Promo Review Romania FY 2013 vs 2012

2013 vs 2012
Promo Review of food retailers in 20’top

2013 vs 2012
RETAILERS SUMMARY
QUANTITATIV KPI
1- LEAFLETS & PROMO OPERATIONS 4-17
78-91
4- PROMO PRESSURE & SHARE OF VOICE 41-63
3- AVERAGE PRICES 26-40
2- TRADE STRATEGY 18-25
64-77
5- PROMO MECHANISMS

2013 vs 2012
VOCABULARY
•Promo Pressure: index of promo visibility for a retailer, a category a brand or a format. This index can be
counted by quantity of leaflets or quantity of promotions inside the leaflets.
•Share of Voice: index of promo visibility for a retailer, a category a brand or a format in relative value
versus competitors. The Share of Voice index of Hipercom shows the promo activity of the Retailers in the
most exhaustive way, taking into consideration the quantity of promotional operations, SKU’s or SNU in
Promo, the commercial space (in m2) when the promotion was valid and the QUANTITY of days of the
validity days of that specific promotion.
•Shopper Need Unit (SNU): One or more SKU from the same family, being on the same promotion (many
flavors for juice, many colors for shampoo, many sizes for textile)
•Consumer advantages: All additional trade mechanisms supporting the promo price and mentioned
on the promo leaflet.
•Promo Price: Price on the leaflet (should be different from the shelf price)
•Virtual Price: Promo price – (minus) all consumers advantages
•Perimeter of analysis: Romania: CC, Hyper, Super, HDD

2013 vs 2012
1- LEAFLETS & PROMO
OPERATIONS
2013 vs 2012

2013 vs 2012
LEAFLETS & PROMO PRESSURE (traffic leaflets – all leaflets)
48
29
52
8
22
( Nationals PO) 2013 (evol)HM
• Quantity of leaflets 2013 vs 2012. All traffic leaflets = 100%.
• A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet till
25 or more regional variations
616 635 720
79 37 22
-3% -11,8%
113,5% 68,2%
NATIONALS PO
REG & LOC PO
C&C
67
73
( Nationals PO) 2013 (evol)
2013 2012 2011
Pressure
2013 vs 2012
Pressure
2012 vs 2011
- 2 PO
+2 PO
+ 1 PO
+ 8 PO
- 13 PO
-
- 12 PO

2013 vs 2012
LEAFLETS & PROMO PRESSURE (traffic leaflets – all leaflets)
HD
52
52
( Nationals PO) 2013 (evol)SM ( Nationals PO) 2013 (evol)
52
47
24
38
616 635 720
79 37 22
-3% -11,8%
113,5% 68,2%
NATIONALS PO
REG & LOC PO
2013 2012 2011
Pressure
2013 vs 2012
Pressure
2012 vs 2011
• Quantity of leaflets 2013 vs 2012. All traffic leaflets = 100%.
• A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet till
25 or more regional variations
+1 PO
- 1 PO
+ 4 PO
+ 12 PO
-
-

2013 vs 2012
5 TOP TRAFFIC LEAFLET NAT (by PO Share of Voice)
QUANTITY of SNU 719 484 455474 432
Stores 19 24 1824 10
Days 14 14 1313 14
Benchmark vs
Leader
100% 63%66% 60%67%
This Promotional Operation generates (through validity period and
quantity of SNU) a promo pressure bigger with 40% than the 5th PO.

2013 vs 2012
168
124
120
80
72
68
61
61
57
49
40
36
21
-53 po
+49 po
+5 po
+15 po
+16 po
-9 po
+2 po
+1 po
+10 po
+13 po
+21 po
QUANTITY OF PROMO OPERATIONS (all leaflets = traffic + special + flyers NAT)

2013 vs 2012
73
67
52
52
52
52
48
47
38
29
24
22
8
+1 po
+1 po
-2 po
-1 po
+12 po
+2 po
+4 po
-13 po
-12 po
+8 po
QUANTITY OF PROMO OPERATIONS (traffic leaflets NAT)
The biggest decrease is
noticed in Real HM, and is
due to the fact that they
changed their strategy by
switching from weekly
catalogues to 2 catalogues
per month since May 2012.
Profi increased with 12
catalogues because they
switched from bi-monthly
catalogues to weekly
catalogues since May 2013.

2013 vs 2012
95
68
57
39
39
32
20
13
12
9
5
2
2
-41 po
+49 po
+14 po
+4 po
+7 po
+14 po
+13 po
+9 po
-1 po
+2 po
+2 po
-2 po
QUANTITY OF PROMO OPERATIONS (special leaflets + flyers NAT)
Selgros had with 37 less flyers in
2013.
Penny Market had 5 thematic
catalogues in 2013, with 3 more
than the previous year.
Cora had with 6 more thematic
catalogues than in 2012.
Real HM had with 7 more flyers
in 2013 than in 2012.
Carrefour had with 4 more flyers
than in 2012.
Billa had with 14 more flyers
than in 2012.
Mega Image had with 8 more
thematic catalogues in 2013.
SPECIAL LEAFLETS = flyers (2 – 4 pages)
+ thematic catalogues

2013 vs 2012
20
16
13
13
13
12
9
9
8
7
7
7
7
+2 days
-1 days
+3 days
-1 days
+12 days
-5 days
AVERAGE QUANTITY OF VALIDITY DAYS (traffic leaflets NAT)
Real HM increased the
validity days for traffic
leaflets from 6 or 7 days to
13 days (since May 2012).
Profi decreased the validity
days for traffic leaflets from
14 days to 6 days
(since May 2013).

2013 vs 2012
72
47
35
33
33
32
30
23
19
15
13
9
2
+1 pag
+6 pag
+33 pag
+6 pag
+2 pag
-1 pag
+2 pag
-3 pag
-3 pag
+15 pag
AVERAGE QUANTITY OF PAGES/ PO (traffic leaflets NAT)
Kaufland has changed their
strategy in 2013 and increased
the average quantity of
pages/po.
Lidl increased with 6 the
average quantity of pages/po
because they changed their
strategy since February
2013, from 2 weekly catalogues
(1 traffic-16 pages and 1
special-32 pages) to only 1
weekly traffic catalogue-32
pages.

2013 vs 2012
AVERAGE QUANTITY OF SNU/PAGE (traffic leaflets NAT)
The most
readable is
KAUFLAND.
3
4
7
8
8
8
8
8
9
9
11
11
13
-1 snu/pag
+1 snu/pag
-1 snu/pag
+1 snu/pag
+1 snu/pag
+1 snu/pag
+11 snu/pag
+3 snu/pag

2013 vs 2012
2012
A2 A3 A4 A5
51
2 48
48
27
7 44
50 2
20
4 63
1 51
1 25
8 27
8 77
KPI (traffic leaflets NAT)
2013
A2 A3 A4 A5
52
4 44
47
24 5
17 35
6 46
24
67
4 48
37 1
8
5 17
6 67
2012
A2 A3 A4 A5
16
40 26
2
23
24 26
13 18
15
20 23
12 17
12 11
25 30
21 25
Quantity of po
2013
A2 A3 A4 A5
13
40 26
2
25 38
26 28
14 34
15
23
12 19
9 20
33
29 28
42 28
Average qty
of pages/po
Average qty of
pages/po (A4)
Average qty
of SNU/page
Avg qty of
SNU/page (A4)
2012 2013
10 11
9 9
8 8
17 14
9 8
8 4
10 13
9 9
9 8
6 6
0 11
10 11
9 9
2012 2013
A4 A4
10 11
8 8
8 8
8 8
4 3
4 4
10 13
8 9
9 8
5 7
0 11
9 9
8 8
2012 2013
A4 A4
16 13
28 30
2 2
46 47
57 72
26 33
15 15
24 23
17 19
12 9
33
34 35
26 32
-10,2%
0,5%
7,0%
6,7%
5,6%
20,6%
53,9%
7,3%
0,4%
41,9%
0,0%
-32,3%
5,3%
Promo
Pressure
2013 vs
2012

2013 vs 2012
59
35
17
15
14
12
10
9
9
6
5
4
2
+29 pag
+25 pag
-1 pag
-3 pag
-3 pag
+2 pag
-4 pag
-2 pag
+9 pag
-2 pag
-3 pag
+2 pag
AVERAGE QUANTITY OF PAGES/PO (special leaflets + flyers NAT)
Mega Image increased the
average quantity of
pages/special po and they
started to have a monthly
frequency for these special
leaflets.

