ro promo review q1 12 vs 11
DESCRIPTION
Global overview of Food Retail Prommotional Insights trend, for romanian food market. First Quarter 2012 versus 2011TRANSCRIPT
Q1 2012 vs 2011
Promo Review of food retailers in 20’top
RETAILERS SUMMARY
QUANTITATIV KPI Slides
1- LEAFLETS & PROMO OPERATIONS1- LEAFLETS & PROMO OPERATIONS 4-114-11
32-4432-44
4- PROMO MECHANISMS4- PROMO MECHANISMS 21-2721-27
3- PROMO PRESSURE & SHARE OF VOICE3- PROMO PRESSURE & SHARE OF VOICE
17-2017-20
2- TRADE STRATEGY2- TRADE STRATEGY 12-1612-16
QUALITY KPI 28-3128-31
Promo Review of food retailers in 20’top
VOCABULARYVOCABULARY
Q1 2012 vs 2011
•Promo Pressure: index of promo visibility for a retailer, a category a brand or a format
•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 •ND: National distribution For one retailer = number of stores participating in a promotion/ Total number of that retailer’s stores. •Negative Promo: (Index)= Qty of promo cheaper somewhere else ( at the same date) / total qty of promo (for the concerned retailer)
•Perimeter of analysis: Romania: CC, Hyper, Super, HDD (Analysis for the Top 20 Retailers of this category)
Promo Review of food retailers in 20’top
1- LEAFLETS & PROMO OPERATIONS
1- LEAFLETS & PROMO OPERATIONS
Q1 2012 vs 2011
LEAFLETS & PRMO OPERATIONLEAFLETS & PRMO OPERATION
Q1 2012 vs 2011
NATIONALS PO
REGIONAL PO
Q1 2012 Evolution
233 259
88 37
- 10 % -17%
+138 % +119%
Q1 2011 PressurePromo Op*
*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
We see that the retailers prefer to investIn regional PO in 2012
LEAFLETS & PRMO OPERATIONLEAFLETS & PRMO OPERATION
NATIONALS OP
REGIONAL OP
Pressure
18
12
17
16
( Nationals PO) Q1 2012(evol) HM SM ( Nationals PO) Q1 2012(evol)
+3
-2
+3
+1
+115
8
1
8
-3
233 259
88 37
- 10 % -17%
+138 % +119%
-12
Q1 2012 vs 2011
Q1 2012 Evolution Q1 2011Promo Op*
*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
LEAFLETS & PRMO OPERATIONLEAFLETS & PRMO OPERATION
NATIONALS PO
REGIONAL PO
C&C HD
-1
27
51
13
13+5
-26
233 259
88 37
- 10 % -17%
+138 % +119%
( Nationals PO) Q1 2012(evol) ( Nationals PO) Q1 2012(evol) +14
Q1 2012 vs 2011
Q1 2012 Evolution Q1 2011Promo Op*
*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
Pressure
5 TOP TRAFFIC LEAFLET (by PO Share of Voice) 5 TOP TRAFFIC LEAFLET (by PO Share of Voice)
Number of WU 290 268 399 384 357Stores 74 74 25 24 25Days 7 7 7 7 6
PO Promo Pressure
( vs others)
100% 89% 54% 49%49%
Q1 2012 vs 2011
AVERAGE NUMBER OF PAGES/PROMO OPAVERAGE NUMBER OF PAGES/PROMO OP
28 pag
25 pag
25 pag
23 pag
20 pag
18 pag
17 pag
15 pag
14 pag
10 pag
10 pag
9 pag
-4 pag
-5 pag
-1 pag
+2 pag
-1 pag
+2 pag
-4 pag
+2 pag
-1 pag
+3 pag
Q1 2012 vs 2011
The number of pages per PO is decreasing or increasing. Only 2 are constant. We can see the mostSignificant cost cutting in METRO, REAL & CORA.The 2012 leaflet is lighter than in 2011.
NUMBER OF PROMO OPERATIONSNUMBER OF PROMO OPERATIONS
+5 po
+5 po
+21 po
+13 po
+9 po
+3 po
+2 po
-2 po
-6 po
-4 po
Q1 2012 vs 2011
Even if in 2012 the leaflet is lighter, the retailers increased their quantity of leaflet edition.
