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Promo Review of food retailers in 20’top




       S1 2012 vs 2011
Promo Review of food retailers in 20’top




QUANTITATIV KPI                         Slides
 1- LEAFLETS & PROMO OPERATIONS          4-11

 2- TRADE STRATEGY                       12-16

 3- PROMO PRESSURE & SHARE OF VOICE      17-20

 4- PROMO MECHANISMS                     21-27


QUALITY KPI                               28-31


RETAILERS SUMMARY                         32-44
S1 2012 vs 2011




                                     VOCABULARY
•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




                 S1 2012 vs 2011




1- LEAFLETS & PROMO
     OPERATIONS
1st SEM2012 vs 1st SEM2011




LEAFLETS & PRMO PRESSURE
                                 1st SEM          1st SEM
                                 2012             2011
                                                              Evolution Pressure

    NATIONALS OP               469                 508                -8%            -17%

    REGIONAL OP                197                 91                 116%            95%


                                                                       We see that the retailers prefer to invest
                                                                       In regional PO in 2012




 *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
1st SEM2012 vs 1st SEM2011




LEAFLETS & PRMO PRESSURE
                                 1st SEM          1st SEM
                                 2012             2011
                                                              Evolution Pressure

    NATIONALS OP               469                 508                -8%            -17%

    REGIONAL OP                197                 91                 116%            95%


       ( Nationals PO)    1st SEM 2012(evol)                SM ( Nationals PO)    1st SEM 2012(evol)
HM
                                        +4
                                                                                                     -1
                                  38                                                           28
                                        -5
                                  26                                                                 -5
                                                                                               14
                                         +2
                                  31                                                                 -22
                                                                                                2
                                         -1
                                  35
                                                                                                14


 *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
1st SEM2012 vs 1st SEM2011




LEAFLETS & PRMO PRESSURE
                                 1st SEM          1st SEM
                                 2012             2011
                                                              Evolution Pressure

    NATIONALS PO               469                 508                -8%            -17%

     REGIONAL PO               197                 91                 116%            95%




 C&C ( Nationals PO)      1st SEM 2012(evol)                HD    ( Nationals PO)    1st SEM 2012(evol)
                                       +29                                                        +25
                                  63
                                                                                             27
                                       +21
                                114                                                          27




 *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
S1 2012 vs 2011




         5 TOP TRAFFIC LEAFLET     (by PO Share of Voice)




Number of WU        935    484   399             376            347
Stores              19      8    25               8              8
Days                31     11     7              14             14
PO Promo Pressure
   ( vs others)
                    100%   52%   43%              40%           37%
S1 2012 vs 2011




AVERAGE NUMBER OF PAGES/PROMO OP
                                                            30 pag     -2 pag

                                                     28 pag    -6 pag

                                                   27 pag     -3 pag

                                            25 pag     +3 pag

                                          24 pag     -3 pag

                            19 pag    +7 pag
                                  17 pag
                                                                 The number of pages per PO is
                         17 pag  -2 pag
                             15 pag                              decreasing or increasing. Only Penny
                         14 pag
                         17 pag
                                                                 is constant.
                                                                 We can see the most
         10 pag
                14 pag                                           Significant cost cutting in REAL,
                           +1 pag
         10 pag                                                  CARREFOUR & METRO.
        11 pag +2 pag                                            The 2012 leaflet is lighter than in 2011.
        9 pag

        11 pag +3 pag


        10 pag    -1 pag
S1 2012 vs 2011




NUMBER OF PROMO OPERATIONS
                                                            117 +23 po

                                                 80 +6 po

                                               75 +40 po

                                          71     +33 po


                              54 +19 po

                  39      +5 po
                                                                Almost all the retailers
                  38                                            increased their quantity of
                                                                leaflet edition.
           29    +27 po

          28 -1 po

     19 -16 po

14    -11 po


14
Promo Review of food retailers in 20’top




                2012 vs 2011



2 - TRADE STRATEGY
S1 2012 vs 2011




         WU TYPOLOGY (Brands, Private Labels, Unbranded )
                                                                Within HIPERMARKET,SUPERMAKET,HARD DISCOUNT,CASH&CARRY




                                                 21, 4% (-2,1 pts)
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.
                                                                                         Brands




                                                                                         Private Label



                   14,7% (+3,3 pts)                                                      Unbranded



                                                                            63,9% (-1,2 pts)

   * WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
S1 2012 vs 2011




                     WU TYPOLOGY (National Brands)
             Number        Evolution
                                          National Brands     Private Label       Unbranded
             WU/OP              S1 2012
                                 vs
                                2011

           171 ref         -43            60,60% (-1,2 pts)

           134 ref         -88            57,10% (1,7 pts)

           193 ref         -10            55,20% (4,8 pts)

           220 ref          27            59,20% (0,2 pts)

            73 ref         -62            72,40% (-0,2 pts)

           170 ref         106            82,80% (2,8 pts)

           152 ref          17            72,90% (-2,7 pts)
            63 ref          7             73,50% (-3,8 pts)
            96 ref          22             6,30% (-0,2 pts)
           155 ref          8             65,80% (3,6 pts)
           158 ref          -8            60,10% (-1,6 pts)
           128 ref         -19            80,10% (-1,1 pts)
* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
S1 2012 vs 2011




                      WU TYPOLOGY (Private Label)
             Number        Evolution
                                          National Brands         Private Label   Unbranded
             WU/OP              S1 2012
                                 vs
                                2011

           171 ref         -43            60,60% (-1,2 pts)   15,60% (2,7 pts)

           134 ref         -88            57,10% (1,7 pts)    12,70% (0,4 pts)

           193 ref         -10            55,20% (4,8 pts)    14,80% (-0,9 pts)

           220 ref          27            59,20% (0,2 pts)    11,40% (2,1 pts)

            73 ref         -62            72,40% (-0,2 pts)    8,40% (0,7 pts)

           170 ref         106            82,80% (2,8 pts)    15,50% (2,1 pts)

           152 ref          17            72,90% (-2,7 pts)    8,70% (2 pts)

            63 ref          7             73,50% (-3,8 pts)   12,40% (7,4 pts)
            96 ref          22             6,30% (-0,2 pts)   82,60% (-2,1 pts)
           155 ref          8             65,80% (3,6 pts)    15,20% (0,1 pts)
           158 ref          -8            60,10% (-1,6 pts)   20,00% (2,7 pts)
           128 ref         -19            80,10% (-1,1 pts)    3,90% (0,5 pts)
* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
S1 2012 vs 2011




                      WU TYPOLOGY (Unbranded)
             Number        Evolution
                                          National Brands         Private Label      Unbranded
             WU/OP              S1 2012
                                 vs
                                2011

           171 ref         -43            60,60% (-1,2 pts)   15,60% (2,7 pts)    23,80% (-1,5 pts)
           134 ref         -88            57,10% (1,7 pts)    12,70% (0,4 pts)    30,20% (-2,1 pts)
           193 ref         -10            55,20% (4,8 pts)    14,80% (-0,9 pts)   30,00% (-3,9 pts)
           220 ref          27            59,20% (0,2 pts)    11,40% (2,1 pts)    29,40% (-2,4 pts)
            73 ref         -62            72,40% (-0,2 pts)    8,40% (0,7 pts)    19,10% (-0,6 pts)
           170 ref         106            82,80% (2,8 pts)    15,50% (2,1 pts)     1,60% (-5 pts)
           152 ref          17            72,90% (-2,7 pts)    8,70% (2 pts)      18,40% (0,7 pts)
            63 ref          7             73,50% (-3,8 pts)   12,40% (7,4 pts)    14,20% (-3,5 pts)
            96 ref          22             6,30% (-0,2 pts)   82,60% (-2,1 pts)   11,10% (2,2 pts)
           155 ref          8             65,80% (3,6 pts)    15,20% (0,1 pts)    19,00% (-3,8 pts)
           158 ref          -8            60,10% (-1,6 pts)   20,00% (2,7 pts)    19,90% (-1,1 pts)
           128 ref         -19            80,10% (-1,1 pts)    3,90% (0,5 pts)    16,00% (0,5 pts)
* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
S1 2012 vs 2011




              AVERAGE VIRTUAL PRICE (all leaflets)
-17
                                                     Carrefour had a severe reduction of
194.8
                                                     the virtual price by 25%, meanwhile
                                                     Mega Image increased the virtual
                                                     prince by 18%.


