category review (share of voice) toothpaste december 2015

Category ReviewToothpaste

December 2015 vs. 2014

Analyzed market: Toothpaste

SOV = SHARE OF VOICE

ALL BRANDS = 100%INDEX USED: quantity of pictures

ALL RETAILERS = 100%

ppts = percentage points difference of share of voice compared to the similar period last year

How do we count, taking as example the picture below: 1 PIC (picture/insertion)3 SNU (we have 3 type of products, from 3 different families)7 SKU ( 3 color cream, 3 shampoo, 1 shave face cream)


• The interpretation shows that this 2 KPI’s are somehow connected. Because the Evolution of PP has a incidence on the ∆ SOV.

• They can be displayed on a 3D map with the following conditions–x= Evolution vs. Y-1 (%) = Promo Pressure–y= Evolution vs. Y-1 (pp) = ∆ SOV–Bubble Size= SOV (%)

• The target is to model an evaluation of the player’s strategy.• Each player belongs to a quadrant of the map. Each quadrant is relevant for a specific case.

x<0 -> less promotions. Cost oriented policy.y>0 -> a better relative position versus other players.Definitely a very clever strategy

x<0 -> less promotions, Cost oriented policy. y<0 -> a worst relative position versus other players .Regression. Good strategy only for leaders, dangerous game for small players

x>0 -> more promotions. Aggressive investment policy. y>0 -> a better relative position versus other players.Strategy of players in expansion

x>0 -> more promotions. Investment policy. y< 0 -> a worst relative position versus other players Strategy of giddy players in expansion

Impact on business:“Offensive” should have a growth of leaflet promotional Turn Over, Y versus Y-1. “Winner” should observe a growth of leaflet promotional share of voice. If this is not the case, it is a Pyrrhic Victory: the leaflet promotion is not efficient.

VOCABULARY

x=0 & y=0 -> The same strategy as previous year


Share of Voice


Promo Pressure of Producers

Zdrovit Romania SRL have an increased Share of Voice in December 2015 versus last year. They had an extreme growth of 250% after having a Share of Voice of 3.1% in December 2014 and growing to 11.5% in December 2015.

Other brands are showing an increase in Share of Voice versus the previous December, all of them having no promotions in December 2014 hence growing by 1 or 2 promotions from 0. Alltogether, Share of Voice for other brands

was increased by 6.9 percentage points in December 2015 vs. December 2014.

The total Toothpaste promotions have decreased by 6.2% in December 2015 in comparison with December 2014.

Colgate Palmolive had a dicrease of 15.2% in the quantity of pictures showcased in promotional catalogues in December 2015 versus December 2014.

Procter & Gamble had a slight decrease of 0.7% percentage points keeping almost the same Share of Voice, due to other producers also promoting less in December 2015 compared to December 2014.

Glaxosmithkline (GSK) had a decrease of 38.9%! Their presence in Share of Voice occupying 27.7% last December whereas this year reaching only 18%.

Other Brands: Henkel, Apollo Mod Distribution, Coswell S.P.A., Sunstar Suisse S.A., Sarantis Romania, GNV Omega Trading.

COLGATE-PALMOLIVE 28 33 -5 45,9% 50,8% -15,2% -4,9

PROCTER & GAMBLE 8 9 -1 13,1% 13,8% -11,1% -0,7

GLAXOSMITHKLINE (GSK) SRL 11 18 -7 18,0% 27,7% -38,9% -9,7

ZDROVIT ROMANIA SRL 7 2 5 11,5% 3,1% 250,0% 8,4

OTHER BRANDS 7 3 4 11,5% 4,6% 133,3% 6,9

TOTAL 61 65 -4 100,0% 100,0% -6,2%

Evol. PIC DEC. '15 vs

'14(%)

Evol. SOV DEC. '15 vs

'14(ppts.)

Producers Share of Voice in all RetailersToothpaste Market

Qty PIC DEC. 2014

Qty PICDEC. 2015


'14(abs. value)

SOV PICDEC. 2014

SOV PICDEC. 2015

Bubble size = Share of Voice


Evol

utio

n (p

pts.

)

Evolution (%)

Share of Voice December 2015

METRO 3 2 1 4,9% 3,1% 50,0% 1,8

SELGROS 3 1 2 4,9% 1,5% 200,0% 3,4

LIDL 1 1 1,6% 1,6

PENNY MARKET 2 5 -3 3,3% 7,7% -60,0% -4,4

XXL MD 5 4 1 8,2% 6,2% 25,0% 2

CARREFOUR 6 3 3 9,8% 4,6% 100,0% 5,2

CORA 8 8 13,1% 12,3% 0,8

KAUFLAND 10 5 5 16,4% 7,7% 100,0% 8,7

REAL-HYPERMARKET 1 1 1,6% 1,6

BILLA 3 7 -4 4,9% 10,8% -57,1% -5,9

CARREFOUR MARKET

MEGA IMAGE 4 10 -6 6,6% 15,4% -60,0% -8,8

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

OTHER RETAILERS 15 19 -4 24,6% 29,2% -21,1% -4,6

TOTAL 61 65 -4 100,0% 100,0% -6,2%

SOV PICDEC. 2014


'14(%)

Evol. SOV DEC '15 vs

'14(ppts.)

Retailers Share of Voice inToothpaste Market

Qty PICDEC. 2015

Qty PICDEC. 2014


'14(abs.

value)

SOV PICDEC. 2015

Kaufland has the biggest SOV among retailer in promoting Toothpaste in

December 2015, having also has the biggest increase in Share of Voice versus December 2014; by 8.7 ppts. after 5 more

promotions than last year.

