Promo Review Romania 1st sem 2013 vs 1st sem 2012

S1 2013 vs S1 2012

Promo Review of food retailers in 20’top

PROMO

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

S1 2013 vs S1 2012

RETAILERS SUMMARY

QUANTITATIV KPI

1- LEAFLETS & PROMO OPERATIONS 4-18

83-95

4- PROMO PRESSURE & SHARE OF VOICE

53-72

3- AVERAGE PRICES 26-52

2- TRADE STRATEGY 19-25

73-82

CONTENT :


4- PROMO MECHANISMS

S1 2013 vs S1 2012

VOCABULARY

• Promo Pressure: index of promo visibility for a retailer, a category a brand or a format. This index can be counted by quantity of leaflets or quantity of promotions inside the leaflets.

• Share of Voice: index of promo visibility for a retailer, a category a brand or a format in relative value versus competitors. The Share of Voice index of Hipercom shows the promo activity of the Retailers in the most exhaustive way, taking into consideration the quantity of promotional operations, SKU’s or WU in Promo, the commercial space (in m2) when the promotion was valid and the QUANTITY of days of the validity days of that specific promotion.

• Weighted Units (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 •Perimeter of analysis: Romania: CC, Hyper, Super, HDD

http://www.hiper-com.com/en/share-of-voice/

http://www.hiper-com.com/en/share-of-voice/

S1 2013 vs S1 2012

PROMOReview


1- LEAFLETS & PROMO OPERATIONS

S1 2013 vs S1 2012

S1 2013 vs S1 2012

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

38

36

31

44

(evol)HM SM

35

25

16

18

C&C HD

63

82

27

58

+ 3 PO

+ 10 PO

+ 7 PO

+7 PO

+1 PO

+2 PO

+4 PO

2013

-5 PO

-32 PO

(evol)2013

+31 PO

(evol)2013

(evol)2013


S1 2013 vs S1 2012

QUANTITY OF PROMO OPERATIONS (traffic leaflets NAT)

25

14

26

14

HM SM

26

23

11

16

C&C HD

35

40

26

26

-8 PO

(evol)2013

(evol)2013

(evol)2013

(evol)2013

-1 PO

-6 PO

+1 PO

-1 PO

-1 PO

+3 PO


S1 2013 vs S1 2012

QUANTITY OF PROMO OPERATIONS (special leaflets + flyers NAT)

13

22

5

30

HM SM

9

2

5

2

C&C HD

28

42

1

32

+3 PO

+10 PO

+15 PO

(evol)2013

(evol)2013

(evol)2013

(evol)2013

+6 PO

+2 PO

+3 PO

+1 PO

+31 PO

-4 PO

-26 PO


S1 2013 vs S1 2012

LEAFLETS & PROMO PRESSURE (traffic leaflets NAT)

25

14

26

14

( Nationals PO) 2013

(evol)

HM

*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

* Quantity of leaflets S1 2013 vs S1 2012. All traffic leaflets = 100%.

-8 (PO)

S1 2013

S1 2012

Pressure 2013 vs 2012

308 334

26 21

-7.8%

23.8%

NATIONALS PO

REG & LOC PO

C&C

35

40


(evol) -1 (PO)

-6 (PO)

S1 2013 vs S1 2012

LEAFLETS & PROMO PRESSURE (traffic leaflets NAT)

HD

26

26


(evol)

*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

* Quantity of leaflets S1 2013 vs S1 2012. All traffic leaflets = 100%.

SM( Nationals PO) 2013 (evol)

26

23

11

16

-1 (PO)

+1 (PO)

-1 (PO)

+3 (PO)

S1 2013

S1 2012

Pressure 2013 vs 2012

308 334

26 21

-7.8%

23.8%

NATIONALS PO

REG & LOC PO


S1 2013 vs S1 2012

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

QUANTITY of WU 594 484 432474 317Stores 19 24 1024 32Days 14 14 1413 14Benchmark vs Leader

100%

73%80% 53%81%

This Promotional Operation generates (through validity period and quantity of WU) a promo pressure bigger with 47 % than the 5th PO

S1 2013 vs S1 2012

20

16

13

13

13

11

8

8

7

7

7

7

+2 days

-1 days

+5 days

-3 days

AVERAGE QUANTITY OF VALIDITY DAYS (traffic leaflets NAT)

Real increased the validity days for traffic leaflets from 6 or 7 days to 13 days(since May 2012).

Profi decreased the validity days for traffic leaflets from 14 days to 6 days (since May 2013).

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

S1 2013 vs S1 2012

40

35

26

26

26

26

25

23

16

14

14

11

-1 po

+1 po

-1 po

+3 po

-8 po

-1 po

-6 po

QUANTITY OF PROMO OPERATIONS (traffic leaflets NAT)

The biggest decrease is noticed in Real, and is due to the fact that they changed their strategy by switching from weekly catalogues to 2 catalogues per month since May 2012.Profi increased with 3 catalogues because they switched from bi-monthly catalogues to weekly catalogues since May 2013.


S1 2013 vs S1 2012

42

32

30

28

22

13

9

5

5

2

2

1

-26 po

+31 po

+15 po

-4 po

+10 po

+3 po

+6 po

+3 po

+2 po

+1 po

QUANTITY OF PROMO OPERATIONS (special leaflets + flyers NAT)

Penny Market had 30 flyers in 2013.

Real had 4 more thematic catalogues in 2013 than in 2012. The rest are flyers.

Cora had 7 more thematic catalogues than in 2012.

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


S1 2013 vs S1 2012

26

25

25

24

22

17

15

13

12

10

9

2

+4 pag

+1 pag

+13 pag

+1 pag

-1 pag

+2 pag

+1 pag

-1 pag

+1 pag

AVERAGE QUANTITY OF PAGES/ PO (traffic leaflets NAT)

The most significant increase is in Lidl – they changed their strategy since February 2013, from 2 weekly catalogues (1 traffic-16 pages and 1 special-32 pages) to only 1 weekly traffic catalogue-32 pages.


S1 2013 vs S1 2012

42

30

19

18

13

10

10

9

9

6

5

2

+10 pag

+22 pag

+11 pag

+1 pag

-2 pag

-2 pag

+4 pag

+2 pag

-13 pag

-2 pag

+3 pag

+2 pag

Mega Image increased the average quantity of pages/special po from 8 to 30 (last year-the same period) and they started to have a monthly frequency for these special leaflets.

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



S1 2013 vs S1 2012

4.2

5.8

8.2

8.2

8.2

8.7

8.8

9.1

10.4

11.2

18.5

20.6

-0,9 wu/pag

+1,2 wu/pag

-0,2 wu/pag

-0,6 wu/pag

+0,3 wu/pag

+0,8 wu/pag

-0,1 wu/pag

+0,2 wu/pag

+0,9 wu/pag

+2 wu/pag

-0,5 wu/pag

+4,7 wu/pag

AVERAGE QUANTITY OF WU/PAGE (traffic leaflets NAT)

The most readable is

LIDL.


