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Diapers Top 10 Manufacturer Summary YoY

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					Top 10 Manufacturer Summary
YoY, 1st Quarter 2010 - Disposable Diapers / Pants

                                                                      Disposable Diapers / Pants
                                                                Q1 2009                                                                      Q1 2010
                                  Ad Block       Weighted         Quality     Weighted           Quality       Ad Block        Weighted          Quality     Weighted             Quality
Manufacturer                        Count        Ad Count            Ads       Quality            Share          Count         Ad Count             Ads       Quality              Share
Kimberly-Clark Corp.                  479.00           403.41       82.00          114.86         34.19%           420.35           446.23          84.96          150.66         27.59%
Private Brand Manufacturer            277.60           263.21       65.10          114.24         34.01%           208.82           266.05          48.76          135.08         24.74%
Procter & Gamble Company              413.45           467.98       82.95          106.84         31.80%           571.25           556.57         168.36          260.30         47.67%
Grand Total                       1170.05            1134.60      230.05         335.94       100.00%           1200.41          1268.85         302.08          546.04      100.00%


 Definitions:
     1. Ad Block Count
       The Base Rating Ad Block Count calculates the total number of ads for each brand/sub-category by not only counting single brand/sub-category ads, but also including the
       proportion of each multiple brand/sub-category ad block allotted to each brand/sub-category.

     2. Weighted Ad Count
       The Weighted Ad Count metric normalizes ad block counts over multiple retailers to more accurately assess the potential impact of each ad. The system does this on a sliding
       scale by assigning higher values to ad blocks with major retailers with a high sales volume in the relevent product category and lower values to retailers with lower sales
       volume.

     3. Quality Ads
       For the Quality Ads metric, The Base Rating sums the quality scores for all ads for a specific brand/sub-category. Ads are scored using our proprietary, weighted 10-key
       attribute formula and are assigned a ranking of Excellent (Best), Competitive or Satisfactory.

     4. Weighted Quality
       The Weighted Quality shows the size of quality ad placements for the selected period by combining the weighted ad and quality scores.
Brand Summary
1st Quarter 2010 - Disposable Diapers / Pants

                                                 Disposable Diapers / Pants
                                                                Ad Block   Weighted                Weighted      Quality
Manufacturer                              Brand Family            Count    Ad Count Quality Ads     Quality       Share
Kimberly-Clark Corp.                      GoodNites                34.15       50.44        8.64       24.75      4.53%
                                          Huggies                 324.62      320.64       62.41      110.25     20.17%
                                          Little Movers             5.27        6.22        1.53        1.50      0.27%
                                          Little Snugglers          4.52        7.40        1.03        1.09      0.20%
                                          Little Swimmers           3.50        8.90        1.00        5.82      1.07%
                                          Overnites                 8.28       12.01        0.75        0.07      0.01%
                                          Pure & Natural            4.11        5.26        0.29        0.41      0.08%
                                          Snug & Dry               35.91       35.37        9.30        6.77      1.24%
Kimberly-Clark Corp. Total                                        420.35      446.23      84.96      150.66      27.56%
Private Brand Manufacturer                Private Brand           208.82      266.05       48.76      135.08     24.71%
Private Brand Manufacturer Total                                  208.82      266.05      48.76      135.08      24.71%
Procter & Gamble Company                  Baby-Dry                 47.48       91.43       17.12       42.62      7.80%
                                          Cruisers                 59.73       73.66       19.03       33.12      6.06%
                                          Easy Ups                 70.22       79.47       29.74       61.75     11.30%
                                          Luvs                     85.62       63.05       24.58       15.64      2.86%
                                          Pampers                 283.19      220.62       68.99       93.30     17.07%
                                          Procter & Gamble          0.02        0.00        0.02        0.00      0.00%
                                          Swaddlers                24.66       28.06        8.55       13.59      2.49%
                                          Swaddlers Sensitive       0.33        0.28        0.33        0.28      0.05%
Procter & Gamble Company Total                                    571.25      556.57     168.36      260.30      47.62%
Seventh Generation, Inc.                  Seventh Generation       20.71        7.05        1.17        0.62      0.11%
Seventh Generation, Inc. Total                                     20.71        7.05       1.17        0.62       0.11%
Grand Total                                                     1221.12    1275.90      303.25      546.65     100.00%
Definitions:
   1. Brand Family
     Brand Family identifies the key brands advertised for each manufacturer for the selected period.

