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Share of Voice Sunflower Oil Jan-Sept 2014 in Romania
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Period: January-September 2014
Category ReviewSunflower Oil
Period: January-September 2014
SOVRETAILER A =
Analyzed market: Sunflower Oil
SOV = SHARE OF VOICESNU = SHOPPER NEED UNIT
ALL RETAILERS = 100%ALL BRANDS = 100%INDEX USED: M² * qty of SNU
Period: January-September 2014
Markets Share of Voice in All Catalogues M²(SNU) YTD 2014
SOVYTD 2014M²(SNU)
SOVYTD 2013
M²(SNU)
Evol.SOV(pp)
YTD 2014Nb
SNU
YTD 2013Nb
SNU
Dif SNU(%)
ULEI FLOAREA SOARELUI
54,7% 59,9% -5,1 540 607 -11%
ULEI DE MASLINE 34,5% 28,3% 6,2 281 252 12%
ULEI PALMIER 4,7% 5,5% -0,8 35 44 -21%
ALTE TIPURI 6,2% 6,3% -0,1 62 50 24%
-1,6pp-3,7pp
+2,4pp
pp=percent point difference of share of voice comparedto the similar period last year
3,3pp
-0,4pp
Period: January-September 2014
Producers Share of
Voice M²(SNU)
Dif %M²(SNU)
Evol. SOVPp
Promo Pressure of Producers M²(SNU)
BUNGE 31,90% -26% -11,5
EXPUR 22,00% 190% 14,3
PRUTUL 13,90% 58% 5
ARGUS 12,80% 79% 5,6
Producers Share of Voice in Sunflower Oil Market M²(SNU) YTD 2014
Nb of leaflets
in 9 months
Nb of SNU promotedYTD 2014
Nb of SNU promotedYTD 2013
BUNGE 160 177 276
EXPUR 89 90 49
PRUTUL 72 76 62
ARGUS 58 58 43
Bubble size = Share of Voice M²(SNU) Cost oriented policy.
Investment policy, Strategy of players in expansion
Period: January-September 2014
Retailers Share of Voice in Sunflower Oil Market M²(SNU) YTD 2014
Nb of leaflets
in 9 months
YTD 2014
Nb SNU
YTD 2013
Nb SNU
% Dif SNU
YTD ‘14 vs ‘13
Promo pressure of Retailers M²(SNU)
SELGROS 42 83 74 12%
BILLA 55 56 46 22%
CARREFOUR 43 45 41 10%
CARREFOUR MARKET
44 44 40 10%
PENNY MARKET 35 40 60 -33%
KAUFLAND 36 39 45 -13%
XXL MEGA DISCOUNT
32 37 43 -14%
CORA 32 37 29 28%
METRO 19 36 46 -22%
MEGA IMAGE 22 31 34 -9%
PROFI 29 29 20 45%
REAL 7 8 25 -68%
OTHERS 43 55 104 -47%
TOTAL 439 540 607 -11%
Bubble size = Share of Voice M²(SNU)
%Dif>0 -> more promotions, or more m² ∆ SOV > 0, a better relative position versus other players
Period: January-September 2014
Producers in Retailers M²(SNU) YTD 2014
Promotion Calendar in Kaufland
Monthly distribution of SNU in Kaufland
Period: January-September 2014
Brands Share of Voice in Sunflower Oil Market M²(SNU) YTD 2014
TOP 3 Brands
SOV M²(SNU) YTD 2014
Nb SNUYTD 2014
Nb SNUYTD 2013
Dif SNU(%)
UNTDELEMN DE LA BUNICA (EXPUR)
19,50% 68 12* 467%
UNISOL 11,00% 55 85 -35%
FLORIOL 8,90% 52 102 -49%
Consumer advantages used / Brand M²(SNU) YTD 2014
*promotions of Untdelemn de la Bunica from Expur in 2013 are only a few because the brand was bought from Cargill
Period: January-September 2014
Instant market analysis
Period: January-September 2014
Hit promo – 1 year analysis of SKU
This SKU was promoted 32 times from 1 October 2013 At 30 September 2014 , in 6 Retailers, 4 distribution channels.
UNTDELEMN DE LA BUNICA (EXPUR) - 1 STICLA 2 L
intensive promo
PROMO SEASONALITY
Period: January-September 2014
Thank you for your attention
Florentina VasileLeaflet Monitor Director [email protected]+40 (0) 743 216 282
Ana GrigoreAccount Manager [email protected] +40 (0) 741 098 023
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