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Q1 2013 vs Q1 2012
PROMO
Promo Review of food retailers in 20’top
Q1 2013 vs Q1 2012
RETAILERS SUMMARY
QUANTITATIV KPI Slides1- LEAFLETS & PROMO OPERATIONS 4-15
77-89
4- PROMO MECHANISMS 56-73
3- PROMO PRESSURE & SHARE OF VOICE
47-55
2- TRADE STRATEGY 16-46
QUALITY KPI 74-76
CONTENT :
Promo Review of food retailers in 20’top
Q1 2013 vs Q1 2012
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 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 •Perimeter of analysis: Romania: CC, Hyper, Super, HDD
Q1 2013 vs Q1 2012
PROMOReview
Promo Review of food retailers in 20’top
1- LEAFLETS & PROMO OPERATIONS
Q1 2013 vs Q1 2012
Q1 2013 vs Q1 2012
NUMBER OF PROMO OPERATIONS (all leaflets traffic + special)
21
17
14
24
2013 (evol)HM SM 2013 (evol)
23
22
9
8
-1 (PO)
+3 (PO)
C&C HD
27
37
17
34
2013 (evol) 2013 (evol)
-14 (PO)
-3 (PO)
+6 (PO)
-12 (PO)
-4 (PO)
-6 (PO)
-15 (PO)
+4 (PO)
+20 (PO)
Q1 2013 vs Q1 2012
NUMBER OF PROMO OPERATIONS (traffic leaflets)
13
7
13
7
2013 (evol)HM SM 2013 (evol)
13
13
5
6
-1 (PO)
C&C HD
17
22
13
13
2013 (evol) 2013 (evol)
-1 (PO)
-1 (PO)
-6 (PO)-1 (PO)
Q1 2013 vs Q1 2012
NUMBER OF PROMO OPERATIONS (special leaflets)
8
10
1
17
2013 (evol)HM SM 2013 (evol)
10
9
4
2
+4 (PO)
C&C HD
10
15
4
21
2013 (evol) 2013 (evol)
-14 (PO)
-3 (PO)
+12 (PO)
-12 (PO)
-4 (PO)
-5 (PO)
-15 (PO)
+4 (PO)
+20 (PO)
+1 (PO)
Q1 2013 vs Q1 2012
LEAFLETS & PROMO PRESSURE (traffic leaflets)
13
7
13
7
( Nationals PO) 2013 (evol)
HM
*A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet till 25 or more regional variations
* Quantity of leaflets Q1 2013 vs Q1 2012. All traffic leaflets = 100%.
-1 (PO)
-6 (PO)
Q1 2013
Q1 2012
Evolution 2013 vs 2012
Pressure
2013155 171 186
5 5 -
Q1 2011
-9% 0%
0% 10%
Pressure 2012
Evolution 2012 vs 2011
0 -3%
10% -NATIONALS OP
REGIONAL OP
C&C
17
22
( Nationals PO) 2013 (evol)
Q1 2013 vs Q1 2012
LEAFLETS & PROMO PRESSURE (traffic leaflets)
HD
13
13
( Nationals PO) 2013 (evol)
*A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet till 25 or more regional variations
* Quantity of leaflets Q1 2013 vs Q1 2012. All traffic leaflets = 100%.
Q1 2013
Q1 2012
Evolution 2013 vs 2012
Pressure
2013155 171 186
5 5 -
Q1 2011
-9% 0%
0% 10%
Pressure 2012
Evolution 2012 vs 2011
0 -3%
10% -NATIONALS OP
REGIONAL OP
SM( Nationals PO) 2013 (evol)
13
13
5
6
-1 (PO)
-1 (PO)
Q1 2013 vs Q1 2012
5 TOP TRAFFIC LEAFLET (by PO Share of Voice)
Number of WU 594 487 432474 429Stores 19 19 724 19Days 14 14 1413 14Benchmark vs Leader 100
% 73%80% 72%82%
This Promotional Operation generates (through validity period and quantity of WU) a promo pressure bigger with 27 % than the 5th PO
Q1 2013 vs Q1 2012
22
17
13
13
13
13
13
13
7
7
6
5
-1 po
-1 po
-6 po
-1 po
-1 po
NUMBER OF PROMO OPERATIONS (traffic leaflets)
The biggest decrease is noticed in Real, and is due to the fact that they changed their strategy by switching from weekly catalogues to 2 catalogues per month since 2011
Q1 2013 vs Q1 2012
21
17
15
10
10
10
9
8
4
4
2
1
NUMBER OF PROMO OPERATIONS (special leaflets)
Retailers increase or decrease their quantity of special leaflet edition.
SPECIAL LEAFLETS = flyers (2 – 4 pages) + thematic catalogues
+20 po
+12 po
-15 po
-12 po
-14 po
-5 po
-4 po
+4 po
+4 po
+1 po
-3 po
Q1 2013 vs Q1 2012
20
17
14
14
13
12
7
7
7
7
7
7
Average number of validity days (traffic leaflets)
Real increase the validity days for traffic leaflets from 6 or 7 days (in 2012) to 13 days (in 2013).
+2 days
-1 day
+1 day
+5 day
Q1 2013 vs Q1 2012
27
24
23
21
18
16
16
13
12
10
9
2
AVERAGE NUMBER OF PAGES/PROMO OP (traffic leaflets)+5 pag
-1 pag
+2 pag
-1 pag
+1 pag
+4 pag
+2 pag
+3 pag
+1 pag
+1 pag
Q1 2013 vs Q1 2012
22
15
12
11
9
9
9
8
6
4
3
2
AVERAGE NUMBER OF PAGES/PROMO OP (special leaflets)+3 pag
+11 pag
+12 pag
-10 pag
-1 pag
+4 pag
-8 pag
+5 pag
-2 pag
+1 pag
-2 pag
Q1 2013 vs Q1 2012
Average WU/page (traffic leaflets)
Number of WU/page
The most readable is LIDL
5.0
5.5
7.9
8.0
8.2
8.7
8.9
9.0
10.5
11.3
19.3
21.3
+0,3 wu/pag
+0,8 wu/pag
+0,5 wu/pag
-0,2 wu/pag
+1,4 wu/pag
+0,1 wu/pag
+0,3 wu/pag
+0,5 wu/pag
+2,1 wu/pag
-2,1 wu/pag
+6,6 wu/pag
Q1 2013 vs Q1 2012
Average WU/page (special leaflets)
Number of WU/page
The most readable is LIDL
1.8
4.0
5.2
5.8
6.0
6.2
7.4
8.3
8.5
8.9
9.3
14.9
+1.8 wu/pag
-4.8 wu/pag
-1.5 wu/pag
-0.4 wu/pag
+3.2 wu/pag
+0,6 wu/pag
+0,7 wu/pag
-5.6 wu/pag
+2.6 wu/pag
+2 wu/pag
Q1 2013 vs Q1 2012
Q1 2013 vs Q1 2012
PROMOReview
Promo Review of food retailers in 20’top
2 - TRADE STRATEGY
Q1 2013 vs Q1 2012
WU TYPOLOGY (Brands, Private Labels, Unbranded ) Traffic Leaflets
65,1% (0 pts)
16.5% (+1.9 pts)
18.4% (-1.9 pts)
Within HIPERMARKET,SUPERMAKET,HARD DISCOUNT,CASH&CARRY
We can observe that the Unbranded are loosing share in favor of Private Labels. This shows that the strategy of the retailers is to reduce the space for the promotions without budget , but also making space for their own brands.
* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
Private Label
National Brands
Unbranded
Q1 2013 vs Q1 2012
WU TYPOLOGY (National Brands) Traffic LeafletsNumberWU/OP National BrandsEvolution
Q1 2013 vs Q1 2012
* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
190 ref376 ref236 ref347 ref167 ref255 ref16 ref47 ref104 ref149 ref181 ref209 ref
64,34% (1,7 pts)
68,29% (0,6 pts)
57,71% (4 pts)
58,37%
(-1,5 pts)
73,99%
(-0,6 pts)
79,84%
(-4,4 pts)
49,04%
(-1,7 pts)
69,37% (1,8 pts)
8,41% (3,3 pts)63,90
%(-0,3 pts)
57,49%
(-5,5 pts)
85,11% (1,1 pts)
3928988
118071591326
The most significant dicrease of National Brands is in Metro and Mega Image.
Q1 2013 vs Q1 2012
WU TYPOLOGY (Private Label) Traffic LeafletsNumberWU/OP National Brands Private Label
* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
13,09% (0,6 pts)8,25% (0 pts)
15,32% (-1,4 pts)
15,14% (6,2 pts)
10,06% (1,7 pts)
17,88% (2,8 pts)
18,27% (-2,3 pts)
16,20% (-0,2 pts)
82,95% (-1,8 pts)
20,78% (4,3 pts)
22,01% (2 pts)
2,87% (-0,1 pts)
190 ref376 ref236 ref347 ref167 ref255 ref16 ref47 ref104 ref149 ref181 ref209 ref
64,34% (1,7 pts)
68,29% (0,6 pts)
57,71% (4 pts)
58,37%
(-1,5 pts)
73,99%
(-0,6 pts)
79,84%
(-4,4 pts)
49,04%
(-1,7 pts)
69,37% (1,8 pts)
8,41% (3,3 pts)63,90
%(-0,3 pts)
57,49%
(-5,5 pts)
85,11% (1,1 pts)
3928988
118071591326
EvolutionQ1 2013 vs Q1 2012
The most increase dicrease of Private Label is in Real and Penny.
Q1 2013 vs Q1 2012
WU TYPOLOGY (Unbranded) Traffic LeafletsNumberWU/OP National Brands Private Label Unbranded
* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
13,09% (0,6 pts)8,25% (0 pts)
15,32% (-1,4 pts)
15,14% (6,2 pts)
10,06% (1,7 pts)
17,88% (2,8 pts)
18,27% (-2,3 pts)
16,20% (-0,2 pts)
82,95% (-1,8 pts)
20,78% (4,3 pts)
22,01% (2 pts)
2,87% (-0,1 pts)
22,57% (-2,3 pts)
23,46% (-0,6 pts)
26,98% (-2,6 pts)
26,49% (-4,7 pts)
15,95% (-1,1 pts)
2,27% (1,7 pts)
32,69% (4 pts)
14,44% (-1,6 pts)
8,63% (-1,5 pts)
15,32% (-4 pts)
20,51% (3,5 pts)
12,03% (-1 pts)
190 ref376 ref236 ref347 ref167 ref255 ref16 ref47 ref104 ref149 ref181 ref209 ref
64,34% (1,7 pts)
68,29% (0,6 pts)
57,71% (4 pts)
58,37%
(-1,5 pts)
73,99%
(-0,6 pts)
79,84%
(-4,4 pts)
49,04%
(-1,7 pts)
69,37% (1,8 pts)
8,41% (3,3 pts)63,90
%(-0,3 pts)
57,49%
(-5,5 pts)
85,11% (1,1 pts)
3928988
118071591326
EvolutionQ1 2013 vs Q1 2012
Q1 2013 vs Q1 2012
WU TYPOLOGY (National Brands, Private Label, Unbranded) Traffic Leaflets
National Brands
WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
Private Label UnbrandedEvolution *Q1 2013 vs Q1 2012
3928988
118071591326
* Digits are slitghtly rounded
58
24535
880646-224
212
313
2501
11761
-402
1405000-491
Q1 2013 vs Q1 2012
246.1
116.3 103.2 94.269.5
28.8 12.4 12.2 11.3 9.9 7.8 7.3
27.6
4.519.8 9
126.4 -1.9
-0.200000000000001 -0.5 0 1.2999999
9999999 0.4
245.2
116.1 103.1 93.969.2
28.8 12.3 12.1 11.1 9.5 7.8 7.2
27.7
4.419.8 8.9 12.0
6.4 -1.9 -0.2 -0.6 0.0 1.3 0.3
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE(traffic leaflets)
Metro has increased the virtual price by 12.7%, meanwhile Penny Market decreased the virtual prince by 13.2%.
AVERAGE PROMO PRICE Metro has increased the promo price by 12.6%, meanwhile Penny Market decreased the virtual prince by 13.3%.
AVERAGE VIRTUAL PRICE
Q1 2013 vs Q1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE(traffic leaflets)
AVERAGE PROMO PRICE
AVERAGE VIRTUAL PRICE
12.09.9 9.1 8.9 8.7 8.5 8.4 8.2 7.9 7.7 7.4 7.2
0.50.1
0.7 0.4 -1.6 -2.5 0.2 1.1 0.2 -0.4 0.0 0.1
SELGROS CORA REAL-HM CARREFOUR METRO MEGA IMAGE PENNY M KAUFLAND PROFI CARREFOUR M BILLA LIDL
12.29.9 9.4 9.2 8.8 8.7 8.5 8.3 7.9 7.8 7.5 7.2
0.40.0 0.7 0.4 -2.7 -1.6 0.2 1.2 0.2 -0.4 -0.2 0.1
PRODUSE AMBALATE CU AUTOSERVIRE
Q1 2013 vs Q1 2012
AVERAGE PROMO PRICE
AVERAGE VIRTUAL PRICE
SELGROS MEGA IMAGE LIDL METRO REAL-HM KAUFLANDCARREFOUR PENNY M CORA BILLA CARREFOUR M PROFI
13.1
9.9 9.88.4
6.2 5.5 5.3 5.0 4.8 4.7 3.9 2.7
-1.0
-1.6 2.2 -1.11.1 0.8 0.9 0.6 -16.8 0.6 0.1 -0.9
SELGROS MEGA IMAGE LIDL METRO REAL-HM KAUFLANDCARREFOUR PENNY M CORA BILLA CARREFOUR M PROFI
13.19.9 9.8 8.5
6.2 5.6 5.4 5.0 4.8 4.7 4.0 2.7
-1.1-1.6 2.2 -1.1
1.1 0.8 1.0 0.7 -16.8 0.6 0.1 -0.9
FRUITS AND VEGETABLES
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE(traffic leaflets)
Q1 2013 vs Q1 2012
AVERAGE PROMO PRICE
AVERAGE VIRTUAL PRICE
SELG
ROSLID
L
METRO
BILLA
CARR
EFOUR M
MEGA I
MAGE
CORA
CARREF
OUR
KAUFL
AND
PENNY M
REAL-H
MPROFI
15.613.5
11.19.4 9.1 8.9 8.8 8.6 8.5 8.4 7.1 6.5
3.40.4
-3.20.1 -1.2 -4.5 1.0 0.2 1.4 0.5
0.1 -0.8
SELGROS LIDL METRO CARREFOUR M BILLA MEGA IMAGE CORA PENNY M KAUFLANDCARREFOUR REAL-HM PROFI
15.513.5
11.09.1 9.0 8.8 8.7 8.4 8.4 8.2 6.9 6.5
3.40.4
-2.9 -1.2 0.1 -4.2 1.0 0.6 1.4 0.10.2 -0.8
FROZEN
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE(traffic leaflets)
Q1 2013 vs Q1 2012
AVERAGE PROMO PRICE
AVERAGE VIRTUAL PRICE
S R ME CA B KA M P CA P
12.310.6 10.0 9.4 8.8
7.5 7.2 6.7 6.3 6.3 6.1 6.0
1.50.4 -0.4 0.9 0.6 1.5 0.2 0.4 -1.2 0.4 0.8 0.1
SELG
ROS
REAL
-HM
MEGA I
...CO
RA
CARRE...