   2. Ad Block Count
     The Base Rating Ad Block Count calculates the total number of ads for each brand/sub -category by not only counting single
     brand/sub-category ads, but also including the proportion of each multiple brand/sub-category ad block allotted to each brand/sub-
     category. For example, if there are 4 brands/sub-category in a single ad block, each brand/sub-category will be counted as 0.25 and
     added to the total of each brand/sub-category. Our process includes first capturing full page images of the included retail circulars and
     cropping out each ad block the same way it seen by consumers. We are then able to divide each ad block and calculate the prop ortion
     of each brand/sub-category in the ad block.

   3. Weighted Ad Count
     The Weighted Ad Count metric normalizes ad block counts over multiple retailers to more accurately assess the potential impac t of
     each ad. The system does this on a sliding scale by assigning higher values to ad blocks with major retailers with a high sal es volume
     in the relevent product category and lower values to retailers with lower sales volume.

   4. Quality Ads
     For the Quality Ads metric, The Base Rating sums the quality scores for all ads for a specific brand/sub-category. Ads are scored using
     our proprietary, weighted 10-key attribute formula and are assigned a ranking of Excellent (Best), Competitive or Satisfactory.

   5. Weighted Quality
     The Weighted Quality shows the size of quality ad placements for the selected period by combining the weighted ad and quality
     scores.

   6. Quality Share
     The Quality Share shows the percentage of quality ads for each manufacturer as compared to its competitors .
Executive Summary by Week
1st Quarter 2010 - Disposable Diapers / Pants

                                                               Disposable Diapers / Pants
                                                                               2010
Brand Family                                     1/2    1/9    1/16    1/23     1/30     2/6    2/13    2/20    2/27     3/6    3/13    3/20    3/27
Baby-Dry                                         1.26   0.25    6.20    6.28     0.40    7.08    0.70    7.52    0.00    2.78    7.95    1.88    0.32
Cruisers                                         4.67   0.25    6.34    0.39     0.40    0.00    0.70    0.44    2.28    2.81   13.31    0.35    1.18
Easy Ups                                         1.73   0.85    0.00   11.24     0.31    7.08    8.17    7.30    0.00    2.23    8.47    1.93   12.44
GoodNites                                        0.00   0.34    2.96    0.06     4.73    0.15    4.79    0.95    0.14    5.06    0.34    0.36    4.86
Huggies                                          0.55   4.18    5.46    0.95    10.86   13.89   11.90    9.81    2.94   25.95    2.77    3.26   17.74
Little Movers                                    0.41   0.00    0.00    0.19     0.39    0.00            0.00    0.28    0.23    0.00    0.00    0.00
Little Snugglers                                                0.00    0.19     0.39    0.00                    0.28    0.23    0.00    0.00    0.00
Little Swimmers                                                                                                                  0.00    0.00    5.82
Luvs                                             0.99   0.00    0.26    6.85     0.10    0.41    0.09    0.28    0.00    2.75    3.89    0.00    0.00
Munchkin                                                0.83                             0.83                                    0.83
Nature Babycare                                                                                                                          0.43
Overnites                                                       0.00    0.07     0.00    0.00            0.00    0.00    0.00    0.00    0.00    0.00
Pampers                                         25.32   3.06    2.78   11.24     0.96    1.22   15.00    0.96    2.28    3.61    9.92    2.30   14.65
Private Brand                                   34.95   1.76    1.00    4.08    14.39    7.30    3.10   12.71   12.66    3.56    0.29   29.37    9.91
Pure & Natural                                   0.00           0.00    0.19             0.00    0.00    0.00    0.00    0.00    0.00    0.22    0.00
Seventh Generation                               0.00   0.26    0.00    0.00     0.00    0.00    0.00    0.00    0.00    0.35    0.00    0.00
Snug & Dry                                       0.41   0.42    0.14    0.53     1.01    0.00    0.46    0.00    0.42     0.29
                                                                                                                         0.91    0.34    1.85
Swaddlers                                        3.98   0.00    0.00    0.24     0.37    0.00    1.96    0.35    2.28     1.03
                                                                                                                         2.70    0.35    0.34
Swaddlers Sensitive                                                                                                       0.28
Grand Total                                     74.27 12.21 25.15 42.51 34.30 37.95 46.87 40.32 23.54 53.18 48.45 42.28 68.52

Score Definitions:
0.00 indicates the brand was advertised during the week but did not achieve any excellent ads. Null indicates the brand was not advertised
during the week at any of the 110 retailers tracked. 2 digit number-combines the weighted ad score with the quality ad score to show size of
quality placements for the Quarter period. Green Highlighting-The top 10% of scores for the period. Red Highlighting-The bottom 10% of scores
for the period excluding nulls.

				
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