UA promo review Q1 2012

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Promo Review Food Retail Ukraina 1Q 2012

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UA promo review Q1 2012

  1. 1. Promo Review of food retailers in 20’top Q1 2012 vs 2011
  2. 2. Promo Review of food retailers in 20’topQUANTITATIV KPI Slides 1- LEAFLETS & OPERATIONS 4-8 2- TRADE STRATEGY 9 -13 3- PROMO PRESSURE & SHARE OF VOICE 14 -17 4- PROMO MECHANISMES 18 -22QUALITY KPI 23 -25RETAILERS 26 -46
  3. 3. Promo Review 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 Voice 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)
  4. 4. Promo Review of food retailers in 20’top Q1 2012 vs 20111- LEAFLETS & OPERATIONS
  5. 5. Q1 2012 vs 2011 PROMO OPERATION* Promo Op* 2012 2011 Growth Nat./Reg. Promo Op National 203 171 18,71 % 75,75 % Promo Op Regional 65 44 47,73 % 24,25 % The quantity of Promo Op is growing in 2012 , with a trend to regional editions*A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflettill 15 or more regional variations
  6. 6. Q1 2012 vs 2011 PROMO OPERATION* Promo Op* 2012 2011 Growth Nat./Reg. Promo Op National 203 171 18,71 % 75,75 % Promo Op Regional 65 44 47,73 % 24,25 % NATIONAL PROMO OPERATIONS PO National Q1 2012 Growth PO National Q1 2012 Growth BILLA 11 -1 Караван 2 0 FOZZY 11 -2 КРАЇНА КРАЙ 0 -3 NOVUS 5 -3 МАРС 4 -3 OSKAR 4 2 МЕГА МАРКЕТ 1 -1 TARGET 12 10 МЕТРО 52 10 VARUS 29 17 ОБЖОРА 2 1 АМСТОР 7 -4 ПЕРЕКРЕСТОК 7 0 БУМ 13 7 СІЛЬПО 5 -6 ВЕЛИКА КИШЕНЯ 14 -4 ТАВРИЯ В 13 8 ЕКО-МАРКЕТ 9 4 ФУРШЕТ 2 0*A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflettill 15 or more regional variations
  7. 7. Q1 2012 vs 2011 PROMO OPERATION* Promo Op* 2012 2011 Growth Nat./Reg. Promo Op National 203 171 18,71 % 75,75 % Promo Op Regional 65 44 47,73 % 24,25 % REGIONAL PROMO OPERATIONS* Promo Op REG. Q1 2012 Growth Promo Op REG. Q1 2012 Growth BILLA 10 6 Караван 0 0 FOZZY 0 0 КРАЇНА КРАЙ 5 5 NOVUS 11 11 МАРС 0 0 OSKAR 0 0 МЕГА МАРКЕТ 0 0 TARGET 1 1 МЕТРО 4 -9 VARUS 0 0 ОБЖОРА 7 -4 АМСТОР 0 0 ПЕРЕКРЕСТОК 0 0 БУМ 0 -9 СІЛЬПО 0 0 ВЕЛИКА КИШЕНЯ 2 1 ТАВРИЯ В 2 2 ЕКО-МАРКЕТ 10 6 ФУРШЕТ 13 11*A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflettill 15 or more regional variations
  8. 8. Q1 2012 vs 2011 5 TOP TRAFFIC LEAFLET (by Promo Pressure) МЕТРО ФУРШЕТ МЕТРО АМСТОР МЕТРОNumber of WU 345 190 225 202 214Number of Stores 31 103 31 24 31Number of Days 16 14 14 14 16Pressure of PO 100% 68% 67% 63% 61%(Indices v/s others)
