Promotional Pressure & SOV Audit

MASPEX SRL

NEACIDULATE

01/2026

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Methodology & Reading Guide

Welcome to your Promotional Pressure & Share of Voice Audit

This document is not a simple Excel pivot table activity report; it is a decision-support tool designed for Trade Marketers. It aims to objectify the reality of brand visibility in promotional catalogs and measure the real effectiveness of promotional efforts against the competition. Much more than a simple compilation of raw data, this audit seeks to "make the numbers speak."

Here are the keys to understanding the structure, metrics, and action levers of this audit.

1. Audit Structure: From Strategic to Tactical

The analysis is based on observing brand occurrences within a category's scope. In this universe, brands are studied successively using a "funnel" method, starting from a helicopter view of the market down to the operational reality of each retailer.

Part 0: Forces at Play / Competitive Landscape

A consolidated view by Industrial Groups (Brand Owners) to identify the true balance of power, beyond simple brands.

Part A: Strategic Vision of a brand across all retailers in scope (Market Scope)

The goal: Understand the brand's global positioning and allocate your resources.

  • A1 - Overview: What is the underlying trend? Is promotion in this category more aggressive this year? Is your Share of Voice (SOV) growing?
  • A2 - Style & Positioning: "The War of Noise vs. The War of Image." How does your brand occupy the field? Through saturation (High Frequency) or impact (High Visibility)? Position yourself against your competitors.
  • A3 - Prioritization Matrix: The ultimate decision-making tool. Cross-reference the size of each retailer (X-axis) with your performance there (Y-axis) to identify your "Fortresses" to defend and your "Conquest Territories."

Part B: Tactical Vision of the brand in strategic retailers (Retailer Scope)

The goal: Optimize mechanics retailer by retailer.

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Methodology & Reading Guide

  • B1 - Retailer Profile: Each retailer has its DNA. This module tells you if the analyzed retailer over-weights visibility or duration for the brand compared to the national average.
  • B2 - Share of Voice by Weighting: The truth about exerted pressure. This module combines a Timeline to track Share of Voice evolution according to different weights (Occurrences, Duration, Visibility) and a Tactical Matrix crossing Pressure Growth (investments) with real Share of Voice Gain.
  • B3 - Promo Tactics: Analysis of operation durations. Are your competitors playing "commando" moves (short) or continuous threads (long)? Are you aligned with catalog standards?
  • B4 - Quality Distribution (Visibility): Analysis of exposure quality. Compares visibility index distributions (YTD vs YTD-1) via boxplots to verify if the brand is accessing better placements (Gondola Ends, Covers) or regressing.

2. Mathematical Tools & Key Concepts

To erase seasonality effects and instant reading biases, we use robust aggregates:

  • MAT (Moving Annual Total) / Rolling 12M: All trend analyses are smoothed over 12 rolling months. This cancels out the "Easter Battle" or "Black Friday" effect to reveal the structural underlying trend. If the curve goes up, it means your average pressure is truly increasing, not just because it's Christmas.
  • YTD (Year-to-Date) vs YTD-1: For budget steering, we compare cumulative performance since January 1st (YTD) with the same period the previous year (YTD-1). This is the final judge of your annual performance.

3. The 3 Levels of Truth (Weightings)

In promotional flyers, "being there" is not enough. A thumbnail at the bottom of the page does not have the same value as a front page. That is why we calculate pressure according to 3 levels of granularity (especially in module B2):

P1: Occurrence (Share of Noise)

"I was seen 10 times, my competitor 5 times."

  • Calculation: 1 presence = 1 point.
  • Interpretation: This is raw volume. Useful for measuring catalog presence, but misleading because it puts major exposure and anecdotal presence on the same level.

P2: Duration (Share of Time)

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Methodology & Reading Guide

"My promotion lasted 10 days."

  • Calculation: 1 presence × Number of validity days.
  • Interpretation: Corrects the "Flash Sales" bias. A promotion that lasts generates more sell-out than a lightning appearance.

P3: Visibility (Share of Mind)

"I occupied space equivalent to half a page for 10 days."

  • Calculation: Duration × Visibility Index (Image size, Page position, Highlighting).
  • Interpretation: This is the true ROI metric. It measures the real impact on the shopper's retina. If your P3 SOV is higher than your P1 SOV, bravo: you have quality placements. Otherwise, you are doing "filler."

