The document analyzes promotional activities of food retailers in Q1 2012 compared to 2011. Some key findings: - Retailers increased regional promotions over national ones and decreased average pages per promotion operation. - Unbranded products lost share to private labels. National brands saw mixed changes in promoted share across retailers. - Hypermarkets were the only format to see increased promotional pressure year-over-year in terms of weighted units. - Selgros and Metro maintained the top two shares of voice, while Carrefour, Cora and Real competed for third. - Supermarkets significantly increased promoted products with consumer benefits while hard discounts decreased them.

1. Promo Review of food retailers in 20’top
Q1 2012 vs 2011

2. Promo Review of food retailers in 20’top
QUANTITATIV KPI Slides
1- LEAFLETS & PROMO OPERATIONS
1- LEAFLETS & PROMO OPERATIONS 4-11
4-11
2- TRADE STRATEGY
2- TRADE STRATEGY 12-16
12-16
3- PROMO PRESSURE & SHARE OF VOICE
3- PROMO PRESSURE & SHARE OF VOICE 17-20
17-20
4- PROMO MECHANISMS
4- PROMO MECHANISMS 21-27
21-27
QUALITY KPI 28-31
28-31
RETAILERS SUMMARY 32-44
32-44

3. Q1 2012 vs 2011
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 Hipercom shows the promo activity of the Retailers in
the most exhaustive way, taking into consideration the quantity of promotional operations, SKU’s or WU
in Promo, the commercial space (in m2) when the promotion was valid and the number of days of the
validity days of that specific promotion.
•Weighted Unit ( WU): 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
•ND: National distribution For one retailer = number of stores participating in a promotion/ Total number
of that 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: Romania: CC, Hyper, Super, HDD (Analysis for the Top 20 Retailers of this
category)

4. Promo Review of food retailers in 20’top
Q1 2012 vs 2011
1- LEAFLETS & PROMO
OPERATIONS

5. Q1 2012 vs 2011
LEAFLETS & PRMO OPERATION
Promo Op* Q1 2012 Q1 2011 Evolution Pressure
NATIONALS PO 233 259 - 10 % -17%
REGIONAL PO 88 37 +138 % +119%
We see that the retailers prefer to invest
In regional PO in 2012
*A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet till
25 or more regional variations

6. Q1 2012 vs 2011
LEAFLETS & PRMO OPERATION
Promo Op* Q1 2012 Q1 2011 Evolution Pressure
NATIONALS OP 233 259 - 10 % -17%
REGIONAL OP 88 37 +138 % +119%
HM ( Nationals PO) Q1 2012(evol) SM ( Nationals PO) Q1 2012(evol)
+3
+1
18 15
-2
12 -3
8
+3
17 -12
1
+1
16
8
*A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet till
25 or more regional variations

7. Q1 2012 vs 2011
LEAFLETS & PRMO OPERATION
Promo Op* Q1 2012 Q1 2011 Evolution Pressure
NATIONALS PO 233 259 - 10 % -17%
REGIONAL PO 88 37 +138 % +119%
C&C ( Nationals PO) Q1 2012(evol) HD ( Nationals PO) Q1 2012(evol)
+14
27
13
+5
-1
51 13
-26
*A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet till
25 or more regional variations

8. Q1 2012 vs 2011
5 TOP TRAFFIC LEAFLET (by PO Share of Voice)
Number of WU 290 268 399 384 357
Stores 74 74 25 24 25
Days 7 7 7 7 6
PO Promo
Pressure
100% 89% 54% 49% 49%
( vs others)

9. Q1 2012 vs 2011
AVERAGE NUMBER OF PAGES/PROMO OP
28 pag -4 pag
25 pag -5 pag
25 pag -1 pag
23 pag +2 pag
20 pag -1 pag
18 pag
17 pag +2 pag
The number of pages per PO is
15 pag -4 pag decreasing or increasing. Only 2
14 pag +2 pag
are constant. We can see the most
Significant cost cutting in METRO, REAL
10 pag -1 pag
& CORA.
10 pag The 2012 leaflet is lighter than in 2011.
9 pag +3 pag

10. Q1 2012 vs 2011
NUMBER OF PROMO OPERATIONS
+5 po
+5 po
+21 po
+13 po
+9 po
+3 po
+2 po Even if in 2012 the leaflet is
lighter, the retailers increased
-2 po
their quantity of leaflet edition.
-6 po
-4 po

