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Promo Review of food retailers in 20’top       S1 2012 vs 2011
Promo Review of food retailers in 20’topQUANTITATIV KPI                         Slides 1- LEAFLETS & PROMO OPERATIONS     ...
S1 2012 vs 2011                                     VOCABULARY•Promo Pressure: index of promo visibility for a retailer, a...
Promo Review of food retailers in 20’top                 S1 2012 vs 20111- LEAFLETS & PROMO     OPERATIONS
1st SEM2012 vs 1st SEM2011LEAFLETS & PRMO PRESSURE                                 1st SEM          1st SEM               ...
1st SEM2012 vs 1st SEM2011LEAFLETS & PRMO PRESSURE                                 1st SEM          1st SEM               ...
1st SEM2012 vs 1st SEM2011LEAFLETS & PRMO PRESSURE                                 1st SEM          1st SEM               ...
S1 2012 vs 2011         5 TOP TRAFFIC LEAFLET     (by PO Share of Voice)Number of WU        935    484   399             3...
S1 2012 vs 2011AVERAGE NUMBER OF PAGES/PROMO OP                                                            30 pag     -2 p...
S1 2012 vs 2011NUMBER OF PROMO OPERATIONS                                                            117 +23 po           ...
Promo Review of food retailers in 20’top                2012 vs 20112 - TRADE STRATEGY
S1 2012 vs 2011         WU TYPOLOGY (Brands, Private Labels, Unbranded )                                                  ...
S1 2012 vs 2011                     WU TYPOLOGY (National Brands)             Number        Evolution                     ...
S1 2012 vs 2011                      WU TYPOLOGY (Private Label)             Number        Evolution                      ...
S1 2012 vs 2011                      WU TYPOLOGY (Unbranded)             Number        Evolution                          ...
S1 2012 vs 2011              AVERAGE VIRTUAL PRICE (all leaflets)-17                                                     C...
Promo Review of food retailers in 20’top                        2012 vs 20113 – PROMO PRESSURE & SHARE OF VOICE
S1 2012 vs 2011           PROMO PRESSURE GROWTH* (WU)                                                                     ...
S1 2012 vs 2011         PROMO PRESSURE GROWTH* (WU)                       -3.0% SELGROS                        -8.5% METRO...
S1 2012 vs 2011                                   SHARE OF VOICE (WU)                                                     ...
Promo Review of food retailers in 20’top                  2012 vs 20114 – PROMO MECHANISMS
S1 2012 vs 2011                     PROMO MECHANISMS(WU)                                                                  ...
S1 2012 vs 2011                          PROMO MECHANISMS(WU)                                                             ...
S1 2012 vs 2011                          PROMO MECHANISMS(WU)                                                             ...
S1 2012 vs 2011                          PROMO MECHANISMSProducts with consumer benefits     S1 2012             Growth vs...
S1 2012 vs 2011                           PROMO MECHANISMSProducts with consumer benefits                   1+1 gratis    ...
S1 2012 vs 2011                              PROMO MECHANISMSProducts with consumer benefits                       FOOD CA...
Promo Review of food retailers in 20’top             2012 vs 20113 – QUALITY KPI
S1 2012 vs 2011                    VISIBILITY INDICATOR                        4.3                              5.2       ...
S1 2012 vs 2011                   COMPLEXITY INDICATOR           BILLA                                                    ...
S1 2012 vs 2011                                 COMPLEXITY INDICATORThe indicator of complexity is to indicate the level o...
S1 2012 vs 2011      Promo Review of food retailers in 20’top                S1 2012 vs 2011RETAILERS SUMMARY
S1 2012 vs 2011                                                                        Promo Review of food retailers in 2...
S1 2012 vs 2011                                                                    Promo Review of food retailers in 20’to...
S1 2012 vs 2011                                                                      Promo Review of food retailers in 20’...
S1 2012 vs 2011                                                            Promo Review of food retailers in 20’topKauflan...
S1 2012 vs 2011                                                               Promo Review of food retailers in 20’topBill...
S1 2012 vs 2011                                                                    Promo Review of food retailers in 20’to...
S1 2012 vs 2011                                                               Promo Review of food retailers in 20’topInte...
