STRATEGII SI ABORDARI ALE PROMOTIILOR IN ROMANIA · Desi nu pare la prima vedere, promotiile au un...

STRATEGII SI ABORDARI ALE

PROMOTIILOR IN ROMANIAMARTIE – SEPTEMBRIE 2009

STRATEGII DE PROMOVARE

2

3

PromoWatch, Octombrie 2009

4

STRUCTURA PE TIPURI DE PROMOTII, MARTIE – SEPTEMBRIE 2009


STRUCTURA PROMOTIILOR

7.9%12.6%15.0%

20.4%48.6% 65.8%

12.5%

58.5%

39.2%28.6%

67.9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Cafea (R&G) Bere Iaurturi Sucuri

necarbonatate

Special price

Multiple products -

same price

Free gift

Extra quantity - same

price

Second product

discounted

(Share of PRPs)

5

STRUCTURA PE TIP PE MAGAZIN, MARTIE – SEPTEMBRIE 2009


STRUCTURA PROMOTIILOR (2/2)

(Share of PRPs)

13%3% 3%

16%

4%

37% 33%

36%

34%

58% 62%

35%

60%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Cafea (R&G) Bere Iaurturi Sucuri

necarbonatate

Cash & Carry

Hypermarket

Supermarket

Discounter

17%14%

18%16%

18% 17%15%

Average 16.7%

0%

5%

10%

15%

20%

25%

30%

Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09

Bere

6

EVOLUTIA DISCOUNTULUI MEDIU , MARTIE – SEPTEMBRIE 2009

*nu sunt incluse promotiile de tip cadou sau pret special in care pretul inaintea promotiei nu este specificat


DISOUNTURI IN PROMOTII

11%13%

15%

20%

13% 14%15%

Average 14.8%

0%

5%

10%

15%

20%

25%

30%


Cafea (R&G)

17% 18%

22% 22%

18%20% 20%

Average, 19.6%

0%

5%

10%

15%

20%

25%

30%


Iaurturi

16%

21%

16%

20% 20%

12%

18%Average 18.6%

0%

5%

10%

15%

20%

25%

30%


Sucuri …

EFICIENTA PROMOTIILOR

7

EFICIENTA PROMOTIILOR DUPA TIPOLOGIE8


Nota: Au fost icluse 4 piete:

44%32%

44%

-31%-44%

-56%

-100%

-80%

-60%

-40%

-20%

0%

20%

40%

60%

Free Gift Extra quantity -

same price

Multiple products

at the same price

Eficienta sub medie Eficienta peste medie

Covalact2+1 (36-38)

Cremosso 5 + 1/17% off (18-20)

Cremosso 9+3 (29-31)

Nutriday6+2 (28-31)

Nutriday 6+2 (36-40)

Tnuva6+2 (10-14)

Tnuva 6+2 (34-40)

Tnuva11+1 (15-18)

Zuzu free gift (20-24) Zuzu

50% off at second

item (13-15)

Activia

2+1/ 6+2 (23-28)

Activia6+2 (31-36)

Milli 1000g at the price

of 900g (23-25)

Napolact Special price (30-31)

-2

-1.5

-1

-0.5

0

0.5

1

1.5

2

0% 5% 10% 15% 20% 25% 30%

Change in P7D

consumption (pp)

Share of PRPs

9

IAURT SIMPLU*, MARTIE – SEPTEMBRIE 2009

*Include si Activia


IAURTURI

(saptamani)

Cappy(2.5l at the price of 2l, 50%

off at second item ) (8-17)

Cappy(only special price

unspecified) (27-29)

Prigat (50% off at second item &

8+1) (11-19)

Prigat(50% off at second item &

7+2) (27-32)Tymbark

(5+1) (23-25)

Tymbark(42+6) (31-33)

Granini (Special Price - price before

specified) (29-37)

Granini (Special Price - price before

unspecified) (15-23)Santal

(free gift) (20-22)

-6

-4

-2

0

2

4

6

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Change in P7D

consumption (pp)

Share of PRPs (%)

10

SUCURI NECARBONATATE (STILL DRINKS), MARTIE – SEPTEMBRIE 2009

(saptamani)


SUCURI NECARBONATATE

Beck's(5+1,20+4) (7-13)

Beck's(5+1) (15-18)

Bergenbier(10+1, 21+3, 18+6,

8+1) (13-31)

Burger (Free gift -

Viva Chips) (20-22)

Burger (3+1)(27-32)

Carlsberg(4+2) (30-32)

Carlsberg (5+1) (21-23)

Ciuc(20% off at second

item) (27-32)

Golden Brau(5+1)(11-19)

Holsten

(1+1)(19-21)

Lowenbrau(2.5l at the price of 2l)(29-

30)

Skol (2.5l at the price of 2l &

free gift -CD Directia 5)

(21-31)

-4

-3

-2

-1

0

1

2

3

4

5

0 1 2 3 4 5 6

Change in P7D

consumption (PP)

Share of PRPs (%)

11

BERE, MARTIE – AUGUST 2009


BERE

Jacobs (free gift - Milka,

15+1) (13-16)

