1
REVIEW
Alfa Beta - Greece
"PRICE RESTORE" CAMPAIGN
Mega Image - Romania
Maxi
Albania
Super Indo - Indonesia
Alfa Beta operates a multi-format
store network in Greece combining
both company-operated and affili
ated stores. Alfa Beta is known for
its large assortment, including fresh
and organic products and local
specialties. In a challenging Greek
economic environment, Alfa Beta
succeeded in securing this position
and strengthened its market share
to 21.4%, up from 19.3% in 2011
(Source: AC Nielsen). This was due
both to increasing the network by net
17 stores, reaching a total of 268, as
well as better-than-competition com
parable store sales performance. In
addition Alfa Beta continues to look
for ways to better connect with its
customers: in 2012 it developed a
new store concept Alfa Beta Shop
Go. This small (100-120 sqm), conven
ience-oriented format mainly focuses
on immediate-need and daily shop
ping and will operate in high density
neighborhoods in large cities.
On April 2 2012, Maxi launched a price
reduction campaign under the theme "In
Maxi prices speak for themselves." The
campaign was announced in an innovative
manner, where climbers wearing "price"
costumes rappelled down a building in
downtown Belgrade to symbolize prices
falling. "Everybody kept telling me that I
was flying too high and I had to fall. When
I fall, everybody is happy and each of my
falls is in customers' interest. When I live low
life, everybody else's living standard rises.
Excuse me, but
I have to go on
and keep on
falling," a Price
was quoted. The
objective of this
campaign is to
bring significant
savings for cus
tomers in Maxi
stores. Price
reductions have
been made on
several hundreds
of products in
all categories
reaching in some
cases a reduc
tion of up to
30 percent.
Mega Image operates neighbor
hood supermarkets concentrated
in Bucharest with a focus on variety,
fresh offering, proximity, and com
petitive prices. After accelerating its
expansion program in 2011, Mega
Image shifted into an even higher
gear in 2012 by opening 89 new
stores, nearly doubling its store net
work and ending the year with 193
stores. An important lever for this
growth was the development and
deployment of the Shop Go for
mat in 2010, enabling Mega Image
to respond to the proximity and con
venience needs of Romanian cus
tomers.
In 2012 Delhaize Group operated
stores under the Mini Maxi, Maxi,
Tempo, Piccadilly, Euromax banners
across the five countries of Serbia,
Bulgaria, Bosnia and Herzegovina,
Montenegro, and Albania.
Serbia
Today, Delhaize Group operates its
stores primarilly under the aegis
of the Maxi brand and with more
than 360 stores, Delhaize Group is
the leading food retailer in Serbia.
The Maxi and Tempo stores thrive
on unique brand awareness, built
by offering a broad assortment,
including fresh and bakery prod
ucts, in stores with great locations.
In 2012, Maxi continued its integra
tion efforts and further aligned and
simplified its formats. Tailoring the
offer for customers, management
developed the concepts Exclusive
Maxi, Urban Maxi and Local Maxi.
For MiniMaxi the same exercise was
done and resulted in launching of
the pilot concept Shop'n Go, focus
ing on convenience.
Bulgaria
In Bulgaria, Delhaize operates
under the Piccadilly brand. Picca
dilly is known for its large assort
ment, strong focus on fresh prod
ucts and extended opening hours.
Last year, important and successful
efforts were made to sharpen this
quality and convenience image
and improve customer satisfaction.
Most Piccadilly stores are located in
urban areas, concentrated in Sofia,
Varna and Plovdiv. At the end of
2012 Delhaize Group operated 43
stores in Bulgaria, a gross increase
of 8 stores compared to the prior
year.
Bosnia and Herzegovina
Delhaize Group operates a network
of 41 stores, making it one of the
largest food retailers in Bosnia and
Herzegovina. The multi-format net
work comprises Mini Maxi conveni
ence stores, Maxi supermarkets,
Tempo hypermarkets, and Tempo
Express discount stores.
Montenegro
Delhaize Group offers 3 different
store formats to our customers in
Montenegro. The Maxi supermarket
and the Tempo hypermarket have
both a strong focus on fresh prod
ucts as well as a large assortment.
The Mini Maxi convenience stores
offer a narrower assortment but
include fresh products.
The Albanian network consists of
23 Euromax stores, offering a mix of
convenience stores and supermar
kets. At the end of 2012, in an effort
to further focus resources, Delhaize
Group decided to sell the Albanian
activities and completed this trans
action in February 2013.
Most Super Indo stores (51% owned
by Delhaize Group) are located in
Jakarta, Bandung, Surabaya and
Yogyakarta, all densely populated
cities on the island of Java, in Indo
nesia. Super Indo supermarkets
offer a wide variety of fresh prod
ucts with a focus on fresh meat and
fish at low prices, both of which
are important differentiators in the
Indonesian market. In 2012, Super
Indo opened 15 new stores pri
marily in the Central and East Java
Regions. The market share of Super
Indo came out at 4.2% in the super
market and hypermarket category
(Source: AC Nielsen).
36