2012 vs 2011
Promo Review of food retailers in 20’top
2 - TRADE STRATEGY2 - TRADE STRATEGY
WU TYPOLOGY (Brands, Private Labels, Unbranded )WU TYPOLOGY (Brands, Private Labels, Unbranded )
64,5% (-0.9 pts)
14,8% (+3.2 pts)
20, 7% (-2,3 pts)
Within HIPERMARKET,SUPERMAKET,HARD DISCOUNT,CASH&CARRY
Q1 2012 vs 2011
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.
* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
177ref -25 59,7%(-3,7 pts)
142 ref -80 56,2%(2,5 pts)
204 ref 2 53,3%(2,4 pts)
245 ref 29 60,6%(4,7 pts)
80 ref -53 70,8%(-0,3 pt)
125 ref 68 84,3%(3,5 pts)
131 ref 15 72,4%(-7,4 pts)
48 ref -8 70,4%(-6,5 pts)
97 ref 4,8%(4,8 pts)
143 ref 23 65,6%(3,9 pts)
162 ref -24 60,5%(-0,8 pt)
119 ref -16 82,8%(-0,6 pt)
WU TYPOLOGY (National Brands)WU TYPOLOGY (National Brands)NumberWU/OP
Evolution Q1 2012
vs 2011
National Brands
Q1 2012 vs 2011
* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
177ref -25 59,7%(-3,7 pts) 16,1%(5,2 pts)
142 ref -80 56,2%(2,5 pts) 12,4%(2,1 pts)
204 ref 2 53,3%(2,4 pts) 15,3%(-1 pt)
245 ref 29 60,6%(4,7 pts) 10,7%(-0,6 pt)
80 ref -53 70,8%(-0,3 pt) 9,0%(-1,2 pt)
125 ref 68 84,3%(3,5 pts) 14,3%(2,4 pts)
131 ref 15 72,4%(-7,4 pts) 11,2%(4,2 pts)
48 ref -8 70,4%(-6,5 pts) 15,4%(9,3 pts)
97 ref 4,8%(4,8 pts) 85,0%(85 pts)
143 ref 23 65,6%(3,9 pts) 15,1%(-1,2 pt)
162 ref -24 60,5%(-0,8 pt) 22,8%(4,5 pts)
119 ref -16 82,8%(-0,6 pt) 3,4%(0,6 pt)
WU TYPOLOGY (Private Label)WU TYPOLOGY (Private Label)NumberWU/OP
National Brands Private LabelEvolution
Q1 2012 vs
2011
Q1 2012 vs 2011
* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
WU TYPOLOGY (Unbranded)WU TYPOLOGY (Unbranded)NumberWU/OP
National Brands Private Label Unbranded
177ref -25 59,7%(-3,7 pts) 16,1%(5,2 pts) 24,2%(-1,5 pt)
142 ref -80 56,2%(2,5 pts) 12,4%(2,1 pts) 31,4%(-4,5 pts)
204 ref 2 53,3%(2,4 pts) 15,3%(-1 pt) 31,4%(-1,4 pt)
245 ref 29 60,6%(4,7 pts) 10,7%(-0,6 pt) 28,7%(-4,2 pts)
80 ref -53 70,8%(-0,3 pt) 9,0%(-1,2 pt) 20,2%(1,5 pt)
125 ref 68 84,3%(3,5 pts) 14,3%(2,4 pts) 1,4%(-5,9 pts)
131 ref 15 72,4%(-7,4 pts) 11,2%(4,2 pts) 16,4%(3,1 pts)
48 ref -8 70,4%(-6,5 pts) 15,4%(9,3 pts) 14,2%(-2,8 pts)
97 ref 4,8%(4,8 pts) 85,0%(85 pts) 10,2%(10,2 pts)
143 ref 23 65,6%(3,9 pts) 15,1%(-1,2 pt) 19,2%(-2,6 pts)
162 ref -24 60,5%(-0,8 pt) 22,8%(4,5 pts) 16,7%(-3,7 pts)
119 ref -16 82,8%(-0,6 pt) 3,4%(0,6 pt) 13,8%(-0,1 pt)
Evolution Q1 2012
vs 2011
Q1 2012 vs 2011
* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
AVERAGE VIRTUAL PRICE (all leaflets) AVERAGE VIRTUAL PRICE (all leaflets)
Q1 2012 vs 2011
The Retailers that reduced their prices with an average of 20% in order to align with the market are Carrefour, Metro & Selgros.
