RO promo review Q1 12 vs 11
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Global overview of Food Retail Prommotional Insights trend, for romanian food market. First Quarter 2012 versus 2011

Global overview of Food Retail Prommotional Insights trend, for romanian food market. First Quarter 2012 versus 2011

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  • 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 & PROMO OPERATIONS 1- LEAFLETS & PROMO OPERATIONS 4-11 4-11 2- TRADE STRATEGY 2- TRADE STRATEGY 12-16 12-16 3- PROMO PRESSURE & SHARE OF VOICE 3- PROMO PRESSURE & SHARE OF VOICE 17-20 17-20 4- PROMO MECHANISMS 4- PROMO MECHANISMS 21-27 21-27QUALITY KPI 28-31 28-31RETAILERS SUMMARY 32-44 32-44
  • 3. Q1 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 inthe most exhaustive way, taking into consideration the quantity of promotional operations, SKU’s or WUin Promo, 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. Promo Review of food retailers in 20’top Q1 2012 vs 20111- LEAFLETS & PROMO OPERATIONS
  • 5. Q1 2012 vs 2011 LEAFLETS & PRMO OPERATION Promo Op* Q1 2012 Q1 2011 Evolution PressureNATIONALS PO 233 259 - 10 % -17%REGIONAL PO 88 37 +138 % +119% 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 till25 or more regional variations
  • 6. Q1 2012 vs 2011 LEAFLETS & PRMO OPERATION Promo Op* Q1 2012 Q1 2011 Evolution PressureNATIONALS OP 233 259 - 10 % -17% REGIONAL OP 88 37 +138 % +119%HM ( Nationals PO) Q1 2012(evol) SM ( Nationals PO) Q1 2012(evol) +3 +1 18 15 -2 12 -3 8 +3 17 -12 1 +1 16 8 *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. Q1 2012 vs 2011 LEAFLETS & PRMO OPERATION Promo Op* Q1 2012 Q1 2011 Evolution Pressure NATIONALS PO 233 259 - 10 % -17% REGIONAL PO 88 37 +138 % +119%C&C ( Nationals PO) Q1 2012(evol) HD ( Nationals PO) Q1 2012(evol) +14 27 13 +5 -1 51 13 -26 *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. Q1 2012 vs 2011 5 TOP TRAFFIC LEAFLET (by PO Share of Voice)Number of WU 290 268 399 384 357Stores 74 74 25 24 25Days 7 7 7 7 6 PO Promo Pressure 100% 89% 54% 49% 49% ( vs others)
  • 9. Q1 2012 vs 2011AVERAGE NUMBER OF PAGES/PROMO OP 28 pag -4 pag 25 pag -5 pag 25 pag -1 pag 23 pag +2 pag 20 pag -1 pag 18 pag 17 pag +2 pag The number of pages per PO is 15 pag -4 pag decreasing or increasing. Only 2 14 pag +2 pag are constant. We can see the most Significant cost cutting in METRO, REAL 10 pag -1 pag & CORA. 10 pag The 2012 leaflet is lighter than in 2011. 9 pag +3 pag
  • 10. Q1 2012 vs 2011NUMBER OF PROMO OPERATIONS +5 po +5 po +21 po +13 po +9 po +3 po +2 po Even if in 2012 the leaflet is lighter, the retailers increased -2 po their quantity of leaflet edition. -6 po -4 po