         -9
                 9
        113.3           -23
                107.0           8
                        93.0   92.5




                                      -4
                                             -2      0       2         1
                                      22.6                                         0         -1
                                             14.1   14.0     12.7     11.8         9.9       6.8
Promo Review of food retailers in 20’top




                        2012 vs 2011



3 – PROMO PRESSURE & SHARE OF VOICE
S1 2012 vs 2011




           PROMO PRESSURE GROWTH* (WU)
                                                                                Growth v/s Y-1


 PROMO
                      FOOD   +2,0 %                                                         +0,8%
PRESSURE
                     NON - FOOD   -3,3%




HIPERMARKET     +8,08%                 The Promo Pressure has a positive trend in the S1 v/s Y-1. We have
                                       seen previously that the number of Promo Operation was growing.
SUPERMARKET     -17,98%                Taking a look at how retailers behaved in the 1st semester of 212, we
                                       see that only Hypermarkets have a positive trend respect the other
CASH&CARRY      +2,78%                 formats and apparently Hypermarkets are strong enough to change
                                       the trend of the market.
HARD DISCOUNT   -4,32%
                                      *The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less
                                      WU promoted
S1 2012 vs 2011




         PROMO PRESSURE GROWTH* (WU)
                       -3.0% SELGROS

                        -8.5% METRO
                                                                 The detailed promo pressure growth by
           -10.3%      PENNY MARKET                              player shows the correlation between
                                                                 number of pages downsize and promo
                                LIDL                             pressure reduction.

                               PROFI   0.0%

-42.9%                       INTEREX

                        MEGA IMAGE                                         32.1%

                               BILLA           4.5%

                    REAL-HYPERMARKET   -5.7%

                           KAUFLAND    -3.3%

                              CORA     -1.7%

                          CARREFOUR               8.7%

                                                         *The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less
                                                         WU promoted
S1 2012 vs 2011




                                   SHARE OF VOICE (WU)
                                                                           18.0%    0,8 pts

                                                                 15.0%   -0,2 pts

                                                 10.8%      0,6 pts

                                                 10.7%     1,9 pts


                                           9.4%       0,4 pts
                                                                                              The 2 most important players remain
                                      8.2%       0,4 pts
                                                                                              Selgros & Metro.
                                                                                              Look how Cora & Carrefour are fighting
                              6.4%       0,8 pts                                              for the 3rd rank on the podium!

                       4.8%     -0,1 pts

                 3.5%       1,1 pts

                3.2%     3,1 pts

             2.2%    -1,4 pts

             0.9% 0,1 pts
Others*                     6,8%      -7,4 pts
                                                                                      100%=Total FOOD Retailers S1 2012

   *where Others represents the retailers outside selection with the same chain format as selected.
Promo Review of food retailers in 20’top




                  2012 vs 2011



4 – PROMO MECHANISMS
S1 2012 vs 2011




                     PROMO MECHANISMS(WU)
                                                                             Products with consumer benefits by retailer format


                                                         54.4%
                                     49.9%
                                             48.7%                                    47.9%
                                                                 46.7%
                                                                              45.2%




                                                                                                   1st SEM 2012
                 25.4% 24.4%
                                                                                                   1st SEM 2011




               CASH AND CARRY        HIPERMARKET         SUPERMARKET        HARD DISCOUNT


Regarding the consumer benefits an important increasing was in SUPERMARKETS with 7.7 pts while HARD DISCOUNT registered
a negative evolution -2.7 pts versus 2011.
S1 2012 vs 2011




                          PROMO MECHANISMS(WU)
                                                                                          Products with consumer benefits per retailer

  HIPERMARKET                                                              SUPERMARKET

                                                                         83.61%
                          68.04%                                     78.45%
                 60.42%       64.60%
                                                                                                67.45%           68.07%
             57.80%                                                                                          62.92%
                                                                                                   57.75%
                                       45.37%
                                                                                                                              1st SEM 2012
   34.00%                                             1st SEM 2012
                                           35.73%     1st SEM 2011                                                            1st SEM 2011
31.86%


                                                                                  20.09%
                                                                                       13.96%




Analyzing the consumer benefits by retailer, we have a clear picture of the evolution of these. In Hypermarkets Real
increased with 9,6 pts, while in Supermarkets Billa is leading, although it has registered a decreased of 5.2 pts.
S1 2012 vs 2011




                          PROMO MECHANISMS(WU)
                                                                                               Products with consumer benefits per retailer

  CASH&CARRY                                                                       HARD DISCOUNT

   31.42%
                                                                                                     50.91%
                                                                                                              46.93%
            28.42%



                                       20.90%
                              20.42%

                                                       1st SEM 2012                                                          1st SEM 2012

                                                       1st SEM 2011                                                          1st SEM 2011


                                                                             16.22%

                                                                                      10.48%




In Cash&Carry METRO registered a positive evolution of +3 pts vs. previous year.
S1 2012 vs 2011




                          PROMO MECHANISMS
Products with consumer benefits


     S1 2012             Growth vs Y-1

      +5.7%                  +1.5 pt          Virtual promo               9.3%      +0,7 pts




                                       TPR (Temporary price
                                            Reduction)                                                   27.1% +0,6 pts




                                               Instore Event   1.0%   +0,3 pts

What kind of Promo Mechanisms
Retailers are using, and their evolution
Vs last year
                                           Consumer pack              7.3%       +0,2 pts
S1 2012 vs 2011




                           PROMO MECHANISMS
Products with consumer benefits                   1+1 gratis                0,4% (-0,2 pt)
                                                  2+1 gratis                1,0% (-0,2 pt)

   S1 2012                 Growth vs Y-1          Other VL
                                                  X% From the 2nd product
                                                                            3,3% (-0,5 pt)

                                                                            4,6% (1,5 pt)
                                                  (identical or not)
     +5.7%                   +1.5 pt                                           Crossed price                2,4%   (-0,3 pt)
                                                                               Cupon                        0,0%   (-0,1 pt)
                                                                               Loyalty points               2,7%   (-0,7 pt)
                                                                               Money ticket                 2,7%    (0,4 pt)
                 Virtual
                 promo
                                  9.3% +0,7 pts                                Price discount (loyalty     19,0%    (1 pt)
                                                                               card or not)
                                                                               Special price                0,4% (0,2 pt)
                TPR
            (Temporary
               price
                                                      27.1%    +0,6 pts
            Reduction)

                                                                     Others (buy back)           0,1% (-0,1 pt)
           Instore Event   1.0% +0,3 pts                             Lottery/ Games              0,9% (0,4 pt)



             Consumer
               pack
                               7.3%    +0,2 pts                      Gifts on pack               4,0% (0,5 pt)
                                                                     Gratuities                  3,4% (-0,3 pt)
S1 2012 vs 2011




                              PROMO MECHANISMS
Products with consumer benefits                       FOOD CATEGORY                                     54%    +2,4 pts

                                                  PRODUSE AMBALATE CU
                                                      AUTOSERVIRE                                       53%    +2,4 pts

                                                      FRUCTE SI LEGUME             35%       -9,1 pts


 S1 2012               Growth vs Y-1                       CONGELATE                          45% +6,1 pts



   +5.7%                   +1.5 pt                               FOOD                               51%       +1,2 pts

