promo review romania fy 2013 vs 2012

2013 vs 2012

Promo Review of food retailers in 20’top

PROMO

http://www.google.ro/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Q8jTalwDf4SyJM&tbnid=Rqc6LfyvSorLrM:&ved=0CAUQjRw&url=http://wikimapia.org/9931682/ro/Lidl-Lugoj&ei=SRL6Udj1E8artAa_gIGoBA&bvm=bv.50165853,d.Yms&psig=AFQjCNEyyepIM-lwKAa_Xcbd0oFVz33Z6w&ust=1375429575457961

2013 vs 2012

RETAILERS SUMMARY

QUANTITATIV KPI

1- LEAFLETS & PROMO OPERATIONS 4-17

78-91

4- PROMO PRESSURE & SHARE OF VOICE

41-63

3- AVERAGE PRICES 26-40

2- TRADE STRATEGY 18-25

64-77

CONTENT :


5- PROMO MECHANISMS

2013 vs 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 SNU 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.

• Shopper Need Unit (SNU): 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/

2013 vs 2012

PROMOReview


1- LEAFLETS & PROMO OPERATIONS

2013 vs 2012

2013 vs 2012

LEAFLETS & PROMO PRESSURE (traffic leaflets – all leaflets)

48

29

52

8

22

( Nationals PO) 2013

(evol)

HM

• Quantity of leaflets 2013 vs 2012. All traffic leaflets = 100%.• 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

616 635 720

79 37 22

-3% -11,8%

113,5% 68,2%

NATIONALS PO

REG & LOC PO

C&C

67

73


(evol)

2013 2012 2011

Pressure 2013 vs

2012

Pressure 2012 vs

2011

- 2 PO

+2 PO

+ 1 PO

+ 8 PO

- 13 PO

-

- 12 PO

2013 vs 2012

LEAFLETS & PROMO PRESSURE (traffic leaflets – all leaflets)

HD

52

52


(evol)

SM ( Nationals PO) 2013 (evol)

52

47

24

38

616 635 720

79 37 22

-3% -11,8%

113,5% 68,2%

NATIONALS PO

REG & LOC PO

2013 2012 2011

Pressure 2013 vs

2012

Pressure 2012 vs

2011

• Quantity of leaflets 2013 vs 2012. All traffic leaflets = 100%.• 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

+1 PO

- 1 PO

+ 4 PO

+ 12 PO

-

-

http://www.google.ro/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Q8jTalwDf4SyJM&tbnid=Rqc6LfyvSorLrM:&ved=0CAUQjRw&url=http://wikimapia.org/9931682/ro/Lidl-Lugoj&ei=SRL6Udj1E8artAa_gIGoBA&bvm=bv.50165853,d.Yms&psig=AFQjCNEyyepIM-lwKAa_Xcbd0oFVz33Z6w&ust=1375429575457961

2013 vs 2012

5 TOP TRAFFIC LEAFLET NAT (by PO Share of Voice)

QUANTITY of SNU 719 484 455474 432Stores 19 24 1824 10Days 14 14 1313 14Benchmark vs Leader

100%

63%66% 60%67%

This Promotional Operation generates (through validity period and quantity of SNU) a promo pressure bigger with 40% than the 5th PO.

2013 vs 2012

168

124

120

80

72

68

61

61

57

49

40

36

21

-53 po

+49 po

+5 po

+15 po

+16 po

-9 po

+2 po

+1 po

+10 po

+13 po

+21 po

QUANTITY OF PROMO OPERATIONS (all leaflets = traffic + special + flyers NAT)

http://www.google.ro/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=v4WBBLUFEdSbUM&tbnid=4QmqWjGZyVqykM:&ved=0CAUQjRw&url=http://www.propertybuyer.ro/mega-image-face-angajari-la-mogosoaia/&ei=jhr6UdXiNYzEsga5xYHQAg&bvm=bv.50165853,d.Yms&psig=AFQjCNHbed46uG30t5ln_eweCJ82ePrp_A&ust=1375431676129908

2013 vs 2012

73

67

52

52

52

52

48

47

38

29

24

22

8

+1 po

+1 po

-2 po

-1 po

+12 po

+2 po

+4 po

-13 po

-12 po

+8 po

QUANTITY OF PROMO OPERATIONS (traffic leaflets NAT)

The biggest decrease is noticed in Real HM, 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 12 catalogues because they switched from bi-monthly catalogues to weekly catalogues since May 2013.


2013 vs 2012

95

68

57

39

39

32

20

13

12

9

5

2

2

-41 po

+49 po

+14 po

+4 po

+7 po

+14 po

+13 po

+9 po

-1 po

+2 po

+2 po

-2 po

QUANTITY OF PROMO OPERATIONS (special leaflets + flyers NAT)

Selgros had with 37 less flyers in 2013.

Penny Market had 5 thematic catalogues in 2013, with 3 more than the previous year.

Cora had with 6 more thematic catalogues than in 2012.

Real HM had with 7 more flyers in 2013 than in 2012.

Carrefour had with 4 more flyers than in 2012.

Billa had with 14 more flyers than in 2012.

Mega Image had with 8 more thematic catalogues in 2013.SPECIAL LEAFLETS = flyers (2 – 4 pages) + thematic catalogues


2013 vs 2012

20

16

13

13

13

12

9

9

8

7

7

7

7

+2 days

-1 days

+3 days

-1 days

+12 days

-5 days

AVERAGE QUANTITY OF VALIDITY DAYS (traffic leaflets NAT)

Real HM 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).


2013 vs 2012

72

47

35

33

33

32

30

23

19

15

13

9

2

+1 pag

+6 pag

+33 pag

+6 pag

+2 pag

-1 pag

+2 pag

-3 pag

-3 pag

+15 pag

AVERAGE QUANTITY OF PAGES/ PO (traffic leaflets NAT)

Kaufland has changed their strategy in 2013 and increased the average quantity of pages/po.

Lidl increased with 6 the average quantity of pages/po because 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.


2013 vs 2012

AVERAGE QUANTITY OF SNU/PAGE (traffic leaflets NAT)

The most readable is

KAUFLAND.

3

4

7

8

8

8

8

8

9

9

11

11

13

-1 snu/pag

+1 snu/pag

-1 snu/pag

+1 snu/pag

+1 snu/pag

+1 snu/pag

+11 snu/pag

+3 snu/pag


2013 vs 2012

2012A2

A3

A4

A5

51

2 48

48

27

7 44

50 2

20

4 63

1 51

1 25

8 27

8 77

KPI (traffic leaflets NAT)

2013

A2 A3 A4 A5

52

4 44

47

24 5

17 35

6 46

24

67

4 48

37 1

8

5 17

6 67

2012A2

A3 A4

A5

16

40 26

2

23

24 26

13 18

15

20 23

12 17

12 11

25 30

21 25

Quantity of po

2013A2

A3

A4

A5

13

40 26

2

25 38

26 28

14 34

15

23

12 19

9 20

33

29 28

42 28

Average qtyof pages/po

Average qty of pages/po (A4)

Average qtyof SNU/page

Avg qty of SNU/page (A4)

2012 2013

10 11

9 9

8 8

17 14

9 8

8 4

10 13

9 9

9 8

6 6

0 11

10 11

9 9

2012 2013

A4 A4

10 11

8 8

8 8

8 8

4 3

4 4

10 13

8 9

9 8

5 7

0 11

9 9

8 8

2012 2013

A4 A4

16 13

28 30

2 2

46 47

57 72

26 33

15 15

24 23

17 19

12 9

33

34 35

26 32

-10,2%

0,5%

7,0%

6,7%

5,6%

20,6%

53,9%

7,3%

0,4%

41,9%

0,0%

-32,3%

5,3%

Promo Pressure2013 vs

2012

2013 vs 2012

59

35

17

15

14

12

10

9

9

6

5

4

2

+29 pag

+25 pag

-1 pag

-3 pag

-3 pag

+2 pag

-4 pag

-2 pag

+9 pag

-2 pag

-3 pag

+2 pag

AVERAGE QUANTITY OF PAGES/PO (special leaflets + flyers NAT)

Mega Image increased the average quantity of pages/special po and they started to have a monthly frequency for these special leaflets.

