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Promo Review for CC & Hypermarket’s in 13’topC&C and Hypermarkets                  2011 vs 2010
Promo Review for CC & Hypermarket’s in 13’topQUANTITATIV KPI                          Slides 1- LEAFLETS & OPERATIONS     ...
Promo Review for CC & Hypermarket’s in 13’top                   2011 vs 20101- LEAFLETS & OPERATIONS
2011 vs 2010                PROMO OPERATION* & REGIONS                                2011                 2010           ...
2011 vs 2010                   LEAFLETS & PROMO PRESSURE                                2011              2010            ...
2011 vs 2010           5 TOP TRAFFIC LEAFLET                  (by Promo Pressure)                           Метро    Метро...
2011 vs 2010THE MEDIUM LEAFLET            Average page 2011 (growth v/s Y-1)
Promo Review for CC & Hypermarket’s in 13’top                 2011 vs 20102 - TRADE STRATEGY
2011 vs 2010    QUANTITY OF WU* BY PROMO OPERATION      Real            Лента           Метро          Окей          Калин...
2011 vs 2010WU TYPOLOGY (Brands, Private Labels, Unbranded )                                               26,7%          ...
2011 vs 2010                          WU* TYPOLOGY (Brands)                       Number of  WU/PO               Growth Y-...
2011 vs 2010                         WU* TYPOLOGY (Private label)                       Number of  WU/OP   Growth Y-1     ...
2011 vs 2010AVERAGE PRICE OF THE OFFER by TRAFFIC Promo Op            (Regional and Federal Promo price)
Promo Review of CC & Hypermarket’s in 13’top                         2011 vs 20103 – PROMO PRESSURE & SHARE OF VOICES
2011 vs 2010PROMO PRESSURE* GROWTH (CC &HYPER)                   The promo pressure of every                   retailers C...
2011 vs 2010PROMO PRESSURE* GROWTH (by month)    Cash & Carry (all retailer)                 Hypermarkets (all retailer)*T...
2011 vs 2010PROMO PRESSURE* by market              The promo pressure of every              retailers CC & Hypermarket    ...
2011 vs 2010PROMO PRESSURE* GROWTH C&C                                         Метро                                      ...
2011 vs 2010PROMO PRESSURE* GROWTH HYPER
2011 vs 2010SHARE OF VOICE OF RETAILERS (TOP 13)                          The most important decrease is                  ...
Promo Review of CC & Hypermarket’s in 13’top                  2011 vs 20104- PROMO MECHANISMES
2011 vs 2010                     PROMO MECHANISMS*        Product with consumer adventages                                ...
2011 vs 2010     PROMO MECHANISMS OF 13 RETAILERS                               Product with consumer adventages by market...
2011 vs 2010                    PROMO MECHANISMS                               Rate of consumer   Rate of N ational Brands...
2011 vs 2010PROMO MECHANISMES        Product with consumer adventages by type of                        mechanisms
2011 vs 2010                            PROMO MECHANISMS                                                            2011  ...
2011 vs 2010          PROMO MECHANISMS for 13 RETAILERS                                                                   ...
2011 vs 2010                      PROMO MECHANISMS      Product with consumer advantages by retailer   2011   2010*Promo M...
Promo Review of CC & Hypermarket’s in 13’top              2011 vs 2010QUALITY KPI
2011 vs 2010INDICATOR OF PROMOTIONAL AGGRESSIVENESS                      The indicator aggressiveness is                  ...
2011 vs 2010        INDICATOR OF COMPLEXITY (FOOD market)From most complex to less complex (classified by the ratio of pro...
2011 vs 2010INDICATOR OF READABILITY                    (Number of WU/Pages)
Promo Review of CC & Hypermarket’s in 13’top             2011 vs 2010RETAILERS
2011 vs 2010                                                              Selgros          Promo Pressure                 ...
2011 vs 2010                                                             Метро            Promo Pressure                  ...
2011 vs 2010                                                                        Real            Promo Pressure        ...
2011 vs 2010                                  Вестер - Гипермаркет             Promo Pressure                      THE MOS...