                                                    DETERGENTI - IGIENA                                              70% +7,6 pts

                                                            COSMETICE                                                     73%     +7 pts

From total articles promoted in Food      ALIMENTE PENTRU ANIMALE                                                    69%        +0,4 pts
category, on more than 50% at least
1 Consumer Advantage was used,       PRODUSE VRAC/SERVIRE ASISTATA                            45%       +4,7 pts
And on non food promotions only 24%
                                              NON-FOOD CATEGORY           24% +0,4 pts
of the articles were promoted with a
Consumer Advantage.                    ELECTRO-FOTO-CINEMA-SUNET           26%     +2,5 pts

                                                                BAZAR     22%   -0,8 pts


                                                                TEXTILE    25%    +0,7 pts
Promo Review of food retailers in 20’top




             2012 vs 2011



3 – QUALITY KPI
S1 2012 vs 2011




                    VISIBILITY INDICATOR
                        4.3


                              5.2


                              5.3

   Number of                  5.3
   WU/page
                                    6.2


                                      6.7


                                            7.5


                                            7.7


                                             7.9


The most readable                                  9.1
    is Selgros
                                                         13.1


                                                                15.7
S1 2012 vs 2011




                   COMPLEXITY INDICATOR
           BILLA                                                                     79.25% -4,5%


       KAUFLAND                                                        64.64% +2%


         INTEREX                                                      62.82% +6,9%


           PROFI                                                58.06% -0,6%


          CORA                                                  57.93% -3,3%


   PENNY MARKET                                      46.07%   +3,7%

REAL-HYPERMARKET                                40.17% +7%


          METRO                        32.31%   +5,2%
                                                                                            We can easily see that
                                                                                            BILLA is using at least 1
      CARREFOUR                    29.96% -5,1%                                             Consumer Advantage on
                                                                                            almost 80% of the
        SELGROS          19.22%   0%                                                        promoted articles, while
                                                                                            Lidl is using Consumer
                                                                                            Advantages only on 12%
    MEGA IMAGE        16.36%   +6,1%
                                                                                            of the promoted articles.

            LIDL   12.05% +1,9%
S1 2012 vs 2011




                                 COMPLEXITY INDICATOR
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.



                                                                            The most complex or less complex
    Number of Promo mechanisms / item                              (classified by the number of products with 2 or more mechanisms)
           (HM,HDD, SM & CC, on Food &Non Food)
                                                                   0.0%

                                                                     0.1%
  59.63%                                                             0.1%

                                                                            0.6%

                                                                                   1.0%
                     38.80%
                                                                                          1.6%

                                                                                          1.7%

                                                                                            1.8%

                                                                                             1.9%

                                                                                                         2.8%
                                        1.53%          0.04%                                                    3.2%
0 mechanisms      1 mechanisms       2 mechanisms   3 mechanisms                                                3.3%
S1 2012 vs 2011

      Promo Review of food retailers in 20’top




                S1 2012 vs 2011



RETAILERS SUMMARY
S1 2012 vs 2011

                                                                        Promo Review of food retailers in 20’top

Carrefour
                         Pressure                                                                               Offer

                                                                                         TEXTILES
       FOOD Market                        +2,0%                                                     18.0%
                                                                                                                                      FOOD
     (C&C, HM,HDD, SM)                                                                               -1,4 pts

         Hypermarket                       +8%                                                                              42.9%
                                                                                                                            2,6 pts


                                         +18,8%
                                                                                               39.0%
                                                                                                    -1,3 pts
                                                                                    NON-FOOD
                                      Quantity of WU                                                                        Quantity of PO

                                                                                                          Consumer
                     Brands Share                                                                        advantages
                                          Private Label                     Consumer pack                           9,00%      +3,2 pts
  Unbranded
                             12.9%                                          Instore Event                           0,53%      +0,2 pts
              24.8%          0,2 pts                                        TPR (Temporary price Reduction)         11,75%      +2 pts
                                                                            Virtual promo                           11,51%      -7 pts
              -0,6 pts
                                                                            1+1 gratis                              0,14%      -0,7 pts
                                                                            2+1 gratis                              0,32%      -3,9 pts
                                                 National                   Other VL                                0,25%      +0,2 pts
                                                  Brands                    X% From the 2nd product
                               62.4%                                        (identical or not)                      10,80% -2,5 pts
                            0,6 pts                    Quantity of WU                                                   Quantity of WU
S1 2012 vs 2011

                                                                    Promo Review of food retailers in 20’top

Cora
                     Pressure                                                                          Offer
                                                                                      TEXTILES
                                                                                                                       FOOD
     FOOD Market                      +2,0%                                                 18.4%
   (C&C, HM,HDD, SM)                                                                        -3,3 pts

        Hypermarket                    +8%                                                                       43.3%
                                                                                                                 9,3 pts


                                      +3,7%                                               38.2%
                                                                         NON-FOOD
                                                                                            -6 pts
                                  Quantity of WU                                                                  Quantity of PO

                                                                                                  Consumer
               Brands Share                                                                      advantages
                                       Private Label                     Consumer pack                         5,90%       -0,5 pts
  Unbranded                11.7%                                         Instore Event                         0,50%       -0,2 pts
                           -0,3 pts                                      TPR (Temporary price Reduction)       53,90% -2,3 pts
          30.6%                                                          Virtual promo                         1,94% -0,6 pts
          -1,9 pts
                                                                         1+1 gratis                            0,07%       -0,1 pts
                                                                         2+1 gratis                            0,12%       -0,4 pts
                                                                         Other VL                              0,03%       -0,3 pts
                                                   National
                                                    Brands               X% From the 2nd product
                                  57.7%                                  (identical or not)                    1,72%       +0,1 pts
                                                   Quantity of WU                                                 Quantity of WU
                                2,2 pts
S1 2012 vs 2011

                                                                      Promo Review of food retailers in 20’top

Real
                            Pressure                                                                     Offer


         FOOD Market                          +2,0%                                TEXTILES
                                                                                               18.6%
       (C&C, HM,HDD, SM)                                                                       1,7 pts                      FOOD
                                                                                                                    39.8%
                Hypermarket                  +8%
                                                                                                                    -4,1 pts



                                             +2,4%
                                                                                              41.6%
                                                                                NON-FOOD 2,4 pts
                                          Quantity of WU                                                           Quantity of PO

                                                                                                       Consumer
                          Brands Share                                                                advantages
                                          Private Label                      Consumer pack                       14,69% +0,9 pts
                                9.9%                                         Instore Event                       1,14% -0,2 pts
   Unbranded
                                0,6 pts                                      TPR (Temporary price Reduction)     33,45% +11,1 pts
               30.6%                                                         Virtual promo                       5,86%   +1 pts
               -1,6 pts                                                      1+1 gratis                          2,53%     +0,7 pts
                                                           National          2+1 gratis                          2,53%     +0,3 pts
                                                            Brands           Other VL                            0,24%     -0,2 pts
                                                                             X% From the 2nd product
                                    59.5%                                    (identical or not)                  0,55%     +0,3 pts
                                   1 pts           Quantity of WU                                                 Quantity of WU
S1 2012 vs 2011

                                                            Promo Review of food retailers in 20’top

Kaufland
                     Pressure                                                                    Offer


      FOOD Market                   +2,0%                               TEXTILES       17.0%                       FOOD
    (C&C, HM,HDD, SM)                                                                 -3,5 pts

         Hypermarket                    +8%                                                                45.8%
                                                                                                           8 pts


                                        +2,8
                                                                                   37.3%
                                                                                   -4,5 pts
                                                                     NON-FOOD
                                Quantity of WU                                                           Quantity of PO

