E CRM Analytic s T HE L E ADING PROVIDE R OF PROMOT IONAL - - PowerPoint PPT Presentation

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E CRM Analytic s T HE L E ADING PROVIDE R OF PROMOT IONAL - - PowerPoint PPT Presentation

Nov 12, 2022 39 likes •520 views

E CRM Analytic s T HE L E ADING PROVIDE R OF PROMOT IONAL DAT A AND ANAL YT ICS E CRM s pro mo tio na l a na lytic s pro vide s the mo st c o mpre he nsive info rma tio n ne e de d to inc re a se pro fits, pre dic t c o mpe

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SLIDE 1

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

E xc e lle nc e

Our missio n is to ra dic a lly impro ve the pro mo tio na l da ta la ndsc a pe a nd de live r unpa ra lle le d a na lytic s.

Innova tion

We fo c us o n inno va tive so lutio ns to he lp drive o ur fo c us a nd tha t o f o ur c usto me r b usine ss.

Ac tiona ble

Pro viding a we a lth o f info rma tio n is

  • nly pa rt o f the puzzle ; o ur finding s

inc re a se yo ur pro fits.

E CRM’ s pro mo tio na l a na lytic s pro vide s the mo st c o mpre he nsive info rma tio n ne e de d to inc re a se pro fits, pre dic t c o mpe titive tre nds a nd ma ke b e tte r de c isio ns.

T HE L E ADING PROVIDE R OF PROMOT IONAL DAT A AND ANAL YT ICS

E CRM Analytic s

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SLIDE 2

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

Ad Co mpa riso ns c a pture s pro mo tio na l d a ta fro m the to p U.S. a nd Ca na d ia n re ta ile rs in a ll ma jo r ma rke ts. Our te c hno lo g y g o e s b e yo nd just tra c king numb e rs a nd ima g e s. Ad Co mpa riso ns use s a va st a rra y o f a na lytic re po rts to ma ke se nse o f the d a ta a nd o ffe rs a c o mpre he nsive pe rspe c tive o f the pro mo tio na l la nd sc a pe . Sinc e the ma jo rity o f a d s a re tra nsmitte d e le c tro nic a lly, d ire c tly fro m the re ta ile r, a ll pro mo tio na l ma rke t va ria tio ns a re a c c o unte d fo r a nd the ima g e q ua lity is e xc e ptio na l fo r a n e nha nc e d use r e xpe rie nc e . We pro vid e supe rio r d a ta , a na lytic s a nd se rvic e to b usine sse s o f a ll size s a nd ta ke a n ind ivid ua l a ppro a c h to e nsure a ll d a ta a nd re po rts fit the ne e d s o f e a c h use r.

Ove r ONE BIL L I ON a d s

Ove r 1,000 se a rc ha b le c a te g o rie s

Ove r 500 re ta il c ha ins

Ove r 275,000 d iffe re nt b ra nd s

Ove r 14,000 uniq ue ma nufa c ture rs

T HE ANSWE R I S YE

S A SYST E M UNL IKE T HE RE ST

Pro viding the mo st c o mpre he nsive pro mo tio na l da ta o n the pla ne t

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SLIDE 3

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

HOW WE DO WHAT WE DO

Adva nc e d c ro pping & c o ding syste ms

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SLIDE 4

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

Pric e & Promotion

  • Pr

ic e

  • Unit Pr

ic e

  • R

e g ula r Pr ic e

  • Ne t Pr

ic e

  • Size
  • Coupon
  • Pr
  • motiona l Offe r
  • Inc e ntive
  • L

imit

  • R

e ba te

  • R

e ba te Amount

  • Bonus Ca r

d

  • Conse c utive We e ks R

un

  • E

ve nts

  • Cir

c ula r Inc e ntive s

  • Pa g e Inc e ntive s
  • Sha r

e d Sing le MF G Ad

  • Sha r

e d Multiple MF G Ad

Size , Date & Plac e me nt

  • Ma r

ke t

  • Zip Code
  • Cir

c ula tion Da te

  • Pr
  • motion Da te s
  • Cir

c ula r Size

  • Pa g e Size
  • Ad Ima g e Size
  • Br

a nd Ima g e Size

  • Ca te g or

y % Spa c e

  • Pa g e Pla c e me nt
  • Pa g e Numbe r

Cate gor y, Br and & Re taile r

  • R

e ta ile r

  • Ma nufa c tur

e r

  • Br

a nd

  • Pr
  • duc t
  • Pr

iva te Br a nd

  • Contr
  • l Br

a nd

  • Or

g a nic Pr

  • duc ts
  • De pa r

tme nt

  • Se g me nt
  • Ca te g or

y

  • Me dia T

ype

HOW WE DO WHAT WE DO

We pro vide mo re da ta c ha ra c te ristic s fo r e a c h a d b lo c k tha n a nyo ne e lse so we c a n pro vide yo u with a mo re tho ro ug h a ppro a c h to pro mo tio na l re po rting .

