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ECRM Analytics
THE LEADING PROVIDER OF PROMOTIONAL
DATA AND ANALYTICS
ECRM’s promotional analytics provides the most
comprehensive information needed to increase profits,
predict competitive trends and make better decisions.
Baking Needs
Promotional Reflection
Christmas Holiday 2013
All Channel Reflection
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.
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
A SYSTEM UNLIKE THE REST
Providing the most comprehensive promotional data on the planet
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.
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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
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27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
HOW WE DO WHAT WE DO
Advanced cropping & coding systems
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HOW WE DO WHAT WE DO
•Market
•Zip Code
•Circulation Date
•Promotion Dates
•Circular Size
•Page Size
•Ad Image Size
•Brand Image Size
•Category % Space
•Page Placement
•Page Number
Category, Brand & Retailer
•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, Date & Placement
Price & Promotion
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.
•Retailer
•Manufacturer
•Brand
•Product
•Private Brand
•Control Brand
•Organic Products
•Department
•Segment
•Category
•Media Type
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OUR COVERAGE GOES BEYOND THE CIRCULAR
Today, retailers communicate with consumers across many channels which means
more ways to report promotional activity.
Weekly
Circulars
Newspaper
Run-of-Press
Manufacturer
FSI’s
In-Store
Coupon Books
Loyalty
Member Emails
Website
Sales & Promotions
Social
Mentions & Offers
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
• Macro Circular Overview
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•
•
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•
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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
METHODOLOGY & DEFINITIONS:
True Ad Block Count: True Ad Block Count gives partial credit to any product that shares an ad
block with other products in order to provide more context in promotional analysis. For example: If
4 products are present in an ad block each will only receive a .25 count for that particular
promotion. If 3 products are present each one receives .33 count.
Percent of Space: We measure and aggregate the percent of physical space your brand
receives in a particular channel of trade or even at a specific retail chain.
Manufacturer Exclusivity: Shows the percent of time that one manufacturer shares the same
ad blocks with another manufacturer.
Time Periods: Six Weeks Prior to Holiday Previous Year: 11/18/2012 – 12/29/2012
Six Weeks Prior to Holiday Current Year: 11/17/2013 – 12/28/2013
Retailers: All US ECRM retailers used for analysis.
Select Retailers: CVS, Albertson's SOW, Dollar General, Family Dollar, Giant Food Carlisle, JewelOsco (NAI), Kmart, Kroger ATL, Price Chopper (Golub) Publix Supermarkets, Rite Aid, Safeway
Stores, Target Stores, Walgreens, Walmart-US.
*Slides 34 & 39 Kroger CIN used instead of Kroger ATL*
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
2013 SEASONAL BAKING NEEDS SAMPLE IMAGES
Target Stores – Minneapolis, MN - 12/1/2013
Circular - Page 34 (Middle)
Target Stores – Minneapolis, MN - 12/15/2013
Circular - Page 45 (Middle)
Walmart-US - Cleveland, OH – 12/4/2013
Circular - Page 12 (Back)