4. How to profit from this audit?

  • Diagnose (A1-A2): Are you behind the market? Is your strategy (Frequency vs. Visibility) clear and distinct from the leader's?
  • Target (A4): Do not scatter your budgets. Identify the 2 or 3 retailers where you are under-invested relative to their size ("Conquest" Zone).
  • Optimize (B1-B3): Adapt your assets. If a retailer favors duration (B1), prioritize "continuous thread" mechanics. If your competitors preempt visibility (B2/P3) but not volume (B2/P1), retaliate with premium placements rather than multiplying basic offers.

This audit is your compass to switch from a strategy of "Spending" to a strategy of "Investment".

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Audit Scope

Starting Date: January 2023

Ending Date: January 2026

Generic Product: NEACIDULATE

Detailed analysis for the following retailers: CARREFOUR, MEGA IMAGE, AUCHAN

Brands owned by MASPEX SRL : TYMBARK

Retailers scope:

ANNABELLA, AUCHAN, CARREFOUR, CARREFOUR MARKET, CBA NORD VEST, CBA NORD VEST C&C, CORA, DM DROGERIE MARKT, KAUFLAND, LA DOI PASI, LIDL, MEGA IMAGE, MERKUR, PENNY, PROFI, PROFI CITY, PROFI GO, PROFI LOCO, REMARKT, SELGROS, SUPECO

Brands scope:

1001 DELIGHTS, AB ALPHA BETA, AB CLOSE TO GREEKLAND, AGROS, ALMA, ALMA LATINA, ANA ARE', AROMA JUICE, ARONIA, ARTESANA, AUCHAN, BABYLOVE, BARBIE KIDZ, BETTR, BIOPONT, BOIERESCU GUST AUTENTIC, BRAVO (RAUCH), CAMARA NOASTRA, CAPPY, CARIBBEAN STYLE, CARREFOUR BIO, CARREFOUR CLASSIC, CARREFOUR EXTRA, CARREFOUR SELECTION, CHRIS FAMILY, COCOMAX, COCOXIM, COSTA JUICE, DACIA PLANT, DE LIVADA, DESIAM, DM BIO, DON SIMON, DR. FRESH, DRAG DE ROMANIA, ECOFRUX, EL TEQUITO, FINE LIFE, FRESHONA, FRU FRU, FRUDADA, GOBE TERMEK, GRANINI, GUSTURI ROMANESTI, HANUL BOIERESC, HAPPY DAY, HEALTHY PEOPLE, HORTEX, HOT WHEELS KIDZ, HOUSE OF ASIA, INNOCENT, JUVER, K-BIO, K-CLASSIC, K-FAVOURITES, K-TO GO, LUKACS, MARCA NEIDENTIFICABILA, MCENNEDY, MEI TAI, MELISSIMO, MERITA, MERRYBERRY, MO'S FRESH, MOLDAVIAN GREENHOUSES, MY FRESH, MY LITTLE PONY KIDZ, NATURALIS, NATURALIS DRINKS, NATURE'S PROMISE, OAIENOT, PENNY READY, PENNY TO GO, PFANNER, PFANNER BIO, PRIGAT, PROFRUCTTA, PURISSIMA, RAURENI, RAW BRANI, REFLETS DE FRANCE, ROGELFRUT, SANTAL, SHAN'SHI, SIMPL, SIO, SLOOP, SOL & MAR, SOLEVITA, SOLEVITA BIO, SZOBI, TRANSGOURMET QUALITY, TYMBARK, URBAN JOE, URBAN MONKEY, VITA ORHEI-VIT, VITALIQUE, VITASIA, VITATIN, VREAU DIN ROMANIA, YOUMAMI, YUGO BOOM

For the following pairs, there is not enough significant data to ensuring analysis:

  • TEDI / All retailers
  • TYMBARK / AUCHAN
  • TYMBARK / All retailers
  • TYMBARK / CARREFOUR
  • TYMBARK / MEGA IMAGE

CONSOLIDATED ANALYSIS

📊 Offer Structure (MAT)

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Market Concentration: Operations Volume by Group

Understanding market concentration by industrial groups.
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Pareto of Industrial Groups

Market Structure Analysis

The market exhibits a moderate level of concentration, with a notable presence of Top Tier brands. The Top Tier accounts for approximately 51.44% of the total market, while the Long Tail consists of 24 brands, indicating a fragmented market structure with a significant number of players. This suggests that while a few brands dominate, there remains a diverse array of competitors within the market.

