This document analyzes promotional activities of food retailers in Romania from January to September 2012 compared to 2011. Some key findings include: - Retailers increased regional promotional operations and decreased national ones. They also increased the number of leaflets and promotions. - The share of unbranded products in promotions decreased while private label shares increased, showing a strategy to reduce promotions without brand budgets. - Most retailers increased their national brand SNUs (stock keeping units) in promotions while decreasing unbranded SNUs, indicating a focus on branded goods. Private label SNUs remained steady or increased slightly.

1. Jan-Sept 2012 vs 2011
Promo Review of food retailers in 20’top
Jan-Sept 2012 vs 2011

2. Jan-Sept 2012 vs 2011
Promo Review of food retailers in 20’top
QUANTITATIV KPI Slides
1- LEAFLETS & PROMO OPERATIONS 4-14
2- TRADE STRATEGY 15-33
3- PROMO PRESSURE & SHARE OF VOICE 34-49
4- PROMO MECHANISMS 50-56
QUALITY KPI 57-59
RETAILERS SUMMARY 60-72

3. Jan-Sept 2012 vs 2011
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: Romania: CC, Hyper, Super, HDD (Analysis for the Top 20 Retailers of this
category)

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

5. Jan-Sept 2012 vs 2011
LEAFLETS & PROMO PRESSURE (traffic leaflets)
Jan-Sept 2012 Jan-Sept 2011 Evolution Pressure
NATIONALS OP 367 387 -5% -10%
REGIONAL OP 76 34 124% 112%
We see that the retailers prefer to invest
In regional 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

6. Jan-Sept 2012 vs 2011
LEAFLETS & PROMO PRESSURE (traffic leaflets)
Jan-Sept 2012 Jan-Sept 2011 Evolution Pressure
NATIONALS OP 367 387 -5% -10%
REGIONAL OP 76 34 124% 112%
HM ( Nationals PO) Jan-Sept2012(evol) SM ( Nationals PO) Jan-Sept2012(evol)
+15 (PO)
+5 (PO)
45 41
-2 (PO) +18(PO)
24
26
+1 (PO) +5 (PO)
39
20
+5 (PO)
32
18
* 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

7. Jan-Sept 2012 vs 2011
LEAFLETS & PROMO PRESSURE (traffic leaflets)
Jan-Sept 2012 Jan-Sept 2011 Evolution Pressure
NATIONALS PO 367 387 -5% -10%
REGIONAL PO 76 34 124% 112%
C&C ( Nationals PO) Jan-Sept2012(evol) HD ( Nationals PO) Jan-Sept2012(evol)
-6 (PO) +23(PO)
34 36
-3 (PO) +2 (PO)
39
29
* 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

8. Jan-Sept 2012 vs 2011
5 TOP TRAFFIC LEAFLET (by PO Share of Voice)
Number of SNU 935 484 426 416 404
Stores 19 8 24 24 8
Days 31 11 13 13 14
Benchmark vs
Leader
100% 52% 46% 44% 43%

9. Jan-Sept 2012 vs 2011
NUMBER OF PROMO OPERATIONS (traffic leaflets)
45 +15 po
41 +5 po
39 +1 po
39 +2 po
36 +23 po
34 -6 po
Almost all the retailers
32 +5 po increased their quantity of
leaflet edition.
29 -3 po
26 +18 po
24 -2 po
20 +5 po
18

10. Jan-Sept 2012 vs 2011
NUMBER OF PROMO OPERATIONS (special leaflets)
81 +10 po
72 +12 po
21 -1 po
20 +8 po
10 +10 po
10 -2 po
Almost all the retailers
4 -5 po increased their quantity of
special leaflet edition.
4 +2 po
3 +1 po
3 +1 po
2 -6 po
SPECIAL LEAFLETS = flyers (2 – 4 pages)
1 -3 po + thematic catalogues

11. Jan-Sept 2012 vs 2011
AVERAGE NUMBER OF PAGES/PROMO OP (traffic leaflets)
45 pag 2 pag
31 pag -6 pag
27 pag 2 pag
25 pag -1 pag
18 pag 6 pag
16 pag The number of pages per PO is
decreasing or increasing. Only Penny,
16 pag 2 pag Cora and Carrefour Market are
constant.
13 pag 1 pag We can see the most
Significant cost cutting in REAL.
12 pag 3 pag
12 pag 1 pag
10 pag
4 pag

12. Jan-Sept 2012 vs 2011
AVERAGE NUMBER OF PAGES/PROMO OP (special leaflets)
26 pag -3 pag
22 pag -6 pag
21 pag -7 pag
20 pag -2 pag
18 pag 6 pag The number of pages per PO is
decreasing or increasing. Only Cora
9 pag -8 pag and Carrefour Market are constant.
We can see the most
9 pag -3 pag Significant cost cutting in
PENNY, METRO & REAL.
7 pag
5 pag -5 pag
4 pag -2 pag
4 pag -2 pag
SPECIAL LEAFLETS = flyers (2 – 4 pages)
3 pag + thematic catalogues

13. Jan-Sept 2012 vs 2011
Average SNU/page (traffic leaflets)
5.9 SNU/ page
SNU/ page
6.1
6.2 SNU/ page
Number of 8.1 SNU/ page
SNU/page
SNU/ page
8.5
9.3 SNU/ page
SNU/ page
9.4
9.8 SNU/ page
9.9 SNU/ page
The most readable 10.6 SNU/ page
is Selgros
20.0 SNU/ page
20.5 SNU/ page

14. Jan-Sept 2012 vs 2011
Average SNU/page (special leaflets)
3.8 SNU/ page
4.4 SNU/ page
5.0 SNU/ page
Number of 5.5 SNU/ page
SNU/page
6.0 SNU/ page
6.4 SNU/ page
6.8 SNU/ page
8.3 SNU/ page
SNU/ page
10.8
11.4 SNU/ page
The most readable
is LIDL SNU/ page
11.5
14.9 SNU/ page