6 Weeks Prior to 12/28/2013 vs. Year Ago
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27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
CHANGE IN YOY PROMOTIONAL SUPPORT BY SUBCATEGORY
Baking Needs Category Promotional Share, Circulars Only, True Ad Block Count
All Channels
Christmas Holiday
24.6%
Baking Ingredients
28.7%
15.3%
15.6%
Spices/Flavorings/S
easonings
16.0%
14.0%
Oils & Shortenings
14.0%
12.8%
Dessert Mixes
12.3%
12.0%
Sugar & Substitutes
Flour & Corn Meal
Baking Mixes
Frostings & Toppings
2012
2013
7.7%
7.8%
4.7%
4.6%
5.3%
4.6%
6 Weeks Prior to 12/28/2013 vs. Year Ago, Representative Markets
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
SUPERMARKET CHANNEL CHANGE IN YOY PROMOTIONAL SUPPORT
Baking Needs Category Promotional Share, Circulars Only, True Ad Block Count
Christmas Holiday
24.5%
Baking Ingredients
15.3%
15.6%
Spices/Flavorings/Seasonings
16.2%
14.1%
Oils & Shortenings
13.9%
12.8%
Dessert Mixes
12.4%
11.9%
Sugar & Substitutes
Baking Mixes
2012
2013
7.8%
7.9%
Flour & Corn Meal
Frostings & Toppings
28.6%
5.2%
4.6%
4.6%
4.5%
6 Weeks Prior to 12/28/2013 vs. Year Ago, Representative Markets
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
MASS CHANNEL CHANGE IN YOY PROMOTIONAL SUPPORT
Baking Needs Category Promotional Share, Circulars Only, True Ad Block Count
Christmas Holiday
24.5%
Baking Ingredients
17.7%
17.3%
Dessert Mixes
9.2%
12.1%
Sugar & Substitutes
14.9%
12.0%
Oils & Shortenings
Flour & Corn Meal
Spices/Flavorings/Seasonings
Baking Mixes
Frostings & Toppings
34.9%
2013
6.5%
7.0%
6.3%
2012
11.7%
6.9%
5.4%
4.9%
8.7%
6 Weeks Prior to 12/28/2013 vs. Year Ago, Representative Markets
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
DRUG CHANNEL CHANGE IN YOY PROMOTIONAL SUPPORT
Baking Needs Category Promotional Share, Circulars Only, True Ad Block Count
Christmas Holiday
30.0%
27.8%
Baking Ingredients
12.6%
Sugar & Substitutes
17.5%
16.6%
Spices/Flavorings/Seasonings
11.8%
12.5%
Oils & Shortenings
11.7%
8.6%
Dessert Mixes
Baking Mixes
Flour & Corn Meal
Frostings & Toppings
17.1%
2012
2013
6.9%
8.6%
5.3%
4.8%
4.2%
4.0%
6 Weeks Prior to 12/28/2013 vs. Year Ago, Representative Markets
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
DOLLAR CHANNEL CHANGE IN YOY PROMOTIONAL SUPPORT
Baking Needs Category Promotional Share, Circulars Only, True Ad Block Count
Christmas Holiday
21.6%
25.6%
Baking Ingredients
9.9%
Spices/Flavorings/Seasonings
18.7%
Dessert Mixes
16.3%
13.9%
11.4%
Sugar & Substitutes
8.4%
11.4%
Frostings & Toppings
Baking Mixes
Oils & Shortenings
Flour & Corn Meal
4.2%
31.0%
2012
2013
9.0%
8.4%
5.4%
2.8%
2.2%
6 Weeks Prior to 12/28/2013 vs. Year Ago, Representative Markets
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
CHANGE IN YOY RETAILER SHARE OF PROMOTIONAL SUPPORT
Circulars Only, True Ad Block Count, Baking Needs Category, Select Retailers
Christmas Holiday
0.78%
0.75%
Safeway Stores
0.14%
Walmart-US
0.63%
Giant Food Carlisle
0.62%
0.44%
0.46%
Publix Super Markets
Price Chopper (Golub)
0.44%
Jewel-Osco (NAI)
0.37%
0.14%
Target Stores
Rite Aid
Dollar General
0.59%
0.53%
0.21%
0.26%
Albertsons SOW
Kmart
1.13%
0.02%
0.23%
0.14%
2012
2013
0.06%
0.12%
0.10%
0.10%
Kroger CIN
0.09%
Walgreens
0.07%
0.08%
Family Dollar
0.05%
CVS
0.05%
0.04%
0.21%
0.18%
Branded Product Promotions only, All Channels, 6 Weeks Prior to 12/28/2013 vs. Year Ago, Representative Markets
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
CHANGE IN YOY BRAND SHARE OF PROMOTIONAL SUPPORT
Circulars Only, True Ad Block Count, Baking Needs Category, All Channels
