only, True Ad Block Count, Pet Food & Supplies
Source: ECRM Marketgate, 5/27/2012 – 5/25/2013 vs. Year Ago
3.34%
2.39%
2.01%
1.97%
1.84%
1.74%
1.74%
1.73%
1.73%
1.70%
3.89%
2.50%
2.70%
2.62%
1.85%
2.05%
1.71%
2.07%
2.10%
2.09%
Petsmart
Meijer
Weis Markets
Petco
Foodtown
Giant FoodLandover
ShopRite
Stop & Shop
Giant Food Carlisle
Martin's SuperMarkets
Year 2Year 1
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CHANGE IN YOY AD SUPPORT BY RETAILER Circulars Only, True Ad Block Count, Pet Food & Supplies
Source: ECRM Marketgate, 5/27/2012 – 5/25/2013 vs. Year Ago
7.43%
6.84%
4.94%
4.03%
3.55%
3.19%
2.78%
2.63%
2.31%
2.25%
6.80%
6.96%
4.34%
4.13%
3.59%
3.08%
2.29%
3.81%
1.88%
1.99%
Friskies
IAMS
Beneful
Tidy Cat
Fancy Feast
Purina ONE
Purina Dog Chow
Pedigree
Meow Mix
Kibbles 'n Bits
Year 2Year 1
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CHANGE IN YOY AD SUPPORT BY BRAND Circulars Only, True Ad Block Count, Pet Food & Supplies
Source: ECRM Marketgate, 5/27/2012 – 5/25/2013 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, Pet Food & Supplies
Source: ECRM Marketgate, 5/27/2012 – 5/25/2013
39.54%
12.27%
7.71%
9.62%
3.37%
2.66%
2.22%
1.81%
1.19%
1.22%
41.31%
12.41%
7.58%
5.78%
3.59%
2.69%
1.98%
1.84%
1.43%
1.41%
Nestle S.A.
Del MonteCorporation
Procter & GambleCompany
Mars Petcare US
Topco PrivateBrand
Hartz MountainCorporation
Clorox Company
Church & DwightCo., Inc.
Kroger PrivateBrand
Oil-Dri Corporationof America
Year 2Year 1
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CHANGE IN YOY AD SUPPORT BY MANUFACTURER Circulars Only, True Ad Block Count, Pet Food & Supplies
Source: ECRM Marketgate, 5/27/2012 – 5/25/2013 vs. Year Ago
Some Nestle S.A. brands include: Alpo, Beggin’, Beneful, Beyond, Fancy Feast, Friskies, Mighty Dog, Purina, and Tidy Cat.
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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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Foodtown Meijer Petco Petsmart Weis Markets
Exclusive 99.83% 97.10% 82.65% 95.37% 99.42% Shared 0.17% 2.90% 17.35% 4.63% 0.58%
Exclusive: Shared:
Meijer – Detroit, MI – 5/29/2011 Circular - Page 16 (M)
Petsmart – Cleveland, OH – 5/21/2012 Circular - Page 2 (M)
PROMOTIONAL EXCLUSIVITY IN PET FOOD & SUPPLIES YR. 1 Source: ECRM; All U.S. Retailers; 5/29/2011 – 5/26/2012 ; Circulars Only
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Foodtown Meijer Petco Petsmart Weis Markets
Exclusive 100.00% 94.46% 76.98% 91.20% 98.39% Shared 0.00% 5.54% 23.02% 8.80% 1.61%
Exclusive: Shared:
Foodtown – New York, NY – 1/4/2013 Circular – Page 6 (M)
Petco – Los Angeles, CA – 5/5/2013 Circular - Page 5 (M)
PROMOTIONAL EXCLUSIVITY IN PET FOOD & SUPPLIES YR. 2 Source: ECRM; All U.S. Retailers; 5/27/2012 – 5/25/2013 ; Circulars Only
Exclusive 99.52%
Shared 0.48%
Beneful
Exclusive 98.69%
Shared 1.31%
IAMS
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CVS – Boston, MA 4/28/2013 - Circular - Page 3 (M)
Target Stores – Minneapolis, MN 10/7/2012 - Circular - Page 5 (M)
Exclusive 94.69%
Shared 5.31%
Pedigree
PROMOTIONAL EXCLUSIVITY IN PET FOOD & SUPPLIES Ads shared with multiple manufacturers. Source: ECRM, 52 Weeks Ending 5/25/2013
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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?
