Promo review 2012 vs 2011 serbia

QUANTITATIV KPI Slides
1- LEAFLETS & PROMO OPERATIONS 4-14

2- TRADE STRATEGY 15-20

3- PROMO PRESSURE & SHARE OF VOICE 21-34

4- PROMO MECHANISMS 35-38

QUALITY KPI 39-40

RETAILERS SUMMARY 41-50

VOCABULARY
•Promo Pressure: index of promo visibility for a retailer, a category a brand or a format. This index can be
counted by quantity of leaflets or quantity of promotions inside the leaflets.

•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 SNU 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.

•Shopper Need Unit ( SNU): 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
•Perimeter of analysis: CC, Hyper, Super, HDD (Analysis for the Top 20 Retailers of this category)

2012 vs 2011

1- LEAFLETS & PROMO
OPERATIONS

LEAFLETS & PROMO PRESSURE
2011 2012 Evolution Pressure

NATIONALS OP 846 1032 7% 21%
REGIONAL/LOK OP 424 370 -7% -13%

We see that the retailers prefer to invest
In National PO in 2012

* Quantity of leaflets 2012 vs 2011. All traffic leaflets = 100%.
*A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet till
25 or more regional variations

LEAFLETS & PROMO PRESSURE
2011 2012 Evolution Pressure

NATIONALS OP 846 1032 7% 21%
REGIONAL/LOK OP 424 370 -7% -13%

( National PO) 2012(evol) ( National PO) 2012(evol)

7.5 1.7

-4.5 1.2

2.1 0.6

-0.4 -7.2

1.2 -2.1
* Quantity of leaflets 2012 vs 2011. All traffic leaflets = 100%.
*A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet till
25 or more regional variations

TOP TRAFFIC LEAFLETS (by SNU)

Number of SNU 440 409 304 294 291

Stores 4 9 10 3 1
Days
27 28 13 32 15
Benchmark vs
Leader 100% 93% 69% 67% 66%

Number OF PROMO OPERATIONS 2012
traffic flyers 1-4 page We see that half retailers
decreased no of leaflets
UNIVEREXPORT 22 110

TEMPO 49 32

SUPERVERO 17 44

RODA 33 130

METRO 141 129

MERCATOR 26 96

MAXI 29 66

INTEREX 30 46

IDEA 34 113

DIS 63 74

EVOLUTION OF PROMO OPERATIONS(Traffic leaflets)

DIS 20

IDEA -11

INTEREX -5

MAXI 4

MERCATOR 0

METRO -12

RODA 6

SUPERVERO 0
We see that third of the
TEMPO 2 retailers decreased no of
leaflets
UNIVEREXPORT 5

EVOLUTION OF PROMO OPERATIONS (special
leaflets)
DIS 39

IDEA 34

INTEREX -5

MAXI -18

MERCATOR 37

METRO 74

RODA -3
Special leaflets became
SUPERVERO 21 more atractive for some
retailers
TEMPO -2

UNIVEREXPORT -34 SPECIAL LEAFLETS = flyers (1 – 4 pages)
+ thematic catalogues

AVERAGE NUMBER OF PAGES/PROMO OP (traffic leaflets)
2011 2012
The number of pages per PO are
DIS 12.65 mostly the same as in 2011 ,with
13.02
slightly changes.
IDEA 11.02 Significant changes are only at
11.18
Maxi,Roda and Tempo..
INTEREX 7.54
7.40

MAXI 13.40
11.52

MERCATOR 18.62
18.62

METRO 20.92
21.09

RODA 11.11
8.00

SUPERVERO 22.82
23.06

TEMPO 16.34
14.24

UNIVEREXPORT 16.47
16.00

Average SNU/page (traffic leaflets)

DIS 12

IDEA 14

INTEREX 20

MAXI 13

MERCATOR 10

METRO 9

RODA 17

SUPERVERO 14

The most readable is
TEMPO 15
Metro and Univerexport
UNIVEREXPORT 9

Average SNU/page (special leaflets)

