Promo review top 20 food retailers ukraine - s1 2012
Transcript of Promo review top 20 food retailers ukraine - s1 2012
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S1 2012 vs S1 2011
PROMOFlash
Promo Flash of food retailers in 20’top
20 minutes for a synthetic overview of the modern food trade promo STRATEGIC KPIs…in
Ukraine
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NOTHING on this page is here by chance
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CATEGORY KPI
QUALITY KPI
QUANTITATIV KPI Slides
1- LEAFLETS & OPERATIONS 5 - 9
27 -28
4- PROMO MECHANISMES 18 -22
3- PROMO PRESSURE & SHARE OF VOICE
14 -17
2- TRADE STRATEGY 10 -13
23 -26
CONTENT :
Promo Flash of food retailers in 20’top
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Promo Flash of food retailers in 20’top
•Promo Pressure: Index of Promo visibility for a retailer, a category, a brand or a format .
•Share of Voices 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 Hiper-com shows the promo activity of retailers in the most exhaustive way, taking into consideration the quantity of promotional operations, the quantity of SKU or WU in Promo, the commercial space (in m²) where the promotion was valid and the number of days during the month of the period when the promotion was valid.
•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 –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: UKRAINE : CC, Hyper, Super (Analysis for the Top 20 Retailers of this category)
VOCABULARY
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PROMOFlash
Promo Flash of food retailers in 20’top
1- LEAFLETS & OPERATIONS
S1 2012 vs S1 2011
LEAFLETS ANALYSIS RANKING TRAFFIC
LEAFLETS
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LEAFLETS & PROMO PRESSURE
*A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet till 15 or more regional variations
NATIONAL PROMO OPERATIONS
S1 2012 vs S1 2011
PO 2012 2011 Growth Fed./Reg.
PO National 412 297 38,72 % 69,60%
PO Regional 180 133 35,34 % 30,40 %
PO National S1 2012 Growth
МЕТРО 129 +21
АМСТОР 13 -9
Караван 5 +1
ПАККО 10 +10
FOZZY 23 -3
BILLA 44 +3
NOVUS 32 +18
OSKAR 6 0
TARGET 29 +24
VARUS 54 +25
PO National S1 2012 Growth
ВЕЛИКА КИШЕНЯ 30 -4
ВОПАК 14 +11
ЕКО-МАРКЕТ 34 +16
Колібріс/НАШ/555 18 +14
ОБЖОРА 23 -8
СІЛЬПО 33 +2
ФУРШЕТ 33 +24
АТБ-МАРКЕТ 51 +14
Бі-Маркет 6 0
ФОРА 5 +3
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LEAFLETS & PROMO PRESSURE
*A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet till 15 or more regional variations
REGIONAL PROMO OPERATIONS
S1 2012 vs S1 2011
PO Reg. S1 2012 Growth
МЕТРО 7 -6
АМСТОР 0 0
Караван 0 0
ПАККО 1 +1
FOZZY 0 0
BILLA 23 0
NOVUS 19 +19
OSKAR 0 0
TARGET 2 +2
VARUS 0 0
PO Reg. S1 2012 Growth
ВЕЛИКА КИШЕНЯ 5 +4
ВОПАК 2 -1
ЕКО-МАРКЕТ 17 +9
Колібріс/НАШ/555 7 +5
ОБЖОРА 16 -13
СІЛЬПО 0 -8
ФУРШЕТ 25 +18
АТБ-МАРКЕТ 51 +14
Бі-Маркет 0 0
ФОРА 5 +3
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5 TOP TRAFFIC LEAFLETS (by Promo Pressure)
S1 2012 vs S1 2011
МЕТРО МЕТРО МЕТРО АМСТОР МЕТРО
Nb. WU 542 406 359 364 285
Stores 31 31 31 24 31
Days 42 14 16 21 28
Pressure of PO (Indices vs others)
100% 75% 66% 63% 53%
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THE MEDIUM LEAFLET
S1 2012 vs S1 2011
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PROMOFlash
Promo Flash of food retailers in 20’top
2 - TRADE STRATEGY
S1 2012 vs S1 2011
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WU TYPOLOGY (Brands, Private Labels, Unbranded )
* WU one ore more SKU from the same family, visible on one picture (e.g. various flavors)
Division of the medium leaflet – S1 2012 vs S1 2011
S1 2012 vs S1 2011
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WU TYPOLOGY
201 vs 2010
* WU one ore more SKU from the same family, visible on one picture (e.g. various flavors)
S1 2012 vs S1 2011
Retailers МЕТРО АМСТОР Караван ПАККО FOZZY BILLA NOVUS OSKAR TARGET VARUS
Nb. WU/ Promo Op. 70 WU 168 WU 142 WU 48 WU 105 WU 68 WU 27 WU 99 WU 25 WU 24 WU
S1 2012 / S1 2011 -30 +49 -2 +48 +48 0 -5 -164 -19 -15
Retailers ВЕЛИКА КИШЕНЯ ВОПАК ЕКО-МАРКЕТ Колібріс/
НАШ/555 ОБЖОРА СІЛЬПО ФУРШЕТ АТБ-МАРКЕТ
Бі-Маркет ФОРА
Nb. WU/ Promo Op. 38 WU 50 WU 69 WU 31 WU 36 WU 1 WU 35 WU 34 WU 129 WU 58 WU
S1 2012 / S1 2011 +5 -9 +9 -34 +11 -7 -38 -15 -2 -46
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AVERAGE PRICE (virtual)AVERAGE VIRTUAL PRICE / Promo Op. (in UAH)
* Price in UAH
S1 2012 vs S1 2011
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PROMOFlash
Promo Flash of food retailers in 20’top
3 – PROMO PRESSURE & SHARE OF VOICES
S1 2012 vs S1 2011
PROMO PRESSURE PROMO SHARE BY
RETAILER
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PROMO PRESSURE
*The Promo Pressure growth is calculated in WU promoted x commercial m². A growth < 0 means a mix of less WU promoted and/or less m².
