Promo review 2012 vs 2011 serbia

PROMOReview

2012 vs 2011

SERBIA

RETAILERS SUMMARY

QUANTITATIV KPI Slides

1- LEAFLETS & PROMO OPERATIONS 4-14

41-50

4- PROMO MECHANISMS 35-38

3- PROMO PRESSURE & SHARE OF VOICE

21-34

2- TRADE STRATEGY 15-20

QUALITY KPI 39-40

CONTENT :

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 SNU 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.

• Shopper Need Unit ( SNU): 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: CC, Hyper, Super, HDD (Analysis for the Top 20 Retailers of this category)

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

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

PROMOReview

1- LEAFLETS & PROMO OPERATIONS

2012 vs 2011

LEAFLETS & PROMO PRESSURE

NATIONALS OP

REGIONAL/LOK

OP

2011 2012 Evolution Pressure

We see that the retailers prefer to investIn National 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

* Quantity of leaflets 2012 vs 2011. All traffic leaflets = 100%.

846 1032 7% 21%

424 370 -7% -13%

LEAFLETS & PROMO PRESSURE

NATIONALS OP

REGIONAL/LOK OP

2011 2012 Evolution Pressure

*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 2012 vs 2011. All traffic leaflets = 100%.

846 1032 7% 21%

424 370 -7% -13%

( National PO)

2012(evol)

( National PO)

2012(evol) 7.5

-4.5

2.1

-0.4

1.2

1.7

1.2

0.6

-7.2

-2.1

TOP TRAFFIC LEAFLETS (by SNU)

Number of SNU

Stores

Days

Benchmark vs Leader

440

27

4

100%

409

28

9

93%

304

13

10

69%

294

32

3

67%

291

15

1

66%

DIS

IDEA

INTEREX

MAXI

MERCATOR

METRO

RODA

SUPERVERO

TEMPO

UNIVEREXPORT

63

34

30

29

26

141

33

17

49

22

74

113

46

66

96

129

130

44

32

110

traffic flyers 1-4 page

Number OF PROMO OPERATIONS 2012We see that half retailers decreased no of leaflets

DIS

IDEA

INTEREX

MAXI

MERCATOR

METRO

RODA

SUPERVERO

TEMPO

UNIVEREXPORT

20

-11

-5

4

0

-12

6

0

2

5

EVOLUTION OF PROMO OPERATIONS(Traffic leaflets)

We see that third of the retailers decreased no of

leaflets

DIS

IDEA

INTEREX

MAXI

MERCATOR

METRO

RODA

SUPERVERO

TEMPO

UNIVEREXPORT

39

34

-5

-18

37

74

-3

21

-2

-34

EVOLUTION OF PROMO OPERATIONS (special leaflets)

Special leaflets became more atractive for some

retailers

SPECIAL LEAFLETS = flyers (1 – 4 pages) + thematic catalogues

DIS

IDEA

INTEREX

MAXI

MERCATOR

METRO

RODA

SUPERVERO

TEMPO

UNIVEREXPORT

12.65

11.02

7.54

13.40

18.62

20.92

11.11

22.82

16.34

16.47

13.02

11.18

7.40

11.52

18.62

21.09

8.00

23.06

14.24

16.00

2012 2011

AVERAGE NUMBER OF PAGES/PROMO OP (traffic leaflets)

The number of pages per PO aremostly the same as in 2011 ,with

slightly changes.Significant changes are only at

Maxi,Roda and Tempo..

Average SNU/page (traffic leaflets)

DIS

IDEA

INTEREX

MAXI

MERCATOR

METRO

RODA

SUPERVERO

TEMPO

UNIVEREXPORT

12

14

20

13

10

9

17

14

15

9

Chart Title

The most readable is Metro and Univerexport

DIS

IDEA

INTEREX

MAXI

MERCATOR

METRO

RODA

SUPERVERO

TEMPO

UNIVEREXPORT

11

13

16

11

9

22

9

9

14

30

Average SNU/page (special leaflets)

2012 vs 2011

PROMOReview

2 - TRADE STRATEGY

SNU TYPOLOGY (Brands, Private Labels, Unbranded ) Traffic Leaflets

Private Label11%

Brands75%

Unbranded13%

Private Label

Brands

Unbranded

0.5

1.7

-2.2

Evol. Y12 vs Y11 in Pts

Private Label BrandsUnbranded

We can observe that the Unbranded are loosing share in favor of Private Labels and Brands. This shows that the strategy of the

retailers is to reduce the space for the promotions without budget.

