Case Study
Face-to-Face Consumer Interviews For Havering Council
\r\noffering you all the retail insights to\u2026","icon":"iconNewprojectuZonline","slug":"online-price-promotion-tracking","url":"https:\/\/www.assosia.com\/product\/online-price-promotion-platform","products":[{"id":2807,"title":"Online Price & Promotion Platform","url":"https:\/\/www.assosia.com\/product\/online-price-promotion-platform"}]},"insight":{"id":4,"title":"Insight","subtitle":"Through our range of services and programmes, Assosia can provide you and your
\r\ncompany with the insight you need to plan your pricing and promotional strategies, in-store
\r\nactivities and keep ahead of your competition.","icon":"iconProjectGraph","slug":"insight","url":"https:\/\/www.assosia.com\/services\/insight","products":[{"id":2807,"title":"Online Price & Promotion Platform","url":"https:\/\/www.assosia.com\/product\/online-price-promotion-platform"},{"id":1873,"title":"Retail Competitor Analysis","url":"https:\/\/www.assosia.com\/product\/retail-competitor-analysis"},{"id":100,"title":"Price & Promotion Tracking In-Store","url":"https:\/\/www.assosia.com\/product\/price-promotion-tracking"},{"id":104,"title":"Consumer Insight","url":"https:\/\/www.assosia.com\/product\/consumer-insight"},{"id":105,"title":"Consumer Research For Retailers","url":"https:\/\/www.assosia.com\/product\/consumer-research"},{"id":106,"title":"Retail Market Research","url":"https:\/\/www.assosia.com\/product\/retail-market-research"},{"id":107,"title":"Promo Dynamic Surveys","url":"https:\/\/www.assosia.com\/product\/promo-dynamic"},{"id":108,"title":"Mystery Shopping Services","url":"https:\/\/www.assosia.com\/product\/mystery-shopping"},{"id":109,"title":"Online Consumer Surveys","url":"https:\/\/www.assosia.com\/product\/online-consumer-surveys"}]},"retail-auditing":{"id":5,"title":"Retail Auditing","subtitle":"Working in collaboration with both retailers, manufacturers and suppliers, Assosia are able to provide full retail auditing solutions including in-store monitoring and compliance services, all to meet your exact needs.
\r\n","icon":"iconProjectSearch-engine","slug":"retail-auditing","url":"https:\/\/www.assosia.com\/services\/retail-auditing","products":[{"id":111,"title":"Retail Audits","url":"https:\/\/www.assosia.com\/product\/retail-auditing-company"},{"id":112,"title":"Promotional Compliance Audits","url":"https:\/\/www.assosia.com\/product\/promotional-compliance-audits"},{"id":113,"title":"On-Shelf Availability Studies","url":"https:\/\/www.assosia.com\/product\/on-shelf-availability-studies"},{"id":114,"title":"Retailer Range Reviews","url":"https:\/\/www.assosia.com\/product\/retailer-range-reviews"},{"id":115,"title":"Merchandising \/ POS Placement","url":"https:\/\/www.assosia.com\/product\/merchandising-pos-placement"},{"id":102,"title":"Retail Analysis","url":"https:\/\/www.assosia.com\/product\/retail-analysis"}]},"benchmarking":{"id":6,"title":"Retail Benchmarking","subtitle":"Focus on brand positioning, gap analysis & sales vs space studies","icon":"iconProjectRuler","slug":"benchmarking","url":"https:\/\/www.assosia.com\/services\/benchmarking","products":[{"id":116,"title":"Range Benchmarking","url":"https:\/\/www.assosia.com\/product\/range-benchmarking"},{"id":117,"title":"Competitive Price Benchmarking","url":"https:\/\/www.assosia.com\/product\/price-benchmarking"},{"id":118,"title":"Space vs Sales Studies","url":"https:\/\/www.assosia.com\/product\/space-vs-sales-studies"}]},"quality-assurance":{"id":7,"title":"Quality Assurance","subtitle":"Total support for crisis management, product recalls & customer complaint management","icon":"iconProjectProtected","slug":"quality-assurance","url":"https:\/\/www.assosia.com\/services\/quality-assurance","products":[{"id":119,"title":"Retail Crisis Management","url":"https:\/\/www.assosia.com\/product\/retail-crisis-management"},{"id":120,"title":"Product Recall Assistance","url":"https:\/\/www.assosia.com\/product\/product-recall-assistance"},{"id":121,"title":"Customer Complaint Collections","url":"https:\/\/www.assosia.com\/product\/customer-complaint-collections"}]},"sampling-monitoring":{"id":8,"title":"Product Sampling and Monitoring","subtitle":"We are global specialists in product sampling and competitor monitoring. We go to stores and collect product samples so our clients can accurately evaluate their national and international brand integrity. Our in-depth analyses also provide critical insights for new product development (NPD) initiatives and trade age studies.","icon":"iconProjectEye","slug":"sampling-monitoring","url":"https:\/\/www.assosia.com\/services\/sampling-monitoring","products":[{"id":123,"title":"Product Sampling Across Global Trade Markets","url":"https:\/\/www.assosia.com\/product\/global-trade-sampling"},{"id":124,"title":"Global Ad-Hoc Product Procurement","url":"https:\/\/www.assosia.com\/product\/global-ad-hoc-product-procurement"},{"id":125,"title":"Product Retrieval","url":"https:\/\/www.assosia.com\/product\/product-retrieval"},{"id":126,"title":"Competitor Monitoring and Sampling Activity","url":"https:\/\/www.assosia.com\/product\/competitor-monitoring-and-sampling"},{"id":127,"title":"Finished Product Quality Monitors","url":"https:\/\/www.assosia.com\/product\/finished-product-quality-monitors"},{"id":128,"title":"Product Trade Age Studies","url":"https:\/\/www.assosia.com\/product\/product-trade-age-studies"},{"id":129,"title":"New Product Development","url":"https:\/\/www.assosia.com\/product\/new-product-development"},{"id":130,"title":"Sensory\/Evaluation Testing","url":"https:\/\/www.assosia.com\/product\/sensory-evaluation-testing"}]}};
Mars has taken its promotional activity to stratospheric new heights – running twice as many deals as last month and almost three times more than a year ago.