LIDL
BILLA
KAUF..
.
METRO
PROFI
PENNY M
CARREF
...
12.510.8 10.1 9.4 9.1
7.6 7.6 6.8 6.5 6.3 6.1 6.1
1.50.4
-0.4 0.8 0.71.5 0.2 0.4 -1.5 0.4 0.1 0.8
FOOD
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE(traffic leaflets)
Q1 2013 vs Q1 2012
AVERAGE PROMO PRICE
AVERAGE VIRTUAL PRICE
23.0 22.4 20.8 20.1 19.6 18.8 18.0 17.4 17.2 16.5 15.1
10.1
0.6 -1.8 -2.2 0.3 2.7 1.6 0.3 1.1 6.6 2.54.1
1.0
24.3 22.6 22.420.4 20.0 19.2 18.9 18.1 17.4 16.9 15.4
10.1
1.4 -1.8 -2.0 0.2 3.0 1.7 -0.6 1.1 6.8 2.7 4.4
1.0
DETERGENTS-HYGIENE
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE(traffic leaflets)
Q1 2013 vs Q1 2012
AVERAGE PROMO PRICE
AVERAGE VIRTUAL PRICE
REAL-H
MPR
OFICORA
SELG
ROS
CARRE...
MEGA I..
.
KAUF..
.
METRO
PENNY M
BILLA LID
L
CARREF
...
19.5 18.6 17.114.2 13.8 13.7 12.6 12.4 12.3 11.4 10.8 10.7
-0.1 10.5 0.50.1 0.5 -0.5 0.5 -1.2 -0.9 -0.1 -1.5 1.1
19.7 18.6 17.215.3 14.8 14.3 13.9 12.8 12.7 12.6
10.9 10.7
-0.3 10.5 0.40.3 0.2 0.0 -1.6 -0.9 0.6 0.4
-1.5 1.1
COSMETICS
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE(traffic leaflets)
Q1 2013 vs Q1 2012
AVERAGE PROMO PRICE
AVERAGE VIRTUAL PRICE
25.0 23.920.1
15.9 15.2
9.5 8.0 7.4 7.1 7.0 6.6 6.0
-1.1 1.13.1
0.6 1.4
-3.40.3 0.8 0.7 -10.1 1.6 -1.4
25.0 23.920.1
15.9 15.29.6 8.1 7.4 7.1 7.0 6.6 6.0
-1.1 1.13.1
0.6 1.3-3.3 0.3 0.8 0.7 -10.1 1.6 -1.4
PRODUSE VRAC/SERVIRE ASISTATA
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE(traffic leaflets)
Q1 2013 vs Q1 2012
AVERAGE PROMO PRICE
AVERAGE VIRTUAL PRICE
435.5
255.0 253.7 243.4
159.9
41.9 39.2 38.1 26.0 10.6 4.6
10.2
45.3 39.1 10.737.2
10.7 6.8 -8.4-1.2 -0.9 2.1
0.0
436.8
255.0 253.7 243.5
160.3
42.0 39.2 38.1 26.0 10.6 4.6
10.1
45.2 39.0 10.8
37.1
10.8 6.8 -8.6 -1.2 -0.9 2.10.0
NON FOOD CATEGORY
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE(traffic leaflets)
Q1 2013 vs Q1 2012
AVERAGE PROMO PRICE
AVERAGE VIRTUAL PRICE
MEDIA G
FLANCO
DOMO
METRO
ALTEX
CARRE...CORA
SELGRO
S
REAL-HM
PENNY M LIDL
BILLA
KAUF...
MEGA I...
1,143.5 1,137.9974.3 894.3
728.8 675.5 665.7 578.1 486.5
107.4 71.6 68.7 54.2
51.9 372.6217.1 -29.5
-23.0 162.8 85.5 37.949.4
-11.4 4.9 19.4 -5.2-4.0
MEDIA G
FLANCO
DOMO
METRO
ALTEX
CARRE...CORA
SELGROS
REAL-HM
PENNY M LIDL
BILLA
KAUF...
MEGA I...
1,143.5 1,140.2982.8 895.0
728.8 675.5 665.7 578.1 486.5
107.4 71.6 68.7 54.2
51.9 374.0225.2
-28.8-23.4 162.7 85.5 37.9 49.3
-11.4 4.9 19.4 -5.2-4.0
ELECTRO-PHOTO-CINEMA-SOUND
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE(traffic leaflets)
Q1 2013 vs Q1 2012
AVERAGE PROMO PRICE
AVERAGE VIRTUAL PRICE
METRO
SELGRO
SCORA
REAL-H
M
CARR
EFOUR
BILLA
LIDL
PENNY M
KAUFL
AND
MEGA I
MAGEPR
OFI
CARR
EFO...