Focus Brand Owner Analysis

MASPEX SRL ranks 9th in the market, with a Part de Voix of 0.0361. This positions MASPEX SRL within the Challenger cluster, indicating that it is not among the leading brands but still holds a competitive presence in the market.

Competitors Overview

The dominant Brand Owners in the Top Tier include CYROM ROMANIA, with a Part de Voix of 0.1694, followed by SCHWARZ at 0.1319, and PARMALAT S.P.A. at 0.1222. These brands represent the key players that MASPEX SRL must compete against in the market. Other notable competitors include NATURAL EXPERT SRL and CARREFOUR GROUP, with shares of 0.0764 and 0.0625, respectively.

In summary, the market is characterized by a mix of consolidated and fragmented elements, with MASPEX SRL positioned as a Challenger among several strong competitors in the Top Tier.

TYMBARK

📊 Market Analysis

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Overview & Intensity

Analyze the evolution of the brand's promotional pressure compared to the market.
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Evolution of TYMBARK Promotional Pressure
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Share of Voice Evolution (MAT Base) - TYMBARK
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Overview & Intensity

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Share of Voice Structure (YTD vs YTD-1) - TYMBARK

Trend Diagnosis

The promotional pressure for TYMBARK is currently decreasing, as indicated by a negative slope of -0.0221 in the daily trend analysis. The brand's performance relative to the market is inferior, with a correlation of -0.86 suggesting that as the market grows, TYMBARK's growth is declining. The market is experiencing an upward trend with a daily slope of 0.34, indicating that the overall category is expanding while TYMBARK is not keeping pace. The volatility assessment reveals a high level of volatility, characterized by violent peaks, with a volatility index of 1.14.

SOV Analysis

TYMBARK's current Share of Voice (SOV) stands at 3.71%. Year-to-date (YTD), this represents a decrease of 3.06 percentage points from the previous year's SOV of 6.77%. This decline indicates a significant reduction in the brand's presence in the market.

Competitors

In the analysis of competitors, MY FRESH has emerged as a top gainer, increasing its SOV by 3.36 percentage points, reaching 3.71%. SANTAL also showed a positive trend, gaining 2.48 percentage points, now at 12.55%. Conversely, TYMBARK is among the top losers, with a decrease of 3.06 percentage points in its SOV. Other notable losers include URBAN MONKEY, which dropped by 1.54 percentage points, and SOLEVITA, which decreased by 2.40 percentage points.

In summary, TYMBARK is facing a challenging market environment, with declining promotional pressure and SOV, while competitors are gaining ground. The brand's strategy may need reassessment to address these trends effectively.

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Style Matrix: YTD vs YTD-1 Dynamics

Evaluate visibility / quantity positioning and its dynamics.
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Positioning and Dynamics (Full bubble = YTD, Ghost bubble = YTD-1)

Positioning: TYMBARK is currently positioned within the 'Premium / Niche' segment, characterized by low frequency and high visibility. The brand exhibits a frequency saturation of 22.41% and a visibility quality of 54.62%. This positioning aligns with the definition of a premium brand, which typically focuses on maintaining a strong presence in terms of visibility while sacrificing some frequency.

Trajectory: The brand is experiencing a premiumization trajectory, indicated by a loss in frequency but a gain in visibility. This suggests a strategic shift towards enhancing brand visibility, potentially at the expense of broader market penetration. The dynamics reflect a significant movement, as evidenced by the notable change in both frequency and visibility metrics.

Benchmark: In comparison to the leaders in the market, such as ANA ARE', PFANNER, and SANTAL, TYMBARK does not qualify as a leader due to its current positioning in the premium segment. The leaders exhibit higher frequency and visibility metrics, which reinforces the distinction between TYMBARK and the leading brands in the category. The closest neighbors to TYMBARK include SOLEVITA, AGROS, CARREFOUR EXTRA, and CAMARA NOASTRA, indicating a competitive landscape where TYMBARK must navigate to enhance its market presence.

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Retailer Prioritization Matrix - TYMBARK

Prioritize retailer partnerships.
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Evolution of retailer positioning (Operational volume)

Strategic Overview

The analysis of the retailer prioritization matrix for TYMBARK reveals a diverse landscape of opportunities across various retailer types. Key Accounts, particularly those classified as Fortresses, represent significant potential for the brand. The focus will be on identifying areas of strength, missed opportunities, and dynamics in share of voice (SOV).

