Upload
hipercom
View
299
Download
1
Embed Size (px)
Citation preview
Period: July 2015 vs 2014
Category ReviewChocolate
Period: July 2015 vs 2014
Analyzed market: Chocolate
SOV = SHARE OF VOICE
ALL BRANDS = 100%INDEX USED: quantity of pictures
ALL RETAILERS = 100%
ppts = percentage points difference of share of voice compared to the similar period last year
How do we count, taking as example the picture below: 1 PIC (picture/insertion)3 SNU (we have 3 type of products, from 3 different families)7 SKU ( 3 color cream, 3 shampoo, 1 shave face cream)
Period: July 2015 vs 2014
• The interpretation shows that this 2 KPI’s are somehow connected. Because the Evolution of PP as a incidence on the ∆ SOV.
• They can be displayed on a 2D map with the following conditions–x= Evolution vs. Y-1 (%) = Promo Pressure–y= Evolution vs. Y-1 (pp) = ∆ SOV–Bubble Size= SOV (%)
• The target is to models an evaluation of the player’s strategy.• Each player belongs to a quadrant of the map. Each quadrant is relevant for a specific case.
x<0 -> less promotions. Cost oriented policy.y>0 -> a better relative position versus other players.Definitely a very clever strategy
x<0 -> less promotions, Cost oriented policy. y<0 -> a worst relative position versus other players .Regression. Good strategy only for leaders, dangerous game for small players
x>0 -> more promotions. Aggressive investment policy. y>0 -> a better relative position versus other players.Strategy of players in expansion
x>0 -> more promotions. Investment policy. y< 0 -> a worst relative position versus other players Strategy of giddy players in expansion
Impact on business: “Offensive” should have a growth of leaflet promotional Turn Over, Y versus Y-1. “Winner” should observe a growth of leaflet promotional share of voice. If this is not the case, it is a Pyrrhic Victory: the leaflet promotion is not efficient.
VOCABULARY
x=0 & y=0 -> The same strategy as previous year
3
Period: July 2015 vs 2014
MONDELEZ 20 19 5,30% 1 11,00% 13,10% -2,1
KANDIA 23 17 35,30% 6 12,60% 11,70% 0,9
MARS 19 16 18,80% 3 10,40% 11,00% -0,6
FERRERO 16 4 300% 12 8,80% 2,80% 6
HEIDI 9 8 12,50% 1 4,90% 5,50% -0,6
NESTLE 18 20 -10% -2 9,90% 13,80% -3,9
DE SILVA 10 4 150% 6 5,50% 2,80% 2,7
Others 67 57 17,50% 10 36,80% 39,30% -2,5
TOTAL 182 145 25,50% 37 100% 100%
Nestle has reduced its promotions with 10 % in J uly 2015, that lead to a loss of 3,9 percentage points of Share of Voice
Although Mondelez has incresead its promotions with 5,3 % they lost 2,1 percentage points of Share of Voice
De Silva managed to increase its share in J uly 2015 with 2,7 percentage points in comparison with J uly 2014
Mars incresead its promotions with 18,8 % but in comparison with the same period of last year registred a loss of 0,6 points
Heidi, with a Share of Voice of 12,5 % in J uly 2015, registred a loss of 0,6 points
Kandia had the biggest Share of Voice in J uly 2015 (12,6 %) although they have decreased with 0,9 percentage points compared to last year
Producers Share of Voice in all RetailersChocolate Market
Qty PICJuly 2015
Qty PICJuly 2014
Evol. PIC July '15 vs '14
(%)
Evol. PIC July '15 vs
'14(abs.
value)
SOV PICJuly 2015
SOV PICJuly 2014
Evol. SOV July '15 vs '14
(ppts)
Promo Pressure of ProducersThe total chocolate promotions have increased with 25,5% in July 2015 in comparison with last
yearFerrero incresead its promotions with 300% in J uly 2015 and therefore reached a Share of Voice
of 8,8 %, with 6 percentage points more than 2014
Evolution pictures July 2015 vs 2014 (%)
Evol
utio
n Sh
are
of V
oice
July
201
5 vs
201
4 (p
pts)
Bubble size = Share of Voice
MONDELEZ 1%
KANDIA 6%
MARS 3%
FERRERO 55%
HEIDI 2%
NESTLE 2%
DE SILVA 27%
OTHERS3%
Share of VoiceJuly 2015
-100.00% 0.00% 100.00% 200.00% 300.00% 400.00%-6-4-202468
MON-DELEZ
KANDIA
MARS
FERRERO
HEIDI
NESTLE
DE SILVA
Period: July 2015 vs 2014
Share of Voice SELGROS 40 27 48,10% 13 22,00% 18,60% 3,4
July 2015 XXL MEGA DISCOUNT 29 10 190% 19 15,90% 6,90% 9
PENNY MARKET 25 22 13,60% 3 13,70% 15,20% -1,4
CORA 18 14 28,60% 4 9,90% 9,70% 0,2
BILLA 14 7 100% 7 7,70% 4,80% 2,9
KAUFLAND 13 19 -31,60% -6 7,10% 13,10% -6
METRO 11 20 -45,00% -9 6,00% 13,80% -7,7
MEGA IMAGE 10 7 42,90% 3 5,50% 4,80% 0,7
CARREFOUR 9 9 4,90% 6,20% -1,3
LIDL 5 3 66,70% 2 2,70% 2,10% 0,7CARREFOUR
MARKET 5 2 150% 3 2,70% 1,40% 1,4
PROFI 2 4 -50,00% -2 1,10% 2,80% -1,7
REAL 1 1 0,50% 0,70% -0,1
TOTAL 182 145 25,50% 37 100% 100% (-)
SOV PICJuly 2015
SOV PICJuly 2014
Evol. SOV July '15 vs
'14(ppts)
Retailers Share of Voice in Chocolate Market
Qty PICJuly 2015
Qty PICJuly 2014
Evol. PIC July '15 vs
'14(%)
Evol. PIC July '15 vs
'14(abs. value)
XXL MEGA DISCOUNT has the biggest increasement in
share of chocolate promotions of 9 percentage
points.
