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ECRM Analytics. THE LEADING PROVIDER OF PROMOTIONAL DATA AND ANALYTICS. ECRM’s promotional analytics provides the most comprehensive information needed to increase profits, predict competitive trends and make better decisions. Canned Pasta Promotional Reflection. Innovation

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slide1

ECRM Analytics

THE LEADING PROVIDER OF PROMOTIONAL DATA AND ANALYTICS

ECRM’s promotional analytics provides the most comprehensive information needed to increase profits, predict competitive trends and make better decisions.

Canned Pasta Promotional Reflection

Innovation

We focus on innovative solutions to help drive our focus and that of our customer business.

Excellence

Our mission is to radically improve the promotional data landscape and deliver unparalleled analytics.

Actionable

Providing a wealth of information is only part of the puzzle; our findings increase your profits.

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide2

METHODOLOGY & DEFINITIONS:

True Ad Block Count: True Ad Block Count gives partial credit to any product that shares an ad block with other products in order to provide more context in promotional analysis.  For example: If 4 products are present in an ad block each will only receive a .25 count for that particular promotion. If 3 products are present each one receives .33 count.

Percent of Space: We measure and aggregate the percent of physical space your brand receives in a particular channel of trade or even at a specific retail chain.

Manufacturer Exclusivity: Shows the percent of time that one manufacturer shares the same ad blocks with another manufacturer.

Time Periods: Previous Year: 1/1/2012 – 12/29/2012

Current Year: 12/30/2012 – 12/2/2013

Retailers: All US ECRM retailers used for analysis. Representative Markets.

Select Retailers: CVS, Dollar General, Duane Reade, Giant Food Carlisle, Jewel-Osco (SVU), Kroger CIN, Rite Aid, Safeway Stores, Target Stores, Walgreens, Walmart-US.

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide3

SHARE OF PROMOTIONAL VOICE BY SUB-CATEGORIES

Canned Foods Category, Circular Promotions Only, True Ad Count, Current Year

Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide4

SHARE OF PROMOTIONAL VOICE BY SUB-CATEGORIES

Canned Foods Category, Web & Email Promotions Only, True Ad Count, Current Year

Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide5

YOY SHARE OF PROMOTIONAL VOICE BY MANUFACTURER – Top 10

Canned Foods Category, Circular Promotions Only, True Ad Count

Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide6

YOY SHARE OF PROMOTIONAL VOICE BY MANUFACTURER – Top 10

Canned Foods Category, Web & Email Promotions Only, True Ad Count

Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide7

YOY PROMOTIONAL SHARE OF VOICE - MANUFACTURERS

Canned Pasta, Circular Promotions Only, True Ad Count

Top 5, Branded Products, Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide8

YOY PROMOTIONAL SHARE OF VOICE - MANUFACTURERS

Canned Pasta, Web & Email Promotions Only, True Ad Count

Branded Products, Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide9

YOY WEEKLY PROMOTIONAL SUPPORT CANNED FOODS CATEGORY

Circular Promotions Only, Feature Ad Count

Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide10

YOY WEEKLY PROMOTIONAL SUPPORT CANNED PASTA PRODUCTS

Circular Promotions Only, Feature Ad Count

Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide11

YOY CANNED FOOD BRANDS PROMOTIONAL SHARE OF VOICE

Circular Promotions Only, True Ad Count

Top 10, Branded Products, Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide12

YOY CANNED FOOD BRANDS PROMOTIONAL SHARE OF VOICE

Web & Email Promotions Only, True Ad Count

Top 10, Branded Products, Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide13

YOY CANNED PASTA BRANDS PROMOTIONAL SHARE OF VOICE

Circular Promotions Only, True Ad Count

Top 5, Branded Products, Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide14

YOY CANNED PASTA BRANDS PROMOTIONAL SHARE OF VOICE

Web & Email Promotions Only, True Ad Count

Top 3, Branded Products, Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide15