15. Jan-Sept 2012 vs 2011
Promo Review of food retailers in 20’top
2012 vs 2011
2 - TRADE STRATEGY

16. Jan-Sept 2012 vs 2011
SNU TYPOLOGY (Brands, Private Labels, Unbranded ) Traffic
Leaflets Within HIPERMARKET,SUPERMAKET,HARD DISCOUNT,CASH&CARRY
18.42% (-1.6 pts)
We can observe that the Unbranded are
loosing share in favor of Private Labels. This
shows that the strategy of the retailers is to
reduce the space for the promotions without
budget.
Brands
Private Label
15.02% (+2.8 pts) Unbranded
66,57% (-1.2 pts)
* SNU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)

17. Jan-Sept 2012 vs 2011
SNU TYPOLOGY (National Brands) Traffic Leaflets
Number Evolution
National Brands Private Label Unbranded
SNU/OP Jan-Sept 2012
vs
2011
187 ref -26 63,85% (-1,7 pts)
355 ref 38 60,60% (0,9 pts)
225 ref 16 54,40% (1,8 pts)
264 ref -43 60,96% (-0,4 pts)
148 ref 7 74,56% (1,1 pts)
197 ref 82 84,66% (1,3 pts)
33 ref 9 67,87% (19,7 pts)
57 ref 14 75,61% (-0,8 pts)
98 ref 34 6,52% (1,6 pts)
144 ref 2 67,63% (4,2 pts)
235 ref 50 77,01% (7,4 pts)
245 ref 16 90,95% (0,5 pts)
* SNU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)

18. Jan-Sept 2012 vs 2011
SNU TYPOLOGY (Private Label) Traffic Leaflets
Number Evolution
National Brands Private Label Unbranded
SNU/OP Jan-Sept 2012
vs
2011
187 ref -26 63,85% (-1,7 pts) 12,30% (0,2 pts)
355 ref 38 60,60% (0,9 pts) 12,39% (-0,6 pts)
225 ref 16 54,40% (1,8 pts) 15,08% (-1 pts)
264 ref -43 60,96% (-0,4 pts) 10,94% (0,6 pts)
148 ref 7 74,56% (1,1 pts) 8,03% (0,8 pts)
197 ref 82 84,66% (1,3 pts) 14,07% (0,2 pts)
33 ref 9 67,87% (19,7 pts) 17,29% (-15,5 pts)
57 ref 14 75,61% (-0,8 pts) 6,87% (2,3 pts)
98 ref 34 6,52% (1,6 pts) 82,69% (-0,2 pts)
144 ref 2 67,63% (4,2 pts) 14,44% (-0,4 pts)
235 ref 50 77,01% (7,4 pts) 16,80% (-1,9 pts)
245 ref 16 90,95% (0,5 pts) 4,34% (-1 pts)
* SNU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)

19. Jan-Sept 2012 vs 2011
SNU TYPOLOGY (Unbranded) Traffic Leaflets
Number Evolution
National Brands Private Label Unbranded
SNU/OP Jan-Sept 2012
vs
2011
187 ref -26 63,85% (-1,7 pts) 12,30% (0,2 pts) 23,85% (1,5 pts)
355 ref 38 60,60% (0,9 pts) 12,39% (-0,6 pts) 27,01% (-0,3 pts)
225 ref 16 54,40% (1,8 pts) 15,08% (-1 pts) 30,52% (-0,8 pts)
264 ref -43 60,96% (-0,4 pts) 10,94% (0,6 pts) 28,10% (-0,2 pts)
148 ref 7 74,56% (1,1 pts) 8,03% (0,8 pts) 17,40% (-1,9 pts)
197 ref 82 84,66% (1,3 pts) 14,07% (0,2 pts) 1,27% (-1,5 pts)
33 ref 9 67,87% (19,7 pts) 17,29% (-15,5 pts) 14,84% (-4,1 pts)
57 ref 14 75,61% (-0,8 pts) 6,87% (2,3 pts) 17,52% (-1,5 pts)
98 ref 34 6,52% (1,6 pts) 82,69% (-0,2 pts) 10,79% (-1,4 pts)
144 ref 2 67,63% (4,2 pts) 14,44% (-0,4 pts) 17,93% (-3,8 pts)
235 ref 50 77,01% (7,4 pts) 16,80% (-1,9 pts) 6,19% (-5,4 pts)
245 ref 16 90,95% (0,5 pts) 4,34% (-1 pts) 4,71% (0,4 pts)
* SNU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)

20. Jan-Sept 2012 vs 2011
SNU TYPOLOGY (National Brands, Private Label, Unbranded)
Traffic Leaflets
Evolution * National Brands Private Label Unbranded
Jan-Sept 2012 vs 2011
-26 -20 -3 -3
38 26 3 9
16 12 1 3
-43 -27 -3 -13
7 7 1 -1
82 71 12 -1
9 11 -2 0
14 10 2 2
34 3 28 3
2 7 0 -5
50 52 5 -7
16 15 -1 2
* Digits are slitghtly rounded
SNU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)

21. Jan-Sept 2012 vs 2011
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
3,2 -13,5 Metro had a severe reduction of the
83.2 81.5 3,6 AVERAGE VIRTUAL PRICE virtual price by 82%, meanwhile
71.6 Carrefour Market increased the virtual
prince by 133%.
0,4 -95,2
1,1
23.0 20.8 8,9 0,4 -0,5 -0,3
17.5 15.6 -0,1 -0,2
14.2 13.5 11.3 9.4 7.3
-0,5 Metro had a severe reduction of the
-14,0
83.4 81.7 3,6 AVERAGE PROMO PRICE promo price by 82%, meanwhile
71.8 Carrefour Market increased the
promo prince by 133%.
0,4
-95,2 1,1
23.0 8,9 0,5
21.4
17.7 -0,5 -0,3 0,0
15.6 14.3 13.5 11.5 -0,2
9.7 7.3