  9. 9. Q1 2012 vs 2011AVERAGE NUMBER OF PAGE / PROMO OP Караван 20,0 p = МЕГА МАРКЕТ 16,0 p = КРАЇНА КРАЙ 13,6 p -2,4 АМСТОР 12,1 p +3,9 МЕТРО 8,5 p -5,3 OSKAR 8,5 p -21,5 TARGET 6,5 p -9,5 FOZZY 6,5 p +2,7 ВЕЛИКА КИШЕНЯ 6,0 p +1,1 BILLA 5,6 p -1,3 ЕКО-МАРКЕТ 4,8 p +0,4 ПЕРЕКРЕСТОК 4,6 p = NOVUS 4,1 p +0,5 The number of pages per Promo МАРС 4,0 p +2 Leaflet is either stable either ФУРШЕТ 3,9 p -7,1 decreasing The most significant cost cutting have ОБЖОРА 3,8 p +0,6 been done at Metro , Furchet , Oskar БУМ 2,9 p +0,4 and Target. VARUS 2,6 p The average leaflet in 2012 in lighter -2,3 that in 2011 !! So at the end less ТАВРИЯ В 1,5 p -3,9 promotions.. СІЛЬПО 1,0 p-0,8
  10. 10. Promo Review of food retailers in 20’top Q1 2012 vs 20112 - TRADE STRATEGY
  11. 11. Q1 2012 vs 2011 WU* TYPOLOGY (Brands, Private Labels, Unbranded ) Share of Brands for the medium leaflet 6,22% (-2,4%) 13,49% (-2,67%) Private LabelBrands are over represented in thepromo leaflets if we benchmarkwith other country. There is still room Brandfor the Private Label development .The reduction of non bradedarticles shows also a strategy ofretailers to reduce the space forpromotions without budget and to Unbrandedcatch promo budgets via theleaflet editions. 80,29% (+4,70%) * WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
  12. 12. Q1 2012 vs 2011 WU* TYPOLOGY Retailers Nb of WU/OP (Q1 ‘12 – Q1 ’11) Private label /OP (Q1 ‘12 – Q1 ’11) Brand /OP (Q1 ‘12 – Q1 ’11)BILLA 65 WU -12 6,3% +0,3% 79,6% -2,9%FOZZY 100 WU +53 1,9% +0,1% 80,3% -3,4%NOVUS 23 WU -6 6,5% -10,8% 79,8% +11,2%OSKAR 60 WU -185 2,1% -2,6% 87,0% +16,9%TARGET 24 WU -15 / / 95,2% +4,2%VARUS 21 WU -27 / / 83,3% +8,3%АМСТОР 133 WU +27 0,3% -0,4% 90,0% +2,3%БУМ 24 WU +5 / / 78,2% +12,6%ВЕЛИКА 31 WU -4 2,8% +0,4% 89,0% +1,2%КИШЕНЯЕКО-МАРКЕТ 64 WU +6 6,2% -0,9% 80,0% +3,0% * WU one ore more SKU from the same family, visible on one picture (e.g. various flavors)
  13. 13. Q1 2012 vs 2011 WU* TYPOLOGY WU TYPOLOGY Retailers Nb of WU/OP (Q1 ‘12 – Q1 ’11) Private label/OP (Q1 ‘12 – Q1 ’11) Brand/OP (Q1 ‘12 – Q1 ’11)Караван 148 WU +5 16,3% +10,0% 79,7% -10,2%КРАЇНА КРАЙ 161 WU -55 / / 86,1% +5,4%МАРС 43 WU +10 / / 93,6% -5,5%МЕГА МАРКЕТ 81 WU +15 / / 100,0% +0,8%МЕТРО 71 WU -35 11,8% -3,1% 74,6% +6,0%ОБЖОРА 42 WU +17 13,2% +4,0% 78,1% +4,4%ПЕРЕКРЕСТОК 44 WU +0 / / 79,7% +2,3%СІЛЬПО 1 WU -10 0,0% -18,7% 100,0% +43,9%ТАВРИЯ В 16 WU -50 14,9% +4,4% 53,1% +0,8%ФУРШЕТ 32 WU -68 4,4% +2,1% 85,2% -1,8% * WU one ore more SKU from the same family, visible on one picture (e.g. various flavors)
