Vaseline's Intensive Care range took more than 50% more space than its nearest rival Colgate in the health, beauty & baby chart this week. It accounted for 31% of featured space compared with Colgate's 19% and was on offer in Sainsbury's using the x-for-y mechanic and in Morrisons on 'save'.
The battle for the next three places was closely fought, with only one percentage point between each of the brands. Colgate just stole second place with promotions captured in Asda, Morrisons and Sainsbury's. It used a variety of mechanics including x-for-y, buy-one-get-one-free and a special purchase price.
Pampers was one percentage point behind in third place with 18% of featured space. Its products were on offer in Asda, Sainsbury's and Tesco, mainly using x-for-y, but using buy-one-get-one-free in Tesco.
Pantene took fourth place with 17% - two percentage points ahead of Herbal Essences, the only other hair care brand to feature in the top five chart. Using x-for-y on all promotions, Pantene utilised secondary space in Somerfield, Sainsbury's and Morrisons.
Herbal Essences took the remaining 15% of space in the top five. Asda, Tesco and Somerfield all featured the brand, using buy-one-get-one-free as the primary mechanic and x-for-y as the secondary.
Colgate finished 2007 in second place with 23% of activity and is leading the 2008 year-to-date chart with 26%. Meanwhile, Pampers is in second place with 22% so far this year - up seven percentage points and three places from its fifth place at the end of 2007.
Pantene's robust start to the year puts the brand in third with 20%, again improving on its 2007 position of joint sixth. Johnson & Johnson, which has historically been a heavy promoter in the category, was not captured at all last weekend and has only reached joint fourth place with Radox in the 2008 year-to-date chart, having finished third in 2007 with 20%.
The battle for the next three places was closely fought, with only one percentage point between each of the brands. Colgate just stole second place with promotions captured in Asda, Morrisons and Sainsbury's. It used a variety of mechanics including x-for-y, buy-one-get-one-free and a special purchase price.
Pampers was one percentage point behind in third place with 18% of featured space. Its products were on offer in Asda, Sainsbury's and Tesco, mainly using x-for-y, but using buy-one-get-one-free in Tesco.
Pantene took fourth place with 17% - two percentage points ahead of Herbal Essences, the only other hair care brand to feature in the top five chart. Using x-for-y on all promotions, Pantene utilised secondary space in Somerfield, Sainsbury's and Morrisons.
Herbal Essences took the remaining 15% of space in the top five. Asda, Tesco and Somerfield all featured the brand, using buy-one-get-one-free as the primary mechanic and x-for-y as the secondary.
Colgate finished 2007 in second place with 23% of activity and is leading the 2008 year-to-date chart with 26%. Meanwhile, Pampers is in second place with 22% so far this year - up seven percentage points and three places from its fifth place at the end of 2007.
Pantene's robust start to the year puts the brand in third with 20%, again improving on its 2007 position of joint sixth. Johnson & Johnson, which has historically been a heavy promoter in the category, was not captured at all last weekend and has only reached joint fourth place with Radox in the 2008 year-to-date chart, having finished third in 2007 with 20%.
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