Category ReviewSunflower Oil
October 2015 vs 2014
Analyzed market: Sunflower Oil
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)
October 2015 vs 2014
• The interpretation shows that this 2 KPI’s are somehow connected. Because the Evolution of PP as a incidence on the ∆ SOV.
• They can be displayed on a 2D map with the following conditions–x= Evolution vs. Y-1 (%) = Promo Pressure–y= Evolution vs. Y-1 (pp) = ∆ SOV–Bubble Size= SOV (%)
• The target is to models an evaluation of the player’s strategy.• Each player belongs to a quadrant of the map. Each quadrant is relevant for a specific case.
x<0 -> less promotions. Cost oriented policy.y>0 -> a better relative position versus other players.Definitely a very clever strategy
x<0 -> less promotions, Cost oriented policy. y<0 -> a worst relative position versus other players .Regression. Good strategy only for leaders, dangerous game for small players
x>0 -> more promotions. Aggressive investment policy. y>0 -> a better relative position versus other players.Strategy of players in expansion
x>0 -> more promotions. Investment policy. y< 0 -> a worst relative position versus other players Strategy of giddy players in expansion
Impact on business:“Offensive” should have a growth of leaflet promotional Turn Over, Y versus Y-1. “Winner” should observe a growth of leaflet promotional share of voice. If this is not the case, it is a Pyrrhic Victory: the leaflet promotion is not efficient.
VOCABULARY
x=0 & y=0 -> The same strategy as previous year
October 2015 vs 2014
Share of Voice
October 2015 vs 2014
Promo Pressure of Producers
The total oil promotions have decreased with 12,3% in October 2015 in comparison with last year
Although BUNGE ROMANIA has reduced its promotions with 10,7 % , they registred a raise of 0,7 percentage points of Share of Voice
EXPUR SA has the biggest of Share of Voice increase, with 16,8 percentage points compared to October 2014
ARGUS SA has registred the biggest loss of Share of Voice: 8,2 percentage points
PRUTUL SA, with 5 pictures in October 2015, decreased with 16,7% in comparison to last year
BUNGE ROMANIA SRL 25 28 -3 39,1% 38,4% -10,7% 0,7
EXPUR SA 16 6 10 25,0% 8,2% 166,7% 16,8
ARGUS SA 7 14 -7 10,9% 19,2% -50,0% -8,2
PRUTUL SA 5 6 -1 7,8% 8,2% -16,7% -0,4
Private Label 4 9 -5 6,3% 12,3% -55,6% -6,1
Others 7 10 -3 10,9% 13,7% -30,0% -2,8
TOTAL 64 73 -9 100,0% 100,0% -12,3%
Evol. PIC Oct '15 vs '14
(%)
Evol. SOV Oct '15 vs '14(ppts)
Producers Share of Voice in all RetailersSunflower Oil Market
Qty PICOct 2015
Qty PICOct 2014
Evol. PIC Oct '15 vs '14(abs. value)
SOV PICOct 2015
SOV PICOct 2014
Evol
utio
n Sh
are
of V
oice
Oct
ober
201
5 vs
201
4 (p
pts)
Evolution pictures October 2015 vs 2014 (%)
Bubble size = Share of Voice
October 2015 vs 2014
SELGROS 16 14 2 25,0% 19,2% 14,3% 5,8
METRO 7 8 -1 10,9% 11,0% -12,5%
CARREFOUR 7 6 1 10,9% 8,2% 16,7% 2,7
BILLA 6 7 -1 9,4% 9,6% -14,3% -0,2
CARREFOUR MARKET 6 8 -2 9,4% 11,0% -25,0% -1,6
MEGA IMAGE 5 4 1 7,8% 5,5% 25,0% 2,3
KAUFLAND 4 4 6,3% 5,5% 0,8
PENNY MARKET 3 5 -2 4,7% 6,8% -40,0% -2,2
XXL MEGA DISCOUNT 3 5 -2 4,7% 6,8% -40,0% -2,2
CORA 3 7 -4 4,7% 9,6% -57,1% -4,9
PROFI 3 4 -1 4,7% 5,5% -25,0% -0,8
REAL-HYPERMARKET 1 1 1,6% 1,4% 0,2
LIDL
TOTAL 64 73 -9 100,0% 100,0% -12,3%
Retailers Share of Voice inSunflower Oil Market
Qty PICOct 2015
Qty PICOct 2014
Evol. PIC Oct '15 vs
'14(abs. value)
SOV PICOct 2015
SOV PICOct 2014
Evol. PIC Oct '15 vs
'14(%)
Evol. SOV Oct '15 vs
'14(ppts)
SELGROS has the biggest increasement in share of
Sunflower Oil promotions of 5,8 percentage points.