11. Promo Review of food retailers in 20’top
2012 vs 2011
2 - TRADE STRATEGY

12. Q1 2012 vs 2011
WU TYPOLOGY (Brands, Private Labels, Unbranded )
Within HIPERMARKET,SUPERMAKET,HARD DISCOUNT,CASH&CARRY
20, 7% (-2,3 pts)
We can observe that the Unbranded are
loosing share in favor of Private Labels. This
shows that the strategy of the retailers is to
reduce the space for the promotions without
budget.
14,8% (+3.2 pts)
64,5% (-0.9 pts)
* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)

13. Q1 2012 vs 2011
WU TYPOLOGY (National Brands)
Number Evolution
National Brands
WU/OP Q1 2012
vs
2011
177ref -25 59,7%(-3,7 pts)
142 ref -80 56,2%(2,5 pts)
204 ref 2 53,3%(2,4 pts)
245 ref 29 60,6%(4,7 pts)
80 ref -53 70,8%(-0,3 pt)
125 ref 68 84,3%(3,5 pts)
131 ref 15 72,4%(-7,4 pts)
48 ref -8 70,4%(-6,5 pts)
97 ref 4,8%(4,8 pts)
143 ref 23 65,6%(3,9 pts)
162 ref -24 60,5%(-0,8 pt)
119 ref -16 82,8%(-0,6 pt)
* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)

14. Q1 2012 vs 2011
WU TYPOLOGY (Private Label)
Number Evolution
National Brands Private Label
WU/OP Q1 2012
vs
2011
177ref -25 59,7%(-3,7 pts) 16,1%(5,2 pts)
142 ref -80 56,2%(2,5 pts) 12,4%(2,1 pts)
204 ref 2 53,3%(2,4 pts) 15,3%(-1 pt)
245 ref 29 60,6%(4,7 pts) 10,7%(-0,6 pt)
80 ref -53 70,8%(-0,3 pt) 9,0%(-1,2 pt)
125 ref 68 84,3%(3,5 pts) 14,3%(2,4 pts)
131 ref 15 72,4%(-7,4 pts) 11,2%(4,2 pts)
48 ref -8 70,4%(-6,5 pts) 15,4%(9,3 pts)
97 ref 4,8%(4,8 pts) 85,0%(85 pts)
143 ref 23 65,6%(3,9 pts) 15,1%(-1,2 pt)
162 ref -24 60,5%(-0,8 pt) 22,8%(4,5 pts)
119 ref -16 82,8%(-0,6 pt) 3,4%(0,6 pt)
* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)

15. Q1 2012 vs 2011
WU TYPOLOGY (Unbranded)
Number Evolution
National Brands Private Label Unbranded
WU/OP Q1 2012
vs
2011
177ref -25 59,7%(-3,7 pts) 16,1%(5,2 pts) 24,2%(-1,5 pt)
142 ref -80 56,2%(2,5 pts) 12,4%(2,1 pts) 31,4%(-4,5 pts)
204 ref 2 53,3%(2,4 pts) 15,3%(-1 pt) 31,4%(-1,4 pt)
245 ref 29 60,6%(4,7 pts) 10,7%(-0,6 pt) 28,7%(-4,2 pts)
80 ref -53 70,8%(-0,3 pt) 9,0%(-1,2 pt) 20,2%(1,5 pt)
125 ref 68 84,3%(3,5 pts) 14,3%(2,4 pts) 1,4%(-5,9 pts)
131 ref 15 72,4%(-7,4 pts) 11,2%(4,2 pts) 16,4%(3,1 pts)
48 ref -8 70,4%(-6,5 pts) 15,4%(9,3 pts) 14,2%(-2,8 pts)
97 ref 4,8%(4,8 pts) 85,0%(85 pts) 10,2%(10,2 pts)
143 ref 23 65,6%(3,9 pts) 15,1%(-1,2 pt) 19,2%(-2,6 pts)
162 ref -24 60,5%(-0,8 pt) 22,8%(4,5 pts) 16,7%(-3,7 pts)
119 ref -16 82,8%(-0,6 pt) 3,4%(0,6 pt) 13,8%(-0,1 pt)
* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)

16. Q1 2012 vs 2011
AVERAGE VIRTUAL PRICE (all leaflets)
The Retailers that reduced their prices with
an average of 20% in order to align with the
market are Carrefour, Metro & Selgros.