2013 vs 2012
2
5
6
7
7
7
8
8
8
9
9
12
12
-2 snu/pag
-7 snu/pag
+1 snu/pag
+7 snu/pag
+1 snu/pag
+8 snu/pag
+1 snu/pag
+4 snu/pag
-6 snu/pag
AVERAGE QUANTITY OF SNU/PAGE (special leaflets + flyers NAT)
The most
readable is LIDL.

2013 vs 2012
Real switched from weekly catalogues to bi-monthly catalogues since May 2012 so that
the quantity of po in 2013 was smaller than in the same period of the previous year (-13 po).
Due to this change, they increased the average quantity of SNU per page (+1 SNU/page).
SUMMARY
Profi switched from 14 validity days catalogues to 6 validity days catalogues since May
2013 so that the quantity of promo operations in 2013 is bigger with 12 compared to the same
period last year.
They have decreased the average quantity of pages/po (-3 page/po) and increased the quantity
of SNU/page (+1 SNU/pag) that lead to a lower readability of the leaflet.
Mega Image had an aggressive strategy in 2013. They increased with 4 the quantity of
po and with 3 the average quantity of SNU/page.
Kaufland increased the quantity of catalogues (+1). They changed the format of their
catalogues so that the average quantity of pages/po increased with 15 and the quantity of
SNU/page decreased with 1.

2013 vs 2012
2013 vs 2012
2 - TRADE STRATEGY

2013 vs 2012
Private Label
National Brands
Unbranded
SNU TYPOLOGY - National Brands, Private Labels, Unbranded - (traffic leaflets NAT)
65,4% (-0.9 pp)
15,5% (+1.4 pp)
19,1% (-0.5 pp)
Within HYPERMARKET, SUPERMAKET, HARD DISCOUNT, CASH&CARRY
We can observe that the Unbranded are
loosing share in favor of Private Labels. This
shows that the strategy of the retailers is to
reduce the space for the promotions without
budget making space for their own brands.
• SNU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
• Percentage Point (PP) = the unit for the arithmetic difference of two percentages.

2013 vs 2012
ALL RETAILERS CASH & CARRY HARD DISCOUNT HYPERMARKET SUPERMARKET
2013*
2013 vs
2012 (pp)
2013 vs
2012 (%)
2013*
2013 vs
2012 (pp)
2013 vs
2012 (%)
2013*
2013 vs
2012 (pp)
2013 vs
2012 (%)
2013*
2013 vs
2012 (pp)
2013 vs
2012 (%)
2013*
2013 vs
2012 (pp)
2013 vs
2012 (%)
Private
Label
15,5% 1,4 pp 14,4% 9,7% 0,7 pp 14,4% 33,7% 3,2 pp 24,6% 11,2% -0,4 pp -1,0% 11,1% 2,3 pp 19,7%
National
Brands
65,4% -0,9 pp 3,0% 75,7% -0,4 pp 5,6% 50,1% -2,9 pp 6,7% 62,6% 0,8 pp 3,7% 75,5% -1,5 pp -7,4%
Unbranded 19,1% -0,5 pp 1,9% 14,6% -0,3 pp 3,6% 16,2% -0,3 pp 11,1% 26,2% -0,4 pp 0,8% 13,4% -0,9 pp -11,2%
SNU TYPOLOGY - National Brands, Private Labels, Unbranded - (traffic leaflets NAT)
Retailers focused on their own brands, so that Private Label increased with +14,4% in 2013 vs
2012, while National Brands increased with +3,0% and Unbranded with 1,9%.
Hard Discount had the biggest increase of the Private Label (+24,6%), next is Supermarket
(+19,7%).
Hypermarket has decreased the Private Label (-1%) and increased the National Brands
(+3,7%).
* 100% = Total Retailers within respective format (year 2013)

2013 vs 2012
SNU TYPOLOGY - National Brands - (traffic leaflets NAT)
QUANTITY
SNU/PO
National Brands
Evolution
2013 vs
2012
136 ref
222 ref
20 ref
350 ref
230 ref
123 ref
193 ref
200 ref
146 ref
55 ref
354 ref
302 ref
261 ref
74,35% (-0,3 pp)
64,81% (0,7 pp)
48,96% (-4 pp)
68,13% (0,4 pp)
56,68% (0,8 pp)
10,01% (3,3 pp)
82,41% (-9 pp)
61,15% (-2,1 pp)
63,68% (-3,3 pp)
75,66% (-1,9 pp)
61,99% (62 pp)
61,81% (1,2 pp)
85,92% (1 pp)
-18
+10
+2
-2
+8
+19
+43
+14
+1
-2
+354
+22
+48
The most significant decrease of National Brands is in Mega Image and Carrefour Market.

2013 vs 2012
8,94% (0,1 pp)
10,69% (-1,4 pp)
19,63% (3,4 pp)
7,34% (-0,7 pp)
14,26% (-0,2 pp)
77,86% (-4,5 pp)
15,30% (7,7 pp)
19,85% (0,7 pp)
19,84% (4,6 pp)
5,28% (-0,2 pp)
11,14% (11,1 pp)
12,40% (1,3 pp)
2,62% (0,6 pp)
SNU TYPOLOGY - Private Label - (traffic leaflets NAT)
The most significant increase of Private Label is in Mega Image and Penny Market.
QUANTITY
SNU/PO
National Brands
Evolution
2013 vs
2012
136 ref
222 ref
20 ref
350 ref
230 ref
123 ref
193 ref
200 ref
146 ref
55 ref
354 ref
302 ref
261 ref
74,35% (-0,3 pp)
64,81% (0,7 pp)
48,96% (-4 pp)
68,13% (0,4 pp)
56,68% (0,8 pp)
10,01% (3,3 pp)
82,41% (-9 pp)
61,15% (-2,1 pp)
63,68% (-3,3 pp)
75,66% (-1,9 pp)
61,99% (62 pp)
61,81% (1,2 pp)
85,92% (1 pp)
-18
+10
+2
-2
+8
+19
+43
+14
+1
-2
+354
+22
+48
Private Label

2013 vs 2012
74,35% (-0,3 pp)
64,81% (0,7 pp)
48,96% (-4 pp)
68,13% (0,4 pp)
56,68% (0,8 pp)
10,01% (3,3 pp)
82,41% (-9 pp)
61,15% (-2,1 pp)
63,68% (-3,3 pp)
75,66% (-1,9 pp)
61,99% (62 pp)
61,81% (1,2 pp)
85,92% (1 pp)
-18
+10
+2
-2
+8
+19
+43
+14
+1
-2
+354
+22
+48
SNU TYPOLOGY – Unbranded - (traffic leaflets NAT)
The most significant increase of Unbranded is in Metro and Profi.
QUANTITY
SNU/PO
National Brands
Evolution
2013 vs
2012
136 ref
222 ref
20 ref
350 ref
230 ref
123 ref
193 ref
200 ref
146 ref
55 ref
354 ref
302 ref
261 ref
8,94% (0,1 pp)
10,69% (-1,4 pp)
19,63% (3,4 pp)
7,34% (-0,7 pp)
14,26% (-0,2 pp)
77,86% (-4,5 pp)
15,30% (7,7 pp)
19,85% (0,7 pp)
19,84% (4,6 pp)
5,28% (-0,2 pp)
11,14% (11,1 pp)
12,40% (1,3 pp)
2,62% (0,6 pp)
16,70% (0,2 pp)
24,50% (0,6 pp)
31,41% (0,6 pp)
24,53% (0,4 pp)
29,07% (-0,6 pp)
12,13% (1,2 pp)
2,28% (1,3 pp)
19,00% (1,4 pp)
16,48% (-1,4 pp)
19,06% (2 pp)
26,87% (26,9 pp)
25,79% (-2,5 pp)
11,46% (-1,6 pp)
Private Label Unbranded