  14. 14. Q1 2012 vs 2011 AVERAGE PRICEPRICE AVERAGE VIRTUAL (virtual) (Regional and Federal Promo price) 154,8- 128,7 The average virtual Price value per Promo Op is between 40 & 20 UAH Metro is a specific case because of B to B expensive promotions not benchmark able with other players. Fozzy & Oskar reduce Price Level of more than 50% to match with the global price perception 50,0 +31,6 42,8 41,6 - 70,1 +9,4 34,9 34,9 31,9 30,2 29,9 29,4 28,5 +1,7 +1,9 26,4 25,9 25,3 24,8 23,1 +5,6 +1,2 +10 - 6,9 - 20,1 20,8 20,6 +0,3 - 3,9 +4,6 +4,6 17,8 16,2 +5,4 - 0,1 +2 +2 +0,5 OSKAR VARUS NOVUS FOZZY АМСТОР СІЛЬПО КРАЇНА КРАЙ TARGET BILLA МАРС МЕТРО МЕГА МАРКЕТ ТАВРИЯ В ФУРШЕТ БУМ ЕКО-МАРКЕТ ПЕРЕКРЕСТОК ВЕЛИКА КИШЕНЯ ОБЖОРА Караван * Price in UAH
  15. 15. Promo Review of food retailers in 20’top Q1 2012 vs 20113 – PROMO PRESSURE & SHARE OF VOICES
  16. 16. Q1 2012 vs 2011 PROMO PRESSURE Growth * The promo pressure of Growth v/s Y-1 every retailers: -Supermarket: -3,62% -Hypermarket: -19,70% - 15,14% -Wholesale +80,16% - Cash & Carry: -20,17% The Promo Pressure Growth is Negative v/s Y-1, But we have seen previously that the number of Promo Operation was growing. This situation result of less pages per promo operations , as we have seen in slide 9. The big player reduce the number of pages, by consequence the number of promo. The growth of edition didn’t compensate the pages downsizing, and at the end the promo pressure growth is negative. The phenomenon is similar for all formats except for Wholesaler, but their weight is not enough to change the trend.*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 commercial m².
  17. 17. Q1 2012 vs 2011 PROMO PRESSURE* GROWTH TOP 20 FOOD RETAILERS ФУРШЕТ 23,84% -31,33% ТАВРИЯ В The detailed promo pressure growth by player -96,50% СІЛЬПО shows the correlation between number of pages ПЕРЕКРЕСТОК 0,64% downsize and promo pressure reduction. . ОБЖОРА 23,19% -32,57% МЕТРО -22,15% МЕГА МАРКЕТ -23,92% МАРС КРАЇНА КРАЙ 19,62% Караван 1,35% ЕКО-МАРКЕТ 124,91%-19,53% ВЕЛИКА КИШЕНЯ БУМ 15,11% -20,00% АМСТОР VARUS 16,42% TARGET 375,31% -50,70% OSKAR NOVUS 58,13% *The Promo Pressure growth is calculated in WU promoted x FOZZY 79,45% commercial m². A growth < 0 means a mix of less WU promoted and/or less BILLA 2,29% commercial m².