Christmas Holiday
9.3%
8.7%
Betty Crocker
5.1%
5.6%
McCormick
4.6%
5.0%
Duncan Hines
4.4%
4.8%
Pillsbury
Nestle Toll
House
3.8%
3.9%
4.3%
3.8%
Domino
Gold Medal
3.0%
3.4%
Carnation
2.6%
3.3%
French's
Crisco
*Undefined Brands excluded
2012
2013
2.5%
3.1%
2.5%
3.5%
Branded Product Promotions only, 6 Weeks Prior to 12/28/2013 vs. Year Ago, Representative Markets
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
SELECT RETAILER DEDICATION TO PRIVATE BRAND
Circulars Only, True Ad Block Count, Baking Needs Category, Current Year
0.0%
100%
90%
80%
3.6%
10.6%
33.3%
25.0%
21.5%
19.0%
36.4%
39.1%
6.2%
10.7%
2.7%
15.6%
38.2%
54.1%
70%
60%
50%
40%
30%
20%
10%
0%
Branded
Private Label
6 Weeks Prior to 12/28/2013, Representative Markets
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
CHANGE IN YOY AD SUPPORT BY MANUFACTURER
Baking Needs Category Promotional Share, Circulars Only, True Ad Block Count,
All Channels
Christmas Holiday
13.8%
13.8%
General Mills
8.3%
Nestle S.A.
J.M. Smuckers
Company
9.3%
McCormick &
Company Inc
5.4%
6.1%
Domino Foods,
Inc.
4.7%
4.1%
ConAgra Foods
Inc.
Kraft Foods
ACH Food
Companies, Inc.
10.9%
5.8%
6.3%
Pinnacle Foods
Corporation
Reckitt Benckiser
Consumer…
10.1%
2012
2013
3.9%
3.9%
2.5%
3.1%
2.4%
2.9%
2.5%
2.7%
*Undefined & Private Label Manufacturers excluded
6 Weeks Prior to 12/28/2013 vs. Same Time Period Year Ago, Representative Markets
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
CHANGE IN YOY AD SUPPORT BY MANUFACTURER
Baking Ingredients Sub-category Promotional Share, Circulars Only, True Ad Block Count,
All Channels
Christmas Holiday
33.3%
35.5%
Nestle S.A.
6.5%
8.2%
Kraft Foods
Diamond Foods,
Inc.
9.1%
8.2%
Pinnacle Foods
Corporation
2.6%
4.0%
Kellogg NA Co.
3.9%
4.0%
The Hershey
Company
3.6%
Ghirardelli
Chocolate Co.
4.0%
3.5%
Eagle Family
Foods, Inc.
2012
7.3%
2013
6.0%
3.4%
J.M. Smuckers
Company
3.2%
3.1%
ACH Food
Companies, Inc.
2.5%
3.0%
*Undefined & Private Label Manufacturers excluded
6 Weeks Prior to 12/28/2013 vs. Same Time Period Year Ago, Representative Markets
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
•
Macro Circular Overview
•
•
Percent of Space
Pricing Trends &
Promotional Types
Macro Web Overview
Social Media
Integration with Other
Sources & Key Partners
• Exclusivity & True Ad
Block Counts
•
•
•
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
AD BLOCK COUNT VS. TRUE AD BLOCK COUNT
Both Ads Feature Baking Needs – Should They be Counted the Same?
Exclusive:
Shared:
2 Brands with 0.5 True Ad Count Each
Riesbeck's Food Markets - Columbus,
OH - 12/26/2013
Circular - Page 5 (Middle)
Giant Eagle - Cleveland, OH 12/26/2013
Circular - Page 5 (Middle)
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
CIRCULAR PROMOTIONAL EXCLUSIVITY SELECT RETAILERS
Baking Needs Category, Current Year (2013) Promotions
Retailer
Albertsons SOW
CVS
Dollar General
Family Dollar
Giant Food Carlisle
Jewel-Osco (NAI)
Kmart
Kroger ATL
Price Chopper (Golub)
Publix Super Markets
Rite Aid
Safeway Stores
Target Stores
Walgreens
Walmart-US
Shared Ads
Exclusive Ads
44.4%
100.0%
16.7%
0.0%
2.2%
4.0%
82.1%
33.3%
2.8%
18.1%
76.5%
22.7%
0.0%
33.3%
8.2%
55.6%
0.0%
83.3%
100.0%
97.8%
96.0%
17.9%
66.7%
97.2%
81.9%
23.5%
77.3%
100.0%
66.7%
91.8%
Branded Product Promotions only, 6 Weeks Prior to 12/28/2013, Representative Markets
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
MANUFACTURER CIRCULAR PROMOTIONAL EXCLUSIVITY
Baking Needs Category
Current Year (2013) Ads Shared with Multiple Manufacturers, All Channels
McCormick & Company Inc.
