Invisible competitor advantage
Your brand may appear often in leaflets, but in the corner of the page, while a competitor dominates visually with the same budget. Simply “being there” is not enough.
See your true position
in promotional leaflets
Promotional Pressure and Share of Voice Audit — a decision tool designed for FMCG Marketing Managers, Brand Managers, and Trade Marketers.
- An objective measure of your visibility and promotional pressure versus competitors
- Identification of retailers where you are underinvested — and those requiring immediate defense
- Ready recommendations: from a spending strategy to an investment strategy
Confidential approach
Action-ready deliverables
Designed for FMCG teams
20 years of experience
Problem → Opportunity
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Promotional data exists. But does it really work in your favor?
Retailers and brands generate huge volumes of promotional leaflet data every year. Paradoxically, most of this information reaches teams too raw, too broad, and too technical to become a decision.
Our clients say it directly: they do not have the time, teams, or budget to dig through raw data. They need a format that is immediate, clear, and actionable.
Talk to an expert
Budget spread without ROI
Without an objective measure of promotional pressure, you do not know which retailers generate return on your investment and which consume resources without payback. A “spending” strategy replaces an “investment” strategy.
Decisions based on intuition, not data
Without a funnel-based tool — from market view to retailer-specific tactics — promotion plans rely on instinct instead of objective seasonality and MAT trend analysis.
Methodology
Funnel approach: from strategy to tactics
The analysis follows a “bird’s-eye view to operating room” logic. Each module answers a specific decision question.
To remove seasonality effects, all trend analyses are smoothed using moving annual totals (MAT/Rolling 12M). Budget steering is based on YTD vs YTD-1 — cumulative results from January 1 compared with the same period of the previous year.
Typical delivery time depends on project scope — we will discuss it during the consultation meeting.
0
Competitive landscape — Forces at play
A consolidated view by industry groups (brand owners). It identifies the real balance of power beyond individual brands and serves as the starting point for the whole analysis.
A1
Overview — Baseline trend
What is the category baseline trend? Are promotions more aggressive this year? Is your Share of Voice growing? All curves are smoothed with MAT, so holidays and Black Friday do not distort the structural trend.
A2
Style and Positioning — Noise vs Image
How does your brand occupy space? Through saturation (high frequency) or impact (high visibility)? Positioning against competitors reveals whether the brand’s promotional identity is clear or blurred.
A3
Prioritization Matrix — Strongholds and Territories to Win
A decision tool par excellence. Crossing each retailer’s size (X axis) with brand performance there (Y axis) lets you instantly identify retailers to defend and those where ground is being lost without response.
B1
Retailer Profile — Retail network DNA
Every retailer has a different DNA. This module shows whether a retailer gives more weight to visibility or duration compared with the national average. It is the foundation of tactical optimization.
B2
Weighted SOV — The truth about pressure
Combines a timeline (SOV evolution by P1/P2/P3 weights) with a tactical matrix crossing pressure growth (investment) with real SOV growth. It reveals whether investment converts into real share.
B3/4
Promo Tactics & Exposure Quality
B3 analyzes operation duration: “commando” actions (short) vs continuous actions (long). B4 compares visibility index distributions (YTD vs YTD-1) using box plots to check whether the brand is gaining better placements or losing them.
P1 — Share of Noise
Occurrences
Raw presence volume. 1 appearance = 1 point. Useful for measuring catalog presence, but misleading because it treats a cover and a small thumbnail at the bottom of a page equally.
P2 — Share of Time
Duration
1 appearance × number of valid days. Corrects the flash-sale bias: a promotion that lasts generates more sell-out than a brief appearance.
P3 — Share of Mind
Visibility (ROI)
Duration × visibility index (size, page position, distinction). The real ROI metric, measuring actual impact on shopper perception.
What you receive
An audit that reads like an article and works like a compass
We do not deliver “data”. We deliver a structured reading of competitive reality in a format that speaks to both decision-makers and operational teams.
Narrative document (audit format)It reads like an article: text guides interpretation, charts illustrate the idea, and data is available in the appendix for those who want to go deeper.
Section A — Strategic View (Market Scope)Modules A1-A3: MAT baseline trend, Noise vs Image positioning map, retailer prioritization matrix.