                                                                                               Consumer
                Offer/Brands                                                                  advantages
    Unbranded                              Private Label
                                                                 Consumer pack                       5,68%     -0,8 pts
                            14.6%                                Instore Event                       0,12%     -0,1 pts
                            -1,4 pts                             TPR (Temporary price Reduction)     61,46% +0,7 pts
          31.1%
                                                                 Virtual promo                       1,06% +0,6 pts
          -3,6 pts
                                                                 1+1 gratis                          0,14%     -0,1 pts
                                                                 2+1 gratis                          0,03%         0 pts
                                                 National        Other VL                                      -0,1 pts
                                                  Brands         X% From the 2nd product
                                54.3%                            (identical or not)                  0,89%     +0,8 pts
                                5 pts     Quantity of WU                                                 Quantity of WU
S1 2012 vs 2011

                                                               Promo Review of food retailers in 20’top

Billa
                        Pressure                                                                     Offer
                                                                                   TEXTILES
                                                                                                9.5%
          FOOD Market                   +2,0%                                                  -2,2 pts
                                                                                                                           FOOD
        (C&C, HM,HDD, SM)
               -17.9%            Supermarket
                                                                                      31.7%
                                                                                      -5 pts
                                                                                                                58.7%
                                                                                                                7,3 pts
                                         +11,5%                       NON-FOOD


                                    Quantity of WU                                                                   Quantity of PO

                                                                                                 Consumer
                    Brands Share                                                                advantages
        Unbranded                   Private Label                     Consumer pack                          7,84%        +0,7 pts
                          7.9%                                        Instore Event                          0,55%        +0,1 pts
              19.4%       0,3 pts
                                                                      TPR (Temporary price Reduction)        61,73% -5,3 pts
             -0,5 pts                                                 Virtual promo                          14,62% +0,4 pts
                                                                      1+1 gratis                             0,24%        -1,3 pts
                                                National              2+1 gratis                             4,22%        +1,8 pts
                                                 Brands               Other VL                               0,04%         0 pts
                                                                      X% From the 2nd product
                                                                      (identical or not)                     10,12% -0,1 pts
                             72.7%
                                              Quantity of WU                                                  Quantity of WU
                            0,2 pts
S1 2012 vs 2011

                                                                    Promo Review of food retailers in 20’top

Mega Image
                 Pressure                                                                               Offer
                                                                                         TEXTILES
                                                                                                    5.6%
     FOOD Market                      +2,0%
                                                                                                    -0,2 pts
   (C&C, HM,HDD, SM)
                                                                         NON-FOOD 24.1%
          -17.9%           Supermarket
                                                                                         10,3 pts



                                       +43,6%                                                                    70.4%
                                                                                                                             FOOD
                                                                                                                -10,1 pts

                                  Quantity of WU                                                                     Quantity of PO

                                                                                                     Consumer
             Brands Share                                                                           advantages
        Unbranded
                                                                         Consumer pack                          9,60%       +4 pts
                 1.7%               Private Label                        Instore Event                          0,97%       +0,5 pts
                 -5 pts
                        14.8%                                            TPR (Temporary price Reduction)        2,96%       -1,3 pts
                        1,2 pts
                                                                         Virtual promo                          6,75%       +3 pts
                                                                         1+1 gratis                             0,14%       -0,2 pts
                                                                         2+1 gratis                             0,18%       -0,1 pts
                          +3,5pts             National                   Other VL                               0,58%       +0,3 pts
                                               Brands                    X% From the 2nd product
                                                                         (identical or not)                     5,84%       +3 pts
         83.6%                                     Quantity of WU                                               Quantity of WU
           3,9 pts
S1 2012 vs 2011

                                                               Promo Review of food retailers in 20’top

Interex
                           Pressure                                                                        Offer
                                                                                      TEXTILES
                                                                                                   10.9%
         FOOD Market                        +2,0%
                                                                                                   -0,3 pts
       (C&C, HM,HDD, SM)                                                                                                      FOOD

                 -17.9%            Supermarket
                                                                                                                      50.9%
                                                                                         38.2%
            -39,7%                                                                       4,4 pts
                                                                                                                      -4,1 pts


                                                                          NON-FOOD
                                        Quantity of WU                                                             Quantity of PO

                                                                                                      Consumer
                      Brands Share                                                                   advantages
                                          Private Label
     Unbranded                8.8%
                                                                      Consumer pack                           10,13% +1,3 pts
                                                                      Instore Event                           1,54%   +1 pts
                 18.6%        2,1 pts
                 0,8 pts                                              TPR (Temporary price Reduction)         56,58% +7,3 pts
                                                                      Virtual promo                           3,66% +0,2 pts
                                                                      1+1 gratis                                        -0,5 pts
                                                                      2+1 gratis                              0,23%     -0,2 pts
                                                   National           Other VL                                          -0,3 pts
                                                    Brands            X% From the 2nd product
                                72.6%                                 (identical or not)                      3,43%      +1 pts
                               -2,9 pts             Quantity of WUv                                                Quantity of WU
S1 2012 vs 2011

                                                                      Promo Review of food retailers in 20’top

Profi
                      Pressure                                                                            Offer
                                                                                             TEXTILES

                                                                                                              0.0%
          FOOD Market                   +2,0%                                  NON-FOOD        18.2%
                                                                                                             -10,6 pts
        (C&C, HM,HDD, SM)                                                                     -11,6 pts
                                                                                                                                     FOOD
                -17.9%         Supermarket



                                          +10,9%
                                                                                                                    81.8%
                                                                                                                  22,2 pts
                                    Quantity of WU                                                                     Quantity of PO

                                                                                                   Consumer
                   Brands Share                                                                   advantages
                                    Private Label
                                                                           Consumer pack                          10,67% -5,4 pts
    Unbranded              7.1%
                15.3%     2,4 pts                                          Instore Event                          0,98%   +0 pts
                     -2,8pt
                -2,5 pts                                                   TPR (Temporary price Reduction)        52,67% -0,7 pts
                                                                           Virtual promo                          0,56% +0,1 pts
                                                                           1+1 gratis                                        -0,2 pts
                                                                           2+1 gratis                                        +0 pts
                                                                           Other VL                                          +0 pts
                                                National
                                                 Brands                    X% From the 2nd product
                             77.6%                                         (identical or not)                     0,56%      +0,2 pts
                             0,1 pts                 Quantity of WU                                                 Quantity of WU
S1 2012 vs 2011

                                                                Promo Review of food retailers in 20’top

Penny
                       Pressure                                                                           Offer

                                                                                     TEXTILES
                                                                                                14.4%
     FOOD Market                        +2,0%
                                                                                                0,2 pts                           FOOD
   (C&C, HM,HDD, SM)

           -4.3%           Hard Discount                                                                               44.8%
                                                                                                                     -0,9 pts


         -4,2%                                                                            40.8%
                                                                                           0,6 pts
                                                                            NON-FOOD
                                    Quantity of WU                                                                Quantity of PO

                                                                                                   Consumer
                  Brands Share                                                                    advantages
   Unbranded                          Private Label                  Consumer pack                           8,76%      -1,2 pts
                            14.8%                                    Instore Event                           1,46%      +1,3 pts
               19.3%
                           -0,2 pts                                  TPR (Temporary price Reduction)         38,72% +3,6 pts
           -3,6 pts
                                                                     Virtual promo                           4,11% +0,9 pts
                                                                     1+1 gratis                              0,26%      +0,1 pts
                                                                     2+1 gratis                              0,26%      -0,3 pts
                                                                     Other VL                                0,10%      -0,8 pts
                                               National
                                                Brands               X% From the 2nd product
                          65.9%                                      (identical or not)                      3,48%      +1,9 pts
                                               Quantity of WU                                                     Quantity of WU
                          3,8 pts
S1 2012 vs 2011

                                                                    Promo Review of food retailers in 20’top

Lidl
                             Pressure                                                                 Offer

                                                                               TEXTILES
          FOOD Market                        +2,0%                                         19.7%
        (C&C, HM,HDD, SM)                                                                  -0,3 pts                          FOOD