S1 2013 vs S1 2012

1.1

5.3

5.8

6.2

6.4

6.7

7.2

7.7

8.3

8.7

8.9

13.1

+0,2 wu/pag

-5,5 wu/pag

-2,1 wu/pag

+0,2 wu/pag

-6,3 wu/pag

+0,4 wu/pag

+1,1 wu/pag

+8,3 wu/pag

+1,1 wu/pag

+1,2 wu/pag

-1,7 wu/pag

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


The most readable is

LIDL.


S1 2013 vs S1 2012


Real switched from weekly catalogues to bi-monthly catalogues since May 2012 so that the quantity of po in 1st semester 2013 was smaller than in the same period of the previous year (14 po vs 22 po).Due to this change, they increased the quantity of pages per po (+1) and the quantity of WU per page (+2 WU/page).

SUMMARY

Profi switched from 14 validity days catalogues to 6 validity days catalogues since May 2013 so that the quantity of promo operations in 1st semester 2013 is bigger compared to the same period last year (16 po vs 13 po).They have reduced the average quantity of pages/po (-1 page/po) and increased the quantity of wu/page (4.6 WU/pag in 2012 and 5.8 WU/pag in 2013) that lead to a lower readability of the leaflet.

Mega Image decreased the quantity of po in the 1st semester 2013 (11 po) vs 1st semester 2012 (12 po), but they increased the average quantity of pages per po (+2 pages/po) and the quantity of WU/page (+4.7 WU/page).


S1 2013 vs S1 2012

S1 2013 vs S1 2012

PROMOReview


2 - TRADE STRATEGY

S1 2013 vs S1 2012

Private Label

National Brands

Unbranded

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

65,3% (-0.3 pts)

16.0% (+1.9 pts)

18.7% (-1.6 pts)

Within HYPERMARKET,SUPERMAKET,HARD DISCOUNT,CASH&CARRY

We can observe that the Unbranded are loosing share in favor of Private Labels. This shows that the strategy of the retailers is to reduce the space for the promotions without budget making space for their own brands.

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

S1 2013 vs S1 2012

WU TYPOLOGY - National Brands - (traffic leaflets NAT)

QUANTITYWU/PO

National BrandsEvolutionS1 2013 vs S1 2012


216 ref

377 ref

237 ref

344 ref

154 ref

264 ref

19 ref

51 ref

112 ref

144 ref

191 ref

241 ref

64,64%

(0,1 pts)

68,09%

(0,6 pts)

56,44%

(2,1 pts)

60,41%

(0,7 pts)

74,36%

(-0,7 pts)

79,19%

(-2,8 pts)

49,30%

(-4,8 pts)

76,14%

(0 pts)

11,07%

(4,9 pts)

62,82%

(-2 pts)

58,56%

(-4,8 pts)

85,62%

(1,2 pts)

4

8

13

85

1

88

0

4

16

1

19

44

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

S1 2013 vs S1 2012

WU TYPOLOGY - Private Label - (traffic leaflets NAT)

QUANTITYWU/PO

National Brands Private Label


11,73% (-0,4 pts)

7,93% (0 pts)

15,06% (-0,4 pts)

13,80% (4,7 pts)

9,65% (1,5 pts)

18,71% (1,9 pts)

19,01% (2,2 pts)

6,06% (-1,8 pts)

79,76% (-3 pts)

20,38% (4,4 pts)

21,51% (2,6 pts)

2,66% (0,5 pts)

216 ref

377 ref

237 ref

344 ref

154 ref

264 ref

19 ref

51 ref

112 ref

144 ref

191 ref

241 ref

64,64%

(0,1 pts)

68,09%

(0,6 pts)

56,44%

(2,1 pts)

60,41%

(0,7 pts)

74,36%

(-0,7 pts)

79,19%

(-2,8 pts)

49,30%

(-4,8 pts)

76,14%

(0 pts)

11,07%

(4,9 pts)

62,82%

(-2 pts)

58,56%

(-4,8 pts)

85,62%

(1,2 pts)

4

8

13

85

1

88

0

4

16

1

19

44

EvolutionS1 2013 vs S1 2012

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

S1 2013 vs S1 2012

WU TYPOLOGY – Unbranded - (traffic leaflets NAT)

QUANTITYWU/PO

National Brands Private Label Unbranded


11,73% (-0,4 pts)

7,93% (0 pts)

15,06% (-0,4 pts)

13,80% (4,7 pts)

9,65% (1,5 pts)

18,71% (1,9 pts)

19,01% (2,2 pts)

6,06% (-1,8 pts)

79,76% (-3 pts)

20,38% (4,4 pts)

21,51% (2,6 pts)

2,66% (0,5 pts)

23,64%(0,2 pts)

23,98%(-0,6 pts)

28,50%(-1,7 pts)

25,79%(-5,3 pts)

15,98%(-0,7 pts)

2,10%(0,9 pts)

31,69%(2,6 pts)

17,80%(1,8 pts)

9,18%(-1,9 pts)

16,80%(-2,4 pts)

19,94%(2,2 pts)

11,72%(-1,7 pts)

216 ref

377 ref

237 ref

344 ref

154 ref

264 ref

19 ref

51 ref

112 ref

144 ref

191 ref

241 ref

64,64%

(0,1 pts)

68,09%

(0,6 pts)

56,44%

(2,1 pts)

60,41%

(0,7 pts)

74,36%

(-0,7 pts)

79,19%

(-2,8 pts)

49,30%

(-4,8 pts)

76,14%

(0 pts)

11,07%

(4,9 pts)

62,82%

(-2 pts)

58,56%

(-4,8 pts)

85,62%

(1,2 pts)

4

8

13

85

1

88

0

4

16

1

19

44

EvolutionS1 2013 vs S1 2012

The most significant decrease of Unbranded is in Real and Penny Market.

S1 2013 vs S1 2012

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

National Brands

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

Private Label UnbrandedEvolution WU/PO*

S1 2013 vs S1 20124

8

13

85

1

88

0

4

16

1

19

44

* Digits are slightly rounded

0

0

1

24

2

20

0

-1

10

6

8

2

3

8

12

53

0

65

0

3

6

-2

3

40

1

0

0

8

-1

3

0

2

0

-3

8

2

S1 2013 vs S1 2012

In 2013 Penny Market has focused on promoting their own brands (+4.4 pts) giving less space to National Brands (-2 pts) and Unbranded (-2.4 pts).Private Label increased with +27,9%, Unbranded decreased with -12% and National Brands decreased with -2.7%.

SUMMARY

Real reduced the share of Unbranded (-5.3 pts) in favor of Private Label (+4.7 pts) and National Brands (+0.7 pts). Private Label increased with 28%, National Brands decreased with -14% and Unbranded with -30%. Although the quantity of WU per po (National Brands, Private Label, Unbranded) has increased because the decrease of the quantity of PO (-36%) is bigger than the decrease of the quantity of WU (-15%).

Retailers focused on their own brands, so that Private Label increased with +18% in the 1st semester 2013 vs 1st semester 2012, while National Brands increased with +3% pts and Unbranded decreased with -4%.

Metro chose to give more share to Private Label (+2.6 pts) and Unbranded (+2.2 pts), than to National Brands (-4,8 pts). In the 1st semester 2013 vs 1st semester 2012, Private Label increased with 23.1%, Unbranded with 21.7% and National Brands decreased with -0.2%.

