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Category Management Project Chocolate & Confectionery. Case study. March 17, 2005. Introduction. Project Details. Retailer: Abu Dhabi Coop, UAE Category: Chocolate & Confectionery Section: 17 m, regular shelves and pegboards. Introduction. Objectives. - PowerPoint PPT Presentation
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Copyright © MEMRB IRI, 2005. Confidential and proprietary.
Category Management ProjectChocolate & Confectionery
Case study
March 17, 2005
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
Project Details
Retailer: Abu Dhabi Coop, UAE
Category: Chocolate & Confectionery
Section: 17 m, regular shelves and pegboards
Introduction
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
Objectives
Assortment optimisation: 368 SKUs in the realogram
Increase the sales of the category by: avoiding Out of Stock situations / inefficient inventory levels; creating vertical blocks based on consumer decision tree; positioning best selling items in the hot spots on the shelf.
Introduction
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
Chocolate Confectionery
Chocolate Confectionery
• Singles• Outers• Bags• Minis• Multipacks
• Blocks & Inclusions• Filled Bars• Biscuits• Bite Size
ChocolateChocolate Chocolate GiftsChocolate Gifts
ManufacturerManufacturer ManufacturerManufacturer
BrandBrand BrandBrand
SizeSizePackage TypePackage Type
FormatFormat
Segmentation
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EAN and Stock code
Product Name
Dimensions (height, width & depth)
Manufacturer & Brand Name
Segmentation
Retail Price
Volume Sales
Value Sales
Database Creation
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
Assortment Analysis
Range Analysis
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Pareto Analysis
Range Analysis
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Total number of SKUs before analysis - 368
Total SKUs in the Planogram - 267
Remaining listed 227 SKUs
Force Listed (Inners & Outers) 38 SKUs
New Products Listings - 2 SKUs
Delisted - 103 SKUs
Listing Summary
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Realogram
Layout
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Sugar
Realogram
Planogram
Left Section Right Section
Layout
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Manufacturer Report
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MASTERFOODSPackage Type Blocking
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Galaxy
M&M’s
Bounty Mars Snickers Twix
Minis - Galaxy, Bounty, Mars, Best of Our Minis,
Snickers, Twix, Maltesers, Milky Way
MASTERFOODSBrand Blocking
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MASTERFOODS Realogram vs. Planogram (brand level)Comparison
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MASTERFOODS Realogram vs. Planogram (brand level)
Realogram Planogram
delisted
Comparison
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MASTERFOODS PlanogramPlanogram
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NESTLEPackage Type Blocking
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Milkybar
Lion
Aero
KitKat
KitKat SmartiesCrunch/
Temptation
NESTLEBrand Blocking
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NESTLE Realogram vs. Planogram (brand level)Comparison
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
NESTLE PlanogramPlanogram
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CADBURYPackage Type Blocking
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CADBURY PlanogramPlanogram
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FERREROPackage Type Blocking
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Kinder Bueno
Kinder (+Country)
Duplo Rocher Raffaello
Kinder Surprise
FERREROBrand Blocking
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FERRERO Realogram vs. Planogram (brand level)Comparison
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FERRERO PlanogramPlanogram
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KRAFTPackage Type Blocking
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KRAFT
Leo
Toblerone
Daim Cote D’or
Brand Blocking
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KRAFT Realogram vs. Planogram (brand level)Comparison
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KRAFT PlanogramPlanogram
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Implementation
Final Steps (I)
Implementing the planogram: the planogram was implemented in all Abu Dhabi stores (adjusted to each outlet Chocolate section dimensions)
Monitoring planogram compliance: followed up by retailer
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
Results
Final Steps (II)
Evaluating the results: two months after the implementation, category performance data before/after implementation was compared, showing:
an average increase of 30% in terms of movement at total category level per outlet;
significant decrease of Out of Stock situations for best selling items and improved level of control over the inventory level.
* A consumer research carried out at a later stage showed that the shoppers noticed and appreciated the standard layout in all Abu Dhabi outlets in the Chocolate section.
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
The Apollo Software Portfolio
Comprehensive range of software covering each level of the merchandising process
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
Apollo software portfolio
The Apollo Suite planograming software is part of a complete product portfolio.
Apollo Suite
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Merchandising information is stored in a state-of-the art database, which allows Apollo tools to share information.
MerchandisingDatabase
MerchandisingDatabase
Apollo Suite
Apollo software portfolio
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
StorePlan makes it possible to view, analyse and optimise store layout plans.
MerchandisingDatabase
MerchandisingDatabase
StorePlan
Apollo Suite
Apollo software portfolio
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
StorePlan
Import CAD files Drag & drop
departments and planograms
Analyse sales, profit, inventory, space utilisation…
Find hot & cold spots Optimise the layout of
existing or new stores
Apollo software portfolio
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
With Web Publisher it is possible to send planograms to the stores at the push of a button.
StoreStore
StoreStore
StoreStore
Web PublisherMerchandising
DatabaseMerchandising
Database
StorePlan
Apollo Suite
Apollo software portfolio
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Web Publisher
Send planograms and other merchandising materials to the stores automatically
Use a standard browser to view and print planograms in the stores
Fast, efficient
Apollo software portfolio
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MerchCentral connects Apollo to the retailer’s internal systems.
StoreStore
StoreStore
StoreStore
Web PublisherMerchandising
DatabaseMerchandising
Database
StorePlan
Apollo Suite
MerchCentral
ERP SystemERP System
Apollo software portfolio
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
MerchCentral
Connect Apollo to internal systems
Import data automatically into Apollo
Analyse any number of planograms at the same time
Apollo software portfolio
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
MeasureBox
Collect barcodes and product dimensions electronically
Transfer the data right into Apollo or Excel
ShelfScan
Collect product and merchandising information in the stores
Measure planogram compliance
Apollo software portfolio
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
StoreStore
StoreStore
StoreStore
Web PublisherMerchandising
DatabaseMerchandising
Database
StorePlan
Apollo Suite
MerchCentral
ERP SystemERP System
MeasureBox
ShelfScan
Apollo software portfolio
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