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Promo Review Romania FY 2013 vs 2012

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  • 1. 2013 vs 2012 Promo Review of food retailers in 20’top
  • 2. 2013 vs 2012 RETAILERS SUMMARY QUANTITATIV KPI 1- LEAFLETS & PROMO OPERATIONS 4-17 78-91 4- PROMO PRESSURE & SHARE OF VOICE 41-63 3- AVERAGE PRICES 26-40 2- TRADE STRATEGY 18-25 64-77 Promo Review of food retailers in 20’top 5- PROMO MECHANISMS
  • 3. 2013 vs 2012 VOCABULARY •Promo Pressure: index of promo visibility for a retailer, a category a brand or a format. This index can be counted by quantity of leaflets or quantity of promotions inside the leaflets. •Share of Voice: index of promo visibility for a retailer, a category a brand or a format in relative value versus competitors. The Share of Voice index of Hipercom shows the promo activity of the Retailers in the most exhaustive way, taking into consideration the quantity of promotional operations, SKU’s or SNU in Promo, the commercial space (in m2) when the promotion was valid and the QUANTITY of days of the validity days of that specific promotion. •Shopper Need Unit (SNU): One or more SKU from the same family, being on the same promotion (many flavors for juice, many colors for shampoo, many sizes for textile) •Consumer advantages: All additional trade mechanisms supporting the promo price and 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 •Perimeter of analysis: Romania: CC, Hyper, Super, HDD
  • 4. 2013 vs 2012 Promo Review of food retailers in 20’top 1- LEAFLETS & PROMO OPERATIONS 2013 vs 2012
  • 5. 2013 vs 2012 LEAFLETS & PROMO PRESSURE (traffic leaflets – all leaflets) 48 29 52 8 22 ( Nationals PO) 2013 (evol)HM • Quantity of leaflets 2013 vs 2012. All traffic leaflets = 100%. • 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 616 635 720 79 37 22 -3% -11,8% 113,5% 68,2% NATIONALS PO REG & LOC PO C&C 67 73 ( Nationals PO) 2013 (evol) 2013 2012 2011 Pressure 2013 vs 2012 Pressure 2012 vs 2011 - 2 PO +2 PO + 1 PO + 8 PO - 13 PO - - 12 PO
  • 6. 2013 vs 2012 LEAFLETS & PROMO PRESSURE (traffic leaflets – all leaflets) HD 52 52 ( Nationals PO) 2013 (evol)SM ( Nationals PO) 2013 (evol) 52 47 24 38 616 635 720 79 37 22 -3% -11,8% 113,5% 68,2% NATIONALS PO REG & LOC PO 2013 2012 2011 Pressure 2013 vs 2012 Pressure 2012 vs 2011 • Quantity of leaflets 2013 vs 2012. All traffic leaflets = 100%. • 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 +1 PO - 1 PO + 4 PO + 12 PO - -
  • 7. 2013 vs 2012 5 TOP TRAFFIC LEAFLET NAT (by PO Share of Voice) QUANTITY of SNU 719 484 455474 432 Stores 19 24 1824 10 Days 14 14 1313 14 Benchmark vs Leader 100% 63%66% 60%67% This Promotional Operation generates (through validity period and quantity of SNU) a promo pressure bigger with 40% than the 5th PO.
  • 8. 2013 vs 2012 168 124 120 80 72 68 61 61 57 49 40 36 21 -53 po +49 po +5 po +15 po +16 po -9 po +2 po +1 po +10 po +13 po +21 po QUANTITY OF PROMO OPERATIONS (all leaflets = traffic + special + flyers NAT)
  • 9. 2013 vs 2012 73 67 52 52 52 52 48 47 38 29 24 22 8 +1 po +1 po -2 po -1 po +12 po +2 po +4 po -13 po -12 po +8 po QUANTITY OF PROMO OPERATIONS (traffic leaflets NAT) The biggest decrease is noticed in Real HM, and is due to the fact that they changed their strategy by switching from weekly catalogues to 2 catalogues per month since May 2012. Profi increased with 12 catalogues because they switched from bi-monthly catalogues to weekly catalogues since May 2013.
  • 10. 2013 vs 2012 95 68 57 39 39 32 20 13 12 9 5 2 2 -41 po +49 po +14 po +4 po +7 po +14 po +13 po +9 po -1 po +2 po +2 po -2 po QUANTITY OF PROMO OPERATIONS (special leaflets + flyers NAT) Selgros had with 37 less flyers in 2013. Penny Market had 5 thematic catalogues in 2013, with 3 more than the previous year. Cora had with 6 more thematic catalogues than in 2012. Real HM had with 7 more flyers in 2013 than in 2012. Carrefour had with 4 more flyers than in 2012. Billa had with 14 more flyers than in 2012. Mega Image had with 8 more thematic catalogues in 2013. SPECIAL LEAFLETS = flyers (2 – 4 pages) + thematic catalogues
  • 11. 2013 vs 2012 20 16 13 13 13 12 9 9 8 7 7 7 7 +2 days -1 days +3 days -1 days +12 days -5 days AVERAGE QUANTITY OF VALIDITY DAYS (traffic leaflets NAT) Real HM increased the validity days for traffic leaflets from 6 or 7 days to 13 days (since May 2012). Profi decreased the validity days for traffic leaflets from 14 days to 6 days (since May 2013).
  • 12. 2013 vs 2012 72 47 35 33 33 32 30 23 19 15 13 9 2 +1 pag +6 pag +33 pag +6 pag +2 pag -1 pag +2 pag -3 pag -3 pag +15 pag AVERAGE QUANTITY OF PAGES/ PO (traffic leaflets NAT) Kaufland has changed their strategy in 2013 and increased the average quantity of pages/po. Lidl increased with 6 the average quantity of pages/po because they changed their strategy since February 2013, from 2 weekly catalogues (1 traffic-16 pages and 1 special-32 pages) to only 1 weekly traffic catalogue-32 pages.
  • 13. 2013 vs 2012 AVERAGE QUANTITY OF SNU/PAGE (traffic leaflets NAT) The most readable is KAUFLAND. 3 4 7 8 8 8 8 8 9 9 11 11 13 -1 snu/pag +1 snu/pag -1 snu/pag +1 snu/pag +1 snu/pag +1 snu/pag +11 snu/pag +3 snu/pag
  • 14. 2013 vs 2012 2012 A2 A3 A4 A5 51 2 48 48 27 7 44 50 2 20 4 63 1 51 1 25 8 27 8 77 KPI (traffic leaflets NAT) 2013 A2 A3 A4 A5 52 4 44 47 24 5 17 35 6 46 24 67 4 48 37 1 8 5 17 6 67 2012 A2 A3 A4 A5 16 40 26 2 23 24 26 13 18 15 20 23 12 17 12 11 25 30 21 25 Quantity of po 2013 A2 A3 A4 A5 13 40 26 2 25 38 26 28 14 34 15 23 12 19 9 20 33 29 28 42 28 Average qty of pages/po Average qty of pages/po (A4) Average qty of SNU/page Avg qty of SNU/page (A4) 2012 2013 10 11 9 9 8 8 17 14 9 8 8 4 10 13 9 9 9 8 6 6 0 11 10 11 9 9 2012 2013 A4 A4 10 11 8 8 8 8 8 8 4 3 4 4 10 13 8 9 9 8 5 7 0 11 9 9 8 8 2012 2013 A4 A4 16 13 28 30 2 2 46 47 57 72 26 33 15 15 24 23 17 19 12 9 33 34 35 26 32 -10,2% 0,5% 7,0% 6,7% 5,6% 20,6% 53,9% 7,3% 0,4% 41,9% 0,0% -32,3% 5,3% Promo Pressure 2013 vs 2012
  • 15. 2013 vs 2012 59 35 17 15 14 12 10 9 9 6 5 4 2 +29 pag +25 pag -1 pag -3 pag -3 pag +2 pag -4 pag -2 pag +9 pag -2 pag -3 pag +2 pag AVERAGE QUANTITY OF PAGES/PO (special leaflets + flyers NAT) Mega Image increased the average quantity of pages/special po and they started to have a monthly frequency for these special leaflets. SPECIAL LEAFLETS = flyers (2 – 4 pages) + thematic catalogues
  • 16. 2013 vs 2012 2 5 6 7 7 7 8 8 8 9 9 12 12 -2 snu/pag -7 snu/pag +1 snu/pag +7 snu/pag +1 snu/pag +8 snu/pag +1 snu/pag +4 snu/pag -6 snu/pag AVERAGE QUANTITY OF SNU/PAGE (special leaflets + flyers NAT) SPECIAL LEAFLETS = flyers (2 – 4 pages) + thematic catalogues The most readable is LIDL.
  • 17. 2013 vs 2012 Promo Review of food retailers in 20’top Real switched from weekly catalogues to bi-monthly catalogues since May 2012 so that the quantity of po in 2013 was smaller than in the same period of the previous year (-13 po). Due to this change, they increased the average quantity of SNU per page (+1 SNU/page). SUMMARY Profi switched from 14 validity days catalogues to 6 validity days catalogues since May 2013 so that the quantity of promo operations in 2013 is bigger with 12 compared to the same period last year. They have decreased the average quantity of pages/po (-3 page/po) and increased the quantity of SNU/page (+1 SNU/pag) that lead to a lower readability of the leaflet. Mega Image had an aggressive strategy in 2013. They increased with 4 the quantity of po and with 3 the average quantity of SNU/page. Kaufland increased the quantity of catalogues (+1). They changed the format of their catalogues so that the average quantity of pages/po increased with 15 and the quantity of SNU/page decreased with 1.
