Kellogg's takes top spot from Coca-Cola as August's top POS brand

by James Quilter , promotionsandincentives.co.uk 16-Sep-09, 12:15

LONDON - Kellogg's has replaced Coca-Cola as the brand with the greatest POS and promotional presence across Tesco, Asda, Sainsbury's and Morrisons.

The League is formulated by retail research and shopper marketing agency Retail Why, which randomly visits the 'big four' supermarkets, awarding points for positioning and the type of POS found on the shop floor during August.

Postion	Brand (position last month)	Points	Comments
1	Kellogg's (6)	71	Strong push on traditional cereals (Frosties, Rice Crispies etc) in family sizes, especially in Asda. Strong presence in all four grocers.
2	Heinz (new)	48	A large push on multibuy offers.
3	Cadbury's - cakes and biscuits (new)	47	Strong presence in gondola ends and side stacks.
4	Comfort (new)	46	Asda and Sainsbury's both running pallets.
5	Stella Artois (2)	36	Strong presence. Reminding consumers to stock up for the last bank holiday of the summer.
6	Budweiser (new)	34	Combination of palettes and gondolas supporting all variants.
6	Coca-Cola (1)	34	Larger 2 and 3 litre bottles promoted on price throughout the supermarkets.
8	Colgate (new)	33	Gondola support in all four grocers.
9	Walkers (5)	28	Price driven with emphasis on Doritos.
10	Robinsons (10)	27	Gondola ends and on shelf support.

Coca-Cola, last month's holder of the top spot with 76 points, has fallen to seventh place. Other beverage brands to have dropped their in-store presence include Stella Artois, which dropped from second to fifth, and Kronenberg and Carlsberg, which have disappeared from the top 10 altogether.

Other brands to drop out include Sugar Puffs and McVities, who were previously seventh and ninth. New entries include Heinz and Cadbury, which are at two and three respectively.

In addition to the league, other notable points to come out of the study included an exclusive promotion in Tesco with ninth place Walkers. But overall, as with July, price promotion is very much the order of the day with all grocers using stark £1, £2 and £3.

Speaking about the results Retail Why managing director Helen Davies made the point that as with July's top 10 there was a lack of space devoted to promotional campaigns: "It's still there onpack but sadly lacking in standout on POS around the stores. Price really does appear to be king at the moment but with the World Cup approaching brands need to be working hard with the retailers to engage the shopper"

Analysis on the in-store strategy of Sainsbury's, Tesco, Asda and Morrisons.

The In-Store League – how are points awarded.