promo review q1 2013 vs 2012 romania

Q1 2013 vs Q1 2012

PROMO

Promo Review of food retailers in 20’top

Q1 2013 vs Q1 2012

RETAILERS SUMMARY

QUANTITATIV KPI Slides1- LEAFLETS & PROMO OPERATIONS 4-15

77-89

4- PROMO MECHANISMS 56-73

3- PROMO PRESSURE & SHARE OF VOICE

47-55

2- TRADE STRATEGY 16-46

QUALITY KPI 74-76

CONTENT :


Q1 2013 vs Q1 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 number of days of the validity days of that specific promotion.

• Weighted Unit (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

http://www.hiper-com.com/en/share-of-voice/

http://www.hiper-com.com/en/share-of-voice/

Q1 2013 vs Q1 2012

PROMOReview


1- LEAFLETS & PROMO OPERATIONS

Q1 2013 vs Q1 2012

Q1 2013 vs Q1 2012

NUMBER OF PROMO OPERATIONS (all leaflets traffic + special)

21

17

14

24

2013 (evol)HM SM 2013 (evol)

23

22

9

8

-1 (PO)

+3 (PO)

C&C HD

27

37

17

34

2013 (evol) 2013 (evol)

-14 (PO)

-3 (PO)

+6 (PO)

-12 (PO)

-4 (PO)

-6 (PO)

-15 (PO)

+4 (PO)

+20 (PO)

Q1 2013 vs Q1 2012

NUMBER OF PROMO OPERATIONS (traffic leaflets)

13

7

13

7


13

13

5

6

-1 (PO)

C&C HD

17

22

13

13

2013 (evol) 2013 (evol)

-1 (PO)

-1 (PO)

-6 (PO)-1 (PO)

Q1 2013 vs Q1 2012

NUMBER OF PROMO OPERATIONS (special leaflets)

8

10

1

17


10

9

4

2

+4 (PO)

C&C HD

10

15

4

21

2013 (evol) 2013 (evol)

-14 (PO)

-3 (PO)

+12 (PO)

-12 (PO)

-4 (PO)

-5 (PO)

-15 (PO)

+4 (PO)

+20 (PO)

+1 (PO)

Q1 2013 vs Q1 2012

LEAFLETS & PROMO PRESSURE (traffic leaflets)

13

7

13

7

( 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 Q1 2013 vs Q1 2012. All traffic leaflets = 100%.

-1 (PO)

-6 (PO)

Q1 2013

Q1 2012

Evolution 2013 vs 2012

Pressure

2013155 171 186

5 5 -

Q1 2011

-9% 0%

0% 10%

Pressure 2012


0 -3%

10% -NATIONALS OP

REGIONAL OP

C&C

17

22


Q1 2013 vs Q1 2012

LEAFLETS & PROMO PRESSURE (traffic leaflets)

HD

13

13


*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 Q1 2013 vs Q1 2012. All traffic leaflets = 100%.

Q1 2013

Q1 2012


Pressure

2013155 171 186

5 5 -

Q1 2011

-9% 0%

0% 10%

Pressure 2012


0 -3%

10% -NATIONALS OP

REGIONAL OP

SM( Nationals PO) 2013 (evol)

13

13

5

6

-1 (PO)

-1 (PO)

Q1 2013 vs Q1 2012

5 TOP TRAFFIC LEAFLET (by PO Share of Voice)

Number of WU 594 487 432474 429Stores 19 19 724 19Days 14 14 1413 14Benchmark vs Leader 100

% 73%80% 72%82%

This Promotional Operation generates (through validity period and quantity of WU) a promo pressure bigger with 27 % than the 5th PO

Q1 2013 vs Q1 2012

22

17

13

13

13

13

13

13

7

7

6

5

-1 po

-1 po

-6 po

-1 po

-1 po

NUMBER OF PROMO OPERATIONS (traffic leaflets)

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 2011

Q1 2013 vs Q1 2012

21

17

15

10

10

10

9

8

4

4

2

1

NUMBER OF PROMO OPERATIONS (special leaflets)

Retailers increase or decrease their quantity of special leaflet edition.

SPECIAL LEAFLETS = flyers (2 – 4 pages) + thematic catalogues

+20 po

+12 po

-15 po

-12 po

-14 po

-5 po

-4 po

+4 po

+4 po

+1 po

-3 po

Q1 2013 vs Q1 2012

20

17

14

14

13

12

7

7

7

7

7

7

Average number of validity days (traffic leaflets)

Real increase the validity days for traffic leaflets from 6 or 7 days (in 2012) to 13 days (in 2013).

+2 days

-1 day

+1 day

+5 day

Q1 2013 vs Q1 2012

27

24

23

21

18

16

16

13

12

10

9

2

AVERAGE NUMBER OF PAGES/PROMO OP (traffic leaflets)+5 pag

-1 pag

+2 pag

-1 pag

+1 pag

+4 pag

+2 pag

+3 pag

+1 pag

+1 pag

Q1 2013 vs Q1 2012

22

15

12

11

9

9

9

8

6

4

3

2

AVERAGE NUMBER OF PAGES/PROMO OP (special leaflets)+3 pag

+11 pag

+12 pag

-10 pag

-1 pag

+4 pag

-8 pag

+5 pag

-2 pag

+1 pag

-2 pag

Q1 2013 vs Q1 2012

Average WU/page (traffic leaflets)

Number of WU/page

The most readable is LIDL

5.0

5.5

7.9

8.0

8.2

8.7

8.9

9.0

10.5

11.3

19.3

21.3

+0,3 wu/pag

+0,8 wu/pag

+0,5 wu/pag

-0,2 wu/pag

+1,4 wu/pag

+0,1 wu/pag

+0,3 wu/pag

+0,5 wu/pag

+2,1 wu/pag

-2,1 wu/pag

+6,6 wu/pag

Q1 2013 vs Q1 2012

Average WU/page (special leaflets)

Number of WU/page

The most readable is LIDL

1.8

4.0

5.2

5.8

6.0

6.2

7.4

8.3

8.5

8.9

9.3

14.9

+1.8 wu/pag

-4.8 wu/pag

-1.5 wu/pag

-0.4 wu/pag

+3.2 wu/pag

+0,6 wu/pag

+0,7 wu/pag

-5.6 wu/pag

+2.6 wu/pag

+2 wu/pag

Q1 2013 vs Q1 2012

Q1 2013 vs Q1 2012

PROMOReview


2 - TRADE STRATEGY

Q1 2013 vs Q1 2012

WU TYPOLOGY (Brands, Private Labels, Unbranded ) Traffic Leaflets

65,1% (0 pts)

16.5% (+1.9 pts)

18.4% (-1.9 pts)

Within HIPERMARKET,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 , but also making space for their own brands.

* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)

Private Label

National Brands

Unbranded

Q1 2013 vs Q1 2012

WU TYPOLOGY (National Brands) Traffic LeafletsNumberWU/OP National BrandsEvolution

Q1 2013 vs Q1 2012


190 ref376 ref236 ref347 ref167 ref255 ref16 ref47 ref104 ref149 ref181 ref209 ref

64,34% (1,7 pts)

68,29% (0,6 pts)

57,71% (4 pts)

58,37%

(-1,5 pts)

73,99%

(-0,6 pts)

79,84%

(-4,4 pts)

49,04%

(-1,7 pts)

69,37% (1,8 pts)

8,41% (3,3 pts)63,90

%(-0,3 pts)

57,49%

(-5,5 pts)

85,11% (1,1 pts)

3928988

118071591326

The most significant dicrease of National Brands is in Metro and Mega Image.

Q1 2013 vs Q1 2012

WU TYPOLOGY (Private Label) Traffic LeafletsNumberWU/OP National Brands Private Label


13,09% (0,6 pts)8,25% (0 pts)

15,32% (-1,4 pts)

15,14% (6,2 pts)

10,06% (1,7 pts)

17,88% (2,8 pts)

18,27% (-2,3 pts)

16,20% (-0,2 pts)

82,95% (-1,8 pts)

20,78% (4,3 pts)

22,01% (2 pts)

2,87% (-0,1 pts)


64,34% (1,7 pts)

68,29% (0,6 pts)

57,71% (4 pts)

58,37%

(-1,5 pts)

73,99%

(-0,6 pts)

79,84%

(-4,4 pts)

49,04%

(-1,7 pts)

69,37% (1,8 pts)

8,41% (3,3 pts)63,90

%(-0,3 pts)

57,49%

(-5,5 pts)

85,11% (1,1 pts)

3928988

118071591326

EvolutionQ1 2013 vs Q1 2012

The most increase dicrease of Private Label is in Real and Penny.

Q1 2013 vs Q1 2012

WU TYPOLOGY (Unbranded) Traffic LeafletsNumberWU/OP National Brands Private Label Unbranded


13,09% (0,6 pts)8,25% (0 pts)

15,32% (-1,4 pts)

15,14% (6,2 pts)

10,06% (1,7 pts)

17,88% (2,8 pts)

18,27% (-2,3 pts)

16,20% (-0,2 pts)

82,95% (-1,8 pts)

20,78% (4,3 pts)

22,01% (2 pts)

2,87% (-0,1 pts)

22,57% (-2,3 pts)

23,46% (-0,6 pts)

26,98% (-2,6 pts)

26,49% (-4,7 pts)

15,95% (-1,1 pts)

2,27% (1,7 pts)

32,69% (4 pts)

14,44% (-1,6 pts)

8,63% (-1,5 pts)

15,32% (-4 pts)

20,51% (3,5 pts)

12,03% (-1 pts)


64,34% (1,7 pts)

68,29% (0,6 pts)

57,71% (4 pts)

58,37%

(-1,5 pts)

73,99%

(-0,6 pts)

79,84%

(-4,4 pts)

49,04%

(-1,7 pts)

69,37% (1,8 pts)

8,41% (3,3 pts)63,90

%(-0,3 pts)

57,49%

(-5,5 pts)

85,11% (1,1 pts)

3928988

118071591326

EvolutionQ1 2013 vs Q1 2012

Q1 2013 vs Q1 2012

WU TYPOLOGY (National Brands, Private Label, Unbranded) Traffic Leaflets

National Brands

WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)

Private Label UnbrandedEvolution *Q1 2013 vs Q1 2012

3928988

118071591326

* Digits are slitghtly rounded

58

24535

880646-224

212

313

2501

11761

-402

1405000-491

Q1 2013 vs Q1 2012

246.1

116.3 103.2 94.269.5

28.8 12.4 12.2 11.3 9.9 7.8 7.3

27.6

4.519.8 9

126.4 -1.9

-0.200000000000001 -0.5 0 1.2999999

9999999 0.4

245.2

116.1 103.1 93.969.2

28.8 12.3 12.1 11.1 9.5 7.8 7.2

27.7

4.419.8 8.9 12.0

6.4 -1.9 -0.2 -0.6 0.0 1.3 0.3

AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE(traffic leaflets)

Metro has increased the virtual price by 12.7%, meanwhile Penny Market decreased the virtual prince by 13.2%.

AVERAGE PROMO PRICE Metro has increased the promo price by 12.6%, meanwhile Penny Market decreased the virtual prince by 13.3%.

