Wondering what happened with Bacchus liquor in comparison with last year? Find out now! See the evolution of wine promotions in September catalogues.

1. Period: September 2015 vs 2014

2. Period: September 2015 vs 2014
Analyzed market:
Wine
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)

3. Period: September 2015 vs 2014
• 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

4. Period: September 2015 vs 2014
Share of Voice

5. Period: September 2015 vs 2014
MURFATLAR ROMANIA 44 45 -1 7,2% 6,7% -2,2% -0,5
COTNARI SA 42 38 4 6,0% 6,4% 10,5% 0,3
CRAMELE HALEWOOD SA 40 26 14 4,1% 6,1% 53,8% 1,9
JIDVEI SRL 34 39 -5 6,2% 5,2% -12,8% -1
TOHANI SA 34 25 9 4,0% 5,2% 36,0% 1,2
Private Label 31 34 -3 5,4% 4,7% -8,8% -0,7
VITI-POMICOLA SAMBURESTI 29 20 9 3,2% 4,4% 45,0% 1,2
SPEED SRL 26 26 0 4,1% 4,0% 0,0% -0,2
VINCON VRANCEA 25 28 -3 4,5% 3,8% -10,7% -0,7
CRAMELE RECAS SA 24 36 -12 5,7% 3,6% -33,3% -2,1
CRAMA CEPTURA SRL 15 9 6 1,4% 2,3% 66,7% 0,8
OTHER BRANDS 314 303 11 48,2% 47,7% 3,6% -0,5
Total Brands selection 658 629 29 100,0% 100,0% 4,6%
Evol. PIC
Sept '15 vs
'14
(%)
Evol. PIC
Sept '15 vs
'14
(abs.
value)
SOV PIC
Sept 2015
SOV PIC
Sept 2014
Producers Share of Voice in all Retailers
Wine Market
Qty PIC
Sept 2015
Qty PIC
Sept 2014
Evol. SOV
Sept '15 vs
'14
(ppts)

6. Period: September 2015 vs 2014
SPEED SRL with a quantity of 26 pictures in September 2015 lost 0,5 percentage points compared
to the same period of last year
The total wine promotions have increased with 4,6% in September 2015 in comparison with last
year
CRAMELE RECAS SA has reduced its promotions with 33,3 % in September 2015 compared to the
same period of last year, that lead to a loss of 2,1 percentage points
With a Share of Voice of 2,3% in September 2015 CRAMA CEPTURA SRL registred a raise of 0,8
points
Promo Pressure of Producers
CRAMELE HALEWOOD SA managed to increase its share with 1,9 percentage points
MURFATLAR ROMANIA has reduced its promotions with 2,2 % and decreased with 0,5 percentage
points of Share of Voice
COTNARI SA registred an increase of 0,3 percentage points of Share of Voice compared to last
year
JIDVEI SRL lost 1 percentage point of Share of Voice in comparison to September 2014
VITI-POMICOLA SAMBURESTI with a Share of Voice of 4,4 % in September 2015, registred a raise of
45 % in comparison to 2014
TOHANI SA increased its promotions with 36 % more than last year
Although VINCON VRANCEA had a Share of Voice of 3,8 % in September 2015, registred a loss of
0,7 percentage points
EvolutionShareofVoiceSeptember2015vs2014(ppts)
Bubble size = Share of Voice
Evolution pictures September 2015 vs 2014 (%)

7. Period: September 2015 vs 2014
METRO 139 131 8 20,8% 21,1% 6,1%
SELGROS 19 33 -14 5,2% 2,9% -42,4%
LIDL 15 4 11 0,6% 2,3% 275,0%
PENNY MARKET 10 9 1 1,4% 1,5% 11,1%
XXL MEGA DISCOUNT 4 19 -15 3,0% 0,6% -78,9%
CARREFOUR 126 95 31 15,1% 19,1% 32,6%
CORA 187 155 32 24,6% 28,4% 20,6%
KAUFLAND 30 21 9 3,3% 4,6% 42,9%
REAL 45 25 20 4,0% 6,8% 80,0%
BILLA 12 12 1,9% 1,8%
CARREFOUR MARKET 58 21 37 3,3% 8,8% 176,2%
MEGA IMAGE 11 78 -67 12,4% 1,7% -85,9%
PROFI 2 26 -24 4,1% 0,3% -92,3%
TOTAL 658 629 29 100,0% 100,0% 4,6%
SOV PIC
Sept 2015
SOV PIC
Sept 2014
Evol. PIC
Sept '15
vs '14
(%)
Retailers Share of Voice in
Wine Market
Qty PIC
Sept
2015
Qty PIC
Sept
2014
Evol. PIC
Sept '15
vs '14
(abs.
value)
CARREFOUR MARKET has the biggest
increasement in share of Wine promotions of
5,5 percentage points.
The biggest loss is that of MEGA IMAGE with
10,7 percentage points.