  • 11. Promo Review of food retailers in 20’top 2012 vs 20112 - TRADE STRATEGY
  • 12. Q1 2012 vs 2011 WU TYPOLOGY (Brands, Private Labels, Unbranded ) Within HIPERMARKET,SUPERMAKET,HARD DISCOUNT,CASH&CARRY 20, 7% (-2,3 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. 14,8% (+3.2 pts) 64,5% (-0.9 pts) * WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
  • 13. Q1 2012 vs 2011 WU TYPOLOGY (National Brands) Number Evolution National Brands WU/OP Q1 2012 vs 2011 177ref -25 59,7%(-3,7 pts) 142 ref -80 56,2%(2,5 pts) 204 ref 2 53,3%(2,4 pts) 245 ref 29 60,6%(4,7 pts) 80 ref -53 70,8%(-0,3 pt) 125 ref 68 84,3%(3,5 pts) 131 ref 15 72,4%(-7,4 pts) 48 ref -8 70,4%(-6,5 pts) 97 ref 4,8%(4,8 pts) 143 ref 23 65,6%(3,9 pts) 162 ref -24 60,5%(-0,8 pt) 119 ref -16 82,8%(-0,6 pt)* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
  • 14. Q1 2012 vs 2011 WU TYPOLOGY (Private Label) Number Evolution National Brands Private Label WU/OP Q1 2012 vs 2011 177ref -25 59,7%(-3,7 pts) 16,1%(5,2 pts) 142 ref -80 56,2%(2,5 pts) 12,4%(2,1 pts) 204 ref 2 53,3%(2,4 pts) 15,3%(-1 pt) 245 ref 29 60,6%(4,7 pts) 10,7%(-0,6 pt) 80 ref -53 70,8%(-0,3 pt) 9,0%(-1,2 pt) 125 ref 68 84,3%(3,5 pts) 14,3%(2,4 pts) 131 ref 15 72,4%(-7,4 pts) 11,2%(4,2 pts) 48 ref -8 70,4%(-6,5 pts) 15,4%(9,3 pts) 97 ref 4,8%(4,8 pts) 85,0%(85 pts) 143 ref 23 65,6%(3,9 pts) 15,1%(-1,2 pt) 162 ref -24 60,5%(-0,8 pt) 22,8%(4,5 pts) 119 ref -16 82,8%(-0,6 pt) 3,4%(0,6 pt)* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
  • 15. Q1 2012 vs 2011 WU TYPOLOGY (Unbranded) Number Evolution National Brands Private Label Unbranded WU/OP Q1 2012 vs 2011 177ref -25 59,7%(-3,7 pts) 16,1%(5,2 pts) 24,2%(-1,5 pt) 142 ref -80 56,2%(2,5 pts) 12,4%(2,1 pts) 31,4%(-4,5 pts) 204 ref 2 53,3%(2,4 pts) 15,3%(-1 pt) 31,4%(-1,4 pt) 245 ref 29 60,6%(4,7 pts) 10,7%(-0,6 pt) 28,7%(-4,2 pts) 80 ref -53 70,8%(-0,3 pt) 9,0%(-1,2 pt) 20,2%(1,5 pt) 125 ref 68 84,3%(3,5 pts) 14,3%(2,4 pts) 1,4%(-5,9 pts) 131 ref 15 72,4%(-7,4 pts) 11,2%(4,2 pts) 16,4%(3,1 pts) 48 ref -8 70,4%(-6,5 pts) 15,4%(9,3 pts) 14,2%(-2,8 pts) 97 ref 4,8%(4,8 pts) 85,0%(85 pts) 10,2%(10,2 pts) 143 ref 23 65,6%(3,9 pts) 15,1%(-1,2 pt) 19,2%(-2,6 pts) 162 ref -24 60,5%(-0,8 pt) 22,8%(4,5 pts) 16,7%(-3,7 pts) 119 ref -16 82,8%(-0,6 pt) 3,4%(0,6 pt) 13,8%(-0,1 pt)* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
  • 16. Q1 2012 vs 2011AVERAGE VIRTUAL PRICE (all leaflets) The Retailers that reduced their prices with an average of 20% in order to align with the market are Carrefour, Metro & Selgros.