S1 2012 vs 2011                                                                      Promo Review of food retailers in 20’...
S1 2012 vs 2011                                                                Promo Review of food retailers in 20’topPen...
S1 2012 vs 2011                                                                    Promo Review of food retailers in 20’to...
S1 2012 vs 2011                                                                        Promo Review of food retailers in 2...
S1 2012 vs 2011                                                                 Promo Review of food retailers in 20’topSe...
Thank you for your attentionI remain at your disposal for further information or a life demo                              ...
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Transcript of "Promo review 1st semester 2012 vs 2011 Romania"

  1. 1. Promo Review of food retailers in 20’top S1 2012 vs 2011
  2. 2. Promo Review of food retailers in 20’topQUANTITATIV KPI Slides 1- LEAFLETS & PROMO OPERATIONS 4-11 2- TRADE STRATEGY 12-16 3- PROMO PRESSURE & SHARE OF VOICE 17-20 4- PROMO MECHANISMS 21-27QUALITY KPI 28-31RETAILERS SUMMARY 32-44
  3. 3. S1 2012 vs 2011 VOCABULARY•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 format in relative valueversus competitors. The Share of Voice index of Hipercom shows the promo activity of the Retailers in themost exhaustive way, taking into consideration the quantity of promotional operations, SKU’s or WU inPromo, the commercial space (in m2) when the promotion was valid and the number of days of thevalidity days of that specific promotion.•Weighted Unit ( WU): One or more SKU from the same family, being on the same promotion (manyflavors for juice, many colors for shampoo, many sizes for textile)•Consumer advantages: All additional trade mechanisms supporting the promo price and mentionedon 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 a promotion/ Total numberof that retailer’s stores.•Negative Promo: (Index)= Qty of promo cheaper somewhere else ( at the same date) / total qty ofpromo (for the concerned retailer)•Perimeter of analysis: Romania: CC, Hyper, Super, HDD (Analysis for the Top 20 Retailers of thiscategory)
  4. 4. Promo Review of food retailers in 20’top S1 2012 vs 20111- LEAFLETS & PROMO OPERATIONS
  5. 5. 1st SEM2012 vs 1st SEM2011LEAFLETS & PRMO PRESSURE 1st SEM 1st SEM 2012 2011 Evolution Pressure NATIONALS OP 469 508 -8% -17% REGIONAL OP 197 91 116% 95% We see that the retailers prefer to invest In regional PO in 2012 *A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet till 25 or more regional variations
  6. 6. 1st SEM2012 vs 1st SEM2011LEAFLETS & PRMO PRESSURE 1st SEM 1st SEM 2012 2011 Evolution Pressure NATIONALS OP 469 508 -8% -17% REGIONAL OP 197 91 116% 95% ( Nationals PO) 1st SEM 2012(evol) SM ( Nationals PO) 1st SEM 2012(evol)HM +4 -1 38 28 -5 26 -5 14 +2 31 -22 2 -1 35 14 *A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet till 25 or more regional variations
  7. 7. 1st SEM2012 vs 1st SEM2011LEAFLETS & PRMO PRESSURE 1st SEM 1st SEM 2012 2011 Evolution Pressure NATIONALS PO 469 508 -8% -17% REGIONAL PO 197 91 116% 95% C&C ( Nationals PO) 1st SEM 2012(evol) HD ( Nationals PO) 1st SEM 2012(evol) +29 +25 63 27 +21 114 27 *A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet till 25 or more regional variations