General Mills
Shared
1.6%
Shared
13.5%
Exclusive
98.4%
Exclusive
86.5%
J.M. Smuckers Co.
Shared
6.3%
Exclusive
93.7%
6 Weeks Prior to 12/28/2013, Representative Markets
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
MANUFACTURER CIRCULAR PROMOTIONAL EXCLUSIVITY
Baking Needs Category
Current Year (2013) Ads Shared with Multiple Manufacturers, All Channels
Nestle S.A.
The Hershey Co.
Shared
6.3%
Shared
15.5%
Exclusive
84.5%
Exclusive
93.7%
6 Weeks Prior to 12/28/2013, Representative Markets
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
NOT ALL ADS ARE CREATED EQUAL
Can you find both Tide promotions?
Back page of the 9/9/2012 Kmart circular
Tide received 5% of the page
Back page of the 9/23/2012 CVS circular
Tide received 18% of the page
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
NOT ALL ADS ARE CREATED EQUAL
There is a clear difference…why should they be counted the same?
Back page of the 9/9/2012 Kmart circular
Tide received 5% of the page
Back page of the 9/23/2012 CVS circular
Tide received 18% of the page
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
PERCENT OF CIRCULAR SPACE BY TOP SUBCATEGORIES
YOY Percent of Circular Space, Circulars Only, Baking Needs Category
All Channels
Christmas Holiday
0.53%
Baking Ingredients
0.63%
0.34%
0.36%
Dessert Mixes
0.30%
Spices/Flavorings/Seasonings
0.35%
Sugar & Substitutes
0.26%
0.29%
Oils & Shortenings
0.26%
0.28%
Flour & Corn Meal
Baking Mixes
Frostings & Toppings
0.15%
0.19%
0.09%
0.12%
0.12%
0.11%
2012
2013
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.
6 Weeks Prior to 12/28/2013 vs. Same Time Period Year Ago, Representative Markets
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
PERCENT OF CIRCULAR SPACE BY SELECT RETAILERS
YOY Percent of Circular Space, Baking Needs Category
Christmas Holiday
3.42%
3.75%
Giant Food Carlisle
3.86%
3.68%
Safeway Stores
2.84%
Kroger ATL
2.73%
Publix Super Markets
2.50%
Dollar General
Family Dollar
3.13%
2.57%
0.68%
Walmart-US
1.84%
1.98%
Rite Aid
0.87%
0.88%
Walgreens
0.70%
0.85%
Target Stores
0.49%
0.81%
0.06%
0.51%
3.42%
2012
2013
2.05%
Jewel-Osco (NAI)
CVS
3.39%
3.11%
3.36%
Price Chopper (Golub)
Kmart
3.55%
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.
