Period: May 2015 vs 2014

Category ReviewCoffee

Period: May 2015 vs 2014

Analyzed market: Coffee

SOV = SHARE OF VOICE

ALL BRANDS = 100%INDEX USED: quantity of pictures

ALL 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)

Period: May 2015 vs 2014

STRAUSS 37 38 -3% -1 20,7% 17,8% 2,9

MONDELEZ 29 39 -26% -10 16,2% 18,2% -2

TCHIBO 21 23 -9% -2 11,7% 10,7% 1

NESTLE 17 22 -23% -5 9,5% 10,3% -0,8

TYMBARK 12 11 9% 1 6,7% 5,1% 1,6

PRIVATE LABELS 17 16 6% 1 9,5% 7,5% 2

OTHERS 46 65 -29% -19 25,7% 30,4% -4,7

TOTAL 179 214 -16% -35 100,0% 100,0% (-)

Producers Share of Voice in all RetailersCoffee Market

Qty PICMay 2015

Qty PICMay 2014

Evol. PIC May '15 vs '14

(%)

Evol. PIC May '15 vs '14

(abs. value)

SOV PICMay 2015

Evol. SOV May '15 vs '14

(ppts)

Promo Pressure of ProducersThe total coffee promotions have decreased with 16% in May 2015 in

comparison with last year.Strauss had the biggest share of voice in May 2015, with 2,9 percentage points more than the same period of last year,

Mondelez reduced its promotions with 26% in May 2015, which resulted in a loss of share of voice of 2 percentage points.

SOV PICMay 2014

Tchibo has reduced its promotions with only 9%, which generated an increasement of 1 percentage point.

Nestle reduced its promotions with 23% and therefore reached a share of 9,5%, with 0,8 less than last year.

Tymbark managed to increase its share in May 2015 with 1,6 percentage points.

Share of VoiceMay 2015

Evolution pictures May 2015 vs 2014 (%)

Evolu

tion

Sh

are

of

Voic

eM

ay 2

015 v

s 2

014 (

pp

ts)

Bubble size = Share of Voice

Period: May 2015 vs 2014

SELGROS 28 32 -13% -4 15,6% 15,0% 0,7

CARREFOUR 24 26 -8% -2 13,4% 12,1% 1,3

BILLA 24 12 100% 12 13,4% 5,6% 7,8

CORA 19 24 -21% -5 10,6% 11,2% -0,6

PENNY MARKET 18 14 29% 4 10,1% 6,5% 3,5

KAUFLAND 18 24 -25% -6 10,1% 11,2% -1,2

XXL MEGA DISCOUNT

17 27 -37% -10 9,5% 12,6% -3,1

METRO 15 33 -55% -18 8,4% 15,4% -7

CARREFOUR MARKET

8 4 100% 4 4,5% 1,9% 2,6

MEGA IMAGE 5 11 -55% -6 2,8% 5,1% -2,3

REAL 2 2 1,1% 1,1

LIDL 1 6 -83% -5 0,6% 2,8% -2,2

PROFI 1 -100% -1 0,5% -0,5

TOTAL 179 214 -16% -35 100,0% 100,0% (-)

SOV PICMay 2015

SOV PICMay 2014

Evol. SOV May '15 vs '14

(ppts)

Qty PIC May 2015

Qty PIC May 2014

Evol. PICMay '15 vs '14

(%)

Evol. PIC May '15 vs '14

(abs.value)

Retailers Share of Voice in Coffee Market

Share of VoiceMay 2015

Billa has the biggest increasement in share of coffee promotions of 7,8 percentage

points.

The biggest loss is that of XXL MEGA DISCOUNT with 3,1

percentage points.

