Pretzels & breadsticks market has a new approach? New players in the game?

1. JANUARY-APRIL 2016 vs. 2015

2. Analyzed market:
- Pretzels
- Breadsticks
JANUARY-APRIL 2016 vs. 2015
PCS = picture/insertion
WU = Weighted Unit
SKU = SKU
How do we count, taking as example the
picture on the left:
1 PCS (picture/insertion)
3 WU (we have 3 type of products, from 3
different families)
7 SKU ( 3 color cream, 3 shampoo, 1 shave face
cream)
ALL RETAILERS = 100%
ALL BRANDS = 100%
INDEX USED: PCS
EVOL YTD % = evolution vs previous year in %
EVOL YTD Pts = evolution in percentage points
(the difference between the % 2016 minus 2015)
EVOL YTD Val = absolut value

3. • The interpretation shows that this 2 KPI’s are somehow connected. Because the Evolution of PP has a incidence on the ∆
SOV.
• They can be displayed on a 3D 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 model 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
JANUARY-APRIL 2016 vs. 2015

4. Share of Voice
JANUARY-APRIL 2016 vs. 2015

5. Share of Voice JANUARY-APRIL 2016
JANUARY-APRIL 2016 vs. 2015
YTD 16
(%)
YTD 15
(%)
Evol. YTD 16
(ppts.)
VELPITAR 4 6,2% 15 21,4% -11 -73,3% -15,3
MAY DAY 3 4,6% 7 10,0% -4 -57,1% -5,4
LIDAS 7 10,8% 3 4,3% 4 133,3% 6,5
BOROMIR 7 10,8% 7 10,0% 0,8
ALKA 8 12,3% 8 12,3
INTERSNACK 3 4,6% 3 4,3% 0,3
CROCO 2 2,9% -2 -100,0% -2,9
TYMBARK 2 3,1% 3 4,3% -1 -33,3% -1,2
FICOSOTA 2 3,1% 2 3,1
OTHERBRANDS 29 44,6% 30 42,9% -1 -3,3% 1,8
Total Brands selection 65 100,0% 70 100,0% -5 -7,1%
Producers Share of Voice in
all Retailers
Pretzels and Breadsticks
Market
YTD 16
(abs. value)
YTD 15
(abs. value)
Evol. YTD 16
(%)
Evol. YTD 16
(abs. value)

6. The total Pretzels and Breadsticks promotions have decreased with 5 insertions in YTD 2016 c ompared w ith YTD 2015.
Vel Pitar dropped down from 15 insertions last year to 4 insertions this year, losing 15,3 ppts in Share of Voice. Is Vel Pitar
c hanging its strategy? It w ill be interesting to know if they are c onc entrating on other c ategory.
Lidas have intensified the quantity of promotions in c atalogues w ith 4 insertions (meaning an evolution of 133,3% in
pic tures), leading to an inc rease Share of Voic e of 6,5 ppts in 2016 versus 2015.
Promo Pressure of Producers
Alka has started to promote Covrigeii Casei from June 2015, managing to reac h a Share of Voice of 12,3 ppts in the
first 4 months of 2016.
Intersnack has kept its quantity of pic tures in c atalogues.
Bubble size = Share of Voice
Evolution(ppts.)
Evolution (%)

7. YTD 16
(%)
YTD 15
(%)
Evol. YTD 16
(ppts.)
METRO 13 20,0% 6 8,6% 7 116,7% 11,4
SELGROS 5 7,7% 4 5,7% 1 25,0% 2
LIDL 7 10,8% 1 1,4% 6 600,0% 9,3
PENNY MARKET 4 6,2% 9 12,9% -5 -55,6% -6,7
XXLMEGA DISCOUNT 7 10,8% 10 14,3% -3 -30,0% -3,5
CARREFOUR 6 9,2% 6 8,6% 0,7
CORA 4 5,7% -4 -100,0% -5,7
KAUFLAND 10 15,4% 9 12,9% 1 11,1% 2,5
REAL-HYPERMARKET 1 1,5% 1 1,5
BILLA 6 9,2% 13 18,6% -7 -53,8% -9,3
CARREFOURMARKET 2 3,1% 2 2,9% 0,2
DM DROGERIEMARKT 1 1,5% 1 1,4% 0,1
MEGA IMAGE 2 3,1% 3 4,3% -1 -33,3% -1,2
PROFI 1 1,5% 2 2,9% -1 -50,0% -1,3
Toti Retaileri 65 100,0% 70 100,0% -5 -7,1%
Evol. YTD 16
(abs. value)
Evol. YTD 16
(%)
RetailersShare of Voice in
Pretzelsand BreadsticksMarket
YTD 16
(abs. value)
YTD 15
(abs. value)
Metro’s Share of Voice has increased with 11,4
ppts, in YTD 2016 vs YTD 2015, by promoting 7
insertions more.
Billa has lost 9,3 ppts in Share of Voice in 2016.
Share of Voice JANUARY-APRIL 2016
JANUARY-APRIL 2016 vs. 2015

