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JANUARY-MAY 2014
JANUARY-MAY 2014
PIC = PICTURE/INSERTION
SNU = SHOPPER NEED UNIT
SKU = SKU
SOV = SHARE OF VOICE
How do we count, taking as...
JANUARY-MAY 2014
JANUARY-MAY 2014
INTERSNACK 92 93 102
MOGYI 33 33 41
GOLDEN FOODS 19 19 20
ORLANDO 10 10 12
PRIVATE LABELS 88 90 95
OTHERS...
JANUARY-MAY 2014
Jan-May 13 Jan-May 14 Evol. PIC Jan-May 13 Jan-May 14 Evol. SOV Jan-May 13 Jan-May 14 Evol. PIC Jan-May 1...
JANUARY-MAY 2014
BILLA 52 52 59
KAUFLAND 46 46 56
METRO 39 40 43
SELGROS 35 35 35
CARREFOUR 31 31 31
XXL MEGA DISCOUNT 23 ...
JANUARY-MAY 2014
As seen in the table above the biggest increase in share of voice for
cumulated markets is that of Carref...
JANUARY-MAY 2014
Producers in Retailers
Cumulated Markets (PIC)
JANUARY-MAY 2014
Monthly distribution of Producers in Retailers (PIC)
Producers/Retailers
Cumulated Markets
Val. PIC ian.1...
JANUARY-MAY 2014
Promotion Calendar in Metro
February-March 2014
JANUARY-MAY 2014
Market Analysis
JANUARY-MAY 2014
*SNACKING CATEGORY CONTAINS CHIPS, NUTS, SEEDS AND OTHER SALTED SNACKS
JANUARY-MAY 2014
Product Flash Analysis
JANUARY-MAY 2014
Top 3 most promoted SKUs
NUTS & SEEDS Markets in all retailers
(sorted by number of promotions)
JANUARY-MAY 2014
This SKU was promoted 33 times in the last 12 months, in 11 Retailers, 4 different
distribution channels....
JANUARY-MAY 2014
This SKU was promoted 32 times in the last 12 months, in 10 Retailers, 4 different
distribution channels....
JANUARY-MAY 2014
This SKU was promoted 13 times in the last 12 months, in 3 Retailers, 3 different
distribution channels.
...
JANUARY-MAY 2014
Thank you for your attention
Florentina Vasile
Leaflet Monitor Director Romania
florentina.vasile@hiper-c...
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Category Review Seeds&Nuts Jan-May 2014

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Transcript of "Category Review Seeds&Nuts Jan-May 2014"

  1. 1. JANUARY-MAY 2014
  2. 2. JANUARY-MAY 2014 PIC = PICTURE/INSERTION SNU = SHOPPER NEED UNIT SKU = SKU SOV = SHARE OF VOICE How do we count, taking as example the picture on the left: 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) Analyzed markets: -SEEDS -NUTS ALL RETAILERS = 100% ALL BRANDS = 100% INDEX USED: PIC
  3. 3. JANUARY-MAY 2014
  4. 4. JANUARY-MAY 2014 INTERSNACK 92 93 102 MOGYI 33 33 41 GOLDEN FOODS 19 19 20 ORLANDO 10 10 12 PRIVATE LABELS 88 90 95 OTHERS 50 50 56 TOTAL 292 295 326 Producers January-May 2014 Val. PIC Val. SNU Val. SKU REWE GROUP 23 KAUFLAND 16 CARREFOUR 14 CORA 8 LIDL 8 SELGROS 6 BILLA 5 METRO 5 MEGA IMAGE 2 PROFI 1 Private labels January-May 2014 Val. PIC
  5. 5. JANUARY-MAY 2014 Jan-May 13 Jan-May 14 Evol. PIC Jan-May 13 Jan-May 14 Evol. SOV Jan-May 13 Jan-May 14 Evol. PIC Jan-May 13 Jan-May 14 Evol. SOV Val. PIC Val. PIC % SOV PIC SOV PIC Percent Pct Val. PIC Val. PIC % SOV PIC SOV PIC Percent Pct INTERSNACK 51 44 -14% 22,50% 23,80% 1,3 43 48 12% 38,40% 44,90% 6,5 MOGYI 30 25 -17% 13,20% 13,50% 0,3 10 8 -20% 8,90% 7,50% -1,4 GOLDEN FOODS 22 12 -45% 9,70% 6,50% -3,2 8 7 -13% 7,10% 6,50% -0,6 ORLANDO 11 8 -27% 4,80% 4,30% -0,5 1 2 100% 0,90% 1,90% 1 PRIVATE LABELS 66 67 2% 29,10% 36,20% 7,1 16 21 31% 14,30% 19,60% 5,3 OTHERS 47 29 -38% 20,70% 15,70% -5 34 21 -38% 30,40% 19,60% -10,8 TOTAL 227 185 -19% 100,00% 100,00% (-) 112 107 -4% 100,00% 100,00% (-) Producers Evolution/Markets ALUNE SI ALTE FRUCTE USCATE SEMINTE
