Promo Review Romania 1st sem 2013 vs 1st sem 2012
-
date post
20-Oct-2014 -
Category
Technology
-
view
382 -
download
4
description
Transcript of Promo Review Romania 1st sem 2013 vs 1st sem 2012
S1 2013 vs S1 2012
Promo Review of food retailers in 20’top
PROMO
S1 2013 vs S1 2012
RETAILERS SUMMARY
QUANTITATIV KPI
1- LEAFLETS & PROMO OPERATIONS 4-18
83-95
4- PROMO PRESSURE & SHARE OF VOICE
53-72
3- AVERAGE PRICES 26-52
2- TRADE STRATEGY 19-25
73-82
CONTENT :
Promo Review of food retailers in 20’top
4- PROMO MECHANISMS
S1 2013 vs S1 2012
VOCABULARY
• Promo Pressure: index of promo visibility for a retailer, a category a brand or a format. This index can be counted by quantity of leaflets or quantity of promotions inside the leaflets.
• Share of Voice: index of promo visibility for a retailer, a category a brand or a format in relative value versus competitors. The Share of Voice index of Hipercom shows the promo activity of the Retailers in the most exhaustive way, taking into consideration the quantity of promotional operations, SKU’s or WU in Promo, the commercial space (in m2) when the promotion was valid and the QUANTITY of days of the validity days of that specific promotion.
• Weighted Units (WU): One or more SKU from the same family, being on the same promotion (many flavors for juice, many colors for shampoo, many sizes for textile)
• Consumer advantages: All additional trade mechanisms supporting the promo price and mentioned on the promo leaflet.
•Promo price: Price on the leaflet (should be different from the shelf price) •Virtual Price: Promo price – (minus) all consumers advantages •Perimeter of analysis: Romania: CC, Hyper, Super, HDD
S1 2013 vs S1 2012
PROMOReview
Promo Review of food retailers in 20’top
1- LEAFLETS & PROMO OPERATIONS
S1 2013 vs S1 2012
S1 2013 vs S1 2012
QUANTITY OF PROMO OPERATIONS (all leaflets = traffic + special + flyers)
38
36
31
44
(evol)HM SM
35
25
16
18
C&C HD
63
82
27
58
+ 3 PO
+ 10 PO
+ 7 PO
+7 PO
+1 PO
+2 PO
+4 PO
2013
-5 PO
-32 PO
(evol)2013
+31 PO
(evol)2013
(evol)2013
S1 2013 vs S1 2012
QUANTITY OF PROMO OPERATIONS (traffic leaflets NAT)
25
14
26
14
HM SM
26
23
11
16
C&C HD
35
40
26
26
-8 PO
(evol)2013
(evol)2013
(evol)2013
(evol)2013
-1 PO
-6 PO
+1 PO
-1 PO
-1 PO
+3 PO
S1 2013 vs S1 2012
QUANTITY OF PROMO OPERATIONS (special leaflets + flyers NAT)
13
22
5
30
HM SM
9
2
5
2
C&C HD
28
42
1
32
+3 PO
+10 PO
+15 PO
(evol)2013
(evol)2013
(evol)2013
(evol)2013
+6 PO
+2 PO
+3 PO
+1 PO
+31 PO
-4 PO
-26 PO
S1 2013 vs S1 2012
LEAFLETS & PROMO PRESSURE (traffic leaflets NAT)
25
14
26
14
( Nationals PO) 2013
(evol)
HM
*A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet till 25 or more regional variations
* Quantity of leaflets S1 2013 vs S1 2012. All traffic leaflets = 100%.
-8 (PO)
S1 2013
S1 2012
Pressure 2013 vs 2012
308 334
26 21
-7.8%
23.8%
NATIONALS PO
REG & LOC PO
C&C
35
40
( Nationals PO) 2013
(evol) -1 (PO)
-6 (PO)
S1 2013 vs S1 2012
LEAFLETS & PROMO PRESSURE (traffic leaflets NAT)
HD
26
26
( Nationals PO) 2013
(evol)
*A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet till 25 or more regional variations
* Quantity of leaflets S1 2013 vs S1 2012. All traffic leaflets = 100%.
SM( Nationals PO) 2013 (evol)
26
23
11
16
-1 (PO)
+1 (PO)
-1 (PO)
+3 (PO)
S1 2013
S1 2012
Pressure 2013 vs 2012
308 334
26 21
-7.8%
23.8%
NATIONALS PO
REG & LOC PO
S1 2013 vs S1 2012
5 TOP TRAFFIC LEAFLET NAT (by PO Share of Voice)
QUANTITY of WU 594 484 432474 317Stores 19 24 1024 32Days 14 14 1413 14Benchmark vs Leader
100%
73%80% 53%81%
This Promotional Operation generates (through validity period and quantity of WU) a promo pressure bigger with 47 % than the 5th PO
S1 2013 vs S1 2012
20
16
13
13
13
11
8
8
7
7
7
7
+2 days
-1 days
+5 days
-3 days
AVERAGE QUANTITY OF VALIDITY DAYS (traffic leaflets NAT)
Real increased the validity days for traffic leaflets from 6 or 7 days to 13 days(since May 2012).
Profi decreased the validity days for traffic leaflets from 14 days to 6 days (since May 2013).
S1 2013 vs S1 2012
40
35
26
26
26
26
25
23
16
14
14
11
-1 po
+1 po
-1 po
+3 po
-8 po
-1 po
-6 po
QUANTITY OF PROMO OPERATIONS (traffic leaflets NAT)
The biggest decrease is noticed in Real, and is due to the fact that they changed their strategy by switching from weekly catalogues to 2 catalogues per month since May 2012.Profi increased with 3 catalogues because they switched from bi-monthly catalogues to weekly catalogues since May 2013.
S1 2013 vs S1 2012
42
32
30
28
22
13
9
5
5
2
2
1
-26 po
+31 po
+15 po
-4 po
+10 po
+3 po
+6 po
+3 po
+2 po
+1 po
QUANTITY OF PROMO OPERATIONS (special leaflets + flyers NAT)
Penny Market had 30 flyers in 2013.
Real had 4 more thematic catalogues in 2013 than in 2012. The rest are flyers.
Cora had 7 more thematic catalogues than in 2012.
SPECIAL LEAFLETS = flyers (2 – 4 pages) + thematic catalogues
S1 2013 vs S1 2012
26
25
25
24
22
17
15
13
12
10
9
2
+4 pag
+1 pag
+13 pag
+1 pag
-1 pag
+2 pag
+1 pag
-1 pag
+1 pag
AVERAGE QUANTITY OF PAGES/ PO (traffic leaflets NAT)
The most significant increase is in Lidl – they changed their strategy since February 2013, from 2 weekly catalogues (1 traffic-16 pages and 1 special-32 pages) to only 1 weekly traffic catalogue-32 pages.
S1 2013 vs S1 2012
42
30
19
18
13
10
10
9
9
6
5
2
+10 pag
+22 pag
+11 pag
+1 pag
-2 pag
-2 pag
+4 pag
+2 pag
-13 pag
-2 pag
+3 pag
+2 pag
Mega Image increased the average quantity of pages/special po from 8 to 30 (last year-the same period) and they started to have a monthly frequency for these special leaflets.
AVERAGE QUANTITY OF PAGES/PO (special leaflets + flyers NAT)
SPECIAL LEAFLETS = flyers (2 – 4 pages) + thematic catalogues
S1 2013 vs S1 2012
4.2
5.8
8.2
8.2
8.2
8.7
8.8
9.1
10.4
11.2
18.5
20.6
-0,9 wu/pag
+1,2 wu/pag
-0,2 wu/pag
-0,6 wu/pag
+0,3 wu/pag
+0,8 wu/pag
-0,1 wu/pag
+0,2 wu/pag
+0,9 wu/pag
+2 wu/pag
-0,5 wu/pag
+4,7 wu/pag
AVERAGE QUANTITY OF WU/PAGE (traffic leaflets NAT)
The most readable is
LIDL.