2012 vs 2011
Promo Review of food retailers in 20’top
3 – PROMO PRESSURE & SHARE OF VOICE
3 – PROMO PRESSURE & SHARE OF VOICE
PROMO PRESSURE GROWTH* (WU)PROMO PRESSURE GROWTH* (WU)
PROMO PRESSURE
FOOD
NON - FOOD
+2,7%+2,7%
-4,4%-4,4%
HIPERMARKET
SUPERMARKET
CASH&CARRY
HARD DISCOUNT
+13,5%+13,5%
-8,1%-8,1%
-9,0%-9,0%
-3,6%-3,6%
Q1 2012 vs 2011
The Promo Pressure has a positive trend in the Q1 v/s Y-1. We have seen previously that the number of Promo Operation was growing. Taking a look at how retailers behaved in the 1st quarter of 212, we see that only Hypermarkets have a positive trend respect the other formats and apparently Hypermarkets are strong enough to change the trend of the market.
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
Growth v/s Y-1
+ 5,2%
PROMO PRESSURE GROWTH* (WU)PROMO PRESSURE GROWTH* (WU)
Q1 2012 vs 2011
The detailed promo pressure growth by player shows the correlation between number of pages downsize and promo pressure reduction.
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
SHARE OF VOICE (WU)SHARE OF VOICE (WU)
*where Others represents the retailers outside selection with the same chain format as selected.
Others*
-2 pts
9,4%
-1 pt
+2 pts
+2 pts
+2 pts
+1 pt
-1 pt
-6 pts
Q1 2012 vs 2011
100%=Total FOOD Retailers Q1 2012
The 2 most important players remain Selgros & Metro.Look how Carrefour – Cora & Real are fighting for the 3rd rank on the podium!
2012 vs 2011
Promo Review of food retailers in 20’top
4 – PROMO MECHANISMS4 – PROMO MECHANISMS
PROMO MECHANISMS(WU)PROMO MECHANISMS(WU)Products with consumer benefits by retailer format
HIPERMARKET SUPERMARKET CASH&CARRY HARD DISCOUNT
Regarding the consumer benefits an important increasing was in SUPERMARKETS with 7 pts while HARD DISCOUNT registered a negative evolution -7.8 pts versus 2011.
Q1 2012 vs 2011
Q1 2011Q1 2012
PROMO MECHANISMS(WU)PROMO MECHANISMS(WU)Products with consumer benefits per retailer
HIPERMARKET SUPERMARKET
Analyzing the consumer benefits by retailer, we have a clear picture of the evolution of these. In Hipermarkets only Kaufland has a positive evolution respect the others, while in Supermarkets Mega Image is leading with an increase of 11.7 pts.
Q1 2012 vs 2011
Q1 2011Q1 2012
PROMO MECHANISMS(WU)PROMO MECHANISMS(WU)Products with consumer benefits per retailer
HARD DISCOUNTCASH&CARRY
In Cash&Carry METRO registered a positive evolution of +2.8 pts vs. previous year.
