Date post: | 05-Dec-2014 |
Category: |
Marketing |
Upload: | jonathan-sekerak |
View: | 995 times |
Download: | 5 times |
PLANOGRAM
Eliza Arnold, C.J. Milhoan, Jonathan Sekerak
Sunday, April 6, 14
Our Store: Kroger
Our Competitor: Walmart
Sunday, April 6, 14
Objective:re-create planograms for the snack food aisle in our store, Kroger, and our competitor store, Walmart, as well as detail our methodology, f indings and recommendations for our store.
Sunday, April 6, 14
Methodology:observed snack food aisles, recording brand names, number of SKUs (stock keeping units) per brand, number of facings (consumer-facing SKUs) per brand, and linear feet per brand
observed shopper behavior and customer flow patterns through store aisles
Sunday, April 6, 14
Planter’sS:22, F:62
KrogerS:37, F:121
KrogerS:9, F:23
DavidS:4, F:6
Blue Diamond
EmeraldS:8, F:22
Corn Nuts | S:1, F:1Stuckey’s | S:2, F:4
Nuts & Sunflower Seeds Snack Mixes Rice Cakes/SnacksCanned Chips
Chips Tortilla Chips
Corn & Tortilla Chips Private Label Chips Pretzels Chips Discount National Brands
Dips &Salsas
Trail Mix /Jerky
Planter’sS:2, F:4
KrogerS:20, F:57
KrogerS:8, F:24
Jack Link’s*S:8,F:10
Old Wisconsin
S:3,F:3
*
KrogerS:5, F:6
Slim JimS:6,F:8
World KitchensS:1, F:1
Funyuns | S:1, F:2Cracker Jack | S:1, F:1
Rold Gold
Fritos*S:12, F:43
Smartfood | S:1, F:4Munchos | S:1, F:1
Gardetto’sS:1, F:3 Pillsbury
S:1, F:1TGI Friday’s
S:2, F:2
Cheetos* | S:11, F:35
Santita’s | S:1, F:3
MissionS:2, F:2
Cape Cod*S:8, F:20
WiseS:7, F:15
Wise dipsS:3, F:10
Doritos* | S:12, F:30
Tostitos*S:14, F:49
Tostitos(cont.)
AndyCapp’sS:2, F:4
PringlesS:29, F:112
QuakerS:18, F:90
Lay’sStax
S:3,F:15
Chex MixS:10,F:22
Green GiantS:2, F:2
BuglesS:3, F:7
CombosS:3, F:3
%DFN
RI
VWRUH
)URQW
RI
VWRUH
Lay’sS:22,F:77
Frito-Lay Assorted*
S:12,F:43
Sun Chips*S:5, F:10
On the Border*S:3, F:14
Snyder’s
S:28, F:47
Utz
S:31, F:53
Chester’s*S:4,F:11
RufflesS:8, F:25
Rufflesdips
S:1,F:1
* * *
*
**
*
*
*
Snack Food Aisle Planogram
Lay’s Baked & Light
Utz dipsS:3, F:31
Kroger dipsS:8, F:34
Tostitos dipsS:6, F:25
Tostitos dips*S:8, F:38
Fritos dipsS:4, F:10
Tostitos dips
Lay’s dipsS:4, F:12
Aisle 14
Aisle 14 (cont.)
Aisle 14 (cont.)
Sunday, April 6, 14
Planter’s*S:19, F:54
Great Value*S:16, F:38
WonderfulS:3, F:6
Blue Diamond* | S:15, F:32
Kettle | S:4, F:7
Smartfood | S:3, F:3Everybody’s Nuts
S:3, F:6World Table*
S:5, F:5 World Table | S:1, F:1
Nuts & Sunflower Seeds
Chips ChipsTortilla Chips & Pretzels
Assorted Snacks Bulk National Brand ChipsDiscount National BrandsChips & Pretzels
Jerky & Summer Sausage
*
*
*
*
*
*
* Great Value*S:7, F:7
Great Value
S:6, F:12
Great ValueS:5, F:7
Andy Capp’sS:2, F:4
TGI Friday’sS:3, F:3
CombosS:2, F:2
Jack Link’s*
S:14, F:14
(variousregionalbrands)S:3, F:3
Sweet Baby
Ray’s* S:2, F:3
MaunaLoa
S:2, F:3
Blue DiamondS:2, F:3
*
***
Sensible PortionsS:3, F:3
BridgfordS:3, F:11
Hannah’sS:2, F:5
Slim Jim*S:3, F:4
*
*
MedallionS:3, F:5
Pringles StixS:1, F:1
Cape Cod | S:2,F:5Fritos dips | S:3,F:32
PringlesS:32, F:106
Lay’s StaxS:11, F:46
Chex MixS:12, F:20
DavidS:4, F:8
*
*
*
*EmeraldS:4, F:4
QuakerS:13, F:25
PillsburyS:2, F:9
Snack FactoryS:4, F:4
Stacy’sS:3, F:3
TerraS:7, F:10
RiceworksS:4, F:4
BuglesS:5, F:8
Gardetto’sS:2, F:4
Rice Cakes/Snacks Assorted Snacks Canned Chips
Rold GoldS:4, F:7
FritosS:8, F:32
Fritos(cont.)