  • 17. Promo Review of food retailers in 20’top 2012 vs 20113 – PROMO PRESSURE & SHARE OF VOICE
  • 18. Q1 2012 vs 2011 PROMO PRESSURE GROWTH* (WU) Growth v/s Y-1 PROMO FOOD +2,7% +2,7% + 5,2%PRESSURE NON - FOOD -4,4% -4,4%HIPERMARKET +13,5% +13,5% The Promo Pressure has a positive trend in the Q1 v/s Y-1. We have seen previously that the number of Promo Operation was growing.SUPERMARKET -8,1% -8,1% Taking a look at how retailers behaved in the 1st quarter of 212, we see that only Hypermarkets have a positive trend respect the otherCASH&CARRY -9,0% -9,0% formats and apparently Hypermarkets are strong enough to change the trend of the market.HARD DISCOUNT -3,6% -3,6% *The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
  • 19. Q1 2012 vs 2011PROMO PRESSURE GROWTH* (WU) 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 . A growth < 0 means a mix of less WU promoted
  • 20. Q1 2012 vs 2011 SHARE OF VOICE (WU) -2 pts -1 pt +2 pts +2 pts The 2 most important players remain Selgros & Metro. +2 pts Look how Carrefour – Cora & Real are fighting for the 3rd rank on the podium! +1 pt -1 ptOthers* 9,4% -6 pts 100%=Total FOOD Retailers Q1 2012 *where Others represents the retailers outside selection with the same chain format as selected.
  • 21. Promo Review of food retailers in 20’top 2012 vs 20114 – PROMO MECHANISMS
  • 22. Q1 2012 vs 2011 PROMO MECHANISMS(WU) Products with consumer benefits by retailer format Q1 2011 Q1 2012 HIPERMARKET SUPERMARKET CASH&CARRY HARD DISCOUNTRegarding the consumer benefits an important increasing was in SUPERMARKETS with 7 pts while HARD DISCOUNT registereda negative evolution -7.8 pts versus 2011.
  • 23. Q1 2012 vs 2011 PROMO MECHANISMS(WU) Products with consumer benefits per retailer HIPERMARKET SUPERMARKET Q1 2011 Q1 2012Analyzing the consumer benefits by retailer, we have a clear picture of the evolution of these. In Hipermarkets only Kauflandhas a positive evolution respect the others, while in Supermarkets Mega Image is leading with an increase of 11.7 pts.
  • 24. Q1 2012 vs 2011 PROMO MECHANISMS(WU) Products with consumer benefits per retailer CASH&CARRY HARD DISCOUNT Q1 2011 Q1 2012In Cash&Carry METRO registered a positive evolution of +2.8 pts vs. previous year.
  • 25. Q1 2012 vs 2011 PROMO MECHANISMSProducts with consumer benefits Q1 2012 Growth vs Y-1 +40,9% +40,9% +0.9 pt +0.9 pt Virtual Promo +0.3 pt Tpr (Temporary price Reduction) +0.2 pt Instore Event +0.1 ptWhat kind of Promo MechanismsRetailers are using, and their evolutionVs last year Consumer pack +0.5 pt