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

SNU TYPOLOGY (National Brands) Traffic LeafletsNumberSNU/OP

National Brands Private Label UnbrandedEvolution

2012 vs

2011

DIS 162 -7 83.00% 0.7

IDEA 154 12 60.40% 4.2

INTEREX 150 9 77.50% 2.2

MAXI 145 -32 75.00% 4.7

MERCATOR 194 -10 85.80% 3

METRO 183 -4 68.30% -0.1

RODA 136 -54 82.20% 3.8

SUPERVERO 312 31 82.40% -1.7

TEMPO 207 -10 75.10% -0.1

UNIVEREXPORT 146 -7 88.80% 2.3



2012 vs

2011

DIS 162 -7 83.00% 0.7 7.60% 1.1

IDEA 154 12 60.40% 4.2 14.40% -5

INTEREX 150 9 77.50% 2.2 4.00% -2

MAXI 145 -32 75.00% 4.7 15.90% 1.1

MERCATOR 194 -10 85.80% 3 2.10% -1.8

METRO 183 -4 68.30% -0.1 19.00% 2.2

RODA 136 -54 82.20% 3.8 3.40% -1.1

SUPERVERO 312 31 82.40% -1.7 6.30% 2

TEMPO 207 -10 75.10% -0.1 9.40% 3

UNIVEREXPORT 146 -7 88.80% 2.3 5.50% -0.9



2012 vs

2011

DIS 162 -7 83.00% 0.7 7.60% 1.1 9.50% -1.8

IDEA 154 12 60.40% 4.2 14.40% -5 25.10% 0.8

INTEREX 150 9 77.50% 2.2 4.00% -2 18.40% -0.2

MAXI 145 -32 75.00% 4.7 15.90% 1.1 9.10% -5.8

MERCATOR 194 -10 85.80% 3 2.10% -1.8 12.10% -1.2

METRO 183 -4 68.30% -0.1 19.00% 2.2 12.70% -2.1

RODA 136 -54 82.20% 3.8 3.40% -1.1 14.40% -2.7

SUPERVERO 312 31 82.40% -1.7 6.30% 2 11.30% -0.2

TEMPO 207 -10 75.10% -0.1 9.40% 3 15.60% -2.9

UNIVEREXPORT 146 -7 88.80% 2.3 5.50% -0.9 5.80% -1.4

MERCATOR RODA METRO DIS TEMPO IDEA SUPERVERO INTEREX MAXI UNIVEREXPORT

11106.21

8249.09

4941.40

2480.98 2476.85

1466.52 1360.71540.19 385.86 364.13

AVERAGE PROMO PRICE

AVERAGE PROMO PRICE NON FOOD

AVERAGE PROMO PRICE FOOD

415.97

278.57247.90

209.87 205.92 203.38 194.63163.31 146.10 140.99

PROMOReview

3 – PROMO PRESSURE & SHARE OF VOICE

2012 vs 2011

PROMO PRESSURE

FOOD

NON - FOOD

+4.6 %

-1.4 %

HIPERMARKET

SUPERMARKET

CASH&CARRY

MARKET

+21.2%

-0.7%The Promo Pressure has a positive trend in the 2012 v/s Y-1. We have seen previously that the number of Promo Operation was

growing. Taking a look at how retailers behaved in 2012, we see that only

Hypermarkets have a negative trend.

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

Growth v/s Y-1

+1.6 %

6.2%

+18.5%

PROMO PRESSURE GROWTH* (SNU)

PROMO PRESSURE GROWTH* (SNU) vs AVERAGE NUMBER OF PAGES/PROMO OP

DIS YU

IDEA

INTEREX

MAXI

MERCATOR

METRO

RODA

SUPERVERO

TEMPO

UNIVEREXPORT

42.40%

-10.70%

-8.40%

-12.50%

-2.80%

6.20%

-20.10%

12.30%

-9.50%

10.40%

DIS

IDEA

INTEREX

MAXI

MERCATOR

METRO

RODA

SUPERVERO

TEMPO

UNIVEREXPORT

12.65

11.02

7.54

13.40

18.62

20.92

11.11

22.82

16.34

16.47

13.02

11.18

7.40

11.52

18.62

21.09

8.00

23.06

14.24

16.00

2012 2011

The detailed promo pressure growth by player shows the correlation between number of pages downsize and promo

pressure reduction.

