Back-to-School Promotions - 2011 BTS Season: July 3 – September 17, 2011.

Back-to-School Promotions - 2011BTS Season: July 3 – September 17, 2011

Questions Addressed• Across all school & office supplies, which categories,

manufacturers and brands receive the most retail ads support during the back-to-school season?

• How has retail ad support changed vs. BTS-2010?• How does ad support vary across retailers?• Which pricing formats are most common among

channel-leading retailers?• How do BTS web promotions vary across retailers

and manufacturers?• Which brands are promoted most in key back-to-

school categories?

BTS Ad Support Across School & Office Sub-Categories

General School Supplies

18.3%Equipment &

Machines9.7%

Writing Instruments9.3%

Backpacks, School Bags, Lunch Kits

8.7%Notebooks & Pads7.3%

Binders, Pocket Port-folios & Sheet Pro-

tectors7.3%

Business Bags, Cases, Accessories

6.9%

Tapes & Adhesives4.2%

Paper (excl photo)3.3%

Meeting & Presentation Supplies

2.5%

Office Storage & Security2.0%

Desk Accessories1.3%

Filing Supplies & Accessories1.0%

All Other Supplies18.4%

Source: ECRM11 Weeks Ending 9/17/2011Excludes Computers and Luggage

Weighted Share of School & Office Supply Ad Blocks

Note: Includes ads for branded & private label products, but not unbranded

Ad Support Vs. Year Ago By Sub-Category

Paper (Excl Photo)

Tapes & Adhesives

Writing Instruments

Binders, Pocket Portfolios, Sheet Protectors

Equipment & Machines

Backpacks, School Bags, Lunch Kits

General School Supplies

Notebooks & Pads

Business Bags, Cases & Accessories

Meeting & Presentation Supplies

-30%

-24%

-11%

-4%

-4%

+8%

+21%

+68%

+88%

+92%

Weighted Retail Ad Support Change Vs. Year Ago

Total School & Office weighted ad counts are up 11.1% vs. year ago.

Total School & Office Ad SupportAcross Back-to-School Weeks

Jul-9 Jul-16 Jul-23 Jul-30 Aug-6 Aug-13 Aug-20 Aug-27 Sept-03 Sept-10 Sept-17

BTS-2011BTS-2010

Week Ending DatesSource: ECRM

Weighted Retail Ad Support

Retailers Running the MostBTS School & Office Supply Ads

StaplesOffice Depot

OfficeMaxFred MeyerWalgreens

Jewel-OscoZellers

Bartell DrugShoppers Drug MartSmith's Marketplace

Target StoresWalmart

Shopko StoresShopRite

CVSKinney Drugs

Rite Aid

463.1313.9

271.3172.0

157.3149.0

135.5131.5

108.0106.0

92.883.082.080.078.277.875.1

Source: ECRM11 Weeks Ending 9/17/2011

Staples leads all retailers in BTS ad counts.

Number Retail Print Ads for School & Office Supplies

Decimals represent ads shared with multiple categories – measured as fractional ad counts.

Retailers Increasing School & Office Ads For BTS

# of School Change Vs. % Chg Vs.Retailer & Office Ads Year Ago Year AgoStaples463.1 +106.4 +30%Smith's Marketplace 106.0 +94.0 +782%OfficeMax 271.3 +55.6 +26%Giant Food Landover 53.7 +37.3 +227%Fred Meyer Stores 172.0 +36.8 +27%Stop & Shop 52.7 +35.3 +203%Shopko Stores 82.0 +34.0 +71%Giant Food Carlisle 53.7 +30.5 +132%Best Buy 63.5 +25.5 +67%Target Stores 92.8 +25.5 +38%Office Depot 313.9 +23.5 +8%Source: ECRM11 Weeks Ending 9/17/2011 Vs. Year Ago

Retailers Running Fewer July School & Office Ads # of School Change Vs.% Chg Vs.

