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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, Walmart Drug: CVS, Rite Aid, Walgreens Dollar: Dollar General, Family Dollar Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

  2. TOP CATEGORIES FOR ALL CHANNELS - % SPACE Percent of Space

  3. TOP CATEGORIES FOR GROCERY CHANNEL - % SPACE Percent of Space

  4. TOP CATEGORIES FOR MASS CHANNEL - % SPACE Percent of Space

  5. TOP CATEGORIES FOR DRUG CHANNEL - % SPACE Percent of Space

  6. TOP CATEGORIES FOR DOLLAR CHANNEL - % SPACE Percent of Space

  7. TOP 10 CATEGORIES – YOY CHANGE – ALL CHANNELS Percent of Space

  8. TOP 10 CATEGORIES – YOY CHANGE – GROCERY CHANNEL Percent of Space

  9. TOP 10 CATEGORIES – YOY CHANGE – MASS CHANNEL Percent of Space

  10. TOP 10 CATEGORIES – YOY CHANGE – DRUG CHANNEL Percent of Space

  11. TOP 10 CATEGORIES – YOY CHANGE – DOLLAR CHANNEL Percent of Space

  12. PRIVATE BRAND PERCENT OF CIRCULAR SPACE BY CHANNEL YoY Comp

  13. YOY DEDICATION TO PRIVATE BRANDS BY CHANNEL Current Year, Selected Retailers, Circular Promotions Only

  14. HAIR CARE CATEGORY AD RECAP Percent of Cereal Ads by Promo Type – Grocery Channel

  15. HAIR CARE CATEGORY AD RECAP Percent of Cereal Ads by Promo Type – Grocery Channel

  16. HAIR CARE CATEGORY AD RECAP Percent of Cereal Ads by Promo Type – Mass Channel

  17. HAIR CARE CATEGORY AD RECAP Percent of Cereal Ads by Promo Type – Drug and Dollar Channel

  18. TOP CATEGORIES FOR ALL CHANNELS True Ad Count

  19. TOP CATEGORIES FOR ALL CHANNELS Share of Total Ads

  20. TOP FRONT COVER ADS True Ad Count

  21. TOP FRONT COVER ADS Share of Total Front Cover Ads

  22. TOP CATEGORIES FOR THE GROCERY CHANNEL True Ad Count

  23. TOP FRONT PAGE FOR GROCERY True Ad Count

  24. TOP CATEGORIES FOR THE MASS CHANNEL True Ad Count

  25. TOP FRONT PAGE FOR MASS True Ad Count

  26. TOP CATEGORIES FOR THE DRUG CHANNEL True Ad Count

  27. TOP FRONT PAGE FOR DRUG True Ad Count

  28. TOP CATEGORIES FOR THE DOLLAR CHANNEL True Ad Count

  29. TOP FRONT PAGE FOR DOLLAR True Ad Count

  30. TOP 5 CATEGORIES – YOY CHANGE True Ad Count

  31. TOP 5 CATEGORIES – YOY CHANGE - GROCERY CHANNEL True Ad Count

  32. TOP 5 CATEGORIES – YOY CHANGE – MASS CHANNEL True Ad Count

  33. TOP 5 CATEGORIES – YOY CHANGE – DRUG CHANNEL True Ad Count

  34. TOP 5 CATEGORIES – YOY CHANGE – DOLLAR CHANNEL True Ad Count

  35. HAIR CARE CATEGORY EXCLUSIVITY Percent of Exclusive Hair Care Ads Year over Year by Retailer

  36. 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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