kroger vs. walmart - planogram analysis

PLANOGRAM

Eliza Arnold, C.J. Milhoan, Jonathan Sekerak

Sunday, April 6, 14

Our Store: Kroger

Our Competitor: Walmart

Sunday, April 6, 14

Objective:re-create planograms for the snack food aisle in our store, Kroger, and our competitor store, Walmart, as well as detail our methodology, f indings and recommendations for our store.

Sunday, April 6, 14

Methodology:observed snack food aisles, recording brand names, number of SKUs (stock keeping units) per brand, number of facings (consumer-facing SKUs) per brand, and linear feet per brand

observed shopper behavior and customer flow patterns through store aisles

Sunday, April 6, 14

Planter’sS:22, F:62

KrogerS:37, F:121

KrogerS:9, F:23

DavidS:4, F:6

Blue Diamond

EmeraldS:8, F:22

Corn Nuts | S:1, F:1Stuckey’s | S:2, F:4

Nuts & Sunflower Seeds Snack Mixes Rice Cakes/SnacksCanned Chips

Chips Tortilla Chips

Corn & Tortilla Chips Private Label Chips Pretzels Chips Discount National Brands

Dips &Salsas

Trail Mix /Jerky

Planter’sS:2, F:4

KrogerS:20, F:57

KrogerS:8, F:24

Jack Link’s*S:8,F:10

Old Wisconsin

S:3,F:3

*

KrogerS:5, F:6

Slim JimS:6,F:8

World KitchensS:1, F:1

Funyuns | S:1, F:2Cracker Jack | S:1, F:1

Rold Gold

Fritos*S:12, F:43

Smartfood | S:1, F:4Munchos | S:1, F:1

Gardetto’sS:1, F:3 Pillsbury

S:1, F:1TGI Friday’s

S:2, F:2

Cheetos* | S:11, F:35

Santita’s | S:1, F:3

MissionS:2, F:2

Cape Cod*S:8, F:20

WiseS:7, F:15

Wise dipsS:3, F:10

Doritos* | S:12, F:30

Tostitos*S:14, F:49

Tostitos(cont.)

AndyCapp’sS:2, F:4

PringlesS:29, F:112

QuakerS:18, F:90

Lay’sStax

S:3,F:15

Chex MixS:10,F:22

Green GiantS:2, F:2

BuglesS:3, F:7

CombosS:3, F:3

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Lay’sS:22,F:77

Frito-Lay Assorted*

S:12,F:43

Sun Chips*S:5, F:10

On the Border*S:3, F:14

Snyder’s

S:28, F:47

Utz

S:31, F:53

Chester’s*S:4,F:11

RufflesS:8, F:25

Rufflesdips

S:1,F:1

* * *

*

**

*

*

*

Snack Food Aisle Planogram

Lay’s Baked & Light

Utz dipsS:3, F:31

Kroger dipsS:8, F:34

Tostitos dipsS:6, F:25

Tostitos dips*S:8, F:38

Fritos dipsS:4, F:10

Tostitos dips

Lay’s dipsS:4, F:12

Aisle 14

Aisle 14 (cont.)

Aisle 14 (cont.)

Sunday, April 6, 14

Planter’s*S:19, F:54

Great Value*S:16, F:38

WonderfulS:3, F:6

Blue Diamond* | S:15, F:32

Kettle | S:4, F:7

Smartfood | S:3, F:3Everybody’s Nuts

S:3, F:6World Table*

S:5, F:5 World Table | S:1, F:1

Nuts & Sunflower Seeds

Chips ChipsTortilla Chips & Pretzels

Assorted Snacks Bulk National Brand ChipsDiscount National BrandsChips & Pretzels

Jerky & Summer Sausage

*

*

*

*

*

*

* Great Value*S:7, F:7

Great Value

S:6, F:12

Great ValueS:5, F:7

Andy Capp’sS:2, F:4

TGI Friday’sS:3, F:3

CombosS:2, F:2

Jack Link’s*

S:14, F:14

(variousregionalbrands)S:3, F:3

Sweet Baby

Ray’s* S:2, F:3

MaunaLoa

S:2, F:3

Blue DiamondS:2, F:3

*

***

Sensible PortionsS:3, F:3

BridgfordS:3, F:11

Hannah’sS:2, F:5

Slim Jim*S:3, F:4

*

*

MedallionS:3, F:5

Pringles StixS:1, F:1

Cape Cod | S:2,F:5Fritos dips | S:3,F:32

PringlesS:32, F:106

Lay’s StaxS:11, F:46

Chex MixS:12, F:20

DavidS:4, F:8

*

*

*

*EmeraldS:4, F:4

QuakerS:13, F:25

PillsburyS:2, F:9

Snack FactoryS:4, F:4

Stacy’sS:3, F:3

TerraS:7, F:10

RiceworksS:4, F:4

BuglesS:5, F:8

Gardetto’sS:2, F:4

Rice Cakes/Snacks Assorted Snacks Canned Chips

Rold GoldS:4, F:7

FritosS:8, F:32

Fritos(cont.)