Period: May 2015 vs 2014

Evolution Share of Voice of Producers

in RetailersMETRO SELGROS LIDL

PENNY MARKET

XXL MEGA DISCOUNT

CARREFOUR CORA KAUFLAND REAL BILLACARREFOUR

MARKETMEGA IMAGE

STRAUSS -7,9 -1,3 100 -14 2,8 1,6 -5 1,4 25 -12,5 1,8

MONDELEZ 1,2 9,4 -17 2,4 -4,6 -1,6 2,2 -16,7 -17 1,8

TCHIBO -6,1 1,3 11,1 8,1 1,6 -17 -5,6 12,5 21,8

NESTLE -15 -5,4 -17 -7,1 -1,5 12,8 -2 -1,4 -4,2 25 20

TYMBARK 13,9 4,5 -7,1 4,2 -8,3 2,8 50 -9,1

PRIVATE LABELS 17 0,4 -33 9,5 2,8 0,3 2,2 9,7 -9,1

OTHERS -3 -8,9 -33 4,8 -7,6 -18,9 27,6 9,7 50 -4,2 -25 -27

Producers Share of Voice in Retailers May 2015

Period: May 2015 vs 2014

CAFEA MACINATA 80 107 -25% -27 44,7% 50,0% -5,3

CAFEA SOLUBILA 38 34 12% 4 21,2% 15,9% 5,3

CAFEA BOABE 22 27 -19% -5 12,3% 12,6% -0,3

CAFEA INSTANT (3 in 1) 19 19 0% 0 10,6% 8,9% 1,7

CAFEA DECOFEINIZATA 5 5 0% 0 2,8% 2,3% 0,5

CAPPUCCINO 4 8 -50% -4 2,2% 3,7% -1,5

ICE COFFEE READY TO DRINK

3 4 -25% -1 1,7% 1,9% -0,2

CAPSULE CAFEA 2 4 -50% -2 1,1% 1,9% -0,8

INLOCUITOR CAFEA 2 2 0% 0 1,1% 0,9% 0,2

PUDRA PENTRU CAFEA 2 4 -50% -2 1,1% 1,9% -0,8

CAFEA SOLUBILA DECOFEINIZATA

1 1 0,6% 0,6

CAFEA VRAC 1 1 0,6% 0,6

CICOARE 1 1 0,6% 0,6

CAFEA SOLUBILA > 400 G 2 -100% -2 0,9% -0,9

TOTAL 179 214 -16% -35 100,0% 100,0% (-)

SOV PICMay 2015

SOV PICMay 2014

Evol. SOV May '15 vs '14

(ppts)Coffee Markets Share of Voice in all Retailers

Qty PICMay 2015

Qty PICMay 2014

Evol. PIC May '15 vs '14

(%)

Evol. PIC May '15 vs '14

(abs. value)

Cafea Macinata has the biggest share of voice of 44,7% in coffee

market.

Cafea Solubila was the only market with increasement of promotions this May (+12%).

Cafea instant (3 in 1), Cafea decofeinizata and Inlocuitor

Cafea have the same number of promotions as last year.

Period: May 2015 vs 2014

May 15Evol.

Abs. value

Evol.

%May 15

Evol.

Abs. value

Evol.

%May 15

Evol.

Abs. value

Evol.

%May 15

Evol.

Abs. value

Evol.

%May 15

Evol.

Abs. value

Evol.

%May 15

Evol.

Abs. value

Evol.

%May 15

Evol.

Abs. value

Evol.

%

CAFEA MACINATA 18 -14 -44% 15 -4 -21% 19 -3 -14% 3 -1 -25% 25 -5 -17%CAFEA SOLUBILA 15 13 650% 3 -5 -63% 2 2 8 -3 -27% 8 5 167% 2 -8 -80%CAFEA BOABE 1 -2 -67% 5 2 67% 1 1 4 1 33% 11 -7 -39%

CAFEA INSTANT (3 in 1) 4 -1 -20% 8 -1 -11% 5 2 67% 2 0 0%CAFEA DECOFEINIZATA 2 0 0% 1 -1 -50% -1 -100% 2 2

CAPPUCCINO -2 -100% 4 0 0% -1 -100% -1 -100%ICE COFFEE READY TO DRINK -3 -100% 3 2 200%

CAPSULE CAFEA 1 0 0% 1 0 0% -2 -100%INLOCUITOR CAFEA 1 0 0% 1 0 0%

PUDRA PENTRU CAFEA 2 -1 -33% -1 -100%CAFEA SOLUBILA DECOFEINIZATA

1 1

CAFEA VRAC 1 1CICOARE 1 1

CAFEA SOLUBILA > 400 G -1 -100% -1 -100%

Producers split of promotions in marketsMay 2015

PRIVATE LABELS OTHERSSTRAUSS MONDELEZ TCHIBO NESTLE TYMBARKProducers split of promotions in markets

Evol. PIC May 2015 vs 2014

Promo Calendar Example May 2015

Most promoted SKU in May 2015

This SKU was promoted 10 times in May 2015 in cash&carry, hard discount, hypermarket and supermarket format and 110 times from 1 June 2014 to 31 May 2015 in all formats

DONCAFE SELECTED CAFEA MACINATA 1 BUC. 600 GR – 1 year analysis

intensive promo

PROMO SEASONALITY

Thank you for your attention

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

Ana GrigoreAccount Manager ana.grigore@hiper-com.com +40 (0) 741 098 023

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