RETAILERS PROMOTIONAL ACTIVITY BASED ON ABR SESTA LEAFLETS MONITORING 2015 VS Warsaw, January 2016
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1 RETAILERS PROMOTIONAL ACTIVITY BASED ON ABR SESTA LEAFLETS MONITORING 2015 VS 2014 Warsaw, January 2016
2 Introduction We invite you to take advantage of our cyclic report on retailers promotion strategy. Our data is based on application which collects data from multiple sources: Leaflets monitoring (over 160 retailers) Billboards monitoring (include all provincial cities) Shop window promotional offer monitoring Online shops monitoring Report includes data from chosen FMCG retailers. We also offer possibility to prepare report for your particular needs. Promotional strategy
3 Methodology Data prepared on the basis of benchmark leaflets, which are representative for a particular chain Include: leaflets for all (majority) of stores Exclude: Opening leaflets (for one store) Duplicated leaflets variants (e.g. local leaflets for E.Leclerc) Press advertisement Billboards Skarb and other customer magazines For the purpose of this presentation the following date have been agregated: Tesco SM = Tesco 1K + CHM Tesco HM = Tesco HM + Extra Carrefour = Carrefour HM + Mini Carrefour Conv = Carrefour Express + Carrefour Express Convenience Real = Real + Real (Auchan) (zmiany 2014) Intermarche = Intermarche + Intermarche Contact (zmiany 2014) Stokrotka = Stokrotka + Stokrotka Market Chata Polska -> Convenience Promotional strategy
4 leaflets leaflets benchmark benchmark leaflets described promotional modules promoted SKU N- number of monitored chains Promotional strategy
5 Leaflets characteristics 2015 vs 2014 Channel overview Average number of leaflets (monthly) Average number of pages average 13,9 average 5,0 By far the highest number of leaflets issued by C&C results from wide spectrum of assortment and additional, themed leaflets. Average leaflet duration (days) Drugstores leaflets have the highest average duration of over two weeks. average 11,7 Drugstores and Discounts leaflets have the highest average number of pages. Promotional strategy
6 Space share in Total Market 2015 vs 2014 Modern Trade offer divided into markets Distinctive differences between assortment groups shares in leaflets in different channels. FMCG takes about 95% of leaflets space for Drugstores, but only 46% for Discounts in case of which special offers products, such as clothes, footwear, textiles and toys, take over. Promotional strategy
7 Private Label share in FMCG 2015 vs 2014 Private Label share in FMCG (Modern Trade) Slight growth of Private Label share. Every channel, except Discounts, allocate less than 10% of leaflets space to non-national brands. Due to their assortment, Discounts adopted different strategy. Promotional strategy
8 HYPERMARKETS OFFER 8
9 Number of benchmark leaflets per retailer 2015 vs 2014 In leaflets have been published by 7 monitored chains vs 694 leaflets in Carrefour 236 Kaufland 140 Tesco HM 114 Auchan 92 E.Leclerc Real Carrefour = Carrefour HM + Mini Bi1 18 Promotional strategy
10 Hypermarkets channel 2015 vs 2014 HM offer divided into markets FMCG covers 50% of Hypermarkets promotional offer. There was a noticeable drop in FMCG promotional offer share in Real, Auchan increased its FMCG share. E. Leclerc allocates a lot more space for non-food categories than any of its competitors Promotional strategy
11 Hypermarkets channel 2015 vs 2014 FMCG offer divided into sub-markets The highest share of space was allocated to Grocery (42%, 2015), among Hypermarkets Kaufland was the one with the highest space share given to Grocery. Promotional strategy
12 Private Label share in FMCG 2015 vs 2014 Private Label share in FMCG E.Leclerc allocates the most space to Private Label products (and had the highest Private Label share growth). Tesco is ranked No 2. Promotional strategy
