marina olkhina (multon). andrey glukhov (x5)
TRANSCRIPT
11
ECR Forum02.06 – 03.06.2010
Category Management: X5&Multon Marina Olkhina
2
BIRZHA, 20.10.2009• «10% decrease in retail sector… optimization is needed...»
Retail.Ru, 21.10.2009• «Record decrease in retail in September…-9,9% vs 2008…»
WORLD CRISIS
3
RECESSION
4
Daily off-take
CONSEQUENCE
6
1 – IC or FC
2 – low or high price
3 – brand through taste
3
С – Price-oriented
С4-price С5-pack size
4 types of behaviour
А4-brand А5-taste А6-pack size
В – Impulse new
В4-new pack В5-new/rare taste
А – Loyal shopper
D – Looking for quality or exclusivity
D4-type (fresh) D5-brand D6-pack size
1
2
4 типа поведения4 типа поведения
А
D5
В5А6
А4 ВВ4
С5
А5
С D
С4D4
D6
3
Sources:Atelier Market Research, Listen to consumer, qual study, Oct 2006Qualitative Quest, Premium juices problem, qual study, Oct 2007O+K Research, Pack test, qual study, Oct 2008A/R/M/I-Marketing, Juice & Nectars category in-depth interviews, May 2009
DECISION TREE
7
PR
EM
IUM
MA
SS
AN
D L
OW
IC 0
,2l
MID
DLE
Traffic flow
CATEGORY MERCHANDISING
8
VISUALIZATION OF THE CATEGORY
9
cheese
sausagevodka
whiskey
chocolates
salads
CROSS-CATEGORIES
10
55%
90%
ASSORTMENT ANALYSES
12
February 2010:
Test in Moscow
13
April 2010:
Test in St-Petersbourg
14
PEREKRESTOK: BEFORE
15
AFTER
16
BEFORE: BY PRODUCERS
ЛЕБЕДЯНЬ МУЛТОНWBD ИМПОРТСТМ
TRAFFIC FLOW
17
AFTER: BY PRICE SEGMENTS
PL PREMIUMMIDDLEIC IMPORT IN GLASS
TRAFFIC FLOW
MASS
18
18 Febr 2010 08:00 am
19
08:30 am
20
09:00 am
21
09:30 am
22
10:00 am
23
10:00 am
24
10:00 am
25
+0,3%+0,3%+3%+3% +4%+4%
-9%-9%
+1%+1%
ANALOGUE PEREKRESTOK WITHOUT
CATMAN
PEREKRESTOK IN MOSCOW WITH
CATMAN
+10%+10%
WEEK BEFORE
-15%-15%-6%-6%
-9%-9% -9%-9%-19%-19%
-7%-7%
PROJECT
WEEK BEFORE NO
PROJECT
26
FUTURE STORE
CATEGORY GROWTH+15%
2727
+7 985 111 28 57
THANK YOU!