DIS 11

IDEA 13

INTEREX 16

MAXI 11

MERCATOR 9

METRO 22

RODA 9

SUPERVERO 9

TEMPO 14

UNIVEREXPORT 30

2012 vs 2011

2 - TRADE STRATEGY

SNU TYPOLOGY (Brands, Private Labels, Unbranded ) Traffic
Leaflets
Unbranded Private Label
13% 12%
Evol. Y12 vs Y11 in Pts
Private Label Brands Unbranded

Private Label 0.5

Brands 1.7

Unbranded -2.2
Brands
75%

We can observe that the Unbranded are
loosing share in favor of Private Labels and
Brands. This shows that the strategy of the
retailers is to reduce the space for the
promotions without budget.

* SNU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)

SNU TYPOLOGY (National Brands) Traffic Leaflets
Number Evolution
2012 National Brands Private Label Unbranded
SNU/OP vs
2011

DIS 162 -7 83.00% 0.7

IDEA 154 12 60.40% 4.2

INTEREX 150 9 77.50% 2.2

MAXI 145 -32 75.00% 4.7

MERCATOR 194 -10 85.80% 3

METRO 183 -4 68.30% -0.1

RODA 136 -54 82.20% 3.8

SUPERVERO 312 31 82.40% -1.7

TEMPO 207 -10 75.10% -0.1

UNIVEREXPORT 146 -7 88.80% 2.3

Number Evolution
SNU/OP vs
2011

DIS 162 -7 83.00% 0.7 7.60% 1.1

IDEA 154 12 60.40% 4.2 14.40% -5

INTEREX 150 9 77.50% 2.2 4.00% -2

MAXI 145 -32 75.00% 4.7 15.90% 1.1

MERCATOR 194 -10 85.80% 3 2.10% -1.8

METRO 183 -4 68.30% -0.1 19.00% 2.2

RODA 136 -54 82.20% 3.8 3.40% -1.1

SUPERVERO 312 31 82.40% -1.7 6.30% 2

TEMPO 207 -10 75.10% -0.1 9.40% 3

UNIVEREXPORT 146 -7 88.80% 2.3 5.50% -0.9

Number Evolution
SNU/OP vs
2011

DIS 162 -7 83.00% 0.7 7.60% 1.1 9.50% -1.8

IDEA 154 12 60.40% 4.2 14.40% -5 25.10% 0.8

INTEREX 150 9 77.50% 2.2 4.00% -2 18.40% -0.2

MAXI 145 -32 75.00% 4.7 15.90% 1.1 9.10% -5.8

MERCATOR 194 -10 85.80% 3 2.10% -1.8 12.10% -1.2

METRO 183 -4 68.30% -0.1 19.00% 2.2 12.70% -2.1

RODA 136 -54 82.20% 3.8 3.40% -1.1 14.40% -2.7

SUPERVERO 312 31 82.40% -1.7 6.30% 2 11.30% -0.2

TEMPO 207 -10 75.10% -0.1 9.40% 3 15.60% -2.9

UNIVEREXPORT 146 -7 88.80% 2.3 5.50% -0.9 5.80% -1.4

AVERAGE PROMO PRICE
415.97
AVERAGE PROMO PRICE FOOD
278.57
247.90
209.87 205.92 203.38 194.63
163.31 146.10 140.99

11106.21
AVERAGE PROMO PRICE NON FOOD
8249.09

4941.40

2480.98 2476.85
1466.52 1360.71
540.19 385.86 364.13

2012 vs 2011

3 – PROMO PRESSURE & SHARE OF VOICE

PROMO PRESSURE GROWTH* (SNU)
Growth v/s Y-1

PROMO
FOOD +4.6 % +1.6 %
PRESSURE
NON - FOOD -1.4 %

HIPERMARKET The Promo Pressure has a positive trend in the 2012 v/s Y-1. We have
-0.7%
seen previously that the number of Promo Operation was growing.
SUPERMARKET
Taking a look at how retailers behaved in 2012, we see that only
+21.2%
Hypermarkets have a negative trend.
CASH&CARRY 6.2%