13 Leaflets key info 2015 vs 2014 Average number of leaflets (monthly) Average number of pages średnia 2014 średnia ,0 20,0 15,0 15,2 16,7 15,4 12,8 13,3 16,9 16,9 16,3 15,8 18,4 18,4 15,8 19,9 10,0 5,0 E.Leclerc had the lowest average number of nationwide leaflets because of autonomy given by this chain to stores for promotional strategies. Tesco s leaflets had the highest average number of pages, while Auchan s the lowest. Average duration of leaflet were the highest for Tesco HM (over two weeks), and the lowest for Kaufland (over a week). CRF is a total of Carrefour Mini and Carrefour HM formats. 0,0 20,0 15,0 10,0 5,0 Auchan Bi1 Carrefour E.Leclerc Kaufland Real Tesco HM 0,0 Auchan Bi1 Carrefour E.Leclerc Kaufland Real Tesco HM Promotional strategy ,3 9,4 7,6 Average leaflet duration (days) średnia 2014 średnia ,7 14,914,1 12,5 10,1 10,9 9,4 8,6 15,3 13,8
14 SUPERMARKETS OFFER 14
15 Number of benchmark leaflets per retailer 2015 vs 2014 In benchmark leaflets were published by 22 monitored chains vs 1228 in Analyses made only for SM chains that had more then 40 stores in Promotional strategy
16 Supermarkets channel 2015 vs 2014 SM offer divided into markets Frac Delikatesy and Marcpol allocated the most space for Fresh food, interestingly the least space were given by Tesco SM. Promotional strategy
17 Supermarkets channel 2015 vs 2014 FMCG offer divided into sub-markets For Supermarkets, almost half (47%) of FMCG promotional space was given to Grocery sub-market Liquid/Drinks share was the highest (42%) and Grocery the lowest (38%) in Polomarket s leaflets. Promotional strategy
18 Private Label share in FMCG 2015 vs 2014 Private Label share in FMCG Intermarche allocated significantly more space for Private Label products than its competitors. Alma had the highest growth in Private Label share among Supermarkets, while Intermarche had the highest drop. Promotional strategy
19 Leaflets key info 2015 vs 2014 Average number of leaflets (monthly) The highest average monthly number of leaflets was issued by Tesco SM. By far the lowest leaflet activity presented by Frac Delikatesy. Tesco is the average of Tesco 1K and Tesco SM formats. Promotional strategy
20 Leaflets key info 2015 vs 2014 Average number of pages Leaflets with highest number of pages are characteristic for Alma and Polomarket. Promotional strategy
21 Leaflets key info 2015 vs 2014 Average leaflet duration (days) Average leaflet duration for Supermarkets was about 10 days. Alma is the one chain which prefers a lot longer durations. Promotional strategy
22 DRUGSTORES 22
23 Number of benchmark leaflets per retailer 2015 vs 2014 In benchmark leaflets were published by 16 monitored chains vs 347 in Rossmann Delko - Drogerie Blue Hebe Super-Pharm Drogeria Natura Douglas Drogerie Jawa Dayli Drogerie Koliber Vica Drogerie Jasmin Laboo Drogerie Sekret Urody Drogerie Polskie Kosmeteria Sephora Promotional strategy
24 Drug Stores 2015 vs 2014 Drugstore offer divided into markets Rossmann shown different promotional strategy more often than it s competitors promotes products from Non food category, which are not typical drugstore assortment. Promotional strategy
25 Drug Stores 2015 vs 2014 FMCG offer divided into sub-markets Blue s offer stands out with the highest Detergent s share. Promotional strategy
26 Private Label share in FMCG 2015 vs 2014 Private Label share in FMCG Private Labels products are significant part of Rossmann s promotional offer. Private Label products promotional communication was substantially decreased by Sephora. Promotional strategy
27 Leaflets key info 2015 vs 2014 Average number of leaflets (monthly) średnia 2014 średnia ,0 5,3 5,6 4,0 2,0 2,3 1,8 3,1 3,9 0,7 2,0 2,5 2,3 1,9 1,3 0,7 1,9 1,5 1,0 0,9 0,9 3,6 1,2 1,1 1,2 0,8 2,9 1,0 1,1 0,3 0,2 3,2 2,9 1,3 1,4 0,0 Dayli Delko - Drogerie Blue Douglas Drogeria Natura Drogerie Jasmin Drogerie Jawa Drogerie Koliber Drogerie Polskie Hebe Kosmeteria Laboo Drogerie Rossmann Sekret Urody Sephora Super-Pharm Vica Rossmann issued by far the most leafletsin 2015, followed by Blue. Hebe, leader of 2014, dropped significantly. Promotional strategy
