3. Promo Review of food retailers in 20’top
VOCABULARY
•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 Hiper-com shows the promo activity of retailers in the most
exhaustive way, taking into consideration the quantity of promotional operations, the quantity of SKU or WU
in Promo, the commercial space (in m²) where the promotion was valid and the number of days during the
month of the period when the promotion was valid.
•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 –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: UKRAINE : CC, Hyper, Super (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*
Promo Op* 2012 2011 Growth Nat./Reg.
Promo Op National 203 171 18,71 % 75,75 %
Promo Op Regional 65 44 47,73 % 24,25 %
The quantity of Promo Op is growing
in 2012 , with a trend to regional
editions
*A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet
till 15 or more regional variations
6. Q1 2012 vs 2011
PROMO OPERATION*
Promo Op* 2012 2011 Growth Nat./Reg.
Promo Op National 203 171 18,71 % 75,75 %
Promo Op Regional 65 44 47,73 % 24,25 %
NATIONAL PROMO OPERATIONS
PO National Q1 2012 Growth PO National Q1 2012 Growth
BILLA 11 -1 Караван 2 0
FOZZY 11 -2 КРАЇНА КРАЙ 0 -3
NOVUS 5 -3 МАРС 4 -3
OSKAR 4 2 МЕГА МАРКЕТ 1 -1
TARGET 12 10 МЕТРО 52 10
VARUS 29 17 ОБЖОРА 2 1
АМСТОР 7 -4 ПЕРЕКРЕСТОК 7 0
БУМ 13 7 СІЛЬПО 5 -6
ВЕЛИКА КИШЕНЯ 14 -4 ТАВРИЯ В 13 8
ЕКО-МАРКЕТ 9 4 ФУРШЕТ 2 0
*A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet
till 15 or more regional variations
7. Q1 2012 vs 2011
PROMO OPERATION*
Promo Op* 2012 2011 Growth Nat./Reg.
Promo Op National 203 171 18,71 % 75,75 %
Promo Op Regional 65 44 47,73 % 24,25 %
REGIONAL PROMO OPERATIONS*
Promo Op REG. Q1 2012 Growth Promo Op REG. Q1 2012 Growth
BILLA 10 6 Караван 0 0
FOZZY 0 0 КРАЇНА КРАЙ 5 5
NOVUS 11 11 МАРС 0 0
OSKAR 0 0 МЕГА МАРКЕТ 0 0
TARGET 1 1 МЕТРО 4 -9
VARUS 0 0 ОБЖОРА 7 -4
АМСТОР 0 0 ПЕРЕКРЕСТОК 0 0
БУМ 0 -9 СІЛЬПО 0 0
ВЕЛИКА КИШЕНЯ 2 1 ТАВРИЯ В 2 2
ЕКО-МАРКЕТ 10 6 ФУРШЕТ 13 11
*A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet
till 15 or more regional variations
8. Q1 2012 vs 2011
5 TOP TRAFFIC LEAFLET (by Promo Pressure)
МЕТРО ФУРШЕТ МЕТРО АМСТОР МЕТРО
Number of WU 345 190 225 202 214
Number of Stores 31 103 31 24 31
Number of Days 16 14 14 14 16
Pressure of PO 100% 68% 67% 63% 61%
(Indices v/s others)
9. Q1 2012 vs 2011
AVERAGE NUMBER OF PAGE / PROMO OP
Караван 20,0 p =
МЕГА МАРКЕТ 16,0 p =
КРАЇНА КРАЙ 13,6 p -2,4
АМСТОР 12,1 p +3,9
МЕТРО 8,5 p -5,3
OSKAR 8,5 p -21,5
TARGET 6,5 p -9,5
FOZZY 6,5 p +2,7
ВЕЛИКА КИШЕНЯ 6,0 p +1,1
BILLA 5,6 p -1,3
ЕКО-МАРКЕТ 4,8 p +0,4
ПЕРЕКРЕСТОК 4,6 p =
NOVUS 4,1 p +0,5
The number of pages per Promo
МАРС 4,0 p +2 Leaflet is either stable either
ФУРШЕТ 3,9 p -7,1 decreasing
The most significant cost cutting have
ОБЖОРА 3,8 p +0,6
been done at Metro , Furchet , Oskar
БУМ 2,9 p +0,4 and Target.
VARUS 2,6 p The average leaflet in 2012 in lighter
-2,3
that in 2011 !! So at the end less
ТАВРИЯ В 1,5 p -3,9 promotions..