0.38%
0.23%
0.21%
0.19%
0.15%
0.13%
0.07%
0.05%
0.04%
0.02%
0.01%
0.38%
0.25%
0.23%
0.19%
0.15%
0.12%
0.07%
0.05%
0.04%
0.02%
0.00%
Dry Dog Food
Dry Cat Food
Dog Treats
Canned Cat Food
Cat Litter
Canned Dog Food
Dog Supplies
Cat Treats
Cat Supplies
Other Pet Supplies
Other Pet Food
Year 2Year 1
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PERCENT OF CIRCULAR SPACE BY SUBCATEGORY Percent of Circular Space, Circulars Only, Pet Food & Supplies.
Source: ECRM Marketgate, 5/27/2012 – 5/25/2013 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.
98.60%
97.10%
6.96%
6.56%
5.66%
3.52%
3.34%
3.22%
2.88%
2.85%
97.93%
97.67%
4.99%
5.73%
5.12%
2.91%
4.20%
3.00%
3.07%
3.22%
Petco*
Petsmart*
Fred's
Family Dollar
Dollar General
Lewis Drug
Ingles Markets
Meijer
Stop & Shop
Giant FoodLandover
Year 2Year 1
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PERCENT OF CIRCULAR SPACE DEDICATED TO PET Percent of Circular Space, Circulars Only, Pet Food & Supplies. *Not to scale.
Source: ECRM Marketgate, 5/27/2012 – 5/25/2013 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
$12.00
$12.50
$13.00
$13.50
$14.00
$14.50
$15.00
$15.50
$16.00
$16.50
$17.00
Source: ECRM Marketgate, 5/27/2012 – 5/25/2013
WEEKLY AVERAGE PROMOTIONAL PRICING Dry Dog Food, 15.5 lb. Size Only, All Brands
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$12.00
$12.50
$13.00
$13.50
$14.00
$14.50
$15.00
$15.50
$16.00
$16.50
$17.00
Source: ECRM Marketgate, 5/27/2012 – 5/25/2013
WEEKLY AVERAGE PROMOTIONAL PRICING Dry Dog Food, 15.5 lb. Size Only, Beneful Only
AVG. PROMOTED CANNED CAT FOOD PRICING BY STATE 5.5 oz. size only.
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State Average Price State Average
Price AL N/A NE $0.49 AK $0.68 NV N/A AZ $0.48 NH N/A AR $0.50 NJ $0.47 CA $0.72 NM N/A CO $0.49 NY $0.81 CT $0.70 NC $0.49 DE N/A ND $0.50 FL $0.55 OH $0.69
GA $0.48 OK $0.50 HI $0.79 OR $0.52 ID $0.50 PA $0.50 IL $0.60 RI $1.29 IN $0.49 SC $0.45 IA $0.43 SD $0.63 KS $0.50 TN $0.48 KY $0.50 TX $0.56 LA $0.50 UT $0.50 ME $0.47 VT N/A MD $0.43 VA $0.48 MA $0.46 WA $0.50 MI $0.49 WV N/A MN $0.50 WI $0.50 MS N/A WY N/A MO $0.48 DC N/A MT N/A
Source: ECRM Marketgate, 5/27/2012 – 5/25/2013
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TYPES OF PROMOTIONS Pet Food & Supplies, 5 Key Retailers
Source: ECRM Marketgate, 5/27/2012 – 5/25/2013
Foodtown Meijer Petco Petsmart Weis Markets
Promo Type % of Total % of Total % of Total % of Total % of Total
* PRICE POINT 84% 55% 21% 49% 50%
* x/For 15% 29% 10% 10% 47%
% OFF 1% 9% 61% 17% 2%
B1G1 7% 2% 1%
B1G1 50% OFF 0%
OTHER 0% 6% 24% 0%
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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
18.49%
16.04%
11.92%
11.42%
11.07%
10.22%
9.83%
4.63%
4.18%
1.89%
0.30%
20.45%
4.58%
8.98%
9.01%
22.64%
5.60%
17.09%
3.08%
6.30%
1.97%
0.30%
Dog Treats
Canned Cat Food
Dry Dog Food
Dog Supplies
Canned Dog Food
Dry Cat Food
Cat Litter
Cat Treats
Cat Supplies
Other Pet Supplies
Other Pet Food
Year 2Year 1
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CHANGE IN YOY AD SUPPORT BY SUBCATEGORY Web & Email Only, True Ad Block Count, Pet Food & Supplies
Source: ECRM Marketgate, 5/27/2012 – 5/25/2013 vs. Year Ago
11.19%
2.70%
2.45%
2.24%
1.95%
1.95%
1.83%
1.83%
1.82%
1.77%
4.87%
3.38%
2.44%
0.28%
0.63%
0.62%
1.30%
1.29%
1.15%
1.90%
Petsmart
Petco
Target Stores
Amazon.com
SunMart Foods
Econofoods
Cub Foods
Acme Markets
Shaw's Supermarket
Hannaford Brothers
Year 2Year 1
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CHANGE IN YOY AD SUPPORT BY RETAILER Web & Email Only, True Ad Block Count, Pet Food & Supplies
Source: ECRM Marketgate, 5/27/2012 – 5/25/2013 vs. Year Ago
6.49%
6.33%
5.30%
4.91%
4.82%
4.56%
4.53%
4.51%
4.04%
3.82%
1.34%
11.75%
0.06%
7.08%
2.01%
0.14%
5.74%
0.11%
0.27%
7.10%
Fancy Feast
Cesar
Meow Mix
Alpo
Mighty Dog
Beyond
World's Best
Purina Cat Chow
9 Lives
Cat's Pride
Year 2Year 1
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CHANGE IN YOY AD SUPPORT BY BRAND Web & Email Only, True Ad Block Count, Pet Food & Supplies
Source: ECRM Marketgate, 5/27/2012 – 5/25/2013 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 Web & Email Only, True Ad Block Count, Pet Food & Supplies.