28 Leaflets key info 2015 vs ,0 60,0 55,0 50,0 45,0 Average number of pages średnia 2014 średnia ,6 40,0 35,0 30,0 25,0 20,0 15,0 10,0 5,0 6,1 7,1 3,4 2,9 22,6 11,3 9,3 18,2 5,0 4,6 14,5 4,0 4,1 8,0 5,5 8,0 30,2 36,7 5,5 4,1 4,7 5,4 35,6 8,0 7,7 22,0 26,8 17,6 15,7 8,0 8,9 0,0 Dayli Delko - Drogerie Blue Douglas Drogeria Natura Drogerie Jasmin Drogerie Jawa Drogerie Koliber Drogerie Polskie Hebe Kosmeteria Laboo Drogerie Rossmann Sekret Urody Sephora Super-Pharm Vica In 2015 Hebe s leaflets had the highest average number of pages. Promotional strategy
29 Leaflets characteristics 2015 vs 2014 Average leaflet duration (days) średnia 2014 średnia ,0 35,0 34,0 30,0 25,0 20,0 15,0 13,614,0 22,1 22,3 30,6 16,3 14,9 14,414,2 24,0 25,7 21,8 19,2 15,014,9 18,8 18,1 22,7 21,6 21,6 21,2 17,0 17,417,7 25,5 29,3 14,9 14,0 13,914,3 10,0 10,4 5,0 0,0 Dayli Delko - Drogerie Blue Douglas Drogeria Natura Drogerie Jasmin Drogerie Jawa Drogerie Koliber Drogerie Polskie Hebe Kosmeteria Laboo Drogerie Rossmann Sekret Urody Sephora Super-Pharm Vica Two drugstore chains Douglas and Sephora were regularly issuing leaflets with month-long duration. Promotional strategy
30 DISCOUNT STORES 30
31 Number of benchmark leaflets per retailer 2015 vs 2014 In leaflets were published by 5 monitored chains vs 480 in Biedronka 144 Netto 104 Lidl 104 Aldi 58 Czerwona Torebka 16 Promotional strategy
32 Discount stores 2015 vs 2014 Discount offer divided into markets Discounts were building uniqueness of their offer with Non-food categories (textiles, toys, household items, seasonal and themed products). Noticeably lower share of fresh categories. Promotional strategy
33 Discount stores 2015 vs 2014 FMCG offer divided into sub-markets Groceries had the highest share of leaflets space in Discounts. Biedronka stands out with the highest Liquid/Drinks share, while Aldi promoted Office sub-category more often than other chains. Promotional strategy
34 Private Label share in FMCG 2015 vs 2014 Private Label share in FMCG In comparison with 2014, Discounts promote Private Labels slightly more often. In Lidl s case most of the products are Private Label with nation branded products serving as an offer s filler. Netto is much more similar to Supermarkets and Hypermarkets. Promotional strategy
35 Leaflets characteristics 2015 vs 2014 Average number of leaflets (monthly) Average number of pages 20,0 15,0 10,0 5,0 4,4 4,8 16,7 12,0 średnia 2014 średnia ,6 1,3 6,9 8,7 8,4 8,7 30,0 25,0 20,0 15,0 10,0 5,0 15,8 15,2 średnia 2014 średnia ,1 17,3 16,4 12,5 21,4 16,9 7,3 9,3 0,0 Aldi Biedronka Czerwona Torebka Lidl Netto Biedronka published highest number of leaflets among Discount chains. Average duration of Biedronka s leaflets is also much higher than in other Discounts. Likewise, Biedronka s leaflets are ones with highest average number of pages. The shortest leaflets are published by Netto. 0,0 15,0 10,0 5,0 Aldi Biedronka Czerwona Torebka Lidl Netto Average leaflet duration (days) średnia 2014 średnia ,3 10,5 9,7 7,9 7,6 6,9 7,0 6,9 5,5 6,0 0,0 Aldi Biedronka Czerwona Torebka Lidl Netto Promotional strategy
36 CASH&CARRY OFFER 36
37 Number of benchmark leaflets per retailer 2015 vs 2014 In benchmark leaflets (leaflets representative for chain) were published by 4 monitored chains vs 590 in Makro 290 Selgros 162 Eurocash 40 Promotional strategy
38 Cash & Carry channel 2015 vs 2014 Cash&Carry offer divided into markets Selgros and Makro s promotional offers are much more diverse than Eurocash s. There were no significant differences in categories shares in C&C channel. Promotional strategy
39 Cash & Carry channel 2015 vs 2014 FMCG offer divided into sub-markets Differences in FMCG promotional offers are smaller than in other channels. Eurocash has the highest share of Grocery sub-category, while Selgros and Makro gave more space for Office and Detergents categories. Promotional strategy
40 Private Label share in FMCG 2015 vs 2014 Private Label share in FMCG Private Label share grew only in case of Eurocash (0,8 pp.). Promotional strategy
