Retailers Promotional Strategy Poland Q1-Q3/2012

www.reporting.abrsesta.com

Retailers promotional activity based on ABR SESTA mailers monitoring

Period: Q1-Q3 2012

Warszawa, October 2012

Schedule

3

2

1 Number of mailers

The definition of mailers in ABR SESTA benchmark

Promotional strategy and Private Labels share in the benchmark

mailers

• Hypermarkets

• Supermarkets

• Drugstores

• Discounters

• Cash & Carry

• Small grocery stores

The most frequently promoted SKU

1 No of mailers Q1-Q3 2012

168 monitored chains published 6 854 mailers in Q1-Q3/2012.

Source: ABR SESTA mailers monitoring, Q1-Q3 2012, All mailers

Channel Retailer

*Retailers who published over

100 mailers in Q1-Q3 2012

Methodology

Comparison YTD Q3/2012 (Jan-Sept 2012 vs. Jan-Sept 2011)

ABR SESTA uses two methods to calculate shares:

1) Surface share – share of each market measured by surface in the mailers.

2) Modules share – share of each market measured by numbers of modules

Data prepared on the basis of Benchmark mailers

Benchmark mailer is a representative mailer for a particular chain

. includes:

• mailers for all (majority) of stores

exclude:

• Opening mailers (for one store)

• Billboards

• Press advertisement

• Duplicated mailers variants

1

1

Channel Retailer

*Retailers who published over

60 mailers in Q1-Q3

168 monitored chains published 3 788 benchmark mailers in Q1-Q3/2012

No of benchmark mailers Q1-Q3 2012

Source: ABR SESTA mailers monitoring, Q1-Q3 2012, Benchmark mailers

2 Surface share in Total Market

Modern Trade offer divided into markets

2

3

Source: ABR SESTA mailers monitoring, Q1-Q3 2012, Benchmark mailers, surface share

1

1. FMCG market represents 58% of the total offer in mailers.

2. The importance of FMCG has increased in small groceries.

3. Discounts more often promote Non-food categories.

2

Private Label share in FMCG (Modern Trade)

Private label share in FMCG

1

In total market the PL share remains stable. Discounter had 57% and 53% of PL share in 2010

and 2009 respectively.

1. C&C channel reduces PL share (mainly in Eurocash)

Hypermarkets offer

2

1

2

Hypermarkets channel Promotional strategy

HM offer divided into markets

3

1. FMCG Market represents 45% of HM offer.

2. Kaufland more often promotes Fresh Products.

3. Auchan has a highest share of Electro in comparison to other HM.

1

2

2

FMCG offer divided into sub-markets

4


1. 42% of FMCG Market represents Groceries.

2&3. Auchan&Leclerc have increased the space to Groceries and have reduced the surface for

Drinks

2

9%

12%

18%

9%

5%

3%

4%

8%

11%

10% 10%

6% 6%

3%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

Benchmark Tesco HM Kaufland E.Leclerc Real Carr Auchan

2011

2012

Private Label share in FMCG


Kaufland decreases his PL offer by 8 percentage point (from 18% to 10%).

Carrefour returns to PL more frequent promotion (in 2008/09 almost 10% of the offer)..

Supermarkets offer

2

1

SM offer divided into markets

Supermarkets channel Promotional strategy

1. FMCG market represents 70% of total SM offer. Top market promotes FMCG the most

frequently among SM.

2

1

2

3



1. Traditionally in FMCG the most important sub-market are Groceries.

2. Polomarket has consistently had the largest share in Drinks

3. Leclerc has the highest share in Beauty category in comparison to other SM

7%

26%

11% 11%

8%7%

5%

8%

5%

3%

2% 2%

7%

27%

13%

11%9%

8%7%

6%

3% 3%

1%

0%

5%

10%

15%

20%

25%

30%

Benchmark Intermarche Tesco Poloma EKO Piotr Carr E.Leclerc Alma Simply M Delima Bomi Rast

2011 2012

2



Private label shares remain stable in SM channel. Bomi & Rast resigned from offering PL.

Drug stores

2

1

2

Drug store offer divided into markets

Drug stores Promotional strategy

1. FMCG market represents 93% of the offer

2. Rossmann has the largest Non-Food offer

1

2

3 2



1. More than 75% of the offer is dedicated to Beauty/Hygiene sub-market

2. Superpharm has the largest OTC Offer (29%).

3. Significant share of space dedicated to detergents has Aster and Schlecker.

11%

23%

5%

15%

8%

1%

11%

27%

11% 10%

6%

3%

1%

0%

5%

10%

15%

20%

25%

30%

Benchmark Rossmann Douglas Dayli Blue Natura Aster

2011 2012

2



Private label shares increased in Rossmann and Douglas.

Blue Drogerie (DELKO group) launched PL.

Discount stores

2

1

1

3 3

Discount offer divided into markets

Discount stores Promotional strategy

1. Non-Food represents 56% of the discount offer with an upward trend. FMCG represents

only 35% of the offer.

2. Biedronka and Aldi have significantly increased the Non-food share at the expense of

FMCG.

2



40%

85%

41%

35%

13%

40%

86%

42%

34%

11%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Benchmark Lidl Aldi Biedronka Netto

2011 2012

2



Private label shares remain stable in the discount market.

