Share of Voice and Category Review of Water Promotions in Romanian Leaflets from January to August 2014

1. Period: January-August 2014

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

3. Period: January-August 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
(%)
BAUTURI
ALCOOLICE
58,1% 56,3% 1,8 5279 5356 -1%
BAUTURI
RACORITOARE
29,5% 30,1% -0,6 2935 2886 2%
APE 12,4% 13,6% -1,2 1145 1217 -6%
-1,2pp
0,6pp
-0,8pp
+1,6pp
pp=percent
point
difference of
share of voice
compared
to the similar
period last year

4. Period: January-August 2014
Producers Share of Voice in
Water Market M²(SNU) YTD 2014
Producers
Share of
Voice
Dif %
M²(SNU)
Evol. SOV
Pp
Promo Pressure of Producers M²(SNU)
COCA-COLA
COMPANY
15% -2% -0,5
ROMAQUA 11% 17% 1,5
CARPATHIAN
SPRINGS
11% 27% 2,2
EUROPEAN
DRINKS
9% 4% 0,2
APEMIN ZIZIN 8% 30% 1,7
PERLA
HARGHITEI
6% 25% 1,2
RIO BUCOVINA 6% 29% 1,2
Nb of
leaflets in
8 months
Nb of SNU
promoted
YTD 2014
Nb of SNU
promoted
YTD 2013
COCA-COLA COMPANY 139 186 183
ROMAQUA 122 137 141
CARPATHIAN SPRINGS 89 119 107
EUROPEAN DRINKS 41 68 89
APEMIN ZIZIN 73 86 70
PERLA HARGHITEI 49 60 59
RIO BUCOVINA 55 61 81
APEMIN TUSNAD 28 39 41

5. Period: January-August 2014
Retailers Share of Voice in
Water Market M²(SNU) YTD 2014
Nb of
leaflets in
8 months
YTD 2014
Nb SNU
YTD 2013
Nb SNU
% Dif SNU
YTD ‘14
vs ‘13
Promo pressure of Retailers M²(SNU)
SELGROS 43 150 119 26%
XXL MEGA
DISCOUNT
43 148 139 7%
KAUFLAND 38 148 135 10%
CARREFOUR 37 129 132 -2%
METRO 20 121 172 -30%
PENNY MARKET 52 113 106 7%
CORA 33 96 98 -2%
BILLA 53 96 88 9%
MEGA IMAGE 21 46 53 -13%
CARREFOUR
MARKET
25 33 34 -3%
PROFI 23 32 32 0%
LIDL 8 22 1 2100%
REAL 9 11 108 -90%
TOTAL 405 1145 1217 -6%
Bubble size = Share of Voice M²(SNU)

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

7. Period: January-August 2014
Brands Share of Voice in
Water Market M²(SNU) YTD 2014 TOP 3 Brands
SOV
YTD 2014
SOV
YTD 2013
Evol.
SOV
Nb SNU
YTD 2014
AQUA CARPATICA 10,70% 8,60% 1,6 119
BORSEC 9,20% 8,50% 0,3 117
IZVORUL ALB 7,80% 7,50% -2,4 95
Consumer advantages used / Brand

8. Period: January-August 2014
Instant market analysis

9. Period: January-August 2014
Hit promo – 1 year analysis of SKU
BORSEC APA MINERALA CARBOGAZOASA 1 STICLA 1.5 L
This SKU was promoted 101 times from 1 September 2013 to 31 August 2014, in 16
Retailers, 6 distribution channels.
PROMO SEASONALITY
intensive promo

10. Period: January-August 2014
Thank you for your attention
We 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
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