41 Leaflets characteristics 2015 vs 2014 Average number of leaflets (monthly) Average number of pages 30,0 25,0 20,0 15,0 średnia 2014 średnia ,9 24,2 14,8 13,5 30,0 25,0 20,0 15,0 20,4 28,6 średnia 2014 średnia ,0 12,3 18,3 20,6 10,0 5,0 4,4 3,3 10,0 5,0 0,0 Eurocash Makro Selgros Makro issued highest number of leaflets with lowest average number of pages. Eurcash s leaflets had the highest average duration. 0,0 20,0 15,0 Eurocash Makro Selgros Average leaflet duration (days) średnia 2014 średnia ,8 16,2 14,9 14,6 13,1 13,0 Strong growth in Eurocash s leaflets average number of pages since ,0 5,0 0,0 Eurocash Makro Selgros Promotional strategy
42 CONVENIENCE CHANNEL 42
43 Number of benchmark leaflets per retailer 2015 vs 2014 In benchmark leaflets were published by 10 monitored chains vs 378 in Carrefour Conv Chata Polska ABC Globi Żabka Freshmarket Odido Groszek (EC) Małpka Express Promotional strategy
44 Convenience channel 2015 vs 2014 Convenience offer divided into markets FMCG products represented 81% of leaflet s space. C Carrefour Express stands out with promotional efforts towards Fresh food. Promotional strategy
45 Convenience channel 2015 vs 2014 FMCG offer divided into sub-markets Share of Grocery in FMCG was 48%. Noteworthy Liquids/Drinks had 52% share in Małpka Express chain. Promotional strategy
46 Private Label share in FMCG 2015 vs 2014 Private Label share in FMCG Significant growth of Private Label products share in Chata Polska s and ABC s leaflets. Promotional strategy
47 Leaflets characteristics 2015 vs 2014 Average number of leaflets (monthly) Average number of pages średnia 2014 średnia 2015 średnia 2014 średnia ,0 8,0 8,88,6 25,0 20,0 19,6 18,5 19,6 18,8 6,0 4,0 2,0 4,3 4,3 4,34,4 4,2 3,2 3,2 2,8 2,22,1 1,4 0,7 2,2 2,6 3,3 3,3 15,0 10,0 5,0 5,5 2,7 2,93,1 8,8 7,0 2,0 2,0 10,0 8,0 9,0 7,2 2,32,2 0,0 ABC Carrefour Conv Chata Polska Freshmarket Globi Groszek (EC) Małpka Express Odido Żabka 0,0 ABC Carrefour Conv Chata PolskaFreshmarket Globi Groszek (EC) Małpka Express Odido Żabka Carrefour Conv issued highest number of leaflets per month (over 8), those leaflets have low duration and number of pages. Małpka Express cut in half number of published leaflets since Freshmarket s and Żabka s (both same group) leaflets had very similar number of pages in 2015 slightly higher than in Longest duration leaflets were published by Żabka, Freshmarket and Małpka Express. 35,0 30,0 25,0 20,0 15,0 10,0 5,0 0,0 11,8 7,0 6,2 6,1 7,97,0 Promotional strategy ABC Carrefour Conv Average leaflet duration (days) średnia 2014 średnia ,8 17,4 6,26,0 13,0 13,0 29,3 18,1 Chata PolskaFreshmarket Globi Groszek (EC) Małpka Express 14,13,6 Odido 18,19,2 Żabka
48 MOST PROMOTED PRODUCTS Promotional strategy
49 Assortment strategies in leaflets 2015 FY 2014 Most promoted products ALL LEAFLETS Lp Product Chain with the lowest price 2015 price MIN price MAX Occurances price MIN price MAX Occurances FY Łopatka wieprzowa bez kości 1kg luz 7,99 12, ,99 13, Łaciate mleko świeże 2% 1l but pl 1,94 3, ,3 2, Ćwiartka z kurczaka 1kg luz 2,99 8, ,49 5, Pomidory 1kg luz 0,99 10, ,99 9, Szynka wieprzowa bez kości 1kg luz 8,99 14, ,5 13, Schab wieprzowy bez kości 1kg luz 10,95 19, ,75 15, Ptasie Mleczko waniliowe 380g 7,99 13, , Karkówka wieprzowa bez kości 1kg luz 9,99 17, ,89 15, Kasia margaryna 250g kostka 1,69 2, ,35 2, Mazurski Smak twaróg półtłusty klinek 250g 2,15 3, ,4 2, Promotional strategy
50 Assortment strategies in leaflets 2015 Product Most promoted FMCG products ALL LEAFLETS FY 2014 FY 2015 Chain with the lowest price 2015 price MIN price MAX Occurances price MIN price MAX Occurances Łaciate mleko świeże 2% 1l but pl 1,94 3, ,3 2, Ptasie Mleczko waniliowe 380g 7,99 13, , Kasia margaryna 250g kostka 1,69 2, ,35 2, Łaciate mleko świeże 3,2% 1l but pl 1,95 2, ,96 4, Jacobs Cronat Gold kawa rozpuszczalna 200g słoik 13,99 26, ,89 24, Mazurski Smak twaróg półtłusty klinek 250g 2,15 3, ,4 2, Żywiec piwo jasne 5,6% 4x500ml pu 7,99 12, ,45 14, Mazurski Smak twaróg tłusty klinek 250g 2,15 3, ,4 3, Mazurski Smak twaróg lekki klinek 250g 2,15 3, ,4 3, Wiosenny olej uniwersalny 900ml but pl 3,24 3, ,45 3, Promotional strategy
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