YOY CANNED FOOD PRODUCTS PROMOTIONAL SUPPORT TOP 10 RETAILERS

Circular Promotions Only, True Ad Count

Branded Products, Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide16

YOY CANNED PASTA PRODUCTS PROMOTIONAL SUPPORT TOP 10 RETAILERS

Circular Promotions Only, True Ad Count

Branded Products, Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide17

YOY CANNED FOOD PRODUCTS PROMOTIONAL SUPPORT

SELECT RETAILERS

Circular Promotions Only, True Ad Count

Branded Products, Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide18

YOY CANNED PASTA PRODUCTS PROMOTIONAL SUPPORT

SELECT RETAILERS

Circular Promotions Only, True Ad Count

Branded Products, Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide19

YOY CANNED FOOD PRODUCTS PROMOTIONAL SUPPORT

TOP RETAILERS

Web & Email Promotions Only, True Ad Count

Branded Products, Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide20

YOY CANNED PASTA PRODUCTS PROMOTIONAL SUPPORT

TOP RETAILERS

Web & Email Promotions Only, True Ad Count

Branded Products, Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide21

YOY PERCENT OF CIRCULAR SPACE CANNED FOOD PRODUCTS

Circular Promotions Only

Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide22

DEDICATION TO PRIVATE BRANDS CANNED FOOD PRODUCTS

Current Year, Select Retailers, Circular Promotions Only, Feature Ad Count

Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide23

YOY PROMOTIONAL OFFERS FOR CANNED FOOD PRODUCTS

Circular Promotions Only

Other*:w/Purchase, Save X%, Recipe, w/X, Free w/Coupon, Free w/X, w/Purchase, Save up to $X.

Branded Products, Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide24

YOY PROMOTIONAL OFFERS FOR CANNED PASTA PRODUCTS

Circular Promotions Only

Other*:w/Purchase, Save X%.

Branded Products, Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide25

YOY PROMOTIONAL OFFERS FOR CANNED FOOD PRODUCTS

Web & Email Promotions Only

Other*:Save X%, w/Purchase, Free w/Coupon, Save up to $X, Recipe, Free w/X, w/X.

Branded Products, Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide26

YOY PROMOTIONAL OFFERS FOR CANNED PASTA PRODUCTS

Web & Email Promotions Only

Other*:Save X%, Free w/Coupon, w/Purchase.

Branded Products, Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide27

ADPROMOTIONS NET UNIT PRICE ANALYSIS

15 oz. Chef Boyardee Canned Pasta, Year over Year, Circulars Only

Previous Year: 10/2/2011 – 9/29/2012; Current Year: 9/30/2012 –10/5/2013, Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide28

YOY PROMOTIONAL OFFERS PAGE PLACEMENT

Canned Food Products, Circular Promotions Only

Branded Products, Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide29

YOY PROMOTIONAL OFFERS PAGE PLACEMENT

Canned Pasta Products, Circular Promotions Only

Branded Products, Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide30

MANUFACTURER EXCLUSIVITY FOR CANNED FOOD PRODUCT MANUFACTURERS

Circular Promotions Only, Current Year

Branded Products, Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide31

MANUFACTURER EXCLUSIVITY FOR CANNED PASTA MANUFACTURERS

Circular Promotions Only, Current Year

Branded Products, Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide32

FACEBOOK CONVERSATION WORD CLOUDS:

  • By comparing the marketing message as expressed by the brand to the conversation of followers, you can see if people reciprocate with key words, themes and emotions.

What the Chef Boyardee brand is saying on Facebook:

What Chef Boyardee brand fans aresaying on Facebook:

163 Posts, 7657 Comments, Dates:   6/30/2013 - 12/28/2013

Page Observed: Chef Boyardee

slide33

FACEBOOK CONVERSATION WORD CLOUDS:

  • By comparing the marketing message as expressed by the brand to the conversation of followers, you can see if people reciprocate with key words, themes and emotions.

What the SpaghettiOs brand is saying on Facebook:

What SpaghettiOs fans aresaying on Facebook:

128 Posts, 11700 Comments, Dates:   6/30/2013 - 12/28/2013

Page Observed: Pop Secret

slide34

PSYCHOGRAPHICS: BENEFITS

  • How retailers and brand owners benefit from a clear picture of their customers.
  • Understanding the psychographics of your consumer leads to a better understanding of their views, likes, values, traits and even family dynamics.
  • Through a thorough analysis we can determine:
  • Which brands align with a retailer’s key customer base
  • How to increase trips to the store
  • Which marketing plans lead to more product purchases
  • How to morph a shopper’s want into a need

