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How Retailers Promote Their Own Brands Review of Private Brands Promotions November, 2011

How Retailers Promote Their Own Brands Review of Private Brands Promotions November, 2011. Topics Covered. Private Brand Share of Promos Vs. Year Ago Private Brand Ad Support Across Departments Top Categories Promoting Private Brands Top Retailers Promoting Private Brands

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How Retailers Promote Their Own Brands Review of Private Brands Promotions November, 2011

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  1. How Retailers PromoteTheir Own BrandsReview of Private Brands PromotionsNovember, 2011

  2. Topics Covered Private Brand Share of Promos Vs. Year Ago Private Brand Ad Support Across Departments Top Categories Promoting Private Brands Top Retailers Promoting Private Brands Private Brand Web Promotions

  3. Private Brand Share of PromotionsVs. Year Ago Private Brand Share of Weighted Retail Ad Support Private brand share of ad support is down across all departments except general merchandise. Source: ECRM, 52 Weeks Ending 10/22/2011

  4. Percent of Private Brand PromotionsBy Product Segment Food segments represent 43.8% of all private brand promotions Source: ECRM 52 Weeks Ending 10/22/2011 Excludes Unbranded Promos

  5. Categories with the Most Private Brand Promos Surprise! Bedding products represent 3.4% of weighted retailer ad support. Source: ECRM, 52 Weeks Ending 10/22/2011

  6. Categories With Over 90% of Ads Promoting Private Brands Excludes Ads for Unbranded Products Source: ECRM, 52 Weeks Ending 10/22/2011 Excludes Some Smaller Categories

  7. Categories Increasing Private Brand Promotions Source: ECRM, 52 Weeks Ending 10/22/2011 Excludes Some Smaller Categories Year Ago Current Share Pt Category PB Share PB Share Change Anti-Diarrheal 34.2% 76.0% +41.9 pts Kids' Boots 55.9% 84.9% +29.0 pts Flower Pots & Planters 54.2% 82.8% +28.6 pts Allergy Liquids 26.2% 54.6% +28.4 pts Inline Roller Skates & Access 23.7% 51.3% +27.6 pts Shelving & Hooks 1.2% 27.4% +26.1 pts Hand Vacs 0.0% 25.6% +25.6 pts Eye Medication/Ointment 3.7% 27.7% +24.0 pts Free Weights 16.5% 37.3% +20.8 pts Doll Accessories/Clothes 7.3% 26.7% +19.5 pts Trail Mixes 32.5% 52.0% +19.4 pts Photo Processing Services 78.4% 96.6% +18.2 pts Lighting 61.2% 79.3% +18.1 pts Children's Analgesics 44.9% 62.8% +17.9 pts Flashlights 16.1% 33.8% +17.7 pts

  8. Categories Running FewerPrivate Brand Promotions Source: ECRM, 52 Weeks Ending 10/22/2011 Excludes Some Smaller Categories Year Ago Current Share Pt Category PB Share PB Share Change Floor Mats 98.1% 67.7% -30.5 pts Towing Accessories 64.0% 36.5% -27.4 pts Poker Accessories 62.1% 37.4% -24.7 pts Pressure Washers 61.6% 38.2% -23.4 pts Kids' Dress Apparel 65.9% 43.2% -22.7 pts Auto Battery Chargers/Cables 79.1% 57.1% -22.0 pts Exercise Benches 31.8% 9.9% -21.9 pts Filing Supplies/Accessories 51.1% 29.4% -21.7 pts Belts 53.4% 32.7% -20.7 pts Kids' Furniture 84.7% 67.4% -17.3 pts Frozen Juice 39.7% 22.6% -17.1 pts

  9. Top Supermarkets Promoting Private Brands Aldi, Fresh & Easy, and Wegmans lead all retailers in private brand promotions. Source: ECRM, 52 Weeks Ending 10/29/2011

  10. Supermarkets Committed to Traditional Brands Many smaller grocers choose promote traditional brands over their own private brands. Source: ECRM, 52 Weeks Ending 10/29/2011

  11. Food Categories withHighest Private Brand Share of Promotions Source: ECRM, 52 Weeks Ending 10/22/2011 Excludes Some Smaller Categories

  12. Non-Food Grocery Categories withHighest Private Brand Share of Promotions Source: ECRM, 52 Weeks Ending 10/22/2011 Excludes Some Smaller Categories

  13. Top Retailers Promoting Private Brand Grocery Source: ECRM, 52 Weeks Ending 10/29/2011

  14. Top Drug Chains Promoting Private Brands Source: ECRM, 52 Weeks Ending 10/29/2011

  15. HBC Categories withHighest Private Brand Share of Promotions Source: ECRM, 52 Weeks Ending 10/22/2011 Excludes Some Smaller Categories

  16. Top Retailers Promoting Private Brand HBC Source: ECRM, 52 Weeks Ending 10/29/2011

  17. Private Brand PromotionsAcross Mass Merchandisers Source: ECRM, 52 Weeks Ending 10/29/2011

  18. General Merchandise Categories withHighest Private Brand Share of Promotions Source: ECRM, 52 Weeks Ending 10/22/2011 Excludes Some Smaller Categories

  19. Top Retailers Promoting Private BrandGeneral Merchandise Source: ECRM, 52 Weeks Ending 10/29/2011

  20. Private Brand Share of Web PromotionsAcross Key Retailers Leading grocers run very few web promotions for private brands. Source: ECRM 13 Weeks Ending 10/29/11 Select Retailers % Private BrandsTotal Web Promos Supermarkets Kroger Stores 0.1% 945 Albertson's (SV) 0.0% 678 Food Lion 0.0% 1838 H.E.B. 0.0% 862 Publix 0.0% 485 Safeway 0.0% 3190 ShopRite 0.0% 593 Drug Chains Rite Aid 31.6% 193 Walgreens 13.0% 1258 CVS 7.3% 977 Mass Merchandisers Kmart 25.8% 814 Target Stores 17.6% 2392 Walmart-US 2.0% 1095 Meijer 0.9% 216

  21. Top Categories for Private BrandWeb Promotions Source: ECRM 13 Weeks Ending 10/29/11 Select Retailers

  22. Methodology • Retail ad support measured by number of ad blocks in retailer print circulars. Ad share is weighted by retailer size. • Ad counts include branded & private label products, but not unbranded. • Ad Circular Data Includes U.S. & Canadian Retailers ECRM’s MarketGate Ad Comparisons Web Site: www.AdCompare.MarketGate.com Studies on Retail Promotions: www.PromotionalReflections.com Contacts: Scott Whalley 847-482-1793 scott@ecrm.marketgate.com Tom Pirovano 440-528-0418 tpirovano@ecrm.marketgate.com

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