Promo review 2012 vs 2011 serbia

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Promo review 2012 vs 2011 serbia

  1. 1. 2012 vs 2011
  2. 2. QUANTITATIV KPI Slides 1- LEAFLETS & PROMO OPERATIONS 4-14 2- TRADE STRATEGY 15-203- PROMO PRESSURE & SHARE OF VOICE 21-34 4- PROMO MECHANISMS 35-38 QUALITY KPI 39-40 RETAILERS SUMMARY 41-50
  3. 3. VOCABULARY•Promo Pressure: index of promo visibility for a retailer, a category a brand or a format. This index can be counted by quantity of leaflets or quantity of promotions inside the leaflets. •Share of Voice: index of promo visibility for a retailer, a category a brand or a format in relative valueversus competitors. The Share of Voice index of Hipercom shows the promo activity of the Retailers in the most exhaustive way, taking into consideration the quantity of promotional operations, SKU’s or SNU in Promo, the commercial space (in m2) when the promotion was valid and the number of days of the validity days of that specific promotion.•Shopper Need Unit ( SNU): One or more SKU from the same family, being on the same promotion (many flavors for juice, many colors for shampoo, many sizes for textile) •Consumer advantages: All additional trade mechanisms supporting the promo price and mentioned on the promo leaflet. •Promo price: Price on the leaflet (should be different from the shelf price) •Virtual Price: Promo price – (minus) all consumers advantages •Perimeter of analysis: CC, Hyper, Super, HDD (Analysis for the Top 20 Retailers of this category)
  4. 4. 2012 vs 20111- LEAFLETS & PROMO OPERATIONS
  5. 5. LEAFLETS & PROMO PRESSURE 2011 2012 Evolution PressureNATIONALS OP 846 1032 7% 21%REGIONAL/LOK OP 424 370 -7% -13% We see that the retailers prefer to invest In National PO in 2012 * Quantity of leaflets 2012 vs 2011. All traffic leaflets = 100%. *A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet till 25 or more regional variations
  6. 6. LEAFLETS & PROMO PRESSURE 2011 2012 Evolution PressureNATIONALS OP 846 1032 7% 21%REGIONAL/LOK OP 424 370 -7% -13% ( National PO) 2012(evol) ( National PO) 2012(evol) 7.5 1.7 -4.5 1.2 2.1 0.6 -0.4 -7.2 1.2 -2.1 * Quantity of leaflets 2012 vs 2011. All traffic leaflets = 100%. *A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet till 25 or more regional variations
  7. 7. TOP TRAFFIC LEAFLETS (by SNU)Number of SNU 440 409 304 294 291Stores 4 9 10 3 1Days 27 28 13 32 15 Benchmark vs Leader 100% 93% 69% 67% 66%
  8. 8. Number OF PROMO OPERATIONS 2012 traffic flyers 1-4 page We see that half retailers decreased no of leafletsUNIVEREXPORT 22 110 TEMPO 49 32 SUPERVERO 17 44 RODA 33 130 METRO 141 129 MERCATOR 26 96 MAXI 29 66 INTEREX 30 46 IDEA 34 113 DIS 63 74
