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Confidential & Proprietary to ECRM

METHODOLOGY & DEFINITIONS:.

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Confidential & Proprietary to ECRM

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  1. 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. Time Periods: Previous Year: 1/1/2012 – 12/29/2012 Current Year: 12/30/2012 – 12/28/2013 Retailers: Grocery: Albertsons SOC, Food Lion, Giant Food (Carlisle), Hy-Vee, Kroger CIN, Price Chopper (Golub), Publix, Safeway, Shoprite, Stop & Shop, Winn Dixie Mass: Kmart, Meijer, Target Drug: CVS, Rite Aid, Walgreens Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  2. DAIRY SUB-CATEGORIES PERCENT OF SPACE - ALL CHANNELS Year over Year Comparison of Dairy Sub-Categories Percent of Space Sub-categories with True Ad Counts >200, Albertson’s removed

  3. DAIRY PERCENT OF SPACE - GROCERY CHANNEL Year over Year Comparison of Dairy Sub-Categories Percent of Space Sub-categories with True Ad Counts >200, Albertson’s removed

  4. DAIRY PERCENT OF SPACE - MASS CHANNEL Year over Year Comparison of Dairy Sub-Categories Percent of Space Sub-categories with True Ad Counts >40, Albertson’s removed

  5. DAIRY PERCENT OF SPACE - DRUG CHANNEL Year over Year Comparison of Dairy Sub-Categories Percent of Space Sub-categories with True Ad Counts >10, Albertson’s removed

  6. DAIRY PERCENT OF SPACE - DOLLAR CHANNEL Year over Year Comparison of Dairy Sub-Categories Percent of Space Sub-categories with True Ad Counts >10, Albertson’s removed

  7. CHANGE IN DAIRY PERCENT OF SPACE - ALL CHANNELS Change in the Percent of Circular Space for Dairy Sub-Categories Sub-categories with True Ad Counts >200, Albertson’s removed

  8. CHANGE IN DAIRY PERCENT OF SPACE – GROCERY CHANNEL Change in the Percent of Circular Space for Dairy Sub-Categories Sub-categories with True Ad Counts >200, Albertson’s removed

  9. CHANGE IN DAIRY PERCENT OF SPACE – MASS CHANNEL Change in the Percent of Circular Space for Dairy Sub-Categories Sub-categories with True Ad Counts >40, Albertson’s removed

  10. CHANGE IN DAIRY PERCENT OF SPACE – DRUG CHANNEL Change in the Percent of Circular Space for Dairy Sub-Categories Sub-categories with True Ad Counts >10, Albertson’s removed

  11. CHANGE IN DAIRY PERCENT OF SPACE – DOLLAR CHANNEL Change in the Percent of Circular Space for Dairy Sub-Categories Sub-categories with True Ad Counts >10, Albertson’s removed

  12. PRIVATE LABEL PERCENT OF ADS Percent of Private Label Dairy Category Ads Year over Year

  13. DAIRY CATEGORY AD RECAP Percent of Dairy Ads by Promo Type – Grocery Channel

  14. DAIRY CATEGORY AD RECAP Percent of Dairy Ads by Promo Type – Grocery Channel

  15. DAIRY CATEGORY AD RECAP Percent of Dairy Ads by Promo Type – Mass Channel

  16. DAIRY CATEGORY AD RECAP Percent of Dairy Ads by Promo Type – Drug & Dollar Channels

  17. DAIRY CATEGORY EXCLUSIVITY Percent of Exclusive Dairy Ads Year over Year by Retailer

  18. SHARE OF DAIRY ADS FOR ALL CHANNELS Year over Year Comparison of Top 10 Dairy Sub-Category Percent Share of Ads

  19. SHARE OF DAIRY ADS FOR ALL CHANNELS Page Placement of Top 5 Dairy Sub-Categories – Percent of Total Sub Category Ads

  20. SHARE OF DAIRY ADS FOR THE GROCERY CHANNEL Year over Year Comparison of Top 10 Dairy Sub-Category Percent Share of Ads

  21. SHARE OF DAIRY ADS FOR THE GROCERY CHANNEL Page Placement of Top 5 Dairy Sub-Categories – Percent of Total Sub Category Ads

  22. SHARE OF DAIRY ADS FOR THE MASS CHANNEL Year over Year Comparison of Top 10 Dairy Sub-Category Percent Share of Ads

  23. SHARE OF DAIRY ADS FOR THE MASS CHANNEL Page Placement of Top 5 Dairy Sub-Categories – Percent of Total Sub Category Ads

  24. SHARE OFDAIRY ADS FOR THE DRUG CHANNEL Year over Year Comparison of Top 10 Dairy Sub-Category Percent Share of Ads

  25. SHARE OF DAIRY ADS FOR THE DRUG CHANNEL Page Placement of Top 5 Dairy Sub-Categories – Percent of Total Sub Category Ads

  26. SHARE OFDAIRY ADS FOR THE DOLLAR CHANNEL Year over Year Comparison of Top 10 Dairy Sub-Category Percent Share of Ads

  27. SHARE OF DAIRY ADS FOR THE DOLLAR CHANNEL Page Placement of Top 5 Dairy Sub-Categories – Percent of Total Sub Category Ads

  28. CHANGE IN DAIRY AD SUPPORT FOR ALL CHANNELS Percent Change in Dairy Sub-Category Ad Support Sub-category True Ad Counts > 100

  29. CHANGE IN DAIRY AD SUPPORT FOR THE GROCERY CHANNEL Percent Change in Dairy Sub-Category Ad Support Sub-category True Ad Counts > 100

  30. CHANGE IN DAIRY AD SUPPORT FOR THE MASS CHANNEL Percent Change in Dairy Sub-Category Ad Support Sub-category True Ad Counts > 10

  31. CHANGE IN DAIRYAD SUPPORT FOR THE DRUG CHANNEL Percent Change in Dairy Sub-Category Ad Support Sub-category True Ad Counts > 10

  32. CHANGE IN DAIRYAD SUPPORT FOR THE DOLLAR CHANNEL Percent Change in Dairy Sub-Category Ad Support Sub-category True Ad Counts > 10

  33. CONTACT INFORMATION Scott Whalley 847-482-1743 scott@ecrm.marketgate.com Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

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