Promo review pl

Jan- June 2012 vs Jan- June 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 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: Poland: 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/

1- LEAFLETS & OPERATIONS

1- LEAFLETS & OPERATIONS



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 a number of regional variations.

Promo OP 2012 2011 Growth Nat./Reg.

Promo OP National 1598 1347 19% 75%

Promo OP Regional 397 317 25% 25%



Promo OP 2012 2011 Growth Nat./Reg. Promo OP National 1598 1347 19% 75%


E.LECLERC 175 187 -12

AUCHAN 100 34 66

BIEDRONKA 61 45 16

REAL 59 36 23

TESCO HIPERMARKET 53 39 14

LIDL 51 26 25

NETTO 51 51 0

CARREFOUR 49 46 3

EKO 46 30 16

TESCO EXTRA 42 19 23

TESCO SUPERMARKET 40 56 -16

KAUFLAND 38 28 10

STOKROTKA 35 25 10

POLOMARKET 34 28 6

SIMPLY MARKET 34 28 6

BOMI 32 20 12

INTERMARCHE 31 23 8TESCO HIPER KOMPAKT. 29 27 2

DINO 29 26 3

CARREFOUR MARKET 28 29 -1

MILEA 24 31 -7

PIOTR I PAWEŁ 22 13 9

DELIMA 21 19 2

DELIKATESY CENTRUM 19 14 5



Promo OP 2012 2011 Growth Nat./Reg. Promo OP National 1598 1347 19% 75%


ALMA MARKET 16 13 3

ARHELAN 16 31 -15

CHATA POLSKA 15 8 7

ODIDO 14 14

ŻABKA 13 7 6

MARCPOL 13 12 1

TOPAZ 13 14 -1

ABC 12 19 -7

ALDIK 11 14 -3

EURO SKLEP 9 9

GROSZEK 9 6 3

SPAR 9 9

TOP MARKET 8 7 1

IGA 8 8 0

HITPOL 7 9 -2

LEWIATAN ŚLĄSK 7 3 4

SIEĆ 34 7 7

SANO 7 6 1

ELDE 6 13 -7INTERMARCHE CONTACT 6 6

EDEN 5 5

LEWIATAN ZACHÓD 3 4 -1

RABAT 3 17 -14

NASZ SKLEP 2 2


5 TOP TRAFFIC LEAFLET (by Promo Pressure) 5 TOP TRAFFIC LEAFLET (by Promo Pressure)

REAL REAL E.LECLERC KAUFLAND KAUFLAND

Number of WU 905 723 1409 323 313

Number of stores 56 56 36 150 150

Number of Days 6 6 12 6 6

Pressure of PO 100% 80% 69% 66% 64%


AVARAGE NUMBER OF PAGES / PROMO OP AVARAGE NUMBER OF PAGES / PROMO OP


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)


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)


AVERAGE PRICE (virtual)AVERAGE PRICE (virtual)



3 – PROMO PRESSURE & SHARE OF VOICES

3 – PROMO PRESSURE & SHARE OF VOICES


PROMO PRESSURE Growth*PROMO PRESSURE Growth*

+4,05%

The promo pressure of different channels :Cash & Carry : -26%Convenience : -13%Discounts : 58%Hipermarkets : 14%Supermarkets : 7%

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.


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.

-24%-8%

-17%

-45%


Share of voice of retailersShare of voice of retailers


PROMO MECHANISMS*PROMO MECHANISMS*

50,54 %

-7,35%

Q1 2012

Growth v/s Y-1

PRODUCTS WITH CONSUMER ADVANTAGES

In 2012 50,54% promotions are supported by one or more Promo Mechanism.

*Promo Mechanisms are all added advanatges given to the shoppers like BOGOF, loyality programs, presents , etc



50,54% - 7,35%

What kind of Promo Mechanisms are used?

31,89%


PROMO MECHANISMS*PROMO MECHANISMS*Mechanizmy promocyjne sty-cze 2012 sty-cze 2011

Gratis 3,57% 4,80%

Gratis "w tym" (WT) 0,91% 1,05%

Gratis dodany (+) 2,66% 3,75%

Gry i konkursy 0,44% 0,04%

Prezenty 0,30% 0,20%

Cena przekreślona 31,89% 34,75%

Program lojalnościowy/ punkty 1,49% 2,70%

Punkty na karcie 0,12% 0,90%

Program lojalnościowy/ pieniądze 1,37% 1,82%

Pieniądze na karcie 0,88% 1,56%

Pieniądze na wydruku 0,84% 0,74%

Promocja z kuponem 0,07% 0,08%

Virtual lot 3,61% 3,98%

3 za 2 0,40% 0,50%

BOGOF 0,76% 0,80%

Inne Virtual lot 0,28% 0,22%

Natychmiastowa zniżka + virtual lot 2,17% 2,47%

Zniżki natychmiastowe 8,81% 7,48%

Zniżka dla posiadacza karty 0,07% 0,01%

Zniżka standardowa 8,75% 7,48%



Products with consumer advantages by retailer



QUALITY KPIQUALITY KPI


INDICATOR OF READABILITYINDICATOR OF READABILITY

Number of WU/ Pages



RETAILERSRETAILERS


REALREAL


KAUFLANDKAUFLAND


TESCO HMTESCO HM


CARREFOUR CARREFOUR


LIDLLIDL


E.LECLERCE.LECLERC


BIEDRONKABIEDRONKA


TESCO EXTRATESCO EXTRA


AUCHANAUCHAN


POLOMARKETPOLOMARKET


STOKROTKASTOKROTKA


INTERMARCHE INTERMARCHE


CARREFOUR MARKETCARREFOUR MARKET


TESCO HM KOMPAKTOWY TESCO HM KOMPAKTOWY


TESCO SUPERMARKETTESCO SUPERMARKET


NETTONETTO


EKOEKO


BOMI BOMI


PIOTR I PAWEŁ PIOTR I PAWEŁ


DELIKATESY CENTRUM DELIKATESY CENTRUM


Thank you for your attention.

For qeustions or live comment of these results, feel free to contact us:

Monika Rybczak Business Unit Manager - [email protected]+48 693 100 960

mailto:[email protected]

Promo review pl

Business

Transcript of Promo review pl