  9. 9. EVOLUTION OF PROMO OPERATIONS(Traffic leaflets) DIS 20 IDEA -11 INTEREX -5 MAXI 4 MERCATOR 0 METRO -12 RODA 6 SUPERVERO 0 We see that third of the TEMPO 2 retailers decreased no of leaflets UNIVEREXPORT 5
  10. 10. EVOLUTION OF PROMO OPERATIONS (special leaflets) DIS 39 IDEA 34 INTEREX -5 MAXI -18 MERCATOR 37 METRO 74 RODA -3 Special leaflets became SUPERVERO 21 more atractive for some retailers TEMPO -2UNIVEREXPORT -34 SPECIAL LEAFLETS = flyers (1 – 4 pages) + thematic catalogues
  11. 11. AVERAGE NUMBER OF PAGES/PROMO OP (traffic leaflets) 2011 2012 The number of pages per PO are DIS 12.65 mostly the same as in 2011 ,with 13.02 slightly changes. IDEA 11.02 Significant changes are only at 11.18 Maxi,Roda and Tempo.. INTEREX 7.54 7.40 MAXI 13.40 11.52 MERCATOR 18.62 18.62 METRO 20.92 21.09 RODA 11.11 8.00 SUPERVERO 22.82 23.06 TEMPO 16.34 14.24UNIVEREXPORT 16.47 16.00
  12. 12. Average SNU/page (traffic leaflets) DIS 12 IDEA 14 INTEREX 20 MAXI 13 MERCATOR 10 METRO 9 RODA 17 SUPERVERO 14 The most readable is TEMPO 15 Metro and UniverexportUNIVEREXPORT 9
  13. 13. Average SNU/page (special leaflets) DIS 11 IDEA 13 INTEREX 16 MAXI 11 MERCATOR 9 METRO 22 RODA 9 SUPERVERO 9 TEMPO 14UNIVEREXPORT 30
  14. 14. 2012 vs 20112 - TRADE STRATEGY
  15. 15. SNU TYPOLOGY (Brands, Private Labels, Unbranded ) Traffic Leaflets Unbranded Private Label 13% 12% Evol. Y12 vs Y11 in Pts Private Label Brands Unbranded Private Label 0.5 Brands 1.7 Unbranded -2.2 Brands 75% We can observe that the Unbranded areloosing share in favor of Private Labels and Brands. This shows that the strategy of the retailers is to reduce the space for the promotions without budget. * SNU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
  16. 16. SNU TYPOLOGY (National Brands) Traffic Leaflets Number Evolution 2012 National Brands Private Label Unbranded SNU/OP vs 2011DIS 162 -7 83.00% 0.7IDEA 154 12 60.40% 4.2INTEREX 150 9 77.50% 2.2MAXI 145 -32 75.00% 4.7MERCATOR 194 -10 85.80% 3METRO 183 -4 68.30% -0.1RODA 136 -54 82.20% 3.8SUPERVERO 312 31 82.40% -1.7TEMPO 207 -10 75.10% -0.1UNIVEREXPORT 146 -7 88.80% 2.3
  17. 17. SNU TYPOLOGY (National Brands) Traffic Leaflets Number Evolution 2012 National Brands Private Label Unbranded SNU/OP vs 2011DIS 162 -7 83.00% 0.7 7.60% 1.1IDEA 154 12 60.40% 4.2 14.40% -5INTEREX 150 9 77.50% 2.2 4.00% -2MAXI 145 -32 75.00% 4.7 15.90% 1.1MERCATOR 194 -10 85.80% 3 2.10% -1.8METRO 183 -4 68.30% -0.1 19.00% 2.2RODA 136 -54 82.20% 3.8 3.40% -1.1SUPERVERO 312 31 82.40% -1.7 6.30% 2TEMPO 207 -10 75.10% -0.1 9.40% 3UNIVEREXPORT 146 -7 88.80% 2.3 5.50% -0.9