  • 26. Q1 2012 vs 2011 PROMO MECHANISMSProducts with consumer benefits 1+1 gratis 1+1 gratis 0,5% (-0,1 pt) 0,5% (-0,1 pt) 2+1 gratis 2+1 gratis 1,1% (+0,3 pt) 1,1% (+0,3 pt) Q1 2012 Growth vs Y-1 Other VL Other 2,8% (-1,0 pt) (-1,0 pt) X% from the 2nd product X% nd product 4,6% (+1,2 pt) (+1,2 +40,9% +40,9% +0.9 pt +0.9 pt Crossed price Crossed price 2,3% (-2.3 pts) 2,3% (-2.3 pts) Cupon Cupon - (-0.1 pt) (-0.1 pt) Loyalty points Loyalty points 2,5% (-1.0 pt) 2,5% (-1.0 pt) Money ticket Money ticket 2,7% ( +0.4 pt) ( +0.4 pt) Virtual Promo +0.3 pt Price discount(loyalty card or not) Price discount(loyalty card or not) 20,7% (+3.1 pts) 20,7% (+3.1 pts) Special price Special 0,3% (+0,1 pt) 0,3% (+0,1 pt) Tpr(Temporary price Reduction) +0.2 pt Instore Event Lottery/Games Lottery/Games 0,6% (+0.2 pt) 0,6% (+0.2 pt) +0.1 pt Others(buy back) Others(buy back) 0,1% (-0,1 pt) 0,1% (-0,1 Consumer pack 7,4% (+0.5 pt) Consumer pack 7,4% (+0.5 pt) Consumer pack +0.5 pt Gifts on pack Gifts on pack 3,9% (+0.4 pt) 3,9% (+0.4 pt)
  • 27. Q1 2012 vs 2011 PROMO MECHANISMSProducts with consumer benefits FOOD CATEGORY -7.3 pts +2.7 pts Q1 2012 Growth vs Y-1 -6.5 pts +7.6 pts+40,9%+40,9% +0.9 pt +0.9 pt +2.4 pts +6.7 pts +7.0 pts +0.6 pt +9.1 pts NON FOOD CATEGORY +50.5 pts +2.2 pts -3.2 pts -2.3 pts
  • 28. Promo Review of food retailers in 20’top 2012 vs 20113 – QUALITY KPI
  • 29. Q1 2012 vs 2011 VISIBILITY INDICATORNumber of WU/pageThe most readable is Profi
  • 30. Q1 2012 vs 2011COMPLEXITY INDICATOR -8% +5% +6% -1% +1% +1% We can easily see that BILLA is 0% using at least 1 Consumer Advantage on 80% of the promoted articles, +10% +78% +5%
  • 31. Q1 2012 vs 2011 COMPLEXITY INDICATORThe indicator of complexity is to indicate the level of complexity of the offers of the retailers. As a retailer will haveseveral mechanisms on a promoted item, it will be poorly ranked. The most complex or less complex Number of Promo mechanisms / (classified by the number of products with 2 or more mechanisms) item (HM,HDD, SM & CC, on Food &Non Food) 0 mechanisms 1 mechanism 2 mechanisms 3 mechanisms
  • 32. Q1 2012 vs 2011 Promo Review of food retailers in 20’top Q1 2012 vs 2011RETAILERS SUMMARY
  • 33. Q1 2012 vs 2011 Promo Review of food retailers in 20’topCarrefour Pressure Offer TEXTILES Food Market +2,7% FOOD Hypermarket +13,5% -2,8pts NON-FOOD +26,7% +2,8pts Quantity of WU Quantity of PO Consumer Brands Share advantages Unbranded Consumer pack 8,61% +3 pts Consumer pack 8,61% +3 pts Instore Event 0,52% +0,1 pt Instore Event 0,52% +0,1 pt National TPR (Temporary price Reduction) 17,00% +3,5 pts -1,5pts TPR (Temporary price Reduction) 17,00% +3,5 pts Brands Virtual promo 13,73% -7,3 pts Virtual promo 13,73% -7,3 pts 1+1 gratis 0,07% -0,2 pts Private Label 1+1 gratis 0,07% -0,2 pts 2+1 gratis 0,28% +0,2 pts 2+1 gratis 0,28% +0,2 pts -3,7pts Other VL 0,09% - +5,2pts Other VL 0,09% - X% From the 2nd product (identical or not) 13,28% -7,3 pts X% From the 2nd product (identical or not) 13,28% -7,3 pts Quantity of WU Quantity of WU