0.31%
0.34%
6 Weeks Prior to 12/28/2013 vs. Same Time Period Year Ago, Representative Markets
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
WEEKLY AVERAGE PROMOTIONAL PRICING
Net Unit Price Per Ounce, Baking Chocolate Chips
10 – 12 oz. Size Range Only, All Brands, Current Year (2013), All Channels
$0.30
$0.25
$0.21
$0.20
$0.20
$0.19
$0.20
$0.20
$0.19
$0.15
$0.10
11/23/2013
11/30/2013
12/7/2013
12/14/2013
12/21/2013
12/28/2013
Circulars Only, 6 Weeks Prior to 12/28/2013, All ECRM Retailers, All US Markets
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
WEEKLY AVERAGE PROMOTIONAL PRICING – Net Unit Price
Baking Chocolate Chips, 10 – 12 oz. Package Size Range Only,
All Brands, Current Year (2013), All Channels
$2.50
$2.45
$2.40
$2.35
$2.37
$2.32
$2.30
$2.24
$2.25
$2.20
$2.25
$2.21
$2.15
$2.14
$2.10
$2.05
$2.00
11/23/2013
11/30/2013
12/7/2013
12/14/2013
12/21/2013
12/28/2013
Circulars Only, 6 Weeks Prior to 12/28/2013, All ECRM Retailers, All US Markets
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
AVERAGE PROMOTED NET UNIT PRICE PER OUNCE BY STATE
Baking Chocolate Chips Holiday Season Pricing
10 – 12 oz. Package Size Only, 11/17/2013 - 12/28/2013, All Channel Circular Promotions Only
State
Average
Net Unit
Price
AK
AL
AR
AZ
CA
CO
CT
DC
DE
FL
GA
HI
IA
ID
IL
IN
KS
KY
LA
MA
MD
ME
MI
MN
MO
MS
$0.23
$0.20
$0.19
$0.20
$0.20
$0.20
$0.21
$0.21
$0.20
$0.20
$0.19
$0.25
$0.20
$0.20
$0.19
$0.19
$0.20
$0.19
$0.20
$0.21
$0.20
$0.21
$0.19
$0.20
$0.19
$0.20
State
Average
Net Unit
Price
MT
NC
ND
NE
NH
NJ
NM
NV
NY
OH
OK
OR
PA
RI
SC
SD
TN
TX
UT
VA
VT
WA
WI
WV
WY
$0.20
$0.20
$0.20
$0.20
$0.21
$0.20
$0.20
$0.20
$0.21
$0.19
$0.19
$0.20
$0.20
$0.21
$0.20
$0.20
$0.19
$0.20
$0.18
$0.20
$0.20
$0.20
$0.20
$0.20
$0.20
6 Weeks Prior to 12/28/2013, All ECRM Retailers, All US Markets
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
TYPES OF CIRCULAR PROMOTIONS
Baking Needs Category, Select Retailers, Current Year (2013)
Albertsons SOW
CVS
Dollar General
Family Dollar
Giant Food Carlisle
Jewel-Osco (NAI)
Kmart
Kroger ATL
Price Chopper (Golub)
Publix Super Markets
Rite Aid
Safeway Stores
Target Stores
Walgreens
Walmart-US
Price Point
X/For
Save $X
Other Offers*
BOGO
29.0%
34.1%
88.9%
100.0%
38.3%
45.1%
8.6%
36.4%
51.8%
23.0%
72.5%
59.5%
81.0%
71.4%
85.6%
67.7%
63.6%
11.1%
0.0%
48.3%
54.9%
91.4%
60.6%
43.0%
21.8%
20.0%
22.3%
9.5%
28.6%
0.0%
3.2%
2.3%
0.0%
0.0%
2.5%
0.0%
0.0%
3.0%
2.6%
12.6%
0.0%
5.0%
7.1%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
8.3%
0.0%
0.0%
0.0%
2.6%
39.1%
7.5%
13.2%
2.4%
0.0%
14.4%
0.0%
0.0%
0.0%
0.0%
2.5%
0.0%
0.0%
0.0%
0.0%
3.4%
0.0%
0.0%
0.0%
0.0%
0.0%
Other*: w/purchase, Incentive, Recipe, w/X, Save X%, Free x/X.