AVERAGE VIRTUAL PRICE

Q1 2013 vs Q1 2012


AVERAGE PROMO PRICE


12.09.9 9.1 8.9 8.7 8.5 8.4 8.2 7.9 7.7 7.4 7.2

0.50.1

0.7 0.4 -1.6 -2.5 0.2 1.1 0.2 -0.4 0.0 0.1

SELGROS CORA REAL-HM CARREFOUR METRO MEGA IMAGE PENNY M KAUFLAND PROFI CARREFOUR M BILLA LIDL

12.29.9 9.4 9.2 8.8 8.7 8.5 8.3 7.9 7.8 7.5 7.2

0.40.0 0.7 0.4 -2.7 -1.6 0.2 1.2 0.2 -0.4 -0.2 0.1

PRODUSE AMBALATE CU AUTOSERVIRE

Q1 2013 vs Q1 2012

AVERAGE PROMO PRICE


SELGROS MEGA IMAGE LIDL METRO REAL-HM KAUFLANDCARREFOUR PENNY M CORA BILLA CARREFOUR M PROFI

13.1

9.9 9.88.4

6.2 5.5 5.3 5.0 4.8 4.7 3.9 2.7

-1.0

-1.6 2.2 -1.11.1 0.8 0.9 0.6 -16.8 0.6 0.1 -0.9

SELGROS MEGA IMAGE LIDL METRO REAL-HM KAUFLANDCARREFOUR PENNY M CORA BILLA CARREFOUR M PROFI

13.19.9 9.8 8.5

6.2 5.6 5.4 5.0 4.8 4.7 4.0 2.7

-1.1-1.6 2.2 -1.1

1.1 0.8 1.0 0.7 -16.8 0.6 0.1 -0.9

FRUITS AND VEGETABLES


Q1 2013 vs Q1 2012

AVERAGE PROMO PRICE


SELG

ROSLID

L

METRO

BILLA

CARR

EFOUR M

MEGA I

MAGE

CORA

CARREF

OUR

KAUFL

AND

PENNY M

REAL-H

MPROFI

15.613.5

11.19.4 9.1 8.9 8.8 8.6 8.5 8.4 7.1 6.5

3.40.4

-3.20.1 -1.2 -4.5 1.0 0.2 1.4 0.5

0.1 -0.8

SELGROS LIDL METRO CARREFOUR M BILLA MEGA IMAGE CORA PENNY M KAUFLANDCARREFOUR REAL-HM PROFI

15.513.5

11.09.1 9.0 8.8 8.7 8.4 8.4 8.2 6.9 6.5

3.40.4

-2.9 -1.2 0.1 -4.2 1.0 0.6 1.4 0.10.2 -0.8

FROZEN


Q1 2013 vs Q1 2012

AVERAGE PROMO PRICE


S R ME CA B KA M P CA P

12.310.6 10.0 9.4 8.8

7.5 7.2 6.7 6.3 6.3 6.1 6.0

1.50.4 -0.4 0.9 0.6 1.5 0.2 0.4 -1.2 0.4 0.8 0.1

SELG

ROS

REAL

-HM

MEGA I

...CO

RA

CARRE...

LIDL

BILLA

KAUF..

.

METRO

PROFI

PENNY M

CARREF

...

12.510.8 10.1 9.4 9.1

7.6 7.6 6.8 6.5 6.3 6.1 6.1

1.50.4

-0.4 0.8 0.71.5 0.2 0.4 -1.5 0.4 0.1 0.8

FOOD


Q1 2013 vs Q1 2012

AVERAGE PROMO PRICE


23.0 22.4 20.8 20.1 19.6 18.8 18.0 17.4 17.2 16.5 15.1

10.1

0.6 -1.8 -2.2 0.3 2.7 1.6 0.3 1.1 6.6 2.54.1

1.0

24.3 22.6 22.420.4 20.0 19.2 18.9 18.1 17.4 16.9 15.4

10.1

1.4 -1.8 -2.0 0.2 3.0 1.7 -0.6 1.1 6.8 2.7 4.4

1.0

DETERGENTS-HYGIENE


Q1 2013 vs Q1 2012

AVERAGE PROMO PRICE


REAL-H

MPR

OFICORA

SELG

ROS

CARRE...

MEGA I..

.

KAUF..

.

METRO

PENNY M

BILLA LID

L

CARREF

...

19.5 18.6 17.114.2 13.8 13.7 12.6 12.4 12.3 11.4 10.8 10.7

-0.1 10.5 0.50.1 0.5 -0.5 0.5 -1.2 -0.9 -0.1 -1.5 1.1

19.7 18.6 17.215.3 14.8 14.3 13.9 12.8 12.7 12.6

10.9 10.7

-0.3 10.5 0.40.3 0.2 0.0 -1.6 -0.9 0.6 0.4

-1.5 1.1

COSMETICS


Q1 2013 vs Q1 2012

AVERAGE PROMO PRICE


25.0 23.920.1

15.9 15.2

9.5 8.0 7.4 7.1 7.0 6.6 6.0

-1.1 1.13.1

0.6 1.4

-3.40.3 0.8 0.7 -10.1 1.6 -1.4

25.0 23.920.1

15.9 15.29.6 8.1 7.4 7.1 7.0 6.6 6.0

-1.1 1.13.1

0.6 1.3-3.3 0.3 0.8 0.7 -10.1 1.6 -1.4

PRODUSE VRAC/SERVIRE ASISTATA


Q1 2013 vs Q1 2012

AVERAGE PROMO PRICE


435.5

255.0 253.7 243.4

159.9

41.9 39.2 38.1 26.0 10.6 4.6

10.2

45.3 39.1 10.737.2

10.7 6.8 -8.4-1.2 -0.9 2.1

0.0

436.8

255.0 253.7 243.5

160.3

42.0 39.2 38.1 26.0 10.6 4.6

10.1

45.2 39.0 10.8

37.1

10.8 6.8 -8.6 -1.2 -0.9 2.10.0

NON FOOD CATEGORY


Q1 2013 vs Q1 2012

AVERAGE PROMO PRICE


MEDIA G

FLANCO

DOMO

METRO

ALTEX

CARRE...CORA

SELGRO

S

REAL-HM

PENNY M LIDL

BILLA

KAUF...

MEGA I...

1,143.5 1,137.9974.3 894.3

728.8 675.5 665.7 578.1 486.5

107.4 71.6 68.7 54.2

51.9 372.6217.1 -29.5

-23.0 162.8 85.5 37.949.4

-11.4 4.9 19.4 -5.2-4.0

MEDIA G

FLANCO

DOMO

METRO

ALTEX

CARRE...CORA

SELGROS

REAL-HM

PENNY M LIDL

BILLA

KAUF...

MEGA I...

1,143.5 1,140.2982.8 895.0

728.8 675.5 665.7 578.1 486.5

107.4 71.6 68.7 54.2

51.9 374.0225.2

-28.8-23.4 162.7 85.5 37.9 49.3

-11.4 4.9 19.4 -5.2-4.0

ELECTRO-PHOTO-CINEMA-SOUND


Q1 2013 vs Q1 2012

AVERAGE PROMO PRICE


METRO

SELGRO

SCORA

REAL-H

M

CARR

EFOUR

BILLA

LIDL

PENNY M

KAUFL

AND

MEGA I

MAGEPR

OFI

CARR

EFO...

157.7

111.7 97.9

60.4 51.5 43.8 39.4 25.8 23.3 10.6 4.6

-9.9

12.1-1.0

12.2 -57.5 12.1 8.9 -6.5 -0.8-1.8 2.1

0.0

METRO

SELGRO

SCORA

REAL-H

M

CARR

EFOUR

BILLA

LIDL

PENNY M

KAUFL

AND

MEGA I

MAGEPR

OFI

CARREFOUR M

158.8

111.9 97.960.9 51.6 43.9 39.4 25.8 23.3 10.6 4.6

-11.4

12.2 -1.012.4 -57.5 12.0 8.9 -6.8 -0.8

-1.8 2.10.0

BAZAR


Q1 2013 vs Q1 2012

AVERAGE PROMO PRICE


68.6

49.9 47.9 45.833.8 31.6 30.5

22.3

9.2

8.2

6.1 1.5 8.83.9 0.3 1.9

0.0

-7.1

0.0 0.0 0.0

62.8

49.9 47.9 45.8

33.3 31.6 30.522.3

8.7

2.3

6.1 1.5 9.0

4.1 1.0 1.90.0

-7.6

0.0 0.0 0.0

TEXTILE


Q1 2013 vs Q1 2012

AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE–all retailers( traffic leaflets)