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


Cosmetics/Hygiene

DOMACINSTVO

TEHNIKA

TEXTILE/NAMEŠTAJ

URADI SAM

MEŠOVITA ROBA

PAKOVANI SVEŽI PRODUKTI

PROIZVODI ZA ŽIVOTINJE

SVEŽA

25.90%

34.90%

2.70%

1.70%

-5.20%

22.80%

-2.00%

100.00%

-4.30%


Cosmetics/Hygiene

DOMACINSTVO

TEHNIKA

TEXTILE/NAMEŠTAJ

URADI SAM

MEŠOVITA ROBA



SVEŽA

5.20%

5.00%

4.60%

-21.60%

0.10%

-12.40%

0.80%

0.00%

-9.00%


Cosmetics/Hygiene

DOMACINSTVO

TEHNIKA

TEXTILE/NAMEŠTAJ

URADI SAM

MEŠOVITA ROBA



SVEŽA

-16.60%

-7.30%

-15.00%

-42.10%

-20.70%

-20.40%

-16.10%

0.00%

-27.10%


Cosmetics/Hygiene

DOMACINSTVO

TEHNIKA

TEXTILE/NAMEŠTAJ

URADI SAM

MEŠOVITA ROBA



SVEŽA

10.00%

9.40%

-16.90%

-52.30%

9.10%

19.20%

50.90%

-79.30%

25.00%


Cosmetics/Hygiene

DOMACINSTVO

TEHNIKA

TEXTILE/NAMEŠTAJ

URADI SAM

MEŠOVITA ROBA



SVEŽA

8.40%

0.20%

-33.20%

-9.40%

-22.10%

-3.40%

8.30%

133.30%

-5.30%


Cosmetics/Hygiene

DOMACINSTVO

TEHNIKA

TEXTILE/NAMEŠTAJ

URADI SAM

MEŠOVITA ROBA



SVEŽA

-23.10%

-8.10%

-47.90%

-16.20%

-6.90%

-8.90%

2.90%

-85.70%

-1.80%


Cosmetics/Hygiene

DOMACINSTVO

TEHNIKA

TEXTILE/NAMEŠTAJ

URADI SAM

MEŠOVITA ROBA



SVEŽA

6.40%

2.30%

2.90%

34.00%

94.20%

8.20%

15.80%

37.50%

-4.10%


Cosmetics/Hygiene

DOMACINSTVO

TEHNIKA

TEXTILE/NAMEŠTAJ

URADI SAM

MEŠOVITA ROBA



SVEŽA

66.90%

64.50%

-1.20%

69.20%

49.90%

37.10%

78.10%

0.00%

30.00%


Cosmetics/Hygiene

DOMACINSTVO

TEHNIKA

TEXTILE/NAMEŠTAJ

URADI SAM

MEŠOVITA ROBA



SVEŽA

-2.40%

-0.70%

-40.20%

-2.90%

-20.80%

0.70%

2.80%

37.50%

-29.70%


Cosmetics/Hygiene

DOMACINSTVO

TEHNIKA

TEXTILE/NAMEŠTAJ

URADI SAM

MEŠOVITA ROBA



SVEŽA

12%

0%

-74%

46%

-48%

-6%

-19%

56%

-21%

METRO

DIS

TEMPO

IDEA

UNIVEREXPORT

MERCATOR

RODA

INTEREX

SUPERVERO

MAXI

Retailers outside selection

14.60%

4.90%

4.40%

3.50%

3.30%

3.00%

2.80%

2.70%

2.50%

2.20%

56.10%

SHARE OF VOICE (SNU) Traffic Leaflets

*where Others represents the retailers outside selection.

100% = Total Retailers 2012

The most important player is Metro.

PROMOReview

4 – PROMO MECHANISMS

2012 vs 2011

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

Regarding the consumer benefits an important increasing was in SUPERMARKETS with 17.45 pts in 2012 vs 2011.