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


2013 vs 2012

2

5

6

7

7

7

8

8

8

9

9

12

12

-2 snu/pag

-7 snu/pag

+1 snu/pag

+7 snu/pag

+1 snu/pag

+8 snu/pag

+1 snu/pag

+4 snu/pag

-6 snu/pag

AVERAGE QUANTITY OF SNU/PAGE (special leaflets + flyers NAT)


The most readable is

LIDL.


2013 vs 2012


Real switched from weekly catalogues to bi-monthly catalogues since May 2012 so that the quantity of po in 2013 was smaller than in the same period of the previous year (-13 po).Due to this change, they increased the average quantity of SNU per page (+1 SNU/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 2013 is bigger with 12 compared to the same period last year.They have decreased the average quantity of pages/po (-3 page/po) and increased the quantity of SNU/page (+1 SNU/pag) that lead to a lower readability of the leaflet.

Mega Image had an aggressive strategy in 2013. They increased with 4 the quantity of po and with 3 the average quantity of SNU/page.

Kaufland increased the quantity of catalogues (+1). They changed the format of their catalogues so that the average quantity of pages/po increased with 15 and the quantity of SNU/page decreased with 1.


2013 vs 2012

2013 vs 2012

PROMOReview


2 - TRADE STRATEGY

2013 vs 2012

Private Label

National Brands

Unbranded

SNU TYPOLOGY - National Brands, Private Labels, Unbranded - (traffic leaflets NAT)

65,4% (-0.9 pp)

15,5% (+1.4 pp)

19,1% (-0.5 pp)

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.

• SNU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)• Percentage Point (PP) = the unit for the arithmetic difference of two percentages.

2013 vs 2012

ALL RETAILERS CASH & CARRY HARD DISCOUNT HYPERMARKET SUPERMARKET

2013*2013 vs

2012 (pp)

2013 vs 2012 (%)

2013*2013 vs

2012 (pp)

2013 vs 2012 (%)

2013*2013 vs

2012 (pp)

2013 vs 2012 (%)

2013*2013 vs

2012 (pp)

2013 vs 2012 (%)

2013*2013 vs

2012 (pp)

2013 vs 2012 (%)

Private Label

15,5%

1,4 pp 14,4% 9,7% 0,7 pp 14,4% 33,7% 3,2 pp 24,6% 11,2% -0,4 pp -1,0% 11,1% 2,3 pp 19,7%

National Brands

65,4%

-0,9 pp 3,0% 75,7% -0,4 pp 5,6% 50,1% -2,9 pp 6,7% 62,6% 0,8 pp 3,7% 75,5% -1,5 pp -7,4%

Unbranded

19,1%

-0,5 pp 1,9% 14,6% -0,3 pp 3,6% 16,2% -0,3 pp 11,1% 26,2% -0,4 pp 0,8% 13,4% -0,9 pp -11,2%

SNU TYPOLOGY - National Brands, Private Labels, Unbranded - (traffic leaflets NAT)


Retailers focused on their own brands, so that Private Label increased with +14,4% in 2013 vs 2012, while National Brands increased with +3,0% and Unbranded with 1,9%.

Hard Discount had the biggest increase of the Private Label (+24,6%), next is Supermarket (+19,7%).

Hypermarket has decreased the Private Label (-1%) and increased the National Brands (+3,7%).

* 100% = Total Retailers within respective format (year 2013)

2013 vs 2012

SNU TYPOLOGY - National Brands - (traffic leaflets NAT)QUANTITY

SNU/PONational Brands

Evolution2013 vs

2012


136 ref

222 ref

20 ref

350 ref

230 ref

123 ref

193 ref

200 ref

146 ref

55 ref

354 ref

302 ref

261 ref

74,35% (-0,3 pp)

64,81% (0,7 pp)

48,96% (-4 pp)

68,13% (0,4 pp)

56,68% (0,8 pp)

10,01% (3,3 pp)

82,41% (-9 pp)

61,15% (-2,1 pp)

63,68% (-3,3 pp)

75,66% (-1,9 pp)

61,99% (62 pp)

61,81% (1,2 pp)

85,92% (1 pp)

-18

+10

+2

-2

+8

+19

+43

+14

+1

-2

+354

+22

+48

The most significant decrease of National Brands is in Mega Image and Carrefour Market.

2013 vs 2012

8,94% (0,1 pp)

10,69% (-1,4 pp)

19,63% (3,4 pp)

7,34% (-0,7 pp)

14,26% (-0,2 pp)

77,86% (-4,5 pp)

15,30% (7,7 pp)

19,85% (0,7 pp)

19,84% (4,6 pp)

5,28% (-0,2 pp)

11,14% (11,1 pp)

12,40% (1,3 pp)

2,62% (0,6 pp)

SNU TYPOLOGY - Private Label - (traffic leaflets NAT)

The most significant increase of Private Label is in Mega Image and Penny Market.


QUANTITYSNU/PO

National BrandsEvolution

2013 vs 2012

136 ref

222 ref

20 ref

350 ref

230 ref

123 ref

193 ref

200 ref

146 ref

55 ref

354 ref

302 ref

261 ref

74,35% (-0,3 pp)

64,81% (0,7 pp)

48,96% (-4 pp)

68,13% (0,4 pp)

56,68% (0,8 pp)

10,01% (3,3 pp)

82,41% (-9 pp)

61,15% (-2,1 pp)

63,68% (-3,3 pp)

75,66% (-1,9 pp)

61,99% (62 pp)

61,81% (1,2 pp)

85,92% (1 pp)

-18

+10

+2

-2

+8

+19

+43

+14

+1

-2

+354

+22

+48

Private Label

2013 vs 2012

74,35% (-0,3 pp)

64,81% (0,7 pp)

48,96% (-4 pp)

68,13% (0,4 pp)

56,68% (0,8 pp)

10,01% (3,3 pp)

82,41% (-9 pp)

61,15% (-2,1 pp)

63,68% (-3,3 pp)

75,66% (-1,9 pp)

61,99% (62 pp)

61,81% (1,2 pp)

85,92% (1 pp)

-18

+10

+2

-2

+8

+19

+43

+14

+1

-2

+354

+22

+48

SNU TYPOLOGY – Unbranded - (traffic leaflets NAT)

• SNU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)• Percentage Point (PP) = the unit for the arithmetic difference of two percentages.The most significant increase of Unbranded is in Metro and Profi.

QUANTITYSNU/PO

National BrandsEvolution

2013 vs 2012

136 ref

222 ref

20 ref

350 ref

230 ref

123 ref

193 ref

200 ref

146 ref

55 ref

354 ref

302 ref

261 ref

8,94% (0,1 pp)

10,69% (-1,4 pp)

19,63% (3,4 pp)

7,34% (-0,7 pp)

14,26% (-0,2 pp)

77,86% (-4,5 pp)

15,30% (7,7 pp)

19,85% (0,7 pp)

19,84% (4,6 pp)

5,28% (-0,2 pp)

11,14% (11,1 pp)

12,40% (1,3 pp)

2,62% (0,6 pp)

16,70% (0,2 pp)

24,50% (0,6 pp)

31,41% (0,6 pp)

24,53% (0,4 pp)

29,07% (-0,6 pp)

12,13% (1,2 pp)

2,28% (1,3 pp)

19,00% (1,4 pp)

16,48% (-1,4 pp)

19,06% (2 pp)

26,87% (26,9 pp)

25,79% (-2,5 pp)

11,46% (-1,6 pp)

Private Label Unbranded

2013 vs 2012

EVOLUTION OF SNU/PO SPLIT BY TYPE OF BRANDS (traffic leaflets NAT)

-18

10

2

-2

8

19

43

14

1

-2

354

22

48

-14

8

0

0

6

5

22

4

-4

-2

219

17

44

-1

-2

1

-3

1

10

18

4

7

0

39

6

3

-3

4

1

1

1

4

3

6

-2

0

96

-1

1

National Brands

Private Label

UnbrandedEvolution SNU/PO*

2013 vs 2012

SNU = one ore more SKU from the same family, visible on one picture (e.g. various flavors) * Digits are slightly rounded

2013 vs 2012

In 2013 Penny Market has focused on promoting their own brands (+4.6 pp) giving less space to National Brands (-3,3 pp) and Unbranded (-1,4 pp).Private Label increased with +31,0%, Unbranded decreased with -7,2% and National Brands decreased with -4,4%.