Lidl increased the share of National Brands (+4.9 pts) and reduced the share of Private Label (-3 pts) and Unbranded (-1,9 pts). National Brands increased with 110,5%, Private Label with 12,7% and Unbranded decreased with -3.3%.They have maintained constant the quantity of catalogues (26 po) but increased the quantity of WU/po (96 WU/po in 2012 and 112 WU/po in 2013).

S1 2013 vs S1 2012

S1 2013 vs S1 2012

PROMOReview


3 – AVERAGE PRICES

S1 2013 vs S1 2012

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

226.4

124.9106.3 103.9

72.2

3113.7 13.5 11 10.1 8.2 7.5

35.8

9.80000000000002 21.1 13

12.6

8.9 -0.100000000000001

-1.3 -0.5 0.4 1.19999999999999

-0.3

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

225.7

124.6106.2 103.6

72

3113.7 13.4 10.8 9.8 8.2 7.5

35.9

9.821.0 12.9

12.7

8.9-0.1 -1.3 -0.6 0.5 1.2 -0.2

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

Metro has increased the virtual price by 18.9%, meanwhile Penny Market decreased the virtual prince by 8.8%.

AVERAGE PROMO PRICEMetro has increased the promo price by 18.8%, meanwhile Penny Market decreased the virtual prince by 8.8%.

AVERAGE VIRTUAL PRICE

S1 2013 vs S1 2012

12.7

10.1 10.0 9.5 9.0 8.9 8.5 8.3 8.3 8.2 7.7 7.7

0.9

-0.10.9 -0.4 -3.2 -1.9 -0.7

0.6 0.0 1.1-0.3 -0.3


AVERAGE PROMO PRICE


PRODUSE AMBALATE CU AUTOSERVIRE

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

12.5

9.9 9.7 9.58.8 8.7 8.4 8.3 8.2 8.1 7.7 7.6

1.0

-0.1 1.0 -0.3 -1.9 -3.0 -0.8 0.6 0.0 1.0-0.3 -0.1

S1 2013 vs S1 2012

SELGROS METRO LIDL MEGA IMAGE REAL KAUFLANDCARREFOUR PENNY M BILLA CORA CARREFOUR M PROFI

13.3

10.58.9 8.2

6.0 5.5 5.4 5.0 4.7 4.7 4.3 3.2

1.62.7

0.9 -1.30.8 0.9 0.4 0.3 0.4 -10.9 0.3 -0.4

FRUITS AND VEGETABLES


SELGROS METRO LIDL MEGA IMAGE REAL KAUFLANDCARREFOUR PENNY M BILLA CORA CARREFOUR M PROFI

13.3

10.58.9 8.2

6.0 5.5 5.3 5.0 4.7 4.6 4.33.2

1.6

2.70.9

-1.30.8 0.9 0.3 0.3 0.4

-11.0 0.3 -0.4


AVERAGE PROMO PRICE

S1 2013 vs S1 2012

16.7

14.1

11.1 10.6 9.8 9.8 9.5 9.1 8.7 8.5 8.37.3

3.6

2.9

-2.3 -2.90.6 0.9 -0.2 0.8 1.0 -0.6 0.7 1.1

16.5

14.1

10.9 10.4 9.7 9.3 9.1 9.1 8.6 8.3 8.37.3

3.4

2.9

-2.2 -2.8 0.8 0.5 -0.1 1.2 0.9 0.8 -0.41.1

FROZEN



AVERAGE PROMO PRICE

S1 2013 vs S1 2012

13.2 13.0

10.79.8 9.6 9.6

7.5 7.1 6.4 6.1 6.0 5.8

1.6 1.4

1.2 -0.30.8 2.9

-0.1 0.3 -1.7 0.1 -0.1 -0.3

FOOD


13.0 12.7

10.59.7 9.6 9.6

7.2 7.06.2 6.1 6.0 5.8

1.61.4

1.2 -0.4 0.9 2.9

0.0 0.3-1.5 0.1 -0.1 -0.2


AVERAGE PROMO PRICE

S1 2013 vs S1 2012

23.3 22.820.9

19.3 19.2 18.7 18.7 18.6 17.4 17.4 16.714.2

1.4 -3.1

-1.65.5 1.2 1.8 -1.8 0.6 1.2 -1.7

3.3

3.6

DETERGENTS-HYGIENE


24.523.1 21.9

19.7 19.5 19.4 19.0 19.0 18.3 17.6 17.114.2

1.3-3.0 -1.7

1.5 1.05.6

0.8 -1.9 1.3 -2.0 3.4

3.5


AVERAGE PROMO PRICE

S1 2013 vs S1 2012

19.317.2 17.1 16.4

13.9 13.1 12.9 12.5 12.5 12.2 11.9

8.8

0.25.0 1.7

0.90.1 1.0

-2.2 -0.3 0.2 2.0 0.3

-0.5

COSMETICS


19.517.3 17.2 17.0

15.2 14.2 13.5 13.3 13.2 12.9 12.2

8.9

-0.1

1.7 4.9 0.50.4

-0.5 -1.9 1.20.9 0.0 2.0

-0.4


AVERAGE PROMO PRICE

S1 2013 vs S1 2012

26.5

19.2 18.6

14.9 14.0

10.1 9.67.9 7.8 7.8 7.3 6.9

3.3

1.3 -1.8

-0.20.0

-3.9 -0.5-0.8 -6.1 0.8

0.8 1.6

PRODUSE VRAC/SERVIRE ASISTATA


26.5

19.2 18.614.9 14.0

10.1 9.67.9 7.8 7.8 7.3 6.9

3.3

1.3 -1.8

-0.2 0.0-3.9 -0.5

-0.9 -6.1 0.8 0.8 1.6


AVERAGE PROMO PRICE

S1 2013 vs S1 2012

NON FOOD CATEGORY


420.3

266.7 265.9 259.9

165.7

59.6 46.1 44.6 30.6 12.4 9.3 8.0

9.4

28.3 44.2 14.2

43.0

32.1-3.2 11.5

-0.8 7.50.8 0.1

421.2

266.8 266.0 260.3

166.0

59.7 46.1 44.6 30.6 12.4 9.3 8.0

9.4

28.4 44.3 14.5

43.0

32.1-3.5 11.5 -0.8 7.5

0.8 0.1


AVERAGE PROMO PRICE

S1 2013 vs S1 2012

ELECTRO-PHOTO-CINEMA-SOUND


1,125.0

932.7 900.7828.5

774.6691.9 659.2

581.8497.6

173.976.8 68.7 64.3

14.6

2.2

14.7 9.21.6

0.334.9 79.8 65.0

56.8

33.610.9 17.6 1.3 10.6

1,179.2 1,143.5986.7

901.1

722.2 692.3 660.2581.8

497.6

173.976.8 68.7 64.3 14.6

19.7 0.07.9

9.6

5.535.3 80.8

65.056.6

33.410.9 17.6 1.3 10.6


AVERAGE PROMO PRICE

S1 2013 vs S1 2012

BAZAR


135.2 127.0

95.076.6

65.5 64.248.6

30.1 27.112.4 9.2 8.0

-28.513.2

2.914.2 -42.5

39.015.2

-1.4 -4.17.5 0.7 0.1

MET

RO

SELGRO

S

CORA

REAL

CARREFOUR

BILLA

LIDL

KAUFL

AND

PENNY M

PROFI

MEG

A IMAG

E

CARREFO...

