Feature Creatures: ECRM's Top Promoted Brands of 2011

The attached file at right lists the top promoted brands in retailer circulars during 2011, as compiled by Efficient Collaborative Retail Marketing (ECRM).The data presents the top promoted brands in four product categories — dry grocery, health & beauty care, fresh/frozen/vegetable and non-food grocery.It also ranks the top brands across all product categories, including consumer electronics and general merchandise, as well as the top promoted manufacturers.The lists reflect feature ad support in ad block counts weighted by size/ACV (all commodities volume) over 52 weeks at 119 top retailers in the U.S. and Canada.Below is a list of the 10 top promoted packaged goods manufacturers during the year, with Institute commentary and links to galleries of representative circular features.Procter & GambleIt’s certainly no surprise to find P&G at the top of the list. The company conducts more scale events than any other manufacturer and, with its monthly brandSaver FSI program, has a regularly scheduled opportunity to negotiate extensive feature support. It is not uncommon for brandSaver overlays to span multiple pages at leading drugstore chains and full pages in supermarket tabs.Kraft FoodsA broad brand portfolio that spans numerous categories, along with longstanding efforts to present its brands collectively as “meal solutions,” has Kraft consistently working with retailers on portfolio-wide bulk purchase offers.PepsiCoNumerous top-selling brands in two high-volume, high-turn categories — carbonated soft drinks and salty snacks) —make corporate-level features a natural for PepsiCo; the Quaker and Tropicana divisions add even more fuel. In addition, the company’s many sports and entertainment sponsorships (especially the Super Bowl license) are an attractive component for retailers.General MillsA varied brand portfolio and a heavy FSI schedule (including regular stand-alone events) are two of the reasons that General Mills is able to secure enterprise features with regularity. Its evergreen “Box Tops for Education” program, which now has account-specific overlays with nearly every key supermarket chain, is another big one.UnileverThe company boasts a deep list of brands in the health & beauty and dry grocery departments, which makes portfolio events possible in two sections of the circular. Company-wide promotions, often conducted under its “Making Life Better” platform, add even more potential.NestléPeriodic FSI events under its “Good Food, Good Life” platform commonly generate solid feature support. The brand portfolio covers bottled water, frozen food, confectionary — and even pet through its Purina division.Kellogg Co.Kellogg cereals and Keebler snacks are the one-two punch for company-wide features. Periodic tie-ins to animated theatrical releases help get retailer attention. The heaviest activity usually takes place during back-to-school season, when a longstanding “Fuel Your School” promotion typically earns strong feature and display support.ConAgra FoodsThe company has made scale events a key aspect of its shopper marketing strategy, although recent activity has involved co-marketing programs with Kraft Foods and other manufacturers.Kimberly-ClarkA portfolio consisting solely of paper goods and baby care products doesn’t hinder K-C’s enterprise activity. Collaborative programs with key retailers, including exclusive product lines for Walmart and Target, and a long-term licensing deal with Walt Disney are two of the manufacturer’s strengths.Coca-ColaA beverage-only portfolio limits the size and scope of company-wide features, which is why Coke uses partnerships with Kraft, P&G’s Pringles and other manufacturers to build events for retailers. But the size and strength of those beverage brands have clout, as do its sports (NCAA) and entertainment (American Idol) sponsorships.

Feature Creatures: ECRM's Top Promoted Brands of 2011

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