The document provides a summary of promotional KPIs for food retailers in Ukraine in the first quarter of 2012 compared to 2011. Key findings include: - Promotional leaflets and operations increased 38% nationally and 35% regionally from 2011 to 2012. Metro had the highest number of national promotional operations. - Promotional pressure across all retailers grew 8.7% in 2012, with cash & carry showing the largest decrease and hypermarkets the smallest decrease. - Two in three promotions included consumer advantages like discounts or loyalty programs, a 7.7% increase from 2011. - The document presents additional data on weighted units, average prices, promotional share by retailer and category, and an indicator of promotional

1. Promo Flash of food retailers in 20’top
S1 2012 vs S1
2011
20 minutes for a synthetic overview of the modern food
trade promo STRATEGIC KPIs…in Ukraine

2. NOTHING on this page is here by chance

3. Promo Flash of food retailers in 20’top
QUANTITATIV KPI Slides
1- LEAFLETS & OPERATIONS 5-9
2- TRADE STRATEGY 10 -13
3- PROMO PRESSURE & SHARE OF VOICE 14 -17
4- PROMO MECHANISMES 18 -22
CATEGORY KPI 23 -26
QUALITY KPI 27 -28

4. Promo Flash of food retailers in 20’top
VOCABULARY
•Promo Pressure: Index of Promo visibility for a retailer, a category, a brand or a format .
•Share of Voices 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 Hiper-com shows the promo activity of retailers in the most
exhaustive way, taking into consideration the quantity of promotional operations, the quantity of SKU or WU
in Promo, the commercial space (in m²) where the promotion was valid and the number of days during the
month of the period when the promotion was valid.
•Weighted Unit ( WU): 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 –all consumers advantages
•ND: National distribution For one retailer = number of stores participating in a promotion/ Total number of
that retailer’s stores.
•Negative Promo: (Index)= Qty of promo cheaper somewhere else ( at the same date) / total qty of promo
(for the concerned retailer)
•Perimeter of analysis: UKRAINE : CC, Hyper, Super (Analysis for the Top 20 Retailers of this category)

5. Promo Flash of food retailers in 20’top
S1 2012 vs S1
2011
1- LEAFLETS & OPERATIONS
 LEAFLETS ANALYSIS
 RANKING TRAFFIC LEAFLETS

6. S1 2012 vs
S1 2011
LEAFLETS & PROMO PRESSURE
PO 2012 2011 Growth Fed./Reg.
PO National 412 297 38,72 % 69,60%
PO Regional 180 133 35,34 % 30,40 %
NATIONAL PROMO OPERATIONS
PO National S1 2012 Growth PO National S1 2012 Growth
МЕТРО 129 +21 ВЕЛИКА КИШЕНЯ 30 -4
АМСТОР 13 -9 ВОПАК 14 +11
Караван 5 +1 ЕКО-МАРКЕТ 34 +16
ПАККО 10 +10 Колібріс/НАШ/555 18 +14
FOZZY 23 -3 ОБЖОРА 23 -8
BILLA 44 +3 СІЛЬПО 33 +2
NOVUS 32 +18 ФУРШЕТ 33 +24
OSKAR 6 0 АТБ-МАРКЕТ 51 +14
TARGET 29 +24 Бі-Маркет 6 0
VARUS 54 +25 ФОРА 5 +3
*A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet
till 15 or more regional variations

7. S1 2012 vs
S1 2011
LEAFLETS & PROMO PRESSURE
REGIONAL PROMO OPERATIONS
PO Reg. S1 2012 Growth PO Reg. S1 2012 Growth
МЕТРО 7 -6 ВЕЛИКА КИШЕНЯ 5 +4
АМСТОР 0 0 ВОПАК 2 -1
Караван 0 0 ЕКО-МАРКЕТ 17 +9
ПАККО 1 +1 Колібріс/НАШ/555 7 +5
FOZZY 0 0 ОБЖОРА 16 -13
BILLA 23 0 СІЛЬПО 0 -8
NOVUS 19 +19 ФУРШЕТ 25 +18
OSKAR 0 0 АТБ-МАРКЕТ 51 +14
TARGET 2 +2 Бі-Маркет 0 0
VARUS 0 0 ФОРА 5 +3
*A Promo Operation is a set of leaflets issued by a store network. This set could consist of one leaflet
till 15 or more regional variations