136.1 127.1

95.076.8

65.6 64.248.6

30.1 27.112.4 9.2 8.0

-29.213.3

2.814.2 -42.4

39.015.2

-1.4 -4.37.5

0.7 0.1


AVERAGE PROMO PRICE

S1 2013 vs S1 2012

TEXTILE


54.6

46.943.9 41.3

32.8 31.9 31.2

20.3

8.7 7.4

0.0 0.0

-2.6

5.0 0.83.7

0.62.9 3.2

-0.1

-7.3 -5.0

0.0 0.0

MET

RO

CORA

SELGRO

S

CARRE...

REAL

PENNY M

LIDL

KAUF.

..

BILLA

MEG

A I...

CARREF...

PROFI

59.1

46.9 43.9 41.333.3 31.9 31.2

20.3

9.2 7.40.0 0.0

1.0

5.0 0.83.6

0.6 2.5 3.2

-0.1

-6.8 -5.00.0 0.0


AVERAGE PROMO PRICE

S1 2013 vs S1 2012



AVERAGE PROMO PRICE

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME

PRODUSE AM-BALATE CU AU-

TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR

ELECTRO-FOTO-CINEMA-SUNET

TEXTILE

10.2

8.9

6.0

8.8

9.1

10.5

14.5

19.4

230.9

88.9

645.0

38.2

-0.1

0.5

0.5

-0.3

-2.6

0.8

0.4

0.0

35.0

4.1

69.8

1.7

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

10.4

9.0

6.1

8.9

9.1

10.7

15.1

20.0

231.2

89.2

645.3

38.4

-0.1

0.5

0.6

-0.4

-2.6

0.8

0.4

-0.1

35.0

4.1

70.1

1.7

S1 2013 vs S1 2012


FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

11.2

10.5

5.3

9.9

10.1

9.3

16.4

20.9

259.9

65.5

659.2

41.3

0.1

1.2

0.3

-0.1

-3.9

0.5

0.9

-1.6

14.2

-42.5

79.8

3.7

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

11.5

10.7

5.4

10.1

10.1

9.8

17

21.9

260.3

65.6

660.2

41.3

0.1

1.19999999999999

0.4

-0.1

-3.9

0.600000000000002

0.5

-1.7

14.5

-42.4

80.8000000000001

3.59999999999999


AVERAGE PROMO PRICE

http://www.google.ro/url?sa=i&rct=j&q=logo+carrefour&source=images&cd=&cad=rja&docid=M4DylUUSwW9EaM&tbnid=QmXrN_HfEqFLLM:&ved=0CAUQjRw&url=http://www.azfranchising.ro/ro/articoli/franta-carrefour-lanseaza-un-nou-site-cu-produse-nealimentare/&ei=_P81UbbQOcjJswaAwYHQCg&bvm=bv.43148975,d.bGE&psig=AFQjCNGgw1_2VyjScsWbCO0mweO8clbGgA&ust=1362579798275908

S1 2013 vs S1 2012


FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

10.9

9.6

4.6

9.5

7.8

9.7

17.1

19.2

265.9

95

691.9

46.9

-0.5

0.9

-11.0

-0.3

-6.1

0.8

1.7

1.2

44.2

2.9

34.9

5.0

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

11

9.6

4.7

9.5

7.8

9.8

17.3

19.7

266

95

692.3

46.9

-0.5

0.8

-10.9

-0.4

-6.1

0.9

1.7

1.5

44.3

2.8

35.3

5.0


AVERAGE PROMO PRICE

S1 2013 vs S1 2012


FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

8.7

7

5.5

8.1

7.8

8.6

13.1

18.6

30.6

30.1

64.3

20.3

0.7

0.3

0.9

1.0

0.8

0.9

1.0

0.6

-0.8

-1.4

1.3

-0.1

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

8.8

7.1

5.5

8.2

7.8

8.7

13.3

19

30.6

30.1

64.3

20.3

0.7

0.3

0.9

1.1

0.8

1.0

1.2

0.8

-0.8

-1.4

1.3

-0.1


AVERAGE PROMO PRICE

S1 2013 vs S1 2012


FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

12.8

12.7

6

9.7

7.9

8.3

19.3

22.8

165.7

76.6

497.6

32.8

0.5

1.4

0.8

1.0

-0.8

-0.4

0.2

-3.1

43.0

14.2

56.8

0.6

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

13

13

6

10

7.9

8.5

19.5

23.1

166

76.8

497.6

33.3

0.5

1.4

0.8

0.9

-0.9

-0.6

-0.1

-3.0

43.0

14.2

56.6

0.6


AVERAGE PROMO PRICE

S1 2013 vs S1 2012


FOOD CATEGORY

FOOD

FRUCTE SI LEGUME



CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

8.3

7.2

4.7

7.6

7.3

9.1

11.9

17.4

59.6

64.2

68.7

8.7

0.0

0.0

0.4

-0.1

0.8

-0.1

0.3

1.2

32.1

39.0

17.6

-7.3

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME



CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

8.7

7.5

4.7

7.7

7.3

9.5

13.2

18.3

59.7

64.2

68.7

9.2

0.1

-0.1

0.4

-0.3

0.8

-0.2

0.899999999999999

1.3

32.1

39

17.6

-6.8


AVERAGE PROMO PRICE

S1 2013 vs S1 2012


FOOD CATEGORY

FOOD

FRUCTE SI LEGUME



CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

8.1

5.8

5

8.2

14

8.3

12.5

18.7

46.1

27.1

173.9

31.9

-0.1

-0.2

0.3

0

0

0.800000000000001

0.2

-1.8

-3.2

-4.1

33.6

2.9

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME



CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

8.2

5.8

5

8.3

14

8.3

12.9

19

46.1

27.1

173.9

31.9

-0.1

-0.3

0.3

0.0

0.0

0.7

0.0

-1.9

-3.5

-4.3

33.4

2.5


AVERAGE PROMO PRICE

http://www.google.ro/url?sa=i&rct=j&q=logo+penny+market&source=images&cd=&cad=rja&docid=dUIZFZK9lqhpQM&tbnid=onnjk8DyIlGiSM:&ved=0CAUQjRw&url=http://angelopf.blogspot.com/2010/08/penny-market-covasna.html&ei=rgE2UaqnFtHbsgb58YCgAg&bvm=bv.43148975,d.bGE&psig=AFQjCNFqqWQOgFBNkOD_MPA959bEA-Geqw&ust=1362580266602361

