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Category Review Sweet biscuits Mar 2014

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  • 1. MARCH 2014
  • 2. MARCH 2014 SOV = SHARE OF VOICE PIC = picture/insertion SNU = SHOPPER NEED UNIT SKU = SKU 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 market: SWEET BISCUITS ALL RETAILERS = 100% ALL BRANDS = 100% INDEX USED: PIC
  • 3. MARCH 2014 BISCUITI CU CREMA 34 37 46 BISCUITI CLASICI 25 25 28 BISCUITI GLAZURATI 10 10 13 BISCUITI CU INGREDIENTE 9 9 11 TOTAL 78 81 98 Markets March 2014 Val. PIC March 2014 Val. SNU March 2014 Val. SKU BISCUITI CU CREMA 25 34 36% 36,80% 43,60% 6,8 BISCUITI CLASICI 28 25 -11% 41,20% 32,10% -9,1 BISCUITI GLAZURATI 8 10 25% 11,80% 12,80% 1,1 BISCUITI CU INGREDIENTE 7 9 29% 10,30% 11,50% 1,2 March 2014 SOV PIC Evol SOV Percent Points Markets' Evolution March 2013 Val. PIC March 2014 Val. PIC Evol. PIC % March 2013 SOV PIC
  • 4. MARCH 2014 MONDELEZ 12 12 14 ULKER 10 13 16 DOBROGEA 7 7 7 ROSTAR 5 5 7 ROMDIL 4 4 4 TECSA 4 4 4 KANDIA 3 3 5 ARMEDI 2 2 4 VEL PITAR 2 2 2 MERT 1 1 1 DE SILVA 1 1 1 GERMINO 1 1 1 ALKA 1 1 1 PRIVATE LABEL 19 19 22 OTHERS 6 6 9 TOTAL 78 81 98 Producers March 2014 Val. PIC March 2014 Val. SNU March 2014 Val. SKU
  • 5. MARCH 2014 As seen in the table above, Mondelez increased in March 2014 its share of voice with 5,1 percent points, due to an increase of 71%. Ulker increased their promotions with 11%, resulting in a share of 12,80%, with 0,4 percent points less than in March 2013. MONDELEZ 7 12 71% 10,30% 15,40% 5,1 ULKER 9 10 11% 13,20% 12,80% -0,4 DOBROGEA 6 7 17% 8,80% 9,00% 0,2 ROSTAR 11 5 -55% 16,20% 6,40% -9,8 ROMDIL 4 4 0% 5,90% 5,10% -0,8 TECSA 1 4 300% 1,50% 5,10% 3,7 KANDIA 2 3 50% 2,90% 3,80% 0,9 ARMEDI 2 2 0% 2,90% 2,60% -0,4 VEL PITAR 2 2,60% 2,6 DE SILVA 2 1 -50% 2,90% 1,30% -1,7 MERT 1 1,30% 1,3 GERMINO 1 1,30% 1,3 ALKA 1 1,30% 1,3 PRIVATE LABEL 15 19 27% 22,10% 24,40% 2,3 OTHERS 9 6 33% 13,20% 7,70% -5,5 Producers' Evolution March 2013 Val. PIC March 2014 Val. PIC Evol. PIC % March 2013 SOV PIC March 2014 SOV PIC Evol SOV Percent Points
  • 6. MARCH 2014 MONDELEZ 4 11,80% 1 4,00% 2 20,00% 5 55,60% ULKER 10 29,40% DOBROGEA 7 20,60% ROSTAR 1 2,90% 4 16,00% ROMDIL 3 12,00% 1 10,00% TECSA 1 2,90% 3 12,00% KANDIA 3 8,80% ARMEDI 2 8,00% VEL PITAR 2 22,20% MERT 1 2,90% DE SILVA 1 4,00% GERMINO 1 2,90% ALKA 1 10,00% PRIVATE LABEL 5 14,70% 10 40,00% 4 40,00% OTHERS 1 2,90% 1 4,00% 2 20,00% 2 22,20% TOTAL 34 100,00% 25 100,00% 10 100,00% 9 100,00% March 14 VAL PIC March 14 SOV PIC March 14 VAL PIC March 14 SOV PIC March 14 VAL PIC March 14 SOV PIC March 14 VAL PIC March 14 SOV PIC Producers / Markets BISCUITI CU CREMA BISCUITI CLASICI BISCUITI GLAZURATI BISCUITI CU INGREDIENTE
  • 7. MARCH 2014 The retailer with the biggest share of voice in the sweet biscuits market in March 2014 was KAUFLAND, with 14,10%. CASH&CARRY 13 18 38% 19,10% 23,10% 4,00 METRO 6 10 67% 8,80% 12,80% 4,00 SELGROS 7 8 14% 10,30% 10,30% 0,00 HARDDISCOUNT 17 21 24% 25,00% 26,90% 1,9 PENNYMARKET 5 10 100% 7,40% 12,80% 5,40 XXL MEGA DISCOUNT 6 7 17% 8,80% 9,00% 0,20 LIDL 6 4 -33% 8,80% 5,10% -3,70 HYPERMARKET 20 24 20% 29,50% 30,80% 1,3 KAUFLAND 7 11 57% 10,30% 14,10% 3,80 CORA 5 8 60% 7,40% 10,30% 2,90 CARREFOUR 5 4 -20% 7,40% 5,10% -2,30 REAL-H (METRO) 3 1 -67% 4,40% 1,30% -3,10 SUPERMARKET 18 15 -17% 26,40% 19,20% -7,2 BILLA 9 8 -11% 13,20% 10,30% -2,90 MEGA IMAGE 7 4 -43% 10,30% 5,10% -5,20 PROFI 2 3 50% 2,90% 3,80% 0,90 TOTAL 68 78 15% 100,00% 100,00% (-) March2014 SOVPIC Evol SOV PercentPoints Retailers' Share ofVoice EvolutioninCumulated Markets March2013 Val.PIC March2014 Val.PIC Evol.PIC % March2013 SOVPIC
  • 8. MARCH 2014
  • 9. MARCH 2014 KAUFLAND’S PROMOTION CALENDAR IN MARCH 2014
  • 10. MARCH 2014 Market Analysis
  • 11. MARCH 2014
  • 12. MARCH 2014 Product Flash Analysis
  • 13. MARCH 2014 Top 3 most promoted SKUs SWEET BISCUITS Market (sorted by number of promotions)
  • 14. MARCH 2014 This SKU was promoted 17 times from April 2013 to March 2014, in 7 Retailers, 4 different distribution channels. TEMPO BISCUITI CU CREMA 56 GR intensive promo PROMO SEASONALITY 12 MONTHS ANALYSIS
  • 15. MARCH 2014 This SKU was promoted 13 times from April 2013 to March 2014, in 6 Retailers, 3 different distribution channels. PEPITO BISCUITI CU CREMA DISKO 157 GR intensive promo PROMO SEASONALITY 12 MONTHS ANALYSIS
  • 16. MARCH 2014 This SKU was promoted 17 times from April 2013 to March 2014, in 4 Retailers, 4 different distribution channels. ROMDIL BISCUITI PETIT BEURRE 460 GR intensive promo PROMO SEASONALITY 12 MONTHS ANALYSIS
  • 17. MARCH 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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