Date post: | 31-Jul-2015 |
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Period: May 2015 vs 2014
Category ReviewCoffee
Period: May 2015 vs 2014
Analyzed market: Coffee
SOV = SHARE OF VOICE
ALL BRANDS = 100%INDEX USED: quantity of pictures
ALL RETAILERS = 100%
ppts = percentage points difference of share of voice compared to the similar period last year
How do we count, taking as example the picture below: 1 PIC (picture/insertion)3 SNU (we have 3 type of products, from 3 different families)7 SKU ( 3 color cream, 3 shampoo, 1 shave face cream)
Period: May 2015 vs 2014
STRAUSS 37 38 -3% -1 20,7% 17,8% 2,9
MONDELEZ 29 39 -26% -10 16,2% 18,2% -2
TCHIBO 21 23 -9% -2 11,7% 10,7% 1
NESTLE 17 22 -23% -5 9,5% 10,3% -0,8
TYMBARK 12 11 9% 1 6,7% 5,1% 1,6
PRIVATE LABELS 17 16 6% 1 9,5% 7,5% 2
OTHERS 46 65 -29% -19 25,7% 30,4% -4,7
TOTAL 179 214 -16% -35 100,0% 100,0% (-)
Producers Share of Voice in all RetailersCoffee Market
Qty PICMay 2015
Qty PICMay 2014
Evol. PIC May '15 vs '14
(%)
Evol. PIC May '15 vs '14
(abs. value)
SOV PICMay 2015
Evol. SOV May '15 vs '14
(ppts)
Promo Pressure of ProducersThe total coffee promotions have decreased with 16% in May 2015 in
comparison with last year.Strauss had the biggest share of voice in May 2015, with 2,9 percentage points more than the same period of last year,
Mondelez reduced its promotions with 26% in May 2015, which resulted in a loss of share of voice of 2 percentage points.
SOV PICMay 2014
Tchibo has reduced its promotions with only 9%, which generated an increasement of 1 percentage point.
Nestle reduced its promotions with 23% and therefore reached a share of 9,5%, with 0,8 less than last year.
Tymbark managed to increase its share in May 2015 with 1,6 percentage points.
Share of VoiceMay 2015
Evolution pictures May 2015 vs 2014 (%)
Evolu
tion
Sh
are
of
Voic
eM
ay 2
015 v
s 2
014 (
pp
ts)
Bubble size = Share of Voice
Period: May 2015 vs 2014
SELGROS 28 32 -13% -4 15,6% 15,0% 0,7
CARREFOUR 24 26 -8% -2 13,4% 12,1% 1,3
BILLA 24 12 100% 12 13,4% 5,6% 7,8
CORA 19 24 -21% -5 10,6% 11,2% -0,6
PENNY MARKET 18 14 29% 4 10,1% 6,5% 3,5
KAUFLAND 18 24 -25% -6 10,1% 11,2% -1,2
XXL MEGA DISCOUNT
17 27 -37% -10 9,5% 12,6% -3,1
METRO 15 33 -55% -18 8,4% 15,4% -7
CARREFOUR MARKET
8 4 100% 4 4,5% 1,9% 2,6
MEGA IMAGE 5 11 -55% -6 2,8% 5,1% -2,3
REAL 2 2 1,1% 1,1
LIDL 1 6 -83% -5 0,6% 2,8% -2,2
PROFI 1 -100% -1 0,5% -0,5
TOTAL 179 214 -16% -35 100,0% 100,0% (-)
SOV PICMay 2015
SOV PICMay 2014
Evol. SOV May '15 vs '14
(ppts)
Qty PIC May 2015
Qty PIC May 2014
Evol. PICMay '15 vs '14
(%)
Evol. PIC May '15 vs '14
(abs.value)
Retailers Share of Voice in Coffee Market
Share of VoiceMay 2015
Billa has the biggest increasement in share of coffee promotions of 7,8 percentage
points.
The biggest loss is that of XXL MEGA DISCOUNT with 3,1
percentage points.