S1 2013 vs S1 2012
1.1
5.3
5.8
6.2
6.4
6.7
7.2
7.7
8.3
8.7
8.9
13.1
+0,2 wu/pag
-5,5 wu/pag
-2,1 wu/pag
+0,2 wu/pag
-6,3 wu/pag
+0,4 wu/pag
+1,1 wu/pag
+8,3 wu/pag
+1,1 wu/pag
+1,2 wu/pag
-1,7 wu/pag
AVERAGE QUANTITY OF WU/PAGE (special leaflets + flyers NAT)
SPECIAL LEAFLETS = flyers (2 – 4 pages) + thematic catalogues
The most readable is
LIDL.
S1 2013 vs S1 2012
Promo Review of food retailers in 20’top
Real switched from weekly catalogues to bi-monthly catalogues since May 2012 so that the quantity of po in 1st semester 2013 was smaller than in the same period of the previous year (14 po vs 22 po).Due to this change, they increased the quantity of pages per po (+1) and the quantity of WU per page (+2 WU/page).
SUMMARY
Profi switched from 14 validity days catalogues to 6 validity days catalogues since May 2013 so that the quantity of promo operations in 1st semester 2013 is bigger compared to the same period last year (16 po vs 13 po).They have reduced the average quantity of pages/po (-1 page/po) and increased the quantity of wu/page (4.6 WU/pag in 2012 and 5.8 WU/pag in 2013) that lead to a lower readability of the leaflet.
Mega Image decreased the quantity of po in the 1st semester 2013 (11 po) vs 1st semester 2012 (12 po), but they increased the average quantity of pages per po (+2 pages/po) and the quantity of WU/page (+4.7 WU/page).
S1 2013 vs S1 2012
S1 2013 vs S1 2012
PROMOReview
Promo Review of food retailers in 20’top
2 - TRADE STRATEGY
S1 2013 vs S1 2012
Private Label
National Brands
Unbranded
WU TYPOLOGY - Brands, Private Labels, Unbranded - (traffic leaflets NAT)
65,3% (-0.3 pts)
16.0% (+1.9 pts)
18.7% (-1.6 pts)
Within HYPERMARKET,SUPERMAKET,HARD DISCOUNT,CASH&CARRY
We can observe that the Unbranded are loosing share in favor of Private Labels. This shows that the strategy of the retailers is to reduce the space for the promotions without budget making space for their own brands.
* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
S1 2013 vs S1 2012
WU TYPOLOGY - National Brands - (traffic leaflets NAT)
QUANTITYWU/PO
National BrandsEvolutionS1 2013 vs S1 2012
* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
216 ref
377 ref
237 ref
344 ref
154 ref
264 ref
19 ref
51 ref
112 ref
144 ref
191 ref
241 ref
64,64%
(0,1 pts)
68,09%
(0,6 pts)
56,44%
(2,1 pts)
60,41%
(0,7 pts)
74,36%
(-0,7 pts)
79,19%
(-2,8 pts)
49,30%
(-4,8 pts)
76,14%
(0 pts)
11,07%
(4,9 pts)
62,82%
(-2 pts)
58,56%
(-4,8 pts)
85,62%
(1,2 pts)
4
8
13
85
1
88
0
4
16
1
19
44
The most significant decrease of National Brands is in Carrefour Market and Metro.
S1 2013 vs S1 2012
WU TYPOLOGY - Private Label - (traffic leaflets NAT)
QUANTITYWU/PO
National Brands Private Label
* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
11,73% (-0,4 pts)
7,93% (0 pts)
15,06% (-0,4 pts)
13,80% (4,7 pts)
9,65% (1,5 pts)
18,71% (1,9 pts)
19,01% (2,2 pts)
6,06% (-1,8 pts)
79,76% (-3 pts)
20,38% (4,4 pts)
21,51% (2,6 pts)
2,66% (0,5 pts)
216 ref
377 ref
237 ref
344 ref
154 ref
264 ref
19 ref
51 ref
112 ref
144 ref
191 ref
241 ref
64,64%
(0,1 pts)
68,09%
(0,6 pts)
56,44%
(2,1 pts)
60,41%
(0,7 pts)
74,36%
(-0,7 pts)
79,19%
(-2,8 pts)
49,30%
(-4,8 pts)
76,14%
(0 pts)
11,07%
(4,9 pts)
62,82%
(-2 pts)
58,56%
(-4,8 pts)
85,62%
(1,2 pts)
4
8
13
85
1
88
0
4
16
1
19
44
EvolutionS1 2013 vs S1 2012
The most significant increase of Private Label is in Real and Penny Market.
S1 2013 vs S1 2012
WU TYPOLOGY – Unbranded - (traffic leaflets NAT)
QUANTITYWU/PO
National Brands Private Label Unbranded
* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
11,73% (-0,4 pts)
7,93% (0 pts)
15,06% (-0,4 pts)
13,80% (4,7 pts)
9,65% (1,5 pts)
18,71% (1,9 pts)
19,01% (2,2 pts)
6,06% (-1,8 pts)
79,76% (-3 pts)
20,38% (4,4 pts)
21,51% (2,6 pts)
2,66% (0,5 pts)
23,64%(0,2 pts)
23,98%(-0,6 pts)
28,50%(-1,7 pts)
25,79%(-5,3 pts)
15,98%(-0,7 pts)
2,10%(0,9 pts)
31,69%(2,6 pts)
17,80%(1,8 pts)
9,18%(-1,9 pts)
16,80%(-2,4 pts)
19,94%(2,2 pts)
11,72%(-1,7 pts)
216 ref
377 ref
237 ref
344 ref
154 ref
264 ref
19 ref
51 ref
112 ref
144 ref
191 ref
241 ref
64,64%
(0,1 pts)
68,09%
(0,6 pts)
56,44%
(2,1 pts)
60,41%
(0,7 pts)
74,36%
(-0,7 pts)
79,19%
(-2,8 pts)
49,30%
(-4,8 pts)
76,14%
(0 pts)
11,07%
(4,9 pts)
62,82%
(-2 pts)
58,56%
(-4,8 pts)
85,62%
(1,2 pts)
4
8
13
85
1
88
0
4
16
1
19
44
EvolutionS1 2013 vs S1 2012
The most significant decrease of Unbranded is in Real and Penny Market.
S1 2013 vs S1 2012
EVOLUTION OF WU/PO SPLIT BY TYPE OF BRANDS (traffic leaflets NAT)
National Brands
WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
Private Label UnbrandedEvolution WU/PO*
S1 2013 vs S1 20124
8
13
85
1
88
0
4
16
1
19
44
* Digits are slightly rounded
0
0
1
24
2
20
0
-1
10
6
8
2
3
8
12
53
0
65
0
3
6
-2
3
40
1
0
0
8
-1
3
0
2
0
-3
8
2
S1 2013 vs S1 2012
In 2013 Penny Market has focused on promoting their own brands (+4.4 pts) giving less space to National Brands (-2 pts) and Unbranded (-2.4 pts).Private Label increased with +27,9%, Unbranded decreased with -12% and National Brands decreased with -2.7%.
SUMMARY
Real reduced the share of Unbranded (-5.3 pts) in favor of Private Label (+4.7 pts) and National Brands (+0.7 pts). Private Label increased with 28%, National Brands decreased with -14% and Unbranded with -30%. Although the quantity of WU per po (National Brands, Private Label, Unbranded) has increased because the decrease of the quantity of PO (-36%) is bigger than the decrease of the quantity of WU (-15%).