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SLIDE 5

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

We e kly Cir c ula r s Ne wspa pe r Run-of-Pr e ss Ma nufa c tur e r F SI’s In-Stor e Coupon Books L

  • ya lty

Me mbe r E ma ils We bsite Sa le s & Pr

  • motions

Soc ia l Me ntions & Offe r s

OUR COVE RAGE GOE S BE YOND T HE CIRCUL AR

T

  • da y, re ta ile rs c o mmunic a te with c o nsume rs a c ro ss ma ny c ha nne ls whic h me a ns

mo re wa ys to re po rt pro mo tio na l a c tivity.

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SLIDE 6

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

  • Ma c ro Circ ula r Ove rvie w
  • E

xc lusivity & T rue Ad Blo c k Co unts

  • Pe rc e nt o f Spa c e
  • Pric ing T

re nds & Pro mo tio na l T ype s

  • Ma c ro We b Ove rvie w
  • So c ia l Me dia
  • I

nte g ra tio n with Othe r So urc e s & K e y Pa rtne rs

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SLIDE 7

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

PE T F OOD AND SUPPL IE S SAMPL E IMAGE S

So urc e : E CRM Ma rke tg a te , 5/ 27/ 2012 – 5/ 25/ 2013 vs. Ye a r Ag o

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SLIDE 8

24.87% 15.95% 15.24% 12.00% 11.59% 8.72% 4.88% 2.89% 2.39% 0.93% 0.54% 24.78% 15.78% 15.46% 11.49% 11.59% 8.38% 4.86% 3.51% 2.57% 1.17% 0.43% Dry Do g F

  • o d

Do g T re a ts Dry Ca t F

  • o d

Ca t L itte r Ca nne d Ca t F

  • o d

Ca nne d Do g F

  • o d

Do g Supplie s Ca t T re a ts Ca t Supplie s Othe r Pe t Supplie s Othe r Pe t F

  • o d

Ye a r 2 Ye a r 1

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

CHANGE IN YOY AD SUPPORT BY SUBCAT E GORY

Circ ula rs Only, T rue Ad Blo c k Co unt, Pe t F

  • o d & Supplie s

So urc e : E CRM Ma rke tg a te , 5/ 27/ 2012 – 5/ 25/ 2013 vs. Ye a r Ag o

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SLIDE 9

3.34% 2.39% 2.01% 1.97% 1.84% 1.74% 1.74% 1.73% 1.73% 1.70% 3.89% 2.50% 2.70% 2.62% 1.85% 2.05% 1.71% 2.07% 2.10% 2.09% Pe tsma rt Me ije r We is Ma rke ts Pe tc o F

  • o dto wn

Gia nt F

  • o d

L a ndo ve r Sho pRite Sto p & Sho p Gia nt F

  • o d Ca rlisle

Ma rtin's Supe r Ma rke ts Ye a r 2 Ye a r 1

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

CHANGE IN YOY AD SUPPORT BY RE T AIL E R

Circ ula rs Only, T rue Ad Blo c k Co unt, Pe t F

  • o d & Supplie s

So urc e : E CRM Ma rke tg a te , 5/ 27/ 2012 – 5/ 25/ 2013 vs. Ye a r Ag o

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SLIDE 10

7.43% 6.84% 4.94% 4.03% 3.55% 3.19% 2.78% 2.63% 2.31% 2.25% 6.80% 6.96% 4.34% 4.13% 3.59% 3.08% 2.29% 3.81% 1.88% 1.99% F riskie s I AMS Be ne ful T idy Ca t F a nc y F e a st Purina ONE Purina Do g Cho w Pe dig re e Me o w Mix K ib b le s 'n Bits Ye a r 2 Ye a r 1

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

CHANGE IN YOY AD SUPPORT BY BRAND

Circ ula rs Only, T rue Ad Blo c k Co unt, Pe t F

  • o d & Supplie s

So urc e : E CRM Ma rke tg a te , 5/ 27/ 2012 – 5/ 25/ 2013 vs. Ye a r Ag o

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SLIDE 11

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Bra nde d Priva te Bra nd

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

RE T AIL E R DE DICAT ION T O PRIVAT E BRAND

Circ ula rs Only, T rue Ad Blo c k Co unt, Pe t F

  • o d & Supplie s

So urc e : E CRM Ma rke tg a te , 5/ 27/ 2012 – 5/ 25/ 2013

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SLIDE 12

39.54% 12.27% 7.71% 9.62% 3.37% 2.66% 2.22% 1.81% 1.19% 1.22% 41.31% 12.41% 7.58% 5.78% 3.59% 2.69% 1.98% 1.84% 1.43% 1.41% Ne stle S.A. De l Mo nte Co rpo ra tio n Pro c te r & Ga mb le Co mpa ny Ma rs Pe tc a re US T

