Post on 27-Jun-2020
4 August 2014
ECRM EPPS Conference Retailer Advertising and Promotion Insights Snacks Categories Dan Kitrell Vice President, Account Solutions Marx, A Kantar Media Solution dan.kitrell@kantarmedia.com
Marx – A Kantar Media Solution
CPG Retailer Advertising and Promotion Trends – CPG Retail Industry Marketing Mix
– CPG Retailer Advertising and Promotion Tactics – CPG Retailer Weekly Advertising and Promotion
CPG Retailer Tactics – Snacks Categories
– Retailer and Category Portfolios
– Retailer and Category Roles
– Key Weeks and Category Drivers
Summary – Key Takeaways
RETAILER ADVERTISING AND PROMOTION INSIGHTS AGENDA
2 © 2014 Kantar Media
COMPETITOR – Competitive Brand
Strategy and Tactics
– Historical Trending
– Manufacturer Insights
Monitoring more than 550 manufacturers in print and
more than 200 in digital
RETAILER – Retailer and Manufacturer
Alignment
– Retailer Launch Support
– Cross-Channel Insights: Drug, Mass, Value, Grocery
Monitoring more than 100 retailer
banners in print and nearly 30 available retailer websites
INDUSTRY – Corporate Scale
Events
– New Product Attributes
– Seasonality
Monitoring more than 225 billion FSI pages and the
leading Network, Retailer and Brand websites
Free-Standing Insert Coupons & Retailer
Promotions
In-Store Coupon Machines
Consumer Magazine Coupons
Digital Coupons
Sunday Magazine Coupons
MARX, A KANTAR MEDIA SOLUTION CPG ADVERTISING AND PROMOTION FOCUS
Advertising (18 Media)
3 © 2014 Kantar Media
PREPARE YOUR PLAN AND PROTECT YOUR PLAN SEASONAL PLANNING, RETAILER REVIEWS, NEW PRODUCTS, ETC.
Email Alerts Avoid Surprises
Phone, Tablet, Laptop “Pushed” or “On-
Demand”
Creative Library Shoppers Perspective
Competitive Activity Program Execution New Product Intros
Proof of Performance
Integrated Calendars Right Weeks
Advertising (18 Media) FSI and Digital Coupons Estimated Expenditures
Retailer Portfolio Right Retailers
Retailer Trip Drivers One-Click Summaries
DRUG OTHER MASS FOOD
4 © 2014 Kantar Media
IN-HOME MARKETING INFLUENCES PATH-TO-PURCHASE TARGETING SHOPPING LISTS AND WINNING SHOPPING TRIPS
6 © 2014 Kantar Media
THE RIGHT TACTICS MATTER 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 PERIOD: CY 2013
Advertising Expenditures
Retailer FSI Pages
Feature Ad Pages*
-0.2%
12.6%
25.6%
Retailer Advertising and Promotion CY 2013 vs. CY 2012
% C
hang
e YA
G
Digital Coupon Events
53.6%
7 © 2014 Kantar Media
THE RIGHT RETAILERS MATTER DIFFERENTIATING MESSAGE AND MEDIA IN THE MARKET
SOURCE: Kantar Media *SOURCE: ECRM PERIOD: CY 2013
Retailer % Chg vs YAG
Advertising Dollars
FSI Promotion Pages
Digital Coupon Events
Feature Ad Pages*
MASS
Walmart 32.9% 30.8% 25.1% 43.7%
Target 11.1% 91.8% 20.2% 10.6%
FOOD
Kroger 15.1% 0.4% 48.0% 9.5%
Safeway 5.2% 136.2% 75.3% -14.7%
Supervalu -31.4% -58.5% 59.7% -23.1%
DRUG
Walgreens -9.8% 49.3% 6.9% 0.0%
CVS -32.2% -37.3% 9.7% -9.3%
Rite Aid -6.5% 10.3% 181.2% -2.0%
8 © 2014 Kantar Media
MASS – Walmart and Target increased activity across tactics; but Walmart widened the gap overall
FOOD
– Kroger “antes up” across tactics; Supervalu scales back advertising, FSI coupons, and feature ads
DRUG – Walgreen’s, CVS and Rite Aid all decrease advertising and increase digital coupon activity
THE RIGHT WEEKS MATTER INCREASING SHARE OF VOICE FOR SPECIFIC TRIP OCCASIONS
DRUG Drug retailers emphasize “holiday convenience”, “open enrollment” and “New Year resolution” periods; CVS invests big for Thanksgiving
MASS Walmart and Target invest in Black Friday; Walmart has biggest spread between top/bottom weeks followed by CVS and Safeway
FOOD Food retailers lead with different weeks, Kroger = Thanksgiving, Safeway = Christmas, and Supervalu = Valentine’s; Food retailer ratios widening versus previous years
9 © 2014 Kantar Media
SOURCE: Kantar Media SOURCE Retail Feature Ad: ECRM PERIOD: CY 2013
TOP WEEK: 12/1/13 BOTTOM WEEK: 2/3/13
TOP WEEK: 11/24/13 BOTTOM WEEK: 1/27/13
TOP WEEK: 12/22/13 BOTTOM WEEK: 8/11/13
TOP WEEK: 1/20/13
BOTTOM WEEK: 3/31/13
TOP WEEK: 11/17/13 BOTTOM WEEK: 5/12/13
11.9
5.4 4.0
11.2 10.7
8.5 11.8
TOP WEEK: 2/10/13 BOTTOM WEEK: 8/18/13
Ratio of Top Week Activity to Bottom Week Activity (e.g., Walmart’s top week of 12/1/13 had 11.9 times the expenditures of their bottom week of 3/17/13)
3.1
TOP WEEK: 12/1/13 BOTTOM WEEK: 3/17/13
TOP WEEK: 10/6/13 BOTTOM WEEK: 6/2/13
TOP RFA WK: 12/1/2013
12/1/13 RANK: 1st
TOP RFA WK: 12/8/2013
11/24/13 RANK: 5th
TOP RFA WK: 11/24/2013
12/22/13 RANK: 10th
TOP RFA WK: 12/8/2013
1/20/13 RANK: 6th
TOP RFA WK: 12/15/2013
11/17/13 RANK: 5th
TOP RFA WK: 12/15/2013
10/6/13 RANK: 5th
TOP RFA WK: 12/8/13
12/1/13 RANK: 7th
TOP RFA WK: 2/10/2013
2/10/13 RANK: 1st
SHARE OF VOICE AND CATEGORIES MATTER WINNING SHARE OF SHOPPERS, TRIPS, AND SALES
10 © 2014 Kantar Media
SOURCE: KANTAR MEDIA SOURCE Industry Wide Pages: ECRM PERIOD: CY 2013 *All Other = Club, Value, Pet, and Convenience channels
Retailer advertising and promotion activity varies by week directing shoppers to different retailers, different aisles, and different brands.
