category management project chocolate & confectionery

Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Category Management ProjectChocolate & Confectionery

Case study

March 17, 2005


Project Details

Retailer: Abu Dhabi Coop, UAE

Category: Chocolate & Confectionery

Section: 17 m, regular shelves and pegboards

Introduction


Objectives

Assortment optimisation: 368 SKUs in the realogram

Increase the sales of the category by: avoiding Out of Stock situations / inefficient inventory levels; creating vertical blocks based on consumer decision tree; positioning best selling items in the hot spots on the shelf.

Introduction


Chocolate Confectionery

Chocolate Confectionery

• Singles• Outers• Bags• Minis• Multipacks

• Blocks & Inclusions• Filled Bars• Biscuits• Bite Size

ChocolateChocolate Chocolate GiftsChocolate Gifts

ManufacturerManufacturer ManufacturerManufacturer

BrandBrand BrandBrand

SizeSizePackage TypePackage Type

FormatFormat

Segmentation


EAN and Stock code

Product Name

Dimensions (height, width & depth)

Manufacturer & Brand Name

Segmentation

Retail Price

Volume Sales

Value Sales

Database Creation


Assortment Analysis

Range Analysis


Pareto Analysis

Range Analysis


Total number of SKUs before analysis - 368

Total SKUs in the Planogram - 267

Remaining listed 227 SKUs

Force Listed (Inners & Outers) 38 SKUs

New Products Listings - 2 SKUs

Delisted - 103 SKUs

Listing Summary


Realogram

Layout


Sugar

Realogram

Planogram

Left Section Right Section

Layout


Manufacturer Report


MASTERFOODSPackage Type Blocking


Galaxy

M&M’s

Bounty Mars Snickers Twix

Minis - Galaxy, Bounty, Mars, Best of Our Minis,

Snickers, Twix, Maltesers, Milky Way

MASTERFOODSBrand Blocking


MASTERFOODS Realogram vs. Planogram (brand level)Comparison


MASTERFOODS Realogram vs. Planogram (brand level)

Realogram Planogram

delisted

Comparison


MASTERFOODS PlanogramPlanogram


NESTLEPackage Type Blocking


Milkybar

Lion

Aero

KitKat

KitKat SmartiesCrunch/

Temptation

NESTLEBrand Blocking


NESTLE Realogram vs. Planogram (brand level)Comparison


NESTLE PlanogramPlanogram


CADBURYPackage Type Blocking


CADBURY PlanogramPlanogram


FERREROPackage Type Blocking


Kinder Bueno

Kinder (+Country)

Duplo Rocher Raffaello

Kinder Surprise

FERREROBrand Blocking


FERRERO Realogram vs. Planogram (brand level)Comparison


FERRERO PlanogramPlanogram


KRAFTPackage Type Blocking


KRAFT

Leo

Toblerone

Daim Cote D’or

Brand Blocking


KRAFT Realogram vs. Planogram (brand level)Comparison


KRAFT PlanogramPlanogram


Implementation

Final Steps (I)

Implementing the planogram: the planogram was implemented in all Abu Dhabi stores (adjusted to each outlet Chocolate section dimensions)

Monitoring planogram compliance: followed up by retailer


Results

Final Steps (II)

Evaluating the results: two months after the implementation, category performance data before/after implementation was compared, showing:

an average increase of 30% in terms of movement at total category level per outlet;

significant decrease of Out of Stock situations for best selling items and improved level of control over the inventory level.

* A consumer research carried out at a later stage showed that the shoppers noticed and appreciated the standard layout in all Abu Dhabi outlets in the Chocolate section.


The Apollo Software Portfolio

Comprehensive range of software covering each level of the merchandising process


Apollo software portfolio

The Apollo Suite planograming software is part of a complete product portfolio.

Apollo Suite


Merchandising information is stored in a state-of-the art database, which allows Apollo tools to share information.

MerchandisingDatabase


Apollo Suite



StorePlan makes it possible to view, analyse and optimise store layout plans.



StorePlan

Apollo Suite



StorePlan

Import CAD files Drag & drop

departments and planograms

Analyse sales, profit, inventory, space utilisation…

Find hot & cold spots Optimise the layout of

existing or new stores



With Web Publisher it is possible to send planograms to the stores at the push of a button.

StoreStore

StoreStore

StoreStore

Web PublisherMerchandising

DatabaseMerchandising

Database

StorePlan

Apollo Suite



Web Publisher

Send planograms and other merchandising materials to the stores automatically

Use a standard browser to view and print planograms in the stores

Fast, efficient



MerchCentral connects Apollo to the retailer’s internal systems.

StoreStore

StoreStore

StoreStore



Database

StorePlan

Apollo Suite

MerchCentral

ERP SystemERP System



MerchCentral

Connect Apollo to internal systems

Import data automatically into Apollo

Analyse any number of planograms at the same time



MeasureBox

Collect barcodes and product dimensions electronically

Transfer the data right into Apollo or Excel

ShelfScan

Collect product and merchandising information in the stores

Measure planogram compliance



StoreStore

StoreStore

StoreStore



Database

StorePlan

Apollo Suite

MerchCentral

ERP SystemERP System

MeasureBox

ShelfScan


category management project chocolate & confectionery

Documents