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Share of Voice Ice Cream producers and retailers in April-September 2014
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Period: April-September 2014
Period: April-September 2014
SOVRETAILER A = 𝑹𝒆𝒕𝒂𝒊𝒍𝒆𝒓 𝑨 𝑷𝒓𝒐𝒎𝒐 ∗𝑴
2 𝒘𝒉𝒆𝒓𝒆 𝑷𝒓𝒐𝒎𝒐 𝒊𝒔 𝒗𝒂𝒍𝒊𝒅
𝑨𝒍𝒍 𝑹𝒆𝒕𝒂𝒊𝒍𝒆𝒓𝒔 𝑷𝒓𝒐𝒎𝒐 ∗𝑴2 𝒘𝒉𝒆𝒓𝒆 𝑷𝒓𝒐𝒎𝒐 𝒊𝒔 𝒗𝒂𝒍𝒊𝒅
Analyzed market: Ice Cream
SOV = SHARE OF VOICE
SNU = SHOPPER NEED UNIT (consists of various SKUs from the same BRAND and CATEGORY
which appear in the same PICTURE with a common PRICE)
ALL RETAILERS = 100%
ALL BRANDS = 100%
INDEX USED: M² * qty of SNU
Period: April-September 2014
Markets Share of Voice M²*qty of SNU 2014SOV2014
M²(SNU)
SOV2013
M²(SNU)
Evol.SOV(pp)
2014Nb SNU
2013Nb SNU
Dif SNU(%)
INGHETATA LA CASEROLA
62,30% 61,20% 1,1 752 711 6%
INGHETATA LA AMBALAJ MIC
33,90% 36,10% -2,2 382 419 -9%
OTHERS 3,80% 2,70% 1,1 37 23 61%
TOTAL 100% 100% (-) 1171 1153 2%
pp=percent
point
difference of
share of voice
compared
to the similar period last year
+0,8pp
-0,2pp
-2,7pp
+2pp
Period: April-September 2014
Retailers Share of Voice in
Ice Cream Market M²*qty of SNU 2014
Nb of leaflets in 6 months
2014Nb SNU
2013Nb SNU
% Dif SNU‘14 vs ‘13
Promo pressure of Retailers M²*qty of SNU
MEGA IMAGE 17 176 206 -15%
CORA 20 159 117 36%
SELGROS 18 106 106 0%
KAUFLAND 22 97 98 -1%
CARREFOUR 22 95 74 28%
LIDL 31 93 47 98%
BILLA 28 82 77 6%
XXL MEGA DISCOUNT
22 80 86 -7%
PENNY MARKET 19 75 112 -33%
METRO 13 67 55 22%
CARREFOUR MARKET
20 62 32 94%
PROFI 18 51 27 89%
REAL 10 28 116 -76%
TOTAL 260 1171 1153 2%
Bubble size = Share of Voice M²(SNU)
Period: April-September 2014
ProducersSOV 2014M²(SNU)
Dif%M²(SNU)
Evol. SOV(Pp)
Promo Pressure of Producers M²*qty of SNU
UNILEVER 21,20% 15% 1,6
MACROMEX 14,70% 17% 1,5
NESTLE 11,70% -21% -3,8
KUBO ICE CREAM
10,20% 26% 1,6
Producers Share of Voice in
Ice Cream Market M²*qty of SNU 2014
Nb of SNU promoted
2014
Nb of SNU promoted
2013
% Dif SNU‘14 vs ‘13
UNILEVER 240 240 0%
MACROMEX 164 130 26%
NESTLE 151 181 -17%
KUBO ICE CREAM 80 85 -6%
Bubble size = Share of Voice M²(SNU)
Cost oriented policy
Investment policy,Strategy of playersin expansion
Period: April-September 2014
Distribution of SNU in Retailers 2014
Period: April-September 2014
Producers Share in Retailers (qty of SNU) 2014
Producers Share in Retailers (qty of SNU) 2013
Legend:
Instant market analysis
Most promoted SKU
This SKU was promoted 27 times from 1 April 2014 to 30 September 2014 ,
in 11 Retailers, 4 distribution channels.
ALOMA INGHETATA 900 ML
intensive promo
PROMO SEASONALITY
Florentina VasileLeaflet Monitor Director Romania
+40 (0) 743 216 282
Ana Grigore
Account Manager
+40 (0) 741 098 023
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