17. Promo Review of food retailers in 20’top
2012 vs 2011
3 – PROMO PRESSURE & SHARE OF VOICE

18. Q1 2012 vs 2011
PROMO PRESSURE GROWTH* (WU)
Growth v/s Y-1
PROMO
FOOD +2,7%
+2,7%
+ 5,2%
PRESSURE
NON - FOOD -4,4%
-4,4%
HIPERMARKET +13,5%
+13,5% The Promo Pressure has a positive trend in the Q1 v/s Y-1. We have
seen previously that the number of Promo Operation was growing.
SUPERMARKET -8,1%
-8,1% Taking a look at how retailers behaved in the 1st quarter of 212, we
see that only Hypermarkets have a positive trend respect the other
CASH&CARRY -9,0%
-9,0%
formats and apparently Hypermarkets are strong enough to change
the trend of the market.
HARD DISCOUNT -3,6%
-3,6%
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less
WU promoted

19. Q1 2012 vs 2011
PROMO PRESSURE GROWTH* (WU)
The detailed promo pressure growth by
player
shows the correlation between number of
pages downsize and promo pressure
reduction.
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less
WU promoted

20. Q1 2012 vs 2011
SHARE OF VOICE (WU)
-2 pts
-1 pt
+2 pts
+2 pts
The 2 most important players remain
Selgros & Metro.
+2 pts Look how Carrefour – Cora & Real are
fighting for the 3rd rank on the podium!
+1 pt
-1 pt
Others* 9,4% -6 pts
100%=Total FOOD Retailers Q1 2012
*where Others represents the retailers outside selection with the same chain format as selected.

21. Promo Review of food retailers in 20’top
2012 vs 2011
4 – PROMO MECHANISMS

22. Q1 2012 vs 2011
PROMO MECHANISMS(WU)
Products with consumer benefits by retailer format
Q1 2011
Q1 2012
HIPERMARKET SUPERMARKET CASH&CARRY HARD DISCOUNT
Regarding the consumer benefits an important increasing was in SUPERMARKETS with 7 pts while HARD DISCOUNT registered
a negative evolution -7.8 pts versus 2011.

23. Q1 2012 vs 2011
PROMO MECHANISMS(WU)
Products with consumer benefits per retailer
HIPERMARKET SUPERMARKET
Q1 2011
Q1 2012
Analyzing the consumer benefits by retailer, we have a clear picture of the evolution of these. In Hipermarkets only Kaufland
has a positive evolution respect the others, while in Supermarkets Mega Image is leading with an increase of 11.7 pts.

24. Q1 2012 vs 2011
PROMO MECHANISMS(WU)
Products with consumer benefits per retailer
CASH&CARRY HARD DISCOUNT
Q1 2011
Q1 2012
In Cash&Carry METRO registered a positive evolution of +2.8 pts vs. previous year.

25. Q1 2012 vs 2011
PROMO MECHANISMS
Products with consumer benefits
Q1 2012 Growth vs Y-1
+40,9%
+40,9% +0.9 pt
+0.9 pt
Virtual Promo +0.3 pt
Tpr (Temporary price Reduction) +0.2 pt
Instore Event +0.1 pt
What kind of Promo Mechanisms
Retailers are using, and their evolution
Vs last year Consumer pack +0.5 pt

26. Q1 2012 vs 2011
PROMO MECHANISMS
Products with consumer benefits
1+1 gratis
1+1 gratis 0,5% (-0,1 pt)
0,5% (-0,1 pt)
2+1 gratis
2+1 gratis 1,1% (+0,3 pt)
1,1% (+0,3 pt)
Q1 2012 Growth vs Y-1 Other VL
Other 2,8% (-1,0 pt)
(-1,0 pt)
X% from the 2nd product
X% nd
product 4,6% (+1,2 pt)
(+1,2
+40,9%
+40,9% +0.9 pt
+0.9 pt Crossed price
Crossed price 2,3% (-2.3 pts)
2,3% (-2.3 pts)
Cupon
Cupon - (-0.1 pt)
(-0.1 pt)
Loyalty points
Loyalty points 2,5% (-1.0 pt)
2,5% (-1.0 pt)
Money ticket
Money ticket 2,7% ( +0.4 pt)
( +0.4 pt)
Virtual Promo +0.3 pt Price discount(loyalty card or not)
Price discount(loyalty card or not) 20,7% (+3.1 pts)
20,7% (+3.1 pts)
Special price
Special 0,3% (+0,1 pt)
0,3% (+0,1 pt)
Tpr(Temporary price Reduction) +0.2 pt
Instore Event Lottery/Games
Lottery/Games 0,6% (+0.2 pt)
0,6% (+0.2 pt)
+0.1 pt Others(buy back)
Others(buy back) 0,1% (-0,1 pt)
0,1% (-0,1
Consumer pack 7,4% (+0.5 pt)
Consumer pack 7,4% (+0.5 pt)
Consumer pack +0.5 pt Gifts on pack
Gifts on pack 3,9% (+0.4 pt)
3,9% (+0.4 pt)