8. S1 2012 vs
S1 2011
5 TOP TRAFFIC LEAFLETS (by Promo Pressure)
МЕТРО МЕТРО МЕТРО АМСТОР МЕТРО
Nb. WU 542 406 359 364 285
Stores 31 31 31 24 31
Days 42 14 16 21 28
Pressure of PO 100% 75% 66% 63% 53%
(Indices vs others)

9. S1 2012 vs
S1 2011
THE MEDIUM LEAFLET

10. Promo Flash of food retailers in 20’top
S1 2012 vs
S1 2011
2 - TRADE STRATEGY

11. S1 2012 vs
S1 2011
WU TYPOLOGY (Brands, Private Labels, Unbranded )
Division of the medium leaflet – S1 2012 vs S1 2011
* WU one ore more SKU from the same family, visible on one picture (e.g. various flavors)

12. S1 2012 vs
S1 2011
201 vs 2010
WU TYPOLOGY
Retailers МЕТРО АМСТОР Караван ПАККО FOZZY BILLA NOVUS OSKAR TARGET VARUS
Nb. WU/
70 WU 168 WU 142 WU 48 WU 105 WU 68 WU 27 WU 99 WU 25 WU 24 WU
Promo Op.
S1 2012 /
-30 +49 -2 +48 +48 0 -5 -164 -19 -15
S1 2011
ВЕЛИКА Колібріс/НАШ АТБ- Бі-
Retailers ВОПАК ЕКО-МАРКЕТ ОБЖОРА СІЛЬПО ФУРШЕТ ФОРА
КИШЕНЯ /555 МАРКЕТ Маркет
Nb. WU/
38 WU 50 WU 69 WU 31 WU 36 WU 1 WU 35 WU 34 WU 129 WU 58 WU
Promo Op.
S1 2012 /
+5 -9 +9 -34 +11 -7 -38 -15 -2 -46
S1 2011
* WU one ore more SKU from the same family, visible on one picture (e.g. various flavors)

13. S1 2012 vs
S1 2011
AVERAGE AVERAGE PRICE (virtual) (in UAH)
VIRTUAL PRICE / Promo Op.
* Price in UAH

14. Promo Flash of food retailers in 20’top
S1 2012 vs
S1 2011
3 – PROMO PRESSURE & SHARE OF VOICES
 PROMO PRESSURE
 PROMO SHARE BY RETAILER

15. S1 2012 vs
S1 2011
PROMO PRESSURE
The promo pressure of every
Evol./N-1 retailer's:
-Cash&Carry : 50,37% (-5,85%)
-Hypermarket: 14,03% (-3,16%)
+ 8,74% -Wholesale
Hypermarket: 2,44% (+0,82%)
-Supermarket: 21,18% (+1,65%)
-У дома: 11,97% (+6,54%)
*The Promo Pressure growth is calculated
in WU promoted x commercial m².
A growth < 0 means a mix of less WU
promoted and/or less m².

16. S1 2012 vs
S1 2011
PROMO PRESSURE (Retailer/Itself)
GROWTH TOP 20 FOOD RETAILERS
*The Promo Pressure growth is calculated
in WU promoted x commercial m².
A growth < 0 means a mix of less WU
promoted and/or less m².

17. S1 2012 vs
S1 2011
Share of voice by retailers
The most important decrease is
showed by METRO with -5,90%
The most important increase is
showed by АТБ МАРКЕТ with +6,10%

18. Promo Flash of food retailers in 20’top
S1 2012 vs
S1 2011
4- CONSUMER ADVANTAGES KPI
 PROMO MECHANISMS
 BY RETAILERS
 BY CATEGORY

19. S1 2012 vs
S1 2011
PROMO MECHANISMS
PRODUCTS/SKU WITH CONSUMER ADVANTAGES
The use of promo mechanisms
shows a very strong growth of
S1 2012 Evol./N-1 7,68% for the selected retailers
65,96 % +7,68 %
*Promo Mechanisms are all
added advantages given to
shoppers like BOGOF, loyalty
programs, presents, special
discounts, gratuity

