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Share of Voice in leaflets of Romanian sugar producers and retailers
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Period: January-October 2014
Period: January-October 2014
SOVRETAILER A = 𝑹𝒆𝒕𝒂𝒊𝒍𝒆𝒓 𝑨 𝑷𝒓𝒐𝒎𝒐 ∗𝑴
2 𝒘𝒉𝒆𝒓𝒆 𝑷𝒓𝒐𝒎𝒐 𝒊𝒔 𝒗𝒂𝒍𝒊𝒅
𝑨𝒍𝒍 𝑹𝒆𝒕𝒂𝒊𝒍𝒆𝒓𝒔 𝑷𝒓𝒐𝒎𝒐 ∗𝑴2 𝒘𝒉𝒆𝒓𝒆 𝑷𝒓𝒐𝒎𝒐 𝒊𝒔 𝒗𝒂𝒍𝒊𝒅
Analyzed market: Zahar tos
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: January-October 2014
Markets Share of Voice M²*qty of SNUSOV
YTD 2014M²(SNU)
SOVYTD 2013M²(SNU)
Evol.SOV(pp)
YTD 2014
Nb SNU
YTD2013
Nb SNU
Dif SNU(%)
ZAHAR TOS 73,60% 68,60% +5 429 390 10%
ZAHAR PUDRA 7,90% 9,80% -1,9 47 52 -10%
ZAHAR TOS LA PLIC 7,90% 11,00% -3,1 34 43 -21%
OTHERS 10,60% 10,50% +0,1 64 37 73%
pp=percent
point
difference of
share of voice
compared
to the similar period last year
+5,9pp
-4,3pp
-2,1pp
+0,6pp
Period: January-October 2014
Retailers Share of Voice in
Zahar Tos Market YTD 2014 M²*qty of SNU
Nb of leaflets in 10 months
YTD 2014Nb SNU
YTD 2013Nb SNU
% Dif SNU‘14 vs ‘13
Promo pressure of Retailers M²*qty of SNU
SELGROS 44 54 34 59%
CARREFOUR 50 54 47 15%
CARREFOUR MARKET
50 53 50 6%
KAUFLAND 41 47 43 9%
CORA 36 40 29 38%
BILLA 38 38 42 -10%
METRO 24 35 24 46%
PENNY MARKET 30 33 47 -30%
XXL MEGA DISCOUNT (REWE GROUP)
28 29 24 21%
MEGA IMAGE 21 21 23 -9%
PROFI 20 21 4 425%
REAL 4 4 21 -81%
LIDL 2 -100%
TOTAL 386 429 390 10%
Bubble size = Share of Voice M²(SNU)
Period: January-October 2014
Producers in Zahar Tos Market
SOV M²(SNU)
Dif%M²(SNU)
Evol. SOV(Pp)
Promo Pressure of Producers M²*qty of SNU
AGRANA 55,30% -1% -16,2
ZAHARUL ORADEA 22,70% 61% 4,7
LEMARCO 7,60% 416% 5,7
AXIVAL TRADE 1,40% 10400% 1,4
PRIVATE LABELS 9,70% 81% 2,8
OTHERS 3,30% 141% 1,6
Producers Share of Voice in
Zahar Tos Market YTD 2014 M²*qty of SNU
Nb of SNU promotedYTD 2014
Nb of SNU promotedYTD 2013
% Dif SNUYTD ‘14 vs ‘13
AGRANA 258 262 -2%
ZAHARUL ORADEA 62 66 -6%
LEMARCO 34 14 143%
AXIVAL TRADE 21 3 600%
PRIVATE LABELS 41 26 58%
OTHERS 13 19 -32%
TOTAL 429 390 10%
Bubble size = Share of Voice M²(SNU)
Period: January-October 2014
Producers in Retailers (qty of SNU) YTD 2014
Monthly distribution of SNU in Selgros 2014
Producers in Retailers (qty of SNU) YTD 2013
Monthly distribution of SNU in Selgros 2013
Tota
l nu
mb
er SN
U Y
TD 2
01
4=
54
Tota
l nu
mb
er SN
U Y
TD 2
01
3 =
34
Promotion Calendar in Selgros
(April-May 2014)
Instant market analysis
Most promoted SKU – 1 year analysis
This SKU was promoted 115 times from 1 November 2013 to 31 October 2014
MARGARITAR ZAHAR CRISTAL PUNGA HARTIE 1 KG
intensive promo
PROMO SEASONALITY
Florentina VasileLeaflet Monitor Director Romania
+40 (0) 743 216 282
Ana Grigore
Account Manager
+40 (0) 741 098 023
Thank you for your attention
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