Retailer & Office Ads Year Ago Year Ago

Weis Markets 22.7 -46.8 -67%

City Market 54.0 -42.5 -44%

Jewel-Osco 149.0 -41.1 -22%

King Soopers 53.0 -37.5 -41%

Walgreens 157.3 -32.9 -17%

Rite Aid 75.1 -32.7 -30%

Hilander 21.0 -32.5 -61%

Owen's Market 21.0 -32.5 -61%

Scott's Food & Pharmacy 21.0 -32.5 -61%

Shoppers Drug Mart 108.0 -32.0 -23%

Pathmark 43.1 -25.9 -38%

Meijer 69.0 -25.5 -27%

Kinney Drugs 77.8 -25.0 -24%

BTS ad support grew overall due to increases at major players including Staples, OfficeMax, Office Depot, Best Buy and Target. But most retail banners ran fewer School & Office ads vs. BTS-2010.

Source: ECRM11 Weeks Ending 9/17/2011 Vs. Year Ago

Top Promoted School & Office Manufacturers

Private Brand ManufacturerMeadWestvaco

Sanford Corp.Hewlett Packard

Crayola LLC.Texas Instruments

Avery DennisonBic Corporation

Eastman Kodak CompanyElmer's Products, Inc

Fiskars Brands, Inc.Canon

3MVF Corporation

Targus, Inc.Wenger North America

15.6%8.8%

8.6%8.0%

5.8%4.9%

4.4%3.9%

3.4%2.9%

2.0%2.0%1.9%1.8%1.7%1.6%

Weighted Share of School & Office Supply Ad Blocks

Source: ECRM11 Weeks Ending 9/17/2011

Top Promoted School & Office Brands for BTS

Private BrandHP (Hewlett Packard)

CrayolaFive-Star

Texas InstrumentsAveryKodak

BicSharpie

PapermateMead

Elmer'sFiskarsCanon

JanSportTargus

SwissGear

15.6%8.0%

5.8%5.7%

4.9%4.4%

3.4%3.1%3.1%3.1%

2.6%2.4%

1.9%1.9%1.8%1.7%1.6%

Weighted Share of School & Office Supply Ad Blocks

Source: ECRM11 Weeks Ending 9/17/2011

Promotion Types Across Key Retailers

Ofc Dep OfcMax Staples Walmart Target Kmart

Price Point 58.0% 51.0% 91.0% 100.0% 97.0% 80.0%N for $ 6.0% 12.0% 3.0% 2.0%Buy N Get X 1.0% 3.0% 2.0%Save X% 19.0% 9.0% 5.0% 13.0%Other Promo 16.0% 25.0% 4.0% 3.0%

Walgreens CVS Rite Aid Jewel-Osco Kroger Safeway

Price Point 77.0% 9.0% 13.0% 84.0% 87.0% 73.0%N for $ 10.0% 29.0% 12.0% 16.0% 3.0% 9.0%Buy N Get X 8.0% 47.0% 40.0%Save X% 4.0% 11.0% 34.0% 10.0%Other Promo 1.0% 4.0% 1.0% 18.0% Source: ECRM

11 Weeks Ending 9/17/2011Includes All School Supplies

Retailers Running the Most School & Office Web Promotions

# of BTS Web PromosStaples309OfficeMax 226Target Stores 105Rite Aid 92Fred Meyer Stores 66Best Buy 65Office Depot 64Toys - R - Us 60Sam's Club 58Walgreens 42Kmart 39CVS 31Jay C Stores 23 Source: ECRM, 11 Weeks Ending 9/17/2011

# of BTS Web PromosPay Less 23Ralph's23Smith's Food & Drug 23Owen's Market 23King Soopers 23Sears 22Fry's Food & Drug 21Hilander 21BI-LO 20H.G. Hills Food Stores 20Walmart-US 20Quality Food Centers 20

3MMeadWestvaco

Sanford Corp.Hewlett Packard

Crayola LLC.Day Runner, Inc.Bic Corporation

Texas InstrumentsAvery Dennison

Brother International Corp.Epson America Inc.International Paper

Acco Brands Inc.Wenger North America

Xerox CorporationElmer's Products, Inc

Lexmark International, Inc

17.9%5.9%

5.6%5.1%

4.6%4.1%

3.4%1.4%

1.1%1.0%

0.7%0.7%0.6%0.5%0.5%0.5%0.4%

Source: ECRM11 Weeks Ending 9/17/2011

7 companies dominate retailer web promotions during the BTS season.

