ECRM Analytics · Over 14,000 unique manufacturers . THE ANSWER IS . YES . ... •Organic Products...

Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

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


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


HOW WE DO WHAT WE DO Advanced cropping & coding systems


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.


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.


• 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


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


CHANGE IN YOY AD SUPPORT BY SUBCATEGORY Circulars Only, True Ad Block Count, Pet Food & Supplies


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


CHANGE IN YOY AD SUPPORT BY RETAILER Circulars Only, True Ad Block Count, Pet Food & Supplies


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


CHANGE IN YOY AD SUPPORT BY BRAND Circulars Only, True Ad Block Count, Pet Food & Supplies


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Branded Private Brand


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


CHANGE IN YOY AD SUPPORT BY MANUFACTURER Circulars Only, True Ad Block Count, Pet Food & Supplies


Some Nestle S.A. brands include: Alpo, Beggin’, Beneful, Beyond, Fancy Feast, Friskies, Mighty Dog, Purina, and Tidy Cat.


• Macro Circular Overview • Exclusivity & True Ad

Block Counts • Percent of Space • Pricing Trends &

Promotional Types • Macro Web Overview • Social Media • Integration with Other



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

http://adcompare.marketgate.com/adcomp/Redirect.aspx?p=/AdComp/AdDetails.aspx?adc_i=62986246&city_i=26




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





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


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





Counts • Percent of Space

• Pricing Trends & Promotional Types

• Macro Web Overview • Social Media • Integration with Other



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?


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


PERCENT OF CIRCULAR SPACE BY SUBCATEGORY Percent of Circular Space, Circulars Only, Pet Food & Supplies.


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


PERCENT OF CIRCULAR SPACE DEDICATED TO PET Percent of Circular Space, Circulars Only, Pet Food & Supplies. *Not to scale.


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.



Counts • Percent of Space

• Pricing Trends & Promotional Types • Macro Web Overview • Social Media • Integration with Other



$12.00

$12.50

$13.00

$13.50

$14.00

$14.50

$15.00

$15.50

$16.00

$16.50

$17.00


WEEKLY AVERAGE PROMOTIONAL PRICING Dry Dog Food, 15.5 lb. Size Only, All Brands


$12.00

$12.50

$13.00

$13.50

$14.00

$14.50

$15.00

$15.50

$16.00

$16.50

$17.00


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.


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



TYPES OF PROMOTIONS Pet Food & Supplies, 5 Key Retailers



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%




Promotional Types • Macro Web Overview

• Social Media • Integration with Other


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


CHANGE IN YOY AD SUPPORT BY SUBCATEGORY Web & Email Only, True Ad Block Count, Pet Food & Supplies


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


CHANGE IN YOY AD SUPPORT BY RETAILER Web & Email Only, True Ad Block Count, Pet Food & Supplies


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


CHANGE IN YOY AD SUPPORT BY BRAND Web & Email Only, True Ad Block Count, Pet Food & Supplies


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Branded Private Brand


RETAILER DEDICATION TO PRIVATE BRAND Web & Email Only, True Ad Block Count, Pet Food & Supplies.


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


CHANGE IN YOY AD SUPPORT BY MANUFACTURER Web & Email Only, True Ad Block Count, Pet Food & Supplies





Promotional Types • Macro Web Overview

• Social Media • Integration with Other



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.


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.


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.


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.


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?


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.


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


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


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


Iams

Pro Plan

Purina Cat Chow

Purina Dog Chow

Tidy Cats

% Urban

PSYCHOGRAPHICS: MORE METRICS




Promotional Types • Macro Web Overview • Social Media

• Integration with Other Sources & Key Partners


“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.


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.


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


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.

mailto:[email protected]

ECRM Analytics · Over 14,000 unique manufacturers . THE ANSWER IS . YES . ... •Organic Products...

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Transcript of ECRM Analytics · Over 14,000 unique manufacturers . THE ANSWER IS . YES . ... •Organic Products...