2013 vs 2012
EVOLUTION OF SNU/PO SPLIT BY TYPE OF BRANDS (traffic leaflets NAT)
-18
10
2
-2
8
19
43
14
1
-2
354
22
48
-14
8
0
0
6
5
22
4
-4
-2
219
17
44
-1
-2
1
-3
1
10
18
4
7
0
39
6
3
-3
4
1
1
1
4
3
6
-2
0
96
-1
1
National
Brands
Private
Label
Unbranded
Evolution SNU/PO*
2013 vs
2012
SNU = one ore more SKU from the same family, visible on one picture (e.g. various flavors)
* Digits are slightly rounded

2013 vs 2012
In 2013 Penny Market has focused on promoting their own brands (+4.6 pp) giving
less space to National Brands (-3,3 pp) and Unbranded (-1,4 pp).
Private Label increased with +31,0%, Unbranded decreased with -7,2% and National Brands
decreased with -4,4%.
SUMMARY
Metro has chose to give more share to Private Label (+0,7 pp) and Unbranded
(+1,4 pp), than to National Brands (-2,1 pp). In 2013 vs 2012, Private Label increased with
11,1%, Unbranded with 16% and National Brands with 3,7%.
Lidl has increased the share of National Brands (+3.3 pp) and Unbranded (+1,2 pp)
and reduced the share of Private Label (-4,5 pp). National Brands increased with
79,6%, Private Label with 14,1% and Unbranded with 33,5%.
Mega Image and Carrefour Market have decreased the share of National Brands
(-9pp/-4pp) and increased the share of Private Label (+7,7 pp/+3,4 pp)
and Unbranded (+1,3 pp/+0,6 pp).
Mega Image increased the Private Label with 210%, National Brands with 38,8%
and Unbranded with 265,5%.
Profi has focused on Unbranded (+2 pp) and decreased the share of National
Brands (-1,9 pp). Unbranded increased with 58,8%, National Brands with 38,5% and Private
Label with 37,5% .

2013 vs 2012
2013 vs 2012
3 – AVERAGE PRICES

2013 vs 2012
9.7
104.4
7.9
109.7
14.2
31.0
10.6
223.9
12.8 8.3
102.8
74.5
121.2
-0.4
8.6
-0.1
25.4
0.6 7.0
-1.5
3.6
-1.5 0.5
102.8
2.2
11.9
BILLA CARREFOUR CARREFOUR M CORA KAUFLAND LIDL MEGA IMAGE METRO PENNY M PROFI REAL-AUCHAN REAL-HM SELGROS
AVERAGE VIRTUAL PRICE & AVERAGE PROMO PRICE (traffic leaflets NAT)
Cora has increased the Promo Price
by 30,1%, meanwhile Mega Image
decreased the Promo Prince by
12,5%.
AVERAGE VIRTUAL PRICE
AVERAGE PROMO PRICE
9.5
104.1
7.8
109.6
14.1
31.0
10.4
223.2
12.7 8.3
102.7
74.3
120.9
-0.3
8.5
0.0
25.4
0.6
7.0
-1.6
3.7
-1.4 0.5
102.7
2.2
11.9

2013 vs 2012
FOOD CATEGORY
AVERAGE PROMO PRICE
8.4
11.7
7.8
10.8
9.0
10.6 10.4 10.0
8.1 7.6
13.5
12.6
15.0
-0.1
0.1
0.0
-0.2
0.7
2.1 -1.6
-1.5
-0.3 0.0
13.5
-0.3
1.1
8.6
11.9
7.9
11.0
9.1
10.7 10.6 10.4
8.2 7.6
13.6
12.8
15.4
-0.2
0.1
-0.1
-0.1
0.7
2.1 -1.5 -1.8
-0.3 0.0
13.6
-0.3
1.1

2013 vs 2012
AVERAGE PROMO PRICE
PRODUSE AMBALATE CU AUTOSERVIRE
8.0
10.4
9.0
9.5
8.1
9.0 8.6
10.1
8.1 7.7
8.9
9.8
13.1
-0.1
0.0
-0.6 -0.6
0.6
1.1 -1.6
-1.8
-0.4 -0.2
8.9
1.1
1.6
8.1
10.6
9.0
9.6
8.2
9.0 8.7
10.3
8.2 7.7
9.2
10.1
13.3
-0.2
0.0
-0.6 -0.5
0.6
1.1
-1.6
-1.9
-0.3
-0.2
9.2
1.1
1.6

2013 vs 2012
FRUITS AND VEGETABLES
AVERAGE PROMO PRICE
4.1
5.2
3.9 4.2
5.1
12.2
6.8
8.8
4.5
3.1
5.5 5.7
13.4
0.1 0.3
0.1 -4.5 0.6
4.2
-1.0
1.6
-0.1
-0.6
5.5 0.6
2.7
4.1
5.2
4.0 4.2
5.1
12.2
6.8
8.8
4.5
3.1
5.5 5.7
13.4
0.1
0.3
0.2 -4.4
0.6
4.2
-1.0
1.6
-0.1
-0.6
5.5
0.6
2.7

2013 vs 2012
FROZEN
AVERAGE PROMO PRICE
9.2 9.4
7.8
9.9
8.8
13.0 13.3 12.6
8.3
6.6
7.7
9.5
16.6
-0.4 0.2
-0.6
0.4
1.2
1.1
-2.5 0.1
0.7
0.0
7.7
0.4
2.0
9.5 9.9
7.9
10.1
8.9
13.0 13.6
12.8
8.3
6.6
7.7
9.6
16.7
-0.5 0.4
-1.5
0.6 1.3
1.1 -2.3 0.0
0.7
0.0
7.7
0.3
2.1

2013 vs 2012
FOOD
AVERAGE PROMO PRICE
7.4
11.2
6.3
9.8
7.4
9.9 9.4
6.5 6.0 6.2
14.6
12.4
13.2
0.0
1.0
-0.1
1.1
0.2
2.2 -1.7
-1.2 -0.2 -0.3
14.6
-0.3
0.9
7.6
11.3
6.3
9.9
7.5
9.9 9.5
6.6 6.1 6.2
14.6
12.6
13.3
-0.1
1.0
-0.1
1.1
0.2
2.2 -1.7
-1.4 -0.2 -0.3
14.6
-0.4
0.8

2013 vs 2012
DETERGENTS-HYGIENE
AVERAGE PROMO PRICE
17.6
23.1
18.7
20.1 20.0
13.2
15.7
18.5 18.5
16.1
21.0
23.6 23.5
0.9
0.4
-4.6
1.4 2.0
3.7
2.1
0.6 -1.6
0.9
21.0
-0.6 2.2
18.2
23.9
18.8
20.5 20.3
13.2
16.2
19.6 18.8
16.2
21.1
23.8 24.40.6
0.3
-6.0 1.6
2.0
3.6
2.0
-0.1 -1.6
0.8
21.1
-0.6
2.0

2013 vs 2012
COSMETICS
AVERAGE PROMO PRICE
12.6
16.7 16.7 16.3
13.9 14.5
12.6
14.1
12.8
15.7
21.2
19.4
14.00.3
1.0 6.8 1.6
1.6 3.2
-2.0
0.5
-0.3
1.0
21.2
-0.4
0.6
13.4
17.2 16.7 16.6
14.1 14.5
13.2
15.7
13.3
15.7
21.3
19.6
15.40.5
0.7
6.9 1.8
1.7 3.1
-1.9
0.2
-0.4
0.9
21.3
-0.5
0.9

2013 vs 2012
PRODUSE VRAC/SERVIRE ASISTATA
AVERAGE PROMO PRICE
7.2
10.1
16.0
7.6 7.7
10.4 9.5
28.4
16.5
6.8 8.2 8.1
19.5
0.1
-3.8
1.2
-4.2 0.7
-0.4 -14.5
2.3
0.3
0.9 8.2 -0.6
0.3
7.2
10.1
16.0
7.6 7.7
10.4 9.5
28.4
16.5
6.8 8.2 8.1
19.5
0.1
-3.8
1.2
-4.2 0.7
-0.4
-14.5
2.3
0.3
0.9 8.2 -0.6
0.3

