This document summarizes market share data for sunflower oil brands and retailers in Romania from January to September 2014. The key findings are: - Expur's brand Untdelemn de la Bunica significantly increased its share of voice (SOV) from 12% to 19.5% due to aggressive promotions. - Bunge maintained the largest SOV of all producers at 31.9% but saw a decline in SOV compared to the previous year. - Selgros and Billa had the highest SOV among retailers promoting sunflower oil, though total retail promotions decreased 11% compared to the prior year period.

1. Period: January-September 2014

2. Period: January-September 2014
SOVRETAILER A =
푹풆풕풂풊풍풆풓 푨 푷풓풐풎풐 ∗ 푴2 풘풉풆풓풆 푷풓풐풎풐 풊풔 풗풂풍풊풅
푨풍풍 푹풆풕풂풊풍풆풓풔 푷풓풐풎풐 ∗ 푴2 풘풉풆풓풆 푷풓풐풎풐 풊풔 풗풂풍풊풅
Analyzed market:
Sunflower Oil
SOV = SHARE OF VOICE
SNU = SHOPPER NEED UNIT
ALL RETAILERS = 100%
ALL BRANDS = 100%
INDEX USED: M² * qty of SNU

3. Period: January-September 2014
Markets Share of Voice in All Catalogues
M²(SNU) YTD 2014
SOV
YTD 2014
M²(SNU)
SOV
YTD 2013
M²(SNU)
Evol.
SOV
(pp)
YTD
2014
Nb SNU
YTD
2013
Nb SNU
Dif
SNU
(%)
ULEI FLOAREA
SOARELUI
54,7% 59,9% -5,1 540 607 -11%
ULEI DE MASLINE 34,5% 28,3% 6,2 281 252 12%
ULEI PALMIER 4,7% 5,5% -0,8 35 44 -21%
ALTE TIPURI 6,2% 6,3% -0,1 62 50 24%
+2,4pp
-3,7pp -1,6pp
pp=percent
point
difference of
share of voice
compared
to the similar
period last year
3,3pp
-0,4pp

4. Period: January-September 2014
Producers Share of Voice in
Sunflower Oil Market M²(SNU) YTD 2014
Producers
Share of
Voice
M²(SNU)
Dif %
M²(SNU)
Evol. SOV
Pp
Promo Pressure of Producers M²(SNU)
BUNGE 31,90% -26% -11,5
EXPUR 22,00% 190% 14,3
PRUTUL 13,90% 58% 5
ARGUS 12,80% 79% 5,6
Nb of
leaflets in
9 months
Nb of SNU
promoted
YTD 2014
Nb of SNU
promoted
YTD 2013
BUNGE 160 177 276
EXPUR 89 90 49
PRUTUL 72 76 62
ARGUS 58 58 43
Bubble size = Share of Voice M²(SNU)
Cost oriented policy.
Investment policy,
Strategy of players in
expansion

5. Period: January-September 2014
Retailers Share of Voice in
Sunflower Oil Market M²(SNU) YTD 2014
Nb of
leaflets in
9 months
YTD 2014
Nb SNU
YTD 2013
Nb SNU
% Dif SNU
YTD ‘14
vs ‘13
Promo pressure of Retailers M²(SNU)
SELGROS 42 83 74 12%
BILLA 55 56 46 22%
CARREFOUR 43 45 41 10%
CARREFOUR
MARKET
44 44 40 10%
PENNY MARKET 35 40 60 -33%
KAUFLAND 36 39 45 -13%
XXL MEGA
DISCOUNT
32 37 43 -14%
CORA 32 37 29 28%
METRO 19 36 46 -22%
MEGA IMAGE 22 31 34 -9%
PROFI 29 29 20 45%
REAL 7 8 25 -68%
OTHERS 43 55 104 -47%
TOTAL 439 540 607 -11%
%Dif>0 -> more promotions,
or more m²
Δ SOV > 0, a better relative
position versus other players
Bubble size = Share of Voice M²(SNU)

6. Period: January-September 2014
Producers in Retailers M²(SNU) YTD 2014
Monthly distribution of SNU in Kaufland
Promotion Calendar in Kaufland

7. Period: January-September 2014
Brands Share of Voice in
Sunflower Oil Market M²(SNU) YTD 2014 TOP 3 Brands
SOV
M²(SNU)
YTD 2014
Nb SNU
YTD 2014
Nb SNU
YTD 2013
Dif SNU
(%)
UNTDELEMN DE LA
BUNICA (EXPUR)
19,50% 68 12* 467%
UNISOL 11,00% 55 85 -35%
FLORIOL 8,90% 52 102 -49%
Consumer advantages used / Brand M²(SNU) YTD 2014
*promotions of Untdelemn de la Bunica from Expur in 2013 are only a few because the brand was bought from Cargill

8. Period: January-September 2014
Instant market analysis

9. Period: January-September 2014
Hit promo – 1 year analysis of SKU
UNTDELEMN DE LA BUNICA (EXPUR) - 1 STICLA 2 L
This SKU was promoted 32 times from 1 October 2013 At 30 September 2014 , in 6
Retailers, 4 distribution channels.
PROMO SEASONALITY
intensive promo

10. Period: January-September 2014
Thank you for your attention
I remain at your disposal for further information or a live demo
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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