  18. 18. SNU TYPOLOGY (National Brands) Traffic Leaflets Number Evolution 2012 National Brands Private Label Unbranded SNU/OP vs 2011DIS 162 -7 83.00% 0.7 7.60% 1.1 9.50% -1.8IDEA 154 12 60.40% 4.2 14.40% -5 25.10% 0.8INTEREX 150 9 77.50% 2.2 4.00% -2 18.40% -0.2MAXI 145 -32 75.00% 4.7 15.90% 1.1 9.10% -5.8MERCATOR 194 -10 85.80% 3 2.10% -1.8 12.10% -1.2METRO 183 -4 68.30% -0.1 19.00% 2.2 12.70% -2.1RODA 136 -54 82.20% 3.8 3.40% -1.1 14.40% -2.7SUPERVERO 312 31 82.40% -1.7 6.30% 2 11.30% -0.2TEMPO 207 -10 75.10% -0.1 9.40% 3 15.60% -2.9UNIVEREXPORT 146 -7 88.80% 2.3 5.50% -0.9 5.80% -1.4
  19. 19. AVERAGE PROMO PRICE415.97 AVERAGE PROMO PRICE FOOD 278.57 247.90 209.87 205.92 203.38 194.63 163.31 146.10 140.9911106.21 AVERAGE PROMO PRICE NON FOOD 8249.09 4941.40 2480.98 2476.85 1466.52 1360.71 540.19 385.86 364.13
  20. 20. 2012 vs 20113 – PROMO PRESSURE & SHARE OF VOICE
  21. 21. PROMO PRESSURE GROWTH* (SNU) Growth v/s Y-1 PROMO FOOD +4.6 % +1.6 %PRESSURE NON - FOOD -1.4 %HIPERMARKET The Promo Pressure has a positive trend in the 2012 v/s Y-1. We have -0.7% seen previously that the number of Promo Operation was growing.SUPERMARKET Taking a look at how retailers behaved in 2012, we see that only +21.2% Hypermarkets have a negative trend.CASH&CARRY 6.2% MARKET +18.5% *The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less SNU promoted
  22. 22. PROMO PRESSURE GROWTH* (SNU) vs AVERAGE NUMBER OF PAGES/PROMO OP 2011 2012 DIS YU 42.40% DIS 12.65 13.02 IDEA -10.70% The detailed promo pressure growth by IDEA 11.02 player shows the correlation between 11.18 number of pages downsize and promo 7.54 INTEREX -8.40% pressure reduction. INTEREX 7.40 MAXI 13.40 MAXI -12.50% 11.52 MERCATOR 18.62 MERCATOR -2.80% 18.62 METRO 20.92 METRO 6.20% 21.09 RODA 11.11 RODA -20.10% 8.00 SUPERVERO 22.82 SUPERVERO 12.30% 23.06 TEMPO 16.34 TEMPO -9.50% 14.24 UNIVEREXPORT 16.47UNIVEREXPORT 10.40% 16.00 *The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less SNU promoted
  23. 23. PROMO PRESSURE GROWTH* (SNU) Cosmetics/Hygiene 25.90% DOMACINSTVO 34.90% TEHNIKA 2.70% TEXTILE/NAMEŠTAJ 1.70% URADI SAM -5.20% MEŠOVITA ROBA 22.80%PAKOVANI SVEŽI PRODUKTI -2.00% PROIZVODI ZA ŽIVOTINJE 100.00% SVEŽA -4.30%
  24. 24. PROMO PRESSURE GROWTH* (SNU) Cosmetics/Hygiene 5.20% DOMACINSTVO 5.00% TEHNIKA 4.60% TEXTILE/NAMEŠTAJ -21.60% URADI SAM 0.10% MEŠOVITA ROBA -12.40%PAKOVANI SVEŽI PRODUKTI 0.80% PROIZVODI ZA ŽIVOTINJE 0% SVEŽA -9.00%
