This document provides vocabulary definitions and analysis of promotional data for back-to-school categories in non-food and food/drinks retailers in Romania from July-September 2014 versus the same period in 2013. In non-food, Kaufland and Lidl had the highest promotional pressure while "Desk accessories" saw the largest increase. In food/drinks, private label had the largest share of voice while confectionery/sweets saw a small decline. The document analyzes categories, retailers, and producers in terms of promotional pressure, share of voice, and other key performance indicators.

1. Collection Edition: BACK TO SCHOOL

3. VOCABULARY
•Promo Pressure: index of promo visibility for a retailer, a category a brand or a format. This index can be
counted by quantity of leaflets or quantity of promotions inside the leaflets.
•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 Hipercom shows the promo activity of the Retailers in the
most exhaustive way, taking into consideration the quantity of promotional operations, SKU’s or SNU in
Promo, the commercial space (in m2) when the promotion was valid and the QUANTITY of days of the
validity days of that specific promotion.
•Shopper Need Unit (SNU): One or more SKU from the same family, being on the same promotion (many
flavors for juice, many colors for shampoo, many sizes for textile)
•Consumer advantages: All additional trade mechanisms supporting the promo price and mentioned
on the promo leaflet.
•Promo Price: Price on the leaflet (should be different from the shelf price)
•Virtual Price: Promo price – (minus) all consumers advantages
•Percentage Point (pp) = the unit for the arithmetic difference of two percentages.
3

4. • The interpretation shows that this 2 KPI’s are somehow connected. Because the Evolution of PP as a incidence
on the ∆ SOV.
• They can be displayed on a 2D map with the following conditions
–x= Evolution vs. Y-1 (%) = Promo Pressure
–y= Evolution vs. Y-1 (pp) = ∆ SOV
–Bubble Size= SOV (%)
• The target is to models an evaluation of the player’s strategy.
• Each player belongs to a quadrant of the map. Each quadrant is relevant for a specific case.
x<0 -> less promotions. Cost oriented
policy.
y>0 -> a better relative position versus
other players.
Definitely a very clever strategy
x<0 -> less promotions, Cost oriented
policy.
y<0 -> a worst relative position versus
other players .
Regression. Good strategy only for
leaders, dangerous game for small
players
x>0 -> more promotions. Aggressive
investment policy.
y>0 -> a better relative position versus
other players.
Strategy of players in expansion
x>0 -> more promotions. Investment
policy.
y< 0 -> a worst relative position versus
other players
Strategy of giddy players in expansion
Impact on business:
“Offensive” should have a growth of leaflet promotional Turn Over, Y versus Y-1.
“Winner” should observe a growth of leaflet promotional share of voice.
If this is not the case, it is a Pyrrhic Victory: the leaflet promotion is not efficient.
VOCABULARY
4
x=0 & y=0 -> The same strategy as
previous year

5. CONTENT
5
Channels : Cash&Carry, Hypermarket, Supermarket, Hard Discount
Categories : Food-Non Food
Distribution : National leaflets
Indicator : SNU (Shopper Need Unit), M²*qty of SNU
Thematic :
Non Food Back to School (ART & CRAFT, BOOKS,
CLOTHING & SHOES, DESK ACCESSORIES, IT&C,
NOTEBOOKS, OFFICE FURNITURE, OTHERS, PENCIL CASES,
SCHOOL BAGS & SHOULDER BAGS, TOYS & GAMES,
WRITING ACCESSORIES)
Food & Drinks Back to school (BREAKFAST,
CONFECTIONERY&SWEETS, DRINKS, SNACKING)
Period : Jul-Sept 2014 vs Jul-Sept 2013