MARKET +18.5%

*The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less
SNU promoted

PROMO PRESSURE GROWTH* (SNU) vs AVERAGE NUMBER OF PAGES/PROMO OP
2011 2012

DIS YU 42.40% DIS 12.65
13.02

IDEA -10.70% The detailed promo pressure growth by IDEA 11.02
player shows the correlation between 11.18
number of pages downsize and promo
7.54
INTEREX -8.40% pressure reduction. INTEREX
7.40

MAXI 13.40
MAXI -12.50%
11.52

MERCATOR 18.62
MERCATOR -2.80% 18.62

METRO 20.92
METRO 6.20% 21.09

RODA 11.11
RODA -20.10% 8.00

SUPERVERO 22.82
SUPERVERO 12.30% 23.06

TEMPO 16.34
TEMPO -9.50% 14.24

UNIVEREXPORT 16.47
UNIVEREXPORT 10.40% 16.00

*The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less
SNU promoted

Cosmetics/Hygiene 25.90%

DOMACINSTVO 34.90%

TEHNIKA 2.70%

TEXTILE/NAMEŠTAJ 1.70%

URADI SAM -5.20%

MEŠOVITA ROBA 22.80%

PAKOVANI SVEŽI PRODUKTI -2.00%

PROIZVODI ZA ŽIVOTINJE 100.00%

SVEŽA -4.30%


DOMACINSTVO 5.00%

TEHNIKA 4.60%

TEXTILE/NAMEŠTAJ -21.60%

URADI SAM 0.10%

MEŠOVITA ROBA -12.40%

PAKOVANI SVEŽI PRODUKTI 0.80%

PROIZVODI ZA ŽIVOTINJE 0%

SVEŽA -9.00%

Cosmetics/Hygiene -16.60%

DOMACINSTVO -7.30%

TEHNIKA -15.00%

TEXTILE/NAMEŠTAJ
-42.10%

URADI SAM -20.70%




SVEŽA -27.10%


DOMACINSTVO 9.40%

TEHNIKA -16.90%


URADI SAM 9.10%



PROIZVODI ZA ŽIVOTINJE -79.30%

SVEŽA 25.00%


DOMACINSTVO 0.20%

TEHNIKA -33.20%


URADI SAM -22.10%




SVEŽA -5.30%


DOMACINSTVO -8.10%

TEHNIKA -47.90%


URADI SAM -6.90%



PROIZVODI ZA ŽIVOTINJE -85.70%

SVEŽA -1.80%



DOMACINSTVO 2.30%

TEHNIKA 2.90%


URADI SAM 94.20%




SVEŽA -4.10%


DOMACINSTVO 64.50%

TEHNIKA -1.20%


URADI SAM 49.90%




SVEŽA 30.00%



DOMACINSTVO -0.70%

TEHNIKA -40.20%


URADI SAM -20.80%




SVEŽA -29.70%


DOMACINSTVO 0%

TEHNIKA -73.70%


URADI SAM -47.90%




SVEŽA -21.30%

SHARE OF VOICE (SNU) Traffic Leaflets
METRO 14.60%

DIS 4.90%

TEMPO 4.40%

IDEA 3.50%

UNIVEREXPORT 3.30%

MERCATOR 3.00%
The most important player is Metro.
RODA 2.80%

INTEREX 2.70%

SUPERVERO 2.50%

MAXI 2.20%

Retailers outside selection 56.10%

100% = Total Retailers 2012
*where Others represents the retailers outside selection.