Q1 2012 vs 2011
Q1 2011Q1 2012
PROMO MECHANISMSPROMO MECHANISMS
Virtual Promo
Tpr (Temporary price Reduction)
Instore Event
Consumer pack
+40,9
%
+40,9
%
+0.9 pt
+0.9 pt
+0.3 pt
Products with consumer benefits
+0.2 pt
+0.1 pt
+0.5 pt
Q1 2012 vs 2011
Q1 2012 Growth vs Y-1
What kind of Promo MechanismsRetailers are using, and their evolutionVs last year
PROMO MECHANISMSPROMO MECHANISMS
Virtual Promo
Tpr(Temporary price Reduction)
Instore Event
Consumer pack
+0.3 pt
Products with consumer benefits
+0.2 pt
+0.1 pt
+0.5 pt
Consumer pack 7,4% (+0.5 pt)Gifts on pack 3,9% (+0.4 pt)
Consumer pack 7,4% (+0.5 pt)Gifts on pack 3,9% (+0.4 pt)
Lottery/Games 0,6% (+0.2 pt)Others(buy back) 0,1% (-0,1 pt)
Lottery/Games 0,6% (+0.2 pt)Others(buy back) 0,1% (-0,1 pt)
1+1 gratis 0,5% (-0,1 pt)2+1 gratis 1,1% (+0,3 pt)Other VL 2,8% (-1,0 pt)X% from the 2nd product 4,6% (+1,2 pt)
1+1 gratis 0,5% (-0,1 pt)2+1 gratis 1,1% (+0,3 pt)Other VL 2,8% (-1,0 pt)X% from the 2nd product 4,6% (+1,2 pt)
Crossed price 2,3% (-2.3 pts)Cupon - (-0.1 pt)Loyalty points 2,5% (-1.0 pt)Money ticket 2,7% ( +0.4 pt)Price discount(loyalty card or not) 20,7% (+3.1 pts)Special price 0,3% (+0,1 pt)
Crossed price 2,3% (-2.3 pts)Cupon - (-0.1 pt)Loyalty points 2,5% (-1.0 pt)Money ticket 2,7% ( +0.4 pt)Price discount(loyalty card or not) 20,7% (+3.1 pts)Special price 0,3% (+0,1 pt)
Q1 2012 vs 2011
+40,9
%
+40,9
%
+0.9 pt
+0.9 pt
Q1 2012 Growth vs Y-1
Products with consumer benefits
PROMO MECHANISMSPROMO MECHANISMS
-7.3 pts
+2.7 pts
-6.5 pts
+7.6 pts
+2.4 pts
+6.7 pts
+7.0 pts
+0.6 pt
+9.1 pts
+50.5 pts
+2.2 pts
-3.2 pts
-2.3 pts
FOOD CATEGORY
NON FOOD CATEGORY
Q1 2012 vs 2011
+40,9
%
+40,9
%
+0.9 pt
+0.9 pt
Q1 2012 Growth vs Y-1
2012 vs 2011
Promo Review of food retailers in 20’top
3 – QUALITY KPI3 – QUALITY KPI
VISIBILITY INDICATORVISIBILITY INDICATOR
Number of WU/page
Q1 2012 vs 2011
The most readable is Profi
COMPLEXITY INDICATORCOMPLEXITY INDICATOR
-8%
+5%
-1%
+6%
+1%
+1%
0%
+10%
+78%
+5%
We can easily see that BILLA is using at least 1 Consumer Advantage on 80% of the promoted articles,
Q1 2012 vs 2011
COMPLEXITY INDICATORCOMPLEXITY INDICATOR
0 mechanisms
1 mechanism 2 mechanisms
3 mechanisms
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.
Q1 2012 vs 2011
Q1 2012 vs 2011
Promo Review of food retailers in 20’top
RETAILERS SUMMARYRETAILERS SUMMARY
Q1 2012 vs 2011
CarrefourCarrefourPressure Offer
Consumer advantagesBrands Share
Food Market
Hypermarket
National
BrandsPrivate Label
Unbranded
-3,7pts+5,2pt
s
-1,5pts
Quantity of WU
Quantity of PO
-2,8pts
+2,8pts
FOOD
NON-FOOD
TEXTILES
+13,5%
Quantity of WU
+26,7%
+2,7%
Consumer pack 8,61% +3 ptsInstore Event 0,52% +0,1 ptTPR (Temporary price Reduction) 17,00% +3,5 ptsVirtual promo 13,73% -7,3 pts1+1 gratis 0,07% -0,2 pts2+1 gratis 0,28% +0,2 ptsOther VL 0,09% -
X% From the 2nd product (identical or not) 13,28% -7,3 pts
Consumer pack 8,61% +3 ptsInstore Event 0,52% +0,1 ptTPR (Temporary price Reduction) 17,00% +3,5 ptsVirtual promo 13,73% -7,3 pts1+1 gratis 0,07% -0,2 pts2+1 gratis 0,28% +0,2 ptsOther VL 0,09% -