                                   Hard Discount                                                                  42.4%
                      -4.3%
                                                                                                                  2,4 pts



                                                                                          37.9%
                                                                            NON-FOOD      -2,1 pts
                                         Quantity of WU                                                                       Quantity of PO

                                                                                                 Consumer
                         Offer/Brands                                                           advantages
          Unbranded                                                             Consumer pack                               0,90%   +0,9 pts
       National          11.2%                                                  Instore Event                                        +0 pts
        Brands           2,3 pts
                  6.4%                                                          TPR (Temporary price Reduction)           15,08% +4,6 pts
                  -0,1 pts                                                      Virtual promo                             0,27% +0,3 pts
                                                                                1+1 gratis                                0,04%      +0 pts
                                                          Private Label         2+1 gratis                                0,04%      +0 pts
                                                                                Other VL                                  0,04%      +0 pts
                                                                                X% From the 2nd product
                                        82.4%                                   (identical or not)                          0,16%   +0,2 pts
                                    -2,3 pts
                                                   Quantity of WU                                        Quantity of WU
S1 2012 vs 2011

                                                                        Promo Review of food retailers in 20’top

Metro
                         Pressure                                                                         Offer

                                                                                     TEXTILES
      FOOD Market                                                                                  13.4%
                                           +2,0%
    (C&C, HM,HDD, SM)
                                                                                                     2 pts           31.3%         FOOD
              Cash&Carry                   +2.7%                                                                     -6,7 pts




         -3,0%                                                                                  55.4%
                                                                               NON-FOOD
                                                                                                4,7 pts
                                                                                                                           Quantity of PO
                                      Quantity of WU

                                                                                                   Consumer
                    Offer/Brands                                                                  advantages
   Unbranded                                                                   Consumer pack                          5,16%        +0,2 pts
                                           Private Label
                                                                               Instore Event                          1,89%        +0,5 pts
               20.1%             20.0%
                                                                               TPR (Temporary price Reduction)       4,53% -2,2 pts
              -1,1 pts           2,7 pts
                                                                               Virtual promo                         22,06% +5,3 pts
                                                                               1+1 gratis                            0,30% -0,1 pts
                                                                               2+1 gratis                             1,68%        +0 pts
                                                                               Other VL                               9,03%        -2,1 pts
                                                                               X% From the 2nd product
   National                 59.9%                                              (identical or not)                    11,05% +7,5 pts
    Brands                 -1,6 pts                    Quantity of WU                                             Quantity of WU
S1 2012 vs 2011

                                                                 Promo Review of food retailers in 20’top

Selgros
                           Pressure                                                                    Offer

                                                                                 TEXTILES
         FOOD Market                                                                        18.4%
                                              +2,0%                                                                           FOOD
       (C&C, HM,HDD, SM)                                                                     -0,6 pts
                                                                                                                   34.4%
                                                                                                                    3,5 pts
                Cash&Carry                     +2.7%

                                               +2,3%
                                                                                            47.2%
                                                                           NON-FOOD         -2,9 pts
                                          Quantity of WU                                                            Quantity of PO

                                                                                                Consumer
                     Share ofBrands                                                            advantages
                             Private Label                              Consumer pack                          4,89%      -0,6 pts
    Unbranded
                          3.7%                                          Instore Event                          1,12%      +0,4 pts
                16.3%     0,4 pts                                       TPR (Temporary price Reduction)        3,34%      +0,7 pts
                0,6 pts                                                 Virtual promo                          12,38%         -1 pts
                                                                        1+1 gratis                             0,08%      -0,2 pts
                                                   National             2+1 gratis                             0,92%      +0,1 pts
                                                    Brands
                                                                        Other VL                               10,26%     -0,6 pts
                                                                        X% From the 2nd product
                                                                        (identical or not)                     1,11%      -0,4 pts
                               80.0%            Quantity of WU                                                 Quantity of WU
                                 -1 pts
Thank you for your attention
I remain at your disposal for further information or a life demo



                              Florentina Vasile
                              Project Manager Romania
                              florentina.vasile@hiper-com.com
                              +40 (0) 743 216 282




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Promo review 1st semester 2012 vs 2011 Romania