Biedronka offers mainly national brands in mailers (only 34% are PL)

Cash&Carry offer

2

1

2

3

3

2

C&C channel Promotional strategy

Cash&Carry offer divided into markets

1. FMCG stands for 58% of the total offer.

2. Selgros has the largest share to Non-Food and Electro submarkets

3. Makro has increased the FMCG at the expense of Non-food.

2

1

2



1. Eurocash – the largest share in Groceries (53%).

2. Tradis has significantly increased space for Drinks (36% of FMCG offer).

12%

22%

12%

2%

10%

21%

7%

1%

0%

5%

10%

15%

20%

25%

Benchmark Makro Eurocash Tradis

2011 2012

2



A decrease in PL share in Eurocash (by 5 percentage points)

Small groceries channel

2

1

Small groceries offer divided into markets

Small groceries channel Promotional strategy

1. FMCG represents 80% of the Small Groceries offer and has increased by 9 p.p. in comparison

to YTD 2011.

2



1

1. Odido has increased its share in Grocery and Drinks sub-markets

18%

32%

17%

13%

16%

27%

16%

9%

0%

5%

10%

15%

20%

25%

30%

35%

Benchmark Odido Chata Polska Lewiatan

2011 2012

2



A decrease in PL share in Odido and Lewiatan

The most frequently promoted SKU

TOP 10 of the most frequently promoted SKU (All markets) Q1-Q3 2012

3 The most frequently promoted SKU All mailers

LP Nazwa ProduktuLiczba

wystąpień

Cena

minimalna

Cena

maksymalnaSieć najtańśza Najtańszy Moduł

1Łopatka wieprzowa bez kości 1kg

luz384 8,99 zł 14,69 zł

2 Filet z piersi kurczaka 1kg luz 366 10,49 zł 17,84 zł

3 Szynka wieprzowa bez kości 1kg luz 359 9,98 zł 15,49 zł

4 Ćwiartka z kurczaka 1kg luz 334 3,88 zł 7,00 zł

5 Pomidory 1kg luz 320 0,99 zł 7,99 zł

6 Schab wieprzowy bez kości 1kg luz 269 10,99 zł 19,90 zł

7 Mintaj filet rybny mrożony 1kg luz 260 5,99 zł 10,99 zł

8Karkówka wieprzowa bez kości 1kg

luz227 10,99 zł 19,99 zł

9 Winogrona jasne 1kg luz 219 2,69 zł 12,99 zł

10 Arbuz 1kg 216 0,49 zł 4,49 zł

3


wystąpień

Cena

minimalna

Cena

maksymalnaSieć najtańśza Najtańszy Moduł

1Jacobs Cronat Gold kawa

rozpuszczalna 200g słoik215 18,99 zł 28,99 zł

2 Smakowita mix z masłem 500g kub 211 1,99 zł 3,89 zł

3Jacobs Velvet kawa rozpuszczalna

200g słoik188 14,70 zł 21,99 zł

4Regina Rumiankowy papier

toaletowy 8szt.171 6,49 zł 9,99 zł

5Jacobs Kronung kawa mielona 250g

vacuum170 8,99 zł 12,17 zł

6Frugo napój mocno zielony 250ml

but170 1,19 zł 2,11 zł

7Kasztelan Niepasteryzowane piwo

jasne 5,7% 500ml bt zw170 1,09 zł 2,41 zł

8Coca-Cola Regular napój gazowany

2x2l pet162 4,99 zł 11,06 zł

9 Ptasie Mleczko waniliowe 420g 161 7,50 zł 12,99 zł

10Lubella Classic makaron świderki nr

19 500g161 2,19 zł 3,49 zł

TOP 10 of the most frequently promoted SKU in FMCG Q1-Q3 2012

The most frequently promoted SKU All mailers

3


wystąpień

1 Łopatka wieprzowa bez ko�ci 1kg luz 375

2 Filet z piersi kurczaka 1kg luz 352

3 Szynka wieprzowa bez ko�ci 1kg luz 347

4 Ćwiartka z kurczaka 1kg luz 323

5 Pomidory 1kg luz 307

6 Schab wieprzowy bez ko�ci 1kg luz 259

7 Mintaj filet rybny mrożony 1kg luz 251

8 Karkówka wieprzowa bez ko�ci 1kg luz 216

9 Winogrona jasne 1kg luz 212

10 Arbuz 1kg luz 211

11 Jacobs Cronat Gold kawa rozpuszczalna 200g słoik 206

12 Smakowita mix z masłem 500g kub 203

TOP 10 of the most frequently promoted SKU on the first page


The most frequently promoted SKU’s on the first page are Fresh Products

3


wystąpień

1 Łopatka wieprzowa bez kości 1kg luz 96

2 Szynka wieprzowa bez kości 1kg luz 67

3 Filet z piersi kurczaka 1kg luz 65

4 Pomidory 1kg luz 59

5 Jabłka 1kg luz 54

6 Ćwiartka z kurczaka 1kg luz 49

7 Mintaj filet rybny mrożony 1kg luz 48

8 Schab wieprzowy bez kości 1kg luz 43

9 Ser żółty gouda 1kg luz 42

10 Regina Rumiankowy papier toaletowy 8szt. 42

11 Mięso mielone wieprzowe 1kg luz 42

12 Winogrona jasne 1kg luz 41

13 Frugo napój mocno zielony 250ml but 41

TOP 10 of the most frequently promoted SKU on the last page


The most frequently promoted SKU on the last page are also Fresh Products

www.reporting.abrsesta.com

ABR SESTA Sp. z o.o.

Al. Jerozolimskie 87

02-001 Warszawa

tel.: +48 22 322 65 00

fax: +48 22 322 65 01

www.abrsesta.com

Documents

Retailers Promotional Strategy Poland Q1-Q3/2012