X% From the 2nd product (identical or not) 13,28% -7,3 pts
Quantity of WU
Promo Review of food retailers in 20’top
Q1 2012 vs 2011
CoraCoraPressure Offer
Brands Share
Market
Hypermarket
National
Brands
Private Label
Unbranded
+2,6pts
+2,1pts
-4,5pts
Quantity of WU
Quantity of PO
+10,2pts
-7,5pts
-2,8pts FOOD
NON-FOOD
TEXTILES
+13,5%
Quantity of WU
-1,4%
+2,7%
Quantity of WU
Consumer pack 4,94% -0,9 ptInstore Event 0,21% -
TPR (Temporary price Reduction) 52,33% -1,1 ptVirtual promo 2,22% +0,3 pt1+1 gratis 0,02% -0,1 pt2+1 gratis 0,17% -0.4 ptOther VL 0,05% -0,1 ptX% From the 2nd product (identical or not) 1,99% +1 pt
Consumer pack 4,94% -0,9 ptInstore Event 0,21% -
TPR (Temporary price Reduction) 52,33% -1,1 ptVirtual promo 2,22% +0,3 pt1+1 gratis 0,02% -0,1 pt2+1 gratis 0,17% -0.4 ptOther VL 0,05% -0,1 ptX% From the 2nd product (identical or not) 1,99% +1 pt
Consumer advantages
Q1 2012 vs 2011
Promo Review of food retailers in 20’top
RealRealPressure Offer
Brands Share
Market
Hypermarket
National
Brands
Private Label
Unbranded
+4,7pts
-0,6pt
-4,2pts
Quantity of WU
Quantity of PO
-6,8pts
+4,2pts
+2,6pts
FOOD
NON-FOOD
TEXTILES
+13,5%
Quantity of WU
+27,1%
+2,7%
Quantity of WU
Consumer pack 13,80% +1,4 ptInstore Event 1,10% -TPR (Temporary price Reduction) 23,42% -1,2 ptVirtual promo 5,57% +1 pt1+1 gratis 2,66% +0,9 pt2+1 gratis 2,20% +0,1 ptOther VL 0,17% -0,4 pt
X% From the 2nd product (identical or not) 0,55% +0,4 pt
Consumer pack 13,80% +1,4 ptInstore Event 1,10% -TPR (Temporary price Reduction) 23,42% -1,2 ptVirtual promo 5,57% +1 pt1+1 gratis 2,66% +0,9 pt2+1 gratis 2,20% +0,1 ptOther VL 0,17% -0,4 pt
X% From the 2nd product (identical or not) 0,55% +0,4 pt
Consumer advantages
Q1 2012 vs 2011
Promo Review of food retailers in 20’top
KauflandKauflandPressure Offer
Offer/Brands
Market
Hypermarket
National
Brands
Private Label
Unbranded
+2,4pts
-1,0pt
-1,4pt
Quantity of WU
Quantity of PO
-1,6pt
+3,9pts
-2,3ptsFOOD
NON-FOOD
TEXTILES
+13,5%
Quantity of WU
+6,0%
+2,7%
Quantity of WU
Consumer pack 6,52% +0,3 ptInstore Event 0,03% -0,2 ptTPR (Temporary price Reduction) 60,21% -0,2 ptVirtual promo 0,73% -1+1 gratis 0,17% -0,3 pt2+1 gratis - -0,1 ptOther VL - -0,1 pt
X% From the 2nd product (identical or not) 0,56% +0,5 pt
Consumer pack 6,52% +0,3 ptInstore Event 0,03% -0,2 ptTPR (Temporary price Reduction) 60,21% -0,2 ptVirtual promo 0,73% -1+1 gratis 0,17% -0,3 pt2+1 gratis - -0,1 ptOther VL - -0,1 pt
X% From the 2nd product (identical or not) 0,56% +0,5 pt
Consumer advantages
Q1 2012 vs 2011
Promo Review of food retailers in 20’top
BillaBillaPressure Offer
Brands Share
Market
Supermarket
National
BrandsPrivate Label
Unbranded
-0,3pt-1,2pt
+1,5pt
Quantity of WU
Quantity of PO
+3,2pts-1,2pt
-1,9ptFOOD
NON-FOOD
TEXTILES
Quantity of WU
-8,1%
+40,9%
+2,7%
Quantity of WU
Consumer pack 7,85% +0,9 ptInstore Event 0,37% +0,3 ptTPR (Temporary price Reduction) 63,58% -4,4 ptsVirtual promo 14,40% -3,6 pts1+1 gratis 0,22% -2,5 pts2+1 gratis 5,51% +2,6 ptsOther VL - -0,1 pt
