Toothpaste quicklook

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

ExcellenceOur mission is to radically improve the

promotional data landscape and

deliver unparalleled analytics.

InnovationWe focus on innovative solutions to

help drive our focus and that of our

customer business.

ActionableProviding a wealth of information is

only part of the puzzle; our findings

increase your profits.

ECRM’s promotional analytics provides the most comprehensive

information needed to increase profits, predict competitive trends

and make better decisions.

THE LEADING PROVIDER OF PROMOTIONAL

DATA AND ANALYTICS

ECRM Analytics

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

AD SUPPORT BY BRANDTop 20 Brands by Percent of Toothpaste Ad Blocks

24.9%24.2%

9.7%

6.1% 5.7%5.1%

3.9% 3.6%2.6%

1.8% 1.5% 1.4%0.7% 0.6% 0.6% 0.6% 0.6% 0.6% 0.4% 0.4%

0%

5%

10%

15%

20%

25%

30%

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

WEEKLY SHARE OF 52-WEEK AD SUPPORTChanges in Ad Volume of Toothpaste

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

3.5%

Colgate-Palmolive

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

RETAIL PROMOTIONSTop 10 Retailers Promoting Colgate Toothpaste

0

20

40

60

80

100

Colgate-Palmolive Procter & Gamble Company

ManufacturerNumber of Ad

Blocks Shared

Last 52 Weeks

Percent of Ad

Blocks Shared

Last 52 Weeks

322.30 9%

354.93 11%

111.79 13%

144.03 16%

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

AD BLOCK EXCLUSIVITYTop Competitors In The Toothpaste Sub-Category

Manufacturer’s

Sharing More

Ad Blocks

Manufacturer’s

Sharing Fewer

Ad Blocks

Confidential & Proprietary to ECRM

27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500

RETAIL PROMOTIONS PERCENT OF CIRCULAR SPACETop 10 Retailers Promoting Colgate Toothpaste

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

3.5%

4.0%

4.5%

5.0%

Colgate-Palmolive 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

jfarren@ecrm.marketgate.com

John Allen

440-528-0412

jallen@ecrm.marketgate.com