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Category Management Project Chocolate & Confectionery

Category Management Project Chocolate & Confectionery. Case study. March 17, 2005. Introduction. Project Details. Retailer: Abu Dhabi Coop, UAE Category: Chocolate & Confectionery Section: 17 m, regular shelves and pegboards. Introduction. Objectives.

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Category Management Project Chocolate & Confectionery

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  1. Category Management ProjectChocolate & Confectionery Case study March 17, 2005

  2. Introduction Project Details • Retailer: Abu Dhabi Coop, UAE • Category: Chocolate & Confectionery • Section:17 m, regular shelves and pegboards

  3. 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.

  4. Chocolate Chocolate Gifts Manufacturer Manufacturer Segmentation Brand Brand Package Type Size • Blocks & Inclusions • Filled Bars • Biscuits • Bite Size Format • Singles • Outers • Bags • Minis • Multipacks Chocolate Confectionery

  5. Database Creation • EAN and Stock code • Product Name • Dimensions (height, width & depth) • Manufacturer & Brand Name • Segmentation • Retail Price • Volume Sales • Value Sales

  6. Range Analysis Assortment Analysis

  7. Range Analysis Pareto Analysis

  8. Listing Summary • 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

  9. Layout Realogram

  10. Layout Realogram Left Section Right Section Sugar Planogram

  11. Manufacturer Report

  12. Package Type Blocking MASTERFOODS

  13. Brand Blocking Bounty Mars Snickers Twix Galaxy Minis - Galaxy, Bounty, Mars, Best of Our Minis, Snickers, Twix, Maltesers, Milky Way M&M’s MASTERFOODS

  14. Comparison MASTERFOODS Realogram vs. Planogram (brand level)

  15. Comparison delisted MASTERFOODS Realogram vs. Planogram (brand level) Realogram Planogram

  16. Planogram MASTERFOODS Planogram

  17. Package Type Blocking NESTLE

  18. Brand Blocking KitKat Lion Aero Crunch/ Temptation KitKat Smarties Milkybar NESTLE

  19. Comparison NESTLE Realogram vs. Planogram (brand level)

  20. Planogram NESTLE Planogram

  21. Package Type Blocking CADBURY

  22. Planogram CADBURY Planogram

  23. Package Type Blocking FERRERO

  24. Brand Blocking Duplo Rocher Raffaello Kinder Bueno Kinder (+Country) Kinder Surprise FERRERO

  25. Comparison FERRERO Realogram vs. Planogram (brand level)

  26. Planogram FERRERO Planogram

  27. Package Type Blocking KRAFT

  28. Brand Blocking Toblerone Daim Cote D’or Leo KRAFT

  29. Comparison KRAFT Realogram vs. Planogram (brand level)

  30. Planogram KRAFT Planogram

  31. 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

  32. 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.

  33. The Apollo Software Portfolio Comprehensive range of software covering each level of the merchandising process

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

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

  36. Apollo software portfolio Apollo Suite Merchandising Database StorePlan StorePlan makes it possible to view, analyse and optimise store layout plans.

  37. Apollo software portfolio 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

  38. Apollo software portfolio Store Store Store Apollo Suite Merchandising Database Web Publisher StorePlan With Web Publisher it is possible to send planograms to the stores at the push of a button.

  39. Apollo software portfolio 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

  40. Apollo software portfolio Store Store Store ERP System Apollo Suite Merchandising Database Web Publisher MerchCentral StorePlan MerchCentral connects Apollo to the retailer’s internal systems.

  41. Apollo software portfolio MerchCentral • Connect Apollo to internal systems • Import data automatically into Apollo • Analyse any number of planograms at the same time

  42. Apollo software portfolio 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

  43. Apollo software portfolio MeasureBox Store Store Web Publisher MerchCentral Store StorePlan ShelfScan ERP System Apollo Suite Merchandising Database

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