СІЛЬПО 1,0 p-0,8
10. Promo Review of food retailers in 20’top
Q1 2012 vs 2011
2 - TRADE STRATEGY
11. Q1 2012 vs 2011
WU* TYPOLOGY (Brands, Private Labels, Unbranded )
Share of Brands for the medium leaflet
6,22% (-2,4%)
13,49% (-2,67%)
Private Label
Brands are over represented in the
promo leaflets if we benchmark
with other country. There is still room Brand
for the Private Label development .
The reduction of non braded
articles shows also a strategy of
retailers to reduce the space for
promotions without budget and to Unbranded
catch promo budgets via the
leaflet editions.
80,29% (+4,70%)
* WU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
12. Q1 2012 vs 2011
WU* TYPOLOGY
Retailers Nb of WU/OP (Q1 ‘12 – Q1 ’11) Private label /OP (Q1 ‘12 – Q1 ’11) Brand /OP (Q1 ‘12 – Q1 ’11)
BILLA 65 WU -12 6,3% +0,3% 79,6% -2,9%
FOZZY 100 WU +53 1,9% +0,1% 80,3% -3,4%
NOVUS 23 WU -6 6,5% -10,8% 79,8% +11,2%
OSKAR 60 WU -185 2,1% -2,6% 87,0% +16,9%
TARGET 24 WU -15 / / 95,2% +4,2%
VARUS 21 WU -27 / / 83,3% +8,3%
АМСТОР 133 WU +27 0,3% -0,4% 90,0% +2,3%
БУМ 24 WU +5 / / 78,2% +12,6%
ВЕЛИКА
31 WU -4 2,8% +0,4% 89,0% +1,2%
КИШЕНЯ
ЕКО-МАРКЕТ 64 WU +6 6,2% -0,9% 80,0% +3,0%
* WU one ore more SKU from the same family, visible on one picture (e.g. various flavors)
13. Q1 2012 vs 2011
WU* TYPOLOGY
WU TYPOLOGY
Retailers Nb of WU/OP (Q1 ‘12 – Q1 ’11) Private label/OP (Q1 ‘12 – Q1 ’11) Brand/OP (Q1 ‘12 – Q1 ’11)
Караван 148 WU +5 16,3% +10,0% 79,7% -10,2%
КРАЇНА КРАЙ 161 WU -55 / / 86,1% +5,4%
МАРС 43 WU +10 / / 93,6% -5,5%
МЕГА МАРКЕТ 81 WU +15 / / 100,0% +0,8%
МЕТРО 71 WU -35 11,8% -3,1% 74,6% +6,0%
ОБЖОРА 42 WU +17 13,2% +4,0% 78,1% +4,4%
ПЕРЕКРЕСТОК 44 WU +0 / / 79,7% +2,3%
СІЛЬПО 1 WU -10 0,0% -18,7% 100,0% +43,9%
ТАВРИЯ В 16 WU -50 14,9% +4,4% 53,1% +0,8%
ФУРШЕТ 32 WU -68 4,4% +2,1% 85,2% -1,8%
* WU one ore more SKU from the same family, visible on one picture (e.g. various flavors)
14. Q1 2012 vs 2011
AVERAGE PRICEPRICE
AVERAGE VIRTUAL (virtual)
(Regional and Federal Promo price)
154,8
- 128,7
The average virtual Price value per Promo Op
is between 40 & 20 UAH
Metro is a specific case because of B to B
expensive promotions not benchmark able
with other players.
Fozzy & Oskar reduce Price Level of more
than 50% to match with the global price
perception
50,0
+31,6 42,8 41,6
- 70,1 +9,4 34,9 34,9 31,9 30,2 29,9 29,4 28,5
+1,7 +1,9 26,4 25,9 25,3 24,8 23,1
+5,6 +1,2 +10 - 6,9 - 20,1 20,8 20,6
+0,3 - 3,9 +4,6 +4,6 17,8 16,2
+5,4 - 0,1 +2 +2 +0,5
OSKAR
VARUS
NOVUS
FOZZY
АМСТОР
СІЛЬПО
КРАЇНА КРАЙ
TARGET
BILLA
МАРС
МЕТРО
МЕГА МАРКЕТ
ТАВРИЯ В
ФУРШЕТ
БУМ
ЕКО-МАРКЕТ
ПЕРЕКРЕСТОК
ВЕЛИКА КИШЕНЯ
ОБЖОРА
Караван
* Price in UAH
15. Promo Review of food retailers in 20’top
Q1 2012 vs 2011
3 – PROMO PRESSURE & SHARE OF VOICES
16. Q1 2012 vs 2011
PROMO PRESSURE Growth *
The promo pressure of
Growth v/s Y-1 every retailer's:
-Supermarket: -3,62%
-Hypermarket: -19,70%
- 15,14% -Wholesale +80,16%
- Cash & Carry: -20,17%
The Promo Pressure Growth is Negative v/s Y-1, But we have seen
previously that the number of Promo Operation was growing. This
situation result of less pages per promo operations , as we have
seen in slide 9.
