DECEMBER 2013

SPARKLINGMARKET

Category Review

DECEMBER 2013

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 market: SPARKLING

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

DECEMBER 2013

PRODUCERSVal.

ZAREA SA 43 44 54ANGELLI SPUMANTE 25 27 28DE SILVA EXCLUSIV 9 9 10CRISTALEX 94 8 8 8BDG IMPORT 8 8 8PRODAL 94 SRL 6 6 6CRAMELE HALEWOOD SA 4 4 4PERNOD RICARD ROMANIA 2 2 2CORA HYPERMARCHE 2 2 3BUCIUM IASI 2 2 3GARRONE GROUP 2 2 2HEINRIG DISTRIBUTION 2 2 2JIDVEI SRL 1 1 2OENOTERRA DEALU MARE 1 1 1LERIDA INTERNATIONAL 1 1 2OTHERS 26 27 28TOTAL 142 146 163

PIC DEC 2013

SNUDEC 2013

SKUDEC 2013

DECEMBER 2013

dec.12 dec.13 Evol. Dec 13 dec.12 dec.13 Evol. Dec 13

V al. P I C V al. P I C % DI F P I C% SHA RE

O F V O I C E

% SHA RE

O F V O I C E

P ERC ENT

P O I NT S

ZAREA SA 34 43 27% 26,00% 30,30% 4,3ANGELLI SPUMANTE 31 25 -19% 23,70% 17,60% -6,1DE SILVA EXCLUSIV 10 9 -10% 7,60% 6,30% -1,3CRISTALEX 94 5 8 60% 3,80% 5,60% 1,8BDG IMPORT 4 8 100% 3,10% 5,60% 2,6PRODAL 94 SRL 5 6 20% 3,80% 4,20% 0,4CRAMELE HALEWOOD SA 3 4 33% 2,30% 2,80% 0,5PERNOD RICARD ROMANIA 4 2 -50% 3,10% 1,40% -1,6CORA HYPERMARCHE 2 2 1,50% 1,40% -0,1BUCIUM IASI 1 2 100% 0,80% 1,40% 0,6GARRONE GROUP 2 2 1,50% 1,40% -0,1HEINRIG DISTRIBUTION 1 2 100% 0,80% 1,40% 0,6JIDVEI SRL 3 1 -67% 2,30% 0,70% -1,6OENOTERRA DEALU MARE 5 1 -80% 3,80% 0,70% -3,1LERIDA INTERNATIONAL 1 1 0,80% 0,70% -0,1OTHERS 20 26 30% 15,40% 18,30% 2,9TOTAL 131 142 8,40% 100,00% 100,00% (-)

PRODUCERS

DECEMBER 2013

BUBBLE SIZE = SHARE OF VOICE

8,4%

As seen in the table above, the increase in total sparkling category was of 8,4%. ZAREA managed to increase it’s share of voice with 4,3 percent points versus December last year, due to an increase of 27% in pictures. It managed to reach the biggest share of voice in December of 30%, while ANGELLI decreased the number of pictures with 19% and thus reducing the share of voice to 18%.

DECEMBER 2013

RETAILERSVal.

METRO 6 6 6SELGROS 28 28 29LIDL 11 11 11PENNY MARKET 6 6 7XXL MEGA DISCOUNT 7 7 8CARREFOUR 10 10 12CORA 10 10 13KAUFLAND 18 19 23REAL-AUCHAN 13 13 15REAL-HYPERMARKET 2 2 5BILLA 11 11 11CARREFOUR MARKET 4 4 4MEGA IMAGE 3 5 5PROFI 2 2 2ANNABELLA 3 3 3UNICARM 8 9 9TOTAL 142 146 163

PIC DEC 2013

SNUDEC 2013

SKUDEC 2013

DECEMBER 2013

dec.12 dec.13 Evol. Dec 13 dec.12 dec.13 Evol. Dec 13V al. P I C V al. P I C % DI F P I C % SO V % SO V P ercent P oints

CASH AND CARRY 31 34 10% 23,70% 23,90% 0,3METRO 11 6 -46% 8,40% 4,20% -4,2SELGROS 20 28 40% 15,30% 19,70% 4,5HARD DISCOUNT 27 24 -11% 20,60% 16,90% -3,7LIDL 6 11 83% 4,60% 7,70% 3,2PENNY MARKET 7 6 -14% 5,30% 4,20% -1,1PENNY MARKET XXL 14 -100% 10,70% -10,7XXL MEGA DISCOUNT 7 4,90% 4,9HIPERMARKET 43 53 23% 32,80% 37,30% 4,5CARREFOUR 10 10 7,60% 7,00% -0,6CORA 10 10 7,60% 7,00% -0,6KAUFLAND 7 18 157% 5,30% 12,70% 7,3REAL-AUCHAN 13 9,20% 9,2REAL-HYPERMARKET 16 2 -88% 12,20% 1,40% -10,8SUPERMARKET 22 20 -9% 16,80% 14,10% -2,7BILLA 6 11 83% 4,60% 7,70% 3,2CARREFOUR MARKET 3 4 33% 2,30% 2,80% 0,5MEGA IMAGE 9 3 -67% 6,90% 2,10% -4,8PROFI 4 2 -50% 3,10% 1,40% -1,6PROXIMITATE 2 -100% 1,50% -1,5CARREFOUR EXPRESS ANGSTCARREFOUR EXPRESS LA DOI PASI 2 -100% 1,50% -1,5TRADITIONAL TRADE SM 6 11 83% 4,60% 7,70% 3,2ANGSTANNABELLA 2 3 50% 1,50% 2,10% 0,6CRIS-TIMUNICARM 4 8 100% 3,10% 5,60% 2,6ZANFIR SUPERMARKETTotal Retailers selection 131 142 8% 100,00% 100,00% (-)

Retailers

DECEMBER 2013

DECEMBER 2013

PROMO CALENDAR OF PRODAL 94 SRL IN DECEMBER 2013

DECEMBER 2013

CONSUMER ADVANTAGES USED BY PRODUCERS IN DECEMBER (SKU)

DECEMBER 2013

Market analysis

DECEMBER 2013

DECEMBER 2013

Flash article analysis

DECEMBER 2013

Top 5 most promoted SKUsSPARKLING MARKET(sorted by quantity. of pictures)

DECEMBER 2013

This SKU was promoted 17 times in the last 12 months, in 6 Retailers, 3 different distribution channels.

COCKTAIL ANGELLI 750 ML

12 MONTHS ANALYSIS

intensive promo

PROMO SEASONALITY

DECEMBER 2013

Thank you for your attention

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

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