The document compares Target and key competitors' allocation of advertising space for produce in their 2013 Christmas ads. It finds that Walmart dedicated more space to produce than Target, with Target having the lowest percentage of prominent produce placement among major retailers. While most retailers increased their produce exposure and placement in 2013, Target and some grocery chains like Kroger did not prominently feature produce more than in 2012.

1. Christmas Ad Space Allocation for Produce
Target Versus Key Competitors

2. Target Versus Walmart – Space Dedicated to Produce
• Walmart increased its exposure to Produce and had more exposure than Target in 2013:
Source: Market Track
2012
2013
2012
2013

3. Core Competitors – Space Dedicated to Produce
• Since traditional grocery retailer’s Ads are so different from Walmart and Target, the best way to measure the
“importance” of Produce is to gauge it based on its exposure on Front Page:
– Was it on the Front Page?
– Was it the prominent department?
– What was the % of space?
– Did Produce exposure increase YOY?
• Based on the Christmas Ad, all retailers showcased Produce on their front page, the majority of them had it as
their prominent department, and 6 out of 8 increased their exposure for Produce in 2013:
HEB
Cub
King Soopers
Kroger
Safeway
Tom Thumb
Meijer
Publix
2012
2013Front Page? Prominent? % of Front Page
Exposure Increase?
Yes 50%
40%
30%
25%
20%
20%
20%
20%
Source: Market Track 2014
Yes
Yes
Yes
Yes
No
No
No
Yes
Yes
Yes
Yes
No
Yes
Yes
No
Yes

4. • Target has the lowest % of space dedicated to prominent placement among all
retailers and has 3X less than Walmart
• All retailers increased their prominent exposure on Produce items except Kroger,
Cub, King Soopers and Target
Prominent Standard Line Listing
Publix 27% 55% 18%
Meijer 24% 67% 10%
Kroger 18% 74% 8%
Walmart 15% 74% 12%
Cub 14% 76% 11%
HEB 10% 88% 2%
Safeway 7% 82% 11%
Tom Thumb 7% 90% 3%
King Soopers 7% 80% 14%
Target 5% 74% 20%
Source: Market Track Jan-July 2014 & Arrows represent increase or decrease vs. 2013 in % of Prominent space
2014 YTD Space Prominence by Retailer

5. Prominent Placement:
Front Page, Insert, Front
Gate or Larger Footprint
of Space
Standard: Regular sized
imaging among regular
placement in ad
Line Listing: Typically
text only, image only or
small footprint of space
Prominent Placement Examples