2012 vs 2011

4 – PROMO MECHANISMS

PROMO MECHANISMS(SNU)
Products with consumer benefits by retailer format
Number of SNU Promocije sa potrošackim prednostima Y 2011 Number of SNU Promocije sa potrošackim prednostima Y 2012

90.44%
86.33% 86.01%

68.56%

36.52%
33.56%

12.03%
8.00%

Cash&Carry Hipermarket Market Supermarket

Regarding the consumer benefits an important increasing was in SUPERMARKETS with 17.45 pts in 2012 vs 2011.

Products with consumer benefits

Y 2012 Growth vs Y-1 Virtual promo 1.43

+19.9% +4.07 pt
Temporary price reduction 44.67

Instore event 0.43

What kind of Promo Mechanisms
Retailers are using, and their evolution
Vs last year Consumer pack 4.15

Products with consumer benefits
63.33
Cosmetics/Hygiene
2.31
Y 2012 Growth vs Y-1 64.02
DOMACINSTVO
3.25
+19.9% +4.07 pt TEHNIKA
51.60
0.62

42.22
TEXTILE/NAMEŠTAJ
5.38

47.50
URADI SAM
4.8

54.32
MEŠOVITA ROBA
2.28

From total articles promoted we see that PAKOVANI SVEŽI PRODUKTI
52.78
3.63
in all catgories the number of promo
Mechanism growth. The biggest growth is PROIZVODI ZA ŽIVOTINJE
51.55
In category Fresh(Sveža) 1.55

46.07
SVEŽA
6.83

Y2012 % Ev vs Y-1 pt

2012 vs 2011

3 – QUALITY KPI

COMPLEXITY INDICATOR
No of All SNU with PM Ev vs Y-1 pt

SUPERVERO 93.09%
11.49

INTEREX 92.03%
0.23

MERCATOR 89.71%
-4.3

RODA 87.06%
0.79

TEMPO 86.88%
-8.5

DIS YU 82.05%
44.51

MAXI 74.29%
-17.51

IDEA 58.2%
15.44
We can easily see that SUPERVERO
METRO 12.03% is using at least 1 Consumer
4.03
Advantage on 93,09 % of the
8.26% promoted articles, while
UNIVEREXPORT
-2.29 UNIVEREXPORT is using Consumer
Advantages only on 8,26 % of the
promoted articles.

2012 vs 2011

RETAILERS SUMMARY

Pressure
Offer

FOOD
43%
FOOD Market +1.4% (0 pt)
Non Food
Non FOOD - 1.7% 57%
(0 pt)

Quantity of SNU Quantity of PO

Consumer Quantity of SNU
Brands Share advantages
Private Label National Brands Unbranded Kupon 0,04%
Private Vauceri i nalepnice 0,09%
2.2
13% Label Standardni popust /ušteda 3,03%
19%
3 za 2 0,03%
National
-0.1 Buy 1 Get 1 0,04%
Brands
Ostalo virtuelni lot 0,09%
Popust+virtualni lot 4,01%
Unbranded -2.1 x cena 0,63%
Besplatno 4,04%
68%
Poklon i premija 0,21%
Quantity of SNU Šok cena i specijalna napomena 0,00%

Pressure Offer

Food
FOOD Market -9,20% 44%(+2 pt)

Non Food
Non FOOD +1,10% 56%(-2 pt)

Quantity of SNU
Quantity of PO

Consumer
Brands Share

Private Label National Brands Unbranded
Kupon 0,89%
2% Private Label -1.8 Vauceri i nalepnice 0,14%
Popust sa karticom 2,04%
12% Standardni popust /ušteda 12,77%
National
3 x cena 73,00%
Brands
Besplatno 4,20%
Unbranded -1.2 Nagradna igra 0,02%
86% Poklon i premija 0,57%

Quantity of SNU Quantity of SNU

Pressure Offer

Food
FOOD Market - 21,1% 46% Non Food
(+2pt) 54%(-2pt)
Non FOOD - 19,0%


Consumer
Kupon 1,05%
4%
Private Label -1.1 Vauceri i nalepnice 0,11%
14% Popust sa karticom 2,73%
Standardni popust /ušteda 4,68%
National Popust+virtualni lot 0,04%
Brands 3.8
x cena 77,50%
Besplatno 6,27%
Nagradna igra 0,02%
Unbranded -2.7
82%