22. Jan-Sept 2012 vs 2011
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
(FOOD CATEGORY)
AVERAGE VIRTUAL PRICE
8,9
15.6 1,5
1,1 -0,2 -1,1 0,9 0,0
12.3 11.7 11.5 10.9 10.8 10.6 -0,4 0,5 0,5 0,0
1,9
8.3 8.1 8.0 8.0 7.2
9,0 AVERAGE PROMO PRICE
15.6
1,5 1,1 -0,2 -0,9
12.5 0,6 -0,5
11.9 11.6 11.5 11.1 -0,3 0,5
10.7 0,5 1,9 0,0
8.7 8.3 8.1 8.0 7.2

23. Jan-Sept 2012 vs 2011
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
(PRODUSE AMBALATE CU AUTOSERVIRE)
AVERAGE VIRTUAL PRICE
-0,5
1,9 -0,3
11.4 11.1 1,2 -0,9 -0,3
10.6
9.8 9.7 9.6 0,5 0,5 0,4 1,2
-0,4
8.6 8.3 8.0 8.0 7.7 -0,1
7.2
AVERAGE PROMO PRICE
-0,4
2,0 -0,3
11.7 0,8 -0,9 -0,8
11.1 10.7 0,7 0,5 0,4 -0,4 1,2
10.0 9.9 9.7 -0,1
9.0 8.4 8.0 8.0 8.0
7.2

24. Jan-Sept 2012 vs 2011
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
(FRUCTE SI LEGUME)
AVERAGE VIRTUAL PRICE
5,9
-1,6
10.4 3,9
9.2 9.2 -24,3 5,0
8.2 8.0 -2,3
0,2
6.8 0,5 0,4 -0,3 -0,2 -0,1
5.0 4.6 4.4 4.4 4.1 3.8
AVERAGE PROMO PRICE
5,9
10.4 -1,6 3,9
9.2 9.2 -24,3 5,0
8.2 8.0 -2,3
6.8 0,2 0,5
0,4 -0,6 -0,2 -0,1
5.0 4.6 4.4 4.4 4.1 3.8

25. Jan-Sept 2012 vs 2011
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
(CONGELATE)
AVERAGE VIRTUAL PRICE
9,3
16.8 0,9
-2,5 0,6
14.2 13.3 12.9 7,1 -0,1
0,5
11.0 10.4 2,3 0,5
9.5 9.0 8.9 -0,1 -0,2
7.8 0,0
7.2
6.2
AVERAGE PROMO PRICE
9,3
16.8 1,0
-2,5 0,7
14.4
13.3 13.2 0,1 7,1
0,7 2,2 0,1
11.1 11.0 -0,1
9.8 9.5 9.0 -0,1
7.8 0,0
7.3
6.2

26. Jan-Sept 2012 vs 2011
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
(FOOD)
AVERAGE VIRTUAL PRICE
12,0
16.9
1,5
11.5 2,0 -0,1 1,2
9.9 0,2
9.7 9.0 -1,9 -0,8 2,7 0,6
7.9 7.4 0,6 -0,2
7.2 6.9 6.7 5.9 5.6
AVERAGE PROMO PRICE
12,1
16.9
1,6
11.7 2,0 -0,1 0,9
10.0 9.7 -0,1 -1,8
9.1 -0,8 2,7 0,6 0,6 -0,2
7.9 7.7 7.6 6.9 6.8 6.0 5.6

27. Jan-Sept 2012 vs 2011
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
(DETERGENTI - IGIENA)
AVERAGE VIRTUAL PRICE
0,2
25.6 3,0 11,6
1,8
22.6 22.0 2,8 -1,1 -0,2
20.0 1,7 -1,6
18.8 -2,3
17.9 17.7 16.9 16.0 -0,6
15.4
13.7 1,5
11.2
AVERAGE PROMO PRICE
0,0
2,9
25.8 11,6
23.8 2,1 3,0 0,0
22.0 -0,9 0,7 -1,1
20.4 19.5 19.3 -2,3
18.2 17.1 17.0 -0,5
15.4 1,6
13.9
11.3

28. Jan-Sept 2012 vs 2011
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
(COSMETICE)
AVERAGE VIRTUAL PRICE
16,5
24.8
3,5
19.0 2,1 1,1 1,8
-0,7 0,7 0,0 1,5 -0,1
14.8 14.5 14.3 -0,7
14.0 13.0 12.7 12.5 12.2 -0,8
11.7
9.7
AVERAGE PROMO PRICE
16,5
24.8 3,6
19.4
2,1 1,4 -0,7 0,5 0,5 1,4
14.9 1,1 -0,6 -0,1
14.8 14.8 14.5 14.4 13.5 13.3 -0,8
12.4 12.3
9.7

29. Jan-Sept 2012 vs 2011
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
(PRODUSE VRAC/SERVIRE ASISTATA)
AVERAGE VIRTUAL PRICE
-2,5
24.1 14,1 8,6
22.1 22.0 1,0
17.7 -0,8 3,1 -3,4
14.1 14.0 -1,2
12.7 -0,1 2,0 0,5
9.9 8.6 0,3
7.1 6.7 5.6
AVERAGE PROMO PRICE -
-2,5
14,1
24.1 8,6
22.1 22.0 1,0
17.7 1,0 3,0
-4,2
14.1 14.0 -1,2
12.7 -0,1
9.9 2,0 0,5 0,3
8.7 7.1 6.7 5.6