Period: May 2015 vs 2014
Evolution Share of Voice of Producers
in RetailersMETRO SELGROS LIDL
PENNY MARKET
XXL MEGA DISCOUNT
CARREFOUR CORA KAUFLAND REAL BILLACARREFOUR
MARKETMEGA IMAGE
STRAUSS -7,9 -1,3 100 -14 2,8 1,6 -5 1,4 25 -12,5 1,8
MONDELEZ 1,2 9,4 -17 2,4 -4,6 -1,6 2,2 -16,7 -17 1,8
TCHIBO -6,1 1,3 11,1 8,1 1,6 -17 -5,6 12,5 21,8
NESTLE -15 -5,4 -17 -7,1 -1,5 12,8 -2 -1,4 -4,2 25 20
TYMBARK 13,9 4,5 -7,1 4,2 -8,3 2,8 50 -9,1
PRIVATE LABELS 17 0,4 -33 9,5 2,8 0,3 2,2 9,7 -9,1
OTHERS -3 -8,9 -33 4,8 -7,6 -18,9 27,6 9,7 50 -4,2 -25 -27
Producers Share of Voice in Retailers May 2015
Period: May 2015 vs 2014
CAFEA MACINATA 80 107 -25% -27 44,7% 50,0% -5,3
CAFEA SOLUBILA 38 34 12% 4 21,2% 15,9% 5,3
CAFEA BOABE 22 27 -19% -5 12,3% 12,6% -0,3
CAFEA INSTANT (3 in 1) 19 19 0% 0 10,6% 8,9% 1,7
CAFEA DECOFEINIZATA 5 5 0% 0 2,8% 2,3% 0,5
CAPPUCCINO 4 8 -50% -4 2,2% 3,7% -1,5
ICE COFFEE READY TO DRINK
3 4 -25% -1 1,7% 1,9% -0,2
CAPSULE CAFEA 2 4 -50% -2 1,1% 1,9% -0,8
INLOCUITOR CAFEA 2 2 0% 0 1,1% 0,9% 0,2
PUDRA PENTRU CAFEA 2 4 -50% -2 1,1% 1,9% -0,8
CAFEA SOLUBILA DECOFEINIZATA
1 1 0,6% 0,6
CAFEA VRAC 1 1 0,6% 0,6
CICOARE 1 1 0,6% 0,6
CAFEA SOLUBILA > 400 G 2 -100% -2 0,9% -0,9
TOTAL 179 214 -16% -35 100,0% 100,0% (-)
SOV PICMay 2015
SOV PICMay 2014
Evol. SOV May '15 vs '14
(ppts)Coffee Markets Share of Voice in all Retailers
Qty PICMay 2015
Qty PICMay 2014
Evol. PIC May '15 vs '14
(%)
Evol. PIC May '15 vs '14
(abs. value)
Cafea Macinata has the biggest share of voice of 44,7% in coffee
market.
Cafea Solubila was the only market with increasement of promotions this May (+12%).
Cafea instant (3 in 1), Cafea decofeinizata and Inlocuitor
Cafea have the same number of promotions as last year.
Period: May 2015 vs 2014
May 15Evol.
Abs. value
Evol.
%May 15
Evol.
Abs. value
Evol.
%May 15
Evol.
Abs. value
Evol.
%May 15
Evol.
Abs. value
Evol.
%May 15
Evol.
Abs. value
Evol.
%May 15
Evol.
Abs. value
Evol.
%May 15
Evol.
Abs. value
Evol.
%
CAFEA MACINATA 18 -14 -44% 15 -4 -21% 19 -3 -14% 3 -1 -25% 25 -5 -17%CAFEA SOLUBILA 15 13 650% 3 -5 -63% 2 2 8 -3 -27% 8 5 167% 2 -8 -80%CAFEA BOABE 1 -2 -67% 5 2 67% 1 1 4 1 33% 11 -7 -39%
CAFEA INSTANT (3 in 1) 4 -1 -20% 8 -1 -11% 5 2 67% 2 0 0%CAFEA DECOFEINIZATA 2 0 0% 1 -1 -50% -1 -100% 2 2
CAPPUCCINO -2 -100% 4 0 0% -1 -100% -1 -100%ICE COFFEE READY TO DRINK -3 -100% 3 2 200%
CAPSULE CAFEA 1 0 0% 1 0 0% -2 -100%INLOCUITOR CAFEA 1 0 0% 1 0 0%
PUDRA PENTRU CAFEA 2 -1 -33% -1 -100%CAFEA SOLUBILA DECOFEINIZATA
1 1
CAFEA VRAC 1 1CICOARE 1 1
CAFEA SOLUBILA > 400 G -1 -100% -1 -100%
Producers split of promotions in marketsMay 2015
PRIVATE LABELS OTHERSSTRAUSS MONDELEZ TCHIBO NESTLE TYMBARKProducers split of promotions in markets
Evol. PIC May 2015 vs 2014
Promo Calendar Example May 2015
Most promoted SKU in May 2015
This SKU was promoted 10 times in May 2015 in cash&carry, hard discount, hypermarket and supermarket format and 110 times from 1 June 2014 to 31 May 2015 in all formats
DONCAFE SELECTED CAFEA MACINATA 1 BUC. 600 GR – 1 year analysis
intensive promo
PROMO SEASONALITY
Thank you for your attention
Florentina VasileLeaflet Monitor Director [email protected]+40 (0) 743 216 282
Ana GrigoreAccount Manager [email protected] +40 (0) 741 098 023
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