157.7
111.7 97.9
60.4 51.5 43.8 39.4 25.8 23.3 10.6 4.6
-9.9
12.1-1.0
12.2 -57.5 12.1 8.9 -6.5 -0.8-1.8 2.1
0.0
METRO
SELGRO
SCORA
REAL-H
M
CARR
EFOUR
BILLA
LIDL
PENNY M
KAUFL
AND
MEGA I
MAGEPR
OFI
CARREFOUR M
158.8
111.9 97.960.9 51.6 43.9 39.4 25.8 23.3 10.6 4.6
-11.4
12.2 -1.012.4 -57.5 12.0 8.9 -6.8 -0.8
-1.8 2.10.0
BAZAR
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE(traffic leaflets)
Q1 2013 vs Q1 2012
AVERAGE PROMO PRICE
AVERAGE VIRTUAL PRICE
68.6
49.9 47.9 45.833.8 31.6 30.5
22.3
9.2
8.2
6.1 1.5 8.83.9 0.3 1.9
0.0
-7.1
0.0 0.0 0.0
62.8
49.9 47.9 45.8
33.3 31.6 30.522.3
8.7
2.3
6.1 1.5 9.0
4.1 1.0 1.90.0
-7.6
0.0 0.0 0.0
TEXTILE
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE(traffic leaflets)
Q1 2013 vs Q1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE–all retailers( traffic leaflets)
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
9.8
8.4
5.8
8.6
8.4
9.8
14.4
19.0
222.3
87.1
630.7
40.6
-0.1
0.5
0.5
-0.2
-2.9
0.6
-0.1
-0.1
26.9
5.5
57.6
2.5
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
10
8.5
5.9
8.7
8.5
9.9
15.0
19.6
222.6
87.4
630.9
41.0
-0.2
0.4
0.5
-0.2
-2.9
0.6
-0.1
0.0
26.9
5.3
57.7
2.7
Q1 2013 vs Q1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
9.9
8.8
5.3
8.9
9.5
8.2
13.8
20.8
253.7
51.5
675.5
45.8
-0.1
0.6
0.9
0.4
-3.4
0.1
0.5
-2.2
39.1
-57.5
162.8
9.0
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
10.3
9.1
5.4
9.2
9.6
8.6
14.8
22.4
253.7
51.6
675.5
45.8
-0.1
0.7
1.0
0.4
-3.3
0.2
0.2
-2.0
39.0
-57.5
162.7
8.8
Q1 2013 vs Q1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
11,0
9.4
4.8
9.9
7.0
8.7
17.1
19.6
255.0
97.9
665.7
49.9
-1.0
0.9
-16.8
0.1
-10.1
1.0
0.5
2.7
45.3
-1.0
85.5
6.1
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
11.0
9.4
4.8
9.9
7.0
8.8
17.2
20.0
255.0
97.9
665.7
49.9
-1.1
0.8
-16.8
0.0
-10.1
1.0
0.4
3.0
45.2
-1.0
85.5
6.1
Q1 2013 vs Q1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
8,4
6.7
5.5
8.2
7.4
8.4
12.6
18.8
26.0
23.3
54.2
22.3
0.7
0.4
0.8
1.1
0.8
1.4
0.5
1.6
-1,2
-0.8
-5.2
0.0
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
8.5
6.8
5.6
8.3
7.4
8.5
12.7
19.2
26.0
23.3
54.2
22.3
0,7
0.4
0.8
1.2
0.8
1.4
0.6
1.7
-1,2
-0.8
-5.2
0.0
Q1 2013 vs Q1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
12,0
10.6
6.2
9.1
8.0
6.9
19.5
22.4
159.9
60.4
486.5
33.3
0.4
0.4
1.1
0.7
0.3
0.2
-0.1
-1.8
37.2
12.2
49.4
4.1
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
12.2
10.8
6.2
9.4
8.1
7.1
19.7
22.6
160.3
60.9
486.5
33.8
0.4
0.4
1.1
0.7
0.3
0.1
-0.3
-1.8
37.1
12.4
49.3
3.9
Q1 2013 vs Q1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
8,3
7.2
4.7
7.4
7.1
9.0
11.4
17.4
41.9
43.8
68.7
8.7
0,2
0.2
0.6
0.0
0.7
0.1
-0.1
1.1
10.7
12.1
19.4
-7.6
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
8,7
7.6
4.7
7.5
7.1
9.4
12.6
18.1
42.0
43.9
68.7
9.2
0,1
0.2
0.6
-0.2
0.7
0.1
0.4
1.1
10.8
12.0
19.4
-7.1
Q1 2013 vs Q1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
8.4
6.0
5.0
8.4
15.2
8.4
12.3
20.1
38.1
25.8
107.4
31.6
0,2
0.1
0.6
0.2
1.4
0.6
-0.9
0.3
-8.4
-6.5
-11.4
1.0
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
8.5
6.1
5.0
8.5
15.2
8.4
12.8
20.4
38.1
25.8
107.4
31.6
0,2
0.1
0.7
0.2
1.3
0.5
-0.9
0.2
-8.6
-6.8
-11.4
0.3
Q1 2013 vs Q1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CATEGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
11,1
10.0
9.9
8.7
25.0
8.8
13.7
16.5
10.6
10.6
0.0
0.0
-0,6
-0.4
-1.6
-1.6
-1.1
-4.2
-0.5
2.5
0,9
-1.8
-4.0
0.0
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CATEGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
11,3
10.1
9.9
8.7
25.0
8.9
14.3
16.9
10.6
10.6
0.0
0.0
-0,5
-0.4
-1.6
-1.6
-1.1
-4.5
0.0
2.7
-0,9
-1.8
-4.0
0.0
Q1 2013 vs Q1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
7,2
6.1
3.9
7.7
15.9
9.1
10.7
15.1
0.0
0.0
0.0
0.0
0.3
0.8
0.1
-0.4
0.6
-1.2
1.1
4.1
0.0
0.0
0.0
0.0
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
7,3
6.1
4.0
7.8
15.9
9.1
10.7
15.4
0.0
0.0
0.0
0.0
0.4
0.8
0.1
-0.4
0.6
-1.2
1.1
4.4
0.0
0.0
0.0
0.0
Q1 2013 vs Q1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
8.6
7.5
9.8
7.2
6.0
13.5
10.8
10.1
39.2
39.4
71.6
30.5
1.0
1.5
2.2
0.1
-1.4
0.4
-1.5
1.0
6.8
8.9
4.9
1.9
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
8,7
7.6
9.8
7.2
6.0
13.5
10.9
10.1
39.2
39.4
71.6
30.5
1.0
1.5
2.2
0.1
-1.4
0.4
-1.5
1.0
6.8
8.9
4.9
1.9
Q1 2013 vs Q1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
7,9
6.3
2.7
7.9
6.6
6.5
18.6
17.2
4.6
4.6
0.0
0.0
1.3
0.4
-0.9
0.2
1.6
-0.8
10.5
6.6
2.1
2.1
0.0
0.0
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
8.0
6.3
2.7
7.9
6.6
6.5
18.6
17.4
4.6
4.6
0.0
0.0
1.3
0.4
-0.9
0.2
1.6
-0.8
10.5
6.8
2.1
2.1
0.0
0.0
Q1 2013 vs Q1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
9.4
6.3
8.4
8.5
23.9
11.0
12.4
18.0
435.5
157.7
894.3
62.8
-1.3
-1.2
-1.1
-2.5
1.1
-2.9
-1.2
0.3
10.2
-9.9
-29.5
2.3
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
9.8
6.5
8.5
8.8
23.9
11.1
13.9
18.9
436.8
158.8
895.0
68.6
-1,7
-1.5
-1.1
-2.7
1.1
-3.2
-1.6
-0.6
10.1
-11.4
-28.8
8.2
Q1 2013 vs Q1 2012
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
14,1
12.3
13.1
12.0
20.1
15.5
14.2
23.0
243.4
111.7
578.1
47.9
1.1
1.5
-1.0
0.5
3.1
3.4
0.1
0.6
10.7
12.1
37.9
1.5
FOOD CATEGORY
FOOD
FRUCTE SI LEGUME
PRODUSE AM-BALATE CU AU-
TOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
CONGELATE
COSMETICE
DETERGENTI - IGIENA
NON-FOOD CAT-EGORY
BAZAR
ELECTRO-FOTO-CINEMA-SUNET
TEXTILE
14,5
12.5
13.1
12.2
20.1
15.6
15.3
24.3
243.5
111.9
578.1
47.9
1.1
1.5
-1.1
0.4
3.1
3.4
0.3
1.4
10.8
12.2
37.9
1.5
Q1 2013 vs Q1 2012
PROMOReview
Promo Review of food retailers in 20’top
3 – PROMO PRESSURE & SHARE OF VOICE
Q1 2013 vs Q1 2012
Q1 2013 vs Q1 2012
PROMO PRESSURE GROWTH* (WU)Traffic Leaflets
PROMO PRESSURE
FOOD
NON - FOOD
+ 2.2 %
- 4.7%
HIPERMARKET
SUPERMARKET
CASH&CARRY
HARD DISCOUNT
-12.03%
The Promo Pressure has a positive trend in the Q1 2013 vs Q1 2012. Taking a look at how retailers behaved in 2013, we see that Cash&Carry and Hard Discounters have a positive trend respect the other formats.