  8. 8. S1 2012 vs 2011 5 TOP TRAFFIC LEAFLET (by PO Share of Voice)Number of WU 935 484 399 376 347Stores 19 8 25 8 8Days 31 11 7 14 14PO Promo Pressure ( vs others) 100% 52% 43% 40% 37%
  9. 9. S1 2012 vs 2011AVERAGE NUMBER OF PAGES/PROMO OP 30 pag -2 pag 28 pag -6 pag 27 pag -3 pag 25 pag +3 pag 24 pag -3 pag 19 pag +7 pag 17 pag The number of pages per PO is 17 pag -2 pag 15 pag decreasing or increasing. Only Penny 14 pag 17 pag is constant. We can see the most 10 pag 14 pag Significant cost cutting in REAL, +1 pag 10 pag CARREFOUR & METRO. 11 pag +2 pag The 2012 leaflet is lighter than in 2011. 9 pag 11 pag +3 pag 10 pag -1 pag
  10. 10. S1 2012 vs 2011NUMBER OF PROMO OPERATIONS 117 +23 po 80 +6 po 75 +40 po 71 +33 po 54 +19 po 39 +5 po Almost all the retailers 38 increased their quantity of leaflet edition. 29 +27 po 28 -1 po 19 -16 po14 -11 po14
  11. 11. Promo Review of food retailers in 20’top 2012 vs 20112 - TRADE STRATEGY
  12. 12. S1 2012 vs 2011 WU TYPOLOGY (Brands, Private Labels, Unbranded ) Within HIPERMARKET,SUPERMAKET,HARD DISCOUNT,CASH&CARRY 21, 4% (-2,1 pts)We can observe that the Unbranded areloosing share in favor of Private Labels. Thisshows that the strategy of the retailers is toreduce the space for the promotions withoutbudget. Brands Private Label 14,7% (+3,3 pts) Unbranded 63,9% (-1,2 pts) * WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
  13. 13. S1 2012 vs 2011 WU TYPOLOGY (National Brands) Number Evolution National Brands Private Label Unbranded WU/OP S1 2012 vs 2011 171 ref -43 60,60% (-1,2 pts) 134 ref -88 57,10% (1,7 pts) 193 ref -10 55,20% (4,8 pts) 220 ref 27 59,20% (0,2 pts) 73 ref -62 72,40% (-0,2 pts) 170 ref 106 82,80% (2,8 pts) 152 ref 17 72,90% (-2,7 pts) 63 ref 7 73,50% (-3,8 pts) 96 ref 22 6,30% (-0,2 pts) 155 ref 8 65,80% (3,6 pts) 158 ref -8 60,10% (-1,6 pts) 128 ref -19 80,10% (-1,1 pts)* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
  14. 14. S1 2012 vs 2011 WU TYPOLOGY (Private Label) Number Evolution National Brands Private Label Unbranded WU/OP S1 2012 vs 2011 171 ref -43 60,60% (-1,2 pts) 15,60% (2,7 pts) 134 ref -88 57,10% (1,7 pts) 12,70% (0,4 pts) 193 ref -10 55,20% (4,8 pts) 14,80% (-0,9 pts) 220 ref 27 59,20% (0,2 pts) 11,40% (2,1 pts) 73 ref -62 72,40% (-0,2 pts) 8,40% (0,7 pts) 170 ref 106 82,80% (2,8 pts) 15,50% (2,1 pts) 152 ref 17 72,90% (-2,7 pts) 8,70% (2 pts) 63 ref 7 73,50% (-3,8 pts) 12,40% (7,4 pts) 96 ref 22 6,30% (-0,2 pts) 82,60% (-2,1 pts) 155 ref 8 65,80% (3,6 pts) 15,20% (0,1 pts) 158 ref -8 60,10% (-1,6 pts) 20,00% (2,7 pts) 128 ref -19 80,10% (-1,1 pts) 3,90% (0,5 pts)* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
  15. 15. S1 2012 vs 2011 WU TYPOLOGY (Unbranded) Number Evolution National Brands Private Label Unbranded WU/OP S1 2012 vs 2011 171 ref -43 60,60% (-1,2 pts) 15,60% (2,7 pts) 23,80% (-1,5 pts) 134 ref -88 57,10% (1,7 pts) 12,70% (0,4 pts) 30,20% (-2,1 pts) 193 ref -10 55,20% (4,8 pts) 14,80% (-0,9 pts) 30,00% (-3,9 pts) 220 ref 27 59,20% (0,2 pts) 11,40% (2,1 pts) 29,40% (-2,4 pts) 73 ref -62 72,40% (-0,2 pts) 8,40% (0,7 pts) 19,10% (-0,6 pts) 170 ref 106 82,80% (2,8 pts) 15,50% (2,1 pts) 1,60% (-5 pts) 152 ref 17 72,90% (-2,7 pts) 8,70% (2 pts) 18,40% (0,7 pts) 63 ref 7 73,50% (-3,8 pts) 12,40% (7,4 pts) 14,20% (-3,5 pts) 96 ref 22 6,30% (-0,2 pts) 82,60% (-2,1 pts) 11,10% (2,2 pts) 155 ref 8 65,80% (3,6 pts) 15,20% (0,1 pts) 19,00% (-3,8 pts) 158 ref -8 60,10% (-1,6 pts) 20,00% (2,7 pts) 19,90% (-1,1 pts) 128 ref -19 80,10% (-1,1 pts) 3,90% (0,5 pts) 16,00% (0,5 pts)* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