30. Jan-Sept 2012 vs 2011
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
(NON FOOD CATEGORY)
AVERAGE VIRTUAL PRICE
-248,0
266.8 15,6
232.3 5,4
186.8 -0,4
149.8
-7,4
7,1
70.6 -0,4
47.2 -2,2 7,1 1,0 1,0 -2,5
34.2 29.9 25.3
9.4 8.5 8.1
AVERAGE PROMO PRICE
-249,2
266.8 -16,5
232.4 -2,9
187.0 -0,4
150.0
-7,5
7,2
70.6 -0,4 -2,2 7,1
47.4 1,0 -1,1 -2,5
34.2 29.9 25.4
9.4 8.5 8.1

31. Jan-Sept 2012 vs 2011
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
(ELECTRO-FOTO-CINEMA-SUNET)
-301,8 AVERAGE VIRTUAL PRICE
778.3 53,6
62,8
-41,3
610.2 607.3
480.3
-90,3 0,4
-25,2 5,3
178.4 4,7 0,0
137.7 4,0 -55,0
73.3 68.1 51.3 11.0 4.0
-
AVERAGE PROMO PRICE
-304,6
778.3
27,6 61,4
611.0 607.4 -41,3
480.4
-90,3
0,2 25,2
178.4 5,3 4,7
137.8
73.3 0,0 4,0 -55,0
68.1 51.3 11.0 4.0

32. Jan-Sept 2012 vs 2011
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
(BAZAR)
1,5 AVERAGE VIRTUAL PRICE
93.8
6,7 21,3
76.2 72.0
-62,2
3,2
2,3 4,7 -2,4
37.5 35.8 8,5
30.5 28.9 27.9 23.3 0,0 -1,6 0,3
8.4 8.1 7.9
AVERAGE PROMO PRICE
0,5
93.9 3,9
21,2
76.2 72.1
-62,3
3,2 2,3 4,8
37.6 35.8 -2,4 8,5
30.5 29.1 27.9 0,0 -1,6 0,3
23.4
8.4 8.1 7.9

33. Jan-Sept 2012 vs 2011
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets)
(TEXTILE)
AVERAGE VIRTUAL PRICE
7,8
45.2 5,7
42.4 -9,6
37.9 -3,4 3,4
32.2 31.5 -3,4
0,5 -0,8
26.6
21.9 21.0 1,9
-6,0
15.2
11.9
-10,8
AVERAGE PROMO PRICE
7,8
4,2
45.2
42.4 -9,8
38.0 -3,4 3,6
32.6 -3,4
31.8
26.6 0,0 -0,8
21.9 21.0 1,6
-6,0
15.2
11.9
-10,8

34. Jan-Sept 2012 vs 2011
Promo Review of food retailers in 20’top
Jan-Sept 2012 vs 2011
3 – PROMO PRESSURE & SHARE OF VOICE

35. Jan-Sept 2012 vs 2011
PROMO PRESSURE GROWTH* (SNU)Traffic Leaflets
Growth v/s Y-1
PROMO
FOOD +1.2 % +9.2 %
PRESSURE
NON - FOOD -4.0 %
HIPERMARKET +1.41% The Promo Pressure has a positive trend in the Jan-Sept v/s Y-1. We
have seen previously that the number of Promo Operation was
SUPERMARKET -5.94% growing.
Taking a look at how retailers behaved in 2012, we see that
CASH&CARRY -6.23% Hypermarkets and Hard Discounters have a positive trend respect
the other formats.
HARD DISCOUNT +10.17%
*The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less
SNU promoted

36. Jan-Sept 2012 vs 2011
PROMO PRESSURE GROWTH* (SNU) vs AVERAGE NUMBER OF PAGES/PROMO OP
SELGROS 45 pag 2 pag
-11.28% SELGROS
The detailed promo pressure growth by
player shows the correlation between REAL-
number of pages downsize and promo HYPERMAR 31 pag -6 pag
-6.55% REAL-HYPERMARKET KET
pressure reduction.
METRO 27 pag 2 pag
PROFI 21.31%
CARREFOU
R 25 pag -1 pag
-2.21% PENNY MARKET
LIDL 18 pag 6 pag
-1.25% METRO
PENNY
16 pag 0 pag
MEGA IMAGE MARKET
LIDL BILLA 16 pag 2 pag
KAUFLAND
KAUFLAND 1.39% 13 pag 1 pag
-5.35% CORA PROFI 12 pag 3 pag
MEGA
CARREFOUR MARKET 12 pag 1 pag
IMAGE
CARREFOUR 20.45% CORA 10 pag 0 pag
BILLA 9.24% CARREFOU
4 pag 0 pag
R MARKET
*The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less Average number of pages/OP
SNU promoted

37. Jan-Sept 2012 vs 2011
PROMO PRESSURE GROWTH* (SNU)
TEXTILE 10.68%
-9.76% BAZAR
-27.12% ELECTRO-FOTO-CINEMA-SUNET
-11.43% NON FOOD CATEGORY
PRODUSE VRAC/SERVIRE ASISTATA 14.57%
-15.64% COSMETICE
DETERGENTI - IGIENA 4.55%
FOOD 31.61%
-29.90% CONGELATE
FRUCTE SI LEGUME 35.13%
-17.53% PRODUSE AMBALATE CU AUTOSERVIRE
FOOD CATEGORY 6.50%
*The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less
SNU promoted

38. Jan-Sept 2012 vs 2011
PROMO PRESSURE GROWTH* (SNU)
TEXTILE 14.87%
-2.69% BAZAR
-7.53% ELECTRO-FOTO-CINEMA-SUNET
NON FOOD CATEGORY 1.25%
PRODUSE VRAC/SERVIRE ASISTATA 12.10%
-5.34% COSMETICE
-2.09% DETERGENTI - IGIENA
-8.47% FOOD
-10.16% CONGELATE
-54.47% FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE 15.22%
-0.86% FOOD CATEGORY
*The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less
SNU promoted