  • 1. Promo Review of food retailers in 20’top S1 2012 vs 2011
  • 2. Promo Review of food retailers in 20’top QUANTITATIV KPI Slides 1- LEAFLETS & PROMO OPERATIONS 4-11 2- TRADE STRATEGY 12-16 3- PROMO PRESSURE & SHARE OF VOICE 17-20 4- PROMO MECHANISMS 21-27 QUALITY KPI 28-31 RETAILERS SUMMARY 32-44
  • 3. S1 2012 vs 2011 VOCABULARY •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)
  • 4. Promo Review of food retailers in 20’top S1 2012 vs 2011 1- LEAFLETS & PROMO OPERATIONS
  • 5. 1st SEM2012 vs 1st SEM2011 LEAFLETS & PRMO PRESSURE 1st SEM 1st SEM 2012 2011 Evolution Pressure NATIONALS OP 469 508 -8% -17% REGIONAL OP 197 91 116% 95% We see that the retailers prefer to invest In regional PO in 2012 *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
  • 6. 1st SEM2012 vs 1st SEM2011 LEAFLETS & PRMO PRESSURE 1st SEM 1st SEM 2012 2011 Evolution Pressure NATIONALS OP 469 508 -8% -17% REGIONAL OP 197 91 116% 95% ( Nationals PO) 1st SEM 2012(evol) SM ( Nationals PO) 1st SEM 2012(evol) HM +4 -1 38 28 -5 26 -5 14 +2 31 -22 2 -1 35 14 *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
  • 7. 1st SEM2012 vs 1st SEM2011 LEAFLETS & PRMO PRESSURE 1st SEM 1st SEM 2012 2011 Evolution Pressure NATIONALS PO 469 508 -8% -17% REGIONAL PO 197 91 116% 95% C&C ( Nationals PO) 1st SEM 2012(evol) HD ( Nationals PO) 1st SEM 2012(evol) +29 +25 63 27 +21 114 27 *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
  • 8. S1 2012 vs 2011 5 TOP TRAFFIC LEAFLET (by PO Share of Voice) Number of WU 935 484 399 376 347 Stores 19 8 25 8 8 Days 31 11 7 14 14 PO Promo Pressure ( vs others) 100% 52% 43% 40% 37%
  • 9. S1 2012 vs 2011 AVERAGE NUMBER OF PAGES/PROMO OP 30 pag -2 pag 28 pag -6 pag 27 pag -3 pag 25 pag +3 pag 24 pag -3 pag 19 pag +7 pag 17 pag The number of pages per PO is 17 pag -2 pag 15 pag decreasing or increasing. Only Penny 14 pag 17 pag is constant. We can see the most 10 pag 14 pag Significant cost cutting in REAL, +1 pag 10 pag CARREFOUR & METRO. 11 pag +2 pag The 2012 leaflet is lighter than in 2011. 9 pag 11 pag +3 pag 10 pag -1 pag
  • 10. S1 2012 vs 2011 NUMBER OF PROMO OPERATIONS 117 +23 po 80 +6 po 75 +40 po 71 +33 po 54 +19 po 39 +5 po Almost all the retailers 38 increased their quantity of leaflet edition. 29 +27 po 28 -1 po 19 -16 po 14 -11 po 14
  • 11. Promo Review of food retailers in 20’top 2012 vs 2011 2 - TRADE STRATEGY
  • 12. S1 2012 vs 2011 WU TYPOLOGY (Brands, Private Labels, Unbranded ) Within HIPERMARKET,SUPERMAKET,HARD DISCOUNT,CASH&CARRY 21, 4% (-2,1 pts) 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. Brands Private Label 14,7% (+3,3 pts) Unbranded 63,9% (-1,2 pts) * WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
  • 13. S1 2012 vs 2011 WU TYPOLOGY (National Brands) Number Evolution National Brands Private Label Unbranded WU/OP S1 2012 vs 2011 171 ref -43 60,60% (-1,2 pts) 134 ref -88 57,10% (1,7 pts) 193 ref -10 55,20% (4,8 pts) 220 ref 27 59,20% (0,2 pts) 73 ref -62 72,40% (-0,2 pts) 170 ref 106 82,80% (2,8 pts) 152 ref 17 72,90% (-2,7 pts) 63 ref 7 73,50% (-3,8 pts) 96 ref 22 6,30% (-0,2 pts) 155 ref 8 65,80% (3,6 pts) 158 ref -8 60,10% (-1,6 pts) 128 ref -19 80,10% (-1,1 pts) * WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
  • 14. S1 2012 vs 2011 WU TYPOLOGY (Private Label) Number Evolution National Brands Private Label Unbranded WU/OP S1 2012 vs 2011 171 ref -43 60,60% (-1,2 pts) 15,60% (2,7 pts) 134 ref -88 57,10% (1,7 pts) 12,70% (0,4 pts) 193 ref -10 55,20% (4,8 pts) 14,80% (-0,9 pts) 220 ref 27 59,20% (0,2 pts) 11,40% (2,1 pts) 73 ref -62 72,40% (-0,2 pts) 8,40% (0,7 pts) 170 ref 106 82,80% (2,8 pts) 15,50% (2,1 pts) 152 ref 17 72,90% (-2,7 pts) 8,70% (2 pts) 63 ref 7 73,50% (-3,8 pts) 12,40% (7,4 pts) 96 ref 22 6,30% (-0,2 pts) 82,60% (-2,1 pts) 155 ref 8 65,80% (3,6 pts) 15,20% (0,1 pts) 158 ref -8 60,10% (-1,6 pts) 20,00% (2,7 pts) 128 ref -19 80,10% (-1,1 pts) 3,90% (0,5 pts) * WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
  • 15. S1 2012 vs 2011 WU TYPOLOGY (Unbranded) Number Evolution National Brands Private Label Unbranded WU/OP S1 2012 vs 2011 171 ref -43 60,60% (-1,2 pts) 15,60% (2,7 pts) 23,80% (-1,5 pts) 134 ref -88 57,10% (1,7 pts) 12,70% (0,4 pts) 30,20% (-2,1 pts) 193 ref -10 55,20% (4,8 pts) 14,80% (-0,9 pts) 30,00% (-3,9 pts) 220 ref 27 59,20% (0,2 pts) 11,40% (2,1 pts) 29,40% (-2,4 pts) 73 ref -62 72,40% (-0,2 pts) 8,40% (0,7 pts) 19,10% (-0,6 pts) 170 ref 106 82,80% (2,8 pts) 15,50% (2,1 pts) 1,60% (-5 pts) 152 ref 17 72,90% (-2,7 pts) 8,70% (2 pts) 18,40% (0,7 pts) 63 ref 7 73,50% (-3,8 pts) 12,40% (7,4 pts) 14,20% (-3,5 pts) 96 ref 22 6,30% (-0,2 pts) 82,60% (-2,1 pts) 11,10% (2,2 pts) 155 ref 8 65,80% (3,6 pts) 15,20% (0,1 pts) 19,00% (-3,8 pts) 158 ref -8 60,10% (-1,6 pts) 20,00% (2,7 pts) 19,90% (-1,1 pts) 128 ref -19 80,10% (-1,1 pts) 3,90% (0,5 pts) 16,00% (0,5 pts) * WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
  • 16. S1 2012 vs 2011 AVERAGE VIRTUAL PRICE (all leaflets) -17 Carrefour had a severe reduction of 194.8 the virtual price by 25%, meanwhile Mega Image increased the virtual prince by 18%. -9 9 113.3 -23 107.0 8 93.0 92.5 -4 -2 0 2 1 22.6 0 -1 14.1 14.0 12.7 11.8 9.9 6.8
  • 17. Promo Review of food retailers in 20’top 2012 vs 2011 3 – PROMO PRESSURE & SHARE OF VOICE
  • 18. S1 2012 vs 2011 PROMO PRESSURE GROWTH* (WU) Growth v/s Y-1 PROMO FOOD +2,0 % +0,8% PRESSURE NON - FOOD -3,3% HIPERMARKET +8,08% The Promo Pressure has a positive trend in the S1 v/s Y-1. We have seen previously that the number of Promo Operation was growing. SUPERMARKET -17,98% Taking a look at how retailers behaved in the 1st semester of 212, we see that only Hypermarkets have a positive trend respect the other CASH&CARRY +2,78% formats and apparently Hypermarkets are strong enough to change the trend of the market. HARD DISCOUNT -4,32% *The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
  • 19. S1 2012 vs 2011 PROMO PRESSURE GROWTH* (WU) -3.0% SELGROS -8.5% METRO The detailed promo pressure growth by -10.3% PENNY MARKET player shows the correlation between number of pages downsize and promo LIDL pressure reduction. PROFI 0.0% -42.9% INTEREX MEGA IMAGE 32.1% BILLA 4.5% REAL-HYPERMARKET -5.7% KAUFLAND -3.3% CORA -1.7% CARREFOUR 8.7% *The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
