-- Easily compare brand support at any retail level -- Increase advertising return on investment (ROI) -- Strengthen positioning in contract negotiations with partners -- Anticipate and manage changes in frequently dynamic marketsThe key to The Base Rating's patent pending process is that it puts all ads into context using a complex data model and calculations that incorporate more than 30 ad metrics and 10 key ad attributes as well as the retailer, the retailer's competition and the market as a whole. Thumbprint's data warehouse of ads used for these calculations currently includes more than 80 million circular ads from the top 125 retail chains across the United States and Canada. Based on the results of The Base Rating's data model and calculations, circular ads for each brand are categorized into one of three distinct groups (Superior Quality, Competitive Quality or Poor Quality) at the retail banner level. It is then an easy process to compare sales data to ad quality scores and calculate ROI for each brand, with historical ad quality ratings available for most retailers from January 3, 2009.The Base Rating provides immediate data. As soon as the ad is entered in Thumbprint's system, it is scored and results are provided. Thumbprint LLC has partnered with leading Wall Street Analysts to produce a scoring system that can be an early indicator of Market Share movement. In established product categories, such as candy, Thumbprint LLC has found a strong correlation with quality ad count data and market share. Complete Base Rating information on the top 25 Candy manufacturers is below. For more information on The Base Rating, please visit http://www.thebaserating.com/reports/Top25CandyManufacturers-Valentines2010.pdf
Ad Base Quality Quality Weighted Weighted Block Manufacturer Rating Ads Share Quality Share Count ------ ------- ------- -------- -------- ------ Private Brand 2.80 80 7.99% 65.45 8.01% 119 Storck USA, L.P. 2.34 14 1.40% 8.69 1.06% 36 Mars Chocolate North America, LLC 2.32 201 20.08% 259.01 31.70% 511 Hershey Foods Corporation 2.29 366 36.56% 261.84 32.04% 923 Hawaiian Host, Inc. 2.27 3 0.30% 3.00 0.37% 10 Just Born Inc 2.22 5 0.50% 5.86 0.72% 23 Elmer Candy Company 2.21 7 0.70% 4.23 0.52% 24 Brown & Haley 2.20 1 0.10% 0.02 0.00% 9 Wrigley Jr Company 2.19 37 3.70% 37.24 4.56% 100 Nestle S.A. 2.18 131 13.09% 46.18 5.65% 324 Gray & Co. 2.11 1 0.10% 1.16 0.14% 10 Cadbury Adams USA LLC 2.09 32 3.20% 38.30 4.69% 87 Farley's & Sathers Candy Co., Inc. 2.06 5 0.50% 4.11 0.50% 44 Tootsie Roll Industries 2.05 10 1.00% 7.44 0.91% 45 Russell Stover Candies 2.05 49 4.90% 35.91 4.39% 237 NECCO 2.01 6 0.60% 5.40 0.66% 56 American Licorice Company 2.00 1 0.10% 2.38 0.29% 9 Archibald Candy Corp. 2.00 4 0.40% 3.10 0.38% 13 Lindt & Sprungli Usa Inc 1.96 9 0.90% 4.93 0.60% 70 Ghirardelli Chocolate Co. 1.93 5 0.50% 2.82 0.34% 40 R.M. Palmer Company 1.90 3 0.30% 1.55 0.19% 34 Ferrero U.S.A., Inc. 1.89 25 2.50% 12.71 1.55% 99 DeMet's Candy Company 1.82 3 0.30% 3.08 0.38% 24 Perfetti Van Melle USA, Inc. 1.69 1 0.10% 0.44 0.05% 23 Kraft Foods 1.68 2 0.20% 2.35 0.29% 18 PEZ Candy, Inc. 1.50 0 0.00% 0.00 0.00% 9 ------ ------- ------- -------- -------- ------About Thumbprint LLC Thumbprint LLC is headquartered in Solon, Ohio and currently employs approximately 30 software engineers, graphic designers, network engineers, support specialists and technical writers. We specialize in developing custom software and hosting solutions for businesses of all types and sizes that enable our clients to conduct extensive market research, improve their products and packaging and easily and inexpensively share information.
Contact Information: Contact: Maria DiFranco 440.498.0500 X 1136