2013 vs 2012
NON FOOD CATEGORY
AVERAGE PROMO PRICE
56.7
263.4
8.0
277.0
30.8 43.7
10.2
396.9
41.6
14.4
216.5
172.0
260.1
24.5
11.7
0.1
47.2
0.7 7.2
-1.8
-50.6
-4.4
3.6
216.5
18.8
29.0
56.7
263.7
8.0
277.1
30.8 43.7
10.3
397.8
41.6
14.4
216.5
172.3
260.2
24.5
12.0
0.1
47.0
0.7 7.2
-1.7
-50.6
-4.5 3.6
216.5
18.9
29.1

2013 vs 2012
ELECTRO-PHOTO-CINEMA-SOUND
AVERAGE PROMO PRICE
68.7
673.3
0.0
707.6
76.9 78.0 19.3
817.3
139.8
0.0
606.2
539.1 550.9
738.9
1,024.8
1,272.4
1,074.0
18.4
38.8
0.0
28.7
4.3 -9.5 15.3
-100.0
11.2
0.0
606.2
7.6 27.2
-98.7
158.8
279.2
-110.6
68.7
674.1
0.0
708.0
76.9 78.0 19.3
817.7
139.8
0.0
606.2
539.2 550.9
746.0
1,034.1
1,292.5
1,075.8
18.4
39.7
0.0
28.3
4.3 -9.5 15.3
-99.7
11.1
0.0
606.2
7.5 27.2
-92.6
166.1
291.1
-110.1

2013 vs 2012
BAZAR
AVERAGE PROMO PRICE
59.3 55.4
8.0
104.0
25.8
46.2
10.1
117.8
24.1
14.7
52.5
74.8
134.3
27.2 -28.9
0.1
9.0
-0.6
11.1
-1.7
-23.4
-5.9
4.6
52.5
8.2
11.5
59.3 55.5
8.0
104.0
25.8
46.2
10.1
118.9
24.1
14.7
52.6
75.0
134.4
27.2 -28.8
0.1
9.0
-0.6
11.1
-1.7
-23.8
-6.0 4.6
52.6
8.2
11.6

2013 vs 2012
TEXTILES
AVERAGE PROMO PRICE
8.7
39.1
0.0
51.2
21.6
33.9
9.2
55.7
29.3
10.2
42.9
33.1
52.6
-6.3
-2.7
0.0
-3.2
-1.0
4.6
-6.9
-5.5
-1.4
-64.8
42.9
-2.8
3.0
9.2
39.1
0.0
51.2
21.6
33.9
9.5
58.1
29.3
10.2
42.9
33.7
52.6
-5.8
-2.8
0.0
-3.2
-1.0
4.6
-6.6
-3.8
-1.6
-64.8
42.9
-2.5
2.9

2013 vs 2012
Summary
Taking a look at the evolution of the Virtual Price and the Promo Price in 2013 vs 2012, the
Virtual Price increased with 9,9% and the Promo Price increased with 9,8%.
The Food Category registered a Virtual Price smaller with -0,1% in 2013 vs 2012.
The Produse vrac/servire asistata category is the winner of the market with a Virtual Price
smaller with 20,6% compared to the same period last year.
The highest increase of the Virtual Price was on Frozen category (+ 7,3%).
The Non Food Category registered a Virtual Price higher with 7,2%, due to the increasing of the
prices in Bazar with +1,2% and EPCS with +0,5%.
Cora registered the highest prices increase. Both Virtual & Promo prices increased with 30,1%.
The category with the most significant increase is Food (+12,1%).

2013 vs 2012
4 – PROMO PRESSURE & SHARE OF VOICE
2013 vs 2012

2013 vs 2012
PROMO PRESSURE GROWTH* (SNU) (traffic leaflets NAT)
PROMO
PRESSURE FOOD
NON - FOOD
-5,7 %
HYPERMARKET
SUPERMARKET
CASH&CARRY
HARD DISCOUNT
The Promo Pressure had a positive trend in 2013 vs 2012.
Taking a look at how retailers behaved in 2013, we see that Cash &
Carry, Hypermarket and Hard Discount have increased their quantity
of promotions.
Supermarket had a negative promo pressure because they have
reduced the quantity of catalogues.
*The Promo Pressure growth is calculated in SNU . A growth < 0 means a mix of less
SNU promoted
- 6,0 %
2012 vs 2011
-6,6%
-28,5%
-7,1%
+11,8%
2012 vs 2011
-1,4%
+2,7%
2013 vs 2012
+8,1%
- 5.5%
+6,1%
+12,9%
2013 vs 2012
+2,4%
+ 4,4%FOOD + NON-FOOD

2013 vs 2012
SNU promoted
Looking at the whole picture of the
Promo Pressure, 2 retailers are
standing out: MEGA IMAGE with a
positive trend, and REAL HM, with
a negative trend.
-10.2%
0.5%
7.0%
6.7%
5.6%
20.6%
53.9%
7.3%
0.4%
41.9%
0.0%
-32.3%
5.3%
BILLA
CARREFOUR
CARREFOUR M
CORA
KAUFLAND
LIDL
MEGA IMAGE
METRO
PENNY M
PROFI
REAL-AUCHAN
REAL-HM
SELGROS

2013 vs 2012
KPI (traffic leaflets NAT)
QUANTITY
PO
Evolution
2013 vs
2012
AVG
PAGES/PO
Evolution
2013 vs
2012
AVG
SNU/PAGE
Evolution
2013 vs
2012
AVG
SNU/PO
Evolution
2013 vs
2012
PROMO
PRESSURE
52
48
47
29
52
52
24
67
52
38
8
22
73
+1 po
-2 po
-1 po
+2 po
+1 po
0 po
+4 po
0 po
0 po
+12 po
+8 po
-13 po
-12 po
13
30
2
47
72
33
15
23
19
9
33
35
32
-3 pag
+2 pag
0 pag
+1 pag
+15 pag
+6 pag
0 pag
-1 pag
+2 pag
-3 pag
+33 pag
0 pag
+6 pag
11
8
8
8
3
4
13
9
8
7
11
9
8
+1 snu/pag
0 snu/pag
0 snu/pag
0 snu/pag
-1 snu/pag
0 snu/pag
+3 snu/pag
+1 snu/pag
-1 snu/pag
+1 snu/pag
+11 snu/pag
+1 snu/pag
0 snu/pag
136
222
20
350
230
123
193
200
146
55
354
302
261
-18 snu/po
+10 snu/po
+2 snu/po
-2 snu/po
+8 snu/po
+19 snu/po
+43 snu/po
+14 snu/po
+1 snu/po
-2 snu/po
+354 snu/po
+22 snu/po
+48 snu/po
-10,2%
0,5%
7,0%
6,7%
5,6%
20,6%
53,9%
7,3%
0,4%
41,9%
-32,3%
5,3%

2013 vs 2012
SUMMARY
Although Real HM has increased its SNU/po with 22, that did not help to
maintain the position of the last year because the quantity of SNU of the -13 po (see slide
44) is 8 times bigger than the increase of the quantity of the SNU/po in 2013. This lead to a
promo pressure of -32,3%.
in 2013 Mega Image increased both the quantity of catalogues (+4 po) and
the quantity of SNU per catalogue in 2013 (+43 SNU/po) and this lead to a promo
pressure of +53,9%.
Profi increased the quantity of catalogues (+12 po) and decreased the
quantity of SNU/po (-2). The promo pressure had a positive trend (+41,9%), because the
quantity of SNU of the +12 po (see slide 44) is 9 times bigger than the decrease of quantity
of the SNU/po in 2013.
Lidl has maintained constant the quantity of catalogues and increased the
quantity of SNU/po (+19 SNU/po). Therefore the promo pressure was +20,6%.
Billa has increased the quantity of catalogues in 2013 (-+ po) and decreased
the quantity of SNU per po (-18 SNU/po). The promo pressure was -10,2% because the
quantity of SNU of the +1 po is with 83% smaller that the increase of SNU/po in 2013.