  • 18. 2013 vs 2012 2013 vs 2012 Promo Review of food retailers in 20’top 2 - TRADE STRATEGY
  • 19. 2013 vs 2012 Private Label National Brands Unbranded SNU TYPOLOGY - National Brands, Private Labels, Unbranded - (traffic leaflets NAT) 65,4% (-0.9 pp) 15,5% (+1.4 pp) 19,1% (-0.5 pp) Within HYPERMARKET, SUPERMAKET, HARD DISCOUNT, CASH&CARRY We can observe that the Unbranded are loosing share in favor of Private Labels. This shows that the strategy of the retailers is to reduce the space for the promotions without budget making space for their own brands. • SNU = one ore more SKU from the same family, visible on one picture (e.g. various flavors) • Percentage Point (PP) = the unit for the arithmetic difference of two percentages.
  • 20. 2013 vs 2012 ALL RETAILERS CASH & CARRY HARD DISCOUNT HYPERMARKET SUPERMARKET 2013* 2013 vs 2012 (pp) 2013 vs 2012 (%) 2013* 2013 vs 2012 (pp) 2013 vs 2012 (%) 2013* 2013 vs 2012 (pp) 2013 vs 2012 (%) 2013* 2013 vs 2012 (pp) 2013 vs 2012 (%) 2013* 2013 vs 2012 (pp) 2013 vs 2012 (%) Private Label 15,5% 1,4 pp 14,4% 9,7% 0,7 pp 14,4% 33,7% 3,2 pp 24,6% 11,2% -0,4 pp -1,0% 11,1% 2,3 pp 19,7% National Brands 65,4% -0,9 pp 3,0% 75,7% -0,4 pp 5,6% 50,1% -2,9 pp 6,7% 62,6% 0,8 pp 3,7% 75,5% -1,5 pp -7,4% Unbranded 19,1% -0,5 pp 1,9% 14,6% -0,3 pp 3,6% 16,2% -0,3 pp 11,1% 26,2% -0,4 pp 0,8% 13,4% -0,9 pp -11,2% SNU TYPOLOGY - National Brands, Private Labels, Unbranded - (traffic leaflets NAT) • SNU = one ore more SKU from the same family, visible on one picture (e.g. various flavors) • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. Retailers focused on their own brands, so that Private Label increased with +14,4% in 2013 vs 2012, while National Brands increased with +3,0% and Unbranded with 1,9%. Hard Discount had the biggest increase of the Private Label (+24,6%), next is Supermarket (+19,7%). Hypermarket has decreased the Private Label (-1%) and increased the National Brands (+3,7%). * 100% = Total Retailers within respective format (year 2013)
  • 21. 2013 vs 2012 SNU TYPOLOGY - National Brands - (traffic leaflets NAT) QUANTITY SNU/PO National Brands Evolution 2013 vs 2012 • SNU = one ore more SKU from the same family, visible on one picture (e.g. various flavors) • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. 136 ref 222 ref 20 ref 350 ref 230 ref 123 ref 193 ref 200 ref 146 ref 55 ref 354 ref 302 ref 261 ref 74,35% (-0,3 pp) 64,81% (0,7 pp) 48,96% (-4 pp) 68,13% (0,4 pp) 56,68% (0,8 pp) 10,01% (3,3 pp) 82,41% (-9 pp) 61,15% (-2,1 pp) 63,68% (-3,3 pp) 75,66% (-1,9 pp) 61,99% (62 pp) 61,81% (1,2 pp) 85,92% (1 pp) -18 +10 +2 -2 +8 +19 +43 +14 +1 -2 +354 +22 +48 The most significant decrease of National Brands is in Mega Image and Carrefour Market.
  • 22. 2013 vs 2012 8,94% (0,1 pp) 10,69% (-1,4 pp) 19,63% (3,4 pp) 7,34% (-0,7 pp) 14,26% (-0,2 pp) 77,86% (-4,5 pp) 15,30% (7,7 pp) 19,85% (0,7 pp) 19,84% (4,6 pp) 5,28% (-0,2 pp) 11,14% (11,1 pp) 12,40% (1,3 pp) 2,62% (0,6 pp) SNU TYPOLOGY - Private Label - (traffic leaflets NAT) The most significant increase of Private Label is in Mega Image and Penny Market. • SNU = one ore more SKU from the same family, visible on one picture (e.g. various flavors) • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. QUANTITY SNU/PO National Brands Evolution 2013 vs 2012 136 ref 222 ref 20 ref 350 ref 230 ref 123 ref 193 ref 200 ref 146 ref 55 ref 354 ref 302 ref 261 ref 74,35% (-0,3 pp) 64,81% (0,7 pp) 48,96% (-4 pp) 68,13% (0,4 pp) 56,68% (0,8 pp) 10,01% (3,3 pp) 82,41% (-9 pp) 61,15% (-2,1 pp) 63,68% (-3,3 pp) 75,66% (-1,9 pp) 61,99% (62 pp) 61,81% (1,2 pp) 85,92% (1 pp) -18 +10 +2 -2 +8 +19 +43 +14 +1 -2 +354 +22 +48 Private Label
  • 23. 2013 vs 2012 74,35% (-0,3 pp) 64,81% (0,7 pp) 48,96% (-4 pp) 68,13% (0,4 pp) 56,68% (0,8 pp) 10,01% (3,3 pp) 82,41% (-9 pp) 61,15% (-2,1 pp) 63,68% (-3,3 pp) 75,66% (-1,9 pp) 61,99% (62 pp) 61,81% (1,2 pp) 85,92% (1 pp) -18 +10 +2 -2 +8 +19 +43 +14 +1 -2 +354 +22 +48 SNU TYPOLOGY – Unbranded - (traffic leaflets NAT) • SNU = one ore more SKU from the same family, visible on one picture (e.g. various flavors) • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. The most significant increase of Unbranded is in Metro and Profi. QUANTITY SNU/PO National Brands Evolution 2013 vs 2012 136 ref 222 ref 20 ref 350 ref 230 ref 123 ref 193 ref 200 ref 146 ref 55 ref 354 ref 302 ref 261 ref 8,94% (0,1 pp) 10,69% (-1,4 pp) 19,63% (3,4 pp) 7,34% (-0,7 pp) 14,26% (-0,2 pp) 77,86% (-4,5 pp) 15,30% (7,7 pp) 19,85% (0,7 pp) 19,84% (4,6 pp) 5,28% (-0,2 pp) 11,14% (11,1 pp) 12,40% (1,3 pp) 2,62% (0,6 pp) 16,70% (0,2 pp) 24,50% (0,6 pp) 31,41% (0,6 pp) 24,53% (0,4 pp) 29,07% (-0,6 pp) 12,13% (1,2 pp) 2,28% (1,3 pp) 19,00% (1,4 pp) 16,48% (-1,4 pp) 19,06% (2 pp) 26,87% (26,9 pp) 25,79% (-2,5 pp) 11,46% (-1,6 pp) Private Label Unbranded
  • 24. 2013 vs 2012 EVOLUTION OF SNU/PO SPLIT BY TYPE OF BRANDS (traffic leaflets NAT) -18 10 2 -2 8 19 43 14 1 -2 354 22 48 -14 8 0 0 6 5 22 4 -4 -2 219 17 44 -1 -2 1 -3 1 10 18 4 7 0 39 6 3 -3 4 1 1 1 4 3 6 -2 0 96 -1 1 National Brands Private Label Unbranded Evolution SNU/PO* 2013 vs 2012 SNU = one ore more SKU from the same family, visible on one picture (e.g. various flavors) * Digits are slightly rounded
  • 25. 2013 vs 2012 In 2013 Penny Market has focused on promoting their own brands (+4.6 pp) giving less space to National Brands (-3,3 pp) and Unbranded (-1,4 pp). Private Label increased with +31,0%, Unbranded decreased with -7,2% and National Brands decreased with -4,4%. SUMMARY Metro has chose to give more share to Private Label (+0,7 pp) and Unbranded (+1,4 pp), than to National Brands (-2,1 pp). In 2013 vs 2012, Private Label increased with 11,1%, Unbranded with 16% and National Brands with 3,7%. Lidl has increased the share of National Brands (+3.3 pp) and Unbranded (+1,2 pp) and reduced the share of Private Label (-4,5 pp). National Brands increased with 79,6%, Private Label with 14,1% and Unbranded with 33,5%. Mega Image and Carrefour Market have decreased the share of National Brands (-9pp/-4pp) and increased the share of Private Label (+7,7 pp/+3,4 pp) and Unbranded (+1,3 pp/+0,6 pp). Mega Image increased the Private Label with 210%, National Brands with 38,8% and Unbranded with 265,5%. Profi has focused on Unbranded (+2 pp) and decreased the share of National Brands (-1,9 pp). Unbranded increased with 58,8%, National Brands with 38,5% and Private Label with 37,5% .