Section B — Tactical View (Retailer Scope)Modules B1-B4: retailer DNA profile, weighted SOV P1/P2/P3, duration tactics, exposure quality distribution.
Raw data appendixComplete tables and source data for those who want to go deeper or validate the methodology internally.
Presentation and Q&A sessionDiscussion of results with an expert: situation diagnosis, answers to questions, and next operational steps.
What you receive — in 30 seconds
- An objective measure of your position vs competitors in leaflets
- Knowledge of which retailers are “Strongholds” and which are “Territories to Win”
- An answer to whether you create quality placements or “filler”
- Ready recommendations without analyzing raw APIs
- A format for decision-makers and operational teams at the same time
Sample report table of contents
- Industry group shares in category promotional pressure
- Map of brand owners and their leaflet activity
- A1: MAT / Rolling 12M baseline trend + YTD vs YTD-1
- A2: Noise vs Image positioning map
- A3: Retailer prioritization matrix (Strongholds / Territories to Win)
- B1: Retailer DNA profile — visibility vs duration vs national average
- B2: Weighted SOV P1/P2/P3 — timeline + tactical matrix
- B3: Promo tactics — operation duration analysis (commando vs continuous)
- B4: Exposure quality distribution — YTD vs YTD-1 box plot
- Raw data tables by retailer and brand
- Description of the visibility index (size, position, distinction)
- Glossary (MAT, YTD, SOV P1/P2/P3)
About HiperCom
Because retail data has no value until it becomes a decision
20 years of experience collecting, structuring, and interpreting promotional data for retailers and FMCG manufacturers.
Why we exist
A table is hard to read, a chart reveals, commentary explains, and the whole thing triggers action. This principle, learned over 20 years of practice, is the foundation of our audit concept: a document that reads like an article, where text guides interpretation, charts illustrate the idea, and data is available in the appendix.
How we keep this promise
We do not deliver “data”. We deliver a structured reading of competitive reality in a format that speaks to decision-makers and operational teams. Our expertise is organized around four universal axes of retail competition:
Price level
Discount depth
Promo mechanics
Share of Voice
What exactly we do
We collect, normalize, and structure data from promotional leaflets (print and PDF) and e-commerce offers. We designed 8 audit models — 4 for promotional communication and 4 for e-commerce — adapted by audience:
Retailers
Manufacturers
Book a meeting
Move from a
Choose a time in the calendar
Move from a
spending strategy to an
investment strategy.
During a free consultation with a HiperCom expert, we will discuss the audit scope, your key questions, and how results can translate into concrete budget decisions.
Full confidentiality — your data and questions never reach competitors
No obligation — the meeting is a diagnosis, not a sales pitch
30-45 minutes is enough to assess whether the audit fits your context
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Frequently asked questions
Answers before you start
Have another question? Write to us or book a free call.
Book a meetingThe audit analyzes your brand’s promotional pressure and Share of Voice in promotional leaflets (print and digital) versus competitors. It includes a strategic view (whole market, all retailers) and a tactical view (per retailer). Scope — categories, retailers, and time horizon — is agreed before we begin.
In most cases, you do not need to provide data — we rely on our own leaflet datasets. We mainly need your scope definition: which brands/categories, which retailers, and which time horizon.
Each audit is prepared exclusively for the client. Results, methodology applied to specific brands, and scope are not shared with other clients. We work under NDA — ask for details during the meeting.
The report is designed for both decision-makers (strategic presentation, budget allocation) and operational teams (retailer tactics, formats, and operation duration). Conclusions are ready to implement without additional data work.
Delivery time depends on project scope — number of brands, retailers, and modules. We discuss it individually during the consultation after defining scope.
Pricing depends on scope: number of brands, retailers, categories, and time horizon. We do not use an off-the-shelf price list — every inquiry is handled individually.
Ideally, someone responsible for budget decisions or promotional strategy should attend, such as a Marketing Manager, Brand Manager, Trade Marketing Manager, or Category Director. The meeting lasts 30-45 minutes and is diagnostic, not sales-driven.
After choosing a time, you will receive an e-mail confirmation. During the call, we discuss your context, scope, and questions. If the audit fits your needs, we present a scope and pricing proposal. No pressure, no automatic follow-ups.