Channel% Voice
Top Week% Budget Top Week
Mass 11/3/2013 12/1/2013Food 1/7/2013 12/22/2013Drug 1/20/2013 10/13/2013Pet 3/17/2013 10/6/2013Value 1/27/2013 1/27/2013Club 10/6/2013 10/6/2013Convienence 6/2/2013 6/2/2013
1375
1150
910
675
450
225
- 0
Industry Wide Pages
4 August 2014
CPG Retailer Tactics – Snacks Categories Integrated Advertising and Promotion Observations: Retailer and Category Portfolios Retailer and Category Roles Key Weeks and Category Drivers
ADDRESSING THE “IN-HOME” KNOWLEDGE GAP INTEGRATED & ATTRIBUTED RETAILER INTELLIGENCE
Combining Kantar Media’s industry leading advertising and promotion
intelligence to provide a single, comprehensive retailer view
Adding custom creative attributes to deliver brand- and category-level detail from both the retailer’s AND
shopper’s perspective
Integrated Retailer
intelligence
TV Advertising
Digital Promotion
FSI Promotion
Internet Advertising
Radio Advertising
Print Advertising
Outdoor Advertising
Brands: Cheerios Atkins Categories: Cold Cereal Snacks
Advertising Attributes: In Creative
12 © 2014 Kantar Media
13 © 2014 Kantar Media
TOP 5 RETAILERS – SNACK CATEGORIES UNDERSTANDING RETAILER AND CATEGORY PORTFOLIOS
14 © 2014 Kantar Media
CATEGORY TOTAL SPEND (MM)
SNACK CATEGORY RANKING UNDERSTANDING RETAILER AND CATEGORY ROLES
SOURCE: KANTAR MEDIA PERIOD: CY 2013
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Chips
Non-Bar Chocolate Candy
Candy & Mints
Fruit, Granola & Cereal Snack Bars
Non-Chocolate Candy
Chips, Nuts, Popcorn & Pretzels
Snack Foods
Fruit Snacks
Chocolate Candy Bars
Popcorn
Chips, Nuts, Popcorn & Pretzels
Nuts
$61.1
$31.4
$24.7
$23.1
$21.9
$18.9
$12.6
$10.4
$8.1
$7.9
$4.8
$4.8
#55 Category Rank Overall
#19 Category Rank Overall
#6 Category Rank Overall
#11 Category Rank Overall
#13 Category Rank Overall
TOP 5 RETAILERS Snacks Top
Categories 2013:
Chips 26.6%
Non-Bar Chocolate
Candy 13.6%
Candy & Mints
10.7%
Fruit, Granola & Cereal Snack Bars
10.1%
Non-Chocolate Candy 9.5%
Chips category leads driven by Walmart, Kroger, and Safeway; Candy and Fruit Snacks in top five driven by Walgreens and Target.
15 © 2014 Kantar Media
SNACK EXPENDITURES BY WEEK BY CHANNEL UNDERSTANDING KEY WEEKS AND CATEGORY DRIVERS
KEY TAKEWAYS ENGAGING WITH THE SHOPPER AND BUILDING BRAND EQUITY
MARKETING MIX IS SHIFTING – Advertising: 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 Coupons: Shopper engaged with
retailer website with greater intent. – Feature Ad Pages: Shopper influenced both
in-the-home and in-the-store
TACTICS SHOW A SIGNIFICANT SHIFT – Engaging the shopper in-the-home through
Advertising, Retailer FSI Pages, Digital Coupons, and Feature Ad Pages
TACTICS VARY SIGNIFICANTLY BY WEEK – Significant variability between top week and
bottom week – Key weeks vary across retailers and trips
RETAILER AND CATEGORY PORFOLIOS – Walmart most important to Snacks – Snacks most important to Club, Drug and
Value retailers
RETAILER AND CATEGORY ROLES – Walmart = Chips (#13) – Walgreen’s = Candy & Mints (#6) – Kroger = Chips (#11) – Target = Fruit Snacks (#55) – Safeway = Chips (#19)
KEY WEEKS AND CATEGORY DRIVERS – Top Week = October 27, 2013
– Share of Year = 4.3% (226 Index) – Top Retailer = Walgmart (w/e 10/27/13)
– Share of Week = 72% 10/27/13 – Share of Year = 8.2% of 2013
CPG RETAILER TRENDS SNACKS TRENDS
17 © 2014 Kantar Media