1. 2012 August
Analyze of the promotion
price for 3 market segments:
- Water
- Milk
- Fruit Juice
* Month: August
* Retailer: Supermarkets/Hyper/C&C
* Market: Kazakhstan
* Area of study: Promotional price

2. 2012 August
SUMMARY OF THE ANALYZE *
FRUIT
RETAILERS WATER MILK CHICKEN MUTTON
JUICE
GREEN 52,6 KZT 129 KZT 158,2 KZT 399 KZT 1190 KZT
METRO 32,6 KZT 167 KZT 146 KZT 479 KZT 1099 KZT
Not
SILK WAY CITY 38 KZT 980 KZT 195 KZT
Promoted
1500 KZT
Not
RAMSTOR 33,3 KZT 129 KZT 125 KZT 494 KZT
Promoted
MAGNUM 27 KZT 127,7 KZT 89 KZT 435 KZT 1185 KZT
* Prices for one L or Kg– selection of the market segments – Promotions found in the
promotions leaflets for the month of August in Kazakhstan

3. 2012 August
RANKING OF THE PROMOTIONAL PRICE FOR:
WATER
SPARKLING MINERAL WATER
RAMSTORE and METRO were the only
retailers who posted Sparkling Water
in August. 1 promo each
49 KZT for 1,5l Kulager in METRO
170 KZT for 0,5l Borjomi in RAMSTORE

4. 2012 August
RANKING OF THE PROMOTIONAL PRICE FOR:
MILK
667,5%
MAGNUM obtained the first position
for the MILK segment with a
promotional price of 127,7 KZT per
Liter
For the month of August, 7
supermarket retailers promoted the
milk. Despite the high competitive
31%
segment, SILK WAY CITY promotes 1% 1%
only milk for babies for a price of
980 KZT which is 600% more
expansive than ordinary milk

5. 2012 August
RANKING OF THE PROMOTIONAL PRICE FOR:
FRUIT JUICE
119%
78%
64%
MAGNUM as obtained the first place 40%
for the Fruit Juice segment with a
promotional price of 89 KZT per L
SILK WAY CITY took the fifth position
with a promotional price of 195 KZT
per L , which means 119% higher than
what MAGNUM did in his leaflets

6. 2012 August
RANKING OF THE PROMOTIONAL PRICE FOR:
CHICKEN
20% 23%
9%
GREEN as obtained the first place for
the Chicken segment with a
promotional price of 399KZT per Kg
RAMSTOR took the forth position with
a promotional price of 499KZT per kg ,
which means 23% higher than what
GREEN did in his leaflets

7. 2012 August
RANKING OF THE PROMOTIONAL PRICE FOR:
MUTTON
36%
8% 7%
METRO as obtained the first place for
the Mutton segment with a
promotional price of 1099 KZT per Kg
SILK WAY CITY took the forth position
with a promotional price of 1500 KZT
per kg , which means 36% higher than
what METRO did in his leaflets

8. So for buying consumer basket
containing:1l Water,1l Milk, 1l Fruit Juice,
1kg Chicken and 1kg Mutton
MAGNUM is having the most attractive
price of 1863,7 KZT per basket
Than METRO with 1923,6 KZT per basket
And GREEN with 1928,8 KZT per basket.
As you can see competition is very tight
for the top retailers.
Worth saying is that if RAMSTORE
promoted Mutton for the same average
price as other retailers it would be also
very competitive for the given basket
type

9. 2012 August
Thank you for your attention.
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