Share of voice chocolate July RO

Period: July 2015 vs 2014

Category ReviewChocolate


Analyzed market: Chocolate

SOV = SHARE OF VOICE

ALL BRANDS = 100%INDEX USED: quantity of pictures

ALL RETAILERS = 100%

ppts = percentage points difference of share of voice compared to the similar period last year

How do we count, taking as example the picture below: 1 PIC (picture/insertion)3 SNU (we have 3 type of products, from 3 different families)7 SKU ( 3 color cream, 3 shampoo, 1 shave face cream)


• 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

x=0 & y=0 -> The same strategy as previous year

3


MONDELEZ 20 19 5,30% 1 11,00% 13,10% -2,1

KANDIA 23 17 35,30% 6 12,60% 11,70% 0,9

MARS 19 16 18,80% 3 10,40% 11,00% -0,6

FERRERO 16 4 300% 12 8,80% 2,80% 6

HEIDI 9 8 12,50% 1 4,90% 5,50% -0,6

NESTLE 18 20 -10% -2 9,90% 13,80% -3,9

DE SILVA 10 4 150% 6 5,50% 2,80% 2,7

Others 67 57 17,50% 10 36,80% 39,30% -2,5

TOTAL 182 145 25,50% 37 100% 100%

Nestle has reduced its promotions with 10 % in J uly 2015, that lead to a loss of 3,9 percentage points of Share of Voice

Although Mondelez has incresead its promotions with 5,3 % they lost 2,1 percentage points of Share of Voice

De Silva managed to increase its share in J uly 2015 with 2,7 percentage points in comparison with J uly 2014

Mars incresead its promotions with 18,8 % but in comparison with the same period of last year registred a loss of 0,6 points

Heidi, with a Share of Voice of 12,5 % in J uly 2015, registred a loss of 0,6 points

Kandia had the biggest Share of Voice in J uly 2015 (12,6 %) although they have decreased with 0,9 percentage points compared to last year

Producers Share of Voice in all RetailersChocolate Market

Qty PICJuly 2015

Qty PICJuly 2014

Evol. PIC July '15 vs '14

(%)

Evol. PIC July '15 vs

'14(abs.

value)

SOV PICJuly 2015

SOV PICJuly 2014

Evol. SOV July '15 vs '14

(ppts)

Promo Pressure of ProducersThe total chocolate promotions have increased with 25,5% in July 2015 in comparison with last

yearFerrero incresead its promotions with 300% in J uly 2015 and therefore reached a Share of Voice

of 8,8 %, with 6 percentage points more than 2014

Evolution pictures July 2015 vs 2014 (%)

Evol

utio

n Sh

are

of V

oice

July

201

5 vs

201

4 (p

pts)

Bubble size = Share of Voice

MONDELEZ 1%

KANDIA 6%

MARS 3%

FERRERO 55%

HEIDI 2%

NESTLE 2%

DE SILVA 27%

OTHERS3%

Share of VoiceJuly 2015

-100.00% 0.00% 100.00% 200.00% 300.00% 400.00%-6-4-202468

MON-DELEZ

KANDIA

MARS

FERRERO

HEIDI

NESTLE

DE SILVA


Share of Voice SELGROS 40 27 48,10% 13 22,00% 18,60% 3,4

July 2015 XXL MEGA DISCOUNT 29 10 190% 19 15,90% 6,90% 9

PENNY MARKET 25 22 13,60% 3 13,70% 15,20% -1,4

CORA 18 14 28,60% 4 9,90% 9,70% 0,2

BILLA 14 7 100% 7 7,70% 4,80% 2,9

KAUFLAND 13 19 -31,60% -6 7,10% 13,10% -6

METRO 11 20 -45,00% -9 6,00% 13,80% -7,7

MEGA IMAGE 10 7 42,90% 3 5,50% 4,80% 0,7

CARREFOUR 9 9 4,90% 6,20% -1,3

LIDL 5 3 66,70% 2 2,70% 2,10% 0,7CARREFOUR

MARKET 5 2 150% 3 2,70% 1,40% 1,4

PROFI 2 4 -50,00% -2 1,10% 2,80% -1,7

REAL 1 1 0,50% 0,70% -0,1

TOTAL 182 145 25,50% 37 100% 100% (-)

SOV PICJuly 2015

SOV PICJuly 2014

Evol. SOV July '15 vs

'14(ppts)

Retailers Share of Voice in Chocolate Market

Qty PICJuly 2015

Qty PICJuly 2014


'14(%)


'14(abs. value)

XXL MEGA DISCOUNT has the biggest increasement in

share of chocolate promotions of 9 percentage

points.