Retailers focused on their own brands, so that Private Label increased with +18% in the 1st semester 2013 vs 1st semester 2012, while National Brands increased with +3% pts and Unbranded decreased with -4%.
Metro chose to give more share to Private Label (+2.6 pts) and Unbranded (+2.2 pts), than to National Brands (-4,8 pts). In the 1st semester 2013 vs 1st semester 2012, Private Label increased with 23.1%, Unbranded with 21.7% and National Brands decreased with -0.2%.
Lidl increased the share of National Brands (+4.9 pts) and reduced the share of Private Label (-3 pts) and Unbranded (-1,9 pts). National Brands increased with 110,5%, Private Label with 12,7% and Unbranded decreased with -3.3%.They have maintained constant the quantity of catalogues (26 po) but increased the quantity of WU/po (96 WU/po in 2012 and 112 WU/po in 2013).
S1 2013 vs S1 2012
S1 2013 vs S1 2012
PROMOReview
Promo Review of food retailers in 20’top
3 – AVERAGE PRICES
S1 2013 vs S1 2012
METRO SELGROS CORA CARREFOUR REAL LIDL KAUFLAND PENNY M MEGA IMAGE BILLA PROFI CARREFOUR M
226.4
124.9106.3 103.9
72.2
3113.7 13.5 11 10.1 8.2 7.5
35.8
9.80000000000002 21.1 13
12.6
8.9 -0.100000000000001
-1.3 -0.5 0.4 1.19999999999999
-0.3
METRO SELGROS CORA CARREFOUR REAL LIDL KAUFLAND PENNY M MEGA IMAGE BILLA PROFI CARREFOUR M
225.7
124.6106.2 103.6
72
3113.7 13.4 10.8 9.8 8.2 7.5
35.9
9.821.0 12.9
12.7
8.9-0.1 -1.3 -0.6 0.5 1.2 -0.2
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
Metro has increased the virtual price by 18.9%, meanwhile Penny Market decreased the virtual prince by 8.8%.
AVERAGE PROMO PRICEMetro has increased the promo price by 18.8%, meanwhile Penny Market decreased the virtual prince by 8.8%.
AVERAGE VIRTUAL PRICE
S1 2013 vs S1 2012
12.7
10.1 10.0 9.5 9.0 8.9 8.5 8.3 8.3 8.2 7.7 7.7
0.9
-0.10.9 -0.4 -3.2 -1.9 -0.7
0.6 0.0 1.1-0.3 -0.3
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
AVERAGE PROMO PRICE
AVERAGE VIRTUAL PRICE
PRODUSE AMBALATE CU AUTOSERVIRE
SELGROS CARREFOUR REAL CORA MEGA IMAGE METRO CARREFOUR M LIDL PENNY M KAUFLAND PROFI BILLA
12.5
9.9 9.7 9.58.8 8.7 8.4 8.3 8.2 8.1 7.7 7.6
1.0
-0.1 1.0 -0.3 -1.9 -3.0 -0.8 0.6 0.0 1.0-0.3 -0.1
S1 2013 vs S1 2012
SELGROS METRO LIDL MEGA IMAGE REAL KAUFLANDCARREFOUR PENNY M BILLA CORA CARREFOUR M PROFI
13.3
10.58.9 8.2
6.0 5.5 5.4 5.0 4.7 4.7 4.3 3.2
1.62.7
0.9 -1.30.8 0.9 0.4 0.3 0.4 -10.9 0.3 -0.4
FRUITS AND VEGETABLES
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
SELGROS METRO LIDL MEGA IMAGE REAL KAUFLANDCARREFOUR PENNY M BILLA CORA CARREFOUR M PROFI
13.3
10.58.9 8.2
6.0 5.5 5.3 5.0 4.7 4.6 4.33.2
1.6
2.70.9
-1.30.8 0.9 0.3 0.3 0.4
-11.0 0.3 -0.4
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
S1 2013 vs S1 2012
16.7
14.1
11.1 10.6 9.8 9.8 9.5 9.1 8.7 8.5 8.37.3
3.6
2.9
-2.3 -2.90.6 0.9 -0.2 0.8 1.0 -0.6 0.7 1.1
16.5
14.1
10.9 10.4 9.7 9.3 9.1 9.1 8.6 8.3 8.37.3
3.4
2.9
-2.2 -2.8 0.8 0.5 -0.1 1.2 0.9 0.8 -0.41.1
FROZEN
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
S1 2013 vs S1 2012
13.2 13.0
10.79.8 9.6 9.6
7.5 7.1 6.4 6.1 6.0 5.8
1.6 1.4
1.2 -0.30.8 2.9
-0.1 0.3 -1.7 0.1 -0.1 -0.3
FOOD
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
13.0 12.7
10.59.7 9.6 9.6
7.2 7.06.2 6.1 6.0 5.8
1.61.4
1.2 -0.4 0.9 2.9
0.0 0.3-1.5 0.1 -0.1 -0.2
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
S1 2013 vs S1 2012
23.3 22.820.9
19.3 19.2 18.7 18.7 18.6 17.4 17.4 16.714.2
1.4 -3.1
-1.65.5 1.2 1.8 -1.8 0.6 1.2 -1.7
3.3
3.6
DETERGENTS-HYGIENE
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
24.523.1 21.9
19.7 19.5 19.4 19.0 19.0 18.3 17.6 17.114.2
1.3-3.0 -1.7
1.5 1.05.6
0.8 -1.9 1.3 -2.0 3.4
3.5
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
S1 2013 vs S1 2012
19.317.2 17.1 16.4
13.9 13.1 12.9 12.5 12.5 12.2 11.9
8.8
0.25.0 1.7
0.90.1 1.0
-2.2 -0.3 0.2 2.0 0.3
-0.5
COSMETICS
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
19.517.3 17.2 17.0
15.2 14.2 13.5 13.3 13.2 12.9 12.2
8.9
-0.1
1.7 4.9 0.50.4
-0.5 -1.9 1.20.9 0.0 2.0
-0.4
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
S1 2013 vs S1 2012
26.5
19.2 18.6
14.9 14.0
10.1 9.67.9 7.8 7.8 7.3 6.9
3.3
1.3 -1.8
-0.20.0
-3.9 -0.5-0.8 -6.1 0.8
0.8 1.6
PRODUSE VRAC/SERVIRE ASISTATA
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
26.5
19.2 18.614.9 14.0
10.1 9.67.9 7.8 7.8 7.3 6.9
3.3
1.3 -1.8
-0.2 0.0-3.9 -0.5
-0.9 -6.1 0.8 0.8 1.6
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
S1 2013 vs S1 2012
NON FOOD CATEGORY
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
420.3
266.7 265.9 259.9
165.7
59.6 46.1 44.6 30.6 12.4 9.3 8.0
9.4
28.3 44.2 14.2
43.0
32.1-3.2 11.5
-0.8 7.50.8 0.1
421.2
266.8 266.0 260.3
166.0
59.7 46.1 44.6 30.6 12.4 9.3 8.0
9.4
28.4 44.3 14.5
43.0
32.1-3.5 11.5 -0.8 7.5
0.8 0.1
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
S1 2013 vs S1 2012
ELECTRO-PHOTO-CINEMA-SOUND
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
1,125.0
932.7 900.7828.5
774.6691.9 659.2
581.8497.6
173.976.8 68.7 64.3
14.6
2.2
14.7 9.21.6
0.334.9 79.8 65.0
56.8
33.610.9 17.6 1.3 10.6
1,179.2 1,143.5986.7
901.1
722.2 692.3 660.2581.8
497.6
173.976.8 68.7 64.3 14.6
19.7 0.07.9
9.6
5.535.3 80.8
65.056.6
33.410.9 17.6 1.3 10.6
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
S1 2013 vs S1 2012
BAZAR
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
135.2 127.0
95.076.6
65.5 64.248.6
30.1 27.112.4 9.2 8.0
-28.513.2
2.914.2 -42.5
39.015.2
-1.4 -4.17.5 0.7 0.1
MET
RO
SELGRO
S
CORA
REAL
CARREFOUR
BILLA
LIDL
KAUFL
AND
PENNY M
PROFI
MEG
A IMAG
E
CARREFO...