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
Growth 2013 vs 2012
+ 5.2 %
-9.46%
+26.11%
+3.38%
+ 0.6 %
- 0.3%
2013 2012
+3.38%
2013 2012
-19.73%-8.34%
+3.38%
Growth 2012 vs 2011
- 4.7 %
Q1 2013 vs Q1 2012
REAL-HYPERMARKET
CARREFOUR
SELGROS
METRO
PENNY MARKET
BILLA
LIDL
KAUFLAND
MEGA IMAGE
CORA
PROFI
CARREFOUR MARKET
-28.7%
-10.3%
8.5%
-3.5%
1.4%
-0.1%
10.8%
8.0%
47.8%
-2.7%
-3.9%
-5.4%
PROMO PRESSURE GROWTH* (WU)
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
Looking at the whole picture of the Promo Pressure, 2 retailers are standing out: MEGA IMAGE with a positive trend, and REAL, with a negative trend.
Q1 2013 vs Q1 2012
PROMO PRESSURE GROWTH* vs Average number of pag/OPThe detailed promo pressure
growth by player shows the correlation between number of pages downsize and promo pressure decreased.
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
Average number of pages/OP
REAL-HY-PERMARKET
CARREFOUR
SELGROS
METRO
PENNY MARKET
BILLA
LIDL
KAUFLAND
MEGA IMAGE
CORA
PROFI
CARREFOUR MARKET
27
24
23
21
18
16
16
13
12
10
9
2
REAL-HYPERMARKET
CARREFOUR
SELGROS
METRO
PENNY MARKET
BILLA
LIDL
KAUFLAND
MEGA IMAGE
CORA
PROFI
CARREFOUR MARKET
-28.7%
-10.3%
8.5%
-3.5%
1.4%
-0.1%
10.8%
8.0%
47.8%
-2.7%
-3.9%
-5.4%
+5 pag
-1 pag
+2 pag
-1 pag
+1 pag
+4 pag
+2 pag
+3 pag
+1 pag
+1 pag
Q1 2013 vs Q1 2012
PROMO PRESSURE GROWTH* (WU)Traffic Leaflets
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
3.96%
-3.62%
11.15%
-7.95%
-0.20%
11.65%
8.70%
27.69%
-6.12%
-20.26%
-1.84%
9.50%
Q1 2013 vs Q1 2012
PROMO PRESSURE GROWTH* (WU)Traffic Leaflets
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
-2.80%
-2.12%
5.62%
0.22%
-3.82%
144.20%
-5.55%
-11.36%
5.09%
-9.71%
21.50%
13.96%
Q1 2013 vs Q1 2012
PROMO PRESSURE GROWTH* (WU)Traffic Leaflets
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
4.15%
9.92%
-0.95%
8.90%
-6.36%
-23.81%
3.61%
2.67%
-14.19%
-22.14%
-14.79%
13.90%
Q1 2013 vs Q1 2012
PROMO PRESSURE GROWTH* (WU)Traffic Leaflets
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
3.87%
16.20%
-16.61%
22.40%
-6.57%
-40.66%
6.45%
-11.55%
-5.96%
-23.32%
16.80%
2.50%
Q1 2013 vs Q1 2012
PROMO PRESSURE GROWTH* (WU)Traffic Leaflets
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
-0.81%
-4.19%
42.04%
25.65%
45.24%
15.63%
-21.31%
-2.87%
16.00%
14.06%
6.10%
33.38%
Q1 2013 vs Q1 2012
PROMO PRESSURE GROWTH* (WU)Traffic Leaflets
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
2.85%
-6.29%
-5.28%
20.67%
-1.09%
-16.61%
28.46%
-55.61%
-15.23%
-17.34%
-30.22%
11.99%
Q1 2013 vs Q1 2012
PROMO PRESSURE GROWTH* (WU)Traffic Leaflets
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
-0.55%
16.85%
-20.16%
-8.93%
-22.38%
318.04%
-23.22%
28.63%
7.19%
20.59%
-100.00%
0.00%
Q1 2013 vs Q1 2012
PROMO PRESSURE GROWTH* (WU)Traffic Leaflets
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
0.00%
-3.15%
38.16%
-19.62%
-33.01%
19.62%
-9.18%
-12.08%
0.00%
0.00%
0.00%
0.00%
Q1 2013 vs Q1 2012
PROMO PRESSURE GROWTH* (WU)Traffic Leaflets
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
-16.09%
-14.24%
-29.49%
-14.24%
47.01%
-41.32%
-24.87%
-42.83%
9.69%
5.72%
46.50%
8.83%
Q1 2013 vs Q1 2012
PROMO PRESSURE GROWTH* (WU)Traffic Leaflets
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
-1.42%
31.25%
-23.89%
-24.61%
-1.06%
-34.04%
-7.24%
-34.04%
36.05%
36.05%
0.00%
0.00%
Q1 2013 vs Q1 2012
PROMO PRESSURE GROWTH* (WU)Traffic Leaflets
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
-10.99%
-11.14%
6.55%
-36.34%
-25.12%
49.67%
2.91%
-19.11%
11.15%
22.31%
18.86%
-50.52%
Q1 2013 vs Q1 2012
PROMO PRESSURE GROWTH* (WU)Traffic Leaflets
*The Promo Pressure growth is calculated in WU . A growth < 0 means a mix of less WU promoted
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
1.09%
5.96%
-1.39%
-12.08%
-10.36%
-2.21%
8.88%
-12.39%
-0.85%
11.56%
-6.72%
-12.77%
Q1 2013 vs Q1 2012
SHARE OF VOICE (WU) Traffic Leaflets
*where Others represents the retailers outside selection with the same chain format as selected.