  • 34. Q1 2012 vs 2011 Promo Review of food retailers in 20’topCora Pressure Offer TEXTILES Market +2,7% -2,8pts FOOD Hypermarket +13,5% +10,2pts NON-FOOD -7,5pts -1,4% Quantity of WU Quantity of PO Consumer Brands Share advantages Unbranded Consumer pack 4,94% -0,9 pt Consumer pack 4,94% -0,9 pt Instore Event 0,21% - Instore Event 0,21% - National TPR (Temporary price Reduction) 52,33% -1,1 pt TPR (Temporary price Reduction) 52,33% -1,1 pt -4,5pts Brands Virtual promo 2,22% +0,3 pt Virtual promo 2,22% +0,3 pt 1+1 gratis 0,02% -0,1 pt 1+1 gratis 0,02% -0,1 pt +2,6pts 2+1 gratis 0,17% -0.4 pt Private Label 2+1 gratis 0,17% -0.4 pt Other VL 0,05% -0,1 pt Other VL 0,05% -0,1 pt X% From the 2nd product (identical or not) 1,99% +1 pt +2,1pts X% From the 2nd product (identical or not) 1,99% +1 pt Quantity of WU Quantity of WU
  • 35. Q1 2012 vs 2011 Promo Review of food retailers in 20’topReal Pressure Offer TEXTILES Market +2,7% +2,6pts FOOD Hypermarket +13,5% -6,8pts NON-FOOD +27,1% +4,2pts Quantity of WU Quantity of PO Consumer Brands Share advantages Unbranded Consumer pack 13,80% +1,4 pt Consumer pack 13,80% +1,4 pt Instore Event 1,10% - Instore Event 1,10% - National TPR (Temporary price Reduction) 23,42% -1,2 pt Brands TPR (Temporary price Reduction) 23,42% -1,2 pt -4,2pts Virtual promo 5,57% +1 pt Virtual promo 5,57% +1 pt 1+1 gratis 2,66% +0,9 pt 1+1 gratis 2,66% +0,9 pt Private Label +4,7pts 2+1 gratis 2,20% +0,1 pt 2+1 gratis 2,20% +0,1 pt Other VL 0,17% -0,4 pt Other VL 0,17% -0,4 pt -0,6pt X% From the 2nd product (identical or not) 0,55% +0,4 pt X% From the 2nd product (identical or not) 0,55% +0,4 pt Quantity of WU Quantity of WU
  • 36. Q1 2012 vs 2011 Promo Review of food retailers in 20’topKaufland Pressure Offer TEXTILES Market +2,7% FOOD -2,3pts Hypermarket +13,5% -1,6pt NON-FOOD +6,0% +3,9pts Quantity of WU Quantity of PO Consumer Offer/Brands advantages Unbranded Consumer pack 6,52% +0,3 pt Consumer pack 6,52% +0,3 pt Instore Event 0,03% -0,2 pt Instore Event 0,03% -0,2 pt National TPR (Temporary price Reduction) 60,21% -0,2 pt TPR (Temporary price Reduction) 60,21% -0,2 pt -1,4pt Brands Virtual promo 0,73% - Virtual promo 0,73% - 1+1 gratis 0,17% -0,3 pt 1+1 gratis 0,17% -0,3 pt +2,4pts 2+1 gratis - -0,1 pt 2+1 gratis - -0,1 pt Private Label Other VL - -0,1 pt Other VL - -0,1 pt X% From the 2nd product (identical or not) 0,56% +0,5 pt -1,0pt X% From the 2nd product (identical or not) 0,56% +0,5 pt Quantity of WU Quantity of WU
  • 37. Q1 2012 vs 2011 Promo Review of food retailers in 20’topBilla Pressure Offer TEXTILES Market +2,7% -1,9pt FOOD -8,1% Supermarket NON-FOOD +3,2pts -1,2pt +40,9% Quantity of WU Quantity of PO Consumer Brands Share advantages Unbranded Consumer pack 7,85% +0,9 pt Consumer pack 7,85% +0,9 pt Instore Event 0,37% +0,3 pt Instore Event 0,37% +0,3 pt +1,5pt National TPR (Temporary price Reduction) 63,58% -4,4 pts TPR (Temporary price Reduction) 63,58% -4,4 pts Brands Virtual promo 14,40% -3,6 pts Private Label Virtual promo 14,40% -3,6 pts 1+1 gratis 0,22% -2,5 pts 1+1 gratis 0,22% -2,5 pts -1,2pt -0,3pt 2+1 gratis 5,51% +2,6 pts 2+1 gratis 5,51% +2,6 pts Other VL - -0,1 pt Other VL - -0,1 pt X% From the 2nd product (identical or not) 8,66% -3,6 pts X% From the 2nd product (identical or not) 8,66% -3,6 pts Quantity of WU Quantity of WU