27. Q1 2012 vs 2011
PROMO MECHANISMS
Products with consumer benefits
FOOD CATEGORY -7.3 pts
+2.7 pts
Q1 2012 Growth vs Y-1 -6.5 pts
+7.6 pts
+40,9%
+40,9% +0.9 pt
+0.9 pt +2.4 pts
+6.7 pts
+7.0 pts
+0.6 pt
+9.1 pts
NON FOOD CATEGORY +50.5 pts
+2.2 pts
-3.2 pts
-2.3 pts

28. Promo Review of food retailers in 20’top
2012 vs 2011
3 – QUALITY KPI

29. Q1 2012 vs 2011
VISIBILITY INDICATOR
Number of WU/page
The most readable is
Profi

30. Q1 2012 vs 2011
COMPLEXITY INDICATOR
-8%
+5%
+6%
-1%
+1%
+1%
We can easily see that BILLA is
0%
using at least 1 Consumer
Advantage on 80% of the
promoted articles,
+10%
+78%
+5%

31. Q1 2012 vs 2011
COMPLEXITY INDICATOR
The indicator of complexity is to indicate the level of complexity of the offers of the retailers. As a retailer will have
several mechanisms on a promoted item, it will be poorly ranked.
The most complex or less complex
Number of Promo mechanisms / (classified by the number of products with 2 or more mechanisms)
item
(HM,HDD, SM & CC, on Food &Non Food)
0 mechanisms 1 mechanism 2 mechanisms 3 mechanisms

32. Q1 2012 vs 2011
Promo Review of food retailers in 20’top
Q1 2012 vs
2011
RETAILERS SUMMARY

33. Q1 2012 vs 2011
Promo Review of food retailers in 20’top
Carrefour
Pressure Offer
TEXTILES
Food Market +2,7%
FOOD
Hypermarket +13,5% -2,8pts
NON-FOOD
+26,7%
+2,8pts
Quantity of WU Quantity of PO
Consumer
Brands Share advantages
Unbranded
Consumer pack 8,61% +3 pts
Consumer pack 8,61% +3 pts
Instore Event 0,52% +0,1 pt
Instore Event 0,52% +0,1 pt
National TPR (Temporary price Reduction) 17,00% +3,5 pts
-1,5pts TPR (Temporary price Reduction) 17,00% +3,5 pts
Brands Virtual promo 13,73% -7,3 pts
Virtual promo 13,73% -7,3 pts
1+1 gratis 0,07% -0,2 pts
Private Label 1+1 gratis 0,07% -0,2 pts
2+1 gratis 0,28% +0,2 pts
2+1 gratis 0,28% +0,2 pts
-3,7pts Other VL 0,09% -
+5,2pts Other VL 0,09% -
X% From the 2nd product (identical or not) 13,28% -7,3 pts
X% From the 2nd product (identical or not) 13,28% -7,3 pts
Quantity of WU Quantity of WU