AVERAGE PROMO PRICE

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME

PRODUSE AM-BALATE CU AU-

TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR

ELECTRO-FOTO-CINEMA-SUNET

TEXTILE

9.8

8.4

5.8

8.6

8.4

9.8

14.4

19.0

222.3

87.1

630.7

40.6

-0.1

0.5

0.5

-0.2

-2.9

0.6

-0.1

-0.1

26.9

5.5

57.6

2.5

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

10

8.5

5.9

8.7

8.5

9.9

15.0

19.6

222.6

87.4

630.9

41.0

-0.2

0.4

0.5

-0.2

-2.9

0.6

-0.1

0.0

26.9

5.3

57.7

2.7

Q1 2013 vs Q1 2012

AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)


AVERAGE PROMO PRICE

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

9.9

8.8

5.3

8.9

9.5

8.2

13.8

20.8

253.7

51.5

675.5

45.8

-0.1

0.6

0.9

0.4

-3.4

0.1

0.5

-2.2

39.1

-57.5

162.8

9.0

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

10.3

9.1

5.4

9.2

9.6

8.6

14.8

22.4

253.7

51.6

675.5

45.8

-0.1

0.7

1.0

0.4

-3.3

0.2

0.2

-2.0

39.0

-57.5

162.7

8.8

http://www.google.ro/url?sa=i&rct=j&q=logo+carrefour&source=images&cd=&cad=rja&docid=M4DylUUSwW9EaM&tbnid=QmXrN_HfEqFLLM:&ved=0CAUQjRw&url=http://www.azfranchising.ro/ro/articoli/franta-carrefour-lanseaza-un-nou-site-cu-produse-nealimentare/&ei=_P81UbbQOcjJswaAwYHQCg&bvm=bv.43148975,d.bGE&psig=AFQjCNGgw1_2VyjScsWbCO0mweO8clbGgA&ust=1362579798275908

Q1 2013 vs Q1 2012



AVERAGE PROMO PRICE

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

11,0

9.4

4.8

9.9

7.0

8.7

17.1

19.6

255.0

97.9

665.7

49.9

-1.0

0.9

-16.8

0.1

-10.1

1.0

0.5

2.7

45.3

-1.0

85.5

6.1

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

11.0

9.4

4.8

9.9

7.0

8.8

17.2

20.0

255.0

97.9

665.7

49.9

-1.1

0.8

-16.8

0.0

-10.1

1.0

0.4

3.0

45.2

-1.0

85.5

6.1

Q1 2013 vs Q1 2012



AVERAGE PROMO PRICE

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

8,4

6.7

5.5

8.2

7.4

8.4

12.6

18.8

26.0

23.3

54.2

22.3

0.7

0.4

0.8

1.1

0.8

1.4

0.5

1.6

-1,2

-0.8

-5.2

0.0

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

8.5

6.8

5.6

8.3

7.4

8.5

12.7

19.2

26.0

23.3

54.2

22.3

0,7

0.4

0.8

1.2

0.8

1.4

0.6

1.7

-1,2

-0.8

-5.2

0.0

Q1 2013 vs Q1 2012



AVERAGE PROMO PRICE

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

12,0

10.6

6.2

9.1

8.0

6.9

19.5

22.4

159.9

60.4

486.5

33.3

0.4

0.4

1.1

0.7

0.3

0.2

-0.1

-1.8

37.2

12.2

49.4

4.1

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

12.2

10.8

6.2

9.4

8.1

7.1

19.7

22.6

160.3

60.9

486.5

33.8

0.4

0.4

1.1

0.7

0.3

0.1

-0.3

-1.8

37.1

12.4

49.3

3.9

Q1 2013 vs Q1 2012



AVERAGE PROMO PRICE

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME



CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

8,3

7.2

4.7

7.4

7.1

9.0

11.4

17.4

41.9

43.8

68.7

8.7

0,2

0.2

0.6

0.0

0.7

0.1

-0.1

1.1

10.7

12.1

19.4

-7.6

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME



CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

8,7

7.6

4.7

7.5

7.1

9.4

12.6

18.1

42.0

43.9

68.7

9.2

0,1

0.2

0.6

-0.2

0.7

0.1

0.4

1.1

10.8

12.0

19.4

-7.1

Q1 2013 vs Q1 2012



AVERAGE PROMO PRICE

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

8.4

6.0

5.0

8.4

15.2

8.4

12.3

20.1

38.1

25.8

107.4

31.6

0,2

0.1

0.6

0.2

1.4

0.6

-0.9

0.3

-8.4

-6.5

-11.4

1.0

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

8.5

6.1

5.0

8.5

15.2

8.4

12.8

20.4

38.1

25.8

107.4

31.6

0,2

0.1

0.7

0.2

1.3

0.5

-0.9

0.2

-8.6

-6.8

-11.4

0.3

http://www.google.ro/url?sa=i&rct=j&q=logo+penny+market&source=images&cd=&cad=rja&docid=dUIZFZK9lqhpQM&tbnid=onnjk8DyIlGiSM:&ved=0CAUQjRw&url=http://angelopf.blogspot.com/2010/08/penny-market-covasna.html&ei=rgE2UaqnFtHbsgb58YCgAg&bvm=bv.43148975,d.bGE&psig=AFQjCNFqqWQOgFBNkOD_MPA959bEA-Geqw&ust=1362580266602361

