Category Review Mezeluri Jan-Apr 2014

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Category Review Mezeluri Jan-Apr 2014

  1. 1. YTD 2014
  2. 2. YTD 2014 PIC = picture/insertion SNU = SHOPPER NEED UNIT SKU = SKU SOV = SHARE OF VOICE How do we count, taking as example the picture on the left: 1 PIC (picture/insertion) 3 SNU (we have 3 type of products, from 3 different families) 7 SKU ( 3 color cream, 3 shampoo, 1 shave face cream) Analyzed markets: - MEZELURI AMBALATE - MEZELURI VRAC ALL RETAILERS = 100% ALL BRANDS = 100% INDEX USED: PIC
  3. 3. YTD 2014 CRIS-TIM SRL 274 275 281 CAROLI FOODS 237 237 238 ALDIS SRL 179 180 180 FOX COM SERV 141 141 141 MEDA PROD 98 SA 82 82 82 TABCO-CAMPOFRIO 81 81 81 AGRICOLA BACAU 78 78 79 H. & E. REINERT SRL 45 47 47 LUCA SRL 43 43 43 IFANTIS ROMANIA 41 41 41 PERUTNINA PTUJ, D.D. 21 22 23 ELIT SRL 21 21 21 CIA ABOLIV SRL 19 19 22 OTHERS 433 440 444 PRIVATE LABELS 431 434 451 TOTAL 2125 2141 2174 Producers YTD 2014 Val. PIC Val. SNU Val. SKU
  4. 4. YTD 2014 Producers Evolution / Markets YTD 2014 (PIC) YTD 13 YTD 14 Evol. PIC YTD 13 YTD 14 Evol. SOV YTD 13 YTD 14 Evol. PIC YTD 13 YTD 14 Evol. SOV V al. P IC V al. P IC % SO V P IC SO V P IC P ercent P oints V al. P IC V al. P IC % SO V P IC SO V P IC P ercent P oints CRIS-TIM SRL 182 186 2% 12,50% 13,00% 0,5 125 88 -30% 16,30% 12,70% -3,6 CAROLI FOODS 170 154 -9% 11,70% 10,70% -1 92 83 -10% 12,00% 12,00% 0 ALDIS SRL 188 122 -35% 12,90% 8,50% -4,4 125 57 -54% 16,30% 8,20% -8,1 FOX COM SERV 42 50 19% 2,90% 3,50% 0,6 60 91 52% 7,80% 13,10% 5,3 MEDA PROD 98 SA 6 14 133% 0,40% 1,00% 0,6 51 68 33% 6,70% 9,80% 3,1 TABCO-CAMPOFRIO 59 52 -12% 4,00% 3,60% -0,4 18 29 61% 2,40% 4,20% 1,8 AGRICOLA BACAU 64 64 0% 4,40% 4,50% 0,1 7 14 100% 0,90% 2,00% 1,1 H. & E. REINERT SRL 74 45 -39% 5,10% 3,10% -2 4 -100% 0,50% -0,5 IFANTIS ROMANIA 31 32 3% 2,10% 2,20% 0,1 7 9 29% 0,90% 1,30% 0,4 PRIVATE LABELS 334 394 18% 22,90% 27,50% 4,6 53 37 -30% 6,90% 5,30% -1,6 OTHERS 309 320 4% 21,20% 22,30% 1,1 223 217 -3% 29,20% 31,30% 2,1 TOTAL 1459 1433 -2% 100,00% 100,00% (-) 765 693 -9% 100,00% 100,00% (-) Producers / Markets MEZELURI AMBALATE MEZELURI VRAC As seen in the above table, the insertions of mezeluri ambalate market have decreased with 2%, compared with the same period last year, while the insertions of mezeluri vrac market have decresed with 9% this year. The biggest decrease in share of voice is that of Aldis, with 4,4 percent points in the mezeluri ambalate market and with 8,1 percent points in mezeluri vrac.
  5. 5. YTD 2014 Producers in Key Accounts Cumulated Markets YTD 2014 (PIC)