The big player reduce the number of pages, by consequence the
number of promo. The growth of edition didn’t compensate the
pages downsizing, and at the end the promo pressure growth is
negative. The phenomenon is similar for all formats except for
Wholesaler, but their weight is not enough to change the trend.
*The Promo Pressure growth is calculated in WU promoted x commercial m².
A growth < 0 means a mix of less WU promoted and/or less commercial m².
17. Q1 2012 vs 2011
PROMO PRESSURE*
GROWTH TOP 20 FOOD RETAILERS
ФУРШЕТ 23,84%
-31,33% ТАВРИЯ В
The detailed promo pressure growth by player
-96,50% СІЛЬПО shows the correlation between number of pages
ПЕРЕКРЕСТОК 0,64% downsize and promo pressure reduction. .
ОБЖОРА 23,19%
-32,57% МЕТРО
-22,15% МЕГА МАРКЕТ
-23,92% МАРС
КРАЇНА КРАЙ 19,62%
Караван 1,35%
ЕКО-МАРКЕТ 124,91%
-19,53% ВЕЛИКА КИШЕНЯ
БУМ 15,11%
-20,00% АМСТОР
VARUS 16,42%
TARGET 375,31%
-50,70% OSKAR
NOVUS 58,13% *The Promo Pressure growth is calculated in WU promoted x
FOZZY 79,45% commercial m².
A growth < 0 means a mix of less WU promoted and/or less
BILLA 2,29% commercial m².
18. Q1 2012 vs
Q1 2011
Share of voice of retailers
МЕТРО
58,70% -1,9%
АМСТОР 14,40% -1,4%
ВЕЛИКА КИШЕНЯ 4,30% -0,5%
ФУРШЕТ 3,70% +0,5%
The consequence of this strategy, changes, for
ЕКО-МАРКЕТ 3,40% +2%
the first quarter of 2012 the ranking of the players
BILLA 3,20% +0,9% in terms of share of voice If Metro , Amstor and
Kichienia , could keep their leading position
FOZZY 3,10% +1,7%
because a limited down sizing , regarding their
VARUS 2,40% +1,2% last year share of voice, all other player like Oskar ,
Tvria , Cilpo Mars and Mega are joining the end of
ОБЖОРА 1,10% +0,5%
the share of voice ranking.
NOVUS 1,10% +0,6% The most important increase is showed by Eco-
Market with +2%
Караван 1,00% +0,2%
The most important decrease is showed by Cilpo
TARGET 0,70% +0,5% with -4,3%
КРАЇНА КРАЙ 0,60% +0,6%
ПЕРЕКРЕСТОК 0,50% +0,1%
OSKAR 0,50% -0,4%
БУМ 0,30% +0,1%
ТАВРИЯ В 0,20% -0,1%
СІЛЬПО 0,20% -4,3%
МАРС 0,20% -0,10%
МЕГА МАРКЕТ 0,10% -0,1% 100%=Total FOOD Retailers Q1 2012
19. Promo Review of food retailers in 20’top
Q1 2012 vs 2011
4- PROMO MECHANISMES
20. Q1 2012 vs 2011
PROMO MECHANISMS *
PRODUCTS WITH CONSUMER ADVANTAGES
Q1 2012 Growth v/s Y-1
In 2012 almost 60%of promotions are
supported by one or more Promo
Mechanism. This trend growth about
57,05 % +12,56 % 12% versus last year
*Promo Mechanisms are all added advantages given to shoppers like BOGOF, loyalty programs, presents, special discounts, gratuity
21. Q1 2012 vs 2011
PROMO MECHANISMS*
PROMO WITH CONSUMER ADVANTAGES
Q1 2012 Growth v/s Y-1
PRODUCT WITH CONSUMER ADVANTAGES BY TYPE OF MECHANISMS
57,05 % +12,56 % Перечеркнутая цена 18,76% +4,86
Немедленная скидка 38,55% +3,95%
Виртуальный лот 3,11% +0,95%
Акции по бонусной системе 0,79% +0,31%
Шоковая цена 2,42% -2,41%
What kind od Promo
Mechanisms are used, and how Подарок 0,64% +0,41%
did their frequency growth v/s
last year. Игры и конкурсы от производителей 0,12%
Бесплатно 2,82% +1,02%