39. Jan-Sept 2012 vs 2011
PROMO PRESSURE GROWTH* (SNU)
-16.03% TEXTILE
BAZAR 5.48%
-30.17% ELECTRO-FOTO-CINEMA-SUNET
-4.71% NON FOOD CATEGORY
-10.40% PRODUSE VRAC/SERVIRE ASISTATA
COSMETICE 3.41%
DETERGENTI - IGIENA 11.63%
FOOD 11.65%
-2.23% CONGELATE
FRUCTE SI LEGUME 2.48%
-9.76% PRODUSE AMBALATE CU AUTOSERVIRE
FOOD CATEGORY 1.62%
*The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less
SNU promoted

40. Jan-Sept 2012 vs 2011
PROMO PRESSURE GROWTH* (SNU)
TEXTILE 9.56%
BAZAR 1.42%
ELECTRO-FOTO-CINEMA-SUNET 5.61%
NON FOOD CATEGORY 5.02%
-1.46% PRODUSE VRAC/SERVIRE ASISTATA
COSMETICE 11.98%
DETERGENTI - IGIENA 8.09%
-7.50% FOOD
-7.05% CONGELATE
FRUCTE SI LEGUME 1.02%
-9.77% PRODUSE AMBALATE CU AUTOSERVIRE
FOOD CATEGORY
-3.55%
*The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less
SNU promoted

41. Jan-Sept 2012 vs 2011
PROMO PRESSURE GROWTH* (SNU)
TEXTILE 1.12%
-19.00% BAZAR
-26.43% ELECTRO-FOTO-CINEMA-SUNET
-18.25% NON FOOD CATEGORY
PRODUSE VRAC/SERVIRE ASISTATA 7.98%
COSMETICE 2.14%
DETERGENTI - IGIENA 37.92%
-3.28% FOOD
CONGELATE 22.71%
FRUCTE SI LEGUME 10.63%
-7.39%
PRODUSE AMBALATE CU AUTOSERVIRE
FOOD CATEGORY 1.45%
*The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less
SNU promoted

42. Jan-Sept 2012 vs 2011
PROMO PRESSURE GROWTH* (SNU)
-16.66% TEXTILE
-21.16% BAZAR
ELECTRO-FOTO-CINEMA-SUNET 0.72%
-17.54% NON FOOD CATEGORY
PRODUSE VRAC/SERVIRE ASISTATA 25.88%
COSMETICE 11.32%
-29.41% DETERGENTI - IGIENA
-5.57% FOOD
CONGELATE 144.61%
FRUCTE SI LEGUME 20.29%
PRODUSE AMBALATE CU AUTOSERVIRE 13.51%
FOOD CATEGORY 4.05%
*The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less
SNU promoted

43. Jan-Sept 2012 vs 2011
PROMO PRESSURE GROWTH* (SNU)
-68.66% TEXTILE
BAZAR 7.64%
ELECTRO-FOTO-CINEMA-SUNET 0.00%
-0.53% NON FOOD CATEGORY
-3.65% PRODUSE VRAC/SERVIRE ASISTATA
-26.46% COSMETICE
-14.71%DETERGENTI - IGIENA
FOOD 7.28%
-10.02% CONGELATE
-31.54% FRUCTE SI LEGUME
PRODUSE AMBALATE CU AUTOSERVIRE 25.23%
FOOD CATEGORY 0.02%
*The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less
SNU promoted

44. Jan-Sept 2012 vs 2011
PROMO PRESSURE GROWTH* (SNU)
TEXTILE 0.00%
-92.41% BAZAR
-77.22% ELECTRO-FOTO-CINEMA-SUNET
-88.61% NON FOOD CATEGORY
PRODUSE VRAC/SERVIRE ASISTATA 71.45%
-16.47%COSMETICE
-51.59% DETERGENTI - IGIENA
-1.87% FOOD
-20.27% CONGELATE
FRUCTE SI LEGUME 17.32%
-10.57% PRODUSE AMBALATE CU AUTOSERVIRE
FOOD CATEGORY 1.86%
*The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less
SNU promoted

45. Jan-Sept 2012 vs 2011
PROMO PRESSURE GROWTH* (SNU)
TEXTILE 1.54%
-5.27% BAZAR
ELECTRO-FOTO-CINEMA-SUNET 21.72%
-1.38% NON FOOD CATEGORY
PRODUSE VRAC/SERVIRE ASISTATA 111.40%
COSMETICE 2.29%
-34.64% DETERGENTI - IGIENA
FOOD 6.88%
CONGELATE 21.92%
FRUCTE SI LEGUME 346.30%
-11.46% PRODUSE AMBALATE CU AUTOSERVIRE
FOOD CATEGORY 1.95%
*The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less
SNU promoted

46. Jan-Sept 2012 vs 2011
PROMO PRESSURE GROWTH* (SNU)
TEXTILE
BAZAR 6.46%
ELECTRO-FOTO-CINEMA-SUNET
-12.55% NON FOOD CATEGORY
PRODUSE VRAC/SERVIRE ASISTATA 15.64%
-10.08%COSMETICE
DETERGENTI - IGIENA 23.63%
FOOD 1.24%
CONGELATE 75.79%
FRUCTE SI LEGUME 9.59%
-18.94% PRODUSE AMBALATE CU AUTOSERVIRE
FOOD CATEGORY 0.98%
*The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less
SNU promoted

47. Jan-Sept 2012 vs 2011
PROMO PRESSURE GROWTH* (SNU)
-72.52% TEXTILE
-78.14% BAZAR
-86.67% ELECTRO-FOTO-CINEMA-SUNET
-81.67% NON FOOD CATEGORY
PRODUSE VRAC/SERVIRE ASISTATA 8.98%
COSMETICE 43.13%
DETERGENTI - IGIENA 38.60%
FOOD 25.28%
-1.09% CONGELATE
FRUCTE SI LEGUME 46.73%
-4.24% PRODUSE AMBALATE CU AUTOSERVIRE
FOOD CATEGORY 21.52%
*The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less
SNU promoted

