Promo Review of food retailers in 20’top PROMO OPERATION*•Promo Pressure: index of promo visibility for a retailer, a category a brand or a format•Share of Voice: index of promo visibility for a retailer, a category a brand or a formatin relative value versus competitors. The Share of Voice index of Hipercom shows thepromo activity of the Retailers in the most exhaustive way, taking into considerationthe quantity of promotional operations, SKU’s or WU in Promo, the commercial space(in m2) when the promotion was valid and the number of days of the validity days ofthat specific promotion.•Weighted Unit ( WU): One or more SKU from the same family, being on the samepromotion (many flavors for juice, many colors for shampoo, many sizes for textile)•Consumer advantages: All additional trade mechanisms supporting the promo priceand mentioned on the promo leaflet.•Promo price: Price on the leaflet (should be different from the shelf price)•Virtual Price: Promo price – (minus) all consumers advantages•ND: National distribution For one retailer = number of stores participating in apromotion/ Total number of that retailer’s stores.•Negative Promo: (Index)= Qty of promo cheaper somewhere else ( at the samedate) / total qty of promo (for the concerned retailer)•Perimeter of analysis: Romania: CC, Hyper, Super, HDD (Analysis for the Top 20Retailers of this category)
Promo Review of food retailers in 20’top Q1 2012 vs 20111- LEAFLETS & OPERATIONS
Q1 2012 vs 2011 PROMO OPERATION* The quantity of Promo Operations is growing in 2012, with a trend to regional editions* A Promo Operation is a set of leaflets by a store network. This set could consistof one leaflet till 15 or more regional variations.
Q1 2012 vs 2011 PROMO OPERATION** A Promo Operation is a set of leaflets by a store network. This set could consist ofone leaflet till 15 or more regional variations.
Q1 2012 vs 20115 TOP TRAFFIC LEAFLET (by Promo Pressure)
Q1 2012 vs 2011AVARAGE NUMBER OF PAGES / PROMO OP Wz swl i wdwnc gzt zr wooa y j i oón nrd wc r t ioc ya ayh a e a n l l c a g l a o y o ś ek ó kn h k o o h
Promo Flash of food retailers in 20’top Q1 2012 vs 20112 - TRADE STRATEGY
Q1 2012 vs 2011 WU* TYPOLOGY (Brands, Private Labels, Unbranded) Share of Brands* WU = one or more SKU from the same family, visible on one picture (e.g. various flavours)
Q1 2012 vs 2011 QUANTITY OF SKU BY OP* WU = one or more SKU from the same family, visible on one picture (e.g. various flavours)
Q1 2012 vs 2011 WU TYPOLOGY (Brands, Private Labels, Unbranded )* WU = one or more SKU from the same family, visible on one picture (e.g. various flavours)
Promo Flash of food retailers in 20’top Q1 2012 vs 20113 – PROMO PRESSURE & SHARE OF VOICES
Q1 2012 vs 2011 PROMO PRESSURE Growth* Growth v/s Y-1 The promo pressure of every retailer: Cash & Carry : -20% Convenience : 41 Discounts : 45% +13% Hipermarkets : 19% Supermarkets : 28% •The Promo Pressure Growth is possitive v/s Y-1. This situation is the result of a greater number of Promo Operations and more pages per Promo Operation.* The Promo Pressure growth is calculated in WU promoted x comercial space in m2. A growth <0 means a mix of less WUpromoted and/ or less commerical m2.
Q1 2012 vs 2011PROMO PRESSURE* The detailed promo pressure growth by player shows the correlation between number of pages downsize and promo pressure reduction. * The Promo Pressure growth is calculated in WU promoted x comercial space in m2. A growth <0 means a mix of less WU promoted and/ or less commerical m2.
2011 vs 2010 PROMO MECHANISMS* PRODUCTS WITH CONSUMER ADVANTAGES Q1 2012 Growth v/s Y-1 In 2012 46,6% promotions 46,4 % + 13,7% are supported by on or more Promo Mechanism. This trend growth about almost 14% versus last year.*Promo Mechanisms are all added advanatges given to the shoppers like BOGOF, loyalityprograms, presents , etc
Q1 2012 vs 2011 PROMO MECHANISMS* 46,4 % + 13,7%What kind of Promo Mechanismsare used, and how did theirfrequency growth v/s last year.
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