Pl promo review Q1 12 vs 11
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Quaterly Promo Review: the global summary of data agregation of promo leaflets KPI

Quaterly Promo Review: the global summary of data agregation of promo leaflets KPI
for Polish Market Q1 12 vs 11

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Pl promo review Q1 12 vs 11 Presentation Transcript

  • 1. Promo Review of food retailers in 20’top Q1 2012 vs 2011
  • 2. Promo Review of food retailers in 20’topQUANTITATIV KPI Slides 1- LEAFLETS & OPERATIONS 4-8 2- TRADE STRATEGY 9-13 3- PROMO PRESSUR & SHARE OF VOICE 15-25 4- PROMO MECHANISMES 3-7QUALITY KPI 3-7RETAILERS 33-33
  • 3. 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)
  • 4. Promo Review of food retailers in 20’top Q1 2012 vs 20111- LEAFLETS & OPERATIONS
  • 5. 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.
  • 6. 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.
  • 7. Q1 2012 vs 20115 TOP TRAFFIC LEAFLET (by Promo Pressure)
  • 8. 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
  • 9. Promo Flash of food retailers in 20’top Q1 2012 vs 20112 - TRADE STRATEGY
  • 10. 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)
  • 11. 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)
  • 12. 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)
  • 13. Q1 2012 vs 2011AVERAGE PRICE (virtual)
  • 14. Promo Flash of food retailers in 20’top Q1 2012 vs 20113 – PROMO PRESSURE & SHARE OF VOICES
  • 15. 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.
  • 16. 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.
  • 17. 2011 vs 2010Share of voice of retailers
  • 18. 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
  • 19. 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.
  • 20. Q1 2012 vs 2011PROMO MECHANISMS*
  • 21. Q1 2012 vs 2011 PROMO MECHANISMS*Products with consumer advantages by retailer
  • 22. Promo Flash of food retailers in 20’top Q1 2012 vs 2011QUALITY KPI
  • 23. Q1 2012 vs 2011INDICATOR OF READABILITY Number of WU/ Pages
  • 24. Promo Flash of food retailers in 20’top Q1 2012 vs 2011RETAILERS
  • 25. Q1 2012 vs 2011ALMA MARKET
  • 26. Q1 2012 vs 2011LIDL
  • 27. Q1 2012 vs 2011POLO MARKET
  • 28. Q1 2012 vs 2011REAL
  • 29. Q1 2012 vs 2011CARREFOUR
  • 30. Q1 2012 vs 2011EUROCASH
  • 31. Q1 2012 vs 2011KAUFLAND
  • 32. Q1 2012 vs 2011TESCO
  • 33. Q1 2012 vs 2011INTERMARCHE
  • 34. Q1 2012 vs 2011SELGROS
  • 35. Q1 2012 vs 2011BIEDRONKA
  • 36. Q1 2012 vs 2011TOPAZ
  • 37. Q1 2012 vs 2011DELIMA
  • 38. Q1 2012 vs 2011BOMI
  • 39. Q1 2012 vs 2011DINO
  • 40. Q1 2012 vs 2011E.LECLERC
  • 41. Q1 2012 vs 2011MAKRO
  • 42. Q1 2012 vs 2011STOKROTKA
  • 43. Q1 2012 vs 2011SANO
  • 44. Thank you for your attention. For questions or live comment of these results, feel free to contact us: Monika Rybczak Business Unit Manager - Poland monika.rybczak@hiper-com.com +48 693 100 960Follow us on social networks for more Markets Intelligence