2013 vs 2012
SNU promoted
-2.1%
-8.1%
-0.2%
-7.9%
-4.7%
-13.1%
3.5%
3.4%
9.5%
5.6%
11.8%
28.8%
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE

2013 vs 2012
SNU promoted
-4.1%
-7.2%
1.0%
2.1%
3.2%
10.6%
2.1%
89.7%
18.1%
3.7%
46.6%
15.0%
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE

2013 vs 2012
SNU promoted
-18.5%
-4.8%
7.1%
5.5%
19.7%
1.2%
7.8%
12.7%
11.9%
1.5%
21.9%
12.0%
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE

2013 vs 2012
SNU promoted
-28.3%
-22.7%
-49.6%
-28.4%
-30.0%
-41.7%
-20.0%
-36.4%
-37.7%
-34.4%
-29.5%
-46.3%
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE

2013 vs 2012
SNU promoted
-7.2%
-14.6%
-24.5%
-27.7%
-3.1%
-61.3%
-58.2%
-78.4%
-73.0%
2.7%
6.3%
18.3%
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE

2013 vs 2012
SNU promoted
-10.7%
-15.3%
-40.7%
-9.1%
-3.4%
-17.8%
-26.3%
2.4%
4.5%
8.4%
0.5%
10.4%
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE

2013 vs 2012
SNU promoted
51.0%
40.4%
160.1%
71.8%
64.5%
394.4%
24.7%
76.5%
193.9%
206.8%
200.0%
50.0%
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE

2013 vs 2012
SNU promoted
-21.8%
7.0%
6.2%
66.7%
64.3%
10.0%
7.3%
3.0%
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE

2013 vs 2012
SNU promoted
-0.8%
-47.1%
-18.5%
-25.0%
3.6%
9.7%
2.4%
43.0%
34.2%
34.9%
37.9%
32.5%
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE

2013 vs 2012
SNU promoted
35.2%
37.9%
42.4%
35.5%
17.2%
0.7%
37.1%
72.1%
140.7%
129.4%
1100.0%
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE

2013 vs 2012
SNU promoted
-7.7%
-28.4%
-41.2%
-18.5%
-2.3%
-25.6%
-36.6%
8.7%
17.8%
24.0%
35.4%
24.0%
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE

2013 vs 2012
SNU promoted
-0.9%
-21.6%
-11.7%
6.6%
9.7%
5.2%
20.6%
4.3%
6.7%
3.8%
5.3%
13.2%
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
NON FOOD CATEGORY
BAZAR
ELECTRO
TEXTILE

2013 vs 2012
SHARE OF VOICE (SNU) - RETAILERS (traffic leaflets NAT)
*where Others represents the retailers outside selection with the same chain format as selected.
Others* 100% = Total Retailers 2013
The most important player is
Selgros.
16.8%
11.8%
10.5%
9.4%
9.0%
6.7%
6.3%
5.9%
5.7%
4.1%
2.5%
1.8%
0.8%
8.7%
+0,1 pp
+0,3 pp
+0,1 pp
-0,4 pp
+0,2 pp
-0,3 pp
-1 pp
-3,2 pp
+0,8 pp
+1,3 pp
+2,5 pp
+0,5 pp
+0 pp
-1,1 pp

2013 vs 2012
SHARE OF VOICE (SNU) – CATEGORIES (traffic leaflets NAT)
67.8%
29.0%
2.7%
14.1%
6.2%
3.9%
6.8%
5.2%
32.2%
16.1%
9.1%
7.1%
FOOD CATEGORY
FOOD
FRUITS & VEGETABLES
PRODUSE AMB CU AUTOSERV
PRODUSE VRAC/SERV ASIST
FROZEN
COSMETICS
DETERGENTS-HYGIENE
NON-FOOD CATEGORY
BAZAR
EPCS
TEXTILES
-1,1 pp
-0,6 pp
-0,4 pp
+0,5 pp
+0,2 pp
0 pp
-0,7 pp
-0,2 pp
+1,1 pp
+0,4 pp
+1,1 pp
-0,3 pp

2013 vs 2012
SHARE OF VOICE (SNU) – CATEGORIES INSIDE RETAILERS (traffic leaflets NAT)

2013 vs 2012
SHARE OF VOICE (SNU) (traffic leaflets NAT) - Produse de baza
100% = Total Retailers 2013
16.2%
11.4%
9.7%
9.5%
9.3%
8.8%
6.7%
5.2%
5.0%
4.3%
2.6%
1.6%
1.3%
8.4%
SELGROS
KAUFLAND
METRO
BILLA
PENNY M
CARREFOUR
MEGA IMAGE
CORA
REAL-HIPERMARKET
LIDL
PROFI
REAL-AUCHAN
CARREFOUR M
Others*
+0,9 pp
+0,7 pp
0 pp
-1,6 pp
+1 pp
-1,9 pp
+2,5 pp
-0,2 pp
-1,5 pp
+0,5 pp
+0,9 pp
+1,6 pp
0 pp
-2,9 pp

2013 vs 2012
SHARE OF VOICE (SNU) (special leaflets + flyers NAT) - Produse de baza
100% = Total Retailers 2013
20.8%
20.7%
15.1%
9.8%
7.5%
7.2%
5.1%
4.3%
3.0%
1.5%
1.5%
0.3%
0.3%
3.0%
SELGROS
MEGA IMAGE
PENNY M
CORA
REAL-HIPERMARKET
CARREFOUR
METRO
LIDL
BILLA
REAL-AUCHAN
KAUFLAND
CARREFOUR M
PROFI
Others*
-24,8 pp
+19 pp
+9,7 pp
+3,4 pp
-8,9 pp
+1,7 pp
-5 pp
+1,1 pp
+1 pp
+1,5 pp
+0,4 pp
+0,3 pp
-1,1 pp
+1,6 pp

2013 vs 2012
5 – PROMO MECHANISMS
2013 vs 2012

2013 vs 2012
PROMO MECHANISMS (SNU) (traffic leaflets NAT)
Regarding the consumer benefits, an important increasing was in CASH AND CARRY with 10,7 pp in 2013 vs 2012.
The Promo Mechanisms "completes" the price/product:
TPR, Virtual Promo, Gratuities, etc.
31.77%
48.61%
56.82%
62.06%
42.44%
53.71%
63.17%
59.46%
CASH AND CARRY HARD DISCOUNT HIPERMARKET SUPERMARKET
2012
2013
Products with consumer benefits out of total products per format retailer

2013 vs 2012
Products with consumer benefits out of total products per retailer
HYPERMARKET
Analyzing the consumer benefits by retailer, we have a clear picture of the evolution of these. In Hypermarkets CARREFOUR
increased with 37,3 pp and in Cash&Carry SELGROS registered a positive evolution of +26,1 pp vs. previous year.
CASH & CARRY
32.62%
71.68%
69.91%
0.00%
53.48%
69.87%
49.54%
73.41%
50.71%
60.19%
2012 2013
36.43%
28.56%
25.08%
54.62%2012 2013

2013 vs 2012
Carrefour Market increased with 15,6 pp and Penny Market increased with 7,6 pp.
SUPERMARKET HARD DISCOUNT
81.88%
18.67% 18.51%
59.67%
86.47%
34.24%
22.28%
61.45%
2012 2013
16.72%
52.16%
10.54%
59.72%
2012 2013
Products with consumer benefits out of total products per retailer

2013 vs 2012
+5,8 pp
Products with consumer benefits
What kind of Promo Mechanisms
Retailers are using, and their evolution
vs last year
+16.8%
2013 vs 2012 Growth vs Y-1
8.7%
41.1%
6.3%
0.6%
VIRTUAL PROMO
TEMPORARY PRICE
REDUCTION
CONSUMER PACK
INSTORE EVENT
-1,1 pp
8 pp
-1,9 pp
-0,4 pp

