1. 2013 JAN - FEBR VS 2012 JAN - FEBR

2. 2013 JAN - FEBR VS 2012 JAN - FEBR
PCS = picture/insertion
WU = Weighted Unit
SKU = 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
cream)
Analyzed markets: ALL RETAILERS = 100%
-PERSONAL CARE (body care, hair ALL BRANDS = 100%
care, DEO, face care) INDEX USED: PCS
-MAKEUP

3. 2013 JAN - FEBR VS 2012 JAN - FEBR
Personal care & Beauty & Cosmetics split by Retailer
2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)
YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13
Retailers
% Val. % Val. %
METRO 8.50% 100 7.00% 91 -9.00%
SELGROS 11.30% 132 9.30% 121 -8.30%
LIDL 1.30% 15 1.20% 15
PENNY MARKET 3.70% 43 6.50% 84 95.30%
XXL MEGA DISCOUNT 4.20% 54
PENNY XXL 4.10% 48 0.80% 11 -77.10%
CARREFOUR 9.10% 107 7.50% 97 -9.30%
CORA 11.20% 131 9.30% 121 -7.60%
KAUFLAND 5.10% 60 5.60% 73 21.70%
REAL 9.10% 106 7.10% 93 -12.30%
BILLA 5.30% 62 4.70% 61 -1.60%
CARREFOUR M 0.10% 1
MEGA IMAGE 4.20% 49 4.30% 56 14.30%
PROFI 0.40% 5 0.50% 7 40.00%
Other Retailers 26.70% 312 32.00% 416 33.30%

4. 2013 JAN - FEBR VS 2012 JAN - FEBR
Personal care & Beauty & Cosmetics category split by Producer
2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)
YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13
Brands
% Val. % Val. %
PROCTER & GAMBLE 14.30% 167 14.10% 183 9.60%
HENKEL KGAA 14.40% 168 10.50% 137 -18.50%
UNILEVER 7.90% 92 8.80% 115 25.00%
BEIERSDORF AG 11.50% 134 11.60% 151 12.70%
L'OREAL GROUP 9.70% 113 7.80% 101 -10.60%
COLGATE-PALMOLIVE 8.00% 94 7.90% 103 9.60%
OTHERS 34.40% 402 39.40% 512 27.40%

5. 2013 JAN - FEBR VS 2012 JAN - FEBR
How Producers split their promotions between Retailers in Personal care &
Beauty & Cosmetics category 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)
PROCTER & GAMBLE HENKEL KGAA UNILEVER
Retailers / Brands YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13 YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13 YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13
% Val. % Val. % % Val. % Val. % % Val. % Val. %
TOTAL 100% 167 100% 183 100% 168 100% 137 100% 92 100% 115
METRO 15.60% 26 9.30% 17 -34.60% 6.50% 11 4.40% 6 -45.50% 7.60% 7 12.20% 14 100.00%
SELGROS 23.40% 39 14.80% 27 -30.80% 15.50% 26 13.10% 18 -30.80% 19.60% 18 14.80% 17 -5.60%
LIDL 1.10% 1 0.90% 1
PENNY MARKET 1.20% 2 8.70% 16 700.00% 8.30% 14 11.70% 16 14.30% 3.30% 3 10.40% 12 300.00%
XXL MEGA DISCOUNT 9.80% 18 4.40% 6 7.00% 8
PENNY XXL 7.20% 12 3.30% 6 -50.00% 13.70% 23 0.70% 1 -95.70% 2.20% 2 -100.00%
CARREFOUR 7.80% 13 11.50% 21 61.50% 8.30% 14 5.10% 7 -50.00% 14.10% 13 7.80% 9 -30.80%
CORA 7.80% 13 7.70% 14 7.70% 7.70% 13 9.50% 13 15.20% 14 12.20% 14
KAUFLAND 5.40% 9 3.80% 7 -22.20% 5.40% 9 5.10% 7 -22.20% 4.30% 4 7.80% 9 125.00%
REAL 9.60% 16 7.10% 13 -18.80% 10.10% 17 7.30% 10 -41.20% 12.00% 11 4.30% 5 -54.50%
BILLA 4.80% 8 5.50% 10 25.00% 5.40% 9 6.60% 9 7.60% 7 9.60% 11 57.10%
CARREFOUR M
MEGA IMAGE 4.20% 7 3.30% 6 -14.30% 1.80% 3 3.60% 5 66.70% 9.80% 9 5.20% 6 -33.30%
PROFI 0.60% 1 0.50% 1 1.50% 2 0.90% 1
Other Retailers 12.60% 21 14.80% 27 28.60% 17.30% 29 27.00% 37 27.60% 3.30% 3 7.00% 8 166.70%