  25. 25. PROMO PRESSURE GROWTH* (SNU) Cosmetics/Hygiene -16.60% DOMACINSTVO -7.30% TEHNIKA -15.00% TEXTILE/NAMEŠTAJ -42.10% URADI SAM -20.70% MEŠOVITA ROBA -20.40%PAKOVANI SVEŽI PRODUKTI -16.10% PROIZVODI ZA ŽIVOTINJE 0% SVEŽA -27.10%
  26. 26. PROMO PRESSURE GROWTH* (SNU) Cosmetics/Hygiene 10.00% DOMACINSTVO 9.40% TEHNIKA -16.90% TEXTILE/NAMEŠTAJ -52.30% URADI SAM 9.10% MEŠOVITA ROBA 19.20%PAKOVANI SVEŽI PRODUKTI 50.90% PROIZVODI ZA ŽIVOTINJE -79.30% SVEŽA 25.00%
  27. 27. PROMO PRESSURE GROWTH* (SNU) Cosmetics/Hygiene 8.40% DOMACINSTVO 0.20% TEHNIKA -33.20% TEXTILE/NAMEŠTAJ -9.40% URADI SAM -22.10% MEŠOVITA ROBA -3.40%PAKOVANI SVEŽI PRODUKTI 8.30% PROIZVODI ZA ŽIVOTINJE 133.30% SVEŽA -5.30%
  28. 28. PROMO PRESSURE GROWTH* (SNU) Cosmetics/Hygiene -23.10% DOMACINSTVO -8.10% TEHNIKA -47.90% TEXTILE/NAMEŠTAJ -16.20% URADI SAM -6.90% MEŠOVITA ROBA -8.90%PAKOVANI SVEŽI PRODUKTI 2.90% PROIZVODI ZA ŽIVOTINJE -85.70% SVEŽA -1.80%
  29. 29. PROMO PRESSURE GROWTH* (SNU) Cosmetics/Hygiene 6.40% DOMACINSTVO 2.30% TEHNIKA 2.90% TEXTILE/NAMEŠTAJ 34.00% URADI SAM 94.20% MEŠOVITA ROBA 8.20%PAKOVANI SVEŽI PRODUKTI 15.80% PROIZVODI ZA ŽIVOTINJE 37.50% SVEŽA -4.10%
  30. 30. PROMO PRESSURE GROWTH* (SNU) Cosmetics/Hygiene 66.90% DOMACINSTVO 64.50% TEHNIKA -1.20% TEXTILE/NAMEŠTAJ 69.20% URADI SAM 49.90% MEŠOVITA ROBA 37.10%PAKOVANI SVEŽI PRODUKTI 78.10% PROIZVODI ZA ŽIVOTINJE 0% SVEŽA 30.00%
  31. 31. PROMO PRESSURE GROWTH* (SNU) Cosmetics/Hygiene -2.40% DOMACINSTVO -0.70% TEHNIKA -40.20% TEXTILE/NAMEŠTAJ -2.90% URADI SAM -20.80% MEŠOVITA ROBA 0.70%PAKOVANI SVEŽI PRODUKTI 2.80% PROIZVODI ZA ŽIVOTINJE 37.50% SVEŽA -29.70%
  32. 32. PROMO PRESSURE GROWTH* (SNU) Cosmetics/Hygiene 12.10% DOMACINSTVO 0% TEHNIKA -73.70% TEXTILE/NAMEŠTAJ 45.80% URADI SAM -47.90% MEŠOVITA ROBA -5.80%PAKOVANI SVEŽI PRODUKTI -19.10% PROIZVODI ZA ŽIVOTINJE 56.30% SVEŽA -21.30%
  33. 33. SHARE OF VOICE (SNU) Traffic Leaflets METRO 14.60% DIS 4.90% TEMPO 4.40% IDEA 3.50% UNIVEREXPORT 3.30% MERCATOR 3.00% The most important player is Metro. RODA 2.80% INTEREX 2.70% SUPERVERO 2.50% MAXI 2.20%Retailers outside selection 56.10% 100% = Total Retailers 2012 *where Others represents the retailers outside selection.
  34. 34. 2012 vs 20114 – PROMO MECHANISMS
  35. 35. PROMO MECHANISMS(SNU) Products with consumer benefits by retailer format Number of SNU Promocije sa potrošackim prednostima Y 2011 Number of SNU Promocije sa potrošackim prednostima Y 2012 90.44% 86.33% 86.01% 68.56% 36.52% 33.56% 12.03% 8.00% Cash&Carry Hipermarket Market SupermarketRegarding the consumer benefits an important increasing was in SUPERMARKETS with 17.45 pts in 2012 vs 2011.
