The document summarizes beer promotion data from April-September 2014 versus the same period in 2013 in Romania. It finds that retailers increased promotional space for beer the most, with Carrefour Market significantly boosting promoted beer quantity. Beer producer Ursus greatly increased both its promotional activity and share of voice within Carrefour Market. On average, private label beer had the highest virtual price savings and share of voice compared to branded beers.

1. Collection Edition: BEER LEAFLETS

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.
SOVRETAILER A =
𝑃𝑟𝑜𝑚𝑜 ∗ 𝑀2 𝑤ℎ𝑒𝑟𝑒 𝑃𝑟𝑜𝑚𝑜 𝑖𝑠 𝑣𝑎𝑙𝑖𝑑𝑅𝑒𝑡𝑎𝑖𝑙𝑒𝑟 𝐴
𝑃𝑟𝑜𝑚𝑜 ∗ 𝑀2 𝑤ℎ𝑒𝑟𝑒 𝑃𝑟𝑜𝑚𝑜 𝑖𝑠 𝑣𝑎𝑙𝑖𝑑𝐴𝑙𝑙 𝑅𝑒𝑡𝑎𝑖𝑙𝑒𝑟𝑠
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
x=0 & y=0 -> The same strategy as
previous year
4

5. CONTENT
Channels : Cash&Carry, Hypermarket, Supermarket, Hard Discount
Categories : Food-Non Food
Distribution : National leaflets
Indicator : SNU (Shopper Need Unit), M²*qty of SNU
Thematic : BEER
Period : Apr-Sept 2014 vs Apr-Sept 2013

6. CONTENT
1. ALL CATEGORIES SUMMARY
1.1. PROMO PRESSURE & SOV – RETAILERS
1.2. INDICATOR OF EXPENSIVENESS – RETAILERS
2. PROMO PRESSURE & SOV – BEVERAGES
3. BEER CATEGORY
3.1. PROMO PRESSURE & SOV – RETAILERS
3.2. INDICATOR OF EXPENSIVENESS - RETAILERS
3.3. PROMO PRESSURE & SOV – PRODUCERS
3.4. INDICATOR OF EXPENSIVENESS - PRODUCERS
3.5. PROMO PRESSURE & SOV – BRANDS
3.6. INDICATOR OF EXPENSIVENESS – BRANDS
3.7. SOV PRODUCERS INSIDE RETAILERS
3.8. PROMO PRESSURE & SOV – PRODUCERS INSIDE RETAILERS
3.9. INDICATOR OF EXPENSIVENESS – PRODUCERS INSIDE RETAILERS
3.10. CONSUMER ADVANTAGES
3.11. RETAILERS SUMMARY
3.12. TOP PRODUCT BY RETAILER
3.13. OPERATIONAL TRADE

8. SOV CATEGORIES (M²*qty of SNU)
Validity
Date:
30.04-
13.05.
2014
03.09-
16.09.
2014
17.09-
30.09.
2014
20.08-
02.09.
2014
09.07-
22.07.
2014
Qty of
SNU 643 628 599 591 572
Qty of
pages 72 64 64 64 64
Number
of days 14 16 14 14 14
PROCTER & GAMBLE 2002
UNILEVER 1755
HENKEL 996
NESTLE 948
COCA-COLA 694
MONDELEZ 586
HEINEKEN 575
Private Label 9528
+3,6%
-1,1pp
+1,1pp
0 pp
Apr-Sept 2014 vs. Apr-Sept 2013
TOP 5 catalogues 2014 (qty of SNU) TOP BRANDS (qty of SNU)
SOV RETAILERS (M²*qty of SNU) SOV PRODUCERS (M²*qty of SNU) SOV TYPE OF BRANDS (M²*qty of SNU)
Promo Pressure
2014 vs 2013
(M²*qty of SNU)
ALL
CATEGORIES
+0,9 pp
+2,3 pp
-1,4 pp
-1,8 pp
8*Percentage Point (pp) = the unit for the arithmetic difference of two percentages.

9. BEVERAGES

10. Legend*:
x= Evolution vs. Y-1 (%) = Promo Pressure
y= Evolution vs. Y-1 (pp) = ∆ SOV
Bubble Size= SOV (%)
*Indicator: M²*qty of SNU
*100% all beverages categories.
CATEGORIES
Evol. Vs LY
(%)
Evol. Vs
LY (pp)
SOV
2014
(%)
AFB 7,7% -0,4 29,0%
WATER 4,6% -0,5 11,9%
BEER 27,1% 3,6 25,8%
WINES -0,3% -1,8 18,8%
SPARKLING 12,7% 0,1 1,9%
SPIRITS 2,2% -0,9 12,6%
Taking a look at the BEVERAGES category, it is easy to see that the retailers have focused on
beer, giving less space to the other beverages categories.
10
BEVERAGES
Apr-Sept 2014 vs. Apr-Sept 2013
*Percentage Point (pp) = the unit for the
arithmetic difference of two percentages.