Others* 11.9%100% = Total Retailers 2013
The most important player is Selgros.
+1.1 pts
15.9%
10.6%
10.6%
9.1%
8.5%
8.4%
7.5%
6.7%
4.7%
4.4%
1.0%
0.7%
+1.2 pts
-0.4 pts
+0.8 pts
-0.3 pts
-1 pts
-3.4 pts
+0.1 pts
+0.5 pts
+1.4 pts
Q1 2013 vs Q1 2012
SHARE OF VOICE - Produse de baza(WU) Traffic Leaflets
*where Others represents the retailers outside selection with the same chain format as selected.
Others*100% = Total Retailers 2013
-2.18 pts11,45%
SELGROS
KAUFLAND
BILLA
MEGA IMAGE
METRO
CARREFOUR
REAL-HYPERMARKET
PENNY MARKET
CORA
LIDL
PROFI
CARREFOUR MARKET
14.48%
12.14%
10.89%
8.66%
8.66%
8.26%
8.16%
7.91%
4.63%
2.10%
1.50%
1.16%
-0,2 pts
+2,2 pts
+4,9 pts
-0,8 pts
-2,6 pts
-0,9 pts
+0,4 pts
-0,6 pts
0 pts
+0,3 pts
-0,3 pts
-0,2 pts
Q1 2013 vs Q1 2012
SHARE OF VOICE - Produse de baza(WU) Special Leaflets
*where Others represents the retailers outside selection with the same chain format as selected.
100% = Total Retailers 2013 Others* -2.15
pts1.05%
REAL-HYPERMARKET
MEGA IMAGE
PENNY MARKET
CARREFOUR MARKET
CORA
BILLA
SELGROS
LIDL
PROFI
CARREFOUR
METRO
KAUFLAND
25.98%
16.54%
13.91%
11.81%
11.29%
6.04%
5.51%
4.72%
2.62%
0.26%
0.26%
0.00%
+10 pts
+7,4 pts
+13,9 pts
-2 pts
-2 pts
-7,3 pts
-14,4 pts
+4,7 pts
+2,4 pts
+0,3 pts
-10,8 pts+0 pts
Q1 2013 vs Q1 2012
PROMOReview
Promo Review of food retailers in 20’top
4 – PROMO MECHANISMS
Q1 2013 vs Q1 2012
Q1 2013 vs Q1 2012
PROMO MECHANISMS(WU) Traffic LeafletsProducts with consumer benefits by retailer format
Regarding the consumer benefits an important increasing was in HARD DISCOUNT with 14.8 pts in Q1 2013 vs Q1 2012.
The Promo Mechanisms ‘’complets’’ the price/product: TPR, Virtual Promo, Gratuities, etc.
CASH AND CARRY HARD DISCOUNT HIPERMARKET SUPERMARKET
28.2%
45.5%
53.5%
63.9%
37.2%
60.3% 60.2%58.4%
20122013
Q1 2013 vs Q1 2012
PROMO MECHANISMS(WU) Traffic LeafletsProducts with consumer benefits per retailer
HIPERMARKET SUPERMARKET
Analyzing the consumer benefits by retailer, we have a clear picture of the evolution of these. In Hypermarkets Kaufland increased with 4.4 pts, while in Supermarkets Billa is leading, although it has registered a decreased of 2.9 pts.
CARREFOUR CORA KAUFLAND REAL-HYPERMARKET
18.08%
28.31%30.90%
22.72%
13.82%
29.97%
35.27%
20.93%20122013
BILLA CARREFOUR MARKET
MEGA IMAGE PROFI
82.52%
1.67%7.11%
8.69%
79.64%
1.43%10.46%
8.46%
20122013
Q1 2013 vs Q1 2012
PROMO MECHANISMS(WU) Traffic LeafletsProducts with consumer benefits per retailer
HARD DISCOUNTCASH&CARRY
In Cash&Carry SELGROS registered a positive evolution of +22.5 pts vs. previous year.
51.36%48.64%
28.85%
71.15%
20122013
16.29%
83.71%
16.00%
84.00%
20122013
Q1 2013 vs Q1 2012
PROMO MECHANISMS(WU) Traffic Leaflets
+20.2%
+6.7 pt
Products with consumer benefits
Q1 2013 vs Q1 2012Growth vs Y-1
What kind of Promo MechanismsRetailers are using, and their evolutionVs last year
Consumer pack
Instore Event
TPR (Temporary price Reduction)
Virtual promo
6.3%
0.5%
40.8%
8.6%
-1,6 pts
-0,4 pts
8,6 pts
-0,7 pts
Q1 2013 vs Q1 2012
Products with consumer benefits
+20.2%
+6.7 pt
1 + 1 gratis 0.3%(-0,2 pts)
2 + 1 gratis 0.9%(-0,4 pts)
Other VL 2.8% (0 pts)X% From the 2nd product (Identical or not) 4.5%
(-0.1 pts)
BUYBACK 0,1% (0 pts)
LOTTERY/GAMES 0.4%(-0,4 pts)
GIFTS ON PACK 2.9%(-0,8 pts)
GRATUITES 3.4%(-0.8 pts)
CROSSED PRICE 33.1% (31.4 pts)CUPON 0,0% (0 pts)LOYALTY POINTS 4.0% (1.3 pts)MONEYTICKET 2.6% (-0,3 pts)PRICE DISCOUNT 1.1% (-23.7 pts)SPECIAL PRICE 0,5% (0,1 pts)
PROMO MECHANISMS(WU) Traffic Leaflets
Consumer pack
Instore Event
TPR (Temporary price Reduction)
Virtual promo
6.3%
0.5%
40.8%
8.6%
-1,6 pts
-0,4 pts
8,6 pts
-0,7 pts
Q1 2013 vs Q1 2012Growth vs Y-1
Q1 2013 vs Q1 2012
From total articles promoted in Food category, on more than 64% at least 1 Consumer Advantage was used, And on non food promotions only 30% of the articles were promoted with at least Consumer Advantage.
+20.2%
+6.7 pt
Products with consumer benefits
PROMO MECHANISMS(WU) Traffic Leaflets
68%
63%
79%
80%
68%
56%
67%
76%
32%
26%
41%
21%
National Brands
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE
PRODUSE VRAC/SERVIRE ASISTATA
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE
64%
60%
72%
75%
64%
57%
65%
64%
30%
24%
36%
33%
6,8 pts
5,9 pts
2,2 pts
1,1 pts
12,9 pts
17,3 pts
6,7 pts
14,4 pts
5,4 pts
2,3 pts
11,2 pts
5,2 pts
Q1 2013 vs Q1 2012Growth vs Y-1
Q1 2013 vs Q1 2012
PROMOReview
Promo Review of food retailers in 20’top
QUALITY KPI
Q1 2013 vs Q1 2012
Q1 2013 vs Q1 2012
COMPLEXITY INDICATOR
We can easily see that BILLA is using at least 1 Consumer Advantage on 88.65% of the promoted articles, while CARREFOUR MARKET is using Consumer Advantages only on 15.79% of the promoted articles.