  16. 16. S1 2012 vs 2011 AVERAGE VIRTUAL PRICE (all leaflets)-17 Carrefour had a severe reduction of194.8 the virtual price by 25%, meanwhile Mega Image increased the virtual prince by 18%. -9 9 113.3 -23 107.0 8 93.0 92.5 -4 -2 0 2 1 22.6 0 -1 14.1 14.0 12.7 11.8 9.9 6.8
  17. 17. Promo Review of food retailers in 20’top 2012 vs 20113 – PROMO PRESSURE & SHARE OF VOICE
  18. 18. S1 2012 vs 2011 PROMO PRESSURE GROWTH* (WU) Growth v/s Y-1 PROMO FOOD +2,0 % +0,8%PRESSURE NON - FOOD -3,3%HIPERMARKET +8,08% The Promo Pressure has a positive trend in the S1 v/s Y-1. We have seen previously that the number of Promo Operation was growing.SUPERMARKET -17,98% Taking a look at how retailers behaved in the 1st semester of 212, we see that only Hypermarkets have a positive trend respect the otherCASH&CARRY +2,78% formats and apparently Hypermarkets are strong enough to change the trend of the market.HARD DISCOUNT -4,32% *The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
  19. 19. S1 2012 vs 2011 PROMO PRESSURE GROWTH* (WU) -3.0% SELGROS -8.5% METRO The detailed promo pressure growth by -10.3% PENNY MARKET player shows the correlation between number of pages downsize and promo LIDL pressure reduction. PROFI 0.0%-42.9% INTEREX MEGA IMAGE 32.1% BILLA 4.5% REAL-HYPERMARKET -5.7% KAUFLAND -3.3% CORA -1.7% CARREFOUR 8.7% *The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
  20. 20. S1 2012 vs 2011 SHARE OF VOICE (WU) 18.0% 0,8 pts 15.0% -0,2 pts 10.8% 0,6 pts 10.7% 1,9 pts 9.4% 0,4 pts The 2 most important players remain 8.2% 0,4 pts Selgros & Metro. Look how Cora & Carrefour are fighting 6.4% 0,8 pts for the 3rd rank on the podium! 4.8% -0,1 pts 3.5% 1,1 pts 3.2% 3,1 pts 2.2% -1,4 pts 0.9% 0,1 ptsOthers* 6,8% -7,4 pts 100%=Total FOOD Retailers S1 2012 *where Others represents the retailers outside selection with the same chain format as selected.
  21. 21. Promo Review of food retailers in 20’top 2012 vs 20114 – PROMO MECHANISMS
  22. 22. S1 2012 vs 2011 PROMO MECHANISMS(WU) Products with consumer benefits by retailer format 54.4% 49.9% 48.7% 47.9% 46.7% 45.2% 1st SEM 2012 25.4% 24.4% 1st SEM 2011 CASH AND CARRY HIPERMARKET SUPERMARKET HARD DISCOUNTRegarding the consumer benefits an important increasing was in SUPERMARKETS with 7.7 pts while HARD DISCOUNT registereda negative evolution -2.7 pts versus 2011.
  23. 23. S1 2012 vs 2011 PROMO MECHANISMS(WU) Products with consumer benefits per retailer HIPERMARKET SUPERMARKET 83.61% 68.04% 78.45% 60.42% 64.60% 67.45% 68.07% 57.80% 62.92% 57.75% 45.37% 1st SEM 2012 34.00% 1st SEM 2012 35.73% 1st SEM 2011 1st SEM 201131.86% 20.09% 13.96%Analyzing the consumer benefits by retailer, we have a clear picture of the evolution of these. In Hypermarkets Realincreased with 9,6 pts, while in Supermarkets Billa is leading, although it has registered a decreased of 5.2 pts.