  • 26. 2013 vs 2012 2013 vs 2012 Promo Review of food retailers in 20’top 3 – AVERAGE PRICES
  • 27. 2013 vs 2012 9.7 104.4 7.9 109.7 14.2 31.0 10.6 223.9 12.8 8.3 102.8 74.5 121.2 -0.4 8.6 -0.1 25.4 0.6 7.0 -1.5 3.6 -1.5 0.5 102.8 2.2 11.9 BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT) Cora has increased the Promo Price by 30,1%, meanwhile Mega Image decreased the Promo Prince by 12,5%. AVERAGE VIRTUAL PRICE AVERAGE PROMO PRICE 9.5 104.1 7.8 109.6 14.1 31.0 10.4 223.2 12.7 8.3 102.7 74.3 120.9 -0.3 8.5 0.0 25.4 0.6 7.0 -1.6 3.7 -1.4 0.5 102.7 2.2 11.9 BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS
  • 28. 2013 vs 2012 AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT) FOOD CATEGORY AVERAGE VIRTUAL PRICE AVERAGE PROMO PRICE 8.4 11.7 7.8 10.8 9.0 10.6 10.4 10.0 8.1 7.6 13.5 12.6 15.0 -0.1 0.1 0.0 -0.2 0.7 2.1 -1.6 -1.5 -0.3 0.0 13.5 -0.3 1.1 BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS 8.6 11.9 7.9 11.0 9.1 10.7 10.6 10.4 8.2 7.6 13.6 12.8 15.4 -0.2 0.1 -0.1 -0.1 0.7 2.1 -1.5 -1.8 -0.3 0.0 13.6 -0.3 1.1 BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS
  • 29. 2013 vs 2012 AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT) AVERAGE PROMO PRICE AVERAGE VIRTUAL PRICE PRODUSE AMBALATE CU AUTOSERVIRE 8.0 10.4 9.0 9.5 8.1 9.0 8.6 10.1 8.1 7.7 8.9 9.8 13.1 -0.1 0.0 -0.6 -0.6 0.6 1.1 -1.6 -1.8 -0.4 -0.2 8.9 1.1 1.6 BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS 8.1 10.6 9.0 9.6 8.2 9.0 8.7 10.3 8.2 7.7 9.2 10.1 13.3 -0.2 0.0 -0.6 -0.5 0.6 1.1 -1.6 -1.9 -0.3 -0.2 9.2 1.1 1.6 BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS
  • 30. 2013 vs 2012 AVERAGE VIRTUAL PRICE FRUITS AND VEGETABLES AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT) AVERAGE PROMO PRICE 4.1 5.2 3.9 4.2 5.1 12.2 6.8 8.8 4.5 3.1 5.5 5.7 13.4 0.1 0.3 0.1 -4.5 0.6 4.2 -1.0 1.6 -0.1 -0.6 5.5 0.6 2.7 BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS 4.1 5.2 4.0 4.2 5.1 12.2 6.8 8.8 4.5 3.1 5.5 5.7 13.4 0.1 0.3 0.2 -4.4 0.6 4.2 -1.0 1.6 -0.1 -0.6 5.5 0.6 2.7 BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS
  • 31. 2013 vs 2012 FROZEN AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT) AVERAGE VIRTUAL PRICE AVERAGE PROMO PRICE 9.2 9.4 7.8 9.9 8.8 13.0 13.3 12.6 8.3 6.6 7.7 9.5 16.6 -0.4 0.2 -0.6 0.4 1.2 1.1 -2.5 0.1 0.7 0.0 7.7 0.4 2.0 BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS 9.5 9.9 7.9 10.1 8.9 13.0 13.6 12.8 8.3 6.6 7.7 9.6 16.7 -0.5 0.4 -1.5 0.6 1.3 1.1 -2.3 0.0 0.7 0.0 7.7 0.3 2.1 BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS
  • 32. 2013 vs 2012 FOOD AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT) AVERAGE VIRTUAL PRICE AVERAGE PROMO PRICE 7.4 11.2 6.3 9.8 7.4 9.9 9.4 6.5 6.0 6.2 14.6 12.4 13.2 0.0 1.0 -0.1 1.1 0.2 2.2 -1.7 -1.2 -0.2 -0.3 14.6 -0.3 0.9 BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS 7.6 11.3 6.3 9.9 7.5 9.9 9.5 6.6 6.1 6.2 14.6 12.6 13.3 -0.1 1.0 -0.1 1.1 0.2 2.2 -1.7 -1.4 -0.2 -0.3 14.6 -0.4 0.8 BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS
  • 33. 2013 vs 2012 DETERGENTS-HYGIENE AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT) AVERAGE VIRTUAL PRICE AVERAGE PROMO PRICE 17.6 23.1 18.7 20.1 20.0 13.2 15.7 18.5 18.5 16.1 21.0 23.6 23.5 0.9 0.4 -4.6 1.4 2.0 3.7 2.1 0.6 -1.6 0.9 21.0 -0.6 2.2 BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS 18.2 23.9 18.8 20.5 20.3 13.2 16.2 19.6 18.8 16.2 21.1 23.8 24.40.6 0.3 -6.0 1.6 2.0 3.6 2.0 -0.1 -1.6 0.8 21.1 -0.6 2.0 BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS
  • 34. 2013 vs 2012 COSMETICS AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT) AVERAGE VIRTUAL PRICE AVERAGE PROMO PRICE 12.6 16.7 16.7 16.3 13.9 14.5 12.6 14.1 12.8 15.7 21.2 19.4 14.00.3 1.0 6.8 1.6 1.6 3.2 -2.0 0.5 -0.3 1.0 21.2 -0.4 0.6 BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS 13.4 17.2 16.7 16.6 14.1 14.5 13.2 15.7 13.3 15.7 21.3 19.6 15.40.5 0.7 6.9 1.8 1.7 3.1 -1.9 0.2 -0.4 0.9 21.3 -0.5 0.9 BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS
  • 35. 2013 vs 2012 PRODUSE VRAC/SERVIRE ASISTATA AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT) AVERAGE VIRTUAL PRICE AVERAGE PROMO PRICE 7.2 10.1 16.0 7.6 7.7 10.4 9.5 28.4 16.5 6.8 8.2 8.1 19.5 0.1 -3.8 1.2 -4.2 0.7 -0.4 -14.5 2.3 0.3 0.9 8.2 -0.6 0.3 BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS 7.2 10.1 16.0 7.6 7.7 10.4 9.5 28.4 16.5 6.8 8.2 8.1 19.5 0.1 -3.8 1.2 -4.2 0.7 -0.4 -14.5 2.3 0.3 0.9 8.2 -0.6 0.3 BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS
  • 36. 2013 vs 2012 NON FOOD CATEGORY AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT) AVERAGE VIRTUAL PRICE AVERAGE PROMO PRICE 56.7 263.4 8.0 277.0 30.8 43.7 10.2 396.9 41.6 14.4 216.5 172.0 260.1 24.5 11.7 0.1 47.2 0.7 7.2 -1.8 -50.6 -4.4 3.6 216.5 18.8 29.0 BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS 56.7 263.7 8.0 277.1 30.8 43.7 10.3 397.8 41.6 14.4 216.5 172.3 260.2 24.5 12.0 0.1 47.0 0.7 7.2 -1.7 -50.6 -4.5 3.6 216.5 18.9 29.1 BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS
  • 37. 2013 vs 2012 ELECTRO-PHOTO-CINEMA-SOUND AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT) AVERAGE VIRTUAL PRICE AVERAGE PROMO PRICE 68.7 673.3 0.0 707.6 76.9 78.0 19.3 817.3 139.8 0.0 606.2 539.1 550.9 738.9 1,024.8 1,272.4 1,074.0 18.4 38.8 0.0 28.7 4.3 -9.5 15.3 -100.0 11.2 0.0 606.2 7.6 27.2 -98.7 158.8 279.2 -110.6 68.7 674.1 0.0 708.0 76.9 78.0 19.3 817.7 139.8 0.0 606.2 539.2 550.9 746.0 1,034.1 1,292.5 1,075.8 18.4 39.7 0.0 28.3 4.3 -9.5 15.3 -99.7 11.1 0.0 606.2 7.5 27.2 -92.6 166.1 291.1 -110.1
  • 38. 2013 vs 2012 BAZAR AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT) AVERAGE VIRTUAL PRICE AVERAGE PROMO PRICE 59.3 55.4 8.0 104.0 25.8 46.2 10.1 117.8 24.1 14.7 52.5 74.8 134.3 27.2 -28.9 0.1 9.0 -0.6 11.1 -1.7 -23.4 -5.9 4.6 52.5 8.2 11.5 BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS 59.3 55.5 8.0 104.0 25.8 46.2 10.1 118.9 24.1 14.7 52.6 75.0 134.4 27.2 -28.8 0.1 9.0 -0.6 11.1 -1.7 -23.8 -6.0 4.6 52.6 8.2 11.6 BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS
  • 39. 2013 vs 2012 TEXTILES AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT) AVERAGE VIRTUAL PRICE AVERAGE PROMO PRICE 8.7 39.1 0.0 51.2 21.6 33.9 9.2 55.7 29.3 10.2 42.9 33.1 52.6 -6.3 -2.7 0.0 -3.2 -1.0 4.6 -6.9 -5.5 -1.4 -64.8 42.9 -2.8 3.0 BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS 9.2 39.1 0.0 51.2 21.6 33.9 9.5 58.1 29.3 10.2 42.9 33.7 52.6 -5.8 -2.8 0.0 -3.2 -1.0 4.6 -6.6 -3.8 -1.6 -64.8 42.9 -2.5 2.9 BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS
  • 40. 2013 vs 2012 Summary Taking a look at the evolution of the Virtual Price and the Promo Price in 2013 vs 2012, the Virtual Price increased with 9,9% and the Promo Price increased with 9,8%. The Food Category registered a Virtual Price smaller with -0,1% in 2013 vs 2012. The Produse vrac/servire asistata category is the winner of the market with a Virtual Price smaller with 20,6% compared to the same period last year. The highest increase of the Virtual Price was on Frozen category (+ 7,3%). The Non Food Category registered a Virtual Price higher with 7,2%, due to the increasing of the prices in Bazar with +1,2% and EPCS with +0,5%. Cora registered the highest prices increase. Both Virtual & Promo prices increased with 30,1%. The category with the most significant increase is Food (+12,1%).
