Share Of Voice Dairy Products Jan-Jun 2014 RO

1. Period: January-June 2014

2. Period: January-June 2014
SOVRETAILER A = 𝑹𝒆𝒕𝒂𝒊𝒍𝒆𝒓 𝑨 𝑷𝒓𝒐𝒎𝒐 ∗ 𝑴2 𝒘𝒉𝒆𝒓𝒆 𝑷𝒓𝒐𝒎𝒐 𝒊𝒔 𝒗𝒂𝒍𝒊𝒅
𝑨𝒍𝒍 𝑹𝒆𝒕𝒂𝒊𝒍𝒆𝒓𝒔 𝑷𝒓𝒐𝒎𝒐 ∗ 𝑴2 𝒘𝒉𝒆𝒓𝒆 𝑷𝒓𝒐𝒎𝒐 𝒊𝒔 𝒗𝒂𝒍𝒊𝒅
Analyzed market:
PRODUSE LACTATE SOV = SHARE OF VOICE
SNU = SHOPPER NEED UNIT
ALL RETAILERS = 100%
ALL BRANDS = 100%
INDEX USED: M²(SNU)

3. Period: January-June 2014
Producers Share of Voice in
Produse Lactate M²(SNU) YTD 2014
Nb of leaflets
in 6 months
Nb of SNU
promoted
Nb of
Retailers
ALBALACT 233 466 15
FRIESLAND 199 336 16
DANONE 202 388 16
DELACO 177 352 15
HOCHLAND 180 332 14
COVALACT 145 243 12
DORNA
LACTATE
114 154 11
+1,1pp
-0,1pp
-0,7pp
-1,1pp
+0,8pp
+1,1pp
+0,6pp
-1,8pp
0 pp
pp=percent
point
difference of
producer
share of
voice
compared
to the similar
period last
year
Producers split of promotions between Retailers M²(SNU) YTD 2014

4. Period: January-June 2014
Retailers Share of Voice in
Produse Lactate M²(SNU) YTD 2014
Nb of leaflets
in 6 months
Nb of SNU
promoted
XXL MEGA
DISCOUNT
48 850
BILLA 66 673
PENNY MARKET 60 514
KAUFLAND 29 468
CORA 26 437
SELGROS 36 436
OTHERS 47 396
MEGA IMAGE 17 391
METRO 15 374
CARREFOUR 29 289
LIDL 32 202
CARREFOUR
MARKET
35 133
PROFI 16 120
REAL 12 45
TOTAL 468 5328
Producers in Retailers M²(SNU) YTD 2014

5. Period: January-June 2014

6. Period: January-June 2014
Thank you for your attention
Florentina Vasile
Leaflet Monitor Director Romania
florentina.vasile@hiper-com.com
+40 (0) 743 216 282
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