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Insights on Retail Promotions Prepared for Our Friends at NACDS June, 2011 ECRM’s MarketGate Ad Comparisons www.AdCompare.MarketGate.com.

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Presentation on theme: "Insights on Retail Promotions Prepared for Our Friends at NACDS June, 2011 ECRM’s MarketGate Ad Comparisons www.AdCompare.MarketGate.com."— Presentation transcript:

1 Insights on Retail Promotions Prepared for Our Friends at NACDS June, 2011 ECRM’s MarketGate Ad Comparisons www.AdCompare.MarketGate.com

2 Top Promoted Categories Across All HBC Source: ECRM’s MarketGate Ad Comparisons 52 Weeks Ending 6/11/2011 Each of the top promoted HBC categories is driven by unique needs with few brands dominating multiple categories.

3 HBC Promotions Shifting Across Categories Share of TotalChange Vs. Shifting HBC CategoriesHBC AdsYear Ago Categories Increasing Share of HBC Ads: Vitamins8.0%+0.57 pts Baby5.3%+0.52 pts Personal Cleansing5.3%+0.39 pts Feminine Hygiene3.1%+0.24 pts Digestives4.6%+0.23 pts Shaving/Toiletries3.5%+0.23 pts Categories Decreasing Share of HBC Ads: Diabetes Care1.2%-0.52 pts Skin Care9.6%-0.38 pts Fragrances1.3%-0.31 pts Cough/Cold4.8%-0.29 pts Oral Care7.9%-0.27 pts Source: ECRM’s MarketGate Ad Comparisons, 52 Weeks Ending 6/11/2011

4 Top Promoted Manufacturers Across HBC Categories Source: ECRM’s MarketGate Ad Comparisons 52 Weeks Ending 6/11/2011 Procter & Gamble HBC products receive more retail ad support than the next five players combined.

5 Top Promoted Brands Across HBC Categories Source: ECRM’s MarketGate Ad Comparisons 52 Weeks Ending 6/11/2011 The top 10 promoted brands represent less than 18% of HBC promotions. No one brand dominates HBC.

6 HBC Promoted Segments Vs. Year Ago The mix of promoted HBC segments is very similar to year ago. Source: ECRM’s MarketGate Ad Comparisons 52 Weeks Ending 6/11/2011 Share of Total HBC Ads

7 Retail Ad Support Across Personal Care Categories Source: ECRM’s MarketGate Ad Comparisons 52 Weeks Ending 6/11/2011

8 Retail Ad Support Across Health Care Categories Source: ECRM’s MarketGate Ad Comparisons 52 Weeks Ending 6/11/2011

9 Retail Ad Support Across Cosmetics, Fragrance & Bath Categories Source: ECRM’s MarketGate Ad Comparisons 52 Weeks Ending 6/11/2011

10 Pharmacy Ads in Retail Circulars Source: ECRM’s MarketGate Ad Comparisons 52 Weeks Ending 6/11/2011 Retailers Running the Most Pharmacy Ads Per Year Pharmacy Ads/Year at Key Retailers


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