  36. 36. PROMO MECHANISMS(SNU)Products with consumer benefits Y 2012 Growth vs Y-1 Virtual promo 1.43 +19.9% +4.07 pt Temporary price reduction 44.67 Instore event 0.43 What kind of Promo MechanismsRetailers are using, and their evolution Vs last year Consumer pack 4.15
  37. 37. PROMO MECHANISMS(SNU) Products with consumer benefits 63.33 Cosmetics/Hygiene 2.31 Y 2012 Growth vs Y-1 64.02 DOMACINSTVO 3.25 +19.9% +4.07 pt TEHNIKA 51.60 0.62 42.22 TEXTILE/NAMEŠTAJ 5.38 47.50 URADI SAM 4.8 54.32 MEŠOVITA ROBA 2.28From total articles promoted we see that PAKOVANI SVEŽI PRODUKTI 52.78 3.63 in all catgories the number of promoMechanism growth. The biggest growth is PROIZVODI ZA ŽIVOTINJE 51.55 In category Fresh(Sveža) 1.55 46.07 SVEŽA 6.83 Y2012 % Ev vs Y-1 pt
  38. 38. 2012 vs 20113 – QUALITY KPI
  39. 39. COMPLEXITY INDICATOR No of All SNU with PM Ev vs Y-1 pt SUPERVERO 93.09% 11.49 INTEREX 92.03% 0.23 MERCATOR 89.71% -4.3 RODA 87.06% 0.79 TEMPO 86.88% -8.5 DIS YU 82.05% 44.51 MAXI 74.29% -17.51 IDEA 58.2% 15.44 We can easily see that SUPERVERO METRO 12.03% is using at least 1 Consumer 4.03 Advantage on 93,09 % of the 8.26% promoted articles, whileUNIVEREXPORT -2.29 UNIVEREXPORT is using Consumer Advantages only on 8,26 % of the promoted articles.
  40. 40. 2012 vs 2011RETAILERS SUMMARY
  41. 41. Pressure Offer FOOD 43% FOOD Market +1.4% (0 pt) Non Food Non FOOD - 1.7% 57% (0 pt) Quantity of SNU Quantity of PO Consumer Quantity of SNU Brands Share advantagesPrivate Label National Brands Unbranded Kupon 0,04% Private Vauceri i nalepnice 0,09% 2.2 13% Label Standardni popust /ušteda 3,03% 19% 3 za 2 0,03% National -0.1 Buy 1 Get 1 0,04% Brands Ostalo virtuelni lot 0,09% Popust+virtualni lot 4,01% Unbranded -2.1 x cena 0,63% Besplatno 4,04% 68% Poklon i premija 0,21% Quantity of SNU Šok cena i specijalna napomena 0,00%
  42. 42. Pressure Offer Food FOOD Market -9,20% 44%(+2 pt) Non Food Non FOOD +1,10% 56%(-2 pt) Quantity of SNU Quantity of PO Consumer Brands Share Brands Share advantagesPrivate Label National Brands Unbranded Kupon 0,89% 2% Private Label -1.8 Vauceri i nalepnice 0,14% Popust sa karticom 2,04% 12% Standardni popust /ušteda 12,77% National 3 x cena 73,00% Brands Besplatno 4,20% Unbranded -1.2 Nagradna igra 0,02% 86% Poklon i premija 0,57% Quantity of SNU Quantity of SNU
  43. 43. Pressure Offer Food FOOD Market - 21,1% 46% Non Food (+2pt) 54%(-2pt) Non FOOD - 19,0% Quantity of SNU Quantity of PO Consumer Brands Share advantagesPrivate Label National Brands Unbranded Kupon 1,05% 4% Private Label -1.1 Vauceri i nalepnice 0,11% 14% Popust sa karticom 2,73% Standardni popust /ušteda 4,68% National Popust+virtualni lot 0,04% Brands 3.8 x cena 77,50% Besplatno 6,27% Nagradna igra 0,02% Unbranded -2.7 Poklon i premija 0,36% 82% Quantity of SNU Quantity of SNU
  44. 44. Pressure Offer FOOD Market - 13,40% Food 51%(-4 pt) Non Food Non FOOD - 11,30% 49%(+4 pt) Quantity of SNU Quantity of PO Consumer Brands Share advantagesPrivate Label National Brands Unbranded 9% Private Label 1.1 16% Kupon 4,63% Standardni popust /ušteda 55,57% Popust+virtualni lot 0,70% National x cena 10,08% 4.7 Brands Besplatno 4,68% Nagradna igra 0,05% Poklon i premija 2,44% Unbranded-5.8 75% Quantity of SNU Quantity of SNU