The promo pressure of every retailer's:
- Cash&Carry : 50,37% (-5,85%)- Hypermarket: 14,03% (-
3,16%)- Wholesale
Hypermarket: 2,44% (+0,82%)-Supermarket: 21,18% (+1,65%)
- У дома: 11,97% (+6,54%)
+ 8,74%
Evol./N-1
S1 2012 vs S1 2011
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PROMO PRESSURE (Retailer/Itself) GROWTH TOP 20 FOOD RETAILERS
S1 2012 vs S1 2011
*The Promo Pressure growth is calculated in WU promoted x commercial m². A growth < 0 means a mix of less WU promoted and/or less m².
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Share of voice by retailers
The most important decrease is showed by METRO with -5,90%
The most important increase is showed by АТБ МАРКЕТ with +6,10%
S1 2012 vs S1 2011
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PROMOReview
4- CONSUMER ADVANTAGES KPI
S1 2012 vs S1 2011
Promo Flash of food retailers in 20’top
PROMO MECHANISMS BY RETAILERS BY CATEGORY
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PROMO MECHANISMS
*Promo Mechanisms are all added advantages given to shoppers like BOGOF, loyalty programs, presents, special discounts, gratuity
The use of promo mechanisms shows a very strong growth of 7,68% for the selected retailers
S1 2012 vs S1 2011
PRODUCTS/SKU WITH CONSUMER ADVANTAGES
S1 2012 Evol./N-1
65,96 %
+7,68 %
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PROMO MECHANISMS
S1 2012 vs S1 2011
*Promo Mechanisms are all added advantages given to shoppers like BOGOF, loyalty programs, presents, special discounts, gratuity
S1 2012 Evol./N-1PRODUCTS WITH CONSUMER ADVANTAGES 65,96
%+7,68
%Two in every 3 promotions are supported with a trade mechanism during the S1 2012. The mechanism, which was used most frequently was the instant
discount.
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PROMO MECHANISMS
S1 2012 vs S1 2011
*Promo Mechanisms are all added advantages given to shoppers like BOGOF, loyalty programs, presents, special discounts, gratuity
PRODUCTS WITH CONSUMER ADVANTAGES / RETAILER
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PROMO MECHANISMS
S1 2012 vs S1 2011
*Promo Mechanisms are all added advantages given to shoppers like BOGOF, loyalty programs, presents, special discounts, gratuity
FRESH FMCG TEXTILE NON-FOOD ELECTRO
PRODUCTS WITH CONSUMER ADVANTAGES / CATEGORY
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PROMOReview
CATEGORY KPIs
S1 2012 vs S1 2011
Promo Flash of food retailers in 20’top
RETAILER/CATEGORY
BRAND/CATEGORY
PRIVATE LABEL SOV OF
CATEGORY
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RETAILERS / CATEGORY
S1 2012 vs S1 2011
SELECTED STORES: C&C / Супермаркет/ Гипермаркет/ Оптовыйгиппермаркет/ У Дома
FRESH FMCG TEXTILE NON-FOOD ELECTRO
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BRANDS / CATEGORY
S1 2012 vs S1 2011
FRESH FMCG TEXTILE NON-FOOD ELECTRO
SELECTED STORES: C&C / Супермаркет/ Гипермаркет/ Оптовыйгиппермаркет/ У Дома
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Promo Share & Private Label
S1 2012 vs S1 2011
FRESH FMCG TEXTILE NON-FOOD ELECTRO
SELECTED STORES: C&C / Супермаркет/ Гипермаркет/ Оптовыйгиппермаркет/ У Дома
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PROMOReview
QUALITY KPI
S1 2012 vs S1 2011
Promo Flash of food retailers in 20’top
INDICATOR OF READABILITY
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INDICATOR OF READABILITY
S1 2012 vs S1 2011
In this ranking and with an average number of a little bit less than two WU
promoted by pages; СІЛЬПО appears like the retailer with the most readable
leaflets.
At the other side, with almost 16 WU promoted by pages, the leaflets of Fozzy are the less readable leaflets from this
top 20 of the food retailers.
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PROMOReview
SUMMARY BY RETAILER
S1 2012 vs S1 2011
Promo Flash of food retailers in 20’top
TO AVOID HEAVY FILES, WE DECIDED NOT TO INCLUDE THIS PART OF THE ANALYZE IN THIS REPORT.HOWEVER YOU CAN CLICK HERE TO ORDER A FULL REPORT
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All the presented KPIs analysis , could be extract for any other sphere of study, like :•Period: – Month versus Month Y-1 – 1, 2, 3, 4 Quarter 2011 versus Y-1 – YTD 2011 versus Y-1.
•Category , sub category, family – FMCG (DRY) – BAZAAR – FRESH – TEXTILE – ELECTRO
•Retail Chanel : – C&C – HYPER – SUPER – BRICOLAJ – ELECTRO – HARD DISCOUNT
•Weighted Index – DV (Value distribution)….if the market shares are strategic – WU x m² x days if the period of the promo is strategic.
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Thank you for your attention.
Feel free to contact us for more details concerning this analyze or to comment this analyze:
Giovanni COLIN Project manager
[email protected]+380 99 247 85 42
HTTP://WWW.HIPER-COM.COM
Hiper-com Monitoring-Kievул. Ярославов Вал, дом 13/2, литера «Б», офис 3, Киев
Hipercom Monitoring is also available in :Russia, Kazakhstan, Poland, Romania, Hungary, Serbia & Croatia
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