2013 vs 2012
+16.8% +5,8 pp
Growth vs Y-1
2013 vs 2012
8.7%
41.1%
6.3%
0.6%
VIRTUAL PROMO
TEMPORARY PRICE
REDUCTION
CONSUMER PACK
INSTORE EVENT
-1,1 pp
8 pp
-1,9 pp
-0,4 pp
Promo mechanism 2013 2013 vs 2012
1+1 gratis 0,3% -0,1 pp
2+1 gratis 0,7% -0,3 pp
Other VL 2,9% -0,6 pp
X% From the 2nd product
(identical or not)
4,9% -0,2 pp
Crossed price 35,3% 27 pp
Cupon 0,2% 0,2 pp
Loyalty points 2,0% -1,5 pp
Money ticket 2,4% -0,3 pp
Price discount (loyalty card or not) 1,0% -17,4 pp
Special price 0,6% 0 pp
Others (buy back) 0,1% 0 pp
Lottery/ Games 0,5% -0,4 pp
Gifts on pack 3,2% -1,1 pp
Gratuities 3,1% -0,8 pp

2013 vs 2012
2013
2013 vs
2012
2013
2013 vs
2012
2013
2013 vs
2012
2013
2013 vs
2012
2013 2013 vs 2012 2013 2013 vs 2012
VIRTUAL PROMO 8,74% -2,4 pp 4,37% +1,6 pp 3,69% +1,7 pp 6,51% 9,24% +2,6 pp 6,19% +0,6 pp
1+1 gratis 0,07% -0,1 pp 0,05% 0 pp 0,10% -0,1 pp 1,13% 2,26% -0,1 pp 0,49% -0,2 pp
2+1 gratis 0,06% -0,3 pp 0,06% -0,1 pp 0,25% +0,1 pp 0,50% 2,03% -0,2 pp 0,45% -0,2 pp
Other VL 0,16% -0,2 pp 0,03% 0 pp 0,01% 0 pp 0,14% 0,42% +0,1 pp 0,13% 0 pp
(identical or not)
8,46% -1,9 pp 4,23% +1,8 pp 3,33% +1,7 pp 4,74% 4,52% +2,8 pp 5,12% +1 pp
TEMPORARY PRICE
REDUCTION
54,46% +41,8 pp 41,22% -25,8 pp 63,80% +2 pp 40,03% 45,47% +5,1 pp 51,53% +6,3 pp
Crossed price 52,45% +49,6 pp 0,92% -0,6 pp 61,50% +48,2 pp 39,21% 43,00% +22,5 pp 40,24% +30,6 pp
Cupon 0,01% -0,1 pp 0,00% 0 pp 1,54% +1,5 pp 0,00% 0,03% 0 pp 0,44% +0,4 pp
Loyalty points 0,07% 0 pp 15,62% -21,3 pp 0,02% 0 pp 0,28% 1,21% +1,2 pp 3,99% -4,6 pp
Money ticket 0,37% -0,4 pp 23,96% -4,2 pp 0,00% 0 pp 0,04% 0,17% -0,2 pp 5,89% -0,9 pp
Price discount (loyalty card
or not)
0,13% -8,4 pp 1,20% +0,1 pp 0,41% -47,9 pp 0,39% 0,83% -18,5 pp 0,59% -19,7 pp
Special price 1,59% +1,2 pp 0,41% -0,1 pp 0,42% +0,1 pp 0,21% 0,35% 0 pp 0,69% +0,3 pp
CONSUMER PACK 8,30% -1,2 pp 6,17% -1,3 pp 6,30% -0,2 pp 6,75% 10,23% -5,6 pp 7,42% -2,3 pp
Gifts on pack 5,07% -1,1 pp 3,23% -0,7 pp 1,93% -0,4 pp 3,39% 4,63% -2,2 pp 3,56% -1,2 pp
Gratuities 3,28% -0,1 pp 2,96% -0,6 pp 4,37% +0,2 pp 3,36% 5,68% -3,5 pp 3,90% -1,1 pp
INSTORE EVENT 0,80% +0,2 pp 0,37% +0,2 pp 0,06% -0,1 pp 1,17% 1,73% 0 pp 0,66% 0 pp
Others (buy back) 0,07% 0 pp 0,02% 0 pp 0,00% 0 pp 0,00% 0,02% -0,1 pp 0,02% 0 pp
Lottery/ Games 0,73% +0,2 pp 0,35% +0,2 pp 0,06% -0,1 pp 1,17% 1,72% +0,1 pp 0,63% +0,1 pp
HYPERMARKET
PROMO MECHANISMS (SNU) (traffic leaflets NAT) - HYPERMARKET

2013 vs 2012
2013
2013 vs
2012
2013
2013 vs
2012
2013
2013 vs
2012
2013 2013 vs 2012 2013 2013 vs 2012
VIRTUAL PROMO 13,99% -2,2 pp 4,91% -2,1 pp 13,75% +4,5 pp 1,06% +0,4 pp 11,52% +0,5 pp
1+1 gratis 0,23% 0 pp 0,00% -0,2 pp 0,17% +0,1 pp 0,10% 0 pp 0,18% 0 pp
2+1 gratis 2,62% -1,2 pp 0,11% 0 pp 0,17% -0,3 pp 0,05% 0 pp 1,33% -0,7 pp
Other VL 0,07% 0 pp 0,11% 0 pp 0,11% -0,4 pp 0,00% 0 pp 0,07% -0,1 pp
(identical or not)
11,07% -1 pp 4,69% -1,8 pp 13,30% +5,1 pp 0,91% +0,3 pp 9,94% +1,2 pp
TEMPORARY PRICE REDUCTION 70,55% +7,7 pp 20,39% +16,5 pp 3,73% +0,4 pp 52,81% +3,7 pp 43,87% -2 pp
Crossed price 69,53% +45,3 pp 15,38% +14,7 pp 0,63% +0,6 pp 49,59% +34,9 pp 41,63% +27,2 pp
Cupon 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp
Loyalty points 0,65% 0 pp 0,00% 0 pp 0,00% 0 pp 1,97% -3,6 pp 0,59% -0,3 pp
Money ticket 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp
Price discount (loyalty card or
not)
0,16% -37,6 pp 0,33% -1,5 pp 2,78% +0,2 pp 1,06% -30,7 pp 1,12% -29,4 pp
Special price 0,51% -0,3 pp 4,69% +3,4 pp 0,37% -0,3 pp 1,44% -0,2 pp 0,86% 0 pp
CONSUMER PACK 4,74% -2,9 pp 9,60% +1,1 pp 4,74% -0,8 pp 8,93% -3 pp 5,64% -2,5 pp
Gifts on pack 2,00% -1,9 pp 5,23% +1,9 pp 2,93% 0 pp 2,40% -1,9 pp 2,55% -1,2 pp
Gratuities 2,74% -1,1 pp 4,47% -0,8 pp 1,81% -0,8 pp 6,53% -1,2 pp 3,09% -1,4 pp
INSTORE EVENT 0,03% -0,5 pp 0,00% 0 pp 0,26% -0,5 pp 0,38% -0,2 pp 0,15% -0,6 pp
Others (buy back) 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp
Lottery/ Games 0,03% -0,5 pp 0,00% 0 pp 0,26% -0,5 pp 0,38% -0,2 pp 0,15% -0,6 pp
SUPERMARKET
PROMO MECHANISMS (SNU) (traffic leaflets NAT) - SUPERMARKET

2013 vs 2012
2013
2013 vs
2012
2013
2013 vs
2012
2013
2013 vs
2012
VIRTUAL PROMO 0,17% 0 pp 3,57% -0,1 pp 2,62% +0,2 pp
1+1 gratis 0,03% 0 pp 0,07% -0,1 pp 0,04% -0,1 pp
2+1 gratis 0,02% 0 pp 0,04% -0,2 pp 0,03% -0,1 pp
Other VL 0,02% 0 pp 0,24% +0,2 pp 0,19% +0,1 pp
(identical or not)
0,11% 0 pp 3,23% -0,1 pp 2,36% +0,2 pp
TEMPORARY PRICE
REDUCTION
8,16% -7 pp 49,69% +10,2 pp 46,26% +6,6 pp
Crossed price 8,10% +4,7 pp 41,53% +31,3 pp 42,62% +30,9 pp
Cupon 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp
Loyalty points 0,00% 0 pp 2,12% +2,1 pp 1,33% +1,3 pp
Money ticket 0,00% 0 pp 0,00% 0 pp 0,16% +0,2 pp
or not)
0,00% -11,7 pp 5,65% -22,5 pp 2,12% -25,3 pp
Special price 0,08% 0 pp 1,05% -0,1 pp 0,62% -0,1 pp
CONSUMER PACK 2,22% +0,8 pp 7,54% -2,3 pp 6,06% -1,4 pp
Gifts on pack 0,16% 0 pp 2,84% -1 pp 1,93% -0,9 pp
Gratuities 2,06% +0,8 pp 4,74% -1,4 pp 4,15% -0,5 pp
INSTORE EVENT 0,02% 0 pp 0,26% -0,8 pp 0,24% -0,6 pp
Others (buy back) 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp
Lottery/ Games 0,02% 0 pp 0,26% -0,8 pp 0,24% -0,6 pp
HARD DISCOUNT
PROMO MECHANISMS (SNU) (traffic leaflets NAT) – HARD DISCOUNT

