Pampers, Not Kellogg’s Now the Top Brand in Asda, Tesco, Sainsbury’s and Morrisons
November 2009
In Morrisons, Asda, Tesco and Sainsbury’s, Pampers has taken the top spot in the Instore Index as the brand with the supreme promotional presence. The league is formulated by retail research and shopper marketing agency Retail Why. It goes to a number of the ‘big four’ supermarkets and awards points to the brands for their positioning and the type of POS found on the manufacturing area.
It was found that Pampers had a strong presence especially in Asda and Tesco. Many gondola ends holding other products featured the brand across them, giving it more reach around the store.
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Position (position last month)
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Brand Position
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Points
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Comments
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1 (2)
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Pampers
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122
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Strong presence in Asda and Tesco. Mix of side stacks and gondola ends.
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2 (9)
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Cadbury (confectionery, snacks)
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121.5
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Large tins and multipack deals cater both for Christmas and Halloween trick or treating.
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3 (new)
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McVitie’s
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84
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Predominantly on offer in Tesco. Wide variety of brands and offers seen.
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4 (4)
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Walkers
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82
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Focus on sharing key promotions on Doritos and associated dips.
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5 (new)
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Radox
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78
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Strong presence on gondola ends and sidestacks in Asda and Tesco.
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6 (7)
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Heinz
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74
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Two key offers on soup and sauce seen across all four supermarkets.
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7 (new)
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Aquafresh
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73
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Multibuy offers on gondolas in all four supermarkets.
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8 (6)
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Nestle (confectionery)
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70.5
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Focus on tins. Targeted more on Christmas than Halloween.
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9 (new)
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Mars
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67.2
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Brands and offers seen on gondola ends targeting Halloween.
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10 (new)
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Coca-Cola
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63
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Re-entry for Coca-Cola driven by multi-pack can offers across all brands.
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The brands which continue to dominate the Instore Index are Cadbury, McVitie’s, Walkers (top five) and Nestle Rowntree’s Quality Street (number seven). All of them are confectionary and snack brands.
Personal care brands like Radox and Aquafresh also made a place for themselves in the Index this time. While Aquafresh was promoted by all the four departmental stores, Radox featured mainly in Tesco and Asda.
Michelle Williams from Artemis Solutions Group who specialise in recruiting for Food and Beverage sector states,” Kellogg’s losing the top position to Pampers in Morrisons, Asda, Tesco and Sainsbury’s is significant. Cadbury, McVitie’s and Walkers confectionery and snack brands all feature in the top five.”