BILLA
KAUFLAND
CORA
PROFI
PENNY MARKET
SELGROS
REAL-HYPERMARKET
CARREFOUR
MEGA IMAGE
METRO
LIDL
CARREFOUR MARKET
88.65%
83.38%
74.35%
69.40%
65.88%
50.35%
41.17%
33.69%
29.39%
27.24%
19.62%
15.79%
3,0%
15,2%
8,8%
2,8%
14,4%
26,4%
-0,6%
-7,5%
10,7%
-6,5%
4,0%
-1,4%
Q1 2013 vs Q1 2012
0 mechanisms 1 mechanism 2 mechanisms 3 mechanisms
46.17%51.13%
2.56%0.14%
COMPLEXITY INDICATOR
Number of Promo mechanisms / item
(HM, HDD, SM & CC, on Food &Non Food)
The most complex or less complex(classified by the number of products with 2 or more mechanisms)
The indicator of complexity is to indicate the level of complexity of the offers of the retailers. As a retailer will have several mechanisms on a promoted item, it will be poorly ranked.
0.1%
0.3%
0.5%
0.6%
0.8%
1.2%
1.6%
2.0%
2.8%
3.8%
6.7%
9.3%
Q1 2013 vs Q1 2012
Q1 2013 vs Q1 2012
PROMOReview
Promo Review of food retailers in 20’top
RETAILERS SUMMARY
Q1 2013 vs Q1 2012
Carrefour (traffic leaflets)
Pressure Offer
Consumer advantagesBrands Share
Hypermarket
Quantity of WU
Quantity of PO
-9.46%
Quantity of WU
-10.28%
Quantity of WU
Promo Review of food retailers in 20’top
33.3%
33.3%
33.3%
FOOD NON-FOOD TEXTILE
13.1%
64.3%
22.6%
Private Label National brands Unbranded
FOOD Market(C&C, HM,HDD, SM)
+ 2.2 %
-1,7 pts
0,8 pts
0,8 pts
0,6 pts
1,7 pts
-2,3 pts
Consumer Pack 6,52% -1,3 ptsInstore Event 0,36% -0,1 ptsTPR (Temporary Price Reduction)
15,68% -3 pts
Virtual promo 14,55% -0,5 pts
1+1 gratis 0,00% -0,1 pts2+1 gratis 0,04% -0,3 ptsOther VL 0,08% -0,1 ptsX% From the 2nd product (Identical or not)
14,42% 0 pts
Q1 2013 vs Q1 2012
Cora (traffic leaflets)Promo Review of food retailers in
20’top
-2.68 %
Pressure Offer
Brands ShareConsumer advantages
Quantity of POQuantity of WU
Quantity of WU Quantity of WU
33.3%
33.3%
33.3%
FOOD NON-FOOD TEXTILE
8.3%
68.3%
23.5%
Private Label National brands Unbranded
FOOD Market(C&C, HM,HDD, SM)
+ 2.2 %
-9.46% Hypermarket 0 pts
0 pts
0 pts
0 pts
0,6 pts
-0,6 pts
Consumer Pack 6,58% -0,7 pts
Instore Event 0,34% +0,3 pts
TPR (Temporary Price Reduction)
68,40%
+8,9 pts
Virtual promo 2,36% -1,2 pts1+1 gratis 0,04% 0 pts2+1 gratis 0,00% -0,2 ptsOther VL 0,04% 0 ptsX% From the 2nd product (Identical or not) 2,28% -0,9 pts
Q1 2013 vs Q1 2012
Real (traffic leaflets)
- 28.68%
Promo Review of food retailers in 20’top
Pressure Offer
Brands ShareConsumer advantages
Quantity of POQuantity of WU
Quantity of WU Quantity of WU
33.3%
33.3%
33.3%
FOOD NON-FOOD TEXTILE
15.1%
58.4%
26.5%
Private Label National brands Unbranded
FOOD Market(C&C, HM,HDD, SM)
+ 2.2 %
-9.46% Hypermarket 0 pts 0 pts
0 pts
6,2 pts
-1,5 pts
-4,7 pts
Consumer Pack 13,25% -2,1 pts
Instore Event 1,77% +0,6 pts
TPR (Temporary Price Reduction)
43,36%
+15,4 pts
Virtual promo 5,55% -0,8 pts1+1 gratis 2,59% -0,2 pts2+1 gratis 2,39% -0,3 ptsOther VL 0,21% 0 ptsX% From the 2nd product (Identical or not) 0,37% -0,2 pts
Q1 2013 vs Q1 2012
Kaufland (traffic leaflets)
Offer/Brands
+7.97%
Promo Review of food retailers in 20’top
Pressure Offer
Consumer advantages
Quantity of POQuantity of WU
Quantity of WU Quantity of WU
34.2%
34.2%
31.6%
FOOD NON-FOOD TEXTILE
15.3%
57.7%
27.0%
Private Label National brands Unbranded
FOOD Market(C&C, HM,HDD, SM)
+ 2.2 %
-9.46% Hypermarket -1,9 pts
-1,9 pts
3,8 pts
-1,4 pts
4 pts
-2,6 pts
Consumer Pack 5,62% -1,6 ptsInstore Event 0,10% +0 ptsTPR (Temporary Price Reduction)
65,09%
+4,7 pts
Virtual promo 2,94% +2,1 pts
1+1 gratis 0,10% -0,1 pts
2+1 gratis 0,16% +0,2 pts
Other VL 0,03% +0 ptsX% From the 2nd product (Identical or not) 2,65% +2 pts
Q1 2013 vs Q1 2012
Billa (traffic leaflets)
Supermarket- 12.03%
-0.07%
Promo Review of food retailers in 20’top
Pressure Offer
Brands ShareConsumer advantages
Quantity of POQuantity of WU
Quantity of WU Quantity of WU
40.6%
40.6%
18.8%
FOOD NON-FOOD TEXTILE
10.1%
74.0%
15.9%
Private Label National brands Unbranded
FOOD Market(C&C, HM,HDD, SM)
+ 2.2 %
6,4 pts
6,4 pts
-12,8 pts
1,7 pts
-0,6 pts
-1,1 pts
Consumer Pack 5,15% -3,5 ptsInstore Event 0,00% -0,5 ptsTPR (Temporary Price Reduction)
66,82% -0,2 pts
Virtual promo 15,81% -1,1 pts
1+1 gratis 0,28% +0,2 pts
2+1 gratis 6,20% -0,8 ptsOther VL 0,05% +0 ptsX% From the 2nd product (Identical or not) 9,28% -0,7 pts
Q1 2013 vs Q1 2012
Mega Image (traffic leaflets)
+3,5pts
Promo Review of food retailers in 20’top
Supermarket- 12.03%
Pressure Offer
Brands ShareConsumer advantages
Quantity of POQuantity of WU
Quantity of WU Quantity of WU
+ 47.81%
