Cheese category review december 2012
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DECEMBER 2012
Category ReviewCHEESE
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DECEMBER 2012
PCS = picture/insertionWU = Weighted UnitSKU = SKU
How do we count, taking as example the picture on the left:1 PCS (picture/insertion)3 WU (we have 3 type of products, from 3 different families)7 SKU ( 3 color cream, 3 shampoo, 1 shave face cream)
Analyzed markets:- BRANZETURI - LAPTE BATUT- KEFIR - SMANTANA- IAURT - UNT- CASCAVAL - LAPTE- SANA
ALL RETAILERS = 100%ALL BRANDS = 100%INDEX USED: WU
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DECEMBER 2012
CHEESE split by Retailer DECEMBER 2012 (WU)
Retailers PCS WU SKUALL RETAILERS 279 300 339METRO 3 4 4SELGROS 20 20 22LIDL 26 27 33PENNY 23 24 25PENNY XXL 42 43 47CARREFOUR 15 15 15CORA 16 16 16KAUFLAND 25 27 37REAL 33 36 46BILLA 29 31 32CARREFOUR MARKET 1 1 1MEGA IMAGE 9 13 14PROFI 12 12 15OTHERS 25 31 32
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DECEMBER 2012
CHEESE category split by Producer DECEMBER 2012 (WU)
Brands PCS WU SKUTotal Brands 279 300 339DELACO 50 57 74HOCHLAND 37 44 48FRIESLAND CAMPINA 23 23 23COVALACT 9 13 14DORNA LACTATE 5 5 5LACTALIS ROMANIA 11 11 13 ALBALACT 7 7 7DANONE 7 7 11OLYMPUS 6 6 6OTHERS 124 127 138
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DECEMBER 2012
Share of Producers inside retailers CHEESE categoryDECEMBER 2012 (WU)
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DECEMBER 2012
Brands distribution CHEESE Category DECEMBER 2012 (WU)
NATIONAL BRANDS WUDELACO 22.70%HOCHLAND 16.80%FRIESLAND 10.50%COVALACT 4.10%DORNA 2.30%LACTALIS 5.00% ALBALACT 3.20%DANONE 3.20%OLYMPUS 2.70%OTHERS 29.60%
PRIVATE LABEL WUKAUFLAND 4.80%LIDL 43.50%METRO 3.20%REWE 35.50%CARREFOUR 3.20%MEGA 1.60%REAL 1.60%BILLA 6.50%
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DECEMBER 2012
TOP 5 most promoted SKU in CHEESE category (sorted by qty. of promotions)
DECEMBER 2012 (WU)
Producer Brand Article Packaging Qty.
article CARREFOU
RREA
LCORA
METRO
SELGROS
PENNY & XXL
BILLA
OTHERS
HOCHLAND ROMANIA
ALMETTECREMA DE BRANZA
1 BUC. 150 GR 8 1 1 1 1 4
HOCHLAND ROMANIA
HOCHLANDTELEMEA DE VACA
1 BUC. 350 GR 5 1 1 1 2
HOCHLAND ROMANIA
HOCHLANDBRANZA TOPITA TRIUNGHIURI
1 BUC. 140 GR 4 1 1 2
FRIESLAND CAMPINA
NAPOLACTBRANZA DE BURDUF
1 BUC. 400 GR 4 1 2 1
COVALACTCOVALACT DE TARA
BRABZA FAGARAS
1 BUC. 200 GR 3 1 1 1
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DECEMBER 2012
CREMA DE BRANZA – ALMETE – 150 GR
PRODUCT SESONALITY
This products is very promoted in July, August & December 2012
This SKU was promoted 43 times in the last 12 months, in 13Retailers, 5 different distribution channels.
2012 JANUARY- 2012 DECEMBER
Price evolution during the last 12 months
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DECEMBER 2012
TELEMEA DE VACA - HOCHLAND - 350 GR
PRODUCT SESONALITY
This products was very promoted in February, August & December 2012
This SKU was promoted 69 times in the last 12 months, in 17 Retailers, 5 different distribution channels.
Price evolution during the last 12 months
2012 JANUARY- 2012 DECEMBER
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DECEMBER 2012
BRANZA MTOPITA TRIUNGHIURI – HOCHLAND - 140 GR
PRODUCT SESONALITY
This products was very promoted in May, August & November 2012. this SKU was not promoted in March 2012
This SKU was promoted 29 times in the last 12 months, in 9 Retailers, 4 different distribution channels.
Price evolution during the last 12 months
2012 JANUARY- 2012 DECEMBER
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DECEMBER 2012
BRANZA DE BURDUF – NAPOLACT – 400 GR
PRODUCT SESONALITY
This products was very promoted in September, October & December 2012
This SKU was promoted 10 times in the last 12 months, in 6 Retailers, 4 different distribution channels.
Price evolution during the last 12 months
2012 JANUARY- 2012 DECEMBER
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DECEMBER 2012
LAPTE UHT 3.5% GRASIME– LADORNA- 1L
PRODUCT SESONALITY
This products was very promoted in February, August & October 2012
This SKU was promoted 37 times in the last 12 months, in 11 Retailers, 5 different distribution channels.
Price evolution during the last 12 months
2012 JANUARY- 2012 DECEMBER
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DECEMBER 2012
Thank you for your attention
Florentina VasileLeaflet Monitor Director [email protected]+40 (0) 743 216 282
I remain at your disposal for further information or a life demo
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