6. CONTENT
6
1. ALL CATEGORIES
1.1. PROMO PRESSURE & SHARE OF VOICE
1.2. INDICATOR OF EXPENSIVENESS
1.3. SHARE OF VOICE CATEGORIES INSIDE RETALERS
2. NON FOOD BACK TO SCHOOL
2.1. PROMO PRESSURE & SHARE OF VOICE - RETAILERS
2.2. INDICATOR OF EXPENSIVENESS – RETAILERS
2.3. PROMO PRESSURE & SOV – BACK TO SCHOOL CATEGORIES
2.4. INDICATOR OF EXPENSIVENESS – BACK TO SCHOOL CATEGORIES
2.5. SHARE OF VOICE – CATEGORIES INSIDE RETAILERS
2.6. TOP PRODUCERS
2.7. PROMO PRESSURE & SOV - PRODUCERS INSIDE RETAILERS
2.8. INDICATOR OF EXPENSIVENESS - PRODUCERS INSIDE RETAILERS
2.9. CONSUMER ADVANTAGES
3. FOOD & DRINKS BACK TO SCHOOL
3.1. SHARE OF VOICE – CATEGORIES & PRODUCERS INSIDE RETAILERS

7. NON FOOD
BACK TO SCHOOL

8. NON FOOD
BACK TO SCHOOL

9. Kaufland and Lidl were the most aggressive retailers, followed by Billa and Carrefour.
Jul-Sept 2014 vs. Jul-Sept 2013
9
Legend*:
x= Evolution vs. Y-1 (%) = Promo Pressure
y= Evolution vs. Y-1 (pp) = ∆ SOV
Bubble Size= SOV (%) *
*Indicator: M²*qty of SNU
*Percentage Point (pp) = the unit for the
arithmetic difference of two percentages.
RETAILERS
Evol. Vs LY
(%)
Evol. Vs
LY (pp)
SOV
2014
(%)
KAUFLAND 60,0% 8,6 22,4%
METRO 3,3% 0,8 18,8%
SELGROS 4,1% 1,0 18,7%
CARREFOUR 20,6% 2,5 13,7%
CORA 12,1% 1,4 12,0%
LIDL 55,8% 2,7 7,4%
PENNY MARKET -8,1% -0,2 3,1%
BILLA 23,7% 0,2 1,2%
PROFI 16,1% 0,1 0,8%
MEGA IMAGE -22,7% -0,2 0,7%
CARREFOUR MK 0,5 0,5%
XXL MEGA DISCOUNT -4,7% 0,0 0,5%
REAL-HYPERMARKET -98,9% -15,7 0,2%
REAL-AUCHAN -100,0% -1,8 0,0%
NON FOOD
BACK TO SCHOOL

10. NON FOOD
BACK TO SCHOOL

11. RETAILERS
Virtual
Price
Saving
%
SOV
2014
(%)
KAUFLAND 16,8 8,5% 22,4%
METRO 56,1 0,0% 18,8%
SELGROS 37,3 0,0% 18,7%
CARREFOUR 153,0 5,0% 13,7%
CORA 55,2 0,0% 12,0%
LIDL 16,7 0,8% 7,4%
PENNY 17,9 0,2% 3,1%
BILLA 6,8 6,1% 1,2%
PROFI 5,2 21,3% 0,8%
MEGA IMAGE 13,9 3,9% 0,7%
CARREFOUR MK 6,3 0,8% 0,5%
XXL MEGA DISCOUNT 22,0 6,2% 0,5%
REAL-HYPERMARKET 7,9 0,0% 0,2%
REAL-AUCHAN 0,0%
4,1%
Average
saving
31,9Average
Virtual Price
Jul-Sept 2014
11
Legend:
x = Average Virtual Price
y = Average Saving (%)
Bubble size : SOV (%) *
*Indicator: M²*qty of SNU
Carrefour is the most expensive retailer because they have promoted more expensive categories compared to the other retailers
(laptops, office furniture).
NON FOOD
BACK TO SCHOOL