The biggest loss is that of CORA with 4,9 percentage points.
October 2015 vs 2014
Producers Share of Voice in all Retailers Sunflower Oil Market
Evolution Share of Voice of Producers in Retailers (ppts) METRO SELGROS LIDL PENNY
MARKETXXL MEGA DISCOUNT CARREFOUR CORA KAUFLAND REAL BILLA CARREFOUR
MARKETMEGA IMAGE PROFI
BUNGE ROMANIA SRL -5,4 -13,4 -6,7 -6,7 14,3 23,8 -23,8 30 50
EXPUR SA -10,7 24,1 33,3 33,3 26,2 -14,3 25 100 16,7 16,7
ARGUS SA -9,8 -19 -14,3 -41,7
PRUTUL SA 6,3 -20 -20 33,3 19 -50
Private Label 16,1 -20 -20 -2,4 -14,3 -25 2,4 -50
OTHER BRANDS -7,1 13,3 13,3 -19 -14,3 -100 -14,3 25 20
October 2015 vs 2014
UNTDELEMN DE LA BUNICA (EXPUR) 13 6 7 20,3% 8,2% 116,7% 12,1
FLORIOL 10 7 3 15,6% 9,6% 42,9% 6
UNISOL 6 13 -7 9,4% 17,8% -53,8% -8,4
SOV PICOct 2014
Evol. PIC Oct '15 vs '14
(%)
Evol. SOV Oct '15 vs '14
(ppts)
Top 3 Brands Share of Voice in all Retailers Sunflower Oil Market
Qty PICOct 2015
Qty PICOct 2014
Evol. PIC Oct '15 vs '14(abs. value)
SOV PICOct 2015
ULEI FLOAREA SOARELUI 64 73 -9 59,8% 67,0% -12,3% -7,2
ULEI DE MASLINE 32 28 4 29,9% 25,7% 14,3% 4,2
ULEI PALMIER 4 5 -1 3,7% 4,6% -20,0% -0,8
ALTE TIPURI 7 3 4 6,5% 2,7% 0,0% 3,8
TOTAL 107 109 -2 100,0% 100,0% -1,8%
Oil Markets Share of Voice in all Retailers Qty PICOct 2015
Qty PICOct 2014
Evol. PIC Oct '15 vs '14
(%)
Evol. PIC Oct '15 vs '14(abs. value)
SOV PICOct 2015
SOV PICOct 2014
Evol. SOV Oct '15 vs '14
(ppts)
October 2015 vs 2014
Product Flash Analysis
October 2015 vs 2014
Consumer Advantages used by Producers in October 2015
Bunge Romania SRL
Expur SA
Argus SA
Prutul SA
October 2015
Most promoted SKU in October 2015 Sunflower Oil
October 2015 vs 2014
Most promoted SKU in October 2015
This SKU was promoted 7 times in October 2015 in Cash & Carry, Hard Discount, Hypermarket and Supermarket format and 72 times from 1 November 2014 to 31 October 2015 in all formats
ULEI FLOAREA SOARELUI FLORIOL1 STICLA 1 L – 1 year analysis
intensive promo
PROMO SEASONALITY
October 2015 vs 2014
Thank you for your attention
Florentina VasileLeaflet Monitor Director [email protected]+40 (0) 743 216 282
Maria CiobotaAccount Manager [email protected] +40 (0) 741 098 023
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