easter trend book ro
TRANSCRIPT
Collection Edition: EASTER LEAFLETS
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 QUANTITY 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
•Percentage Point (pp) = the unit for the arithmetic difference of two percentages.3
SOVRETAILER A = 𝑅𝑒𝑡𝑎𝑖𝑙𝑒𝑟 𝐴 𝑃𝑟𝑜𝑚𝑜 ∗ 𝑀2 𝑤ℎ𝑒𝑟𝑒 𝑃𝑟𝑜𝑚𝑜 𝑖𝑠 𝑣𝑎𝑙𝑖𝑑
𝐴𝑙𝑙 𝑅𝑒𝑡𝑎𝑖𝑙𝑒𝑟𝑠 𝑃𝑟𝑜𝑚𝑜 ∗ 𝑀2 𝑤ℎ𝑒𝑟𝑒 𝑃𝑟𝑜𝑚𝑜 𝑖𝑠 𝑣𝑎𝑙𝑖𝑑
• The interpretation shows that this 2 KPI’s are somehow connected. Because the Evolution of PP as a incidence
on the ∆ SOV.
• They can be displayed on a 2D map with the following conditions
–x= Evolution vs. Y-1 (%) = Promo Pressure
–y= Evolution vs. Y-1 (pp) = ∆ SOV
–Bubble Size= SOV (%)
• The target is to models an evaluation of the player’s strategy.
• Each player belongs to a quadrant of the map. Each quadrant is relevant for a specific case.
x<0 -> less promotions. Cost oriented
policy.
y>0 -> a better relative position versus
other players.
Definitely a very clever strategy
x<0 -> less promotions, Cost oriented
policy.
y<0 -> a worst relative position versus
other players .
Regression. Good strategy only for
leaders, dangerous game for small
players
x>0 -> more promotions. Aggressive
investment policy.
y>0 -> a better relative position versus
other players.
Strategy of players in expansion
x>0 -> more promotions. Investment
policy.
y< 0 -> a worst relative position versus
other players
Strategy of giddy players in expansion
Impact on business:
“Offensive” should have a growth of leaflet promotional Turn Over, Y versus Y-1.
“Winner” should observe a growth of leaflet promotional share of voice.
If this is not the case, it is a Pyrrhic Victory: the leaflet promotion is not efficient.
VOCABULARY
4
x=0 & y=0 -> The same strategy as
previous year
CONTENT
5
1. ALL CATEGORIES SUMMARY
1.1. PROMO PRESSURE & SOV
1.2. INDICATOR OF EXPENSIVENESS
1.3. SHARE OF VOICE
1.4. SHARE OF VOICE RETAILERS
1.5. CONSUMER ADVANTAGES
1.6. INDICATOR OF EXPENSIVENESS BY CATEGORY
1.7. RETAILERS SUMMARY
1.8. TOP PRODUCT By RETAILER
2. RETAILERS PROMOTIONAL OPERATION
3. OPERATIONAL TRADE
SOV CATEGORIES (M²*qty of SNU)
7
Validity
Date:
19.03–01.04.2014
14.04-29.04.2014
16.04-29.04.2014
05.03-18.03.2014
02.04-15.04.2014
Qty of
SNU 505 489 485 439 406
Qty of
pages 56 44 56 48 40
Number
of days 14 16 14 14 14
FOOD
CRIS-TIM 81
DELACO 80
NAPOLACT 74
AGRICOLA 72
COVALACT DE TARA
71
-0,4%
-0,1 pp
+2,8 pp
-2,7 pp
Mar-Apr 2014 vs. Mar-Apr 2013
TOP 5 PO 2014 (qty of SNU) TOP BRANDS (qty of SNU)
SOV RETAILERS (M²*qty of SNU) SOV PRODUCERS (M²*qty of SNU) SOV TYPE OF BRANDS (M²*qty of SNU)
Promo Pressure2014 vs 2013
(M²*qty of SNU)
ALL
CATEGORIES
NON-FOOD
SAMSUNG 115
TEFAL 93
PHILIPS 60
ARCTIC 57
ORION 46
LG 46
+1,1 pp
+1,1 pp
-0,6 pp
-1,15pp
Legend*:
x= Evolution vs. Y-1 (%) = Promo Pressure
y= Evolution vs. Y-1 (pp) = ∆ SOV
Bubble Size= SOV (%)
Carrefour Market, XXL Mega Discount and Lidl had the most aggressive strategy. Carrefour Market had a Promo Pressure of 54,8% and XXL Mega Discount 51,6%.Selgros has chosen to save money and decreased with 3 the quantity of catalogues (see slide 79),therefore the Promo Pressure was -24,4%.