  24. 24. S1 2012 vs 2011 PROMO MECHANISMS(WU) Products with consumer benefits per retailer CASH&CARRY HARD DISCOUNT 31.42% 50.91% 46.93% 28.42% 20.90% 20.42% 1st SEM 2012 1st SEM 2012 1st SEM 2011 1st SEM 2011 16.22% 10.48%In Cash&Carry METRO registered a positive evolution of +3 pts vs. previous year.
  25. 25. S1 2012 vs 2011 PROMO MECHANISMSProducts with consumer benefits S1 2012 Growth vs Y-1 +5.7% +1.5 pt Virtual promo 9.3% +0,7 pts TPR (Temporary price Reduction) 27.1% +0,6 pts Instore Event 1.0% +0,3 ptsWhat kind of Promo MechanismsRetailers are using, and their evolutionVs last year Consumer pack 7.3% +0,2 pts
  26. 26. S1 2012 vs 2011 PROMO MECHANISMSProducts with consumer benefits 1+1 gratis 0,4% (-0,2 pt) 2+1 gratis 1,0% (-0,2 pt) S1 2012 Growth vs Y-1 Other VL X% From the 2nd product 3,3% (-0,5 pt) 4,6% (1,5 pt) (identical or not) +5.7% +1.5 pt Crossed price 2,4% (-0,3 pt) Cupon 0,0% (-0,1 pt) Loyalty points 2,7% (-0,7 pt) Money ticket 2,7% (0,4 pt) Virtual promo 9.3% +0,7 pts Price discount (loyalty 19,0% (1 pt) card or not) Special price 0,4% (0,2 pt) TPR (Temporary price 27.1% +0,6 pts Reduction) Others (buy back) 0,1% (-0,1 pt) Instore Event 1.0% +0,3 pts Lottery/ Games 0,9% (0,4 pt) Consumer pack 7.3% +0,2 pts Gifts on pack 4,0% (0,5 pt) Gratuities 3,4% (-0,3 pt)
  27. 27. S1 2012 vs 2011 PROMO MECHANISMSProducts with consumer benefits FOOD CATEGORY 54% +2,4 pts PRODUSE AMBALATE CU AUTOSERVIRE 53% +2,4 pts FRUCTE SI LEGUME 35% -9,1 pts S1 2012 Growth vs Y-1 CONGELATE 45% +6,1 pts +5.7% +1.5 pt FOOD 51% +1,2 pts DETERGENTI - IGIENA 70% +7,6 pts COSMETICE 73% +7 ptsFrom total articles promoted in Food ALIMENTE PENTRU ANIMALE 69% +0,4 ptscategory, on more than 50% at least1 Consumer Advantage was used, PRODUSE VRAC/SERVIRE ASISTATA 45% +4,7 ptsAnd on non food promotions only 24% NON-FOOD CATEGORY 24% +0,4 ptsof the articles were promoted with aConsumer Advantage. ELECTRO-FOTO-CINEMA-SUNET 26% +2,5 pts BAZAR 22% -0,8 pts TEXTILE 25% +0,7 pts
  28. 28. Promo Review of food retailers in 20’top 2012 vs 20113 – QUALITY KPI
  29. 29. S1 2012 vs 2011 VISIBILITY INDICATOR 4.3 5.2 5.3 Number of 5.3 WU/page 6.2 6.7 7.5 7.7 7.9The most readable 9.1 is Selgros 13.1 15.7
  30. 30. S1 2012 vs 2011 COMPLEXITY INDICATOR BILLA 79.25% -4,5% KAUFLAND 64.64% +2% INTEREX 62.82% +6,9% PROFI 58.06% -0,6% CORA 57.93% -3,3% PENNY MARKET 46.07% +3,7%REAL-HYPERMARKET 40.17% +7% METRO 32.31% +5,2% We can easily see that BILLA is using at least 1 CARREFOUR 29.96% -5,1% Consumer Advantage on almost 80% of the SELGROS 19.22% 0% promoted articles, while Lidl is using Consumer Advantages only on 12% MEGA IMAGE 16.36% +6,1% of the promoted articles. LIDL 12.05% +1,9%
