See the evolution of 5 important basic food markets in March catalogues.

1. Period: March 2015 vs 2014

2. Period: March 2015 vs 2014
Definitions
A brochure/ Leaflet is the physical leaflet that is sent to mailboxes.
A promotional operation (PO) is a group of several brochures that have a common base (a group may consist of
1 Master leaflet + various Slaves)
The Share of Voice is for Promotion the pendant to Market Share for Turn Over
Consumer Advantages are all the mechanisms used by Retailers or Suppliers to push sales:
Consumer Pack
Gifts on Pack
Gratuities
Instore Events
Lotery/ Games
Others (buy back)
Temporary Price Reduction
Crossed Price
Cupon
Loyalty Points
Money Tickets
Price Discount(loyalty card or not)
Special Price
Virtual Promo
1+1 gratis
2+1 gratis
Other Virtual Lots
x% from the 2nd product (identical or not)

3. Period: March 2015 vs 2014
Analyzed markets:
Flour, Cornflour, Rice, Oil, Sugar
SOV = SHARE OF VOICE
ALL PRODUCERS = 100%
INDEX USED: SNU = SHOPPER NEED UNITALL 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)
Analyzed leaflets: NATIONAL, REGIONAL AND LOCAL

4. Period: March 2015 vs 2014
Increasement of promotions in
all markets analysed
NumberofSNU
Retailers / Markets
Qty of SNU
ULEI OREZ ZAHAR FAINA MALAI
Mar 2015
Evol vs Mar
2014
abs.value
Mar 2015
Evol vs Mar
2014
abs.value
Mar 2015
Evol vs Mar
2014
abs.value
Mar 2015
Evol vs Mar
2014
abs.value
Mar 2015
Evol vs Mar
2014
abs.value
BILLA 16 6 8 5 5 1 8 3 5 3
SELGROS 12 7 3 5 1 4 2 6 4
XXL MEGA DISCOUNT 7 7 5 4 3 4 5 4
KAUFLAND 10 3 4 -1 4 -2 3 -2 4 -1
CARREFOUR 8 4 4 -1 4 4 1
PENNY MARKET 9 4 4 2 3 4 3 2
PROFI 7 5 5 3 5 4 4 3 1
CARREFOUR MARKET 5 3 2 5 2 2 3 2
METRO 6 3 3 -1 4 1 -1
CORA 6 2 3 3 -2 3 2 -1
LIDL 5 3 2 1 2 1 1
MEGA IMAGE 2 -9 5 -3 1 -2 -1
REAL 1 2 1 3 1 1
TOTAL 94 14 57 21 46 2 42 6 35 12
Top 3 PO with most promotions from the analyzed markets
Retailer and Date
Selgros
From 20.03 to
02.04.2015
Food/Nonfood
Selgros
From 06.03 to
19.03.2015
Food/Nonfood
Billa
From 12.03 to
18.03.2015
Billa exact pe
gustul meu
Number of basic food
promotions
11 11 10
Average total number
of promotions food
and nonfood
571 495 154,7
Average number of
pages
56 48 14

5. Period: March 2015 vs 2014
Promo pressure of Producers
Private labels Oil
Qty of SNU
Mar 15
Consumer
Advantages
/ Producer**
Bunge Expur Prutul Argus Nordic
Mar 15
Mar
14
Mar 15 Mar 14
Mar
15
Mar 14 Mar 15 Mar 14 Mar 15 Mar 14
Temporary price
Reduction
6 10 4 4 2 1 2 4 1
Virtual promo
Consumer pack 1
In store event
No Consumer
advantages
8 4 5 5 5 6 4 6 1 2
Producers in Oil Market
Share of Voice March 2015 in all
leaflets (national, regional, local)
Producers in
Oil Market
Qty SNU
Mar 2015
Qty SNU
Mar 2014
Evol
SNU
(%)
SOV
Mar
2015
Evol
SOV
p.pts*
BUNGE 15 14 7% 16,0% -1,5
EXPUR 9 9 0% 9,6% -1,7
PRUTUL 5 8 -38% 5,3% -4,7
ARGUS 5 8 -38% 5,3% -4,7
NORDIC IMP-EXP 5 3 67% 5,3% 1,6
PRIVATE LABELS 25 16 56% 26,6% 6,6
OTHERS 31 22 41% 33,0% 5,5
TOTAL 94 80 18% 100,0% (-)
*p.pts = percent points
Bubble size = Share of Voice Mar 15
** one promotion can have
more than 1 consumer
advantage, for example
Consumer pack and
Temporary price reduction
Bunge has increased its
promotions, but because of
a bigger increasement of
the total market, its share of
voice has slightly decreased

