Retail Marketing Assignment

7/30/2019 Retail Marketing Assignment

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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 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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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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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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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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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.

Documents

Retail Marketing Assignment