SUMMARY

Metro has chose to give more share to Private Label (+0,7 pp) and Unbranded (+1,4 pp), than to National Brands (-2,1 pp). In 2013 vs 2012, Private Label increased with 11,1%, Unbranded with 16% and National Brands with 3,7%.

Lidl has increased the share of National Brands (+3.3 pp) and Unbranded (+1,2 pp) and reduced the share of Private Label (-4,5 pp). National Brands increased with 79,6%, Private Label with 14,1% and Unbranded with 33,5%.

Mega Image and Carrefour Market have decreased the share of National Brands

(-9pp/-4pp) and increased the share of Private Label (+7,7 pp/+3,4 pp) and Unbranded (+1,3 pp/+0,6 pp).Mega Image increased the Private Label with 210%, National Brands with 38,8%

and Unbranded with 265,5%.

Profi has focused on Unbranded (+2 pp) and decreased the share of National Brands (-1,9 pp). Unbranded increased with 58,8%, National Brands with 38,5% and Private Label with 37,5% .

2013 vs 2012

2013 vs 2012

PROMOReview


3 – AVERAGE PRICES

2013 vs 2012

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

9.7

104.4

7.9

109.7

14.231.0

10.6

223.9

12.8 8.3

102.8

74.5

121.2

-0.4

8.6

-0.1

25.4

0.6 7.0-1.5

3.6

-1.5 0.5

102.8

2.2

11.9

AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)

Cora has increased the Promo Price by 30,1%, meanwhile Mega Image decreased the Promo Prince by 12,5%.

