Presentation is loading. Please wait.

Presentation is loading. Please wait.

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

Similar presentations


Presentation on theme: "How Retailers Promote Their Own Brands Review of Private Brands Promotions November, 2011."— Presentation transcript:

1 How Retailers Promote Their Own Brands Review of Private Brands Promotions November, 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 Promotions Vs. Year Ago Source: ECRM, 52 Weeks Ending 10/22/2011 Private Brand Share of Weighted Retail Ad Support Private brand share of ad support is down across all departments except general merchandise.

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

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

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

7 Categories Increasing Private Brand Promotions Year AgoCurrentShare Pt CategoryPB SharePB ShareChange Anti-Diarrheal34.2%76.0%+41.9 pts Kids' Boots55.9%84.9%+29.0 pts Flower Pots & Planters54.2%82.8%+28.6 pts Allergy Liquids26.2%54.6%+28.4 pts Inline Roller Skates & Access23.7%51.3%+27.6 pts Shelving & Hooks1.2%27.4%+26.1 pts Hand Vacs0.0%25.6%+25.6 pts Eye Medication/Ointment3.7%27.7%+24.0 pts Free Weights16.5%37.3%+20.8 pts Doll Accessories/Clothes7.3%26.7%+19.5 pts Trail Mixes32.5%52.0%+19.4 pts Photo Processing Services78.4%96.6%+18.2 pts Lighting61.2%79.3%+18.1 pts Children's Analgesics44.9%62.8%+17.9 pts Flashlights16.1%33.8%+17.7 pts Source: ECRM, 52 Weeks Ending 10/22/2011 Excludes Some Smaller Categories

8 Categories Running Fewer Private Brand Promotions Year AgoCurrentShare Pt CategoryPB SharePB ShareChange Floor Mats98.1%67.7%-30.5 pts Towing Accessories64.0%36.5%-27.4 pts Poker Accessories62.1%37.4%-24.7 pts Pressure Washers61.6%38.2%-23.4 pts Kids' Dress Apparel65.9%43.2%-22.7 pts Auto Battery Chargers/Cables79.1%57.1%-22.0 pts Exercise Benches31.8%9.9%-21.9 pts Filing Supplies/Accessories51.1%29.4%-21.7 pts Belts53.4%32.7%-20.7 pts Kids' Furniture84.7%67.4%-17.3 pts Frozen Juice39.7%22.6%-17.1 pts Source: ECRM, 52 Weeks Ending 10/22/2011 Excludes Some Smaller Categories

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

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 with Highest Private Brand Share of Promotions Source: ECRM, 52 Weeks Ending 10/22/2011 Excludes Some Smaller Categories

12 Non-Food Grocery Categories with Highest 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 with Highest 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 Promotions Across Mass Merchandisers Source: ECRM, 52 Weeks Ending 10/29/2011

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

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

20 Private Brand Share of Web Promotions Across Key Retailers % Private BrandsTotal Web Promos Supermarkets Kroger Stores0.1%945 Albertson's (SV)0.0%678 Food Lion0.0%1838 H.E.B.0.0%862 Publix 0.0%485 Safeway 0.0%3190 ShopRite0.0%593 Drug Chains Rite Aid31.6%193 Walgreens13.0%1258 CVS7.3%977 Mass Merchandisers Kmart25.8%814 Target Stores17.6%2392 Walmart-US2.0%1095 Meijer0.9%216 Source: ECRM 13 Weeks Ending 10/29/11 Select Retailers Leading grocers run very few web promotions for private brands.

21 Top Categories for Private Brand Web 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 ECRMs MarketGate Ad Comparisons Web Site: Studies on Retail Promotions: Contacts: Scott Whalley Tom Pirovano


Download ppt "How Retailers Promote Their Own Brands Review of Private Brands Promotions November, 2011."

Similar presentations


Ads by Google