Data from retail analysts Assosia shows Mars ran 554 featured space promotions (such as gondola ends and pallets) in the top five retailers in the four weeks ending 24 November, compared with 261 last month and 206 a year ago. The business was offering deals on its brands – which include Maltesers, Galaxy and Celebrations– in multiple locations in store, with the majority on confectionery; cakes, biscuits and drinks accounted for less than 3% of all Mars offers.
Mars has also run deeper deals, with average saving 10.3 percentage points higher than in November 2012 and 15 points higher than the 33.4% average across the market this month. The brand has favoured straight money-off deals, which accounted for 87.4% of its offers as it reduced its use of x-for-y.
Cadbury has also upped its use of money-off, although its average saving was 32.8%. While Cadbury has run the same number of deals as a year ago, and Nestlé fewer, the Mars activity and a surge by Swizzels Matlow – 180 deals versus 24 a year ago –has increased confectionery’s share of total promotional space from 7.7% in November 2012 to 11.3% this year. “Halloween and Bonfire Night drove the increase in activity,” says Assosia MD Kay Staniland, “Sweets and packs off size chocolate were on offer well into November.”
Increased activity by brands – with major players including Coca-Cola and Kellogg’s running more deals year on year – has brought a drop in the number of total number of own-label promotions. This trend is likely to be short-lived, however, as retailers are expected to give more space to own-label lines including party food and meat, fish & poultry as Christmas approaches.
In the run-up to the festivities, stores are also keen to keep stocking moving, which has been a key reason for the slight increase in the average saving being offered, says Staniland.
4 weeks to 24/11/2013 | ||||||||
Ranking | Rank last month | Brand | Number of promotions | Increase / Decrease on previous month | Increase / Decrease on previous year | Average % saving | Average savings % change m-o-m | Average savings % change y-o-y |
1 | 2 | Mars | 554 | 112.26% | 168.93% | 48.36% | 5.6% | 10.3% |
2 | 1 | Cadbury | 414 | -1.43% | 0.00% | 32.76% | 0.0% | 1.4% |
3 | 3 | Nestle | 238 | -3.25% | -2.06% | 37.00% | 0.7% | 2.3% |
4 | 5 | McVitie’s | 220 | 3.77% | -2.22% | 36.93% | 0.2% | 5.3% |
5 | 4 | Coca-Cola | 216 | 0.00% | 62.41% | 28.87% | 1.7% | 3.3% |
6 | 6 | Birds Eye | 186 | -7.00% | -19.83% | 39.05% | 1.2% | 0.8% |
7 | 7 | Walkers | 182 | -3.19% | 41.09% | 38.95% | 1.5% | -0.2% |
8 | 24 | Swizzells Matlow | 180 | 282.98% | 650.00% | 52.65% | 3.5% | 17.2% |
9 | 8 | Kellogg’s | 134 | 11.67% | 48.89% | 36.23% | 1.4% | -4.1% |
10 | 9 | Colgate | 120 | 3.45% | 71.43% | 36.09% | 1.4% | -4.0% |
Total o/l | 2100 | 1.55% | -9.37% | 26.71% | -0.3% | -1.3% | ||
Total brands | 10020 | 4.11% | 13.35% | 34.74% | 1.0% | 0.9% | ||
Total | 12120 | 3.66% | 8.63% | 33.35% | 0.8% | 0.8% |
Published in The Grocer, 02 December 2013