  • 41. 2013 vs 2012 Promo Review of food retailers in 20’top 4 – PROMO PRESSURE & SHARE OF VOICE 2013 vs 2012
  • 42. 2013 vs 2012 PROMO PRESSURE GROWTH* (SNU) (traffic leaflets NAT) PROMO PRESSURE FOOD NON - FOOD -5,7 % HYPERMARKET SUPERMARKET CASH&CARRY HARD DISCOUNT The Promo Pressure had a positive trend in 2013 vs 2012. Taking a look at how retailers behaved in 2013, we see that Cash & Carry, Hypermarket and Hard Discount have increased their quantity of promotions. Supermarket had a negative promo pressure because they have reduced the quantity of catalogues. *The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less SNU promoted - 6,0 % 2012 vs 2011 -6,6% -28,5% -7,1% +11,8% 2012 vs 2011 -1,4% +2,7% 2013 vs 2012 +8,1% - 5.5% +6,1% +12,9% 2013 vs 2012 +2,4% + 4,4%FOOD + NON-FOOD
  • 43. 2013 vs 2012 PROMO PRESSURE GROWTH* (SNU) (traffic leaflets NAT) *The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less SNU promoted Looking at the whole picture of the Promo Pressure, 2 retailers are standing out: MEGA IMAGE with a positive trend, and REAL HM, with a negative trend. -10.2% 0.5% 7.0% 6.7% 5.6% 20.6% 53.9% 7.3% 0.4% 41.9% 0.0% -32.3% 5.3% BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS
  • 44. 2013 vs 2012 KPI (traffic leaflets NAT) QUANTITY PO Evolution 2013 vs 2012 AVG PAGES/PO Evolution 2013 vs 2012 AVG SNU/PAGE Evolution 2013 vs 2012 AVG SNU/PO Evolution 2013 vs 2012 PROMO PRESSURE 52 48 47 29 52 52 24 67 52 38 8 22 73 +1 po -2 po -1 po +2 po +1 po 0 po +4 po 0 po 0 po +12 po +8 po -13 po -12 po 13 30 2 47 72 33 15 23 19 9 33 35 32 -3 pag +2 pag 0 pag +1 pag +15 pag +6 pag 0 pag -1 pag +2 pag -3 pag +33 pag 0 pag +6 pag 11 8 8 8 3 4 13 9 8 7 11 9 8 +1 snu/pag 0 snu/pag 0 snu/pag 0 snu/pag -1 snu/pag 0 snu/pag +3 snu/pag +1 snu/pag -1 snu/pag +1 snu/pag +11 snu/pag +1 snu/pag 0 snu/pag 136 222 20 350 230 123 193 200 146 55 354 302 261 -18 snu/po +10 snu/po +2 snu/po -2 snu/po +8 snu/po +19 snu/po +43 snu/po +14 snu/po +1 snu/po -2 snu/po +354 snu/po +22 snu/po +48 snu/po -10,2% 0,5% 7,0% 6,7% 5,6% 20,6% 53,9% 7,3% 0,4% 41,9% -32,3% 5,3%
  • 45. 2013 vs 2012 SUMMARY Although Real HM has increased its SNU/po with 22, that did not help to maintain the position of the last year because the quantity of SNU of the -13 po (see slide 44) is 8 times bigger than the increase of the quantity of the SNU/po in 2013. This lead to a promo pressure of -32,3%. in 2013 Mega Image increased both the quantity of catalogues (+4 po) and the quantity of SNU per catalogue in 2013 (+43 SNU/po) and this lead to a promo pressure of +53,9%. Profi increased the quantity of catalogues (+12 po) and decreased the quantity of SNU/po (-2). The promo pressure had a positive trend (+41,9%), because the quantity of SNU of the +12 po (see slide 44) is 9 times bigger than the decrease of quantity of the SNU/po in 2013. Lidl has maintained constant the quantity of catalogues and increased the quantity of SNU/po (+19 SNU/po). Therefore the promo pressure was +20,6%. Billa has increased the quantity of catalogues in 2013 (-+ po) and decreased the quantity of SNU per po (-18 SNU/po). The promo pressure was -10,2% because the quantity of SNU of the +1 po is with 83% smaller that the increase of SNU/po in 2013.
  • 46. 2013 vs 2012 PROMO PRESSURE GROWTH* (SNU) (traffic leaflets NAT) *The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less SNU promoted -2.1% -8.1% -0.2% -7.9% -4.7% -13.1% 3.5% 3.4% 9.5% 5.6% 11.8% 28.8% FOOD CATEGORY FOOD DETERGENTI - IGIENA COSMETICE CONGELATE FRUCTE SI LEGUME PRODUSE AMBALATE CU AUTOSERVIRE PRODUSE VRAC/SERVIRE ASISTATA NON FOOD CATEGORY BAZAR ELECTRO TEXTILE
  • 47. 2013 vs 2012 PROMO PRESSURE GROWTH* (SNU) (traffic leaflets NAT) *The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less SNU promoted -4.1% -7.2% 1.0% 2.1% 3.2% 10.6% 2.1% 89.7% 18.1% 3.7% 46.6% 15.0% FOOD CATEGORY FOOD DETERGENTI - IGIENA COSMETICE CONGELATE FRUCTE SI LEGUME PRODUSE AMBALATE CU AUTOSERVIRE PRODUSE VRAC/SERVIRE ASISTATA NON FOOD CATEGORY BAZAR ELECTRO TEXTILE
  • 48. 2013 vs 2012 PROMO PRESSURE GROWTH* (SNU) (traffic leaflets NAT) *The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less SNU promoted -18.5% -4.8% 7.1% 5.5% 19.7% 1.2% 7.8% 12.7% 11.9% 1.5% 21.9% 12.0% FOOD CATEGORY FOOD DETERGENTI - IGIENA COSMETICE CONGELATE FRUCTE SI LEGUME PRODUSE AMBALATE CU AUTOSERVIRE PRODUSE VRAC/SERVIRE ASISTATA NON FOOD CATEGORY BAZAR ELECTRO TEXTILE
  • 49. 2013 vs 2012 PROMO PRESSURE GROWTH* (SNU) (traffic leaflets NAT) *The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less SNU promoted -28.3% -22.7% -49.6% -28.4% -30.0% -41.7% -20.0% -36.4% -37.7% -34.4% -29.5% -46.3% FOOD CATEGORY FOOD DETERGENTI - IGIENA COSMETICE CONGELATE FRUCTE SI LEGUME PRODUSE AMBALATE CU AUTOSERVIRE PRODUSE VRAC/SERVIRE ASISTATA NON FOOD CATEGORY BAZAR ELECTRO TEXTILE
  • 50. 2013 vs 2012 PROMO PRESSURE GROWTH* (SNU) (traffic leaflets NAT) *The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less SNU promoted -7.2% -14.6% -24.5% -27.7% -3.1% -61.3% -58.2% -78.4% -73.0% 2.7% 6.3% 18.3% FOOD CATEGORY FOOD DETERGENTI - IGIENA COSMETICE CONGELATE FRUCTE SI LEGUME PRODUSE AMBALATE CU AUTOSERVIRE PRODUSE VRAC/SERVIRE ASISTATA NON FOOD CATEGORY BAZAR ELECTRO TEXTILE
  • 51. 2013 vs 2012 PROMO PRESSURE GROWTH* (SNU) (traffic leaflets NAT) *The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less SNU promoted -10.7% -15.3% -40.7% -9.1% -3.4% -17.8% -26.3% 2.4% 4.5% 8.4% 0.5% 10.4% FOOD CATEGORY FOOD DETERGENTI - IGIENA COSMETICE CONGELATE FRUCTE SI LEGUME PRODUSE AMBALATE CU AUTOSERVIRE PRODUSE VRAC/SERVIRE ASISTATA NON FOOD CATEGORY BAZAR ELECTRO TEXTILE
  • 52. 2013 vs 2012 PROMO PRESSURE GROWTH* (SNU) (traffic leaflets NAT) *The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less SNU promoted 51.0% 40.4% 160.1% 71.8% 64.5% 394.4% 24.7% 76.5% 193.9% 206.8% 200.0% 50.0% FOOD CATEGORY FOOD DETERGENTI - IGIENA COSMETICE CONGELATE FRUCTE SI LEGUME PRODUSE AMBALATE CU AUTOSERVIRE PRODUSE VRAC/SERVIRE ASISTATA NON FOOD CATEGORY BAZAR ELECTRO TEXTILE
  • 53. 2013 vs 2012 PROMO PRESSURE GROWTH* (SNU) (traffic leaflets NAT) *The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less SNU promoted -21.8% 7.0% 6.2% 66.7% 64.3% 10.0% 7.3% 3.0% FOOD CATEGORY FOOD DETERGENTI - IGIENA COSMETICE CONGELATE FRUCTE SI LEGUME PRODUSE AMBALATE CU AUTOSERVIRE PRODUSE VRAC/SERVIRE ASISTATA NON FOOD CATEGORY BAZAR ELECTRO TEXTILE