34. Q1 2012 vs 2011
Promo Review of food retailers in 20’top
Cora
Pressure Offer
TEXTILES
Market +2,7%
-2,8pts FOOD
Hypermarket +13,5% +10,2pts
NON-FOOD
-7,5pts
-1,4%
Quantity of WU Quantity of PO
Consumer
Brands Share advantages
Unbranded
Consumer pack 4,94% -0,9 pt
Consumer pack 4,94% -0,9 pt
Instore Event 0,21% -
Instore Event 0,21% -
National TPR (Temporary price Reduction) 52,33% -1,1 pt
TPR (Temporary price Reduction) 52,33% -1,1 pt
-4,5pts Brands Virtual promo 2,22% +0,3 pt
Virtual promo 2,22% +0,3 pt
1+1 gratis 0,02% -0,1 pt
1+1 gratis 0,02% -0,1 pt
+2,6pts 2+1 gratis 0,17% -0.4 pt
Private Label 2+1 gratis 0,17% -0.4 pt
Other VL 0,05% -0,1 pt
Other VL 0,05% -0,1 pt
X% From the 2nd product (identical or not) 1,99% +1 pt
+2,1pts X% From the 2nd product (identical or not) 1,99% +1 pt
Quantity of WU Quantity of WU

35. Q1 2012 vs 2011
Promo Review of food retailers in 20’top
Real
Pressure Offer
TEXTILES
Market +2,7%
+2,6pts FOOD
Hypermarket +13,5% -6,8pts
NON-FOOD
+27,1%
+4,2pts
Quantity of WU Quantity of PO
Consumer
Brands Share advantages
Unbranded
Consumer pack 13,80% +1,4 pt
Consumer pack 13,80% +1,4 pt
Instore Event 1,10% -
Instore Event 1,10% -
National TPR (Temporary price Reduction) 23,42% -1,2 pt
Brands TPR (Temporary price Reduction) 23,42% -1,2 pt
-4,2pts Virtual promo 5,57% +1 pt
Virtual promo 5,57% +1 pt
1+1 gratis 2,66% +0,9 pt
1+1 gratis 2,66% +0,9 pt
Private Label +4,7pts 2+1 gratis 2,20% +0,1 pt
2+1 gratis 2,20% +0,1 pt
Other VL 0,17% -0,4 pt
Other VL 0,17% -0,4 pt
-0,6pt X% From the 2nd product (identical or not) 0,55% +0,4 pt
X% From the 2nd product (identical or not) 0,55% +0,4 pt
Quantity of WU Quantity of WU

36. Q1 2012 vs 2011
Promo Review of food retailers in 20’top
Kaufland
Pressure Offer
TEXTILES
Market +2,7%
FOOD
-2,3pts
Hypermarket +13,5% -1,6pt
NON-FOOD
+6,0%
+3,9pts
Quantity of WU Quantity of PO
Consumer
Offer/Brands advantages
Unbranded Consumer pack 6,52% +0,3 pt
Consumer pack 6,52% +0,3 pt
Instore Event 0,03% -0,2 pt
Instore Event 0,03% -0,2 pt
National TPR (Temporary price Reduction) 60,21% -0,2 pt
TPR (Temporary price Reduction) 60,21% -0,2 pt
-1,4pt Brands Virtual promo 0,73% -
Virtual promo 0,73% -
1+1 gratis 0,17% -0,3 pt
1+1 gratis 0,17% -0,3 pt
+2,4pts 2+1 gratis - -0,1 pt
2+1 gratis - -0,1 pt
Private Label Other VL - -0,1 pt
Other VL - -0,1 pt
X% From the 2nd product (identical or not) 0,56% +0,5 pt
-1,0pt X% From the 2nd product (identical or not) 0,56% +0,5 pt
Quantity of WU Quantity of WU

37. Q1 2012 vs 2011
Promo Review of food retailers in 20’top
Billa
Pressure Offer
TEXTILES
Market +2,7%
-1,9pt
FOOD
-8,1% Supermarket NON-FOOD
+3,2pts
-1,2pt
+40,9%
Quantity of WU Quantity of PO
Consumer
Brands Share advantages
Unbranded Consumer pack 7,85% +0,9 pt
Consumer pack 7,85% +0,9 pt
Instore Event 0,37% +0,3 pt
Instore Event 0,37% +0,3 pt
+1,5pt National TPR (Temporary price Reduction) 63,58% -4,4 pts
TPR (Temporary price Reduction) 63,58% -4,4 pts
Brands Virtual promo 14,40% -3,6 pts
Private Label Virtual promo 14,40% -3,6 pts
1+1 gratis 0,22% -2,5 pts
1+1 gratis 0,22% -2,5 pts
-1,2pt -0,3pt 2+1 gratis 5,51% +2,6 pts
2+1 gratis 5,51% +2,6 pts
Other VL - -0,1 pt
Other VL - -0,1 pt
X% From the 2nd product (identical or not) 8,66% -3,6 pts
X% From the 2nd product (identical or not) 8,66% -3,6 pts
Quantity of WU Quantity of WU

