ECRM EPPS Conference · 2014-08-04 · Grocery . Monitoring more than 100 retailer banners in print and nearly 30 available retailer websites . INDUSTRY – Corporate Scale Events

4 August 2014

ECRM EPPS Conference Retailer Advertising and Promotion Insights Snacks Categories Dan Kitrell Vice President, Account Solutions Marx, A Kantar Media Solution [email protected]

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)


http://www.tnsmi-marx.com/reportimages/coupons/2010/color/x6412143p.jpg�

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 August 2014

CPG Retailer Advertising and Promotion Trends CY 2013 Versus CY 2012

IN-HOME MARKETING INFLUENCES PATH-TO-PURCHASE TARGETING SHOPPING LISTS AND WINNING SHOPPING TRIPS


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%


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%


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


SOURCE: Kantar Media SOURCE Retail Feature Ad: ECRM PERIOD: CY 2013

TOP WEEK: 12/1/13 BOTTOM WEEK: 2/3/13



TOP WEEK: 1/20/13

BOTTOM WEEK: 3/31/13


11.9

5.4 4.0

11.2 10.7

8.5 11.8


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 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


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



TOP 5 RETAILERS – SNACK CATEGORIES UNDERSTANDING RETAILER AND CATEGORY PORTFOLIOS


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





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.


SNACK EXPENDITURES BY WEEK BY CHANNEL UNDERSTANDING KEY WEEKS AND CATEGORY DRIVERS

4 August 2014

Key Takeaways Retailer Advertising and Promotion Insights Snacks Categories

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


4 August 2014

THANK YOU Dan Kitrell Vice President, Account Solutions Marx, A Kantar Media Solution [email protected]

Documents

ECRM EPPS Conference · 2014-08-04 · Grocery . Monitoring more than 100 retailer banners in print and nearly 30 available retailer websites . INDUSTRY – Corporate Scale Events