2011 vs 2010                                                         Карусель            Promo Pressure                   ...
2011 vs 2010                                                              Лента            Promo Pressure                 ...
2011 vs 2010                                                                Окей            Promo Pressure                ...
2011 vs 2010                                                              Эссен            Promo Pressure                 ...
2011 vs 2010                                  Калинка-Стокманн            Promo Pressure                 THE MOST IMPORTAN...
2011 vs 2010                                                 Мегамарт           Promo Pressure                 THE MOST IM...
2011 vs 2010                                      Наш Гипермаркет            Promo Pressure                    THE MOST IM...
2011 vs 2010                                                       Ситистор           Promo Pressure                     T...
2011 vs 2010                                                        Мосмарт            Promo Pressure                     ...
Thank you for your attention.If you wish to have a live debriefing of this PromoReview contact us www.hiper-com.comIf you ...
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Promo Review CC&Hyper Russia 2011/10

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overall summary of promotions in the catalogs of hypermarkets (Russia 2011)

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Promo Review CC&Hyper Russia 2011/10

  1. 1. Promo Review for CC & Hypermarket’s in 13’topC&C and Hypermarkets 2011 vs 2010
  2. 2. Promo Review for CC & Hypermarket’s in 13’topQUANTITATIV KPI Slides 1- LEAFLETS & OPERATIONS 3-7 2- TRADE STRATEGY 8-13 3- PROMO PRESSUR & SHARE OF VOICE 14-20 4- PROMO MECHANISMES 21-28QUALITY KPI 29-34RETAILERS 35-48
  3. 3. Promo Review for CC & Hypermarket’s in 13’top 2011 vs 20101- LEAFLETS & OPERATIONS
  4. 4. 2011 vs 2010 PROMO OPERATION* & REGIONS  2011 2010 Evolution Fed./Reg.PO ALL NET WORK 226 168 34,52% 22,85%PO REGIONAL 763 700 9,00% 77,14% *A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet till 15 or more regional variations
  5. 5. 2011 vs 2010 LEAFLETS & PROMO PRESSURE   2011 2010 Growth Fed./Reg. PO FEDERAL 226 168 34,52% 22,85% PO REGIONAL 763 700 9,00% 77,14% PO  FEDERAL 2011 Growth PO REGIONAL 2011 Growth Метро 114 8 Метро 96 41 Real 31 -12 Real 22 -8 Вестер - Гипермаркет 56 23 Карусель 114 27 Лента 52 16 Лента 71 2 Окей 79 -3 Selgros 56 9 Эссен 52 31 Калинка-Стокманн 36 -7 Мегамарт 72 20 Наш Гипермаркет 49 6 Selgros 56 22 Ситистор 24 -19 Мосмарт 9 -35*A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet till 15 or more regional variations
  6. 6. 2011 vs 2010 5 TOP TRAFFIC LEAFLET (by Promo Pressure) Метро Метро Карусель Карусель МетроNbr WU 593 741 109 130 493Stores 54 44 54 63 53Days 14 42 14 14 14Pressure of PO(indices v:s the others) 100% 98% 98% 92% 84%
  7. 7. 2011 vs 2010THE MEDIUM LEAFLET Average page 2011 (growth v/s Y-1)
  8. 8. Promo Review for CC & Hypermarket’s in 13’top 2011 vs 20102 - TRADE STRATEGY