  6. 6. JANUARY-MAY 2014 BILLA 52 52 59 KAUFLAND 46 46 56 METRO 39 40 43 SELGROS 35 35 35 CARREFOUR 31 31 31 XXL MEGA DISCOUNT 23 23 24 CORA 20 20 21 PENNY MARKET 19 21 23 MEGA IMAGE 9 9 15 LIDL 8 8 8 PROFI 7 7 8 CARREFOUR MARKET 3 3 3 TOTAL 292 295 326 Retailers January-May 2014 Val. PIC Val. SNU Val. SKU
  7. 7. JANUARY-MAY 2014 As seen in the table above the biggest increase in share of voice for cumulated markets is that of Carrefour. Evol. PIC % CASH AND CARRY 83 74 -11% 24,50% 25,40% 0,9 METRO 25 39 56% 7,40% 13,40% 6 SELGROS 58 35 -40% 17,10% 12,00% -5,1 HARD DISCOUNT 53 50 -6% 15,70% 17,10% 1,4 XXL MEGA DISCOUNT 23 23 0% 6,80% 7,90% 1,1 PENNY MARKET 22 19 -14% 6,50% 6,50% 0 LIDL 8 8 0% 2,40% 2,70% 0,3 HYPERMARKET 119 97 -18% 35,20% 33,20% -2 KAUFLAND 45 46 2% 13,30% 15,80% 2,5 CARREFOUR 22 31 41% 6,50% 10,60% 4,1 CORA 26 20 -23% 7,70% 6,80% -0,9 REAL 26 -100% 7,70% -7,7 SUPERMARKET 84 71 -15% 24,80% 24,30% -0,5 BILLA 47 52 11% 13,90% 17,80% 3,9 MEGA IMAGE 24 9 -63% 7,10% 3,10% -4 PROFI 12 7 -42% 3,50% 2,40% -1,1 CARREFOUR MARKET 1 3 200% 0,30% 1,00% 0,7 TOTAL 339 292 -14% 100,00% 100,00% (-) Evol. SOV Percent points Retailers Evolution in Cumulated Markets Jan-May 13 Val.PIC Jan-May 14 Val.PIC Jan-May 13 SOV PIC Jan-May 14 SOV PIC
  8. 8. JANUARY-MAY 2014 Producers in Retailers Cumulated Markets (PIC)
  9. 9. JANUARY-MAY 2014 Monthly distribution of Producers in Retailers (PIC) Producers/Retailers Cumulated Markets Val. PIC ian.14 feb.14 mar.14 apr.14 mai.14 INTERSNACK 2 2 4 3 12 MOGYI 1 3 GOLDEN FOODS ORLANDO PRIVATE LABELS 1 1 3 OTHERS 1 1 5 TOTAL 4 2 5 5 23 METRO
  10. 10. JANUARY-MAY 2014 Promotion Calendar in Metro February-March 2014
  11. 11. JANUARY-MAY 2014 Market Analysis
  12. 12. JANUARY-MAY 2014 *SNACKING CATEGORY CONTAINS CHIPS, NUTS, SEEDS AND OTHER SALTED SNACKS
  13. 13. JANUARY-MAY 2014 Product Flash Analysis
  14. 14. JANUARY-MAY 2014 Top 3 most promoted SKUs NUTS & SEEDS Markets in all retailers (sorted by number of promotions)
  15. 15. JANUARY-MAY 2014 This SKU was promoted 33 times in the last 12 months, in 11 Retailers, 4 different distribution channels. This SKU was promoted 33 times in the last 12 months, in 11 Retailers, 4 different distribution channels. MOGYI ARAHIDE SARATE 1 BUC. 320 GR intensive promo PROMO SEASONALITY 12 MONTHS ANALYSIS
  16. 16. JANUARY-MAY 2014 This SKU was promoted 32 times in the last 12 months, in 10 Retailers, 4 different distribution channels. This SKU was promoted 32 times in the last 12 months, in 10 Retailers, 4 different distribution channels. NUTLINE SEMINTE FLOAREA SOARELUI PESTRITE SARATE 1 BUC. 200 GR intensive promo PROMO SEASONALITY 12 MONTHS ANALYSIS
  17. 17. JANUARY-MAY 2014 This SKU was promoted 13 times in the last 12 months, in 3 Retailers, 3 different distribution channels. This SKU was promoted 13 times in the last 12 months, in 3 Retailers, 3 different distribution channels. FIESTA ARAHIDE SARATE 1 BUC. 400 GR intensive promo PROMO SEASONALITY 12 MONTHS ANALYSIS
  18. 18. JANUARY-MAY 2014 Thank you for your attention Florentina Vasile Leaflet Monitor Director Romania florentina.vasile@hiper-com.com +40 (0) 743 216 282 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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