  • 54. 2013 vs 2012 PROMO PRESSURE GROWTH* (SNU) (traffic leaflets NAT) *The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less SNU promoted -0.8% -47.1% -18.5% -25.0% 3.6% 9.7% 2.4% 43.0% 34.2% 34.9% 37.9% 32.5% FOOD CATEGORY FOOD DETERGENTI - IGIENA COSMETICE CONGELATE FRUCTE SI LEGUME PRODUSE AMBALATE CU AUTOSERVIRE PRODUSE VRAC/SERVIRE ASISTATA NON FOOD CATEGORY BAZAR ELECTRO TEXTILE
  • 55. 2013 vs 2012 PROMO PRESSURE GROWTH* (SNU) (traffic leaflets NAT) *The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less SNU promoted 35.2% 37.9% 42.4% 35.5% 17.2% 0.7% 37.1% 72.1% 140.7% 129.4% 1100.0% FOOD CATEGORY FOOD DETERGENTI - IGIENA COSMETICE CONGELATE FRUCTE SI LEGUME PRODUSE AMBALATE CU AUTOSERVIRE PRODUSE VRAC/SERVIRE ASISTATA NON FOOD CATEGORY BAZAR ELECTRO TEXTILE
  • 56. 2013 vs 2012 PROMO PRESSURE GROWTH* (SNU) (traffic leaflets NAT) *The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less SNU promoted -7.7% -28.4% -41.2% -18.5% -2.3% -25.6% -36.6% 8.7% 17.8% 24.0% 35.4% 24.0% FOOD CATEGORY FOOD DETERGENTI - IGIENA COSMETICE CONGELATE FRUCTE SI LEGUME PRODUSE AMBALATE CU AUTOSERVIRE PRODUSE VRAC/SERVIRE ASISTATA NON FOOD CATEGORY BAZAR ELECTRO TEXTILE
  • 57. 2013 vs 2012 PROMO PRESSURE GROWTH* (SNU) (traffic leaflets NAT) *The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less SNU promoted -0.9% -21.6% -11.7% 6.6% 9.7% 5.2% 20.6% 4.3% 6.7% 3.8% 5.3% 13.2% FOOD CATEGORY FOOD DETERGENTI - IGIENA COSMETICE CONGELATE FRUCTE SI LEGUME PRODUSE AMBALATE CU AUTOSERVIRE PRODUSE VRAC/SERVIRE ASISTATA NON FOOD CATEGORY BAZAR ELECTRO TEXTILE
  • 58. 2013 vs 2012 SHARE OF VOICE (SNU) - RETAILERS (traffic leaflets NAT) *where Others represents the retailers outside selection with the same chain format as selected. Others* 100% = Total Retailers 2013 The most important player is Selgros. • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. 16.8% 11.8% 10.5% 9.4% 9.0% 6.7% 6.3% 5.9% 5.7% 4.1% 2.5% 1.8% 0.8% 8.7% +0,1 pp +0,3 pp +0,1 pp -0,4 pp +0,2 pp -0,3 pp -1 pp -3,2 pp +0,8 pp +1,3 pp +2,5 pp +0,5 pp +0 pp -1,1 pp
  • 59. 2013 vs 2012 SHARE OF VOICE (SNU) – CATEGORIES (traffic leaflets NAT) • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. 67.8% 29.0% 2.7% 14.1% 6.2% 3.9% 6.8% 5.2% 32.2% 16.1% 9.1% 7.1% FOOD CATEGORY FOOD FRUITS & VEGETABLES PRODUSE AMB CU AUTOSERV PRODUSE VRAC/SERV ASIST FROZEN COSMETICS DETERGENTS-HYGIENE NON-FOOD CATEGORY BAZAR EPCS TEXTILES -1,1 pp -0,6 pp -0,4 pp +0,5 pp +0,2 pp 0 pp -0,7 pp -0,2 pp +1,1 pp +0,4 pp +1,1 pp -0,3 pp
  • 60. 2013 vs 2012 SHARE OF VOICE (SNU) – CATEGORIES INSIDE RETAILERS (traffic leaflets NAT)
  • 61. 2013 vs 2012 SHARE OF VOICE (SNU) (traffic leaflets NAT) - Produse de baza 100% = Total Retailers 2013 *where Others represents the retailers outside selection with the same chain format as selected. • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. 16.2% 11.4% 9.7% 9.5% 9.3% 8.8% 6.7% 5.2% 5.0% 4.3% 2.6% 1.6% 1.3% 8.4% SELGROS KAUFLAND METRO BILLA PENNY M CARREFOUR MEGA IMAGE CORA REAL-HIPERMARKET LIDL PROFI REAL-AUCHAN CARREFOUR M Others* +0,9 pp +0,7 pp 0 pp -1,6 pp +1 pp -1,9 pp +2,5 pp -0,2 pp -1,5 pp +0,5 pp +0,9 pp +1,6 pp 0 pp -2,9 pp
  • 62. 2013 vs 2012 SHARE OF VOICE (SNU) (special leaflets + flyers NAT) - Produse de baza 100% = Total Retailers 2013 SPECIAL LEAFLETS = flyers (2 – 4 pages) + thematic catalogues *where Others represents the retailers outside selection with the same chain format as selected. • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. 20.8% 20.7% 15.1% 9.8% 7.5% 7.2% 5.1% 4.3% 3.0% 1.5% 1.5% 0.3% 0.3% 3.0% SELGROS MEGA IMAGE PENNY M CORA REAL-HIPERMARKET CARREFOUR METRO LIDL BILLA REAL-AUCHAN KAUFLAND CARREFOUR M PROFI Others* -24,8 pp +19 pp +9,7 pp +3,4 pp -8,9 pp +1,7 pp -5 pp +1,1 pp +1 pp +1,5 pp +0,4 pp +0,3 pp -1,1 pp +1,6 pp
  • 63. 2013 vs 2012 Promo Review of food retailers in 20’top 5 – PROMO MECHANISMS 2013 vs 2012
  • 64. 2013 vs 2012 PROMO MECHANISMS (SNU) (traffic leaflets NAT) Regarding the consumer benefits, an important increasing was in CASH AND CARRY with 10,7 pp in 2013 vs 2012. The Promo Mechanisms "completes" the price/product: TPR, Virtual Promo, Gratuities, etc. • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. 31.77% 48.61% 56.82% 62.06% 42.44% 53.71% 63.17% 59.46% CASH AND CARRY HARD DISCOUNT HIPERMARKET SUPERMARKET 2012 2013 Products with consumer benefits out of total products per format retailer
  • 65. 2013 vs 2012 PROMO MECHANISMS (SNU) (traffic leaflets NAT) Products with consumer benefits out of total products per retailer HYPERMARKET Analyzing the consumer benefits by retailer, we have a clear picture of the evolution of these. In Hypermarkets CARREFOUR increased with 37,3 pp and in Cash&Carry SELGROS registered a positive evolution of +26,1 pp vs. previous year. • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. CASH & CARRY 32.62% 71.68% 69.91% 0.00% 53.48% 69.87% 49.54% 73.41% 50.71% 60.19% 2012 2013 36.43% 28.56% 25.08% 54.62%2012 2013
  • 66. 2013 vs 2012 PROMO MECHANISMS (SNU) (traffic leaflets NAT) Carrefour Market increased with 15,6 pp and Penny Market increased with 7,6 pp. • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. SUPERMARKET HARD DISCOUNT 81.88% 18.67% 18.51% 59.67% 86.47% 34.24% 22.28% 61.45% 2012 2013 16.72% 52.16% 10.54% 59.72% 2012 2013 Products with consumer benefits out of total products per retailer
  • 67. 2013 vs 2012 PROMO MECHANISMS (SNU) (traffic leaflets NAT) +5,8 pp Products with consumer benefits What kind of Promo Mechanisms Retailers are using, and their evolution vs last year +16.8% 2013 vs 2012 Growth vs Y-1 • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. 8.7% 41.1% 6.3% 0.6% VIRTUAL PROMO TEMPORARY PRICE REDUCTION CONSUMER PACK INSTORE EVENT -1,1 pp 8 pp -1,9 pp -0,4 pp