Q1 2013 vs Q1 2012



AVERAGE PROMO PRICE

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME



CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CATEGORY

BAZAR


TEXTILE

11,1

10.0

9.9

8.7

25.0

8.8

13.7

16.5

10.6

10.6

0.0

0.0

-0,6

-0.4

-1.6

-1.6

-1.1

-4.2

-0.5

2.5

0,9

-1.8

-4.0

0.0

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME



CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CATEGORY

BAZAR


TEXTILE

11,3

10.1

9.9

8.7

25.0

8.9

14.3

16.9

10.6

10.6

0.0

0.0

-0,5

-0.4

-1.6

-1.6

-1.1

-4.5

0.0

2.7

-0,9

-1.8

-4.0

0.0

Q1 2013 vs Q1 2012



AVERAGE PROMO PRICE

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME



CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

7,2

6.1

3.9

7.7

15.9

9.1

10.7

15.1

0.0

0.0

0.0

0.0

0.3

0.8

0.1

-0.4

0.6

-1.2

1.1

4.1

0.0

0.0

0.0

0.0

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME



CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

7,3

6.1

4.0

7.8

15.9

9.1

10.7

15.4

0.0

0.0

0.0

0.0

0.4

0.8

0.1

-0.4

0.6

-1.2

1.1

4.4

0.0

0.0

0.0

0.0

Q1 2013 vs Q1 2012



AVERAGE PROMO PRICE

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

8.6

7.5

9.8

7.2

6.0

13.5

10.8

10.1

39.2

39.4

71.6

30.5

1.0

1.5

2.2

0.1

-1.4

0.4

-1.5

1.0

6.8

8.9

4.9

1.9

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

8,7

7.6

9.8

7.2

6.0

13.5

10.9

10.1

39.2

39.4

71.6

30.5

1.0

1.5

2.2

0.1

-1.4

0.4

-1.5

1.0

6.8

8.9

4.9

1.9

Q1 2013 vs Q1 2012



AVERAGE PROMO PRICE

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME



CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

7,9

6.3

2.7

7.9

6.6

6.5

18.6

17.2

4.6

4.6

0.0

0.0

1.3

0.4

-0.9

0.2

1.6

-0.8

10.5

6.6

2.1

2.1

0.0

0.0

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME



CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

8.0

6.3

2.7

7.9

6.6

6.5

18.6

17.4

4.6

4.6

0.0

0.0

1.3

0.4

-0.9

0.2

1.6

-0.8

10.5

6.8

2.1

2.1

0.0

0.0

Q1 2013 vs Q1 2012



AVERAGE PROMO PRICE

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

9.4

6.3

8.4

8.5

23.9

11.0

12.4

18.0

435.5

157.7

894.3

62.8

-1.3

-1.2

-1.1

-2.5

1.1

-2.9

-1.2

0.3

10.2

-9.9

-29.5

2.3

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

9.8

6.5

8.5

8.8

23.9

11.1

13.9

18.9

436.8

158.8

895.0

68.6

-1,7

-1.5

-1.1

-2.7

1.1

-3.2

-1.6

-0.6

10.1

-11.4

-28.8

8.2

Q1 2013 vs Q1 2012



AVERAGE PROMO PRICE

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

14,1

12.3

13.1

12.0

20.1

15.5

14.2

23.0

243.4

111.7

578.1

47.9

1.1

1.5

-1.0

0.5

3.1

3.4

0.1

0.6

10.7

12.1

37.9

1.5

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

14,5

12.5

13.1

12.2

20.1

15.6

15.3

24.3

243.5

111.9

578.1

47.9

1.1

1.5

-1.1

0.4

3.1

3.4

0.3

1.4

10.8

12.2

37.9

1.5

Q1 2013 vs Q1 2012

PROMOReview


3 – PROMO PRESSURE & SHARE OF VOICE

Q1 2013 vs Q1 2012

Q1 2013 vs Q1 2012

PROMO PRESSURE GROWTH* (WU)Traffic Leaflets

PROMO PRESSURE

FOOD

NON - FOOD

+ 2.2 %

- 4.7%

HIPERMARKET

SUPERMARKET

CASH&CARRY

HARD DISCOUNT

-12.03%

The Promo Pressure has a positive trend in the Q1 2013 vs Q1 2012. Taking a look at how retailers behaved in 2013, we see that Cash&Carry and Hard Discounters have a positive trend respect the other formats.

*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted

Growth 2013 vs 2012

+ 5.2 %

-9.46%

+26.11%

+3.38%

+ 0.6 %

- 0.3%

2013 2012

+3.38%

2013 2012

-19.73%-8.34%

+3.38%

Growth 2012 vs 2011

- 4.7 %

Q1 2013 vs Q1 2012

REAL-HYPERMARKET

CARREFOUR

SELGROS

METRO

PENNY MARKET

BILLA

LIDL

KAUFLAND

MEGA IMAGE

CORA

PROFI

CARREFOUR MARKET

-28.7%

-10.3%

8.5%

-3.5%

1.4%

-0.1%

10.8%

8.0%

47.8%

-2.7%

-3.9%

-5.4%

PROMO PRESSURE GROWTH* (WU)


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.

Q1 2013 vs Q1 2012

PROMO PRESSURE GROWTH* vs Average number of pag/OPThe detailed promo pressure

growth by player shows the correlation between number of pages downsize and promo pressure decreased.


Average number of pages/OP

REAL-HY-PERMARKET

CARREFOUR

SELGROS

METRO

PENNY MARKET

BILLA

LIDL

KAUFLAND

MEGA IMAGE

CORA

PROFI

CARREFOUR MARKET

27

24

23

21

18

16

16

13

12

10

9

2

REAL-HYPERMARKET

CARREFOUR

SELGROS

METRO

PENNY MARKET

BILLA

LIDL

KAUFLAND

MEGA IMAGE

CORA

PROFI

CARREFOUR MARKET

-28.7%

-10.3%

8.5%

-3.5%

1.4%

-0.1%

10.8%

8.0%

47.8%

-2.7%

-3.9%

-5.4%

+5 pag

-1 pag

+2 pag

-1 pag

+1 pag

+4 pag

+2 pag

+3 pag

+1 pag

+1 pag

Q1 2013 vs Q1 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

3.96%

-3.62%

11.15%

-7.95%

-0.20%

11.65%

8.70%

27.69%

-6.12%

-20.26%

-1.84%

9.50%

http://www.google.ro/url?sa=i&rct=j&q=logo+carrefour&source=images&cd=&cad=rja&docid=M4DylUUSwW9EaM&tbnid=QmXrN_HfEqFLLM:&ved=0CAUQjRw&url=http://www.azfranchising.ro/ro/articoli/franta-carrefour-lanseaza-un-nou-site-cu-produse-nealimentare/&ei=_P81UbbQOcjJswaAwYHQCg&bvm=bv.43148975,d.bGE&psig=AFQjCNGgw1_2VyjScsWbCO0mweO8clbGgA&ust=1362579798275908

Q1 2013 vs Q1 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

-2.80%

-2.12%

5.62%

0.22%

-3.82%

144.20%

-5.55%

-11.36%

5.09%

-9.71%

21.50%

13.96%

Q1 2013 vs Q1 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

4.15%

9.92%

-0.95%

8.90%

-6.36%

-23.81%

3.61%

2.67%

-14.19%

-22.14%

-14.79%

13.90%

Q1 2013 vs Q1 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

3.87%

16.20%

-16.61%

22.40%

-6.57%

-40.66%

6.45%

-11.55%

-5.96%

-23.32%

16.80%

2.50%

Q1 2013 vs Q1 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

-0.81%

-4.19%

42.04%

25.65%

45.24%

15.63%

-21.31%

-2.87%

16.00%

14.06%

6.10%

33.38%

Q1 2013 vs Q1 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

2.85%

-6.29%

-5.28%

20.67%

-1.09%

-16.61%

28.46%

-55.61%

-15.23%

-17.34%

-30.22%

11.99%

http://www.google.ro/url?sa=i&rct=j&q=logo+penny+market&source=images&cd=&cad=rja&docid=dUIZFZK9lqhpQM&tbnid=onnjk8DyIlGiSM:&ved=0CAUQjRw&url=http://angelopf.blogspot.com/2010/08/penny-market-covasna.html&ei=rgE2UaqnFtHbsgb58YCgAg&bvm=bv.43148975,d.bGE&psig=AFQjCNFqqWQOgFBNkOD_MPA959bEA-Geqw&ust=1362580266602361

