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Insights on Retail Promotions

Insights on Retail Promotions. Prepared for Our Friends at NACDS June, 2011 ECRM’s MarketGate Ad Comparisons www.AdCompare.MarketGate.com. Top Promoted Categories Across All HBC.

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Insights on Retail Promotions

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  1. Insights onRetail 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 Each of the top promoted HBC categories is driven by unique needs with few brands dominating multiple categories. Source: ECRM’s MarketGate Ad Comparisons 52 Weeks Ending 6/11/2011

  3. HBC Promotions Shifting Across Categories Share of Total Change Vs. Shifting HBC CategoriesHBC AdsYear Ago Categories Increasing Share of HBC Ads: Vitamins 8.0% +0.57 pts Baby 5.3% +0.52 pts Personal Cleansing 5.3% +0.39 pts Feminine Hygiene 3.1% +0.24 pts Digestives 4.6% +0.23 pts Shaving/Toiletries 3.5% +0.23 pts Categories DecreasingShare of HBC Ads: Diabetes Care 1.2% -0.52 pts Skin Care 9.6% -0.38 pts Fragrances 1.3% -0.31 pts Cough/Cold 4.8% -0.29 pts Oral Care 7.9% -0.27 pts Source: ECRM’s MarketGate Ad Comparisons, 52 Weeks Ending 6/11/2011

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

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

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

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

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