Jacobs (550g at the price

of 500g & 1+1) (33-36)

Doncafe (50% off at second item) (17-

19)

Doncafe(50% off at second item)

(29-34)

Tchibo(19% off) (35-37)

Jacobs (free gift - Poiana (C&C - 18

Poiana Delicii ),

11+1) (25-27)

Jacobs (1+1) (34-35)

Tchibo(free gift (mug),

3+1,5+1) (28-31)

Doncafe(free gift - Doncafe 50g)

(26-29)

-3

-2

-1

0

1

2

3

0% 5% 10% 15% 20% 25% 30% 35%

Change in P7D

consumption (pp)

Share of PRPs (%)

12

CAFEA (R&G), MARTIE – SEPTEMBRIE 2009


CAFEA

(saptamani)

13

Discount mic

Meca

nismSim

plu

Mecanism

ComplicatNeutr

a

Creativ


Re

lev

an

taN

ere

lev

an

ta

Discount mare

Generozitatea este doar o premiza. Ea nu este nici necesara nici suficienta. Efectul puternic

de ware-out limiteaza eficienta promotiilor generoase in timp, si afecteaza brandul atunci

cand acestea sunt folosite excesiv.

Creativitatea si/sau relevanta sunt elemente critice pentru succesul uneii promotii. Timingul

ales pentru o promotie poate influenta semnificativ efectul acesteia.

Detaliile de executie pot face diferenta intre o promotie eficienta si una ineficienta.

Desi nu pare la prima vedere, promotiile au un grad de complexitate comparabil

publicitatatea. Ele merita asadar un nivel de atentie comparabil cu cel alocat publicitatii.


14

3 CONCLUZII SI O RECOMANARE

DE RETINUT

STUDIU DE CAZ – CAFEA (R&G)

15

EFORT INVESTIT IN PROMOTII LA RAFT16


EFORT INVESTIT (MASURAT IN PRPs), MARTIE – SEPTEMBRIE 2009

0%

20%

40%

60%

80%

100%

W 8 W 9 W 10 W 11 W 12 W 13 W 14 W 15 W 16 W 17 W 18 W 19 W 20 W 21 W 22 w23 W 24 W 25 W 26 W 27 w 28 w 29 w 30 w 31 w32 w 33 w 34 w 35 w36 w 37 w 38 w 39 YTD

Tchibo

Strauss

Kraft Foods

Other

23%2% 14% 6%

24%

20%

27%16%

30%7%

36%

30% 19%

46% 50%

29%

56% 59%

0%

20%

40%

60%

80%

100%

Tchibo Strauss Kraft Foods Lavazza Total R&G

Special price

Multiple products - same price

Free gift

Second product discounted

Extra quantity - same price

Nota: Tchibo (Tchibo,Davidoff,Eduscho); Strauss (Doncafe,Fort,Boutique Coffee); Kraft Foods (Jacobs,Nova Brasilia)

March April May June July August September

JACOBS


Activitati Pachet cadou de

primavara de la Kraft

Lansare pachet

promotional, editie

limitata

Share of PRPs (%)


19%17%13%6% 3%

12%15%11% 7%14%17%14%

5% 7% 10% 8% 5% 7%13%13%10%12%12% 7%

1%

16%

55%

22%

7% 4% 4% 6%

-8.0

0.0

0

200

400

600

800

1000

1200

1400

1600

1800

2000

W8 W9 W10 W11 W12 W13 W14 W15 W16 W17 W18 W19 W20 W21 W22 W23 W24 W25 W26 W27 W28 W29 W30 W31 W32 W33 W34 W35 W36 W37 W38 W39

JACOBS (PRPs) JACOBS (P7D Consumption - pp)

Efortul de promovare la raft vs. schimbarile in consum

17

-8.0

0.0

0

200

400

600

800

1000

1200

1400

1600

1800

2000


JACOBS (PRPs) JACOBS (P7D Consumption - pp)

JACOBS


Activitati Pachet cadou de

primavara de la Kraft

Lansare pachet

promotional, editie

limitata

Share of PRPs (%)


19%17%13%6% 3%

12%15%11% 7%14%17%14%

5% 7% 10% 8% 5% 7%13%13%10%12%12% 7%

1%

16%

55%

22%

7% 4% 4% 6%


18

550g at the

price of 500g

mugFree gift

(2 Milka chocolates)

Free gift10 Poiana

chocolates

Free gift2 Milka

chocolates

Free gift18 Poiana Delicii

Free gift(12 Poiana Rom)

mugFree gift

1 Milka

chocolate 100g

15+1 15+1 11+1 15+1 11+1 1+1

Special priceSpecial

priceSpecial Price – unspecified

TCHIBO


Activitati Lansare pachet aniversar

Share of PRPs (%)



-8.0

0.0

0

200

400

600

800

1000

1200

1400

1600

1800

2000


TCHIBO (PRPs) TCHIBO (P7D Consumption pp)

7% 5% 3%

41% 39%

15%10%

19%29%

20% 21% 21%11% 12%

17% 19%12%

20% 24%17%

10%

34%44% 39%

25% 27%19%

8% 6% 7% 8% 9%

Prelungeste-ti momentele de

rasfatLansare produsConcursuri

19

TCHIBO


Activitati Lansare pachet aniversar

Share of PRPs (%)