Q1 2013 vs Q1 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

-0.55%

16.85%

-20.16%

-8.93%

-22.38%

318.04%

-23.22%

28.63%

7.19%

20.59%

-100.00%

0.00%

Q1 2013 vs Q1 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

0.00%

-3.15%

38.16%

-19.62%

-33.01%

19.62%

-9.18%

-12.08%

0.00%

0.00%

0.00%

0.00%

Q1 2013 vs Q1 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

-16.09%

-14.24%

-29.49%

-14.24%

47.01%

-41.32%

-24.87%

-42.83%

9.69%

5.72%

46.50%

8.83%

http://www.google.ro/url?sa=i&rct=j&q=logo+lidl&source=images&cd=&cad=rja&docid=Wds6hHAsrs28vM&tbnid=1A2cuwtMd201lM:&ved=0CAUQjRw&url=http://www.realitatea.net/lidl-se-alatura-campaniei-in-realitate-esti-mai-bun_913724.html&ei=PwI2UZagBsK0tAaaqIDIDQ&bvm=bv.43148975,d.bGE&psig=AFQjCNFHRFtBwANMRJGAsuVTX_BItcSDHQ&ust=1362580412583286

Q1 2013 vs Q1 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

-1.42%

31.25%

-23.89%

-24.61%

-1.06%

-34.04%

-7.24%

-34.04%

36.05%

36.05%

0.00%

0.00%

Q1 2013 vs Q1 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

-10.99%

-11.14%

6.55%

-36.34%

-25.12%

49.67%

2.91%

-19.11%

11.15%

22.31%

18.86%

-50.52%

http://www.google.ro/url?sa=i&rct=j&q=logo+metro&source=images&cd=&cad=rja&docid=ni4CxRPy8ZJ_iM&tbnid=-xPUd2JctFL4aM:&ved=0CAUQjRw&url=http://www.logostage.com/logo/metro_cash_and_carry/&ei=KgQ2Ucv5NoHTtQaVyYGgCA&bvm=bv.43148975,d.bGE&psig=AFQjCNHvODzIDiCeWFmMoXVnlP7zt3-viA&ust=1362580904079198

Q1 2013 vs Q1 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

1.09%

5.96%

-1.39%

-12.08%

-10.36%

-2.21%

8.88%

-12.39%

-0.85%

11.56%

-6.72%

-12.77%

Q1 2013 vs Q1 2012

SHARE OF VOICE (WU) Traffic Leaflets

*where Others represents the retailers outside selection with the same chain format as selected.

Others* 11.9%100% = Total Retailers 2013

The most important player is Selgros.

+1.1 pts

15.9%

10.6%

10.6%

9.1%

8.5%

8.4%

7.5%

6.7%

4.7%

4.4%

1.0%

0.7%

+1.2 pts

-0.4 pts

+0.8 pts

-0.3 pts

-1 pts

-3.4 pts

+0.1 pts

+0.5 pts

+1.4 pts

Q1 2013 vs Q1 2012

SHARE OF VOICE - Produse de baza(WU) Traffic Leaflets


Others*100% = Total Retailers 2013

-2.18 pts11,45%

SELGROS

KAUFLAND

BILLA

MEGA IMAGE

METRO

CARREFOUR

REAL-HYPERMARKET

PENNY MARKET

CORA

LIDL

PROFI

CARREFOUR MARKET

14.48%

12.14%

10.89%

8.66%

8.66%

8.26%

8.16%

7.91%

4.63%

2.10%

1.50%

1.16%

-0,2 pts

+2,2 pts

+4,9 pts

-0,8 pts

-2,6 pts

-0,9 pts

+0,4 pts

-0,6 pts

0 pts

+0,3 pts

-0,3 pts

-0,2 pts

Q1 2013 vs Q1 2012

SHARE OF VOICE - Produse de baza(WU) Special Leaflets


100% = Total Retailers 2013 Others* -2.15

pts1.05%

REAL-HYPERMARKET

MEGA IMAGE

PENNY MARKET

CARREFOUR MARKET

CORA

BILLA

SELGROS

LIDL

PROFI

CARREFOUR

METRO

KAUFLAND

25.98%

16.54%

13.91%

11.81%

11.29%

6.04%

5.51%

4.72%

2.62%

0.26%

0.26%

0.00%

+10 pts

+7,4 pts

+13,9 pts

-2 pts

-2 pts

-7,3 pts

-14,4 pts

+4,7 pts

+2,4 pts

+0,3 pts

-10,8 pts+0 pts

Q1 2013 vs Q1 2012

PROMOReview


4 – PROMO MECHANISMS

Q1 2013 vs Q1 2012

Q1 2013 vs Q1 2012

PROMO MECHANISMS(WU) Traffic LeafletsProducts with consumer benefits by retailer format

Regarding the consumer benefits an important increasing was in HARD DISCOUNT with 14.8 pts in Q1 2013 vs Q1 2012.

The Promo Mechanisms ‘’complets’’ the price/product: TPR, Virtual Promo, Gratuities, etc.

CASH AND CARRY HARD DISCOUNT HIPERMARKET SUPERMARKET

28.2%

45.5%

53.5%

63.9%

37.2%

60.3% 60.2%58.4%

20122013

Q1 2013 vs Q1 2012

PROMO MECHANISMS(WU) Traffic LeafletsProducts with consumer benefits per retailer

HIPERMARKET SUPERMARKET

Analyzing the consumer benefits by retailer, we have a clear picture of the evolution of these. In Hypermarkets Kaufland increased with 4.4 pts, while in Supermarkets Billa is leading, although it has registered a decreased of 2.9 pts.

CARREFOUR CORA KAUFLAND REAL-HYPERMARKET

18.08%

28.31%30.90%

22.72%

13.82%

29.97%

35.27%

20.93%20122013

BILLA CARREFOUR MARKET

MEGA IMAGE PROFI

82.52%

1.67%7.11%

8.69%

79.64%

1.43%10.46%

8.46%

20122013

Q1 2013 vs Q1 2012

PROMO MECHANISMS(WU) Traffic LeafletsProducts with consumer benefits per retailer

HARD DISCOUNTCASH&CARRY

In Cash&Carry SELGROS registered a positive evolution of +22.5 pts vs. previous year.