S1 2013 vs S1 2012


FOOD CATEGORY

FOOD

FRUCTE SI LEGUME



CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CATEGORY

BAZAR


TEXTILE

10.9

9.7

8.2

8.8

18.6

10.4

12.9

16.7

9.3

9.2

14.6

7.4

-0.6

-0.4

-1.3

-1.9

-1.8

-2.8

-2.2

3.3

0.8

0.7

10.6

-5.0

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME



CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CATEGORY

BAZAR


TEXTILE

11.1

9.8

8.2

8.9

18.6

10.6

13.5

17.1

9.3

9.2

14.6

7.4

-0.5

-0.3

-1.3

-1.9

-1.8

-2.9

-1.9

3.4

0.8

0.7

10.6

-5.0


AVERAGE PROMO PRICE

S1 2013 vs S1 2012


FOOD CATEGORY

FOOD

FRUCTE SI LEGUME



CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CATEGORY

BAZAR


TEXTILE

7.5

6

4.3

8.4

14.9

9.1

8.8

17.4

8

8

0

0

-0.2

-0.1

0.3

-0.8

-0.2

1.2

-0.5

-1.7

0.1

0.1

0.0

0.0

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME



CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

7.5

6

4.3

8.5

14.9

9.1

8.9

17.6

8

8

0

0

-0.3

-0.1

0.3

-0.7

-0.2

0.8

-0.4

-2.0

0.1

0.1

0.0

0.0


AVERAGE PROMO PRICE

S1 2013 vs S1 2012


FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIREPRODUSE

VRAC/SERVIRE ASISTATA

CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

10.4

9.6

8.9

8.3

9.6

14.1

12.2

14.2

44.6

48.6

76.8

31.2

2.4

2.9

0.900000000000001

0.600000000000001

-0.5

2.9

2

3.6

11.5

15.2

10.9

3.2

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

10.4

9.6

8.9

8.3

9.6

14.1

12.2

14.2

44.6

48.6

76.8

31.2

2.4

2.9

0.900000000000001

0.600000000000001

-0.5

2.9

2

3.5

11.5

15.2

10.9

3.2


AVERAGE PROMO PRICE

S1 2013 vs S1 2012


FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

7.9

6.1

3.2

7.7

6.9

7.3

17.2

19.3

12.4

12.4

0

0

0.9

0.1

-0.4

-0.3

1.6

1.1

5.0

5.5

7.5

7.5

0.0

0.0

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

7.9

6.1

3.2

7.7

6.9

7.3

17.2

19.4

12.4

12.4

0

0

0.9

0.1

-0.4

-0.3

1.6

1.1

4.9

5.6

7.5

7.5

0.0

0.0


AVERAGE PROMO PRICE

S1 2013 vs S1 2012


FOOD CATEGORY

FOOD

FRUCTE SI LEGUME


TOSERVIRE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CAT-EGORY

BAZAR


TEXTILE

9.4

6.2

10.5

8.7

26.5

10.9

12.5

18.7

420.3

135.2

900.7

54.6

-1.7

-1.5

2.7

-3.0

3.3

-2.2

-0.3

1.8

9.4

-28.5

9.2

-2.6

FOOD CATEGORY

FOOD

FRUCTE SI LEGUME



CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CATEGORY

BAZAR


TEXTILE

9.8

6.4

10.5

9

26.5

11.1

14.2

19.5

421.2

136.1

901.1

59.1

-2.0

-1.7

2.7

-3.2

3.3

-2.3

-0.5

1.0

9.4

-29.2

9.6

1.0


AVERAGE PROMO PRICE

S1 2013 vs S1 2012


FOOD CAT-EGORY

FOOD

FRUCTE SI LEGUME

PRODUSE AM-BALATE CU

AUTOSERVIREPRODUSE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CATEGORY

BAZAR


TEXTILE

14.7

13

13.3

12.5

19.2

16.5

13.9

23.3

266.7

127

581.8

43.9

1.3

1.6

1.6

1.0

1.3

3.4

0.1

1.4

28.3

13.2

65.0

0.8

FOOD CAT-EGORY

FOOD

FRUCTE SI LEGUME

PRODUSE AM-BALATE CU

AUTOSERVIREPRODUSE


CONGELATE

COSMETICE

DETERGENTI - IGIENA

NON-FOOD CATEGORY

BAZAR


TEXTILE

15.1

13.2

13.3

12.7

19.2

16.7

15.2

24.5

266.8

127.1

581.8

43.9

1.3

1.6

1.6

0.9

1.3

3.6

0.4

1.3

28.4

13.3

65.0

0.8


AVERAGE PROMO PRICE

S1 2013 vs S1 2012

Summary

Taking a look at the evolution of the Virtual Price and the Promo Price in the 1st semester 2013 vs 1st semester 2012, the Promo Price increased with 15.6% and the Virtual Price with 15.5%.

The Food Category registered a Virtual Price smaller with 1% in the 1st semester 2013 vs 1st semester 2012. The Produse vrac/servire asistata category is the winner of the market with a Virtual Price smaller with 22.2% compared to the same period last year. The Virtual Price on Fruits and Vegetables category increased with 9.1%.

The Non Food Category registered a higher Virtual Price with 17.9%, due to the increasing of the prices in Bazar with +4.8%, EPCS with +12.1% and Textiles with +4.7%.

Lidl registered the highest prices increase. Both Virtual & Promo prices increased with 40%. The category with the most significant increase is Bazar (+45,5%).

S1 2013 vs S1 2012

PROMOReview


4 – PROMO PRESSURE & SHARE OF VOICE

S1 2013 vs S1 2012

S1 2013 vs S1 2012

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

PROMO PRESSURE

FOOD

NON - FOOD

+4.2%

HYPERMARKE

T SUPERMARKE

T CASH&CARRY

HARD DISCOUNT

The Promo Pressure had a positive trend in the S1 2013 vs S1 2012. Taking a look at how retailers behaved in 2013, we see that Cash & Carry and Hard Discount have a positive trend respect the other formats.Hypermarket had a negative pressure because the quantity of promo operations decreased in the 1st semester 2013 vs 1st semester 2012 (see slide 56).

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

Growth 2013 vs 2012

+ 3.8 %

2013 vs 2012

+3.0%

-1.5%

- 5.5%+7.1

%+18.7

%

2013 vs 2012

S1 2013 vs S1 2012



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

REAL

SELGROS

CARREFOUR

LIDL

METRO

PENNY M

BILLA

MEGA IMAGE

KAUFLAND

CORA

PROFI

CARREFOUR M

-15.4%

6.3%

2.1%

16.9%

8.1%

0.4%

4.9%

37.2%

5.6%

2.2%

33.1%

-5.5%

S1 2013 vs S1 2012

KPI (traffic leaflets NAT)

QUANTITYWU/PO

EvolutionS1 2013 vs

S1 2012

25

14

26

14

26

23

11

16

35

40

26

26

0

0

0

-8

+1

-1

-1

+3

-1

-6

0

0

AVGPAGES/PO

EvolutionS1 2013 vs

S1 2012

25

10

12

26

15

2

13

9

22

25

24

17

0

+1

0

+1

-1

0

+2

-1

+1

+4

+13

+1

AVG WU/PAGE

EvolutionS1 2013 vs

S1 2012

8,2

18,5

8,8

11,2

10,4

8,2

20,6

5,8

8,7

9,1

4,2

8,2

+0,3

-0,5

-0,1

+2

+0,9

-0,2

+4,7

+1,2

+0,8

+0,2

-0,9

-0,6

AVG WU/PO

EvolutionS1 2013 vs

S1 2012

216

377

237

344

154

19

264

51

191

241

112

144

+4

+8

+12

+85

+1

0

+88

+4

+19

+44

+16

+1

PROMOPRESSURE

2,1%

2,2%

5,6%

-15,4%

4,9%

-5,5%

37,2%

33,1%

8,1%

6,3%

16,9%

0,4%

S1 2013 vs S1 2012

SUMMARY

Although Real has increased its wu/po with 85, that did not help to maintain the position of the last year because the quantity of wu of the -8 po (see slide 56) is with 74% bigger than the increase of quantity of the wu/po in 2013. This lead to a promo pressure of -15.4%.