6. 2013 JAN - FEBR VS 2012 JAN - FEBR
How Producers split their promotions between Retailers in Personal care &
Beauty & Cosmetics category 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)
BEIERSDORF AG L'OREAL GROUP COLGATE-PALMOLIVE
Retailers / Brands YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13 YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13 YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13
% Val. % Val. % % Val. % Val. % % Val. % Val. %
TOTAL 100% 134 100% 151 100% 113 100% 101 100% 94 100% 103
METRO 6.00% 8 4.60% 7 -12.50% 11.50% 13 5.00% 5 -61.50% 9.60% 9 10.70% 11 22.20%
SELGROS 13.40% 18 16.60% 25 38.90% 7.10% 8 7.90% 8 9.60% 9 8.70% 9
LIDL
PENNY MARKET 6.70% 9 6.60% 10 11.10% 4.40% 5 7.90% 8 60.00% 4.30% 4 11.70% 12 200.00%
XXL MEGA DISCOUNT 6.00% 9 2.00% 2 2.90% 3
PENNY XXL 2.20% 3 1.30% 2 -33.30% 1.80% 2 -100.00% 3.20% 3 1.00% 1 -66.70%
CARREFOUR 11.90% 16 11.30% 17 6.30% 15.00% 17 14.90% 15 -11.80% 16.00% 15 11.70% 12 -20.00%
CORA 13.40% 18 9.90% 15 -16.70% 10.60% 12 14.90% 15 25.00% 12.80% 12 10.70% 11 -8.30%
KAUFLAND 6.00% 8 6.60% 10 25.00% 2.70% 3 7.90% 8 166.70% 1.90% 2
REAL 6.70% 9 6.60% 10 11.10% 10.60% 12 11.90% 12 13.80% 13 9.70% 10 -23.10%
BILLA 3.70% 5 2.60% 4 -20.00% 2.70% 3 1.00% 1 -66.70% 9.60% 9 9.70% 10 11.10%
CARREFOUR M 0.70% 1
MEGA IMAGE 2.20% 3 2.60% 4 33.30% 5.30% 6 3.00% 3 -50.00% 11.70% 11 11.70% 12 9.10%
PROFI 1.00% 1 2.10% 2 -100.00%
Other Retailers 27.60% 37 24.50% 37 28.30% 32 22.80% 23 -28.10% 7.40% 7 9.70% 10 42.90%

7. 2013 JAN - FEBR VS 2012 JAN - FEBR
Share of Producers inside retailers in the Personal care & Beauty & Cosmetics category
split by 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)

8. 2013 JAN - FEBR VS 2012 JAN - FEBR
Share of Producers inside retailers in the Personal care & Beauty & Cosmetics category
split by 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)

9. 2013 JAN - FEBR VS 2012 JAN - FEBR
Share of Producers inside retailers in the Personal care & Beauty & Cosmetics category
split by 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)

10. 2013 JAN - FEBR VS 2012 JAN - FEBR
Share of Producers inside retailers in the Personal care & Beauty & Cosmetics category
split by 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)

11. 2013 JAN - FEBR VS 2012 JAN - FEBR
Share of Producers inside retailers in the Personal care & Beauty & Cosmetics category
split by 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)

12. 2013 JAN - FEBR VS 2012 JAN - FEBR
Share of Producers inside retailers in the Personal care & Beauty & Cosmetics category
split by 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)

13. 2013 JAN - FEBR VS 2012 JAN - FEBR
Share of Producers inside retailers in the Personal care & Beauty & Cosmetics category
split by 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)