-8.0

0.0

0

200

400

600

800

1000

1200

1400

1600

1800

2000


TCHIBO (PRPs) TCHIBO (P7D Consumption pp)

7% 5% 3%

41% 39%

15%10%

19%29%

20% 21% 21%11% 12%

17% 19%12%

20% 24%17%

10%

34%44% 39%

25% 27%19%

8% 6% 7% 8% 9%

Prelungeste-ti momentele de

rasfatLansare produsConcursuri

FREE GIFT metalic BOX &MUG

FREE GIFTMUG

11+1 2+1 5+1 2+1; 3+1; 5+1 3+1; 5+1

12% off20%; 25%

off15% off 19% off

Special Price - unspecified

20

DONCAFE


ActivitatiPachet cadou de

Paste

Lansare produs -

Doncafe Decaf

Share of PRPs (%)



20%19%13%12%13%

28%27%28%33%

18%17%24%

11%5% 8% 8% 8%

16%28%29%

37%33%

20%20%

35%25%

11%13%14%13%10%11%

-8.0

0.0

0

200

400

600

800

1000

1200

1400

1600

1800

2000


DONCAFE (PRPs) DONCAFE (P7D Consumption pp)

21

DONCAFE


ActivitatiPachet cadou de

Paste

Lansare produs -

Doncafe Decaf

Share of PRPs (%)



20%19%13%12%13%

28%27%28%33%

18%17%24%

11%5% 8% 8% 8%

16%28%29%

37%33%

20%20%

35%25%

11%13%14%13%10%11%

-8.0

0.0

0

200

400

600

800

1000

1200

1400

1600

1800

2000


DONCAFE (PRPs) DONCAFE (P7D Consumption pp)

50% off at second item 39

cup and plateDoncafe Elita

50g

11+1 11+1

25% off 33%off 20% off 16%off

Special Price – unspecified

22

EFICIENTA PROMOTIILOR PE PRODUCATOR


23

52%

14%

51%

18%

19%

16%

4%

19%

4%

7%

3%

8%

19%

45%

22%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

P7D Consumption

Jul-08 - Feb 09

PRPs

Mar 09 - Aug 09

P7D Consumption

Mar 09- Aug 09

Others

Lavazza

Tchibo

Strauss

Kraft

Nota: Tchibo (Tchibo,Davidoff,Eduscho); Strauss (Doncafe,Fort,Boutique Coffee); Kraft Foods (Jacobs,Nova Brasilia)

Multumesc!Daniel Enescu

[email protected]

[email protected]

www.visionwise.ro

DESPRE PROMOWATCH

25

-10.00

0.00

10.00

W5 W6 W7 W8 W9 W10 W11 W12 W13 W14 W15 W16 W17 W18 W19 W20 W21 W22 W23 W24 W25 W26 W27

Changes in P7D

consumption (PP)*

Brand A - YTD 14069 PRPs

MASURAREA EFICIENTEI PROMOTIILOR


26

Q: A:

Cum masuram

eficienta

promotiilor la

raft? PRPs (Promo Reach Points) = F(Expunere, Relevanta)

Display = F(suprafata expusa, durata promotiei)

Relevance = F(SKU, probabilitatea de a schimba SKU in promotie)

3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21

Efect

Schimbari in consum (pp)

PRPs

Luna 1 Luna 2

Examplu ( date reale):

Brand A

* Date saptamanale

PRPs*

Martie 2009 Aprilie 2009 Mai 2009Februarie 2009 Iunie 2009

!

Legenda: PRPs = Promo Reach Points P7D= Past 7 Days; YTD = Year To Date; pp = puncte procentuale

INSTRUMENTUL: PROMOWATCH


27

�Efortul investit de fiecare jucator din piata in

promotii, la nivel de brand

�Structura promotiilor dupa brand si dupa tipul

promotiei

�Efortul de promovare (exprimat in PRPs) pentru

fiecare brand la nivel de SKU (ambalaj / unitate de

masura).

�Lista lanturilor de retail unde au avut loc

promotiile, dupa jucator si brand.

Suplimentar: Fisa de Observatie

� Activitatile de Sampling

� Cadouri primite pe baza bonului de casa (in afara ariei de vanzare din magazin)

� Plasarile secundare

� Promotiile neacoperite de brosuri

Livrabile

saptamanale

Livrabile

saptamanale

�Evaluarea eficientei promotiilor

�Comparatie intre promotiile competitorilor

in termeni de eficienta

�Identificarea strategiei competitorilor in

spatiul de retail

�Imagine de ansablu asupra tuturor

activitatilor din spatiul de retail care

determina o schimbare in consum (include

si monitorizarea concursurilor, tragerilor la

sorti, etc.)

Rapoarte

trimestriale

Rapoarte

trimestriale

2 componente:

STRATEGII SI ABORDARI ALE PROMOTIILOR IN ROMANIA · Desi nu pare la prima vedere, promotiile au un...

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