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide35

UNDERSTANDING PSYCHOGRAPHICS

  • A means of identifying users by interest, occupation, role in life and other personal characteristics.
  • By analyzing the values, interests and lifestyles of a brand or retail fan base, we are able to create a comprehensive profile that defines each shopper.
  • Our proprietary database contains over 14 Million Likes and our psychographic profiles include key characteristics that build a mental model of your consumer:
  • Masculinity
  • Personality Age
  • Education Level
  • Political Affiliation
  • Family Dynamic
  • Pet Ownership
  • Home Ownership
  • Community Type (Urban/Suburban/Rural)

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide36

PSYCHOGRAPHICS: MASCULINITY

  • Is your brand masculine or feminine?
  • Our Masculinity scale shows how brands and retailers rank in terms of key gender values. A high Masculine % is tied to key male attributes such as:
  • Ambition
  • Competitiveness
  • Assertiveness
  • Materialism
  • Power
  • High Feminine % displays key female attributes:
  • Charity
  • Relationships
  • Quality of Life
  • Community Involvement
  • Social Well-being
  • What brands will help to attract more male shoppers?

Sample Size: 10776 page like counts

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide37

PSYCHOGRAPHICS: PERSONALITY AGE

  • Personality age characterizes behaviors, interests and role in life.

The Personality Age of a Brand is the average age of all the pages of the followers of that brand. It is an age evaluation of "what else" the brand followers like.

Leading marketers focus on the personality age of shoppers instead of their real age because it better reflects their core interests and desires.

Sample Size: 10776 page like counts

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide38

CANNED PASTA AD IMAGES

Cub Foods - Minneapolis, MN - 1/5/2014 Circular - Page 5 (Middle)

Family Fare Supermarkets - Grand Rapids, MI - 1/5/2014 Circular - Page 7 (Middle)

Stop & Shop - New York, NY - 1/3/2014 Circular - Page 2 (Middle)

Lucky (NAI) - Los Angeles, CA - 1/2/2014 Circular - Page 1 (Front)

Food 4 Less - Los Angeles, CA - 1/2/2014 Circular - Page 2 (Back)

Carrs - Anchorage, AK - 1/2/2014 Circular - Page 3 (Middle)

Riesbeck's Food Markets - Columbus, OH - 1/2/2014 Circular - Page 4 (Middle)

Marsh Supermarkets - Indianapolis, IN - 1/2/2014 Circular - Page 4 (Middle)

Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide39

CANNED PASTA AD IMAGES

Winn Dixie - Ocala, FL - 1/2/2014 Circular - Page 8 (Middle)

E.W. James & Sons - Paris, TN - 1/1/2014 Circular - Page 1 (Front)

E.W. James & Sons - Paris, TN - 1/1/2014 Circular - Page 2 (Middle)

Haggen - Seattle, WA - 1/1/2014 Circular - Page 2 (Wrap)

Lowes Foods - Greensboro, NC - 1/1/2014 Circular - Page 3 (Wrap)

Harvest Foods (WA) - Spokane, WA - 1/1/2014 Circular - Page 3 (Middle)

Price Cutter - Springfield, MO - 1/1/2014 Circular - Page 3 (Middle)

Albertsons SOU - Dallas, TX - 1/1/2014 Circular - Page 7 (Middle)

Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide40

CANNED PASTA AD IMAGES

Albertsons SOU - Dallas, TX - 1/1/2014 Circular - Page 7 (Middle)

Smith's Food & Drug - Salt Lake City, UT - 1/1/2014 Circular - Page 8 (Wrap)

Jewel-Osco (NAI) - Chicago, IL - 1/1/2014 Circular - Page 11 (Middle)

Fine Fare Supermarkets - New York, NY - 12/29/2013 Circular - Page 1 (Front)

Dollar General - Cleveland, OH - 12/29/2013 Circular - Page 3 (Middle)

Fred Meyer Stores - Seattle, WA - 12/29/2013 Circular - Page 5 (Middle)

Food City (K-VA-T) - Knoxville, TN - 12/29/2013 Circular - Page 7 (Middle)

Meijer - Detroit, MI - 12/29/2013 Circular - Page 10 (Middle)

Representative Markets

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

slide41

Contact Information

Account Manager

Judy Ritch

440-528-0474

jritch@ecrm.marketgate.com

Danal Harvey

440-498-0500 x1214

dharvey@ecrm.marketgate.com

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500