50.0%50.0%
FOOD NON-FOOD TEXTILE
17.9%
79.8%
2.3%
Private Label National brands Unbranded
FOOD Market(C&C, HM,HDD, SM)
+ 2.2 %
-16,7 pts16,7 pts
0 pts
2,8 pts
-4,4 pts
1,7 pts
Consumer Pack 4,47% -3,5 pts
Instore Event 0,24% +0,2 pts
TPR (Temporary Price Reduction) 4,00% 0 pts
Virtual promo 10,43%
+3,5 pts
1+1 gratis 0,24% +0,1 pts
2+1 gratis 0,08% -0,2 ptsOther VL 0,16% -0,5 ptsX% From the 2nd product (Identical or not) 9,96% +4 pts
Q1 2013 vs Q1 2012
Carrefour Market(traffic leaflets)Promo Review of food retailers in
20’top
Supermarket- 12.03%
-5.39%
Pressure Offer
Brands ShareConsumer advantages
Quantity of POQuantity of WU
Quantity of WU Quantity of WU
100.0%
FOOD NON-FOOD TEXTILE
18.3%
49.0%
32.7%
Private Label National brands Unbranded
FOOD Market(C&C, HM,HDD, SM)
+ 2.2 %0 pts
0 pts
-2,3 pts
-1,7 pts
4 pts
Consumer Pack 5,77% -2,4 ptsInstore Event 0,00% +0 ptsTPR (Temporary Price Reduction) 3,85% -0,9 pts
Virtual promo 6,73% +2,4 pts
1+1 gratis 0,00% +0 pts2+1 gratis 0,00% +0 ptsOther VL 0,00% +0 ptsX% From the 2nd product (Identical or not) 6,73% +2,4
pts
Q1 2013 vs Q1 2012
Profi (traffic leaflets)Promo Review of food retailers in
20’top
Supermarket- 12.03%
-3.92%
Pressure Offer
Brands ShareConsumer advantages
Quantity of POQuantity of WU
Quantity of WU Quantity of WU
75.0%
25.0%
FOOD NON-FOOD TEXTILE
16.2%
69.4%
14.4%
Private Label National brands Unbranded
FOOD Market(C&C, HM,HDD, SM)
+ 2.2 %
5 pts
-5 pts0 pts
-0,2 pts
1,8 pts
-1,6 pts
Consumer Pack 9,15% -2,2 ptsInstore Event 0,00% +0 ptsTPR (Temporary Price Reduction)
60,92%
+4,3 pts
Virtual promo 0,70% +0,3 pts
1+1 gratis 0,00% +0 pts2+1 gratis 0,00% +0 ptsOther VL 0,00% +0 ptsX% From the 2nd product (Identical or not) 0,70% +0,3
pts
Q1 2013 vs Q1 2012
Penny (traffic leaflets)Promo Review of food retailers in
20’top
Hard Discount + 26.11%
+ 1.44%
Pressure Offer
Brands ShareConsumer advantages
Quantity of POQuantity of WU
Quantity of WU Quantity of WU
39.4%
39.4%
21.2%
FOOD NON-FOOD TEXTILE
20.8%
63.9%
15.3%
Private Label National brands Unbranded
FOOD Market(C&C, HM,HDD, SM)
+ 2.2 %
2,3 pts
2,3 pts
-4,6 pts
4,3 pts
-0,3 pts
-4 pts
Consumer Pack 8,92% +0,8 pts
Instore Event 0,05% -2,1 ptsTPR (Temporary Price Reduction)
50,49%
+10,1 pts
Virtual promo 3,82% +0,1 pts
1+1 gratis 0,10% -0,2 pts2+1 gratis 0,10% -0,1 ptsOther VL 0,15% +0 ptsX% From the 2nd product (Identical or not) 3,46% +0,3
pts
Q1 2013 vs Q1 2012
Lidl (traffic leaflets)Promo Review of food retailers in
20’top
Hard Discount + 26.11%
Pressure Offer
Offer/BrandsConsumer advantages
Quantity of POQuantity of WU
Quantity of WU Quantity of WU
33.3%
33.3%
33.3%
FOOD NON-FOOD TEXTILE
83.0%
8.4%
8.6%
Private Label National brands Unbranded
FOOD Market(C&C, HM,HDD, SM)
+ 2.2 %
0 pts 0 pts
0 pts
-1,8 pts
3,3 pts
-1,5 pts
Consumer Pack 3,17% +2,5 pts
Instore Event 0,00% +0 ptsTPR (Temporary Price Reduction)
13,28% -1,8 pts
Virtual promo 0,37% +0,4 pts
1+1 gratis 0,07% +0,1 pts
2+1 gratis 0,00% +0 ptsOther VL 0,00% +0 ptsX% From the 2nd product (Identical or not) 0,30% +0,3
pts
+ 10.85%
Q1 2013 vs Q1 2012
Metro (traffic leaflets)
Cash&Carry
-3.46%
Promo Review of food retailers in 20’top
Pressure Offer
Offer/BrandsConsumer advantages
Quantity of POQuantity of WU
Quantity of WU Quantity of WU
25.8%
51.6%
22.6%
FOOD NON-FOOD TEXTILE
22.0%
57.5%
20.5%
Private Label National brands Unbranded
FOOD Market(C&C, HM,HDD, SM)
+ 2.2 %
+3.38% 2,9 pts
0,2 pts
-3,1 pts
2 pts
-5,5 pts
3,5 pts
Consumer Pack 3,61% -1,5 ptsInstore Event 1,56% -0,3 ptsTPR (Temporary Price Reduction) 5,57% +1,3
pts
Virtual promo 16,80% -7 pts
1+1 gratis 0,36% +0 pts2+1 gratis 0,88% -1,5 ptsOther VL 6,93% -2,1 ptsX% From the 2nd product (Identical or not) 8,63% -3,4 pts
Q1 2013 vs Q1 2012
Selgros (traffic leaflets)Promo Review of food retailers in
20’top
FOOD Market(C&C, HM,HDD, SM)
+ 8.51%
Pressure Offer
Share ofBrandsConsumer advantages
Quantity of POQuantity of WU
Quantity of WU Quantity of WU
30.0%
44.0%
26.0%
FOOD NON-FOOD TEXTILE
2.9%
85.1%
12.0%
Private Label National brands Unbranded
+ 2.2 %
+3.38%Cash&Carry -1,7 pts
5 pts
-3,3 pts
-0,1 pts
1,1 pts
-1 pts
Consumer Pack 4,99% -1 ptsInstore Event 0,59% -0,3 ptsTPR (Temporary Price Reduction)
25,77%
+20,9 pts
Virtual promo 14,00%
+0,7 pts
1+1 gratis 0,09% -0,1 pts
2+1 gratis 0,87% +0,1 pts
Other VL 12,72%
+0,4 pts
X% From the 2nd product (Identical or not) 0,33% +0,2
pts
Q1 2013 vs Q1 2012
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