Cash&Carry Hipermarket Market Supermarket

8.00%

90.44%

33.56%

68.56%

12.03%

86.33%

36.52%

86.01%

Number of SNU Promocije sa potrošackim prednostima Y 2011Number of SNU Promocije sa potrošackim prednostima Y 2012

PROMO MECHANISMS(SNU)

+19.9

%

+4.07 pt

Products with consumer benefits

Y 2012 Growth vs Y-1

What kind of Promo MechanismsRetailers are using, and their evolution

Vs last year

Virtual promo

Temporary price reduction

Instore event

Consumer pack

1.43

44.67

0.43

4.15

PROMO MECHANISMS(SNU)

+19.9

%

+4.07 pt

Products with consumer benefits

Y 2012 Growth vs Y-1

From total articles promoted we see that in all catgories the number of promo

Mechanism growth. The biggest growth is In category Fresh(Sveža)

Cosmetics/Hygiene

DOMACINSTVO

TEHNIKA

TEXTILE/NAMEŠTAJ

URADI SAM

MEŠOVITA ROBA



SVEŽA

63.33

64.02

51.60

42.22

47.50

54.32

52.78

51.55

46.07

2.31

3.25

0.62

5.38

4.80

2.28

3.63

1.55

6.83

Ev vs Y-1 pt Y2012 %

PROMOReview

3 – QUALITY KPI

2012 vs 2011

SUPERVERO

INTEREX

MERCATOR

RODA

TEMPO

DIS YU

MAXI

IDEA

METRO

UNIVEREXPORT

93.09%

92.03%

89.71%

87.06%

86.88%

82.05%

74.29%

58.2%

12.03%

8.26%

11.49

0.23

-4.3

0.79

-8.5

44.51

-17.51

15.44

4.03

-2.29

Ev vs Y-1 pt No of All SNU with PM

COMPLEXITY INDICATOR

We can easily see that SUPERVERO is using at least 1

Consumer Advantage on 93,09 % of the promoted articles, while

UNIVEREXPORT is using Consumer Advantages only on

8,26 % of the promoted articles.

2012 vs 2011

PROMOReview

RETAILERS SUMMARY

FOOD Market

Non FOOD - 1.7%

+1.4%

Offer

Non Food57% (0

pt)

FOOD43% (0

pt)

Quantity of SNU Quantity of PO

Quantity of SNU

19%

68%

13%

Private Label National BrandsUnbranded

Private Label

National Brands

Unbranded

2.2

-0.1

-2.1

Pressure

Brands ShareConsumer advantages

Kupon 0,04%Vauceri i nalepnice 0,09%Standardni popust /ušteda 3,03%3 za 2 0,03%Buy 1 Get 1 0,04%Ostalo virtuelni lot 0,09%Popust+virtualni lot 4,01%x cena 0,63%Besplatno 4,04%Poklon i premija 0,21%Šok cena i specijalna napomena 0,00%

Quantity of SNU

Brands Share

FOOD Market

Non FOOD +1,10%

-9,20%

Offer

Quantity of SNUQuantity of PO

2%

86%

12%


Quantity of SNU

Private Label

National Brands

Unbranded

-1.8

3

-1.2

Pressure


Non Food56%(-2 pt)

Food44%(+2 pt)

Quantity of SNU

Kupon 0,89%Vauceri i nalepnice 0,14%Popust sa karticom 2,04%Standardni popust /ušteda 12,77%x cena 73,00%Besplatno 4,20%Nagradna igra 0,02%Poklon i premija 0,57%

FOOD Market

Non FOOD - 19,0%

- 21,1%

Offer


Quantity of SNU

Pressure


Non Food54%(-2pt)

Food46%

(+2pt)

3%

82%

14%


Private Label

National Brands

Unbranded

-1.1

3.8

-2.7

Quantity of SNU

Kupon 1,05%Vauceri i nalepnice 0,11%Popust sa karticom 2,73%Standardni popust /ušteda 4,68%Popust+virtualni lot 0,04%x cena 77,50%Besplatno 6,27%Nagradna igra 0,02%Poklon i premija 0,36%

FOOD Market

Non FOOD - 11,30%

- 13,40%

Offer


Quantity of SNU

Pressure


Non Food49%(+4 pt)

