Chocolate, the "guilty sin pleasure". We've chose to analyze it in July 2015. Discover how this sweet thing behaved vs same period last year

1. Period: July 2015 vs 2014

2. Period: July 2015 vs 2014
Analyzed market:
Chocolate
SOV = SHARE OF VOICE ALL BRANDS = 100%
INDEX USED: quantity of picturesALL RETAILERS = 100%
ppts = percentage points difference of share of voice compared to the similar period last year
How do we count, taking as example the
picture below:
1 PIC (picture/insertion)
3 SNU (we have 3 type of products, from 3 different families)
7 SKU ( 3 color cream, 3 shampoo, 1 shave face cream)

3. Period: July 2015 vs 2014
• The interpretation shows that this 2 KPI’s are somehow connected. Because the Evolution of PP as a incidence
on the ∆ SOV.
• They can be displayed on a 2D map with the following conditions
–x= Evolution vs. Y-1 (%) = Promo Pressure
–y= Evolution vs. Y-1 (pp) = ∆ SOV
–Bubble Size= SOV (%)
• The target is to models an evaluation of the player’s strategy.
• Each player belongs to a quadrant of the map. Each quadrant is relevant for a specific case.
x<0 -> less promotions. Cost oriented
policy.
y>0 -> a better relative position versus
other players.
Definitely a very clever strategy
x<0 -> less promotions, Cost oriented
policy.
y<0 -> a worst relative position versus
other players .
Regression. Good strategy only for
leaders, dangerous game for small
players
x>0 -> more promotions. Aggressive
investment policy.
y>0 -> a better relative position versus
other players.
Strategy of players in expansion
x>0 -> more promotions. Investment
policy.
y< 0 -> a worst relative position versus
other players
Strategy of giddy players in expansion
Impact on business:
“Offensive” should have a growth of leaflet promotional Turn Over, Y versus Y-1.
“Winner” should observe a growth of leaflet promotional share of voice.
If this is not the case, it is a Pyrrhic Victory: the leaflet promotion is not efficient.
VOCABULARY
x=0 & y=0 -> The same strategy as
previous year
3

4. Period: July 2015 vs 2014
MONDELEZ 20 19 5,30% 1 11,00% 13,10% -2,1
KANDIA 23 17 35,30% 6 12,60% 11,70% 0,9
MARS 19 16 18,80% 3 10,40% 11,00% -0,6
FERRERO 16 4 300% 12 8,80% 2,80% 6
HEIDI 9 8 12,50% 1 4,90% 5,50% -0,6
NESTLE 18 20 -10% -2 9,90% 13,80% -3,9
DE SILVA 10 4 150% 6 5,50% 2,80% 2,7
Others 67 57 17,50% 10 36,80% 39,30% -2,5
TOTAL 182 145 25,50% 37 100% 100%
Nestle has reduced its promotions with 10 % in July 2015, that lead to a loss of 3,9 percentage
points of Share of Voice
Although Mondelez has incresead its promotions with 5,3 % they lost 2,1 percentage points of
Share of Voice
De Silva managed to increase its share in July 2015 with 2,7 percentage points in comparison
with July 2014
Mars incresead its promotions with 18,8 % but in comparison with the same period of last year
registred a loss of 0,6 points
Heidi, with a Share of Voice of 12,5 % in July 2015, registred a loss of 0,6 points
Kandia had the biggest Share of Voice in July 2015 (12,6 %) although they have decreased with
0,9 percentage points compared to last year
Producers Share of Voice in all Retailers
Chocolate Market
Qty PIC
July 2015
Qty PIC
July 2014
Evol. PIC
July '15 vs '14
(%)
Evol. PIC
July '15 vs
'14
(abs.
value)
SOV PIC
July 2015
SOV PIC
July 2014
Evol. SOV
July '15 vs '14
(ppts)
Promo Pressure of Producers
The total chocolate promotions have increased with 25,5% in July 2015 in comparison with last
year
Ferrero incresead its promotions with 300% in July 2015 and therefore reached a Share of Voice
of 8,8 %, with 6 percentage points more than 2014
Evolution pictures July 2015 vs 2014 (%)
EvolutionShareofVoice
July2015vs2014(ppts)
Bubble size = Share of Voice
MONDELEZ
1%
KANDIA
7%
MARS
3%
FERRERO
55%
HEIDI
2%
NESTLE
-2%
DE SILVA
27%
OTHERS
3%
Share of Voice
July 2015
MONDELEZ
11.00%
KANDIA
12.60%
MARS
10.40%
FERRERO
8.80%
HEIDI
4.90%
NESTLE
9.90%
DE SILVA
5.50%
-6
-4
-2
0
2
4
6
8
-100.00% 0.00% 100.00% 200.00% 300.00% 400.00%

5. Period: July 2015 vs 2014
Share of Voice SELGROS 40 27 48,10% 13 22,00% 18,60% 3,4
July 2015
XXL MEGA
DISCOUNT
29 10 190% 19 15,90% 6,90% 9
PENNY
MARKET
25 22 13,60% 3 13,70% 15,20% -1,4
CORA 18 14 28,60% 4 9,90% 9,70% 0,2
BILLA 14 7 100% 7 7,70% 4,80% 2,9
KAUFLAND 13 19 -31,60% -6 7,10% 13,10% -6
METRO 11 20 -45,00% -9 6,00% 13,80% -7,7
MEGA IMAGE 10 7 42,90% 3 5,50% 4,80% 0,7
CARREFOUR 9 9 4,90% 6,20% -1,3
LIDL 5 3 66,70% 2 2,70% 2,10% 0,7
CARREFOUR
MARKET
5 2 150% 3 2,70% 1,40% 1,4
PROFI 2 4 -50,00% -2 1,10% 2,80% -1,7
REAL 1 1 0,50% 0,70% -0,1
TOTAL 182 145 25,50% 37 100% 100% (-)
SOV PIC
July 2015
SOV PIC
July 2014
Evol. SOV
July '15 vs
'14
(ppts)
Retailers Share of Voice in
Chocolate Market
Qty PIC
July 2015
Qty PIC
July 2014
Evol. PIC
July '15 vs
'14
(%)
Evol. PIC
July '15 vs
'14
(abs.
value)
XXL MEGA DISCOUNT has the
biggest increasement in share of
chocolate promotions of 9
percentage points.
The biggest loss is that of METRO
with 7,7 percentage points.