51.36%48.64%

28.85%

71.15%

20122013

16.29%

83.71%

16.00%

84.00%

20122013

Q1 2013 vs Q1 2012

PROMO MECHANISMS(WU) Traffic Leaflets

+20.2%

+6.7 pt

Products with consumer benefits

Q1 2013 vs Q1 2012Growth 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

6.3%

0.5%

40.8%

8.6%

-1,6 pts

-0,4 pts

8,6 pts

-0,7 pts

Q1 2013 vs Q1 2012


+20.2%

+6.7 pt

1 + 1 gratis 0.3%(-0,2 pts)

2 + 1 gratis 0.9%(-0,4 pts)

Other VL 2.8% (0 pts)X% From the 2nd product (Identical or not) 4.5%

(-0.1 pts)

BUYBACK 0,1% (0 pts)

LOTTERY/GAMES 0.4%(-0,4 pts)

GIFTS ON PACK 2.9%(-0,8 pts)

GRATUITES 3.4%(-0.8 pts)

CROSSED PRICE 33.1% (31.4 pts)CUPON 0,0% (0 pts)LOYALTY POINTS 4.0% (1.3 pts)MONEYTICKET 2.6% (-0,3 pts)PRICE DISCOUNT 1.1% (-23.7 pts)SPECIAL PRICE 0,5% (0,1 pts)


Consumer pack

Instore Event

TPR (Temporary price Reduction)

Virtual promo

6.3%

0.5%

40.8%

8.6%

-1,6 pts

-0,4 pts

8,6 pts

-0,7 pts


Q1 2013 vs Q1 2012

From total articles promoted in Food category, on more than 64% at least 1 Consumer Advantage was used, And on non food promotions only 30% of the articles were promoted with at least Consumer Advantage.

+20.2%

+6.7 pt



68%

63%

79%

80%

68%

56%

67%

76%

32%

26%

41%

21%

National Brands

FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

64%

60%

72%

75%

64%

57%

65%

64%

30%

24%

36%

33%

6,8 pts

5,9 pts

2,2 pts

1,1 pts

12,9 pts

17,3 pts

6,7 pts

14,4 pts

5,4 pts

2,3 pts

11,2 pts

5,2 pts


Q1 2013 vs Q1 2012

PROMOReview


QUALITY KPI

Q1 2013 vs Q1 2012

Q1 2013 vs Q1 2012

COMPLEXITY INDICATOR

We can easily see that BILLA is using at least 1 Consumer Advantage on 88.65% of the promoted articles, while CARREFOUR MARKET is using Consumer Advantages only on 15.79% of the promoted articles.

BILLA

KAUFLAND

CORA

PROFI

PENNY MARKET

SELGROS

REAL-HYPERMARKET

CARREFOUR

MEGA IMAGE

METRO

LIDL

CARREFOUR MARKET

88.65%

83.38%

74.35%

69.40%

65.88%

50.35%

41.17%

33.69%

29.39%

27.24%

19.62%

15.79%

3,0%

15,2%

8,8%

2,8%

14,4%

26,4%

-0,6%

-7,5%

10,7%

-6,5%

4,0%

-1,4%

Q1 2013 vs Q1 2012

0 mechanisms 1 mechanism 2 mechanisms 3 mechanisms

46.17%51.13%

2.56%0.14%

COMPLEXITY INDICATOR

Number of Promo mechanisms / item

(HM, HDD, SM & CC, on Food &Non Food)

The most complex or less complex(classified by the number of products with 2 or more mechanisms)

The indicator of complexity is to indicate the level of complexity of the offers of the retailers. As a retailer will have several mechanisms on a promoted item, it will be poorly ranked.

0.1%

0.3%

0.5%

0.6%

0.8%

1.2%

1.6%

2.0%

2.8%

3.8%

6.7%

9.3%

Q1 2013 vs Q1 2012

Q1 2013 vs Q1 2012

PROMOReview


RETAILERS SUMMARY

Q1 2013 vs Q1 2012

Carrefour (traffic leaflets)

Pressure Offer

Consumer advantagesBrands Share

Hypermarket

Quantity of WU

Quantity of PO

-9.46%

Quantity of WU

-10.28%

Quantity of WU


33.3%

33.3%

33.3%

FOOD NON-FOOD TEXTILE

13.1%

64.3%

22.6%

Private Label National brands Unbranded

FOOD Market(C&C, HM,HDD, SM)

+ 2.2 %

-1,7 pts

0,8 pts

0,8 pts

0,6 pts

1,7 pts

-2,3 pts

Consumer Pack 6,52% -1,3 ptsInstore Event 0,36% -0,1 ptsTPR (Temporary Price Reduction)

15,68% -3 pts

Virtual promo 14,55% -0,5 pts

1+1 gratis 0,00% -0,1 pts2+1 gratis 0,04% -0,3 ptsOther VL 0,08% -0,1 ptsX% From the 2nd product (Identical or not)

14,42% 0 pts

Q1 2013 vs Q1 2012

Cora (traffic leaflets)Promo Review of food retailers in

20’top

-2.68 %

Pressure Offer

Brands ShareConsumer advantages

Quantity of POQuantity of WU

Quantity of WU Quantity of WU

33.3%

33.3%

33.3%


8.3%

68.3%

23.5%



+ 2.2 %

-9.46% Hypermarket 0 pts

0 pts

0 pts

0 pts

0,6 pts

-0,6 pts

Consumer Pack 6,58% -0,7 pts

Instore Event 0,34% +0,3 pts

TPR (Temporary Price Reduction)

68,40%

+8,9 pts

Virtual promo 2,36% -1,2 pts1+1 gratis 0,04% 0 pts2+1 gratis 0,00% -0,2 ptsOther VL 0,04% 0 ptsX% From the 2nd product (Identical or not) 2,28% -0,9 pts

Q1 2013 vs Q1 2012

Real (traffic leaflets)

- 28.68%


Pressure Offer




33.3%

33.3%

33.3%


15.1%

58.4%

26.5%



+ 2.2 %

-9.46% Hypermarket 0 pts 0 pts

0 pts

6,2 pts

-1,5 pts

-4,7 pts



TPR (Temporary Price Reduction)

43,36%

+15,4 pts

Virtual promo 5,55% -0,8 pts1+1 gratis 2,59% -0,2 pts2+1 gratis 2,39% -0,3 ptsOther VL 0,21% 0 ptsX% From the 2nd product (Identical or not) 0,37% -0,2 pts

Q1 2013 vs Q1 2012

Kaufland (traffic leaflets)

Offer/Brands

+7.97%


Pressure Offer

Consumer advantages



34.2%

34.2%

31.6%


15.3%

57.7%

27.0%



+ 2.2 %

-9.46% Hypermarket -1,9 pts

-1,9 pts

3,8 pts

-1,4 pts

4 pts

-2,6 pts

Consumer Pack 5,62% -1,6 ptsInstore Event 0,10% +0 ptsTPR (Temporary Price Reduction)