  18. 18. Q1 2012 vs Q1 2011 Share of voice of retailers МЕТРО 58,70% -1,9% АМСТОР 14,40% -1,4%ВЕЛИКА КИШЕНЯ 4,30% -0,5% ФУРШЕТ 3,70% +0,5% The consequence of this strategy, changes, for ЕКО-МАРКЕТ 3,40% +2% the first quarter of 2012 the ranking of the players BILLA 3,20% +0,9% in terms of share of voice If Metro , Amstor and Kichienia , could keep their leading position FOZZY 3,10% +1,7% because a limited down sizing , regarding their VARUS 2,40% +1,2% last year share of voice, all other player like Oskar , Tvria , Cilpo Mars and Mega are joining the end of ОБЖОРА 1,10% +0,5% the share of voice ranking. NOVUS 1,10% +0,6% The most important increase is showed by Eco- Market with +2% Караван 1,00% +0,2% The most important decrease is showed by Cilpo TARGET 0,70% +0,5% with -4,3% КРАЇНА КРАЙ 0,60% +0,6% ПЕРЕКРЕСТОК 0,50% +0,1% OSKAR 0,50% -0,4% БУМ 0,30% +0,1% ТАВРИЯ В 0,20% -0,1% СІЛЬПО 0,20% -4,3% МАРС 0,20% -0,10% МЕГА МАРКЕТ 0,10% -0,1% 100%=Total FOOD Retailers Q1 2012
  19. 19. Promo Review of food retailers in 20’top Q1 2012 vs 20114- PROMO MECHANISMES
  20. 20. Q1 2012 vs 2011 PROMO MECHANISMS * PRODUCTS WITH CONSUMER ADVANTAGES Q1 2012 Growth v/s Y-1 In 2012 almost 60%of promotions are supported by one or more Promo Mechanism. This trend growth about 57,05 % +12,56 % 12% versus last year*Promo Mechanisms are all added advantages given to shoppers like BOGOF, loyalty programs, presents, special discounts, gratuity
  21. 21. Q1 2012 vs 2011 PROMO MECHANISMS* PROMO WITH CONSUMER ADVANTAGES Q1 2012 Growth v/s Y-1 PRODUCT WITH CONSUMER ADVANTAGES BY TYPE OF MECHANISMS 57,05 % +12,56 % Перечеркнутая цена 18,76% +4,86 Немедленная скидка 38,55% +3,95% Виртуальный лот 3,11% +0,95% Акции по бонусной системе 0,79% +0,31% Шоковая цена 2,42% -2,41% What kind od Promo Mechanisms are used, and how Подарок 0,64% +0,41% did their frequency growth v/s last year. Игры и конкурсы от производителей 0,12% Бесплатно 2,82% +1,02%*Promo Mechanisms are all added advantages given to shoppers like BOGOF, loyalty programs, presents, special discounts, gratuity
  22. 22. Q1 2012 vs 2011 PROMO MECHANISMS * PRODUCT WITH CONSUMER ADVANTAGES BY TYPE OF MECHANISMS Q1 2012 Evol./N-1 Бесплатно 2,82% + 1,02% Бесплатно (+) 2,09% + 0,91% Бесплатно (включено) 0,72% + 0,10% Игры и конкурсы от производителей 0,12% - Подарок 0,64% + 0,41% Шоковая цена 2,42% -2,41% Акции по бонусной системе 0,79% + 0,31% Возврат бонусных денег в виде бумажных купонов 0,20% + 0,10% Накопление баллов за покупку 0,20% + 0,16% Отрезной купон 0,38% + 0,04% Виртуальный лот 3,11% + 0,95% 2 по цене 1 1,08% + 0,11% 3 по цене 2 1,01% + 0,65% Другие виртуальные лоты 0,10% -0,11% Немедленная скидка + виртуальный лот 0,92% + 0,30% Немедленная скидка 38,55% + 3,95% Немедленная скидка по карте покупателя 1,24% -1,44% Стандартная немедленная Скидка 35,63% + 6,29% Счастливые часы 1,67% -1,03% Перечеркнутая цена 18,76% + 4,86%*Promo Mechanisms are all added advantages given to shoppers like BOGOF, loyalty programs, presents, special discounts, gratuity
