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(LOCATION: BIRATI)

Ab Ghar chalana kitna asan

175th ; 6100 sq. ft. (27/03/10)

Serves as a destination as well as a

convenience store for people in and aroundBirati

Micro merchandising is being done as per the

local tastes and preferences

Wednesday bazaar is

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MERCHANDISE MIX V

egetables and fruits Confectionary and chocolates

Biscuits

Breakfast cereals

Chilled foods and beverages

Frozen foods

Grocery Health drinks

Infant food

Ready to fry

Ready to cook

Spices , flavouring agents andcooking aids

Personal care

Homecare

Dairy products

Oils and ghee

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CATEGORY MANAGEMENT Separate area for each category

Focus on ready to eat segment and drinks, personal care, homecare

Category roles (Share of categories)

Destination(5%) Basmati rice, Breakfast cereals, Frozen foods, Pickles,

confectionary and chocolates, stationary and toys

Routine(55%) Grocery, Baby food, Home care, Fabric care, ready to cook ,

Ready to eat, Fruits, Personal care, Dairy, Beverages

Convenience(25%) Cooking aids, frozen foods, snacks ,ready to cook ,

Vegetables

Seasonal(5%) Fruits

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CATEGORY STRATEGIES

Each category placed near to its complementary or related

category

Each category follows well display for pricing along withproduct variants

Traffic

Building

Separate billing areas for certain categories like chocolates Value packs and combo packs for its own private label foods

are there

Transactionbuilding

Private label brands follows separate branding to that of

manufacturer labels Manufacturer brands take separate shelf area and stacks

within the retail

Shelf domination by private labels along with manufacturer

labels in categories' where its own products are there

Image

creation

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Planning Fixtures and Merchandise

Presentation

On-shelf merchandising - Display of

merchandise on counters, racks, shelves, and

fixtures throughout the store

Fixture types: Shelves, Racks, Bins, Stacks

Presentation types: Stacking, Shelving,

Dumping

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Private label brands

Food section:Tasty TreatTasty Treat (ready to eat and ready to cook)

FoodbazaarFoodbazaar wholesale productswholesale products (Grocery, spices)

Golden harvestGolden harvest (Groceries)

Nonfood section:

CleanmateCleanmate (Homecare segment)

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Private Label Brands & Positioning

Tasty TreatTasty Treat:

Positioned as a preferred in-house brand

covering a lot of categories like snacks,chips, biscuits, ready to cook & ready to eat.

Comprises of product categories like:

Biscuit,Sauce,Noodles,Chips,Pasta etc.

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Private Label Brands & Positioning

Food Bazaar WholesaleFood Bazaar Wholesale

Products comprise of Wheat flours, Besan,

Condiments and spices, Pulses and other foodcereals. The brand is positioned as a value

based product with respect to other local

packaged cereals and cooking aids. Predatory

pricing is being followed to increase the

acceptance of the brand.

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Private Label Brands & Positioning

Golden HarvestGolden Harvest

CComprises of premium quality of cereals,

pulses and spices. The brand charges apremium over other brands that are available

in the market. It carries on a skimming

strategy.

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Pricing of Private label brands w.r.t

manufacturer brandsKETCHUP

Tasty Treat(500gms.) 42

Maggi 67

Kissan 67

NOODLES

Tasty Treat 15

Maggi 15

Wiwi 12

Top Ramen 10

Knorr 15

Yippi 12

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Pricing of Private label brands w.r.t.

manufacturer brandsDhaniya

FB wholesale pack 16

JK spices 20

Everest 16

Turmeric

FB Wholesale pack 34

Everest 35

Fresh and pure 35

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Pricing of Private label brands w.r.t

manufacturer brandsBasmati Rice

FB wholesale pack 52

Kohinoor 143

Golden Harvest 132

Indiagate 158

Divya 101

WHEAT (5Kgs.)

FB wholesale pack 95

Ashirvad 115

Pilsbury 109

Ganesh 109

Golden Harvest 114

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Pricing strategy

Value Pricing PromotionalPricing

DifferentialPricing

Bundling

5 kg rice+5 kgsugar+5 kg oil@Rs. 599

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Store layout and design

From Entrance to the Back

Personal Care

Homecare

Biscuits and confectionaries Breakfast cereals

Chill Zone And Frozenfoods

Vegetables

Ready to cook

Cooking aids and spices

Groceries

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Merchandise types & display

Staple (Groceries)

Assortment (Frozen foods, chocolates)

Seasonal merchandise(Fruits and vegetables)

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Fixture and Shelf types

Horizontal Stacks

Vertical Racks

Bins

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Fixture and Shelf types

Shelves Dumping

Vertical Stacking

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Visual Merchandising

Hanging display Category Visual Display

Creating strong identity of each category

Increasing the relevance

Pricing and feature orientation

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Visual Merchandising

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BRAND MIX

HEALTH DRINKS: Horlicks, Complan, Bournvita,Boost

BISCUITS: Sunfeast, Parle, Britannia, Bisk-farm,Horlicks, Nutribar, Priya, Tasty Treat

READY-TO-COOK: aggi, Knorr soup, MTRvariants

SPICES, FLAVORING AGENT & COOKING AIDS:

Everest, Aashirbad, Golden Harvest, Catch,Cook-me

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BRAND MIX

CEREALS : Golden Harvest, Aashish, Ganesh

WHEAT: Food Bazaar wholesale pack, Aashirbad,Pillsbury, Ganesh, Aashish

BREAKFAST CEREAL: Kelloggs, Quaker Oats

SEALED FOODS & BEVERAGES: Pepsi, Coca-Cola,7UP, Thums Up

FRUIT JUICES: Real, Tropicana DAIRY PRODUCTS:Amul (Butter,Cheese,

Shrikhand)

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BRAND MIX

EDIBLE OIL: Saffola, Kachhi Ghani, Emami

Healthy & Tasty

CHOCOLATES: Cadburys, Nestle, Amul, Lotto SAUCES: Kissans, Tasty Treat

BASMATI RICE: India Gate, Kohinoor, Aashish,

F

B Wholesale pack, Golden Harvest

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