Mar-Apr 2014 vs. Mar-Apr 2013
9
ALL
CATEGORIES
RETAILERSEvol. Vs
LY (%)
Evol. Vs
LY (pp)SOV (%)
KAUFLAND 14,6% 3,9 30,0%
METRO 23,0% 3,7 19,4%
SELGROS -24,4% -4,6 14,4%
CARREFOUR 12,7% 1,2 10,5%
CORA 37,0% 2,1 7,6%
LIDL 49,7% 2,2 6,6%
PENNY MARKET 8,2% 0,4 4,4%
BILLA -11,0% -0,3 2,7%
MEGA IMAGE -9,8% -0,2 2,4%
XXL MEGA DISCOUNT 51,6% 0,3 0,9%
PROFI 34,4% 0,2 0,8%
CARREFOUR MARKET 54,8% 0,1 0,3%
REAL -97,9% -8,9 0,2%
*Indicator: M²*qty of SNU
RETAILERSVirtual
Price
Saving
%
SOV
M²*SNU
(%)
KAUFLAND 8,5 12,5% 36,7%
METRO 21,0 3,3% 17,9%
CARREFOUR 10,2 7,9% 9,3%
SELGROS 13,0 9,4% 8,0%
CORA 9,4 0,2% 6,9%
PENNY 8,1 11,1% 5,6%
LIDL 12,1 1,5% 5,2%
BILLA 9,0 14,0% 4,3%
MEGA 9,9 4,8% 3,2%
XXL MEGA DISCOUNT 7,3 13,8% 1,2%
PROFI 6,4 11,1% 1,1%
CARREFOUR MARKET 7,1 1,5% 0,4%
REAL 9,5 0,3% 0,2%
Metro had the biggest average Virtual Price because they have promoted more expensive food products than the other retailers.Billa is the most generous retailer (14%), followed by XXL Mega Discount (13,8%) and Kaufland (12,5%). 11
FOOD
Mar-Apr 2014
Legend:
x = Average Virtual Price
y = Average Saving (%)
Bubble size : SOV (%)
7,0%
Average
saving
10,1Average
Virtual Price
14 1
13 4
12 4
12 -1
12 -3
11 -3
11 2
10 -6
76 -35
Brand Qty of SNU
Evolution vs Y-1
TOP BRANDS(qty of SNU) – food categories PROMO MECHANISMS
Products with Consumer advantages
Average Saving
13,8%(-1,4 pp)
Average Virtual Price
10,6 LEI(+0,9 LEI)
74,9 %
-7,6%
-3,5 pp
13
Private Label
Products with consumer benefits :
Evolution vs Y-1 (%) :
Evolution vs Y-1 (pp) :
0 pp
-0,1 pp
0,1 pp
0 pp
0 pp
0 pp
0,4 pp
0,2 pp
0 pp
0 pp
0 pp
0,3 pp
-0,1 pp
-4,7 pp
0,1 pp
-3,4 pp
0 pp
-1,5 pp
3,5 pp
Mar-Apr 2014 vs. Mar-Apr 2013
ALL
CATEGORIES
Florentina Vasile: Leaflet Monitor Director
+40 (0) 743 216 282
Gabriela Gliga: Senior Analyst
+40 (0) 728 938 569
For the full report, please contact us:
Follow us on social networks for more Markets Intelligence
Next Collection Edition
of Trendbooks 2015 :