136.1 127.1
95.076.8
65.6 64.248.6
30.1 27.112.4 9.2 8.0
-29.213.3
2.814.2 -42.4
39.015.2
-1.4 -4.37.5
0.7 0.1
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
S1 2013 vs S1 2012
TEXTILE
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
54.6
46.943.9 41.3
32.8 31.9 31.2
20.3
8.7 7.4
0.0 0.0
-2.6
5.0 0.83.7
0.62.9 3.2
-0.1
-7.3 -5.0
0.0 0.0
MET
RO
CORA
SELGRO
S
CARRE...
REAL
PENNY M
LIDL
KAUF.
..
BILLA
MEG
A I...
CARREF...
PROFI
59.1
46.9 43.9 41.333.3 31.9 31.2
20.3
9.2 7.40.0 0.0
1.0
5.0 0.83.6
0.6 2.5 3.2
-0.1
-6.8 -5.00.0 0.0
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
S1 2013 vs S1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
10.2
8.9
6.0
8.8
9.1
10.5
14.5
19.4
230.9
88.9
645.0
38.2
-0.1
0.5
0.5
-0.3
-2.6
0.8
0.4
0.0
35.0
4.1
69.8
1.7
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
10.4
9.0
6.1
8.9
9.1
10.7
15.1
20.0
231.2
89.2
645.3
38.4
-0.1
0.5
0.6
-0.4
-2.6
0.8
0.4
-0.1
35.0
4.1
70.1
1.7
S1 2013 vs S1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
11.2
10.5
5.3
9.9
10.1
9.3
16.4
20.9
259.9
65.5
659.2
41.3
0.1
1.2
0.3
-0.1
-3.9
0.5
0.9
-1.6
14.2
-42.5
79.8
3.7
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
11.5
10.7
5.4
10.1
10.1
9.8
17
21.9
260.3
65.6
660.2
41.3
0.1
1.19999999999999
0.4
-0.1
-3.9
0.600000000000002
0.5
-1.7
14.5
-42.4
80.8000000000001
3.59999999999999
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
S1 2013 vs S1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
10.9
9.6
4.6
9.5
7.8
9.7
17.1
19.2
265.9
95
691.9
46.9
-0.5
0.9
-11.0
-0.3
-6.1
0.8
1.7
1.2
44.2
2.9
34.9
5.0
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
11
9.6
4.7
9.5
7.8
9.8
17.3
19.7
266
95
692.3
46.9
-0.5
0.8
-10.9
-0.4
-6.1
0.9
1.7
1.5
44.3
2.8
35.3
5.0
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
S1 2013 vs S1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
8.7
7
5.5
8.1
7.8
8.6
13.1
18.6
30.6
30.1
64.3
20.3
0.7
0.3
0.9
1.0
0.8
0.9
1.0
0.6
-0.8
-1.4
1.3
-0.1
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
8.8
7.1
5.5
8.2
7.8
8.7
13.3
19
30.6
30.1
64.3
20.3
0.7
0.3
0.9
1.1
0.8
1.0
1.2
0.8
-0.8
-1.4
1.3
-0.1
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
S1 2013 vs S1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
12.8
12.7
6
9.7
7.9
8.3
19.3
22.8
165.7
76.6
497.6
32.8
0.5
1.4
0.8
1.0
-0.8
-0.4
0.2
-3.1
43.0
14.2
56.8
0.6
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
13
13
6
10
7.9
8.5
19.5
23.1
166
76.8
497.6
33.3
0.5
1.4
0.8
0.9
-0.9
-0.6
-0.1
-3.0
43.0
14.2
56.6
0.6
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
S1 2013 vs S1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
8.3
7.2
4.7
7.6
7.3
9.1
11.9
17.4
59.6
64.2
68.7
8.7
0.0
0.0
0.4
-0.1
0.8
-0.1
0.3
1.2
32.1
39.0
17.6
-7.3
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
8.7
7.5
4.7
7.7
7.3
9.5
13.2
18.3
59.7
64.2
68.7
9.2
0.1
-0.1
0.4
-0.3
0.8
-0.2
0.899999999999999
1.3
32.1
39
17.6
-6.8
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
S1 2013 vs S1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
8.1
5.8
5
8.2
14
8.3
12.5
18.7
46.1
27.1
173.9
31.9
-0.1
-0.2
0.3
0
0
0.800000000000001
0.2
-1.8
-3.2
-4.1
33.6
2.9
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
8.2
5.8
5
8.3
14
8.3
12.9
19
46.1
27.1
173.9
31.9
-0.1
-0.3
0.3
0.0
0.0
0.7
0.0
-1.9
-3.5
-4.3
33.4
2.5
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
S1 2013 vs S1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CATEGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
10.9
9.7
8.2
8.8
18.6
10.4
12.9
16.7
9.3
9.2
14.6
7.4
-0.6
-0.4
-1.3
-1.9
-1.8
-2.8
-2.2
3.3
0.8
0.7
10.6
-5.0
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CATEGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
11.1
9.8
8.2
8.9
18.6
10.6
13.5
17.1
9.3
9.2
14.6
7.4
-0.5
-0.3
-1.3
-1.9
-1.8
-2.9
-1.9
3.4
0.8
0.7
10.6
-5.0
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
S1 2013 vs S1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CATEGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
7.5
6
4.3
8.4
14.9
9.1
8.8
17.4
8
8
0
0
-0.2
-0.1
0.3
-0.8
-0.2
1.2
-0.5
-1.7
0.1
0.1
0.0
0.0
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
7.5
6
4.3
8.5
14.9
9.1
8.9
17.6
8
8
0
0
-0.3
-0.1
0.3
-0.7
-0.2
0.8
-0.4
-2.0
0.1
0.1
0.0
0.0
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
S1 2013 vs S1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIREPRODUSE
VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
10.4
9.6
8.9
8.3
9.6
14.1
12.2
14.2
44.6
48.6
76.8
31.2
2.4
2.9
0.900000000000001
0.600000000000001
-0.5
2.9
2
3.6
11.5
15.2
10.9
3.2
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
10.4
9.6
8.9
8.3
9.6
14.1
12.2
14.2
44.6
48.6
76.8
31.2
2.4
2.9
0.900000000000001
0.600000000000001
-0.5
2.9
2
3.5
11.5
15.2
10.9
3.2
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
S1 2013 vs S1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
7.9
6.1
3.2
7.7
6.9
7.3
17.2
19.3
12.4
12.4
0
0
0.9
0.1
-0.4
-0.3
1.6
1.1
5.0
5.5
7.5
7.5
0.0
0.0
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
7.9
6.1
3.2
7.7
6.9
7.3
17.2
19.4
12.4
12.4
0
0
0.9
0.1
-0.4
-0.3
1.6
1.1
4.9
5.6
7.5
7.5
0.0
0.0
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
S1 2013 vs S1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
9.4
6.2
10.5
8.7
26.5
10.9
12.5
18.7
420.3
135.2
900.7
54.6
-1.7
-1.5
2.7
-3.0
3.3
-2.2
-0.3
1.8
9.4
-28.5
9.2
-2.6
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CATEGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
9.8
6.4
10.5
9
26.5
11.1
14.2
19.5
421.2
136.1
901.1
59.1
-2.0
-1.7
2.7
-3.2
3.3
-2.3
-0.5
1.0
9.4
-29.2
9.6
1.0
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
S1 2013 vs S1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
FOOD CAT-EGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU
AUTOSERVIREPRODUSE
VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CATEGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
14.7
13
13.3
12.5
19.2
16.5
13.9
23.3
266.7
127
581.8
43.9
1.3
1.6
1.6
1.0
1.3
3.4
0.1
1.4
28.3
13.2
65.0
0.8
FOOD CAT-EGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU
AUTOSERVIREPRODUSE
VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CATEGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
15.1
13.2
13.3
12.7
19.2
16.7
15.2
24.5
266.8
127.1
581.8
43.9
1.3
1.6
1.6
0.9
1.3
3.6
0.4
1.3
28.4
13.3
65.0
0.8
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
S1 2013 vs S1 2012
Summary
Taking a look at the evolution of the Virtual Price and the Promo Price in the 1st semester 2013 vs 1st semester 2012, the Promo Price increased with 15.6% and the Virtual Price with 15.5%.
