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Super Bowl 2014 Retail Promotions February, 2014.

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Presentation on theme: "Super Bowl 2014 Retail Promotions February, 2014."— Presentation transcript:

1 Super Bowl 2014 Retail Promotions February, 2014

2 What You Need to Know About Super Bowl Retail Promotions Copyright restraints keep retailers from promoting the Super Bowl BY NAME. Most make general references to “the big game”. Drug Chains are moving away from a big Super Bowl push CVS did not even mention it on their front cover. Mass Retailers are running multiple pages of electronics (especially TVs) and food. Other brands decide to go all in on FSI coupons. Newman’s Own, Velveeta run their most of their coupons during Super Bowl week. Super Bowl TV ads have become better coordinated with retail promotions. Top Super Bowl Commercial Brands are matching the spending with additional circular advertising. Retailers downplay their private brands for the Super Bowl. Super Bowl week traditionally ranks dead last in private brand ad support. 2

3 Super Bowl Tie-Ins Vary Across Supermarkets 3 Kroger – 1/27/2014 Super Bowl Tie-In on Front Cover “Party must-haves” Page 4 features “Game Day Greats” Safeway – 1/29/2014 Visual Front Cover Super Bowl Tie-In “The Joy of Football” Publix – 1/30/2014 Super Bowl Theme on front page including party themed pages 8 & 9. (10 pages contain football game themed page topping banners)

4 Super Bowl Sales Events in the Mass Channel 4 Walmart– 1/26/2014 Super Bowl Theme on 6 of 20 circular pages. 3 pages featuring TVs/Video, 3 pages featuring cell phones & tablets.

5 Super Bowl Sales Events in the Mass Channel 5 Walmart– 1/26/2014 Super Bowl Theme Wrap Pages “Game Time” food item focused. “Game Time” Appliances on 50% of page 3. Page 4 devoted a quarter page to a Valentine’s Day item section!

6 Super Bowl Sales Events in the Mass Channel 6 Target– 1/26/2014 Unlike Walmart, front cover includes snack and beverage items. Pages 2 & 3 feature TVs and electronics, similar to Walmart.

7 Super Bowl Sales Events in the Mass Channel 7 Target– 1/26/2014 In contrast to Walmart, Target chose to feature event food item on only 2 middle circular pages. Like Walmart, Target gave Valentine’s Day items a quarter page this week.

8 Super Bowl Sales Events in Other Retail Channels 8 Walgreens – 1/26/2014 75% front cover is tied to Super Bowl. Pages 3 & 4 feature party food items. CVS – 1/26/2014 Only page 3 of CVS circular is tied to the Super Bowl. No CVS 2014 circular front cover Super Bowl connection!

9 Super Bowl Sales Events in Other Retail Channels 9 Dollar General – 1/26/2014 No front circular cover Super Bowl connection. Page 4 has only mention of Super Bowl theme. Family Dollar – 1/26/2014 Front page “Savings For The Game” promotion

10 Some Retailers Diverged from Last Year’s Circular 10 Safeway 2-3-2013 Safeway 2-2-2014 Similar items featured 2014 week-to- week and as in previous 2013 year but without the heavy focus on “The Joy of Football” Safeway 1-29-2014

11 CVS Does Not Feature Super Bowl Theme in 2014 11 CVS 1-27-2013 CVS 1-26-2014 No Front Cover Super Bowl Tie-In for 2014!

12 Walgreens Features Super Bowl Theme in 2014 12 Walgreens 1-27-2013 Walgreens 1-26-2014 A bit more overt Super Bowl connection in 2014!

13 Copyright Fears Keep Retailers from Promoting the Super Bowl by Name 13 Retail BannerSuper Bowl Event CVSBig Game DillonsGame Day Giant EagleBig Game HannafordFootball Frenzy KmartBiggest Game/Football Frenzy KrogerGame Day Lucky SupermarketsBig Game MeijerBig Game Publix SupermarketsGame Day Safeway StoresThe Joy of Football Shop 'n SaveThe Big Game Stop & ShopGame On Target StoresGame Day WalgreensGame Day WalmartGame Time

14 Major Food Brands Spiking Ads for the Super Bowl Ad Count Index – Super Bowl Week Ending 2/1/14 Vs. 52-Week Average Limited to Brands with over 100 true ad block count over the 52 week period. Annie Chun’s has 11x as many ads for Super Bowl week compared to an average week. 14

15 Top Food Sub-Categories Promoted for the Super Bowl Ad Count Index – Super Bowl Week Ending 2/1/14 Vs. 52-Week Average Platters/Trays359Limes219 Dips & Spreads287Mustard218 Barbeque/Steak & Other Sauces 286Grapefruit214 Salsa&Chip Dips282Snack Nuts & Seeds212 Ketchup269Avocado205 Refrigerated Dips262 Sandwich & Hot Dog Buns 197 Poultry/Wings262Cream Cheese196 Pizza Sauces258Salty Snack Mix195 Hard Cider249Nutritional Snacks194 Radishes227Malt Liquor190 Limited to sub categories with over 100 true ad block count over the 52 week period. 15

16 Platter Wars – How Supermarkets Differentiate Super Bowl party platters allow supermarkets to feature their deli & produce departments to create a differential advantage vs. mass and drug competitors selling food. 16

17 Betting it All on Super Bowl FSIs For smaller brands, a successful FSI can make or break their year. Free standing inserts (FSIs) allow a brand to stand out and differentiate with unique attributes, recipes and coupons. 32% of Newman’s Own annual FSI’s occurred the week of the Super Bowl Source: ECRM’s Marketgate 24% of Axe’s annual FSI’s occurred the week of the Super Bowl Ragu, Dannon Oikos, and Speed Stick, each see significant portions of their annual ads during the super bowl week. 17