Source: ECRM Marketgate, 5/27/2012 – 5/25/2013
37.43%
19.83%
15.09%
4.53%
3.82%
3.08%
2.49%
1.03%
1.03%
0.79%
21.73%
7.28%
15.90%
5.74%
12.12%
0.47%
0.28%
9.02%
5.23%
0.00%
Nestle S.A.
Del MonteCorporation
Mars Petcare US
GPC Pet Products
Oil-Dri Corporationof America
PetsMart PrivateBrandNash FinchCompany
Spectrum Brands,Inc.
Procter & GambleCompany
Platinum Pets, Inc.
Year 2Year 1
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CHANGE IN YOY AD SUPPORT BY MANUFACTURER Web & Email Only, True Ad Block Count, Pet Food & Supplies
Source: ECRM Marketgate, 5/27/2012 – 5/25/2013 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, 50 Brand Posts, 2775 Fan Comments
What Iams is saying on Facebook: What their followers are saying on their page:
FACEBOOK CONVERSATION WORD CLOUDS: IAMS 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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3/1/2013 – 5/28/2013, 112 Brand Posts, 8887 Fan Comments
What Friskies is saying on Facebook: What their followers are saying on their page:
FACEBOOK CONVERSATION WORD CLOUDS: FRISKIES 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?
10%
26%
13%
22%
14%
26%
20%
10%
7%
38%
90%
74%
87%
78%
86%
74%
80%
90%
93%
62%
0% 20% 40% 60% 80% 100%
Tidy Cats
Purina Dog Chow
Purina Cat Chow
Pro Plan
Iams
Hill's Pet Nutrition: Maker of ScienceDiet and Prescription Diet
Friskies
Fancy Feast
Beneful
Beggin'
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.
40
45
45
42
44
43
43
42
44
33
0 10 20 30 40 50
Tidy Cats
Purina Dog Chow
Purina Cat Chow
Pro Plan
Iams
Hill's Pet Nutrition: Maker of ScienceDiet and Prescription Diet
Friskies
Fancy Feast
Beneful
Beggin'
PSYCHOGRAPHICS: PERSONALITY AGE Personality age characterizes behaviors, interests and role in life.
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1.51
1.55
1.63
1.60
1.62
1.65
1.67
1.60
1.53
1.62
Beggin'
Beneful
Fancy Feast
Friskies
Hill's Pet Nutrition: Maker…
Iams
Pro Plan
Purina Cat Chow
Purina Dog Chow
Tidy Cats
Average Education Level
82%
79%
75%
78%
73%
71%
66%
74%
80%
82%
Beggin'
Beneful
Fancy Feast
Friskies
Hill's Pet Nutrition: Maker…
Iams
Pro Plan
Purina Cat Chow
Purina Dog Chow
Tidy Cats
% Parents
49%
65%
62%
65%
61%
49%
56%
58%
60%
66%
Beggin'
Beneful
Fancy Feast
Friskies
Hill's Pet Nutrition: Maker…
Iams
Pro Plan
Purina Cat Chow
Purina Dog Chow
Tidy Cats
% Home Owners
23%
27%
24%
28%
25%
30%
26%
26%
26%
30%
Beggin'
Beneful
Fancy Feast
Friskies
Hill's Pet Nutrition: Maker…
Iams
Pro Plan
Purina Cat Chow
Purina Dog Chow
Tidy Cats
% 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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Ads Run Quantity Sold
SAMPLE OF EXTREME RESPONSIVENESS TO AD SUPPORT Shows this product’s extreme responsiveness to ad support.
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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
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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.