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Category Review Sunflower Oil October 2015 vs 2014

Share of Voice Sunflower Oil 2015 RO

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Page 1: Share of Voice Sunflower Oil 2015 RO

Category ReviewSunflower Oil

October 2015 vs 2014

Page 2: Share of Voice Sunflower Oil 2015 RO

Analyzed market: Sunflower Oil

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)

October 2015 vs 2014

Page 3: Share of Voice Sunflower Oil 2015 RO

• 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

October 2015 vs 2014

Page 4: Share of Voice Sunflower Oil 2015 RO

Share of Voice

October 2015 vs 2014

Page 5: Share of Voice Sunflower Oil 2015 RO

Promo Pressure of Producers

The total oil promotions have decreased with 12,3% in October 2015 in comparison with last year

Although BUNGE ROMANIA has reduced its promotions with 10,7 % , they registred a raise of 0,7 percentage points of Share of Voice

EXPUR SA has the biggest of Share of Voice increase, with 16,8 percentage points compared to October 2014

ARGUS SA has registred the biggest loss of Share of Voice: 8,2 percentage points

PRUTUL SA, with 5 pictures in October 2015, decreased with 16,7% in comparison to last year

BUNGE ROMANIA SRL 25 28 -3 39,1% 38,4% -10,7% 0,7

EXPUR SA 16 6 10 25,0% 8,2% 166,7% 16,8

ARGUS SA 7 14 -7 10,9% 19,2% -50,0% -8,2

PRUTUL SA 5 6 -1 7,8% 8,2% -16,7% -0,4

Private Label 4 9 -5 6,3% 12,3% -55,6% -6,1

Others 7 10 -3 10,9% 13,7% -30,0% -2,8

TOTAL 64 73 -9 100,0% 100,0% -12,3%

Evol. PIC Oct '15 vs '14

(%)

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

Producers Share of Voice in all RetailersSunflower Oil Market

Qty PICOct 2015

Qty PICOct 2014

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

SOV PICOct 2015

SOV PICOct 2014

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

October 2015 vs 2014

Page 6: Share of Voice Sunflower Oil 2015 RO

SELGROS 16 14 2 25,0% 19,2% 14,3% 5,8

METRO 7 8 -1 10,9% 11,0% -12,5%

CARREFOUR 7 6 1 10,9% 8,2% 16,7% 2,7

BILLA 6 7 -1 9,4% 9,6% -14,3% -0,2

CARREFOUR MARKET 6 8 -2 9,4% 11,0% -25,0% -1,6

MEGA IMAGE 5 4 1 7,8% 5,5% 25,0% 2,3

KAUFLAND 4 4 6,3% 5,5% 0,8

PENNY MARKET 3 5 -2 4,7% 6,8% -40,0% -2,2

XXL MEGA DISCOUNT 3 5 -2 4,7% 6,8% -40,0% -2,2

CORA 3 7 -4 4,7% 9,6% -57,1% -4,9

PROFI 3 4 -1 4,7% 5,5% -25,0% -0,8

REAL-HYPERMARKET 1 1 1,6% 1,4% 0,2

LIDL

TOTAL 64 73 -9 100,0% 100,0% -12,3%

Retailers Share of Voice inSunflower Oil Market

Qty PICOct 2015

Qty PICOct 2014

Evol. PIC Oct '15 vs

'14(abs. value)

SOV PICOct 2015

SOV PICOct 2014

Evol. PIC Oct '15 vs

'14(%)

Evol. SOV Oct '15 vs

'14(ppts)

SELGROS has the biggest increasement in share of

Sunflower Oil promotions of 5,8 percentage points.

The biggest loss is that of CORA with 4,9 percentage points.

October 2015 vs 2014

Page 7: Share of Voice Sunflower Oil 2015 RO

Producers Share of Voice in all Retailers Sunflower Oil Market

Evolution Share of Voice of Producers in Retailers (ppts) METRO SELGROS LIDL PENNY

MARKETXXL MEGA DISCOUNT CARREFOUR CORA KAUFLAND REAL BILLA CARREFOUR

MARKETMEGA IMAGE PROFI

BUNGE ROMANIA SRL -5,4 -13,4 -6,7 -6,7 14,3 23,8 -23,8 30 50

EXPUR SA -10,7 24,1 33,3 33,3 26,2 -14,3 25 100 16,7 16,7

ARGUS SA -9,8 -19 -14,3 -41,7

PRUTUL SA 6,3 -20 -20 33,3 19 -50

Private Label 16,1 -20 -20 -2,4 -14,3 -25 2,4 -50

OTHER BRANDS -7,1 13,3 13,3 -19 -14,3 -100 -14,3 25 20

October 2015 vs 2014

Page 8: Share of Voice Sunflower Oil 2015 RO

UNTDELEMN DE LA BUNICA (EXPUR) 13 6 7 20,3% 8,2% 116,7% 12,1

FLORIOL 10 7 3 15,6% 9,6% 42,9% 6

UNISOL 6 13 -7 9,4% 17,8% -53,8% -8,4

SOV PICOct 2014

Evol. PIC Oct '15 vs '14

(%)

Evol. SOV Oct '15 vs '14

(ppts)

Top 3 Brands Share of Voice in all Retailers Sunflower Oil Market

Qty PICOct 2015

Qty PICOct 2014

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

SOV PICOct 2015

ULEI FLOAREA SOARELUI 64 73 -9 59,8% 67,0% -12,3% -7,2

ULEI DE MASLINE 32 28 4 29,9% 25,7% 14,3% 4,2

ULEI PALMIER 4 5 -1 3,7% 4,6% -20,0% -0,8

ALTE TIPURI 7 3 4 6,5% 2,7% 0,0% 3,8

TOTAL 107 109 -2 100,0% 100,0% -1,8%

Oil Markets Share of Voice in all Retailers Qty PICOct 2015

Qty PICOct 2014

Evol. PIC Oct '15 vs '14

(%)

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

SOV PICOct 2015

SOV PICOct 2014

Evol. SOV Oct '15 vs '14

(ppts)

October 2015 vs 2014

Page 9: Share of Voice Sunflower Oil 2015 RO

Product Flash Analysis

October 2015 vs 2014

Page 10: Share of Voice Sunflower Oil 2015 RO

Consumer Advantages used by Producers in October 2015

Bunge Romania SRL

Expur SA

Argus SA

Prutul SA

October 2015

Page 11: Share of Voice Sunflower Oil 2015 RO

Most promoted SKU in October 2015 Sunflower Oil

October 2015 vs 2014

Page 12: Share of Voice Sunflower Oil 2015 RO

Most promoted SKU in October 2015

This SKU was promoted 7 times in October 2015 in Cash & Carry, Hard Discount, Hypermarket and Supermarket format and 72 times from 1 November 2014 to 31 October 2015 in all formats

ULEI FLOAREA SOARELUI FLORIOL1 STICLA 1 L – 1 year analysis

intensive promo

PROMO SEASONALITY

October 2015 vs 2014

Page 13: Share of Voice Sunflower Oil 2015 RO

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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