  • 68. 2013 vs 2012 Products with consumer benefits PROMO MECHANISMS (SNU) (traffic leaflets NAT) +16.8% +5,8 pp Growth vs Y-1 • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. 2013 vs 2012 8.7% 41.1% 6.3% 0.6% VIRTUAL PROMO TEMPORARY PRICE REDUCTION CONSUMER PACK INSTORE EVENT -1,1 pp 8 pp -1,9 pp -0,4 pp Promo mechanism 2013 2013 vs 2012 1+1 gratis 0,3% -0,1 pp 2+1 gratis 0,7% -0,3 pp Other VL 2,9% -0,6 pp X% From the 2nd product (identical or not) 4,9% -0,2 pp Promo mechanism 2013 2013 vs 2012 Crossed price 35,3% 27 pp Cupon 0,2% 0,2 pp Loyalty points 2,0% -1,5 pp Money ticket 2,4% -0,3 pp Price discount (loyalty card or not) 1,0% -17,4 pp Special price 0,6% 0 pp Promo mechanism 2013 2013 vs 2012 Others (buy back) 0,1% 0 pp Lottery/ Games 0,5% -0,4 pp Promo mechanism 2013 2013 vs 2012 Gifts on pack 3,2% -1,1 pp Gratuities 3,1% -0,8 pp
  • 69. 2013 vs 2012 2013 2013 vs 2012 2013 2013 vs 2012 2013 2013 vs 2012 2013 2013 vs 2012 2013 2013 vs 2012 2013 2013 vs 2012 VIRTUAL PROMO 8,74% -2,4 pp 4,37% +1,6 pp 3,69% +1,7 pp 6,51% 9,24% +2,6 pp 6,19% +0,6 pp 1+1 gratis 0,07% -0,1 pp 0,05% 0 pp 0,10% -0,1 pp 1,13% 2,26% -0,1 pp 0,49% -0,2 pp 2+1 gratis 0,06% -0,3 pp 0,06% -0,1 pp 0,25% +0,1 pp 0,50% 2,03% -0,2 pp 0,45% -0,2 pp Other VL 0,16% -0,2 pp 0,03% 0 pp 0,01% 0 pp 0,14% 0,42% +0,1 pp 0,13% 0 pp X% From the 2nd product (identical or not) 8,46% -1,9 pp 4,23% +1,8 pp 3,33% +1,7 pp 4,74% 4,52% +2,8 pp 5,12% +1 pp TEMPORARY PRICE REDUCTION 54,46% +41,8 pp 41,22% -25,8 pp 63,80% +2 pp 40,03% 45,47% +5,1 pp 51,53% +6,3 pp Crossed price 52,45% +49,6 pp 0,92% -0,6 pp 61,50% +48,2 pp 39,21% 43,00% +22,5 pp 40,24% +30,6 pp Cupon 0,01% -0,1 pp 0,00% 0 pp 1,54% +1,5 pp 0,00% 0,03% 0 pp 0,44% +0,4 pp Loyalty points 0,07% 0 pp 15,62% -21,3 pp 0,02% 0 pp 0,28% 1,21% +1,2 pp 3,99% -4,6 pp Money ticket 0,37% -0,4 pp 23,96% -4,2 pp 0,00% 0 pp 0,04% 0,17% -0,2 pp 5,89% -0,9 pp Price discount (loyalty card or not) 0,13% -8,4 pp 1,20% +0,1 pp 0,41% -47,9 pp 0,39% 0,83% -18,5 pp 0,59% -19,7 pp Special price 1,59% +1,2 pp 0,41% -0,1 pp 0,42% +0,1 pp 0,21% 0,35% 0 pp 0,69% +0,3 pp CONSUMER PACK 8,30% -1,2 pp 6,17% -1,3 pp 6,30% -0,2 pp 6,75% 10,23% -5,6 pp 7,42% -2,3 pp Gifts on pack 5,07% -1,1 pp 3,23% -0,7 pp 1,93% -0,4 pp 3,39% 4,63% -2,2 pp 3,56% -1,2 pp Gratuities 3,28% -0,1 pp 2,96% -0,6 pp 4,37% +0,2 pp 3,36% 5,68% -3,5 pp 3,90% -1,1 pp INSTORE EVENT 0,80% +0,2 pp 0,37% +0,2 pp 0,06% -0,1 pp 1,17% 1,73% 0 pp 0,66% 0 pp Others (buy back) 0,07% 0 pp 0,02% 0 pp 0,00% 0 pp 0,00% 0,02% -0,1 pp 0,02% 0 pp Lottery/ Games 0,73% +0,2 pp 0,35% +0,2 pp 0,06% -0,1 pp 1,17% 1,72% +0,1 pp 0,63% +0,1 pp HYPERMARKET PROMO MECHANISMS (SNU) (traffic leaflets NAT) - HYPERMARKET
  • 70. 2013 vs 2012 2013 2013 vs 2012 2013 2013 vs 2012 2013 2013 vs 2012 2013 2013 vs 2012 2013 2013 vs 2012 VIRTUAL PROMO 13,99% -2,2 pp 4,91% -2,1 pp 13,75% +4,5 pp 1,06% +0,4 pp 11,52% +0,5 pp 1+1 gratis 0,23% 0 pp 0,00% -0,2 pp 0,17% +0,1 pp 0,10% 0 pp 0,18% 0 pp 2+1 gratis 2,62% -1,2 pp 0,11% 0 pp 0,17% -0,3 pp 0,05% 0 pp 1,33% -0,7 pp Other VL 0,07% 0 pp 0,11% 0 pp 0,11% -0,4 pp 0,00% 0 pp 0,07% -0,1 pp X% From the 2nd product (identical or not) 11,07% -1 pp 4,69% -1,8 pp 13,30% +5,1 pp 0,91% +0,3 pp 9,94% +1,2 pp TEMPORARY PRICE REDUCTION 70,55% +7,7 pp 20,39% +16,5 pp 3,73% +0,4 pp 52,81% +3,7 pp 43,87% -2 pp Crossed price 69,53% +45,3 pp 15,38% +14,7 pp 0,63% +0,6 pp 49,59% +34,9 pp 41,63% +27,2 pp Cupon 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp Loyalty points 0,65% 0 pp 0,00% 0 pp 0,00% 0 pp 1,97% -3,6 pp 0,59% -0,3 pp Money ticket 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp Price discount (loyalty card or not) 0,16% -37,6 pp 0,33% -1,5 pp 2,78% +0,2 pp 1,06% -30,7 pp 1,12% -29,4 pp Special price 0,51% -0,3 pp 4,69% +3,4 pp 0,37% -0,3 pp 1,44% -0,2 pp 0,86% 0 pp CONSUMER PACK 4,74% -2,9 pp 9,60% +1,1 pp 4,74% -0,8 pp 8,93% -3 pp 5,64% -2,5 pp Gifts on pack 2,00% -1,9 pp 5,23% +1,9 pp 2,93% 0 pp 2,40% -1,9 pp 2,55% -1,2 pp Gratuities 2,74% -1,1 pp 4,47% -0,8 pp 1,81% -0,8 pp 6,53% -1,2 pp 3,09% -1,4 pp INSTORE EVENT 0,03% -0,5 pp 0,00% 0 pp 0,26% -0,5 pp 0,38% -0,2 pp 0,15% -0,6 pp Others (buy back) 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp Lottery/ Games 0,03% -0,5 pp 0,00% 0 pp 0,26% -0,5 pp 0,38% -0,2 pp 0,15% -0,6 pp SUPERMARKET PROMO MECHANISMS (SNU) (traffic leaflets NAT) - SUPERMARKET
  • 71. 2013 vs 2012 2013 2013 vs 2012 2013 2013 vs 2012 2013 2013 vs 2012 VIRTUAL PROMO 0,17% 0 pp 3,57% -0,1 pp 2,62% +0,2 pp 1+1 gratis 0,03% 0 pp 0,07% -0,1 pp 0,04% -0,1 pp 2+1 gratis 0,02% 0 pp 0,04% -0,2 pp 0,03% -0,1 pp Other VL 0,02% 0 pp 0,24% +0,2 pp 0,19% +0,1 pp X% From the 2nd product (identical or not) 0,11% 0 pp 3,23% -0,1 pp 2,36% +0,2 pp TEMPORARY PRICE REDUCTION 8,16% -7 pp 49,69% +10,2 pp 46,26% +6,6 pp Crossed price 8,10% +4,7 pp 41,53% +31,3 pp 42,62% +30,9 pp Cupon 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp Loyalty points 0,00% 0 pp 2,12% +2,1 pp 1,33% +1,3 pp Money ticket 0,00% 0 pp 0,00% 0 pp 0,16% +0,2 pp Price discount (loyalty card or not) 0,00% -11,7 pp 5,65% -22,5 pp 2,12% -25,3 pp Special price 0,08% 0 pp 1,05% -0,1 pp 0,62% -0,1 pp CONSUMER PACK 2,22% +0,8 pp 7,54% -2,3 pp 6,06% -1,4 pp Gifts on pack 0,16% 0 pp 2,84% -1 pp 1,93% -0,9 pp Gratuities 2,06% +0,8 pp 4,74% -1,4 pp 4,15% -0,5 pp INSTORE EVENT 0,02% 0 pp 0,26% -0,8 pp 0,24% -0,6 pp Others (buy back) 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp Lottery/ Games 0,02% 0 pp 0,26% -0,8 pp 0,24% -0,6 pp HARD DISCOUNT PROMO MECHANISMS (SNU) (traffic leaflets NAT) – HARD DISCOUNT
  • 72. 2013 vs 2012 2013 2013 vs 2012 2013 2013 vs 2012 2013 2013 vs 2012 VIRTUAL PROMO 16,43% -8,4 pp 14,55% -2 pp 15,33% -4,6 pp 1+1 gratis 0,26% -0,1 pp 0,11% 0 pp 0,17% 0 pp 2+1 gratis 1,25% -0,8 pp 1,33% +0,3 pp 1,29% -0,2 pp Other VL 5,89% -3,3 pp 12,51% -1,2 pp 9,78% -2,1 pp X% From the 2nd product (identical or not) 9,07% -4,2 pp 0,61% -1 pp 4,10% -2,3 pp TEMPORARY PRICE REDUCTION 5,29% -0,9 pp 34,48% +29,3 pp 22,45% +16,8 pp Crossed price 3,15% +1,4 pp 32,98% +32,1 pp 20,69% +19,5 pp Cupon 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp Loyalty points 0,37% +0,2 pp 0,51% +0,3 pp 0,45% +0,3 pp Money ticket 1,26% +0,5 pp 0,13% -0,2 pp 0,59% +0,1 pp Price discount (loyalty card or not) 0,40% -2,9 pp 0,64% -2,6 pp 0,55% -2,7 pp Special price 0,16% -0,1 pp 0,33% -0,3 pp 0,26% -0,2 pp CONSUMER PACK 3,26% -2,5 pp 6,61% -0,5 pp 5,23% -1,3 pp Gifts on pack 2,58% -1,9 pp 4,64% -0,6 pp 3,79% -1,1 pp Gratuities 0,68% -0,5 pp 2,02% +0,1 pp 1,47% -0,2 pp INSTORE EVENT 0,87% -1,3 pp 1,16% -0,5 pp 1,04% -0,8 pp Others (buy back) 0,61% -0,2 pp 0,13% +0,1 pp 0,32% 0 pp Lottery/ Games 0,26% -1,1 pp 1,04% -0,6 pp 0,72% -0,8 pp CASH & CARRY PROMO MECHANISMS (SNU) (traffic leaflets NAT) – CASH & CARRY
