Quaterly Promo Review: the global summary of data agregation of promo leaflets KPI for Polish Market Q1 12 vs 11

1. Promo Review of food retailers in 20’top
Q1 2012 vs 2011

2. Promo Review of food retailers in 20’top
QUANTITATIV KPI Slides
1- LEAFLETS & OPERATIONS 4-8
2- TRADE STRATEGY 9-13
3- PROMO PRESSUR & SHARE OF VOICE 15-25
4- PROMO MECHANISMES 3-7
QUALITY KPI 3-7
RETAILERS 33-33

3. Promo Review of food retailers in 20’top
PROMO OPERATION*
•Promo Pressure: index of promo visibility for a retailer, a category a brand or a format
•Share of Voice: index of promo visibility for a retailer, a category a brand or a format
in relative value versus competitors. The Share of Voice index of Hipercom shows the
promo activity of the Retailers in the most exhaustive way, taking into consideration
the quantity of promotional operations, SKU’s or WU in Promo, the commercial space
(in m2) when the promotion was valid and the number of days of the validity days of
that specific promotion.
•Weighted Unit ( WU): One or more SKU from the same family, being on the same
promotion (many flavors for juice, many colors for shampoo, many sizes for textile)
•Consumer advantages: All additional trade mechanisms supporting the promo price
and mentioned on the promo leaflet.
•Promo price: Price on the leaflet (should be different from the shelf price)
•Virtual Price: Promo price – (minus) all consumers advantages
•ND: National distribution For one retailer = number of stores participating in a
promotion/ Total number of that retailer’s stores.
•Negative Promo: (Index)= Qty of promo cheaper somewhere else ( at the same
date) / total qty of promo (for the concerned retailer)
•Perimeter of analysis: Romania: CC, Hyper, Super, HDD (Analysis for the Top 20
Retailers of this category)

4. Promo Review of food retailers in 20’top
Q1 2012 vs 2011
1- LEAFLETS & OPERATIONS

5. Q1 2012 vs 2011
PROMO OPERATION*
The quantity of Promo Operations is
growing in 2012, with a trend to
regional editions
* A Promo Operation is a set of leaflets by a store network. This set could consist
of one leaflet till 15 or more regional variations.

6. Q1 2012 vs 2011
PROMO OPERATION*
* A Promo Operation is a set of leaflets by a store network. This set could consist of
one leaflet till 15 or more regional variations.

7. Q1 2012 vs 2011
5 TOP TRAFFIC LEAFLET (by Promo Pressure)

8. Q1 2012 vs 2011
AVARAGE NUMBER OF PAGES / PROMO OP
Wz swl i wdwnc gzt zr wooa y j i oón nrd wc
r t ioc ya ayh a e a n l l c a g l a o y
o ś ek ó kn h k o o h

9. Promo Flash of food retailers in 20’top
Q1 2012 vs 2011
2 - TRADE STRATEGY

10. Q1 2012 vs 2011
WU* TYPOLOGY (Brands, Private Labels, Unbranded)
Share of Brands
* WU = one or more SKU from the same family, visible on one picture (e.g. various flavours)

11. Q1 2012 vs 2011
QUANTITY OF SKU BY OP
* WU = one or more SKU from the same family, visible on one picture (e.g. various flavours)

12. Q1 2012 vs 2011
WU TYPOLOGY (Brands, Private Labels, Unbranded )
* WU = one or more SKU from the same family, visible on one picture (e.g. various flavours)

13. Q1 2012 vs 2011
AVERAGE PRICE (virtual)

14. Promo Flash of food retailers in 20’top
Q1 2012 vs 2011
3 – PROMO PRESSURE & SHARE OF VOICES

15. Q1 2012 vs 2011
PROMO PRESSURE Growth*
Growth v/s Y-1
The promo pressure of every
retailer:
Cash & Carry : -20%
Convenience : 41
Discounts : 45%
+13% Hipermarkets : 19%
Supermarkets : 28%
•The Promo Pressure Growth is possitive v/s Y-1.
This situation is the result of a greater number of Promo Operations and
more pages per Promo Operation.
* The Promo Pressure growth is calculated in WU promoted x comercial space in m2. A growth <0 means a mix of less WU
promoted and/ or less commerical m2.

16. Q1 2012 vs 2011
PROMO PRESSURE*
The detailed promo pressure growth by
player shows the correlation between
number of pages downsize and promo
pressure reduction.
* The Promo Pressure growth is
calculated in WU promoted x comercial
space in m2. A growth <0 means a mix
of less WU promoted and/ or less
commerical m2.

17. 2011 vs 2010
Share of voice of retailers

18. 2011 vs 2010
PROMO MECHANISMS*
PRODUCTS WITH CONSUMER ADVANTAGES
Q1 2012 Growth v/s Y-1
In 2012 46,6% promotions
46,4 % + 13,7% are supported by on or
more Promo Mechanism.
This trend growth about
almost 14% versus last year.
*Promo Mechanisms are all added advanatges given to the shoppers like BOGOF, loyality
programs, presents , etc

19. Q1 2012 vs 2011
PROMO MECHANISMS*
46,4 % + 13,7%
What kind of Promo Mechanisms
are used, and how did their
frequency growth v/s last year.

20. Q1 2012 vs 2011
PROMO MECHANISMS*

21. Q1 2012 vs 2011
PROMO MECHANISMS*
Products with consumer advantages by retailer

22. Promo Flash of food retailers in 20’top
Q1 2012 vs 2011
QUALITY KPI

23. Q1 2012 vs 2011
INDICATOR OF READABILITY
Number of WU/ Pages

24. Promo Flash of food retailers in 20’top
Q1 2012 vs 2011
RETAILERS

25. Q1 2012 vs 2011
ALMA MARKET

26. Q1 2012 vs 2011
LIDL

27. Q1 2012 vs 2011
POLO MARKET

28. Q1 2012 vs 2011
REAL

29. Q1 2012 vs 2011
CARREFOUR

30. Q1 2012 vs 2011
EUROCASH

31. Q1 2012 vs 2011
KAUFLAND

32. Q1 2012 vs 2011
TESCO

33. Q1 2012 vs 2011
INTERMARCHE

34. Q1 2012 vs 2011
SELGROS

35. Q1 2012 vs 2011
BIEDRONKA

36. Q1 2012 vs 2011
TOPAZ

37. Q1 2012 vs 2011
DELIMA

38. Q1 2012 vs 2011
BOMI

39. Q1 2012 vs 2011
DINO

40. Q1 2012 vs 2011
E.LECLERC

41. Q1 2012 vs 2011
MAKRO

42. Q1 2012 vs 2011
STOKROTKA

43. Q1 2012 vs 2011
SANO

44. Thank you for your attention.
For questions or live comment of these results, feel free to contact us:
Monika Rybczak
Business Unit Manager - Poland
monika.rybczak@hiper-com.com
+48 693 100 960
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