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Share of Voice Water Jan-Aug 2014

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Share of Voice and Category Review of Water Promotions in Romanian Leaflets from January to August 2014

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Share of Voice Water Jan-Aug 2014

  1. 1. Period: January-August 2014
  2. 2. Period: January-August 2014 SOVRETAILER A = 푹풆풕풂풊풍풆풓 푨 푷풓풐풎풐 ∗ 푴2 풘풉풆풓풆 푷풓풐풎풐 풊풔 풗풂풍풊풅 푨풍풍 푹풆풕풂풊풍풆풓풔 푷풓풐풎풐 ∗ 푴2 풘풉풆풓풆 푷풓풐풎풐 풊풔 풗풂풍풊풅 Analyzed market: WATER SOV = SHARE OF VOICE SNU = SHOPPER NEED UNIT ALL RETAILERS = 100% ALL BRANDS = 100% INDEX USED: M² * qty of SNU
  3. 3. Period: January-August 2014 Markets Share of Voice in All Catalogues M²(SNU) YTD 2014 SOV YTD 2014 M²(SNU) SOV YTD 2013 M²(SNU) Evol. SOV (pp) YTD 2014 Nb SNU YTD 2013 Nb SNU Dif SNU (%) BAUTURI ALCOOLICE 58,1% 56,3% 1,8 5279 5356 -1% BAUTURI RACORITOARE 29,5% 30,1% -0,6 2935 2886 2% APE 12,4% 13,6% -1,2 1145 1217 -6% -1,2pp 0,6pp -0,8pp +1,6pp pp=percent point difference of share of voice compared to the similar period last year
  4. 4. Period: January-August 2014 Producers Share of Voice in Water Market M²(SNU) YTD 2014 Producers Share of Voice Dif % M²(SNU) Evol. SOV Pp Promo Pressure of Producers M²(SNU) COCA-COLA COMPANY 15% -2% -0,5 ROMAQUA 11% 17% 1,5 CARPATHIAN SPRINGS 11% 27% 2,2 EUROPEAN DRINKS 9% 4% 0,2 APEMIN ZIZIN 8% 30% 1,7 PERLA HARGHITEI 6% 25% 1,2 RIO BUCOVINA 6% 29% 1,2 Nb of leaflets in 8 months Nb of SNU promoted YTD 2014 Nb of SNU promoted YTD 2013 COCA-COLA COMPANY 139 186 183 ROMAQUA 122 137 141 CARPATHIAN SPRINGS 89 119 107 EUROPEAN DRINKS 41 68 89 APEMIN ZIZIN 73 86 70 PERLA HARGHITEI 49 60 59 RIO BUCOVINA 55 61 81 APEMIN TUSNAD 28 39 41
  5. 5. Period: January-August 2014 Retailers Share of Voice in Water Market M²(SNU) YTD 2014 Nb of leaflets in 8 months YTD 2014 Nb SNU YTD 2013 Nb SNU % Dif SNU YTD ‘14 vs ‘13 Promo pressure of Retailers M²(SNU) SELGROS 43 150 119 26% XXL MEGA DISCOUNT 43 148 139 7% KAUFLAND 38 148 135 10% CARREFOUR 37 129 132 -2% METRO 20 121 172 -30% PENNY MARKET 52 113 106 7% CORA 33 96 98 -2% BILLA 53 96 88 9% MEGA IMAGE 21 46 53 -13% CARREFOUR MARKET 25 33 34 -3% PROFI 23 32 32 0% LIDL 8 22 1 2100% REAL 9 11 108 -90% TOTAL 405 1145 1217 -6% Bubble size = Share of Voice M²(SNU)
  6. 6. Period: January-August 2014 Producers in Retailers M²(SNU) YTD 2014 Monthly dispatch of SNU in Kaufland Promotion Calendar in Kaufland
  7. 7. Period: January-August 2014 Brands Share of Voice in Water Market M²(SNU) YTD 2014 TOP 3 Brands SOV YTD 2014 SOV YTD 2013 Evol. SOV Nb SNU YTD 2014 AQUA CARPATICA 10,70% 8,60% 1,6 119 BORSEC 9,20% 8,50% 0,3 117 IZVORUL ALB 7,80% 7,50% -2,4 95 Consumer advantages used / Brand
  8. 8. Period: January-August 2014 Instant market analysis
  9. 9. Period: January-August 2014 Hit promo – 1 year analysis of SKU BORSEC APA MINERALA CARBOGAZOASA 1 STICLA 1.5 L This SKU was promoted 101 times from 1 September 2013 to 31 August 2014, in 16 Retailers, 6 distribution channels. PROMO SEASONALITY intensive promo
  10. 10. Period: January-August 2014 Thank you for your attention We remain at your disposal for further information or a live demo Florentina Vasile Leaflet Monitor Director Romania florentina.vasile@hiper-com.com +40 (0) 743 216 282 Follow us on social networks for more Markets Intelligence

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