2013 vs 2012
2013
2013 vs
2012
2013
2013 vs
2012
2013
2013 vs
2012
VIRTUAL PROMO 16,43% -8,4 pp 14,55% -2 pp 15,33% -4,6 pp
1+1 gratis 0,26% -0,1 pp 0,11% 0 pp 0,17% 0 pp
2+1 gratis 1,25% -0,8 pp 1,33% +0,3 pp 1,29% -0,2 pp
Other VL 5,89% -3,3 pp 12,51% -1,2 pp 9,78% -2,1 pp
(identical or not)
9,07% -4,2 pp 0,61% -1 pp 4,10% -2,3 pp
TEMPORARY PRICE
REDUCTION
5,29% -0,9 pp 34,48% +29,3 pp 22,45% +16,8 pp
Crossed price 3,15% +1,4 pp 32,98% +32,1 pp 20,69% +19,5 pp
Cupon 0,00% 0 pp 0,00% 0 pp 0,00% 0 pp
Loyalty points 0,37% +0,2 pp 0,51% +0,3 pp 0,45% +0,3 pp
Money ticket 1,26% +0,5 pp 0,13% -0,2 pp 0,59% +0,1 pp
or not)
0,40% -2,9 pp 0,64% -2,6 pp 0,55% -2,7 pp
Special price 0,16% -0,1 pp 0,33% -0,3 pp 0,26% -0,2 pp
CONSUMER PACK 3,26% -2,5 pp 6,61% -0,5 pp 5,23% -1,3 pp
Gifts on pack 2,58% -1,9 pp 4,64% -0,6 pp 3,79% -1,1 pp
Gratuities 0,68% -0,5 pp 2,02% +0,1 pp 1,47% -0,2 pp
INSTORE EVENT 0,87% -1,3 pp 1,16% -0,5 pp 1,04% -0,8 pp
Others (buy back) 0,61% -0,2 pp 0,13% +0,1 pp 0,32% 0 pp
Lottery/ Games 0,26% -1,1 pp 1,04% -0,6 pp 0,72% -0,8 pp
CASH & CARRY
PROMO MECHANISMS (SNU) (traffic leaflets NAT) – CASH & CARRY

2013 vs 2012
From the total articles promoted in Food
category, more than 67% had at least
1 Consumer Advantage,
On non food promotions only 30%
of the articles were promoted with 1
Consumer Advantage.
Growth vs Y-1
+16.8% +5,8 pp
67%
63%
75%
76%
63%
63%
67%
69%
30%
26%
35%
32%
FOOD CATEGORY
FOOD
DETERGENTI - IGIENA
COSMETICE
CONGELATE
FRUCTE SI LEGUME
PRODUSE AMBALATE
CU AUTOSERVIRE
PRODUSE
VRAC/SERVIRE
ASISTATA
NON FOOD
CATEGORY
BAZAR
ELECTRO
TEXTILE
8,1 pp
7,7 pp
1,3 pp
-0,2 pp
12,4 pp
16,5 pp
9,2 pp
17,6 pp
2,5 pp
0,1 pp
4,4 pp
4,8 pp
2013 vs 2012

2013 vs 2012
86.47%
73.41%
69.87%
61.45%
60.19%
59.72%
54.62%
50.71%
49.54%
34.24%
25.08%
22.28%
10.54%
+4,6 pp
+3,5 pp
+37,3 pp
+1,8 pp
+6,7 pp
+7,6 pp
+26,1 pp
+50,7 pp
-22,1 pp
+15,6 pp
-11,3 pp
+3,8 pp
-6,2 pp
COMPLEXITY INDICATOR (traffic leaflets NAT)
We can easily see that BILLA
is using at least 1 Consumer
Advantage on 86,47% of the
promoted articles,
while LIDL is using Consumer
Advantages only on 10,54%
of the promoted articles.

2013 vs 2012
COMPLEXITY INDICATOR (traffic leaflets NAT)
Quantity of Promo mechanisms / item
(HM, HDD, SM & CC, on Food &Non Food)
The most complex or less complex
(classified by the quantity of products with 2 or more mechanisms)
This KPI shows the level of complexity of the offers used by the retailers. If a retailer has several
mechanisms on a promoted item, it will be poorly ranked.
45.30%
52.48%
2.10%
0.13%
0 mechanisms 1 mechanism 2 mechanisms 3 mechanisms
-5,8 pp
7,1 pp
-1,3 pp
0 pp
0.1%
0.3%
0.5%
0.8%
0.8%
1.9%
2.0%
2.6%
2.9%
3.1%
3.5%
4.0%
6.6%

2013 vs 2012
In 2013 retailers have increased with +16,8% the quantity of articles with at least one consumer
advantage.
The most significant increases were registered in: Carrefour (+115%), Carrefour Market
(+96%), Mega Image (+85%), Profi (+46%), Selgros (+101%).
Other retailers have chose to reduce the quantity of articles with consumer advantages: Cora (-
26%), Lidl (-24%), Metro (-26%).
Retailers have focused on Temporary Price Reduction (+29,6%) and decreased the promotions
with Consumer Pack (-19,6%).
Several retailers focused on TPR in 2013: Billa (2013: 70,55%; vs 2012: +7,7 pp), Carrefour (2013:
54,46%, vs 2012: +41,8 pp), Carrefour Market (2013: 20,39%, vs 2012: +16,5 pp), Penny Market
(2013: 46,69%, vs 2012: +10,2 pp), Selgros (2013: 34,48%, vs 2012: +29,3 pp).
The most used type of promo mechanism was Crossed Price (a share of 35,3% and an increase
of +27%).
SUMMARY

2013 vs 2012
2013 vs 2012
RETAILERS SUMMARY

2013 vs 2012
CARREFOUR (traffic leaflets NAT)
Pressure Offer
Consumer
advantagesBrands Share
Hypermarket
Quantity of SNU
Quantity of PO
+ 2,4 %
Quantity of SNU
Quantity of SNU
FOOD Market
(C&C, HM,HDD, SM)
+ 4,4 %
Consumer Pack 8,30% -1,2 pp
Instore Event 0,80% +0,2 pp
TPR (Temporary Price Reduction) 54,46% +41,8 pp
Virtual promo 8,74% -2,4 pp
1+1 gratis 0,07% -0,1 pp
2+1 gratis 0,06% -0,3 pp
(Identical or not)
8,46% -1,9 pp
+0,5 %
10.7%
64.8%
24.5%
Private Label National brands Unbranded
-1,4 pp
0,7 pp
0,6 pp
35.0%
33.6%
31.4%
FOOD NON-FOOD TEXTILE
-0,2 pp
0,5 pp
-0,3 pp

2013 vs 2012
CORA (traffic leaflets NAT)
Pressure Offer
Brands Share
Consumer
advantages
Quantity of POQuantity of SNU
Quantity of SNU Quantity of SNU
FOOD Market
(C&C, HM,HDD, SM)
+ 4,4 %
Instore Event 0,37% +0,2 pp
TPR (Temporary Price Reduction) 41,22% -25,8 pp
Virtual promo 4,37% +1,6 pp
1+1 gratis 0,05% 0 pp
2+1 gratis 0,06% -0,1 pp
Other VL 0,03% 0 pp
(Identical or not)
4,23% +1,8 pp
+6,7 %
Hypermarket + 2,4 %
7.3%
68.1%
24.5%
-0,7 pp
0,4 pp
0,4 pp
33.7%
33.7%
32.6%
-0,5 pp
0,8 pp
-0,4 pp