6 Weeks Prior to 12/28/2013, Representative Markets
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
TYPES OF WEB & EMAIL PROMOTIONS
Baking Needs Category, Select Retailers, Current Year (2013)
Albertsons SOW
CVS
Dollar General
Family Dollar
Giant Food Carlisle
Jewel-Osco (NAI)
Kmart
Kroger CIN
Price Chopper (Golub)
Publix Super Markets
Rite Aid
Safeway Stores
Target Stores
Walgreens
Walmart-US
Save $X
Price Point
Incentive
Other Offers*
x/For
100.0%
100.0%
92.7%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
84.8%
98.4%
100.0%
95.9%
88.7%
0.0%
0.0%
7.3%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
15.2%
0.0%
0.0%
0.0%
11.3%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
4.1%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
1.6%
0.0%
0.0%
0.0%
Other*: Recipe, BOGO, Free w/X.
Kroger ATL replaced by Kroger CIN (Kroger ATL had no 2013 Web & Email Promotional Support, 6 Weeks Prior to 12/28/2013, Representative Markets
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
CHANGE IN YOY AD SUPPORT BY TOP SUB-CATEGORIES
Share of Web & Email Only, True Ad Block Count, Baking Needs Category
All Channels
Christmas Holiday
38.3%
Sugar & Substitutes
33.0%
8.2%
Baking Mixes
18.8%
17.9%
Spices/Flavorings/
Seasonings
11.2%
6.5%
Baking Ingredients
10.9%
14.4%
Oils & Shortenings
Frostings &
Toppings
9.2%
2013
0.6%
8.6%
13.5%
Dessert Mixes
Flour & Corn Meal
2012
7.6%
0.7%
0.7%
6 Weeks Prior to 12/28/2013 vs. Same Time Period Year Ago, Representative Markets
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
CHANGE IN YOY AD SUPPORT BY MANUFACTURER
Share of Web & Email Only, True Ad Block Count, Baking Needs Category
All Channels
Christmas Holiday
16.8%
General Mills
14.5%
12.9%
Cargill, Inc.
McNeil Nutritionals
2.2%
Domino Foods, Inc.
Nestle S.A.
B&G Foods, Inc.
5.1%
4.9%
5.9%
4.7%
Diamond Crystal
Brand, Inc.
Wholesome
Sweeteners, Inc.
31.5%
0.0%
0.4%
3.9%
3.7%
4.8%
3.1%
California Olive
Ranch
0.0%
2.7%
Imperial Sugar Co.
2.7%
2.6%
*Private Label & Undefined Manufacturers excluded
15.1%
2012
2013
All Channel Retailers
averaged 92.8%
dedication to Branded
Web & Email
Promotions for 2013
Baking Needs
products*
6 Weeks Prior to 12/28/2013 vs. Same Time Period Year Ago, Representative Markets
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
CHANGE IN YOY AD SUPPORT BY MANUFACTURER
Share of Web & Email Only, True Ad Block Count, Baking Ingredients Sub-Category
All Channels
Christmas Holiday
3.0%
The Hershey
Company
Eagle Family
Foods, Inc.
29.3%
1.7%
19.1%
12.6%
13.2%
Clabber Girl
ACH Food
Companies, Inc.
0.0%
10.7%
6.5%
Diamond Foods,
Inc.
2.9%
InterContinental
Brands (ICB)
Limited
0.0%
1.9%
J.M. Smuckers
Company
0.0%
1.7%
Kikkoman
2013
6.5%
5.5%
Nestle S.A.
