Date post: | 18-Nov-2014 |
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Magnet—Unilever: Winning together with new technologies in Health and Beauty
Content
Unilever is an expert in Health & Beauty categories
deodorants hair care shower gels soap
UL #1 UL #3 UL #2 UL #2
OTHER
AIST
RECKITT BENCKISER
EVYAP
NEVSKAYA KOSM.
KALINA
COTY
HENKEL - SCHWARZKOPF
P&G
L'OREAL
COL. PALMOLIVE
BEIERSDORF
UNILEVER
13% 14%16%
16%29%
15%
1%
3% 4%
15%14% 11%
27%
7%
10%
4%1%
18%
11% 7%
13%
11%
9%
34% 31%9%
8%5%1%
41%
Unilever Health & Beauty strategy is based on Macro Category Growth Drivers
Regime & Routine
Trading Up, Reaching down
Life Stage
Fashion & Trends
Male Grooming
Endorsement & Expertise
Relevant Innovation
Retail Execution
Health & Beauty Category drivers – implications in store
Growth Driver Implications in store
Trading Up,
Reaching Down
Fashion
& Trends
Endorsement
& Expertise
Retail Execution
Innovation
Male Grooming
Life Stage
Regime
& Routine
How to drive Health and Beauty categories?
More users
More benefit
More usage
How to grow Health & Beauty?
Get Shoppers down the aisle
Drive basket sizeGet Shoppers to slow down
Magnet is one of the key modern trade Customers in Russia
Magnet fast and swift development on Russian market is impressive
1994–1998 1998–1999 2001–2005 2006–2009 crisis 2010–2011
Foundation of wholesale business by Mr. Galitskiy Tander becomes one of the major distributors of household products and cosmetics in Russia Decision to expand into food-retail market
First convenience store opened in Krasnodar Experiments with format Stores merged into Magnit discounter retail chain
Rapid regional roll-out: 1’500 stores by the end of 2005 Adoption of IFRS Strict financial control Performance-linked compensation
Leading food retailer in Russia by number of stores IPO in 2006 Independent director elected to the Board Audit Committee established Corporate govern-ance rules estab-lished to comply with best practice SPO – 2008, 2009 24 hypermarkets opened in 2007-2009 636 convenience stores opened in 2009 (the total store base is 3’228 as of December 31’2009)
Acceleration of growth – 800 conveni-ence stores and 27 hypermarkets added in 2010 Large investment programme for 2011: plan to make Capital expenditures of about $1.8 bn Plan to open up to 800 convenience stores and up to 50 hypermarkets during 2011 Ongoing efficiency improvement
Source: http://magnit-info.ru/investors/press/
Extensive growth is one of key sources of development for Magnet
Number of opened stores, NET 1254
2011
5309
1970.16
827
2010
4055
1422.38
Total number of opened stores
Total trade area, thousand square metres
Key operational indicators
Source: http://magnit-info.ru/investors/press/
Opportunities for Magnet and Unilever cooperation in Health & Beauty are significant and impactful
Unilever Health & Beauty expertise and knowledge using CiiC technology
Magnet – Reinventing Hypermarkets & Perfumeries, intensive growth of Health & Beauty categories
Implement Health & Beauty project through collaboration in test stores
Sales increase in Health & Beauty categories by +10 +15 %
CIIC – what does it mean?
CIIC — CUSTOMER INSIGHT AND INNOVATION
CENTRE OF UNILEVER
N. America
Sao PaoloSept 2010
LondonParis Shanghai
Singapore-Nov 2010
Global CIIC mission
Knowledge Centre in CIIC
Virtual Laboratory in CIIC
Retail Laboratory — physical simulation of opportunities
Planograms & Category Management
Department «Look & Feel»
POSM Testing & Research
Call to Action
Retail Laboratory — physical simulation of opportunities
CIIC backgroundMagnet Health & Beauty opportunities in Hypermarket
Beauty Care
Personal Care
HealthCare / Specialist
Male grooming
Magnet and Unilever used Global Health & Beauty expertise in lay-out organization
Benefits: Key insights
1
2
*1
Magnet confirmed Unilever Health & Beauty lay-out in Hypermarket test store
New accepted lay-out based on:- Level of penetration
- Top 3 key categories that bring value to Magnet
- Number of racks for category placement
Male Shopper research that was held especially for Magnet confirmed the necessity to create Male Grooming area
Male Grooming key insights*:
1
5
2
6
3
7
4
Male Grooming categories should be together in Health & Beauty department and stands separately from female and unisex categories
Male Shopper research that was held especially for Magnet confirmed the necessity to create Male Grooming area
Magnet male shoppers desires and wishes*:
Separate Male Grooming area was created in Magnet
Male products can now be easily found and navigated inside the store
Before
After
Navigation proposal for Magnet Hypermarkets in Virtual Reality
We agreed on Health & Beauty design and navigation elements in Hypermarkets
New category navigation attracts shoppers to Health & Beauty area
Navigation elements are visible from any point in the store and attract shoppers into Health and Beauty department
Stoppers
All H&B area is clearly segmented and helps shoppers to find product on the shelves easily and spend more time in the department
Floor stickers
Shelf strips
Shelf dividers
Toppers with category segmentation
TG decoration attract shoppers attention to promo offers
Before
Before
After After
Dividers make category well organized and fix planogramms
After
Before
Shoppers like new Health and Beauty area in Magnet
WELLDONE
Magnet – Unilever: future plans for collaboration
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2
3
Thank you!Nadezhda Butrimova
Mariya Troshina