Disposable Diaper/Pants Quick Look

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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.
Excellence
Our mission is to radically improve
the promotional data landscape
and deliver unparalleled analytics.
Innovation
We focus on innovative solutions to
help drive our focus and that of our
customer business.
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
AD SUPPORT BY BRAND
Top 20 Brands by Percent of Disposable Diapers/Pants Ad Blocks
30%
25%
20%
24.5%
20.7%
15%
10%
5%
0%
10.3%
7.3%
5.0%
2.2% 2.2% 2.1% 2.1% 2.0% 1.9% 1.6%
1.5% 1.4% 1.2% 1.1% 1.0% 0.9%
0.7% 0.6%
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
WEEKLY SHARE OF 52-WEEK AD SUPPORT
Changes in Ad Volume of Disposable Diapers/Pants
3.5%
3.0%
2.5%
2.0%
1.5%
1.0%
0.5%
0.0%
Kimberly-Clark Corp.
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
RETAIL PROMOTIONS
Top 10 Retailers Promoting Kimberly-Clark Disposable Diapers/Pants
100
80
60
40
20
0
Kimberly-Clark Corp.
Procter & Gamble Company
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
AD BLOCK EXCLUSIVITY
Top Competitors In The Disposable Diapers/Pants Sub-Category
Manufacturer
Supervalu Inc.
Private Brand
Number of Ad
Percent of Ad
Blocks Shared Last Blocks Shared Last
52 Weeks
52 Weeks
1.00
1%
Topco Private
Brand
17.14
5%
Procter & Gamble
Company
328.96
10%
Kimberly-Clark
Corp.
334.67
10%
Manufacturer’s
Sharing Fewer
Ad Blocks
Manufacturer’s
Sharing More
Ad Blocks
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
RETAIL PROMOTIONS PERCENT OF CIRCULAR SPACE
Top 10 Retailers Promoting Kimberly-Clark Disposable Diapers/Pants
3.0%
2.5%
2.0%
1.5%
1.0%
0.5%
0.0%
Kimberly-Clark Corp.
Procter & Gamble Company
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
Contact Information
Judy Farren
440-498-0500 x1138
[email protected]
John Allen
440-528-0412
[email protected]
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
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