X% From the 2nd product (identical or not) 8,66% -3,6 pts
Consumer pack 7,85% +0,9 ptInstore Event 0,37% +0,3 ptTPR (Temporary price Reduction) 63,58% -4,4 ptsVirtual promo 14,40% -3,6 pts1+1 gratis 0,22% -2,5 pts2+1 gratis 5,51% +2,6 ptsOther VL - -0,1 pt
X% From the 2nd product (identical or not) 8,66% -3,6 pts
Consumer advantages
Q1 2012 vs 2011
Promo Review of food retailers in 20’top
Mega ImageMega ImagePressure Offer
Brands Share
National
Brands
Private Label Unbranded
+3,5pts
+2,4pts
-5,9pts
Quantity of WU
Quantity of PO
-5,1pts
+7,7pts FOOD
NON-FOOD
Quantity of WU
Supermarket-8,1%
+27,9%
+2,7%Market
Quantity of WU
Consumer pack 17,36% +11,2 ptsInstore Event - -0,1 ptTPR (Temporary price Reduction) 3,23% -1,8 ptVirtual promo 6,64% +2,5 pts1+1 gratis 0,38% -2+1 gratis 0,19% -Other VL 0,85% +0,8 pt
X% From the 2nd product (identical or not) 5,22% +1,6 pt
Consumer pack 17,36% +11,2 ptsInstore Event - -0,1 ptTPR (Temporary price Reduction) 3,23% -1,8 ptVirtual promo 6,64% +2,5 pts1+1 gratis 0,38% -2+1 gratis 0,19% -Other VL 0,85% +0,8 pt
X% From the 2nd product (identical or not) 5,22% +1,6 pt
Consumer advantages
Q1 2012 vs 2011
Promo Review of food retailers in 20’top
InterexInterexPressure Offer
Brands Share
National
Brands
Private Label
Unbranded
-7,4pts
+4,2pts
+3,1pts
Quantity of WU
Quantity of PO
-2,4pts
+4,9pts
-2,5pts
FOODNON-FOOD
TEXTILES
Quantity of WU
Supermarket-8,1%
-28,0%
+2,7%Market
Quantity of WU
Consumer pack 7,65% -2,7 ptsInstore Event 0,30% -0,2 ptTPR (Temporary price Reduction) 58,11% +7,9 ptsVirtual promo 2,82% -1,5 pt1+1 gratis - -0,6 pt2+1 gratis 0,30% -0,3 ptOther VL - -0,1 ptX% From the 2nd product (identical or not) 2,52% -0,3 pt
Consumer pack 7,65% -2,7 ptsInstore Event 0,30% -0,2 ptTPR (Temporary price Reduction) 58,11% +7,9 ptsVirtual promo 2,82% -1,5 pt1+1 gratis - -0,6 pt2+1 gratis 0,30% -0,3 ptOther VL - -0,1 ptX% From the 2nd product (identical or not) 2,52% -0,3 pt
Consumer advantages
Q1 2012 vs 2011
Promo Review of food retailers in 20’top
ProfiProfiPressure Offer
Brands Share
National
BrandsPrivate Label
Unbranded
-6,5pts+9,3pts
-2,8pts
Quantity of WU
Quantity of PO
+19,7pts
-8,6ptsFOOD
NON-FOOD
Quantity of WU
Supermarket-8,1%
-15,1%
+2,7%Market
Quantity of WU
Consumer pack 9,86% -2,1 ptsInstore Event - -1,3 ptTPR (Temporary price Reduction) 57,39% +3,2 ptsVirtual promo 0,29% +0,2 pt1+1 gratis - -2+1 gratis - -Other VL - -
X% From the 2nd product (identical or not) 0,29% +0,2 pt
Consumer pack 9,86% -2,1 ptsInstore Event - -1,3 ptTPR (Temporary price Reduction) 57,39% +3,2 ptsVirtual promo 0,29% +0,2 pt1+1 gratis - -2+1 gratis - -Other VL - -
X% From the 2nd product (identical or not) 0,29% +0,2 pt
Consumer advantages
Q1 2012 vs 2011
Promo Review of food retailers in 20’top
PennyPennyPressure Offer
Brands Share
Hard Discount
National
BrandsPrivate Label
Unbranded
+3,9pts
-1,2pt
-2,6pts
Quantity of WU
Quantity of PO
-2,6pts
-1,5pt
+4,1pts
FOOD
NON-FOOD
TEXTILES
Quantity of WU
-4,8%
-3,6%
+2,7%Market
Quantity of WU