The Food Category registered a Virtual Price smaller with 1% in the 1st semester 2013 vs 1st semester 2012. The Produse vrac/servire asistata category is the winner of the market with a Virtual Price smaller with 22.2% compared to the same period last year. The Virtual Price on Fruits and Vegetables category increased with 9.1%.
The Non Food Category registered a higher Virtual Price with 17.9%, due to the increasing of the prices in Bazar with +4.8%, EPCS with +12.1% and Textiles with +4.7%.
Lidl registered the highest prices increase. Both Virtual & Promo prices increased with 40%. The category with the most significant increase is Bazar (+45,5%).
S1 2013 vs S1 2012
PROMOReview
Promo Review of food retailers in 20’top
4 – PROMO PRESSURE & SHARE OF VOICE
S1 2013 vs S1 2012
S1 2013 vs S1 2012
PROMO PRESSURE GROWTH* (WU) (traffic leaflets NAT)
PROMO PRESSURE
FOOD
NON - FOOD
+4.2%
HYPERMARKE
T SUPERMARKE
T CASH&CARRY
HARD DISCOUNT
The Promo Pressure had a positive trend in the S1 2013 vs S1 2012. Taking a look at how retailers behaved in 2013, we see that Cash & Carry and Hard Discount have a positive trend respect the other formats.Hypermarket had a negative pressure because the quantity of promo operations decreased in the 1st semester 2013 vs 1st semester 2012 (see slide 56).
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
Growth 2013 vs 2012
+ 3.8 %
2013 vs 2012
+3.0%
-1.5%
- 5.5%+7.1
%+18.7
%
2013 vs 2012
S1 2013 vs S1 2012
PROMO PRESSURE GROWTH* (WU) (traffic leaflets NAT)
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
Looking at the whole picture of the Promo Pressure, 2 retailers are standing out: MEGA IMAGE with a positive trend, and REAL, with a negative trend.
REAL
SELGROS
CARREFOUR
LIDL
METRO
PENNY M
BILLA
MEGA IMAGE
KAUFLAND
CORA
PROFI
CARREFOUR M
-15.4%
6.3%
2.1%
16.9%
8.1%
0.4%
4.9%
37.2%
5.6%
2.2%
33.1%
-5.5%
S1 2013 vs S1 2012
KPI (traffic leaflets NAT)
QUANTITYWU/PO
EvolutionS1 2013 vs
S1 2012
25
14
26
14
26
23
11
16
35
40
26
26
0
0
0
-8
+1
-1
-1
+3
-1
-6
0
0
AVGPAGES/PO
EvolutionS1 2013 vs
S1 2012
25
10
12
26
15
2
13
9
22
25
24
17
0
+1
0
+1
-1
0
+2
-1
+1
+4
+13
+1
AVG WU/PAGE
EvolutionS1 2013 vs
S1 2012
8,2
18,5
8,8
11,2
10,4
8,2
20,6
5,8
8,7
9,1
4,2
8,2
+0,3
-0,5
-0,1
+2
+0,9
-0,2
+4,7
+1,2
+0,8
+0,2
-0,9
-0,6
AVG WU/PO
EvolutionS1 2013 vs
S1 2012
216
377
237
344
154
19
264
51
191
241
112
144
+4
+8
+12
+85
+1
0
+88
+4
+19
+44
+16
+1
PROMOPRESSURE
2,1%
2,2%
5,6%
-15,4%
4,9%
-5,5%
37,2%
33,1%
8,1%
6,3%
16,9%
0,4%
S1 2013 vs S1 2012
SUMMARY
Although Real has increased its wu/po with 85, that did not help to maintain the position of the last year because the quantity of wu of the -8 po (see slide 56) is with 74% bigger than the increase of quantity of the wu/po in 2013. This lead to a promo pressure of -15.4%.
In 2013 Mega Image has reduced the quantity of catalogues (-1 po) but they significantly increased the quantity of WU/po (+88). The quantity of wu of the -1 po is smaller than the increase of quantity of the wu/po in 2013. As a result the promo pressure was +37.2%.
Profi increased both the quantity of catalogues (+3 po) and the quantity of WU per catalogue in 2013 (+4 wu/po) and this lead to a promo pressure of +33.1%.
Carrefour Market has decreased the quantity of catalogues in 2013 (-1 po) and they maintained constant the quantity of WU per po. Therefore the pressure was -5.5%.
Lidl has maintained constant the quantity of catalogues in the 1st semester 2013 vs 1st semester 2012 (26 po) but changed their strategy and increased the average number of pages per po (+13) and the quantity of wu/op (+16). As a consequence the promo pressure was +16.9%.
S1 2013 vs S1 2012
PROMO PRESSURE GROWTH* (WU) (traffic leaflets NAT)
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
-2.6%
-6.6%
-0.5%
-3.3%
-8.7%
-5.1%
0.0%
-7.2%
10.0%
11.6%
14.0%
37.2%
S1 2013 vs S1 2012
PROMO PRESSURE GROWTH* (WU) (traffic leaflets NAT)
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
-1.4%
-2.3%
-7.8%
-11.9%
-7.0%
4.2%
5.9%
0.5%
116.0%
9.0%
32.5%
12.0%
S1 2013 vs S1 2012
PROMO PRESSURE GROWTH* (WU) (traffic leaflets NAT)
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
8.6%
8.4%
24.3%
0.7%
9.5%
11.3%
15.9%
2.6%
5.4%
-21.3%
-5.0%
-9.5%
S1 2013 vs S1 2012
PROMO PRESSURE GROWTH* (WU) (traffic leaflets NAT)
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
-9.6%
-3.9%
-26.8%
-3.6%
-11.7%
-38.1%
-24.7%
-23.4%
-28.5%
-29.3%
3.1%
0.4%
S1 2013 vs S1 2012
PROMO PRESSURE GROWTH* (WU) (traffic leaflets NAT)
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
7.7%
2.0%
18.8%
1.8%
20.0%
32.2%
-3.8%
-13.8%
-45.2%
-39.2%
-70.4%
-56.5%
S1 2013 vs S1 2012
PROMO PRESSURE GROWTH* (WU) (traffic leaflets NAT)
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
2.6%
9.2%
0.6%
22.4%
1.3%
-0.6%
-12.4%
-16.4%
-43.1%
-10.8%
-7.3%
-34.3%
S1 2013 vs S1 2012
PROMO PRESSURE GROWTH* (WU) (traffic leaflets NAT)
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
35.9%
35.2%
52.6%
54.9%
14.0%
73.3%
22.2%
38.3%
20.4%
19.6%
100.0%
0.0%
S1 2013 vs S1 2012
PROMO PRESSURE GROWTH* (WU) (traffic leaflets NAT)
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
-5.6%
-6.0%
0.0%
0.0%
-14.5%
-9.4%
0.0%
0.0%
0.0%
16.7%
2.3%
0.0%
S1 2013 vs S1 2012
PROMO PRESSURE GROWTH* (WU) (traffic leaflets NAT)
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
6.1%
17.4%
68.1%
24.6%
30.7%
70.9%
9.9%
-10.0%
-0.9%
-48.6%
-20.3%
-57.9%
S1 2013 vs S1 2012
PROMO PRESSURE GROWTH* (WU) (traffic leaflets NAT)
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
26.7%
43.3%
28.2%
22.0%
20.3%
41.3%
229.4%
229.4%
-28.6%
-12.7%
0.0%
0.0%
S1 2013 vs S1 2012
PROMO PRESSURE GROWTH* (WU) (traffic leaflets NAT)
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
-7.2%
-18.3%
-35.4%
-25.3%
-31.7%
-46.4%
5.2%
21.9%
0.8%
27.3%
37.0%
35.7%
S1 2013 vs S1 2012
PROMO PRESSURE GROWTH* (WU) (traffic leaflets NAT)
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
9.5%
10.6%
1.2%
7.6%
7.1%
14.8%
11.7%
3.0%
12.6%
1.2%
-0.9%
-11.6%
S1 2013 vs S1 2012
SHARE OF VOICE (WU) (traffic leaflets NAT)
*where Others represents the retailers outside selection with the same chain format as selected.
