The Butter & Spreads CategoryDunnes Stores, Carlow

Submitted to: Rita KellySubmitted by: Krzysztof Baranowski Henry Kolawole

DUNNES STORESAlways Better Value

Introduction Dunnes Stores began over 65 years ago Founded by Ben Dunnes with vision of better

value Butter & Spreads is a fast moving consumer

goods Dairy category is expect to increase by 5% till

2017

Geographical LocationINSIGHTS IN CARLOW AREA Dunnes opens its doors to the public on the

20th of September 2006 on Graiguecullen in Carlow

Located close to the Dome bowling sport centre

The main Competitors in area include: Tesco, Super-Quinn, SuperValue, Aldi, Lidl,

Dunnes Stores Marketing Strategy Dunnes has variety of strategies that they use in

the Retailer Market against the competitors

Decision tree

Dairy Spreads

Prices

offers

Cheaper

medium

more expensiv

e

Brands

Kerry

Flora

Benecol Connacht gold

Bertolli

This is the current tree Carlow Dunnes Stores is using at the moment, which is base on prices and Brands Strategy.

The new Decision tree based on consumer observation (proposed)

Dairy

Spr

eads

Brands Flora kerry Connacht Gold Benecol

Flavours Light Extra light Buttery Full Fat

Prices Cheaper Offers/discounts Medium Expensive

This is decision is based on consumer perception, from the our observation and interview we carried out.

Range

This is the current range in Dunnes Stores Carlow and the way it look messy and they just stock different range of product in there without arranging it well in order to be easy for customer to make purchase.

Space Allocation

Store location

Dairy spread is located at the corner and which is more close toward the back of the stores.

New products introduction

This is just an examples how the package is going to look but with different Jam and Butter.Chocolate spread with peanut butter.Cheese spreads with fruits Spreads etc.

Suggested Planogram