  • pc o Priva te

Bra nd Ha rtz Mo unta in Co rpo ra tio n Clo ro x Co mpa ny Churc h & Dwig ht Co ., I nc . K ro g e r Priva te Bra nd Oil-Dri Co rpo ra tio n

  • f Ame ric a

Ye a r 2 Ye a r 1

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

CHANGE IN YOY AD SUPPORT BY MANUF ACT URE R

Circ ula rs Only, T rue Ad Blo c k Co unt, Pe t F

  • o d & Supplie s

So urc e : E CRM Ma rke tg a te , 5/ 27/ 2012 – 5/ 25/ 2013 vs. Ye a r Ag o

So me Ne stle S.A. b ra nds inc lude : Alpo , Be g g in’ , Be ne ful, Be yo nd, F a nc y F e a st, F riskie s, Mig hty Do g , Purina , a nd T idy Ca t.

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SLIDE 13

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

  • Ma c ro Circ ula r Ove rvie w
  • E

xc lusivity & T rue Ad Bloc k Counts

  • Pe rc e nt o f Spa c e
  • Pric ing T

re nds & Pro mo tio na l T ype s

  • Ma c ro We b Ove rvie w
  • So c ia l Me dia
  • I

nte g ra tio n with Othe r So urc e s & K e y Pa rtne rs

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SLIDE 14

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

AD BL OCK COUNT

  • VS. T

RUE AD BL OCK COUNT

Bo th Ads F e a ture T

  • o thpa ste – Sho uld T

he y b e Co unte d the Sa me ? Sa fe wa y – Sa n F ra nc isc o , CA - 7/ 5/ 2012 Circ ula r - Pa g e 1 (F ) Wa lg re e ns – Chic a g o , I L

  • 12/ 9/ 2012

Circ ula r - Pa g e 25 (M)

E xc lusive: Sha re d:

16 Bra nds with 0.0625 T

rue Ad Co unt E a c h

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SLIDE 15

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

F

  • o dto wn

Me ije r Pe tc o Pe tsma rt We is Ma rke ts

E xc lusive 99.83% 97.10% 82.65% 95.37% 99.42% Sha re d 0.17% 2.90% 17.35% 4.63% 0.58%

E xc lusive : Sha re d:

Me ije r – De tro it, MI – 5/ 29/ 2011 Circ ula r - Pa g e 16 (M) Pe tsma rt – Cle ve la nd , OH – 5/ 21/ 2012 Circ ula r - Pa g e 2 (M)

PROMOT IONAL E XCL USIVIT Y IN PE T F OOD & SUPPL IE S YR. 1

So urc e : E CRM; All U.S. Re ta ile rs; 5/ 29/ 2011 – 5/ 26/ 2012 ; Circ ula rs Only

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SLIDE 16

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

F

  • o dto wn

Me ije r Pe tc o Pe tsma rt We is Ma rke ts

E xc lusive 100.00% 94.46% 76.98% 91.20% 98.39% Sha re d 0.00% 5.54% 23.02% 8.80% 1.61%

E xc lusive : Sha re d:

F

  • o d to wn – Ne w Yo rk, NY – 1/ 4/ 2013

Circ ula r – Pa g e 6 (M) Pe tc o – L

  • s Ang e le s, CA – 5/ 5/ 2013

Circ ula r - Pa g e 5 (M)

PROMOT IONAL E XCL USIVIT Y IN PE T F OOD & SUPPL IE S YR. 2

So urc e : E CRM; All U.S. Re ta ile rs; 5/ 27/ 2012 – 5/ 25/ 2013 ; Circ ula rs Only

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SLIDE 17

E xc lusive 99.52% Sha re d 0.48%

Be ne ful

E xc lusive 98.69% Sha re d 1.31%

IAMS

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

CVS – Bo sto n, MA 4/ 28/ 2013 - Circ ula r - Pa g e 3 (M) T a rg e t Sto re s – Minne a po lis, MN 10/ 7/ 2012 - Circ ula r - Pa g e 5 (M)

E xc lusive 94.69% Sha re d 5.31%

Pe dig re e

PROMOT IONAL E XCL USIVIT Y IN PE T F OOD & SUPPL IE S

Ads sha re d with multiple ma nufa c ture rs. So urc e : E CRM, 52 We e ks E nding 5/ 25/ 2013

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SLIDE 18

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

  • Ma c ro Circ ula r Ove rvie w
  • E

xc lusivity & T rue Ad Blo c k Co unts

  • Pe rc e nt of Spa c e
  • Pric ing T

re nds & Pro mo tio na l T ype s

  • Ma c ro We b Ove rvie w
  • So c ia l Me dia
  • I

nte g ra tio n with Othe r So urc e s & K e y Pa rtne rs

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SLIDE 19

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

Ba c k pa g e o f the 9/ 23/ 2012 CVS c irc ula r T ide re c e ive d 18% o f the pa g e Ba c k pa g e o f the 9/ 9/ 2012 K ma rt c irc ula r T ide re c e ive d 5% o f the pa g e

NOT AL L ADS ARE CRE AT E D E QUAL

Ca n yo u find b o th T ide pro mo tio ns?