*Promo Mechanisms are all added advantages given to shoppers like BOGOF, loyalty programs, presents, special discounts, gratuity
22. Q1 2012 vs 2011
PROMO MECHANISMS *
PRODUCT WITH CONSUMER ADVANTAGES BY TYPE OF MECHANISMS
Q1 2012 Evol./N-1
Бесплатно 2,82% + 1,02%
Бесплатно (+) 2,09% + 0,91%
Бесплатно (включено) 0,72% + 0,10%
Игры и конкурсы от производителей 0,12% -
Подарок 0,64% + 0,41%
Шоковая цена 2,42% -2,41%
Акции по бонусной системе 0,79% + 0,31%
Возврат бонусных денег в виде бумажных купонов 0,20% + 0,10%
Накопление баллов за покупку 0,20% + 0,16%
Отрезной купон 0,38% + 0,04%
Виртуальный лот 3,11% + 0,95%
2 по цене 1 1,08% + 0,11%
3 по цене 2 1,01% + 0,65%
Другие виртуальные лоты 0,10% -0,11%
Немедленная скидка + виртуальный лот 0,92% + 0,30%
Немедленная скидка 38,55% + 3,95%
Немедленная скидка по карте покупателя 1,24% -1,44%
Стандартная немедленная Скидка 35,63% + 6,29%
Счастливые часы 1,67% -1,03%
Перечеркнутая цена 18,76% + 4,86%
*Promo Mechanisms are all added advantages given to shoppers like BOGOF, loyalty programs, presents, special discounts, gratuity
23. Q1 2012 vs 2011
PROMO MECHANISMS*
Products with consumer advantages by retailer
97,53% 99,09% 98,39% 100,00% 99,17%
95,21%
+2,08% 92,89% 91,48% +0,23% -0,64% +16,26% +1,89%
90,11% +4,19%
-5,47% 86,81%
+36,59% 86,10% 84,88% 83,28%
-1,35%
+1,83% -7,24% +9,51%
+2,62%
73,85%
-21,84% 67,20%
+51,82% 59,28% 58,48%
-5,92% +17,33%
39,32%
35,70%
+12,03%
-6,12%
4,91%
-2,79%
*Promo Mechanisms are all added advantages given to shoppers like BOGOF, loyalty programs, presents, special discounts, gratuity
24. Promo Review of food retailers in 20’top
Q1 2012 vs 2011
QUALITY KPI
25. Q1 2012 vs 2011
INDICATOR OF PROMOTIONAL AGRESSIVENESS
ПЕРЕКРЕСТОК 94,84% +1,64%
ВЕЛИКА КИШЕНЯ 82,56% +3,04%
АМСТОР 81,07% +44,62%
СІЛЬПО 80,00% -0,49%
VARUS 75,33% +0,03%
ОБЖОРА 75,20% +75,20%
BILLA 72,57% -6,15%
Караван 67,46% +6,27%
NOVUS 66,85% -22,80%
МАРС 38,01% +7,93%
МЕТРО 32,07% +11,38%
ФУРШЕТ 29,79% +6,60%
ТАВРИЯ В 29,46% +28,86%
TARGET 20,06% +12,37%
ЕКО-МАРКЕТ 3,05% +2,86%
МЕГА МАРКЕТ 1,23% 1,23%
The indicator of promotional aggressiveness is
OSKAR 0,42% -4,08%
the rate of use of the most aggressive promo
БУМ 0,33% -0,77%
mechanism:
КРАЇНА КРАЙ 0,25% -0,21%
-Virtual lot (e.g. 2 products for the same price)
FOZZY 0,09% -2,04% - Standard Immediate Discount
26. Q1 2012 vs 2011
INDICATOR OF READABILITY
СІЛЬПО 1,0
TARGET 3,7 (Number of WU/Pages)
МЕГА МАРКЕТ 5,1
ВЕЛИКА КИШЕНЯ 5,1
NOVUS 5,7
OSKAR 7,0
Караван 7,4
БУМ 8,1
ФУРШЕТ 8,1
VARUS 8,2
МЕТРО 8,3
ПЕРЕКРЕСТОК 9,7
ТАВРИЯ В 10,5
МАРС 10,7
АМСТОР 10,9
ОБЖОРА 11,1
BILLA 11,5
КРАЇНА КРАЙ 11,8
ЕКО-МАРКЕТ 13,2
FOZZY 15,3
27. Promo Review of food retailers in 20’top
Q1 2012 vs 2011
RETAILERS
48. Thank you for your attention.
For questions or live comment of these results, feel free to contact us:
Giovanni COLIN
Account manager - Ukraine
giovanni@hiper-com.com
+380 (0)930007335
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HiperCom Monitoring-Kiev
ул. Ярославов Вал, дом 13/2, литера «Б», офис 3, Киев