CheetosS:7, F:51
DoritosS:12, F:47
TostitosS:22, F:96
Lay’sS:21, F:96
Lay’s dips
S:4, F:91
Tostitos dips
Lay’s Baked & LightS:9, F:15
Lay’s Natural
Sun Chips*S:4, F:9
Chester’s*
S:3, F:8
Baken-ets
S:2, F:8
RufflesS:6, F:22
Great ValueS:1, F:27
Santita’sS:1,F:4
Rudolph’sS:2, F:6
SchultzS:2, F:5
Mac’sS:2, F:6
WiseS:9, F:19
Snyder’s
S:15, F:21
UtzS:44, F:56
Frito-Lay AssortedS: 15, F:108
Smartfood | S:1, F:3Funyuns | S:1, F:2
MunchosS:1,F:4 Thin & Crisp | S:2, F:5
Snack Food Aisle Planogram
S:10, F:54
Utzdips
aS:44 F:56
)URQW
RI
VWRUH
)URQW
RI
VWRUH
%DFN
RI
VWRUH
%DFN
RI
VWRUH
Aisle 10
Aisle 11
Aisle 11 (cont.)
Sunday, April 6, 14
Sunday, April 6, 14
Findings:
Sunday, April 6, 14
has 1500 more feet of shelf space than
Sunday, April 6, 14
has more product
facings than
Sunday, April 6, 14
carries 28 more brands
Sunday, April 6, 14
for both &
the highest average product price was for the middle two rows
[row 4 & 3]
Sunday, April 6, 14
Average Price by Shelf
Top Shelf
Aisle 10 (Snacks) Aisle 11 (Chips)
Eye-Level
Lower Shelves
Bottom Shelf
$3.56
$3.50
$3.70
$4.02 $3.11$3.70
$2.83
$2.16
$3.46
$3.24
$2.91
$3.10
$3.04
$3.61
$2.93
$3.65
$3.55
$3.28
Sunday, April 6, 14
discounted national brands locatedat the beginning of the aisle
discounted national brands locatednear the middle of the aisle
Sunday, April 6, 14
carries almost 25% morein private label brands than
Sunday, April 6, 14
We also observed in the week leading up to the Super Bowl
Sunday, April 6, 14
had massive, Super Bowl-themed entrance displays featuringchips and dips
Sunday, April 6, 14
only had [3] end-cap displays throughout the entire store
Sunday, April 6, 14
Recommendations for Kroger:
Sunday, April 6, 14
Location of Snack Aisle
1
Sunday, April 6, 14
Currently situated between the cleaning aisle & cosmetics aisle
Sunday, April 6, 14
Locate near bread, condiments aisle:because of the common association between “sandwich & chips meal”makes snacks a complementaryproduct purchase
Position snack aisle SKUs as “lunchtime necessities,” rather than unhealthy indulgences
Sunday, April 6, 14
Organization of Snack Aisle
2
Sunday, April 6, 14
Organized by brands in some areas
and by categories in others
Sunday, April 6, 14
1. Nuts2. Seeds3. Beef Jerky4. Snack Mix5. Chips
6. Dips7. Pretzels8. Rice Cakes9. Popcorn10. Individual bags
Sunday, April 6, 14
Stand-Alone vs. End-Aisle Displays
3
Sunday, April 6, 14
Capitalize on seasonal trends [Super Bowl displays]
Sunday, April 6, 14
End-aisle displays near pairing items, such as peanuts and beer
Sunday, April 6, 14
Natural & Organic Snack Items
4
Sunday, April 6, 14
Kroger has a separate snack aisle for natural & organic – on the other side of the store
Casual customers don’t go down this aisle: Kroger is missing an opportunity to sell these high-margin items en masse
Sunday, April 6, 14
Align items with target’s eyesight
5
Sunday, April 6, 14
Keep more expensive and high-margin SKUs on center shelves
But further orient items based on target consumer’s eye-level:
Sunday, April 6, 14
Organic and natural snacks: Located on higher shelves for adults.
Colorful and kid-themed:Located on lower shelves for children.
Sunday, April 6, 14
Questions?
Sunday, April 6, 14