The biggest loss is that of METRO with 7,7 percentage
points.
Period: July 2015 vs 2014
Producers Share of Voice in all Retailers Chocolate Market
Evolution Share of Voice of Producers in Retailers METRO SELGROS LIDL PENNY
MARKETXXL MEGA DISCOUNT CARREFOUR CORA KAUFLAND REAL BILLA CARREFOUR
MARKET MEGA IMAGE PROFI
MONDELEZ -5,9 -13,3 11,1 9,5 -0,4 5,7
KANDIA 16,4 -4,8 7,5 17,2 -3,2 -13,4 10
MARS 13,2 1,3 -1,1 0,3 -22,2 -7,1 22,7 -7,1 -30 10 -25
FERRERO 4,1 1,3 11,5 13,8 11,1 40
HEIDI 4,1 6,3 -10 -15,9 -7,1 -4,3 50
NESTLE -0,9 -6,1 -4,5 -11,1 13,5 -10,9 -100 -10 -8,6 50
DE SILVA 9,1 1,3 7,5 10,3 11,1 -7,1 -14,3
OTHERS -40 14,1 -20,7 -31,7 10,3 2 100 28,6 -12,9 -75
Period: July 2015 vs 2014
58 45 28,9% 13 31,9% 31% 0,8
55 63 -12,7% -8 30,2% 43,4% -13,2
45 26 73,1% 19 24,7% 17,9% 6,8
24 11 118,2% 13 13,2% 7,6% 5,6
1 -100% -1 0,7% -0,7
BATOANE
TABLETE
SNACKS-URI DE CIOCOLATA
OTHER CHOCOLATE
PRALINE
SOV PICMay 2015
SOV PICMay 2014
Evol. SOV May '15 vs '14(ppts)
Chocolate Markets Share of Voice in all
RetailersQty PIC
May 2015Qty PIC
May 2014Evol. PIC
May '15 vs '14(%)
Evol. PIC May '15 vs '14(abs. value)
TABLETE has the biggest Share of Voice of 31,9% in chocolate market.
BATOANE and OTHER CHOCOLATE were the only ones with a loss of
Share of Voice. TABLETE 31.90%
BATOANE 30.20%
PRALINE 24.70%
SNACKS-URI DE
CIOCOLATA 13.20%
Period: July 2015 vs 2014
Producers Share of Voice in all Retailers Chocolate Market
July 15
Evol July 15
Abs Val
Evol July 15 % July 15
Evol July 15
Abs. Val
Evol July 15 % July 15
Evol July 15 Abs. Val
Evol July 15 %
July 15
Evol July 15
Abs. Val
Evol July 15 % July 15
Evol July 15
Abs. Val
Evol July 15 %
July 15
Evol July 15
Abs. Val
Evol July 15
%July 15
Evol July 15 Abs. Val
Evol July 15 %
July 15
Evol July 15
Abs. Val
Evol July 15 %
BATOANE 1 1 5% 10 -1 43,5% 17 4 89,5% 5 3 31,3% 1 11,1% 14 -6 77,8% -1 7 -8 10,4%
OTHER CHOCOLATE -1
PRALINE 7 -1 35% 1 1 4,3% 8 8 50% 3 2 33,3% 1 1 5,6% 8 6 80% 17 2 25,4%
SNACKS- URI DE CIOCOLATA -1 2 2 8,7% 2 -1 10,5% 1 1 6,3% 3 3 16,7% 16 9 23,9%
TABLETE 12 2 60% 10 4 43,5% 2 12,5% 5 -1 55,6% 2 1 20% 27 7 40,3%
DE SILVA OTHERSProducers split of
promotions in markets
Evol. PIC July 2015 vs 2014
MONDELEZ KANDIA MARS FERRERO HEIDI NESTLE
Promo Calendar Example July 2015
Most promoted SKU in July 2015
This SKU was promoted 7 times in July 2015 in cash&carry, hard discount, hypermarket and supermarket format and 57 times from 1 August 2014 to 31 July 2015 in all formats
LION - BATON CROCANT KING SIZE 1 BUC. 63 GR – 1 year analysis
intensive promo
PROMO SEASONALITY
Most promoted SKU in July 2015
This SKU was promoted 7 times in July 2015 in cash&carry, hard discount, hypermarket and supermarket format and 72 times from 1 August 2014 to 31 July 2015 in all formats
RAFFAELLO – PRALINE MIGDALE – COCOS 1 BUC. 150 GR – 1 year analysis
intensive promo
PROMO SEASONALITY
Thank you for your attention
Florentina VasileLeaflet Monitor Director [email protected]+40 (0) 743 216 282
Maria CiobotaAccount Manager [email protected] +40 (0) 741 098 023
We remain at your disposal for further information or a live demo
Follow us on social networks for more Markets Intelligence