Category Review Pretzels and Breadsticks

JANUARY-APRIL 2016 vs. 2015

Analyzed market:

- Pretzels - Breadsticks

JANUARY-APRIL 2016 vs. 2015

PCS = picture/insertionWU = Weighted UnitSKU = SKU

How do we count, taking as example the picture on the left:

1 PCS (picture/insertion)3 WU (we have 3 type of products, from 3 different families)7 SKU ( 3 color cream, 3 shampoo, 1 shave face cream)

ALL RETAILERS = 100%ALL BRANDS = 100%INDEX USED: PCS

EVOL YTD % = evolution vs previous year in %EVOL YTD Pts = evolution in percentage points (the difference between the % 2016 minus 2015)EVOL YTD Val = absolut value

• The interpretation shows that this 2 KPI’s are somehow connected. Because the Evolution of PP has a incidence on the ∆ SOV.

• They can be displayed on a 3D 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 model 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

JANUARY-APRIL 2016 vs. 2015

Share of Voice

JANUARY-APRIL 2016 vs. 2015

Share of Voice JANUARY-APRIL 2016

JANUARY-APRIL 2016 vs. 2015

YTD 16 (%)

YTD 15 (%)

Evol. YTD 16(ppts.)

VEL PITAR 4 6,2% 15 21,4% -11 -73,3% -15,3MAY DAY 3 4,6% 7 10,0% -4 -57,1% -5,4

LIDAS 7 10,8% 3 4,3% 4 133,3% 6,5BOROMIR 7 10,8% 7 10,0% 0,8

ALKA 8 12,3% 8 12,3INTERSNACK 3 4,6% 3 4,3% 0,3

CROCO 2 2,9% -2 -100,0% -2,9TYMBARK 2 3,1% 3 4,3% -1 -33,3% -1,2FICOSOTA 2 3,1% 2 3,1

OTHER BRANDS 29 44,6% 30 42,9% -1 -3,3% 1,8Total Brands selection 65 100,0% 70 100,0% -5 -7,1%

Producers Share of Voice in all Retailers

Pretzels and Breadsticks Market

YTD 16 (abs. value)

YTD 15 (abs. value)

Evol. YTD 16 (%)Evol. YTD 16

(abs. value)

The total Pretzels and Breadsticks promotions have decreased with 5 insertions in YTD 2016 compared with YTD 2015.

Vel Pitar dropped down from 15 insertions last year to 4 insertions this year, losing 15,3 ppts in Share of Voice. Is Vel Pitar changing its strategy? It will be interesting to know if they are concentrating on other category.

Lidas have intensified the quantity of promotions in catalogues with 4 insertions (meaning an evolution of 133,3% in pictures), leading to an increase Share of Voice of 6,5 ppts in 2016 versus 2015.

Promo Pressure of Producers

Alka has started to promote Covrigeii Casei from J une 2015, managing to reach a Share of Voice of 12,3 ppts in the first 4 months of 2016.

Intersnack has kept its quantity of pictures in catalogues.

Bubble size = Share of Voice

Evol

utio

n (p

pts.

)

Evolution (%)

YTD 16 (%)

YTD 15 (%)

Evol. YTD 16(ppts.)

METRO 13 20,0% 6 8,6% 7 116,7% 11,4

SELGROS 5 7,7% 4 5,7% 1 25,0% 2

LIDL 7 10,8% 1 1,4% 6 600,0% 9,3

PENNY MARKET 4 6,2% 9 12,9% -5 -55,6% -6,7

XXL MEGA DISCOUNT 7 10,8% 10 14,3% -3 -30,0% -3,5

CARREFOUR 6 9,2% 6 8,6% 0,7

CORA 4 5,7% -4 -100,0% -5,7

KAUFLAND 10 15,4% 9 12,9% 1 11,1% 2,5

REAL-HYPERMARKET 1 1,5% 1 1,5

BILLA 6 9,2% 13 18,6% -7 -53,8% -9,3

CARREFOUR MARKET 2 3,1% 2 2,9% 0,2

DM DROGERIE MARKT 1 1,5% 1 1,4% 0,1

MEGA IMAGE 2 3,1% 3 4,3% -1 -33,3% -1,2

PROFI 1 1,5% 2 2,9% -1 -50,0% -1,3

Toti Retaileri 65 100,0% 70 100,0% -5 -7,1%

Evol. YTD 16(abs. value)

Evol. YTD 16 (%) Retailers Share of Voice in

Pretzels and Breadsticks MarketYTD 16

(abs. value)YTD 15

(abs. value)

Metro’s Share of Voice has increased with 11,4 ppts, in YTD 2016 vs YTD 2015, by

promoting 7 insertions more.Billa has lost 9,3 ppts in Share of Voice in

2016.

