Promo review top 20 food retailers ukraine - s1 2012

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Promo review top 20 food retailers ukraine - s1 2012

  1. 1. Promo Flash of food retailers in 20’top S1 2012 vs S1 201120 minutes for a synthetic overview of the modern food trade promo STRATEGIC KPIs…in Ukraine
  2. 2. NOTHING on this page is here by chance
  3. 3. Promo Flash of food retailers in 20’top QUANTITATIV KPI Slides 1- LEAFLETS & OPERATIONS 5-9 2- TRADE STRATEGY 10 -13 3- PROMO PRESSURE & SHARE OF VOICE 14 -17 4- PROMO MECHANISMES 18 -22CATEGORY KPI 23 -26QUALITY KPI 27 -28
  4. 4. Promo Flash of food retailers in 20’top VOCABULARY•Promo Pressure: Index of Promo visibility for a retailer, a category, a brand or a format .•Share of Voices Index of Promo visibility for a retailer, a category, a Brand or a format , in relative value ,versus competitors. The share of voice index of Hiper-com shows the promo activity of retailers in the mostexhaustive way, taking into consideration the quantity of promotional operations, the quantity of SKU or WUin Promo, the commercial space (in m²) where the promotion was valid and the number of days during themonth of the period when the promotion was valid.•Weighted Unit ( WU): One or more SKU from the same family, being on the same promotion. (manyflavors for juice, many colors for shampoo, many sizes for textile)•Consumer advantages: All additional trade mechanisms supporting the promo price and mentioned onthe promo leaflet.•Promo price: Price on the leaflet (should be different from the shelf price)•Virtual Price: Promo price –all consumers advantages•ND: National distribution For one retailer = number of stores participating in a promotion/ Total number ofthat retailer’s stores.•Negative Promo: (Index)= Qty of promo cheaper somewhere else ( at the same date) / total qty of promo(for the concerned retailer)•Perimeter of analysis: UKRAINE : CC, Hyper, Super (Analysis for the Top 20 Retailers of this category)
  5. 5. Promo Flash of food retailers in 20’top S1 2012 vs S1 20111- LEAFLETS & OPERATIONS  LEAFLETS ANALYSIS  RANKING TRAFFIC LEAFLETS
  6. 6. S1 2012 vs S1 2011 LEAFLETS & PROMO PRESSURE PO 2012 2011 Growth Fed./Reg. PO National 412 297 38,72 % 69,60% PO Regional 180 133 35,34 % 30,40 % NATIONAL PROMO OPERATIONS PO National S1 2012 Growth PO National S1 2012 Growth МЕТРО 129 +21 ВЕЛИКА КИШЕНЯ 30 -4 АМСТОР 13 -9 ВОПАК 14 +11 Караван 5 +1 ЕКО-МАРКЕТ 34 +16 ПАККО 10 +10 Колібріс/НАШ/555 18 +14 FOZZY 23 -3 ОБЖОРА 23 -8 BILLA 44 +3 СІЛЬПО 33 +2 NOVUS 32 +18 ФУРШЕТ 33 +24 OSKAR 6 0 АТБ-МАРКЕТ 51 +14 TARGET 29 +24 Бі-Маркет 6 0 VARUS 54 +25 ФОРА 5 +3*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
