Category review of Powder Detergent in Romanian leaflets, Share of Voice Producers and Retailers

1. Period: Full Year 2014

2. Period: Full Year 2014
Analyzed market:
Powder Detergent
SOV = SHARE OF VOICE
ALL BRANDS = 100%
INDEX USED: SNU = SHOPPER NEED UNIT
ALL RETAILERS = 100%
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. Markets Share of Voice 2014
Qty SNU
2014
Qty SNU
2013
Dif.
SNU
(%)
SOV
2014
SNU
SOV
2013
SNU
Evol.
SOV
(pp)
WASHING MACHINE
DETERGENT
1716 1608 7% 87,6% 87,0% 0,6
HAND WASHING
DETERGENT
244 241 1% 12,4% 13,0% -0,6
TOTAL POWDER
DETERGENT
1960 1849 6% 100% 100% (-)
pts=percent
points difference
of share of voice
compared
to the similar
period last year
+3,1pts
-2pts
-1,7pts
+0,5pts
Powder Detergent Market

4. Promo Pressure of Producers
P&G increased its promotions in 2014 with 10% which
resulted in a Share of Voice of 54,7%.
Unilever also adopted an investment policy, increasing
with 8% its promotions and reaching a Share of 31,4%.
Henkel had a cost oriented policy, decreasing its
promotions with 5%, which resulted in a lower Share of
Voice of10,2%.
Producers Share of Voice in
Powder Detergent Market 2014
Qty SNU
promoted
2014
Qty SNU
promoted
2013
Dif. qty
SNU
(value)
Dif qty
SNU
(%)
Share of
Voice 2014
Evol. SOV
2014 vs
2013
Percent
points
PROCTER & GAMBLE 1072 973 99 10% 54,7% 2,1
UNILEVER 616 569 47 8% 31,4% 0,6
HENKEL 199 210 -11 -5% 10,2% -1,2
PRIVATE LABELS 25 54 -29 -54% 1,3% -1,6
OTHERS 48 43 5 12% 2,4% 0,1
TOTAL 1960 1849 111 6% 100,0% (-)
Bubble size = Share of Voice
Cost oriented policy
Investment policy,
Strategy of players
in expansion
Powder Detergent Market

5. -10,6pp
*pts=percent points difference
of share of voice compared to
the similar period last year
Powder Detergent Market

6. Retailers
Qty
SNU
2014
Qty
SNU
2013
Dif SNU
‘14 vs ’13
(%)
SOV
2014
Evol. SOV
2014 vs
2013
Percent
points
SELGROS 497 493 1% 25,4% -1,3
METRO 273 270 1% 13,9% -0,7
KAUFLAND 181 168 8% 9,2% 0,1
XXL MEGA
DISCOUNT
157 113 39% 8,0% 1,9
BILLA 154 151 2% 7,9% -0,3
PENNY MARKET 152 119 28% 7,8% 1,4
CARREFOUR 141 108 31% 7,2% 1,4
CORA 136 112 21% 6,9% 0,8
MEGA IMAGE 111 133 -17% 5,7% -1,5
CARREFOUR
MARKET
77 34 126% 3,9% 2,1
REAL-
HYPERMARKET
36 75 -52% 1,8% -2,3
PROFI 34 27 26% 1,7% 0,2
LIDL 8 15 -47% 0,4% -0,4
SUPECO 3 0,2% 0,2
REAL-AUCHAN 31 -100% -1,7
TOTAL 1960 1849 6% 100,0% (-)
Bubble size = Share of Voice
Promo Pressure of Retailers
Increasement
Decreasement.
Powder Detergent Market
Retailers Share of Voice

7. Powder Detergent Market
Share of Voice Producers in Retailers
*pts=percent points difference
of share of voice compared to
the similar period last year

8. How producers split promotions between retailers?
Procter&Gamble 2014 = 100% Promotions in Retailers
Procter&Gamble 2013 = 100% Promotions in Retailers
Unilever 2014 = 100% Promotions in Retailers
Unilever 2013 = 100% Promotions in Retailers
Henkel 2014 = 100% Promotions in Retailers
Henkel 2013 = 100% Promotions in Retailers
Powder Detergent Market

9. Brands Share of Voice 2014 TOP 3 Brands
Qty SNU
2014
Qty SNU
2013
Dif SNU
(%)
SOV
2014
Evol SOV
Percent
points
DERO SURF 574 521 10% 29,3% +1,1
ARIEL 530 439 21% 27,0% +3,3
BONUX 332 329 1% 16,9% -0,9
TIDE 210 205 2% 10,7% -0,4
PERSIL 168 160 5% 8,60% -0,1
OMO 42 48 -13% 2,1% -0,5
REX 31 49 -37% 1,60% -1,1
OTHERS 48 43 12% 2,40% 0,1
PRIVATE LABELS 25 54 -54% 1,30% -1,6
Consumer Advantages used/ Brand
qty of SNU 2014
DERO SURF ARIEL BONUX
Promotions with Consumer
Advantages
414 354 252
Promotions without Consumer
Advantages
160 176 80
Total 574 530 332
Powder Detergent Market
CA= Consumer Advantages

10. Most promoted SKU – 1 year analysis
This SKU was promoted 49 times from 1 January 2014 to 30 December 2014 , in 7
Retailers, 3 distribution channels.
ARIEL DETERGENT AUTOMAT 2 KG
intensive promo
PROMO SEASONALITY
Powder Detergent Market

11. Florentina Vasile
Leaflet Monitor Director Romania
florentina.vasile@hiper-com.com
+40 (0) 743 216 282
Ana Grigore
Account Manager
ana.grigore@hiper-com.com
+40 (0) 741 098 023
Thank you for your attention
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