AVERAGE VIRTUAL PRICE

AVERAGE PROMO PRICE


9.5

104.1

7.8

109.6

14.131.0

10.4

223.2

12.7 8.3

102.7

74.3

120.9

-0.3

8.5

0.0

25.4

0.67.0

-1.6

3.7

-1.4 0.5

102.7

2.2

11.9

2013 vs 2012


FOOD CATEGORYAVERAGE VIRTUAL

PRICE

AVERAGE PROMO PRICE


8.4

11.7

7.8

10.89.0

10.6 10.4 10.0

8.1 7.6

13.512.6

15.0

-0.1

0.1

0.0

-0.2

0.72.1 -1.6 -1.5

-0.3 0.0

13.5-0.3

1.1


8.6

11.9

7.9

11.09.1

10.7 10.6 10.48.2 7.6

13.6 12.8

15.4

-0.2

0.1

-0.1

-0.10.7

2.1-1.5 -1.8

-0.3 0.0

13.6-0.3

1.1

2013 vs 2012


AVERAGE PROMO PRICE


PRODUSE AMBALATE CU AUTOSERVIRE


8.0

10.49.0 9.5

8.19.0 8.6

10.1

8.1 7.78.9

9.8

13.1

-0.1

0.0-0.6 -0.6

0.61.1 -1.6

-1.8

-0.4 -0.28.9

1.1

1.6


8.1

10.69.0 9.6

8.29.0 8.7

10.3

8.2 7.79.2

10.1

13.3

-0.2

0.0-0.6 -0.5

0.61.1 -1.6

-1.9

-0.3-0.2

9.21.1

1.6

2013 vs 2012


FRUITS AND VEGETABLES


AVERAGE PROMO PRICE


4.15.2

3.9 4.25.1

12.2

6.88.8

4.53.1

5.5 5.7

13.4

0.1 0.30.1

-4.5 0.6

4.2

-1.01.6

-0.1-0.6

5.5 0.6

2.7


4.15.2

4.0 4.2 5.1

12.2

6.88.8

4.53.1

5.5 5.7

13.4

0.10.3

0.2-4.4 0.6

4.2

-1.01.6

-0.1-0.6

5.50.6

2.7

2013 vs 2012

FROZEN



AVERAGE PROMO PRICE


9.2 9.47.8

9.98.8

13.0 13.3 12.6

8.36.6

7.79.5

16.6

-0.4 0.2-0.6

0.4 1.2

1.1-2.5 0.1

0.70.0

7.70.4

2.0


9.5 9.97.9

10.18.9

13.0 13.6 12.8

8.36.6

7.79.6

16.7

-0.5 0.4-1.5

0.6 1.3

1.1 -2.3 0.0

0.70.0

7.70.3

2.1

2013 vs 2012

FOOD



AVERAGE PROMO PRICE


7.4

11.2

6.3

9.8

7.4

9.9 9.4

6.5 6.0 6.2

14.6

12.413.2

0.0

1.0

-0.1

1.1

0.2

2.2 -1.7

-1.2 -0.2 -0.3

14.6

-0.30.9


7.6

11.3

6.3

9.9

7.5

9.9 9.5

6.6 6.1 6.2

14.6

12.6 13.3

-0.1

1.0

-0.1

1.1

0.2

2.2 -1.7

-1.4 -0.2 -0.3

14.6

-0.40.8

2013 vs 2012

DETERGENTS-HYGIENE



AVERAGE PROMO PRICE


17.6

23.1

18.7 20.1 20.0

13.215.7

18.5 18.516.1

21.023.6 23.50.9

0.4

-4.6 1.4 2.0

3.72.1

0.6 -1.60.9

21.0

-0.6 2.2


18.2

23.9

18.820.5 20.3

13.216.2

19.6 18.816.2

21.123.8 24.40.6

0.3

-6.0 1.62.0

3.62.0

-0.1 -1.60.8

21.1-0.6

2.0

2013 vs 2012

COSMETICS



AVERAGE PROMO PRICEBILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS

12.6

16.7 16.7 16.3

13.9 14.512.6

14.112.8

15.7

21.219.4

14.00.3

1.0 6.8 1.61.6 3.2

-2.00.5

-0.3

1.0

21.2

-0.4

0.6


13.4

17.2 16.7 16.614.1 14.5

13.215.7

13.315.7

21.319.6

15.40.5

0.76.9 1.8

1.7 3.1-1.9

0.2-0.4

0.9

21.3-0.5

0.9

2013 vs 2012

PRODUSE VRAC/SERVIRE ASISTATA



AVERAGE PROMO PRICE


7.210.1

16.0

7.6 7.710.4 9.5

28.4

16.5

6.8 8.2 8.1

19.50.1

-3.8

1.2

-4.2 0.7-0.4 -14.5

2.3

0.3

0.9 8.2 -0.6

0.3


7.210.1

16.0

7.6 7.710.4 9.5

28.4

16.5

6.8 8.2 8.1

19.50.1

-3.81.2

-4.2 0.7-0.4 -14.5

2.3

0.3

0.9 8.2 -0.6

0.3

2013 vs 2012

NON FOOD CATEGORY



AVERAGE PROMO PRICE


56.7

263.4

8.0

277.0

30.8 43.710.2

396.9

41.614.4

216.5172.0

260.1

24.5

11.7

0.1

47.2

0.7 7.2-1.8

-50.6

-4.43.6

216.518.8

29.0


56.7

263.7

8.0

277.1

30.8 43.710.3

397.8

41.614.4

216.5172.3

260.2

24.5

12.0

0.1

47.0

0.7 7.2-1.7

-50.6

-4.5 3.6

216.518.9

29.1

2013 vs 2012

ELECTRO-PHOTO-CINEMA-SOUND



AVERAGE PROMO PRICE

68.7

673.3

0.0

707.6

76.9 78.0 19.3

817.3

139.80.0

606.2 539.1 550.9

738.9

1,024.8

1,272.4

1,074.0

18.4

38.8

0.0

28.7

4.3 -9.5 15.3

-100.0

11.20.0

606.2 7.6 27.2

-98.7

158.8

279.2

-110.6

BILLA

CARREFOUR

CARREFOUR M

CORA

KAUFLAN

DLIDL

MEG

A IMAGE

MET

RO

PENNY M

PROFI

REAL-

AUCHAN

REAL-

HM

SELG

ROS

ALTEX

DOMO

FLAN

CO

MED

IA G

ALAXY

68.7

674.1

0.0

708.0

76.9 78.0 19.3

817.7

139.80.0

606.2 539.2 550.9746.0

1,034.1

1,292.5

1,075.8

18.4

39.7

0.0

28.3

4.3 -9.5 15.3

-99.7

11.1

0.0

606.27.5 27.2

-92.6

166.1

291.1

-110.1

2013 vs 2012

BAZAR



AVERAGE PROMO PRICE


59.3 55.4

8.0

104.0

25.8

46.2

10.1

117.8

24.114.7

52.5

74.8

134.3

27.2 -28.9

0.1

9.0

-0.6

11.1

-1.7

-23.4

-5.9 4.6

52.5

8.2

11.5


59.3 55.5

8.0

104.0

25.8

46.2

10.1

118.9

24.114.7

52.6

75.0

134.4

27.2 -28.8

0.1

9.0

-0.6

11.1

-1.7

-23.8

-6.0 4.6

52.6

8.2

11.6

2013 vs 2012

TEXTILES



AVERAGE PROMO PRICE


8.7

39.1

0.0

51.2

21.633.9

9.2

55.7

29.3

10.2

42.933.1

52.6

-6.3

-2.7

0.0

-3.2

-1.0

4.6

-6.9

-5.5

-1.4

-64.8

42.9-2.8

3.0


9.2

39.1

0.0

51.2

21.633.9

9.5

58.1

29.3

10.2

42.933.7

52.6

-5.8

-2.8

0.0

-3.2

-1.04.6

-6.6

-3.8

-1.6

-64.8

42.9-2.5

2.9

2013 vs 2012

Summary

Taking a look at the evolution of the Virtual Price and the Promo Price in 2013 vs 2012, the Virtual Price increased with 9,9% and the Promo Price increased with 9,8%.

The Food Category registered a Virtual Price smaller with -0,1% in 2013 vs 2012. The Produse vrac/servire asistata category is the winner of the market with a Virtual Price smaller with 20,6% compared to the same period last year. The highest increase of the Virtual Price was on Frozen category (+ 7,3%).

The Non Food Category registered a Virtual Price higher with 7,2%, due to the increasing of the prices in Bazar with +1,2% and EPCS with +0,5%.

Cora registered the highest prices increase. Both Virtual & Promo prices increased with 30,1%. The category with the most significant increase is Food (+12,1%).

2013 vs 2012

PROMOReview


4 – PROMO PRESSURE & SHARE OF VOICE

2013 vs 2012

2013 vs 2012

PROMO PRESSURE GROWTH* (SNU) (traffic leaflets NAT)

PROMO PRESSURE FOO

D

NON - FOOD

-5,7 %

HYPERMARKE

T SUPERMARKE

T CASH&CARRY

HARD DISCOUNT

The Promo Pressure had a positive trend in 2013 vs 2012. Taking a look at how retailers behaved in 2013, we see that Cash & Carry, Hypermarket and Hard Discount have increased their quantity of promotions.Supermarket had a negative promo pressure because they have reduced the quantity of catalogues.

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

- 6,0 %

2012 vs 2011

-6,6%

-28,5%-7,1%

+11,8%

2012 vs 2011

-1,4%

+2,7%

2013 vs 2012

+8,1%

- 5.5%+6,1

%+12,9

%

2013 vs 2012

+2,4%

+ 4,4%FOOD + NON-FOOD

2013 vs 2012



Looking at the whole picture of the Promo Pressure, 2 retailers are standing out: MEGA IMAGE with a positive trend, and REAL HM, with a negative trend.

BILLA

CARREFOUR

CARREFOUR M

CORA

KAUFLAND

LIDL

MEGA IMAGE

METRO

PENNY M

PROFI

REAL-AUCHAN

REAL-HM

SELGROS

-10.2%

0.5%

7.0%

6.7%

5.6%

20.6%

53.9%

7.3%

0.4%

41.9%

0.0%

-32.3%

5.3%

2013 vs 2012

KPI (traffic leaflets NAT)

QUANTITYPO

Evolution2013 vs

2012

AVGPAGES/PO

Evolution2013 vs

2012

AVG SNU/PAGE

Evolution2013 vs

2012

AVG SNU/PO

Evolution2013 vs

2012

PROMOPRESSURE

52

48

47

29

52

52

24

67

52

38

8

22

73

+1 po

-2 po

-1 po

+2 po

+1 po

0 po

+4 po

0 po

0 po+12 po

+8 po-13 po-12 po

13

30

2

47

72

33

15

23

19

9

33

35

32

-3 pag

+2 pag

0 pag

+1 pag

+15 pag

+6 pag

0 pag

-1 pag

+2 pag

-3 pag

+33 pag

0 pag

+6 pag

11

8

8

8

3

4

13

9

8

7

11

9

8

+1 snu/pag

0 snu/pag

0 snu/pag

0 snu/pag

-1 snu/pag

0 snu/pag

+3 snu/pag

+1 snu/pag

-1 snu/pag

+1 snu/pag+11

snu/pag

+1 snu/pag

0 snu/pag

136

222

20

350

230

123

193

200

146

55

354

302

261

-18 snu/po

+10 snu/po

+2 snu/po

-2 snu/po

+8 snu/po

+19 snu/po

+43 snu/po

+14 snu/po

+1 snu/po

-2 snu/po

+354 snu/po

+22 snu/po

+48 snu/po

-10,2%

0,5%

7,0%

6,7%

5,6%

20,6%

53,9%

7,3%

0,4%

41,9%

-32,3%

5,3%

2013 vs 2012

SUMMARY

Although Real HM has increased its SNU/po with 22, that did not help to maintain the position of the last year because the quantity of SNU of the -13 po (see slide 44) is 8 times bigger than the increase of the quantity of the SNU/po in 2013. This lead to a promo pressure of -32,3%.

in 2013 Mega Image increased both the quantity of catalogues (+4 po) and the quantity of SNU per catalogue in 2013 (+43 SNU/po) and this lead to a promo pressure of +53,9%.

Profi increased the quantity of catalogues (+12 po) and decreased the quantity of SNU/po (-2). The promo pressure had a positive trend (+41,9%), because the quantity of SNU of the +12 po (see slide 44) is 9 times bigger than the decrease of quantity of the SNU/po in 2013.

Lidl has maintained constant the quantity of catalogues and increased the quantity of SNU/po (+19 SNU/po). Therefore the promo pressure was +20,6%.