65,09%

+4,7 pts

Virtual promo 2,94% +2,1 pts

1+1 gratis 0,10% -0,1 pts

2+1 gratis 0,16% +0,2 pts

Other VL 0,03% +0 ptsX% From the 2nd product (Identical or not) 2,65% +2 pts

Q1 2013 vs Q1 2012

Billa (traffic leaflets)

Supermarket- 12.03%

-0.07%


Pressure Offer




40.6%

40.6%

18.8%


10.1%

74.0%

15.9%



+ 2.2 %

6,4 pts

6,4 pts

-12,8 pts

1,7 pts

-0,6 pts

-1,1 pts

Consumer Pack 5,15% -3,5 ptsInstore Event 0,00% -0,5 ptsTPR (Temporary Price Reduction)

66,82% -0,2 pts

Virtual promo 15,81% -1,1 pts

1+1 gratis 0,28% +0,2 pts

2+1 gratis 6,20% -0,8 ptsOther VL 0,05% +0 ptsX% From the 2nd product (Identical or not) 9,28% -0,7 pts

Q1 2013 vs Q1 2012

Mega Image (traffic leaflets)

+3,5pts


Supermarket- 12.03%

Pressure Offer




+ 47.81%

50.0%50.0%


17.9%

79.8%

2.3%



+ 2.2 %

-16,7 pts16,7 pts

0 pts

2,8 pts

-4,4 pts

1,7 pts



TPR (Temporary Price Reduction) 4,00% 0 pts

Virtual promo 10,43%

+3,5 pts

1+1 gratis 0,24% +0,1 pts

2+1 gratis 0,08% -0,2 ptsOther VL 0,16% -0,5 ptsX% From the 2nd product (Identical or not) 9,96% +4 pts

Q1 2013 vs Q1 2012

Carrefour Market(traffic leaflets)Promo Review of food retailers in

20’top

Supermarket- 12.03%

-5.39%

Pressure Offer




100.0%


18.3%

49.0%

32.7%



+ 2.2 %0 pts

0 pts

-2,3 pts

-1,7 pts

4 pts

Consumer Pack 5,77% -2,4 ptsInstore Event 0,00% +0 ptsTPR (Temporary Price Reduction) 3,85% -0,9 pts


1+1 gratis 0,00% +0 pts2+1 gratis 0,00% +0 ptsOther VL 0,00% +0 ptsX% From the 2nd product (Identical or not) 6,73% +2,4

pts

Q1 2013 vs Q1 2012

Profi (traffic leaflets)Promo Review of food retailers in

20’top

Supermarket- 12.03%

-3.92%

Pressure Offer




75.0%

25.0%


16.2%

69.4%

14.4%



+ 2.2 %

5 pts

-5 pts0 pts

-0,2 pts

1,8 pts

-1,6 pts

Consumer Pack 9,15% -2,2 ptsInstore Event 0,00% +0 ptsTPR (Temporary Price Reduction)

60,92%

+4,3 pts


1+1 gratis 0,00% +0 pts2+1 gratis 0,00% +0 ptsOther VL 0,00% +0 ptsX% From the 2nd product (Identical or not) 0,70% +0,3

pts

Q1 2013 vs Q1 2012

Penny (traffic leaflets)Promo Review of food retailers in

20’top

Hard Discount + 26.11%

+ 1.44%

Pressure Offer




39.4%

39.4%

21.2%


20.8%

63.9%

15.3%



+ 2.2 %

2,3 pts

2,3 pts

-4,6 pts

4,3 pts

-0,3 pts

-4 pts

Consumer Pack 8,92% +0,8 pts

Instore Event 0,05% -2,1 ptsTPR (Temporary Price Reduction)

50,49%

+10,1 pts


1+1 gratis 0,10% -0,2 pts2+1 gratis 0,10% -0,1 ptsOther VL 0,15% +0 ptsX% From the 2nd product (Identical or not) 3,46% +0,3

pts

Q1 2013 vs Q1 2012

Lidl (traffic leaflets)Promo Review of food retailers in

20’top

Hard Discount + 26.11%

Pressure Offer

Offer/BrandsConsumer advantages



33.3%

33.3%

33.3%


83.0%

8.4%

8.6%



+ 2.2 %

0 pts 0 pts

0 pts

-1,8 pts

3,3 pts

-1,5 pts

Consumer Pack 3,17% +2,5 pts

Instore Event 0,00% +0 ptsTPR (Temporary Price Reduction)

13,28% -1,8 pts


1+1 gratis 0,07% +0,1 pts

2+1 gratis 0,00% +0 ptsOther VL 0,00% +0 ptsX% From the 2nd product (Identical or not) 0,30% +0,3

pts

+ 10.85%

Q1 2013 vs Q1 2012

Metro (traffic leaflets)

Cash&Carry

-3.46%


Pressure Offer

Offer/BrandsConsumer advantages



25.8%

51.6%

22.6%


22.0%

57.5%

20.5%



+ 2.2 %

+3.38% 2,9 pts

0,2 pts

-3,1 pts

2 pts

-5,5 pts

3,5 pts

Consumer Pack 3,61% -1,5 ptsInstore Event 1,56% -0,3 ptsTPR (Temporary Price Reduction) 5,57% +1,3

pts

Virtual promo 16,80% -7 pts

1+1 gratis 0,36% +0 pts2+1 gratis 0,88% -1,5 ptsOther VL 6,93% -2,1 ptsX% From the 2nd product (Identical or not) 8,63% -3,4 pts

Q1 2013 vs Q1 2012

Selgros (traffic leaflets)Promo Review of food retailers in

20’top


+ 8.51%

Pressure Offer

Share ofBrandsConsumer advantages



30.0%

44.0%

26.0%


2.9%

85.1%

12.0%


+ 2.2 %

+3.38%Cash&Carry -1,7 pts

5 pts

-3,3 pts

-0,1 pts

1,1 pts

-1 pts

Consumer Pack 4,99% -1 ptsInstore Event 0,59% -0,3 ptsTPR (Temporary Price Reduction)

25,77%

+20,9 pts

Virtual promo 14,00%

+0,7 pts

1+1 gratis 0,09% -0,1 pts

2+1 gratis 0,87% +0,1 pts

Other VL 12,72%

+0,4 pts

X% From the 2nd product (Identical or not) 0,33% +0,2

pts

Q1 2013 vs Q1 2012

Thank you for your attention

Florentina VasileLeaflet Monitor [email protected]+40 (0) 743 216 282

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