Period: Full Year 2014

Period: Full Year 2014

Analyzed market: Powder Detergent

SOV = SHARE OF VOICEALL BRANDS = 100%

INDEX USED: SNU = SHOPPER NEED UNIT

ALL RETAILERS = 100%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)

Markets Share of Voice 2014Qty SNU

2014Qty SNU

2013

Dif.SNU(%)

SOV2014SNU

SOV2013SNU

Evol.SOV(pp)

WASHING MACHINE DETERGENT

1716 1608 7% 87,6% 87,0% 0,6

HAND WASHING DETERGENT

244 241 1% 12,4% 13,0% -0,6

TOTAL POWDERDETERGENT

1960 1849 6% 100% 100% (-)

pts=percent points difference of share of voice comparedto the similar period last year

+3,1pts

-2pts

-1,7pts

+0,5pts

Powder Detergent Market

Promo Pressure of Producers

P&G increased its promotions in 2014 with 10% which

resulted in a Share of Voice of 54,7%.

Unilever also adopted an investment policy, increasing

with 8% its promotions and reaching a Share of 31,4%.

Henkel had a cost oriented policy, decreasing its

promotions with 5%, which resulted in a lower Share of

Voice of10,2%.

Producers Share of Voice in

Powder Detergent Market 2014

Qty SNU promoted

2014

Qty SNU promoted

2013

Dif. qtySNU

(value)

Dif qty SNU(%)

Share of Voice 2014

Evol. SOV2014 vs

2013Percent

points

PROCTER & GAMBLE 1072 973 99 10% 54,7% 2,1

UNILEVER 616 569 47 8% 31,4% 0,6

HENKEL 199 210 -11 -5% 10,2% -1,2

PRIVATE LABELS 25 54 -29 -54% 1,3% -1,6

OTHERS 48 43 5 12% 2,4% 0,1

TOTAL 1960 1849 111 6% 100,0% (-)

Bubble size = Share of Voice

Cost oriented policy

Investment policy,Strategy of playersin expansion

Powder Detergent Market

-10,6pp

*pts=percent points difference of share of voice compared to

the similar period last year

Powder Detergent Market

Retailers

Qty

SNU

2014

Qty

SNU

2013

Dif SNU

‘14 vs ’13(%)

SOV

2014

Evol. SOV

2014 vs

2013Percent points

SELGROS 497 493 1% 25,4% -1,3

METRO 273 270 1% 13,9% -0,7

KAUFLAND 181 168 8% 9,2% 0,1

XXL MEGA DISCOUNT

157 113 39% 8,0% 1,9

BILLA 154 151 2% 7,9% -0,3

PENNY MARKET 152 119 28% 7,8% 1,4

CARREFOUR 141 108 31% 7,2% 1,4

CORA 136 112 21% 6,9% 0,8

MEGA IMAGE 111 133 -17% 5,7% -1,5

CARREFOUR MARKET

77 34 126% 3,9% 2,1

REAL-HYPERMARKET

36 75 -52% 1,8% -2,3

PROFI 34 27 26% 1,7% 0,2

LIDL 8 15 -47% 0,4% -0,4

SUPECO 3 0,2% 0,2

REAL-AUCHAN 31 -100% -1,7

TOTAL 1960 1849 6% 100,0% (-)

Bubble size = Share of Voice

Promo Pressure of Retailers

Increasement

Decreasement.

Powder Detergent Market

Retailers Share of Voice

Powder Detergent Market

Share of Voice Producers in Retailers

*pts=percent points difference of share of voice compared to

the similar period last year

How producers split promotions between retailers?

Procter&Gamble 2014 = 100% Promotions in Retailers

Procter&Gamble 2013 = 100% Promotions in Retailers

Unilever 2014 = 100% Promotions in Retailers

Unilever 2013 = 100% Promotions in Retailers

Henkel 2014 = 100% Promotions in Retailers

Henkel 2013 = 100% Promotions in Retailers

Powder Detergent Market

Brands Share of Voice 2014 TOP 3 BrandsQty SNU

2014Qty SNU

2013Dif SNU

(%)SOV2014

Evol SOVPercent points

DERO SURF 574 521 10% 29,3% +1,1

ARIEL 530 439 21% 27,0% +3,3

BONUX 332 329 1% 16,9% -0,9

TIDE 210 205 2% 10,7% -0,4

PERSIL 168 160 5% 8,60% -0,1

OMO 42 48 -13% 2,1% -0,5

REX 31 49 -37% 1,60% -1,1

OTHERS 48 43 12% 2,40% 0,1

PRIVATE LABELS 25 54 -54% 1,30% -1,6

Consumer Advantages used/ Brand

qty of SNU 2014DERO SURF ARIEL BONUX

Promotions with Consumer

Advantages414 354 252

Promotions without Consumer

Advantages160 176 80

Total 574 530 332

Powder Detergent Market

CA= Consumer Advantages

Most promoted SKU – 1 year analysis

This SKU was promoted 49 times from 1 January 2014 to 30 December 2014 , in 7

Retailers, 3 distribution channels.

ARIEL DETERGENT AUTOMAT 2 KG

intensive promo

PROMO SEASONALITY

Powder Detergent Market

Florentina VasileLeaflet Monitor Director Romania

florentina.vasile@hiper-com.com

+40 (0) 743 216 282

Ana Grigore

Account Manager

ana.grigore@hiper-com.com

+40 (0) 741 098 023

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