retail marketing assignment
TRANSCRIPT
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Retail Department: Pasta
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Carrefour Market (281 Rue Lon Gambetta, 59000 Lille, France) InterMarch Express (95 Rue Nationale, 59000 Lille, France)
Supermarchs Match (97 Rue Solfrino, 59000 Lille, France)
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CLASSIC: Coquillette, spaghetti, torti, macaroni
FANTASY: Farfalle, coquillage, coudes rays, tagliatelle,millerighe
SOUP PASTA
REGIONAL PASTA
QUICK COOK PASTA
MINI PASTA
WELLNESS:vegetables, whole grain, bio, eggs
TO COOK PASTA: stuffed and to stuffed pasta(cannelloni, lasagna)
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Department Arrangement by Brand
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Department Arrangement by Pasta Categories
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RG: Regional TC: To cook F: Fantasy C: Classic
VG: Vegetables QC: Quick Cook W: Wellness
See the table:-The fill color correspond to the pasta categories-The shape color correspond to the brand-The number between parentheses is the number of facing
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Department Arrangement by Brand Placement
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Assortment
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Brands Panzani Barilla Lustucru Private LabelBasics deep Deep deep deepTo cook deep Deep X Not deepWellness Not deep Not deep X deepQuick cook x X deep deepRegional x x X Not deepMini pasta X Deep X X
wide wide Narrow wide
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Linear Metrics
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Carrefour pushes its private label; it is the most represented brand with 23
meters. Barilla is coming after, then Panzani and Lustucru.
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POS Advertising and Promotion , Merchandising
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loyalty card Carrefour highlights several eye-catching
displays such as posters, shelf stoppers and signs.
Carrefour has a clear and simply structured design of the store.
There are no decorations, secondary placements or cardboard
stand-ups. The floor plan of the store allows good access and
orientation for merchandising fixtures.
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Department Arrangement by Brand
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Department Arrangement by Pasta Categories
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RG: Regional TC: To cook F: Fantasy C: Classic
VG: Vegetables QC: Quick Cook W: Wellness RM: Ready mealSee the table:-The fill color correspond to the pasta categories-The shape color correspond to the brand-The number between parentheses is the number of facing
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Department Arrangement by Brand Placement
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Assortment
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brands Panzani Barilla Lustucru Private Label Othersbasics Deep Deep Not deep Deep XTo cook Deep Not deep X Not deep X
wellness Deep Deep Deep Not deep XQuick cook Deep X Not deep deep XRegional X X X X DeepMini pasta Not deep Deep X deep x
Wide Wide Narrow Wide narrow
Panzani, Barilla and the private label have a wide
assortment.
Lustucru has a narrow assortment.
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Linear Metrics
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POS Advertising and Promotion , Merchandising
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Several shelf stoppers highlight extra low prices
or special retail offers to increase visibility and
attention. The colors of the shelf stoppers are red
and yellow, grabbing the customers attention
due to the mostly black shelves.
InterMarch Express uses vertical merchandising.
This refers to the placement of merchandise from
top to bottom on a fixture, rather than from side to
side. By presenting the pasta assortment in a vertical
direction, the eye of the customer will be exposed toa seemingly wider assortment. Since the customer is
naturally inclined to read/ look at eye level from left
to right first, and to grasp at breast level, the shelf
placement is well chosen in order to encourage
purchases.
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Department Arrangement by Brand
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Department Arrangement by Brand Placement
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Assortment
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brands Panzani Barilla Lustucru Private Label Othersbasics deep deep Not deep Deep XTo cook deep deep X Deep X
wellness Not deep deep Not deep Deep XQuick cook X X deep Deep X
Regional X X X Deep DeepMini pasta X Not deep X X X
Wide Wide Narrow Wide narrow
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Linear Metrics
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The first price is well represented with more meters than the regional pasta (2.6m for 2.5m).
Barilla is more visible than Panzani with 12m in the department for its brand.
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POS Advertising and Promotion , Merchandising
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The retailer positions its private label centrally
in the large pasta department. The shelves are
marked (branded shelves) in consistent brand-
colors, which catch the customers attention.
Additionally, shelf stoppers are attached toseveral parts of the shelves.
There is vertically merchandise product, which expose
vast quantities at both eye and hand level for a sense of
assortment. Excellent facing performance of Barilla and
Match brands; goods are brought to the front of the
shelves, with their labels facing forward. Customer will
always see the attractive front surface of a can label
rather than the informative list of ingredients on the back.
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Comparative Analysis on Department Layout
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Whereas:
- Carrefour Market has alcohol in the right
side of the right shelf;
-Match has oils, vinegar, soup and vinegar;
- Intermarch has even detergents on thatside which is truly not the accurate place for
such dangerous products near to food.
On the end-of-aisle back of store shelves,
Carrefour has soups and alcohol;
Both Intermarch and Match offer
promotion mix products.At the front-ofaisle shelves, all
supermarkets vary in their displays
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Comparative Analysis on Retailers Strategies
and Operationalization
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POS Advertising and Merchandising
Olga Gordeeva & Elena PopovaRetail Department: Pasta 24
Carrefour Market:
-merchandising concerning the design (displays, posters, markings);
- to be misplace.
Intermarch Express:
- to be misplace
Supermarch Match:
-an improvement of their end-of-aisle display in terms of its product mix;
- an improvement of Matchs positioning of their loyalty card offers ads ;
- to be misplace the self stoppers for the customers eye.
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LinearOrganizationandAssortment
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From a customer point of view:the best strategy could be to separate products by ranges all brands taken together in order to make a
comparison or find a kind of product and not one brand.
From a company as Barilla or Panzani point of view:
it is important for them to be clearly visible in the department. So they prefer having the more space
in the linear and to have the best bloc brand .
From the retailer point of view:
the retailer does not have a lot of margins on these products and the brands press on the retailer to
have the best visibility on the shelves.
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Ideal Shelf
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Below we have done the ideal shelf for us; we privilege the vertical assortment for the brands in order to have
some blocbrand.
Inside of the bloc brand you can find all categories group together, so horizontally sorted. We choose to put
forward the basics pasta and then at the end of the department the less common ones as regional and specific
pasta. At the eye level we put the more buying categories of pasta.