Find out whether Toothpaste is getting its fair share of attention and who the biggest Producers and Retailers to invest in promotions are.

1. December 2015 vs. 2014

2. Analyzed market:
Toothpaste
SOV = SHARE OF
VOICE
ALL BRANDS = 100%
INDEX USED: quantity of picturesALL RETAILERS =
100%
ppts = percentage points difference of share of voice compared to the similar period last year
How do we count, taking as example the picture
below:
1 PIC (picture/insertion)
3 SNU (we have 3 type of products, from 3 different families)
7 SKU ( 3 color cream, 3 shampoo, 1 shave face cream)
December 2015 vs. 2014

3. • The interpretation shows that this 2 KPI’s are somehow connected. Because the Evolution of PP has a incidence on the ∆
SOV.
• They can be displayed on a 3D 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 model 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
December 2015 vs. 2014

4. Share of Voice
December 2015 vs. 2014

5. Promo Pressure of Producers
Zdrovit Romania SRLhav e an increased Share of Voic e in Dec ember 2015 v ersus last year. They had an extreme growth
of 250% after hav ing a Share of Voic e of 3.1% in Dec ember 2014 and grow ing to 11.5% in Dec ember 2015.
Other brandsare show ing an increase in Share of Voice v ersus the prev ious Dec ember, all of them hav ing no
promotions in Dec ember 2014 henc e grow ing by 1 or 2 promotions from 0. Alltogether, Share of Voic e for other brands
w as inc reased by 6.9 perc entage points in Dec ember 2015 v s. Dec ember 2014.
The total Toothpaste promotions hav e decreased by 6.2% in Dec ember 2015 in c omparison w ith Dec ember 2014.
Colgate Palmolive had a dicrease of 15.2% in the quantity of pic tures show c ased in promotional c atalogues in
Dec ember 2015 v ersus Dec ember 2014.
Procter & Gamble had a slight decrease of 0.7% percentage pointskeeping almost the same Share of Voic e, due to
other produc ers also promoting less in Dec ember 2015 c ompared to Dec ember 2014.
Glaxosmithkline (GSK) had a decrease of 38.9%! Their presenc e in Share of Voic e oc c upying 27.7% last Dec ember
w hereas this year reac hing only 18%.
Other Brands: Henkel, Apollo M od Distribution, Cosw ell S.P.A., Sunstar Suisse S.A., Sarantis Romania, GNV Omega Trading.
COLGATE-PALMOLIVE 28 33 -5 45,9% 50,8% -15,2% -4,9
PROCTER & GAMBLE 8 9 -1 13,1% 13,8% -11,1% -0,7
GLAXOSMITHKLINE (GSK) SRL 11 18 -7 18,0% 27,7% -38,9% -9,7
ZDROVIT ROMANIA SRL 7 2 5 11,5% 3,1% 250,0% 8,4
OTHER BRANDS 7 3 4 11,5% 4,6% 133,3% 6,9
TOTAL 61 65 -4 100,0% 100,0% -6,2%
Evol. PIC
DEC. '15 vs
'14
(%)
Evol. SOV
DEC. '15 vs
'14
(ppts.)
ProducersShare of Voice in all Retailers
Toothpaste Market
Qty PIC
DEC. 2014
Qty PIC
DEC. 2015
Evol. PIC
DEC. '15 vs
'14
(abs.
value)
SOV PIC
DEC. 2014
SOV PIC
DEC. 2015
Bubble size = Share of Voice
December 2015 vs. 2014
Evolution(ppts.)
Evolution (%)
Share of Voice December 2015

6. METRO 3 2 1 4,9% 3,1% 50,0% 1,8
SELGROS 3 1 2 4,9% 1,5% 200,0% 3,4
LIDL 1 1 1,6% 1,6
PENNY MARKET 2 5 -3 3,3% 7,7% -60,0% -4,4
XXLMD 5 4 1 8,2% 6,2% 25,0% 2
CARREFOUR 6 3 3 9,8% 4,6% 100,0% 5,2
CORA 8 8 13,1% 12,3% 0,8
KAUFLAND 10 5 5 16,4% 7,7% 100,0% 8,7
REAL-HYPERMARKET 1 1 1,6% 1,6
BILLA 3 7 -4 4,9% 10,8% -57,1% -5,9
CARREFOURMARKET
MEGA IMAGE 4 10 -6 6,6% 15,4% -60,0% -8,8
PROFI 1 -1 1,5% -100,0% -1,5
OTHERRETAILERS 15 19 -4 24,6% 29,2% -21,1% -4,6
TOTAL 61 65 -4 100,0% 100,0% -6,2%
SOV PIC
DEC. 2014
Evol. PIC
DEC. '15 vs
'14
(%)
Evol. SOV
DEC '15 vs
'14
(ppts.)
Retailers Share of Voice in
Toothpaste Market
Qty PIC
DEC. 2015
Qty PIC
DEC. 2014
Evol. PIC
DEC. '15 vs
'14
(abs.
value)
SOV PIC
DEC. 2015
Kaufland has the biggest SOV among retailer in
promoting Toothpaste in December 2015, having
also has the biggest increase in Share of Voice
versus December 2014; by 8.7 ppts. after 5 more
promotions than last year.
Cora is following, being constant in their number
of promotions, their Share of Voice grew as other
retailers decided to promote less.
Mega Image had the most significant loss,
diminishing their presence in catalogues by 60%.
December 2015 vs. 2014
Share of Voice December 2015

7. December 2015 vs. 2014
Carrefour Market and Profi had a zero value in Share of Voice. They did not promote
Toothpaste in December 2015.
Producers Share of Voice in all retailers in December 2015