  7. 7. S1 2012 vs S1 2011 LEAFLETS & PROMO PRESSURE REGIONAL PROMO OPERATIONS PO Reg. S1 2012 Growth PO Reg. S1 2012 Growth МЕТРО 7 -6 ВЕЛИКА КИШЕНЯ 5 +4 АМСТОР 0 0 ВОПАК 2 -1 Караван 0 0 ЕКО-МАРКЕТ 17 +9 ПАККО 1 +1 Колібріс/НАШ/555 7 +5 FOZZY 0 0 ОБЖОРА 16 -13 BILLA 23 0 СІЛЬПО 0 -8 NOVUS 19 +19 ФУРШЕТ 25 +18 OSKAR 0 0 АТБ-МАРКЕТ 51 +14 TARGET 2 +2 Бі-Маркет 0 0 VARUS 0 0 ФОРА 5 +3*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
  8. 8. S1 2012 vs S1 2011 5 TOP TRAFFIC LEAFLETS (by Promo Pressure) МЕТРО МЕТРО МЕТРО АМСТОР МЕТРОNb. WU 542 406 359 364 285Stores 31 31 31 24 31Days 42 14 16 21 28Pressure of PO 100% 75% 66% 63% 53%(Indices vs others)
  9. 9. S1 2012 vs S1 2011THE MEDIUM LEAFLET
  10. 10. Promo Flash of food retailers in 20’top S1 2012 vs S1 20112 - TRADE STRATEGY
  11. 11. S1 2012 vs S1 2011WU TYPOLOGY (Brands, Private Labels, Unbranded ) Division of the medium leaflet – S1 2012 vs S1 2011* WU one ore more SKU from the same family, visible on one picture (e.g. various flavors)
  12. 12. S1 2012 vs S1 2011 201 vs 2010 WU TYPOLOGY Retailers МЕТРО АМСТОР Караван ПАККО FOZZY BILLA NOVUS OSKAR TARGET VARUSNb. WU/ 70 WU 168 WU 142 WU 48 WU 105 WU 68 WU 27 WU 99 WU 25 WU 24 WUPromo Op.S1 2012 / -30 +49 -2 +48 +48 0 -5 -164 -19 -15S1 2011 ВЕЛИКА Колібріс/НАШ АТБ- Бі- Retailers ВОПАК ЕКО-МАРКЕТ ОБЖОРА СІЛЬПО ФУРШЕТ ФОРА КИШЕНЯ /555 МАРКЕТ МаркетNb. WU/ 38 WU 50 WU 69 WU 31 WU 36 WU 1 WU 35 WU 34 WU 129 WU 58 WUPromo Op.S1 2012 / +5 -9 +9 -34 +11 -7 -38 -15 -2 -46S1 2011 * WU one ore more SKU from the same family, visible on one picture (e.g. various flavors)
  13. 13. S1 2012 vs S1 2011AVERAGE AVERAGE PRICE (virtual) (in UAH) VIRTUAL PRICE / Promo Op. * Price in UAH
  14. 14. Promo Flash of food retailers in 20’top S1 2012 vs S1 20113 – PROMO PRESSURE & SHARE OF VOICES  PROMO PRESSURE  PROMO SHARE BY RETAILER
  15. 15. S1 2012 vs S1 2011 PROMO PRESSURE The promo pressure of everyEvol./N-1 retailers: -Cash&Carry : 50,37% (-5,85%) -Hypermarket: 14,03% (-3,16%)+ 8,74% -Wholesale Hypermarket: 2,44% (+0,82%) -Supermarket: 21,18% (+1,65%) -У дома: 11,97% (+6,54%) *The Promo Pressure growth is calculated in WU promoted x commercial m². A growth < 0 means a mix of less WU promoted and/or less m².
  16. 16. S1 2012 vs S1 2011PROMO PRESSURE (Retailer/Itself) GROWTH TOP 20 FOOD RETAILERS *The Promo Pressure growth is calculated in WU promoted x commercial m². A growth < 0 means a mix of less WU promoted and/or less m².