Kraft Foods
9.6%
2012
9.6%
0.5%
0.9%
*Private Label & Undefined Manufacturers excluded
All Channel Retailers
averaged 90.7%
dedication to Branded
Web & Email
Promotions for 2013
Baking Ingredient
products*
6 Weeks Prior to 12/28/2013 vs. Same Time Period Year Ago, Representative Markets
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
CHANGE IN YOY BRAND AD SUPPORT
Share of Web & Email Only, True Ad Block Count, Baking Needs Category
All Channels
Christmas Holiday
10.0%
Betty Crocker
14.8%
13.2%
Truvia
3.7%
Bisquick
2.7%
Heart Smart
Diamond
Crystal
Wholesome
Sweeteners
0.0%
4.0%
2012
2013
4.4%
3.3%
Nectresse
0.1%
California Olive
Ranch
0.0%
*Undefined Brands excluded
9.7%
4.9%
6.0%
4.8%
Domino
Splenda
16.7%
3.0%
2.7%
2.1%
2.2%
Branded products only, 6 Weeks Prior to 12/28/2013 vs. Same Time Period Year Ago, Representative Markets
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
CHANGE IN YOY AD SUPPORT SHARE BY SELECT RETAILERS
Web & Email Only, True Ad Block Count, Baking Needs Category
All Channels
Christmas Holiday
Kroger CIN
0.0%
1.0%
Giant Food Carlisle
Safeway Stores
0.0%
1.0%
Walmart-US
Albertsons SOW
0.8%
0.4%
CVS
Kmart
Walgreens
Rite Aid
Dollar General
Family Dollar
Amazon.com
Price Chopper (Golub)
2.4%
0.7%
Target Stores
0.7%
0.4%
0.5%
0.4%
0.3%
0.2%
0.3%
0.0%
0.2%
0.1%
0.2%
0.3%
0.1%
0.1%
0.0%
0.0%
0.0%
1.4%
0.8%
Jewel-Osco
Publix Super Markets
2.0%
1.0%
0.9%
0.8%
0.8%
2012
2013
Select Retailers
averaged 94.0%
dedication to Branded
Web & Email
Promotions for 2013
Baking Needs products.
Kroger ATL replaced by Kroger CIN (Kroger ATL had no 2013 Web & Email Promotional Support), Branded Promotions only, 6 Weeks Prior to 12/28/2013, Representative Markets
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
FACEBOOK CONVERSATION WORD CLOUDS: Betty Crocker
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.
What Betty Crocker is saying on Facebook:
What followers are saying on their page:
Page Observed: Betty Crocker
9/23/2013 – 11/2/2013, 91 Brand Posts, 3475 Fan Comments
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
FACEBOOK CONVERSATION WORD CLOUDS: Pillsbury
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.
What Pillsbury is saying on Facebook:
What followers are saying on their page:
Page Observed: Pillsbury
9/22/2013 – 11/2/2013, 99 Brand Posts, 3131 Fan Comments
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
PSYCHOGRAPHICS: BENEFITS
How retailers and brand owners benefit from a clear picture of their customers.
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
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
UNDERSTANDING PSYCHOGRAPHICS
A means of identifying users by interest, occupation, role in life and other personal
characteristics.
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)
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
PSYCHOGRAPHICS: MASCULINITY
Is your Baking Needs brand masculine or feminine?
Masculinity
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?
Pillsbury
Femininity
1%
Nestle Toll House
99%
13%
McCormick Spice
87%
23%
Filippo Berio US
77%
18%
82%
Duncan Hines
10%
90%
Crisco
10%
90%
Betty Crocker 5%
0%
95%
20%
40%
60%
80%
100%
1165 pages observed, 6 Weeks Prior to Holiday 2013
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
PSYCHOGRAPHICS: PERSONALITY AGE
Personality age characterizes behaviors, interests and role in life.
Personality Age
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.
23
Pillsbury
22
Nestle Toll House
23
McCormick Spice
Filippo Berio US
42
Duncan Hines
42
26
Crisco
30
Betty Crocker
0
Baking Needs pages
10
20
30
40
50
1165 pages observed, 6 Weeks Prior to Holiday 2013
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
PSYCHOGRAPHICS: MORE METRICS
% Pet Owners
Pillsbury
Average Education Level
Pillsbury
55%
Nestle Toll House
49%
Nestle Toll House
McCormick Spice
49%
McCormick Spice
Filippo Berio US
Betty Crocker
2
College
Degree
3
Advanced
Degree
1.67
Pillsbury
77%
11%
Nestle Toll House
66%
12%
McCormick Spice
62%
83%
Crisco
Baking Needs pages
1.74
1
High
School
Urban Locale
Filippo Berio US
Betty Crocker
1.75
Betty Crocker
35%
Pillsbury
McCormick Spice
1.64
Crisco
62%
% Parents
Nestle Toll House
1.66
Filippo Berio US
72%
Crisco
1.72
92%
72%
Filippo Berio US
Crisco
Betty Crocker
14%
10%
9%
11%
1150 pages observed, Duncan Hines removed, 6 Weeks Prior to Holiday 2013
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
WALL STREET IS UTILIZING OUR DATA
Our analytics are a leading indicator of market share movement.