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SLIDE 20

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

Ba c k pa g e o f the 9/ 23/ 2012 CVS c irc ula r T ide re c e ive d 18% o f the pa g e Ba c k pa g e o f the 9/ 9/ 2012 K ma rt c irc ula r T ide re c e ive d 5% o f the pa g e

NOT AL L ADS ARE CRE AT E D E QUAL

T he re is a c le a r diffe re nc e …why sho uld the y b e c o unte d the sa me ?

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SLIDE 21

0.38% 0.23% 0.21% 0.19% 0.15% 0.13% 0.07% 0.05% 0.04% 0.02% 0.01% 0.38% 0.25% 0.23% 0.19% 0.15% 0.12% 0.07% 0.05% 0.04% 0.02% 0.00% Dry Do g F

  • o d

Dry Ca t F

  • o d

Do g T re a ts Ca nne d Ca t F

  • o d

Ca t L itte r Ca nne d Do g F

  • o d

Do g Supplie s Ca t T re a ts Ca t Supplie s Othe r Pe t Supplie s Othe r Pe t F

  • o d

Ye a r 2 Ye a r 1

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

PE RCE NT OF CIRCUL AR SPACE BY SUBCAT E GORY

Pe rc e nt o f Circ ula r Spa c e , Circ ula rs Only, Pe t F

  • o d & Supplie s.

So urc e : E CRM Ma rke tg a te , 5/ 27/ 2012 – 5/ 25/ 2013 vs. Ye a r Ag o

Pe rc e nt o f spa c e re fe rs to the a mo unt o f physic a l spa c e a re ta ile r is de vo ting in its c irc ula r, me a sure d in pixe ls. Pe rc e nt o f spa c e c a n b e c a lc ula te d a t the se g me nt, c a te g o ry, sub c a te g o ry, ma nufa c ture r o r b ra nd le ve l within E CRM’ s re po rting to o ls.

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SLIDE 22

98.60% 97.10% 6.96% 6.56% 5.66% 3.52% 3.34% 3.22% 2.88% 2.85% 97.93% 97.67% 4.99% 5.73% 5.12% 2.91% 4.20% 3.00% 3.07% 3.22% Pe tc o * Pe tsma rt* F re d's F a mily Do lla r Do lla r Ge ne ra l L e wis Drug I ng le s Ma rke ts Me ije r Sto p & Sho p Gia nt F

  • o d

L a ndo ve r Ye a r 2 Ye a r 1

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

PE RCE NT OF CIRCUL AR SPACE DE DICAT E D T O PE T

Pe rc e nt o f Circ ula r Spa c e , Circ ula rs Only, Pe t F

  • o d & Supplie s. *No t to sc a le .

So urc e : E CRM Ma rke tg a te , 5/ 27/ 2012 – 5/ 25/ 2013 vs. Ye a r Ag o

Pe rc e nt o f spa c e re fe rs to the a mo unt o f physic a l spa c e a re ta ile r is de vo ting in its c irc ula r, me a sure d in pixe ls. Pe rc e nt o f spa c e c a n b e c a lc ula te d a t the se g me nt, c a te g o ry, sub c a te g o ry, ma nufa c ture r o r b ra nd le ve l within E CRM’ s re po rting to o ls.

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SLIDE 23

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

  • Ma c ro Circ ula r Ove rvie w
  • E

xc lusivity & T rue Ad Blo c k Co unts

  • Pe rc e nt o f Spa c e
  • Pric ing T

re nds & Promotiona l T ype s

  • Ma c ro We b Ove rvie w
  • So c ia l Me dia
  • I

nte g ra tio n with Othe r So urc e s & K e y Pa rtne rs

slide-24
SLIDE 24

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

$12.00 $12.50 $13.00 $13.50 $14.00 $14.50 $15.00 $15.50 $16.00 $16.50 $17.00

So urc e : E CRM Ma rke tg a te , 5/ 27/ 2012 – 5/ 25/ 2013

WE E KL Y AVE RAGE PROMOT IONAL PRICING

Dry Do g F

  • o d, 15.5 lb . Size Only, All Bra nds
slide-25
SLIDE 25

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

$12.00 $12.50 $13.00 $13.50 $14.00 $14.50 $15.00 $15.50 $16.00 $16.50 $17.00

So urc e : E CRM Ma rke tg a te , 5/ 27/ 2012 – 5/ 25/ 2013

WE E KL Y AVE RAGE PROMOT IONAL PRICING

Dry Do g F

  • o d, 15.5 lb . Size Only, Be ne ful Only
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SLIDE 26
  • AVG. PROMOT

E D CANNE D CAT F OOD PRICING BY ST AT E

5.5 o z. size o nly.