11. BEER

12. Carrefour Market had an investment strategy and increased the quantity of promoted beer with 250,6%.
Apr-Sept 2014 vs. Apr-Sept 2013
Legend*:
x= Evolution vs. Y-1 (%) = Promo Pressure
y= Evolution vs. Y-1 (pp) = ∆ SOV
Bubble Size= SOV (%)
*Indicator: M²*qty of SNU
BEER
RETAILERS
Evol. Vs LY
(%)
Evol. Vs
LY (pp)
SOV
2014
(%)
KAUFLAND 67,9% 6,3 25,7%
METRO 36,5% 1,2 18,1%
SELGROS 26,5% -0,1 15,8%
CARREFOUR 30,8% 0,3 11,6%
CORA 89,8% 2,6 7,9%
PENNY MARKET 32,3% 0,3 6,5%
LIDL 57,3% 0,8 3,9%
BILLA 25,9% 0,0 3,4%
MEGA IMAGE -27,2% -2,0 2,7%
CARREFOUR MARKET 250,6% 0,9 1,4%
PROFI 19,9% -0,1 1,4%
XXL MEGA DISCOUNT 57,9% 0,3 1,3%
REAL -96,7% -10,0 0,3%
REAL-AUCHAN -100,0% -0,4 0,0%
12
*Percentage Point (pp) = the unit for the
arithmetic difference of two percentages.

13. BEER

14. In Carrefour Market almost all producers have adopted an investment strategy and increased the promoted beer articles
compared to the previous year.
Apr-Sept 2014 vs. Apr-Sept 2013
Legend*:
x= Evolution vs. Y-1 (%) = Promo Pressure
y= Evolution vs. Y-1 (pp) = ∆ SOV
Bubble Size= SOV (%)
*Indicator: M²*qty of SNU
BEER
PRODUCERS
Evol. Vs LY
(%)
Evol. Vs LY
(pp)
SOV 2014
(%)
HEINEKEN 186,3% -8,2 36,7%
URSUS 807,3% 16,4 26,7%
STARBEV 182,4% -5,4 22,2%
URBB 583,6% 3,3 6,7%
ROMAQUA 12,4% -7,0 3,3%
PROCER 0,0% 1,1 1,1%
Private Label 13,3% -2,3 1,1%
14
*Percentage Point (pp) = the unit for the
arithmetic difference of two percentages.

15. BEER

16. PRODUCERS
Virtual
Price
Saving %
SOV 2014
(%)
URSUS 2,6 0,0% 13,9%
STARBEV 3,2 0,0% 12,4%
URBB 3,4 0,0% 9,7%
BAVAROM 4,5 0,0% 8,3%
THAI BEVERAGE 3,0 0,0% 2,8%
GUANGZHOU 0,0 0,0% 0,0%
Private Label 10,1 5,2% 37,5%
The Private Label had the biggest Virtual Price and the biggest savings.
0,9%
Average
saving
4,5
Average
Virtual Price
Apr-Sept 2014
BEER
16
Legend:
x = Average Virtual Price
y = Average Saving (%)
Bubble size : SOV (%) *
*Indicator: M²*qty of SNU

18. 16 5
14 7
12 3
11 5
9 2
7 3
7 -1
6 3
5 -2
1 0
Brand Qty of
SNU
Evolution
vs Y-1
TOP BRANDS(qty of SNU) PROMO MECHANISMS
Products with Consumer advantages
66,2%
0%
-8,0 pp
Private Label
Products with
consumer benefits :
Evolution vs Y-1 (%) :
Evolution vs Y-1 (pp) :
9,8 pp
0 pp
9,8 pp
0,8 pp
0,8 pp
0 pp
-17,5 pp
-18,2 pp
0 pp
0 pp
0 pp
0 pp
-0,2 pp
-1,2 pp
0 pp
-0,9 pp
0 pp
-0,4 pp
8 pp
BEER
Apr-Sept 2014 vs. Apr-Sept 2013
Average
Saving
8,7 %
(-5,0 pp)
Average
Virtual Price
6,5 LEI
(+1,5 LEI)
18*Percentage Point (pp) = the unit for the arithmetic difference of two percentages.

19. For the full report, please contact us:
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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