Sunce cut promo waste and won back 3.1pp of category share

The challenge

Sunce competes in one of the most promotion-heavy categories in Serbian retail — and it was steering that competition with a rear-view mirror. The brand’s traditional retail-measurement panel landed four to six weeks after each month closed, and cross-chain price positioning was stitched together by hand in spreadsheets. By the time the team could see that a competitor’s promotion had pulled share, the window to respond had already shut.

The approach

Sunce turned on Kinta Panel for its dairy line and set up a single weekly view: SKU-level share and price movement for its own products, private label, and the two national competitors it watches most — across the four retail chains that matter to it. Every number traces back to anonymized fiscal receipts, with never fewer than 20 households behind any single data point. There was nothing to export and nothing to reconcile: the same view refreshed itself as receipts came in.

The outcome

Within two cycles the picture was clear — and counter-intuitive. The 20%-off promotion on Sunce’s flagship 1L was cannibalizing full-price sales without lifting category share, while a competitor’s quieter 2-for-1 was the real share-mover that quarter. Sunce trimmed the promo depth by 22%, redeployed the spend behind a pack size that was actually gaining, and recovered 3.1 percentage points of category share the following month. The weekly reporting that used to take the team three days now takes about half an hour — and it’s built for the decision, not for the archive.