6. Period: March 2015 vs 2014
Promo pressure of Producers
Private labels Rice
Qty of SNU
Mar 15
Consumer
Advantages/
Producer**
Riso Scotti Atifco Caliprix
Mar 15 Mar 14 Mar 15 Mar 14 Mar 15 Mar 14
Temporary price
Reduction
9 11 4 2 2
Virtual promo 1 2
Consumer pack
In store event
No Consumer
advantages
4 4 5 5 5
Producers in Rice Market
Share of Voice March 2015 in all
leaflets (national, regional, local)
Producers in
Rice Market
Qty SNU
Mar 2015
Qty SNU
Mar 2014
Evol
SNU
(%)
SOV
Mar
2015
Evol
SOV
p.pts*
RISO SCOTTI 14 17 -18% 24,6% -22,7
ATIFCO 9 0 (-) 15,8% 15,8
CALIPRIX 7 7 0% 12,3% -7,2
PRIVATE LABELS 15 6 150% 26,3% 9,6
OTHERS 12 6 100% 21,1% 4,4
TOTAL 57 36 58% 100,0% (-)
*p.pts = percent points
Bubble size = Share of Voice Mar 15 ** one promotion can have more
than 1 consumer advantage, for
example Consumer pack and
Temporary price reduction
Last year Atifco did not have
any promotions which is why it
has such a big incresement in
share of voice
Riso Scotti had a cost oriented
policy which in an expanding
market generated a significant
loss in share of voice

7. Period: March 2015 vs 2014
Promo pressure of Producers
Private labels Sugar
Qty of SNU
Mar 15
Consumer
Advantages/
Producer**
Agrana
Zaharul
Oradea
Mar 15 Mar 14 Mar 15 Mar 14
Temporary price Reduction 8 7 3 3
Virtual promo
Consumer pack
In store event
No Consumer advantages 17 11 5 4
Producers in Sugar Market
Share of Voice March 2015 in all
leaflets (national, regional, local)
Producers in
Sugar Market
Qty SNU
Mar 2015
Qty SNU
Mar 2014
Evol
SNU
(%)
SOV
Mar
2015
Evol
SOV
p.pts*
AGRANA 25 18 39% 54,3% 13,4
ZAHARUL ORADEA 8 7 14% 17,4% 1,5
PRIVATE LABELS 7 8 -13% 15,2% -3
OTHERS 6 11 -46% 13,0% -12
TOTAL 46 44 5% 100,0% (-)
*p.pts = percent points
Both producers had an
investment policy in March,
which resulted in an
increased share of voice
Bubble size = Share of Voice Mar 15
** one promotion can have more
than 1 consumer advantage, for
example Consumer pack and
Temporary price reduction

8. Period: March 2015 vs 2014
Promo pressure of Producers
Private labels Flour
Qty of SNU
Mar 15
Consumer
Advantages/
Producer**
Overseas Pambac Boromir Dobrogea
Mar 15
Mar
14
Mar 15
Mar
14
Mar
15
Mar 14 Mar 15 Mar 14
Temporary price
Reduction
1 5 5 4 2 2 2 3
Virtual promo 1 1
Consumer pack 5
In store event
No Consumer
advantages
3 5 2 3 3 2 2
Producers in Flour Market
Share of Voice March 2015 in all
leaflets (national, regional, local)
Producers in
Flour Market
Qty SNU
Mar 2015
Qty SNU
Mar 2014
Evol
SNU
(%)
SOV
Mar
2015
Evol
SOV
p.pts*
OVERSEAS 8 10 -20% 19,0% -8,7
PAMBAC 5 7 -29% 11,9% -7,5
BOROMIR 5 5 0% 11,9% -2
DOBROGEA 4 5 -20% 9,5% -4,4
PRIVATE LABELS 15 6 150% 35,7% 19
OTHERS 5 3 67% 11,9% 3,6
TOTAL 42 36 17% 100,0% (-)
*p.pts = percent points
Top 4 playes had a cost
oriented policy this March
Bubble size = Share of Voice Mar 15 ** one promotion can have
more than 1 consumer
advantage, for example
Consumer pack and
Temporary price reduction

9. Period: March 2015 vs 2014
Promo pressure of Producers
Private labels Cornflour
Qty of SNU
Mar 15
Consumer
Advantages/
Producer**
Sam Mills Pambac Overseas Dobrogea
Mar 15
Mar
14
Mar 15
Mar
14
Mar
15
Mar 14 Mar 15 Mar 14
Temporary price
Reduction
3 2 4 2 1 2 2
Virtual promo 1
Consumer pack
In store event
No Consumer
advantages
2 1 1 1 1 1
Producers in Cornflour Market
Share of Voice March 2015 in all
leaflets (national, regional, local)
Producers in
Flour Market
Qty SNU
Mar 2015
Qty SNU
Mar 2014
Evol
SNU
(%)
SOV
Mar
2015
Evol
SOV
p.pts*
SAM MILLS 5 3 67% 14,3% 1,2
PAMBAC 5 2 150% 14,3% 5,6
OVERSEAS 3 0 (-) 8,6% 8,6
DOBROGEA 3 3 0% 8,6% -4,5
PRIVATE LABELS 10 5 100% 28,6% 6,8
OTHERS 9 10 -10% 25,7% -17,8
TOTAL 35 23 52% 100,0% (-)
*p.pts = percent points
Pambac, Sam Mills and
Overseas increased their
Share of Voice this
March
Bubble size = Share of Voice Mar 15
** one promotion can have more
than 1 consumer advantage, for
example Consumer pack and
Temporary price reduction

10. 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
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