Billa has increased the quantity of catalogues in 2013 (-+ po) and decreased the quantity of SNU per po (-18 SNU/po). The promo pressure was -10,2% because the quantity of SNU of the +1 po is with 83% smaller that the increase of SNU/po in 2013.

http://www.google.ro/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Q8jTalwDf4SyJM&tbnid=Rqc6LfyvSorLrM:&ved=0CAUQjRw&url=http://wikimapia.org/9931682/ro/Lidl-Lugoj&ei=inX6UYbUDcaHtAbc6YDwDQ&bvm=bv.50165853,d.Yms&psig=AFQjCNGwcyPzfscTkaUZXy8Mk2XPh-FfVg&ust=1375454982471722

2013 vs 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

-2.1%

-8.1%

-0.2%

-7.9%

-4.7%

-13.1%

3.5%

3.4%

9.5%

5.6%

11.8%

28.8%

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

2013 vs 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

-4.1%

-7.2%

1.0%

2.1%

3.2%

10.6%

2.1%

89.7%

18.1%

3.7%

46.6%

15.0%

2013 vs 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

-18.5%

-4.8%

7.1%

5.5%

19.7%

1.2%

7.8%

12.7%

11.9%

1.5%

21.9%

12.0%

2013 vs 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

-28.3%

-22.7%

-49.6%

-28.4%

-30.0%

-41.7%

-20.0%

-36.4%

-37.7%

-34.4%

-29.5%

-46.3%

2013 vs 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

-7.2%

-14.6%

-24.5%

-27.7%

-3.1%

-61.3%

-58.2%

-78.4%

-73.0%

2.7%

6.3%

18.3%

2013 vs 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

-10.7%

-15.3%

-40.7%

-9.1%

-3.4%

-17.8%

-26.3%

2.4%

4.5%

8.4%

0.5%

10.4%

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

2013 vs 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

51.0%

40.4%

160.1%

71.8%

64.5%

394.4%

24.7%

76.5%

193.9%

206.8%

200.0%

50.0%

2013 vs 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

-21.8%

7.0%

6.2%

66.7%

64.3%

10.0%

7.3%

3.0%

2013 vs 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

-0.8%

-47.1%

-18.5%

-25.0%

3.6%

9.7%

2.4%

43.0%

34.2%

34.9%

37.9%

32.5%

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

2013 vs 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

35.2%

37.9%

42.4%

35.5%

17.2%

0.7%

37.1%

72.1%

140.7%

129.4%

1100.0%

2013 vs 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

-7.7%

-28.4%

-41.2%

-18.5%

-2.3%

-25.6%

-36.6%

8.7%

17.8%

24.0%

35.4%

24.0%

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

2013 vs 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

-0.9%

-21.6%

-11.7%

6.6%

9.7%

5.2%

20.6%

4.3%

6.7%

3.8%

5.3%

13.2%

2013 vs 2012

SHARE OF VOICE (SNU) - RETAILERS (traffic leaflets NAT)

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

Others* 100% = Total Retailers 2013

The most important player is Selgros.

• Percentage Point (PP) = the unit for the arithmetic difference of two percentages.

16.8%

11.8%

10.5%

9.4%

9.0%

6.7%

6.3%

5.9%

5.7%

4.1%

2.5%

1.8%

0.8%

8.7%

+0,1 pp

+0,3 pp

+0,1 pp

-0,4 pp

+0,2 pp

-0,3 pp

-1 pp

-3,2 pp

+0,8 pp

+1,3 pp

+2,5 pp

+0,5 pp

+0 pp

-1,1 pp

2013 vs 2012

SHARE OF VOICE (SNU) – CATEGORIES (traffic leaflets NAT)


FOOD CATEGORY

FOOD

FRUITS & VEGETABLES

PRODUSE AMB CU AUTOSERV

PRODUSE VRAC/SERV ASIST

FROZEN

COSMETICS

DETERGENTS-HYGIENE

NON-FOOD CATEGORY

BAZAR

EPCS

TEXTILES

67.8%

29.0%

2.7%

14.1%

6.2%

3.9%

6.8%

5.2%

32.2%

16.1%

9.1%

7.1%

-1,1 pp

-0,6 pp

-0,4 pp

+0,5 pp

+0,2 pp

0 pp

-0,7 pp

-0,2 pp

+1,1 pp

+0,4 pp

+1,1 pp

-0,3 pp

2013 vs 2012

SHARE OF VOICE (SNU) – CATEGORIES INSIDE RETAILERS (traffic leaflets NAT)

2013 vs 2012

SHARE OF VOICE (SNU) (traffic leaflets NAT) - Produse de baza

100% = Total Retailers 2013

*where Others represents the retailers outside selection with the same chain format as selected.• Percentage Point (PP) = the unit for the arithmetic difference of two percentages.

SELGROS

KAUFLAND

METRO

BILLA

PENNY M

CARREFOUR

MEGA IMAGE

CORA

REAL-HIPERMARKET

LIDL

PROFI

REAL-AUCHAN

CARREFOUR M

Others*

16.2%

11.4%

9.7%

9.5%

9.3%

8.8%

6.7%

5.2%

5.0%

4.3%

2.6%

1.6%

1.3%

8.4%

+0,9 pp

+0,7 pp

0 pp

-1,6 pp

+1 pp

-1,9 pp

+2,5 pp

-0,2 pp

-1,5 pp

+0,5 pp

+0,9 pp

+1,6 pp

0 pp

-2,9 pp

2013 vs 2012

SHARE OF VOICE (SNU) (special leaflets + flyers NAT) - Produse de baza

100% = Total Retailers 2013


*where Others represents the retailers outside selection with the same chain format as selected.• Percentage Point (PP) = the unit for the arithmetic difference of two percentages.

SELGROS

MEGA IMAGE

PENNY M

CORA

REAL-HIPERMARKET

CARREFOUR

METRO

LIDL

BILLA

REAL-AUCHAN

KAUFLAND

CARREFOUR M

PROFI

Others*

20.8%

20.7%

15.1%

9.8%

7.5%

7.2%

5.1%

4.3%

3.0%

1.5%

1.5%

0.3%

0.3%

3.0%

-24,8 pp

+19 pp

+9,7 pp

+3,4 pp

-8,9 pp

+1,7 pp

-5 pp

+1,1 pp

+1 pp

+1,5 pp

+0,4 pp

+0,3 pp

-1,1 pp

+1,6 pp

2013 vs 2012

PROMOReview


5 – PROMO MECHANISMS

2013 vs 2012

2013 vs 2012

PROMO MECHANISMS (SNU) (traffic leaflets NAT)

Regarding the consumer benefits, an important increasing was in CASH AND CARRY with 10,7 pp in 2013 vs 2012.

The Promo Mechanisms "completes" the price/product: TPR, Virtual Promo, Gratuities, etc.


CASH AND CARRY HARD DISCOUNT HIPERMARKET SUPERMARKET

31.77%

48.61%

56.82%

62.06%

42.44%

53.71%

63.17%

59.46%

20122013

Products with consumer benefits out of total products per

format retailer

2013 vs 2012



retailer

HYPERMARKET

Analyzing the consumer benefits by retailer, we have a clear picture of the evolution of these. In Hypermarkets CARREFOUR increased with 37,3 pp and in Cash&Carry SELGROS registered a positive evolution of +26,1 pp vs. previous year.• Percentage Point (PP) = the unit for the arithmetic difference of two percentages.

CASH & CARRY

32.62%

71.68% 69.91%

0.00%

53.48%

69.87%

49.54%

73.41%

50.71%

60.19%

2012 2013

36.43%

28.56%25.08%

54.62%2012 2013

2013 vs 2012


Carrefour Market increased with 15,6 pp and Penny Market increased with 7,6 pp.