48. Jan-Sept 2012 vs 2011
PROMO PRESSURE GROWTH* (SNU)
-5.86% TEXTILE
BAZAR 8.68%
ELECTRO-FOTO-CINEMA-SUNET 49.60%
NON FOOD CATEGORY 13.74%
-32.52% PRODUSE VRAC/SERVIRE ASISTATA
-10.35% COSMETICE
DETERGENTI - IGIENA 0.71%
FOOD 0.59%
-6.93%
CONGELATE
FRUCTE SI LEGUME 19.85%
PRODUSE AMBALATE CU AUTOSERVIRE 12.48%
-1.29% FOOD CATEGORY
*The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less
SNU promoted

49. Jan-Sept 2012 vs 2011
SHARE OF VOICE (SNU) Traffic Leaflets
11.2% 0,2 pts
10.8% -0,6 pts
10.7% -0,8 pts
10.7% 1,8 pts
10.2% -0,1 pts
9.0% -1,1 pts
7.7% 0,7 pts
The most important player is Kaufland.
7.2% -0,2 pts
5.0% 2,6 pts
4.5% 3,3 pts
1.3% 0,2 pts
1.1% 0,8 pts
Others* 10.5% -6.8 pts
100% = Total Retailers Jan-Sept 2012
*where Others represents the retailers outside selection with the same chain format as selected.

50. Jan-Sept 2012 vs 2011
Promo Review of food retailers in 20’top
Jan-Sept 2012 vs 2011
4 – PROMO MECHANISMS

51. Jan-Sept 2012 vs 2011
PROMO MECHANISMS(SNU) Traffic Leaflets
Products with consumer benefits by retailer format
53.2% 54.2%
52.4%
48.7%
44.8%
42.0%
39.5%
34.9%
2011
2012
CASH AND CARRY HARD DISCOUNT HIPERMARKET SUPERMARKET
Regarding the consumer benefits an important increasing was in CASH AND CARYY with 7 pts in 2012 vs 2011.

52. Jan-Sept 2012 vs 2011
PROMO MECHANISMS(SNU) Traffic Leaflets
Products with consumer benefits per retailer
HIPERMARKET SUPERMARKET
34.63%
33.19% 88.48%
32.23%
79.33%
28.26%
23.72%
2011
2011
17.52% 2012
15.79% 2012
14.66%
10.80%
8.17%9.33%
3.16%
0.19%0.53%
Analyzing the consumer benefits by retailer, we have a clear picture of the evolution of these. In Hypermarkets Real
increased with 6.2 pts, while in Supermarkets Billa is leading, although it has registered a decreased of 9.1pts.

53. Jan-Sept 2012 vs 2011
PROMO MECHANISMS(SNU) Traffic Leaflets
Products with consumer benefits per retailer
CASH&CARRY HARD DISCOUNT
93.47%
60.29%
81.52%
51.97%
48.03%
39.71%
2011 2011
2012 2012
18.48%
6.53%
In Cash&Carry METRO registered a positive evolution of +8.3 pts vs. previous year.

54. Jan-Sept 2012 vs 2011
PROMO MECHANISMS(SNU) Traffic Leaflets
Products with consumer benefits
Jan-Sept 2012 Growth vs Y-1 VIRTUAL PROMO 11,4% +0,7 pts
+8.3% +3.8 pt
TPR (Temporary Price Reduction) 34,9% +2.8 pts
Instore Event 1.2% +0.5 pts
What kind of Promo Mechanisms
Retailers are using, and their evolution
Vs last year
Consumer Pack 4.2% +0,2 pts

55. Jan-Sept 2012 vs 2011
PROMO MECHANISMS(SNU) Traffic Leaflets
Products with consumer benefits 1 + 1 gratis 0,4% (-0,3 pts)
2 + 1 gratis 1,2% (-0,4 pts)
Jan-Sept 2012 Growth vs Y-1 Other VL
X% From the 2nd product
8,4% (1.7 pts)
(Identical or not) 1,5% (-0,3 pts)
+8.3% +3.8 pt CROSSED PRICE 2,6% (-0,2 pts)
CUPON 0,0% (-0,1 pts)
LOYALTY POINTS 3.2% (-1,2 pts)
VIRTUAL PROMO
MONEYTICKET 3.0% (0,5 pts)
11,4% +0,7 pts PRICE DISCOUNT 25.5% (3.6 pts)
SPECIAL PRICE 0,6% (0,3 pts)
TPR (Temporary Price Reduction) 34.9% +2.8 pts
BUYBACK 0,0% (0 pts)
Instore Event +0.5 pts LOTTERY/GAMES 1.2% (0,5 pts)
1.2%
GIFTS ON PACK 4.2% (0,2 pts)
Consumer Pack 4.2% +0,2 pts GRATUITES 3.1% (-2.0 pts)

56. Jan-Sept 2012 vs 2011
PROMO MECHANISMS(SNU) Traffic Leaflets
Products with consumer benefits
FOOD CATEGORY 54% 4,4 pts
Jan-Sept 2012 Growth vs Y-1 FOOD 51% 4,2 pts
+8.3% +3.8 pt FRUCTE SI LEGUME 42% -2,6 pts
PRODUSE AMBALATE CU
AUTOSERVIRE 54% 3,6 pts
PRODUSE VRAC/SERVIRE
ASISTATA 51% 3,9 pts
CONGELATE 49% 7 pts
COSMETICE 67% 5,5 pts
From total articles promoted in Food
category, on more than 54% at least DETERGENTI - IGIENA 68% 8,8 pts
1 Consumer Advantage was used,
And on non food promotions only 33% NON-FOOD CATEGORY 33% 0,8 pts
of the articles were promoted with a
Consumer Advantage. BAZAR 30% 0,9 pts
ELECTRO-FOTO-CINEMA-
SUNET 42% 7,5 pts
TEXTILE 33% -4,5 pts