Cora is following, being constant in their number of promotions, their Share of

Voice grew as other retailers decided to promote less.

Mega Image had the most significant loss, diminishing their presence in catalogues

by 60%.




Carrefour Market and Profi had a zero value in Share of Voice. They did not promote Toothpaste in December 2015.

Producers Share of Voice in all retailers in December 2015

Market Analysis December 2015 vs. December 2014



* Qty. of insertions

Qty PICDEC. 2015

Qty PICDEC. 2014

Evol. PIC DEC. '15 vs '14(abs. value)

SOV PICDEC. 2015

SOV PICDEC. 2014

Evol. PIC DEC. '15 vs '14

(%)

Evol. SOV NOV '15 vs '14

(ppts.)

% % %

PASTA DE DINTI ANTICAVITY 10 10 0 16,4% 15,4% 0,0% 1

PASTA DE DINTI COPII TUB 4 4 0 6,6% 6,2% 0,0% 0,4

PASTA DE DINTI ALBIRE 17 15 2 27,9% 23,1% 13,3% 4,8

PASTA DE DINTI RESPIRATIE PROASPATA 3 7 -4 4,9% 10,8% -57,1% -5,9

PASTA DE DINTI HERBAL 5 7 -2 8,2% 10,8% -28,6% -2,6

PASTA DE DINTI PROTECTIE GINGII 4 6 -2 6,6% 9,2% -33,3% -2,7

PASTA DE DINTI PROTECTIE TOTALA 15 14 1 24,6% 21,5% 7,1% 3,1

PASTA DE DINTI SENSITIVE 10 6 4 16,4% 9,2% 66,7% 7,2

Toothpaste Share of Voice all Retailers

Market Analysis December 2015 vs. December 2014


SOV DEC. 15

Evol. DEC. 15

Evol. DEC. 15

SOV DEC. 15

Evol. DEC. 15

Evol. DEC. 15

SOV DEC. 15

Evol. DEC. 15

Evol. DEC. 15

SOV DEC. 15

Evol. DEC. 15

Evol. DEC. 15

% % ppts % % ppts % % ppts % % ppts

COLGATE-PALMOLIVE 100% 25% 20 25% -50% -25 53% 13% -0,4 67% -50% 9,5

PROCTER & GAMBLE -100% -10 24% 33% 3,5

GLAXOSMITHKLINE (GSK) SRL 50% 100% 25 6% -75% -20,8 -100% -42,9

ZDROVIT ROMANIA SRL

OTHER BRANDS -100% -10 25% 18% 17,6 33% 33,3

Total Brands selection 100% 100% 100% 13% 100% -57%

Producers split of promo actions in markets

PASTA DE DINTI ANTICAVITY PASTA DE DINTI COPII TUB PASTA DE DINTI ALBIRE PASTA DE DINTI RESPIRATIE PROASPATA

SOV DEC. 15

Evol. DEC. 15

Evol. DEC. 15

SOV DEC. 15

Evol. DEC. 15

Evol. DEC. 15

SOV DEC. 15

Evol. DEC. 15

Evol. DEC. 15

SOV DEC. 15

Evol. DEC. 15

Evol. DEC. 15

% % ppts % % ppts % % ppts % % ppts

COLGATE-PALMOLIVE 60% -50% -25,7 53% -3,8

PROCTER & GAMBLE 33% -17% -9,5

GLAXOSMITHKLINE (GSK) SRL -100% -14,3 100% -20% 16,7 40% -26,7

ZDROVIT ROMANIA SRL 40% 40 50% 150% 16,7

OTHER BRANDS -100% -16,7 13% 13,3 10% 10

Total Brands selection 100% -29% 100% -33% 100% 7% 100% 67%

PASTA DE DINTI HERBAL PASTA DE DINTI PROTECTIE GINGII PASTA DE DINTI PROTECTIE TOTALA PASTA DE DINTI SENSITIVE

Producers split of promo actions in markets

Consumer Advantages used by Producers in December 2015

Colgate-Palmolive

Procter & Gamble

Glaxosmithkline (GSK) SRL

Zdrovit Romania SRL

December 2015

Qty. PIC DEC. 15 (abs. val.)






COLGATE-PALMOLIVE 38 47 28 33 10 14PROCTER & GAMBLE 25 22 8 9 17 13

GLAXOSMITHKLINE (GSK) SRL 16 29 11 18 5 11ZDROVIT ROMANIA SRL 7 3 7 2 0 1

OTHER BRANDS 26 18 7 3 19 15Total Brands Selection 112 119 61 65 51 54

% 100% 100% 54% 55% 46% 45%

Producers promo actions within Oral Hygiene

Market

TOTAL TOOTHPASTE OTHER PRODUCTS

Toothpaste vs. Other Products in Oral Hygiene Market

Other products promoted in Oral Hygiene Market in

December 2015

Product Flash Analysis

November 2015 vs. 2014

Most promoted SKU in November 2015 for Infant Nutrition

November 2015 vs. 2014

Most promoted SKU in November 2015

This SKU was promoted 2 times in December 2015 in Hipermarket and Hard Discount format and 17 times from 1st of January 2015 to 31st of December 2015 in all formats.

PASTA DINTI AKTIV - LACALUT - 1 BUC. 75 ML – 1 year analysis

intensive promo

PROMO SEASONALITY


Thank you for your attention

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

Teodora NastacAccount Manager [email protected] +40 (0) 741 098 023

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