“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
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
SAMPLE OF EXTREME RESPONSIVENESS TO AD SUPPORT
Shows this product’s extreme responsiveness to ad support.
300
250
200
150
1.2
See what
brands are
responsive!
1.0
See what
retailers are
receiving the
best
responsiveness!
0.8
0.6
100
0.4
50
0.2
0
0.0
Week Week Week Week Week Week Week Week Week Week Week Week Week
1
2
3
4
5
6
7
8
9
10
11
12
13
Ads Run
Quantity Sold
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
SAMPLE OF LOW RESPONSIVENESS TO AD SUPPORT
Shows the lack of impact from promotional support of this product.
40
2.5
35
2.0
30
25
1.5
20
15
10
1.0
Example of
sales not
responding to
promotions!
0.5
5
0
0.0
Week Week Week Week Week Week Week Week Week Week Week Week Week
1
2
3
4
5
6
7
8
9
10
11
12
13
Ads Run
Quantity Sold
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
CPG RETAILER MARKETING MIX IS SHIFTING
ENGAGING THE SHOPPER WHEN THEY ARE MAKING DECISIONS
Retailer Advertising and Promotion
CY 2012 vs. 2011
ADVERTISING EXPENDITURES
–
50.4%
Shopper exposed to advertising message
to build equity and continuity.
RETAILER FSI PAGES
% Change YAG
–
Shopper “opts-in” to FSI coupon vehicles to
build list and plan trip.
DIGITAL COUPON EVENTS
9.5%
–
5.2%
Shopper engaged with retailer website with
greater intent.
3.5%
Advertising
Expenditures
Retailer FSI
Pages
Digital Coupon
Events
Feature Ad
Pages*
SOURCE: Kantar Media
*SOURCE: ECRM
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.
CPG RETAILER TACTICS SHOW SIGNIFICANT SHIFTS
DIFFERENTIATING MESSAGE AND MEDIA IN THE MARKET
Advertising
Dollars
FSI Promotion
Pages
Digital Coupon
Events
Feature Ad
Pages*
Walmart
11.7%
47.4%
189.7%
51.3%
Target
-4.9%
6.9%
29.8%
-8.7%
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%
Walgreens
29.2%
42.6%
76.7%
-1.0%
CVS
22.7%
21.3%
149.5%
1.4
Retailer
% Chg vs YAG
MASS
FOOD
DRUG
SOURCE: Kantar Media
*SOURCE: ECRM
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
CPG RETAILER TACTICS VARY SIGNIFICANTLY BY WEEK
INCREASING SHARE OF VOICE FOR SPECIFIC TRIP OCCASIONS
16
14
20
10
TOP WEEK: 11/19/12
BOTTOM WEEK: 1/16/12
41.9
= previous year
TOP WEEK: 7/30/12
BOTTOM WEEK: 1/23/12
28.4
8
TOP WEEK: 4/30/12
BOTTOM WEEK: 7/2/12
4
TOP WEEK: 11/26/12
TOP WEEK: 10/29/12
BOTTOM WEEK: 3/12/12 BOTTOM WEEK: 8/20/12
2
7.6
7.6
12.0
TOP WEEK: 7/30/12
BOTTOM WEEK: 2/20/12
3.4
0
TOP WEEK: 10/15/12
BOTTOM WEEK: 7/9/12
5.7
SOURCE: Kantar Media
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
DRUG:
Drug retailers emphasize
“holiday convenience” and
target “open enrollment”
periods
Contact Information
Account Manager
Sarah Roda
440-528-0464
[email protected]
Danal Harvey
440-498-0500
440-524-3040 x1214
[email protected]
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500