retailers basket kz august
TRANSCRIPT
Analyze of the promotion price for 3
market segments:
- Water- Milk- Fruit Juice
* Month: August* Retailer: Supermarkets/Hyper/C&C* Market: Kazakhstan* Area of study: Promotional price
2012 August
RETAILERS WATER MILKFRUIT JUICE
CHICKEN
MUTTON
GREEN 52,6 KZT 129 KZT 158,2 KZT 399 KZT 1190 KZT
METRO 32,6 KZT 167 KZT 146 KZT 479 KZT 1099 KZT
SILK WAY CITY 38 KZT 980 KZT 195 KZTNot
Promoted1500 KZT
RAMSTOR 33,3 KZT 129 KZT 125 KZT 494 KZTNot
Promoted
MAGNUM 27 KZT 127,7 KZT 89 KZT 435 KZT 1185 KZT
SUMMARY OF THE ANALYZE *
* Prices for one L or Kg– selection of the market segments – Promotions found in the promotions leaflets for the month of August in Kazakhstan
2012 August
RANKING OF THE PROMOTIONAL PRICE FOR:
WATER SPARKLING MINERAL WATERRAMSTORE and METRO were the
only retailers who posted Sparkling Water in August. 1 promo each
49 KZT for 1,5l Kulager in METRO
170 KZT for 0,5l Borjomi in RAMSTORE
2012 August
RANKING OF THE PROMOTIONAL PRICE FOR: MILK
MAGNUM obtained the first position for the MILK segment with a promotional price of 127,7 KZT per LiterFor the month of August, 7 supermarket retailers promoted the milk. Despite the high competitive segment, SILK WAY CITY promotes only milk for babies for a price of 980 KZT which is 600% more expansive than ordinary milk
2012 August
667,5%
31% 1%1%
RANKING OF THE PROMOTIONAL PRICE FOR:
FRUIT JUICE
MAGNUM as obtained the first place for the Fruit Juice segment with a promotional price of 89 KZT per L
SILK WAY CITY took the fifth position with a promotional price of 195 KZT per L , which means 119% higher than what MAGNUM did in his leaflets
2012 August
119%
40%
78%64%
RANKING OF THE PROMOTIONAL PRICE FOR:
CHICKEN
2012 August
GREEN as obtained the first place for the Chicken segment with a promotional price of 399KZT per Kg
RAMSTOR took the forth position with a promotional price of 499KZT per kg , which means 23% higher than what GREEN did in his leaflets
20% 23%9%
RANKING OF THE PROMOTIONAL PRICE FOR:
MUTTON
2012 August
METRO as obtained the first place for the Mutton segment with a promotional price of 1099 KZT per Kg
SILK WAY CITY took the forth position with a promotional price of 1500 KZT per kg , which means 36% higher than what METRO did in his leaflets
36%
8% 7%
So for buying consumer basket containing:1l Water,1l Milk, 1l Fruit Juice, 1kg Chicken and 1kg Mutton
MAGNUM is having the most attractive price of 1863,7 KZT per basket
Than METRO with 1923,6 KZT per basket
And GREEN with 1928,8 KZT per basket.
As you can see competition is very tight for the top retailers.
Worth saying is that if RAMSTORE promoted Mutton for the same average price as other retailers it would be also very competitive for the given basket type
Thank you for your attention.
Feel free to contact us for more details concerning this analyze or to comment this analyze:
HTTP://WWW.HIPER-COM.COMor directly to
Hiper-com Monitoring-Alamtyул. Масанчи, дом 48А, офис 16, Алматы
2012 August
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