  9. 9. 2011 vs 2010 QUANTITY OF WU* BY PROMO OPERATION Real Лента  Метро Окей Калинка- Вестер - Ситистор Стокманн Гипермаркет         257 194 180 175 144  127 127 WU WU WU WU WU WU WU                + 106 + 6 - 111 - 19  + 9 + 38 + 30   Карусель Мосмарт Наш Selgros Эссен Мегамарт   Гипермаркет        123 117  113  88 74 48 WU WU WU WU WU WU         - 84  + 11 + 99 - 33  + 14 + 16   * W oe r m r SUf m h s ea il vib o oe ic r (o e: vr u fvr U n oe oe K r t a f y is l n n p t e f x a slos o e m m, e us r io a )
  10. 10. 2011 vs 2010WU TYPOLOGY (Brands, Private Labels, Unbranded )   26,7%    (+1,2 pt)     Private Labels  Brands    Unbranded      10,7%  62,7%    (- 0,1 pt) (- 1,1 pt) * W oe r m r SUf m h s ea il vib o oe ic r (o e: vr u fvr U n oe oe K r t a f y is l n n p t e f x a slos o e m m, e us r io a )
  11. 11. 2011 vs 2010 WU* TYPOLOGY (Brands) Number of  WU/PO Growth Y-1 BrandsReal 257 47% (-3,0pt) 106 WUЛента 194 65% (-2,0pt) 6 WUМетро 180 61% (-4,7pt) -111 WUОкей 175 59% (3,5pt) -19 WUКалинка-Стокманн 144 76% (2,0pt) 9 WUВестер - Гипермаркет 127 48% (4,3pt) 38 WUСитистор 127 83% (1,8pt) 30 WUКарусель 123 64% (5,3pt) -84 WUМосмарт 117 46% (-11,7pt) 11 WUНаш Гипермаркет 113 70% (-11,3pt) 99 WUSelgros 88 70% (-3,9pt) -33 WUЭссен 74 52% (-6,1pt) 14 WUМегамарт 48 79% (-1,4pt) 16 WU * W oe r m r SUf m h s ea il vib o oe ic r (o e: vr u fvr U n oe oe K r t a f y is l n n p t e f x a slos o e m m, e us r io a )
  12. 12. 2011 vs 2010 WU* TYPOLOGY (Private label) Number of  WU/OP Growth Y-1 Brands Private  labelReal 257 106 WU 47% (-3,0%) 5% (0,2pt)Лента 194 6 WU 65% (-2,0%) 11% (2,4pt)Метро 180 -111 WU 61% (-4,7%) 20% (4,7pt)Окей 175 -19 WU 59% (3,5%) 6% (1,8pt)Калинка-Стокманн 144 9 WU 76% (2,0%) 17% (2,0pt)Вестер - Гипермаркет 127 38 WU 48% (4,3%) 5% (-6,2pt)Ситистор 127 30 WU 83% (1,8%) 0% (-0,2pt)Карусель 123 -84 WU 64% (5,3%) 14% (-3,9pt)Мосмарт 117 11 WU 46% (-11,7%) 5% (-0,5pt)Наш Гипермаркет 113 99 WU 70% (-11,3%) 5% (-2,2pt)Selgros 88 -33 WU 70% (-3,9%) 4% (-0,3pt)Эссен 74 14 WU 52% (-6,1%) 0% (0,2pt)Мегамарт 48 16 WU 79% (-1,4%) 1% (0,1pt)
  13. 13. 2011 vs 2010AVERAGE PRICE OF THE OFFER by TRAFFIC Promo Op (Regional and Federal Promo price)
  14. 14. Promo Review of CC & Hypermarket’s in 13’top 2011 vs 20103 – PROMO PRESSURE & SHARE OF VOICES
  15. 15. 2011 vs 2010PROMO PRESSURE* GROWTH (CC &HYPER) The promo pressure of every retailers CC & Hypermarket *The Promo Pressure growth is calculated in WU promoted x commercial m². A growth < 0 means a mix of less WU promoted &/or less m².
  16. 16. 2011 vs 2010PROMO PRESSURE* GROWTH (by month) Cash & Carry (all retailer) Hypermarkets (all retailer)*The Promo Pressure growth is calculated in WU promoted x commercial m². A growth < 0means a mix of less WU promoted &/or less m².
  17. 17. 2011 vs 2010PROMO PRESSURE* by market The promo pressure of every retailers CC & Hypermarket *The Promo Pressure growth is calculated in WU promoted x commercial m². A growth < 0 means a mix of less WU promoted &/or less m².
  18. 18. 2011 vs 2010PROMO PRESSURE* GROWTH C&C Метро Slo e rs g *The Promo Pressure growth is calculated in WU promoted x commercial m². A growth < 0 means a mix of less WU promoted &/or less m².