In 2013 Mega Image has reduced the quantity of catalogues (-1 po) but they significantly increased the quantity of WU/po (+88). The quantity of wu of the -1 po is smaller than the increase of quantity of the wu/po in 2013. As a result the promo pressure was +37.2%.

Profi increased both the quantity of catalogues (+3 po) and the quantity of WU per catalogue in 2013 (+4 wu/po) and this lead to a promo pressure of +33.1%.

Carrefour Market has decreased the quantity of catalogues in 2013 (-1 po) and they maintained constant the quantity of WU per po. Therefore the pressure was -5.5%.

Lidl has maintained constant the quantity of catalogues in the 1st semester 2013 vs 1st semester 2012 (26 po) but changed their strategy and increased the average number of pages per po (+13) and the quantity of wu/op (+16). As a consequence the promo pressure was +16.9%.

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

S1 2013 vs S1 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

-2.6%

-6.6%

-0.5%

-3.3%

-8.7%

-5.1%

0.0%

-7.2%

10.0%

11.6%

14.0%

37.2%

http://www.google.ro/url?sa=i&rct=j&q=logo+carrefour&source=images&cd=&cad=rja&docid=M4DylUUSwW9EaM&tbnid=QmXrN_HfEqFLLM:&ved=0CAUQjRw&url=http://www.azfranchising.ro/ro/articoli/franta-carrefour-lanseaza-un-nou-site-cu-produse-nealimentare/&ei=_P81UbbQOcjJswaAwYHQCg&bvm=bv.43148975,d.bGE&psig=AFQjCNGgw1_2VyjScsWbCO0mweO8clbGgA&ust=1362579798275908

S1 2013 vs S1 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

-1.4%

-2.3%

-7.8%

-11.9%

-7.0%

4.2%

5.9%

0.5%

116.0%

9.0%

32.5%

12.0%

S1 2013 vs S1 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

8.6%

8.4%

24.3%

0.7%

9.5%

11.3%

15.9%

2.6%

5.4%

-21.3%

-5.0%

-9.5%

S1 2013 vs S1 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

-9.6%

-3.9%

-26.8%

-3.6%

-11.7%

-38.1%

-24.7%

-23.4%

-28.5%

-29.3%

3.1%

0.4%

S1 2013 vs S1 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

7.7%

2.0%

18.8%

1.8%

20.0%

32.2%

-3.8%

-13.8%

-45.2%

-39.2%

-70.4%

-56.5%

S1 2013 vs S1 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

2.6%

9.2%

0.6%

22.4%

1.3%

-0.6%

-12.4%

-16.4%

-43.1%

-10.8%

-7.3%

-34.3%

http://www.google.ro/url?sa=i&rct=j&q=logo+penny+market&source=images&cd=&cad=rja&docid=dUIZFZK9lqhpQM&tbnid=onnjk8DyIlGiSM:&ved=0CAUQjRw&url=http://angelopf.blogspot.com/2010/08/penny-market-covasna.html&ei=rgE2UaqnFtHbsgb58YCgAg&bvm=bv.43148975,d.bGE&psig=AFQjCNFqqWQOgFBNkOD_MPA959bEA-Geqw&ust=1362580266602361

S1 2013 vs S1 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

35.9%

35.2%

52.6%

54.9%

14.0%

73.3%

22.2%

38.3%

20.4%

19.6%

100.0%

0.0%

S1 2013 vs S1 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

-5.6%

-6.0%

0.0%

0.0%

-14.5%

-9.4%

0.0%

0.0%

0.0%

16.7%

2.3%

0.0%

S1 2013 vs S1 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

6.1%

17.4%

68.1%

24.6%

30.7%

70.9%

9.9%

-10.0%

-0.9%

-48.6%

-20.3%

-57.9%

http://www.google.ro/url?sa=i&rct=j&q=logo+lidl&source=images&cd=&cad=rja&docid=Wds6hHAsrs28vM&tbnid=1A2cuwtMd201lM:&ved=0CAUQjRw&url=http://www.realitatea.net/lidl-se-alatura-campaniei-in-realitate-esti-mai-bun_913724.html&ei=PwI2UZagBsK0tAaaqIDIDQ&bvm=bv.43148975,d.bGE&psig=AFQjCNFHRFtBwANMRJGAsuVTX_BItcSDHQ&ust=1362580412583286

S1 2013 vs S1 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

26.7%

43.3%

28.2%

22.0%

20.3%

41.3%

229.4%

229.4%

-28.6%

-12.7%

0.0%

0.0%

S1 2013 vs S1 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

-7.2%

-18.3%

-35.4%

-25.3%

-31.7%

-46.4%

5.2%

21.9%

0.8%

27.3%

37.0%

35.7%

http://www.google.ro/url?sa=i&rct=j&q=logo+metro&source=images&cd=&cad=rja&docid=ni4CxRPy8ZJ_iM&tbnid=-xPUd2JctFL4aM:&ved=0CAUQjRw&url=http://www.logostage.com/logo/metro_cash_and_carry/&ei=KgQ2Ucv5NoHTtQaVyYGgCA&bvm=bv.43148975,d.bGE&psig=AFQjCNHvODzIDiCeWFmMoXVnlP7zt3-viA&ust=1362580904079198

S1 2013 vs S1 2012



FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

9.5%

10.6%

1.2%

7.6%

7.1%

14.8%

11.7%

3.0%

12.6%

1.2%

-0.9%

-11.6%

S1 2013 vs S1 2012

SHARE OF VOICE (WU) (traffic leaflets NAT)

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

Others* 8.7%100% = Total Retailers 2013

The most important player is Selgros.