  • 38. Q1 2012 vs 2011 Promo Review of food retailers in 20’topMega Image Pressure Offer Market +2,7% NON-FOOD +7,7pts -8,1% Supermarket FOOD -5,1pts +27,9% Quantity of WU Quantity of PO Consumer Brands Share advantages Private Label Unbranded Consumer pack 17,36% +11,2 pts Consumer pack 17,36% +11,2 pts Instore Event - -0,1 pt -5,9pts Instore Event - -0,1 pt +2,4pts TPR (Temporary price Reduction) 3,23% -1,8 pt TPR (Temporary price Reduction) 3,23% -1,8 pt Virtual promo 6,64% +2,5 pts National Virtual promo 6,64% +2,5 pts 1+1 gratis 0,38% - Brands 1+1 gratis 0,38% - 2+1 gratis 0,19% - 2+1 gratis 0,19% - +3,5pts Other VL 0,85% +0,8 pt Other VL 0,85% +0,8 pt X% From the 2nd product (identical or not) 5,22% +1,6 pt X% From the 2nd product (identical or not) 5,22% +1,6 pt Quantity of WU Quantity of WU
  • 39. Q1 2012 vs 2011 Promo Review of food retailers in 20’topInterex Pressure Offer TEXTILES Market +2,7% -2,5pts FOOD -8,1% Supermarket NON-FOOD -2,4pts -28,0% +4,9pts Quantity of WU Quantity of PO Consumer Brands Share advantages Unbranded Consumer pack 7,65% -2,7 pts Consumer pack 7,65% -2,7 pts Instore Event 0,30% -0,2 pt Instore Event 0,30% -0,2 pt TPR (Temporary price Reduction) 58,11% +7,9 pts +3,1pts TPR (Temporary price Reduction) 58,11% +7,9 pts Private Label Virtual promo 2,82% -1,5 pt National Virtual promo 2,82% -1,5 pt 1+1 gratis - -0,6 pt Brands 1+1 gratis - -0,6 pt +4,2pts 2+1 gratis 0,30% -0,3 pt 2+1 gratis 0,30% -0,3 pt Other VL - -0,1 pt -7,4pts Other VL - -0,1 pt X% From the 2nd product (identical or not) 2,52% -0,3 pt X% From the 2nd product (identical or not) 2,52% -0,3 pt Quantity of WU Quantity of WU
  • 40. Q1 2012 vs 2011 Promo Review of food retailers in 20’topProfi Pressure Offer NON-FOOD Market +2,7% -8,6pts -8,1% Supermarket FOOD +19,7pts -15,1% Quantity of WU Quantity of PO Consumer Brands Share advantages Unbranded Consumer pack 9,86% -2,1 pts Consumer pack 9,86% -2,1 pts Instore Event - -1,3 pt Instore Event - -1,3 pt -2,8pts National TPR (Temporary price Reduction) 57,39% +3,2 pts TPR (Temporary price Reduction) 57,39% +3,2 pts Private Label Brands Virtual promo 0,29% +0,2 pt Virtual promo 0,29% +0,2 pt 1+1 gratis - - 1+1 gratis - - +9,3pts 2+1 gratis - - -6,5pts 2+1 gratis - - Other VL - - Other VL - - X% From the 2nd product (identical or not) 0,29% +0,2 pt X% From the 2nd product (identical or not) 0,29% +0,2 pt Quantity of WU Quantity of WU