  19. 19. 2011 vs 2010PROMO PRESSURE* GROWTH HYPER
  20. 20. 2011 vs 2010SHARE OF VOICE OF RETAILERS (TOP 13) The most important decrease is showed by Метро with -9,43 pt. The most important growth is showed by Наш Гипермаркет with -9,43 pt. 100%=Total CC & Hypermarket in 2011
  21. 21. Promo Review of CC & Hypermarket’s in 13’top 2011 vs 20104- PROMO MECHANISMES
  22. 22. 2011 vs 2010 PROMO MECHANISMS* Product with consumer adventages  The use of promo mechanisms   shows very strong growth at 2011  Evol/N-1  the selected retailers  52,6 %  + 9,4 %  *Promo Mechanisms are all added advantages given to shoppers like BOGOF, loyalty programs, presents, special discounts, gratuity
  23. 23. 2011 vs 2010 PROMO MECHANISMS OF 13 RETAILERS Product with consumer adventages by market*Promo Mechanisms are alladded advantages given toshoppers like BOGOF, loyaltyprograms, presents, specialdiscounts, gratuity
  24. 24. 2011 vs 2010 PROMO MECHANISMS Rate of consumer Rate of N ational Brands adventages*Promo Mechanisms are alladded advantages given toshoppers like BOGOF, loyaltyprograms, presents, specialdiscounts, gratuity
  25. 25. 2011 vs 2010PROMO MECHANISMES Product with consumer adventages by type of mechanisms
  26. 26. 2011 vs 2010 PROMO MECHANISMS 2011 GrowthБесплатно 1,45% 0,06 pt Бесплатно (+) 1,04% -0,08 pt Бесплатно (включено) 0,41% 0,14 ptигры и конкурсы от производителей 0,00% 0,00 ptПодарок 0,55% 0,07 ptШоковая цена 1,22% 1,06 ptакции по бонусной системе 0,11% 0,04 pt Возврат бонусных денег в виде бумажных купонов 0,03% -0,02 pt накопление баллов за покупку 0,06% 0,04 pt Отрезной купон 0,02% 0,02 ptВиртуальный лот 2,42% 0,08 pt 2 по цене 1 0,25% -0,35 pt 3 по цене 2 1,36% 0,11 pt Другие виртуальные лоты 0,26% -0,03 pt Немедленная скидка + виртуальный лот 0,54% 0,35 ptНемедленная скидка 31,95% 9,95 pt Немедленная скидка по карте покупателя 20,72% 2,27 pt Стандартная немедленная Скидка 10,71% 7,19 pt Счастливые часы 0,67% 0,62 ptПеречеркнутая цена 16,31% -1,70 pt
  27. 27. 2011 vs 2010 PROMO MECHANISMS for 13 RETAILERS *Promo Mechanisms are all added advantages given to shoppers like BOGOF, loyalty1,45 pt programs, presents, special81,0% discounts, gratuity 6,01 pt 31,67 pt 67,2% 63,6% 30,70 pt 48,9% 32,62 pt 34,3% 13,12 pt 4,27 pt 2,51 pt 20,8% 1,60 pt 0,93 pt 0,25 pt 0,29 pt 0,03 pt 4,7% 2,8% 1,6% 1,5% 0,8% 0,5% 0,1%
  28. 28. 2011 vs 2010 PROMO MECHANISMS Product with consumer advantages by retailer 2011 2010*Promo Mechanisms are all added advantages given to shoppers like BOGOF, loyaltyprograms, presents, special discounts, gratuity
  29. 29. Promo Review of CC & Hypermarket’s in 13’top 2011 vs 2010QUALITY KPI
  30. 30. 2011 vs 2010INDICATOR OF PROMOTIONAL AGGRESSIVENESS The indicator aggressiveness is the rate of use of the most aggressive promo mechanism (Virtual lot, Standard Immediate Discount)
  31. 31. 2011 vs 2010 INDICATOR OF COMPLEXITY (FOOD market)From most complex to less complex (classified by the ratio of product with 2 or more mechanisms)Мосмарт 1,359%Вестер - Гипермаркет 0,966%Карусель 0,688%Мегамарт 0,526%Окей 0,449% Number of promo mechanism / productЭссен 0,415%Лента 0,298%Наш Гипермаркет 0,235%Метро 0,125%Real 0,107%Selgros 0,063%Калинка-Стокманн 0,000%Ситистор 0,000%