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

State Ave r age Pr ic e State Ave r age Pr ic e

AL N/ A NE $0.49 AK $0.68 NV N/ A AZ $0.48 NH N/ A AR $0.50 NJ $0.47 CA $0.72 NM N/ A CO $0.49 NY $0.81 CT $0.70 NC $0.49 DE N/ A ND $0.50 F L $0.55 OH $0.69 GA $0.48 OK $0.50 HI $0.79 OR $0.52 ID $0.50 PA $0.50 IL $0.60

RI $1.29

IN $0.49 SC $0.45 IA $0.43 SD $0.63 K S $0.50 T N $0.48 K Y $0.50 T X $0.56 L A $0.50 UT $0.50 ME $0.47 VT N/ A

MD $0.43

VA $0.48 MA $0.46 WA $0.50 MI $0.49 WV N/ A MN $0.50 WI $0.50 MS N/ A WY N/ A MO $0.48 DC N/ A MT N/ A

So urc e : E CRM Ma rke tg a te , 5/ 27/ 2012 – 5/ 25/ 2013

slide-27
SLIDE 27

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

T YPE S OF PROMOT IONS

Pe t F

  • o d & Supplie s, 5 K

e y Re ta ile rs

So urc e : E CRM Ma rke tg a te , 5/ 27/ 2012 – 5/ 25/ 2013

F

  • odtown

Me ije r Pe tc o Pe tsmar t We is Mar ke ts Pr

  • mo T

ype % of T

  • tal % of T
  • tal % of T
  • tal % of T
  • tal % of T
  • tal

* PRI CE POI NT 84% 55% 21% 49% 50% * x/ F

  • r

15% 29% 10% 10% 47% % OF F 1% 9% 61% 17% 2% B1G1 7% 2% 1% B1G1 50% OF F 0% OT HE R 0% 6% 24% 0%

slide-28
SLIDE 28

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

  • Ma c ro Circ ula r Ove rvie w
  • E

xc lusivity & T rue Ad Blo c k Co unts

  • Pe rc e nt o f Spa c e
  • Pric ing T

re nds & Pro mo tio na l T ype s

  • Ma c ro We b Ove rvie w
  • So c ia l Me dia
  • I

nte g ra tio n with Othe r So urc e s & K e y Pa rtne rs

slide-29
SLIDE 29

18.49% 16.04% 11.92% 11.42% 11.07% 10.22% 9.83% 4.63% 4.18% 1.89% 0.30% 20.45% 4.58% 8.98% 9.01% 22.64% 5.60% 17.09% 3.08% 6.30% 1.97% 0.30% Do g T re a ts Ca nne d Ca t F

  • o d

Dry Do g F

  • o d

Do g Supplie s Ca nne d Do g F

  • o d

Dry Ca t F

  • o d

Ca t L itte r Ca t T re a ts Ca t Supplie s Othe r Pe t Supplie s Othe r Pe t F

  • o d

Ye a r 2 Ye a r 1

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

CHANGE IN YOY AD SUPPORT BY SUBCAT E GORY

We b & E ma il Only, T rue Ad Blo c k Co unt, Pe t F

  • o d & Supplie s

So urc e : E CRM Ma rke tg a te , 5/ 27/ 2012 – 5/ 25/ 2013 vs. Ye a r Ag o

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SLIDE 30

11.19% 2.70% 2.45% 2.24% 1.95% 1.95% 1.83% 1.83% 1.82% 1.77% 4.87% 3.38% 2.44% 0.28% 0.63% 0.62% 1.30% 1.29% 1.15% 1.90% Pe tsma rt Pe tc o T a rg e t Sto re s Ama zo n.c o m SunMa rt F

  • o ds

E c o no fo o ds Cub F

  • o ds

Ac me Ma rke ts Sha w's Supe rma rke t Ha nna fo rd Bro the rs Ye a r 2 Ye a r 1

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

CHANGE IN YOY AD SUPPORT BY RE T AIL E R

We b & E ma il Only, T rue Ad Blo c k Co unt, Pe t F

  • o d & Supplie s

So urc e : E CRM Ma rke tg a te , 5/ 27/ 2012 – 5/ 25/ 2013 vs. Ye a r Ag o

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SLIDE 31

6.49% 6.33% 5.30% 4.91% 4.82% 4.56% 4.53% 4.51% 4.04% 3.82% 1.34% 11.75% 0.06% 7.08% 2.01% 0.14% 5.74% 0.11% 0.27% 7.10% F a nc y F e a st Ce sa r Me o w Mix Alpo Mig hty Do g Be yo nd Wo rld's Be st Purina Ca t Cho w 9 L ive s Ca t's Pride Ye a r 2 Ye a r 1