57. Jan-Sept 2012 vs 2011
Promo Review of food retailers in 20’top
Jan-Sept 2012 vs 2011
3 – QUALITY KPI

58. Jan-Sept 2012 vs 2011
COMPLEXITY INDICATOR
BILLA 81.22% -3,15%
KAUFLAND 66.63% -0,88%
CORA 60.34% -7,58%
PROFI 55.95% 5,31%
REAL-HYPERMARKET 51.10% 16,87%
METRO 47.83% 11,77%
We can easily see that
PENNY MARKET 47.23% 6,21%
BILLA is using at least 1
Consumer Advantage on
SELGROS 35.52% 1,77% 81% of the promoted
articles, while Carrefour
Market is using Consumer
CARREFOUR 34.11% -2,90%
Advantages only on 3.86 %
of the promoted articles.
MEGA IMAGE 17.02% 8,14%
LIDL 17.00% -1,08%
CARREFOUR MARKET 3.86% -0,76%

59. Jan-Sept 2012 vs 2011
COMPLEXITY INDICATOR
The indicator of complexity is to indicate the level of complexity of the offers of the retailers. As a
retailer will have several mechanisms on a promoted item, it will be poorly ranked.
The most complex or less complex
Number of Promo mechanisms / item (classified by the number of products with 2 or more mechanisms)
(HM,HDD, SM & CC, on Food &Non Food) 0.0%
50.40% 0.2%
47.49%
0.2%
0.3%
0.7%
1.6%
2.4%
2.8%
3.2%
3.3%
2.06%
0.04% 3.9%
0 mechanisms 1 mechanisms 2 mechanisms 3 mechanisms 7.1%

60. Jan-Sept 2012 vs 2011
Promo Review of food retailers in 20’top
Jan-Sept 2012 vs 2011
RETAILERS SUMMARY

61. Jan-Sept 2012 vs 2011
Promo Review of food retailers in 20’top
Carrefour (traffic leaflets)
Pressure Offer
FOOD Market +1.2%
(C&C, HM,HDD, SM)
32.5% 34.9%
Hypermarket +1.41% 1,1 pts 0 pts
32.5%
+20.5%
-1,2 pts
Quantity of SNU Quantity of PO FOOD NON-FOOD TEXTILE
Consumer
Brands Share advantages
12.3% Consumer Pack 5,22% +1,5 pts
23.8% 0,2 pts Instore Event 0,34% +0,2 pts
1,5 pts TPR (Temporary Price Reduction) 15,40% +5,6 pts
Virtual promo 13,15% -10,1 pts
1 + 1 gratis 0,13% -0,9 pts
2 + 1 gratis 0,40% -4,2 pts
63.9% Other VL 7,71% -1,4 pts
-1,7 pts
X% From the 2nd product
(Identical or not) 4,91% -3,7 pts
Private Label National Brands Unbranded
Quantity of SNU Quantity of SNU

62. Jan-Sept 2012 vs 2011
Promo Review of food retailers in 20’top
Cora (traffic leaflets)
Pressure Offer
FOOD Market +1.2%
(C&C, HM,HDD, SM)
33.3% 33.3%
Hypermarket +1.41% 0 pts 0 pts
33.3%
-5.4%
0 pts
Quantity of SNU Quantity of PO FOOD NON-FOOD TEXTILE
Consumer
Brands Share advantages
Consumer Pack 1,47% -1,1 pts
12.4%
Instore Event 0,05% -0,9 pts
27.0% -0,6 pts
TPR (Temporary Price Reduction) 56,60% -5,3 pts
-0,3 pts Virtual promo 2,22% -0,3 pts
1 + 1 gratis 0,04% -0,1 pts
2 + 1 gratis 0,08% -0,4 pts
60.6% Other VL 0,73% +0,2 pts
X% From the 2nd product
0,9 pts
(Identical or not) 1,37% 0 pts
Private Label National Brands Unbranded
Quantity of SNU Quantity of SNU

63. Jan-Sept 2012 vs 2011
Promo Review of food retailers in 20’top
Real (traffic leaflets)
Pressure Offer
FOOD Market +1.2%
(C&C, HM,HDD, SM)
32.6% 33.7%
Hypermarket +1.41% 1,9 pts -0,9 pts
33.7%
-6.6%
-0,9 pts
Quantity of SNU Quantity of PO FOOD NON-FOOD TEXTILE
Consumer
Brands Share advantages
Consumer Pack 5,71% +0,4 pts
10.9% Instore Event 1,07% +0,2 pts
0,6 pts TPR (Temporary Price Reduction) 38,47% +17,2 pts
28.1%
Virtual promo 5,85% -0,8 pts
-0,2 pts
1 + 1 gratis 2,55% 0 pts
2 + 1 gratis 2,36% -0,8 pts
Other VL 0,73% -0,1 pts
61.0%
X% From the 2nd product
-0,4 pts
(Identical or not) 0,21% +0 pts
Private Label National Brands Unbranded Quantity of SNU
Quantity of SNU

64. Jan-Sept 2012 vs 2011
Promo Review of food retailers in 20’top
Kaufland (traffic leaflets)
Pressure Offer
FOOD Market +1.2%
(C&C, HM,HDD, SM)
31.0% 34.5%
Hypermarket +1.41% -1,2 pts
0,6 pts
34.5%
+1.4% 0,6 pts
Quantity of SNU Quantity of PO FOOD NON-FOOD TEXTILE
Consumer
Offer/Brands advantages
Consumer Pack 2,07% +1 pts
15.1% Instore Event 0,15% 0 pts
-1 pts TPR (Temporary Price Reduction) 62,83% -3 pts
30.5%
Virtual promo 1,58% +1,2 pts
-0,8 pts
1 + 1 gratis 0,19% 0 pts
2 + 1 gratis 0,09% +0 pts
Other VL 1,16% +1,1 pts
54.4%
X% From the 2nd product
1,8 pts
(Identical or not) 0,14% +0,1 pts
Private Label National Brands Unbranded Quantity of SNU
Quantity of SNU