Others* 8.7%100% = Total Retailers 2013
The most important player is Selgros.
-0.7 pts
16.7%
11.6%
10.7%
9.3%
9.1%
8.3%
6.9%
6.5%
5.0%
5.0%
1.4%
0.7%
+0,4 pts
+0,5 pts
+0,2 pts
-0,2 pts
-0,1 pts
-1,9 pts
+0,1 pts
-0,2 pts
+0,6 pts
+1,2 pts
+0,3 pts
-0,1 pts
S1 2013 vs S1 2012
SHARE OF VOICE (WU) (traffic leaflets NAT) - Produse de baza
*where Others represents the retailers outside selection with the same chain format as selected.
Others*
100% = Total Retailers 2013
-2.8 pts
SELGROS
KAUFLAND
BILLA
METRO
MEGA IMAGE
CARREFOUR
PENNY MARKET
REAL-HYPERMARKET
CORA
LIDL
PROFI
CARREFOUR MARKET
16.19%
11.51%
10.00%
9.61%
9.07%
8.42%
8.02%
7.06%
5.03%
3.62%
2.18%
1.16%
+0,2 pts
+0,9 pts
-0,1 pts
+3,5 pts
-1,9 pts
+0,4 pts
-0,7 pts
-0,1 pts
+0,6 pts
+0,7 pts
-0,3 pts
-0,4 pts
8.1%
S1 2013 vs S1 2012
SHARE OF VOICE (WU) (special leaflets + flyers NAT) - Produse de baza
*where Others represents the retailers outside selection with the same chain format as selected.
100% = Total Retailers 2013
Others*0 pts2.4%
SELGROS
PENNY MARKET
REAL-HYPERMARKET
MEGA IMAGE
CORA
CARREFOUR
METRO
BILLA
LIDL
KAUFLAND
CARREFOUR MARKET
PROFI
22.73%
16.15%
15.28%
12.67%
12.17%
6.34%
4.35%
3.11%
2.24%
1.37%
0.62%
0.62%
-24 pts
+14,3 pts
+3,7 pts
+9,8 pts
+3,8 pts
+0,6 pts
-12,5 pts
+1,5 pts
+1,5 pts
+0,2 pts
+0,6 pts
+0,5 ptsSPECIAL LEAFLETS = flyers (2 – 4 pages) + thematic catalogues
S1 2013 vs S1 2012
PROMOReview
Promo Review of food retailers in 20’top
5 – PROMO MECHANISMS
S1 2013 vs S1 2012
S1 2013 vs S1 2012
PROMO MECHANISMS (WU) (traffic leaflets NAT)
Products with consumer benefits by retailer format
Regarding the consumer benefits an important increasing was in CASH AND CARRY with 12.1 pts in S1 2013 vs S1 2012.
The Promo Mechanisms "complets" the price/product: TPR, Virtual Promo, Gratuities, etc.
CASH AND CARRY
HARD DISCOUNT
HIPERMARKET SUPERMARKET
30.03%
46.76%
57.25%60.16%
42.09%
56.15%
65.00%
56.64%
20122013
S1 2013 vs S1 2012
PROMO MECHANISMS (WU) (traffic leaflets NAT)
Products with consumer benefits per retailer
HYPERMARKET SUPERMARKET
Analyzing the consumer benefits by retailer, we have a clear picture of the evolution of these. In Hypermarkets Carrefour increased with 7.4 pts, while in Supermarkets Billa is leading, although it has registered a decreased of 4.9 pts.
14.75%
28.36%
32.36%
24.52%
22.14%
24.41%
31.95%
21.50%
20122013
78.91%
2.17%8.88% 10.04%
73.98%
1.74%
13.13% 11.15%
20122013
S1 2013 vs S1 2012
PROMO MECHANISMS (WU) (traffic leaflets NAT)
Products with consumer benefits per retailer
HARD DISCOUNTCASH&CARRY
In Cash&Carry SELGROS registered a positive evolution of +20.4 pts vs. previous year.
48.17%51.83%
27.80%
72.20%
20122013
17.51%
82.49%
13.69%
86.31%
20122013
S1 2013 vs S1 2012
PROMO MECHANISMS (WU) (traffic leaflets NAT)
+7.2 pts
Products with consumer benefits
S1 2013 vs S1 2012 Growth vs Y-1
What kind of Promo MechanismsRetailers are using, and their evolutionvs last year
Consumer pack
Instore Event
TPR (Temporary price Reduction)
Virtual promo
6.5%
0.6%
41.5%
9.4% -0,6 pts
+9 pts
-0,5 pts
-1,6 pts
+19.2
%
S1 2013 vs S1 2012
Products with consumer benefits1 + 1 gratis 0.3%
(-0,1 pts)
2 + 1 gratis 0.8%(-0,4 pts)
Other VL 3.3%(-0.2 pts)
X% From the 2nd product (Identical or not) 5.0%
(0.2 pts)
BUYBACK 0,1% (0 pts)LOTTERY/GAMES 0.5% (-0,5 pts)
GIFTS ON PACK 3.1% (-1.0 pts)
GRATUITES 3.4% (-0.7 pts)
CROSSED PRICE34.2% (31.0 pts)CUPON 0,0% (0 pts)LOYALTY POINTS 3.3% (0.2 pts)MONEYTICKET 2.8% (-0,1 pts)PRICE DISCOUNT 1.1% (-21.9 pts)SPECIAL PRICE 0,5% (0 pts)
PROMO MECHANISMS (WU) (traffic leaflets NAT)
S1 2013 vs S1 2012 Growth vs Y-1
Consumer pack
Instore Event
TPR (Temporary price Reduction)
Virtual promo
6.5%
0.6%
41.5%
9.4% -0,6 pts
+9 pts
-0,5 pts
-1,6 pts
+19.2
%
+7.2 pts
S1 2013 vs S1 2012
From the total articles promoted in Food category, more than 66% had at least 1 Consumer Advantage, On non food promotions only 32% of the articles were promoted with 1Consumer Advantage.
