cheese category review december 2012
Post on 20-Oct-2014
354 views
DESCRIPTION
TRANSCRIPT
DECEMBER 2012
Category ReviewCHEESE
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
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
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
DECEMBER 2012
Share of Producers inside retailers CHEESE categoryDECEMBER 2012 (WU)
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%
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
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
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
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
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
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
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
Follow us on social networks for more Markets Intelligence