REPORTANALYSIS & PROPOSALS FOR AEON LONG BIEN

Division: Household- Hardline

HA ANH NGUYEN

INTRODUCTION• HOUSEHOLD

DIVISION

ANALYSIS• CUSTOMER• COMPETITORS

SUGGESTION• PAN• TEA SET• FOOD WRAP

PROPOSAL DISPLAY PROMOTION PRODUCT

HouseholdDining & Kitchen

DiningTableware

Drink ware

Party goods

KitchenBakeware

Kitchen organiser

Food Storage

Cookware

House KeepingLaundry & Cleaning

Cleaning goods

Cleaning accessories

Laundry goods

Water treatment

I. HOUSEHOLD DIVISION IN AEON MALL

II. ANALYSIS1. CUSTOMER

< 4 mi

6 - 10 mi

10 - 15 mi

15 - 20 mi

>20 mi

0.0%10.0%20.0%30.0%40.0%

Long Bien1 generation

3%

2 gen-era-tions49%

3 generations47%

4 generations1%

2 ppl 3 ppl 4 ppl 5 ppl 6 ppl 7 ppl 8 ppl 9 ppl Over 10 ppl

0

10

20

30

40

50Long Bien Ha Noi

Long Bien Ha Noi

22.7%

17.3%

0.9%

2.7%

1.8%

2.7%

CUSTOMER

• Gender: Female• Age: 25-40• In 4pp & 5ppl family/ 2&3 generations• Income: ≥ 10m per month• Interest: Housework, taking care of family &

having modern living style

CUSTOMER BEHAVIORs

• Most strongly buy household at the time before Tet & national holiday

• Touching & feeling material carefully before buying

• Buying HH finally• Caring about the enduring products

PRODUCT SUGGESSION • Enduring products + safe material +friendly- environment + reasonable price

II. ANALYSIS2. COMPETITOR

BigC Long Bien

S= 12.000m2

HH area has position at big path & be linked directly to Entrance

Lotte Mart Dong Da

-HH area belongs to separated floor for Hardline- New point: L-shape layout => feeling like in kitchen

VinMart Royal City

S= 11.000m2

HH are has final position in supermarket

LAYOUT

II. ANALYSIS 2. COMPETITOR

SMs

STRENGTHS - Various Assortment- Various suppliers- Focus on Seasonal items- Private Brand: BigC Wow- Mark down strategy

- Various Assortment- Many imported goods- Display: easy to look, clean, bright &

attractive- Private Brand: LotteMart Save

- Various Assortment- Display: Attractive- Other factor: Beautiful & catchy

music

WEAKNESSES- Slowly refill goods- Many torn & noted case of

merchandise in the top of gondolas

- Not enough light for HH area- Price card: torn with dim letter &

not enough info in it- Not good attitude in staff when

serving

- Almost few promotion in HH area- Staff consultation is not good- Higher prices when comparing with

other SMs

- Less Supplier

STRENGTHS & WEAKNESSES

Key category_ Rate in Gondola Ratio

Glass w

arePot se

t

Iron ware

Dish& Bowl

Melamine d

inner ware

Water c

ontainer

Basket/

BasinMop

Cleaning a

ccesso

ries

Plastic w

are

Shelf

ware

(inox&

wood)

Laundry

access

ories

Cleaning p

ads

Cutting board

Glass Ja

rKnief

China cup

LampCooler

121111119 8 7 7 7 7 7 7 7 7 7 6 6 5 5 5 5 4 4 4 4 4 3 3 3 2 2 2 1 1 1 1 1

No of Gondola

Food Contai

ner

Pot set

Inoxware

Water b

ottle Mat

Cutting board

Therm

osPot

Rattan

Flower

case

Tea se

t

Dustbin

Ice M

arker

8 86

5 5 5 5 53 3 3 3 3 3 3

2 2 2 2 2 2 2 2 21

No of Gondola

Glass w

are Pan

Plastic w

are Pot

Water b

ottle

Food Contai

ner

Inox ware

Spoon &

Chopsticks

Tea se

t

Food W

rap

Cutting board Kett

le

Knife &

Sciss

orsRatt

an

Therm

os

Disposab

le ware Tra

yOther

22

129 8 7 6 6 5 4 3 3 2 2 2 2 1 1

3

No of Gondola

1. Glass ware2. Pan3. Pot Set

1. Food Container2. Glass ware3. Pot Set

1. Glass ware2. Pan3. Plastic ware

AEON Suggestion1. Glass ware2. Pot Set3. Pan

III. HOUSEHOLD ITEMS ANALYSISPAN TEA SET

FP CHART & RATE BY SIZE_BRAND_MATERIAL

1. PAN ANALYSIS

BigC Lotte Vinmart0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

PAN RATED BY MATERIAL

Teflon Enamelled Magnetic Ceramic Porcelain MarbleEcolon Hard oxidation Xylan Aluminum Other

BigC: 28cm> 26cm> 30cm > 24cmLotte: 26cm> 24cm> 30cm > 28cmVinMart: 26cm=28cm> 24cm> 30cm