65. Jan-Sept 2012 vs 2011
Promo Review of food retailers in 20’top
Billa (traffic leaflets)
Pressure Offer
FOOD Market +1.2%
(C&C, HM,HDD, SM) 18.8%
-0,3 pts 40.6%
-5.94% Supermarket
0.1 pts
40.6%
+9.2%
0.1 pts
Quantity of SNU Quantity of PO FOOD NON-FOOD TEXTILE
Consumer
Brands Share advantages
Consumer Pack 2,91% +0,8 pts
8.0%
17.4% 0,8 pts Instore Event 0,33% -0,1 pts
-1,9 pts TPR (Temporary Price Reduction) 61,37% -5,9 pts
Virtual promo 16,61% +2 pts
1 + 1 gratis 0,17% -1,1 pts
2 + 1 gratis 4,56% +1,7 pts
Other VL 11,29% +2 pts
74.6%
X% From the 2nd product
1,1 pts
(Identical or not) 0,60% -0,6 pts
Private Label National Brands Unbranded
Quantity of SNU Quantity of SNU

66. Jan-Sept 2012 vs 2011
Promo Review of food retailers in 20’top
Mega Image (traffic leaflets)
Pressure Offer
10.0%
FOOD Market +1.2% 0 pts
(C&C, HM,HDD, SM)
-5.94% Supermarket 50.0%
40.0% 0 pts
0 pts
Quantity of SNU Quantity of PO FOOD NON-FOOD TEXTILE
Consumer
Brands Share advantages
1.3% Consumer Pack 5,55% +3,5 pts
-1,5 pts 14.1% Instore Event 1,20% +0,7 pts
0,2 pts
TPR (Temporary Price Reduction) 2,70% +2,1 pts
Virtual promo 7,58% +1,8 pts
1 + 1 gratis 0,03% -0,1 pts
2 + 1 gratis 0,18% -0,1 pts
Other VL 2,14% +1,4 pts
84.7% +3,5pts
X% From the 2nd product
1,3 pts
(Identical or not) 5,24% +0,6 pts
Private Label National Brands Unbranded
Quantity of SNU Quantity of SNU

67. Jan-Sept 2012 vs 2011
Promo Review of food retailers in 20’top
Carrefour Market(traffic leaflets)
Pressure Offer
0.0%
0 pts
FOOD Market +1.2% 7.1%
(C&C, HM,HDD, SM) -12,9 pts
-5.94% Supermarket
92.9%
12,9 pts
FOOD NON-FOOD TEXTILE
Quantity of SNU Quantity of PO
Consumer
Brands Share advantages
Consumer Pack 1,17% -1,4 pts
14.8% 17.3%
Instore Event 0,00% +0 pts
-4,1 pts
-15,5 pts TPR (Temporary Price Reduction) 0,47% -1,6 pts
Virtual promo 2,22% +2,2 pts
1 + 1 gratis 0,12% +0,1 pts
2 + 1 gratis 0,00% +0 pts
67.9% Other VL 1,29% +1,3 pts
19,7 pts X% From the 2nd product
(Identical or not) 0,82% +0,8 pts
Private Label National Brands Unbranded
Quantity of SNU
Quantity of SNU

68. Jan-Sept 2012 vs 2011
Promo Review of food retailers in 20’top
Profi (traffic leaflets)
Pressure Offer
FOOD Market +1.2%
0.0%
(C&C, HM,HDD, SM)
35.7%-11,1 pts
-5.94% Supermarket -3,2 pts
64.3%
14,3 pts
+21.3%
Quantity of SNU Quantity of PO FOOD NON-FOOD TEXTILE
Consumer
Brands Share advantages
6.9% Consumer Pack 3,39% -0,5 pts
17.5% 2,3 pts Instore Event 0,58% +0,5 pts
-2,8pt
-1,5 pts TPR (Temporary Price Reduction) 51,40% +5,1 pts
Virtual promo 0,58% +0,2 pts
1 + 1 gratis 0,00% +0 pts
2 + 1 gratis 0,00% +0 pts
75.6% Other VL 0,00% -0,3 pts
-0,8 pts X% From the 2nd product
(Identical or not) 0,58% +0,5 pts
Private Label National Brands Unbranded
Quantity of SNU Quantity of SNU

69. Jan-Sept 2012 vs 2011
Promo Review of food retailers in 20’top
Penny (traffic leaflets)
Pressure Offer
FOOD Market +1.2%
(C&C, HM,HDD, SM)
30.5%
37.8%
Hard Discount -+10.17% 6,2 pts
0,7 pts
31.7%
-2.2%
-6,9 pts
Quantity of SNU Quantity of PO FOOD NON-FOOD TEXTILE
Consumer
Brands Share advantages
Consumer Pack 3,59% +0,7 pts
14.4%
17.9% Instore Event 0,55% +0,5 pts
-3,8 pts -0,4 pts TPR (Temporary Price Reduction) 39,20% +4,1 pts
Virtual promo 3,89% +0,9 pts
1 + 1 gratis 0,16% 0 pts
2 + 1 gratis 0,23% -0,3 pts
67.6% Other VL 1,69% +0,5 pts
4,2 pts X% From the 2nd product
(Identical or not) 1,81% +0,6 pts
Private Label National Brands Unbranded
Quantity of SNU
Quantity of SNU