PLADIS GLOBAL — Biscuiti Glazurati/Umpluti

In the Biscuit Glazurati/Umpluti category, the competitive landscape reveals that 19 manufacturers and 24 brands are currently active in promotional leaflets. PLADIS GLOBAL ranks fourth with a share of voice (SOV) of 5.1%, significantly behind the market leader, MONDELEZ INTERNATIONAL, which commands a dominant 50.4% SOV, resulting in a gap of 45.3 percentage points. The top three producers, including MONDELEZ, account for a substantial 66.7% of total category visibility, indicating a high concentration in the market. Notably, the brand MILKA TOTAL is the most visible in promotional materials this week. Additionally, FERRERO ROMANIA is emerging as the fastest-growing competitor in terms of visibility, demonstrating a sharp increase that could impact market dynamics.

In W36, PLADIS GLOBAL's average minimum advertised promo price (MAP) stands at 42.81 Lei, reflecting a 1.7% premium over the category benchmark of 42.09 Lei. Over the past 12 weeks, PLADIS GLOBAL has demonstrated a consistent competitive price advantage, averaging 41.09 Lei compared to the category's 39.05 Lei. The analysis of promotional volatility indicates that W28 marked a peak, with PLADIS GLOBAL achieving an average maximum discount of 29.0%, significantly higher than the market's 23.3%, coinciding with its lowest unit price of 35.68 Lei. Furthermore, the data reveals a strong inverse correlation (r = -0.17) between discount depth and unit price, illustrating that as discounts increase, unit prices tend to decrease. Following a stabilization phase characterized by moderate discounts between W27 and W30, PLADIS GLOBAL has adjusted its promotional discount to 22.2% in W36, aligning closely with the market average of 22.7%.

In the latest promotional leaflets, national brands dominate with 89.4% of promotional volume, represented by 76 occurrences across 53 SKUs, and maintain a strong 87.9% share of voice. In contrast, private labels account for only 10.6% of volume with 9 occurrences across 8 SKUs, translating to a 12.1% share of voice. Pricing analysis reveals that private labels offer an average maximum discount of 17.7% with a MAP of 7.38 Lei, while national brands provide a higher average maximum discount of 23.0% at a MAP of 6.21 Lei. Notably, the share of voice for private labels has shown a negligible decline of -3.5 pp compared to the previous week.

The 18.2% decline in leaflet promotional exposure indicates a pressing need for strategic reassessment to enhance market presence and competitiveness against the market leader.