The biggest loss is that of METRO with 7,7 percentage

points.


Producers Share of Voice in all Retailers Chocolate Market

Evolution Share of Voice of Producers in Retailers METRO SELGROS LIDL PENNY

MARKETXXL MEGA DISCOUNT CARREFOUR CORA KAUFLAND REAL BILLA CARREFOUR

MARKET MEGA IMAGE PROFI

MONDELEZ -5,9 -13,3 11,1 9,5 -0,4 5,7

KANDIA 16,4 -4,8 7,5 17,2 -3,2 -13,4 10

MARS 13,2 1,3 -1,1 0,3 -22,2 -7,1 22,7 -7,1 -30 10 -25

FERRERO 4,1 1,3 11,5 13,8 11,1 40

HEIDI 4,1 6,3 -10 -15,9 -7,1 -4,3 50

NESTLE -0,9 -6,1 -4,5 -11,1 13,5 -10,9 -100 -10 -8,6 50

DE SILVA 9,1 1,3 7,5 10,3 11,1 -7,1 -14,3

OTHERS -40 14,1 -20,7 -31,7 10,3 2 100 28,6 -12,9 -75


58 45 28,9% 13 31,9% 31% 0,8

55 63 -12,7% -8 30,2% 43,4% -13,2

45 26 73,1% 19 24,7% 17,9% 6,8

24 11 118,2% 13 13,2% 7,6% 5,6

1 -100% -1 0,7% -0,7

BATOANE

TABLETE

SNACKS-URI DE CIOCOLATA

OTHER CHOCOLATE

PRALINE

SOV PICMay 2015

SOV PICMay 2014

Evol. SOV May '15 vs '14(ppts)

Chocolate Markets Share of Voice in all

RetailersQty PIC

May 2015Qty PIC

May 2014Evol. PIC

May '15 vs '14(%)

Evol. PIC May '15 vs '14(abs. value)

TABLETE has the biggest Share of Voice of 31,9% in chocolate market.

BATOANE and OTHER CHOCOLATE were the only ones with a loss of

Share of Voice. TABLETE 31.90%

BATOANE 30.20%

PRALINE 24.70%

SNACKS-URI DE

CIOCOLATA 13.20%


Producers Share of Voice in all Retailers Chocolate Market

July 15

Evol July 15

Abs Val

Evol July 15 % July 15

Evol July 15

Abs. Val


Evol July 15 Abs. Val

Evol July 15 %

July 15

Evol July 15

Abs. Val


Evol July 15

Abs. Val

Evol July 15 %

July 15

Evol July 15

Abs. Val

Evol July 15

%July 15

Evol July 15 Abs. Val

Evol July 15 %

July 15

Evol July 15

Abs. Val

Evol July 15 %

BATOANE 1 1 5% 10 -1 43,5% 17 4 89,5% 5 3 31,3% 1 11,1% 14 -6 77,8% -1 7 -8 10,4%

OTHER CHOCOLATE -1

PRALINE 7 -1 35% 1 1 4,3% 8 8 50% 3 2 33,3% 1 1 5,6% 8 6 80% 17 2 25,4%

SNACKS- URI DE CIOCOLATA -1 2 2 8,7% 2 -1 10,5% 1 1 6,3% 3 3 16,7% 16 9 23,9%

TABLETE 12 2 60% 10 4 43,5% 2 12,5% 5 -1 55,6% 2 1 20% 27 7 40,3%

DE SILVA OTHERSProducers split of

promotions in markets

Evol. PIC July 2015 vs 2014

MONDELEZ KANDIA MARS FERRERO HEIDI NESTLE

Promo Calendar Example July 2015

Most promoted SKU in July 2015

This SKU was promoted 7 times in July 2015 in cash&carry, hard discount, hypermarket and supermarket format and 57 times from 1 August 2014 to 31 July 2015 in all formats

LION - BATON CROCANT KING SIZE 1 BUC. 63 GR – 1 year analysis

intensive promo

PROMO SEASONALITY

Most promoted SKU in July 2015

This SKU was promoted 7 times in July 2015 in cash&carry, hard discount, hypermarket and supermarket format and 72 times from 1 August 2014 to 31 July 2015 in all formats

RAFFAELLO – PRALINE MIGDALE – COCOS 1 BUC. 150 GR – 1 year analysis

intensive promo

PROMO SEASONALITY

Thank you for your attention

Florentina VasileLeaflet Monitor Director [email protected]+40 (0) 743 216 282

Maria CiobotaAccount Manager [email protected] +40 (0) 741 098 023

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