  • 73. 2013 vs 2012 From the total articles promoted in Food category, more than 67% had at least 1 Consumer Advantage, On non food promotions only 30% of the articles were promoted with 1 Consumer Advantage. Products with consumer benefits PROMO MECHANISMS (SNU) (traffic leaflets NAT) Growth vs Y-1 +16.8% +5,8 pp • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. 67% 63% 75% 76% 63% 63% 67% 69% 30% 26% 35% 32% FOOD CATEGORY FOOD DETERGENTI - IGIENA COSMETICE CONGELATE FRUCTE SI LEGUME PRODUSE AMBALATE CU AUTOSERVIRE PRODUSE VRAC/SERVIRE ASISTATA NON FOOD CATEGORY BAZAR ELECTRO TEXTILE 8,1 pp 7,7 pp 1,3 pp -0,2 pp 12,4 pp 16,5 pp 9,2 pp 17,6 pp 2,5 pp 0,1 pp 4,4 pp 4,8 pp 2013 vs 2012
  • 74. 2013 vs 2012 86.47% 73.41% 69.87% 61.45% 60.19% 59.72% 54.62% 50.71% 49.54% 34.24% 25.08% 22.28% 10.54% +4,6 pp +3,5 pp +37,3 pp +1,8 pp +6,7 pp +7,6 pp +26,1 pp +50,7 pp -22,1 pp +15,6 pp -11,3 pp +3,8 pp -6,2 pp COMPLEXITY INDICATOR (traffic leaflets NAT) We can easily see that BILLA is using at least 1 Consumer Advantage on 86,47% of the promoted articles, while LIDL is using Consumer Advantages only on 10,54% of the promoted articles. • Percentage Point (PP) = the unit for the arithmetic difference of two percentages.
  • 75. 2013 vs 2012 COMPLEXITY INDICATOR (traffic leaflets NAT) Quantity of Promo mechanisms / item (HM, HDD, SM & CC, on Food &Non Food) The most complex or less complex (classified by the quantity of products with 2 or more mechanisms) This KPI shows the level of complexity of the offers used by the retailers. If a retailer has several mechanisms on a promoted item, it will be poorly ranked. 45.30% 52.48% 2.10% 0.13% 0 mechanisms 1 mechanism 2 mechanisms 3 mechanisms -5,8 pp 7,1 pp -1,3 pp 0 pp 0.1% 0.3% 0.5% 0.8% 0.8% 1.9% 2.0% 2.6% 2.9% 3.1% 3.5% 4.0% 6.6%
  • 76. 2013 vs 2012 In 2013 retailers have increased with +16,8% the quantity of articles with at least one consumer advantage. The most significant increases were registered in: Carrefour (+115%), Carrefour Market (+96%), Mega Image (+85%), Profi (+46%), Selgros (+101%). Other retailers have chose to reduce the quantity of articles with consumer advantages: Cora (- 26%), Lidl (-24%), Metro (-26%). Retailers have focused on Temporary Price Reduction (+29,6%) and decreased the promotions with Consumer Pack (-19,6%). Several retailers focused on TPR in 2013: Billa (2013: 70,55%; vs 2012: +7,7 pp), Carrefour (2013: 54,46%, vs 2012: +41,8 pp), Carrefour Market (2013: 20,39%, vs 2012: +16,5 pp), Penny Market (2013: 46,69%, vs 2012: +10,2 pp), Selgros (2013: 34,48%, vs 2012: +29,3 pp). The most used type of promo mechanism was Crossed Price (a share of 35,3% and an increase of +27%). SUMMARY • Percentage Point (PP) = the unit for the arithmetic difference of two percentages.
  • 77. 2013 vs 2012 2013 vs 2012 Promo Review of food retailers in 20’top RETAILERS SUMMARY
  • 78. 2013 vs 2012 CARREFOUR (traffic leaflets NAT) Pressure Offer Consumer advantagesBrands Share Hypermarket Quantity of SNU Quantity of PO + 2,4 % Quantity of SNU Quantity of SNU Promo Review of food retailers in 20’top FOOD Market (C&C, HM,HDD, SM) + 4,4 % Consumer Pack 8,30% -1,2 pp Instore Event 0,80% +0,2 pp TPR (Temporary Price Reduction) 54,46% +41,8 pp Virtual promo 8,74% -2,4 pp 1+1 gratis 0,07% -0,1 pp 2+1 gratis 0,06% -0,3 pp Other VL 0,16% -0,2 pp X% From the 2nd product (Identical or not) 8,46% -1,9 pp +0,5 % • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. 10.7% 64.8% 24.5% Private Label National brands Unbranded -1,4 pp 0,7 pp 0,6 pp 35.0% 33.6% 31.4% FOOD NON-FOOD TEXTILE -0,2 pp 0,5 pp -0,3 pp
  • 79. 2013 vs 2012 CORA (traffic leaflets NAT) Promo Review of food retailers in 20’top Pressure Offer Brands Share Consumer advantages Quantity of POQuantity of SNU Quantity of SNU Quantity of SNU FOOD Market (C&C, HM,HDD, SM) + 4,4 % Consumer Pack 6,17% -1,3 pp Instore Event 0,37% +0,2 pp TPR (Temporary Price Reduction) 41,22% -25,8 pp Virtual promo 4,37% +1,6 pp 1+1 gratis 0,05% 0 pp 2+1 gratis 0,06% -0,1 pp Other VL 0,03% 0 pp X% From the 2nd product (Identical or not) 4,23% +1,8 pp +6,7 % • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. Hypermarket + 2,4 % 7.3% 68.1% 24.5% Private Label National brands Unbranded -0,7 pp 0,4 pp 0,4 pp 33.7% 33.7% 32.6% FOOD NON-FOOD TEXTILE -0,5 pp 0,8 pp -0,4 pp
  • 80. 2013 vs 2012 REAL – Auchan (traffic leaflets NAT) Promo Review of food retailers in 20’top Pressure Offer Brands Share Consumer advantages Quantity of POQuantity of SNU Quantity of SNU Quantity of SNU FOOD Market (C&C, HM,HDD, SM) + 4,4 % Consumer Pack 6,75% Instore Event 1,17% TPR (Temporary Price Reduction) 40,03% Virtual promo 6,51% 1+1 gratis 1,13% 2+1 gratis 0,50% Other VL 0,14% X% From the 2nd product (Identical or not) 4,74% • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. Hypermarket + 2,4 % 11.1% 62.0% 26.9% Private Label National brands Unbranded 11,1 pp 62 pp 26,9 pp 33.3% 33.3% 33.3% FOOD NON-FOOD TEXTILE 33,3 pp 33,3 pp 33,3 pp
  • 81. 2013 vs 2012 REAL – Hypermarket (traffic leaflets NAT) -32,3 % Promo Review of food retailers in 20’top Pressure Offer Brands Share Consumer advantages Quantity of POQuantity of SNU Quantity of SNU Quantity of SNU FOOD Market (C&C, HM,HDD, SM) + 4,4 % Consumer Pack 10,23% -5,6 pp Instore Event 1,73% 0 pp TPR (Temporary Price Reduction) 45,47% +5,1 pp Virtual promo 9,24% +2,6 pp 1+1 gratis 2,26% -0,1 pp 2+1 gratis 2,03% -0,2 pp Other VL 0,42% +0,1 pp X% From the 2nd product (Identical or not) 4,52% +2,8 pp • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. Hypermarket + 2,4 % 12.4% 61.8% 25.8% Private Label National brands Unbranded 1,3 pp 1,2 pp -2,5 pp 33.8% 33.8% 32.3% FOOD NON-FOOD TEXTILE 0,2 pp 0,2 pp -0,4 pp
  • 82. 2013 vs 2012 KAUFLAND (traffic leaflets NAT) Brands Share Promo Review of food retailers in 20’top Pressure Offer Consumer advantages Quantity of POQuantity of SNU Quantity of SNU Quantity of SNU FOOD Market (C&C, HM,HDD, SM) + 4,4 % Consumer Pack 6,30% -0,2 pp Instore Event 0,06% -0,1 pp TPR (Temporary Price Reduction) 63,80% +2 pp Virtual promo 3,69% +1,7 pp 1+1 gratis 0,10% -0,1 pp 2+1 gratis 0,25% +0,1 pp Other VL 0,01% 0 pp X% From the 2nd product (Identical or not) 3,33% +1,7 pp + 5,6 % • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. Hypermarket + 2,4 % 14.3% 56.7% 29.1% Private Label National brands Unbranded -0,2 pp 0,8 pp -0,6 pp 34.4% 34.4% 31.1% FOOD NON-FOOD TEXTILE -0,3 pp -0,3 pp 0,5 pp