  • 20. S1 2012 vs 2011 SHARE OF VOICE (WU) 18.0% 0,8 pts 15.0% -0,2 pts 10.8% 0,6 pts 10.7% 1,9 pts 9.4% 0,4 pts The 2 most important players remain 8.2% 0,4 pts Selgros & Metro. Look how Cora & Carrefour are fighting 6.4% 0,8 pts for the 3rd rank on the podium! 4.8% -0,1 pts 3.5% 1,1 pts 3.2% 3,1 pts 2.2% -1,4 pts 0.9% 0,1 pts Others* 6,8% -7,4 pts 100%=Total FOOD Retailers S1 2012 *where Others represents the retailers outside selection with the same chain format as selected.
  • 21. Promo Review of food retailers in 20’top 2012 vs 2011 4 – PROMO MECHANISMS
  • 22. S1 2012 vs 2011 PROMO MECHANISMS(WU) Products with consumer benefits by retailer format 54.4% 49.9% 48.7% 47.9% 46.7% 45.2% 1st SEM 2012 25.4% 24.4% 1st SEM 2011 CASH AND CARRY HIPERMARKET SUPERMARKET HARD DISCOUNT Regarding the consumer benefits an important increasing was in SUPERMARKETS with 7.7 pts while HARD DISCOUNT registered a negative evolution -2.7 pts versus 2011.
  • 23. S1 2012 vs 2011 PROMO MECHANISMS(WU) Products with consumer benefits per retailer HIPERMARKET SUPERMARKET 83.61% 68.04% 78.45% 60.42% 64.60% 67.45% 68.07% 57.80% 62.92% 57.75% 45.37% 1st SEM 2012 34.00% 1st SEM 2012 35.73% 1st SEM 2011 1st SEM 2011 31.86% 20.09% 13.96% Analyzing the consumer benefits by retailer, we have a clear picture of the evolution of these. In Hypermarkets Real increased with 9,6 pts, while in Supermarkets Billa is leading, although it has registered a decreased of 5.2 pts.
  • 24. S1 2012 vs 2011 PROMO MECHANISMS(WU) Products with consumer benefits per retailer CASH&CARRY HARD DISCOUNT 31.42% 50.91% 46.93% 28.42% 20.90% 20.42% 1st SEM 2012 1st SEM 2012 1st SEM 2011 1st SEM 2011 16.22% 10.48% In Cash&Carry METRO registered a positive evolution of +3 pts vs. previous year.
  • 25. S1 2012 vs 2011 PROMO MECHANISMS Products with consumer benefits S1 2012 Growth vs Y-1 +5.7% +1.5 pt Virtual promo 9.3% +0,7 pts TPR (Temporary price Reduction) 27.1% +0,6 pts Instore Event 1.0% +0,3 pts What kind of Promo Mechanisms Retailers are using, and their evolution Vs last year Consumer pack 7.3% +0,2 pts
  • 26. S1 2012 vs 2011 PROMO MECHANISMS Products with consumer benefits 1+1 gratis 0,4% (-0,2 pt) 2+1 gratis 1,0% (-0,2 pt) S1 2012 Growth vs Y-1 Other VL X% From the 2nd product 3,3% (-0,5 pt) 4,6% (1,5 pt) (identical or not) +5.7% +1.5 pt Crossed price 2,4% (-0,3 pt) Cupon 0,0% (-0,1 pt) Loyalty points 2,7% (-0,7 pt) Money ticket 2,7% (0,4 pt) Virtual promo 9.3% +0,7 pts Price discount (loyalty 19,0% (1 pt) card or not) Special price 0,4% (0,2 pt) TPR (Temporary price 27.1% +0,6 pts Reduction) Others (buy back) 0,1% (-0,1 pt) Instore Event 1.0% +0,3 pts Lottery/ Games 0,9% (0,4 pt) Consumer pack 7.3% +0,2 pts Gifts on pack 4,0% (0,5 pt) Gratuities 3,4% (-0,3 pt)
  • 27. S1 2012 vs 2011 PROMO MECHANISMS Products with consumer benefits FOOD CATEGORY 54% +2,4 pts PRODUSE AMBALATE CU AUTOSERVIRE 53% +2,4 pts FRUCTE SI LEGUME 35% -9,1 pts S1 2012 Growth vs Y-1 CONGELATE 45% +6,1 pts +5.7% +1.5 pt FOOD 51% +1,2 pts DETERGENTI - IGIENA 70% +7,6 pts COSMETICE 73% +7 pts From total articles promoted in Food ALIMENTE PENTRU ANIMALE 69% +0,4 pts category, on more than 50% at least 1 Consumer Advantage was used, PRODUSE VRAC/SERVIRE ASISTATA 45% +4,7 pts And on non food promotions only 24% NON-FOOD CATEGORY 24% +0,4 pts of the articles were promoted with a Consumer Advantage. ELECTRO-FOTO-CINEMA-SUNET 26% +2,5 pts BAZAR 22% -0,8 pts TEXTILE 25% +0,7 pts
  • 28. Promo Review of food retailers in 20’top 2012 vs 2011 3 – QUALITY KPI
  • 29. S1 2012 vs 2011 VISIBILITY INDICATOR 4.3 5.2 5.3 Number of 5.3 WU/page 6.2 6.7 7.5 7.7 7.9 The most readable 9.1 is Selgros 13.1 15.7
  • 30. S1 2012 vs 2011 COMPLEXITY INDICATOR BILLA 79.25% -4,5% KAUFLAND 64.64% +2% INTEREX 62.82% +6,9% PROFI 58.06% -0,6% CORA 57.93% -3,3% PENNY MARKET 46.07% +3,7% REAL-HYPERMARKET 40.17% +7% METRO 32.31% +5,2% We can easily see that BILLA is using at least 1 CARREFOUR 29.96% -5,1% Consumer Advantage on almost 80% of the SELGROS 19.22% 0% promoted articles, while Lidl is using Consumer Advantages only on 12% MEGA IMAGE 16.36% +6,1% of the promoted articles. LIDL 12.05% +1,9%
  • 31. S1 2012 vs 2011 COMPLEXITY INDICATOR 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. The most complex or less complex Number of Promo mechanisms / item (classified by the number of products with 2 or more mechanisms) (HM,HDD, SM & CC, on Food &Non Food) 0.0% 0.1% 59.63% 0.1% 0.6% 1.0% 38.80% 1.6% 1.7% 1.8% 1.9% 2.8% 1.53% 0.04% 3.2% 0 mechanisms 1 mechanisms 2 mechanisms 3 mechanisms 3.3%
  • 32. S1 2012 vs 2011 Promo Review of food retailers in 20’top S1 2012 vs 2011 RETAILERS SUMMARY
  • 33. S1 2012 vs 2011 Promo Review of food retailers in 20’top Carrefour Pressure Offer TEXTILES FOOD Market +2,0% 18.0% FOOD (C&C, HM,HDD, SM) -1,4 pts Hypermarket +8% 42.9% 2,6 pts +18,8% 39.0% -1,3 pts NON-FOOD Quantity of WU Quantity of PO Consumer Brands Share advantages Private Label Consumer pack 9,00% +3,2 pts Unbranded 12.9% Instore Event 0,53% +0,2 pts 24.8% 0,2 pts TPR (Temporary price Reduction) 11,75% +2 pts Virtual promo 11,51% -7 pts -0,6 pts 1+1 gratis 0,14% -0,7 pts 2+1 gratis 0,32% -3,9 pts National Other VL 0,25% +0,2 pts Brands X% From the 2nd product 62.4% (identical or not) 10,80% -2,5 pts 0,6 pts Quantity of WU Quantity of WU
  • 34. S1 2012 vs 2011 Promo Review of food retailers in 20’top Cora Pressure Offer TEXTILES FOOD FOOD Market +2,0% 18.4% (C&C, HM,HDD, SM) -3,3 pts Hypermarket +8% 43.3% 9,3 pts +3,7% 38.2% NON-FOOD -6 pts Quantity of WU Quantity of PO Consumer Brands Share advantages Private Label Consumer pack 5,90% -0,5 pts Unbranded 11.7% Instore Event 0,50% -0,2 pts -0,3 pts TPR (Temporary price Reduction) 53,90% -2,3 pts 30.6% Virtual promo 1,94% -0,6 pts -1,9 pts 1+1 gratis 0,07% -0,1 pts 2+1 gratis 0,12% -0,4 pts Other VL 0,03% -0,3 pts National Brands X% From the 2nd product 57.7% (identical or not) 1,72% +0,1 pts Quantity of WU Quantity of WU 2,2 pts
  • 35. S1 2012 vs 2011 Promo Review of food retailers in 20’top Real Pressure Offer FOOD Market +2,0% TEXTILES 18.6% (C&C, HM,HDD, SM) 1,7 pts FOOD 39.8% Hypermarket +8% -4,1 pts +2,4% 41.6% NON-FOOD 2,4 pts Quantity of WU Quantity of PO Consumer Brands Share advantages Private Label Consumer pack 14,69% +0,9 pts 9.9% Instore Event 1,14% -0,2 pts Unbranded 0,6 pts TPR (Temporary price Reduction) 33,45% +11,1 pts 30.6% Virtual promo 5,86% +1 pts -1,6 pts 1+1 gratis 2,53% +0,7 pts National 2+1 gratis 2,53% +0,3 pts Brands Other VL 0,24% -0,2 pts X% From the 2nd product 59.5% (identical or not) 0,55% +0,3 pts 1 pts Quantity of WU Quantity of WU