  32. 32. 2011 vs 2010INDICATOR OF READABILITY (Number of WU/Pages)
  33. 33. Promo Review of CC & Hypermarket’s in 13’top 2011 vs 2010RETAILERS
  34. 34. 2011 vs 2010 Selgros Promo Pressure THE MOST IMPORTANT OP Categories Shares promo pressure Growth - 0,1 pt 2011 v/s 2010                          313 WU CC & Hyper   + 1,60%                                 4 stores                                          7 days Cash &Carry   - 26,40%  - 4,50%   Selgros - 0,6 pts + 0,7 pts Brands Shares Exclusivity index CONSUMER ADVANTAGES - 0,3 pts Бесплатно 1,78% -0,14 pts 57,7% игры и конкурсы от 0,00% 0,00 pt производителей Подарок 0,91% 0,05 pts+ 4,3 % Шоковая цена 1,15% 1,15 pts акции по бонусной системе 0,00% 0,00 pt Виртуальный лот 0,13% -0,40 pts -3,9 pts Немедленная скидка 4,74% 4,27 pts Перечеркнутая цена 0,32% -0,33 pts
  35. 35. 2011 vs 2010 Метро Promo Pressure THE MOST IMPORTANT OP Categories Shares promo pressure Growth + 0,9 pts 2011 v/s 2010                          1118 WU CC & Hyper     + 1,60%                                 58  stores                                          28 days Cash&Carry - 26,40%  - 30,80%   Метро - 5,5 pts + 4,6 pts Brands Shares Exclusivity index CONSUMER ADVANTAGES Бесплатно 0,92% 0,38% 68,1% - игры и конкурсы от 0,01% 0,01% производителей Подарок 0,34% 0,17% Шоковая цена 3,76% 3,61% акции по бонусной системе 0,35% 0,24% Виртуальный лот 4,33% 1,75% + 4,7 pts- 4,7 pts Немедленная скидка 2,82% 2,51% Перечеркнутая цена 3,54% 3,37%
  36. 36. 2011 vs 2010 Real Promo Pressure THE MOST IMPORTANT OP Categories Shares promo pressure Growth 2011 v/s 2010                          552 WU CC & Hyper   + 1,60%                                 16 stores                                          40 days - 1,7 pts Hypermarket          + 17,90% Real      +15,10% + 4,8 pts Brands Shares Exclusivity index CONSUMER ADVANTAGES Бесплатно 1,67% -0,73% + 0,2 pts 40,7% игры и конкурсы от производителей Подарок 0,00% 0,46% 0,00% -0,57% Шоковая цена 0,00% 0,00% акции по бонусной системе 0,02% 0,02%+ 2,9 pts Виртуальный лот 3,91% 1,90% - 3,0 pts Немедленная скидка 1,63% 1,60% Перечеркнутая цена 32,56% -9,48%
  37. 37. 2011 vs 2010 Вестер - Гипермаркет Promo Pressure THE MOST IMPORTANT OP Categories Shares promo pressure Growth + 5,9 pts 2011 v/s 2010                          160 WU CC & Hyper   + 1,60%                                 163 stores                                          14 days Hypermarket          + 17,90% Вестер – Гипермаркет +142,70% + 6,6 pts -12,4 pts Brands Shares Exclusivity index CONSUMER ADVANTAGES - 6,2 pts 32,2% Бесплатно 0,72% -0,03% игры и конкурсы от 0,00% 0,00% производителей Подарок 0,16% -0,15% Шоковая цена 0,25% -0,02% акции по бонусной системе 0,42% 0,42%+ 1,9 pts Виртуальный лот 0,72% 0,55% Немедленная скидка 63,57% 31,67% + 4,3 pts Перечеркнутая цена 14,41% -52,33%