  • 83. 2013 vs 2012 BILLA (traffic leaflets NAT) Supermarket- 5,5 % Promo Review of food retailers in 20’top Pressure Offer Brands Share Consumer advantages Quantity of POQuantity of SNU Quantity of SNU Quantity of SNU FOOD Market (C&C, HM,HDD, SM) + 4,4 % Consumer Pack 4,74% -2,9 pp Instore Event 0,03% -0,5 pp TPR (Temporary Price Reduction) 70,55% +7,7 pp Virtual promo 13,99% -2,2 pp 1+1 gratis 0,23% 0 pp 2+1 gratis 2,62% -1,2 pp Other VL 0,07% 0 pp X% From the 2nd product (Identical or not) 11,07% -1 pp -10,2 % • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. 8.9% 74.4% 16.7% Private Label National brands Unbranded 0,1 pp -0,3 pp 0,2 pp 59.8% 33.3% 6.9% FOOD NON-FOOD TEXTILE 18 pp -8,5 pp -9,5 pp
  • 84. 2013 vs 2012 MEGA IMAGE (traffic leaflets NAT) +3,5pp Promo Review of food retailers in 20’top Pressure Offer Brands Share Consumer advantages Quantity of POQuantity of SNU Quantity of SNU Quantity of SNU FOOD Market (C&C, HM,HDD, SM) + 4,4 % Consumer Pack 4,74% -0,8 pp Instore Event 0,26% -0,5 pp TPR (Temporary Price Reduction) 3,73% +0,4 pp Virtual promo 13,75% +4,5 pp 1+1 gratis 0,17% +0,1 pp 2+1 gratis 0,17% -0,3 pp Other VL 0,11% -0,4 pp X% From the 2nd product (Identical or not) 13,30% +5,1 pp + 53,9 % • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. Supermarket- 5,5 % 15.3% 82.4% 2.3% Private Label National brands Unbranded 7,7 pp -9 pp 1,3 pp 45.3% 43.4% 11.3% FOOD NON-FOOD TEXTILE -7,3 pp 6,6 pp 0,8 pp
  • 85. 2013 vs 2012 CARREFOUR MARKET (traffic leaflets NAT) Promo Review of food retailers in 20’top +7 % Pressure Offer Brands Share Consumer advantages Quantity of POQuantity of SNU Quantity of SNU Quantity of SNU FOOD Market (C&C, HM,HDD, SM) + 4,4 % Consumer Pack 9,60% +1,1 pp Instore Event 0,00% 0 pp TPR (Temporary Price Reduction) 20,39% +16,5 pp Virtual promo 4,91% -2,1 pp 1+1 gratis 0,00% -0,2 pp 2+1 gratis 0,11% 0 pp Other VL 0,11% 0 pp X% From the 2nd product (Identical or not) 4,69% -1,8 pp • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. Supermarket- 5,5 % 19.6% 49.0% 31.4% Private Label National brands Unbranded 3,4 pp -4 pp 0,6 pp 97.9% 2.1% 0.0% FOOD NON-FOOD TEXTILE 0 pp 0 pp 0 pp
  • 86. 2013 vs 2012 PROFI (traffic leaflets NAT) Promo Review of food retailers in 20’top +41,9 % Pressure Offer Brands Share Consumer advantages Quantity of POQuantity of SNU Quantity of SNU Quantity of SNU FOOD Market (C&C, HM,HDD, SM) + 4,4 % Consumer Pack 8,93% -3 pp Instore Event 0,38% -0,2 pp TPR (Temporary Price Reduction) 52,81% +3,7 pp Virtual promo 1,06% +0,4 pp 1+1 gratis 0,10% 0 pp 2+1 gratis 0,05% 0 pp Other VL 0,00% 0 pp X% From the 2nd product (Identical or not) 0,91% +0,3 pp • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. Supermarket- 5,5 % 5.3% 75.7% 19.1% Private Label National brands Unbranded -0,2 pp -1,9 pp 2 pp 54.3%41.4% 4.3% FOOD NON-FOOD TEXTILE -10,7 pp 8,9 pp 1,8 pp
  • 87. 2013 vs 2012 PENNY MARKET (traffic leaflets NAT) Promo Review of food retailers in 20’top Hard Discount + 12,9 % Pressure Offer Brands Share Consumer advantages Quantity of POQuantity of SNU Quantity of SNU Quantity of SNU FOOD Market (C&C, HM,HDD, SM) + 4,4 % Consumer Pack 7,54% -2,3 pp Instore Event 0,26% -0,8 pp TPR (Temporary Price Reduction) 49,69% +10,2 pp Virtual promo 3,57% -0,1 pp 1+1 gratis 0,07% -0,1 pp 2+1 gratis 0,04% -0,2 pp Other VL 0,24% +0,2 pp X% From the 2nd product (Identical or not) 3,23% -0,1 pp + 0,4 % • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. 19.8% 63.7% 16.5% Private Label National brands Unbranded 4,6 pp -3,3 pp -1,4 pp 39.1% 39.1% 21.8% FOOD NON-FOOD TEXTILE 2,2 pp 2,2 pp -4,4 pp
  • 88. 2013 vs 2012 LIDL (traffic leaflets NAT) Promo Review of food retailers in 20’top Hard Discount + 12,9 % Pressure Offer Brands Share Consumer advantages Quantity of POQuantity of SNU Quantity of SNU Quantity of SNU FOOD Market (C&C, HM,HDD, SM) + 4,4 % Consumer Pack 2,22% +0,8 pp Instore Event 0,02% 0 pp TPR (Temporary Price Reduction) 8,16% -7 pp Virtual promo 0,17% 0 pp 1+1 gratis 0,03% 0 pp 2+1 gratis 0,02% 0 pp Other VL 0,02% 0 pp X% From the 2nd product (Identical or not) 0,11% 0 pp + 20,6 % • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. 77.9% 10.0% 12.1% Private Label National brands Unbranded -4,5 pp 3,3 pp 1,2 pp 32.9% 33.5% 33.5% FOOD NON-FOOD TEXTILE -0,4 pp 0,2 pp 0,2 pp
  • 89. 2013 vs 2012 METRO (traffic leaflets NAT) Cash&Carry Promo Review of food retailers in 20’top Pressure Offer Brands Share Consumer advantages Quantity of POQuantity of SNU Quantity of SNU Quantity of SNU FOOD Market (C&C, HM,HDD, SM) + 4,4 % + 6,1 % Consumer Pack 3,26% -2,5 pp Instore Event 0,87% -1,3 pp TPR (Temporary Price Reduction) 5,29% -0,9 pp Virtual promo 16,43% -8,4 pp 1+1 gratis 0,26% -0,1 pp 2+1 gratis 1,25% -0,8 pp Other VL 5,89% -3,3 pp X% From the 2nd product (Identical or not) 9,07% -4,2 pp + 7,3 % • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. 19.8% 61.1% 19.0% Private Label National brands Unbranded 0,7 pp -2,1 pp 1,4 pp 29.2% 50.8% 20.0% FOOD NON-FOOD TEXTILE 2,7 pp 1,5 pp -4,2 pp
  • 90. 2013 vs 2012 SELGROS (traffic leaflets NAT) Promo Review of food retailers in 20’top FOOD Market (C&C, HM,HDD, SM) + 5,3 % Pressure Offer Brands Share Consumer advantages Quantity of POQuantity of SNU Quantity of SNU Quantity of SNU + 4,4 % + 6,1 %Cash&Carry Consumer Pack 6,61% -0,5 pp Instore Event 1,16% -0,5 pp TPR (Temporary Price Reduction) 34,48% +29,3 pp Virtual promo 14,55% -2 pp 1+1 gratis 0,11% 0 pp 2+1 gratis 1,33% +0,3 pp Other VL 12,51% -1,2 pp X% From the 2nd product (Identical or not) 0,61% -1 pp • Percentage Point (PP) = the unit for the arithmetic difference of two percentages. 2.6% 85.9% 11.5% Private Label National brands Unbranded 0,6 pp 1 pp -1,6 pp 31.1% 43.7% 25.1% FOOD NON-FOOD TEXTILE 0,9 pp 1,9 pp -2,8 pp
  • 91. 2013 vs 2012 Thank you for your attention Florentina Vasile Leaflet Monitor Director florentina.vasile@hiper-com.com +40 (0) 743 216 282 Gabriela Gliga Junior Analyst gabriela.gliga@hiper-com.com +40 (0) 728 938 569 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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