20. S1 2012 vs
S1 2011
PROMO MECHANISMS
PRODUCTS WITH CONSUMER ADVANTAGES S1 2012 Evol./N-1
65,96 % +7,68 %
Two in every 3 promotions are supported with a trade mechanism during the S1
2012. The mechanism, which was used most frequently was the instant discount.
*Promo Mechanisms are all added advantages given to shoppers like BOGOF, loyalty programs, presents, special discounts, gratuity

21. S1 2012 vs
S1 2011
PROMO MECHANISMS
PRODUCTS WITH CONSUMER ADVANTAGES / RETAILER
*Promo Mechanisms are all added advantages given to shoppers like BOGOF, loyalty programs, presents, special discounts, gratuity

22. S1 2012 vs
S1 2011
PROMO MECHANISMS
PRODUCTS WITH CONSUMER ADVANTAGES / CATEGORY
FRESH FMCG TEXTILE NON-FOOD ELECTRO
*Promo Mechanisms are all added advantages given to shoppers like BOGOF, loyalty programs, presents, special discounts, gratuity

23. Promo Flash of food retailers in 20’top
S1 2012 vs
S1 2011
CATEGORY KPIs
 RETAILER/CATEGORY
 BRAND/CATEGORY
 PRIVATE LABEL
 SOV OF CATEGORY

24. S1 2012 vs
S1 2011
RETAILERS / CATEGORY
FRESH FMCG TEXTILE NON-FOOD ELECTRO
SELECTED STORES: C&C / Супермаркет/ Гипермаркет/ Оптовыйгиппермаркет/ У Дома

25. S1 2012 vs
S1 2011
BRANDS / CATEGORY
FRESH FMCG TEXTILE NON-FOOD ELECTRO
SELECTED STORES: C&C / Супермаркет/ Гипермаркет/ Оптовыйгиппермаркет/ У Дома

26. S1 2012 vs
S1 2011
Promo Share & Private Label
FRESH FMCG TEXTILE NON-FOOD ELECTRO
SELECTED STORES: C&C / Супермаркет/ Гипермаркет/ Оптовыйгиппермаркет/ У Дома

27. Promo Flash of food retailers in 20’top
S1 2012 vs
S1 2011
QUALITY KPI
 INDICATOR OF READABILITY

28. S1 2012 vs
S1 2011
INDICATOR OF READABILITY
In this ranking and with an average
number of a little bit less than two WU
promoted by pages; СІЛЬПО appears like
the retailer with the most readable leaflets.
At the other side, with almost 16 WU
promoted by pages, the leaflets of Fozzy
are the less readable leaflets from this top
20 of the food retailers.

29. Promo Flash of food retailers in 20’top
S1 2012 vs
S1 2011
SUMMARY BY RETAILER
TO AVOID HEAVY FILES, WE DECIDED NOT TO INCLUDE THIS
PART OF THE ANALYZE IN THIS REPORT.
HOWEVER YOU CAN CLICK HERE TO ORDER A FULL REPORT

30. All the presented KPIs analysis , could be extract for any other sphere of study, like :
•Period:
– Month versus Month Y-1
– 1, 2, 3, 4 Quarter 2011 versus Y-1
– YTD 2011 versus Y-1.
•Category , sub category, family
– FMCG (DRY)
– BAZAAR
– FRESH
– TEXTILE
– ELECTRO
•Retail Chanel :
– C&C
– HYPER
– SUPER
– BRICOLAJ
– ELECTRO
– HARD DISCOUNT
•Weighted Index
– DV (Value distribution)….if the market shares are strategic
– WU x m² x days if the period of the promo is strategic.

31. Thank you for your attention.
Feel free to contact us for more details concerning
this analyze or to comment this analyze:
Giovanni COLIN
Project manager
giovanni@hiper-com.com
+380 99 247 85 42
HTTP://WWW.HIPER-COM.COM
Follow us on social networks for more Markets
Intelligence
Hipercom Monitoring is also available in :
Russia, Kazakhstan, Poland, Romania, Hungary, Serbia & Croatia
Hiper-com Monitoring-Kiev
ул. Ярославов Вал, дом 13/2, литера «Б», офис 3, Киев