1. YTD 2014

2. YTD 2014
PIC = picture/insertion
SNU = SHOPPER NEED UNIT
SKU = SKU
SOV = SHARE OF VOICE
How do we count, taking as example
the picture on the left:
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)
Analyzed markets:
- MEZELURI AMBALATE
- MEZELURI VRAC
ALL RETAILERS = 100%
ALL BRANDS = 100%
INDEX USED: PIC

3. YTD 2014
CRIS-TIM SRL 274 275 281
CAROLI FOODS 237 237 238
ALDIS SRL 179 180 180
FOX COM SERV 141 141 141
MEDA PROD 98 SA 82 82 82
TABCO-CAMPOFRIO 81 81 81
AGRICOLA BACAU 78 78 79
H. & E. REINERT SRL 45 47 47
LUCA SRL 43 43 43
IFANTIS ROMANIA 41 41 41
PERUTNINA PTUJ, D.D. 21 22 23
ELIT SRL 21 21 21
CIA ABOLIV SRL 19 19 22
OTHERS 433 440 444
PRIVATE LABELS 431 434 451
TOTAL 2125 2141 2174
Producers
YTD 2014
Val. PIC Val. SNU Val. SKU

4. YTD 2014
Producers Evolution / Markets
YTD 2014 (PIC)
YTD 13 YTD 14 Evol. PIC YTD 13 YTD 14 Evol. SOV YTD 13 YTD 14 Evol. PIC YTD 13 YTD 14 Evol. SOV
V al. P IC V al. P IC % SO V P IC SO V P IC P ercent P oints V al. P IC V al. P IC % SO V P IC SO V P IC P ercent P oints
CRIS-TIM SRL 182 186 2% 12,50% 13,00% 0,5 125 88 -30% 16,30% 12,70% -3,6
CAROLI FOODS 170 154 -9% 11,70% 10,70% -1 92 83 -10% 12,00% 12,00% 0
ALDIS SRL 188 122 -35% 12,90% 8,50% -4,4 125 57 -54% 16,30% 8,20% -8,1
FOX COM SERV 42 50 19% 2,90% 3,50% 0,6 60 91 52% 7,80% 13,10% 5,3
MEDA PROD 98 SA 6 14 133% 0,40% 1,00% 0,6 51 68 33% 6,70% 9,80% 3,1
TABCO-CAMPOFRIO 59 52 -12% 4,00% 3,60% -0,4 18 29 61% 2,40% 4,20% 1,8
AGRICOLA BACAU 64 64 0% 4,40% 4,50% 0,1 7 14 100% 0,90% 2,00% 1,1
H. & E. REINERT SRL 74 45 -39% 5,10% 3,10% -2 4 -100% 0,50% -0,5
IFANTIS ROMANIA 31 32 3% 2,10% 2,20% 0,1 7 9 29% 0,90% 1,30% 0,4
PRIVATE LABELS 334 394 18% 22,90% 27,50% 4,6 53 37 -30% 6,90% 5,30% -1,6
OTHERS 309 320 4% 21,20% 22,30% 1,1 223 217 -3% 29,20% 31,30% 2,1
TOTAL 1459 1433 -2% 100,00% 100,00% (-) 765 693 -9% 100,00% 100,00% (-)
Producers / Markets
MEZELURI AMBALATE MEZELURI VRAC
As seen in the above table, the insertions of mezeluri ambalate market have decreased with 2%,
compared with the same period last year, while the insertions of mezeluri vrac market have
decresed with 9% this year.
The biggest decrease in share of voice is that of Aldis, with 4,4 percent points in the mezeluri
ambalate market and with 8,1 percent points in mezeluri vrac.

