MARCH 2014

SWEETBISCUITS

Category Review

MARCH 2014

SOV = SHARE OF VOICEPIC = picture/insertionSNU = SHOPPER NEED UNITSKU = SKU

How do we count, taking as example the picture on the left:

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)

Analyzed market: SWEET BISCUITS

ALL RETAILERS = 100%ALL BRANDS = 100%INDEX USED: PIC

MARCH 2014

BISCUITI CU CREMA 34 37 46BISCUITI CLASICI 25 25 28BISCUITI GLAZURATI 10 10 13BISCUITI CU INGREDIENTE 9 9 11TOTAL 78 81 98

Markets March 2014Val. PIC

March 2014Val. SNU

March 2014Val. SKU

BISCUITI CU CREMA 25 34 36% 36,80% 43,60% 6,8BISCUITI CLASICI 28 25 -11% 41,20% 32,10% -9,1BISCUITI GLAZURATI 8 10 25% 11,80% 12,80% 1,1BISCUITI CU INGREDIENTE 7 9 29% 10,30% 11,50% 1,2

March 2014SOV PIC

Evol SOVPercent Points

Markets' Evolution March 2013Val. PIC

March 2014Val. PIC

Evol. PIC%

March 2013SOV PIC

MARCH 2014

MONDELEZ 12 12 14ULKER 10 13 16DOBROGEA 7 7 7ROSTAR 5 5 7ROMDIL 4 4 4TECSA 4 4 4KANDIA 3 3 5ARMEDI 2 2 4VEL PITAR 2 2 2MERT 1 1 1DE SILVA 1 1 1GERMINO 1 1 1ALKA 1 1 1PRIVATE LABEL 19 19 22OTHERS 6 6 9TOTAL 78 81 98

Producers March 2014Val. PIC

March 2014Val. SNU

March 2014Val. SKU

MARCH 2014

As seen in the table above, Mondelez increased in March 2014 its share of voice with 5,1 percent points, due to an increase of 71%. Ulker increased their promotions with 11%, resulting in a share of 12,80%, with 0,4 percent points less than in March 2013.

MONDELEZ 7 12 71% 10,30% 15,40% 5,1ULKER 9 10 11% 13,20% 12,80% -0,4DOBROGEA 6 7 17% 8,80% 9,00% 0,2ROSTAR 11 5 -55% 16,20% 6,40% -9,8ROMDIL 4 4 0% 5,90% 5,10% -0,8TECSA 1 4 300% 1,50% 5,10% 3,7KANDIA 2 3 50% 2,90% 3,80% 0,9ARMEDI 2 2 0% 2,90% 2,60% -0,4VEL PITAR 2 2,60% 2,6DE SILVA 2 1 -50% 2,90% 1,30% -1,7MERT 1 1,30% 1,3GERMINO 1 1,30% 1,3ALKA 1 1,30% 1,3PRIVATE LABEL 15 19 27% 22,10% 24,40% 2,3OTHERS 9 6 33% 13,20% 7,70% -5,5

Producers' Evolution

March 2013Val. PIC

March 2014Val. PIC

Evol. PIC%

March 2013SOV PIC

March 2014SOV PIC

Evol SOVPercent Points

MARCH 2014

MONDELEZ 4 11,80% 1 4,00% 2 20,00% 5 55,60%ULKER 10 29,40%DOBROGEA 7 20,60%ROSTAR 1 2,90% 4 16,00%ROMDIL 3 12,00% 1 10,00%TECSA 1 2,90% 3 12,00%KANDIA 3 8,80%ARMEDI 2 8,00%VEL PITAR 2 22,20%MERT 1 2,90%DE SILVA 1 4,00%GERMINO 1 2,90%ALKA 1 10,00%PRIVATE LABEL 5 14,70% 10 40,00% 4 40,00%OTHERS 1 2,90% 1 4,00% 2 20,00% 2 22,20%TOTAL 34 100,00% 25 100,00% 10 100,00% 9 100,00%

March 14VAL PIC

March 14SOV PIC

March 14VAL PIC

March 14SOV PIC

March 14VAL PIC

March 14SOV PIC

March 14VAL PIC

March 14SOV PIC

Producers / MarketsBISCUITI CU CREMA BISCUITI CLASICI

BISCUITI GLAZURATI

BISCUITI CU INGREDIENTE

MARCH 2014

The retailer with the biggest share of voice in the sweet biscuits market in March 2014 was KAUFLAND, with 14,10%.

CASH&CARRY 13 18 38% 19,10% 23,10% 4,00METRO 6 10 67% 8,80% 12,80% 4,00SELGROS 7 8 14% 10,30% 10,30% 0,00

HARD DISCOUNT 17 21 24% 25,00% 26,90% 1,9PENNY MARKET 5 10 100% 7,40% 12,80% 5,40XXL MEGA DISCOUNT 6 7 17% 8,80% 9,00% 0,20LIDL 6 4 -33% 8,80% 5,10% -3,70

HYPERMARKET 20 24 20% 29,50% 30,80% 1,3KAUFLAND 7 11 57% 10,30% 14,10% 3,80CORA 5 8 60% 7,40% 10,30% 2,90CARREFOUR 5 4 -20% 7,40% 5,10% -2,30REAL-H (METRO) 3 1 -67% 4,40% 1,30% -3,10

SUPERMARKET 18 15 -17% 26,40% 19,20% -7,2BILLA 9 8 -11% 13,20% 10,30% -2,90MEGA IMAGE 7 4 -43% 10,30% 5,10% -5,20PROFI 2 3 50% 2,90% 3,80% 0,90

TOTAL 68 78 15% 100,00% 100,00% (-)

March 2014SOV PIC

Evol SOVPercent Points

Retailers' Share of VoiceEvolution in Cumulated

Markets

March 2013Val. PIC

March 2014Val. PIC

Evol. PIC%

March 2013SOV PIC

MARCH 2014

MARCH 2014

KAUFLAND’S PROMOTION CALENDAR IN MARCH 2014

MARCH 2014

Market Analysis

MARCH 2014

MARCH 2014

Product Flash Analysis

MARCH 2014

Top 3 most promoted SKUsSWEET BISCUITS Market

(sorted by number of promotions)

MARCH 2014

This SKU was promoted 17 times from April 2013 to March 2014, in 7 Retailers, 4 different distribution channels.

TEMPO BISCUITI CU CREMA 56 GR

intensive promo

PROMO SEASONALITY

12 MONTHS ANALYSIS

MARCH 2014

This SKU was promoted 13 times from April 2013 to March 2014, in 6 Retailers, 3 different distribution channels.

PEPITO BISCUITI CU CREMA DISKO 157 GR

intensive promo

PROMO SEASONALITY

12 MONTHS ANALYSIS

MARCH 2014

This SKU was promoted 17 times from April 2013 to March 2014, in 4 Retailers, 4 different distribution channels.

ROMDIL BISCUITI PETIT BEURRE 460 GR

intensive promo

PROMO SEASONALITY

12 MONTHS ANALYSIS

MARCH 2014

Thank you for your attention

Florentina VasileLeaflet Monitor Director Romaniaflorentina.vasile@hiper-com.com+40 (0) 743 216 282

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