Find out whether Sweet Biscuits category is getting its fair share of attention and who are the biggest players in the category.

1. January-June 2016 vs. 2015

2. January-June 2016 vs. 2015
PCS = picture/insertion
WU = Weighted Unit
SKU = SKU
How do we count, taking as example the picture on the
left:
1 PCS (picture/insertion)
3 WU (we have 3 type of products, from 3 different
families)
7 SKU ( 3 color cream, 3 shampoo, 1 shave face cream)
ALL BRANDS = 100%
INDEX USED: PCS
EVOL YTD % = evolution vs previous year in %
EVOL YTD Pts = evolution in percentage points
(the difference between the % 2016 minus 2015)
EVOL YTD Val = absolut value
RETAILERS:
- BISCUITI GLAZURATI, CU CREMA, JAFFA
- BISCUITI SIMPLI
- EUGENII
- SNACKING DULCE
Analyzed market:
BISCUITI DULCI:

3. • The interpretation shows that this 2 KPI’s are somehow connected. Because the Evolution of PP has an 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
January-June 2016 vs. 2015

4. Share of Voice
January-June 2016 vs. 2015

5. Share of Voice January-June 2016
January-June 2016 vs. 2015
MONDELEZ 160 25,3% 105 19,9% 55 52,4% 5,4
ROSTAR 59 9,3% 49 9,3% 10 20,4% 0,1
REWE 57 9,0% 37 7,0% 20 54,1% 2
ULKER 35 5,5% 26 4,9% 9 34,6% 0,6
EUROPEAN FOODS 35 5,5% 13 2,5% 22 169,2% 3,1
TYMBARK 20 3,2% 16 3,0% 4 25,0% 0,1
DOBROGEA GRUP 19 3,0% 30 5,7% -11 -36,7% -2,7
VELPITAR 12 1,9% 13 2,5% -1 -7,7% -0,6
ALKA 8 1,3% 17 3,2% -9 -52,9% -2
OTHERBRANDS 227 35,9% 222 42,0% 5 2,3% -6,1
Total Brands selection 632 100,0% 528 100,0% 104 19,7%
Evol. PIC YTD
2016 vs 2015
(%)
Evol. SOV YTD
2016 vs 2015
(ppts.)
Producers Share of Voice
Qty PIC YTD
2016
(abs. value)
SOV PIC YTD
2016
(%)
Qty PIC YTD
2015
(abs. value)
SOV PIC YTD
2015
(%)
Evol. PIC YTD
2016 vs 2015
(abs. value)

6. The total Sweet Biscuits promotions have increased with 104 insertions in January-June 2016 compared with January-
June 2015. It would be interesting to see if Retailers have supplemented the number of catalogs or pages / catalog to
give more importance to this category or they simply reduced interest in other categories?
Mondelez had a different strategy in 2016, deciding to promote with 55 insertions more than last year, with an
evolution of 25.3% in pic tures.
European Foods has a noticeable increase in January-June 2016, begining to give more importance to this category.
Promo Pressure of Producers
Dobrogea Grup dropped down from 30 insertions last year to 19 insertions this year, losing 2,7 ppts in Share of Voice.
Alka is lessening their presence in catalogues in pic tures by 1,3%, losing 2 ppts in Share of Voice in January-June 2016.
Even if Other Brands had with 5 insertions more in the quantity of pic tures showcased in promotional catalogues in
January-June 2016 versus January-June 2015, its Share of Voice lost 6,1 ppts because of the other players whic h have
promoted more.
Bubble size = Share of Voice
Evolution(ppts.)
Evolution (%)
January-June 2016 vs. 2015

7. YTD 16
(%)
YTD 15
(%)
Evol. YTD 16
(ppts.)
METRO 89 14,1% 54 10,2% 35 64,8% 3,9
SELGROS 85 13,4% 73 13,8% 12 16,4% -0,4
LIDL 32 5,1% 14 2,7% 18 128,6% 2,4
PENNY MRK 55 8,7% 43 8,1% 12 27,9% 0,6
XXLMG 54 8,5% 46 8,7% 8 17,4% -0,2
CARREFOUR 57 9,0% 46 8,7% 11 23,9% 0,3
CORA 56 8,9% 48 9,1% 8 16,7% -0,2
KAUFLAND 36 5,7% 41 7,8% -5 -12,2% -2,1
REAL 7 1,1% 7 1,3% -0,2
BILLA 76 12,0% 87 16,5% -11 -12,6% -4,5
CFMARKET 9 1,4% 3 0,6% 6 200,0% 0,9
MEGA IMAGE 61 9,7% 50 9,5% 11 22,0% 0,2
PROFI 15 2,4% 16 3,0% -1 -6,3% -0,7
Toti Retaileri 632 100,0% 528 100,0% 104 19,7%
Evol. YTD 16
(abs. value)
Evol. YTD 16
(%)
RetailersShare of Voice in
Sweet BiscuitsMarket
YTD 16
(abs. value)
YTD 15
(abs. value)
Metro has decided to give to this
category 35 insertions more in 2016 versus
the same period of last year, with an
evolution of 64,8%.
Billa, on the other side, decided to
promote with 11 insertions less, losing 4,5
ppts in Share of Voice.
Share of Voice January-June 2016
January-June 2016 vs. 2015

8. The most various selection of promotions for Sweet Biscuits are in Selgros and Billa. The 2 retailers promoted all the producers
analyzed in this presentation!
Producers Share of Voice in all retailers in January-June 2016
January-June 2016 vs. 2015

9. Market Analysis January-June 2016 vs. January-June 2015
Share of Voice January-June 2016
* Qty. of insertions
January-June 2016 vs. 2015
Qty PIC YTD
2016
(abs. value)
SOV PIC YTD
2016
(%)
Qty PIC YTD
2015
(abs. value)
SOV PIC YTD
2015
(%)
Evol. PIC YTD
2016 vs 2015
(abs. value)
Evol. PIC YTD
2016 vs 2015
(%)
BISCUITI GLAZURATI, CU CREMA, JAFFA 291 46,0% 210 39,8% 81 38,6% 6,3
BISCUITI SIMPLI 254 40,2% 238 45,1% 16 6,7% -4,9
EUGENII 59 9,3% 69 13,1% -10 -14,5% -3,7
SNACKING DULCE 30 4,7% 12 2,3% 18 150,0% 2,5
Sweet Biscuits Share of Voice all
Retailers
Evol. SOV YTD
2016 vs 2015
(ppts.)

10. MONDELEZ
January-June 2016 vs. 2015
ULKER
ROSTAR
EUROPEAN FOODS
Consumer Advantagesused by Producersin January-June 2016

11. Product Flash Analysis
January-June 2016 vs. 2015

12. Most promoted SKU in January-June 2016 within the
Sweet Biscuits Market
January-June 2016 vs. 2015

13. Most promoted SKU in January-June 2016
This SKU was promoted 25 times in January-June 2016 and 35 times in 9 different retailers from 1st of July
2015 to 30th of June 2016 in all formats.
BISCUITI CACAO CU CREMA VANILIE- OREO -1 BUC. 66 GR– 1 year analysis
intensive promo
PROMO
SEASONALITY
January-June 2016 vs. 2015

14. January-June 2016 vs. 2015
Market Analysis

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