38. Q1 2012 vs 2011
Promo Review of food retailers in 20’top
Mega Image
Pressure Offer
Market +2,7% NON-FOOD
+7,7pts
-8,1% Supermarket FOOD
-5,1pts
+27,9%
Quantity of WU Quantity of PO
Consumer
Brands Share advantages
Private Label Unbranded
Consumer pack 17,36% +11,2 pts
Consumer pack 17,36% +11,2 pts
Instore Event - -0,1 pt
-5,9pts Instore Event - -0,1 pt
+2,4pts TPR (Temporary price Reduction) 3,23% -1,8 pt
TPR (Temporary price Reduction) 3,23% -1,8 pt
Virtual promo 6,64% +2,5 pts
National Virtual promo 6,64% +2,5 pts
1+1 gratis 0,38% -
Brands 1+1 gratis 0,38% -
2+1 gratis 0,19% -
2+1 gratis 0,19% -
+3,5pts Other VL 0,85% +0,8 pt
Other VL 0,85% +0,8 pt
X% From the 2nd product (identical or not) 5,22% +1,6 pt
X% From the 2nd product (identical or not) 5,22% +1,6 pt
Quantity of WU Quantity of WU

39. Q1 2012 vs 2011
Promo Review of food retailers in 20’top
Interex
Pressure Offer
TEXTILES
Market +2,7%
-2,5pts
FOOD
-8,1% Supermarket NON-FOOD
-2,4pts
-28,0% +4,9pts
Quantity of WU Quantity of PO
Consumer
Brands Share advantages
Unbranded Consumer pack 7,65% -2,7 pts
Consumer pack 7,65% -2,7 pts
Instore Event 0,30% -0,2 pt
Instore Event 0,30% -0,2 pt
TPR (Temporary price Reduction) 58,11% +7,9 pts
+3,1pts TPR (Temporary price Reduction) 58,11% +7,9 pts
Private Label Virtual promo 2,82% -1,5 pt
National Virtual promo 2,82% -1,5 pt
1+1 gratis - -0,6 pt
Brands 1+1 gratis - -0,6 pt
+4,2pts 2+1 gratis 0,30% -0,3 pt
2+1 gratis 0,30% -0,3 pt
Other VL - -0,1 pt
-7,4pts Other VL - -0,1 pt
X% From the 2nd product (identical or not) 2,52% -0,3 pt
X% From the 2nd product (identical or not) 2,52% -0,3 pt
Quantity of WU Quantity of WU

40. Q1 2012 vs 2011
Promo Review of food retailers in 20’top
Profi
Pressure Offer
NON-FOOD
Market +2,7%
-8,6pts
-8,1% Supermarket FOOD
+19,7pts
-15,1%
Quantity of WU Quantity of PO
Consumer
Brands Share advantages
Unbranded
Consumer pack 9,86% -2,1 pts
Consumer pack 9,86% -2,1 pts
Instore Event - -1,3 pt
Instore Event - -1,3 pt
-2,8pts National TPR (Temporary price Reduction) 57,39% +3,2 pts
TPR (Temporary price Reduction) 57,39% +3,2 pts
Private Label Brands Virtual promo 0,29% +0,2 pt
Virtual promo 0,29% +0,2 pt
1+1 gratis - -
1+1 gratis - -
+9,3pts 2+1 gratis - -
-6,5pts 2+1 gratis - -
Other VL - -
Other VL - -
X% From the 2nd product (identical or not) 0,29% +0,2 pt
X% From the 2nd product (identical or not) 0,29% +0,2 pt
Quantity of WU Quantity of WU