8. Period: September 2015 vs 2014
Evolution Share of Voice of
Producers in Retailers (ppts)
METRO SELGROS LIDL
PENNY
MARKET
XXL MEGA
DISCOUNT
CARREFOUR CORA KAUFLAND REAL BILLA
CARREFOUR
MARKET
MEGA IMAGE PROFI
MURFATLAR ROMANIA 2,6 9,7 10 25 -3,3 -1,6 1,9 -20 -9,1 -0,5 -5,1 -8
JIDVEI SRL -2,5 -9,1 10 -0,9 0,6 -18,2 0,8 6,2 30
COTNARI SA 1,1 -3,8 -11,1 -5,6 2 -0,9 3,8 2,7 9,1 0,8 -2,6 -20
TOHANI SA 2,6 -3 -5,6 0,7 3,3 -2,9 -9,3 3,4 6,2 -4
CRAMELE HALEWOOD SA 0,4 -3,8 -11,1 -5,6 3,7 2,4 1,9 6,7 18,2 6,9 4,9 -4
VINCON VRANCEA 1,2 -0,8 0,7 -1,3 -4,8 -3,6 -6,1 -2,6 38
VITI-POMICOLA SAMBURESTI -0,2 7,5 -22,2 -11,1 -0,8 4,9 -1,4 -3,6 3,4 8,7
CRAMELE RECAS SA -1 -6,9 0,5 1,1 -11 -12 -1,3 -5,1 -20
SPEED SRL 1,4 5,3 -1,1 19,4 -3,3 1,1 -11 -9,1 -8,7 -3,8
CRAMA CEPTURA SRL -0,1 5,3 0,2 0,3 -1,4 2,2 9,1 3,4 -1,3
Private Label -1,1 1,3 -3,8 3,4 -5,1
OTHER BRANDS -4,4 -0,3 25,6 -16,7 -0,9 -6 24,8 36,9 -5,7 -0,3 -12

9. Period: September 2015 vs 2014
Producers Share of Voice in all Retailers
Wine Market

10. Period: September 2015 vs 2014
VIN 21 32 -11 3,2% 5,1% -34,4% -1,9
VINURI ALBE 283 286 -3 43,1% 45,8% -1,0% -2,7
VINURI BIO 4 2 2 0,6% 0,3% 100,0% 0,3
VINURI DE MASA 31 28 3 4,7% 4,5% 10,7% 0,2
VINURI ROSE 84 91 -7 12,8% 14,6% -7,7% -1,8
VINURI ROSII 262 250 12 39,9% 40,1% 4,8% -0,1
Total 658 629 29 100,0% 100,0% 4,6%
Wine Markets Share of Voice in all Retailers
Qty PIC
Sept 2015
Qty PIC
Sept 2014
Evol. PIC
Sept '15 vs
'14
(%)
Evol. PIC
Sept '15 vs
'14
(abs. value)
SOV PIC
Sept 2015
SOV PIC
Sept 2014
Evol. SOV
Sept '15 vs
'14
(ppts)
VINURI ALBE has the biggest Share of Voice
of 43% in WINE market.
VIN, VINURI ALBE and VINURI ROSE registred
a loss of Share of Voice.

11. Period: September 2015 vs 2014
Producers Share of Voice in Wine Market

12. Period: September 2015 vs 2014
Sept
2015
Evol.
Sept
'15
Evol.
Sept
'15
Sept
2015
Evol.
Sept
'15
Evol.
Sept
'15
Sept
2015
Evol.
Sept
'15
Evol.
Sept
'15
Sept
2015
Evol.
Sept
'15
Evol.
Sept
'15
Sept
2015
Evol.
Sept
'15
Evol.
Sept
'15
Sept
2015
Evol.
Sept
'15
Evol.
Sept
'15
Val. % pps Val. % pps Val. % pps Val. % pps Val. % pps Val. % pps
MURFATLAR ROMANIA 2 -60,0% -6,1 16 -40,7% -3,8 5 150,0% 9 -100,0% -5,5 23 64,3% 3,2
JIDVEI SRL 1 -50,0% -1,5 28 -15,2% -1,6 3 50,0% 2,5 2 -50,0% -2 1 0,4
COTNARI SA 1 -50,0% -1,5 38 18,8% 2,2 1 -75,0% -3,2 3 200,0% 0,7
TOHANI SA 1 -50,0% -1,5 15 36,4% 1,5 4 100,0% 5,8 6 500,0% 6 13 8,3% 0,2
CRAMELE HALEWOOD SA -100,0% -6,3 13 62,5% 1,8 4 300,0% 9,3 4 300,0% 3,7 20 25,0% 1,2
VINCON VRANCEA 1 -75,0% -7,7 7 -22,2% -0,7 1 -50,0% -3,9 3 0,3 13 8,3% 0,2
VITI-POMICOLA SAMBURESTI 1 -75,0% -7,7 14 27,3% 1,1 2 100,0% 1,3 13 62,5% 1,8
CRAMELE RECAS SA 1 1,6 12 -36,8% -2,4 1 -80,0% -4,3 10 -28,6% -1,8
SPEED SRL 1 4,8 14 -6,7% -0,3 3 9,7 5 -16,7% -0,6 7 -36,4% -1,7
CRAMA CEPTURA SRL 1 4,8 4 1 -75,0% -3,2 9 125,0% 1,8
Private Label -100,0% -6,3 12 2 50 7 -12,5% -0,5 11 -15,4% -1
OTHER BRANDS 11 37,5% 27,4 110 4,8% 2,2 2 -50 11 -42,1% -32,4 52 6,1% 8,1 139 -4,1% -4,9
Total Brands selection 21 -34,4% 283 -1,0% 4 100,0% 31 10,7% 84 -7,7% 262 4,8%
Producers split of
promotions in markets
Evol PIC September
2015 vs 2014
VINURI ROSE VINURI ROSIIVIN VINURI ALBE VINURI BIO VINURI DE MASA

13. Period: September 2015 vs 2014
Product Flash Analysis

14. Most promoted SKU in September 2015 WINE

15. Most promoted SKU in September 2015
This SKU was promoted 11 times in September 2015 in Cash & Carry, Hard Discount, Hypermarket and
Supermarket format and 55 times from 1 October 2014 to 31 September 2015 in all formats
GRASA DE COTNARI (COTNARI S.A.) 1 STICLA 0.75 L – 1 year analysis
intensive promo
PROMO SEASONALITY

16. 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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