Pressure Offer

FOOD Market - 13,40%
Food
51%(-4 pt) Non Food
Non FOOD - 11,30% 49%(+4 pt)


Consumer

9% Private Label 1.1
16% Kupon 4,63%
National x cena 10,08%
4.7
Brands Besplatno 4,68%
Nagradna igra 0,05%
Unbranded-5.8
75% Quantity of SNU
Quantity of SNU

Offer

Pressure

FOOD Market -0,40% Food Non Food
44% (+2 pt) 56%(-2 pt)

Non FOOD - 15,20%


Consumer
Brands Share
Kupon 1,10%
Private
16% 9% 3 Standardni popust /ušteda 58,56%
Label
3 za 2 0,01%
-0.1
Brands Besplatno 4,77%
Nagradna igra 0,06%
Unbranded -3

75% Quantity of SNU Quantity of SNU

Offer
Pressure
Pressure

FOOD Market - 5,30% Food
50%(+3 pt)
Non FOOD - 17,30% Non Food
50% (- 3 pt)

Quantity of PO
Quantity of SNU

Consumer
Quantity of SNU
Brands Share
Kupon 0,02%
Vauceri i nalepnice 0,17%
Private
-5 Popust sa karticom 0,02%
Label
25% 3 za 2 0,02%
National
4.2 Buy 1 Get 1 0,02%
Brands
x cena 10,20%
Unbranded 0.8 Besplatno 3,59%
Nagradna igra 0,08%
61% Poklon i premija 0,20%
Quantity of SNU Happy hours 0,02%

Offer

Pressure

FOOD Market 41,30%
Food
Non Food
49%(+1 pt)
Non FOOD 43,80% 51%-1 pt)

Quantity of SNU
Quantity of PO

Consumer
Brands Share

9% 8% Private
1.1 Standardni popust /ušteda 0,64%
Label
3 za 2 0,02%
0.7 Besplatno 6,62%
Brands
Nagradna igra 0,01%
Unbranded
-1.8
Staro za 0,01%
83%

Offer
Pressure

FOOD Market +7,70%
Food
Non Food
50% (-1 pt)
Non FOOD 50% (+1 pt)
+ 17,70%


Consumer
Brands Share

6% 5% Vauceri i nalepnice 0,03%
Private
Label
-0.9 Standardni popust /ušteda 0,18%
x cena 1,21%
National
Brands
2.3 Besplatno 6,70%
Staro za novo 0,02%
Unbranded -1.4
89%

Offer

Pressure

FOOD Market - 5,90%
Food Non Food
50% 50%
Non FOOD - 12,10%


Consumer
Brands Share
18% Private
Label
-2 Popust+virtualni lot 0,14%
x cena 2,36%
Besplatno 4,95%
National
Brands
2.2 Nagradna igra 0,06%

78% Unbranded -0.2


Offer

Pressure

FOOD Market 25,40%
Food
Non Food
55% (+1 pt )
45% (-1 pt)
Non FOOD -0,40%

Quantity of PO
Quantity of SNU

Consumer Quantity of SNU
Brands Share

Private Label National Brands Unbranded Kupon 1,46%
6% Private Vauceri i nalepnice 0,04%
11% 2 Popust sa karticom 0,06%
Label
National 3 za 2 0,23%
-1.8
Brands Buy 1 Get 1 0,06%
Unbranded
x cena 79,71%
83% -0.2
Besplatno 8,41%
Nagradna igra 1,69%
Quantity of SNU Poklon i premija 5,12%

Thank you for your attention
I remain at your disposal for further information or a demo

Ernest Gergely
Country manager

ernest@hiper-com.com
+381 (0)69 36 46 330

Promo review 2012 vs 2011 serbia

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