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

CHANGE IN YOY AD SUPPORT BY BRAND

We b & E ma il Only, T rue Ad Blo c k Co unt, Pe t F

  • o d & Supplie s

So urc e : E CRM Ma rke tg a te , 5/ 27/ 2012 – 5/ 25/ 2013 vs. Ye a r Ag o

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SLIDE 32

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Bra nde d Priva te Bra nd

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

RE T AIL E R DE DICAT ION T O PRIVAT E BRAND

We b & E ma il Only, T rue Ad Blo c k Co unt, Pe t F

  • o d & Supplie s.

So urc e : E CRM Ma rke tg a te , 5/ 27/ 2012 – 5/ 25/ 2013

slide-33
SLIDE 33

37.43% 19.83% 15.09% 4.53% 3.82% 3.08% 2.49% 1.03% 1.03% 0.79% 21.73% 7.28% 15.90% 5.74% 12.12% 0.47% 0.28% 9.02% 5.23% 0.00% Ne stle S.A. De l Mo nte Co rpo ra tio n Ma rs Pe tc a re US GPC Pe t Pro duc ts Oil-Dri Co rpo ra tio n

  • f Ame ric a

Pe tsMa rt Priva te Bra nd Na sh F inc h Co mpa ny Spe c trum Bra nds, I nc . Pro c te r & Ga mb le Co mpa ny Pla tinum Pe ts, I nc . Ye a r 2 Ye a r 1

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

CHANGE IN YOY AD SUPPORT BY MANUF ACT URE R

We b & E ma il Only, T rue Ad Blo c k Co unt, Pe t F

  • o d & Supplie s

So urc e : E CRM Ma rke tg a te , 5/ 27/ 2012 – 5/ 25/ 2013 vs. Ye a r Ag o

slide-34
SLIDE 34

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

  • Ma c ro Circ ula r Ove rvie w
  • E

xc lusivity & T rue Ad Blo c k Co unts

  • Pe rc e nt o f Spa c e
  • Pric ing T

re nds & Pro mo tio na l T ype s

  • Ma c ro We b Ove rvie w
  • Soc ia l Me dia
  • I

nte g ra tio n with Othe r So urc e s & K e y Pa rtne rs

slide-35
SLIDE 35

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500 3/ 1/ 2013 – 5/ 28/ 2013, 50 Bra nd Po sts, 2775 F a n Co mme nts

What I ams is saying on F acebook: What the ir followe r s ar e saying on the ir page :

F ACE BOOK CONVE RSAT ION WORD CL OUDS: IAMS

By c o mpa ring the ma rke ting me ssa g e a s e xpre sse d b y the b ra nd to the c o nve rsa tio n

  • f fo llo we rs, yo u c a n se e if pe o ple re c ipro c a te with ke y wo rds, the me s a nd e mo tio ns.
slide-36
SLIDE 36

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500 3/ 1/ 2013 – 5/ 28/ 2013, 112 Bra nd Po sts, 8887 F a n Co mme nts

What F r iskies is saying on F acebook: What the ir followe r s ar e saying on the ir page :

F ACE BOOK CONVE RSAT ION WORD CL OUDS: F RISKIE S

By c o mpa ring the ma rke ting me ssa g e a s e xpre sse d b y the b ra nd to the c o nve rsa tio n

  • f fo llo we rs, yo u c a n se e if pe o ple re c ipro c a te with ke y wo rds, the me s a nd e mo tio ns.
slide-37
SLIDE 37

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

Unde rsta nding the psyc ho g ra phic s o f yo ur c o nsume r le a ds to a b e tte r unde rsta nding o f the ir vie ws, like s, va lue s, tra its a nd e ve n fa mily dyna mic s. T hro ug h a tho ro ug h a na lysis we c a n de te rmine :

Whic h b ra nds a lig n with a re ta ile r’ s ke y c usto me r b a se

Ho w to inc re a se trips to the sto re

Whic h ma rke ting pla ns le a d to mo re pro duc t purc ha se s

Ho w to mo rph a sho ppe r’ s wa nt into a ne e d

PSYCHOGRAPHICS: BE NE F IT S

Ho w re ta ile rs a nd b ra nd o wne rs b e ne fit fro m a c le a r pic ture o f the ir c usto me rs.

slide-38
SLIDE 38

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

By a na lyzing the va lue s, inte re sts a nd life style s

  • f a b ra nd o r re ta il fa n b a se , we a re a b le to

c re a te a c o mpre he nsive pro file tha t de fine s e a c h sho ppe r. Our pro prie ta ry da ta b a se c o nta ins o ve r 14 Millio n L ike s a nd o ur psyc ho g ra phic pro file s inc lude ke y c ha ra c te ristic s tha t b uild a me nta l mo de l o f yo ur c o nsume r:

