See the evolution of sunflower oil promotions in October catalogues!

1. October 2015 vs 2014

2. Analyzed market:
Sunflower Oil
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)
October 2015 vs 2014

3. • 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
October 2015 vs 2014

4. Share of Voice
October 2015 vs 2014

5. Promo Pressure of Producers
The total oil promotions have decreased with 12,3% in October 2015 in comparison with last year
Although BUNGEROMANIA has reduced its promotions with 10,7 % , they registred a raise of 0,7
percentage points of Share of Voic e
EXPURSA has the biggest of Share of Voic e increase, with 16,8 percentage points c ompared to
Oc tober 2014
ARGUSSA has registred the biggest loss of Share of Voic e: 8,2 percentage points
PRUTULSA, with 5 pic tures in Oc tober 2015, decreased with 16,7% in c omparison to last year
BUNGEROMANIA SRL 25 28 -3 39,1% 38,4% -10,7% 0,7
EXPURSA 16 6 10 25,0% 8,2% 166,7% 16,8
ARGUSSA 7 14 -7 10,9% 19,2% -50,0% -8,2
PRUTULSA 5 6 -1 7,8% 8,2% -16,7% -0,4
Private Label 4 9 -5 6,3% 12,3% -55,6% -6,1
Others 7 10 -3 10,9% 13,7% -30,0% -2,8
TOTAL 64 73 -9 100,0% 100,0% -12,3%
Evol. PIC
Oct '15 vs'14
(%)
Evol. SOV Oct
'15 vs'14
(ppts)
Producers Share of Voice in all Retailers
Sunflower Oil Market
Qty PIC
Oct 2015
Qty PIC
Oct 2014
Evol. PIC
Oct '15 vs'14
(abs. value)
SOV PIC
Oct 2015
SOV PIC
Oct 2014
EvolutionShareofVoice
October2015vs2014(ppts)
Evolution pictures October
2015 vs 2014 (%)
Bubble size = Share of Voice
October 2015 vs 2014

6. SELGROS 16 14 2 25,0% 19,2% 14,3% 5,8
METRO 7 8 -1 10,9% 11,0% -12,5%
CARREFOUR 7 6 1 10,9% 8,2% 16,7% 2,7
BILLA 6 7 -1 9,4% 9,6% -14,3% -0,2
CARREFOUR MARKET 6 8 -2 9,4% 11,0% -25,0% -1,6
MEGA IMAGE 5 4 1 7,8% 5,5% 25,0% 2,3
KAUFLAND 4 4 6,3% 5,5% 0,8
PENNY MARKET 3 5 -2 4,7% 6,8% -40,0% -2,2
XXLMEGA DISCOUNT 3 5 -2 4,7% 6,8% -40,0% -2,2
CORA 3 7 -4 4,7% 9,6% -57,1% -4,9
PROFI 3 4 -1 4,7% 5,5% -25,0% -0,8
REAL-HYPERMARKET 1 1 1,6% 1,4% 0,2
LIDL
TOTAL 64 73 -9 100,0% 100,0% -12,3%
Retailers Share of Voice in
Sunflower Oil Market
Qty PIC
Oct 2015
Qty PIC
Oct 2014
Evol. PIC
Oct '15 vs
'14
(abs. value)
SOV PIC
Oct 2015
SOV PIC
Oct 2014
Evol. PIC
Oct '15 vs
'14
(%)
Evol. SOV
Oct '15 vs
'14
(ppts)
SELGROS has the biggest increasement
in share of Sunflower Oil promotions of
5,8 percentage points.
The biggest loss is that of CORA with 4,9
percentage points.
October 2015 vs 2014

7. Producers Share of Voice in all Retailers
Sunflower Oil Market
Evolution Share of Voice of
Producersin Retailers(ppts)
METRO SELGROS LIDL
PENNY
MARKET
XXLMEGA
DISCOUNT
CARREFOUR CORA KAUFLAND REAL BILLA
CARREFOUR
MARKET
MEGA
IMAGE
PROFI
BUNGEROMANIA SRL -5,4 -13,4 -6,7 -6,7 14,3 23,8 -23,8 30 50
EXPURSA -10,7 24,1 33,3 33,3 26,2 -14,3 25 100 16,7 16,7
ARGUSSA -9,8 -19 -14,3 -41,7
PRUTULSA 6,3 -20 -20 33,3 19 -50
Private Label 16,1 -20 -20 -2,4 -14,3 -25 2,4 -50
OTHERBRANDS -7,1 13,3 13,3 -19 -14,3 -100 -14,3 25 20
October 2015 vs 2014

8. UNTDELEMN DELA BUNICA
(EXPUR)
13 6 7 20,3% 8,2% 116,7% 12,1
FLORIOL 10 7 3 15,6% 9,6% 42,9% 6
UNISOL 6 13 -7 9,4% 17,8% -53,8% -8,4
SOV PIC
Oct 2014
Evol. PIC
Oct '15 vs '14
(%)
Evol. SOV
Oct '15 vs '14
(ppts)
Top 3 Brands Share of Voice in all Retailers
Sunflower Oil Market
Qty PIC
Oct 2015
Qty PIC
Oct 2014
Evol. PIC
Oct '15 vs '14
(abs. value)
SOV PIC
Oct 2015
ULEI FLOAREA SOARELUI 64 73 -9 59,8% 67,0% -12,3% -7,2
ULEI DEMASLINE 32 28 4 29,9% 25,7% 14,3% 4,2
ULEI PALMIER 4 5 -1 3,7% 4,6% -20,0% -0,8
ALTETIPURI 7 3 4 6,5% 2,7% 0,0% 3,8
TOTAL 107 109 -2 100,0% 100,0% -1,8%
Oil Markets Share of Voice in all Retailers
Qty PIC
Oct 2015
Qty PIC
Oct 2014
Evol. PIC
Oct '15 vs '14
(%)
Evol. PIC
Oct '15 vs '14
(abs. value)
SOV PIC
Oct 2015
SOV PIC
Oct 2014
Evol. SOV
Oct '15 vs '14
(ppts)
October 2015 vs 2014

9. Product Flash Analysis
October 2015 vs 2014

10. Consumer Advantages used by Producers
in October 2015
Bunge Romania
SRL
Expur
SA
Argus
SA
Prutul SA
October 2015

11. Most promoted SKU in October 2015 Sunflower Oil
October 2015 vs 2014

12. Most promoted SKU in October 2015
This SKU was promoted 7 times in October 2015 in Cash & Carry, Hard Discount, Hypermarket and
Supermarket format and 72 times from 1 November 2014 to 31 October 2015 in all formats
ULEI FLOAREA SOARELUI FLORIOL1 STICLA 1 L – 1 year analysis
intensive promo
PROMO
SEASONALITY
October 2015 vs 2014

13. Thank you for your attention
Florentina Vasile
Leaflet Monitor Director Romania
florentina.vasile@hiper-com.com
+40 (0) 743 216 282
Maria Ciobota
Account Manager
maria.ciobota@hiper-com.com
+40 (0) 741 098 023
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