Products with consumer benefits
PROMO MECHANISMS (WU) (traffic leaflets NAT)
71%
66%
81%
81%
69%
63%
69%
76%
33%
26%
41%
24%
National Brands
S1 2013 vs S1 2012 Growth vs Y-1
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
66%
62%
76%
77%
63%
61%
66%
67%
32%
28%
37%
37%
8 pts
7,3 pts
2 pts
1,2 pts
12,3 pts
18,9 pts
8 pts
18,2 pts
5,4 pts
1,8 pts
10 pts
7,9 pts
+19.2
%
+7.2 pts
S1 2013 vs S1 2012
89.40%
84.54%
77.05%
66.51%
60.24%
58.96%
54.73%
53.16%
30.88%
28.61%
17.74%
14.30%
5.3%
17,4%
7,3%
-2,6%
8,3%
23,8%
28,5%
-1,0%
-4,8%
11,5%
-1,8%
-2,2%
COMPLEXITY INDICATOR (traffic leaflets NAT)
We can easily see that BILLA is using at least 1 Consumer Advantage on 89.40% of the promoted articles, while LIDL is using Consumer Advantages only on 14.30% of the promoted articles.
S1 2013 vs S1 2012
COMPLEXITY INDICATOR (traffic leaflets NAT)
Quantity of Promo mechanisms / item
(HM, HDD, SM & CC, on Food &Non Food)
The most complex or less complex(classified by the quantity of products with 2 or more mechanisms)
This KPI shows the level of complexity of the offers used by the retailers. If a retailer has several mechanisms on a promoted item, it will be poorly ranked.
44.51%
52.78%
2.49%0.22%
0.2%
0.4%
0.5%
0.7%
1.1%
1.9%
2.1%
2.2%
2.4%
3.7%
6.2%
8.0%
S1 2013 vs S1 2012
Retailers increased the quantity of promo mechanisms with +19.2% in 1st semester 2013 vs 1st semester 2012.Temporary Price Reduction has increased with +32,5% while Consumer Pack reduced with -17%.
The most used type of promo mechanism was Crossed Price (a share of 34% and an increase of +31%).
In 2013 Carrefour focused on Temporary Price Reduction (an increase of +27.4 pts).
In 2013 Kaufland has used TPR on 63.56% of the promotions (an increase of +1pts) and increased Virtual Promo with 2.6 pts.
Selgros increased the Temporary Price Reduction with +27.8 pts.
SUMMARY
S1 2013 vs S1 2012
S1 2013 vs S1 2012
PROMOReview
Promo Review of food retailers in 20’top
RETAILERS SUMMARY
S1 2013 vs S1 2012
CARREFOUR (traffic leaflets NAT)
Pressure Offer
Consumer advantagesBrands Share
Hypermarket
Quantity of WU
Quantity of PO
-1.5 %
Quantity of WU
Quantity of WU
Promo Review of food retailers in 20’top
FOOD Market(C&C, HM,HDD, SM)
+ 4.2 %
Consumer Pack 8,48% -1,1 pts
Instore Event 0,65% 0 pts
TPR (Temporary Price Reduction)
40,16%
+27,4 pts
Virtual promo10,47
%-2,8 pts
1+1 gratis 0,00% -0,2 pts
2+1 gratis 0,06% -0,3 pts
Other VL 0,11% -0,2 pts
X% From the 2nd product (Identical or not)
10,30%
-2,1 pts
35.2%
32.4%
32.4%
FOOD NON-FOOD TEXTILE
0 pts
0 pts
0 pts
11.7%
64.6%
23.6%
Private Label National brands Unbranded
-0.3 pts
0,1 pts
0,2 pts
+2.1 %
S1 2013 vs S1 2012
CORA (traffic leaflets NAT)
Promo Review of food retailers in 20’top
Pressure Offer
Brands ShareConsumer advantages
Quantity of POQuantity of WU
Quantity of WU Quantity of WU
FOOD Market(C&C, HM,HDD, SM)
+ 4.2 %
-1.5 % Hypermarket
Consumer Pack 6,55% -0,7 pts
Instore Event 0,17% 0 pts
TPR (Temporary Price Reduction)
59,41%
-4,8 pts
Virtual promo 3,58%+0,8 pts
1+1 gratis 0,04% 0 pts
2+1 gratis 0,04% -0,2 pts
Other VL 0,04% 0 pts
X% From the 2nd product (Identical or not)
3,46% +1 pts
33.3%
33.3%
33.3%
FOOD NON-FOOD TEXTILE
0 pts
0 pts
0 pts
7.9%
68.1%
24.0%
Private Label National brands Unbranded
0 pts
0,6 pts
-0,6 pts
+2.2 %
S1 2013 vs S1 2012
REAL (traffic leaflets NAT)
- 15.4 %
Promo Review of food retailers in 20’top
Pressure Offer
Brands ShareConsumer advantages
Quantity of POQuantity of WU
Quantity of WU Quantity of WU
FOOD Market(C&C, HM,HDD, SM)
+ 4.2 %
-1.5 % Hypermarket
Consumer Pack11,75
%-4,3 pts
Instore Event 1,91%+0,6 pts
TPR (Temporary Price Reduction)
49,26%
+8,3 pts
Virtual promo 7,89%+0,5 pts
1+1 gratis 2,30% -0,7 pts
2+1 gratis 2,28% -0,8 pts
Other VL 0,35% +0,1 pts
X% From the 2nd product (Identical or not)
2,95% +1,9 pts
33.3%
33.3%
33.3%
FOOD NON-FOOD TEXTILE
-0,5 pts
-0,5 pts
+1 pts
13.8%
60.4%
25.8%
Private Label National brands Unbranded
+4,7 pts
+0,7 pts
-5.4 pts
S1 2013 vs S1 2012
KAUFLAND (traffic leaflets NAT)
Brands Share
Promo Review of food retailers in 20’top
Pressure Offer
Consumer advantages
Quantity of POQuantity of WU
Quantity of WU Quantity of WU
FOOD Market(C&C, HM,HDD, SM)
+ 4.2 %
-1.5 % Hypermarket
Consumer Pack 5,95% -0,2 pts
Instore Event 0,05% -0,1 pts
TPR (Temporary Price Reduction)
63,56%
+1 pts
Virtual promo 3,81%+2,6 pts
1+1 gratis 0,06% -0,1 pts
2+1 gratis 0,23% +0,2 pts
Other VL 0,02% 0 pts
X% From the 2nd product (Identical or not)
3,50% +2,5 pts
34.2%
34.2%
31.6%
FOOD NON-FOOD TEXTILE
-0,9 pts
-0,9 pts
1,8 pts
15.1%
56.4%
28.5%
Private Label National brands Unbranded
-0,4 pts
2,1 pts
-1,7 pts
+5.6 %
S1 2013 vs S1 2012
BILLA (traffic leaflets NAT)
Supermarket- 5.5 %
Promo Review of food retailers in 20’top
Pressure Offer
Brands ShareConsumer advantages
Quantity of POQuantity of WU
Quantity of WU Quantity of WU
FOOD Market(C&C, HM,HDD, SM)
+ 4.2 %
Consumer Pack 5,30% -2,8 pts
Instore Event 0,00% -0,7 pts
TPR (Temporary Price Reduction)
68,56%
+3,4 pts
Virtual promo14,81
%-2 pts
1+1 gratis 0,23% +0,1 pts
2+1 gratis 3,73% -1,6 pts
Other VL 0,08% 0 pts
X% From the 2nd product (Identical or not)
10,78%