8. Market Analysis December 2015 vs. December 2014
Share of Voice December 2015
December 2015 vs. 2014
* Qty. of insertions
Qty PIC
DEC. 2015
Qty PIC
DEC. 2014
Evol. PIC
DEC. '15 vs '14
(abs. value)
SOV PIC
DEC. 2015
SOV PIC
DEC. 2014
Evol. PIC
DEC. '15 vs '14
(%)
Evol. SOV
NOV '15 vs '14
(ppts.)
% % %
PASTA DEDINTI ANTICAVITY 10 10 0 16,4% 15,4% 0,0% 1
PASTA DEDINTI COPII TUB 4 4 0 6,6% 6,2% 0,0% 0,4
PASTA DEDINTI ALBIRE 17 15 2 27,9% 23,1% 13,3% 4,8
PASTA DEDINTI RESPIRATIEPROASPATA 3 7 -4 4,9% 10,8% -57,1% -5,9
PASTA DEDINTI HERBAL 5 7 -2 8,2% 10,8% -28,6% -2,6
PASTA DEDINTI PROTECTIEGINGII 4 6 -2 6,6% 9,2% -33,3% -2,7
PASTA DEDINTI PROTECTIETOTALA 15 14 1 24,6% 21,5% 7,1% 3,1
PASTA DEDINTI SENSITIVE 10 6 4 16,4% 9,2% 66,7% 7,2
Toothpaste Share of Voice all Retailers

9. Market Analysis December 2015 vs. December 2014
December 2015 vs. 2014
SOV DEC.
15
Evol. DEC.
15
Evol. DEC.
15
SOV DEC.
15
Evol. DEC.
15
Evol. DEC.
15
SOV DEC.
15
Evol. DEC.
15
Evol. DEC.
15
SOV DEC.
15
Evol. DEC.
15
Evol. DEC.
15
% % ppts % % ppts % % ppts % % ppts
COLGATE-PALMOLIVE 100% 25% 20 25% -50% -25 53% 13% -0,4 67% -50% 9,5
PROCTER& GAMBLE -100% -10 24% 33% 3,5
GLAXOSMITHKLINE(GSK) SRL 50% 100% 25 6% -75% -20,8 -100% -42,9
ZDROVITROMANIA SRL
OTHERBRANDS -100% -10 25% 18% 17,6 33% 33,3
Total Brandsselection 100% 100% 100% 13% 100% -57%
Producers split of promo actions in
markets
PASTA DEDINTI ANTICAVITY PASTA DEDINTI COPII TUB PASTA DEDINTI ALBIRE
PASTA DEDINTI RESPIRATIE
PROASPATA
SOV DEC.
15
Evol. DEC.
15
Evol. DEC.
15
SOV DEC.
15
Evol. DEC.
15
Evol. DEC.
15
SOV DEC.
15
Evol. DEC.
15
Evol. DEC.
15
SOV DEC.
15
Evol. DEC.
15
Evol. DEC.
15
% % ppts % % ppts % % ppts % % ppts
COLGATE-PALMOLIVE 60% -50% -25,7 53% -3,8
PROCTER& GAMBLE 33% -17% -9,5
GLAXOSMITHKLINE(GSK) SRL -100% -14,3 100% -20% 16,7 40% -26,7
ZDROVITROMANIA SRL 40% 40 50% 150% 16,7
OTHERBRANDS -100% -16,7 13% 13,3 10% 10
Total Brandsselection 100% -29% 100% -33% 100% 7% 100% 67%
PASTA DEDINTI HERBAL PASTA DEDINTI PROTECTIEGINGII PASTA DEDINTI PROTECTIETOTALA PASTA DEDINTI SENSITIVE
Producers split of promo actions in
markets

10. Consumer Advantages used by Producers in December 2015
Colgate-Palmolive Procter & Gamble
Glaxosmithkline (GSK)
SRL
Zdrovit Romania SRL
December 2015

11. Qty. PIC DEC. 15
(abs. val.)
Qty. PIC DEC. 14
(abs. val.)
Qty. PIC DEC. 15
(abs. val.)
Qty. PIC DEC. 14
(abs. val.)
Qty. PIC DEC. 15
(abs. val.)
Qty. PIC DEC. 14
(abs. val.)
COLGATE-PALMOLIVE 38 47 28 33 10 14
PROCTER& GAMBLE 25 22 8 9 17 13
GLAXOSMITHKLINE(GSK) SRL 16 29 11 18 5 11
ZDROVITROMANIA SRL 7 3 7 2 0 1
OTHERBRANDS 26 18 7 3 19 15
Total BrandsSelection 112 119 61 65 51 54
% 100% 100% 54% 55% 46% 45%
Producerspromo actions
within Oral Hygiene
Market
TOTAL TOOTHPASTE OTHERPRODUCTS
Toothpaste vs. Other Products in Oral Hygiene Market
Other products promoted in Oral
Hygiene Market in December
2015

12. Product Flash Analysis
November 2015 vs. 2014

13. Most promoted SKU in November 2015 for Infant Nutrition
November 2015 vs. 2014

14. Most promoted SKU in November 2015
This SKU was promoted 2 times in December 2015 in Hipermarket and Hard Discount format and 17 times
from 1st of January 2015 to 31st of December 2015 in all formats.
PASTA DINTI AKTIV - LACALUT - 1 BUC. 75 ML – 1 year analysis
intensive promo
PROMO
SEASONALITY
December 2015 vs. 2014

15. Thank you for your attention
Florentina Vasile
Leaflet Monitor Director Romania
florentina.vasile@hiper-com.com
+40 (0) 743 216 282
Teodora Nastac
Account Manager
teodora.nastac@hiper-com.com
+40 (0) 741 098 023
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