SUPERMARKET HARD DISCOUNT

81.88%

18.67% 18.51%

59.67%

86.47%

34.24%

22.28%

61.45%

2012 2013

16.72%

52.16%

10.54%

59.72%

2012

2013


retailer

2013 vs 2012


+5,8 pp

Products with consumer benefits

What kind of Promo MechanismsRetailers are using, and their evolutionvs last year

+16.8

%

2013 vs 2012

Growth vs Y-1


VIRTUAL PROMO

TEMPORARY PRICE REDUCTION

CONSUMER PACK

INSTORE EVENT

8.7%

41.1%

6.3%

0.6%

-1,1 pp

8 pp

-1,9 pp

-0,4 pp

2013 vs 2012



+16.8

%

+5,8 pp

Growth vs Y-1


2013 vs 2012

VIRTUAL PROMO


CONSUMER PACK

INSTORE EVENT

8.7%

41.1%

6.3%

0.6%

-1,1 pp

8 pp

-1,9 pp

-0,4 pp

Promo mechanism 2013 2013 vs 2012

1+1 gratis 0,3% -0,1 pp

2+1 gratis 0,7% -0,3 pp

Other VL 2,9% -0,6 pp

X% From the 2nd product (identical or not)

4,9% -0,2 pp


Crossed price 35,3% 27 pp

Cupon 0,2% 0,2 pp

Loyalty points 2,0% -1,5 pp

Money ticket 2,4% -0,3 pp

Price discount (loyalty card or not) 1,0% -17,4 pp

Special price 0,6% 0 pp


Others (buy back) 0,1% 0 pp

Lottery/ Games 0,5% -0,4 pp


Gifts on pack 3,2% -1,1 pp

Gratuities 3,1% -0,8 pp

2013 vs 2012

20132013 vs

20122013

2013 vs 2012

20132013 vs

20122013

2013 vs 2012

20132013 vs

20122013

2013 vs 2012

VIRTUAL PROMO 8,74% -2,4 pp4,37

%+1,6 pp 3,69% +1,7 pp 6,51% 9,24% +2,6 pp 6,19% +0,6 pp

1+1 gratis 0,07% -0,1 pp 0,05% 0 pp 0,10% -0,1 pp 1,13% 2,26% -0,1 pp 0,49% -0,2 pp

2+1 gratis 0,06% -0,3 pp 0,06% -0,1 pp 0,25% +0,1 pp 0,50% 2,03% -0,2 pp 0,45% -0,2 pp

Other VL 0,16% -0,2 pp 0,03% 0 pp 0,01% 0 pp 0,14% 0,42% +0,1 pp 0,13% 0 pp


8,46% -1,9 pp 4,23% +1,8 pp 3,33% +1,7 pp 4,74% 4,52% +2,8 pp 5,12% +1 pp


54,46% +41,8 pp41,22

%-25,8

pp63,80% +2 pp 40,03% 45,47% +5,1 pp 51,53% +6,3 pp

Crossed price 52,45% +49,6 pp 0,92% -0,6 pp 61,50% +48,2 pp 39,21% 43,00% +22,5 pp 40,24% +30,6 pp

Cupon 0,01% -0,1 pp 0,00% 0 pp 1,54% +1,5 pp 0,00% 0,03% 0 pp 0,44% +0,4 pp

Loyalty points 0,07% 0 pp15,62

%-21,3 pp 0,02% 0 pp 0,28% 1,21% +1,2 pp 3,99% -4,6 pp

Money ticket 0,37% -0,4 pp23,96

%-4,2 pp 0,00% 0 pp 0,04% 0,17% -0,2 pp 5,89% -0,9 pp

Price discount (loyalty card or not)

0,13% -8,4 pp 1,20% +0,1 pp 0,41% -47,9 pp 0,39% 0,83% -18,5 pp 0,59% -19,7 pp

Special price 1,59% +1,2 pp 0,41% -0,1 pp 0,42% +0,1 pp 0,21% 0,35% 0 pp 0,69% +0,3 pp

CONSUMER PACK 8,30% -1,2 pp6,17

%-1,3 pp 6,30% -0,2 pp 6,75% 10,23% -5,6 pp 7,42% -2,3 pp

Gifts on pack 5,07% -1,1 pp 3,23% -0,7 pp 1,93% -0,4 pp 3,39% 4,63% -2,2 pp 3,56% -1,2 pp

Gratuities 3,28% -0,1 pp 2,96% -0,6 pp 4,37% +0,2 pp 3,36% 5,68% -3,5 pp 3,90% -1,1 pp

INSTORE EVENT 0,80% +0,2 pp0,37

%+0,2 pp 0,06% -0,1 pp 1,17% 1,73% 0 pp 0,66% 0 pp

Others (buy back) 0,07% 0 pp 0,02% 0 pp 0,00% 0 pp 0,00% 0,02% -0,1 pp 0,02% 0 pp

Lottery/ Games 0,73% +0,2 pp 0,35% +0,2 pp 0,06% -0,1 pp 1,17% 1,72% +0,1 pp 0,63% +0,1 pp

HYPERMARKET

PROMO MECHANISMS (SNU) (traffic leaflets NAT) - HYPERMARKET

2013 vs 2012

20132013 vs

20122013

2013 vs 2012

20132013 vs

20122013

2013 vs 2012

20132013 vs

2012

VIRTUAL PROMO 13,99% -2,2 pp 4,91% -2,1 pp 13,75% +4,5 pp 1,06% +0,4 pp 11,52% +0,5 pp

1+1 gratis 0,23% 0 pp 0,00% -0,2 pp 0,17% +0,1 pp 0,10% 0 pp 0,18% 0 pp

2+1 gratis 2,62% -1,2 pp 0,11% 0 pp 0,17% -0,3 pp 0,05% 0 pp 1,33% -0,7 pp

Other VL 0,07% 0 pp 0,11% 0 pp 0,11% -0,4 pp 0,00% 0 pp 0,07% -0,1 pp


11,07% -1 pp 4,69% -1,8 pp 13,30% +5,1 pp 0,91% +0,3 pp 9,94% +1,2 pp


70,55% +7,7 pp20,39

%+16,5

pp3,73% +0,4 pp 52,81% +3,7 pp 43,87% -2 pp

Crossed price 69,53% +45,3 pp15,38

%+14,7 pp 0,63% +0,6 pp 49,59% +34,9 pp 41,63% +27,2 pp

Cupon 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp

Loyalty points 0,65% 0 pp 0,00% 0 pp 0,00% 0 pp 1,97% -3,6 pp 0,59% -0,3 pp

Money ticket 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp


0,16% -37,6 pp 0,33% -1,5 pp 2,78% +0,2 pp 1,06% -30,7 pp 1,12% -29,4 pp

Special price 0,51% -0,3 pp 4,69% +3,4 pp 0,37% -0,3 pp 1,44% -0,2 pp 0,86% 0 pp

CONSUMER PACK 4,74% -2,9 pp 9,60% +1,1 pp 4,74% -0,8 pp 8,93% -3 pp 5,64% -2,5 pp

Gifts on pack 2,00% -1,9 pp 5,23% +1,9 pp 2,93% 0 pp 2,40% -1,9 pp 2,55% -1,2 pp

Gratuities 2,74% -1,1 pp 4,47% -0,8 pp 1,81% -0,8 pp 6,53% -1,2 pp 3,09% -1,4 pp

INSTORE EVENT 0,03% -0,5 pp 0,00% 0 pp 0,26% -0,5 pp 0,38% -0,2 pp 0,15% -0,6 pp

Others (buy back) 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp

Lottery/ Games 0,03% -0,5 pp 0,00% 0 pp 0,26% -0,5 pp 0,38% -0,2 pp 0,15% -0,6 pp

