category review shower gel feb 2014 ro
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![Page 1: Category review SHOWER GEL Feb 2014 RO](https://reader034.vdocument.in/reader034/viewer/2022042713/5444fbcbafaf9feb2b8b4624/html5/thumbnails/1.jpg)
FEBRUARY 2014
SHOWER GEL
Category Review
![Page 2: Category review SHOWER GEL Feb 2014 RO](https://reader034.vdocument.in/reader034/viewer/2022042713/5444fbcbafaf9feb2b8b4624/html5/thumbnails/2.jpg)
FEBRUARY 2014
PIC = picture/insertionSNU = SHOPPER NEED UNITSKU = SKU
How do we count, taking as example the picture on the left:
1 PICT (picture/insertion)3 SNU (we have 3 type of products, from 3 different families)7 SKU ( 3 color cream, 3 shampoo, 1 shave face cream)
Analyzed markets: SHOWER GEL MIXT PACKAGES WITH SHOWER GEL
ALL RETAILERS = 100%ALL BRANDS = 100%INDEX USED: SNU
![Page 3: Category review SHOWER GEL Feb 2014 RO](https://reader034.vdocument.in/reader034/viewer/2022042713/5444fbcbafaf9feb2b8b4624/html5/thumbnails/3.jpg)
FEBRUARY 2014
MarketVal. SNU
Feb 13Val. SNU
Feb 14Dif SNU
GEL DE DUS 29 44 52%PACHETE MIXTE CU GEL DE DUS 96 62 -35%
Due to the fact that in February there were page images with more that 1 article of
mixt packages containing shower gel, we chose to do the following analysis using
the SNU as measure.
BEIERSDORF 40 33 -18% 32,00% 31,13% -0,87UNILEVER 29 33 14% 23,20% 31,13% 7,93COLGATE-PALMOLIVE 21 16 -24% 16,80% 15,09% -1,71HENKEL 12 13 8% 9,60% 12,26% 2,66COTY COSMETICS 9 3 -67% 7,20% 2,83% -4,37PRIVATE LABEL 5 4 -20% 4,00% 3,77% -0,23OTHERS 9 4 -56% 7,20% 3,77% -3,43TOTAL 125 106 -15% 100,00% 100,00% (-)
Dif SOVPercent Points
Val. SNUFeb 14
Producers Evolution in Cumulated Markets
Val. SNUFeb 13
Evol. SNUSOV SNU
Feb 13SOV SNU
Feb 14
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FEBRUARY 2014
BEIERSDORF 3 16 13 37 17 -20UNILEVER 7 11 4 22 22 0COLGATE-PALMOLIVE 7 6 -1 14 10 -4HENKEL 5 5 0 7 8 1COTY COSMETICS 3 -3 6 3 -3PRIVATE LABEL 4 4 0 1 -1OTHERS 2 2 9 2 -7TOTAL 29 44 15 96 62 -34
PACHETE MIXTEVal.SNU Feb 14
Dif GEL DUS Dif PACHETE MIXTE
Producers Evolution/Markets
GEL DE DUSVal.SNU Feb 13
GEL DE DUSVal.SNU Feb 14
PACHETE MIXTEVal.SNU Feb 13
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FEBRUARY 2014
CASH&CARRY 34 35 3% 27,20% 33,02% 5,82METRO 15 15 0% 12,00% 14,15% 2,15SELGROS 19 20 5% 15,20% 18,87% 3,67HARD DISCOUNT 23 22 -4% 18,40% 20,75% 2,35LIDL 3 3 0% 2,40% 2,83% 0,43PENNY MARKET 11 11 0% 8,80% 10,38% 1,58XXL MEGA DISCOUNT 9 8 -11% 7,20% 7,55% 0,35HYPERMARKET 54 35 -35% 43,20% 33,02% -10,18CARREFOUR 15 17 13% 12,00% 16,04% 4,04CORA 17 10 -41% 13,60% 9,43% -4,17KAUFLAND 6 6 0% 4,80% 5,66% 0,86REAL-HYPERMARKET 16 2 -88% 12,80% 1,89% -10,91SUPERMARKET 14 14 0% 11,20% 13,21% 2,01BILLA 4 2 -50% 3,20% 1,89% -1,31CARREFOUR MARKET 2 3 50% 1,60% 2,83% 1,23MEGA IMAGE 8 8 0% 6,40% 7,55% 1,15PROFI 1 0,00% 0,94% 0,94TOTAL 125 106 -15% 100,00% 100,00% (-)
SOV SNUFeb 14
Dif SOVPercent
Retailers Evolution in Cumulated Markets
Val. SNUFeb 13
Val. SNUFeb 14
Evol. SNU SOV SNUFeb 13
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FEBRUARY 2014
METRO 5 3 -2 10 12 2SELGROS 3 7 4 16 13 -3LIDL 1 1 0 2 2 0PENNY MARKET 3 5 2 8 6 -2XXL MEGA DISCOUNT 1 5 4 8 3 -5CARREFOUR 2 6 4 13 11 -2CORA 2 5 3 15 5 -10KAUFLAND 2 6 4 4 -4REAL-HYPERMARKET 1 -1 15 2 -13BILLA 3 2 -1 1 -1CARREFOUR MARKET 1 1 2 2 0MEGA IMAGE 6 2 -4 2 6 4PROFI 1 1 0TOTAL 29 44 15 96 62 -34
Retailers Evolution/Markets
GEL DE DUSVal.SNU Feb 13
GEL DE DUSVal.SNU Feb 14
Dif GEL DUS PACHETE MIXTEVal.SNU Feb 13
PACHETE MIXTEVal.SNU Feb 14
Dif PACHETE MIXTE
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FEBRUARY 2014
Market Analysis
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FEBRUARY 2014
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FEBRUARY 2014
Product flash analysis
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FEBRUARY 2014
Top 3 most promoted SKUs in all retailers GEL DE DUS
(sorted by number of promotions)
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FEBRUARY 2014
This SKU was promoted 48 times from March 2013 to February 2014, in 13 Retailers,6 different distribution channels.
NIVEA GEL DE DUS 500 ML
PROMO SEASONALITY
MARCH 2013 – FEBRUARY 2014
intensive promo
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FEBRUARY 2014
This SKU was promoted 31 times from March 2013 to February 2014, in 12 Retailers, 7 different distribution channels.
PALMOLIVE GEL DE DUS 500 ML
PROMO SEASONALITY
MARCH 2013 – FEBRUARY 2014
intensive promo
![Page 13: Category review SHOWER GEL Feb 2014 RO](https://reader034.vdocument.in/reader034/viewer/2022042713/5444fbcbafaf9feb2b8b4624/html5/thumbnails/13.jpg)
FEBRUARY 2014
This SKU was promoted 37 times from March 2013 to February 2014, in 13 Retailers, 7 different distribution channels.
DOVE GEL DE DUS 250 ML
PROMO SEASONALITY
MARCH 2013 – FEBRUARY 2014
intensive promo
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FEBRUARY 2014
Thank you for your attention
Florentina VasileLeaflet Monitor Director [email protected]+40 (0) 743 216 282
We remain at your disposal for further information or a live demo
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