  38. 38. 2011 vs 2010 Карусель Promo Pressure THE MOST IMPORTANT OP Categories Shares promo pressure Growth 2011 v/s 2010                          127 WU - 1,6 pts CC & Hyper   + 1,60%                                 66  stores + 1,7 pts                                          14 days Hypermarket          + 17,90% -18,10%      Карусель - 0,2 pts Brands Shares Exclusivity index CONSUMER ADVANTAGES Бесплатно 1,95% -0,26%- 1,5 pts - 3,9 pts 47,81% игры и конкурсы от производителей Подарок 0,01% 0,63% 0,01% 0,08% Шоковая цена 0,90% 0,41% акции по бонусной системе 0,02% -0,01% Виртуальный лот 0,88% -0,63% Немедленная скидка 48,93% 30,70% Перечеркнутая цена 19,77% -31,83%
  39. 39. 2011 vs 2010 Лента Promo Pressure THE MOST IMPORTANT OP Categories Shares promo pressure Growth - 0,84 pts 2011 v/s 2010                          340 WU CC & Hyper   + 1,60%                                 38 stores                                          14 days Hypermarket          + 17,90% Лента     +8,10% + 0,96 pts - 0,11 pts Brands Shares Exclusivity index CONSUMER ADVANTAGES Бесплатно 1,35% -0,32%- 0,4 pts + 2,4 pts 66,60% игры и конкурсы от производителей Подарок 0,00% 0,68% 0,00% -0,05% Шоковая цена 0,86% 0,65% акции по бонусной системе 0,00% -0,11% Виртуальный лот 2,85% 0,40% Немедленная скидка 67,22% 6,01% - 2 pts Перечеркнутая цена 1,06% 1,02%
  40. 40. 2011 vs 2010 Окей Promo Pressure THE MOST IMPORTANT OP Categories Shares promo pressure Growth - 3,4 pts 2011 v/s 2010                            410 WU CC & Hyper   + 1,60%                                    33 stores                                              18 days Hypermarket          + 17,90% - 0,8 pts - 7,80%      Окей + 4,2 pts Brands Shares Exclusivity index CONSUMER ADVANTAGES + 1,8 pts Бесплатно 1,89% 0,61% 49,4% игры и конкурсы от 0,00% 0,00% производителей Подарок 0,86% 0,32% Шоковая цена 0,02% 0,02%- 5,3 pts акции по бонусной системе 0,01% -0,02% Виртуальный лот 4,27% -1,34% Немедленная скидка 80,99% 1,45% + 3,5 pts Перечеркнутая цена 12,96% 2,72%
  41. 41. 2011 vs 2010 Эссен Promo Pressure THE MOST IMPORTANT OP Categories Shares promo pressure Growth + 0,7 pts 2011 v/s 2010                            178 WU CC & Hyper   + 1,60%                                    12 stores                                              14 days Hypermarket          + 17,90% Эссен    + 182% + 11,4 pts - 12,2 pts Brands Shares Exclusivity index CONSUMER ADVANTAGES Бесплатно 0,62% -0,92% 39,6% + 0,2 pts игры и конкурсы от 0,00% 0,00% производителей Подарок 0,26% 0,26% Шоковая цена 0,69% 0,56% акции по бонусной системе 0,00% 0,00% Виртуальный лот 0,48% -0,06% Немедленная скидка 20,78% 13,12%+ 5,9 pts - 6,1 pts Перечеркнутая цена 43,84% -29,99%
  42. 42. 2011 vs 2010 Калинка-Стокманн Promo Pressure THE MOST IMPORTANT OP Categories Shares promo pressure Growth - 6 pts 2011 v/s 2010                            545 WU CC & Hyper   + 1,60%                                    11 stores                                              31 days Hypermarket          + 17,90% + 3,7 pts Калинка-Стокманн   + 4,50% + 2,3 pts Brands Shares Exclusivity index CONSUMER ADVANTAGES 86,7% Бесплатно 0,19% -0,04%- 3,9 pts игры и конкурсы от 0,00% 0,00% + 2 pts производителей Подарок 0,09% 0,03% Шоковая цена 0,00% 0,00% акции по бонусной системе 0,00% -0,07% Виртуальный лот 0,02% -0,02% Немедленная скидка 0,77% 0,25% + 2 pts Перечеркнутая цена 24,32% 0,07%