SUPERMARKET

PROMO MECHANISMS (SNU) (traffic leaflets NAT) - SUPERMARKET

2013 vs 2012

20132013 vs

20122013

2013 vs 2012

20132013 vs

2012

VIRTUAL PROMO 0,17% 0 pp3,57

%-0,1 pp 2,62% +0,2 pp

1+1 gratis 0,03% 0 pp 0,07% -0,1 pp 0,04% -0,1 pp

2+1 gratis 0,02% 0 pp 0,04% -0,2 pp 0,03% -0,1 pp

Other VL 0,02% 0 pp 0,24% +0,2 pp 0,19% +0,1 pp


0,11% 0 pp 3,23% -0,1 pp 2,36% +0,2 pp


8,16% -7 pp49,69

%+10,2

pp46,26% +6,6 pp


%+31,3

pp42,62% +30,9 pp

Cupon 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp

Loyalty points 0,00% 0 pp 2,12% +2,1 pp 1,33% +1,3 pp

Money ticket 0,00% 0 pp 0,00% 0 pp 0,16% +0,2 pp


0,00% -11,7 pp 5,65% -22,5 pp 2,12% -25,3 pp

Special price 0,08% 0 pp 1,05% -0,1 pp 0,62% -0,1 pp

CONSUMER PACK 2,22% +0,8 pp7,54

%-2,3 pp 6,06% -1,4 pp

Gifts on pack 0,16% 0 pp 2,84% -1 pp 1,93% -0,9 pp

Gratuities 2,06% +0,8 pp 4,74% -1,4 pp 4,15% -0,5 pp

INSTORE EVENT 0,02% 0 pp0,26

%-0,8 pp 0,24% -0,6 pp

Others (buy back) 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp

Lottery/ Games 0,02% 0 pp 0,26% -0,8 pp 0,24% -0,6 pp

HARD DISCOUNT

PROMO MECHANISMS (SNU) (traffic leaflets NAT) – HARD DISCOUNT

2013 vs 2012

20132013 vs

20122013

2013 vs 2012

20132013 vs

2012

VIRTUAL PROMO 16,43% -8,4 pp14,55

%-2 pp 15,33% -4,6 pp

1+1 gratis 0,26% -0,1 pp 0,11% 0 pp 0,17% 0 pp

2+1 gratis 1,25% -0,8 pp 1,33% +0,3 pp 1,29% -0,2 pp

Other VL 5,89% -3,3 pp12,51

%-1,2 pp 9,78% -2,1 pp


9,07% -4,2 pp 0,61% -1 pp 4,10% -2,3 pp


5,29% -0,9 pp34,48

%+29,3

pp22,45% +16,8 pp


%+32,1

pp20,69% +19,5 pp

Cupon 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp

Loyalty points 0,37% +0,2 pp 0,51% +0,3 pp 0,45% +0,3 pp

Money ticket 1,26% +0,5 pp 0,13% -0,2 pp 0,59% +0,1 pp


0,40% -2,9 pp 0,64% -2,6 pp 0,55% -2,7 pp

Special price 0,16% -0,1 pp 0,33% -0,3 pp 0,26% -0,2 pp

CONSUMER PACK 3,26% -2,5 pp6,61

%-0,5 pp 5,23% -1,3 pp

Gifts on pack 2,58% -1,9 pp 4,64% -0,6 pp 3,79% -1,1 pp

Gratuities 0,68% -0,5 pp 2,02% +0,1 pp 1,47% -0,2 pp

INSTORE EVENT 0,87% -1,3 pp1,16

%-0,5 pp 1,04% -0,8 pp

Others (buy back) 0,61% -0,2 pp 0,13% +0,1 pp 0,32% 0 pp

Lottery/ Games 0,26% -1,1 pp 1,04% -0,6 pp 0,72% -0,8 pp

CASH & CARRY

PROMO MECHANISMS (SNU) (traffic leaflets NAT) – CASH & CARRY

2013 vs 2012

From the total articles promoted in Food category, more than 67% had at least 1 Consumer Advantage, On non food promotions only 30% of the articles were promoted with 1Consumer Advantage.



Growth vs Y-1

+16.8

%

+5,8 pp


FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

67%

63%

75%

76%

63%

63%

67%

69%

30%

26%

35%

32%

8,1 pp

7,7 pp

1,3 pp

-0,2 pp

12,4 pp

16,5 pp

9,2 pp

17,6 pp

2,5 pp

0,1 pp

4,4 pp

4,8 pp

2013 vs 2012

2013 vs 2012

86.47%

73.41%

69.87%

61.45%

60.19%

59.72%

54.62%

50.71%

49.54%

34.24%

25.08%

22.28%

10.54%

+4,6 pp

+3,5 pp

+37,3 pp

+1,8 pp

+6,7 pp

+7,6 pp

+26,1 pp

+50,7 pp

-22,1 pp

+15,6 pp

-11,3 pp

+3,8 pp

-6,2 pp

COMPLEXITY INDICATOR (traffic leaflets NAT)

We can easily see that BILLA is using at least 1 Consumer Advantage on 86,47% of the promoted articles, while LIDL is using Consumer Advantages only on 10,54% of the promoted articles.


2013 vs 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.

0 mechanisms 1 mechanism 2 mechanisms 3 mechanisms

45.30%

52.48%

2.10%0.13%

-5,8 pp

7,1 pp

-1,3 pp 0 pp

0.1%

0.3%

0.5%

0.8%

0.8%

1.9%

2.0%

2.6%

2.9%

3.1%

3.5%

4.0%

6.6%

2013 vs 2012

In 2013 retailers have increased with +16,8% the quantity of articles with at least one consumer advantage.The most significant increases were registered in: Carrefour (+115%), Carrefour Market (+96%), Mega Image (+85%), Profi (+46%), Selgros (+101%). Other retailers have chose to reduce the quantity of articles with consumer advantages: Cora (-26%), Lidl (-24%), Metro (-26%).

Retailers have focused on Temporary Price Reduction (+29,6%) and decreased the promotions with Consumer Pack (-19,6%).

Several retailers focused on TPR in 2013: Billa (2013: 70,55%; vs 2012: +7,7 pp), Carrefour (2013: 54,46%, vs 2012: +41,8 pp), Carrefour Market (2013: 20,39%, vs 2012: +16,5 pp), Penny Market (2013: 46,69%, vs 2012: +10,2 pp), Selgros (2013: 34,48%, vs 2012: +29,3 pp).

The most used type of promo mechanism was Crossed Price (a share of 35,3% and an increase of +27%).

SUMMARY


2013 vs 2012

2013 vs 2012

PROMOReview


RETAILERS SUMMARY

2013 vs 2012

CARREFOUR (traffic leaflets NAT)

Pressure Offer

Consumer advantagesBrands Share

Hypermarket

Quantity of SNU

Quantity of PO

+ 2,4 %

Quantity of SNU

Quantity of SNU


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

+ 4,4 %

Consumer Pack 8,30% -1,2 pp

Instore Event 0,80%+0,2 pp

TPR (Temporary Price Reduction)

54,46%

+41,8 pp

Virtual promo 8,74% -2,4 pp

1+1 gratis 0,07% -0,1 pp

2+1 gratis 0,06% -0,3 pp


X% From the 2nd product (Identical or not)

8,46% -1,9 pp

+0,5 %


10.7%

64.8%

24.5%

Private Label National brands Unbranded

-1,4 pp

0,7 pp

0,6 pp

35.0%

33.6%

31.4%

FOOD NON-FOOD TEXTILE

-0,2 pp

0,5 pp

-0,3 pp

http://www.google.ro/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=UoJ2SzlO1dLJVM&tbnid=Tea-szGGsPxzLM:&ved=0CAUQjRw&url=http://www.loto.ro/despre-loterie/agentii/colaborari-si-afilieri.html&ei=pXb6Ud6XH4jPtAaw1YH4Bg&bvm=bv.50165853,d.Yms&psig=AFQjCNF3Ma6gHMvWhmHu4MSkCu7ks_ffNA&ust=1375455263409805

http://www.google.ro/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=UoJ2SzlO1dLJVM&tbnid=Tea-szGGsPxzLM:&ved=0CAUQjRw&url=http://www.loto.ro/despre-loterie/agentii/colaborari-si-afilieri.html&ei=pXb6Ud6XH4jPtAaw1YH4Bg&bvm=bv.50165853,d.Yms&psig=AFQjCNF3Ma6gHMvWhmHu4MSkCu7ks_ffNA&ust=1375455263409805

2013 vs 2012

CORA (traffic leaflets NAT)


Pressure Offer

Brands ShareConsumer advantages

Quantity of POQuantity of SNU

Quantity of SNU Quantity of SNU


+ 4,4 %


Instore Event 0,37%+0,2 pp


41,22%

-25,8 pp

Virtual promo 4,37%+1,6 pp

1+1 gratis 0,05% 0 pp

2+1 gratis 0,06% -0,1 pp

Other VL 0,03% 0 pp


4,23% +1,8 pp

+6,7 %


Hypermarket + 2,4 %

7.3%

68.1%

24.5%


-0,7 pp

0,4 pp

0,4 pp

33.7%

33.7%

32.6%


-0,5 pp

0,8 pp

-0,4 pp

2013 vs 2012

REAL – Auchan (traffic leaflets NAT)