Focus Opportunities

Missed Opportunities:

  • CARREFOUR MARKET: This retailer has a total pressure of 57 occurrences and a SOV of 7.0%. Despite being a Key Account, TYMBARK has a relatively low presence, indicating a missed opportunity to enhance visibility and engagement.

  • LIDL: With a total pressure of 91 occurrences and a SOV of 3.3%, TYMBARK's performance here is also lacking, suggesting potential for increased promotional activity.

Fortresses

Strong Establishments:

  • SELGROS: TYMBARK holds a strong position with a SOV of 20.5% and a total pressure of 39 occurrences. This indicates a robust presence and suggests that continued investment in this retailer could yield positive results.

  • KAUFLAND: With a SOV of 8.6% and a total pressure of 116 occurrences, TYMBARK is also well-established here, although there is room for improvement in promotional frequency.

Dynamics (Migrations)

SOV Progression:

  • KAUFLAND: The retailer has shown a positive trend with a SOV increase of 1.8% despite a significant increase in promotional occurrences (28 occurrences). This indicates effective communication strategies that are resonating with consumers.

  • MERKUR: This retailer has experienced a substantial SOV increase of 11.1% with a total pressure of 9 occurrences. This growth suggests that TYMBARK's promotional efforts are gaining traction, highlighting the effectiveness of recent initiatives.

  • SELGROS: Although there was a decrease in promotional occurrences (-9 occurrences), TYMBARK still managed to gain a slight increase in SOV (1.8%). This suggests that the brand's existing presence is strong enough to maintain visibility even with reduced promotional activity.

Action Plan

  1. Enhance Visibility in Missed Opportunities: Focus on increasing promotional activities at CARREFOUR MARKET and LIDL to capitalize on their high potential. Tailored marketing strategies should be developed to boost TYMBARK's presence in these retailers.

  2. Leverage Strong Positions: Continue to invest in promotional strategies at SELGROS and KAUFLAND to maintain and potentially increase SOV. Regular assessments of promotional effectiveness should be conducted to adapt strategies as necessary.

  3. Monitor Dynamics: Keep a close watch on the performance of retailers showing SOV progression, such as KAUFLAND and MERKUR. Analyze the factors contributing to their growth and replicate successful tactics across other retailers.

By focusing on these areas, TYMBARK can optimize its trade marketing efforts and enhance its market position across key retailers.

🏪 Retailer Detail

HELP

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Chart Reading Guide

Concentration (00)

Treemap or Bar Chart

Axes: Area: Total Group Share of Voice / Unit: %

Shows the weight of major Industrial Groups (Brand Owners) in category promotions.

Overview (A1)

Donut Chart

Axes: KPIs: Share of Voice (Occurrence, Pressure, Market) / Unit: %

Compares the brand's Share of Voice (color) vs. Rest of Market (gray). Instantly shows if the brand is over-invested or under-invested.

Positioning (A2)

Scatter Plot

Axes: X-Axis: Average Price / Y-Axis: Pressure Index (100 = Average)

Positions the brand relative to competitors. Top/Right = Premium & High Pressure. Bottom/Left = Entry level & Discrete. Size = Offer volume.

Brand / Retailer Matrix (A3)

Bubble Matrix

Axes: X-Axis: Retailer Promo Intensity / Y-Axis: Brand Share of Voice (%)

Identifies strategic partners (Top/Right) and conquest opportunities (Bottom/Right: big players where the brand is absent).

Tactical Profile (B1)

Spider Chart (Radar)

Axes: Axes: Mechanics or KPIs (Duration, Visibility) / Scale: Index 100

If the line exceeds 100, the brand over-uses this lever at this retailer compared to the national average.

Weighting Comparison (B2)

Line & Scatter

Axes: Lines: Time vs SOV % / Matrix: Pressure Gain vs SOV Gain

Lines: Tracks pressure evolution. Matrix: Green Zone (Top/Right) = Efficient investment (Gains in Pressure AND SOV).

Duration Distribution (B3)

Boxplot

Axes: Y-Axis: Number of days / Comparison: YTD-1 vs YTD

Box = Core tactics (50% of promos). Line = Median. Shows if promos are getting longer or shorter.

Quality Distribution (B4)

Boxplot

Axes: Y-Axis: Visibility Index (Exposure Quality)

Indicates if the brand is accessing better placements (Gondola ends, Covers...) this year (YTD) compared to last year (YTD-1).