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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)
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)
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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Assortment
Brands Basics To cook Wellness Quick cook Regional Mini pasta Panzani deep deep Not deep x x X wide Barilla Deep Deep Not deep X x Deep wide Lustucru deep X X deep X X Narrow Private Label deep Not deep deep deep Not deep X wide
Linear Metrics
Carrefour pushes its private label; it is the most represented brand with 23 meters. Barilla is coming after, then Panzani and Lustucru.
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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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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Assortment
brands basics To cook wellness Panzani Deep Deep Deep Barilla Deep Not deep Deep Lustucru Not deep X Deep Private Label Deep Not deep Not deep Others X X X
Quick cook
Regional
Deep
X
X
X
Not deep
X
deep
X
X
Deep
Mini pasta
Not deep
Wide
Deep
Wide
X
Narrow
deep
Wide
x
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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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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Assortment
brands basics To cook Panzani deep deep Barilla deep deep Lustucru Not deep X Private Label Deep Deep Others X X
Not deep X
deep X
Deep Deep
X X
X X
X Not deep
X X
Deep X
Deep X
Wide
Wide
Narrow
Wide
narrow
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Linear Metrics
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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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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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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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
Below we have done the ideal shelf for us; we privilege the vertical assortment for the brands in order to have some bloc brand. 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.
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