  45. 45. Offer Pressure FOOD Market -0,40% Food Non Food 44% (+2 pt) 56%(-2 pt) Non FOOD - 15,20% Quantity of SNU Quantity of PO Consumer Brands Share Brands Share advantagesPrivate Label National Brands Unbranded Kupon 1,10% Private 16% 9% 3 Standardni popust /ušteda 58,56% Label 3 za 2 0,01% Popust+virtualni lot 1,33% National x cena 25,15% -0.1 Brands Besplatno 4,77% Nagradna igra 0,06% Poklon i premija 0,14% Unbranded -3 75% Quantity of SNU Quantity of SNU
  46. 46. Offer Pressure Pressure FOOD Market - 5,30% Food 50%(+3 pt) Non FOOD - 17,30% Non Food 50% (- 3 pt) Quantity of PO Quantity of SNU Consumer Quantity of SNU Brands Share Brands Share advantages Kupon 0,02%Private Label National Brands Unbranded Vauceri i nalepnice 0,17% Private -5 Popust sa karticom 0,02% Label 14% Standardni popust /ušteda 44,67% 25% 3 za 2 0,02% National 4.2 Buy 1 Get 1 0,02% Brands Popust+virtualni lot 1,41% x cena 10,20% Unbranded 0.8 Besplatno 3,59% Nagradna igra 0,08% 61% Poklon i premija 0,20% Quantity of SNU Happy hours 0,02%
  47. 47. Offer Pressure FOOD Market 41,30% Food Non Food 49%(+1 pt) Non FOOD 43,80% 51%-1 pt) Quantity of SNU Quantity of PO Consumer Brands Share Brands Share advantagesPrivate Label National Brands Unbranded 9% 8% Private 1.1 Standardni popust /ušteda 0,64% Label 3 za 2 0,02% National x cena 78,60% 0.7 Besplatno 6,62% Brands Nagradna igra 0,01% Unbranded Poklon i premija 0,09% -1.8 Staro za 0,01% 83% Quantity of SNU Quantity of SNU
  48. 48. Offer Pressure FOOD Market +7,70% Food Non Food 50% (-1 pt) Non FOOD 50% (+1 pt) + 17,70% Quantity of SNU Quantity of PO Consumer Brands Share Brands Share advantagesPrivate Label National Brands Unbranded 6% 5% Vauceri i nalepnice 0,03% Private Label -0.9 Standardni popust /ušteda 0,18% Popust+virtualni lot 0,13% x cena 1,21% National Brands 2.3 Besplatno 6,70% Poklon i premija 0,06% Staro za novo 0,02% Unbranded -1.4 89% Quantity of SNU Quantity of SNU
  49. 49. Offer Pressure FOOD Market - 5,90% Food Non Food 50% 50% Non FOOD - 12,10% Quantity of SNU Quantity of PO Consumer Brands Share Brands Share advantagesPrivate Label National Brands Unbranded 4% Standardni popust /ušteda 88,26% 18% Private Label -2 Popust+virtualni lot 0,14% x cena 2,36% Besplatno 4,95% National Brands 2.2 Nagradna igra 0,06% Poklon i premija 0,35% 78% Unbranded -0.2 Quantity of SNU Quantity of SNU
  50. 50. Offer Pressure FOOD Market 25,40% Food Non Food 55% (+1 pt ) 45% (-1 pt) Non FOOD -0,40% Quantity of PO Quantity of SNU Consumer Quantity of SNU Brands Share Brands Share advantagesPrivate Label National Brands Unbranded Kupon 1,46% 6% Private Vauceri i nalepnice 0,04% 11% 2 Popust sa karticom 0,06% Label Standardni popust /ušteda 0,23% National 3 za 2 0,23% -1.8 Brands Buy 1 Get 1 0,06% Popust+virtualni lot 2,85% Unbranded x cena 79,71% 83% -0.2 Besplatno 8,41% Nagradna igra 1,69% Quantity of SNU Poklon i premija 5,12%
  51. 51. Thank you for your attention I remain at your disposal for further information or a demo Ernest Gergely Country manager ernest@hiper-com.com +381 (0)69 36 46 330

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