Hair Care analysis of promotions in February 2015: category review of hair care products and share of voice producers and retailers. Based on HiperCom Leaflet Monitoring database.

1. Period: February 2015 versus 2014

2. Period: February 2015 versus 2014
Analyzed market:
Ingrijirea parului
(sampon, balsam, tratamente*)
SOV = SHARE OF VOICE
ALL BRANDS = 100%
INDEX USED: SNU = SHOPPER NEED UNIT
ALL RETAILERS = 100%
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)
*does not contain pachete cadou

3. Period: February 2015 versus 2014
Ingrijirea
parului
Markets
Qty of SNU
promoted
Feb 2015
Qty of SNU
promoted
Feb 2014
Dif SNU
%
SOV
Feb 2015
SOV
Feb 2014
Evol.
SOV
p.pts*
SAMPON 100 78 28% 65,4% 71,6% -6,2
BALSAM 40 26 54% 26,1% 23,9% 2,3
TRATAMENT 13 5 160% 8,5% 4,6% 3,9
TOTAL 153 109 40% 100,0% 100,0% (-)
Markets Share of Voice in
qty of SNU Feb 2015
Qty of SNU
promoted
Feb 2015
Qty of SNU
promoted
Feb 2014
Dif. qty SNU
Feb 2015 vs
2014
INGRIJIREA PARULUI 153 109 44
VOPSEA DE PAR 58 40 18
PRODUSE PENTRU COAFAT 42 29 13
TOTAL 253 178 75
*p.pts=percentage points

4. Period: February 2015 versus 2014
Producers
Share of Voice
Feb 2015
Dif %
Qty of
SNU
Evol. SOV
Percentage
points
Promo Pressure of Producers
L'OREAL 26,8% 193% 14
PROCTER &
GAMBLE
20,3% -18% -14,6
HENKEL 14,4% 0% -5,8
BEIERSDORF 7,8% 140% 3,3
UNILEVER 5,9% 13% -1,5
FARMEC 5,9% 80% 1,3
Producers Share of Voice in
Ingrijirea Parului Market qty of SNU Feb 2015
Qty of SNU
promoted
Feb 2015
Qty of SNU
promoted
Feb 2014
Dif. qty SNU
Feb 2015 vs
2014
L'OREAL 41 14 27
PROCTER & GAMBLE 31 38 -7
HENKEL 22 22 0
BEIERSDORF 12 5 7
UNILEVER 9 8 1
FARMEC 9 5 4
PRIVATE LABELS 0 14 -14
OTHERS 29 3 26
TOTAL 153 109 44
Bubble size = Share of Voice
Decreasement
policy
Investment
policy
L’Oreal incresed its share of voice in ingrijirea parului this February compared with last year

5. Period: February 2015 versus 2014
Retailers
Qty
SNU
Feb
2015
Qty
SNU
Feb
2014
Dif SNU
Feb
‘15 vs ’14
(%)
SOV
Feb
2015
Evol.
SOV
p.pts*
CORA 36 14 157% 23,5% 10,7
SELGROS 23 21 10% 15,0% -4,2
METRO 14 17 -18% 9,2% -6,4
PENNY MARKET 14 13 8% 9,2% -2,8
KAUFLAND 14 7 100% 9,2% 2,7
BILLA 14 4 250% 9,2% 5,5
XXL MEGA
DISCOUNT
13 5 160% 8,5% 3,9
CARREFOUR 11 20 -45% 7,2% -11,2
MEGA IMAGE 5 5 0% 3,3% -1,3
REAL 4 0 (-) 2,6% 2,6
PROFI 4 1 300% 2,6% 1,7
CARREFOUR
MARKET
1 2 -50% 0,7% -1,2
Total Retailers
selection
153 109 40% 100% (-)
Bubble size = Share of Voice
Promo Pressure of Retailers
Increasement
Decreasement
Retailers Share of Voice in Ingrijirea Parului
*p.pts=percentage points

6. Period: February 2015 versus 2014
Producers Share of Voice Evolution
in Markets
Retailers Share of Voice Evolution
in Markets

7. Producers in Retailers
Ingrijire Par Market qty of SNU Feb 2015

8. Promotion Calendar of Balsam Market

9. Period: February 2015 versus 2014
Consumer advantages used/ brand in Balsam Market
qty of SNU Feb 2015
ELSEVE ULTRA DOUX SYOSS
QTY of SNU
Promotions with consumer
advantages
8 4 4
Temporary price Reduction 4 3 3
Virtual promo 3 1 1
In store event 1 0 0
QTY of SNU
Promotions without
consumer advantages
1 1 0
Brands in Balsam Market
Share of Voice Feb 2015
Brands in Balsam
Market
Qty SNU
Feb 2015
Qty SNU
Feb 2014
Dif SNU
(%)
SOV
Feb
2015
Evol SOV
p.pts*
ELSEVE 9 4 125% 22,5% 7,1
ULTRA DOUX 5 1 400% 12,5% 8,7
SYOSS 4 4 0% 10,0% -5,4
HEAD & SHOULDERS 3 3 0% 7,5% -4
DOVE 3 1 200% 7,5% 3,7
FRUCTIS 2 5,0% 5
GLISS 2 1 100% 5,0% 1,2
PANTENE 1 2,5% 2,5
OTHERS 11 12 -8% 27,5% -18,7
TOTAL 40 26 54% 100,0% (-)

10. Most promoted SKU in February 2015
This SKU was promoted 55 times from 1 March 2014 to 28 February 2015, in 14
Retailers, 6 distribution channels.
ELSEVE SAMPON 250 ML
intensive promo
PROMO SEASONALITY

11. Florentina Vasile
Leaflet Monitor Director Romania
florentina.vasile@hiper-com.com
+40 (0) 743 216 282
Ana Grigore
Account Manager
ana.grigore@hiper-com.com
+40 (0) 741 098 023
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