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Quaterly Promo Review: the global summary of data agregation of promo leaflets KPI for Polish Market Q1 12 vs 11
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Promo Review of food retailers in 20’top
Q1 2012 vs 2011
RETAILERS
QUANTITATIV KPI Slides
1- LEAFLETS & OPERATIONS1- LEAFLETS & OPERATIONS 4-84-8
33-3333-33
4- PROMO MECHANISMES4- PROMO MECHANISMES 3-73-7
3- PROMO PRESSUR & SHARE OF VOICE3- PROMO PRESSUR & SHARE OF VOICE
15-2515-25
2- TRADE STRATEGY2- TRADE STRATEGY 9-139-13
QUALITY KPI 3-73-7
Promo Review of food retailers in 20’top
PROMO OPERATION*PROMO OPERATION*
Promo Review of food retailers in 20’top
•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)
Q1 2012 vs 2011
1- LEAFLETS & OPERATIONS
1- LEAFLETS & OPERATIONS
Promo Review of food retailers in 20’top
PROMO OPERATION*PROMO OPERATION*
Q1 2012 vs 2011
The quantity of Promo Operations is growing in 2012, with a trend to regional editions
* A Promo Operation is a set of leaflets by a store network. This set could consist of one leaflet till 15 or more regional variations.
PROMO OPERATION*PROMO OPERATION*
Q1 2012 vs 2011
* A Promo Operation is a set of leaflets by a store network. This set could consist of one leaflet till 15 or more regional variations.
5 TOP TRAFFIC LEAFLET (by Promo Pressure) 5 TOP TRAFFIC LEAFLET (by Promo Pressure)
Q1 2012 vs 2011
AVARAGE NUMBER OF PAGES / PROMO OP AVARAGE NUMBER OF PAGES / PROMO OP
Q1 2012 vs 2011
Wzrost w ilości wydawanych gazetek zarówno lokalnych jak i ogólnonarodowych
Q1 2012 vs 2011
Promo Flash of food retailers in 20’top
2 - TRADE STRATEGY2 - TRADE STRATEGY
WU* TYPOLOGY (Brands, Private Labels, Unbranded)WU* TYPOLOGY (Brands, Private Labels, Unbranded)
Share of Brands
* WU = one or more SKU from the same family, visible on one picture (e.g. various flavours)
Q1 2012 vs 2011
QUANTITY OF SKU BY OPQUANTITY OF SKU BY OP
* WU = one or more SKU from the same family, visible on one picture (e.g. various flavours)
Q1 2012 vs 2011
WU TYPOLOGY (Brands, Private Labels, Unbranded )WU TYPOLOGY (Brands, Private Labels, Unbranded )
* WU = one or more SKU from the same family, visible on one picture (e.g. various flavours)
Q1 2012 vs 2011
AVERAGE PRICE (virtual)AVERAGE PRICE (virtual)
Q1 2012 vs 2011
Promo Flash of food retailers in 20’top
3 – PROMO PRESSURE & SHARE OF VOICES
3 – PROMO PRESSURE & SHARE OF VOICES
Q1 2012 vs 2011
PROMO PRESSURE Growth*PROMO PRESSURE Growth*
+13%
The promo pressure of every retailer:Cash & Carry : -20%Convenience : 41Discounts : 45%Hipermarkets : 19%Supermarkets : 28%
Growth v/s Y-1
* The Promo Pressure growth is calculated in WU promoted x comercial space in m2. A growth <0 means a mix of less WU promoted and/ or less commerical m2.
•The Promo Pressure Growth is possitive v/s Y-1.This situation is the result of a greater number of Promo Operations and more pages per Promo Operation.
Q1 2012 vs 2011
PROMO PRESSURE*PROMO PRESSURE*
* The Promo Pressure growth is calculated in WU promoted x comercial space in m2. A growth <0 means a mix of less WU promoted and/ or less commerical m2.
The detailed promo pressure growth by player shows the correlation between number of pages downsize and promo pressure reduction.
Q1 2012 vs 2011
Share of voice of retailersShare of voice of retailers
2011 vs 2010
PROMO MECHANISMS*PROMO MECHANISMS*
2011 vs 2010
46,4 % + 13,7%
Q1 2012
Growth v/s Y-1
PRODUCTS WITH CONSUMER ADVANTAGES
In 2012 46,6% promotions are supported by on or more Promo Mechanism. This trend growth about almost 14% versus last year.
*Promo Mechanisms are all added advanatges given to the shoppers like BOGOF, loyality programs, presents , etc
PROMO MECHANISMS*PROMO MECHANISMS*
46,4 % + 13,7%
What kind of Promo Mechanisms are used, and how did their frequency growth v/s last year.
Q1 2012 vs 2011
PROMO MECHANISMS*PROMO MECHANISMS*
Q1 2012 vs 2011
PROMO MECHANISMS*PROMO MECHANISMS*
Products with consumer advantages by retailer
Q1 2012 vs 2011
Promo Flash of food retailers in 20’top
QUALITY KPIQUALITY KPI
Q1 2012 vs 2011
INDICATOR OF READABILITYINDICATOR OF READABILITY
Q1 2012 vs 2011
Number of WU/ Pages
Promo Flash of food retailers in 20’top
RETAILERSRETAILERS
Q1 2012 vs 2011
ALMA MARKETALMA MARKET
Q1 2012 vs 2011
LIDLLIDL
Q1 2012 vs 2011
POLO MARKETPOLO MARKET
Q1 2012 vs 2011
REAL REAL
Q1 2012 vs 2011
CARREFOURCARREFOUR
Q1 2012 vs 2011
EUROCASHEUROCASH
Q1 2012 vs 2011
KAUFLANDKAUFLAND
Q1 2012 vs 2011
TESCOTESCO
Q1 2012 vs 2011
INTERMARCHEINTERMARCHE
Q1 2012 vs 2011
SELGROSSELGROS
Q1 2012 vs 2011
BIEDRONKA BIEDRONKA
Q1 2012 vs 2011
TOPAZTOPAZ
Q1 2012 vs 2011
DELIMADELIMA
Q1 2012 vs 2011
BOMIBOMI
Q1 2012 vs 2011
DINODINO
Q1 2012 vs 2011
E.LECLERCE.LECLERC
Q1 2012 vs 2011
MAKROMAKRO
Q1 2012 vs 2011
STOKROTKA STOKROTKA
Q1 2012 vs 2011
SANO SANO
Q1 2012 vs 2011
Thank you for your attention.
For questions or live comment of these results, feel free to contact us:
Monika Rybczak Business Unit Manager - Polandmonika.rybczak@hiper-com.com+48 693 100 960
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