Category review SHOWER GEL Feb 2014 RO
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20-Oct-2014 -
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Transcript of Category review SHOWER GEL Feb 2014 RO
FEBRUARY 2014
SHOWER GEL
Category Review
FEBRUARY 2014
PIC = picture/insertionSNU = SHOPPER NEED UNITSKU = SKU
How do we count, taking as example the picture on the left:
1 PICT (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)
Analyzed markets: SHOWER GEL MIXT PACKAGES WITH SHOWER GEL
ALL RETAILERS = 100%ALL BRANDS = 100%INDEX USED: SNU
FEBRUARY 2014
MarketVal. SNU
Feb 13Val. SNU
Feb 14Dif SNU
GEL DE DUS 29 44 52%PACHETE MIXTE CU GEL DE DUS 96 62 -35%
Due to the fact that in February there were page images with more that 1 article of
mixt packages containing shower gel, we chose to do the following analysis using
the SNU as measure.
BEIERSDORF 40 33 -18% 32,00% 31,13% -0,87UNILEVER 29 33 14% 23,20% 31,13% 7,93COLGATE-PALMOLIVE 21 16 -24% 16,80% 15,09% -1,71HENKEL 12 13 8% 9,60% 12,26% 2,66COTY COSMETICS 9 3 -67% 7,20% 2,83% -4,37PRIVATE LABEL 5 4 -20% 4,00% 3,77% -0,23OTHERS 9 4 -56% 7,20% 3,77% -3,43TOTAL 125 106 -15% 100,00% 100,00% (-)
Dif SOVPercent Points
Val. SNUFeb 14
Producers Evolution in Cumulated Markets
Val. SNUFeb 13
Evol. SNUSOV SNU
Feb 13SOV SNU
Feb 14
FEBRUARY 2014
BEIERSDORF 3 16 13 37 17 -20UNILEVER 7 11 4 22 22 0COLGATE-PALMOLIVE 7 6 -1 14 10 -4HENKEL 5 5 0 7 8 1COTY COSMETICS 3 -3 6 3 -3PRIVATE LABEL 4 4 0 1 -1OTHERS 2 2 9 2 -7TOTAL 29 44 15 96 62 -34
PACHETE MIXTEVal.SNU Feb 14
Dif GEL DUS Dif PACHETE MIXTE
Producers Evolution/Markets
GEL DE DUSVal.SNU Feb 13
GEL DE DUSVal.SNU Feb 14
PACHETE MIXTEVal.SNU Feb 13
FEBRUARY 2014
CASH&CARRY 34 35 3% 27,20% 33,02% 5,82METRO 15 15 0% 12,00% 14,15% 2,15SELGROS 19 20 5% 15,20% 18,87% 3,67HARD DISCOUNT 23 22 -4% 18,40% 20,75% 2,35LIDL 3 3 0% 2,40% 2,83% 0,43PENNY MARKET 11 11 0% 8,80% 10,38% 1,58XXL MEGA DISCOUNT 9 8 -11% 7,20% 7,55% 0,35HYPERMARKET 54 35 -35% 43,20% 33,02% -10,18CARREFOUR 15 17 13% 12,00% 16,04% 4,04CORA 17 10 -41% 13,60% 9,43% -4,17KAUFLAND 6 6 0% 4,80% 5,66% 0,86REAL-HYPERMARKET 16 2 -88% 12,80% 1,89% -10,91SUPERMARKET 14 14 0% 11,20% 13,21% 2,01BILLA 4 2 -50% 3,20% 1,89% -1,31CARREFOUR MARKET 2 3 50% 1,60% 2,83% 1,23MEGA IMAGE 8 8 0% 6,40% 7,55% 1,15PROFI 1 0,00% 0,94% 0,94TOTAL 125 106 -15% 100,00% 100,00% (-)
SOV SNUFeb 14
Dif SOVPercent
Retailers Evolution in Cumulated Markets
Val. SNUFeb 13
Val. SNUFeb 14
Evol. SNU SOV SNUFeb 13
FEBRUARY 2014
METRO 5 3 -2 10 12 2SELGROS 3 7 4 16 13 -3LIDL 1 1 0 2 2 0PENNY MARKET 3 5 2 8 6 -2XXL MEGA DISCOUNT 1 5 4 8 3 -5CARREFOUR 2 6 4 13 11 -2CORA 2 5 3 15 5 -10KAUFLAND 2 6 4 4 -4REAL-HYPERMARKET 1 -1 15 2 -13BILLA 3 2 -1 1 -1CARREFOUR MARKET 1 1 2 2 0MEGA IMAGE 6 2 -4 2 6 4PROFI 1 1 0TOTAL 29 44 15 96 62 -34
Retailers Evolution/Markets
GEL DE DUSVal.SNU Feb 13
GEL DE DUSVal.SNU Feb 14
Dif GEL DUS PACHETE MIXTEVal.SNU Feb 13
PACHETE MIXTEVal.SNU Feb 14
Dif PACHETE MIXTE
FEBRUARY 2014
Market Analysis
FEBRUARY 2014
FEBRUARY 2014
Product flash analysis
FEBRUARY 2014
Top 3 most promoted SKUs in all retailers GEL DE DUS
(sorted by number of promotions)
FEBRUARY 2014
This SKU was promoted 48 times from March 2013 to February 2014, in 13 Retailers,6 different distribution channels.
NIVEA GEL DE DUS 500 ML
PROMO SEASONALITY
MARCH 2013 – FEBRUARY 2014
intensive promo
FEBRUARY 2014
This SKU was promoted 31 times from March 2013 to February 2014, in 12 Retailers, 7 different distribution channels.
PALMOLIVE GEL DE DUS 500 ML
PROMO SEASONALITY
MARCH 2013 – FEBRUARY 2014
intensive promo
FEBRUARY 2014
This SKU was promoted 37 times from March 2013 to February 2014, in 13 Retailers, 7 different distribution channels.
DOVE GEL DE DUS 250 ML
PROMO SEASONALITY
MARCH 2013 – FEBRUARY 2014
intensive promo
FEBRUARY 2014
Thank you for your attention
Florentina VasileLeaflet Monitor Director [email protected]+40 (0) 743 216 282
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