2013 vs 2012
REAL – Auchan (traffic leaflets NAT)
Pressure Offer
Brands Share
Consumer
advantages
FOOD Market
(C&C, HM,HDD, SM)
+ 4,4 %
Consumer Pack 6,75%
Instore Event 1,17%
TPR (Temporary Price Reduction) 40,03%
Virtual promo 6,51%
1+1 gratis 1,13%
2+1 gratis 0,50%
Other VL 0,14%
(Identical or not)
4,74%
Hypermarket + 2,4 %
11.1%
62.0%
26.9%
11,1 pp
62 pp
26,9 pp
33.3%
33.3%
33.3%
33,3 pp
33,3 pp
33,3 pp

2013 vs 2012
REAL – Hypermarket (traffic leaflets NAT)
-32,3 %
Pressure Offer
Brands Share
Consumer
advantages
FOOD Market
(C&C, HM,HDD, SM)
+ 4,4 %
Instore Event 1,73% 0 pp
1+1 gratis 2,26% -0,1 pp
2+1 gratis 2,03% -0,2 pp
Other VL 0,42% +0,1 pp
(Identical or not)
4,52% +2,8 pp
Hypermarket + 2,4 %
12.4%
61.8%
25.8%
1,3 pp
1,2 pp
-2,5 pp
33.8%
33.8%
32.3%
0,2 pp
0,2 pp
-0,4 pp

2013 vs 2012
KAUFLAND (traffic leaflets NAT)
Brands Share
Pressure Offer
Consumer
advantages
FOOD Market
(C&C, HM,HDD, SM)
+ 4,4 %
Instore Event 0,06% -0,1 pp
TPR (Temporary Price Reduction) 63,80% +2 pp
1+1 gratis 0,10% -0,1 pp
2+1 gratis 0,25% +0,1 pp
Other VL 0,01% 0 pp
(Identical or not)
3,33% +1,7 pp
+ 5,6 %
Hypermarket + 2,4 %
14.3%
56.7%
29.1%
-0,2 pp
0,8 pp
-0,6 pp
34.4%
34.4%
31.1%
-0,3 pp
-0,3 pp
0,5 pp

2013 vs 2012
BILLA (traffic leaflets NAT)
Supermarket- 5,5 %
Pressure Offer
Brands Share
Consumer
advantages
FOOD Market
(C&C, HM,HDD, SM)
+ 4,4 %
1+1 gratis 0,23% 0 pp
2+1 gratis 2,62% -1,2 pp
Other VL 0,07% 0 pp
(Identical or not)
11,07% -1 pp
-10,2 %
8.9%
74.4%
16.7%
0,1 pp
-0,3 pp
0,2 pp
59.8%
33.3%
6.9%
18 pp
-8,5 pp
-9,5 pp

2013 vs 2012
MEGA IMAGE (traffic leaflets NAT)
+3,5pp
Pressure Offer
Brands Share
Consumer
advantages
FOOD Market
(C&C, HM,HDD, SM)
+ 4,4 %
1+1 gratis 0,17% +0,1 pp
2+1 gratis 0,17% -0,3 pp
(Identical or not)
13,30% +5,1 pp
+ 53,9 %
Supermarket- 5,5 %
15.3%
82.4%
2.3%
7,7 pp
-9 pp
1,3 pp
45.3%
43.4%
11.3%
-7,3 pp
6,6 pp
0,8 pp

2013 vs 2012
CARREFOUR MARKET (traffic leaflets NAT)
+7 %
Pressure Offer
Brands Share
Consumer
advantages
FOOD Market
(C&C, HM,HDD, SM)
+ 4,4 %
Consumer Pack 9,60% +1,1 pp
1+1 gratis 0,00% -0,2 pp
2+1 gratis 0,11% 0 pp
Other VL 0,11% 0 pp
(Identical or not)
4,69% -1,8 pp
Supermarket- 5,5 %
19.6%
49.0%
31.4%
3,4 pp
-4 pp
0,6 pp
97.9%
2.1%
0.0%
0 pp
0 pp
0 pp

2013 vs 2012
PROFI (traffic leaflets NAT)
+41,9 %
Pressure Offer
Brands Share
Consumer
advantages
FOOD Market
(C&C, HM,HDD, SM)
+ 4,4 %
Consumer Pack 8,93% -3 pp
1+1 gratis 0,10% 0 pp
2+1 gratis 0,05% 0 pp
Other VL 0,00% 0 pp
(Identical or not)
0,91% +0,3 pp
Supermarket- 5,5 %
5.3%
75.7%
19.1%
-0,2 pp
-1,9 pp
2 pp
54.3%41.4%
4.3%
-10,7 pp
8,9 pp
1,8 pp

2013 vs 2012
PENNY MARKET (traffic leaflets NAT)
Hard Discount + 12,9 %
Pressure Offer
Brands Share
Consumer
advantages
FOOD Market
(C&C, HM,HDD, SM)
+ 4,4 %
1+1 gratis 0,07% -0,1 pp
2+1 gratis 0,04% -0,2 pp
Other VL 0,24% +0,2 pp
(Identical or not)
3,23% -0,1 pp
+ 0,4 %
19.8%
63.7%
16.5%
4,6 pp
-3,3 pp
-1,4 pp
39.1%
39.1%
21.8%
2,2 pp
2,2 pp
-4,4 pp

2013 vs 2012
LIDL (traffic leaflets NAT)
Hard Discount + 12,9 %
Pressure Offer
Brands Share
Consumer
advantages
FOOD Market
(C&C, HM,HDD, SM)
+ 4,4 %
Consumer Pack 2,22% +0,8 pp
TPR (Temporary Price Reduction) 8,16% -7 pp
Virtual promo 0,17% 0 pp
1+1 gratis 0,03% 0 pp
2+1 gratis 0,02% 0 pp
Other VL 0,02% 0 pp
(Identical or not)
0,11% 0 pp
+ 20,6 %
77.9%
10.0%
12.1%
-4,5 pp
3,3 pp
1,2 pp
32.9%
33.5%
33.5%
-0,4 pp
0,2 pp
0,2 pp

2013 vs 2012
METRO (traffic leaflets NAT)
Cash&Carry
Pressure Offer
Brands Share
Consumer
advantages
FOOD Market
(C&C, HM,HDD, SM)
+ 4,4 %
+ 6,1 %
TPR (Temporary Price Reduction) 5,29% -0,9 pp
1+1 gratis 0,26% -0,1 pp
2+1 gratis 1,25% -0,8 pp
(Identical or not)
9,07% -4,2 pp
+ 7,3 %
19.8%
61.1%
19.0%
0,7 pp
-2,1 pp
1,4 pp
29.2%
50.8%
20.0%
2,7 pp
1,5 pp
-4,2 pp

2013 vs 2012
SELGROS (traffic leaflets NAT)
FOOD Market
(C&C, HM,HDD, SM)
+ 5,3 %
Pressure Offer
Brands Share
Consumer
advantages
+ 4,4 %
+ 6,1 %Cash&Carry
Virtual promo 14,55% -2 pp
1+1 gratis 0,11% 0 pp
2+1 gratis 1,33% +0,3 pp
Other VL 12,51% -1,2 pp
(Identical or not)
0,61% -1 pp
2.6%
85.9%
11.5%
0,6 pp
1 pp
-1,6 pp
31.1%
43.7%
25.1%
0,9 pp
1,9 pp
-2,8 pp

2013 vs 2012
Thank you for your attention
Florentina Vasile
Leaflet Monitor Director
florentina.vasile@hiper-com.com
+40 (0) 743 216 282
Gabriela Gliga
Junior Analyst
gabriela.gliga@hiper-com.com
+40 (0) 728 938 569
We remain at your disposal for further information or a live demo
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Promo Review Romania FY 2013 vs 2012

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