Share of (un-weighted) School & Office Retailer Web Promotions

School & Office Manufacturers with theMost BTS Retail Web Promotions

Top Promoted BrandsAcross Key School & Office Categories

Top Promoted Brands in Notebooks & Pads

Five-Star

Private Brand

Mead

Top Flight

Ampad

Tops

Oxford

Hilroy

Carolina Pad and Paper

42.8%

30.9%

18.3%

3.1%

1.1%

0.7%

0.7%

0.5%

0.4%

Weighted Share of Retail Ad Blocks

Source: ECRM11 Weeks Ending 9/17/2011

Top Promoted Writing Instrument Brands

Papermate

Bic

Pilot

Dixon

Private Brand

Uni-Ball

Sharpie

Pentel

Write Bros.

Zebra

Sarasa

RSVP

31.6%

19.2%

11.1%

10.7%

8.0%

5.0%

4.9%

2.5%

2.0%

1.3%

0.8%

0.7%

Weighted Share of Retail Ad Blocks

Source: ECRM11 Weeks Ending 9/17/2011

Top Promoted Paper Brands

Private Brand

Georgia-Pacific

Five-Star

Hammermill

HP (Hewlett Packard)

PrintWorks

Top Flight

Boise

37.3%

15.1%

12.9%

12.4%

10.1%

4.2%

3.6%

2.5%

Weighted Share of Retail Ad Blocks

Source: ECRM11 Weeks Ending 9/17/2011

Includes Filler Paper, Excludes Photo Paper

Top Promoted Brands in Binders, Pocket Portfolios, and Sheet Protectors

Avery

Five-Star

Private Brand

Pro Platinum

Mead

Hilroy

Wilson Jones

Oxford

53.8%

14.8%

12.7%

6.0%

5.5%

1.9%

1.6%

1.0%

Weighted Share of Retail Ad Blocks

Source: ECRM11 Weeks Ending 9/17/2011

Top Promoted Office Equipment Brands

Texas Instruments

Private Brand

P-Touch

Mighty Might

Casio

TI-Nspire

Fellowes

Dymo

Powershred

51.3%

20.9%

7.3%

4.4%

3.7%

2.5%

1.8%

1.6%

1.0%

Weighted Share of Retail Ad Blocks

Source: ECRM11 Weeks Ending 9/17/2011

Top Promoted Tapes & Adhesives Brands

Elmer's

Scotch

RoseArt

Private Brand

Avery

Command

Scholastic

56.3%

15.3%

9.6%

8.4%

3.2%

1.9%

1.1%

Weighted Share of Retail Ad Blocks

Source: ECRM11 Weeks Ending 9/17/2011

Top Promoted Brands in Business Bags, Cases, and Accessories

Targus

SwissGear

InCase

Private Brand

Speck

SOLO

HP (Hewlett Packard)

Golla

24.2%

22.9%

14.4%

12.0%

9.0%

7.6%

3.6%

3.6%

Weighted Share of Retail Ad Blocks

Source: ECRM11 Weeks Ending 9/17/2011

Top Promoted Brands in Backpacks, School Bags, and Lunch Kits

Private Brand

JanSport

Yak Pak

Adidas

High Sierra

Nike

Disney

FUL

Hawk Apparel

Skechers

20.9%

20.6%

7.3%

5.4%

4.1%

4.0%

3.8%

2.3%

2.1%

2.1%

Weighted Share of Retail Ad Blocks

Source: ECRM11 Weeks Ending 9/17/2011

Methodology

• Retail ad support measured by number of ad blocks in retailer print circulars. Ad share is weighted by retailer size.

• Ad counts branded & private label products, but not unbranded.• 11-Week Period Ending 9/17/2011 Vs. Year Ago• U.S. & Canadian Retailers• Excludes Computers & Luggage Categories

• ECRM’s MarketGate Ad ComparisonsWeb Site: www.AdCompare.MarketGate.comStudies on Seasonal & Category Promotions: www.PromotionalReflections.com

Contacts:Scott Whalley 847-482-1793 [email protected] Pirovano 440-528-0418 [email protected]