BigC: Teflon > Ceramic = MarbleLotte: Teflon > Magnetic > CeramicVinMart: Teflon > Ceramic > Porcelain

AEON Suggestion for SIZE: 28cm- 40%; 26cm-30%; 24cm- 20%; others- 10%

AEON Suggestion for MATERIAL: Teflon- 60%; Ceramic- 20 %; Marble = Magnetic- 15; others- 5%

BigC Lotte Vinmart0

20

40

60

80

100

120

PAN RATED BY SIZE

24cm 26cm 28cm 30cm 20cm 22cm Other

1. Sunhouse2. Supor3. Happycook

1. Supor2. Happycook3. Kangaroo-Sunhouse

1. Kangaroo2. Goldsun3. Elmich

Suggestion for Brand1. Supor2. Sunhouse3. Kangaroo

Supor7%

Smartcook3%

Elmich9% Happycook

3%

Sunhouse7%

Shine Egg4%

Kangaroo21%

Carez3%

Goldsun18%

Livingcook4%

Neoflam7%

Other12%

VinMart

1. PAN ANALYSIS RATE BY BRAND

BigC10% Supor

15%

Neoflam4%

Smartcook2%

Elmich5%

Hap-pycook

10%

Sunhouse41%

Shine 3%

Mom-mycook

4%Other

6%

BigC

Supor32%

Neoflam8%

Elmich2%Happycook

12%

Sunhouse11%

Kangaroo11%

Honey10%

Korea King5%

LotteMart Save5% Other

5%

Lotte

1. PAN ANALYSIS

RetailerOpening Price Price Point Max Price

BigC TL 69,800 69.800-396.500 725,600

Lotte Mart DD 72,900 69.800-233.000 1,050,000

VinMart134,900 233.000-559.900

992,100

- Three SMs have equal assortment- BIGC have the lowest Opening Price- LOTTE has the most SKUs among 3 SMs.

They also have the highest Max Price- VinMart focus on higher Price Point than

Lotte & BIgC. They also have the highest Opening Price

Suggestion for AEON- focus on Price Point: 69.800-233.000 & 396.500- 559.900- maintain a large assortment as competitors

69.8-233 233- 396.5 396.5-559.9 599.9-723.0 723.0-886.5 886.5-1.0500

10

20

30

40

50

60

70

80

43

115 3 1

64

30

16

70

14

24 24

12

3

70

22

30

10

2

FP CHART_PAN

BigC Lotte Vinmart AEON

2. TEA SET ANALYSIS

BigC Lotte Vinmart0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

TEA SET RATED BY MATERIAL

Porcelain Bone China Ceramic Red Soil Other

BigC: Porcelain > Bone China> CeramicLotte: Red Soil> Ceramic> Bone ChinaVinMart: Porcelain> Ceramic> Bone China

AEON Suggestion: Porcelain- 35%, Red Soil= Ceramic- 20%, Ceramic- 15%, other 10%

50-342 342-634 634-926 926-1.218 1.218-1.51002468

1012141618

3

11

10

1

10

15

10 0

1

6

20

1

9

17

31

2

FP Chart- Tea set

BIG C Lotte Vinmart AEON

- 3 SMs focus on higher Price Point: 342-634- 3 SMs: low & medium income customer- BigC has the biggest Max Price- Lotte has the most SKUs among 3 SMs. They also have

the lowest Opening Price.

AEON Suggestion: Price Point: 50-630& cover the largest assortment

Retailer Opening Price Price Point Max Price

BigC TL 110,000 342.000-634.000 1,510,000

Lotte Mart DD 50,000 342.000-634.000 676,000

VinMart 204,500 342.000-634.000 1,450,000

IV. PROPOSALS1. DISPLAY

By category for

convenient

By Private Brand

Cross Mercha

ndise

By color coordin

ation

Mix & be flexible in display up to promotion program/events

Normal day

Easy to get & Safety

International children's day/ Christmas

Opening Day/ “Happy Birthday to AEON” promotion program

Improve Price Tag

Point directly to products Additional Info

“Out of stock”

Notification

Number products

Wall decoration (concept/event)

2. PRODUCTS

Household for Kid

Storage

The highest-price product & having

least buyers

Products most people buy

Products for Children &

Kids

Gondola

Smart kitchen ware

2. PRODUCTS

Develop Japanese-style households

Picnic box for Family

AEON cup box for couple

Present box in special events/holidays

3. PROMOTION

DIY With your household

- Promotion area includes space-saving pillars

- Creative display with various household items

- Attach household tips in concepts in each month (narrow/large kitchen, refrigerator organization etc)

Decorate with

waterproof paperDecorate with

crayonsDecorate with

stickers

Space-saving pillars (4 corners)Kitchen display: expensive

Eg: Concept “Fridge Organization with food container”

3. PROMOTION

Creative promotion with Food wrap

Creative promotion with Cup

Creative promotion with Mop

Creative display in promotion area

Creative promotion with Spoon & Fork