-0,5 pts
50.0%38.5%
11.5%
FOOD NON-FOOD TEXTILE
10,3 pts-1,2
pts
-9,1 pts
9.7%
74.4%
16.0%
Private Label National brands Unbranded
1.4 pts
-0,7 pts
-0,7 pts
+4.9 %
S1 2013 vs S1 2012
MEGA IMAGE (traffic leaflets NAT)
+3,5pts
Promo Review of food retailers in 20’top
Supermarket- 5.5 %
Pressure Offer
Brands ShareConsumer advantages
Quantity of POQuantity of WU
Quantity of WU Quantity of WU
FOOD Market(C&C, HM,HDD, SM)
+ 4.2 %
Consumer Pack 5,03% -0,7 pts
Instore Event 0,34% -0,5 pts
TPR (Temporary Price Reduction)
3,00% -0,3 pts
Virtual promo12,75
%+5,4 pts
1+1 gratis 0,14% +0,1 pts
2+1 gratis 0,21% 0 pts
Other VL 0,10% -0,4 pts
X% From the 2nd product (Identical or not)
12,30%
+5,7 pts
45.8%
45.8%
8.3%
FOOD NON-FOOD TEXTILE
-6,3 pts
6,7 pts
-0,4 pts
18.7%
79.2%
2.1%
Private Label National brands Unbranded
1,9 pts
-2,8 pts
0,9 pts
+37.2 %
S1 2013 vs S1 2012
CARREFOUR MARKET (traffic leaflets NAT)
Promo Review of food retailers in 20’top
Supermarket- 5.5 %
-5.5 %
Pressure Offer
Brands ShareConsumer advantages
Quantity of POQuantity of WU
Quantity of WU Quantity of WU
FOOD Market(C&C, HM,HDD, SM)
+ 4.2 %
Consumer Pack 7,28% -1,8 pts
Instore Event 0,00% 0 pts
TPR (Temporary Price Reduction)
7,04%+3,1 pts
Virtual promo 5,16% -1,9 pts
1+1 gratis 0,00% -0,2 pts
2+1 gratis 0,00% -0,2 pts
Other VL 0,23% 0 pts
X% From the 2nd product (Identical or not)
4,93% -1,5 pts
95.8%
4.2%
FOOD NON-FOOD TEXTILE
-0,2 pts
0,2 pts
0 pts
19.0%
49.3%
31.7%
Private Label National brands Unbranded
2,2 pts
-4,8 pts
2,6 pts
S1 2013 vs S1 2012
PROFI (traffic leaflets NAT)
Promo Review of food retailers in 20’top
Supermarket- 5.5 %
+33.1 %
Pressure Offer
Brands ShareConsumer advantages
Quantity of POQuantity of WU
Quantity of WU Quantity of WU
FOOD Market(C&C, HM,HDD, SM)
+ 4.2 %
Consumer Pack10,38
%-1,6 pts
Instore Event 0,37% -0,8 pts
TPR (Temporary Price Reduction)
53,89%
-1,4 pts
Virtual promo 0,49% -0,2 pts
1+1 gratis 0,00% 0 pts
2+1 gratis 0,00% 0 pts
Other VL 0,00% 0 pts
X% From the 2nd product (Identical or not)
0,49% -0,2 pts
64.0%
36.0%
FOOD NON-FOOD TEXTILE
-8,2 pts
8,2 pts
0 pts
6.1%
76.1%
17.8%
Private Label National brands Unbranded
-1,8 pts
0 pts
1,8 pts
S1 2013 vs S1 2012
PENNY MARKET (traffic leaflets NAT)
Promo Review of food retailers in 20’top
Hard Discount + 18.7 %
Pressure Offer
Brands ShareConsumer advantages
Quantity of POQuantity of WU
Quantity of WU Quantity of WU
FOOD Market(C&C, HM,HDD, SM)
+ 4.2 %
Consumer Pack 8,08% -0,9 pts
Instore Event 0,11% -1,4 pts
TPR (Temporary Price Reduction)
50,15%
+10,6 pts
Virtual promo 3,26% -1 pts
1+1 gratis 0,05% -0,2 pts
2+1 gratis 0,05% -0,2 pts
Other VL 0,11% 0 pts
X% From the 2nd product (Identical or not)
3,05% -0,5 pts
39.4%
39.4%
21.2%
FOOD NON-FOOD TEXTILE
1,7 pts
1,7 pts
-3,4 pts
20.4%
62.8%
16.8%
Private Label National brands Unbranded
4,4 pts
-2 pts
-2,4 pts
+0.4 %
S1 2013 vs S1 2012
LIDL (traffic leaflets NAT)
Promo Review of food retailers in 20’top
Hard Discount + 18.7 %
Pressure Offer
Brands ShareConsumer advantages
Quantity of POQuantity of WU
Quantity of WU Quantity of WU
FOOD Market(C&C, HM,HDD, SM)
+ 4.2 %
Consumer Pack 3,02%+2,1 pts
Instore Event 0,03% 0 pts
TPR (Temporary Price Reduction)
9,00% -6,3 pts
Virtual promo 0,24% 0 pts
1+1 gratis 0,03% 0 pts
2+1 gratis 0,03% 0 pts
Other VL 0,00% 0 pts
X% From the 2nd product (Identical or not)
0,17% 0 pts
+ 16.9 %
33.3%
33.3%
33.3%
FOOD NON-FOOD TEXTILE
0 pts
0 pts
0 pts
79.8%
11.1%
9.2%
Private Label National brands Unbranded
-3 pts
4,9 pts
-1,9 pts
S1 2013 vs S1 2012
METRO (traffic leaflets NAT)
Cash&Carry
Promo Review of food retailers in 20’top
Pressure Offer
Brands ShareConsumer advantages
Quantity of POQuantity of WU
Quantity of WU Quantity of WU
FOOD Market(C&C, HM,HDD, SM)
+ 4.2 %
+ 7.1 %
Consumer Pack 3,29% -2,8 pts
Instore Event 0,82% -1,3 pts
TPR (Temporary Price Reduction)
5,76%+1,1 pts
Virtual promo19,79
%-5,4 pts
1+1 gratis 0,39% 0 pts
2+1 gratis 1,31% -0,9 pts
Other VL 8,20% -1,6 pts
X% From the 2nd product (Identical or not)
9,98% -2,8 pts
+ 8.1 %
29.4%
50.0%
20.6%
FOOD NON-FOOD TEXTILE
+6.5 pts
-1,4 pts
-5,1 pts
21.5%
58.6%
19.9%
Private Label National brands Unbranded
+2,6 pts
-4,8 pts
+2,2 pts
S1 2013 vs S1 2012
SELGROS (traffic leaflets NAT)
Promo Review of food retailers in 20’top
FOOD Market(C&C, HM,HDD, SM)
+ 6.3 %
Pressure Offer
Brands ShareConsumer advantages
Quantity of POQuantity of WU
Quantity of WU Quantity of WU
+ 4.2 %
+ 7.1 %Cash&Carry
Consumer Pack 5,98% -0,1 pts
Instore Event 1,35% -0,4 pts
TPR (Temporary Price Reduction)
31,57%
+27,8 pts
Virtual promo15,11
%-1,3 pts
1+1 gratis 0,10% 0 pts
2+1 gratis 1,08% 0 pts
Other VL13,38
%-0,8 pts
X% From the 2nd product (Identical or not)
0,55% -0,5 pts
31.2%
43.0%
25.8%
FOOD NON-FOOD TEXTILE
-2,2 pts
4,1 pts
-2 pts
2.7%
85.6%
11.7%
Private Label National brands Unbranded
0,5 pts
1,2 pts
-1,7 pts
S1 2013 vs S1 2012
Thank you for your attention
Florentina VasileLeaflet Monitor [email protected]+40 (0) 743 216 282
Gabriela Gliga Junior [email protected]+40 (0) 728 938 569
We remain at your disposal for further information or a live demo
Follow us on social networks for more Markets Intelligence