Pressure Offer





+ 4,4 %

Consumer Pack 6,75%

Instore Event 1,17%


40,03%

Virtual promo 6,51%

1+1 gratis 1,13%

2+1 gratis 0,50%

Other VL 0,14%


4,74%


Hypermarket + 2,4 %

11.1%

62.0%

26.9%


11,1 pp

62 pp

26,9 pp

33.3%

33.3%

33.3%


33,3 pp

33,3 pp

33,3 pp

2013 vs 2012

REAL – Hypermarket (traffic leaflets NAT)

-32,3 %


Pressure Offer





+ 4,4 %

Consumer Pack10,23

%-5,6 pp

Instore Event 1,73% 0 pp


45,47%

+5,1 pp


1+1 gratis 2,26% -0,1 pp

2+1 gratis 2,03% -0,2 pp

Other VL 0,42% +0,1 pp


4,52% +2,8 pp


Hypermarket + 2,4 %

12.4%

61.8%

25.8%


1,3 pp

1,2 pp

-2,5 pp

33.8%

33.8%

32.3%


0,2 pp

0,2 pp

-0,4 pp

2013 vs 2012

KAUFLAND (traffic leaflets NAT)

Brands Share


Pressure Offer

Consumer advantages




+ 4,4 %


Instore Event 0,06% -0,1 pp


63,80%

+2 pp


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

2+1 gratis 0,25% +0,1 pp

Other VL 0,01% 0 pp


3,33% +1,7 pp

+ 5,6 %


Hypermarket + 2,4 %

14.3%

56.7%

29.1%


-0,2 pp

0,8 pp

-0,6 pp

34.4%

34.4%

31.1%


-0,3 pp

-0,3 pp

0,5 pp

2013 vs 2012

BILLA (traffic leaflets NAT)

Supermarket- 5,5 %


Pressure Offer





+ 4,4 %




70,55%

+7,7 pp

Virtual promo13,99

%-2,2 pp

1+1 gratis 0,23% 0 pp

2+1 gratis 2,62% -1,2 pp

Other VL 0,07% 0 pp


11,07%

-1 pp

-10,2 %


8.9%

74.4%

16.7%


0,1 pp

-0,3 pp

0,2 pp

59.8%33.3%

6.9%


18 pp

-8,5 pp

-9,5 pp

2013 vs 2012

MEGA IMAGE (traffic leaflets NAT)

+3,5pp


Pressure Offer





+ 4,4 %




3,73%+0,4 pp

Virtual promo13,75

%+4,5 pp

1+1 gratis 0,17% +0,1 pp

2+1 gratis 0,17% -0,3 pp



13,30%

+5,1 pp

+ 53,9 %


Supermarket- 5,5 %

15.3%

82.4%

2.3%


7,7 pp

-9 pp

1,3 pp

45.3%

43.4%

11.3%


-7,3 pp

6,6 pp

0,8 pp

http://www.google.ro/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=2A8-vBa1GDrpPM&tbnid=4QmqWjGZyVqykM:&ved=0CAUQjRw&url=http://hr.businesslive.ro/catalina-aldea-este-director-comercial-la-mega-image/&ei=QXb6UdXfL8jLswbF3IHgDQ&bvm=bv.50165853,d.Yms&psig=AFQjCNF7cF9-IoklkKSDAbMSfcb4jTzc6Q&ust=1375455167156770

2013 vs 2012

CARREFOUR MARKET (traffic leaflets NAT)


+7 %

Pressure Offer





+ 4,4 %

Consumer Pack 9,60%+1,1 pp



20,39%

+16,5 pp


1+1 gratis 0,00% -0,2 pp

2+1 gratis 0,11% 0 pp

Other VL 0,11% 0 pp


4,69% -1,8 pp


Supermarket- 5,5 %

19.6%

49.0%

31.4%


3,4 pp

-4 pp

0,6 pp

97.9%

2.1%


0 pp

0 pp

0 pp

2013 vs 2012

PROFI (traffic leaflets NAT)


+41,9 %

Pressure Offer





+ 4,4 %

Consumer Pack 8,93% -3 pp



52,81%

+3,7 pp


1+1 gratis 0,10% 0 pp

2+1 gratis 0,05% 0 pp

Other VL 0,00% 0 pp


0,91% +0,3 pp


Supermarket- 5,5 %

5.3%

75.7%

19.1%


-0,2 pp

-1,9 pp

2 pp

54.3%41.4%

4.3%


-10,7 pp

8,9 pp

1,8 pp

2013 vs 2012

PENNY MARKET (traffic leaflets NAT)


Hard Discount + 12,9 %

Pressure Offer





+ 4,4 %




49,69%

+10,2 pp


1+1 gratis 0,07% -0,1 pp

2+1 gratis 0,04% -0,2 pp

Other VL 0,24% +0,2 pp


3,23% -0,1 pp

+ 0,4 %


19.8%

63.7%

16.5%


4,6 pp

-3,3 pp

-1,4 pp

39.1%

39.1%

21.8%


2,2 pp

2,2 pp

-4,4 pp

http://www.google.ro/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=hTsBW4x5QVRITM&tbnid=ZO157nivqi_OgM:&ved=0CAUQjRw&url=http://logogyujtemeny.hu/logo.php?id=76&ei=_3X6UdyKAdDEtAbJpYGIDA&bvm=bv.50165853,d.Yms&psig=AFQjCNHT0_AHcUYp2uyP1HtSHzLQj6uvrw&ust=1375455086489808

http://www.google.ro/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=hTsBW4x5QVRITM&tbnid=ZO157nivqi_OgM:&ved=0CAUQjRw&url=http://logogyujtemeny.hu/logo.php?id=76&ei=_3X6UdyKAdDEtAbJpYGIDA&bvm=bv.50165853,d.Yms&psig=AFQjCNHT0_AHcUYp2uyP1HtSHzLQj6uvrw&ust=1375455086489808

2013 vs 2012

LIDL (traffic leaflets NAT)


Hard Discount + 12,9 %

Pressure Offer





+ 4,4 %

Consumer Pack 2,22%+0,8 pp



8,16% -7 pp

Virtual promo 0,17% 0 pp

1+1 gratis 0,03% 0 pp

2+1 gratis 0,02% 0 pp

Other VL 0,02% 0 pp


0,11% 0 pp

+ 20,6 %


77.9%

10.0%

12.1%


-4,5 pp

3,3 pp

1,2 pp

32.9%

33.5%

33.5%


-0,4 pp

0,2 pp

0,2 pp



2013 vs 2012

METRO (traffic leaflets NAT)

Cash&Carry


Pressure Offer





+ 4,4 %

+ 6,1 %




5,29% -0,9 pp

Virtual promo16,43

%-8,4 pp

1+1 gratis 0,26% -0,1 pp

2+1 gratis 1,25% -0,8 pp



9,07% -4,2 pp

+ 7,3 %


19.8%

61.1%

19.0%


0,7 pp

-2,1 pp

1,4 pp

29.2%

50.8%

20.0%


2,7 pp

1,5 pp

-4,2 pp

2013 vs 2012

SELGROS (traffic leaflets NAT)



+ 5,3 %

Pressure Offer




+ 4,4 %

+ 6,1 %Cash&Carry




34,48%

+29,3 pp

Virtual promo14,55

%-2 pp

1+1 gratis 0,11% 0 pp

2+1 gratis 1,33% +0,3 pp

Other VL12,51

%-1,2 pp


0,61% -1 pp


2.6%

85.9%

11.5%


0,6 pp

1 pp

-1,6 pp

31.1%

43.7%

25.1%


0,9 pp

1,9 pp

-2,8 pp

2013 vs 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

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