  23. 23. Q1 2012 vs 2011 PROMO MECHANISMS* Products with consumer advantages by retailer 97,53% 99,09% 98,39% 100,00% 99,17% 95,21% +2,08% 92,89% 91,48% +0,23% -0,64% +16,26% +1,89% 90,11% +4,19% -5,47% 86,81% +36,59% 86,10% 84,88% 83,28% -1,35% +1,83% -7,24% +9,51% +2,62% 73,85% -21,84% 67,20% +51,82% 59,28% 58,48% -5,92% +17,33% 39,32% 35,70% +12,03% -6,12% 4,91% -2,79%*Promo Mechanisms are all added advantages given to shoppers like BOGOF, loyalty programs, presents, special discounts, gratuity
  24. 24. Promo Review of food retailers in 20’top Q1 2012 vs 2011QUALITY KPI
  25. 25. Q1 2012 vs 2011 INDICATOR OF PROMOTIONAL AGRESSIVENESS ПЕРЕКРЕСТОК 94,84% +1,64%ВЕЛИКА КИШЕНЯ 82,56% +3,04% АМСТОР 81,07% +44,62% СІЛЬПО 80,00% -0,49% VARUS 75,33% +0,03% ОБЖОРА 75,20% +75,20% BILLA 72,57% -6,15% Караван 67,46% +6,27% NOVUS 66,85% -22,80% МАРС 38,01% +7,93% МЕТРО 32,07% +11,38% ФУРШЕТ 29,79% +6,60% ТАВРИЯ В 29,46% +28,86% TARGET 20,06% +12,37% ЕКО-МАРКЕТ 3,05% +2,86% МЕГА МАРКЕТ 1,23% 1,23% The indicator of promotional aggressiveness is OSKAR 0,42% -4,08% the rate of use of the most aggressive promo БУМ 0,33% -0,77% mechanism: КРАЇНА КРАЙ 0,25% -0,21% -Virtual lot (e.g. 2 products for the same price) FOZZY 0,09% -2,04% - Standard Immediate Discount
  26. 26. Q1 2012 vs 2011 INDICATOR OF READABILITY СІЛЬПО 1,0 TARGET 3,7 (Number of WU/Pages) МЕГА МАРКЕТ 5,1ВЕЛИКА КИШЕНЯ 5,1 NOVUS 5,7 OSKAR 7,0 Караван 7,4 БУМ 8,1 ФУРШЕТ 8,1 VARUS 8,2 МЕТРО 8,3 ПЕРЕКРЕСТОК 9,7 ТАВРИЯ В 10,5 МАРС 10,7 АМСТОР 10,9 ОБЖОРА 11,1 BILLA 11,5 КРАЇНА КРАЙ 11,8 ЕКО-МАРКЕТ 13,2 FOZZY 15,3
  27. 27. Promo Review of food retailers in 20’top Q1 2012 vs 2011RETAILERS
  28. 28. Promo Review of food retailers in 20’topBILLA
  29. 29. Promo Review of food retailers in 20’topFOZZY
  30. 30. Promo Review of food retailers in 20’topNOVUS
  31. 31. Promo Review of food retailers in 20’topOSKAR
  32. 32. Promo Review of food retailers in 20’topTARGET
  33. 33. Promo Review of food retailers in 20’topVARUS
  34. 34. Promo Review of food retailers in 20’topАМСТОР
  35. 35. Promo Review of food retailers in 20’top БУМ
  36. 36. Promo Review of food retailers in 20’topВЕЛИКАКИШЕНЯ
  37. 37. Promo Review of food retailers in 20’topЕКО-МАРКЕТ
  38. 38. Promo Review of food retailers in 20’topКАРАВАН
  39. 39. Promo Review of food retailers in 20’topКРАЇНА КРАЙ
  40. 40. Promo Review of food retailers in 20’topМАРС
  41. 41. Promo Review of food retailers in 20’topМЕГАМАРКЕТ
  42. 42. Promo Review of food retailers in 20’topМЕТРО
  43. 43. Promo Review of food retailers in 20’topОБЖОРА
  44. 44. Promo Review of food retailers in 20’topПЕРЕКРЕСТОК
  45. 45. Promo Review of food retailers in 20’topСІЛЬПО
  46. 46. Promo Review of food retailers in 20’topТАВРИЯ В
  47. 47. Promo Review of food retailers in 20’topФУРШЕТ
  48. 48. Thank you for your attention.For questions or live comment of these results, feel free to contact us: Giovanni COLIN Account manager - Ukraine giovanni@hiper-com.com +380 (0)930007335 Follow us on social networks for more Markets Intelligence Hipercom Monitoring is also available in : Russia, Kazakhstan, Poland, Romania, Hungary, Serbia & Croatia HiperCom Monitoring-Kiev ул. Ярославов Вал, дом 13/2, литера «Б», офис 3, Киев

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