  31. 31. S1 2012 vs 2011 COMPLEXITY INDICATORThe indicator of complexity is to indicate the level of complexity of the offers of the retailers. As aretailer will have several mechanisms on a promoted item, it will be poorly ranked. The most complex or less complex Number of Promo mechanisms / item (classified by the number of products with 2 or more mechanisms) (HM,HDD, SM & CC, on Food &Non Food) 0.0% 0.1% 59.63% 0.1% 0.6% 1.0% 38.80% 1.6% 1.7% 1.8% 1.9% 2.8% 1.53% 0.04% 3.2%0 mechanisms 1 mechanisms 2 mechanisms 3 mechanisms 3.3%
  32. 32. S1 2012 vs 2011 Promo Review of food retailers in 20’top S1 2012 vs 2011RETAILERS SUMMARY
  33. 33. S1 2012 vs 2011 Promo Review of food retailers in 20’topCarrefour Pressure Offer TEXTILES FOOD Market +2,0% 18.0% FOOD (C&C, HM,HDD, SM) -1,4 pts Hypermarket +8% 42.9% 2,6 pts +18,8% 39.0% -1,3 pts NON-FOOD Quantity of WU Quantity of PO Consumer Brands Share advantages Private Label Consumer pack 9,00% +3,2 pts Unbranded 12.9% Instore Event 0,53% +0,2 pts 24.8% 0,2 pts TPR (Temporary price Reduction) 11,75% +2 pts Virtual promo 11,51% -7 pts -0,6 pts 1+1 gratis 0,14% -0,7 pts 2+1 gratis 0,32% -3,9 pts National Other VL 0,25% +0,2 pts Brands X% From the 2nd product 62.4% (identical or not) 10,80% -2,5 pts 0,6 pts Quantity of WU Quantity of WU
  34. 34. S1 2012 vs 2011 Promo Review of food retailers in 20’topCora Pressure Offer TEXTILES FOOD FOOD Market +2,0% 18.4% (C&C, HM,HDD, SM) -3,3 pts Hypermarket +8% 43.3% 9,3 pts +3,7% 38.2% NON-FOOD -6 pts Quantity of WU Quantity of PO Consumer Brands Share advantages Private Label Consumer pack 5,90% -0,5 pts Unbranded 11.7% Instore Event 0,50% -0,2 pts -0,3 pts TPR (Temporary price Reduction) 53,90% -2,3 pts 30.6% Virtual promo 1,94% -0,6 pts -1,9 pts 1+1 gratis 0,07% -0,1 pts 2+1 gratis 0,12% -0,4 pts Other VL 0,03% -0,3 pts National Brands X% From the 2nd product 57.7% (identical or not) 1,72% +0,1 pts Quantity of WU Quantity of WU 2,2 pts
  35. 35. S1 2012 vs 2011 Promo Review of food retailers in 20’topReal Pressure Offer FOOD Market +2,0% TEXTILES 18.6% (C&C, HM,HDD, SM) 1,7 pts FOOD 39.8% Hypermarket +8% -4,1 pts +2,4% 41.6% NON-FOOD 2,4 pts Quantity of WU Quantity of PO Consumer Brands Share advantages Private Label Consumer pack 14,69% +0,9 pts 9.9% Instore Event 1,14% -0,2 pts Unbranded 0,6 pts TPR (Temporary price Reduction) 33,45% +11,1 pts 30.6% Virtual promo 5,86% +1 pts -1,6 pts 1+1 gratis 2,53% +0,7 pts National 2+1 gratis 2,53% +0,3 pts Brands Other VL 0,24% -0,2 pts X% From the 2nd product 59.5% (identical or not) 0,55% +0,3 pts 1 pts Quantity of WU Quantity of WU
  36. 36. S1 2012 vs 2011 Promo Review of food retailers in 20’topKaufland Pressure Offer FOOD Market +2,0% TEXTILES 17.0% FOOD (C&C, HM,HDD, SM) -3,5 pts Hypermarket +8% 45.8% 8 pts +2,8 37.3% -4,5 pts NON-FOOD Quantity of WU Quantity of PO Consumer Offer/Brands advantages Unbranded Private Label Consumer pack 5,68% -0,8 pts 14.6% Instore Event 0,12% -0,1 pts -1,4 pts TPR (Temporary price Reduction) 61,46% +0,7 pts 31.1% Virtual promo 1,06% +0,6 pts -3,6 pts 1+1 gratis 0,14% -0,1 pts 2+1 gratis 0,03% 0 pts National Other VL -0,1 pts Brands X% From the 2nd product 54.3% (identical or not) 0,89% +0,8 pts 5 pts Quantity of WU Quantity of WU