12. NON FOOD
BACK TO SCHOOL

13. In 2014 “Desk accessories” was the most aggressive category with an increase of +36,6%.
Jul-Sept 2014 vs. Jul-Sept 2013
13
Legend*:
x= Evolution vs. Y-1 (%) = Promo Pressure
y= Evolution vs. Y-1 (pp) = ∆ SOV
Bubble Size= SOV (%) *
*Indicator: M²*qty of SNU
*Percentage Point (pp) = the unit for the
arithmetic difference of two percentages.
CATEGORIES
Evol. Vs
LY (%)
Evol. Vs
LY (pp)
SOV
2014
(%)
WRITING ACCESSORIES -7,1% -1,4 21,9%
NOTEBOOKS -2,2% -0,1 15,5%
DESK ACCESSORIES 36,6% 3,6 12,9%
ART & CRAFT 1,7% 0,3 9,4%
CLOTHING & SHOES -11,8% -1,1 8,9%
SCHOOL BAGS & SHOULDER BAGS -11,2% -0,9 7,9%
OTHERS 19,5% 1,1 6,5%
IT&C -5,3% -0,2 5,5%
PENCIL CASES -2,7% -0,1 5,2%
OFFICE FURNITURE -21,0% -0,6 2,5%
TOYS & GAMES 6,0% 0,1 2,0%
BOOKS -29,3% -0,7 1,9%
NON FOOD
BACK TO SCHOOL

14. Jul-Sept 2014 vs. Jul-Sept 2013
NON FOOD
BACK TO SCHOOL

15. 15
Jul-Sept 2014 vs. Jul-Sept 2013
*All categories = 100%
In 2014 in Billa the most aggressive category was “Desk Accessories” with an increase of +123,3%.
2013 2014
Evol 2014 vs
2013 (pp)
Evol 2014 vs
2013 (%)
2013 2014
Evol 2014 vs
2013 (%)
Evol 2014 vs
2013 (val.)
TOTAL 100,0% 100,0% 23,7% 46 51 10,9% 5
ART & CRAFT 8,7% 7,8% -0,9 11,6% 4 4 0,0% 0
BOOKS 2,2% 0,0% -2,2 -100,0% 1 -100,0% -1
CLOTHING & SHOES 2,2% 0,0% -2,2 -100,0% 1 -100,0% -1
DESK ACCESSORIES 4,3% 7,8% 3,5 123,2% 2 4 100,0% 2
IT&C 0,0% 0,0%
NOTEBOOKS 26,1% 37,3% 11,2 76,7% 12 19 58,3% 7
OFFICE FURNITURE 0,0% 0,0%
OTHERS 4,3% 9,8% 5,5 179,0% 2 5 150,0% 3
PENCIL CASES 4,3% 5,9% 1,5 67,4% 2 3 50,0% 1
SCHOOL BAGS & SHOULDER BAGS 8,7% 2,0% -6,7 -72,1% 4 1 -75,0% -3
TOYS & GAMES 4,3% 0,0% -4,3 -100,0% 2 -100,0% -2
WRITING ACCESSORIES 34,8% 29,4% -5,4 4,6% 16 15 -6,3% -1
BILLA
Categories
Share of Voice
M²*qty of SNU
Qty of SNU
NON FOOD
BACK TO SCHOOL

16. NON FOOD
BACK TO SCHOOL

17. Herlitz and Bic were the leaders in Mega Image.
Jul-Sept 2014 vs. Jul-Sept 2013
17
Legend*:
x= Evolution vs. Y-1 (%) = Promo Pressure
y= Evolution vs. Y-1 (pp) = ∆ SOV
Bubble Size= SOV (%) *
*Indicator: M²*qty of SNU
*Percentage Point (pp) = the unit for the
arithmetic difference of two percentages.
PRODUCERS
Evol. Vs LY
(%)
Evol. Vs
LY (pp)
SOV
2014
(%)
HERLITZ 63,6% 19,5 37,0%
BIC 33,6% 10,9 25,9%
Private Label -31,3% -2,8 22,2%
Unbranded -78,5% -28,9 11,1%
DACRIS 3,7 3,7%
HENKEL -100,0% -2,5 0,0%
NON FOOD
BACK TO SCHOOL