  6. 6. YTD 2014 YTD 13 YTD 14 Evol. PIC YTD 13 YTD 14 Evol. SOV V al. P IC V al. P IC % SO V P IC SO V P IC P ercent P oints CRIS-TIM SRL 72 79 10% 29,80% 18,30% -11,5 CAROLI FOODS 20 47 135% 8,30% 10,90% 2,6 FOX COM SERV 3 31 933% 1,20% 7,20% 6 ALDIS SRL 46 25 -46% 19,00% 5,80% -13,2 MEDA PROD 98 SA 11 23 109% 4,50% 5,30% 0,8 TABCO-CAMPOFRIO 10 20 100% 4,10% 4,60% 0,5 AGRICOLA BACAU 3 16 433% 1,20% 3,70% 2,5 OTHERS 45 123 173% 18,60% 28,50% 9,9 PRIVATE LABEL 32 67 109% 13,20% 15,50% 2,3 TOTAL 242 431 78% 100,00% 100,00% (-) Producers / Retailer XXL MEGA DISCOUNT XXL MEGA DISCOUNT in the period Jan-April 2014 has increased its insertions of mezeluri with 78%. CRIS-TIM has increased its insertions with 10%, reaching a share of voice of 18,30%, with 11,5 percent points less than the same period last year, due to the big increasement in promotions of other producers. BUBBLE SIZE = SHARE OF VOICE
  7. 7. YTD 2014 XXL MEGA DISCOUNT 431 432 433 CORA 251 255 262 SELGROS 248 250 250 KAUFLAND 239 241 243 BILLA 230 230 239 PENNY MARKET 224 229 229 CARREFOUR 151 151 155 METRO 118 119 120 MEGA IMAGE 82 83 83 LIDL 68 68 77 PROFI 35 35 35 CARREFOUR MARKET 26 26 26 REAL-HYPERMARKET 22 22 22 Retailers YTD 2014 Val. PIC Val. SNU Val. SKU
  8. 8. YTD 2014 YTD 13 YTD 14 Evol. PIC YTD 13 YTD 14 Evol. SOV V al. P IC V al. P IC % SO V P IC SO V P IC P ercent P oints CASH&CARRY 398 366 -8% 17,90% 17,30% -0,6 SELGROS 300 248 -17% 13,50% 11,70% -1,8 METRO 98 118 20% 4,40% 5,60% 1,2 HARD DISCOUNT 564 723 28% 25,40% 34,00% 8,6 XXL MEGA DISCOUNT 242 431 78% 10,90% 20,30% 9,4 PENNY MARKET 282 224 -21% 12,70% 10,50% -2,2 LIDL 40 68 70% 1,80% 3,20% 1,4 HYPERMARKET 890 663 -26% 40,10% 31,10% -9 CORA 248 251 1% 11,20% 11,80% 0,6 KAUFLAND 300 239 -20% 13,50% 11,20% -2,3 CARREFOUR 168 151 -10% 7,60% 7,10% -0,5 REAL-HYPERMARKET 174 22 -87% 7,80% 1,00% -6,8 SUPERMARKET 371 373 1% 16,70% 17,50% 0,8 BILLA 176 230 31% 7,90% 10,80% 2,9 MEGA IMAGE 135 82 -39% 6,10% 3,90% -2,2 PROFI 33 35 6% 1,50% 1,60% 0,1 CARREFOUR MARKET 27 26 -4% 1,20% 1,20% 0 TOTAL 2223 2125 -4% 100,00% 100,00% (-) Retailers Evolution in Cumulated Markets
  9. 9. YTD 2014 Monthly distribution of Producers in Retailers (PIC) legend
  10. 10. YTD 2014 Promotion Calendar
  11. 11. YTD 2014 Market Analysis
  12. 12. YTD 2014
  13. 13. YTD 2014 Product Flash Analysis
  14. 14. YTD 2014 Top 5 most promoted SKUs MEZELURI in all retailers (sorted by number of promotions)
  15. 15. YTD 2014 This SKU was promoted 60 times in the last 12 months, in 10 Retailers, 4 different distribution channels. CRIS-TIM SALAM FIERT AFUMAT RUSTIC VRAC intensive promo PROMO SEASONALITY 12 MONTHS ANALYSIS
  16. 16. YTD 2014 Thank you for your attention Florentina Vasile Leaflet Monitor Director Romania florentina.vasile@hiper-com.com +40 (0) 743 216 282 We remain at your disposal for further information or a live demo Follow us on social networks for more Markets Intelligence

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