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Category ReviewInfant Nutrition
November 2015 vs. 2014
Analyzed market: Infant Nutrition
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)
November 2015 vs. 2014
• 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
November 2015 vs. 2014
Share of Voice
November 2015 vs. 2014
The total Infant Nutrition promotions have increased with 70.6% in November 2015 in comparison with last year.
Nestle Romania had an increase of 69.2% in the quantity of pictures showcased in promotional catalogues. Even though it had a big promotional pressure, its Share of Voice had a decrease of 0.3 percentage points. This,
due to having more competitors on the Infant Nutrition market in November 2015.
Danone Baby Nutrition had a decrease of 23.1% in Share of Voice promoting 3 less pictures than in November 2014. Hence, having a loss of 21 percentage points.
Organix Brands LTD increased from November 2014 to November 2015 its exposure in catalogues by 8 pictures, giving them a whooping increase of 800% compared to last November. They also grew from a 2.9% Share of
Voice to 15.5%.
Promo Pressure of Producers
Evol
utio
n Sh
are
of V
oice
Oct
ober
201
5 vs
201
4 (p
pts)
Evolution pictures October 2015 vs 2014 (%)
Bubble size = Share of Voice
November 2015 vs. 2014
NESTLE ROMANIA SRL 22 13 9 37.9% 38.2% 69.2% -0.3
DANONE BABY NUTRITION 10 13 -3 17.2% 38.2% -23.1% -21
VAVIAN PHARMA 5 3 2 8.6% 8.8% 66.7% -0.2
HIPP ROMANIA 9 3 6 15.5% 8.8% 200.0% 6.7
ORGANIX BRANDS LTD 9 1 8 15.5% 2.9% 800.0% 12.6
OTHER BRANDS 3 1 2 5.2% 2.9% 200.0% 2.2
Total Brands selection 58 34 24 100.0% 100.0% 70.6%
Evol. PIC NOV '15 vs '14
(%)
Evol. SOV NOV '15 vs '14
(ppts)
Producers Share of Voice in all RetailersInfant Nutrition Market
Qty PICNOV 2015
Qty PICNOV 2014
Evol. PIC NOV '15 vs '14(abs. value)
SOV PICNOV 2015
SOV PICNOV 2014
Share of Voice November 2015
METRO
SELGROS 1 2 -1 1.7% 5.9% -50.0% -4.2
LIDL
PENNY MARKET 3 2 1 5.2% 5.9% 50.0% -0.7
XXL MD 3 2 1 5.2% 5.9% 50.0% -0.7
CARREFOUR 3 5 -2 5.2% 14.7% -40.0% -9.5
CORA 37 5 32 63.8% 14.7% 640.0% 49.1
KAUFLAND 7 7 12.1% 20.6% -8.5
REAL-HYPERMARKET 1 -1 2.9% -100.0% -2.9
BILLA 5 -5 14.7% -100.0% -14.7
CARREFOUR MARKET
MEGA IMAGE 3 2 1 5.2% 5.9% 50.0% -0.7
PROFI 1 3 -2 1.7% 8.8% -66.7% -7.1
TOTAL 58 34 24 100.0% 100.0% 70.6%
Retailers Share of Voice inInfant Nutrition Market
Qty PICNOV 2015
Qty PICNOV 2014
Evol. PIC NOV '15 vs
'14(abs. value)
SOV PICNOV 2015
SOV PICNOV 2014
Evol. PIC NOV '15 vs
'14(%)
Evol. SOV NOV '15 vs
'14(ppts)
CORA was the only retailer with an increase in share of voice in the Infant Nutrition market. It’s Share of Voice increased by 49.1 percentage points
vs. November 2014.
The most significant loss in Share of Voice was registered by Billa that chose not to promote at all this
November, its presence in catalogues dropping by 100% and its Share of Voice by 14.7 percentage points.
November 2015 vs. 2014
Share of Voice November 2015
Producers Share of Voice in all Retailers
November 2015 vs. 2014
Evolution Share of Voice of Producers in Retailers (ppts) METRO SELGROS LIDL PENNY MARKET
XXL MEGA DISCOUNT CARREFOUR CORA KAUFLAND REAL BILLA CARREFOUR
MARKETMEGA IMAGE PROFI
NESTLE ROMANIA SRL 100 100 -6.7 -10.3 -80 33.3
DANONE BABY NUTRITION -100 -100 6.7 -9.2 -100 -20 66.7 -33.3
VAVIAN PHARMA 50 -9.2 -14.3
HIPP ROMANIA -1.1 14.3 -50
ORGANIX BRANDS LTD 21.6 -16.7
OTHER BRANDS -50 8.1
Total Brands selection -100 -100
Metro, LIDL, Real, Billa and Carrefour Market had a zero value in Share of Voice. They did not Promote Infant nutrition in November 2015.
Infant Cereals 15 7 8 25.9% 20.6% 114.3% 5.3
Infant Milk 23 21 2 39.7% 61.8% 9.5% -22.1
Meals & Drinks 20 6 14 34.5% 17.6% 233.3% 16.8
Infant Nutrition Share of Voice in all Retailers Qty PICNOV 2015
Qty PICNOV 2014
Evol. PIC NOV '15 vs '14(abs. value)
SOV PICNOV 2015
SOV PICNOV 2014
Evol. PIC NOV '15 vs '14
(%)
Evol. SOV NOV '15 vs '14(ppts)
Nov 15 Evol. Nov 15
Evol. Nov 15 Nov 15 Evol. Nov
15Evol. Nov
15 Nov 15 Evol. Nov 15
Evol. Nov 15
% % ppts % % ppts % % ppts
NESTLE ROMANIA SRL 46.70% 133.30% 3.8 52.20% 20.00% 4.6 15.00% 15
DANONE BABY NUTRITION 20.00% -25.00% -37.1 30.40% -22.20% -12.4
VAVIAN PHARMA 6.70% 6.7 8.70% -0.8 10.00% 100.00% -6.7
HIPP ROMANIA 13.30% 13.3 4.30% 4.3 30.00% 100.00% -20
ORGANIX BRANDS LTD 13.30% 13.3 35.00% 600.00% 18.3
OTHER BRANDS 4.30% 4.3 10.00% 100.00% -6.7
Total Brands selection 100.00% 114.30% 100.00% 9.50% 100.00% 233.30%
Infant Cereals Infant MilkProducers split of promo
actions in markets
Meals & Drinks
Market Analysis November 2015 vs. November 2014
Infant Nutrition Market promotions repartition in November 2015
November 2015 vs. 2014
* Qty. of insertions
Product Flash Analysis
November 2015 vs. 2014
Most promoted SKU in November 2015 for Infant Nutrition
November 2015 vs. 2014
Most promoted SKU in November 2015
This SKU was promoted 4 times in November 2015 in Cash & Carry, Hard Discount, Hypermarket and Supermarket format and 18 times from 1st of December 2014 to 30th of November 2015 in all
formats.
Cereale 8 Cereale – Nestle – 1 buc. 250 gr. – 1 year analysis
intensive promo
PROMO SEASONALITY
November 2015 vs. 2014
Thank you for your attention
Florentina VasileLeaflet Monitor Director [email protected]+40 (0) 743 216 282
Teodora NastacAccount Manager [email protected] +40 (0) 741 098 023
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