  37. 37. S1 2012 vs 2011 Promo Review of food retailers in 20’topBilla Pressure Offer TEXTILES 9.5% FOOD Market +2,0% -2,2 pts FOOD (C&C, HM,HDD, SM) -17.9% Supermarket 31.7% -5 pts 58.7% 7,3 pts +11,5% NON-FOOD Quantity of WU Quantity of PO Consumer Brands Share advantages Unbranded Private Label Consumer pack 7,84% +0,7 pts 7.9% Instore Event 0,55% +0,1 pts 19.4% 0,3 pts TPR (Temporary price Reduction) 61,73% -5,3 pts -0,5 pts Virtual promo 14,62% +0,4 pts 1+1 gratis 0,24% -1,3 pts National 2+1 gratis 4,22% +1,8 pts Brands Other VL 0,04% 0 pts X% From the 2nd product (identical or not) 10,12% -0,1 pts 72.7% Quantity of WU Quantity of WU 0,2 pts
  38. 38. S1 2012 vs 2011 Promo Review of food retailers in 20’topMega Image Pressure Offer TEXTILES 5.6% FOOD Market +2,0% -0,2 pts (C&C, HM,HDD, SM) NON-FOOD 24.1% -17.9% Supermarket 10,3 pts +43,6% 70.4% FOOD -10,1 pts Quantity of WU Quantity of PO Consumer Brands Share advantages Unbranded Consumer pack 9,60% +4 pts 1.7% Private Label Instore Event 0,97% +0,5 pts -5 pts 14.8% TPR (Temporary price Reduction) 2,96% -1,3 pts 1,2 pts Virtual promo 6,75% +3 pts 1+1 gratis 0,14% -0,2 pts 2+1 gratis 0,18% -0,1 pts +3,5pts National Other VL 0,58% +0,3 pts Brands X% From the 2nd product (identical or not) 5,84% +3 pts 83.6% Quantity of WU Quantity of WU 3,9 pts
  39. 39. S1 2012 vs 2011 Promo Review of food retailers in 20’topInterex Pressure Offer TEXTILES 10.9% FOOD Market +2,0% -0,3 pts (C&C, HM,HDD, SM) FOOD -17.9% Supermarket 50.9% 38.2% -39,7% 4,4 pts -4,1 pts NON-FOOD Quantity of WU Quantity of PO Consumer Brands Share advantages Private Label Unbranded 8.8% Consumer pack 10,13% +1,3 pts Instore Event 1,54% +1 pts 18.6% 2,1 pts 0,8 pts TPR (Temporary price Reduction) 56,58% +7,3 pts Virtual promo 3,66% +0,2 pts 1+1 gratis -0,5 pts 2+1 gratis 0,23% -0,2 pts National Other VL -0,3 pts Brands X% From the 2nd product 72.6% (identical or not) 3,43% +1 pts -2,9 pts Quantity of WUv Quantity of WU
  40. 40. S1 2012 vs 2011 Promo Review of food retailers in 20’topProfi Pressure Offer TEXTILES 0.0% FOOD Market +2,0% NON-FOOD 18.2% -10,6 pts (C&C, HM,HDD, SM) -11,6 pts FOOD -17.9% Supermarket +10,9% 81.8% 22,2 pts Quantity of WU Quantity of PO Consumer Brands Share advantages Private Label Consumer pack 10,67% -5,4 pts Unbranded 7.1% 15.3% 2,4 pts Instore Event 0,98% +0 pts -2,8pt -2,5 pts TPR (Temporary price Reduction) 52,67% -0,7 pts Virtual promo 0,56% +0,1 pts 1+1 gratis -0,2 pts 2+1 gratis +0 pts Other VL +0 pts National Brands X% From the 2nd product 77.6% (identical or not) 0,56% +0,2 pts 0,1 pts Quantity of WU Quantity of WU
