auchan ppt

PRESENTED BY CAMILLE DOUX / ANAIS DAVID / INES VALVERDE / VIVIAN PARK / SWATI KUMARI

Chocolate merchandising in Auchan

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SUMMARY

1 / Auchan’s global strategy2 / Company, brand & prices3/ Chocolate department

design4/ Auchan’s CRM

Presented by Camille Doux / Anais David / Ines Valverde / Vivian Park / Swati Kumari

Introduction

Analysis of :

1.Chocolate merchandising layout

2. Marketing analysis in the Auchan(in Pau).

Market segmentation and the target consumers

Affect of display on the consumer purchase behaviour .

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1 / Auchan’s strategy

1.1 Global strategy

“To improve the purchasing power and the quality of life of the greatest number of customers, with responsible, professional, committed and respected employees”

3 values : trust, sharing and progress

Strategy : internationalization / differentiation / diversification


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1 / Auchan’s global strategy

1.2 Focus on Auchan Pau strategy

Who are customers ?Which profile ? Who are competitors ?


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1 / Auchan’s global strategy


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2 / Company brand & prices


2.1. Companies & Brands in the chocolate market

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2 / Company brand & prices


2.2. Companies & Brands & prices

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10/05/12Presented by Camille Doux / Anais David / Ines Valverde / Vivian Park / Swati Kumari

3 / Chocolate department design in Auchan

3.1. Implantation: The chocolate department is located at the middle of the all store and

in front of the discount one => strategic implantation. There are not promotions and special event chocolate in this

department.

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Distance: 5 meters

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3.2. Merchandising design: The merchandising design of the chocolate department is one part of

the strategic merchandising design of the all Auchan store.

When we set up our merchandising plan the key is the visual impact.

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3.4 Product display: The chocolate department is organized by brands. There are side by

side, and the department counts 15 brands.

A practical organization for the customer, he could understand very well and quickly the organization of the department and select its products.

The range of Auchan brand is the best because it is at the middle, at eye’s consumer level,

Usually, brands make a doble facing for their «normal» or famous chocolate to make more visible their products.

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Triple facing for Auchan brand

POUSSY at the botomAuchan brand at the middleCôte d’or at the top

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4/ Auchan CRM


4.1. The Cross-Canals CRM Marketing with Neolane

Neolane => a french editor of software dedicated to marketing & Customer’s communication.

The solution => Neolane MRM, Neolane Campaign, Neolane Interaction.

Consequencies => A better interaction with customers, providing them a more personalized and quicker responses.

=> A better management of customer marketing plan => Create a synergy between every canals and stores

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4. Auchan CRM


4.2 The Visa Card « ACCORD », an effective tool to develop customer loyalty

An Universal Card, which can be used as a real Visa Card with deferred debit as well as a loyalty card of Auchan.

Access to the Auchan loyalty program « Waaoh » (2002) => At each time I use the « Accord » card, I accumulate points and euros in my Waaoh account. I can spend this whenever I want in Auchan stores.

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4/ Auchan CRM


4.2 The Visa Card « ACCORD », an effective tool to develop customer loyalty

It develop Auchan diversification stategy in financial services.

The purchasing behavior of customers can be studied, and it helps to increase the efficiency of Auchan’s marketing operations.

It encourages customers to come again in Auchan for its promotions and advantages.

This system of Visa Card => A good tool for Auchan CRM

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4/ Auchan CRM


4.3. Ads and catalogues

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4/ Auchan CRM


4.4. Other services

The « after-sales service »

The project to build an « Auchan drive » in Pau this year.

Conclusion

Lots of choice for the consumers.

No special occasional chocolates

No promotion for the chocolates

Merchandising layout and route helps in more frequent visit of consumer.

Visual Merchandising attract and catch the consumers attention.

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SOURCES


Etude Xerfi – “World mass market retailer” Etude Xerfi – “Confiserie de sucre” Interview (16.04.12): Ms Gayate (Lindt’s Commercial Director) Interview (27.04.12): Frederic Durey (Auchan Pau’s Management

Controller) and Marianne Geffrotin (Auchan Pau’s Area Manager) http://www.alternatives-paloises.com/article.php3?id_article=4775 Xerfi – « Chocolate » http://www.larepubliquedespyrenees.fr/2012/01/10/le-projet-de-dri

ve-d-auchan-avance-a-petits-pas,223038.php http://www.argonautes.fr/uploads/uploads/documents/BARREY.pdf

http://www.auchan.fr/espaceCarte/editorial/editorialEspaceCarte.jsp?idChannelN2=32802&idChannelN3=32805

http://www.lemondeinformatique.fr/actualites/lire-pour-renforcer-son-crm-auchan-mise-sur-neolane-47378.html

http://fopau.forumactif.info/ http://www.lesprixducoin.com/prospectus/auchan-joyeuses-paques

-version-vl-paques-c13377

http://www.alternatives-paloises.com/article.php3?id_article=4775

http://www.alternatives-paloises.com/article.php3?id_article=4775

http://www.larepubliquedespyrenees.fr/2012/01/10/le-projet-de-drive-d-auchan-avance-a-petits-pas,223038.php

http://www.larepubliquedespyrenees.fr/2012/01/10/le-projet-de-drive-d-auchan-avance-a-petits-pas,223038.php

http://www.argonautes.fr/uploads/uploads/documents/BARREY.pdf





http://fopau.forumactif.info/

http://www.lesprixducoin.com/prospectus/auchan-joyeuses-paques-version-vl-paques-c13377

http://www.lesprixducoin.com/prospectus/auchan-joyeuses-paques-version-vl-paques-c13377

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THANK YOU FOR YOUR ATTENTION


auchan ppt

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