41. Q1 2012 vs 2011
Promo Review of food retailers in 20’top
Penny
Pressure Offer
TEXTILES
Market +2,7%
+4,1pts FOOD
-3,6% Hard Discount
NON-FOOD -2,6pts
-4,8% -1,5pt
Quantity of WU Quantity of PO
Consumer
Brands Share advantages
Unbranded Consumer pack 8,06% -1,2 pt
Consumer pack 8,06% -1,2 pt
Instore Event 2,12% +2,1 pts
Instore Event 2,12% +2,1 pts
-2,6pts National TPR (Temporary price Reduction) 40,20% +0,1 pt
TPR (Temporary price Reduction) 40,20% +0,1 pt
Brands Virtual promo 3,70% +0,7 pt
Virtual promo 3,70% +0,7 pt
Private Label 1+1 gratis 0,27% -
1+1 gratis 0,27% -
+3,9pts 2+1 gratis 0,16% -0,4 pt
-1,2pt 2+1 gratis 0,16% -0,4 pt
Other VL 0,11% -1 pt
Other VL 0,11% -1 pt
X% From the 2nd product (identical or not) 3,16% +2,1 pts
X% From the 2nd product (identical or not) 3,16% +2,1 pts
Quantity of WU Quantity of WU

42. Q1 2012 vs 2011
Promo Review of food retailers in 20’top
Lidl
Pressure Offer
TEXTILES
Market +2,7%
FOOD
-3,6% Hard Discount
NON-FOOD
Quantity of WU Quantity of PO
Consumer
Offer/Brands advantages
Unbranded National Brands
Consumer pack 0,69%
Consumer pack 0,69%
Instore Event -
Instore Event -
TPR (Temporary price Reduction) 15,01%
TPR (Temporary price Reduction) 15,01%
Virtual promo -
Virtual promo -
1+1 gratis -
Private Label 1+1 gratis -
2+1 gratis -
2+1 gratis -
Other VL -
Other VL -
X% From the 2nd product (identical or not) -
X% From the 2nd product (identical or not) -
Quantity of WU Quantity of WU

43. Q1 2012 vs 2011
Promo Review of food retailers in 20’top
Metro
Pressure Offer
TEXTILES
Market +2,7% FOOD
+1,2pt
-9,0% Cash&Carry -5,3pts
NON-FOOD
-7,4% +4,1pts
Quantity of WU Quantity of PO
Consumer
Offer/Brands advantages
Unbranded
Consumer pack 4,89% -0,8 pt
Consumer pack 4,89% -0,8 pt
Instore Event 1,65% +0,1 pt
Instore Event 1,65% +0,1 pt
National TPR (Temporary price Reduction) 4,32% -2,2 pts
-3,7pts TPR (Temporary price Reduction) 4,32% -2,2 pts
Brands Virtual promo 22,38% +6,1 pts
Private Label Virtual promo 22,38% +6,1 pts
1+1 gratis 0,35% -
1+1 gratis 0,35% -
-0,8pt 2+1 gratis 2,03% +0,4 pt
2+1 gratis 2,03% +0,4 pt
+4,5pts Other VL 8,54% -3,4 pts
Other VL 8,54% -3,4 pts
X% From the 2nd product (identical or not) 11,46% +9,1 pts
X% From the 2nd product (identical or not) 11,46% +9,1 pts
Quantity of WU Quantity of WU

44. Q1 2012 vs 2011
Promo Review of food retailers in 20’top
Selgros
Pressure Offer
TEXTILES
Market +2,7% FOOD
+0,1pt
-9,0% Cash&Carry +2,9pts
NON-FOOD
-10,3% -3,1pts
Quantity of WU Quantity of PO
Consumer
Share ofBrands advantages
Unbranded Consumer pack 5,47% -0,6 pt
Consumer pack 5,47% -0,6 pt
Instore Event 0,57% -0,6 pt
Private Label -0,1pt Instore Event 0,57% -0,6 pt
National TPR (Temporary price Reduction) 4,84% +3 pts
TPR (Temporary price Reduction) 4,84% +3 pts
Brands Virtual promo 11,62% -1,3 pt
+0,6pt Virtual promo 11,62% -1,3 pt
1+1 gratis 0,13% -0,1 pt
1+1 gratis 0,13% -0,1 pt
-0,6pt 2+1 gratis 0,74% -
2+1 gratis 0,74% -
Other VL 10,02% -
Other VL 10,02% -
X% From the 2nd product (identical or not) 0,73% -0,9 pt
X% From the 2nd product (identical or not) 0,73% -0,9 pt
Quantity of WU Quantity of WU

45. Thank you for your attention
I remain at your disposal for further information or a life demo
Florentina Vasile
Project Manager Romania
florentina.vasile@hiper-com.com
+40 (0) 743 216 282
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