Promo Review of food retailers in 20’top

Q1 2012 vs 2011

RETAILERS

QUANTITATIV KPI Slides

1- LEAFLETS & OPERATIONS1- LEAFLETS & OPERATIONS 4-84-8

33-3333-33

4- PROMO MECHANISMES4- PROMO MECHANISMES 3-73-7

3- PROMO PRESSUR & SHARE OF VOICE3- PROMO PRESSUR & SHARE OF VOICE

15-2515-25

2- TRADE STRATEGY2- TRADE STRATEGY 9-139-13

QUALITY KPI 3-73-7

Promo Review of food retailers in 20’top

PROMO OPERATION*PROMO OPERATION*

Promo Review of food retailers in 20’top

•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 Hipercom shows the promo activity of the Retailers in the most exhaustive way, taking into consideration the quantity of promotional operations, SKU’s or WU 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.•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 – (minus) 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: Romania: CC, Hyper, Super, HDD (Analysis for the Top 20 Retailers of this category)

Q1 2012 vs 2011

1- LEAFLETS & OPERATIONS

1- LEAFLETS & OPERATIONS

Promo Review of food retailers in 20’top

PROMO OPERATION*PROMO OPERATION*

Q1 2012 vs 2011

The quantity of Promo Operations is growing in 2012, with a trend to regional editions

* A Promo Operation is a set of leaflets by a store network. This set could consist of one leaflet till 15 or more regional variations.

PROMO OPERATION*PROMO OPERATION*

Q1 2012 vs 2011

* A Promo Operation is a set of leaflets by a store network. This set could consist of one leaflet till 15 or more regional variations.

5 TOP TRAFFIC LEAFLET (by Promo Pressure) 5 TOP TRAFFIC LEAFLET (by Promo Pressure)

Q1 2012 vs 2011

AVARAGE NUMBER OF PAGES / PROMO OP AVARAGE NUMBER OF PAGES / PROMO OP

Q1 2012 vs 2011

Wzrost w ilości wydawanych gazetek zarówno lokalnych jak i ogólnonarodowych

Q1 2012 vs 2011

Promo Flash of food retailers in 20’top

2 - TRADE STRATEGY2 - TRADE STRATEGY

WU* TYPOLOGY (Brands, Private Labels, Unbranded)WU* TYPOLOGY (Brands, Private Labels, Unbranded)

Share of Brands

* WU = one or more SKU from the same family, visible on one picture (e.g. various flavours)

Q1 2012 vs 2011

QUANTITY OF SKU BY OPQUANTITY OF SKU BY OP

* WU = one or more SKU from the same family, visible on one picture (e.g. various flavours)

Q1 2012 vs 2011

WU TYPOLOGY (Brands, Private Labels, Unbranded )WU TYPOLOGY (Brands, Private Labels, Unbranded )

* WU = one or more SKU from the same family, visible on one picture (e.g. various flavours)

Q1 2012 vs 2011

AVERAGE PRICE (virtual)AVERAGE PRICE (virtual)

Q1 2012 vs 2011

Promo Flash of food retailers in 20’top

3 – PROMO PRESSURE & SHARE OF VOICES

3 – PROMO PRESSURE & SHARE OF VOICES

Q1 2012 vs 2011

PROMO PRESSURE Growth*PROMO PRESSURE Growth*

+13%

The promo pressure of every retailer:Cash & Carry : -20%Convenience : 41Discounts : 45%Hipermarkets : 19%Supermarkets : 28%

Growth v/s Y-1

* The Promo Pressure growth is calculated in WU promoted x comercial space in m2. A growth <0 means a mix of less WU promoted and/ or less commerical m2.

•The Promo Pressure Growth is possitive v/s Y-1.This situation is the result of a greater number of Promo Operations and more pages per Promo Operation.

Q1 2012 vs 2011

PROMO PRESSURE*PROMO PRESSURE*

* The Promo Pressure growth is calculated in WU promoted x comercial space in m2. A growth <0 means a mix of less WU promoted and/ or less commerical m2.

The detailed promo pressure growth by player shows the correlation between number of pages downsize and promo pressure reduction.

Q1 2012 vs 2011

Share of voice of retailersShare of voice of retailers

2011 vs 2010

PROMO MECHANISMS*PROMO MECHANISMS*

2011 vs 2010

46,4 % + 13,7%

Q1 2012

Growth v/s Y-1

PRODUCTS WITH CONSUMER ADVANTAGES

In 2012 46,6% promotions are supported by on or more Promo Mechanism. This trend growth about almost 14% versus last year.

*Promo Mechanisms are all added advanatges given to the shoppers like BOGOF, loyality programs, presents , etc

PROMO MECHANISMS*PROMO MECHANISMS*

46,4 % + 13,7%

What kind of Promo Mechanisms are used, and how did their frequency growth v/s last year.

Q1 2012 vs 2011

PROMO MECHANISMS*PROMO MECHANISMS*

Q1 2012 vs 2011

PROMO MECHANISMS*PROMO MECHANISMS*

Products with consumer advantages by retailer

Q1 2012 vs 2011

Promo Flash of food retailers in 20’top

QUALITY KPIQUALITY KPI

Q1 2012 vs 2011

INDICATOR OF READABILITYINDICATOR OF READABILITY

Q1 2012 vs 2011

Number of WU/ Pages

Promo Flash of food retailers in 20’top

RETAILERSRETAILERS

Q1 2012 vs 2011

ALMA MARKETALMA MARKET

Q1 2012 vs 2011

LIDLLIDL

Q1 2012 vs 2011

POLO MARKETPOLO MARKET

Q1 2012 vs 2011

REAL REAL

Q1 2012 vs 2011

CARREFOURCARREFOUR

Q1 2012 vs 2011

EUROCASHEUROCASH

Q1 2012 vs 2011

KAUFLANDKAUFLAND

Q1 2012 vs 2011

TESCOTESCO

Q1 2012 vs 2011

INTERMARCHEINTERMARCHE

Q1 2012 vs 2011

SELGROSSELGROS

Q1 2012 vs 2011

BIEDRONKA BIEDRONKA

Q1 2012 vs 2011

TOPAZTOPAZ

Q1 2012 vs 2011

DELIMADELIMA

Q1 2012 vs 2011

BOMIBOMI

Q1 2012 vs 2011

DINODINO

Q1 2012 vs 2011

E.LECLERCE.LECLERC

Q1 2012 vs 2011

MAKROMAKRO

Q1 2012 vs 2011

STOKROTKA STOKROTKA

Q1 2012 vs 2011

SANO SANO

Q1 2012 vs 2011

Thank you for your attention.

For questions or live comment of these results, feel free to contact us:

Monika Rybczak Business Unit Manager - Polandmonika.rybczak@hiper-com.com+48 693 100 960

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