Consumer pack 8,06% -1,2 ptInstore Event 2,12% +2,1 ptsTPR (Temporary price Reduction) 40,20% +0,1 ptVirtual promo 3,70% +0,7 pt1+1 gratis 0,27% -2+1 gratis 0,16% -0,4 ptOther VL 0,11% -1 pt
X% From the 2nd product (identical or not) 3,16% +2,1 pts
Consumer pack 8,06% -1,2 ptInstore Event 2,12% +2,1 ptsTPR (Temporary price Reduction) 40,20% +0,1 ptVirtual promo 3,70% +0,7 pt1+1 gratis 0,27% -2+1 gratis 0,16% -0,4 ptOther VL 0,11% -1 pt
X% From the 2nd product (identical or not) 3,16% +2,1 pts
Consumer advantages
Promo Review of food retailers in 20’top
Q1 2012 vs 2011
LidlLidlPressure Offer
Offer/Brands
Market
Hard Discount
National Brands
Private Label
Unbranded
Quantity of WU
Quantity of PO
FOOD
NON-FOOD
TEXTILES
Quantity of WU
-3,6%
+2,7%
Quantity of WU
Consumer pack 0,69%
Instore Event -TPR (Temporary price Reduction) 15,01%
Virtual promo -1+1 gratis -2+1 gratis -Other VL -
X% From the 2nd product (identical or not) -
Consumer pack 0,69%
Instore Event -TPR (Temporary price Reduction) 15,01%
Virtual promo -1+1 gratis -2+1 gratis -Other VL -
X% From the 2nd product (identical or not) -
Consumer advantages
Q1 2012 vs 2011
Promo Review of food retailers in 20’top
MetroMetroPressure Offer
Offer/Brands
Market
Cash&Carry
National
BrandsPrivate Label
Unbranded
-0,8pt+4,5pt
s
-3,7pts
Quantity of WU
Quantity of PO
-5,3pts
+4,1pts
+1,2ptFOOD
NON-FOOD
TEXTILES
Quantity of WU
-9,0%
-7,4%
+2,7%
Quantity of WU
Consumer pack 4,89% -0,8 ptInstore Event 1,65% +0,1 ptTPR (Temporary price Reduction) 4,32% -2,2 ptsVirtual promo 22,38% +6,1 pts1+1 gratis 0,35% -2+1 gratis 2,03% +0,4 ptOther VL 8,54% -3,4 pts
X% From the 2nd product (identical or not) 11,46% +9,1 pts
Consumer pack 4,89% -0,8 ptInstore Event 1,65% +0,1 ptTPR (Temporary price Reduction) 4,32% -2,2 ptsVirtual promo 22,38% +6,1 pts1+1 gratis 0,35% -2+1 gratis 2,03% +0,4 ptOther VL 8,54% -3,4 pts
X% From the 2nd product (identical or not) 11,46% +9,1 pts
Consumer advantages
Q1 2012 vs 2011
Promo Review of food retailers in 20’top
SelgrosSelgrosPressure Offer
Share ofBrands
Market
Cash&Carry
National
Brands
Private Label
Unbranded
-0,6pt
+0,6pt
-0,1pt
Quantity of WU
Quantity of PO
+2,9pts
-3,1pts
+0,1ptFOOD
NON-FOOD
TEXTILES
Quantity of WU
-9,0%
-10,3%
+2,7%
Quantity of WU
Consumer pack 5,47% -0,6 ptInstore Event 0,57% -0,6 ptTPR (Temporary price Reduction) 4,84% +3 ptsVirtual promo 11,62% -1,3 pt1+1 gratis 0,13% -0,1 pt2+1 gratis 0,74% -Other VL 10,02% -
X% From the 2nd product (identical or not) 0,73% -0,9 pt
Consumer pack 5,47% -0,6 ptInstore Event 0,57% -0,6 ptTPR (Temporary price Reduction) 4,84% +3 ptsVirtual promo 11,62% -1,3 pt1+1 gratis 0,13% -0,1 pt2+1 gratis 0,74% -Other VL 10,02% -
X% From the 2nd product (identical or not) 0,73% -0,9 pt
Consumer advantages
Q1 2012 vs 2011
Promo Review of food retailers in 20’top
Thank you for your attention
Florentina VasileProject Manager [email protected]+40 (0) 743 216 282
I remain at your disposal for further information or a life demo
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