18 Coordinating FSIs with Retail Ad Support Weekly Circular Ad Counts Strong Ad Support with Velveeta Super Bowl FSI Back-to-School FSI Also Aligned with Ad Support One FSI Per Year on 1/22/12 Unrelated to Retail Ad Support Source: ECRM’s Marketgate 18

19 Cheerios Increased promotional support in the week prior to event by 28.5% Budweiser ‘Puppy Love ’ Budweiser feature ads increased 39.3% week prior to Super Bowl. 2014 Super Bowl TV Ads & Coordination with Retail Promotions Dannon Oikos Greek Yogurt Promotional share increased for week prior to event; +4.6% Coca-Cola ‘America the Beautiful’ Flat (+0.04%) change in promotional share week prior to event & lower feature ad support for the same week vs. same week prior year (-12.6%) Heinz Ketchup Increased promotional share 22.5% week before Super Bowl event Doritos ‘Cowboy Kid’ Increase in promotional share the week prior to event; +3.9% 19

20 Retailers Pull Back on Private Brand Ads for the Super Bowl Private brand ad support is tied to demand for ad space. High demand for Pre-Super Bowl circular ads creates less room for store brands. 20

21 21 Promoted Pricing Types Across Key Retailers Key retailers use similar promotion types for Super Bowl week compared to previous 52 weeks. Albertsons IMKroger CINMeijerSafeway StoresTarget Stores CurrentWk EndingCurrentWk EndingCurrentWk EndingCurrentWk EndingCurrentWk Ending Promo Type52-Weeks2/1/201452-Weeks2/1/201452-Weeks2/1/201452-Weeks2/1/201452-Weeks2/1/2014 Price Point64%66%57%42%63%58%66% 83%80% X-For26% 20%19%21%19%24%6%7% BOGO3%4%1%2%5%7%4% 2%1% Free w/Purchase 0% 1%0% Incentive0%1% 0%1%7%1% 2%3% Recipe0% Save $X2% 11%31%6%2%6%3%1% Save X%2%1%2%4%5% 1%0%6%8% W/Purchase3%0%2%0% 3%1%0%

22 Lowest U.S. Prices on Super Bowl Snack & Beverages RetailerAd PriceProductSize Snacks Longs Drug (Hawaii)$0.69Just the Basics Cheese Twists5 oz. Sentry Foods$0.79Essential Everyday Crackers9 oz. Navarro Discount Pharmacies$0.79Conchita Guave Bites4.9 oz. Bi-Mart$0.88Act II Popcorn3 ct./pk. H.E.B.$0.88H.E.B. Potato Chips4 oz. Walgreens$0.99Keebler Cookies5.25 oz. Walgreens$0.99Nabisco Cookies3.47-7 oz. Harvey's Supermarkets$0.89Turkey Creek Pork Skins3 oz. Northgate Market$0.99Corn Nuts Snacks4 oz. Lowes Big 8$1.29Calidad Tortilla Chips12 oz. Beverage Terry's Super Markets$0.47Parade Soft Drink Products2 ltr. Albertsons SOW$0.58Powerade32 oz. Giant Food Landover$0.59Giant Mixers1 ltr. Hornbachers Foods$0.68Super Chill Sparkling Water17 oz. Lowes Foods$0.69Coca-Cola Products2 ltr. Safeway Stores$0.69Glaceau Vitamin Water20 oz. Weis Markets$0.77Pepsi Products2 ltr. Food Basics$0.78Yoo-hoo Chocolate Drink6.5 oz. 3 ct./pk. Acme Markets (NAI)$0.79Schweppes Mixers33.8 oz. Save Mart$0.79A&W Products2 ltr. Source: ECRM’s Marketgate 22

23 23 Lowest U.S. Prices on Super Bowl Dipping & Disposables RetailerAd PriceProductSize Condiments/Salsa/Dips/Ingredients Breaux Mart Supermarkets$0.39Shurfine Hot Dog Sauce10.5 oz. La Fiesta$0.49Kraft Barbecue Sauce17.5-18 oz. Lowe's Market$0.69Shur Fine Mustard12 oz. Hy-Vee Food Stores$0.69Sweet Baby Ray's Barbecue Sauce18 oz. Sellers Bros.$0.69Kraft Barbecue Sauce17.5-18 oz. Foodtown$0.79Foodtown Sauerkraut14 oz. Foodarama Market$0.79Vlasic Relish10 oz. Select Markets$0.89Western Family Olives3.8 oz. Hy-Vee Food Stores$0.98Kraft Barbecue Sauce16.25-18 oz. Cardenas Markets$0.99Hunt's Barbecue Sauce18 oz. Platters & Trays Mars Super Markets$1.89Mars Store Prepared Deviled Egg Platter/Tray6 ct./pk. Market Street United$1.99In-Store Bakery Kaiser Roll Platter/Tray6 ct./pk. El Super$2.97Fruit Platter/Tray-Store Prepared1 lb. Disposable Cups, Plates, Napkins Food Town (TX)$0.55Good Time Disposable Tableware22 ct./pk. Price Chopper (Golub)$0.58Clear Value Disposable Tableware40 ct./pk. Discount Drug Mart$0.79Ideal Disposable Cutlery24 ct./pk.

24 Methodology & Details Report Methodology Retail ad support measured by number of ad blocks in retailer print circulars. “Pre-Super Bowl” week includes week ending 2/1/201 More About ECRM’s MarketGate Ad Comparisons Web Site: www.AdCompare.MarketGate.com www.AdCompare.MarketGate.com Studies on Seasonal & Category Promotions: www.PromotionalReflections.com www.PromotionalReflections.com Contacts: Scott Whalley 847-482-1793scott@ecrm.marketgate.comscott@ecrm.marketgate.com 24

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