  41. 41. S1 2012 vs 2011 Promo Review of food retailers in 20’topPenny Pressure Offer TEXTILES 14.4% FOOD Market +2,0% 0,2 pts FOOD (C&C, HM,HDD, SM) -4.3% Hard Discount 44.8% -0,9 pts -4,2% 40.8% 0,6 pts NON-FOOD Quantity of WU Quantity of PO Consumer Brands Share advantages Unbranded Private Label Consumer pack 8,76% -1,2 pts 14.8% Instore Event 1,46% +1,3 pts 19.3% -0,2 pts TPR (Temporary price Reduction) 38,72% +3,6 pts -3,6 pts Virtual promo 4,11% +0,9 pts 1+1 gratis 0,26% +0,1 pts 2+1 gratis 0,26% -0,3 pts Other VL 0,10% -0,8 pts National Brands X% From the 2nd product 65.9% (identical or not) 3,48% +1,9 pts Quantity of WU Quantity of WU 3,8 pts
  42. 42. S1 2012 vs 2011 Promo Review of food retailers in 20’topLidl Pressure Offer TEXTILES FOOD Market +2,0% 19.7% (C&C, HM,HDD, SM) -0,3 pts FOOD Hard Discount 42.4% -4.3% 2,4 pts 37.9% NON-FOOD -2,1 pts Quantity of WU Quantity of PO Consumer Offer/Brands advantages Unbranded Consumer pack 0,90% +0,9 pts National 11.2% Instore Event +0 pts Brands 2,3 pts 6.4% TPR (Temporary price Reduction) 15,08% +4,6 pts -0,1 pts Virtual promo 0,27% +0,3 pts 1+1 gratis 0,04% +0 pts Private Label 2+1 gratis 0,04% +0 pts Other VL 0,04% +0 pts X% From the 2nd product 82.4% (identical or not) 0,16% +0,2 pts -2,3 pts Quantity of WU Quantity of WU
  43. 43. S1 2012 vs 2011 Promo Review of food retailers in 20’topMetro Pressure Offer TEXTILES FOOD Market 13.4% +2,0% (C&C, HM,HDD, SM) 2 pts 31.3% FOOD Cash&Carry +2.7% -6,7 pts -3,0% 55.4% NON-FOOD 4,7 pts Quantity of PO Quantity of WU Consumer Offer/Brands advantages Unbranded Consumer pack 5,16% +0,2 pts Private Label Instore Event 1,89% +0,5 pts 20.1% 20.0% TPR (Temporary price Reduction) 4,53% -2,2 pts -1,1 pts 2,7 pts Virtual promo 22,06% +5,3 pts 1+1 gratis 0,30% -0,1 pts 2+1 gratis 1,68% +0 pts Other VL 9,03% -2,1 pts X% From the 2nd product National 59.9% (identical or not) 11,05% +7,5 pts Brands -1,6 pts Quantity of WU Quantity of WU
  44. 44. S1 2012 vs 2011 Promo Review of food retailers in 20’topSelgros Pressure Offer TEXTILES FOOD Market 18.4% +2,0% FOOD (C&C, HM,HDD, SM) -0,6 pts 34.4% 3,5 pts Cash&Carry +2.7% +2,3% 47.2% NON-FOOD -2,9 pts Quantity of WU Quantity of PO Consumer Share ofBrands advantages Private Label Consumer pack 4,89% -0,6 pts Unbranded 3.7% Instore Event 1,12% +0,4 pts 16.3% 0,4 pts TPR (Temporary price Reduction) 3,34% +0,7 pts 0,6 pts Virtual promo 12,38% -1 pts 1+1 gratis 0,08% -0,2 pts National 2+1 gratis 0,92% +0,1 pts Brands Other VL 10,26% -0,6 pts X% From the 2nd product (identical or not) 1,11% -0,4 pts 80.0% Quantity of WU Quantity of WU -1 pts
  45. 45. Thank you for your attentionI remain at your disposal for further information or a life demo Florentina Vasile Project Manager Romania florentina.vasile@hiper-com.com +40 (0) 743 216 282Follow us on social networks for more Markets Intelligence
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