  • 41. Q1 2012 vs 2011 Promo Review of food retailers in 20’topPenny Pressure Offer TEXTILES Market +2,7% +4,1pts FOOD -3,6% Hard Discount NON-FOOD -2,6pts -4,8% -1,5pt Quantity of WU Quantity of PO Consumer Brands Share advantages Unbranded Consumer pack 8,06% -1,2 pt Consumer pack 8,06% -1,2 pt Instore Event 2,12% +2,1 pts Instore Event 2,12% +2,1 pts -2,6pts National TPR (Temporary price Reduction) 40,20% +0,1 pt TPR (Temporary price Reduction) 40,20% +0,1 pt Brands Virtual promo 3,70% +0,7 pt Virtual promo 3,70% +0,7 pt Private Label 1+1 gratis 0,27% - 1+1 gratis 0,27% - +3,9pts 2+1 gratis 0,16% -0,4 pt -1,2pt 2+1 gratis 0,16% -0,4 pt Other VL 0,11% -1 pt Other VL 0,11% -1 pt X% From the 2nd product (identical or not) 3,16% +2,1 pts X% From the 2nd product (identical or not) 3,16% +2,1 pts Quantity of WU Quantity of WU
  • 42. Q1 2012 vs 2011 Promo Review of food retailers in 20’topLidl Pressure Offer TEXTILES Market +2,7% FOOD -3,6% Hard Discount NON-FOOD Quantity of WU Quantity of PO Consumer Offer/Brands advantages Unbranded National Brands Consumer pack 0,69% Consumer pack 0,69% Instore Event - Instore Event - TPR (Temporary price Reduction) 15,01% TPR (Temporary price Reduction) 15,01% Virtual promo - Virtual promo - 1+1 gratis - Private Label 1+1 gratis - 2+1 gratis - 2+1 gratis - Other VL - Other VL - X% From the 2nd product (identical or not) - X% From the 2nd product (identical or not) - Quantity of WU Quantity of WU
  • 43. Q1 2012 vs 2011 Promo Review of food retailers in 20’topMetro Pressure Offer TEXTILES Market +2,7% FOOD +1,2pt -9,0% Cash&Carry -5,3pts NON-FOOD -7,4% +4,1pts Quantity of WU Quantity of PO Consumer Offer/Brands advantages Unbranded Consumer pack 4,89% -0,8 pt Consumer pack 4,89% -0,8 pt Instore Event 1,65% +0,1 pt Instore Event 1,65% +0,1 pt National TPR (Temporary price Reduction) 4,32% -2,2 pts -3,7pts TPR (Temporary price Reduction) 4,32% -2,2 pts Brands Virtual promo 22,38% +6,1 pts Private Label Virtual promo 22,38% +6,1 pts 1+1 gratis 0,35% - 1+1 gratis 0,35% - -0,8pt 2+1 gratis 2,03% +0,4 pt 2+1 gratis 2,03% +0,4 pt +4,5pts Other VL 8,54% -3,4 pts Other VL 8,54% -3,4 pts X% From the 2nd product (identical or not) 11,46% +9,1 pts X% From the 2nd product (identical or not) 11,46% +9,1 pts Quantity of WU Quantity of WU
  • 44. Q1 2012 vs 2011 Promo Review of food retailers in 20’topSelgros Pressure Offer TEXTILES Market +2,7% FOOD +0,1pt -9,0% Cash&Carry +2,9pts NON-FOOD -10,3% -3,1pts Quantity of WU Quantity of PO Consumer Share ofBrands advantages Unbranded Consumer pack 5,47% -0,6 pt Consumer pack 5,47% -0,6 pt Instore Event 0,57% -0,6 pt Private Label -0,1pt Instore Event 0,57% -0,6 pt National TPR (Temporary price Reduction) 4,84% +3 pts TPR (Temporary price Reduction) 4,84% +3 pts Brands Virtual promo 11,62% -1,3 pt +0,6pt Virtual promo 11,62% -1,3 pt 1+1 gratis 0,13% -0,1 pt 1+1 gratis 0,13% -0,1 pt -0,6pt 2+1 gratis 0,74% - 2+1 gratis 0,74% - Other VL 10,02% - Other VL 10,02% - X% From the 2nd product (identical or not) 0,73% -0,9 pt X% From the 2nd product (identical or not) 0,73% -0,9 pt Quantity of WU Quantity of WU
  • 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