  43. 43. 2011 vs 2010 Мегамарт Promo Pressure THE MOST IMPORTANT OP Categories Shares promo pressure Growth +5,8 pts 2011 v/s 2010                            101 WU CC & Hyper   + 1,60%                                    22 stores                                              14 days Hypermarket          + 17,90% - 1,6 pts Калинка-Стокманн   + 114,30% - 4,2 pts Brands Shares Exclusivity index CONSUMER ADVANTAGES +0,1 pts Бесплатно 2,38% 0,41% 49,52% игры и конкурсы от 0,00% 0,00% производителей+1,3 pts Подарок 0,49% -0,13% Шоковая цена 0,00% 0,00% акции по бонусной системе 0,00% 0,00% Виртуальный лот 0,37% -0,43% Немедленная скидка 1,55% 0,93% - 1,4 pts Перечеркнутая цена 94,55% 3,22%
  44. 44. 2011 vs 2010 Наш Гипермаркет Promo Pressure THE MOST IMPORTANT OP Categories Shares promo pressure Growth +4 pts 2011 v/s 2010                            132 WU +12 pts CC & Hyper   + 1,60%                                    15 stores                                              14 days Hypermarket          + 17,90% Наш Гипермаркет   + 849,10% -15,9 pts Brands Shares Exclusivity index CONSUMER ADVANTAGES -2,2 pts Бесплатно 1,42% 0,58% 40,92% игры и конкурсы от производителей Подарок 0,00% 0,27% 0,00% 0,10% Шоковая цена 0,00% 0,00%+13,5 pts акции по бонусной системе 0,00% 0,00% Виртуальный лот 0,37% -15,98% Немедленная скидка 0,46% 0,29% -11,3 pts Перечеркнутая цена 74,00% -6,60%
  45. 45. 2011 vs 2010 Ситистор Promo Pressure THE MOST IMPORTANT OP Categories Shares promo pressure Growth -0,8 pts 2011 v/s 2010                            290 WU CC & Hyper   + 1,60%                                    29 stores -3,6 pts                                              41 days Hypermarket         + 17,90% -17,09%    Ситистор +4,4 pts Brands Shares Exclusivity index CONSUMER ADVANTAGES -0,2 pts 55,09% Бесплатно 4,51% 2,08% игры и конкурсы от 0,00% 0,00% производителей-1,6 pts Подарок 1,17% 0,76% Шоковая цена 0,18% 0,18% акции по бонусной системе 0,00% 0,00% Виртуальный лот 1,26% 0,01% Немедленная скидка 0,06% 0,03% +1,8 pts Перечеркнутая цена 0,00% -0,05%
  46. 46. 2011 vs 2010 Мосмарт Promo Pressure THE MOST IMPORTANT OP Categories Shares promo pressure Growth -2 pts 2011 v/s 2010                            333 WU CC & Hyper   + 1,60%                                    3 stores                                              49 days Hypermarket          + 17,90% -77,40%    Мосмарт -12,8 pts +14,8 pts Brands Shares Exclusivity index CONSUMER ADVANTAGES 36,96% -0,5 pts Бесплатно 2,56% -0,53% игры и конкурсы от 0,00% 0,00% производителей Подарок 1,33% 0,66% Шоковая цена 0,28% 0,28% акции по бонусной системе 0,00% -0,17% Виртуальный лот 0,85% 0,21%+12,2 pts Немедленная скидка 34,25% 32,62% -11,7 pts Перечеркнутая цена 22,87% -40,51%
  47. 47. Thank you for your attention.If you wish to have a live debriefing of this PromoReview contact us www.hiper-com.comIf you wish the Promo Review Super & Y Doma,contact us at www.hiper-com.comFollow all our publicationsLinked In Group : Retail MonitorFacebook page : Hipercommonitor Made by Analyst orsolya.czeh@hiper-com.com

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