  • 36. S1 2012 vs 2011 Promo Review of food retailers in 20’top Kaufland Pressure Offer FOOD Market +2,0% TEXTILES 17.0% FOOD (C&C, HM,HDD, SM) -3,5 pts Hypermarket +8% 45.8% 8 pts +2,8 37.3% -4,5 pts NON-FOOD Quantity of WU Quantity of PO Consumer Offer/Brands advantages Unbranded Private Label Consumer pack 5,68% -0,8 pts 14.6% Instore Event 0,12% -0,1 pts -1,4 pts TPR (Temporary price Reduction) 61,46% +0,7 pts 31.1% Virtual promo 1,06% +0,6 pts -3,6 pts 1+1 gratis 0,14% -0,1 pts 2+1 gratis 0,03% 0 pts National Other VL -0,1 pts Brands X% From the 2nd product 54.3% (identical or not) 0,89% +0,8 pts 5 pts Quantity of WU Quantity of WU
  • 37. S1 2012 vs 2011 Promo Review of food retailers in 20’top Billa Pressure Offer TEXTILES 9.5% FOOD Market +2,0% -2,2 pts FOOD (C&C, HM,HDD, SM) -17.9% Supermarket 31.7% -5 pts 58.7% 7,3 pts +11,5% NON-FOOD Quantity of WU Quantity of PO Consumer Brands Share advantages Unbranded Private Label Consumer pack 7,84% +0,7 pts 7.9% Instore Event 0,55% +0,1 pts 19.4% 0,3 pts TPR (Temporary price Reduction) 61,73% -5,3 pts -0,5 pts Virtual promo 14,62% +0,4 pts 1+1 gratis 0,24% -1,3 pts National 2+1 gratis 4,22% +1,8 pts Brands Other VL 0,04% 0 pts X% From the 2nd product (identical or not) 10,12% -0,1 pts 72.7% Quantity of WU Quantity of WU 0,2 pts
  • 38. S1 2012 vs 2011 Promo Review of food retailers in 20’top Mega Image Pressure Offer TEXTILES 5.6% FOOD Market +2,0% -0,2 pts (C&C, HM,HDD, SM) NON-FOOD 24.1% -17.9% Supermarket 10,3 pts +43,6% 70.4% FOOD -10,1 pts Quantity of WU Quantity of PO Consumer Brands Share advantages Unbranded Consumer pack 9,60% +4 pts 1.7% Private Label Instore Event 0,97% +0,5 pts -5 pts 14.8% TPR (Temporary price Reduction) 2,96% -1,3 pts 1,2 pts Virtual promo 6,75% +3 pts 1+1 gratis 0,14% -0,2 pts 2+1 gratis 0,18% -0,1 pts +3,5pts National Other VL 0,58% +0,3 pts Brands X% From the 2nd product (identical or not) 5,84% +3 pts 83.6% Quantity of WU Quantity of WU 3,9 pts
  • 39. S1 2012 vs 2011 Promo Review of food retailers in 20’top Interex Pressure Offer TEXTILES 10.9% FOOD Market +2,0% -0,3 pts (C&C, HM,HDD, SM) FOOD -17.9% Supermarket 50.9% 38.2% -39,7% 4,4 pts -4,1 pts NON-FOOD Quantity of WU Quantity of PO Consumer Brands Share advantages Private Label Unbranded 8.8% Consumer pack 10,13% +1,3 pts Instore Event 1,54% +1 pts 18.6% 2,1 pts 0,8 pts TPR (Temporary price Reduction) 56,58% +7,3 pts Virtual promo 3,66% +0,2 pts 1+1 gratis -0,5 pts 2+1 gratis 0,23% -0,2 pts National Other VL -0,3 pts Brands X% From the 2nd product 72.6% (identical or not) 3,43% +1 pts -2,9 pts Quantity of WUv Quantity of WU
  • 40. S1 2012 vs 2011 Promo Review of food retailers in 20’top Profi Pressure Offer TEXTILES 0.0% FOOD Market +2,0% NON-FOOD 18.2% -10,6 pts (C&C, HM,HDD, SM) -11,6 pts FOOD -17.9% Supermarket +10,9% 81.8% 22,2 pts Quantity of WU Quantity of PO Consumer Brands Share advantages Private Label Consumer pack 10,67% -5,4 pts Unbranded 7.1% 15.3% 2,4 pts Instore Event 0,98% +0 pts -2,8pt -2,5 pts TPR (Temporary price Reduction) 52,67% -0,7 pts Virtual promo 0,56% +0,1 pts 1+1 gratis -0,2 pts 2+1 gratis +0 pts Other VL +0 pts National Brands X% From the 2nd product 77.6% (identical or not) 0,56% +0,2 pts 0,1 pts Quantity of WU Quantity of WU
  • 41. S1 2012 vs 2011 Promo Review of food retailers in 20’top Penny Pressure Offer TEXTILES 14.4% FOOD Market +2,0% 0,2 pts FOOD (C&C, HM,HDD, SM) -4.3% Hard Discount 44.8% -0,9 pts -4,2% 40.8% 0,6 pts NON-FOOD Quantity of WU Quantity of PO Consumer Brands Share advantages Unbranded Private Label Consumer pack 8,76% -1,2 pts 14.8% Instore Event 1,46% +1,3 pts 19.3% -0,2 pts TPR (Temporary price Reduction) 38,72% +3,6 pts -3,6 pts Virtual promo 4,11% +0,9 pts 1+1 gratis 0,26% +0,1 pts 2+1 gratis 0,26% -0,3 pts Other VL 0,10% -0,8 pts National Brands X% From the 2nd product 65.9% (identical or not) 3,48% +1,9 pts Quantity of WU Quantity of WU 3,8 pts
  • 42. S1 2012 vs 2011 Promo Review of food retailers in 20’top Lidl Pressure Offer TEXTILES FOOD Market +2,0% 19.7% (C&C, HM,HDD, SM) -0,3 pts FOOD Hard Discount 42.4% -4.3% 2,4 pts 37.9% NON-FOOD -2,1 pts Quantity of WU Quantity of PO Consumer Offer/Brands advantages Unbranded Consumer pack 0,90% +0,9 pts National 11.2% Instore Event +0 pts Brands 2,3 pts 6.4% TPR (Temporary price Reduction) 15,08% +4,6 pts -0,1 pts Virtual promo 0,27% +0,3 pts 1+1 gratis 0,04% +0 pts Private Label 2+1 gratis 0,04% +0 pts Other VL 0,04% +0 pts X% From the 2nd product 82.4% (identical or not) 0,16% +0,2 pts -2,3 pts Quantity of WU Quantity of WU
  • 43. S1 2012 vs 2011 Promo Review of food retailers in 20’top Metro Pressure Offer TEXTILES FOOD Market 13.4% +2,0% (C&C, HM,HDD, SM) 2 pts 31.3% FOOD Cash&Carry +2.7% -6,7 pts -3,0% 55.4% NON-FOOD 4,7 pts Quantity of PO Quantity of WU Consumer Offer/Brands advantages Unbranded Consumer pack 5,16% +0,2 pts Private Label Instore Event 1,89% +0,5 pts 20.1% 20.0% TPR (Temporary price Reduction) 4,53% -2,2 pts -1,1 pts 2,7 pts Virtual promo 22,06% +5,3 pts 1+1 gratis 0,30% -0,1 pts 2+1 gratis 1,68% +0 pts Other VL 9,03% -2,1 pts X% From the 2nd product National 59.9% (identical or not) 11,05% +7,5 pts Brands -1,6 pts Quantity of WU Quantity of WU
  • 44. S1 2012 vs 2011 Promo Review of food retailers in 20’top Selgros Pressure Offer TEXTILES FOOD Market 18.4% +2,0% FOOD (C&C, HM,HDD, SM) -0,6 pts 34.4% 3,5 pts Cash&Carry +2.7% +2,3% 47.2% NON-FOOD -2,9 pts Quantity of WU Quantity of PO Consumer Share ofBrands advantages Private Label Consumer pack 4,89% -0,6 pts Unbranded 3.7% Instore Event 1,12% +0,4 pts 16.3% 0,4 pts TPR (Temporary price Reduction) 3,34% +0,7 pts 0,6 pts Virtual promo 12,38% -1 pts 1+1 gratis 0,08% -0,2 pts National 2+1 gratis 0,92% +0,1 pts Brands Other VL 10,26% -0,6 pts X% From the 2nd product (identical or not) 1,11% -0,4 pts 80.0% Quantity of WU Quantity of WU -1 pts
  • 45. Thank you for your attention I remain at your disposal for further information or a life demo Florentina Vasile Project Manager Romania florentina.vasile@hiper-com.com +40 (0) 743 216 282 Follow us on social networks for more Markets Intelligence