-0.7 pts

16.7%

11.6%

10.7%

9.3%

9.1%

8.3%

6.9%

6.5%

5.0%

5.0%

1.4%

0.7%

+0,4 pts

+0,5 pts

+0,2 pts

-0,2 pts

-0,1 pts

-1,9 pts

+0,1 pts

-0,2 pts

+0,6 pts

+1,2 pts

+0,3 pts

-0,1 pts

S1 2013 vs S1 2012

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


Others*

100% = Total Retailers 2013

-2.8 pts

SELGROS

KAUFLAND

BILLA

METRO

MEGA IMAGE

CARREFOUR

PENNY MARKET

REAL-HYPERMARKET

CORA

LIDL

PROFI

CARREFOUR MARKET

16.19%

11.51%

10.00%

9.61%

9.07%

8.42%

8.02%

7.06%

5.03%

3.62%

2.18%

1.16%

+0,2 pts

+0,9 pts

-0,1 pts

+3,5 pts

-1,9 pts

+0,4 pts

-0,7 pts

-0,1 pts

+0,6 pts

+0,7 pts

-0,3 pts

-0,4 pts

8.1%

S1 2013 vs S1 2012

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


100% = Total Retailers 2013

Others*0 pts2.4%

SELGROS

PENNY MARKET

REAL-HYPERMARKET

MEGA IMAGE

CORA

CARREFOUR

METRO

BILLA

LIDL

KAUFLAND

CARREFOUR MARKET

PROFI

22.73%

16.15%

15.28%

12.67%

12.17%

6.34%

4.35%

3.11%

2.24%

1.37%

0.62%

0.62%

-24 pts

+14,3 pts

+3,7 pts

+9,8 pts

+3,8 pts

+0,6 pts

-12,5 pts

+1,5 pts

+1,5 pts

+0,2 pts

+0,6 pts

+0,5 ptsSPECIAL LEAFLETS = flyers (2 – 4 pages) + thematic catalogues

S1 2013 vs S1 2012

PROMOReview


5 – PROMO MECHANISMS

S1 2013 vs S1 2012

S1 2013 vs S1 2012

PROMO MECHANISMS (WU) (traffic leaflets NAT)

Products with consumer benefits by retailer format

Regarding the consumer benefits an important increasing was in CASH AND CARRY with 12.1 pts in S1 2013 vs S1 2012.

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

CASH AND CARRY

HARD DISCOUNT

HIPERMARKET SUPERMARKET

30.03%

46.76%

57.25%60.16%

42.09%

56.15%

65.00%

56.64%

20122013

S1 2013 vs S1 2012


Products with consumer benefits per retailer

HYPERMARKET SUPERMARKET

Analyzing the consumer benefits by retailer, we have a clear picture of the evolution of these. In Hypermarkets Carrefour increased with 7.4 pts, while in Supermarkets Billa is leading, although it has registered a decreased of 4.9 pts.

14.75%

28.36%

32.36%

24.52%

22.14%

24.41%

31.95%

21.50%

20122013

78.91%

2.17%8.88% 10.04%

73.98%

1.74%

13.13% 11.15%

20122013

S1 2013 vs S1 2012


Products with consumer benefits per retailer

HARD DISCOUNTCASH&CARRY

In Cash&Carry SELGROS registered a positive evolution of +20.4 pts vs. previous year.

48.17%51.83%

27.80%

72.20%

20122013

17.51%

82.49%

13.69%

86.31%

20122013

S1 2013 vs S1 2012


+7.2 pts

Products with consumer benefits

S1 2013 vs S1 2012 Growth vs Y-1

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

Consumer pack

Instore Event

TPR (Temporary price Reduction)

Virtual promo

6.5%

0.6%

41.5%

9.4% -0,6 pts

+9 pts

-0,5 pts

-1,6 pts

+19.2

%

S1 2013 vs S1 2012

Products with consumer benefits1 + 1 gratis 0.3%

(-0,1 pts)

2 + 1 gratis 0.8%(-0,4 pts)

Other VL 3.3%(-0.2 pts)

X% From the 2nd product (Identical or not) 5.0%

(0.2 pts)

BUYBACK 0,1% (0 pts)LOTTERY/GAMES 0.5% (-0,5 pts)

GIFTS ON PACK 3.1% (-1.0 pts)

GRATUITES 3.4% (-0.7 pts)

CROSSED PRICE34.2% (31.0 pts)CUPON 0,0% (0 pts)LOYALTY POINTS 3.3% (0.2 pts)MONEYTICKET 2.8% (-0,1 pts)PRICE DISCOUNT 1.1% (-21.9 pts)SPECIAL PRICE 0,5% (0 pts)



Consumer pack

Instore Event

TPR (Temporary price Reduction)

Virtual promo

6.5%

0.6%

41.5%

9.4% -0,6 pts

+9 pts

-0,5 pts

-1,6 pts

+19.2

%

+7.2 pts

S1 2013 vs S1 2012

From the total articles promoted in Food category, more than 66% had at least 1 Consumer Advantage, On non food promotions only 32% of the articles were promoted with 1Consumer Advantage.

Products with consumer benefits


71%

66%

81%

81%

69%

63%

69%

76%

33%

26%

41%

24%

National Brands


FOOD CATEGORY

FOOD

DETERGENTI - IGIENA

COSMETICE

CONGELATE

FRUCTE SI LEGUME



NON FOOD CATEGORY

BAZAR

ELECTRO

TEXTILE

66%

62%

76%

77%

63%

61%

66%

67%

32%

28%

37%

37%

8 pts

7,3 pts

2 pts

1,2 pts

12,3 pts

18,9 pts

8 pts

18,2 pts

5,4 pts

1,8 pts

10 pts

7,9 pts

+19.2

%

+7.2 pts

S1 2013 vs S1 2012

89.40%

84.54%

77.05%

66.51%

60.24%

58.96%

54.73%

53.16%

30.88%

28.61%

17.74%

14.30%

5.3%

17,4%

7,3%

-2,6%

8,3%

23,8%

28,5%

-1,0%

-4,8%

11,5%

-1,8%

-2,2%

COMPLEXITY INDICATOR (traffic leaflets NAT)

We can easily see that BILLA is using at least 1 Consumer Advantage on 89.40% of the promoted articles, while LIDL is using Consumer Advantages only on 14.30% of the promoted articles.

S1 2013 vs S1 2012

COMPLEXITY INDICATOR (traffic leaflets NAT)

Quantity of Promo mechanisms / item

(HM, HDD, SM & CC, on Food &Non Food)

The most complex or less complex(classified by the quantity of products with 2 or more mechanisms)

This KPI shows the level of complexity of the offers used by the retailers. If a retailer has several mechanisms on a promoted item, it will be poorly ranked.

44.51%

52.78%

2.49%0.22%

0.2%

0.4%

0.5%

0.7%

1.1%

1.9%

2.1%

2.2%

2.4%

3.7%

6.2%

8.0%

S1 2013 vs S1 2012

Retailers increased the quantity of promo mechanisms with +19.2% in 1st semester 2013 vs 1st semester 2012.Temporary Price Reduction has increased with +32,5% while Consumer Pack reduced with -17%.

The most used type of promo mechanism was Crossed Price (a share of 34% and an increase of +31%).

In 2013 Carrefour focused on Temporary Price Reduction (an increase of +27.4 pts).

In 2013 Kaufland has used TPR on 63.56% of the promotions (an increase of +1pts) and increased Virtual Promo with 2.6 pts.

Selgros increased the Temporary Price Reduction with +27.8 pts.

