1. MARCH 2014

2. MARCH 2014
SOV = SHARE OF VOICE
PIC = picture/insertion
SNU = SHOPPER NEED UNIT
SKU = SKU
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 market:
SWEET BISCUITS
ALL RETAILERS = 100%
ALL BRANDS = 100%
INDEX USED: PIC

3. MARCH 2014
BISCUITI CU CREMA 34 37 46
BISCUITI CLASICI 25 25 28
BISCUITI GLAZURATI 10 10 13
BISCUITI CU INGREDIENTE 9 9 11
TOTAL 78 81 98
Markets
March 2014
Val. PIC
March 2014
Val. SNU
March 2014
Val. SKU
BISCUITI CU CREMA 25 34 36% 36,80% 43,60% 6,8
BISCUITI CLASICI 28 25 -11% 41,20% 32,10% -9,1
BISCUITI GLAZURATI 8 10 25% 11,80% 12,80% 1,1
BISCUITI CU INGREDIENTE 7 9 29% 10,30% 11,50% 1,2
March 2014
SOV PIC
Evol SOV
Percent Points
Markets' Evolution
March 2013
Val. PIC
March 2014
Val. PIC
Evol. PIC
%
March 2013
SOV PIC

4. MARCH 2014
MONDELEZ 12 12 14
ULKER 10 13 16
DOBROGEA 7 7 7
ROSTAR 5 5 7
ROMDIL 4 4 4
TECSA 4 4 4
KANDIA 3 3 5
ARMEDI 2 2 4
VEL PITAR 2 2 2
MERT 1 1 1
DE SILVA 1 1 1
GERMINO 1 1 1
ALKA 1 1 1
PRIVATE LABEL 19 19 22
OTHERS 6 6 9
TOTAL 78 81 98
Producers
March 2014
Val. PIC
March 2014
Val. SNU
March 2014
Val. SKU

5. MARCH 2014
As seen in the table above,
Mondelez increased in March 2014 its
share of voice with 5,1 percent points,
due to an increase of 71%.
Ulker increased their promotions
with 11%, resulting in a share of
12,80%, with 0,4 percent points less
than in March 2013.
MONDELEZ 7 12 71% 10,30% 15,40% 5,1
ULKER 9 10 11% 13,20% 12,80% -0,4
DOBROGEA 6 7 17% 8,80% 9,00% 0,2
ROSTAR 11 5 -55% 16,20% 6,40% -9,8
ROMDIL 4 4 0% 5,90% 5,10% -0,8
TECSA 1 4 300% 1,50% 5,10% 3,7
KANDIA 2 3 50% 2,90% 3,80% 0,9
ARMEDI 2 2 0% 2,90% 2,60% -0,4
VEL PITAR 2 2,60% 2,6
DE SILVA 2 1 -50% 2,90% 1,30% -1,7
MERT 1 1,30% 1,3
GERMINO 1 1,30% 1,3
ALKA 1 1,30% 1,3
PRIVATE LABEL 15 19 27% 22,10% 24,40% 2,3
OTHERS 9 6 33% 13,20% 7,70% -5,5
Producers'
Evolution
March 2013
Val. PIC
March 2014
Val. PIC
Evol. PIC
%
March 2013
SOV PIC
March 2014
SOV PIC
Evol SOV
Percent Points

6. MARCH 2014
MONDELEZ 4 11,80% 1 4,00% 2 20,00% 5 55,60%
ULKER 10 29,40%
DOBROGEA 7 20,60%
ROSTAR 1 2,90% 4 16,00%
ROMDIL 3 12,00% 1 10,00%
TECSA 1 2,90% 3 12,00%
KANDIA 3 8,80%
ARMEDI 2 8,00%
VEL PITAR 2 22,20%
MERT 1 2,90%
DE SILVA 1 4,00%
GERMINO 1 2,90%
ALKA 1 10,00%
PRIVATE LABEL 5 14,70% 10 40,00% 4 40,00%
OTHERS 1 2,90% 1 4,00% 2 20,00% 2 22,20%
TOTAL 34 100,00% 25 100,00% 10 100,00% 9 100,00%
March 14
VAL PIC
March 14
SOV PIC
March 14
VAL PIC
March 14
SOV PIC
March 14
VAL PIC
March 14
SOV PIC
March 14
VAL PIC
March 14
SOV PIC
Producers / Markets
BISCUITI CU CREMA BISCUITI CLASICI
BISCUITI
GLAZURATI
BISCUITI CU
INGREDIENTE

7. MARCH 2014
The retailer with the biggest share of voice in the sweet biscuits market
in March 2014 was KAUFLAND, with 14,10%.
CASH&CARRY 13 18 38% 19,10% 23,10% 4,00
METRO 6 10 67% 8,80% 12,80% 4,00
SELGROS 7 8 14% 10,30% 10,30% 0,00
HARDDISCOUNT 17 21 24% 25,00% 26,90% 1,9
PENNYMARKET 5 10 100% 7,40% 12,80% 5,40
XXL MEGA DISCOUNT 6 7 17% 8,80% 9,00% 0,20
LIDL 6 4 -33% 8,80% 5,10% -3,70
HYPERMARKET 20 24 20% 29,50% 30,80% 1,3
KAUFLAND 7 11 57% 10,30% 14,10% 3,80
CORA 5 8 60% 7,40% 10,30% 2,90
CARREFOUR 5 4 -20% 7,40% 5,10% -2,30
REAL-H (METRO) 3 1 -67% 4,40% 1,30% -3,10
SUPERMARKET 18 15 -17% 26,40% 19,20% -7,2
BILLA 9 8 -11% 13,20% 10,30% -2,90
MEGA IMAGE 7 4 -43% 10,30% 5,10% -5,20
PROFI 2 3 50% 2,90% 3,80% 0,90
TOTAL 68 78 15% 100,00% 100,00% (-)
March2014
SOVPIC
Evol SOV
PercentPoints
Retailers' Share ofVoice
EvolutioninCumulated
Markets
March2013
Val.PIC
March2014
Val.PIC
Evol.PIC
%
March2013
SOVPIC

8. MARCH 2014

9. MARCH 2014
KAUFLAND’S PROMOTION CALENDAR IN MARCH 2014

10. MARCH 2014
Market Analysis

11. MARCH 2014

12. MARCH 2014
Product Flash Analysis

13. MARCH 2014
Top 3 most promoted SKUs
SWEET BISCUITS Market
(sorted by number of promotions)

14. MARCH 2014
This SKU was promoted 17 times from April 2013 to March 2014, in 7 Retailers,
4 different distribution channels.
TEMPO BISCUITI CU CREMA 56 GR
intensive promo
PROMO SEASONALITY
12 MONTHS ANALYSIS

15. MARCH 2014
This SKU was promoted 13 times from April 2013 to March 2014, in 6 Retailers,
3 different distribution channels.
PEPITO BISCUITI CU CREMA DISKO 157 GR
intensive promo
PROMO SEASONALITY
12 MONTHS ANALYSIS

16. MARCH 2014
This SKU was promoted 17 times from April 2013 to March 2014, in 4 Retailers,
4 different distribution channels.
ROMDIL BISCUITI PETIT BEURRE 460 GR
intensive promo
PROMO SEASONALITY
12 MONTHS ANALYSIS

17. MARCH 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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