8. Real and Profi promoted exclusively in YTD in 2016 only one producer each.
Cora haven’t promoted Pretzels and Breadsticks at all in JANUARY-APRIL 2016.
The most various selection of promotions for Pretzels and Breadsticks is in Selgros. 4 out of 9 producers analysed in this presentation are
presented in Selgros!
Producers Share of Voice in all retailers in JANUARY-APRIL 2016
JANUARY-APRIL 2016 vs. 2015

9. Market Analysis JANUARY-APRIL 2016 vs. JANUARY-APRIL 2015
Share of Voice JANUARY-APRIL 2016* Qty. of insertions
JANUARY-APRIL 2016 vs. 2015
Qty PIC
YTD. 2016
(abs. value)
SOV PIC
YTD. 2016
(%)
Qty PIC
YTD. 2015
(abs. value)
SOV PIC
YTD. 2015
(%)
Evol. PIC
YTD. '16 vs '15
(abs. value)
Evol. PIC
YTD. '16 vs '15
(%)
Evol. SOV
YTD '16 vs '15
(ppts.)
COVRIGEI SARATI 50 76,9% 61 87,1% -11 -18,0% -10,2
GRISINE 18 27,7% 10 14,3% 8 80,0% 13,4
Pretzels and Breadsticks Share
of Voice all Retailers

10. Market Analysis JANUARY-APRIL 2016 vs. JANUARY-APRIL 2015
JANUARY-APRIL 2016 vs. 2015
SOV YTD. 16 Evol. YTD. 16 Evol. YTD. 16 SOV YTD. 16 Evol. YTD. 16 Evol. YTD. 16
% % ppts % % ppts
VELPITAR 8% -73% -16,6
MAY DAY 6% -57% -5,5 -100% -10
LIDAS 8% 100% 4,7 33% 500% 23,3
BOROMIR 14% 2,5
ALKA 16% 16
INTERSNACK 6% 1,1
CROCO -100% -3,3
TYMBARK 4% -33% -0,9
FICOSOTA 11% 11,1
OTHER BRANDS 38% -14% 1,9 56% 25% -24,4
Total Brands selection 100% -18% 100% 80%
Producers split of promo
actions in markets
COVRIGEI SARATI GRISINE

11. Consumer Advantagesused by Producersin January-March 2016
VEL PITAR MAY DAY
JANUARY-APRIL 2016 vs. 2015
LIDAS
Consumer Advantages used by Producers in January-April 2016

12. BOROMIR
INTERSNACK
Consumer Advantages used by Producers in January-April 2016
ALKA

13. Product Flash Analysis
JANUARY-APRIL 2016 vs. 2015

14. Most promoted SKU in JANUARY-APRIL 2016 within the
Pretzels and Breadsticks Market
JANUARY-APRIL 2016 vs. 2015

15. Most promoted SKU in JANUARY-APRIL 2016
This SKU was promoted 8 times in JANUARY-APRIL 2016 and 21 times in 9 different retailers from 1st of May
2015 to 30 April 2016 in all formats.
COVRIGEII CASEI ORIGINALI MEDITERANENI – ALKA - 1 BUC. 100 GR– 1 year analysis
intensive promo
PROMO
SEASONALITY
JANUARY-APRIL 2016 vs. 2015

16. JANUARY-APRIL 2016 vs. 2015
Market Analysis

17. JANUARY-APRIL 2016 vs. 2015

18. Thank you for your attention
Florentina Vasile
Leaflet Monitor Director Romania
florentina.vasile@hiper-com.com
+40 (0) 743 216 282
Sandra Bojan
Account Manager
sandra.bojan@hiper-com.com
+40 (0) 741 098 023
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