SUMMARY

S1 2013 vs S1 2012

S1 2013 vs S1 2012

PROMOReview


RETAILERS SUMMARY

S1 2013 vs S1 2012

CARREFOUR (traffic leaflets NAT)

Pressure Offer

Consumer advantagesBrands Share

Hypermarket

Quantity of WU

Quantity of PO

-1.5 %

Quantity of WU

Quantity of WU


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

+ 4.2 %

Consumer Pack 8,48% -1,1 pts

Instore Event 0,65% 0 pts

TPR (Temporary Price Reduction)

40,16%

+27,4 pts

Virtual promo10,47

%-2,8 pts

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

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

Other VL 0,11% -0,2 pts

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

10,30%

-2,1 pts

35.2%

32.4%

32.4%

FOOD NON-FOOD TEXTILE

0 pts

0 pts

0 pts

11.7%

64.6%

23.6%

Private Label National brands Unbranded

-0.3 pts

0,1 pts

0,2 pts

+2.1 %

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

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

S1 2013 vs S1 2012

CORA (traffic leaflets NAT)


Pressure Offer

Brands ShareConsumer advantages

Quantity of POQuantity of WU

Quantity of WU Quantity of WU


+ 4.2 %

-1.5 % Hypermarket




59,41%

-4,8 pts

Virtual promo 3,58%+0,8 pts

1+1 gratis 0,04% 0 pts

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

Other VL 0,04% 0 pts


3,46% +1 pts

33.3%

33.3%

33.3%


0 pts

0 pts

0 pts

7.9%

68.1%

24.0%


0 pts

0,6 pts

-0,6 pts

+2.2 %

S1 2013 vs S1 2012

REAL (traffic leaflets NAT)

- 15.4 %


Pressure Offer





+ 4.2 %

-1.5 % Hypermarket

Consumer Pack11,75

%-4,3 pts

Instore Event 1,91%+0,6 pts


49,26%

+8,3 pts


1+1 gratis 2,30% -0,7 pts

2+1 gratis 2,28% -0,8 pts

Other VL 0,35% +0,1 pts


2,95% +1,9 pts

33.3%

33.3%

33.3%


-0,5 pts

-0,5 pts

+1 pts

13.8%

60.4%

25.8%


+4,7 pts

+0,7 pts

-5.4 pts

S1 2013 vs S1 2012

KAUFLAND (traffic leaflets NAT)

Brands Share


Pressure Offer

Consumer advantages




+ 4.2 %

-1.5 % Hypermarket


Instore Event 0,05% -0,1 pts


63,56%

+1 pts


1+1 gratis 0,06% -0,1 pts

2+1 gratis 0,23% +0,2 pts



3,50% +2,5 pts

34.2%

34.2%

31.6%


-0,9 pts

-0,9 pts

1,8 pts

15.1%

56.4%

28.5%


-0,4 pts

2,1 pts

-1,7 pts

+5.6 %

S1 2013 vs S1 2012

BILLA (traffic leaflets NAT)

Supermarket- 5.5 %


Pressure Offer





+ 4.2 %




68,56%

+3,4 pts

Virtual promo14,81

%-2 pts

1+1 gratis 0,23% +0,1 pts

2+1 gratis 3,73% -1,6 pts



10,78%

-0,5 pts

50.0%38.5%

11.5%


10,3 pts-1,2

pts

-9,1 pts

9.7%

74.4%

16.0%


1.4 pts

-0,7 pts

-0,7 pts

+4.9 %

S1 2013 vs S1 2012

MEGA IMAGE (traffic leaflets NAT)

+3,5pts


Supermarket- 5.5 %

Pressure Offer





+ 4.2 %




3,00% -0,3 pts

Virtual promo12,75

%+5,4 pts

1+1 gratis 0,14% +0,1 pts




12,30%

+5,7 pts

45.8%

45.8%

8.3%


-6,3 pts

6,7 pts

-0,4 pts

18.7%

79.2%

2.1%


1,9 pts

-2,8 pts

0,9 pts

+37.2 %

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

S1 2013 vs S1 2012

CARREFOUR MARKET (traffic leaflets NAT)


Supermarket- 5.5 %

-5.5 %

Pressure Offer





+ 4.2 %




7,04%+3,1 pts

Virtual promo 5,16% -1,9 pts

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

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



4,93% -1,5 pts

95.8%

4.2%


-0,2 pts

0,2 pts

0 pts

19.0%

49.3%

31.7%


2,2 pts

-4,8 pts

2,6 pts

S1 2013 vs S1 2012

PROFI (traffic leaflets NAT)


Supermarket- 5.5 %

+33.1 %

Pressure Offer





+ 4.2 %

Consumer Pack10,38

%-1,6 pts



53,89%

-1,4 pts

Virtual promo 0,49% -0,2 pts





0,49% -0,2 pts

64.0%

36.0%


-8,2 pts

8,2 pts

0 pts

6.1%

76.1%

17.8%


-1,8 pts

0 pts

1,8 pts

S1 2013 vs S1 2012

PENNY MARKET (traffic leaflets NAT)


Hard Discount + 18.7 %

Pressure Offer





+ 4.2 %




50,15%

+10,6 pts

Virtual promo 3,26% -1 pts

1+1 gratis 0,05% -0,2 pts

2+1 gratis 0,05% -0,2 pts



3,05% -0,5 pts

39.4%

39.4%

21.2%


1,7 pts

1,7 pts

-3,4 pts

20.4%

62.8%

16.8%


4,4 pts

-2 pts

-2,4 pts

+0.4 %

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

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

S1 2013 vs S1 2012

LIDL (traffic leaflets NAT)


Hard Discount + 18.7 %

Pressure Offer





+ 4.2 %

Consumer Pack 3,02%+2,1 pts



9,00% -6,3 pts

Virtual promo 0,24% 0 pts





0,17% 0 pts

+ 16.9 %

33.3%

33.3%

33.3%


0 pts

0 pts

0 pts

79.8%

11.1%

9.2%


-3 pts

4,9 pts

-1,9 pts



S1 2013 vs S1 2012

METRO (traffic leaflets NAT)

Cash&Carry


Pressure Offer





+ 4.2 %

+ 7.1 %




5,76%+1,1 pts

Virtual promo19,79

%-5,4 pts


2+1 gratis 1,31% -0,9 pts



9,98% -2,8 pts

+ 8.1 %

29.4%

50.0%

20.6%


+6.5 pts

-1,4 pts

-5,1 pts

21.5%

58.6%

19.9%


+2,6 pts

-4,8 pts

+2,2 pts

S1 2013 vs S1 2012

SELGROS (traffic leaflets NAT)



+ 6.3 %

Pressure Offer




+ 4.2 %

+ 7.1 %Cash&Carry




31,57%

+27,8 pts

Virtual promo15,11

%-1,3 pts



Other VL13,38

%-0,8 pts


0,55% -0,5 pts

31.2%

43.0%

25.8%


-2,2 pts

4,1 pts

-2 pts

2.7%

85.6%

11.7%


0,5 pts

1,2 pts

-1,7 pts

S1 2013 vs S1 2012

Thank you for your attention

Florentina VasileLeaflet Monitor [email protected]+40 (0) 743 216 282

Gabriela Gliga Junior [email protected]+40 (0) 728 938 569

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Promo Review Romania 1st sem 2013 vs 1st sem 2012