5. YTD 2014
Producers in Key Accounts
Cumulated Markets YTD 2014 (PIC)

6. YTD 2014
YTD 13 YTD 14 Evol. PIC YTD 13 YTD 14 Evol. SOV
V al. P IC V al. P IC % SO V P IC SO V P IC P ercent P oints
CRIS-TIM SRL 72 79 10% 29,80% 18,30% -11,5
CAROLI FOODS 20 47 135% 8,30% 10,90% 2,6
FOX COM SERV 3 31 933% 1,20% 7,20% 6
ALDIS SRL 46 25 -46% 19,00% 5,80% -13,2
MEDA PROD 98 SA 11 23 109% 4,50% 5,30% 0,8
TABCO-CAMPOFRIO 10 20 100% 4,10% 4,60% 0,5
AGRICOLA BACAU 3 16 433% 1,20% 3,70% 2,5
OTHERS 45 123 173% 18,60% 28,50% 9,9
PRIVATE LABEL 32 67 109% 13,20% 15,50% 2,3
TOTAL 242 431 78% 100,00% 100,00% (-)
Producers / Retailer
XXL MEGA DISCOUNT
XXL MEGA DISCOUNT in the period Jan-April 2014
has increased its insertions of mezeluri with 78%.
CRIS-TIM has increased its insertions with 10%,
reaching a share of voice of 18,30%, with 11,5
percent points less than the same period last year,
due to the big increasement in promotions of
other producers.
BUBBLE SIZE = SHARE OF VOICE

7. YTD 2014
XXL MEGA DISCOUNT 431 432 433
CORA 251 255 262
SELGROS 248 250 250
KAUFLAND 239 241 243
BILLA 230 230 239
PENNY MARKET 224 229 229
CARREFOUR 151 151 155
METRO 118 119 120
MEGA IMAGE 82 83 83
LIDL 68 68 77
PROFI 35 35 35
CARREFOUR MARKET 26 26 26
REAL-HYPERMARKET 22 22 22
Retailers
YTD 2014
Val. PIC Val. SNU Val. SKU

8. YTD 2014
YTD 13 YTD 14 Evol. PIC YTD 13 YTD 14 Evol. SOV
V al. P IC V al. P IC % SO V P IC SO V P IC P ercent P oints
CASH&CARRY 398 366 -8% 17,90% 17,30% -0,6
SELGROS 300 248 -17% 13,50% 11,70% -1,8
METRO 98 118 20% 4,40% 5,60% 1,2
HARD DISCOUNT 564 723 28% 25,40% 34,00% 8,6
XXL MEGA DISCOUNT 242 431 78% 10,90% 20,30% 9,4
PENNY MARKET 282 224 -21% 12,70% 10,50% -2,2
LIDL 40 68 70% 1,80% 3,20% 1,4
HYPERMARKET 890 663 -26% 40,10% 31,10% -9
CORA 248 251 1% 11,20% 11,80% 0,6
KAUFLAND 300 239 -20% 13,50% 11,20% -2,3
CARREFOUR 168 151 -10% 7,60% 7,10% -0,5
REAL-HYPERMARKET 174 22 -87% 7,80% 1,00% -6,8
SUPERMARKET 371 373 1% 16,70% 17,50% 0,8
BILLA 176 230 31% 7,90% 10,80% 2,9
MEGA IMAGE 135 82 -39% 6,10% 3,90% -2,2
PROFI 33 35 6% 1,50% 1,60% 0,1
CARREFOUR MARKET 27 26 -4% 1,20% 1,20% 0
TOTAL 2223 2125 -4% 100,00% 100,00% (-)
Retailers Evolution in
Cumulated Markets

9. YTD 2014
Monthly distribution of Producers in Retailers (PIC) legend

10. YTD 2014
Promotion Calendar

11. YTD 2014
Market Analysis

12. YTD 2014

13. YTD 2014
Product Flash Analysis

14. YTD 2014
Top 5 most promoted SKUs
MEZELURI in all retailers
(sorted by number of promotions)

15. YTD 2014
This SKU was promoted 60 times in the last 12 months, in 10 Retailers, 4 different
distribution channels.
CRIS-TIM SALAM FIERT AFUMAT RUSTIC VRAC
intensive promo
PROMO SEASONALITY
12 MONTHS ANALYSIS

16. YTD 2014
Thank you for your attention
Florentina Vasile
Leaflet Monitor Director Romania
florentina.vasile@hiper-com.com
+40 (0) 743 216 282
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