Ma sc ulinity

Pe rso na lity Ag e

E duc a tio n L e ve l

Po litic a l Affilia tio n

F a mily Dyna mic

Pe t Owne rship

Ho me Owne rship

Co mmunity T ype (Urb a n/ Sub urb a n/ Rura l)

UNDE RST ANDING PSYCHOGRAPHICS

A me a ns o f ide ntifying use rs b y inte re st, o c c upa tio n, ro le in life a nd o the r pe rso na l c ha ra c te ristic s.

slide-39
SLIDE 39

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

Our Ma sc ulinity sc a le sho ws ho w b ra nds a nd re ta ile rs ra nk in te rms

  • f ke y g e nde r va lue s. A hig h

Ma sc uline % is tie d to ke y ma le a ttrib ute s suc h a s:

Amb itio n

Co mpe titive ne ss

Asse rtive ne ss

Ma te ria lism

Po we r Hig h F e minine % displa ys ke y fe ma le a ttrib ute s:

Cha rity

Re la tio nships

Qua lity o f L ife

Co mmunity Invo lve me nt

So c ia l We ll-b e ing Wha t b ra nds will he lp to a ttra c t mo re ma le sho ppe rs?

10% 26% 13% 22% 14% 26% 20% 10% 7% 38% 90% 74% 87% 78% 86% 74% 80% 90% 93% 62%

0% 20% 40% 60% 80% 100% T idy Ca ts Purina Do g Cho w Purina Ca t Cho w Pro Pla n I a ms Hill's Pe t Nutritio n: Ma ke r o f Sc ie nc e Die t a nd Pre sc riptio n Die t F riskie s F a nc y F e a st Be ne ful Be g g in'

Ma sc ulinity F e mininity

PSYCHOGRAPHICS: MASCUL INIT Y

I s yo ur b ra nd ma sc uline o r fe minine ?

slide-40
SLIDE 40

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

T he Pe rso na lity Ag e o f a Bra nd is the a ve ra g e a g e o f a ll the pa g e s

  • f the fo llo we rs o f tha t b ra nd. I

t is a n a g e e va lua tio n o f "wha t e lse " the b ra nd fo llo we rs like . L e a ding ma rke te rs fo c us o n the pe rso na lity a g e o f sho ppe rs inste a d o f the ir re a l a g e b e c a use it b e tte r re fle c ts the ir c o re inte re sts a nd de sire s.

40 45 45 42 44 43 43 42 44 33

10 20 30 40 50

T idy Ca ts Purina Do g Cho w Purina Ca t Cho w Pro Pla n I a ms Hill's Pe t Nutritio n: Ma ke r o f Sc ie nc e Die t a nd Pre sc riptio n Die t F riskie s F a nc y F e a st Be ne ful Be g g in'

PSYCHOGRAPHICS: PE RSONAL IT Y AGE

Pe rso na lity a g e c ha ra c te rize s b e ha vio rs, inte re sts a nd ro le in life .

slide-41
SLIDE 41

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

1.51 1.55 1.63 1.60 1.62 1.65 1.67 1.60 1.53 1.62

Be g g in' Be ne ful F a nc y F e a st F riskie s Hill's Pe t Nutritio n: Ma ke r… I a ms Pro Pla n Purina Ca t Cho w Purina Do g Cho w T idy Ca ts Ave ra g e E duc a tion L e ve l

82% 79% 75% 78% 73% 71% 66% 74% 80% 82%

Be g g in' Be ne ful F a nc y F e a st F riskie s Hill's Pe t Nutritio n: Ma ke r… I a ms Pro Pla n Purina Ca t Cho w Purina Do g Cho w T idy Ca ts % Pa re nts

49% 65% 62% 65% 61% 49% 56% 58% 60% 66%

Be g g in' Be ne ful F a nc y F e a st F riskie s Hill's Pe t Nutritio n: Ma ke r… I a ms Pro Pla n Purina Ca t Cho w Purina Do g Cho w T idy Ca ts % Home Owne rs

23% 27% 24% 28% 25% 30% 26% 26% 26% 30%

Be g g in' Be ne ful F a nc y F e a st F riskie s Hill's Pe t Nutritio n: Ma ke r… I a ms Pro Pla n Purina Ca t Cho w Purina Do g Cho w T idy Ca ts % Urba n

PSYCHOGRAPHICS: MORE ME T RICS

slide-42
SLIDE 42

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

  • Ma c ro Circ ula r Ove rvie w
  • E

xc lusivity & T rue Ad Blo c k Co unts

  • Pe rc e nt o f Spa c e
  • Pric ing T

re nds & Pro mo tio na l T ype s

  • Ma c ro We b Ove rvie w
  • So c ia l Me dia
  • Inte gr

ation with Othe r Sour c e s & Ke y Par tne r s

slide-43
SLIDE 43

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

“No t surprising ly, we ha ve fo und a str

  • ng c or

r e lation with ad c ount data and mar ke t shar e ... T

he da ta , the re fo re , c an pr

  • ve pr

e dic tive of Nie lse n r e sults (g ive n its e a rlie r a va ila b ility) a nd re ve a ling o f ma rke tpla c e

dyna mic s.”