Share of Voice JANUARY-APRIL 2016

JANUARY-APRIL 2016 vs. 2015

Real and Profi promoted exclusively in YTD in 2016 only one producer each. Cora haven’t promoted Pretzels and Breadsticks at all in JANUARY-APRIL 2016. The most various selection of promotions for Pretzels and Breadsticks is in Selgros. 4 out of 9 producers analysed in this presentation are presented in Selgros!

Producers Share of Voice in all retailers in JANUARY-APRIL 2016

JANUARY-APRIL 2016 vs. 2015

Market Analysis JANUARY-APRIL 2016 vs. JANUARY-APRIL 2015

Share of Voice JANUARY-APRIL 2016* Qty. of insertions

JANUARY-APRIL 2016 vs. 2015

Qty PICYTD. 2016

(abs. value)

SOV PICYTD. 2016

(%)

Qty PICYTD. 2015

(abs. value)

SOV PICYTD. 2015

(%)

Evol. PIC YTD. '16 vs '15(abs. value)

Evol. PIC YTD. '16 vs '15

(%)

Evol. SOV YTD '16 vs '15

(ppts.)

COVRIGEI SARATI 50 76,9% 61 87,1% -11 -18,0% -10,2

GRISINE 18 27,7% 10 14,3% 8 80,0% 13,4

Pretzels and Breadsticks Share of Voice all Retailers

Market Analysis JANUARY-APRIL 2016 vs. JANUARY-APRIL 2015

JANUARY-APRIL 2016 vs. 2015

SOV YTD. 16 Evol. YTD. 16 Evol. YTD. 16 SOV YTD. 16 Evol. YTD. 16 Evol. YTD. 16

% % ppts % % ppts

VEL PITAR 8% -73% -16,6

MAY DAY 6% -57% -5,5 -100% -10

LIDAS 8% 100% 4,7 33% 500% 23,3

BOROMIR 14% 2,5

ALKA 16% 16

INTERSNACK 6% 1,1

CROCO -100% -3,3

TYMBARK 4% -33% -0,9

FICOSOTA 11% 11,1

OTHER BRANDS 38% -14% 1,9 56% 25% -24,4

Total Brands selection 100% -18% 100% 80%

Producers split of promo actions in markets

COVRIGEI SARATI GRISINE

Consumer Advantages used by Producers in January-March 2016

VEL PITAR MAY DAY

JANUARY-APRIL 2016 vs. 2015

LIDAS

Consumer Advantages used by Producers in January-April 2016

BOROMIR

INTERSNACK

Consumer Advantages used by Producers in January-April 2016

ALKA

Product Flash Analysis

JANUARY-APRIL 2016 vs. 2015

Most promoted SKU in JANUARY-APRIL 2016 within the

Pretzels and Breadsticks Market

JANUARY-APRIL 2016 vs. 2015

Most promoted SKU in JANUARY-APRIL 2016

This SKU was promoted 8 times in JANUARY-APRIL 2016 and 21 times in 9 different retailers from 1st of May 2015 to 30 April 2016 in all formats.

COVRIGEII CASEI ORIGINALI MEDITERANENI – ALKA - 1 BUC. 100 GR– 1 year analysis

intensive promo

PROMO SEASONALITY

JANUARY-APRIL 2016 vs. 2015

JANUARY-APRIL 2016 vs. 2015

Market Analysis

JANUARY-APRIL 2016 vs. 2015

Thank you for your attention

Florentina VasileLeaflet Monitor Director Romaniaflorentina.vasile@hiper-com.com+40 (0) 743 216 282

Sandra BojanAccount Manager sandra.bojan@hiper-com.com +40 (0) 741 098 023

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