Food51%(-4 pt)

16%

75%

9%

Private Label National BrandsUnbranded Private Label

National Brands

Unbranded

1.1

4.7

-5.8

Kupon 4,63%Standardni popust /ušteda 55,57%Popust+virtualni lot 0,70%x cena 10,08%Besplatno 4,68%Nagradna igra 0,05%Poklon i premija 2,44%

Quantity of SNU

Brands Share

FOOD Market

Non FOOD - 15,20%

-0,40%


Quantity of SNU

Offer

Pressure


Non Food56%(-2 pt)

Food44% (+2 pt)

9%

75%

16%


Private Label

National Brands

Unbranded

3

-0.1

-3

Quantity of SNU

Kupon 1,10%Standardni popust /ušteda 58,56%3 za 2 0,01%Popust+virtualni lot 1,33%x cena 25,15%Besplatno 4,77%Nagradna igra 0,06%Poklon i premija 0,14%

Pressure

Brands Share

FOOD Market

Non FOOD - 17,30%

- 5,30%


Quantity of SNU

Offer

Brands Share

Pressure

Consumer advantages

Non Food50% (- 3 pt)

Food50%(+3 pt)

14%

60%

25%


National Brands

Unbranded

-5

4.2

0.8

Quantity of SNU

Kupon 0,02%Vauceri i nalepnice 0,17%Popust sa karticom 0,02%Standardni popust /ušteda 44,67%3 za 2 0,02%Buy 1 Get 1 0,02%Popust+virtualni lot 1,41%x cena 10,20%Besplatno 3,59%Nagradna igra 0,08%Poklon i premija 0,20%Happy hours 0,02%

Brands Share

FOOD Market

Non FOOD 43,80%

41,30%


Quantity of SNU

Offer

Brands Share

Pressure

Consumer advantages

Non Food51%-1 pt)

Food49%(+1 pt)

8%

83%

9%


Private Label

National Brands

Unbranded

1.1

0.7

-1.8

Quantity of SNU

Standardni popust /ušteda 0,64%3 za 2 0,02%x cena 78,60%Besplatno 6,62%Nagradna igra 0,01%Poklon i premija 0,09%Staro za 0,01%

Brands Share

FOOD Market

Non FOOD + 17,70%

+7,70%


Quantity of SNU

Offer

Brands Share

Pressure

Consumer advantages

Non Food50% (+1 pt)

Food50% (-1 pt)

5%

89%

6%


Private Label

National Brands

Unbranded

-0.9

2.3

-1.4

Quantity of SNU

Vauceri i nalepnice 0,03%Standardni popust /ušteda 0,18%Popust+virtualni lot 0,13%x cena 1,21%Besplatno 6,70%Poklon i premija 0,06%Staro za novo 0,02%

Brands Share

FOOD Market

Non FOOD - 12,10%

- 5,90%


Quantity of SNU

Offer

Brands Share

Pressure

Consumer advantages

Non Food50%

Food50%

4%

78%

18%


Private Label

National Brands

Unbranded

-2

2.2

-0.2

Quantity of SNU

Standardni popust /ušteda 88,26%Popust+virtualni lot 0,14%x cena 2,36%Besplatno 4,95%Nagradna igra 0,06%Poklon i premija 0,35%

Brands Share

FOOD Market

Non FOOD -0,40%

25,40%


Quantity of SNU

Offer

Brands Share

Pressure

Consumer advantages

Non Food45% (-1 pt)

Food55% (+1 pt )

6%

82%

11%


National Brands

Unbranded

2

-1.8

-0.2

Quantity of SNU

Kupon 1,46%Vauceri i nalepnice 0,04%Popust sa karticom 0,06%Standardni popust /ušteda 0,23%3 za 2 0,23%Buy 1 Get 1 0,06%Popust+virtualni lot 2,85%x cena 79,71%Besplatno 8,41%Nagradna igra 1,69%Poklon i premija 5,12%

Thank you for your attention

I remain at your disposal for further information or a demo

Ernest GergelyCountry manager

[email protected]+381 (0)69 36 46 330

mailto:[email protected]

Promo review 2012 vs 2011 serbia

Documents

Transcript of Promo review 2012 vs 2011 serbia