18. FOOD & DRINKS
BACK TO SCHOOL

19. Jul-Sept 2014 vs. Jul-Sept 2013
FOOD & DRINKS
BACK TO SCHOOL

20. Jul-Sept 2014 vs. Jul-Sept 2013
FOOD & DRINKS
BACK TO SCHOOL
2013 2014
Evol 2014 vs
2013 (pp)
Evol 2014 vs
2013 (%)
2013 2014
Evol 2014 vs
2013 (%)
Evol 2014 vs
2013 (val.)
TOTAL 100,0% 100,0% 12,2% 561 485 -13,5% -76
BREAKFAST 20,2% 23,5% 3,3 30,4% 128 101 -21,1% -27
CONFECTIONERY & SWEETS 48,6% 42,9% -5,7 -1,0% 250 229 -8,4% -21
DRINKS 22,4% 24,2% 1,7 20,8% 134 117 -12,7% -17
SNACKING 8,7% 9,5% 0,7 21,7% 49 38 -22,4% -11
Categories
Share of Voice
M²*qty of SNU
Qty of SNU
ALL RETAILERS
2013 2014
Evol 2014 vs
2013 (pp)
Evol 2014 vs
2013 (%)
2013 2014
Evol 2014 vs
2013 (%)
Evol 2014 vs
2013 (val.)
TOTAL 100,0% 100,0% 12,2% 561 485 -13,5% -76
Private Label 20,5% 21,0% 0,5 14,9% 120 98 -18,3% -22
MONDELEZ INTERNATIONAL 10,4% 6,3% -4,1 -32,3% 42 35 -16,7% -7
NESTLE SRL 4,9% 5,7% 0,8 30,9% 29 32 10,3% 3
TYMBARK MASPEX SRL 3,8% 3,7% -0,1 8,4% 21 18 -14,3% -3
COCA-COLA COMPANY 4,2% 3,4% -0,8 -9,8% 24 23 -4,2% -1
BOROMIR IND 2,4% 2,9% 0,5 35,7% 12 12 0,0% 0
ROMDIL COM SRL 1,1% 2,8% 1,7 194,7% 2 6 200,0% 4
FERRERO 2,7% 2,4% -0,3 1,6% 18 14 -22,2% -4
CHIPITA 1,1% 2,3% 1,2 136,0% 8 14 75,0% 6
PEPSICO INC 1,3% 2,2% 0,9 94,5% 12 10 -16,7% -2
VEL PITAR SA 0,9% 2,1% 1,3 175,8% 6 6 0,0% 0
EUROPEAN DRINKS 1,1% 2,1% 1,0 119,1% 6 6 0,0% 0
ROSTAR SA 2,9% 2,1% -0,9 -20,5% 14 10 -28,6% -4
ROMMAC TRADE SRL 2,0% 2,0% 0,0 11,0% 6 6 0,0% 0
DANONE P.D.P.A. SRL 3,0% 2,0% -1,0 -24,1% 21 12 -42,9% -9
OTHERS 37,8% 37,0% -0,8 9,9% 220 183 -16,8% -37
ALL RETAILERS
Producers
Share of Voice
M²*qty of SNU
Qty of SNU
BREAKFAST: cereals, yogurts
CONFECTIONERY & SWEETS: cereal bars, croissants, biscuits,
cookies, chocolate
DRINKS: carbonated soft drinks, nectars&juices, water
SNACKING: crackers, pretzels, snacks, pufuleti, sticks

21. Florentina Vasile: Leaflet Monitor Director
florentina.vasile@hiper-com.com
+40 (0) 743 216 282
Gabriela Gliga: Senior Analyst
gabriela.gliga@hiper-com.com
+40 (0) 728 938 569
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