14. 2013 JAN - FEBR VS 2012 JAN - FEBR
Share of Producers inside retailers in the Personal care & Beauty & Cosmetics category
split by 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)

15. 2013 JAN - FEBR VS 2012 JAN - FEBR
Share of Producers inside retailers in the Personal care & Beauty & Cosmetics category
split by 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)

16. 2013 JAN - FEBR VS 2012 JAN - FEBR
Share of Producers inside retailers in the Personal care & Beauty & Cosmetics category
split by 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)

17. 2013 JAN - FEBR VS 2012 JAN - FEBR
Share of Producers inside retailers in the Personal care & Beauty & Cosmetics category
split by 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)

18. 2013 JAN - FEBR VS 2012 JAN - FEBR
Brands Typology distribution Personal care & Beauty & Cosmetics Category
2013 JAN - FEBR VS 2012 JAN - FEBR (PCSM2)
YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13
Brands
% Val. % Val. %
NATIONAL BRAND 93.40% 1093 92.90% 1209 11.10%
PRIVATE LABEL 6.60% 77 7.10% 92 19.50%

19. 2013 JAN - FEBR VS 2012 JAN - FEBR

20. 2013 JAN - FEBR VS 2012 JAN - FEBR
TOP 5 most promoted SKU in Personal care & Beauty & Cosmetics category
(sorted by qty. of promotions)
2013 JAN - FEBR VS 2012 JAN - FEBR
Qty. CARREF
Producer Brand Article Packaging CORA KAUFLAND REAL METRO SELGROS OTHERS
article OUR
PROCTER & GAMBLE HEAD & SHOULDERS SAMPON ANTIMATREATA 1 BUC. 400 ML 14 2 3 1 2 1 2 3
PROCTER & GAMBLE WASH & GO SAMPON 1 BUC. 400 ML 13 1 2 1 2 7
UNILEVER DOVE DEODORANT SPRAY 1 BUC. 150 ML 10 2 1 7
HENKEL KGAA FA DEODORANT SPRAY 1 BUC. 150 ML 10 1 1 1 7
L'OREAL GROUP ELSEVE SAMPON 1 BUC. 250 ML 9 1 1 2 5

21. 2013 JAN 2012 – VS 2012 JAN - FEBR
MARCH - FEBR FEBRUARY 2013
SAMPON ATIMATREATA – HEAD&SHOLDERS – 400 ML
PRODUCT SESONALITY
This SKU was promoted 97 times in the last 12
months, in 13 Retailers, 5 different
distribution channels.
Price evolution during the last 12 months

22. 2013 JAN 2012 – VS 2012 JAN - FEBR
MARCH - FEBR FEBRUARY 2013
SAMPON – WHASH & GO – 400 ML
PRODUCT SESONALITY
This SKU was promoted 55 times in the last 12
months, in 14 Retailers, 6 different distribution
channels.
Price evolution during the last 12 months

23. 2013 JAN 2012 – VS 2012 JAN - FEBR
MARCH - FEBR FEBRUARY 2013
DEO SPRAY – DOVE – 150 ML
PRODUCT SESONALITY
This SKU was promoted 51 times in the last 12
months, in 14 Retailers, 5 different distribution
channels.
Price evolution during the last 12 months

24. 2013 JAN 2012 – VS 2012 JAN - FEBR
MARCH - FEBR FEBRUARY 2013
DEO SPRAY – FA – 150 ML
PRODUCT SESONALITY
This SKU was promoted 53 times in the last 12
months, in 15 Retailers, 7 different distribution
channels.
Price evolution during the last 12 months

25. 2013 JAN 2012 – VS 2012 JAN - FEBR
MARCH - FEBR FEBRUARY 2013
SAMPON – ELSEVE – 250 ML
PRODUCT SESONALITY
This SKU was promoted 46 times in the last 12
months, in 13 Retailers, 5 different distribution
channels.
Price evolution during the last 12 months

26. 2013 JAN - FEBR VS 2012 JAN - FEBR
Thank you for your attention
I remain at your disposal for further information or a life demo
Florentina Vasile
Leaflet Monitor Director Romania
florentina.vasile@hiper-com.com
+40 (0) 743 216 282
Follow us on social networks for more Markets Intelligence