6. Period: July 2015 vs 2014
Producers Share of Voice in all Retailers
Chocolate Market
Evolution Share of Voice of
Producers in Retailers
METRO SELGROS LIDL
PENNY
MARKET
XXL MEGA
DISCOUNT
CARREFOUR CORA KAUFLAND REAL BILLA
CARREFOUR
MARKET
MEGA IMAGE PROFI
MONDELEZ -5,9 -13,3 11,1 9,5 -0,4 5,7
KANDIA 16,4 -4,8 7,5 17,2 -3,2 -13,4 10
MARS 13,2 1,3 -1,1 0,3 -22,2 -7,1 22,7 -7,1 -30 10 -25
FERRERO 4,1 1,3 11,5 13,8 11,1 40
HEIDI 4,1 6,3 -10 -15,9 -7,1 -4,3 50
NESTLE -0,9 -6,1 -4,5 -11,1 13,5 -10,9 -100 -10 -8,6 50
DE SILVA 9,1 1,3 7,5 10,3 11,1 -7,1 -14,3
OTHERS -40 14,1 -20,7 -31,7 10,3 2 100 28,6 -12,9 -75

7. Period: July 2015 vs 2014
58 45 28,9% 13 31,9% 31% 0,8
55 63 -12,7% -8 30,2% 43,4% -13,2
45 26 73,1% 19 24,7% 17,9% 6,8
24 11 118,2% 13 13,2% 7,6% 5,6
1 -100% -1 0,7% -0,7
BATOANE
TABLETE
SNACKS-URI DE CIOCOLATA
OTHER CHOCOLATE
PRALINE
SOV PIC
May 2015
SOV PIC
May 2014
Evol. SOV May
'15 vs '14
(ppts)
Chocolate Markets
Share of Voice in all
Retailers
Qty PIC
May 2015
Qty PIC
May 2014
Evol. PIC
May '15 vs '14
(%)
Evol. PIC
May '15 vs '14
(abs. value)
TABLETE has the biggest Share of Voice of
31,9% in chocolate market.
BATOANE and OTHER CHOCOLATE were
the only ones with a loss of Share of
Voice.
TABLETE
31.90%
BATOANE
30.20%
PRALINE
24.70%
SNACKS-URI
DE
CIOCOLATA
13.20%

8. Period: July 2015 vs 2014
Producers Share of Voice in all Retailers
Chocolate Market
July
15
Evol
July
15
Abs
Val
Evol July
15 %
July 15
Evol
July
15
Abs.
Val
Evol July
15 %
July 15
Evol
July 15
Abs.
Val
Evol July
15 %
July
15
Evol
July
15
Abs.
Val
Evol July
15 %
July 15
Evol
July
15
Abs.
Val
Evol July
15 %
July
15
Evol
July
15
Abs.
Val
Evol
July 15
%
July
15
Evol
July 15
Abs.
Val
Evol July
15 %
July
15
Evol
July
15
Abs.
Val
Evol July
15 %
BATOANE 1 1 5% 10 -1 43,5% 17 4 89,5% 5 3 31,3% 1 11,1% 14 -6 77,8% -1 7 -8 10,4%
OTHER
CHOCOLATE
-1
PRALINE 7 -1 35% 1 1 4,3% 8 8 50% 3 2 33,3% 1 1 5,6% 8 6 80% 17 2 25,4%
SNACKS- URI DE
CIOCOLATA
-1 2 2 8,7% 2 -1 10,5% 1 1 6,3% 3 3 16,7% 16 9 23,9%
TABLETE 12 2 60% 10 4 43,5% 2 12,5% 5 -1 55,6% 2 1 20% 27 7 40,3%
DE SILVA OTHERS
Producers split of
promotions in
markets
Evol. PIC July
2015 vs 2014
MONDELEZ KANDIA MARS FERRERO HEIDI NESTLE

9. Promo Calendar Example July 2015

10. Most promoted SKU in July 2015
This SKU was promoted 7 times in July 2015 in cash&carry, hard discount, hypermarket
and supermarket format and 57 times from 1 August 2014 to 31 July 2015 in all formats
LION - BATON CROCANT KING SIZE 1 BUC. 63 GR – 1 year analysis
intensive promo
PROMO SEASONALITY

11. Most promoted SKU in July 2015
This SKU was promoted 7 times in July 2015 in cash&carry, hard discount, hypermarket
and supermarket format and 72 times from 1 August 2014 to 31 July 2015 in all formats
RAFFAELLO – PRALINE MIGDALE – COCOS 1 BUC. 150 GR – 1 year analysis
intensive promo
PROMO SEASONALITY

12. Thank you for your attention
Florentina Vasile
Leaflet Monitor Director Romania
florentina.vasile@hiper-com.com
+40 (0) 743 216 282
Maria Ciobota
Account Manager
maria.ciobota@hiper-com.com
+40 (0) 741 098 023
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