  17. 17. S1 2012 vs S1 2011Share of voice by retailers The most important decrease is showed by METRO with -5,90% The most important increase is showed by АТБ МАРКЕТ with +6,10%
  18. 18. Promo Flash of food retailers in 20’top S1 2012 vs S1 20114- CONSUMER ADVANTAGES KPI  PROMO MECHANISMS  BY RETAILERS  BY CATEGORY
  19. 19. S1 2012 vs S1 2011 PROMO MECHANISMSPRODUCTS/SKU WITH CONSUMER ADVANTAGES The use of promo mechanisms shows a very strong growth of S1 2012 Evol./N-1 7,68% for the selected retailers 65,96 % +7,68 % *Promo Mechanisms are all added advantages given to shoppers like BOGOF, loyalty programs, presents, special discounts, gratuity
  20. 20. S1 2012 vs S1 2011 PROMO MECHANISMS PRODUCTS WITH CONSUMER ADVANTAGES S1 2012 Evol./N-1 65,96 % +7,68 % Two in every 3 promotions are supported with a trade mechanism during the S1 2012. The mechanism, which was used most frequently was the instant discount.*Promo Mechanisms are all added advantages given to shoppers like BOGOF, loyalty programs, presents, special discounts, gratuity
  21. 21. S1 2012 vs S1 2011 PROMO MECHANISMS PRODUCTS WITH CONSUMER ADVANTAGES / RETAILER*Promo Mechanisms are all added advantages given to shoppers like BOGOF, loyalty programs, presents, special discounts, gratuity
  22. 22. S1 2012 vs S1 2011 PROMO MECHANISMS PRODUCTS WITH CONSUMER ADVANTAGES / CATEGORY FRESH FMCG TEXTILE NON-FOOD ELECTRO*Promo Mechanisms are all added advantages given to shoppers like BOGOF, loyalty programs, presents, special discounts, gratuity
  23. 23. Promo Flash of food retailers in 20’top S1 2012 vs S1 2011CATEGORY KPIs  RETAILER/CATEGORY  BRAND/CATEGORY  PRIVATE LABEL  SOV OF CATEGORY
  24. 24. S1 2012 vs S1 2011 RETAILERS / CATEGORY FRESH FMCG TEXTILE NON-FOOD ELECTROSELECTED STORES: C&C / Супермаркет/ Гипермаркет/ Оптовыйгиппермаркет/ У Дома
  25. 25. S1 2012 vs S1 2011 BRANDS / CATEGORY FRESH FMCG TEXTILE NON-FOOD ELECTROSELECTED STORES: C&C / Супермаркет/ Гипермаркет/ Оптовыйгиппермаркет/ У Дома
  26. 26. S1 2012 vs S1 2011 Promo Share & Private Label FRESH FMCG TEXTILE NON-FOOD ELECTROSELECTED STORES: C&C / Супермаркет/ Гипермаркет/ Оптовыйгиппермаркет/ У Дома
  27. 27. Promo Flash of food retailers in 20’top S1 2012 vs S1 2011QUALITY KPI  INDICATOR OF READABILITY
  28. 28. S1 2012 vs S1 2011INDICATOR OF READABILITY In this ranking and with an average number of a little bit less than two WU promoted by pages; СІЛЬПО appears like the retailer with the most readable leaflets. At the other side, with almost 16 WU promoted by pages, the leaflets of Fozzy are the less readable leaflets from this top 20 of the food retailers.
  29. 29. Promo Flash of food retailers in 20’top S1 2012 vs S1 2011 SUMMARY BY RETAILERTO AVOID HEAVY FILES, WE DECIDED NOT TO INCLUDE THISPART OF THE ANALYZE IN THIS REPORT.HOWEVER YOU CAN CLICK HERE TO ORDER A FULL REPORT
  30. 30. All the presented KPIs analysis , could be extract for any other sphere of study, like :•Period: – Month versus Month Y-1 – 1, 2, 3, 4 Quarter 2011 versus Y-1 – YTD 2011 versus Y-1.•Category , sub category, family – FMCG (DRY) – BAZAAR – FRESH – TEXTILE – ELECTRO•Retail Chanel : – C&C – HYPER – SUPER – BRICOLAJ – ELECTRO – HARD DISCOUNT•Weighted Index – DV (Value distribution)….if the market shares are strategic – WU x m² x days if the period of the promo is strategic.
  31. 31. Thank you for your attention. Feel free to contact us for more details concerning this analyze or to comment this analyze: Giovanni COLIN Project manager giovanni@hiper-com.com +380 99 247 85 42 HTTP://WWW.HIPER-COM.COMFollow us on social networks for more Markets Intelligence Hipercom Monitoring is also available in : Russia, Kazakhstan, Poland, Romania, Hungary, Serbia & Croatia Hiper-com Monitoring-Kiev ул. Ярославов Вал, дом 13/2, литера «Б», офис 3, Киев

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