A L a Carte T he All Yo u Can E at Me nu fo r F

  • o d I

nve sto rs

“T he data has pr

  • ve n to be pr

e dic tive of Nie lse n or IRI r e por te d r e sults

a nd, the re fo re , c a n b e a pplie d in the fo llo wing wa ys:

  • 1. Ga in mo re r

apid insight into ho w pro mo tio na l de ve lo pme nts a re shifting

thro ug h the ne xt pe rio d

  • 2. Pr

e dic t mar ke t shar e shifts be for e Nie lse n data is r e le ase d.”

Glo b al I nve stme nt Re se arc h Unite d State s: F

  • o d

WAL L ST RE E T IS UT IL IZING OUR DAT A

Our a na lytic s a re a le a ding indic a to r o f ma rke t sha re mo ve me nt.

slide-44
SLIDE 44

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

0.0 0.2 0.4 0.6 0.8 1.0 1.2 50 100 150 200 250 300 Ads Run Qua ntity So ld

SAMPL E OF E XT RE ME RE SPONSIVE NE SS T O AD SUPPORT

Sho ws this pro duc t’ s e xtre me re spo nsive ne ss to a d suppo rt.

slide-45
SLIDE 45

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

0.0 0.5 1.0 1.5 2.0 2.5 5 10 15 20 25 30 35 40 Ads Run Qua ntity So ld

SAMPL E OF L OW RE SPONSIVE NE SS T O AD SUPPORT

Sho ws the la c k o f impa c t fro m pro mo tio na l suppo rt o f this pro duc t.

slide-46
SLIDE 46

CPG RETAILER MARKETING MIX IS SHIFTING

ENGAGING THE SHOPPER WHEN THEY ARE MAKING DECISIONS

ADVERTISING EXPENDITURES

– Shopper exposed to advertising message to build equity and continuity.

RETAILER FSI PAGES

– Shopper “opts-in” to FSI coupon vehicles to build list and plan trip.

DIGITAL COUPON EVENTS

– Shopper engaged with retailer website with greater intent.

FEATURE AD PAGES

– Shopper influenced both in-the-home and in-the-store.

Retailer advertising and promotion activity influences the shopper regardless

  • f funding or control of event.

SOURCE: Kantar Media *SOURCE: ECRM

Advertising Expenditures Retailer FSI Pages Feature Ad Pages* 3.5% 9.5% 5.2%

Retailer Advertising and Promotion CY 2012 vs. 2011

% Change YAG Digital Coupon Events 50.4%

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SLIDE 47

CPG RETAILER TACTICS SHOW SIGNIFICANT SHIFTS

DIFFERENTIATING MESSAGE AND MEDIA IN THE MARKET

MASS: – Walmart increased activity across tactics; Target FSI store coupons and store brands on Target.com FOOD: – Kroger “antes up” across tactics; Safeway and Supervalu scale back traditional advertising DRUG: – Walgreen’s and CVS increasing advertising and promotion while maintaining feature ad pages

SOURCE: Kantar Media *SOURCE: ECRM

Retailer

% Chg vs YAG

Advertising Dollars FSI Promotion Pages Digital Coupon Events Feature Ad Pages*

MASS

Walmart 11.7% 47.4% 189.7% 51.3% Target

  • 4.9%

6.9% 29.8%

  • 8.7%

FOOD

Kroger 9.1% 7.1% 3.7% 14.1 Safeway

  • 5.4%

5.7%

  • 9.2%
  • 1.9%

Supervalu

  • 20.0%

11.9% 201.5%

  • 2.3%

DRUG

Walgreens 29.2% 42.6% 76.7%

  • 1.0%

CVS 22.7% 21.3% 149.5% 1.4

slide-48
SLIDE 48

Co nfide ntia l & Pro prie ta ry to E CRM 27070 Mile s Ro a d, Suite A | So lo n, Ohio | 44139 | (440) 498-0500

Contac t Infor mation

PJ Pe c uc h 440-498-0500 x1993 ppe c uc h@ e c rm.ma rke tg a te .c o m T

  • re c e ive a c o py o f this de c k o r

a c o mplime nta ry CPPS Pric ing Re po rt, ple a se c o nta c t us.