CheetosS:7, F:51

DoritosS:12, F:47

TostitosS:22, F:96

Lay’sS:21, F:96

Lay’s dips

S:4, F:91

Tostitos dips

Lay’s Baked & LightS:9, F:15

Lay’s Natural

Sun Chips*S:4, F:9

Chester’s*

S:3, F:8

Baken-ets

S:2, F:8

RufflesS:6, F:22

Great ValueS:1, F:27

Santita’sS:1,F:4

Rudolph’sS:2, F:6

SchultzS:2, F:5

Mac’sS:2, F:6

WiseS:9, F:19

Snyder’s

S:15, F:21

UtzS:44, F:56

Frito-Lay AssortedS: 15, F:108

Smartfood | S:1, F:3Funyuns | S:1, F:2

MunchosS:1,F:4 Thin & Crisp | S:2, F:5

Snack Food Aisle Planogram

S:10, F:54

Utzdips

aS:44 F:56

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Aisle 10

Aisle 11

Aisle 11 (cont.)

Sunday, April 6, 14

Sunday, April 6, 14

Findings:

Sunday, April 6, 14

has 1500 more feet of shelf space than

Sunday, April 6, 14

has more product

facings than

Sunday, April 6, 14

carries 28 more brands

Sunday, April 6, 14

for both &

the highest average product price was for the middle two rows

[row 4 & 3]

Sunday, April 6, 14

Average Price by Shelf

Top Shelf

Aisle 10 (Snacks) Aisle 11 (Chips)

Eye-Level

Lower Shelves

Bottom Shelf

$3.56

$3.50

$3.70

$4.02 $3.11$3.70

$2.83

$2.16

$3.46

$3.24

$2.91

$3.10

$3.04

$3.61

$2.93

$3.65

$3.55

$3.28

Sunday, April 6, 14

discounted national brands locatedat the beginning of the aisle

discounted national brands locatednear the middle of the aisle

Sunday, April 6, 14

carries almost 25% morein private label brands than

Sunday, April 6, 14

We also observed in the week leading up to the Super Bowl

Sunday, April 6, 14

had massive, Super Bowl-themed entrance displays featuringchips and dips

Sunday, April 6, 14

only had [3] end-cap displays throughout the entire store

Sunday, April 6, 14

Recommendations for Kroger:

Sunday, April 6, 14

Location of Snack Aisle

1

Sunday, April 6, 14

Currently situated between the cleaning aisle & cosmetics aisle

Sunday, April 6, 14

Locate near bread, condiments aisle:because of the common association between “sandwich & chips meal”makes snacks a complementaryproduct purchase

Position snack aisle SKUs as “lunchtime necessities,” rather than unhealthy indulgences

Sunday, April 6, 14

Organization of Snack Aisle

2

Sunday, April 6, 14

Organized by brands in some areas

and by categories in others

Sunday, April 6, 14

1. Nuts2. Seeds3. Beef Jerky4. Snack Mix5. Chips

6. Dips7. Pretzels8. Rice Cakes9. Popcorn10. Individual bags

Sunday, April 6, 14

Stand-Alone vs. End-Aisle Displays

3

Sunday, April 6, 14

Capitalize on seasonal trends [Super Bowl displays]

Sunday, April 6, 14

End-aisle displays near pairing items, such as peanuts and beer

Sunday, April 6, 14

Natural & Organic Snack Items

4

Sunday, April 6, 14

Kroger has a separate snack aisle for natural & organic – on the other side of the store

Casual customers don’t go down this aisle: Kroger is missing an opportunity to sell these high-margin items en masse

Sunday, April 6, 14

Align items with target’s eyesight

5

Sunday, April 6, 14

Keep more expensive and high-margin SKUs on center shelves

But further orient items based on target consumer’s eye-level:

Sunday, April 6, 14

Organic and natural snacks: Located on higher shelves for adults.

Colorful and kid-themed:Located on lower shelves for children.

Sunday, April 6, 14

Questions?

Sunday, April 6, 14