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

NOTHING on this page is here by chance

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

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

PROMOFlash

Promo Flash of food retailers in 20’top

1- LEAFLETS & OPERATIONS

S1 2012 vs S1 2011

LEAFLETS ANALYSIS RANKING TRAFFIC

LEAFLETS

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

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

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%

THE MEDIUM LEAFLET

S1 2012 vs S1 2011

PROMOFlash

Promo Flash of food retailers in 20’top

2 - TRADE STRATEGY

S1 2012 vs S1 2011

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

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

AVERAGE PRICE (virtual)AVERAGE VIRTUAL PRICE / Promo Op. (in UAH)

* Price in UAH

S1 2012 vs S1 2011

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

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

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.

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

PROMOReview

4- CONSUMER ADVANTAGES KPI

S1 2012 vs S1 2011

Promo Flash of food retailers in 20’top

PROMO MECHANISMS BY RETAILERS BY CATEGORY

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 %

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.

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

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

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

RETAILERS / CATEGORY

S1 2012 vs S1 2011

SELECTED STORES: C&C / Супермаркет/ Гипермаркет/ Оптовыйгиппермаркет/ У Дома

FRESH FMCG TEXTILE NON-FOOD ELECTRO

BRANDS / CATEGORY

S1 2012 vs S1 2011

FRESH FMCG TEXTILE NON-FOOD ELECTRO

SELECTED STORES: C&C / Супермаркет/ Гипермаркет/ Оптовыйгиппермаркет/ У Дома

Promo Share & Private Label

S1 2012 vs S1 2011

FRESH FMCG TEXTILE NON-FOOD ELECTRO

SELECTED STORES: C&C / Супермаркет/ Гипермаркет/ Оптовыйгиппермаркет/ У Дома

PROMOReview

QUALITY KPI

S1 2012 vs S1 2011

Promo Flash of food retailers in 20’top

INDICATOR OF READABILITY

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.

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

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.

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

giovanni@hiper-com.com+380 99 247 85 42

HTTP://WWW.HIPER-COM.COM

Hiper-com Monitoring-Kievул. Ярославов Вал, дом 13/2, литера «Б», офис 3, Киев

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